Marketing Project Report on ZONG

BY

Sadaf Safdar Jaffery Anhum Anis

Context

Vision Mission Introduction History Marketing Strategy Marketing Mix Marketing Environment Competitors SWOT Analysis Conclusion Recommendation

Vision

“Making Communicati

on Exciting”

Mission

“To be the leading mobile operator of Pakistan by continuously innovating and offering exceptional quality services to be good corporate citizen and envoy of friendship between china and Pakistan core value. Responsibility makes Perfection.”

Introduction

About ZONG About China Mobile

Pakistan

About ZONG

First International brand of china mobile introduced in Pakistan.

The Core essence of ZONG is to allow people to communicate at will.

About China Mobile Pakistan

CMPak is the 100% subsiduary of china mobile.

It has invested US $ 700 million in Telecom sector of Pakistan.

Additional investment are continuously been made.

It is determined to make its market in Pakistan and to change the way people communicate.

History

CMPak replaced its code 0304 with 0314 and introduced a new brand ZONG

Conversion of Paktel in to ZONG

Marketing Strategy

Segmentation Targeting Positioning Differentiation

Segmentation and Targeting

The company made segments considering all the demographic factors.

Segments include, Upper middle class, lower middle class, college and university students, youth etc.

Target market is basically middle, and lower middle class.

Differentiation

Differentiation has been made on the basis of low rates.

As compare to the competititors zong offers cheaper call, sms, as well as mms rates.

Positioning Statement

Staff Selection Criteria

All Brand Ambassadors to be recruited are based on following basis;

Effective Communication Skills. Preferably Masters or Bachelors

degree holders. Presentable, polish, and pleasant

looking. Having past experience in related

field.

Marketing Mix

Product Price Place Promotion

PRODUCTS & SERVICES

Packages1. Prepaid2. Postpaid

PREPAID ZONG 65. 12 Aanay Packages. 50 Paisa/call (8 Aanay). Free Package. ZONG Super Free Number. Break Time Offer. AIk second Package. Family Package.

Postpaid

•Old Tariff •Tariff •SMS Bundle •Blackberry •eBill •Book Your Number

Price

Targeting the lower middle class, ZONG offers cheaper rates as compare to the other telecom companies in Pakistan.

Promotion

•Promotional objectives are as follows;•Create Hype and Excitement.•Sub Keh Do in colleges, schools, and universities.•Staff selection criteria.•ZONG Achi Sim.•Bijli Offer.•To become a ZONG Ambassador.•4 Year Scholarship to UET students.

MARKET ENVIRONMENT

Political Factors1. Political Instability2. Deregulation3. Changes in Tax Laws Economic Factors1. GDP2. Average Revenue/User3. Decline in Money Value4. Out flow Of Capital

Technological Factors1. Technological Environment2. Technological Advancement3. Technological Trends

COMPETITIVE ANALYSIS

Major Competitors of ZONG include

1. MOBILINK2. UFONE3. TELENOR4. WARID

SWOT ANALYSIS

Strength; Pricing strategy

Weakness; High Churn rate

Opportunity; New product

Threat; Sustaining customers

Conclusion•ZONG has strong financial position and growing fast. •That is the reason it didn’t found much discrepancies.• As seeing the growth rate of ZONG it may be

possible that ZONG can be the leading mobile operator in Pakistan.• There are some minor discrepancies but they are adjustable with little effort.

Recommendation Increasing Network Adopt Strategy Of Market Development & Related Diversification Hired Skilled Management Not Waste Their Opportunity

References

www.zong.com.pk www.pta.com.pk Zeeshan Jamil Rana Zeeshan.jamil@zong.com.pk ( Marketing Executive)

THANK YOU