Repositioning Mobilink Jazz[1]
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Transcript of Repositioning Mobilink Jazz[1]
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Repositioning Mobilink Jazz
A Presentation
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Presentation Overview Industry Overview
Mobilink The Company
Mobilink Jazz
Target Market
SWOT Analysis
Major Consumer Benefits Offered
Current Positioning
Repositioning Mobilink Jazz
Communicating the New Positioning
Sample Adverts
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The Telecom Sector
Overview
Telecommunication has now become one of the prime serviceswhich an economy needs for rapid growth, development andmodernization of its various sectors. Government of Pakistanawarded status of industry to telecom sector in year 2003-04.
Basic Telephony
Pakistan telecommunications market for the fixed-line services wasdominated by Pakistan Telecommunication Limited (PTCL). But now
PTA has been given the role of a regulatory body and is responsible forimplementing the telecom deregulation policy.
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MobilinkThe Company
OverviewMobilink GSM (PMCL), a subsidiary of Orascom Telecom, isthe market leader in Pakistan Mobile Industry.
Mobilink GSM started operations in the year 1994, from thenon it has shown enormous growth. At the time when it
entered the market it was a small player in the cellularmarket of Pakistan it is now the market leader both in termsof growth as well as having the largest subscriber base inPakistan.
VisionTo be the leading Telecommunication Services Provider inPakistan by offering innovative Communication solutions for
our Customers while exceeding Shareholder value &Employee Expectations.
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MobilinkThe Company
Network CoverageMobilink leads the market in network coverage with 400+cities. A map showing the coverage areas is as follows:
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MobilinkThe Company
International Roaming
Mobilink has strategic partnerships with 300 mobileoperators World Wide in 95 Countries. This amounts tothe largest international roaming Coverage providedby the cellular operators in Pakistan.
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Mobilink Jazz
Overview
Jazz is the name of the prepaid plan provided by Mobilink.Jazz is a market leader in prepaid plans with 8.6 MillionUsers.
Market ShareMobilink Users : 10 MillionJazz Users: 8.6 Million 14%
86%
Indigo
Jazz
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Mobilink Jazz
Tariff
Outgoing calls to any Mobilink Number Rs. 2.70 min
Outgoing calls to all networks in Pakistan Rs. 4.70 min
Off-net rate (Fixed line) Rs. 4.70 min
Favorite Numbers Offered 3 (Three)Outgoing calls to any 3 favourite Mobilinknumbers
Rs. 2.25 min
SMS (Jazz to Mobilink) 1.0 SMS
SMS (Jazz to other networks) Rs. 1.5 SMS
Favorite numbers addition/modification
Rs.25/number(Rs.28.75including tax)
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Mobilink Jazz
Target MarketNeed: Economical Mobile Phone Plan with Convenience.
Location: Urban
Age: Young (16-24)
Family Stage: Single
Gender: Male / Female
Income: 8K+
Social Class: Upper Lowers / Middle Class / Upper Middles
Lifestyle: Outdoor Oriented, Social, Trendy
Personality: Enthusiastic, Adventurous
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Mobilink Jazz
SWOT Analysis
Strengths:
Market Leader in Prepaid Plans Largest Coverage in Pakistan
Strong Past Experience Strong Distribution & Franchise Network
Weaknesses
Expensive Call Rates Old Network Infrastructure Poor Call Quality
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Mobilink Jazz
SWOT Analysis
Opportunities
New Market Segments New Services
New Technologies New Prepaid Plans
Threats
Heavy Competition Introduction of WLL Services Dissatisfied Customers
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Mobilink Jazz
Major Consumer Benefits Offered
Friends & Family Numbers.
Power Tools
Electronic Recharge Vouchers
Free Balance
GPRS & MMS Services
On Call Services
Chat Zone
Song Dedication Services
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Mobilink Jazz
Current Positioning Statement
To Enthusiastic Youngsters who need to stay connected,Mobilink Jazz is a prepaid plan that is more economical than
the competitive plans.
Sample Adverts
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Repositioning Mobilink Jazz
Major Competitive Advantages
CompetitiveAdvantage
Importance toCustomers(High-Low)
Company Standing(Good-Average-
Poor)
NetworkCoverage
High Good
ServiceConvenience
High Good
Cost High AverageQuality High Average
Technology Low Average
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Repositioning Mobilink Jazz
Comparison of Advantages with Competition
Ufone is the major competitor of Mobilink Jazz Having 21%of market Share. The Following Table Shows Comparison ofMobilink Jazz with Ufone Prepaid.
Competitive
Advantage
Mobilink Standing
(High Average-Low)
Ufone Standing
(High-Average-Low)
Technology Average High
Cost Average HighCall Quality Average High
Coverage High Low
Convenience High Low
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Repositioning Mobilink Jazz
Selected Advantages for Positioning
Based on our Analysis, we can conclude that Mobilink isLeader in Coverage and Convenience facilities throughoutPakistan and these facilities also have a high importance inthe minds of target consumers.
For this reason, we can select Coverage and Convenienceas the two major Competitive Advantages for PositioningJazz.
Revised Positioning Statement
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Repositioning Mobilink Jazz
Revised Positioning Statement
To Enthusiastic Youngsters Who Need to stay connected,Mobilink Jazz is a prepaid plan that keeps you connected
everywhere with maximum convenience.
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Repositioning Mobilink Jazz
Communicating the Postitioning
Product:
As the brand positioning has been revised, other aspects of theproduct must depict the same philosophy by introducing valueadded services like:
Direct access numbers for commonly used processes such asbalance checking, account recharging and contacting customersupport.
Mobilink Jazz customers should be able to charge their account
with any amount they want.
Customers should be able to share their balances with each other.
There should be a daily sms alert service which notifies customersabout News, Events, and Horoscopes etc.
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Repositioning Mobilink Jazz
Communicating the Postitioning
PriceAlthough Mobilink charges a premium price for its prepaid plans,but it is viewed as expensive among customers. If it is able tocommunicate the newly developed positioning effectively, it wouldbe able to justify the higher prices.
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Repositioning Mobilink Jazz
Communicating the PostitioningPlace
Mobilink Should make itself easy to reach for the customers,therefore it should increase its customer support centres so thatcustomers can communicate with the company conveniently andeffectively.
Mobilink should increase its call centers to cater to the needs ofthe growing number of customers.
Mobilink Jazz Kiosks should be placed at major public areas and
shopping malls where customers can recharge their accounts andrequest value added services.
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Repositioning Mobilink Jazz
Communicating the Postitioning
Promotion
In order to Communicate the new positioning strategy, various
advertising campaigns should be designed which will deliver thevalue propositions of convenience and coverage to the customersvia print, Broadcast and Online Media.
In addition to the advertising initiatives, various BTL activitiesshould also be designed to convey the positioning such as RoadShows on Highways, Exhibition Stalls etc.
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Sample Adverts
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Sample Adverts