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MOBILINK EXPLAINS THE NEW BRAND AS A MEANS OF COMING TOGETHER AS “BEING ONE.”
They talk about the big idea offering a better day to the customers through their services which is what led them to coming up with the concept of Har Dil Har Din. “As an outcome of ‘Being One,’ our brand benefit aims at offering ‘a better every day’. As far as the red color is concerned, it is very prominent and should outstand among others. Their new website www.mobilinkgsm.com gives a very clean look and is well categorized. The objective is to become a youthful brand. That’s why the clean, fresh and youthful look which does not mean that we have done away from cultural values. You will see all Urdu communication of this campaign in the rural side.
The color red, so synonymous with Jazz has been carried forward to add continuity to the transition. On top of that, it is vibrant, youthful and makes the brand stand out in the cluttered market.
Mobilink had already launched a total of 7 brands within its JAZZ portfolio alone. Jazz which was already a sub brand within the Mobilink portfolio had consumer segment brands like Octane and Jazz easy, jazz budget, jazz one and jazz jazba.
Attack the market competitor’s flank. Jazz one, jazz budget are two packages who are the flanker of Mobilink and attacking the other competitors.
• Jazz Ladies First
• Mobilink Indigo
Jazz Ladies First and Indigo is in cash cow because these two packages are low growth, high share products. These established and successful SBUs need less investment to hold their market share. They produce a lot of cash to support the other SBUs that need investment.
LOW END ENTRY LEVEL:
At low level entry level is jazz one, jazz budget, jazz jazba because it is not much expensive to use or change the package from existing package. At the moment when customer purchase sim these 3 packages are be default activated on sim. After the satisfaction on these packages customer may purchase a high price package or may be convert to postpaid.
HIGH END ENTRY LEVEL:
Mobilink Indigo at high entry level because it has to be charged high when getting a new number of postpaid customer needs to pay security deposit to get the new sim of postpaid connection.
Mobilink is the corporate brand.
All packages lying under the umbrella of Mobilink is family brand of mobilink.
Prepaid and postpaid are the individual brands of mobilink.
It comprises under the each individual brands because each package identifies with its own modifier or you may say name. Like Mobilink Indigo, Mobilink jazz jazba etc.