IMC of Indigo

Subject

SEMINARS IN MARKETING

ASSIGNMENT # 2

The Institute Of Management Sciences

Topic:

IMC Planning of Mobilink Indigo

PRESENTED BY :

Syed Akif Qadri (083103)

Rizwan Ali (092115)

Danish Zubari (083412)

PRESENTED TO:

Mr. Mankoosh


Acknowledgement

In the name of ALLAH who has created this universe and left it for

MAN to explore the new horizons and to be concurred He has

bestowed His master piece “MAN” with the greatest strength in the

universe which is knowledge. With the help of this knowledge man is

going higher and higher and is seeking for new destinations. This is

knowledge which makes things easier and easier to be done. Same

is the case with us, we with the help of such knowledge have been

able to do such a job which was assigned to me and is regarding my

final project of SEMINARS IN MARKETING If ALLAH had not given

me the power of knowledge, I could not be able to accomplish this

task.

Then we would like to remember His last messenger Hazrat

Muhammad (SAW) who is the person through whom knowledge

came to us, and who enlightened the world with His message and

brought the human being out of darkness of ignorance to the light of

knowledge.

we would like to thank my parents who always encourage me at the

time when we became disappointed and it is fact that without their

untiring and selfless efforts we could never do this.

“At the end we would like to thank my respected teacher Mr.

Mankoosh who did his best and worked hard for me so that we may

get some practical knowledge of the practical field. “

History


Orascom Telecom Holding S.A.E. ("Orascom Telecom") or ("OTH") was established in1998 and has grown to become a major player in the telecommunication market in the world.OTH is considered among the largest and most diversified network operator in the Middle East, Africa and Pakistan.

Mobilink GSM (PMCL), a subsidiary of Orascom Telecom, was awarded a license in July, 1992 and started its operations in 1994, and has become the market leader both in terms of growth as well as having the largest customer subscriber base in, Pakistan - a base of over 24 million and growing.

Mobilink provides the most extensive network coverage footprint

across Pakistan through an integrated technology infrastructure in

more than 5,000 cities, towns, villages, and countless remote

destinations, including International Roaming in 110 countries

through 300 partner operators. There are about 5000

employees currently working in Mobilink of which 4500 are working

on permanent basis and 500 on temporary basis, with average of

more than 800 employees hired every month. Among them

approximately

5% are managers and operatives are 40%, rest are either contractual

or not Directly related to core business

In April 2001, when the OTH (Orascom) Telecom Holding) took over management control of the company, the market share wasonly40% but as of March, 2006; Mobilink served over14millionsubscribers, representing market share of approximately56.2% of total mobile subscribers in Pakistan. However, during the past two years the market shares of Mobilink gone down to 41% (As of March, 2007).


The head office of Mobilink is located at KULSUM Plaza, blue area,Islamabad. Its branch offices are located in Lahore, Karachi, Faisalabad, Rahim-Yar-Khan, Sukkur, Peshwar, Quetta, Swat, and Kohat. Moblink has three main contact centers in three regions of Pakistan. As for the customers centers there are about2000 2500 customers service centers all over Pakistan

Principal area in which Mobilink Telecommunication is working is that

it provides its customers, a wide range of postpaid (Indigo) and

prepaid (Jazz) solutions. Keeping in the mind their customer

convenience they have alsobundled mobile handsets, sold either

independently or bundled in Set so GoGet Pack.


M ISSION

“To be a superior communication service company in Pakistan which

provides the best value to its

customers, employees, business

partners and shareholders?”

V ISION

“To be the leading

Telecommunication Services

Provider in Pakistan by offering

innovative communication solutions

for our Customers while exceeding

Shareholder value & Employee expectations"

Segmentation


Mobilink, a telecommunication service provider emphasizes on being part of a value delivery process. The first phase, choosing the value, represents the homework marketing must do before any product exists. First, the marketing staff must segment the market. The variables used for segmenting the consumer market demographic as well as psychographic.

Age

Income

Occupation

Social Class

It is difficult for any one company to engage in mass production, mass distribution and mass promotion for its product. The complexities arise from the proliferation of advertising and distribution channels and the high costs associated with reaching a mass audience. Therefore, companies segment the market so that they can target the group of customers who share similar needs and wants. The telecomm sector shows a market that has homogeneous preferences that is the customers have similar preferences. They want mobile to be connect with each others. Keeping these things in mind Cellular market has been segmented. The marketers at Mobilink have had a number of options available to them when segmenting the market for their products.

Demographic segmentation Mobilink indigo products are especially for the business and

elite class who interact with each other for the business purpose along with lifestyle. The brand is meant for all the users in higher upper or middle class families. Even though the brand calls for a small percentage of an individual’s income but lower class wouldn’t want to buy the brand maybe because they are price

Psychographic segmentation


On the basis of psychographics, factors such as personality traits, lifestyles and values, the marketers at Mobilink Indigo have segmented the market more towards business and high income For example the ads for Mobilink Indigo mostly show business class who want to be successful, have high aims and are already doing quite well in their concerned fields. The Mobilink products have targeted Business mans because the company has given them wide range of value added services. Mobilink Indigo’s ads also target believers, traditional conservative people with concrete beliefs. The ads for Mobilink show the beliefs of full coverage with strong signal plays on the emotional aspect more.

Targeting

The second step of choosing the value is selecting the appropriate target market. Mobilink Target market varies with its different product lines e.g.

The Mobilink Indigo brand mainly targets The corporate sector of the Pakistani community.

The Jazz Octane is designed to attract youth

Jazz Budget is aimed at the middle and upper-middle class, while Mobilink World targets the masses with its diverse value added services.

It is important to understand that the future of marketing telecommunication services in Pakistan is going to be based on targeted segmentation strategies. Mobilink follows the target selectionPattern of full market coverage and develops strategies as per the requirement of the different targeted segments. Mobilink has followed a consistent strategy of growing the network and ensuring that the products are available everywhere. This growth has been further strengthened with brand building activities that have ensured that jazz and indigo remain synonymous for premium telecommunication services for which they are close to the hearts and minds of the customers.


Positioning

Developing the offering value positioning is the last part of choosing the value phase of the value delivery process. Mobilink catchphrase ³Mobilink« Resha ping Lives´ tells all about how they want to position the brand in the minds of their target customers The message they want to communicate to the consumer market is that Mobilink is the best solution for telecommunication and can be trusted to provide communication facilities all across the globe where no other service is available.

Behavioral segmentation

Mobilink Indigo products have been segmented on the basis of benefits that consumers seek in the connection. In this case, people look for a brand that can be used for all purposes. The ads also show that consumers can connect with each other all the time all the day without any problem. There may be some hard core loyal in the telecom sector. There might even be switchers and shifting loyal in the telecom sectors that are either price sensitive or want variety. As a result, the marketers need to find ways to make the hard core loyal attracted to the Mobilink indigo brand and shifting loyal and switchers to convert into hard core loyal as well.

Marketing Strategies And Market Positioning

Positioning Strategy

Mobilink position itself as the premium company providing the best value for money. It has been able to get away with its premium pricing because is has built the perception of being a better company. However, with PTML's launch, its sole edge of being technologically superior will be washed ashore, because the dynamics of the industry are changing, and the newer lot of customers are more prices sensitive and expect more bang for the buck!” It will be positioned as


a product providing a more affordable solution to the customers and later picking up on the premium price, thus having different strategies for different segments of the market.

Currently, Mobilink's Value added services (VAS) are the main attraction of the high end-users. The high end-users are more concerned about the services, rather than the price. The second most important reason for the companies’ current popularity is its Value-Added Services, first being the GSM technology.

Marketing Mix For Mobilink

ProductThe product aspects of marketing deal with the specifications of

the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.

PricingThis refers to the process of setting a price for a product,

including discounts. The price need not be monetary it can simply be

what is exchanged for the product or services, e.g. time, energy, or

attention.

PromotionThis includes advertising, sales promotion, publicity, and

Personal selling, branding and refers to the various methods of

promoting the product, brand, or company.

Place Place or distribution refers to how the product gets to the

customer; for example, point-of-sale placement or retailing. This


fourth P has also sometimes been called Place, referring to the

channel by which a product or service is sold (e.g. online vs. retail),

which geographic region or industry, to which segment (young adults,

families, business people), etc, also referring to how the environment

in which the product is sold in can affect sales.

These four elements are often referred to as the marketing mix, which

a marketer can use to craft a marketing plan. The four Ps model is

most useful when marketing low value consumer products. Industrial

products, services, high value consumer products require

adjustments to this model. Services marketing must account for the

unique nature of services.

Industrial marketing must account for the long term contractual

agreements that are typical in supply chain transactions. Relationship

marketing attempts to do this by looking at marketing from a long

term relationship perspective rather than individual transactions.

As well as the standard four P's (Product, Pricing, Promotion and

Placement), services marketing calls upon an extra three, totaling

seven and known together as the “Extended Marketing Mix”.

People

Process

Physical EvidencePeople Any person coming into contact with customers can have an


Impact on overall satisfaction whether as part of a supporting service

to a product or involved in a total service, people are particularly

important because, in the customer's eyes, they are generally

inseparable from the total service. As a result of this, they must be

appropriately trained, well motivated and the right type of person.

Fellow customers are also sometimes referred to under 'people', as

they too can affect the customer’s service experience, (e.g., at a

sporting event).

Process

This is the process involved in providing a service and the

Behavior of people which can be crucial to customer satisfaction

Physical evidence

Unlike a product, a service cannot be experienced Before it is

delivered, which makes it intangible? This, therefore, means that

potential customers could perceive greater risk when deciding

whether to use a service. To reduce the feeling of risk, thus improving

the chance for success, it is often vital to offer potential customers the

chance to see what service would be like. This is done by providing

physical evidence, such as case studies, testimonials or

demonstrations.


Integrated Marketing Communications

Marketing communications is 'promotion' from the marketing mix. Integrated means combine or amalgamate, or put simply the jigsaw pieces that together make a complete picture. This is so that a single message is conveyed by all marketing communications. Different messages confuse your customers and damage brands. So if a TV advert carries a particular logo, images and message, then all newspaper adverts and point-of-sale materials should carry the samelogo, images or message, or one that fits the same theme. Coca-Cola uses its familiar red and white logos and retains themes of togetherness and enjoyment throughout its marketing communications.

Integrated Marketing Communication (IMC) can be defined as Synergistic approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods. As defined by the American Association of Advertising Agencies, IMC " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—advertising, public relations, personal selling, and sales promotion—and combines them to provide clarity, consistency, and maximum communication impact.

Marketing communications has a mix. Elements of the mix are blended in different quantities in a campaign. The marketing communications mix includes many different elements, and the following list is by no means conclusive. It is recognized that there is some cross over between individual elements (e.g. is donating computers to schools, by asking shoppers to collect vouchers, public relations or sales promotion?) Here are the key of the marketing communications mix. First four elements are known as basic activities of IMC.

Communication Objectives


Increasing the percentage of consumers in the target market

who associate specific features, benefits or advantages with Mobilink

Indigo Increasing the number of consumers in the target audience

who prefer Mobilink Indigo over the competitor’s product

Encouraging current users of the product to use it more frequently or

in more situations (new uses)

Encouraging consumers who have never used Mobilink Indigo to try it

Encouraging feed back and involve customers for continuous improvements.

Advertising

Mobilink Indigo TVCs focused on Upper and Middle Class

Mobilink indigo giving ads on different TV channels like Geo, Geo super, Aaj tv, Express News and other popular channels... Cable cannot be seen in most of the rural areas which covers 70% of the masses. Mobilink indigo did not focus on the rural areas as it was launched as a premium product and was not targeted to lower class

Billboards The billboards of Mobilink Indigo are very eye catchy for the

business class; the indigo color on the pack and on all their bill


boards is extremely appealing. The color scheme down below the ad is also painted in indigo color.

Print Ads


Following are the different print ads used by Mobilink Indigo in different newspapers:

These print ads emphasize on the point that Mobilink Indigo offers uniquely to its target market. Mobilink focuses on the coverage to upper class.

Sales Promotion


Sales promotion involves some type of inducement that provides an extra incentive to buy. Sale promotion can also provide an inducement to marketing intermediaries. Sales promotion activities can be targeted to different parties in the marketing channel. Sales promotion is of basically two types,

1) Consumer oriented sales promotion, 2) Trade oriented sales promotion.

When we are talking about Mobilink Indigo, they are usually doing the consumer oriented sales promotions. Mobilink Indigo offers the low call rates to its business class as shown in the following ad.

Direct Marketing


Website

Mobilink Indigo is successful to deliver the information to its target audience via website; given the supposedly massive image the brand has built, of being a product for the business class using an aggressive marketing campaign Mobilink website is available. If this product is actually targeting towards the business class the availability of a website is necessary.

All people search for some information. When such an image is made they should be consistent in the message they are delivering, and inform their targeted audience about all the attributes related to the product.

Public Relations

Mobilink Indigo has arranged exhibition in different cities of Pakistan. Few days ago Mobilink indigo has on air cricket World Cup 2011 ads on different TV channels, and further adding more value to the brand and managing customer-based brand equity

Personal Selling

Mobilink has its personal direct competent sales team for personal selling. The sale team has been divided into two categories one is the corporate sales team and other is the individual sales team. Both teams playing the vital role to promote its products

Internet


Mobilink indigo also promotes its products on the famous sites of internet as shown in the following you tube website. Mobilink target customers can take the information also from the internet they can check the feedback of the customers and market share of the company.


Date post:	26-Mar-2015
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IMC of Indigo

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