ZONG BACKGROUND:

Zong is China Mobile's brand in Pakistan. China Mobile Pakistan (CMPak) is a 100% subsidiary
of China Mobile. China Mobile's first overseas operation came about when it acquired a license
from Millicom to operate a GSM network in Pakistan.

Paktel was the first ever company granted license to carry out cellular phone services in Pakistan.
However after the launch and rapid success of its competition in 1998, it lost market share. In
2003, Millicom Corporation bought Paktel. In January 2007 Millicom sold Paktel to China
Mobile.

Paktel was re-launched in April 2008 with the brand name Zong. Zong is the first International
brand of China Mobile. It is meant to empower and liberate the people of Pakistan in every nook
and corner of the country. CMPak's edge comes from the experience and expertise of running the
world's largest telecom service and the commitment they make to setting quality and customer
relations standard

PARENT COMPANY: CHINA MOBILE COMMUNICATIONS

CORPORATION:
China Mobile is the world's largest telecom operator. Having a customer base of over 300
million customers, its network routes 700 million text messages every day and handles 250
million calls every hour.
China Mobile is perhaps the only cellular network that provides uninterrupted, reliable coverage
through tunnels, on highways, inside sky scrapper elevators as well on top of Mount Everest.
One of the unique features of China Mobile servicing excellence is to customize its products,
services and tariffs to suit the individual needs of its huge subscriber base. There are hundreds of
payment/tariff options to choose from according to one's usage pattern, budgetary limitations and
nature of use.
China Mobile's first overseas subsidiary, China Mobile Pakistan has the license to offer and
operate voice, data and all value added services in the entire country. One of the fastest growing
cellular markets in the world, Pakistan is a key region that is likely to offer expansion
opportunities as well the chance to make a difference in the lives of a growing clientele that is
demanding and understands and appreciates better quality and service standards.

China Mobile has been playing a leading role in the development of the mobile communications
industry in China and holds an important position in the international arena as well. After over
ten years of efforts, China Mobile has established a comprehensive network with large coverage,
high quality, rich variety of businesses and first-class customer services. It ranks the first in the
world in terms of the network scale and the customer base. The total number of customers had
exceeded 240 million.

China Mobile has provided GSM roaming services with over 271 operators in 206 countries and
regions and GPRS roaming services with 93 operators in 101 countries and regions in the world.
Its mobile short messages can be sent to 214 operators in 106 countries and regions and
multimedia messages to 21 operators in 6 countries and regions.

China Mobile has successfully attracted investment from the international capital market with its
sound performance and great development potential. Being included in the Fortune Top 500 for
5 consecutive yeas, China Mobile's latest ranking is No.224.It also ranks the 4th and 2nd in the
Top 500 Chinese Enterprises in terms of its overall strength and service provision respectively by
the China Enterprise Confederation and China Enterprise Directors Association in 2005.The
listed company of China Mobile has been the only Chinese company among the Forbes Top 400
World's Best Big Companies for 3 consecutive years.

China Mobile is not only a profitable company with robust financial performance and stable cash
flow, but also the one with growing potentials and prospects. Looking forward, China Mobile
defines its strategic goal of "becoming a worldwide leader in the telecommunications world and
achieving leapfrog evolution from excellence to preeminence". To this end, China Mobile will
adhere to its core value proposition of "Responsibility Makes Perfection" and spare no effort to
improve its competitiveness by implementing the concept of scientific development. with its
well-built operation system, outstanding organization structure and fully-trained personnel,
China Mobile aims at building a framework of "One CM" featuring mobile and information
expertise and best service quality.

Marketing Campaign
As the customers are spread all over the country, the broadcast medium is used to communicate
the value of the product. Local medium like sign boards, billboards, posters and wall choking is
used to communicate the value. Local area franchise work in different areas and have the people
who can communicate in local language.

The study of consumer behavior not only helps to understand the past but even predict the future.
The below underlined factors pertaining to the tendencies, attitude and priorities of people must
be given due importance to have a fairly good understanding of the purchasing patterns of
consumers

What Drive Buying Behavior Of Zong

5. Marketing Campaigns

Advertisement plays a greater role in influencing the purchasing decisions made by consumers.
They are even known to bring about a great shift in market shares of competitive industries by
influencing the purchasing decisions of consumers. The Marketing campaigns done on regular
basis can influence the consumer purchasing decision to such an extent that they may opt for one
brand over another or indulge in indulgent or frivolous shopping. Marketing campaigns if
undertaken at regular intervals even help to remind consumers to shop for not so exciting
products such as health products or insurance policies.

4. Economic Conditions

Consumer spending decisions are known to be greatly influenced by the economic situation
prevailing in the market. This holds true especially for purchases made of vehicles, houses and
other household appliances. A positive economic environment is known to make consumers
more confident and willing to indulge in purchases irrespective of their personal financial
liabilities.

3. Personal Preferences

At the personal level, consumer behavior is influenced by various shades of likes, dislikes,
priorities, morals and values. In certain dynamic industries such as fashion, food and personal
care, the personal view and opinion of the consumer pertaining to style and fun can become the
dominant influencing factor. Though advertisement can help in influencing these factors to some
extent, the personal consumer likes and dislikes exert greater influence on the end purchase made
by a consumer.

2. Group Influence

Group influence is also seen to affect the decisions made by a consumer. The primary influential
group consisting of family members, classmates, immediate relatives and the secondary
influential group consisting of neighbors and acquaintances are seen have greater influence on
the purchasing decisions of a consumer. Say for instance, the mass liking for fast food over home
cooked food or the craze for the SUV’s against small utility vehicle are glaring examples of the
same.

1. Purchasing Power

Purchasing power of a consumer plays an important role in influencing the consumer behavior.
The consumers generally analyze their purchasing capacity before making a decision to buy and
products or services. The product may be excellent, but if it fails to meet the buyers purchasing
ability, it will have high impact on it its sales. Segmenting consumers based on their buying
capacity would help in determining eligible consumers to achieve better results.

Understanding, analyzing and keeping track of consumer behavior is very critical for a marketing
department to retain their position successfully in the market place. There are various other
factors too that influence consumer behavior apart from the four listed above.

Marketing Mix
Marketing mix is set off correlated tools that work together to achieve
company’s objectives, they are;
Product: product means offerings of a company, and ZONG is offering
its customers. Services as well as products in services, zong is offering
followings.
Customer care service centers
Postpaid packages
Prepaid packages
Other services and offers
Postpaid packages are generally for business class and in postpaid zong
are offering many other packages like 100 line rent. 300 line rent, 600
line rent and 2000 line rent. Prepaid packages are for low and middle
class in prepaid zong also offer many packages like 12 annay, 65 paisa
free package and aik second package and also many exciting other
services and offers like missed call alert, ramzan value time offer, dial
tune E care, happy hour and many more exciting offers and products like
handsets and for postpaid zong offers blackberry.
Price: zong is offering its products and services at a low price so zong is
using price penetration because all the packages ( postpaid and prepaid)
are very low priced and other value added services are also very low in
cost some of them are free of cost like.

Missed call alert

E-care
MNP
Conference call
Subscription of SMS packages

Promotion
Zong is promoting its products and services in many ways like:
Print Media
Bill Boards
TV
Mobile Promotions
Through Local cable
Internet

Place:
Place means that how a company reach to its customers or how a
customer can get product of a company. Zong is reaching to its
customers in the following manners:
Franchises
Customer service centers
Retailers
Through student entrepreneurs
Franchises and customer service centers are there for customers and
customers can get zong product and services from retailers and
student entrepreneurs.
https://www.slideshare.net/ZakaUlHassan/zong-nternship-report
1. SWOT Analysis ZONG:

Lowest Rates Nationwide

Continually improving its network services
Strong image of parent Company
Network Portability
Zong Mobiles
Resources and Assets
Different Types of packages
2. Weakness of ZONG

Weakness is defined as any activity the organization does not do well or the resources the
organization needs but it does not possess.
Low Quality services
Label of chine’s brand
Bad Management information system
Acquisition from paktel which has not popular brand
3. Opportunity of ZONG

Positive trends of organization in external environment factors

Zong can introduce new products such as dish TV
Opportunity of grow its customer base due to increasing trend mobile phones.
4. Threats of ZONG

Competitor
Technology
New Entrance
Bad Economic/security conditions of the country