This Research Aims to study the different factors impacting Mobinil's Brand position in the Egyptian customer minds and how they perceive Mobinil with respect to the competitors in the Egyptian Market through detailed analysis consumers’ acceptance of Mobinil brand, its services attributes and developed promotions. First of all, we tried to produce accurate information about consumers’ perceptions in various mobile brand use situations and a thorough Campaign analysis. The Research serves as good grounds for developing strategies against the competition as well as addressing some problems that consumers encounter in day to day usage of their mobile service.

1. Mobinil Market Research
Team members:
Mahmoud Abdel-Hamid
Mohamed Madkour
Mohamed Hussam
Karim Mohsen
Tamer Sabry
November 2011

2. Agenda
Agenda:
Brand description
Target market profiles
Research objective
Research methodology
Data analysis & findings
Recommendations

3. Brand Description
• Company Name: The Egyptian Company for Mobile
Services is the legal/official company name used in all
official documents, phone bills, invoices, receipts, letters,
board meetings,...etc
• Mobinil slogan or tagline is "Communicate from the
heart" which is a advantage for brand image. It is a key
to the success of Mobinil brand position? That slogan has
built a solid emotional bond with mobinilian customers.
• A Brand is not just:
A logo exercise
A design style and color scheme
A slogan or a sales tag line
Advertising, TV commercials and press campaigns
Signage, outdoors and packaging of the product
• The Brand reflects and portrays our:
Vision = what do they want
Values = our market status
Personality = our style of communication
Positioning = how are we different from our competition
Image = how are we perceived by the market

4. Brand Description
Leadership team
Company profile
TV Adds
Mobinil vision statement “Be the telecom operator of
Vision & Mission choice in Egypt, fulfilling the community needs praising its
heritage, creating value for all stakeholders and proudly
contributing to the country’s development.”
Mobinil mission statement “Maintain leadership as the
Social responsibility most recommended telecommunication brand in Egypt.
Provide the most recognized quality and innovation, and
grant the highest value to our Mobinil community, while
maximizing profitability. Be a desired employer, highly
appreciated for its social contribution.”

5. Target Market Profile
Star Control Star Star Star
Star Etkalem Smartphone
offers Global Online
Primo
Star
Offers
Alo taarif plans
Offers:
Baladna elgedeed, Alo Small & Medium
Corporate offers
Bedoon Shoroot,
Al Masry,
Ahsan Naas,
Alo per second,
Business Internet
Alo kalam aktar, everywhere
Ghaniely.
Solutions
Take your office
everywhere
Tailored Solutions

6. Research Objective
The research objectives can be summarized into the following:
• Determination of Consumer perception and attitude towards
Mobinil.
• Describe the factors affecting consumer perception towards
Mobinil.
• Describe the awareness and impact of Mobinil Marketing
campaign "winning Jeep Cherokee" on the consumers.
• Describe the main problems Mobinil have from the customers
prospective.

7. Research methodology
• Type of the study: Descriptive Quantitative study.
• Tool: Probability survey (We used the personal, internet and
phone to make the process of distributing the questionnaire)
• Sampling unit: Non-probability convenience sample
• Sample size: 220 individuals.
• Purpose behind choosing this sample: Availability and
willingness of respondents to participate in the survey due to
time and cost limitation.
• Research limitation:
– The research is conducted only on the urban residents.
– The planning schedule to finalize the distribution of the
questionnaire was 3 days only.

8. Research methodology
• Questionnaire Design breakdown :
– General Perception/Attitude About Mobinil
• Cognitive
• Affective
• Behavioral
– Questions about Campaign (30 Jeep Cherokees)/Promotions
– Questions about consumer’s feedback about Mobinil services.
– Questions about Mobinil prices and tariffs convenience to
customers.
• Result tabulation and analysis:
http://www.kwiksurveys.com/online-
survey.php?surveyID=OLKKIN_52ca8994

9. Data analysis & findings
Age:-
• Respondents
Demographics
o51 and
above
o – 50
41
Age:-
o31- 40
Age demographics
o21 - 30
51 and above
0% 0 20 40 60 80 100
3%
41 – 50
0%
3% Gender demographics
31- 40
24%
21 - 30 Female
70% 33%
Male
67%

10. Data analysis & findings
• Mobinil User VS Non user
Mobinil Users
Non Mobinil
39%
Mobinil
61%

11. Data analysis & findings
• Consumption rates
Consumption Rates
Above 500 EGP
Above 500 EGP
Axis Title
200 EGP to 500 EGP
200 EGP to 500 EGP
50 EGP to 200 EGP
50 EGP to 200 EGP
Below 50 EGP Below 50 EGP
0% 10% 20% 30% 40% 50%
Axis Title
Mobile Consumption in the selected Sample is High

12. Data analysis & findings
• Experience rate
More than 80% from total
Satisfaction Rate
subscribers answered Very
Unsatisfied Very Satisfied
positively regarding Unsatisfied 4% 6%
10%
overall satisfaction about
Satisfied
Mobinil network product 27%
and services while less
than 15% has some
reservations about the
satisfaction from Mobinil
Normal
which could represent 53%
some loyalty and churn
risk

13. Data analysis & findings
• Information Source
Information Source
TV Commercial
Friend or family
Customer Care
Newspaper
Facebook Page
Web Site
0% 5% 10% 15% 20% 25% 30%
Web Site Facebook Page Newspaper Customer Care Friend or family TV Commercial
Series1 13% 4% 11% 20% 25% 27%
Visual communication channels are found to be the most
effective channel to convey information about Mobinil products
and services to their customers, while the word of mouth via
friends and family are in the second place

14. Data analysis & findings
• Campaign awareness
Campaign Awareness
NO
Yes
0.00% 20.00% 40.00% 60.00% 80.00%
Yes NO
Percentage 63.56% 36.44%
The Campaign awareness in the target segment was a bit lower than
we expected as this segment is supposed to be exposed to more than
single marketing communication channel , and we justify this result
from our team perspective to the reason that the launching date of
this campaign

15. Data analysis & findings
• Marketing Campaign Channels
Information Source
Billboard
Friend
Radio
Newspaper
TV
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
TV Newspaper Radio Friend Billboard
Series1 67.11% 13.16% 9.21% 3.95% 6.58%
This result confirms that the visual marketing communication
was the most effective channel for creating awareness about this
campaign, while others was not as much effective for the target
segment as the TV

16. Data analysis & findings
• Marketing Campaign Message
Marketing Campaign Message
31.65%
46.84%
21.52%
For each Megabit customers usage online will increase their chances to enter a draw on one of 30 Jeep Cherokees.
For each 1 EGP: customers internet use online will increase their chances to enter a draw on one of 30 Jeep
Cherokees
Highest 30 customers spending online will win 30 Jeep Cherokees.
47% only from the segment was able to decode the
marketing message from the Campaign which means that the
message was not so clear and created some confusion to the
subscribers

17. Data analysis & findings
• Marketing Campaign Attractiveness
Market Campaign Attractiveness
Strongly Disagree
Strongly Disagree
Disagree
Disagree
Neutral Neutral
Agree
Agree
Strongly Agree
Strongly Agree
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Almost 80% of the target segment has been attracted to the
campaign and this means that the content of the message
across different marketing channels was able to draw customer
attention

18. Data analysis & findings
• Marketing Campaign Likeness
Market Campaign Likeness
Strongly Like Some How Like Neutral Dislike Strongly Dislike
Strongly Dislike 3.19%
Dislike 9.57%
Neutral 58.52%
Some How Like 19.15%
Strongly Like 9.57%
Almost 60% of the target segment were with neutral feelings
towards the campaign while only 30% liked it which means that
over the segment the research applied on, the campaign will not
much added value to Mobinil in term of internet consumption.

19. Data analysis & findings
• Marketing Campaign Effect on Us
Campaign Effect on Usage
Yes No Not Applicable
Not Applicable 28.7%
No 59.4%
Yes 11.9%
The Market Campaign wasn't able to motivate almost 83% the
subscribers to increase their mobile internet consumption, which
here implies that the Marketing objective might not be necessarily
met as a result of achieving the communication objective
(attractiveness of the Campaign)16.7% 83.3%

20. Data analysis & findings
• Usage After Campaign
Campaign Effect on Usage
Frequent Moderate Neutral
Neutral 60.5%
Moderate 23.7%
Frequent 15.8%
This question confirms that the campaign was not able to
motivate the subscribers (NON CONSISTENT RESULTS
with previous one)

21. Data analysis & findings
• Mobinil Positioning
Mobinil Positioning
Quality Customer Care Network Coverage Prices and Tariffs Technology Promotions
Promotions 23%
Technology 5%
Prices and Tariffs 18%
Network Coverage 35%
Customer Care 13%
Quality 5%
Among the 5 measures that has been selected to evaluate Mobinil
Positioning, the Brand image is associated with Network coverage in the
first place 35% in our target segment , while for other slice of the segment
promotions on the service offerings has represented 23% and then prices
and tariffs 18%, this scattered brand perception from our perspective is
considered as a draw back from Mobinil about its positioning strategy

22. Data analysis & findings
• Etisalat Positioning
Etisalat Positioning
Quality Customer Care Network Coverage Prices and Tariffs Technology Promotions
Promotions 31%
Technology 7%
Prices and Tariffs 50%
Network Coverage 6%
Customer Care 3%
Quality 3%
Among the 5 measures that has been selected to evaluate Etisalat Positioning, the
Brand image is associated with Prices and tariffs in the first place 50%, while
promotions comes in the second place 31%, and this is consistent with the
approach the Etisalat has followed after launching to provide the market place
with a new innovative and attractive service offering in the market place, while in
its launching Etisalat was focusing on the technology advancements position
which we think is not very decisive in the Egyptian market in the service provider
selection

23. Data analysis & findings
• Vodafone Positioning
Vodafone Positioning
Quality Customer Care Network Coverage Prices and Tariffs Technology Promotions
Promotions 6%
Technology 13%
Prices and Tariffs 6%
Network Coverage 12%
Customer Care 21%
Quality 42%
Among the 5 measures that has been selected to evaluate Vodafone
Positioning, the Brand image is associated with Quality of the offered
services in the first place 42%, while customer comes in the second place
21%, and this result is realistic when as Vodafone has succeeded over
many years to convey this message to the market place and to its
customers

24. Data analysis & findings
• Consumer perception of Competition
Radar plot
Brand Image/Perception Profile Vs Competition
Mobinil Etisalat Vodaone
Quality
Promotions 4.2 Customer Care
3.1
4.2 3.9
3.3
3.2 3.0
2.9
3.1 2.9
3.7
4.0 3.8
4.5
3.0
3.3
Technology 4.2 Network Coverage
Prices and Tariffs

25. Data analysis & findings
• Brand Mind Map

26. Data analysis & findings
• Mobinil wrt others
Consumer Perception
much better Somewhat better Same worse Much worse Don't know
Don't know 6%
Much worse 3%
worse 23%
Same 37%
Somewhat better 23%
much better 7%
Mobile telecom Market is very competitive and the 3 providers offerings
and bundles are very close, the competitive edge does exist in three main
areas, service quality, network coverage, customer care, other measures
are almost equal in the 3 providers, and so customer perception majority
perceive Mobinil Wrt to the others are same, while 2 equal camps worse
and somehow better scores the same.

27. Data analysis & findings
• Problems Perception
Mobinil mostly percieved problem by
Consumers
Quality Network Coverage Prices and Tariffs Technology Promotions Customer Care
Customer Care 27.2%
Promotions 13.2%
Technology 16.7%
Prices and Tariffs 6.1%
Network Coverage 14.0%
Quality 22.8%
Mobinil Customers mainly experience 2 main problems on customer
care/support as well as the service quality as concluded from the above
graphs, and these are the areas that we recommend that Mobinil
Management should investigate further and devise some strategies to
help eliminate those drawbacks.

28. Data analysis & findings
• Mobinil Reaction Towards Problems
Customers expectations for Mobinil reaction
towards its main problem
Yes I fully Agree Yes I Agree I don’t Know No I don’t agree No I don’t Agree at all
No I don’t Agree at all 6.14%
No I don’t agree 7.89%
I don’t Know 45.62%
Yes I Agree 30.70%
Yes I fully Agree 9.65%
Almost 60% of the sample are not aware or don’t agree
about Mobinil actions towards problems recovery which
may lead the consumers to port-out.

29. Data analysis & findings
• Operator Selection Criteria
Main Selection criteria for Operator selection
Other 14.16%
Technological Advancements 7.08%
r Care and Technical Support 17.70%
Service Quality 30.09%
Prices and promotions 13.27%
Network Coverage 17.70%
Our Target segment selection criteria are mostly inclined
towards the service quality measure/criteria as main selection
factor

30. Data analysis & findings
• Prices expectation
Consumer expectation about Mobinil Prices
No I don’t agree at all 1.82%
No I don’t agree 23.64%
I don’t Know 24.55%
Yes I Agree 40.91%
Yes I fully Agree 9.09%
Mobile telecom Market is very competitive and the 3 providers
offerings and bundles are very close, the competitive edge does
exist in three main areas, service quality, network coverage,
customer care, other measures are almost equal in the 3
providers as the price is being outlined and controlled by the
NTRA

31. Data analysis & findings
• Customers Loyalty
Consumer Purchasing decision to continue using Mobinil
Not Sure 17.6%
Definitely not 0.0%
probably not 19.8%
probably 40.7%
Definitely 22.0%
62% of customers are loyal to Mobinil, and Mobinil is
facing a churn risk for the rest of 38%

32. Data analysis & findings
• Customers Recommendations
Customers perception to recommend Mobinil to
other users
Not Sure 20.54%
Probably 29.46%
Definitely Not 13.39%
Probably not 20.54%
Definitely 16.07%
Negative word of mouth is 34%

33. Recommendations
Recommendations
• As a first step to enhance the bad Quality perception, it
should start work on renovate their network by using
advanced technology and increasing the network capacity
to reduce call cutoffs.
• Promote for such network renovation and expansions.
• Enhancing the customer care system through:
– Increasing number of customer care representatives
– Enhance the system by providing feedback to the
representatives from different technical teams.
– Reprocess the internal interaction process between
departments to provider shorter SLA.
All this should lead to availability of the representatives to provide
the feedback to the customers and so showing more attention
and intimacy.

34. Recommendations
Further Research Recommendations
• We Recommend Further research on the perception about
the relation between Naguib Sawiris Political activity and
opinions and its impact Mobinil/Orasom Business in Egypt in
light of the recent political situation in Egypt

35. Introduction
Thank You
Working Together For Better Environment.