Mobilink Jazz brand audit

BRAND AUDIT OF MOBILINK JAZZ

INTRODUCTIONHISTORY

BRAND PROFILE

INTRODUCTION Subsidiary of Orascom Telecom Customer base more than 31.6

million Nationwide coverage Official partner of PCB Investment in Pakistan US $ 3.3 bn International roaming in 140

countries

PRICING HISTORY OF JAZZ Market skimming strategy SIM card price RS.5000 in start 2002, Ufone entered in market 2005, Telenor and Warid emerged Current SIM prices Call and SMS rates

PRODUCTS OF MOBILINK

Jazz Jazz First Jazz Jazba Jazz Budget Jazz Easy-old Jazz Ladies First Jazz One

Indigo Mobilink PCO

CONSUMER LEADING FACTORS

Purpose is COMMUNICATION

Price Voice Quality Coverage

CORE BRAND VALUES

Quality Mobilink provides quality services to its customers

Innovation Being a market leader, it is and it has to be innovative in

introducing different services

Customer Friendliness Mobilink maintain good relationships with its customers to

ensure good services

BRAND PROFILE

Brand Essence “Reshaping Lives”

Brand Promise Aur sunao Quality aur coverage pe NO SAMJHOTA Jazz APNA HAI...

BRAND PERSONALITY

CUSTOMER PROFILEMARKETING

EFFORTS

BRAND PERSONALITY

Management

•Reliable•Strong•Mature•Friendly•Superior•Lively•Dynamic•Romantic

Customer•Reliable•Strong•Mature•Friendly•Superior•Lively•Dynamic•Expensive/Lavish

Gaps•Romantic•Expensive/Lavish

CUSTOMER PROFILE All ages Talkative Quality Conscious Travellers Price Savvy Image conscious

0300 Phenomenon

MARKETING EFFORTS Question Asked; How do you measure the success of each of your

marketing efforts and what lessons have you learned from these past efforts?

TOM (Top Of the Mind) Surveys Thought Leadership

Innovation

EXPERIENCE Question Asked; What emotions does the experience of Mobilink

evoke?

“They are Buying something Precious” Brand Manager

“I’m using a good quality service”

Satisfaction Consumers 90% of the respondents are satisfied by the service

quality.

COMPETITOR ANALYSIS

&RECOMMENDATIO

NS

ANALYSIS OF MOBILINK JAZZ

STRENGTHS Market leader Strong Brand Equity Wide network coverage International brand Network capacity (Having modern network capabilities in

respect of infrastructure)

Weaknesses High prices Customer servicing problem due to large customer base Lack in positioning in the minds of customers

ANALYSIS OF WARIDSTRENGTHS Leveraging brand equity from international corporate “Abu Dhabi Group” Having modern network capabilities in respect of infrastructure. Financial strength of share holder and their telecom expertise ‘Warid

international” Large Post paid based generating high RPU State of the art IP based contact center and leading data center It has technical partnering involving “SingTel”, “Nokia” and “Wateen”.

Weaknesses Need to expand network coverage. Need to increase brand awareness and improved market positioning Lack of proactive churn management and stimulate programs to

address inactive subscriber Low promotional packages activities The product line is too narrow.

ANALYSIS OF UFONE

STRENGTHS Subsidiary of PTCL. Knowledge about country culture. Experience Variety of Value Added Service Broad market coverage.

Weaknesses Stagnant Profitability Low market share as compare to competitor (Mobilink). Overly Dependent on PTCL

ANALYSIS OF TELENOR

STRENGTHS Superior infrastructure & technology in PAKISTAN Have a very strong financial. They have the ability and resources to hire skilled engineers. Large number of Subscriber

Weaknesses Low market share as compare to competitor (mobilink) Limited coverage due to newly introduce in the market Signal problem due to limited network

ANALYSIS OF ZONG

STRENGTHS World biggest network A product of China Mobile Company. Leverage financial resource from CMC Experienced administration

Weaknesses Low market share as compare to competitor They are unable to improve the network means that they

are not using their resources. There is the diversion of customers towards other brands

due to connectivity issue RPU is negative.

RECOMMENDATIONS PRICE

COVERAGE

MOBILE INTERNET IMPROVEMENT

FRINGE BENEFITS

SUB BRAND JAZZ IS MORE POWERFUL THAN MOBILINK

UNABLE TO POSITION JAZZ AS A EXCLUSIVE BRAND

THANK YOU