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    Mobilink Jazz Brand Audit

    Uploaded by

    awaisyounas
    The document discusses Jazz (formerly Mobilink), Pakistan's largest mobile network operator. It notes that Jazz has over 31.6 million customers, nationwide coverage in Pakistan, and international roaming in 140 countries. It also discusses Jazz's various mobile plans and packages, brand essence, target demographics, marketing efforts, strengths as the market leader with a strong brand and network coverage, and weaknesses in high prices and potential issues with customer service due to its large customer base.

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    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Mobilink Jazz Brand Audit

    Uploaded by

    awaisyounas
    435 views21 pages
    The document discusses Jazz (formerly Mobilink), Pakistan's largest mobile network operator. It notes that Jazz has over 31.6 million customers, nationwide coverage in Pakistan, and international roaming in 140 countries. It also discusses Jazz's various mobile plans and packages, brand essence, target demographics, marketing efforts, strengths as the market leader with a strong brand and network coverage, and weaknesses in high prices and potential issues with customer service due to its large customer base.

    Original Description:

    Brand audit of mobilink jazz

    Original Title

    Mobilink Jazz brand audit

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    © Attribution Non-Commercial (BY-NC)

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    The document discusses Jazz (formerly Mobilink), Pakistan's largest mobile network operator. It notes that Jazz has over 31.6 million customers, nationwide coverage in Pakistan, and international roaming in 140 countries. It also discusses Jazz's various mobile plans and packages, brand essence, target demographics, marketing efforts, strengths as the market leader with a strong brand and network coverage, and weaknesses in high prices and potential issues with customer service due to its large customer base.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    435 views21 pages

    Mobilink Jazz Brand Audit

    Uploaded by

    awaisyounas
    The document discusses Jazz (formerly Mobilink), Pakistan's largest mobile network operator. It notes that Jazz has over 31.6 million customers, nationwide coverage in Pakistan, and international roaming in 140 countries. It also discusses Jazz's various mobile plans and packages, brand essence, target demographics, marketing efforts, strengths as the market leader with a strong brand and network coverage, and weaknesses in high prices and potential issues with customer service due to its large customer base.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    Subsidiary

    of Orascom Telecom Customer base more than 31.6 million Nationwide coverage Official partner of PCB Investment in Pakistan US $ 3.3 bn International roaming in 140 countries

    Market

    skimming strategy SIM card price RS.5000 in start 2002, Ufone entered in market 2005, Telenor and Warid emerged Current SIM prices Call and SMS rates

    Jazz

    Jazz First Jazz Jazba Jazz Budget

    Jazz Easy-old
    Jazz Ladies First Jazz One

    Indigo Mobilink PCO

    Purpose

    is COMMUNICATION

    Price Voice Quality Coverage

    Quality

    Mobilink provides quality services to its customers

    Innovation

    Being a market leader, it is and it has to be innovative in introducing different services

    Customer Friendliness

    Mobilink maintain good relationships with its customers to ensure good services

    Brand Essence

    Reshaping Lives

    Brand Promise
    Aur sunao Quality aur coverage pe NO SAMJHOTA Jazz APNA HAI...

    Management Reliable Strong Mature Friendly Superior Lively Dynamic Romantic

    Customer Reliable Strong Mature Friendly Superior Lively Dynamic Expensive/Lavish

    Gaps Romantic Expensive/Lavish

    All

    ages Talkative Quality Conscious Travellers Price Savvy Image conscious

    0300 Phenomenon

    Question

    Asked;

    How do you measure the success of each of your marketing efforts and what lessons have you learned from these past efforts? TOM (Top Of the Mind) Surveys Thought Leadership

    Innovation

    Question

    Asked;

    What emotions does the experience of Mobilink evoke? They are Buying something Precious

    Brand Manager

    Im using a good quality service Satisfaction


    Consumers 90% of the respondents are satisfied by the service quality.

    STRENGTHS

    Market leader Strong Brand Equity

    Wide network coverage


    International brand Network capacity (Having modern network capabilities in respect of infrastructure)

    Weaknesses

    High prices Customer servicing problem due to large customer base

    Lack in positioning in the minds of customers

    STRENGTHS

    Leveraging brand equity from international corporate Abu Dhabi Group Having modern network capabilities in respect of infrastructure. Financial strength of share holder and their telecom expertise Warid international Large Post paid based generating high RPU State of the art IP based contact center and leading data center It has technical partnering involving SingTel, Nokia and Wateen.

    Weaknesses

    Need to expand network coverage. Need to increase brand awareness and improved market positioning Lack of proactive churn management and stimulate programs to address inactive subscriber Low promotional packages activities The product line is too narrow.

    STRENGTHS

    Subsidiary of PTCL. Knowledge about country culture. Experience Variety of Value Added Service Broad market coverage.

    Weaknesses

    Stagnant Profitability
    Low market share as compare to competitor (Mobilink). Overly Dependent on PTCL

    STRENGTHS

    Superior infrastructure & technology in PAKISTAN Have a very strong financial. They have the ability and resources to hire skilled engineers. Large number of Subscriber

    Weaknesses

    Low market share as compare to competitor (mobilink)


    Limited coverage due to newly introduce in the market Signal problem due to limited network

    STRENGTHS

    World biggest network A product of China Mobile Company. Leverage financial resource from CMC Experienced administration

    Weaknesses

    Low market share as compare to competitor They are unable to improve the network means that they are not using their resources. There is the diversion of customers towards other brands due to connectivity issue RPU is negative.

    PRICE COVERAGE MOBILE INTERNET IMPROVEMENT FRINGE BENEFITS

    SUB BRAND JAZZ IS MORE POWERFUL THAN MOBILINK


    UNABLE TO POSITION JAZZ AS A EXCLUSIVE BRAND

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