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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