Internship Report On Mobilink Jazz

If you want that report contact on this number 0333-6519686
INTERNSHIP REPORT ON
MOBILINK

BY

Your Name
Roll #
Submitted in Partial Fulfillment of the
Requirements for the Degree of Master of Commerce

NATIONAL UNIVERSITY OF MODERN LANGUAGES,
ISLAMABAD, PAKISTAN.

August, 2014

National University of Modern Languages
Faculty of Information Technology and Management Sciences

It is hereby certified that the report has been thoroughly and carefully read and
recommended to the faculty of Management Sciences for acceptance of Final Project
Report by Your name, roll #, Session (Sep 2012 to June 2014) Morning, in partial
fulfillment of the requirements for the degree of Master of Commerce at National
University of Modern Languages, Faisalabad.

Date: ________________

Supervisor: __________________________

Observer: ___________________________

Head of Department: __________________
i

ACKNOWLEDGEMENT

By the Grace of Almighty Allah, the most Merciful, the most Beneficial, I'm today
submitting my internship report; I have the pearls of my eyes to admire the blessings
of the compassionate, omnipotent, the Merciful and the beneficent Allah who is the
entire source of knowledge and wisdom.
Due to his bounteous blessings, I become able to contribute this comprehensive
assignment toward the deep ocean of knowledge already exists. Heart is warm with
love and thoughts have turned to the city of knowledge The Holy Profit (P.B.U.H)
His saying Learn from to Cradle to Grave inspired the strong desire in me to
undertake this course of valuable studies.
It would obviously be injustice not to mention the name of the people involved to
make this assignment possible and helped their utmost to make me understand the
overall operation of the company as of their best knowledge.
Despite of the most hectic schedule, Sir Shahid helped me so much. I'm really grateful
to sir for clarifying my concepts and making me learn from his experience. Whatever
I learnt from you will definitely help me in my upcoming study and the professional
life ahead. Thank you so much for being so co-operative and so helpful every time. I
hope sir I have been up to your expectations.
In the end, I'll like to thank all my other colleagues, Mr. Umair, Mr. Shoaib, and all
my other fellow internees, here and in branch, for their unconditional support and help
in making I learn in a good environment.

Your Name

ii

DEDICATION

I want to dedicate my this project to following persons
Hazrat Muhammad (PBUH)
Qauid-E-Azam Muhammad Ali Janah
My Teachers
My Parents
And All Those Who Are Struggling And Fighting For Islam In Right
Directions.

iii

ABSTRACT

Mobilink started operations in 1994 as the first GSM cellular Mobile service in
Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-based multi-
national company.
Mobilink hiring takes place through its website and is known for offering competitive
packages to its employees. Furthermore, it training and appraisal programs are an
essential part of the HR department.
Attracting customers is a tough job and that is why the marketing department of
Mobilink develops a number of marketing campaigns to attract customers.
Furthermore it also takes the help of a leading advertising agency of Pakistan and uses
brand ambassadors from various walks of life to promote its products and services.
The mobile industry provides three major product lines, which include the consumer
packages, value added services and corporate packages. The consumer packages
include the postpaid and prepaid packages; the value added services provide
entertainment, information and a lot more to their subscriber, while the corporate
packages have been introduced to cater to the needs of large businesses and corporate
clients.
I did my Seven weeks internship at Selecto communication a Mobilink Partner in D-
Ground Faisalabad. During my internship major tasks done by me include MNP,
computer entries of MNP, Postpaid bill payment, Easyload, Giving New connection,
providing information about the packages,
Customer complaints recording and other office related tasks,
The main problem that I identified during my internship period was the lack of
information about the updated packages. When a customer wants to know about a
newly advertised package a staff member simply hand over a brusher of that package.
Lastly I would say that Mobilink will become the market leader by introducing new
products and services that took full advantage of new technologies over the years and
I hope that it will tend to do so in the coming future and provide stiff competition to
any challenger that poses a threat to its leadership in the market.

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TABLE OF CONTENTS
Chapter Page
ACKNOWLEDGEMENT... i
DEDICATION.... ii
ABSTRACT iii
TABLE OF CONTENTS iv

I INTORDUCTION ................................................................................................ 1
1.1 Mobilink GSM Introduction ............................................................................. 2
1.2 History of Mobilink ............................................................................................ 2
1.3 Our Business Network Advantage ...................................................................... 3
1.4 Mobilinks Vision ............................................................................................... 4
1.5 Mobilinks Values ............................................................................................... 4
1.5.1 Be Passionate ............................................................................................... 4
1.5.2 Be Professional ............................................................................................ 5
1.5.3 Lead With Purpose ...................................................................................... 5
1.6 Goals and Objectives .......................................................................................... 5
1.7 Mobilink Brand ................................................................................................... 5
1.8 Corporate Responsibility .................................................................................... 5
1.8.1 Societal Marketing ....................................................................................... 6
1.8.2 Educating the Youth .................................................................................... 6
1.8.3 Supporting the Arts ...................................................................................... 6
1.8.4 Employee Involvement ................................................................................ 6
1.8.5 Earthquake 2005 .......................................................................................... 6
1.9 Customer Care .................................................................................................... 7
1.9.1 Pakistans Largest Customer Care Network ................................................ 7
1.9.2 Regional Languages Support (111) ............................................................. 7
1.9.3 Customer Support24/7 (111) ....................................................................... 7
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1.9.4 Dedicated Corporate Relationship Support ................................................. 7
1.10 Achievements ...................................................................................................... 8

II MANAGEMENT AND ORGANIZATIONAL STRUCTURE ........................ 9
2.1 Management ...................................................................................................... 10
2.2 Company Orientation ........................................................................................ 11
2.3 Health and Safety .............................................................................................. 11
2.3.1 Policy Statement ........................................................................................ 11
2.3.2 Vision & Mission....................................................................................... 11
2.3.3 Goals & Objectives .................................................................................... 11
2.4 Coverage ........................................................................................................... 12
2.5 Evolving the Prepay .......................................................................................... 13
2.6 Competitive Forces ........................................................................................... 14
2.7 Marketing Management .................................................................................... 14
2.8 Marketing research............................................................................................ 14
2.9 Marketing research process by Mobilink .......................................................... 15
2.10 Mobilink's Mobile Intelligence Program .......................................................... 16
2.10.1 Discovery ................................................................................................... 17
2.10.2 Strategic Planning ...................................................................................... 17
2.10.3 Creative Development ............................................................................... 17
2.10.4 Mobile Technology and Implementation .................................................. 17
2.10.5 Program Management ................................................................................ 17
2.11 Mobilink Marketing Intelligence ...................................................................... 18
2.11.1 Source Categories ...................................................................................... 18
2.12 Segmentation..................................................................................................... 19
2.13 Targeting ........................................................................................................... 19
2.14 Positioning ........................................................................................................ 20
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2.15 Mobilinks Market Share and Role in the Pakistani Market............................. 20
2.15.1 Competitive Strategies ............................................................................... 21
2.15.2 Expanding the Total Market ...................................................................... 21
2.15.3 Defending Market Share ............................................................................ 21

III MARKETING STRATEGIES .......................................................................... 23
3.1 Introduction of Marketing Mix ......................................................................... 24
3.2 Mobilink Product .............................................................................................. 24
3.2.1 Mobilink Indigo ......................................................................................... 24
3.2.1.1 Indigo Offerings ........................................................................................ 25
3.2.1.2 Target Market ............................................................................................ 25
3.2.2 Mobilink Jazz ............................................................................................ 25
3.2.2.1 Jazz Offerings ............................................................................................ 25
3.2.2.2 Target Market ............................................................................................ 26
3.2.3 Mobilink World ......................................................................................... 26
3.2.3.1 Mobilink World Offerings ......................................................................... 26
3.2.3.2 Target Market ............................................................................................ 27
3.2.4 Parental Control Phone Disney D100 ........................................................ 27
3.3 Mobilink Pricing ............................................................................................... 28
3.3.1 Tariff Details for Mobilink Products ......................................................... 28
3.3.1.1 M1500 ........................................................................................................ 28
3.3.1.2 MUnlimited ............................................................................................... 29
3.3.1.3 Mobilink Jazz 24 Ghanta ........................................................................... 29
3.3.1.4 Mobilink Jazz Easy .................................................................................... 30
3.3.1.5 Champions Package ................................................................................. 30
3.3.1.6 Mobilink Jazz One ..................................................................................... 31
3.3.1.7 Mobilink Jazz Budget ................................................................................ 31
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3.3.1.8 Mobilink Such Jazba ................................................................................. 32
3.3.2 Pricing Strategies ....................................................................................... 32
3.4 Mobilink Placing ............................................................................................... 33
3.4.1 Marketing Network.................................................................................... 33
3.4.2 Coverage .................................................................................................... 34
3.4.3 Nationwide coverage ................................................................................. 34
3.4.4 International Roaming ............................................................................... 35
3.4.5 Mobilink International Partners ................................................................. 35
3.4.6 Distribution channel of Mobilink .............................................................. 36
3.4.7 Distribution Strategy of Mobilink ............................................................. 37
3.4.8 Logistic Management &Mobilink ............................................................. 37
3.4.9 Logistic partnership and Mobilink ............................................................ 38
3.4.10 Third party Logistics &Mobilink .............................................................. 38
3.5 MobilinkPromotion ........................................................................................... 38
3.5.1 Advertising Goal........................................................................................ 39
3.5.2 Advertising Budget .................................................................................... 39
3.5.3 Advertising Media ..................................................................................... 39
3.5.4 Advertising Campaigns ............................................................................. 39
3.5.5 Strong Brand Ambassadors: ...................................................................... 40
3.5.6 The Indigo Campaign: ............................................................................... 40
3.5.7 The Jazz Campaign: ................................................................................... 40
3.5.8 The Mobilink World Campaign: ............................................................... 41
3.5.9 Sales Promotion ......................................................................................... 41
3.5.10 Consumer promotions................................................................................ 41
3.5.10.1 Indigo Freedom Plan: ............................................................................. 41
3.5.10.2 Bonuses & Free Airtimes: ...................................................................... 41
3.5.11 Business and Sales Force Promotions ....................................................... 42
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3.5.11.1 Specialty Advertising: ............................................................................ 42
3.5.11.2 Sales Contests: ....................................................................................... 42
3.5.11.3 Trade Shows: ......................................................................................... 42
3.5.12 Event Sponsorship ..................................................................................... 42
3.5.13 Golf Organized for Premium Consumers by Mobilink Indigo Brand ....... 43
3.5.14 Other Sports Events ................................................................................... 43
3.5.15 Direct Marketing ........................................................................................ 43
3.5.16 SMS Marketing.......................................................................................... 43
3.5.17 Electronic Marketing ................................................................................. 44
3.5.18 Mobilinks Website ................................................................................... 44
3.5.19 Content: ..................................................................................................... 44
3.5.20 Online Ads and Promotions ....................................................................... 45
3.5.21 Mobilinks Sales Force .............................................................................. 45
3.5.22 Sales force Structure .................................................................................. 46
3.5.23 Sales Force Compensation......................................................................... 46
3.5.24 Training the sales Representatives ............................................................ 46
3.5.25 Success Factors of Mobilink...................................................................... 46

IV DEPARTMENTS................................................................................................ 47
4.1 Customer Services Department......................................................................... 48
4.1.1 Mobile Number Portability:....................................................................... 48
4.1.1.1 Requirements for MNP:............................................................................. 48
4.1.1.2 Procedure of MNP: .................................................................................... 48
4.1.2 NEW CONNECTION: .............................................................................. 49
4.1.2.1 Requirements for new connection: ............................................................ 49
4.1.3 Providing Information To Customers: ....................................................... 50
4.1.4 Handling The Customer Complaints: ........................................................ 50
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4.1.5 Learning Managerial Skills: ...................................................................... 52
4.1.6 Replacementof Sim: .................................................................................. 52
4.1.7 Change of Ownership: ............................................................................... 52
4.1.8 Packages Changing: ................................................................................... 53
4.2 Sales department ............................................................................................... 53
4.2.1 Product Distribution .................................................................................. 53
4.3 Finance department ........................................................................................... 54
4.3.1 Payments of Postpaid Bills: ....................................................................... 54
4.3.2 Financial Reporting ................................................................................... 55
4.4 Indirect sales coordination department ............................................................. 55

V ANALYSIS .......................................................................................................... 56
5.1 SWOT Analysis ................................................................................................ 57
5.1.1 Strengths .................................................................................................... 57
5.1.2 Weaknesses ................................................................................................ 57
5.1.3 Opportunities ............................................................................................. 57
5.1.4 THREATS ................................................................................................. 58
5.2 PEST Analysis: ................................................................................................. 58
5.2.1 Political Factors: ........................................................................................ 58
5.2.2 Economic Factors: ..................................................................................... 59
5.2.3 Social Factors: ........................................................................................... 60
5.2.4 Technological Factors: .............................................................................. 60

VI CONCLUSION AND RECOMENTADIONS ................................................. 62
6.1 Conclusion: ....................................................................................................... 63
6.2 Recommendations: ............................................................................................ 63

1

1 CHAPTER NO 1
INTRODUCTION

2

1.1 Mobilink GSM Introduction

Mobilink is Pakistans leading provider of voice and data services, bringing more
people together through service excellence and product innovation. With more than
38 million subscribers, Mobilink maintains market leadership through cutting-edge,
integrated technology, the strongest brands and the largest portfolio of value added
services in the industry, a broadband carrier division providing next generation
internet technology as well as the countrys largest network with over 9,000 cell sites
making everyday a better day for its customers.
Housing Pakistans largest distribution and contact centre networks and an
unparalleled 6,500 kilometers fiber optic backbone, Mobilink has already invested
over US $3.9 billion in the country to date, with another USD 1 billion being invested
in network modernization. Mobilink provides uninterrupted countrywide connectivity,
unmatched customer services and international roaming in over 140 countries.
As a responsible corporate citizen, Mobilink offers a range of socially inclusive
products and services dedicated to enhance access to information. Through Mobilink
Foundation, the company passionately supports education, health and environmental
initiatives and promotes sustainable business practices.
Mobilink offers exclusive & personalized tariff plans that empower customers and
cater to the communication needs of a diverse group of people, from individuals to
businessmen to corporate and multinationals.

1.2 History of Mobilink

Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is
a telecommunication service provider in Pakistan. Mobilink started operations in 1994
as the first GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was
sold to Orascom, an Egypt-based multi-national company. It 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 31.6 million and growing. Mobilink prides itself on being
the first cellular service provider to operate on a 100% digital GSM technology in
Pakistan that also provides state-of-the-art communication solutions to its customers.
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Mobilink 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. To achieve this objective, Mobilink offers both postpaid (Indigo) and
prepaid (JAZZ) solutions to its customers. Compared to its competitors, both the
postpaid (Indigo) and prepaid (JAZZ) brands are the largest brands of their kind in the
Pakistan cellular industry.

1.3 Our Business Network Advantage

Over the last 18 years, Mobilink has set up one of the largest cellular networks in the
country. Currently, we are covering more than 20,000+ cities and towns. This has
involved an investment in the company of more than US$ 3.9 Billion. We have more
than 8,500 cell sites and the number keeps growing at a rapid pace. We also have
deployed around 6,500 km of optical cable across Pakistan.

Years of Business 18
Cities 20,000+
Investment
USD 3.9 Billion+ USD 1 billion being invested in
network modernization
Switches 66
Cell Sites 8,500+
Optical Cable Deployment 6,500 KM
Switches Nokia-Siemens Networks and Huawei
Radio Base Stations NSN, Alcatel. Huawei and ZTE
Intelligent Networks Ericsson
Microwave Equipment Nokia-Siemens Networks and Alcatel
Operating Frequency 900/1800 MHz
SMSC Acision
Company Structure Private Limited
4

Genre Subsidiary
Parent Orascom Telecom Egypt
Owner NaguibSawiris
Founded 1994
Founder Motorola USA
Industry Telecommunication
Headquarters 42 KulsumPlaza, Blue Area, Islamabad.
Area served 5000 cities, towns, and villages across Pakistan
Revenue
Rs. 82 billion
first three quarters of 2013
Website www.mobilinkgsm.com

1.4 Mobilinks Vision

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.

1.5 Mobilinks Values

Followings are the key major values that Mobilink possess through all over their
operations.

1.5.1 Be Passionate
We at Mobilink, are passionate about fulfilling & exceeding customer needs and
enriching their lives every day.

5

1.5.2 Be Professional
We take pride in practicing the highest ethical standards and take responsibility for
our actions.

1.5.3 Lead With Purpose
We are committed to lead the market through innovations in new services, products,
as well as cutting edge technologies and solutions.

1.6 Goals and Objectives

Expand the business.
Provide better service to people in the field of telecommunication.
Retaining the role of a leading telecommunication company.
Attract maximum customers and satisfy them.
Excel in meeting customer needs.
Seek employee involvement, continuous improvement and enhanced performance
goals.

1.7 Mobilink Brand

The new Mobilink has a new bolder mark with a strong and positive outlook from a
confident and optimistic leader. The new Mobilink will continue leading the way by
bringing people together through service excellence and product innovation. Our
employees act as one with our customers in order to create a better every day.
Mobilink. Being One

1.8 Corporate Responsibility

Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Our Corporate Responsibility goes beyond philanthropy and
donations whereby we take into full account the impact that Mobilink creates on all
stakeholders and on the environment when making decisions.
6

We recognize that an educated, healthy society is Pakistans key to ensuring
sustainable development and we do our best to give back to the community we
operate in.

1.8.1 Societal Marketing
Mobilink believes in playing an active role in supporting the community and social
development of Pakistan. Each year, Mobilink and its staff contribute significantly to
charities and community projects to help bring about a better quality of life to the less
privileged in the community and enrich the lives of Pakistanis through support in
local arts, education and sports.

1.8.2 Educating the Youth
Mobilink has made various donations to educational institutes. This includes donating
computers to the Federal Board of Intermediate and Secondary Education, donating
Rs. 100,000 to Pakistan Institute of Medical Sciences to set up a computer lab, and
sponsoring the commemorative ceremony for the golden jubilee of Cadet College,
Hasanabdal.

1.8.3 Supporting the Arts
Mobilink's alliance with the international Kara Film Festival demonstrates its
commitment to the promotion of art and theatre. The festival creates a space for
alternative and independent cinematographers, both experienced and new filmmakers,
to exhibit their creative endeavors in Pakistan.

1.8.4 Employee Involvement
Mobilink believes in supporting the community not only through sponsorships but
also through employee involvement. In addition to sponsorships, Mobilink
encourages its employees to be engaged in community welfare work and to support
relevant causes.

1.8.5 Earthquake 2005
During the devastating earthquake of 2005 that struck the Northern Areas of Pakistan,
Mobilink was amongst the first to respond to the crisis. Relief Camps were set up in
all major hospitals to provide free calling facilities to patients and relatives arriving
7

from far flung areas. Goods such as blankets, shawls, jackets were also collected for
those affected by the earthquake and Mobilink Relief Teams were constituted to
provide aid to the Northern Areas.

1.9 Customer Care

Total Customer Satisfaction is one of the key Mobilink values that place customers at
the heart of our success. Safeguarding their trust and respecting their confidence is
achieved with service, quality and value, beyond expectation. Catering to a diverse
clientele spread across Pakistan, Mobilink Customer Care is more than glad to help
you with your concerns, questions and suggestions anywhere, anytime in Pakistan.
Here is what sets Mobilink Customer Care apart:

1.9.1 Pakistans Largest Customer Care Network
Mobilink has the leading customer care footprint across the country, where our valued
customers can find a Customer Care Centre, Franchise Centre, and countless Partner
Retail Outlets virtually anywhere. North or South, left or right, you can find our
support just around the corner.

1.9.2 Regional Languages Support (111)
At Mobilink, we understand the unique needs of each of our customers. Add a
personal touch to your experience with our team of Customer Care Representatives,
who communicate in your regional language. This is just one of the many ways how
we make your Customer Care experience not only personal, but better.

1.9.3 Customer Support24/7 (111)
Be it any time of the day, you can count on our team of skilled Customer Care
Representatives who are always ready to help with a smile.

1.9.4 Dedicated Corporate Relationship Support
By providing our corporate patrons with dedicated support, our Corporate Account
Managers (CAMs) are more than happy to assist with personalized
8

connectivitysolutions and an array of services so that your connections remain
seamless and strong.

1.10 Achievements

ISO 9002 Quality Management System Certification for Billing, Engineering
Departments and CS Contact Center
Implementation of a full Intelligent Network (IN) platform from Siemens for the
Prepaid platform
Largest Call Center in Pakistan, which is there to assist the customers 24 hours
Only cellular service in Pakistan to provide coverage on the M2 motorway
Bilateral roaming in over 100 countries around the world with true international
roaming with over 300 operators across the globe
First mobile operator in Pakistan to offer extensive GPRS Roaming and
BlackBerry Roaming services

9

2 CHAPTER NO 2
MANAGEMENT AND ORGANIZATIONAL
STRUCTURE

10

2.1 Management

President and CEO
Jeffery Hedberg

Vice President Corporate Affairs
Agha Mohammad Qasim

Chief Strategy Officer
Tariq Rashid

Chief Commercial Officer
Bilal Munir Sheikh

Vice President Human Resources & Administration
Sadia Ahmad

Vice President Business Services
AzfarManzoor

Chief Finance Officer
Mohamed Hassan Osman Hassan

Chief Technology Officer
Gabriele Sgariglia

Mobilink is led by Jeffery Hedberg who has been the President and the CEO.
Mobilink has embarked on an aggressive growth strategy. Mobilink closed 2003 with
2 million customers. In comparison, Mobilink closed 2005 with more than 11 million
subscribers. Currently, in 2014 the subscriber base has increased to more than 31.6
million.

11

2.2 Company Orientation

While a company has to keep a watch on its competitors, Mobilink strongly favors a
customer-centered orientation and considers itself to be a customer-centered
company. A customer centered company is in a better position to identify new
opportunities and set a course that promises to deliver long-run profits.
Same is the case with Mobilink. By monitoring customer needs, it can decide which
customer groups and emerging trends are the most important to serve given its
resources and objectives.

2.3 Health and Safety

2.3.1 Policy Statement
Mobilink aims to be the safest place to work in Pakistan. We care about our
employees, the way we conduct business, the environment and our communities. We
will leave no stone unturned to prevent accidents and illnesses in our workplace, and
provide our employees and customers a healthy and safe working environment.

2.3.2 Vision & Mission
Mobilink aims to be the best employer in Pakistan. An integral part of this ambition is
to provide our employees and customers a safe and healthy work environment, and to
achieve this we will use our full resources to prevent accidents and illnesses in our
workplace.
Being a responsible Corporate citizen of Pakistan, we believe we have an inherent
duty to propagate innovative work practices in the country and be an example for
others. Bringing Safety to the forefront of business shows our dedication to the people
who work with us and our duty of care to all those associated with the organization.

2.3.3 Goals & Objectives
As an organization, we will inculcate a culture of safe work practices. We want to be
the benchmark company in Pakistan, with a reputation of providing a unique,
exciting, safe and healthy work environment.
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We will be transparent in reporting, objective in investigating and constantly strive to
minimize the risk of harm to our employees and damage to the environment.
Mobilink undertakes to develop and sustain a world class Occupational Health,
Safety, Security & Environment function.
The strategy to maintain this program will comprise of the following main points:
Conduct business in a manner that protects public and occupational health, the
environment and employee safety.
Provide employees a secure workplace.
Strive to eliminate all accidents and environmental incidents in our supply chain.
Comply with all national and local laws and regulations related to the
occupational health and safety.
Establishing and revising carefully considered occupational health and safety
programs in accordance with the OHSAS 18001/2007 standard and other
international benchmarks for health and safety applicable to our business.
Reduce emissions and waste.
Use energy and natural resources efficiently and intelligently in our supply chain.
Working with our employees, suppliers, customers, contractors and partners to
promote responsible management of products and processes.
Encourage constructive communication with all our stakeholders about managing
Health, Safety, Security and Environmental issues.
Inculcate a culture of Safety and awareness in the organization through various
activities and programs.
Reduce losses, both internally and in our supply chain.
Sharing health and safety knowledge and good practice across the company.

2.4 Coverage

Where other networks fail, ours connects instantly. On highways & byways,
throughout thousands of destinations across Pakistan, only Mobilink has you fully
covered. So no more mixed signals, because only Mobilink talks to you loud & clear.
Mobilink provides the widest coverage network, covering more than 10,000+ cities,
towns, and villages across Pakistan.
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It connects over 31.6 million family members every second of the day with
exceptional voice quality due to its broad coverage. Our coverage is expanding day by
day, and soon, the only other thing covering Pakistan more than Mobilink would be
the clear blue sky.
The type of coverage service Mobilink provides is divided into three main categories:
PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)
INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)
OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining
area)
Along with nationwide coverage, Mobilink also provides true International Roaming
in over 140 countries with more than 300 partner operators worldwide. It also has
deployed around 3,000 km of optical cable.

Switches Siemens and Alcatel
Radio Base Stations Motorola and Alcatel.
Intelligent Networks Siemens
Microwave Equipment NEC and Alcatel
Operating Frequency 900/1800 MHz

2.5 Evolving the Prepay

Traditionally, post-paid billing has always been the method that telecom companies
have used for obtaining payments for the services provided. Whether the said
companies were state-owned giants, or private ventures; billed accounts were the way
to go. With the advent of mobile telephony, this system changed to accommodate and
facilitate the needs of different users. Here was where the prepay concept was born.
The company that is credited with introducing the concept in Pakistan is Mobilink.
There is little doubt, though, that when the company that prided itself on its executive
clientele came up with prepaid cards, it could not have imagined the extent to which
the idea would take off in the country.
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On the other hand, it is not hard to imagine the motivation behind Mobilinks decision
to launch its offering. At the time, having a cell phone and a post-paid connection was
no cheap thing. So, the company decided to try to grow by targeting the majority that
could not afford billed connections. The idea worked pretty well, and Mobilink Jazz
came to be.

2.6 Competitive Forces

The industry structure of Pakistans mobile phone service providers is differentiated
oligopoly; a small no. of large firms producing products partially differentiated along
the lines of quality, features, styling, or services. There are 5 major providers of
mobile service in Pakistan.
Mobilink
Telenor
Warid Telecom
Ufone
Zong

2.7 Marketing Management

The art and science of choosing target markets and getting, keeping, and growing
customers through creating, delivering, and communicating superior customer value.

2.8 Marketing research

The marketing research process includes the systematic identification, collection,
analysis and distribution of information for the purpose of knowledge development
and decision making. The marketing executive at Mobilink admits that understanding
markets and customers is the bedrock on which business planning and strategy is
built. Without knowing our customers needs and wants or understanding demand,
our business will be under constant threat from competitors and may be failing to
extract the maximum value from the market. Mobilink provides excellence in market
research through their extensive experience in telecommunication working.
15

They focus on providing better research techniques that enables to understand why
and how customers make choices and a better research process, based on
understanding the business and commercial context. Mobilink marketing executive
further says that our research process is designed so that we take more care to
understand our goals and constraints and use this to deliver better value to our
customers. Market research does not sit in a vacuum. The design and outcomes of a
market research project have to reflect not just the results from the data, but the way
in which the organization could and should use the data.

2.9 Marketing research process by Mobilink

Effective marketing research in Mobilink consists of 6 steps
Step 1: Identifying and defining the problem
Step 2: Developing the approach and establishing research design and strategy
Step 3: Collecting the data
Step 4: Performing data analysis
Step 5: Reporting and presentation
Step 6: Making a decision

Step 1: Identifying and defining the problem
The first step is to understand the question(s), which need to be answered. Then they
work to identify and outline the marketing research project objectives and define the
size and source of the survey sample. Next, the most appropriate marketing research
methodology is determined. The innovative and actionable design approaches ensures
that study is customized to meet the unique needs of the project.

Step 2: Developing the approachand establishing research design and
strategy
Mobilink researchers gather data both by primary and secondary means. The second
step is questionnaire development. Surveys are designed with the marketing research
objectives in mind. It is made sure that the questions address the needs of the project
and all surveys are pre-tested to confirm the survey, instructions and procedures are
set up appropriately. The next step is to coordinate data collection.
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Step 3: Collecting the data
The data is collected via telephone, in-person, through the Internet or by using
qualitative research. Marketing research studies are continuously monitored by the
research team to ensure accuracy. As Mobilink is well aware of the fact that data
collection phase is prone to errors and inaccuracies so the management tries hard to
get that right. A major problem is getting biased and dishonest answers. So getting
true respondents is crucial.

Step 4: Performing data analysis
The fourth step is to analyze the data. Once collected, Mobilink utilizes their
extensive statistical and analytical expertise to transform the data into clear, concise
and actionable information. Key findings are summarized and a course of action is
recommended.

Step 5: Reporting and presentation
The fifth step is to report the results. Our clients have come to rely on our reporting
capabilities. Whether it's providing presentation-ready materials, formatting reports to
meeting the internal standards or delivering reports via choice of media, every effort
are made to give the insight that mobilinkis the most innovative and progressive
telecommunication company in Pakistan.

Step 6: Making a decision
Mobilink uses marketing decision support system to enable its managers to make
better decisions, it is the system for collection of data, system, tools and techniques
with supporting software and hardware which an organization gathers and interprets
relevant information from business and environment and turns it into a basis for
marketing action.

2.10 Mobilink's Mobile Intelligence Program

Mobilink's Mobile Intelligence program is a framework, which we apply across our
own research and development as well as across all our mobile marketing and mobile
media assignments for our clients and partners.
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This approach is market proven and has been the foundation for the 100's of mobile
products and services that we have developed and managed since January 2001. This
framework underpins our research and thinking on Mobile Communities, Mobile
Services for the Youth Market and the convergence of Mobile Marketing and Mobile
Media
The Mobile Intelligence program has 5 key phases:

2.10.1 Discovery
Understanding and identifying the key objectives of the mobile services.
Mobile Marketing or Mobile Media or a combination of both?
Research and due diligence

2.10.2 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

2.10.3 Creative Development
Creative and campaign development
End user experience and interaction design
Mobile media production and delivery
Integrated mobile marketing and media service

2.10.4 Mobile Technology and Implementation
Element Platform and Modules
Telecom and messaging infrastructure
Use of appropriate technology and mobile content (SMS/MMS/Java/ Ring
tones/Icons)
Hosting, management and ongoing technical support

2.10.5 Program Management
Client Services Team
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End user support
Ongoing reporting and analysis
Proactive ideas and research
Roadmap for client development

2.11 Mobilink Marketing Intelligence

Marketing Intelligence System is a method of collecting and organizing important
business information into a useable form for important business marketing purposes.
Marketing Intelligence System at mobilink is used for various purposes:-
For the ability to forecast sociological and technological changes ahead of time
and make the necessary internal changes to adjust to the changing environment of
the consumer.
The ability to track customers order history, their interests, and apply that
information to better advertising and target marketing.
The ability to detect competitor changes to enhance the companys operation
tactics in which area that competitor operates.
For Mobilink, the Intelligence Platform is a way of thinking about who they are, what
they know, and what they think about the company and the competitive marketplace.
When we begin an assignment, the Intelligence Platform is examined as it is.
Questions like What do we know? What ideas have been generated? What are the
drivers that give the business its unique personality? are answered in order to get the
required information.
Mobilink views marketing intelligence with three very different components. It
includes data, ideas, management experience, and judgments.

2.11.1 Source Categories
Search engines, search utilities, etc.
Financial information sources (Company filings / public & private company data)
Newspaper and news resources
Patent & trademark resources
Government sources
Trade & industry sources
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Demographic data
Geographic / Country information & maps, satellite images, etc.
Trade directories
Legal information sources
Competitive intelligence database software suppliers
Other public information sources

2.12 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

2.13 Targeting

The second step of choosing the value is selecting the appropriate target market.
Mobilinks 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 selection pattern of full market coverage and develops strategies as per the
requirement of the different targeted segments.Mobilink has followed a
consistentstrategy of growing the network and ensuring that the products are available
everywhere. This growth has been further strengthened with brand building activities
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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.

2.14 Positioning

Developing the offerings value positioning is the last part of choosing the value
phase of the value delivery process.
Mobilinks catchphrase Mobilink 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 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.

2.15 Mobilinks Market Share and Role in the Pakistani Market

Pakistans largest cellular provider maintains a tremendous growth rate despite the
deregulated market. With the introduction of new products into the market and
expansion through various rural and urban cities, Mobilink continues to capitalize on
its position in the market. Despite complaints about quality and connectivity issues,
the number of customers continues to grow.
Mobilink commands approximately 28.9% market share and is the market leader.
This firm has the largest market share in the relevant product market, and leads the
other firms in price changes, new-product introductions, distribution coverage, and
promotional intensity. It is followed by Ufone which has 18.6% of the total Pakistan
market. Warid claims a 9.9% share of the countrys wireless market closely followed
by Telenor with 26.1%. Zong had 16.4% of the users until the end of 2013.
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2.15.1 Competitive Strategies
Being the market leader, first, Mobilink must find ways to expand total market
demand. Second, it must protect its current market share through good defensive and
offensive actions. Third, it has to try to increase its market share, even if the market
size remains constant.

2.15.2 Expanding the Total Market
Mobile phone tele-density has increased to 35 per cent with over 53 million users.
The market growth still has 65 percent potential if not more, as Pakistans population
is over 150 million. The dominant firm gains the most when the total market expands.
Same is the case with Mobilink. It uses the following strategies to expand the total
market:-
Market-penetration strategy
New-market segment strategy
Geographical-expansion strategy

2.15.3 Defending Market Share
The rapid growth in mobile phone ownership has opened a new, mass marketing
channel for marketers to reach their target market. Direct, responsive and measurable,
mobile marketing is emerging as a key element of the marketing mix for Mobilink.
Mobile marketing integrates across the marketing mix to drive the effectiveness of
both above and below the line activities. Delivering:
Direct marketing channel to customers
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Clean, uncluttered environment to maximize the impact of the marketing message
Context and time relevant marketing medium
Instant response mechanism delivering true one to one communication
A digital medium enabling deep campaign measurement and analysis

Mobilink marketers are deploying the mobile to strategically drive customer
acquisition, retention and improved relationships to defend its market share.
Campaign tactics include as an instant response mechanism to TV and poster
campaigns, as a direct medium to drive awareness in targeted demographics and for
instant win for on or off pack promotions.
Engaging and effective mobile marketing campaigns reflect an understanding of the
existing mobile habits of the target market.
The unique and personal nature of mobile communication dictates an approach that is
clear, actionable, engaging and instantly rewarding for consumers.
How does the target market currently use mobile?
The effective integration of the campaign across multiple elements of the
marketing mix
Ensuring a positive customer experience as a key driver for response and uptake
Building long term value out of data collection
Operating within the regulatory and legal guidelines for mobile marketing

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3 CHAPTER NO 3
MARKETING STRATEGIES

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3.1 Introduction of Marketing Mix

It is the set of marketing tools a firm uses to pursue its marketing objectives.
McCarthy has classified these tools into four broad groups, called the four Ps of
marketing:
Product
Price
Place
Promotion
Mobilink management understands the importance of the marketing mix and its
decisions, which must be made for influencing the trade channels as well as the final
consumers. The company prepares an offering mix of products, services, and prices,
and utilizes a communication mix of advertising, sales promotion, events, and
experiences, public relations, direct marketing, and personal selling to reach the trade
channels and the target customers.
As a popular brand there is a lot that is expected from the company and the
management strives hard to ensure that the promises are kept. Mobilink has been
continuously investing in network resources and improving its marketing mix so that
its vast customer base can be satisfied and expanded.
The four Ps of Mobilinks marketing mix are explained ahead in detail.

3.2 Mobilink Product

Mainly there are four product lines of Mobilink with each having separate target
markets and positioning.
Mobilink Indigo
Mobilink Jazz
Mobilink World
Parental Control Phone Disney D100

3.2.1 Mobilink Indigo
Mobilink re-launched its postpaid services on the 11
th
of May, 2004 under the brand
name, Indigo. Indigo ignited an evolution in the communication industry redefining
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the essence of the post-paid services in Pakistan. The brand delicately caters to the
need of its customers, symbolizing the vision of connecting the subscribers in every
aspect of life. Indigo says:
In life you come across some exceptional people, who, like you, appreciate only the
finer things in life. When it comes to creating a bond and staying connected to them
count on Indigo for its unrivalled premium post paid connectivity to get you
through.

3.2.1.1 Indigo Offerings
Indigo
BlackBerry
Citi Mobilink Credit Card
Call& Control
Indigo Reward
Indigo Genie

3.2.1.2 Target Market
Indigo targets the upper business class that is not concerned with the cost but want
convenience, quality and a brand image that suits their personality. Who doesnt want
fun or music but want a brand that is Competent and Indigo is well satisfying the
desires of its corporate customers. Introducing Blackberry connect through which
businessmen can take their office anywhere, share attachments etc. That is why Indigo
customers are loyal to the brand and hesitate to switch to other connections. It can be
said that Indigo enjoys the benefits of a monopoly in the corporate sector.

3.2.2 Mobilink Jazz
Jazz is an exciting and energetic offering of Mobilink, targeting specifically those
enthusiastic teenagers, middle class and the youth market of the country, wishing to
enjoy freedom, fun, lower rates and a package that matches their personality.

3.2.2.1 Jazz Offerings
Jazz Easy
Jazz Share
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Jazz Load
Jazz Advance

Jazz Easy
Jazz Easy customers can enjoy calling at amazingly low call rates for Mobilink
numbers, they also benefit tremendously from the fabulous rates to call on any other
network.
Jazz Share
An exciting new service targeting the Jazz family Members and allows them to share
balance anytime, anywhere.
Jazz Advance
Targets Jazz Family Members with Additional balance benefit to help them talk some
more!
Jazz Load
Jazz Load allows to recharge Jazz account in variable denominations.

3.2.3 Mobilink World
Mobilink World is the Value Added Services Brand for Mobilink. These services are
not just fun, but also help its customers with their business needs. Whether it's a Bolo
SMS they want to send to a friend or a ring tone they want to download to customize
their phone with, Mobilink World has something special for them.

3.2.3.1 Mobilink World Offerings
Mobi Safe
Holy Sayings
Corporate SMS
Mobi Greetings
SMS Scheduler
SMS Game Time
Bolo SMS
Mobitunes
G:i:30
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WAP Portal
Mobilink Edge
Mind Reader
CricVideo
International SMS Chat
Ring Tone Club

Mobilink World is the Value Added Services Brand for Mobilink and its target
market is its whole customer base:
Mobilink World services are not just fun, but also help you with your business
needs. Whether it's a Bolo SMS you want to send to a friend or ring tone you want to
download to customize your phone with, Mobilink World has something special just
for you.

3.2.4 Parental Control Phone Disney D100
Mobilink and Disney have launched a parental-controlled mobile phone for children.
This is the first time a cellular company in Pakistan has launched a mobile phone that
will meet the communication and security needs of parents. The features of the new
Mobilink-Disney D100 allow complete parental control on all outgoing and incoming
calls and text messages. With the help of this new feature, parents can control who the
child can correspond with, thus enabling parents to keep a check on the list of people
the child is communicating with. Furthermore, the phone is easy to use as it provides
the child with a one-key option to reach parents. It is also protected in that it does not
feature Bluetooth or a camera and cannot access any type of multimedia content or
website. The handset features embedded Disney ring tones, animated screensavers
and wallpapers. The D100 will come with both four and twelve button keypads that
are interchangeable to adapt the handset to the capability of the child. The handsets
are available featuring popular Disney characters, including Mickey Mouse, Donald
Duck, Winnie the Pooh and Tinker Bell. Mobilink services give parents complete
control over their childs phone expenditure thus making it a cost-effective resource.
The D100 has been developed for Disney by Dubai based Broad link Research,
Disneys licensee and partner. After conducting market research and realizing the
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growing needs of working parents to stay in touch with their children using mobile
phones; Mobilink in collaboration with Disney has introduced this innovative solution
to the Pakistani market. Moreover, changing social trends and feedback received by
Mobilink through this research led the market leader to co-launch a safe and secure
solution for parents.

3.3 Mobilink Pricing

Mobilink is the undisputed market leader, which is why it is believed to be expensive
as compare to other telecommunication service providers. Having the largest
customer base in the country with the fact that its service is available in the remote
areas of Pakistan as well, people rely on Mobilink services leading to the fact that
Mobilink charges higher compared to its competitors.
Mobilink has the largest subscriber base in Pakistan with 24 million customers.
Mobilink recently started GPRS services with RS. 500/ month of unlimited usage
which is a treat for GRPS users who want to take their office with them. Mobilink
provides them with this facility with fairly reasonable charges.

3.3.1 Tariff Details for Mobilink Products
3.3.1.1 M1500
Featuring the best call rates and utmost value for money, M1500 features 1500 FREE
minutes and even more FREE GPRS usage so you can enjoy sheer comfort in
making strong connections.

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3.3.1.2 MUnlimited
For power users who want to live the connected dream. Bundled with maximum free
minutes, free data services and the best call rates; MUnlimited has all what it takes to
be the choicest tariff plan for extensive usage

3.3.1.3 Mobilink Jazz 24 Ghanta
Are you on the go 24/7? Do you constantly feel the need to stay connected? If yes,
then Mobilink Jazz 24 Ghanta is the package for you. Filled with multiple exciting
offers, it empowers you to connect to your friends, family and co-workers without
slowing down your pace. And its also easy on the pocket! So check it out to find the
offer that suits your needs the best.

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3.3.1.4 Mobilink Jazz Easy
Bringing the ease in your life, Mobilink Jazz Easy provides you with freedom and
flexibility to connect to your loved ones anywhere in Pakistan. All rates and
destinations are customized accordingly to your needs in our ApnaShehr offers
within the package, so join now and enjoy the ease!

3.3.1.5 Champions Package
Staying true to 20 year legacy of being a true champion, we are pleased to announce
the launch of Champions Package, our new default (New SIM) package for all
prepaid customers. The new package would not only offer the best rates for making
voice calls to all networks, sending SMS to any local number and using fastest Mobile
Internet; but will also ensure that the customers are charged only for the services they
want. This package also provides an added functionality where customers will be
given their last call and balance details free of cost after every call.
Base Rates:
Customers on Champions Package will get the following base rates:
Calls to all local networks 75 Paisa / 30 second
SMS to all local networks 75 Paisa / SMS
Mobile Internet rate Rs 2 / MB

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3.3.1.6 Mobilink Jazz One
One Network, One Nation, One Rate! Mobilink Jazz One gives your freedom to call
anyone, anytime, anywhere at the lowest rates ever!

3.3.1.7 Mobilink Jazz Budget
Mobilink Jazz Budget is now bigger, better and stronger! This package gives you
remarkable rates to stay in touch with the Mobilink family of millions!

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3.3.1.8 Mobilink Such Jazba
Stay connected with your family and friends with Mobilink Such Jazba offers that
you just cant resist!

3.3.2 Pricing Strategies
Mobilink uses psychological pricing. They have set their target price on consumer
perception of the product value e.g. outgoing calls at any 3 Mobilink numbers cost
Rs.0.99/min. They havent set the price exactly on Re.1 but have used psychological
pricing to attract customers. Mobilink is the only telecommunication network in
Pakistan, which has reached maturity and is the market leader. This is why, there
prices are somewhat higher than its competitors like PTCL Wireless and World Call
Wireless (at introduction), Warid (at growth) and Paktel (at decline). They made use
of psychological pricing also by offering free roaming facility during Hajj.
Mobilink is not using competitive pricing strategy because they are enjoying the
market leadership in Pakistan. At maturity, as different market segments are targeted
the prices must be offered in such a way that suits the targeted segments.
Mobilink is doing exactly the same. They have offered prepaid connections like Jazz
Octane, Jazz Budget and Jazz Ladies First, which can be afforded by the people not
having very high incomes. Though, the prices of these packages are relatively higher
than the prepaid packages of other telecommunication networks but still attractive.
Jazz Ladies First is a package designed especially for ladies through which they can
shop, listen to beauty tips and recipes at relatively lower rates. Jazz Octane offers
SMS rates as low as 25 paisas/msg and late night option rates at Rs 1.50/min and
many other facilities at attractive rates. Jazz
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Budget Package is an economical way to talk to any Mobilink number in Pakistan. It
has announced another ground breaking first of its kind offer with the re-launch of
Jazz Budget. The package has been launched with a fresh look and tariffs tailored
specifically for the masses.
One of the key highlights of this package is the Happy Hour, which is bound to hit a
chord with the nation, and has been developed keeping the communication needs of
the Pakistani people in mind. Keeping in view the fact that Mobilink customers make
7 out of every 10 calls to a Mobilink number, the new package is specifically
customized to offer customers the lowest rates to call the largest mobile network in
Pakistan.
Mobilink is also offering postpaid connections with the name of Mobilink Indigo,
popular within the business class. In this way, Mobilink is earning maximum profits
by enabling people from different target segments to become a part of the largest
cellular network in Pakistan. Jazz customers can now call US and a number of other
Zone 1 destinations on Jazz local outgoing rate!
Mobilink is also offering "Zabardast GPRS Offer" which allows Mobilink customers
to use GPRS just for RS.100/year.

3.4 Mobilink Placing

3.4.1 Marketing Network
During the last 13 years, Mobilink has set up one of the largest cellular networks in
the country. Currently, Mobilink is covering more than 5000+ cities and towns. This
has involved an investment in the company of more than US$ 1 Billion. Mobilink
have 50 Switches and more than 4,900 cell sites and the number keeps growing at a
rapid pace. Mobilink also have deployed around 3,000 km of optical cable.
For Mobilink, last year was a bit difficult as they struggled to grow as quickly as the
market itself. Today mobilink is confident that it has all the essential building blocks
in place to take the dream forward and to play a leadership role in the rapid growth
and development of telecommunication industry in Pakistan.
In 2003 mobilink invested upwards of US$ 200 million in improving their network
and services. Mobilink have already put in 7 switches, over 820 cell sites and new IN
platforms for better coverage and connectivity. In upcoming years mobilink is trying
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to invest in technological upgrades, superior customer services, and improved
coverage.
Mobilink customers remain their priority and in an effort to enrich their lives
Mobilink have put in place state-of-the-art call centers in Karachi, Lahore, Islamabad
and in other cities of Pakistan where well trained staff is geared to answer complaints
and queries, and a new billing system is in the process of commissioning. Mobilink is
constantly expanding their nationwide franchise and distribution network and
upgrading them to offer customer services so that the customers can find a Mobilink
contact as near to them as possible.

3.4.2 Coverage
Mobilink provides the widest coverage network, covering more than 5000+ cities,
towns, and villages across Pakistan. It connects over 24 million family members every
second of the day with exceptional voice quality due to its broad coverage. The
coverage is expanding day by day, and it is claimed by the management that soon the
only other thing covering Pakistan more than Mobilink would be the clear blue sky.
The type of coverage service Mobilink provides is divided into three main categories:
PHYSICAL PRESENCE (Mobilink has physical infrastructure in the area)
INDOOR SPILLOVER COVERAGE (High coverage level in adjoining area)
OUTDOOR SPILLOVER COVERAGE (Medium coverage level in adjoining
area)

3.4.3 Nationwide coverage
Mobilink provide true nationwide coverage in more than 5000+ cities, towns, and
villages across Pakistan. Mobilink provide its services in urban areas as well as towns
and villages. In nationwide Mobilink provide services in following areas.
Punjab
Sindh
Balochistan
NWFP
Capital
AJK
FATA
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3.4.4 International Roaming
Along with nationwide coverage, Mobilink also provides true International Roaming
in over 100 countries with more than 300 partner operators worldwide. The regions
where Mobilink provide International Roaming are as follows. Mobilinks roaming
partnership with Thuraya has further enhanced international roaming coverage.
Through satellite communication the Mobilink connection can be used in areas where
there is no GSM coverage.
United States
Canada
Caribbean
Europe
Middle East
Africa
Asia
Australia

3.4.5 Mobilink International Partners
A list of recent partners is given below:
Sr. # Country Name Operator Name Frequency
1. Jamaica Digicel 900/1800
2. UAE du 900/1800
3. Cyprus Areeba 900/1800
4. N/A GSM on the Ship 900/1800
5. United Kingdom T - Mobile 900/1800
6. Maldives Wataniya 900
7. Switzerland Orange 1800
8. N/A OceanCell 900
9. Maritime Roaming MCP 1800
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10. Mozambique mCel 900/1800
11. Senegal Sonatel 900
12. Panama C&W 850
13. Ivory Coast MTN 900
14. Oman Nawras 900
15. Brunei DST 900
16. Ukraine UMC 900/1800
17. Portugal Optimus 900/1800
18. Uzbekistan Coscom 900/1800
19. South Africa Vodacom 900
20. Argentina CTI Movil 1900
21. Jordan Xpress iDEN
22. Uruguay CTI Movil 1900
23. Belgium BASE 1800
24. Sri Lanka Mobitel 1800
25. El Salvador CTE Personal 1900
26. Armenia K Telecom 900/1800
27. Saudi Arabia Etihad Etisalat 900
28. Tajikistan Indigo (North) 900
29. Italy Wind 900/1800
30. Germany O2 1800

3.4.6 Distribution channel of Mobilink
Mobilink provide its service products directly to customers or with help of
intermediaries involved in distributing its product. Distribution channel contain set of
interdependent organizations involved in the process of making a product or service
37

available for use or consumption by the consumer or business users. Mobilink also
distributes its product to end user with help of intermediaries as well as it distributes
its product directly to customers.
Mobilink supplies its product range to intermediaries with involvement of its
Commercial and Sales Department.
Mobilink authorizes limited number of dealers to deliver its service product. But
Mobilink provides its prepaid cards to almost all the markets and consumer shops.
Providing its prepaid cards in every corner of the city helps mobilink to satisfy the
need of consumer and to gain customer satisfaction. However mobilink deliver its
Sims to customer with help of Franchises, service centers, and sales offices. These
Franchises, service centers, and sales offices are given by the right of providing its
service product by Mobilink itself.

3.4.7 Distribution Strategy of Mobilink
There are three types of distribution strategies. First Intensive Distribution, second
Extensive Distribution and third is Selective Distribution. However mobilink follow
both intensive and exclusive distribution strategies. While providing its Jazz prepaid
cards Mobilink follow Intensive Distribution strategy means that stocking Jazz
prepaid cards in as many outlets as possible. While providing its service products (like
SIM Cards of Jazz, SIM Cards of indigo and Mobilink PCO Sets as well as Prepaid
cards) Mobilink follow Extensive Distribution strategy means that it gives limited
number of dealers the right to deliver its product.

3.4.8 Logistic Management &Mobilink
In todays global marketplace, selling a product is sometime easier than getting it to
customers. Companies must decide on the best way to store, handle and move their
products and services so that they are available to customers in the right assortment, at
a right time, and in the right place. Physical distribution and logistics effectiveness
has a major impact on both the customer satisfaction and company costs.
Mobilink also tries to be best in physical distribution and logistics effectiveness.
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 100
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countries through 300 partner operators. Mobilink is best in logistic management and
physical distribution from its competitors.

3.4.9 Logistic partnership and Mobilink
Companies must also work with other channel partners to improve whole channel
distribution. The members of distribution channel are linked closely in creating
customer value and building customer relationship.
Mobilink management builds logistic partnership to achieve customer value and
building customer satisfaction with different courier services. The courier companies
by which Mobilink has partnered are as follows:
TCS
OCS
UPS

3.4.10 Third party Logistics &Mobilink
Most business performs their own logistics functions. However growing number of
firms now outsource some or all of their logistics to Third Party Logistics providers.
Mobilink also use Third Party Logistic provider for transportation of shipment of its
service products to warehouses, dealers or customers. Different courier service
providers are the Mobilink third party logistic providers. The main reason for using
third party logistic provider by Mobilink is that it is useful for Low Fixed
Investments.
Mobilink selects, motivates & evaluates channel members thought Interviews,
Financial standing, Training and Reports.

3.5 MobilinkPromotion

Companies can do more than make good productsthey must inform consumers
about product benefits and carefully position products in consumers minds. To do
this, they must skillfully use the promotion tools of advertising, sales promotion,
public relations, sales force, direct marketing, and personal selling.

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3.5.1 Advertising Goal
The chief advertising goal of Mobilink is to increase its customer base and to
stimulate more usage.
Mobilink is currently using:
Information Advertising: To create brand awareness and knowledge of its
Mobilink World brand.
Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo
brands.

3.5.2 Advertising Budget
Since the competition is intense in the telecommunication market, Mobilink has a
significant advertising budget. It is advertising heavily to be heard and to constantly
remind its target market to go for Mobilink. However, Mobilinks actual advertising
budget was not disclosed by the management.

3.5.3 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.

3.5.4 Advertising Campaigns
The advertising theme Mobilink: Its simply a way to communicate, is designed to
demonstrate the new services simplicity and convenience.
Along with its service debut, Mobilink launched a nationwide campaign composed of
television commercials and print ads. The national campaign is supplemented by local
and regional ad campaigns produced by the Mobilinklicencees. The national print and
broadcast ads are designed to be localized.
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The success of Mobilink has not only to do with its increased offerings, but also has a
great deal to do with the campaigns that Mobilink comes up with. The TV ads exude
energy and liveliness, and an expressive color and lightning palette, the high
frequency and visibility makes these advertisements noticeable which results into
increased brand awareness and brand loyalty boosting sales.

3.5.5 Strong Brand Ambassadors:
Mobilink in its advertising went on a different route (now copied by competitors) by
starring the most charismatic superstars in its advertisements. The tested method of
having a pretty face holding a Jazz card makes its advertising campaigns booming.
Strings, Vaneeza Ahmad, Shaan, Iman Ali, ZainabQayyum, WasimAkram, and
ShahidAfridi are some of celebrities associated with Mobilink.

3.5.6 The Indigo Campaign:
In its Indigo campaign, Mobilink has made a conscious effort of strongly placing it
on the image platform and mapping it in the prospects mind making it a prestigious
brand. Interestingly, it re-enforces Mobilinks early perception of being the brand for
the image conscious (peer leader) which gives the impression that Indigo is an
enhanced step further in this direction.

3.5.7 The Jazz Campaign:
The current prepaid Jazz campaign has brought Mobilinks image to the masses and is
more on the functional platform. When competition was introduced in the Pakistani
market, It was at this point that the true evolution of prepay began. It was more than
apparent that every single customer was important and every single subscriber was
vital. Almost immediately, the marketing and advertising improved; and a more
conscious effort was made towards trying to reach out to every aspect of the consumer
market. At first, Mobilink went a slightly different route, and instead of targeting the
large youth market, continued to use its tried and tested method of having a pretty
face holding a Jazz card. Iman Ali joined other famous models as being a Jazz Girl.
But with the competition getting intense, Mobilink finally decided to raise the profile
of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP
on Jazz, and then to slash prices and improve its quality. Finally, in February 2006,
Mobilink launched Jazz Octane, a package designed for the communication needs
41

and lifestyle of the Pakistani youth segment. The belated foray of Mobilink into the
youth market has met with promising early success, and the new package offers quite
a bit. The early success of Octane has not only to do with its increased offerings, but
also has a great deal to do with the campaign that Mobilink came up with. Perhaps
most effectively and symbolically, the ad showed an old woman embracing the
youthful abandon that Octane is shown to offer. It can be argued that the old womans
name is Mobilink.
Later the introduction of such packages as Jazz Budget, and Jazz Ladies First has met
tremendous success.

3.5.8 The Mobilink World Campaign:
Mobilink World being the value added service brand for Mobilink has been started
with an elaborate campaign with TV advertisements and print ads.

3.5.9 Sales Promotion
Mobilink uses different types of sales promotion method such as:

3.5.10 Consumer promotions
In order to kindle greater and quicker purchases Mobilink is carrying out the
following consumer promotion activities including special deals such as:

3.5.10.1 Indigo Freedom Plan:
this deal offers certain benefits of which two are:-
Friends & Family: This feature is available to the customers on any three
Mobilink numbers (Jazz and Indigo) which can be added into F&F list by calling
the help line at 111.
Local Rates: According to this freedom plan across Pakistan, all call, across all
networks are charged as local calls.

3.5.10.2 Bonuses & Free Airtimes:
Mobilink has been offering a number of bonuses to its consumers. An example of its
current bonus offer is:
42

Bonus on Recharge: Mobilink brings an exciting offer for its Jazz customers.
Recharging their Mobilink 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).

3.5.11 Business and Sales Force Promotions
Mobilink also carries out business and sales force promotions on frequent basis.

3.5.11.1 Specialty Advertising:
Mobilink uses certain items imprinted with its logo as well advertising messages such
as calendars, caps, radios, mugs, and candles. These items are given as gifts to
customers by salespeople.

3.5.11.2 Sales Contests:
Mobilink actively carries out yearly sales contests in order to motivate the sales force
to put in greater effort.

3.5.11.3 Trade Shows:
Mobilink actively participates in trade shows in order to enhance its business
promotions. It took part in the usual trade-show presentations of Asia Pacific Billing
and Revenue Management Week. This event has a particularly interesting through
line of taking services to understand markets. Topics like Increasing Prepaid ARPU
in Price Sensitive Markets and sessions on micro payment plans for low income
markets were discussed in detail. The speakers included individuals from Mobilink
GSM in Pakistan and TelemigCelular in Brazil.

3.5.12 Event Sponsorship
To enhance its corporate image, Mobilink practices event sponsorship. It sponsors
movie premieres, concerts, sports events and community welfare. A few events
sponsored by Mobilink are given below.

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3.5.13 Golf Organized for Premium Consumers by Mobilink Indigo Brand
On May 4, 2007 Mobilink Pakistan organized an invitational Club Indigo Golf
Tournament exclusively for Mobilinks corporate customers. The golf tournament
was organized at the Islamabad Golf Club by Mobilink Indigo Club. It aimed at
bringing the top executives from the corporate sector at one of the most popular
greens of the city. Expressing his views on the Indigo Club tournament, Zouhair A.
Khaliq, the President and CEO of Mobilink said,
Needless to say we are the leaders in the telecom sector, but this does not stop us
from doing more for our customers, we strive to set higher standards for all in the
business. Through Club Indigo we ensure the maximum level of customer satisfaction
for our corporate accounts and establish concrete relationships through tailor-made
services and special offers for our major clients.
Club Indigo is responsible for building relationships with its exclusive clientele,
through superior customer services.

3.5.14 Other Sports Events
Recently Mobilink also held an invitational tennis tournament in Karachi and has
organized and sponsored various sports events across Pakistan, including cricket and
Polo tournaments, providing quality entertainment to its customers.

3.5.15 Direct Marketing
Mobilink 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. Mobilink also uses a very unique technique to reach its customers
directly.

3.5.16 SMS Marketing
Mobilink uses SMS marketing to send messages directly to customers. SMS
marketing creates one-on-one communication with the market. Mobilink management
believes that:-
Todays consumers are mobile and todays marketing must reflect that.
As SMS is one of the largest platform to reach consumers and almost every mobile
phone is SMS enabled, this method has 100% penetration. SMS targets end
consumers directly via their mobile phones and compels them to take action in order
44

to enjoy a promotion, thus increasing the success rate of the brand. Plus, SMS is also
a cost-effective way to communicate.

3.5.17 Electronic Marketing
Mobilink finds it electronic marketing very important and highly accountable.

3.5.18 Mobilinks Website
Mobilink has paid special attention to the context & content of its website to
encourage repeat visits.
Mobilinks website not only has attractive design and layout but is also very
interesting and easy to navigate.

4.5.19 Context:
The alluring color scheme used in the layout of website make it worth navigating. The
choice of color itself has a table to tell.
Indigo: a combination of basic blue suggests the vibes of blue dream.
Red: illustrates passion of blood.
The savior is the icon (ball) that pitches in a rave of energy and suggest a motion for
the brand ID. The logo which is not only Influential & Exhilarating but a sure head
turner and is doing wonders in touching hearts and assuring absolute strength in the
brand.

3.5.19 Content:
The content is also the heart of the website. It includes:
Info
o News
o Weather
o Business
oMobilink GSM updates
Fun
oMustt Tones (polyphonic tones)
o Double mustt tones (true tones)
o Music Videos
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o Wallpapers
o Greeting Cards
o Java Games
o Animation
o Todays Special
o Color Logos
o Mobile themes
Sports
o Cricket Updates
o Football
o Golf
o Tennis
o Others
Media
o TV Commercials of Mobilink
o Tools
o Yahoo
o MSN
o Google
o MSN Messenger
o Hotmail
o Gmail

3.5.20 Online Ads and Promotions
Online ads and promotions tools such as banners ads and search related ads are being
used by Mobilink GSM. These ads are placed on targeted and frequently viewed
websites. Banners are also placed on related websites such as those which support
web to SMS. For example smspk.net

3.5.21 Mobilinks Sales Force
Sales force serves as the companies personal links to the customers. Mobilink fast
paced growth is fueled by the foundation of innovation and the relentless work of
4000 dynamic team members.
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The sales force members are some of the best talent in the country and can be
distinguished from others on the basis of their convincing power. The have the
passion and the spirit to challenge the norms, and so they are the part of winning
team.
Sales Force Objective:
The chief objective of Mobilinks sales force is not only to encourage sales but also to
diagnose customers problem and to propose an effective solution thus satisfying
them completely. They play a strong role in improving customer profitability.

3.5.22 Sales force Structure
Mobilinks sales force manages following types of sales force:
Technical and Application Engineers
Service Personal
Distributor Sales Force

3.5.23 Sales Force Compensation
Mobilink has attractive compensation packages for its sales force. Along with a fixed
amount i.e. salaries, they are also offered variable amounts such as lucrative
commissions. Benefits such as paid leaves as well as accident benefits are also offered
to the sales force.

3.5.24 Training the sales Representatives
Since Mobilink realize that a professional sales force plays a key role in developing
and growing customers, it trains its sales representatives to effectively convince the
customers by using effective screening techniques.

3.5.25 Success Factors of Mobilink
Mobilink is still the Market Leader and its success factors include:
Innovative Products
Excellent Customer Services
Best Coverage among cellular operators

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4 CHAPTER NO 4
DEPARTMENTS

48

4.1 Customer Services Department

Following are the main tasks performed by customer serves department

4.1.1 Mobile Number Portability:
As we already know that there are several mobile networks, each of which has its
own packages, like Telenors talkshawk and Djuice, mobilinks Jazz , ufones youth ,
warids glow etc etcBasically these packages are differentiated according to their
call rates , sms bundles , internet and hourly rates.
Now, suppose that you are using Ufonesim, which the best one for ufone to ufone
hourly package, but as we know that its call rates to other networks are extremely
high. So a customer already has aUfonesim and he wants to get the Mobilinks low call
rates packages. On the other hand he does not want to change his number and code.
In this case Pakistan Telecom Industry provides you the facility to change your
network without changing your number and code.

4.1.1.1 Requirements for MNP:
Sim should be on your name.
You will have to use your sim for two months from the date of activation.
You should have your original CNIC, which should not be expired.
You will also have to bring your sim card.
You should have a minimum balance of Rs.5.

4.1.1.2 Procedure of MNP:
A Mobilink Representative will write MNP in a text message and will send it to 667.
After a few seconds he will receive a message containing the sim card number, the
owners name, CNIC number, IMSI number, Activation date and the connection type,
that is prepaid or postpaid.
He will then fill a form of MNP from the message. The form contains the customer
name, date of birth, CNIC number, sim card number, donors network name like
ZONG, UFONE, WARID, Telenoretc, donors IMSI number, connection type, the
package you want to activate, Fee charges, customers signature, thumb impression,
Office Representative signature and the Date.
49

All the data is then put down in a computer system. There is a specific portion for
MNP in a Mobilinks official website named SIEBEL.
After uploading the form onto the website, it receives the new Mobilinks IMSI
number, which is completely different from the donors network IMSI number.
A CRO is then required to write back the new IMSI number on a form and submit the
form along with the customer CNIC copy.A new sim is then given to the customer
and CRO enters the specific code written on a sim jacket to the system. Now the
number will be converted in 3 to 5 days. The customer is then directed to insert the
given new sim card in his cell phone, after losing the donors sim signals.

4.1.2 NEW CONNECTION:
The second task which was assigned to me is that providing new connections to the
customers.

4.1.2.1 Requirements for new connection:
A customer is required to select a sim number from a given list. Then a CRO fill a
form. The form contains the following claws:
Customer first name
Customer last name
Date of birth.
Customer CNIC number
Fathers name
Permanent address
Temporary address
Sim card number
Sim registration number
Fee
Customer signature and thumb
CRO signature
Office stamp
After purchasing the new sim, a customer is then required to register the sim on his
own name. For this, a customer will call to 789 and will press button 2. After a few
50

seconds, the Mobilink operator will query the customer CINC number, customer
name, father name, mother name, and the place of birth.
The given data is then match with the NADRA record, if it is correct then
representative will register the sim, otherwise he will reject it and the customer will
have to register the sim on another CNIC.

4.1.3 Providing Information To Customers:
The third task that I performed in the office was to provide information to the
customers about the services and packages such as Mobilinktalkshawk her second,
post paid tariff, international call rates etc.
I also provide information of how registered of change the friends and family
numbers and about the mobile number portability facility.
Daily I was faces new customers with new problems so I gain a lot of experience
through this internship. Some customer behaviors were extremely rude and were very
hard to control myself in some situation, but we were strictly restricted to behave just
as that we have not any anger sense.

4.1.4 Handling The Customer Complaints:
As working on a front desk, I was also assigned to handle the customers complaints
in very efficient manners. I listen the customer complaints carefully and give quickly
response so that the customer satisfied and go happily. Following were some
customer complaints:
Message downloaded error
Message not sending
Call disconnection
Billing problem in postpaid connections
Coverage
Wrong calls
Voice quality
Change of ownership
This task was really hard but enjoyable. Some customers came very aggressively to
record their complaints but our task is to cool down that customers and make them
happy by solving their complaints.
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Some problem solutions do not exist in the franchise office, so I refer the customer to
head office.
ONE day 3 girls come to our office. One was the daughter of a kernel and the rest of
two were her friends. She told me that I had incurred a big loss of Rs 30000 due to a
fraud call.
I ask her that how? She said that once I receive a call from a number where a person
told me that Mobilink and warid had made a joint venture and they had draws a lucky
draw in which your number is selected among the 25 lak numbers. Now you will be
awarded of Rs 500000 {five lak}, and for that you will have to load us Rs 5000,
because these are the expenses, which will occur in reaching your wining price to
you. She told me that I did it and sends them a load of Rs 5000.
Next day I received another call from a new number and he says that we are now
coming towards you in our own private car, and our oil expenses are Rs 15000, I also
did it , and send them Rs 100, 250, and 500 cards ,worth of Rs 15000. She further
told me that I had further loaded them of Rs 10000 on different occasions.
I just laughed and said that I dont believe, because you are looking from an educated
family and no one can make you fool so costly and so easily. She was near to cry and
said that yes sir, you are right , I belong from an educated family, but its also true
that someone had made me fool so easily and as a proof she opened her purse and
show me different cards of different denominations of warid and Mobilink, and also
give me the addresses of the shops and the persons names from which she had loaded
them different amount.
She further says that my father is a heart patient if someone has told about all this
nonsense, then he will die. I ask her that you were doing all these and didnt feel a
little bit of need to tell your father. She replied that I think that I will give him a
surprise of such a huge amount.
She told me that please sir help me and return my money. I told her that it is not
possible now because generally when you load to his number he then pass the load to
another number in a second. Now if block his number too, it doesnt make any sense
for him. She says that okay! I dont need it but want that the load shouldnt go to
their numbers.
I told her that you were needed to think it in the beginning, but we will try our best to
trace the number and the persons and will also try to recover the money. I forward her
complaint to the head office and request them to solve it on an urgently basis.
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She was satisfied up to some extent and makes a smile. She thanked me very warmly
and left the office.

4.1.5 Learning Managerial Skills:
Our manager was a young female. And I really impressed from her managerial
capabilities because she know that how work can be done from the employees.
Every Wednesday she calls a meeting of the staff members and discusses some point
about the sales and the management perspective. I too actively participate in these
meetings.
There were competition among all the franchises in Rawalpindi and Islamabad on the
basis of sales, connections portability, and creating easypaisa accounts. Prizes were
then given to 1
st
, 2
nd
and 3
rd
position holders. Our franchise got 1
st
position Award in
2009, in connection portability and has also achieved the sales award in 2008.
It has also got two ipods, which is given to Mr.Kamran and Mr.Waqas.
As I said that all the credit goes to our manager, because of their punctuality and hard
working.
We all know that internee is just an observer, generally he is not so much bound to
obey the office rules as other employees for which they are making payment.
But the case is obsolutely different here; I was restricted to come on 9 AM to the
office and to leave on 5:30 PM. I was living in I-10 Islamabad, and the office were in
Rawalpindi sadder , the distance was some about 1 hour and 30 mints in different
taxies. So I was need to get up early in the morning to come on time to the office, but
it was an interesting to see that our manager was too come on time and reaches very
early from all the staff members.These all what we can say the hard working and good
management. She had created a family like environment, all the members are very
cooperative with one another.

4.1.6 Replacementof Sim:
Often customers lost their Sims due to brokerage or theft, so they come to the office
to block the old one and reissue the new sim. I was told to take the original CNIC
from the customer and see that whether the sim is registered on his name or not. If
yes then to reissue the new sim, otherwise the customer is referred to the head office.

4.1.7 Change of Ownership:
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It is a restriction from a Pakistan Telecommunication Authority {PTA} that sim
should be on the name of the user. So many customers came to our franchise to
change the ownership of the sim. Its a very careful task because if a customer makes
a complaint to heads that my sim ownership has changed to any other person that it
can cause to close the whole franchise.
I was strictly prohibited for not to change the ownership before seeing the original
CNIC and the original sim jacket. These both things are very important to change the
ownership, otherwise customer was then simply referred to the head office.

4.1.8 Packages Changing:
Mobilink is continuously introducing new packages. Some of which have low call
rates, some have sms packages, and some have Internet packages etc etc.So a number
of customers were come to our office to change their packages into new one. To
change the packages I was simply dial 345 and change it from the operator.

4.2 Sales department
Sales department of Mobilink is very well organized and most important department
of the organization their main focus is on product distribution which performs the
following tasks.

4.2.1 Product Distribution
Mobile financial Services
In case of emergency they provide Jazz Advance to their customer providing utility
bills payment services and mobile banking services.
Scratch cards
Sales team distribute scratch cards to retailers
Mobilink load
Sales team transfer balance to retailers account and maintain their payments

Prepaid Sims
Prepaid sim selling was also performed by them but now they started providing
prepaid sims free of cost

54

4.3 Finance department

4.3.1 Payments of Postpaid Bills:
Customers load their balance easily from our easy load system. I was also assigned to
do this. It was a very care full task because once you have entered and send load to a
number of Rs 1000 instead of Rs 100, then you will have to pay the Rs 900 from your
own pocket. A complaint can be made to the help line but they will first confirm from
the person to which you had wrongly send the load, if he is agreed to return the load
then its ok, otherwise you will have to pay from your pocket.
I personally paid several times Rs 50 from my own pocket.
I was also assigned to receive the payment of postpaid bills. Bills were paid by
sending the billing amount to that postpaid number through the mobile set or through
the system. A receipt was then given to the customer, and the customer also receives a
text message.
Once a foreigner lady come to our office and she want to pay her postpaid bill. Her
age was above 50. She told me her number 03435004729 and said that I wana clear
my postpaid bill. She gave me Rs 2000 first. I typed her number, show to her and also
repeat by saying. She says correct, I send Rs 2000 to her number and said that its done
madam, but she said that I have not received a message yet. I told her that please
checks your balance. She checked it and the balance was not gone to her number I
repeat her number, as I say the last digit 9, she cried that its not 9, its 1{ONE}. I told
her that I cried it out again and again and you said that yes correct correct. What the
hell was that? She said that I have not wear glasses today. I told her that but you
have your ears and I had said it too! but she resist it and said that you had
intentionally done it wrongly and its your second time that you are going to make me
fool. I told her we have not met before and its my first time to see you, but she insists
that no its your second time. She were speaking very loudly that give me your name I
will report you in a police station. She wana make a quarrel with me. All the staff
members and other customers were looking at me, some were laughing that what will
happen with me.
I gave her my name and my number and said that take it and go to hell. She was then
become very angry on these words and said that you are extremely stupid. I told her
that you couldnt be making me fool ok? And I know that you have two numbers,
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once you told us one number when the payment had goes the then you said and crying
on our staff that you people had wrongly send it. She said that give me my money but
I refused that first we will complaint for the previous money it they come back then
we will again send it to you, otherwise we are sorry madam. I dont know that what
she was said in the last but she went out in a hurry and shut the door very loudly.
After an hour I made a complaint to the help line. They said that if the number is
found ON, then we will first confirm from the customer, if he accepts our request then
we will send back your money to you, otherwise we are sorry sir. When I try to call
on the wrong number, it was coming OFF, I was so much worried because there
wasnt so much money with me to pay it from my own pocket.
But I dont know that how seventeen hundred rupees come back to our account and I
was so happy that I cant imagine. I then send back these seventeen hundred rupees to
the foreigner lady.

4.3.2 Financial Reporting
Objective of the finance department is to manage all financial data , revenue
generated by sales department , postpaid billing , making salaries of employees, paid
incurred expenses and create the whole financial reports to send head office

4.4 Indirect sales coordination department

This department performed a function of coordinator between sales and Finance
department. It brings together them so that they can summarize the financial data.
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5 CHAPTER NO 5
ANALYSIS

57

5.1 SWOT Analysis

5.1.1 Strengths
The company excels in marketing, sales and customer services.
It has the advantage of having a huge and loyal customer base.
Pioneer in GSM service in Pakistan.
Strong Brand name
Good coverage and speed
Highest market share in terms of subscribers and revenue.
Roaming agreements with 300 partner in 140 countries
Large number of corporate customers.
Economy of scale.
Phone Banking.

5.1.2 Weaknesses
Network problem is the biggest weakness for Mobilink for which it faces major
criticism or complaints.
The company is also vulnerable with post paid debts.
High call rates.
Large organizational structure
Falling Market share

5.1.3 Opportunities
The company has opportunities in the field of wireless and 3G technology.
It can also further capitalize on the emerging trend of value added services.
WLL services in competition to PTCL, providing
Opportunities for infrastructure suppliers
Growth of VAS WiMAX networks, mobile TV services.
Deployment of 3G technology
Adaptation of newest technology.

58

5.1.4 THREATS
With lots of competition coming into the telecommunication industry of Pakistan,
buyers growing bargaining power is the strongest threat to the company.
Competition offers, gaining market share
High tax rates
Increase in imported equipment costs
Network capacity
Deterioration in service quality
Political instability

5.2 PEST Analysis:

It is very important that an organization considers its environment before beginning
the marketing process. In fact, environmental analysis should be continuous and feed
all aspects of planning. My internship at MOBILINK has added much to my
knowledge. In this report I have written introduction and history of MOBILINK
Where then I have written vision, mission and core values adopted by the industry. I
have also done the critical analysis of MOBILINK according to my knowledge
following factors have disturbed the functionality of the organization
The organization's marketing environment is made up from:
The internal environment e.g. Staff (or internal customers), office technology,
wages and finance, etc.
The micro-environment e.g. our external customers, agents and distributors,
suppliers, our competitors, etc.
The macro-environment e.g. Political (and legal) forces, Economic forces, Socio
cultural forces, and Technological forces.
These are known as PEST factors.

5.2.1 Political Factors:
The political arena has a huge influence upon the regulation of businesses, and the
spending power of consumers and other businesses. You must consider issues such as:
How stable is the political environment?
Will government policy influence laws that regulate or tax your business?
59

What is the government's position on marketing ethics?
What is the government's policy on the economy?
Does the government have a view on culture and religion?
The political situation of Pakistan is not satisfactory and unstable. Rapid change in the
Govt. and the change of the policies of the previous govt. by the new govt. abruptly
effect the Pakistans political situation. Due to these entire factors the foreign
importer hesitates to invest in Pakistan. Govt. should device such policies that are
beneficial for the local exporter as well as for the investors. It is fact all government
agencies and influential groups that somewhat influence various organizations and
individuals in a given society are included among political factors. Present change in
the political scenario can definitely be favorable for economy of the next financial
year.

5.2.2 Economic Factors:
Marketers need to consider the state of a trading economy in the short and long-terms.
This is especially true when planning for international marketing. You need to look at:
Interest rates
The level of inflation Employment level per capita
Long-term prospects for the economy Gross Domestic Product (GDP) per capita,
and so on
The economic condition of Pakistan is not suitable for investment. Market growth
rate is very low and new investors hesitate to invest. Increasing inflation rate due to
heavy loan make the business environment strict. Actually increase in inflation rate
leads to high cost so our country products sell out at a high price but with low margin.
The products of MOBILINK have positive image in market. The economic
environment consists of factors that reflect consumer purchasing power and spending
pattern. The consumptions of MOBILINK products are considered best in quality in
most of the markets.

60

5.2.3 Social Factors:
The social and cultural influences on business vary from country to country. It is very
important that such factors are considered. Factors include:
What is the dominant religion?
What are attitudes to foreign products and services?
Does language impact upon the diffusion of products onto markets?
How much time do consumers have for leisure?
What are the roles of men and women within society?
How long are the population living? Are the older generations wealthy?
Does the population have a strong/weak opinion on green issues?
The change in the lifestyle of the people affects the demand of the MOBILINK
products. The change in the lifestyle and needs in different demographics also affect
the demand of the customers.
Due to all these changes MOBILINK is performing excellent for the excellence of
organization as well as for the customer. The cultural and social environment is made
up of institutions and other forces that affect a societys basic values, perceptions and
preferences and behavior of people grow up in a particular society that shapes their
basic beliefs and values. This is the policy of MOBILINK that the services are
designed according to the beliefs and values of the consumers. The products are made
according to the changing lifestyles and liking and disliking of the customers.

5.2.4 Technological Factors:
Technology is vital for competitive advantage, and is a major driver of globalization.
Consider the following points:
Does technology allow for products and services to be made more cheaply and to
a better standard of quality?
Do the technologies offer consumers and businesses more innovative products and
services such as Internet banking, new generation mobile telephones, etc?
How is distribution changed by new technologies e.g. Books via the Internet?
Does technology offer companies a new way to communicate with consumers e.g.
Banners, Customer Relationship Management (CRM), etc?
Availability of spare parts and technicians.
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Technological advancement in all the sectors of the country has changed the entire
socio-economic environment. Especially telecom sector has incorporated
technological development and advancement in their organizations. Being one of the
largest in the telecom sector, MOBILINK has great financial resources and they are
always in a position to install the latest and advanced machinery in their production
department. With the help of modern technologies they are in position to design new
products. After the introduction of new technologies in designing and production
department, MOBILINK is planning to introduce 3G and 4 G for their customers all
across the country.

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6 CHAPTER NO 6
CONCLUSIONS AND RECOMMENDATIONS

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6.1 Conclusion:
After the great research and paper work we are of opinion that a lot of people have
shown their interest in these two Mobilink offers i.e. Postpaid & Jazz ladies first.
The motto of the company is Connecting People" and Reshaping Communications
Mobilink is proud to be the leader in telecommunication industry.
Mobilink Pakistan is the fastest growing mobile operator in Pakistan.
Mobilink Pakistan is committed to bringing true mobile innovation to the under-
served masses of Pakistan. Mobilink Pakistans community contributions have
extended over the years to include education, empowerment, enterprise, and
environment - with special focus on bringing the telecom promise within the grasp of
the most disadvantaged sections of the society.
The company has created 2500 direct and more than 25000 indirect employment
opportunities with 100,000+ retail outlets and 200+ franchises in addition. 99.9% of
these employment opportunities belong to Pakistanis.Mobilink is a place where one
can live his dreams and pursue a career that reflects his skills and passions. Mobilink
gives flexibility for change, the opportunity to learn, and providing career options
with endless possibilities.

6.2 Recommendations:
Some of the recommendations for Mobilink according to my understanding are:
Franchise must be given full access on customer service database of Mobilink.
There must be rewards and acknowledgement for the best franchise in zone to
increase motivation level of franchise employees.
Refresher courses for the staff are most important in any international
organization. All the employees of franchise should have these courses according
to their requirement. Foreign experts can also be called for this purpose.
Every year some of the employees should be sent for training to other countries
and employees from other branches or main office should be brought here in the
franchise. So that they can observe the right things.
There were too many internees in customer care department, the company has to
meet a certain quota of internees and this load is maximum during summers. What
this does is makes the environment inefficient and extremely relaxed. This matter
requires attention.
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Such system should be designed that every employee who has some problems
with his supervisors can communicate it to the higher management and some steps
must be taken to improve that.
There was a fine line between employees and internees, and though that is
understandable, the system seemed much closed at times.
Because of better opportunities in market, a high turnover of skilled human
resource has been seen in Mobilink . Serious efforts are needed to arrest this trend.
More and more incentives should be given to the employees other than just
medical facility and paid leaves.
The period of internship should be divided into the number of departments in
Mobilink . The internee should be given timetable mentioning the number of days
he has to work at different places in the office. Once in a while, in each
department internee should be given a lecture by the manager of the department
about operations of the department. This would increase the learning of the
internee.
The fact that there were two sales offices in the building (one on the 2nd floor and
one in the ground), led to work related confusion and hence mishaps. Proper
communication and planning should be there.
Distribution of work is not on equity basis in franchise, work has not been
allocated properly some workers have to work hard and have to work in late hours
without any extra reward. So I suggest that steps should be taken to allocate the
work properly.
All the employees in the customer care department are over-burden with work and
responsibility. The customer care department requires more employees.
When a new employee becomes a part of Mobilink , he is not properly oriented.
Mobilink has this policy of orientation but it only includes visits to departments
and knowing about the policies and rules of the company. I suggest a proper
orientation and socialization session should be there for a new employee so that he
may feel comfortable with his new organization.
The late seating of employees has been observed in Mobilink franchise
distribution department and many employees work overtime after office hours.
They should be properly compensated for their work especially during the
overtime period. This would be encouraging for all the employees.
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Mobilink should work on network improvement.
As far as their charges are concerned they are a bit expensive as compared to their
competitors so we suggest that the charges should be reduced.
Mobilink should attract maximum customers and satisfy them.

66

References:

http://www.mobilink.com.pk/
www.mobilinkgsm.com
www.mobilinkworld.com
www.google.com.pk
www.polarismr.com
www.prenhall.com
www.pta.gov.pk/annual-reports/annreport2013_1.pdf

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