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MOBILINK UFONE

BBA III D

Fawad SamejoDanial Qayam

Jahanzeb Khan

Fahad Khalid

Comparative Analysis of Marketing Strategies


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UFONE CORPORATE STRATEGY

Figures various market incentives toprovide maximum variety to its customers

To increase Long-term quality service andnetwork coverageProvides newer technology to employeesExploits the market by keeping its pricesas low as possible


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U FONE JANUARY 2001

3.23 MILLION SUBSCRIBERS PARENT COMPANY ETISALAT

M OBILINK JAZZ

31.6 MILLION SUBSCRIBERS INTERNATIONAL ROAMING TO OVER 140COUNTRIES

BRAND HISTORY


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MARKETING STRATEGY

Marketing Strategies of Ufone

Essence of humour

Lively and energetic approach

Marketing Strategies of Mobilink

Shows rich culture of the country

Creates an emotional connect


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SEGMENTATION STRATEGY

Demographic

BehavioralGeographic


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TARGETING STRATEGY

UFONEUndifferentiated(Mass marketing)

Differentiated Concentrated Marketingis being currently relied upon

Micro Marketing (Location Based Offers)

Marketing at an individuals level


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TARGETING STRATEGY

MOBILINKDifferentiated Marketing is a focus

Diversified Target MarketLocal Marketing techniques are being

put into effect since the last year


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MARKETING PROGRAM

UFONE

Positioning of Ufone

A brand with life and joy

Positioning Of Mobilink

A brand with Elegance and Efficiency


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PRODUCT RANGE OF UFONE

Ufone Prepaid

UWonPackage

Uth Package BasicPackageLady's

PackageU-circlePackage

Ufone Lifeplus

Package

30 secondPackage


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PRICE STRATEGIES OF UFONE

Price penetration for new complete packages

Dynamic Pricing for almost every offer

Geographic Pricing for example

Karachi Offer

Psychological Pricing especially for bundle

offers like internet and MMS


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PRICES STRATEGIES OF MOBILINK

Higher prices than competitors

Mobilink used to have price Skimming when there was nocompetition/less competition

Static Pricing for almost every offerGeographic Pricing such as Multan offer

Psychological Pricing especially for bundle

offers like internet and MMSBundle pricing for SMS packages and family packages


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PRICING TARIFF OF UFONE

UWonPackag

e

UthPackage

BasicPackage

Lady'sPackage

U-circlePackage

UfoneLife plusPackage

30 secondPackage

Rs. 1.00per

minuteon net

and Rs.

1.60 offnet

Rs. 1.30per 30

secondsand call

free after 3

mins onnet. Sameoff netexcept

free call

Rs. 80paisasper 30

secondson and

off net.

Rs. 1.60per

minuteon andoff net.

Rs. 2 perhour onPTCL

4numbersallowed.

45 paisasper min.

Rs. 1daily.Rs. 4.5per houron net.

Rs. 1.30per 30sec offnet.

63 paisasper 30

secondson net and

offnet


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PRICING TARIFF OF MOBILINK

JazzBudget

Jazz LadiesFirst

Jazz Easy Jazz One Jazz First

Rs. 0.68 onand off net( Charges

30 sec)

Rs 5/Hours(11pm-9am)

Rs. 80paisas per30 secondson and off

net.

Rs. 1.60per minuteon and offnet. Rs. 2per hour

on PTCL

4 numbersallowed. 45 paisasper min.


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PROMOTIONAL STRATEGY

TV commercials (Prime Focus)

Radio

Pole Boards

Billboards

Posters

ATL and BTL activities


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PROMOTION STRATEGY OF MOBILINK

TV commercialsSimple and focus on Corporate level

Radio

Pole Boards

BillboardsPromoting Jazz Jazba

Posters


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PLACEMENT AND DISTRIBUTION

MOBILINK

Multiple Channels for reaching its customers

Sim cards sold through outlets and service

centers

Mobilink also uses Hybrid Channel for sales

Mobilink will establish new sim issuancepolicy


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BCG ANALYSIS UFONE

High MarketGrowth

Low MarketGrowth

HighMarketShare

Uth Package Life Package

LowMarket

Share

UWon package One Numberfree Package


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Strength :Low comparative Cost, activeand creative marketing team

Weaknesses : Relatively poor quality and

less coverage. Opportunity :

Introduction of 3G technology,

Dual Sims phones, to installbetter technology to improve

quality service.

Threat : Increase in government taxes,

Rise in Inflation.

UFONE


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MOBILINK


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MOBILINK BCG MATRIX

Mobilink Jazz High MarketGrowth

Low MarketGrowth

High Market Share Jazz Jazba Jazz Budget

Low Market Share Jazz Easy Ladies Firstpackage


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PRODUCT-LIFE CYCLE OF UFONE

Ufone showed heavy growth between

2005 to 2008

Ufone reached its maturity by 2011

Pakistani market for cellular networks has a lotmore to achieve and much left to exploit and thus

saturation is still a stage to come


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PRODUCT-LIFE CYCLE OF MOBILINK

Ufone showed heavy growth between

2005 to 2008

Ufone reached its maturity by 2011

Pakistani market for cellular networks has a lotmore to achieve and much left to exploit and thus

saturation is still a stage to come


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CONSUMER BUYING BEHAVIOR

UFONEHabitual with current consumersVariety seeking with new subscribers

MOBILINKHabitual with current consumersComplex behaviour with new

subscribers


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CSR ACTIVITIES OF UFONE

Launched a hospital in Sargoda costing50 million


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CSR ACTIVITIES OF MOBILINK


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Group Picture with CompanyRepresentatives


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THANK YOU

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