MKT_701

INTEGRATED COMMUNICATION

GROUP MEMBERS:
Huma riaz

15221001

Zakriya javed 13223001

M. Abid awan
Date:
Timer period covered in campaign:
Name of client and product:

Project title: Zong M9 service

Industry background:
The telecom sector is one of the fastest growing segments of Pakistans economy and is a key
driver for growth. There are an estimated more than 100 Million cellular users and the sector
directly or indirectly employs approximately 1.36 Million people.
This note captures a summary of the recent developments in the regulatory framework for the
telecommunication sector.
We need not mention that the telecom sector is complex, extensively regulated and rapidly
evolving to keep up with the global markets and initiatives. As such, the following is only
intended to provide a high level summary and should not be construed as an exhaustive analysis
of all regulatory/legal issues that will be affect a potential investor. Accordingly, specific
financial, legal and regulatory advice should be sought to ascertain and understand the applicable
legal and fiscal regime before any investment decision is considered.
Pakistan mobile industry at the moment is experiencing growth explosion. Though the existing
players are trying hard to meet the growing demand still there is a huge amount of unmet
demand in the country as against the supply of connection by the operating mobile companies.
Currently there are five mobile operators operating in Pakistan, Which are: Mobil ink, Ufone
Warid, ZONG, and Telenor.

Growth:

Market share of different telecom industries:

Establishment of the Pakistan Telecommunication Authority:

The principal legislation governing the telecom sector in Pakistan is the Pakistan
Telecommunication (Re-organization) Act, 1996 (the Act). Some of the main features of the Act
include:
Creation of the Pakistan Telecommunication Authority (PTA) to regulate the telecom sector;
Creation of the Frequency Allocation Board (FAB) with the responsibility of allocating and
assigning frequency spectrum to the Government of Pakistan (GOP), telecom system / service
providers, broadcasting operators and private users of wireless systems. The FAB replaced the
Pakistan Wireless Board established under The Wireless Telegraphy Act, 1933;
Creation of National Telecommunication Corporation to provide telecom services (on a nonexclusive basis) to armed forces, defense projects, the GOP, Provincial Governments and such
other Governmental institutions as the GOP may determine; Transfer of telecommunication
services to the private sector; Power of the GOP to issue policy directives to the PTA; and
Establishment of the Pakistan Telecommunication Company Limited (PTCL)1 under the
Companies Ordinance, 19842 with a limited exclusivity period to provide basic telephone
services under the Act.

Macro environment:
Political:
Political Instability:
Pakistan is facing political instability causing danger for the telecom industry. But the political
factor does not effect on Zong so high because Zong related from china and relationship of china
and Pakistan is very strong.
Deregulation:
The telecom sector of Pakistan has successfully liberalized in an efficient, transparent and fastest
deregulation of telecom in the region. The Government of Pakistan gave the status of Industry to
Pakistan Telecommunication Sector.
Changes in Tax Laws:
Tax rates have been increased day by day government tax rate of call is 15% and

recently

government increased it by 6 % more.

Economic:
Gross Domestic Product:
Telecom sector of Pakistan has a share of almost 2 percent in National GDP.
Average Revenue per User (ARPU):
The average revenue per user is falling. It does not affect value able on Zong. Because Zong
started in same condition.
Decline in Money Value:
The decline in Rupee value against the US Dollar, the decrease in the interconnect charges and
lower priced tariffs have resulted in an overall decrease of ARPU in US Dollar terms.
Outflow of Capital:
The ongoing economic turmoil along with the worsening of security conditions in Pakistan has
caused an increased outflow of capital from the country.

Technological:
Technological Development:
Companies are investing in their infrastructure to not only expand but also to upgrade their
existing structure. As the competition is strong Zong is focusing on its value added services.
Technological Advancement:
Currently all companies are providing Multi-media Messaging Services (MMS), General Packet
Radio Service (GPRS), Virtual Private Network (VPN), Pocket Stocks, Conference Calling,
Wallpapers Animated pictures Polyphonic ring tones (WAP), and Voice Mail at low price.
Technological Trends:
The well-recognized technology trends that are influencing the evolution of the network indicate
that:
The cost of a call is becoming even more insensitive to the distance;
The modularity of the network is increasing;
The networking is shifting from circuit-switched to packet-routing;
The voice communication is now independent of the network;
The geographic boundaries are irrelevant for emerging technology;
The intelligence and function are moving away from the central office.
Social:
During the formation of marketing strategies, companies have to look after a lot of factors. Deep
study of local culture and social setups is also one of the major factors which account much in
successful strategy formation. The study of culture helps to understand the consumer behavior
and in turn assists firms to improve their marketing strategies

Company profile:
Brief sketch:
ZONG is the first international brand of China Mobile, launched in Pakistan in 2008.Paktel relaunched with the name of Zong. The company is often cited as China Mobile (Pakistan) or CM
Pak. Late 2011; it had a subscriber base of 13.2 million. The core essence of Zong is to allow
people to communicate at will without worrying about tariffs, network coverage, capacity issues
5

or congestion. Zong will be supported by ground breaking communication, trend setting

customer service and matched product offering which will redefine rules of the game and
establish ZONG as a serious contender for the number one spot.
Company Information
China Mobiles Pakistan (CM Pak)
Zong
Type
Parent/subsidiary
Founded
Founder
Headquarters
Investment
Cell sites
Industry
Products
Telephone
Fax
Slogan
Web site

Private limited company

Subsidiary
05/16/07
China mobile Pakistan (CM Pak)
7 Mauve Area, Islamabad, Pakistan
Us $ 1500million
6300
Telecommunication , wireless communication
Communication (Mobiles and SIM and USB)
+92-51-111222111
+92-51-111031031
Sub kah do (say it all)
www.zong.com.pk

Zong font is futuristic depicting a clear and modern approach. It is simple the new refined font
couples a tinge of dexterity transforms in to a flexible outlook. The blue background gives the
brand a young and fresher look, whereas the type phase, illustrates the confidence, stability and
corporate image.
Color: Color is second element in developing a distinctive visual identity; color can trigger an
emotion and evoke brand associations. Zong logo is predominantly blue, red and white; the
colors depict energy, youth, sophistication and optimism

Company size:
China Mobile Pakistan (CMPak) is a 100% subsidiary of China Mobile. The pioneering overseas
set up of China Mobile came through acquisition of a license from Millicom to operate a GSM
network in Pakistan.
6

So far CMPak has invested more than US$ 700 million in the telecom sector in Pakistan and an
additional US$ 800 million will be invested till the end of year 2008.
With ambitious plans to cater to the fastest growing Pakistani market and to win over the ever
demanding Pakistani customer, it will be offering unprecedented coverage, voice and data
services as well as a wide range of tariff options to choose from.
Growth:
Three Factors Drive Business Growth
New Customers
New Services
New Traffic
Initially ZONG was in the question marks where they got mediocre size investments and were
unable to convert to cash cows. This amount of investment was actually a waste of money as
they should either have received enough investment for their SBUs in order to achieve real
market Dominance and become cash cows which of course was impossible in case of ZONG
which had very few finances.
According to the new strategy, it is our aim to place ZONG in the matrix as cash cows which
have high market share with a low growth rate. The most important factor for keeping the
company in this grid is that, here we have to invest low and the return on investment is
comparatively high markets.

Mission:
To lead the future innovatively through:
- Customer Centricity
- Boundary less Team
- Organizational Agility
Vision:
Become an indispensable digital life partner
Business philosophy:
The CMPak Way business principles guide our decisions and actions at every level of our
organization. They explain what is expected of us in following the CMPak Way.
Business Philosophy is based on:
Solid commitment to growth.
Consumer convenience.
No compromise on quality.
Connectivity with reliability.
Product line:
Zong offer the following type of packages:
Prepaid Packages: ZONG 45, Break Time Offer [Friday Noon to 4 pm], Free Package, ZONG
65, 12 Aanay Package, 50 Paisa/Call (8 Aanay), ZONG Super Free Number, Aik Second
Package, Late Night Offer.
Postpaid packages: SMS Bundle, Gprs packages, MNP.
Zong is versatile in a sense that is targeting almost each and each and every class of the
customers.
Zong mobile: Zong is the first company who introduced mobile with the brand name of ZONG.
It is available at very cheap price. Anyone can get it paying Rs. 1900 with Rs 1900 balance.
Large number of people appreciates and gets the mobile immediately.
Zong 3G usb

Sales history:

Target market:
ZONG target market varies with its different product lines e.g. the mainly targets the corporate
sector of the Pakistani community.
Student package and DOSTI HOUR is designed to attract youth
Student Offer Budget is aimed at the middle and Flutter for upper-middle class
Zong Business solutions and WAP, PORTALS, AND ZONG COMMUNITIES 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.
ZONG has followed a consistent strategy of growing the network and ensuring that the products
are available everywhere.

Market share:

Positioning:
9

ZONG catchphrase: ZONG Say it All

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 Zong is
the best solution for telecommunication and can be trusted to provide communication facilities
all across the globe where no other service is available.

Marketing mix:
Product:
Product is known to be the heart of marketing mix. As this is the one for which price, placement
and promotion is done. Zong is a service organization providing cell phone services to its
customers. Zong is providing both Pre and Post pay services with GSM network. Keeping the
needs of consumers in mind. It is coming up with new packages to cater different segments of
market e.g. youth; students etc. Zong has launched different packages especially for students
and youth.
Pricing:
Pricing is a very major issue considering a product. Price is normally associated with the quality
whereas price should be such which is affordable for target consumers. Zong recognizes this fact
and is providing much lesser rates for different services comparing to other companies.
Place:
Zong has its own sales force which provides retail and direct sale services. Every sales manager
has its own assigned area and sales force. There are two categories of sales force at zong RSO
and DSO. RSO stands for Retail Sales Officer. The duty is to manage sales through retail out
let and franchises. Whereas DSO stands for Direct Sales Officer, the duty of DSO is to sell the
service direct to the customer; zong is doing this by putting stalls at several locations of Pakistan
or managing events. Every manager is responsible to manage sales in his area.
Promotion:
ZONG is promoting its products and services in many ways like:

10

Print media
Billboards
TV ads
Mobile promotions
Through Local cable
Internet
In print media print ads and newspapers are include if ZONG is offering something in a specific
place than ZONG use print media like print ads and newspapers. Billboards are use in all over
the country. On many TV channels Ads are promoting ZONG. On many websites ZONG is
promoting its packages and offers and also
ZONG has its own commercial web site www.zong.com.pk.

Product/services review:
Category review:
ZONG offers a wide range of new services to serve customers even better. Below is a brief
introduction of all these services.
Post paid:
Exciting news for ZONG,s postpaid customers, ZONG has introduced some new postpaid
packages and may be the most feature rich in market. Now, ZONGs postpaid packages comes
with the free mins on-net and off-net, and also unlimited SMS, 15 MB of free GPRS quota and
many more.
If customer comes to purchase postpaid SIM than he can avail packages which are given above.
On post paid SIM there is no default package customer will select any of the above packages
according to his need and deposit line rent according to the
Package and package will be changed.
Prepaid:
When a customer purchase a prepaid SIM its default package is 80 piasa per 30 second but
customer can avail any of the following packages:
ZONG 65 package
ZONG free package
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ZONG 12 any package

ZONG Z20 package
ZONG aik second package
ZONG 65 Packages
ZONG 65 packages offers its customer:
ZONG 65 offers call rate of 65 paisa per 30 second any time any network
ZONG Free Package:
ZONG free package offers its customer:
For the first time in Pakistan you can make free calls for life
Choose one favorite ZONG number and call from mid night to 7am-absolutly free
During break time hours call all ZONG numbers at Rs.3.99 per hour from noon to 2 pm.
Now you can call up to 10 FNF10 numbers.
The free number can be modified once in a month.
ZONG 12 Any Package:
ZONG 12 any package offers its customer:
Call or SMS for only 75 paisa to any network and any time, 30 second billing. Talk for an entire
hour of your liking-any hour, for only Rs. 4.99 and for first time in Pakistan you can change the
hour every day
Happy hour needs to be activated by customer; every action/modification will be charged at
Rs.5.
FNF rate apply for 24 hours, for those customers who have subscribed for happy hour, FNF rates
will not be applicable during that hour.
ZONG Z20 Package:
The concept of behind this package is to promote the value of time and the importance of choti
but zaroori baat.
ZONG Aik Second Package:
ZONG aik second package its customer:
Per second billing.
Make call for just 4 paisa per second any network any time
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Call five FNF numbers for just 2 paisa per second.

Other Services and Offers:
ZONG has always provided its customer with the best offers and services some of them are
given below
10 Friends and family 11 Break time offer 14
Happy hour
Super free number
Conference call
SMS15 packages

Daily, weekly, fortnight and monthly SMS packages

Zulu SMS package ( @2.50+tax per day)

GPRS16 packages
Ramzan value time offer
E-care
Missed call alert
Dial tune
ZONG Mobile offer
Call forwarding
BYN17
Call waiting
ZONG fone on hai offer
ZONG family pack
Voice bundle
Block unwanted call and SMS
MNP18
Mobile Music channel
Unlimited free number
ZONG weekly infotainment
Packages SMS Limit Price:
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INTRODUCTION GROWTH MATURITY

Marketing strategy Market development Increase market Defend market
emphasis
share
share

DECLINE
Maintain efficiency in
exploiting product

Daily SMS bundle 500 SMS 100 MMS per day 1 day 3.99+ taxes

Pricing
High price, unique Lower price Price at or below Set price to remain
strategy
product / cover
over time
competition
profitable or reduce
Fortnightly SMS bundle 500 SMS per day 15 days 50+tax
Weekly SMS bundle 1000 SMS 7 days 10+tax

production costs

to liquidate

Monthly SMS bundle 500 SMS per day 30 days 80+tax

GPRS Packages:

Promotion
salesexciting Appeal
to packages
Emphasize for ZONG
Reinforce customers.
loyal
ZONG
have a newMount
and
GPRS
Strategy

promotion for
product awareness

Packages are as follows:

mass market

Hourly package (Time Based Package)

brand differences, customers; reduce

benefits & loyalty promotion costs

Monthly packages- for prepaid user o 2 GB20 bundle

Place
Distribute through
4strategy
GB bundle

selective outlets
Truly unlimited

Life cycle stage:

Zong is in growth stage.

14

Build intensive Enlarge

network of
distribution
outlets
network

Be selective in
distribution, trim
unprofitable outlets

Growth:

Brand review:
M9 Youth Targeted Brand / Package by Zong like Telenor's Djuice, Ufone's UTH Package,
Mobil inks Jazz Jazba and Warid's Glow.
Zong brings m9 a new kind of package plan in which you have lots of options to choose your
mobile plan easily with exciting Add ones like FNF, Super Free Number, Supper Offer, Voice
Bundles, M9 Family Pack, IDD Bundle offer, SMS Bundles. Packages plan that will appeal to
the internet users of Pakistan in general and the educated, smart mobile user in particular.
Specifically designed for our young at heart entertainment lovers, M9 is not just a package but
altogether a new experience. The core values of the M9 plan being Flexibility & Lifestyles,
combined with the product offering endow a new personality to the Package.
With M9 you can not only choose you own M9 calling plan as well as free benefits as it suits
you. On top of this, you will further receive daily free minutes based on yesterdays usage.
Means with M9 you dont have to wait for special scheme to put your SIM back and enjoy free
benefits rather keep using M9 and enjoy daily.
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Description:
FNF - Friends and Family
whats Your Plan
Total Allowed Friends and Family Numbers
Type: On-Net only
Charges for FNF selection/Modification: Rs 5+Tax
All 5 FNF Numbers will have 50% Discount.
FNF Addition/Modification by SMS
FNF Addition/Modification by SMS
Addition of FNF addSPACE31XYYYYYYY Send to 299
Deletion of FNF delSPACE31XYYYYYYY Send to 299
Super Free Number
whats Your Plan
That special someone deserves something special. Now call on your one special number 24
hours - for free!
That's right you can literally talk your heart out 24 hours a day everyday to that special someone
all for FREE!
Monthly subscription Rs500+Tax this offer is for M9 Plans for M9 to M9 calls only
Dial 908 for package conversion & special number selection / modification or Select the option
from the USSD *247# WEB or WAP.
Super Offer
What's Your Plan
For all the night owls M9 brings for you the Late Night Offer. Now you call on any On-Net
number between 0000-0700 and talk endlessly
M9 customers will now have a simplified offer which is easy to understand and frees them from
all hassles of minutes or hourly charging
You can avail this offer by sending sub to 913 or dialing 913 and pressing 1 for confirmation
First time subscription charges of PKR 4.99 + tax will also be applicable

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Voice Bundles
Whats Your Plan
M9 is leading in bringing the best offers in the Market, No wonder we are the fastest growing
network in Pakistan. Now we bring to you 3 different "Voice Bundles". These Bundles not only
include Voice Minutes but SMS as well.

M9 Family Pack
whats Your Plan
Home ADD Ones M9 Family Pack Mobile bills, minutes, charging intervals, balance, late night
hours, day time hours, offer hours, non-offer
After subscription
A calls B for free
A calls C for free
B calls C for free
B calls A for free
C calls A for free
C calls B for free
For example there are three M9 prepaid subscribers called A, B and C. A can subscribe to Family
Pack by dialing 930 for a monthly charge of PKR 799+tax.
After subscription you will be able to use the service for the next 30 days.

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IDD Bundles Offers

whats Your Plan
Home ADD Ones IDD Bundles Offers. The new IDD BUNDLE offer now makes it affordable
for you to call your loved one living in UK (landline) and anywhere in USA & Canada. Get the
IDD BUNDLE which suits your budget
3 Sensational IDD Bundle packages to choose from
125 mins for Rs. 200+t (15 Days validity)
350 mins for Rs. 500+t (30 Days validity)
750 mins for Rs. 1000+t (30 Days validity)
SMS Bundles
Whats Your Plan Home ADD Ones SMS BundlesM9's latest SMS Bundle offer is tailored to
suit YOUR budget and needs. Now choose from a variety of SMS packages on Daily, Weekly &
Monthly basis, select the package that meets your requirement n Say It All with M9!
Daily Bundle
500 SMS & 100 MMS for whole day only for Rs. 3.99
on exceeding 500 SMS, additional SMS to be charged as per tariff plan
this bundle would be valid for 1 day only * In order to re-subscribe your number should be
active and you must have sufficient balance available
Weekly Bundle
1000 SMS for whole week only for Rs. 10
On exceeding 1000 SMS, additional SMS to be charged as per tariff plan
This bundle would be valid for 7 days only
In order to re-subscribe your number should be active and you must have sufficient balance
available
Fortnightly Bundle
500 SMS / day for 15 days for only Rs. 50
On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan
This offer would be valid for 15 days only
In order to re-subscribe your number should be active and you must have sufficient balance
18

available
Monthly Bundle
500 SMS / day for 30 days for only Rs 80
On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan
This offer would be valid for 30 days only
In order to subscribe your number should be active and you must have sufficient balance
available

Swot analysis:
Strengths:
Improving Network Services again and again is a major strength since it gives it an edge over
other brands like Warid, Telenor, and ufone
Backing of Worlds Largest Mobile Company is a huge perk since its an international brand and
recognized all over the region.
Zong has lowest rates nationwide rates which has attracted the customers towards this brand.
Strong image of parent company.
Network portability: 500 people have switched from other networks to Zong which shows that it
is gaining popularity even though its still so new to the market.
Location and geographic coverage (has around 6000-7000 sites all over Pakistan. Providing
service all over Pakistan including the northern areas ).
New talent, candidates who are fresh graduates are preferred.
Weaknesses:
Zong is considered to have a bad or not such a strong standing and a weak brand image since it is
still fairly new to the market.
One of the weaknesses observed of the Zong network is that it has Low voice quality which is a
huge turnoff for customers who are planning to switch to this brand.
Zong still has room for betterment in its network coverage if it wants to give tough competition
to the market giants.
Opportunities:
New product development: it can introduce new products.
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Zong has the opportunity of growing its customer base due to increasing trend of using mobile
phones.
Zong has the opportunity to win the customers of its competitors by providing them superior
service on lower price.
Zong can be a pioneer in southern Punjab where it can promote itself and become market leaders
on the basis of this very fact.
Threats:
Threats of new entrants. Threat from other cellular brands Mobilink, Ufone, Warid, Telenor.
Increasing customer base of Telenor and Ufone is also a major threat for Zong. Bad economic
condition and instability of Pakistan is a huge problem for all businesses in Pakistan.

Key benefits:
Low price
New launch services for youth
Their network is channeling all over the country even in small cities and towns

20

Perceptual map:

Competitive review:
Current and potential competitors in telecom sector include local operators that are providing
services prior to Zong. Several of these companies have a strong market presence, brand
recognition and strong customer relationships. All these factors derive market competition and
infect all of them are in highly competitive climate.

Mobilink: ZONGS one of the largest competitor is Mobil ink. Its a subsidiary of Orascom
Telecom, 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 30
million and growing. They are providing state-of-the-art communication solutions to the
customers. It offers exclusively designed tariff plans that cater to the communication needs of a
diverse group of people, from individuals to businessmen to corporates and multinationals. Both
the postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the
Pakistan cellular industry. In addition to providing advanced voice communication services that
21

makes the lives of millions that much easy, it also offers a host of value-added-services to
customers. Mobil ink places high importance to its coverage in almost 8000+ cities and towns
nationwide as well as over 120 countries on international roaming service.

Ufone: Ufone (Established in 2001) is also a cellular operator. Despite the stiff competition in
Pakistan telecom market which has led to reduction of prices to bare minimum level, due to its
aggressive policies and exercising strict control over expenses the Company managed to improve
its revenue and after-tax profit by 87% and 54% respectively. It provides services with wider
coverage, superior connectivity, clear signals & voice quality. Covering over 3475 key
destinations it allows seamless roaming through the network providing the best nationwide
coverage. Ufone, being one of the leading cellular service. Keeping up with its pace it is rapidly
expanding its network. It keeps on adding new cities with same superior network that continues
to expand.

Warid: Warid Telecom is the fastest growing GSM mobile company in Pakistan with over 13
million subscribers and coverage in more than 245 cities all over Pakistan. As per company
policy, Warid Telecom's cities are only included as a coverage destination when cell sites along
with a fully functional sales and service center or franchise is operational in the area. This results
in premium connectivity and the optimal experience for users.

Telenor: Telenor Pakistan launched its operations in March 2005 as the single largest direct
European investment in Pakistan, setting precedence for further foreign investments in the
telecom sector. The company has covered several milestones over the past and grown in a
number of directions, grown to become a leading telecom operator in the country. In fiscal year
2006, they achieved nearly 200% growth in subscriber base. The highest in the industry by a
wide margin. Its the fastest growing mobile network in the country, with coverage reaching deep
into many of the remotest areas of Pakistan. In the most difficult terrains of the country, from the
hilly northern areas to the sprawling deserts in the south. Its keeps on moving ahead by investing
heavily in infrastructure expansion. It is spread across Pakistan, creating 2,200 direct and 20,000plus indirect employment opportunities.

Market Share, Sales and Growth:

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Competition remains high with network providers introducing fancy packages to attract new
customers. Barriers of entry are high because of significant capital expenditure involved in the
form of infrastructural investments and licensing fees. The threat of customers remains high due
to low switching costs. Mobile network providers have remained dependent on low value added
products (voice + SMS) due to delay in license issuance of 3G/4G. As a result, the Average
Revenue generated by a User in a Month (ARPU), a key metric of cellular industry profitability,
fell to PKR 200 in FY2014 compared to PKR 217 in FY2013. It is interesting to note here is that
the ARPU fell despite a 40% jump in voice traffic between mobile networks in FY2014.
Pakistan Mobile Network Industry Key Stats:
However, recently Pakistan Mobile Network industry underwent significant structural changes
recently with the auction of 3G/4G licenses. Mobile network providers invested nearly USD 1.8
Billion dollars on infrastructure upgrade and licensing fees in 2014. Since then, 3G/4G
subscriber base has grown steadily with currently 10% of the subscribers actively using 3G/4G
services.

Bio-metric verification is the major reason of dismal financial performance. Owing to the launch
of much awaited 3G/4G services in Pakistan, it was expected that the upcoming months will be
heaven in terms of user growth and financials. But with the recent terrorist activities in the
country, PTA demanded biometric sim re-verification to curb increasing terrorism. The major
consequences of the decision were a drop in user base and additional cost of bio-metric
verification equipment. As a result, mobile network operators have produced very dismal
financial performance in 1QFY2015.

23

Telenor & Zong beating the competitors:

A competitive analysis of mobile operators, over last two years, yields some interesting results.
Mobil ink, Ufone, and Warid have lost market share to Telenor and ZONG. ZONG has emerged
to be the fastest growing mobile operator in Pakistan in last two years. Furthermore, Telenor has
the largest 3G subscribers in Pakistan among all operators mainly due to user location of Telenor
in cities.

Pakistan Cellular Market Share:

Going forward, due to improved penetration of 3G/4G supported handsets (currently at 17%) and
growing subscriber base, we expect an improvement.
Target Market for Mobil ink:
Mobil ink announces financial report of 1st quarter 2015
Mobil ink, the largest Cellular Services provider in Pakistan, recently announced financial results
of first quarter. Revenue declined by 4% to PKR 24 Billion compared to PKR 24.9 in the
corresponding period a year ago. Major reasons behind the fall in revenue are attributed to the
current SIM verification campaign by PTA and lower Value Added Services revenue.
3G penetration of Mobilink

24

3G penetrations in Mobil ink network has been on

Target market of the Mobilink:

Mobil inks target market varies with its different product lines e.g. the Mobil ink 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 Mobil ink World
targets the masses with its diverse value added services.

Target market of the Ufone,

Youth Specially
Friends & Family
Urban
Rural
Upaisa
Target market of the Telenor:
Youth
Friends & Family
Urban
Rural
Easy paisa users
Target market of the Warid,
Sophisticated users
25

Youth
Post paid users

Marketing Objectives:
Marketing objectives of every company is almost the same. Every telecom company wants to be
leading company of the Pakistan
Marketing Objective of Telenor:
Were here to help our customers. We exist to help our customers get the full benefit of being
connected. Our success is measured by how passionately they promote us.
Marketing Objective of Mobil ink:
To be the leading Telecommunication Services Provider in Pakistan by offering innovative
Communication solutions that make each day better for our customers while exceeding
Shareholder value & Employee Expectations.
Marketing Objective of Ufone:
Our mission is to provide best services with best coverage that would eventually generate profit
for the company and its stakeholders. To be the leading telecommunication service provider in
Pakistan by offering innovate communication solutions for our customers while exceeding
shareholder value & employee expectation.

Marketing strategies:
Marketing Strategy for Warid:
Competitiveness: Differentiated in value added aspects
Cost Leadership: By providing less price service/product
Strategic Planning
Identifying and documenting timeframes, milestones and business case
Integration with new or existing marketing and media activities
Legal and compliance issues
Strategic partners and distribution channels

Positioning of Mobilink:

26

Developing the offerings value positioning is the last part of choosing the value phase of the
value delivery process.
Mobil inks catchphrase Mobil ink Reshaping 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 Mobil ink is the best
solution for telecommunication and can be trusted to provide communication facilities all across
the globe where no other service is available.

27

Strength:
The company excels in marketing, sales and customer services.
It has the advantage of having a huge and loyal customer base.

Weakness:
Network problem is the biggest weakness for Mobil ink for which it faces major criticism or
complaints.
The company is also vulnerable with post paid debt.

Budget:
Advertising Budget Since the competition is intense in the telecommunication market, Mobil ink
has a significant advertising budget. It is advertising heavily to be heard and to constantly remind
its target market to go for Mobil ink. However, Mobil inks actual advertising budget was not
disclosed by the management.
Advertising Media Mobilink is using television, print, and radio advertising media to disseminate
its message and to build a brand preference but the most preferred is television since this medium
is the most powerful, reaches a broad spectrum of consumers and has the maximum customer
impact.
Radio: It has a relatively large listeners base and so is an effective way to communicate the
message.
Billboards and Print Media: The Company has come up with elaborate campaigns, billboards and
posters to promote Indigo, their post-paid brand.
Sales Promotion Mobilink uses different types of sales promotion method such as:
Consumer promotions
In order to kindle greater and quicker purchases Mobil ink is carrying out the following
consumer promotion activities including special deals such as:
Indigo Freedom Plan: this deal offers certain benefits of which two are:Friends & Family: This feature is available to the customers on any three Mobil ink numbers
(Jazz and Indigo) which can be added into F&F list by calling the help line at 111.

28

Local Rates: According to this freedom plan across Pakistan, all call, across all networks are
charged as local calls.
Bonuses & Free Airtimes: Mobil ink has been offering a number of bonuses to its consumers.
An example of its current bonus offer is:
Bonus on Recharge: Mobil ink brings an exciting offer for its Jazz customers. Recharging their
Mobil ink Jazz connection between 18th May 2007 and 18th June 2007 will give them 100% free
airtime (if the customers have not recharged in the year 2007).
Direct Marketing
Mobil ink also uses direct channels to reach its customers without using marketing middlemen.
These channels include direct mail, catalogues, tele marketing as well as e-marketing. Mobil ink
also uses a very unique technique to reach its customers directly.

Positioning Strategy for Ufone:

Positioning is the process of creating an image of companys brand in the mind of market.
Companies position themselves emotionally, functionally or on the basis of brand quality. Ufone
is still a market challenger in comparison to market leader MOBILINK. It is still to reach to the
top most position of cellular companies. So Ufone positions itself on the basis of its services.
Every Organization has some Strengths, Weakness, Opportunities and Threats. Strengths and
Weakness are the Internal Factors and Opportunities and threats are External Factors.

Strength:
They have the latest technology as compared to any other mobile company
As government is backing them they can get as many funds as required by them to introduce the
new technology
Good quality service
Pakistan's second GSM network
Established customer base including lower middle class
Fewer rates than competitors
Only company present in all four provinces
Highly motivated and trained work force
Offering products like mobile office, mobile Internet and MM
29

Weakness:
Less coverage in remote areas
Not targeting the rural areas at the moment
No proper planning to cater the excessive demand.

Customer relationship Ufone:

With 28 million mobile users in Pakistan, Ufone is having a subscriber base of around 7 million.
Ufone is showing a remarkable growth rate. It is maintaining a healthy customer relationship
through its customer service centers and call centers. Its department of Customer
Operations is specially designed for maintaining Customer Relationships.

Sales Promotion Ufone:

For the promotion of product, print media, electronic media, billboards, broachers and leaflets
has been utilized for the awareness of various customers. Ufone promotes its services / schemes
to their users and general public via using various types of promotion channels. Through the
advertisements people get awareness about the product and are able to choose the best one for
fulfill their requirement in Mobile Telecommunication. Electronic media and billboards are the
key sources for the promotion of Ufone. Different kind of advertisement can be seen on
Television and billboards. Ufone is also a co-sponsor of Cricket World Cup 2007.Advertising
campaign is special and impressive than other cellular companies, like concept, models, colors
scheme and visualizing. The advertisement of postpay has been very much attractive for the
business class customers with the slogan of endless possibilities. Ufone
Website (www.ufone.com) contains bunch of information about the product, services, coverage,
placement, and value-added services. Website is playing a leading and significant role for the

promotion of product.
Advertisement strategies of Ufone:
Advertising strategy consists of two major elements: Advertising Message & Advertising Media.
Ufone has the following strategies regarding the Message and Media of advertising:-

Advertisement messages:

30

Message Content --The very first content of Fines advertising message was humor, and then in
its blooming stage it shifted its message content to youthful excitement. Recently Ufone has
again adopted humorous theme for its message content. This time Ufone is winning the hearts of
people through humor and it has increased RPI of Ufone. Ufone has already generated much
revenue through it.
Message Format --The format of Ufones advertisements has always been very colorful and eye
catching. The shocking Orange & Green colors used by Ufone have always attracted people.
These colors look beautiful on wall printing of Ufone.
Message Source --The very first Ufone advertisements had Faisal Qurush as its message source.
Afterwards Ufone hired non-celebrity young models for its youthful message theme. Ufone also
hired three Hollywood queens i.e. Meera, Jia Ali and Veena Malik with Mikaal in an
advertisement of Baat Ban Jaye. This advertisement created a big controversy regarding the
erotic and sexually attracting acts by the three female models. Due to negative response by
people Ufone had to vacate its billboards and eradicate its banners, posters etc overnight, as
directed by CEO and CMO of Ufone.
But now Ufone has again hired a comedian trio featuring Faisal Qureshi, Mikaal & Hammad.
The strategy behind hiring this trio is that they are economical and are personal favorites of
people.
Advertisement media: To increase the reach and frequency of advertisement Ufone is using
repetitive strategy for its advertisements. And the humorous theme always makes the ads more
appealing and engaging the minds of customers. Ufone advertise in the following media types:Print Media --Ufone tries and print ads in all leading newspapers including The Dawn, Jung,
Nawa-i-Waqt, and Khabrain. Ufone place its ads in all leading magazines as well i.e. Sunday
magazine, akhabr-e-jahan, Libas, Mag etc
Broadcast Media -- It is the prior choice for Ufone. It includes the electronic media television
and radio. Ufone is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV
one, HBO, Cartoon Network etc (except MTV Pakistan). Ufone also plays its ads on local
channels like WASEB and Punjab TV.

31

Display Media --This type of media is the second choice of Ufone where it carries out its most
of sales promotion and advertising. Ufone advertise using billboards, hoardings, signs (on Shop
boards etc), posters, wall paintings etc. SME Multan has used a new and innovative vehicle in
display media i.e. Ufones painted rickshaws.
Online Media -- Internet is the online media. Ufone places flashing ads on famous portals like
coolbuddy.com, pakfellows.com etc. But Ufone is not carrying out direct mail or direct e-mail
advertising.
Events -- Ufone has sponsored many events in the past and holds future plans concerning it.
The famous event sponsored by Ufone in 2006 was a series of musical concerts did all over
Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK.

Marketing Strategy for Telenor

Strength:
Ufone has a subscriber base of 18.97 million as of October 2008.
Ufone has network coverage in more than 750 cities, towns and across all major highways of
the country.
Ufone provides International Roaming facility with more than 150 international operators across
79 countries.
Ufone is proud to have an efficient and friendly customer service through 21company-owned
Sales & Customer Service Centers and nearly 250 franchisees across the country.

Weakness:
Ufone was the first to introduce the SMS packages but their packages are not flexible enough
and its charges are only on monthly bases while it should be on both monthly and daily basis.
Call rates from Ufone to Ufone is very cheap but to other networks its rates are expensive.
Its coverage on Southern part of Pakistan is quite good but in northern areas its coverage is a bit
poor.
In Ufone web support is not available.
Customer relationship Telenor:

32

With 28 million mobile users in Pakistan, Telenor is having a subscriber base of around 7
million. Telenor is showing a remarkable growth rate. It is maintaining a healthy customer
relationship through its customer service centers and call centers. Its department of
Customer Operations is specially designed for maintaining Customer Relationships.

Sales Promotion Telenor:

For the promotion of product, print media, electronic media, billboards, broachers and leaflets
has been utilized for the awareness of various customers. Telenor promotes its services / schemes
to their users and general public via using various types of promotion channels. Through the
advertisements people get awareness about the product and are able to choose the best one for
fulfill their requirement in Mobile Telecommunication. Electronic media and billboards are the
key sources for the promotion of Telenor. Different kind of advertisement can be seen on
Television and billboards. Telenor is also a co-sponsor of Cricket World Cup 2007.Advertising
campaign is special and impressive than other cellular companies, like concept, models, colors
scheme and visualizing. The advertisement of postpay has been very much attractive for the
business class customers with the slogan of endless possibilities. Telenor
Website (www.Telenor.com) contains bunch of information about the product, services,
coverage, placement, and value added services. Website is playing a leading and significant role
for the promotion of product.
Advertising strategy consists of two major elements: Advertising Message & Advertising Media.
Telenor has the following strategies regarding the Message and Media of advertising:-

Advertisement message:
Message Content --The very first content of Telenors advertising message was humor, and then
in its blooming stage it shifted its message content to youthful excitement. Recently Telenor has
again adopted humorous theme for its message content. This time Telenor is winning the hearts
of people through humor and it has increased RPI of Telenor. Telenor has already generated
much revenue through it.
Message Format --The format of Eleanors advertisements has always been very colorful and
eye catching. The shocking Orange & Green colors used by Telenor have always attracted
people. These colors look beautiful on wall printing of Telenor.
33

Message Source --The very first Telenor advertisements had Faisal Qureshi as its message
source. Afterwards Telenor hired non-celebrity young models for its youthful message theme.
Telenor also hired three Hollywood queens i.e. Meera, Jia Ali and Veena Malik with Mikaal in an
advertisement of Baat Ban Jaye. This advertisement created a big controversy regarding the
erotic and sexually attracting acts by the three female models. Due to negative response by
people Telenor had to vacate its billboards and eradicate its banners, posters etc overnight, as
directed by CEO and CMO of Telenor.
But now Telenor has again hired a comedian trio featuring Faisal Qureshi, Mikaal & Hammad.
The strategy behind hiring this trio is that they are economical and are personal favorites of
people.
Advertisement media: To increase the reach and frequency of advertisement Telenor is using
repetitive strategy for its advertisements. And the humorous theme always makes the ads more
appealing and engaging the minds of customers. Telenor advertise in the following media types:Print Media --Telenor tries and print ads in all leading newspapers including The Dawn, Jung,
Nawa-i-Waqt, Khabrain. Telenor place its ads in all leading magazines as well i.e. Sunday
magazine, akhabr-e-jahan, Libas, Mag etc
Broadcast Media -- It is the prior choice for Telenor. It includes the electronic media television
and radio. Telenor is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV
one, HBO, Cartoon Network etc (except MTV Pakistan). Telenor also plays its ads on local
channels like WASEB and Punjab TV.
Display Media --This type of media is the second choice of Telenor where it carries out its most
of sales promotion and advertising. Telenor advertise using billboards, hoardings, signs (on Shop
boards etc), posters, wall paintings etc. SME Multan has used a new and innovative vehicle in
display media i.e. Telenors painted rickshaws.
Online Media -- Internet is the online media. Telenor places flashing ads on famous portals like
coolbuddy.com, pakfellows.com etc. But Telenor is not carrying out direct mail or direct e-mail
advertising.

34

Events -- Telenor has sponsored many events in the past and holds future plans concerning it.
The famous event sponsored by Telenor in 2006 was a series of musical concerts did all over
Pakistan, featuring Mikaal Hassan and Junoon, it named UROCK.

Buyer Analysis
User Profile
Demographic
The age group from 13 years and onward is the customer of the product. Customers include
students,
Job holder,
House wives,
Youth and others
Geographic:
Zong is available almost in every city of the country, even in the remote ares.
Psychographic:
As it is the need of everyone who is educated or uneducated use cellular to be in touch with their
relatives and friends.
Buying Decision Process:
A buying process is the series of steps that a consumer or customer will take to make a
purchasing decision
Following are the steps include in buying decision process.
Needs Recognition
Information search
Evaluation of Alternatives
Purchase Decision
Post-purchase evaluation
Who Buys the Product
Mostly purchase is done by the individual.
Who Influence Decision
35

Mothers, TVCs, Word of Mouth and family are the main influencer in the purchase decision.
Who make the Decision
The actual user makes the decision.
Decision Criteria
Decision criteria is based on following features
1) Voice quality
2) Coverage
3) Packages
4) Availability
5) Internet packages
6) Surroundings

Marketing goals:
Sale volume:
M9 is on the introduction stage in the market because they are providing their services in mass
marketing dont specify any target market. People dont know about their packages detail and
how to activate it.

Market share

36

Rapid growth in the market share catapulted it to the number two spot in the industry. For the
first time, customer selects their packages rate. So they dont have as such market share at
introduction stage.
Satellite channel subscription lost its popularity with the arrival of cable TV in the major cities.
However, it is still used extensively in distant areas where cable TV is not available. About 7% of
TV set owners has satellite dishes, which means that given the number of TV sets i.e. 8 million,
satellite TV subscribers are 560,000 in year 2006.

Target market:
Segmentation:
They have approached

Local market; segmenting

the low income users
Ensuring new packagers.

M9 brings a link between the needs and affordability of the masses who are already burdened
with daily expenses of survival, he further added.
Primary Target market:
M9 targeting the not a specific target market. They were using Mass marketing target.

37

Promotional program situation analysis:

Sale promotion:
Sales are the lifeblood of a business, without sales there would be no business in the first place;
therefore it is very important that if a business wants to succeed, it should have a sales promotion
strategy in mind. The primary objective of a sales promotion is to improve a company's sales by
predicting and modifying your target customers purchasing behavior and patterns. Sales
promotion is very important as it not only helps to boost sales but it also helps a business to draw
new customers while at the same time retaining older ones. There are a variety of sales
promotional strategies that a business can use to increase their sales, however it is important that
we first understand what a sales promotion strategy actually is and why it is so important.
Sale promotion strategy:
A sales promotion strategy is an activity that is designed to help boost the sales of a product or
service. This can be done through an advertising campaign, public relation activities, a free
sampling campaign, a free gift campaign, a trading stamps campaign, through demonstrations
and exhibitions, through prize giving competitions, through temporary price cuts, and through
door-to-door sales, telemarketing, personal sales letters, and emails. The importance of a sales
promotion strategy cannot be underestimated. This is because a sales promotion strategy is
important to a business boosting its sales.
When developing a sales promotion strategy for your business, it is important that you keep the
following points in mind.

38

Consumer attitudes and buying patterns

Your brand strategy

Your competitive strategy

Your advertising strategy

And other external factors that can influence your products availability and pricing.

39

M9 promotion:
M9 has become a starting up of a new type of packages not -recognized name in past few years
therefore we focussed on their mass marketing to extract the promotional activities they carry out
for the purpose of their organizational stability.
Objective of sale promotion:
The basic objectives of sales promotion consist of:
Short term objective:
To increased the sales by attracting the customers.
Long term objectives:
Reinforcing the products and building long term customer relation. The main objective of sales
promotion is to acquire the numbers of connections from the market and leads the market with
maximum share.

Personal selling

Advertising

Sales promotion

Sale promotion tools of m9:

When they launch their services commercially in Pakistan they utilizes all sort of media
campaigns for promoting their services and establish their brand image in the market. Further
they work with their sales force both direct and in direct channels in acquiring the connections
selling. Furthermore, they use BTL activities at different locations, institutions both educational
and commercials, other public places, and participation in different events organized in the city.
There are three main categories where sales promotion tools can be applied. This category
includes:

Consumers: Consumer promotion tools are used to urge short term customer buying or
to enhance long term customer relationships.

40

Business: Sales promotion tools used to generate business leads, stimulate purchases,
reward customers and motivate sales people.

Trade: Sales promotion tools used to persuade resellers to carry a brand, give it shelf
space, promote it in advertising and push it to customers.

Consumer promotion tools used by m9 include:

Point Of Purchase: POP promotion includes displays and demonstrations that take place
at a point of sales. A mobile package like warid glow, circle, indigo, talk shawk regularly
conducts POP promotion in different universities, colleges, Karachi chamber of
Commerce etc.

Discount Offers: offers discount offers customize package detail rates on your own wish
you will select them

Strength of M9:
Zong strength lies in the establishment of a strong, fundamental variety of low packages bundles
plan
Investment:
It has invested heavily customer services which have given impetus for a broad-based future
planning strategy. It further is investing US $ 800 million in Pakistan to develop its
infrastructure. Therefore it has the competitive advantage of making huge investments in
Pakistan which no-one else had made before regarding this package.
Resources, Assets and People
Being a multinational company Zong has huge resources in terms of capital. It has billions of
capital to invest in various projects. Like m9 they have unique package even the payment option
also set by consumer.
Location and Geographical Coverage
Zong is also covering the all cities of Pakistan.
41

42

Weaknesses of Zong
Coverage
M9 is established but it is new concept in market therefore people are not aware of how to
activate it coverage is weak in rural areas of Pakistan.
Bad image:
Bad image because people are not aware of and dont know the activation process
Bad MIS:
M9 does not have the proper lists of its customers. It has the list but this list is not authentic not
properly design campaign.

Internal Analysis:
Before launching any product or service, research is very important in order to analyze the
market interest. But when it comes for Launching M9, Mr. Hamza told us that they did not have
any kind of research which causes the failure of M9. This was their internal fault.

External Analyses:
External situations also became the reasons for the failure of M9 service. Because M9 was using
Mass marketing strategy. People living in rural areas could not understand the process and they
do not know how to activate this package.

Corporate strategies:
Corporate Image Strategy
Their corporate image strategy is based on cost leadership. They have the lowest calls and
packages rates from their competitors.

Brand Development Strategy

There are two kinds of strategies that are used to develop brand.
ATL (Above the Line Strategy)
BTL (Below the Line Strategy)
ATL means thats company is using Mass marketing strategy, that they are targeting all over the
marketing, which was used by M9 service.
BTL means targeting some specific targeting marketing, not done by zong in m9.
43

Distribution strategy
Zong purchases equipment from four companies ZTE, Ericson, Alcetle, and Hawaii. These are
the venders and operator of Zong. Zong distributors are franchises, customer care service centers
and different outlets. Zong has 22 CCSC and 100000 different outlets in Pakistan.
Intensive distribution
Extensive distribution
Selective distribution

Business To Business Strategy

Zong is also using the b 2 b Strategy with Huawei Mobile Company. Zong provide Huawei
mobile with Zong sim inserted with certain packages.

Public Relation Strategy

Zong is starting PR from past 4 years, that they are starting sponsoring the events held in the
different regions of Pakistan.

Evaluation
A summary step in conducting an internal strategic-management audit is to construct an Internal
Factor Evaluation (IFE) Matrix. This strategy-formulation tool summarizes and evaluates the
major strengths and weaknesses in the functional areas of a business, and it also provides a
basis for identifying and evaluating relationships among those areas. Intuitive judgments are
required in developing an IFE Matrix, so the appearance of a scientific approach should not be
interpreted to mean this is an all-powerful technique. A thorough understanding of the factors
included is more important than the actual numbers. Similar to the EFE Matrix and Competitive
Profile Matrix, an IFE Matrix can be developed in five steps:
List key internal factors (10-20)

44

Strengths & weaknesses

Assign weight to each (0 to 1.0)
Sum of all weights = 1.0
Assign 1-4 rating to each factor
Firms current strategies response to the factor
Multiply each factors weight by its rating
Produces a weighted score

Sum the weighted scores for each

Determines the total weighted score for the organization
Highest possible weighted score for the organization is 4.0; the lowest, 1.0. Average = 2.5

Integrated marketing communications management

Imc objectives:

Intercept the customer, brief them about the m9 products and packages, increase sales of
existing customers and attract potential customers. Get the crowd involved along the
seasonal activities) If we want to create more excitement in masses then we should have
an anchor present at the different locations and conduct mini shows and gigs. That anchor

can also add some more excitement through campaign.

Mobile number portability should be a main focus of Zong m9 services, as on every float

Retailers and our team will take as many request of PORT-IN.

Media that will be like a street show, where one of our famous celebrity will roam
around city as our Brand ambassador to different areas and ask people what they wished
to say to any one they want to, through this wonderful campaign, that may give a
customer a chance to win Zong Balance.

Imc budget:
Imc budget was very high but we did not get that much profit from this campaign

Agency selection:
They outsources all the media planning of print advertisement from express cooperate agency

Internet website:
Website is created to attract the youth and all the packages detail are written in it.
www.m9.com.pk

Imc objective and strategies:

To create awareness that customer that Zong M9 is now delivering more new and low

rate packages.
To deliver the knowledge to the customer about the easy subscription method of Zong
M9.

45

Celebrity endorsement will increase the likeliness of the customer towards the Zong M9

service.
24/7 availability of service provider to answer the queries of the customer with respect to
Zong M9 service.

Campaign objectives

Increase awareness of the brand by 45 % by the next 6 months

Increase Zong M9 service almost 20-25% user by the next six months

Create a new positive image of the service in the minds of the customers.

Campaign Strategy

Use TVC in peak time at 7:00 am to 8:30 am, and 7:30 pm to 9:30 pm

Educational and fashion magazines will be used for advertisements.

Posters will be used inside and outside the shops related and not related to telecom
industry.

Sponsoring the events of college and universities by named as Zong M9.

The communication strategy is based on a two-phased campaign. The pre-launch incorporated a

teaser campaign which based on the launch of the new company image. This followed by the
main launch which introduced m9 new positioning through a corporate thematic campaign
through a TVC, print, outdoor, and revamping the companys franchises and business centers.
The company also revamped its corporate website which was fresh and simplistic in its
navigation for consumers.

46

Positioning Statement and Campaign Theme

Positioning Strategy
Our positioning will be on the basis of key features like low rates benefits on sms packages, call
rates and internet packages. Zong M9 has different benefits like; the customer can subscribe
packages according to his rates with specified range.
Besides the basic package plans, you can avail following services as well:

Hourly Internet

Daily Internet

4 GB Internet

Unlimited Internet

Content Club

Call Block Service

Services and all other information which is essential for the customer with regard to the
awareness we will use the following tools:

Print Media
TV advertisement
Sales Promotion
Personal Selling
Digital Marketing
Direct Marketing
Public Relations

Positioning Statement
Best fit For Every One.
Campaign Theme
A different concept and strategy in the cellular world that literally touched the perfectness as the
success has become inevitable in few days to attract a huge section of customers.
47

Zongs brand M9 What is your plan?

The brands catchy advertisements have created persuasive hype among the masses youth, which
its what you fix

The face book fan page created to collect feedback from customer
about the new service strategy of the zong brand. Face book fan page
of M9 will hold different competitions for its members. The winners will
be receiving gifts. Other social networking website like twitter will also
attract the youth

Creative Recommendations
Target Audience
The offer zong m9 is providing is customize services low sms call and net rates according to
customer demand, this type of packages are for youth they want every time anything new which
no one else can offer, low packages charge need is of youth because they want to be in contact
with their friend cycle and now a days they are more socialize then two to three years back so
they excitement level high every time when its come to their package services zong m9 is giving
that bundle of excitement in one single package plan m9
Segment 1
Demographic
Age
Income level
Occupation

15-22
/
Students

Segment 2
Demographic
Age
Income level
Occupation

23-30
25,000 45,000
Students/ job
holders

Geographic
Density
Psychographic
Social Class
Life style

Middle class, upper

Geographic
Density
Psychographic
Social Class

middle class
Dependent

Life style

Urban

Urban
Middle class, upper
middle class
Dependent /
independent

Behavioral
48

Behavioral

User status
User rate
Benefit

Daily usage
Heavy
Joyful, excited

User status
User rate
Benefit

Daily usage
Medium /heavy
joyful

Advertising Objectives

To increase awareness.

To persuade customer youth

To enhance sales of the company

To enhance brand equity

Advertising Strategy
To be aggressive in order to remain a potent force in the cellular industry.
Extending cellular networks.
Strong focus on low rates services.
Increasing usage.
Market visibility through various initiatives
best fit for you
M9 claim is based on the superiority of the service attributes. Service is meaningful and
distinctive consumer benefit. Use of m9 will be more helpful for the customer with respect to
speed and connectivity.

49

Advertising Appeals
Our advertising appeal is based on first time mover with innovative service where customer can
subscribe the package according his affordability (best fit for you).
Musical appeal:
M9 already used this appeal for the advertisement and that give positive results.
This appeal helps to remember the jingles. Music perform a verity of useful communication
function such as attracting attention, putting consumer in a positive mode, making them more
receptive to massage argument and even communicating meaning about advertisement services.
Celebrity endorsing appeal:
Celebrity endorsement appeal help liking of brand and it built trust of consumer on brand.
Rational appeal:
Aim to focus on individuals functional, utilitarian, or practical need of the broadband and
telecom service. This appeal emphasizes the characteristics and feature of the service and how
much beneficial to use the m9 services.

Advertising Execution Format

By endorsing celebrity and youth in the advertisements, the above suggested ideas will be
executed in order to create awareness and increaser users because or youth is attracted by fancy
things and offer. This package will for this type of target audience

Execution
Our basic purpose is to introduce and position zong brand new service m9 in customer mind. We
will mention our brand name linked with zong in advertisement campaign and material
communicates to the target audience, about m9 service features. In order to communicate the
brand position and all other information about the products by the similar brand like what are the
products/features, how the products are beneficial for the customers, how to activate in a specific
package, what are the possible cost for a specific package which we are clamming is true, made
that image in consumer mind. We will higher celebrity in our advertisement and youth segment
which we are targeting.
Storyboard
50

Denotative: the boutique where he go for his shopping.

Connotative: he tried many jackets but doesnt fit him, he
want best fit for himself

Denotative: youngster using his phone

Connotative: he found a best fit package with low price

Denotative: youngster using m9 services.

51

Connotative: feeling happy and satisfied

Denotative: m9 service whats your plan

Connotative: low rate package

52

Advertising Media Recommendation

Target Audience
Youth ages from 15 to 30. (Urban Areas)
Segment 1
Demographic

Segment 2
Demographic

Age

15-22

Age

23-30

Income level

Income level

25,000 45,000

Occupation

students

Occupation

Students/ job holders

Geographic
Density

Geographic
Urban

Psychographic

Density

Urban

Psychographic

Social Class

Middle class, upper

Life style

middle class
Dependent

Social Class

Middle class, upper

Life style

middle class
Dependent /
independent

Behavioral

Behavioral

User status

Daily usage

User status

Daily usage

User rate

Heavy

User rate

Medium /heavy

Benefit

Joyful, excited

Benefit

joyful

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Objectives

We will use highly entertainment channels for our advertisement to reach maximum users
and the time when peak hours

We will achieve the reach to the awareness in most of the urban cities within 10- 12
weeks with effective strategies.

Strategy

TVC on renowned channels at the peak time of 07:30 pm to 9:30 pm.

Educational and fashion magazines

Posters in and outside the shops of mobile and accessories.

Sponsoring the events in colleges and universities.

The Media Plan

Media mix recommendation and rationale
We will use following media mix
1) TV
2) Magazine
3) Social Networking
4) Radio
TV: television is widely and mostly watched medium and can easily convey the message to the
users and customers.

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15% prime position across the year

5% daytime access.

TVC based on a story line which customers can relate and connect.

Using visual cues

Magazines: Magazines are attractive and it reaches to our target audience and can be viewed
time and again magazines like us-weekly, daily times, fashion magazine etc
Social networking: Social networking websites are mostly in use now a days and it can reach
most audience at any time, different pages can be made regarding Zong M9 service in the Face
book.
Face book:

Company can create its own official page as it can be managed nicely as well as customer

service can be provided through this page.

Update page regularly
Highlight information
Post 4-5 times daily
Increase Face book likes by photo and other contests.

https://www.facebook.com/ZONG-M9-175169915855843/?fref=ts
Official website:

Ultimate guide An official website of the company is proper guideline to the customer.

He can easily find each and every required detail.

Feedback Customers can leave their feedback that their response about tryouts and if

any betterments they require.

Online bookings Online bookings on official website will not only help in handling

customer traffic but also will create huge impact on everyone.

Update the website by posting photos and videos.

http://www.zong.m9.com/
Radio: radio add are just like TV but the timing is different we play our advertisement at school,
collage morning time and 5.00 to 7.00 pm office timing

Geographic Scope
Geographic scope will be within the Pakistan urban cities areas will be targeted.

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Brand Development Index

Brand Development Index as known as BDI is the percentage of a brand's sales in a particular
area in relation to the percentage of the country's population in that area. For an example BDI for
Gujranwala can be calculated as follows
0.03*100=3%
Gujranwalas population is 1.88% of Pakistan
3/1.88=1.59

Media plan Rationale

Using these media mixes we will give our message to maximum audience so that maximum
people get the message and this will induce purchase behavior in them. By these channels we can
reach entire nation which will also increase sales nationwide and everyone can see new zong
package advertised message.

Budget
Media

Media Name

Items

Campaig

Cost budget

n Period

for
campaign

TVC

Entertainment and

Print Media

news channels
Magazines
Newspaper

10 Month

estimated
Rs.

Educational and

3-6

100,0000
Rs 200,000-

fashion oriented

Month

300,000

Magazines
Social

Face book

Daily newspapers
Paid marketing

Networking

10 Month
if
successful
then

Shops

Telecom and nontelecom shops

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Posters, flexes

continue
4-5
months

Rs 500,000

Sales Promotion Recommendation (Consumer)

Objectives

To attract new customers

To increase sales.

To meet competition from others effectively

Techniques

Creating interest by providing information

To turn the potential customer into the actual customer.
To evaluate the pre-season response.
Stimulating demand by convincing the customers to make a purchase.

Tactic:
Cost minimal: A two shot tryout for people who have never experienced this type of daily
packages at minimum cost might influence them to actually try it full time experience.
Early experience: A good early experience of the event will turn potential customers into actual
customers.
Early Subscription test:
Motivate customers: Customers who have just gone through the tryouts are motivated and easy
to target as their desire to activate it
Evaluation: Subscription will help the company in evaluating the current status of the company
that how the current response is and what else they can them does to attract consumer

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Sales promotion plan/ timing:

Incentives/ discounts and different packages will be arranged on continuous basis for Customers.
These discounts and packages will be changed every 6 months approximately or whenever we
found that there is a need of change then new discounts will be provided. Different kinds of
contests, loyalty and motivational programs will be continuously launched throughout the year to
stay connect with our customers and to make long term relations.

Budget
The budget required for our sales promotion is around Rs. 500,000. The expenses cover free
sampling, discounts and the package offer we are offering but our estimate is that this will
increase sales by around 30% for this month.

Direct marketing recommendations:

Target audience
Objective
Media type
Direct mail
Electronic
Print media
Telemarketing
Catalog
Kiosk

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Face to face selling

Direct marketing plan and timing

Rationale
Budget

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