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Internship report on marketing

The document provides an overview of Zong, a mobile network operator in Pakistan owned by China Mobile. It discusses Zong's brief history, mission, vision, values, organizational structure, products, marketing strategies and performance. Some key points: 1) Zong was launched in 2008 after China Mobile acquired Paktel. It has grown rapidly to over 5.5 million subscribers through aggressive marketing. 2) Zong aims to be the leading mobile operator in Pakistan through continuous innovation and exceptional service quality. 3) The document outlines Zong's organizational hierarchy and departments including marketing, products, and strategies for pricing, distribution, promotion and advertising. 4) Zong offers various prepaid and post

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Internship Report on Marketing & Advertising (ZONG, CMPak - A China Mobile Co.) Table of Contents Objective of Studying the Organization ......................................................................... 5 BRIEF HISTORY/BACKGROUND OF PAKTEL (ZONG) ....................................... 6 HISTORY OF CMCC..................................................................................................... 7 MISSION STATEMENT ................................................................................................. 8 VISION STATEMENT .................................................................................................... 9 Core Value ....................................................................................................................... 10 Guiding Principles of ZONGers .................................................................................... 11 Board of Directors........................................................................................................... 12 ZONG Environment ....................................................................................................... 12 BUSINESS PHILOSOPHY............................................................................................ 13 BRAND IDENTITY ..................................................................................................... 13 Sales Volume and Trends ........................................................................................... 14 ZONG’s Achievements ............................................................................................... 14 OPERATING PERFORMANCE and PROFITABILITY ................................................ 15 ORGANIZATIONAL STRUCTURE ........................................................................... 16 Organizational Hierarchy .............................................................................................. 17 CMPAK Sales & Customer Service Center Hierarchy ............................................... 18 Faisalabad Hierarchy (Regional Head Office C-II)..................................................... 18 Faisalabad Sales & Distribution Department Hierarchy ............................................ 19 Faisalabad Office Department wise Hierarchy ............................................................ 20 Marketing Department Hierarchy ..................................................................................... 23 Number of Employees Working in Marketing Department ............................................. 24 Marketing Operations ....................................................................................................... 25 FUNCTIONS OF THE MARKETING DEPARTMENT ................................................ 26 Marketing Strategy............................................................................................................ 26 Pricing Strategy................................................................................................................. 28 Distribution Strategy ......................................................................................................... 28 Promotional Strategy ........................................................................................................ 28 Personal Visit to Customers ....................................................................................... 29 Customer’s Visit in ZONG ......................................................................................... 29 Major Competitor.............................................................................................................. 31 Future Prospects ................................................................................................................ 31 PRODUCTS and PACKAGES ...................................................................................... 32 ZONG Prepaid Packages ........................................................................................... 33 ZONG 45 .................................................................................................................. 33 ZONG 65 .................................................................................................................. 33 Aik Second Packages .............................................................................................. 33 ZONG Default Package .......................................................................................... 33 Achi SIM .................................................................................................................. 33 ZONG Family Pack ................................................................................................ 34
After subscription ................................................................................................... 34 12 Annay Package ................................................................................................... 34 50 Paisa / Call (8 Aanay) ........................................................................................ 34 Late Night Offer ...................................................................................................... 34 Free Package............................................................................................................ 34 ZONG Super Free Number.................................................................................... 35 Break Time Offer .................................................................................................... 35 ZONG Postpaid Packages .......................................................................................... 36 More Details.................................................................................................................. 38 ZONG Internet Packages ........................................................................................... 39 ZONG Mobile Internet Hourly package............................................................... 39 To use the service .................................................................................................... 39 Monthly Internet Packages ........................................................................................ 39 Monthly Internet Packages for those customers who want to download loads of data through out the month. ........................................................................................... 39 Daily Mobile Internet Package .............................................................................. 40 To use the service .................................................................................................... 40 Unlimited Internet Package ................................................................................... 40 To use the service .................................................................................................... 40 Mobile Network Portability ................................................................................... 41 ZONG SMS Packages....................................................................................................... 41 SMS Bundles............................................................................................................ 42 Daily Bundle ............................................................................................................ 42 Weekly Bundle ........................................................................................................ 42 Fortnightly Bundle .................................................................................................. 42 Monthly Bundle....................................................................................................... 42 20,000 SMS/15 Days ................................................................................................ 43 Value Added Services ....................................................................................................... 43 ZONG Special Offers .................................................................................................. 48 SUPER FREE NUMBER ....................................................................................... 48 Pakistan’s Best Daily SMS Bundle @ PKR2.50 + tax! ........................................ 49 Now Say It All and SMS It All – only with ZONG! ............................................. 49 Mobile Phone Offer................................................................................................. 49 The handset bundle offer consists of: .................................................................... 49 China Package ......................................................................................................... 49 SMS Offer ..................................................................................................................... 50 Student Entrepreneur Program ............................................................................ 50 Process .......................................................................................................................... 51 Why take up this offer? What are the incentives? ........................................................ 51 Quarterly Incentive ................................................................................................. 51 ZONG Blackberry .......................................................................................................... 51 Step into the world of BlackBerry with ZONG. ........................................................... 52 Models offered .............................................................................................................. 52 BlackBerry services ........................................................................................................ 53 BlackBerry Discount Offer .................................................................................... 53 Sales channels .......................................................................................................... 54
Support..................................................................................................................... 54 ZONG Internet USB card ................................................................................................. 54 MARKETING STRATEGIES.......................................................................................... 59 MARKET SEGMENTATION .................................................................................. 59 TARGET MARKETS ................................................................................................ 59 Target marketing strategy .................................................................................................... 59 POSITIONING .......................................................................................................................... 60 ZONG’s positioning strategy: ..................................................................................................... 60 DIFFERENTIATION ................................................................................................................... 60 Differentiation Strategy: ................................................................................................................ 60 CUSTOMER RELATIONSHIP ........................................................................................................ 61 Customer Relationship Strategy: ................................................................................................. 61 TOTAL MARKET ORIENTATION ................................................................................................... 61 COMPETITORS ........................................................................................................................ 62 Competitive strategy: .............................................................................................................. 62 MARKETING MIX ..................................................................................................................... 62 PRODUCT/SERVICES ........................................................................................................... 62 Strategy: ......................................................................................................................... 63 PRICE ........................................................................................................................... 63 PLACE ......................................................................................................................... 63 PROMOTION ................................................................................................................. 64 SALES PROMOTION & ADVERTISING...................................................................... 65 ZONG carried out content for Football lovers in the year 2010. ............................... 66 ZONG Football World Cup Application ...................................................................... 66 Content included in the application is as follows: ................................................ 66 Music Shows at Play Tv .............................................................................................. 67 Premiums ..................................................................................................................... 68 Free Gifts ...................................................................................................................... 68 12 months Minutes .................................................................................................. 68 Promotional Products: .................................................................................................. 69 SALES PROMOTION STRATEGY................................................................................ 69 ADVERTISING (& DEVELOPING AD COMPAIGNS) ........................................... 69 ADVERTISING BUDGET ...................................................................................... 70 ADVERTISING STRATEGIES ................................................................................ 70 ADVERTISING MEDIA............................................................................................ 71 Print Media .............................................................................................................. 71 Broadcast Media ..................................................................................................... 71 Display Media .......................................................................................................... 71 Online Media ........................................................................................................... 72 Events ....................................................................................................................... 72 AD SHOOTS ........................................................................................................... 72 SWOT ANALYSIS ......................................................................................................... 76 Strengths ........................................................................................................................... 77 Weaknesses .................................................................................................................. 79 Opportunities............................................................................................................... 80 Threats ......................................................................................................................... 82
BCG .................................................................................................................................. 86 Detail of company and products: .................................................................................. 87 BCG matrix ............................................................................................................. 87 Conclusion ....................................................................................................................... 88 Recommendations ........................................................................................................... 88 References
Objective of Studying the Organization  To observe the Marketing Management system of the organization and its result on Market Share to boost up the sales volume, revenue and quality services.  To observe the relationship between workers and management and these people cooperate with each other.  To check the practical implementation of theories and concepts, studied in my MBA course.  To compare the theoretical knowledge with practical situations to find out the compatibility between current theoretical situation & practical situation.  To get the practical experience & knowledge about Marketing Management from ZONG.
 To find out the weaknesses of the organization’s Marketing Management Process & System and to provide recommendations and suggestions to improve the Marketing System as an employee of this company. BRIEF HISTORY/BACKGROUND OF PAKTEL (ZONG) Paktel was a mobile telecommunication company in Pakistan. It was the first ever company granted license to carry out cellular phone services in Pakistan, set up by Cable & Wireless. It carried out AMPS services until 2004, when the company launched GSM services as well. Its main competitor emerged in late 1990s as Instaphone and soon began to dominate the market. However after the launch and rapid success of Mobilink in 1998, both services lost market share. In 2003, Millicom Corporation, who at that time were majority owners of Instaphone, bought Paktel. Millicom installed a new management team headed by John Tumelty, former CEO of Instaphone, and Chief Financial Officer David Ordman. In January 2007 Millicom sold Paktel for $284 million to China Mobile.
HISTORY OF CMCC (CHINA MOBILE COMUNICATION COMPANY) 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 MountEverest. 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 international market 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 World in terms of network scale and the customer base. The total number of customer had exceeded 240 million. MISSION STATEMENT “To be the leading mobile operator of Pakistan by continuously innovating and offering exceptional quality services; to be a good corporate citizen and envoy of friendship between China and Pakistan”
VISION STATEMENT Making Communication Exciting We will; Conduct ourselves with integrity and live our Company Principles Deliver continuous innovation and exceptional quality services Foster an internal environment of innovation, collaboration, and trust In so doing, CMPak will become our customers’ partner of choice, our industry’s employer of choice, and our share holders’ investment of choice.
Core Value Responsibility makes perfection Our Five Key Values Trust Worthiness Respect Responsibility Communicate openly Team work
Guiding Principles of ZONGers ZONGers take responsibility for QUALITY… ZONGers deliver CUSTOMER satisfaction… ZONGers act with INTEGRITY in all we do… ZONGers value EACH OTHER… With responsibility comes perfection… ZONGers regard our SUPPLIERS as essential team members…
Board of Directors CEO ------- Chin Lee COO ------- Zafar Usmani CIO ------- Sajid Mehmood CFO ------- Xin Jee CTO ------- Xu Li Wong CMO ------- Salman Wasay Director HR ------- Wo Jang Director CS ------- Baber Bajwa Director IT Projects ------- Shahid Rauf Director IT Operations ------- Kashif Jan N M CS ------- Nabila Yazdani N M CC ------- Salman Wajid ZONG Environment
CMPak is a dynamic organization with an equally empowering culture that allows people to make the most of their skills, personality and career. As a company it delivers solutions that drive business value, create social value and improve the lives of every customer (internal and external). CMPak is a place where employees gain help in developing their capabilities and are recognized and competitively rewarded for their performance. All employees at CMPak have a right to offer input and be involved in helping their team grow. Creating a work environment in which employees can improve their minds, continuously learn, gain professional growth and feel inspired by similarly motivated individuals is fundamental at CMPak. In turn, CMPak expects that employees share vision of company, team and individual growth and that employees will strive to make a difference every day. This exemplifies CMPak’s commitment to people. BUSINESS PHILOSOPHY Business philosophy is based on: Solid commitment to growth. Consumer convenience. No compromise on quality. Connectivity with reliability. BRAND IDENTITY Zong is similar to the “Zhong” of Zhongguo (China) in pronunciation; “Z” means correcting morality and nourishing people. “O” illustrates that when we part our lips into the sharp of “O”, we can scatter our voice into every corner of the World. “N” shows the new brand in close proximity with customers. The “N” is the initial of the Chinese greeting (Nin Hao/Ni Hao, which means Hello!). The “N” is more representative of “need”, Zong is conscious of people’s needs and regard satisfying them as responsibility. The “G” proclaims China Mobile’s ambition and determination towards globalization.
Sales Volume and Trends As per latest stats issued by Pakistan Telecommunication Authority, cellular subscribers in Pakistan are about to hit 92 million mark. There are total of 91,978,760 were reported as of April 2009. Month of April showed an upward trend with .06 percent growth which is second highest since November 2008. Zong stood first by capturing most customers in April 2009, while all cellular companies collectively added 536,419 customers. ZONG’s Achievements ZONG started with an inherited subscriber base of less than 2 million. The brand image of the previous company was at rock bottom. It was a mammoth task to first build the right team and then develop systems and structures that would make the magic happen. It was just as if we built the whole theme park with our hands and then sat on the roller coaster for the ride of a lifetime to see the over whelming response from Pakistan. The company was launched on 7th April and within record time of 19 days; the company had its first million new subscribers. ZONG had gripped the nation in frenzy and its subscriber base kept on
growing at a tremendous rate. Its credit goes to each team member in every department that worked hard to manage the complexities of such high growth and delivered their best to keep the customers satisfied. Today ZONG have more than 5.5 million satisfied subscribers that are giving us healthy revenues. ZONG currently caters for international roaming to more than 190 live operators Worldwide and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Arab Emirates, Russia, USA, Netherlands, Maldives, Kuwait, Afghanistan, Turkey and Malaysia with lowest rates, featuring no security deposit and activation charges. GPRS roaming facility is available with more than 59 Live Operators Worldwide. The Company has also been providing best ever cellular services in Azad Jammu & Kashmir and the Northern Areas. OPERATING PERFORMANCE and PROFITABILITY ZONG’s operational performance has been very encouraging. Despite the stiff competition in Pakistan telecom market which has led to reduction of prices to bare minimum level, Zong’s had showed growth of 220 per cent followed by Ufone’s 46 per cent. Moreover, Zong’s contribution to Rs. 30 billion growth in the industry was approximately 20 per cent of the total increase in revenue, a remarkable achievement for the newest entrant in the market. The total revenue for 2007- 2008 was Rs. 182,122 billion, while the next year 2008-2009 generated revenues of Rs. 212,423 billion for the telecom industry.
Zong started its operations in April 2008 and in a short period of time, it has become the most aggressive player in the market. This aggressive stance is reflected in the rapidly increasing subscriber base and the revenue achievements. In comparison to Zong’s 20 per cent contribution to the change in industrial revenue, older players like Mobilink and Warid contributed 11 per cent and 8 per cent respectively. The PTA report alludes to the fact that in telecom industry it is not the length of time that an operator has been functioning. Telecom clients look for affordable packages, reasonable tariffs, and interesting offers on various sets and so on. The Chinese company’s 220 per cent growth in one year demonstrates how innovation in the telecom sector pays enormous dividends in a very short time. Part of the reason for the escalating growth of the sector is of course the ingress of new technology. ORGANIZATIONAL STRUCTURE An organization structure is designed to clarify “ who is to do what tasks and who is responsible to do what tasks and who is responsible for what results; to remove obstacles to performance caused by confusion and uncertainty of assignment and to furnish decision making and communications net works reflecting and supporting enterprise objectives. The organizational structure of CMPAK is as follows.
Organizational Hierarchy
CMPAK Salles & Customer Serviice Center Hiierarchy CMPAK Sa es & Customer Serv ce Center H erarchy Faiisallabad Hierarchy ((Regiionall Head Offffiice C--IIII)) Fa sa abad Reg ona Head O ce C
Faiisallabad Salles & Diistriibutiion Department Hiierarchy Fa sa abad Sa es & D str but on Department H erarchy
Faiisallabad Offffiice Department wiise Hiierarchy Fa sa abad O ce Department w se H erarchy
MAIN OFFICES Serial Region CSC Pviot Label Adressess 19-20/2 B/2 Auto Bhan Road Near Petrol Pump, Hyderabad Railway ECSL, 1 South CSC Hyderabad CSC Hyderabad 1 shop # 05 Gulshan-e-Iqbal Opposite 2 South CSC Karachi Gulshan CSC Karachi 1 Batul Mukaram Masjid S.A 16, 17 & 18, Plot # FL 17, Block 5, KDA Scheme 5, 3 South CSC Karachi Clifton CSC Karachi BB Clifton Karachi. Shop # 421-422.C Minara 4 South CSC Sukkur CSC Sukkur Road Sukkur
CMPAK Office Near Fayyaz 5 South CSC Quetta CSC Quetta 1 Lab, Jinnah Road- Quetta Near Traffic Police Office, 6 Central I CSC Gujranwala CSC Gujranwala 1 GT Road, Gujranwala Euro Heights GT Road 7 Central I CSC Gujrat CSC Gujrat 1 Gujrat Big City, Shop No G 59 & 60. 3-E-2, Mian Boulevard. 8 Central I CSC Lahore CSC Lahore 1 Gulberg III ZONG Customer Service Center, Plot# 1 Mcload Road 9 Central I CSC Lahore Railway Station CSC Lahore 2 opposite Metro Hotel Lahore 511/BVII, Jail Road, Civil 10 Central I CSC Sahiwal CSC Sahiwal 1 Lines. Sahiwal Shop No. 17, Aziz Shaheed 11 Central I CSC Sialkot CSC Sialkot 1 Rd. Sialkot Shop# 48 & 49, Block 1- 12 Central II CSC DG Khan CSC DG Khan 1 Azmat Road-DG Khan Lucky Plaza, 213 Main 13 Central II CSC Faisalabad CSC Faisalabad 1 Susan Road. Faislabad Parhar Plaza, Railway Road 14 Central II CSC Sargodha CSC Sargodha Sargodha Multan Arcade , Main 15 Central II CSC Multan CSC Multan 1 Katchery Road Multan Abbotabad Business complex, Supply Bazar, 16 North CSC Abbotabad CSC Abbotabad 1 Manshera road- Abbotabad CMPak Office Jinnah 17 North CSC Islamabad CSC Islamabad 1 Avenue Blue Area Islamabad ZONG Customer Services Centre, Empire Plaza, near 18 North CSC Jhelum CSC Jhelum 1 Ladi’s Mart, Machine Mohallah #3, Jadda Road,
Jhelum Plot # 07, Survey number 19 North CSC Mardan CSC Mardan 1 128, Mall road- Mardan Burjaman Centre, University 20 North CSC Peshawar CSC Peshawar 1 Road, Peshawar Plot # 7, 8 ,9 Bank Road Rawalpindi (Old Dixy 21 North CSC Rawalpindi CSC Rawalpindi 1 Chicken) Plot # B130, B block- 22 North CSC Rawalpindi Satellite Town CSC Rawalpindi 2 Satellite town- Rawalpindi Shaheen Hotel, Airport Road 23 North CSC Gilgit CSC Gilgit Gilgit Marketiing Department Hiierarchy Market ng Department H erarchy
Number of Employees Working in Marketing Department
Basically there are three wings in marketing department of ZONG. One wing (Under the supervision of Manager Value Added Services) deals with the Value Added Services whereas other two wings deals with Product Planning & Product Segmentation for customer lifecycle management and Marketing/Product segmentation. These three wings are running under the supervision of Director Marketing Mr. Salman Wassay. There are total 70 employees in marketing department. 12 are working in the Faisalabad region including corporate and commercial wings. Besides these three wings, ZONG has various regional offices in various regions of the country. Regional offices are in Faisalabad, Lahore, Karachi and Islamabad Marketing Operations Each of the division in marketing department has assigned its respective staff to perform marketing duties. My study was on Trade Marketing. Operations relating to this department are as follows. ZONG has deputed its marketing and relationship staff i.e. Trade Marketing Executive at branch level. The basic function of TME is marketing of Services and products offered by ZONG. In addition, to complete documentation of applications received with updated follow up for proper utility of funds and recoveries of finance.
They perform duties of marketing and operations as follows;  Field Work In field work TME works as a Marketing Image Builder, visits different areas for marketing purpose, different methods are used for this purpose as follows; 1- By participating in local events 2- Arranging events and retailers meetings locally 3- By installing banners and posters at public places It is also included in fieldwork of TME to prepare feasibility report of banners productions and continuous visit for proper banners installation by vendor and financial matters.  Office Work TME prepare documentation from receiving of funds to disbarment of vendor. Proposal is prepared by TME that is recommended by him and branch manager. Application is then forwarded to Regional Office for sanctioning, which return to branch to provide facility to applicant. FUNCTIONS OF THE MARKETING DEPARTMENT Marketing Strategy ZONG is the market leader in service sector. ZONG always tries to capture the maximum share of the market. At corporate level its grand strategy is growth. To achieve it with
their marketing department devises the strategies, which are all aggressive to capture the market share? They bring innovative changes in their products / services quality. They forecast very early as compared to their competitors. The company’s reach to customers is very good and appropriate to their needs. They educate the customers about their services and products range. They also believe that in customer service, and for this purpose, they work hard to provide maximum service to their customers. Due to this reason, their customers are very loyal to them. Marketing department also devices strategies to overcome the PEST of the country. ZONG is good for his employees, and provides maximum facilities to his employees, which are helpful in dealing with customers. They always use a pull strategy, the advantage is that customers himself try to get its quality products. Product Planning, Development and Management Product planning, development and management are generally considered a strategic issue. Product planning is about identifying new product candidates, gathering market requirements determining business-case and feasibility, product life cycle consideration and detailed product planning. ZONG under its planning department collects the input information including internal (Relationship Managers, Branch Managers & Customers) as well as external resources (Market Analysis, Competitors). The planning department then refines the product ideas and new packages are then developed keeping in context the above mentioned requirements along with user needs and market competition. For example, new package naming Location Based Charging was introduced keeping in mind the need of long on net Billing Free calls 24 hours from
specific cities/villages/remote areas to any location in Pakistan. This type of package has been first time introduced in telecom setup on daily and monthly basis. The main features of the package were to equip the customers with long free on net calls and daily free sms to any network comparatively at lower rates and easy conditions. After having the new packages approved, the line management ensures that the product has been launched with appropriate measures like implementation, management, marketing, hitting the targeted areas and response from the customers. Pricing Strategy All profit and many non-profit organizations must set price on their Prices for their products and services. Price is the amount of money charged for a product or services on sum of all value that consumer exchange for benefit. Price has been the major factor affecting buyer behavior. ZONG charge in shape of recharge on its different services and products keeping in view internal and external factors. ZONG has set its prices which is directly link to its market competitor price and PTA’s basic pulse charging so that with increase and decrease of price in market ZONG will change the rates accordingly. Distribution Strategy Being a telecom service provider, the company involved in direct marketing through its different branches to approach consumer directly. Promotional Strategy
ZONG is using following sources for communications. Personal visit to the customers Customers visit in ZONG Print media, Faxes, Telephones, Mail, Websites, on air Broadcast etc. Personal Visit to Customers On the invitation of customers the marketing personnel of ZONG visit to the customers, in this type of visits one to one discussion on every matter is clearly possible with customers. Customer’s Visit in ZONG On the invitation of marketing staff, the customers visit ZONG and watch our system and procedure that is really help for them to understand our organization’s position. Faxes, Telephone, Websites, e-mail etc. As every body knows that the faxes, telephones, courier, emails & websites used as a fast communication media. Therefore, the marketing staff of ZONG also used these media to communicate with their customers. Print Media
The print media has also been used by ZONG as a promotional tool. CRITICAL ANALYSIS OF THEORETICAL CONCEPTS RELATING TO PRACTICAL EXPERIENCES. Theoretical concepts are entirely different from the practical experiences. Theoretical concepts only give the knowledge of the concerned matter where as in practical field some times deviation is imperative from the theoretical rules and regulations to accommodate the customers and to enhance ZONG business. All theoretical concepts and theories are not applicable in their original form in practical life and some necessary amendments and deviations become unavoidable. During the period of my job at ZONG, I have found following strengths and weaknesses with relation to bookish and practical studies. Success and Failure of Some Products Some products like Postpaid is at decreasing way of sale due to following major reasons a. Un appropriate segregation of Free Minutes b. Certain promotions like prepaid are not offered c. IDD calls are not allowed at low security deposit d. User friendly billing format is missing That is why some products which are offered by ZONG in telecom sector are not in practice or useless due some complications i.e. procedure and geographical differences.
Major Competitor Being a services organization ZONG is facing the competition of other telecom operators and PTCL. However, the major competitors relating to product offering and distribution channels are sharing business of ZONG. e. Mobilink f. Telenor g. Ufone h. Warid Telecom Future Prospects Until recently ZONG perceived as purely services entity so in order to expand its business ZONG may starts investment in mobile phone manufacturing for handsome return. ZONG should establish its branches in foreign countries, through it; it can have world recognition and can expand its business a lot, and can enhance its market, share and profit. The ZONG can enjoy handsome return by investing in money transfer network nation wide. So it will enable it to establish name recognition in the market. Despite of less service of ZONG people still come to ZONG because of its China Mobile ownership as they feel its getting more market day by day due to its increasing coverage and also can compete its competitors with positive steps.
It can establish special services for Pakistanis living abroad in order to facilitate the local customers. ZONG should lead the market by launching 3G services in Pakistan. In order to facilitate the nation the ZONG can play an important role in the development of the following sector. Environment Education Health care Sports PRODUCTS and PACKAGES
1. ZONG Prepaid Packages ZONG 45 ZONG 45, the new pre-paid package of ZONG which offers lowest call rates in the industry, with calls at 45 paisa only per 20 seconds at every network any time in 24 hours. ZONG 65 ZONG 65, the new pre-paid package of ZONG that delivers 100% on economy and guarantees lowest call rates to any network in Pakistan. Means: 65 paisa per 30 seconds at every network any time in 24 hours. Aik Second Packages Make call for just 4 paisas per second at every network any time in 24 hours! ZONG Default Package ZONG 80 Paisa Package per 30 second every network any time in 24 hours with the edge of cheaper GPRS rates in any package. Achi SIM ACHI SIM brings with it the choice of favorite number that can be bought from any shop nearby and get 300 minutes free airtime of worth Rs: 450 for the whole year which makes 25 free minutes per month plus 1 Ring tone, 1 Wall Paper and 1 CRBT Free.
ZONG Family Pack Now set yourself free from worries about your mobile bills, minutes, charging intervals, balance, late night hours, Day time hours, offer hours, non-offer hours. After subscription A calls B for free A calls C for free B calls C for free B calls A for free C calls A for free C calls B for free ZONG now brings ZONG Family Pack. By which you, your friends or your family can talk to freely without worry about how long you call and how much its going to cost. Now dial 930 and set yourself free. For example there are three ZONG prepaid subscribers called A, B and C. A can subscribe to ZONG Family Pack by dialing 930 for a monthly charge of PKR 799+tax. 12 Annay Package Talk for an entire hour - any hour, for only Rs.4.99 and for the first time in Pakistan you can change the hour everyday by your own choice. 50 Paisa / Call (8 Aanay) People claim of simplicity and yet give you half the truth. Only ZONG gives you the full truth at half the price. Now make calls to any other mobile network for 8 aanay only. Late Night Offer ZONG presents “Late Night Offer” which now allows ZONG subscribers to make unlimited number of On-net calls for as long as they want as many times as they want between 12:00am to 07:00am. Free Package Choose Unlimited favourite ZONG numbers and call from midnight to 7am - absolutely free! This is a limited time offer, so rush now before you miss the deal of a lifetime!
ZONG Super Free Number That special someone deservers something special. Now call on your one special number 24 hours - for free! Dial 908 from your ZONG connection for details. Break Time Offer For the first time in Pakistan, ZONG offers you the benefit of calling your friends and family freely during daytime. Daily from 12:00pm to 02:00pm and from 12:00pm to 04:00pm on Fridays at Rs: 3.99 +tax/hour. o Scratch Card Denominations & E-Top Up o Scratch Card Sr. No Card Amount Validity 1 100 02 Months 2 300 03 Months 3 500 06 Months 4 1000 12 Months o E-Top Up
ZONG customers can now recharge their account with the minimum amount of just Rs: 10 PKR to maximum Rs: 10000 PKR in a day trough ZONG E-Top Up facility available at their nearest mobile shops/retailer nation wide. o World Wide E-Top Up through (http://www.eztop.com) ZONG once again brings in a prodigious juncture for its customers to enjoy and garner the benefits of international top up solution. With Ezetop you can top-up online and for those living or working abroad to instantly top-up mobile phones of family and friends back home. In many instances, people living abroad can reminiscent their beloveds in Pakistan (ZONG customers) about how much they care by sending a small gift in the form of recharge / balance. Ezetop has over 80,000 retail outlets in North America, Europe, Asia & the Middle East. Process The relatives and close friends of ZONG Subscribers need to visit their nearest Ezetop retailer from where they can manually give the teller the phone number of ZONG Subscriber to be recharged along with the payment in cash or any other method. The same process can also be found online by registering for free at www.ezetop.com ZONG Postpaid Packages
Nation-wide Tarrif Line Rent (Rs) 100 300 600 1200 2000 On-Net (Rs.) 0.5 0.4 0.35 0.3 0.2
Off-Net (Rs.) 0.75 0.75 0.7 0.65 0.65 PTCL (Rs.) 0.75 0.75 0.7 0.65 0.65 FNF (Rs.) 0,4 0,3 0.2 N/A N/A FNF Numbers 5 5 5 N/A N/A Spouse Number (Rs.) N/A N/A N/A Free Free Free SMS (On & Off Net) 20 20 20 150 300 SMS Rate (Rs.) 0.5 0.5 0.5 0.5 0.5 VPMN (Rs.) 0.25 0.25 0.25 0.25 0.25 MMS Rate (Rs.) 3 3 3 3 3 GPRS/ MB 15 15 15 15 15 Unlimited SMS (Rs.) 90 90 90 90 90 Refundable Security Deposit 600 1000 1500 2500 4000 Free Minutes Free Minutes Break Up 100 300 600 1,200 6,800 On-Net 60 180 360 720 6,000 Off-Net 20 60 120 240 600 -PTCL 20 60 120 240 200 More Details 30 Sec billing The charges are inclusive of the interconnect charges Free minutes will be calculated on per minutes basis 5 FnF (on-net only) numbers are also available on 100, 300 & 600 package FnF addition charges will be Rs 15 for each addition For FnF Addition / Modification dial 1313 from your Mobile Spouse number will only be applicable on Rs 1200 & 2000 price plan with zero charges Spouse number can be added / changed once in a month Free Minutes on 1200 & 2000 package are exclusive of Spouse number
Spouse number can be added by calling our help line or visit our Customer services centre or by using Zong E Care: http://ecare.zong.com.pk Rs 2000 LR package will have 6800 free minutes in total, 6000 minutes will be On-Net with a daily cap of 200 Minutes (Fair usage policy) The first 200 minutes of the day will be charged at Rs 0 after which charging will be done at On- Net Airtime rates i.e. 0.2 per 30 sec Unlimited SMS Bundle can be subscribed by sending a SMS “Sub” to 700 You can send unlimited SMS by subscribing to the SMS bundle. SMS Bundle subscription will remain valid till your bill date. Daily SMS limit is 500 after which you will be charged as per your tariff 2. ZONG Internet Packages ZONG Mobile Internet Hourly package Internet was never this economical and easy. In just Rs. 15/hour surf all you want and whenever you want! It is really that simple liberty of plain and real flat time based charging. With the hourly package on ZONG Mobile Internet the customers can avail a charging unit of only Rs. 0.25/min+Tax. ZONG is committed to offer such packages for customers because it knows what its customers wants, so ZONG has presented the market with an opportunity to just grab their cell phones, sit back, relax and experience the true spirit of the internet with ZONG hourly based Internet package. To use the service Just dial 905 from your ZONG connection and get connected! Packages Voice Package plan Cost per min Zong Per hour Prepaid & Postpaid Rs. 0.25 o Monthly Internet Packages Monthly Internet Packages for those customers who want to download loads of data through out the month.
Dial 905 for activation. Package Pre paid: Rs. 400/ Month + tax 4 GB Data Free Pre Paid: Rs. 200/Month + tax 2 GB Data Free Pricing Daily Mobile Internet Package ZONG has introduced the only daily mobile internet package of Pakistan. Daily Mobile Internet Package is a spectacular Mobile Internet offering that keeps ZONG customers entertained 24/7. After rocking the market with its Hourly Mobile Internet Package, ZONG is back with an outstanding package for all our internet users; ZONG Daily based Internet package. Internet was never this economical and easy. In just Rs. 5/day ZONG customers can surf all they want and whenever they want! It is really that simple; the customers can use the first 60 minutes any time during the day without any additional charges. To use the service Just dial *906# from your ZONG connection and get connected! Flexi Minutes Can be Charges after Flexi Activation Charges Daily charges used any time during minutes the day Rs 10+ tax * Rs 5 60 Rs 0.25+tax Unlimited Internet Package Unlimited Internet Packages for those customers who want to download loads of data, ZONG offers its customers the first Unlimited Internet Package that they will simply love. To use the service Dial 905 for activation. Package Postpaid: Rs. 400/ Month + tax Pre Paid: Rs. 999/Month + tax Pricing
Mobile Network Portability Mobile Number Portability or MNP is an ability to retain an existing mobile Subscriber number along with Operator code while shifting connectivity from one Operator to another Operator; in general it is a circuit-switch network service provided by the Cellular or Fixed Line Operators to the consumers with the ability to change service providers, locations, or service types without changing their telephone numbers. o ZONG SMS Packages
SMS Bundles ZONG’s latest SMS Bundles gives its customers the freedom to choose from a variety of SMS packages tailored to suit their budget and needs. ZONG offers a diverse range of SMS Bundles for its valued customers keeping their needs in mind. From Daily to Weekly to Monthly and much more, ZONG has the package best suited for its users. The customers can now select the perfect package custom- made to fit their lifestyle and usage trend while keeping the affordability in check. Now remember to Say It All with ZONG! Daily Bundle 500 SMS & 100 MMS for whole day only for Rs. 3.99. On exceeding 500 SMS, additional SMS to be charged as per tariff plan. This bundle would be valid for 1 day only. Weekly Bundle 1000 SMS for whole week only for Rs: 10. On exceeding 1000 SMS, additional SMS to be charged as per tariff plan. This bundle would be valid for 7 days only Fortnightly Bundle 500 SMS / day for 15 days for only Rs: 50. On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan. This offer would be valid for 15 days only. Monthly Bundle 500 SMS / day for 30 days for only Rs: 80. On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan. This offer would be valid for 30 days only
Package Just SMS <sub> to 700. The customer would receive an SMS asking him to choose from the following bundles – send a reply with 1 for daily, 2 for weekly, 3 for fortnightly, 4 for monthly. Pricing To unsubscribe, SMS <unsubscribe> to 700 20,000 SMS/15 Days ZONG presents fifteen days based SMS Package to its valued customers during which they can SAY IT ALL with the 20,000 SMS at any network in Pakistan in only Rs: 149 + tax. Package Just SMS <sub> to 701. The customer would receive an SMS giving confirmation about your package activation Pricing To unsubscribe, SMS <unsubscribe> to 701 o Value Added Services
ZONG is offering the following Mobile Products (Value Added Services) and promotions. Handsets Supporting Polytone-Truetone- Wallpaper PRING 100 CALL ME BACK
102 Fun pursuit 1020 ARTIST OF THE WEEK 1022 Mobile Content 11 ZONG Yaari Call 121 Chat Line 1311 INBOUND ROAMERS INFO SERVICE 1350 Sports Portal 13th May 2010 Zong_T20 Semi Final Draw 1700 SONG DEDICATION 199 Secret Inbox(EXPIRED) 2112-Events Notification Service 2255-ZONG Fantasy Football (New) 230 Dial Tunes (old name Hi tunes) 258 Zong Content Club 26657 ZONG AUDIO BOOKS 275 ZONGOPEDIA (EXPIRED) 3223 FACE BOOK ZONG Status and Notification 310 Zong Portal Alerts 323 Zong Zone 343 TakeOne 383 Group SMS 383 Group SMS- Corporate Group SMS 400 USB INTERNET CARD 404 ZONG VIDEO CARDS 426 Cricket Commentary 433 IDD Bundle Offer 444 MOBILE MUSIC CHANNEL 444 and 505 444 Mobile Music Channel Bundles 444 Mobile Music Station (GANA KHAZANA) 444 PLAYLIST SHARING 4544 REGIONAL IVR PORTAL 456 SMS Mobile Directory 462 Love Calculator 484 MOBILE HUG 500 Azan-on-Phone 522- Location Based Charging Chitral 522-LBC in Gujrat-Shiekhpura-Sahiwal-Burewala- 522-Lahore Unlimited Offer Rahim Yaar Khan-Sadiqabad-Jhang-Sukkur 522-Location Base Charging Launch in Jampur & 522-Location Based Charging in Kasur-Daska- Jaranwala Kamalia-Pir Mahal-Bhakkar-Yazman-Duniyapur 525 Cricket Crazy 525 Instant Messenger 525 Ludo 543 Anonymous SMS (EXPIRED)
588 Valentine Services(Zong Scene On Ha) 596 ZONG GAMERS DEN 600 Mobile Music Channel Application 6245 Zong Mail Service 6288Zong Ramadan Services 633 VIDEO ON DEMAND 6633 Zong UEFA Glimpses 667 Mobile Number Portability 668 SMS TO 668 674 MCODE 700 Agricultural Portal IVR 700 704 - Zulu SMS Bundle @2.50 707 Monthly Info Services 7755 Info Services 777 Cricket 777 Info Services 777 and 747 Content Download 786 Islamic Corner 788 ZONG ISLAMIC SERVICES 838 SMS BUDDY CHAT 888 Voice Portal 900 Flexible Happy Hour 905 Mobile Internet Packages & activation 911 RESCUE 919 Zong Ramadan Offer 987 Email 2 SMS 999 YAARI LOAD Aik Sim Rozana Inaami Scheme Bengal Bundle Offer Book Your Number Book Your Number (OLD) CRBT Application Service CRBT CS Update CRBT SONG LIST CRBT for Specific Number CS Update- Football World Cup VAS 2010 CS Update-launch of Zong Portal Aug 20- Detail CSC Lucky Draw Campiagn of Menu Cell & LAC ID's For All Zong Location Based Christmas Dial Tunes Charging City List for Azan on Phone VAS Content Category Structure for CRBT Application Content Download Handset_Compatibility_List Corporate Hierarchy SMS Service
Cricket Crazy Application User Guide Cricket Series Pakistan and Newzealand Daily GPRS Package Info Customer Lifecycle Management Recharge Dormant Consumer Promo E Care E-billing on website Film Raavan's Music Content GPRS Treasure Hunt Hajj Promotion Handset Bundle Offer OLD FAQ's Handsets Blocking ICC Champions Trophy Schedule 2009 ICC Champions Trophy services Incoming Call Screening Service International Topup - Ezetop Info List of Supported Devices for Cricket Crazy KehDo Message Application MMC Application Activation Campaign KPO MNP Campaign Mobilink Jazz 24 Hours Offer VS Zong Offer NEW GPRS Packages NOISY DIALTUNES LIST New Zong Website New unlimited SMS Bundle Offers PACKAGES BTO Friday offer Personality-Tests Short Codes SportInfo-DeviceList Steps to select dialtunes from website USSD Menu Complete 310 Ufone 2 Re SMS bundle offer VS Zong SMS UTILITY BILL PAYMENT SERVICE Bundle Offer Un-subscription of LBC from CRM (Newer) Unmapped New HBO numbers Voice Bundle offer Winners GPRS Treasure Hunt ZONG BALANCE REDEMPTION SERVICE ZONG CRICKET CRAZY APPLICATION ZONG Mobile Phone Offer ZONG RAMADAN SERVICES- Quiz
ZONG_Prize_Bond_Draw_Intimation_Service ZonG Dynamic SIM Tool Kit Zong Handset bundle offer Zong Mail - SUpported Handsets list Zong Mobile Offer at CSC Zong T20 Quiz o ZONG Special Offers o SUPER FREE NUMBER “That special someone deservers something special. Now call on your one special number 24 hours - for free!” That's right, Now ZONG customers can literally talk their heart out 24 hours a day everyday to that special someone - all for FREE! Product Monthly subscription Rs500+Tax This offer is for ZONG Free Package for ZONG to ZONG calls only Pricing Dial 908 for package conversion & special number selection / modification The customer can also subscribe through SMS by sending sub<space>free<space><mobile number> to 908.
o Pakistan’s Best Daily SMS Bundle @ PKR2.50 + tax! ZONG now introduces its latest SMS Bundle – Pakistan’s Best Daily SMS Bundle @PKR 2.50 + T. To subscribe dial *704# from your mobile. Now Say It All and SMS It All – only with ZONG! Product 500 SMS for whole day for only Rs 2.50 + T On exceeding 500 SMS, additional SMS will be charged as per tariff plan Pricing This bundle is valid for 24 hours only. Mobile Phone Offer ZONG now brings to you its handset bundle offer at a revolutionary price. You can now get the ZONG handset bundle offer for just PKR 1,649. The handset bundle offer consists of: ZONG Handset SIM (PKR 80/month credit for on net calls) Stylish and Sleek Handset with 6 months warranty Unlimited SMS/MMS for one year The handset has other features such as, GPRS, FM Radio, Torch and Urdu Language Support. So choose the ZONG Handset Bundle Offer to “Say it all”. These handsets are available at all ZONG Customer Service Centers and Franchises. China Package ZONG has presented best packages to make calls to China. ZONG customers can choose two offers within ‘China Value Pack’ or ‘China Smart Pack’. To subscribe to these packages customers can dial 138 and choose English or Chinese language to proceed with the IVR. The details of the packages are as follows. China Value Pack Amount Minutes PKR/Min Taxes After Tax Actual Rate
China 500 500 250 2 87 413 1.65 China 1000 1000 600 1.67 174 826 1.38 China Smart Packages Voice Price Price Per Min. 1.67 Price Per Pulse (3 Mins.) 5 SMS Offer The subscribers of any China package will get a discount offer on SMS to China which will be charged PKR 1.5/SMS, compared to the regular rate of PKR 5/SMS Student Entrepreneur Program For the first time in Pakistan ZONG has established a concrete earning opportunity for students. If you are currently enrolled in a university program and you want to earn a decent pocket money then ZONG has an amazing solution for you. Most education institutes in Pakistan would be a part of this program through the appointment of ZONG’s Ambassadors, specifically in cities where Customer Service Centers are operational. These ambassadors will be required to have sufficient knowledge about ZONG and all of its products to create awareness among students by not only offering them to migrate to ZONG’s network but also by offering different products like New Activation and Balance Recharging on a currently owned ZONG connection. In return, each new student/customer will increase the ambassador’s earnings. These Ambassadors will become a part of the ZONG Family with only a small deposit of Rs. 1000. In return they will get one free good number, 5 ZONG Non-Personalized (NP) Sims, a telesales Sim through which they will personalize NP Sims & sell a customer’s desired number, and a Miniload balance worth Rs. 150 (The stated items are worth Rs.1000). In addition, this ambassadorship will add great value to your Resume as this would give you hands on sales experience.
Process Interested applicants can get themselves registered as ZONG Ambassadors by filling an online form (link given below) or getting themselves registered at their respective Customer Service Centers. On confirmation and issuance of ID, ZONG’s Ambassadors would get their first issuance through their respective Customer Service Center. ZONG’s Ambassadors can offer the following services. Sell New Connections (via Telesales Sim) MNP (change to Zong’s Network), MNP SIMS will be delivered Free of Cost Miniload (balance top up) Why take up this offer? What are the incentives? Zong has come up with an exceptional incentive plan which would not only lead to recovering the initially spent Rs. 1000 but also make more than 100% profit on sales. Quarterly Incentive After every three months each ambassador will be awarded bonuses depending upon the sales volume of all above mentioned items. Selected Student Entrepreneurs will be trained and briefed by Zong representatives at Customer Service Centers. All Zong subscribers who have not used their Zong SIM since 1st August qualify for this campaign ZONG Blackberry
Step into the world of BlackBerry with ZONG. The BlackBerry solution by ZONG will connect you to customers, colleagues and information while on the move. Business and personal tasks can be performed directly from one’s BlackBerry handheld which is synchronized with one’s laptop, official computer or even to one’s web mailbox. BlackBerry solutions are specially-tailored to provide you a winning edge over the accomplishments in your life and the achievements yet to come your way. From entertainment to travel plans, business news to personal finance or personal productivity, BlackBerry smartphones mobilize all areas of your day-to-day life. It is a time-tested technological excellence, which provides individuals and corporate identities on-the-go solutions while enabling them to remain connected to their loved ones, business ventures and information within Pakistan and around the globe at particular locations. With BlackBerry services from ZONG, you can enjoy a breakthrough push-based email solution, which helps you access your personal and/or official information while roaming locally and globally at specific locations. Moreover, it offers you the privileged service of Instant Messenger, email access with attachment facility and amazing surfing experience through exclusive Edge/GPRS services by ZONG. Models offered Best available deals and offers are just a couple of attractions from many and latest handheld models make it more exciting to use BlackBerry from ZONG. Power the passions you pursue with a BlackBerry Smartphone from ZONG that expresses your style and simplifies your life. Select one of the 2 prestigious offered: BlackBerry Bold 9000 BlackBerry CurveTM 8900
BlackBerry services BlackBerry® Internet Solution (BIS) is a recommended solution for sole proprietors or individuals on the go as it allows you to keep in touch with your friends, family and work simultaneously. You can avail the BlackBerry services with any Post Paid package from ZONG commercially available and can configure 10 POP3 E-mail Accounts (Gmail, Hotmail and AOL, etc). Connect to customers, colleagues, and friends on the go Unlimited internet access Social networking BlackBerry® Messenger Personal Organizer Synchronize with laptop, personal computer, or web mailbox Push-based e-mail system to synchronize official mail Up to 10 POP3 E-mail accounts (G-mail, Hotmail and AOL etc) BlackBerry Discount Offer Zong continues to bring innovative and exciting products and promos to the market. The introduction of BlackBerry® Discount Offer is another feather in the cap of Zong that puts the amazing world of BlackBerry® services within reach for all. This unique offer is unmatched in the market, not being offered by any other operator and will bring potential BlackBerry® users on board to be part of the Zong family. BlackBerry® Bold™ 9000: Rs. 43,900+tax BlackBerry® Curve™ 8900: Rs. 39,900+tax * Inclusive of 6 months free BlackBerry services, 6 months free unlimited internet, and No Line Rent for 6 months * Availability at all ZONG CS Centers and Corporate Sales representatives * Limited time offer
* Regular BlackBerry operations handling applicable Sales channels The product is available for sales through Corporate Sales Teams and Franchisee as well as ZONG CSCs. Support To access 24/7 Blackberry support helpline, dial 310 from your ZONG Post Paid connection or 111-222- 111 from any other number. Product Rs. 1,000 + tax (monthly recurring fee) Unlimited Free GPRS (no cap) Pricing Additional Security Deposit for BlS Rs. 500/- only ZONG Internet USB card ZONG Internet USB Card SIM Card Slot with SIM The Technology • General Packet Radio Service (GPRS) – A non-voice value added service that allows information to be sent and received across a mobile telephone network
– Supplements today's Circuit Switched Data and Short Message Service. – Several unique features which can be summarized as: • Speed • Immediacy • New applications, better applications • Service access • Enhanced Data rates for GSM Evolution (EDGE) – A mobile phone technology that allows increased data transmission rates and improved data transmission reliability. – High-speed data applications such as video services and other – Multimedia benefit from EGPRS' increased data capacity. Product Over view • A simple, smart and elegant USB GPRS/EDGE modem. • Any user can simply plug & play the ZONG Internet USB Card in a Windows laptop/desktop PC (in the USB slot). • The Operating System automatically detects and recognizes the new hardware when the Card is connected. • The OS starts the automatic installation wizard for ZONG Mobile Partner provided within the card. • User just needs to follow the prompts of the installation wizard. • After the program is installed, the shortcut icon of the management program is displayed on the desktop. • Every time ZONG Internet USB Card is connected to a Desktop PC/Laptop, ZONG Mobile Partner is launched automatically. • ZONG Mobile Partner program could also be launched through the desktop icon. • Optimum settings for the device and network are already built-in the device and any alteration may lead to device software malfunction/alteration, rendering the device as out of warranty. • Distinguishing features:
• Easy to install • Plug n Play • Easy to carry • Compatible with any computer that has a USB drive • A solution available for high-speed wireless network access, with which the users can access the Internet in the wireless way at home, office, outdoor sites and so on. • In the service area of the EDGE/GPRS network, customers can wirelessly surf the Internet, send/receive messages and emails. • With the high speed, reliable performance, and easy operation of the solution, the users can enjoy much more in experiencing the wireless network. • More users will be attracted, and at the same time the ARPU will increase greatly. Features • The ZONG Internet USB supports the following features: • GSM/GPRS/EDGE 850 MHz/900 MHz/1800 MHz/1900 MHz • SMS services • Application software of a universal dashboard • Internet access and applications • Plug & Play function • SIM-lock / Operator lock function. • Multiple operating systems, such as Windows 2000 (SP4 or above), Windows XP (SP2 or above), Windows Vista , Linux , MAC Technical Specifications • Hardware Specifications Item Description Technical standards GSM/GPRS/EDGE Operating frequency GSM/GPRS/EDGE 850  UL: 824 MHz–849 MHz MHz  DL: 869 MHz–894 MHz GSM/GPRS/EDGE 900  UL: 880 MHz–915 MHz MHz  DL: 925 MHz–960 MHz GSM/GPRS/EDGE 1800  UL: 1710 MHz–1785 MHz MHz  DL: 1805 MHz–1880 MHz
GSM/GPRS/EDGE 1900  UL: 1850 MHz–1910 MHz MHz  DL: 1930 MHz–1990 MHz External interface USB interface USB 2.0 full speed LED Indicates the working status SIM card interface Standard 6-pin SIM card interface Software specifications Item Description Data Connectivity 236 kbits/s service GPRS / EDGE  UL: 9 kbits/s  DL: 20-24 kbits/s SMS Provides SMS services service Operating Windows 2000 (SP4 or above), Windows XP (SP2 or above), Windows Vista, system Windows MAC Minimum requirements:  USB interface: USB 2.0 full speed  CPU frequency: 866 MHz  Memory: 128 MB RAM  Spare hard disk capacity: 100 MB  Resolution: 800 × 600 Recommended configuration:  CPU: 866 MHz Pentium or above  Memory: 128 MB or above  Spare hard disk capacity: 100 MB or above  Resolution: 1024 × 768 • Dashboard specifications
Item Description Data  Connects to and disconnects from the Internet. service  Creates deletes, modifies and imports of the access configuration file.  Provides the speed and flow statistics of the current connection.  Provides daily/monthly/yearly data statistics. LED indicators status Description Green, double flick every 3 ZONG Internet USB has just been insert to the slot and is seconds initializing Green, flick once every 3 ZONG Internet USB has registered to GSM/GPRS seconds network Green, keep lighting ZONG Internet USB has access to GSM/GPRS network Blue, flick once every 3 Modem can’t find the network. seconds Blue, keep lighting No SIM card or lawless card or PIN is being validated Extinguish The modem has been removed from the slot Item Description SMS service  Sends and receives the SMS.  Group sends a message to up to 20 phone numbers once.  Edits an extra-long message and splits it into short ones to send.  Copies the messages between local and the SIM card. Displays the visual prompt for unread messages and audio prompt for new messages.
Phonebook  Stores the contacts in either the SIM card or the hard disk of the PC.  Creates, edits and deletes a contact.  Creates, edits and deletes a contact group.  Imports and exports the contacts or the whole phonebook.  Fuzzy search of the contact.  Displays the capacity information in local or the SIM card.  Sends messages through the phonebook. MARKETING STRATEGIES MARKET SEGMENTATION Cellular service market is a diverse set of people. ZONG as well as other cellular service companies segment their market on four bases: - economy, age, gender & occupation. ECONOMY : Upper class, Middle class, socio-economic class, lower class AGE : Teenagers, youngsters, middle age, aged people GENDER : Male & Female OCCUPATION : corporate class, Business class, working class etc TARGET MARKETS Cellular phones are the technology of new era, the 21st century. These cellular phones are the main focus and need of our youngsters and business professionals. All the cellular companies are targeting all categories of people one way or other. ZONG is no longer a follower in this race. Its main focus is “the students, youngsters and business class people” of Pakistan which is its Target Market. Target marketing strategy ZONG has always been targeting Youth Market by using young brand endorsers or ambassadors. It always brings such packages and offers that precisely meet the needs of our young people. No doubt it
has also launched package working people, business class, ladies and aged ones. ZONG seeks to target masses in the long run. ZONG understands and segment the market in such a way that customer segments of significant importance are catered to with targeted offers and productivity enhancing services. Once ZONG have the network coverage and grip on customer segments with targeted services and offers, the revenue and profitability will follow automatically. POSITIONING Positioning is the process of creating an image of company’s brand in the mind of market. Companies position themselves emotionally, functionally or on the basis of brand quality. ZONG is still a market challenger in comparison to market leader MOBILINK. It is still to reach to the top most position of cellular companies. So ZONG’s former Positioning Statement: “ZONG Say It All“ ZONG’s positioning strategy: ZONG changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, ZONG has positioned its brand for “MASSES” on the basis of services it is providing and its lowest call rates. It makes them believe that it satisfies the needs of everyone (via all classes, age & genders). It tells them that ZONG is there when anybody needs it. DIFFERENTIATION In these days of intense competition marketers find it hard to differentiate their services from those of competitors. Now customer care about only price. An unsatisfied customer will immediately go for brand switching. Thus leaving a customer unsatisfied and not meeting his/her demands is out of question for marketers. Differentiation Strategy:
ZONG has always strategized in satisfying the demands of its customers. In doing so it has been successful in differentiating itself in terms of:- Price Quality service Technology CUSTOMER RELATIONSHIP With 95.54 million mobile users in Pakistan, ZONG is having a subscriber base of around 7.25 million. ZONG is showing a remarkable growth rate. It is maintaining a healthy customer relationship through its “Customer Service Centers”, “Mobile Sales and Customer Service Vans” and “Call Centers”. Its department of “Customer Services” is specially designed for maintaining Customer Relationships. Customer Relationship Strategy: ZONG strategize to build and maintain strong customer relationships in order to build long-term customer loyalty and to capture customer lifetime value. In this context ZONG has been training its internees and permanent employees in the fine art of interacting with customers. It is also strategizing to offer gifts & rewards for its long-term customers in its Postpaid to match the wonderful customer relationship strategy like INDIGO. TOTAL MARKET ORIENTATION Total Market Orientation is about understanding and meeting customer’s expressed and latent needs. Strategy: ZONG has always considered the ever growing needs of low call rates and quality service. It has provided its customers their needed packages and has introduced such brands & packages that meet customer’s latent needs as well. For example “Incoming call/sms screening service” is result of necessary need of women of our society. They don’t want to attend prank calls or receive unnecessary sms from people they don’t know. Second example “Z20-45 paisa mein call”. They plan to make a short call but it becomes a long one unintentionally due to gossips and chit chats.
COMPETITORS There is a hard core competition among the cellular service providers in Pakistan. ZONG is a market challenger in its competitive position, where MOBILINK is the market leader. Warid, Telenor and Ufone are also strong contenders in market challenger category. ZONG has the following four direct competitors:- Mobilink Telenor Warid Ufone ZONG also considers the following as its competitors:- PTCL WIRELESS Wateen WorldCall Competitive strategy: ZONG’s competitive strategies are Customer intimacy and Differentiation. ZONG aims at fore passing Mobilink in its competitive race. ZONG is a vibrant, youthful and high energy organization. It believes in providing real value addition to the people of Pakistan. ZONG believes that communication is a basic need and every Pakistani has the right to access this technology. Since mobile phone is an integral part of everyone’s life today, ZONG firmly believes that it can make this device more useful to everyone by providing relevant services that would add real value. To make it all happen, its main focus is on understanding the customer in depth and making the overall user experience rewarding. MARKETING MIX PRODUCT/SERVICES
ZONG is a service providing company. Service is any intangible product that consists of activities, benefits or satisfactions offered for sale. Strategy: ZONG makes strategies to provide a better cellular telephonic service which excels its competitors at all levels. When ZONG launches a new package in a market, it actually makes it a complete package of core benefit, design, features, brand name, quality, and after sale service. 2 - PRICE Cellular service providers are facing intense price competition in contemporary market. Customers perceive pricing as the heart of brand selection. Price has always been the core differentiation of ZONG. ZONG is the one who is offering least call rates off-network. Strategy ZONG strategize to capture the existing pricing needs of its customers and use it well on occasional or timely basis. For example ZONG offered very good call rates on international calls in USA, Canada and UK (Landline). It offered forth nightly and monthly international packages which it might prove unprofitable for ZONG. It was a fantastic strategy to beautify the brand image in term of pricing in customer’s minds as well as remain profitable in doing so. ZONG follows market penetration pricing strategy and dynamic pricing strategy to meet the customer needs and ever changing price competition. PLACE Place plays a very important part in the distribution and promotion of services. Competitors of ZONG are seeking to penetrate into places where others haven’t reached. Cellular service providers are drastically widening their network & coverage in every area of Pakistan. Mobilink has this edge in place excellence because it is the pioneer in cellular telephonic field. Now ZONG signals are hitting cities of Gilgit, Hunza, Skardu, Besharn and Sust. The network is rolled out by Alcatel-Lucent, one of their infrastructure partners along with Ericsson Pakistan. Zong had been giving preference to Northern Areas of Pakistan to provide them cellular coverage at earliest. It also has borne the added experience of network operations in similar high mountain areas in China. Moreover, the company is interested in covering the road that is connecting China with Pakistan.
The region now being covered by ZONG borders with China, with the Karakoram Highway (old Silk Route) is going to play a vital role in freight transportation. Strategy ZONG strategize to widen its coverage to all places in Pakistan in order to meet the requirements of its increasing customer base. Now ZONG is heading from cities to remote northern areas in expanding its network. ZONG has intensive promotion in cities, but it is also considering improving its promotion in rural areas as well. PROMOTION ZONG believes in Integrated Marketing Communication which is a carefully blended mix of promotion tools. ZONG employ different marketing activities and channels to communicate and deliver value to customer. These activities are coordinated to provide maximum communication output. These communication channels includes:- Advertising, sales promotion, public relations, direct marketing & personal selling. ZONG strategize to carry out promotion in order to increase its market share. Strategy Advertising (discussed later) Sales Promotion (discussed later) Public Relations: ZONG is less conscious of developing its general public relations. But recently it has launched its “Islamic Portal” service on ZONG. It avoids getting in news stories and controversies but sometimes it proves inevitable. Direct Marketing: ZONG employ on-road umbrella franchises where the directly market and sell their connections and Sims. Personal Selling : ZONG administer personal selling facility to sell their Postpaid connections targeting well to do people and businessmen It won’t be an exaggeration to say that ZONG has placed itself where it is now through brilliant “ promotions like Location Based Charging”
Zong has now offered an amazing promotion for its customers “Location Based Charging” that is simply matchless with any promotion of its competitor operators working in the telecom industry of Pakistan. ZONG’s LBC offer enables its customers to make unlimited on-net calls at Rs. 7 plus tax per day. Now with addition of 4 more cities, there are total of 45 cities being offered with LBC charges. This time ZONG’s unlimited offer is for relatively bigger cities. Cities include: Faisalabad Multan Gujranwala Sialkot So ZONG customers residing or staying in above mentioned cities will get unlimited on-net calls for Rs. 7 plus tax per day. How to subscribe: All new and MNP subscribers get free subscription for one month, meaning that they will get this free calling facility for no additional charge for first month. However, old customers can subscribe to this offer by sending an SMS to 522 as following: LBC City Command Faisalabad “fsb” to 522 Sialkot “slk” to 522 Gujranwala “gjn” to 522 Multan “mlt” to 522 Charges: For New and MNP Customers: Free of charge for first month, and then Rs. 7 per day Existing customers: Rs.7 per day SALES PROMOTION & ADVERTISING SALES PROMOTION
Sales promotions are short term incentives to encourage the purchase or sale of a product or service ZONG utilizes sales promotion activities to boost its sales. It follows all four of the promotion budgeting methods via affordable method, percentage of sales method, competitive parity method and objective & task method. ZONG uses following sales promotion tools Latest Content ZONG carried out content for Football lovers in the year 2010. ZONG Football World Cup Application ZONG brought this for Football lovers, ZONG Football World Cup Application; a Java based application which helps the users to stay connected with the action on the go. ZONG Football World Cup Application product is a downloadable application that allows you to access pre- and post-match data and up-to-the minute live 2010 World Cup information via a mobile phone, making ZONG Football World Cup Application an essential tool for fans to follow football when on the move. The Application runs on GPRS which will give the customers a real-time experience while they are on the move. Content included in the application is as follows: News Fixtures Team Line Up Match Preview Match Form Match Preview Previous Matches (P, W, D, L, GF, GA) Last 6 Games (Dates, Results) Last Game (Date, Score, Scorers, Cards, HT score) HT / FT results* Goal times* Goals For / Against* Latest Scores Live Commentary Text Commentary
Tips in Running Group Tables Match Results Match Summary (Scores, Goal Scorers, Cards, HT, Attendance, Ref) Match Report Text Commentary Match Statistics Teams Team Profile Manager Squad Player Profiles (H, W, DOB, Team, App’s, Goals) Road to 2010 Golden Boot Extras Tournament Overview Tournament History Historical Results Group Guide Stars of 2010 Ones to Watch Venue Guide All time XI Greatest Goals ZONG holds future plans to carry out such activities in more profitable ways. Music Shows at Play Tv ZONG is currently running its music show on Play TV. This music show rewards the winning participants. ZONG updates its customers about latest events/happenings in the music industry of Pakistan and let
them to participate in this music show by playing their desired song at their request. The problem is seen in this activity is that ZONG is not properly advertising it. More over, after a successful run of ZONG T20 Fantasy League during the Twenty 20 Cricket World cup, Play Tv and ZONG has launched a Fantasy Football competition on its interactive web presence during the football world cup. Where people can support their favorite team and win fabulous prizes. Premiums All the cellular services are now offering premiums for their customers. This premium is offered, when a customer don’t use his/her sim for more than 3-6 months, in the form of extra free credit balance, on-net minutes and sms delivered to their numbers for free. Recently ZONG has launched “Keep Phone On” promotion to reward its customers on regular basis. In this offer the customers get regularly free minutes and sms on weekly basis, cash prizes, motorbikes and bumper prize of car on monthly basis through lucky draw by just keeping their phone ON regularly. Free Gifts ZONG recently offered ZONG Bijli Offer:- All new subscribers who activate their ZONG Sims will be eligible for this campaign. All MNP subscribers can keep their existing number and code and switch to ZONG network by dialing 0314- 3334455. These new MNP subscribers can now enjoy thousands of free minutes and SMS for the next 12 months with the instant prizes (Generators, UPS, Rechargeable Lights and Fans) through Lucky Draw. All new MNP subscribers to Zong will be able to avail an outstanding offer (details below): 12 months Minutes 1st month 100% free On-Net minutes on the amount of recharge 2nd month 25% free On-Net minutes on the amount of recharge 3rd month onwards 25% free On-Net minutes on the amount of recharge + SMS Free for 12 months Minimum Rs. 100 Recharge / Month SMS bonus
Recharge Value SMS Bonus Rs. 100 – 199 75 SMS Rs. 200 – 399 150 SMS Rs. 400 & Above 300 SMS A minimum recharge of Rs. 100 is required in each month to avail the bonus*. Promotional Products: “ZONG mobile phone offer”. It is a promotional offer By ZONG where it offered a mobile phone with six months warranty, free air time for one year and a ZONG connection all for Rs.1649.And now ZONG also offers Blackberry mobile sets with Post Paid connections. Another recent promotional offer by ZONG is that if any one switches its number at ZONG, he/she can get free ZONG handset through lucky draw every week. SALES PROMOTION STRATEGY ZONG strategize to take aid of sales promotion whenever it sees a minor drop in its usage by its customers. They mostly go for pull strategy in promotion i.e. they spend a lot on advertising and consumer promotion to induce final customers to avail their services. ZONG applies sales promotion schemes continually in order to keep its customers loyal and happy. ADVERTISING (& DEVELOPING AD COMPAIGNS) Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. ADVERTISING OBJECTIVES ZONG use advertisements when It has to inform the customers about new or available services. It seeks to persuade people to purchase their service or switch to their connection from any other connection.
ADVERTISING BUDGET ZONG is a heavy spender on advertising in electronic media as well as other media. Recently ZONG invested a huge amount on mass advertising. It was definitely a risk to take such decision. They are developing and playing new advertisements on electronic media not even with a month’s gap or so. A single ZONG advertisement played 40-50 times per day on a TV channel costs millions varying with the time of day when it is played. ZONG spends 30% of its profit on advertising and sales promotion. ADVERTISING STRATEGIES Advertising strategy consists of two major elements: Advertising Message & Advertising Media. ZONG has the following strategies regarding the Message and Media of advertising:- ADVERTISING MESSAGE: Message Content The very first content of ZONG’s advertising message is Creativity and then in its blooming stage it shifted its message content to youthful excitement. ZONG has been very honest and upfront about all their charges. It has even produced ads which criticize competition on not giving the full truth about their offers. It has actually resulted in the companies becoming very cautious in this regard. Message Format The format of ZONG’s advertisements has always been very practical, multitasking innovation and eye catching. The simplicity, innovation and creativeness used by ZONG
have always attracted people. The colors orange, blue and yellow with RED big circle on white ground look beautiful on wall printing of ZONG. Message Source The very first ZONG advertisements had non-celebrity young models for its youthful message theme and source. Afterwards ZONG hired Shahood Alvi for its message theme in ZONG 2nd year celebrations add, in ZONG family triangle add and in ZONG Z20 add. ZONG also sponsored Nadia khan Show on Geo TV at the special event of Eid ul Azha for almost a week. The strategy behind hiring Shahood Alvi is that he is very popular in people of Pakistan for his perfect acting, smile and personality. He is regularly performing in Pakistani Dramas from several years. Mr. Waqar Zahid Abasi (Senior Marketing Executive) told me that as per his point of view the company must bring changes in marketing to attract customers. For this purpose ZONG is launching new innovative promotions and services every coming day to give more ease to their customers and making them more reliable. ADVERTISING MEDIA To increase the reach and frequency of advertisement ZONG is using repetitive strategy for its advertisements. And the practical, multitasking innovation and eye catching theme always makes the ads more appealing and engaging the minds of customers. ZONG advertise in the following media types:- Print Media ZONG tries and print ads in all leading newspapers including The Dawn, Jung, Nawa-i- Waqt, Khabrain, Express News and local Sindhi newspapers as well. ZONG place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc Broadcast Media It is the prior choice for ZONG. It includes the electronic media television, internet TV channels and radio. ZONG is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, MTV Pakistan, Play TV and Cartoon Network etc. ZONG also plays its ads on local channels like WASEB and Punjab TV. Display Media
This type of media is the second choice of ZONG where it carries out its most of sales promotion and advertising. ZONG advertise using billboards, hoardings, signs (on Shop boards etc), posters, wall paintings etc. Online Media Internet is the online media. ZONG places flashing ads on famous portals like coolbuddy.com, songs.pk, funmaza.com and apniisp.com etc. But ZONG is not carrying out direct mail or direct e-mail advertising. Events ZONG has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by ZONG in 2008 was a series of musical concerts did all over Pakistan featuring leading pop artists/groups of Pakistan with the collaboration of orient adverting company and FM 91. AD SHOOTS The ads of ZONG are shot mostly within Pakistan. Recently ZONG Postpaid ads shot in the picturesque locations of northern areas of Pakistan in its advertisement of ZONG Postpaid “Feel lighter….. Much Lighter!” COMPETITIVE PROFILE MATRIX RATING 4 = MAJOR STRENGTH 3 = MINOR STRENGTH 2 = MINOR WEAKNESS 1 = MAJOR WEAKNESS
Internal Factor Evaluation: Rating Score 4= Major Strength 3= Minor Strength 2= Minor Weakness 1= Major Weakness Critical Success Weight Rate Score Factor
Strength 1:International Roaming .05 3 .15 Facility 2: Coverage .10 3 .30 3: Friendly Customer .07 2 .14 Services 4: Quality Of Service .06 3 .18 5: ZONG New Promotions .05 4 .20 6: Cellular Market share in .04 4 .16 PAK 7: LBC For All .03 3 .09 8: 1 number 24 hours free .02 2 .04 9: 24 Hours Call Center .07 2 .14 10: EDGE and GPRS .03 3 .09 Weakness 1: Indoor Coverage issue in .04 3 .12 Rural Areas 2: Lack Of Franchises .05 4 .20 3: Occasionally Network .08 2 .16 Jammed 4: Expansive at international .04 3 .12 roaming 5:LackOf Franchise Staff .03 2 .06 Training 6:Low awareness of .06 3 .18 company in Villages 7: Competitive Disadvantage .03 2 .06 8: PTA and NADRA .04 3 .12 Problems/barriers 9: International MMS not .06 4 .24 available 10:Increase Of Taxes .05 2 .1 TOTAL 1.00 2.85
External Factor Evaluation: 4= Strong 3=Above Average 2= Average 1= Below Average Critical Success Weight Rate Score Factor Opportunity 1: Innovation Services .06 4 .24 2::Web Supported .05 3 .15 3: Call Package for .04 4 .16 Saudi Arabia, USA, Canada and UK(landline) 4: Need Franchise Of .03 3 .09 Remote Area 5: Extend Network in .06 2 .12 Rural Areas 6: Packages Of Internet .07 3 .21 Users 7: Import Technological .05 2 .10
8:Should more .03 3 .09 Franchises 9: High Voice Quality .05 4 .16 10: Occasional Network .04 2 .08 Quality Threats 1:More competitors .03 3 .09 2:Resation in ECO .07 2 .14 3: Change in Govt. .02 2 .04 Policy 4: Investment in Danger .03 4 .12 in tribal areas 5: Show Growth In .05 2 .1 After 2009 6:Tuf Competitor Of .04 4 .16 Ufone 7:Lack Of Skilled .06 2 .12 Employed 8:Tower in Resident .07 3 .21 9:Revise The List .10 2 .2 10:High Taxes .05 2 .1 TOTAL 1.00 2.68 SWOT ANALYSIS A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T) Such an analysis of the strategic environment is referred to as a SWOT analysis.
The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan: SWOT Analysis Framework Environmental Scan / Internal Analysis External Analysis / / Strengths Weaknesses Opportunities Threats | SWOT Matrix Strengths A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include:
ZONG has network coverage in more than 550 (cities, towns and across all major highways of the country). ZONG provides International Roaming facility with more than 190 international live operators World wide. ZONG is proud to have an efficient and friendly customer service through 24 company-owned Sales & Customer Service Centers and nearly 261 franchisees across the country. ZONG has always believed in a solid commitment to growth, security and reliability. Therefore, ZONG has always balanced its expansion efforts and quality of service. With a total current investment of $80 Million US dollars. Dial Tunes were launched from the day first of ZONG launched which attracted many people towards ZONG. ZONG is offering Multi-media Messaging Service (MMS), GPRS and EDGE. As mobile users in the country have reached over 98 million at a very rapid pace, ZONG is maintaining itself as the leading growing cellular operator in Pakistan with a subscriber base of over 7.5 million and a market share of nearly 13%. ZONG has seen a subscriber growth rate of over 200% in the last year 2009, and since the start of ZONG, it added nearly 5.5 million subscribers onto its network. A remarkable achievement indeed, especially considering the hard core competition between already existing operators in the telecom industry. While keeping its tradition of being the trend setter in the industry, ZONG changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man by launching Location Based Charges in 29 cities of Pakistan from where the customer can make free calls 24 hours to any ZONG number in Pakistan in just an un believable price of Rs: 7 + tax daily. ZONG increased its focus on the youth segment (which comprises 50% of the population), with Prepaid by offering cheapest Calls, SMS and MMS packages. ZONG has the ability to retain its existing customer base with a high level of customer satisfaction via optimum network service and a 24 hour call center facility.
It has the post paid service that is normally to attract the Business class people. Most of the business and elite class people use post paid and other services offered by the ZONG. ZONG is offering 01 number 24 hours free promotion to its customers only in Rs: 500 +tax per month. ZONG was the first cellular Company in Pakistan that introduced the unlimited SMS and MMS packages to any network in Pakistan in just Rs: 3.99 +tax daily and hence took the competitive advantage. ZONG has some very exciting and low call packages like “Z-20”, “65 paisa at any network”, ”Break time offer 12:00pm to 02:00pm”, “Happy hour of your choice”, ”10 F&F” “Night Free 00:00am to 00:07pm” which attracted lots of customers towards it and many other cellular company users are also switching to it. ZONG is also offering a BlackBerry set with post paid that is useful and tempting for the Business class. ZONG currently caters for international roaming to more than 190 live operators World wide and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Arab Emirates, Afghanistan, Maldives, Kuwait, Netherlands, Russia with lowest rates, featuring no security deposit and activation charges. GPRS Roaming facility is available with more than 59 Live Operators Worldwide. Weaknesses The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses:
ZONG does not have good indoor coverage in rural areas of Pakistan due to which a lot of existing subscriber base is getting tough time to use ZONG network in these areas. It has many franchises in the whole country but as its customers are increasing day by day so its present franchises are not enough to fulfill the needs of it customers. ZONG also face problems and its network get jammed on special occasions like Eid, Christmas, New Year etc. Call rates from ZONG to ZONG is very cheap but due to other networks earlier existence and competition, its subscribers are still less and people doesn’t feel comfortable with it. Public of rural and village areas of Pakistan have very low awareness of ZONG as its network’s major coverage is in cities. Its franchise customer service staff needs training because at many franchises their staff having been complained about behaving rudely. If ZONG Company has to progress and grow in market it has to improve its advertising campaign. Its advertisements are not extra ordinary good and colorful. It has to face many problems from NADRA and PTA due to their change in policies about service providence. When ZONG came into the seen in Pakistani cellular market, Mobilink and 03 other operators were already prevailing in the market and that was their monopoly time. Though with the passage of time ZONG took many customers of Mobilink and other operators but still Mobilink has large number of users because it was first to Pakistan’s cellular market and this is the competitive disadvantage to ZONG. ZONG is not offering international MMS which is the most prior need of the subscriber of this digital era. The day by day increase in Government taxes at Cellular Operators is making a lot of difficulties for their subscribers. Opportunities
The external environmental analysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include ZONG could develop some new and innovative services to attract customers and some of the suggestions are as under which will help them to increase their revenues: 1. It should introduced International SMS packages like local SMS. Already ZONG is offering lowest International SMS rates but if it introduces some package like this it will get lots and lots of success. 2. It should also introduce some International call packages to Middle Eastern countries because there are lots of Pakistanis who are living in those countries so people will definitely be tempted towards such package. 3. In “ZONG Happy hour of your choice”, package time of the package should be extending two more hours so that causing ZONG to generate more revenues. ZONG should develop some new franchises in remote areas so that people will get more and more benefit from it and it will help to increase their customers. As in Pakistan Youth is almost the 50% of the population so ZONG can take advantage of this demographic situation and should introduce more and more services and packages of internet and calls that attract youth towards it. ZONG should extend its network coverage area to rural parts of the country as well because in that part not too many companies are giving services and if ZONG give its service there then it will definitely attract people and its number of customers will shoot like a rocket. It should also introduce some packages for Internet users on mobile if it do so then many people will switch from other networks towards it. If ZONG enhance its voice quality then definitely it would be prefer more by customers.
ZONG should import technological equipments from China in more quantity because they are giving the best technology at very low rates so it will not only help ZONG to be ahead technologically but also will help ZONG to decrease its cost. ZONG should do more work in its voice quality as its network gets jammed on special occasions like Eid, Christmas and New Year etc. Threats Changes in the external environmental also may present threats to the firm. Some examples of such threats include: As ZONG is cellular company and there is cut throat competition among cellular companies in Pakistan. There are four other companies also working in Pakistan so ZONG would have to face some growing competitive pressures. Pakistan is facing some serious economic problems now days so that would also affect. The current recession in market is not good for any kind of business including telecommunication. In Balochistan, FATA and Tribal Areas `where ZONG already has network coverage is in danger because of critical situation and operation being held there. Investment of ZONG is in danger. ZONG penetrated in the market from 2008 to 2009 quite rapidly but since then it is experiencing a bit slower growth. ZONG and other companies now a days facing the severe competition with Ufone. As Ufone is introducing some various attractive packages of both SMS and calls to attract customers. ZONG have to develop strategies to counter their strategy and to survive in the market. The key threat to ZONG is also some adverse Government policies of implementing Tax on telecommunication industry that will ultimately affect the revenues. .
Telenor is giving higher rumen ration to its employees as compared to ZONG so many of its skillful and competent employees are going there. That will affect the company’s profitability in the long run. Some Pressure groups are protesting on the Towers that are installed in residential areas. Their opinion is that it is not good for health of people to have such towers near their homes that cause radiations. ZONG have to revise the list of subscribers who are legal and authorized. Because now the Government has warn to take strict action if any company would not keep such record. The Tows Matrix A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a weakness in order to prepare itself to pursue a compelling opportunity. To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below: SWOT / TOWS Matrix Strengths Weaknesses Opportunities S-O strategies W-O strategies
Threats S-T strategies W-T strategies S-O strategies pursue opportunities that are a good fit to the companies' strengths. W-O strategies overcome weaknesses to pursue opportunities. S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats. W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it highly susceptible to external threats. ZONG TOWS Strategic Alternatives Matrix External Opportunities External Threats (O) (T) 1.extend network in rural 1.more competitors areas 2. Recession in ECO 2.occasionally network 3. Lack Of Skilled Employed qulity 4. Revise The List 3.need frenchise of remote areas 4.high voice quality
Internal Strengths (S) 1.coverage 2.packages 3.quality of service 4.customer loyality SO 5: ZONG New ST Promotions Extend the network it will Give best packages, it will 6:Leading Cellular increase coverage less competition. in PAK Make the network Use customer loyalty to quality better it revise the lists of 7: 24 Hours Call will increase the customers. Center voice and network Training and development quality Due to leading growing 8: ZONG For All Make sure the company, it cut its losses (LBC) customers that because of recession in their problems economy 9: Investment of should be solved in $80 Million US time dollars in 2009. Internal Weaknesses (W) 1.lack of franchises WO WT 2.low coverage in rural area. Take franchises of increase in franchise will 3.low voice quality remote area will improve the business so in remote areas minimize its that ZONG can compete 4.occasionally franchise with its competitors network jammed weakness.
Increase the Better training and coverage in rural development criteria can 5:LackOf Staff area will minimize increase the skills in Training its low coverage in employees rural areas. 6: Poor indoor Make network coverage in better will villages minimize the Make better policies to network jammed complete the customer weakness on data base. occasions. Make the voice quality will minimize the voice quality problem BCG
Detail of company and products: ZONG understands the value of words and need to communicate effectively and efficiently at all levels of society, which is why company’s focus is on its customers. ZONG offers prepaid and postpaid services in the telecom sector. The telecom markets growing rate in Pakistan is higher than any Asian country. ZONG offers lower rates and better promotions than other already established cellular companies. All living standards have been captured by ZONG, like students, labour and businessmen, etc. ZONG is the fastest growing cellular company in Pakistan. BCG matrix
Conclusion In the view of the following data ZONG is the one of the telecom sector who need to produce more output by implementing new technologies, new tariffs, and new customer satisfaction value added service. Further, it is fastest growing cellular service provider in the country. Recommendations Should encourage new products like Mobile/Branchless Banking, ZONG PCO, Broadband Services and 3G etc, from its exisisting two services. References http://www.zong.com.pk http://www.google.com http://www.dictionary.com
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Internship report on marketing

  • 1.
    Internship Report onMarketing & Advertising (ZONG, CMPak - A China Mobile Co.) Table of Contents Objective of Studying the Organization ......................................................................... 5 BRIEF HISTORY/BACKGROUND OF PAKTEL (ZONG) ....................................... 6 HISTORY OF CMCC..................................................................................................... 7 MISSION STATEMENT ................................................................................................. 8 VISION STATEMENT .................................................................................................... 9 Core Value ....................................................................................................................... 10 Guiding Principles of ZONGers .................................................................................... 11 Board of Directors........................................................................................................... 12 ZONG Environment ....................................................................................................... 12 BUSINESS PHILOSOPHY............................................................................................ 13 BRAND IDENTITY ..................................................................................................... 13 Sales Volume and Trends ........................................................................................... 14 ZONG’s Achievements ............................................................................................... 14 OPERATING PERFORMANCE and PROFITABILITY ................................................ 15 ORGANIZATIONAL STRUCTURE ........................................................................... 16 Organizational Hierarchy .............................................................................................. 17 CMPAK Sales & Customer Service Center Hierarchy ............................................... 18 Faisalabad Hierarchy (Regional Head Office C-II)..................................................... 18 Faisalabad Sales & Distribution Department Hierarchy ............................................ 19 Faisalabad Office Department wise Hierarchy ............................................................ 20 Marketing Department Hierarchy ..................................................................................... 23 Number of Employees Working in Marketing Department ............................................. 24 Marketing Operations ....................................................................................................... 25 FUNCTIONS OF THE MARKETING DEPARTMENT ................................................ 26 Marketing Strategy............................................................................................................ 26 Pricing Strategy................................................................................................................. 28 Distribution Strategy ......................................................................................................... 28 Promotional Strategy ........................................................................................................ 28 Personal Visit to Customers ....................................................................................... 29 Customer’s Visit in ZONG ......................................................................................... 29 Major Competitor.............................................................................................................. 31 Future Prospects ................................................................................................................ 31 PRODUCTS and PACKAGES ...................................................................................... 32 ZONG Prepaid Packages ........................................................................................... 33 ZONG 45 .................................................................................................................. 33 ZONG 65 .................................................................................................................. 33 Aik Second Packages .............................................................................................. 33 ZONG Default Package .......................................................................................... 33 Achi SIM .................................................................................................................. 33 ZONG Family Pack ................................................................................................ 34
  • 2.
    After subscription ...................................................................................................34 12 Annay Package ................................................................................................... 34 50 Paisa / Call (8 Aanay) ........................................................................................ 34 Late Night Offer ...................................................................................................... 34 Free Package............................................................................................................ 34 ZONG Super Free Number.................................................................................... 35 Break Time Offer .................................................................................................... 35 ZONG Postpaid Packages .......................................................................................... 36 More Details.................................................................................................................. 38 ZONG Internet Packages ........................................................................................... 39 ZONG Mobile Internet Hourly package............................................................... 39 To use the service .................................................................................................... 39 Monthly Internet Packages ........................................................................................ 39 Monthly Internet Packages for those customers who want to download loads of data through out the month. ........................................................................................... 39 Daily Mobile Internet Package .............................................................................. 40 To use the service .................................................................................................... 40 Unlimited Internet Package ................................................................................... 40 To use the service .................................................................................................... 40 Mobile Network Portability ................................................................................... 41 ZONG SMS Packages....................................................................................................... 41 SMS Bundles............................................................................................................ 42 Daily Bundle ............................................................................................................ 42 Weekly Bundle ........................................................................................................ 42 Fortnightly Bundle .................................................................................................. 42 Monthly Bundle....................................................................................................... 42 20,000 SMS/15 Days ................................................................................................ 43 Value Added Services ....................................................................................................... 43 ZONG Special Offers .................................................................................................. 48 SUPER FREE NUMBER ....................................................................................... 48 Pakistan’s Best Daily SMS Bundle @ PKR2.50 + tax! ........................................ 49 Now Say It All and SMS It All – only with ZONG! ............................................. 49 Mobile Phone Offer................................................................................................. 49 The handset bundle offer consists of: .................................................................... 49 China Package ......................................................................................................... 49 SMS Offer ..................................................................................................................... 50 Student Entrepreneur Program ............................................................................ 50 Process .......................................................................................................................... 51 Why take up this offer? What are the incentives? ........................................................ 51 Quarterly Incentive ................................................................................................. 51 ZONG Blackberry .......................................................................................................... 51 Step into the world of BlackBerry with ZONG. ........................................................... 52 Models offered .............................................................................................................. 52 BlackBerry services ........................................................................................................ 53 BlackBerry Discount Offer .................................................................................... 53 Sales channels .......................................................................................................... 54
  • 3.
    Support..................................................................................................................... 54 ZONG InternetUSB card ................................................................................................. 54 MARKETING STRATEGIES.......................................................................................... 59 MARKET SEGMENTATION .................................................................................. 59 TARGET MARKETS ................................................................................................ 59 Target marketing strategy .................................................................................................... 59 POSITIONING .......................................................................................................................... 60 ZONG’s positioning strategy: ..................................................................................................... 60 DIFFERENTIATION ................................................................................................................... 60 Differentiation Strategy: ................................................................................................................ 60 CUSTOMER RELATIONSHIP ........................................................................................................ 61 Customer Relationship Strategy: ................................................................................................. 61 TOTAL MARKET ORIENTATION ................................................................................................... 61 COMPETITORS ........................................................................................................................ 62 Competitive strategy: .............................................................................................................. 62 MARKETING MIX ..................................................................................................................... 62 PRODUCT/SERVICES ........................................................................................................... 62 Strategy: ......................................................................................................................... 63 PRICE ........................................................................................................................... 63 PLACE ......................................................................................................................... 63 PROMOTION ................................................................................................................. 64 SALES PROMOTION & ADVERTISING...................................................................... 65 ZONG carried out content for Football lovers in the year 2010. ............................... 66 ZONG Football World Cup Application ...................................................................... 66 Content included in the application is as follows: ................................................ 66 Music Shows at Play Tv .............................................................................................. 67 Premiums ..................................................................................................................... 68 Free Gifts ...................................................................................................................... 68 12 months Minutes .................................................................................................. 68 Promotional Products: .................................................................................................. 69 SALES PROMOTION STRATEGY................................................................................ 69 ADVERTISING (& DEVELOPING AD COMPAIGNS) ........................................... 69 ADVERTISING BUDGET ...................................................................................... 70 ADVERTISING STRATEGIES ................................................................................ 70 ADVERTISING MEDIA............................................................................................ 71 Print Media .............................................................................................................. 71 Broadcast Media ..................................................................................................... 71 Display Media .......................................................................................................... 71 Online Media ........................................................................................................... 72 Events ....................................................................................................................... 72 AD SHOOTS ........................................................................................................... 72 SWOT ANALYSIS ......................................................................................................... 76 Strengths ........................................................................................................................... 77 Weaknesses .................................................................................................................. 79 Opportunities............................................................................................................... 80 Threats ......................................................................................................................... 82
  • 4.
    BCG .................................................................................................................................. 86 Detail of company and products: .................................................................................. 87 BCG matrix ............................................................................................................. 87 Conclusion ....................................................................................................................... 88 Recommendations ........................................................................................................... 88 References
  • 5.
    Objective of Studyingthe Organization  To observe the Marketing Management system of the organization and its result on Market Share to boost up the sales volume, revenue and quality services.  To observe the relationship between workers and management and these people cooperate with each other.  To check the practical implementation of theories and concepts, studied in my MBA course.  To compare the theoretical knowledge with practical situations to find out the compatibility between current theoretical situation & practical situation.  To get the practical experience & knowledge about Marketing Management from ZONG.
  • 6.
     To findout the weaknesses of the organization’s Marketing Management Process & System and to provide recommendations and suggestions to improve the Marketing System as an employee of this company. BRIEF HISTORY/BACKGROUND OF PAKTEL (ZONG) Paktel was a mobile telecommunication company in Pakistan. It was the first ever company granted license to carry out cellular phone services in Pakistan, set up by Cable & Wireless. It carried out AMPS services until 2004, when the company launched GSM services as well. Its main competitor emerged in late 1990s as Instaphone and soon began to dominate the market. However after the launch and rapid success of Mobilink in 1998, both services lost market share. In 2003, Millicom Corporation, who at that time were majority owners of Instaphone, bought Paktel. Millicom installed a new management team headed by John Tumelty, former CEO of Instaphone, and Chief Financial Officer David Ordman. In January 2007 Millicom sold Paktel for $284 million to China Mobile.
  • 7.
    HISTORY OF CMCC (CHINAMOBILE COMUNICATION COMPANY) 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 MountEverest. 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
  • 8.
    chance to makea 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 international market 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 World in terms of network scale and the customer base. The total number of customer had exceeded 240 million. MISSION STATEMENT “To be the leading mobile operator of Pakistan by continuously innovating and offering exceptional quality services; to be a good corporate citizen and envoy of friendship between China and Pakistan”
  • 9.
    VISION STATEMENT Making CommunicationExciting We will; Conduct ourselves with integrity and live our Company Principles Deliver continuous innovation and exceptional quality services Foster an internal environment of innovation, collaboration, and trust In so doing, CMPak will become our customers’ partner of choice, our industry’s employer of choice, and our share holders’ investment of choice.
  • 10.
    Core Value Responsibility makesperfection Our Five Key Values Trust Worthiness Respect Responsibility Communicate openly Team work
  • 11.
    Guiding Principles ofZONGers ZONGers take responsibility for QUALITY… ZONGers deliver CUSTOMER satisfaction… ZONGers act with INTEGRITY in all we do… ZONGers value EACH OTHER… With responsibility comes perfection… ZONGers regard our SUPPLIERS as essential team members…
  • 12.
    Board of Directors CEO ------- Chin Lee COO ------- Zafar Usmani CIO ------- Sajid Mehmood CFO ------- Xin Jee CTO ------- Xu Li Wong CMO ------- Salman Wasay Director HR ------- Wo Jang Director CS ------- Baber Bajwa Director IT Projects ------- Shahid Rauf Director IT Operations ------- Kashif Jan N M CS ------- Nabila Yazdani N M CC ------- Salman Wajid ZONG Environment
  • 13.
    CMPak is adynamic organization with an equally empowering culture that allows people to make the most of their skills, personality and career. As a company it delivers solutions that drive business value, create social value and improve the lives of every customer (internal and external). CMPak is a place where employees gain help in developing their capabilities and are recognized and competitively rewarded for their performance. All employees at CMPak have a right to offer input and be involved in helping their team grow. Creating a work environment in which employees can improve their minds, continuously learn, gain professional growth and feel inspired by similarly motivated individuals is fundamental at CMPak. In turn, CMPak expects that employees share vision of company, team and individual growth and that employees will strive to make a difference every day. This exemplifies CMPak’s commitment to people. BUSINESS PHILOSOPHY Business philosophy is based on: Solid commitment to growth. Consumer convenience. No compromise on quality. Connectivity with reliability. BRAND IDENTITY Zong is similar to the “Zhong” of Zhongguo (China) in pronunciation; “Z” means correcting morality and nourishing people. “O” illustrates that when we part our lips into the sharp of “O”, we can scatter our voice into every corner of the World. “N” shows the new brand in close proximity with customers. The “N” is the initial of the Chinese greeting (Nin Hao/Ni Hao, which means Hello!). The “N” is more representative of “need”, Zong is conscious of people’s needs and regard satisfying them as responsibility. The “G” proclaims China Mobile’s ambition and determination towards globalization.
  • 14.
    Sales Volume andTrends As per latest stats issued by Pakistan Telecommunication Authority, cellular subscribers in Pakistan are about to hit 92 million mark. There are total of 91,978,760 were reported as of April 2009. Month of April showed an upward trend with .06 percent growth which is second highest since November 2008. Zong stood first by capturing most customers in April 2009, while all cellular companies collectively added 536,419 customers. ZONG’s Achievements ZONG started with an inherited subscriber base of less than 2 million. The brand image of the previous company was at rock bottom. It was a mammoth task to first build the right team and then develop systems and structures that would make the magic happen. It was just as if we built the whole theme park with our hands and then sat on the roller coaster for the ride of a lifetime to see the over whelming response from Pakistan. The company was launched on 7th April and within record time of 19 days; the company had its first million new subscribers. ZONG had gripped the nation in frenzy and its subscriber base kept on
  • 15.
    growing at atremendous rate. Its credit goes to each team member in every department that worked hard to manage the complexities of such high growth and delivered their best to keep the customers satisfied. Today ZONG have more than 5.5 million satisfied subscribers that are giving us healthy revenues. ZONG currently caters for international roaming to more than 190 live operators Worldwide and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Arab Emirates, Russia, USA, Netherlands, Maldives, Kuwait, Afghanistan, Turkey and Malaysia with lowest rates, featuring no security deposit and activation charges. GPRS roaming facility is available with more than 59 Live Operators Worldwide. The Company has also been providing best ever cellular services in Azad Jammu & Kashmir and the Northern Areas. OPERATING PERFORMANCE and PROFITABILITY ZONG’s operational performance has been very encouraging. Despite the stiff competition in Pakistan telecom market which has led to reduction of prices to bare minimum level, Zong’s had showed growth of 220 per cent followed by Ufone’s 46 per cent. Moreover, Zong’s contribution to Rs. 30 billion growth in the industry was approximately 20 per cent of the total increase in revenue, a remarkable achievement for the newest entrant in the market. The total revenue for 2007- 2008 was Rs. 182,122 billion, while the next year 2008-2009 generated revenues of Rs. 212,423 billion for the telecom industry.
  • 16.
    Zong started itsoperations in April 2008 and in a short period of time, it has become the most aggressive player in the market. This aggressive stance is reflected in the rapidly increasing subscriber base and the revenue achievements. In comparison to Zong’s 20 per cent contribution to the change in industrial revenue, older players like Mobilink and Warid contributed 11 per cent and 8 per cent respectively. The PTA report alludes to the fact that in telecom industry it is not the length of time that an operator has been functioning. Telecom clients look for affordable packages, reasonable tariffs, and interesting offers on various sets and so on. The Chinese company’s 220 per cent growth in one year demonstrates how innovation in the telecom sector pays enormous dividends in a very short time. Part of the reason for the escalating growth of the sector is of course the ingress of new technology. ORGANIZATIONAL STRUCTURE An organization structure is designed to clarify “ who is to do what tasks and who is responsible to do what tasks and who is responsible for what results; to remove obstacles to performance caused by confusion and uncertainty of assignment and to furnish decision making and communications net works reflecting and supporting enterprise objectives. The organizational structure of CMPAK is as follows.
  • 17.
  • 18.
    CMPAK Salles &Customer Serviice Center Hiierarchy CMPAK Sa es & Customer Serv ce Center H erarchy Faiisallabad Hierarchy ((Regiionall Head Offffiice C--IIII)) Fa sa abad Reg ona Head O ce C
  • 19.
    Faiisallabad Salles &Diistriibutiion Department Hiierarchy Fa sa abad Sa es & D str but on Department H erarchy
  • 20.
    Faiisallabad Offffiice Departmentwiise Hiierarchy Fa sa abad O ce Department w se H erarchy
  • 21.
    MAIN OFFICES Serial Region CSC Pviot Label Adressess 19-20/2 B/2 Auto Bhan Road Near Petrol Pump, Hyderabad Railway ECSL, 1 South CSC Hyderabad CSC Hyderabad 1 shop # 05 Gulshan-e-Iqbal Opposite 2 South CSC Karachi Gulshan CSC Karachi 1 Batul Mukaram Masjid S.A 16, 17 & 18, Plot # FL 17, Block 5, KDA Scheme 5, 3 South CSC Karachi Clifton CSC Karachi BB Clifton Karachi. Shop # 421-422.C Minara 4 South CSC Sukkur CSC Sukkur Road Sukkur
  • 22.
    CMPAK Office NearFayyaz 5 South CSC Quetta CSC Quetta 1 Lab, Jinnah Road- Quetta Near Traffic Police Office, 6 Central I CSC Gujranwala CSC Gujranwala 1 GT Road, Gujranwala Euro Heights GT Road 7 Central I CSC Gujrat CSC Gujrat 1 Gujrat Big City, Shop No G 59 & 60. 3-E-2, Mian Boulevard. 8 Central I CSC Lahore CSC Lahore 1 Gulberg III ZONG Customer Service Center, Plot# 1 Mcload Road 9 Central I CSC Lahore Railway Station CSC Lahore 2 opposite Metro Hotel Lahore 511/BVII, Jail Road, Civil 10 Central I CSC Sahiwal CSC Sahiwal 1 Lines. Sahiwal Shop No. 17, Aziz Shaheed 11 Central I CSC Sialkot CSC Sialkot 1 Rd. Sialkot Shop# 48 & 49, Block 1- 12 Central II CSC DG Khan CSC DG Khan 1 Azmat Road-DG Khan Lucky Plaza, 213 Main 13 Central II CSC Faisalabad CSC Faisalabad 1 Susan Road. Faislabad Parhar Plaza, Railway Road 14 Central II CSC Sargodha CSC Sargodha Sargodha Multan Arcade , Main 15 Central II CSC Multan CSC Multan 1 Katchery Road Multan Abbotabad Business complex, Supply Bazar, 16 North CSC Abbotabad CSC Abbotabad 1 Manshera road- Abbotabad CMPak Office Jinnah 17 North CSC Islamabad CSC Islamabad 1 Avenue Blue Area Islamabad ZONG Customer Services Centre, Empire Plaza, near 18 North CSC Jhelum CSC Jhelum 1 Ladi’s Mart, Machine Mohallah #3, Jadda Road,
  • 23.
    Jhelum Plot # 07, Survey number 19 North CSC Mardan CSC Mardan 1 128, Mall road- Mardan Burjaman Centre, University 20 North CSC Peshawar CSC Peshawar 1 Road, Peshawar Plot # 7, 8 ,9 Bank Road Rawalpindi (Old Dixy 21 North CSC Rawalpindi CSC Rawalpindi 1 Chicken) Plot # B130, B block- 22 North CSC Rawalpindi Satellite Town CSC Rawalpindi 2 Satellite town- Rawalpindi Shaheen Hotel, Airport Road 23 North CSC Gilgit CSC Gilgit Gilgit Marketiing Department Hiierarchy Market ng Department H erarchy
  • 24.
    Number of EmployeesWorking in Marketing Department
  • 25.
    Basically there arethree wings in marketing department of ZONG. One wing (Under the supervision of Manager Value Added Services) deals with the Value Added Services whereas other two wings deals with Product Planning & Product Segmentation for customer lifecycle management and Marketing/Product segmentation. These three wings are running under the supervision of Director Marketing Mr. Salman Wassay. There are total 70 employees in marketing department. 12 are working in the Faisalabad region including corporate and commercial wings. Besides these three wings, ZONG has various regional offices in various regions of the country. Regional offices are in Faisalabad, Lahore, Karachi and Islamabad Marketing Operations Each of the division in marketing department has assigned its respective staff to perform marketing duties. My study was on Trade Marketing. Operations relating to this department are as follows. ZONG has deputed its marketing and relationship staff i.e. Trade Marketing Executive at branch level. The basic function of TME is marketing of Services and products offered by ZONG. In addition, to complete documentation of applications received with updated follow up for proper utility of funds and recoveries of finance.
  • 26.
    They perform dutiesof marketing and operations as follows;  Field Work In field work TME works as a Marketing Image Builder, visits different areas for marketing purpose, different methods are used for this purpose as follows; 1- By participating in local events 2- Arranging events and retailers meetings locally 3- By installing banners and posters at public places It is also included in fieldwork of TME to prepare feasibility report of banners productions and continuous visit for proper banners installation by vendor and financial matters.  Office Work TME prepare documentation from receiving of funds to disbarment of vendor. Proposal is prepared by TME that is recommended by him and branch manager. Application is then forwarded to Regional Office for sanctioning, which return to branch to provide facility to applicant. FUNCTIONS OF THE MARKETING DEPARTMENT Marketing Strategy ZONG is the market leader in service sector. ZONG always tries to capture the maximum share of the market. At corporate level its grand strategy is growth. To achieve it with
  • 27.
    their marketing departmentdevises the strategies, which are all aggressive to capture the market share? They bring innovative changes in their products / services quality. They forecast very early as compared to their competitors. The company’s reach to customers is very good and appropriate to their needs. They educate the customers about their services and products range. They also believe that in customer service, and for this purpose, they work hard to provide maximum service to their customers. Due to this reason, their customers are very loyal to them. Marketing department also devices strategies to overcome the PEST of the country. ZONG is good for his employees, and provides maximum facilities to his employees, which are helpful in dealing with customers. They always use a pull strategy, the advantage is that customers himself try to get its quality products. Product Planning, Development and Management Product planning, development and management are generally considered a strategic issue. Product planning is about identifying new product candidates, gathering market requirements determining business-case and feasibility, product life cycle consideration and detailed product planning. ZONG under its planning department collects the input information including internal (Relationship Managers, Branch Managers & Customers) as well as external resources (Market Analysis, Competitors). The planning department then refines the product ideas and new packages are then developed keeping in context the above mentioned requirements along with user needs and market competition. For example, new package naming Location Based Charging was introduced keeping in mind the need of long on net Billing Free calls 24 hours from
  • 28.
    specific cities/villages/remote areasto any location in Pakistan. This type of package has been first time introduced in telecom setup on daily and monthly basis. The main features of the package were to equip the customers with long free on net calls and daily free sms to any network comparatively at lower rates and easy conditions. After having the new packages approved, the line management ensures that the product has been launched with appropriate measures like implementation, management, marketing, hitting the targeted areas and response from the customers. Pricing Strategy All profit and many non-profit organizations must set price on their Prices for their products and services. Price is the amount of money charged for a product or services on sum of all value that consumer exchange for benefit. Price has been the major factor affecting buyer behavior. ZONG charge in shape of recharge on its different services and products keeping in view internal and external factors. ZONG has set its prices which is directly link to its market competitor price and PTA’s basic pulse charging so that with increase and decrease of price in market ZONG will change the rates accordingly. Distribution Strategy Being a telecom service provider, the company involved in direct marketing through its different branches to approach consumer directly. Promotional Strategy
  • 29.
    ZONG is usingfollowing sources for communications. Personal visit to the customers Customers visit in ZONG Print media, Faxes, Telephones, Mail, Websites, on air Broadcast etc. Personal Visit to Customers On the invitation of customers the marketing personnel of ZONG visit to the customers, in this type of visits one to one discussion on every matter is clearly possible with customers. Customer’s Visit in ZONG On the invitation of marketing staff, the customers visit ZONG and watch our system and procedure that is really help for them to understand our organization’s position. Faxes, Telephone, Websites, e-mail etc. As every body knows that the faxes, telephones, courier, emails & websites used as a fast communication media. Therefore, the marketing staff of ZONG also used these media to communicate with their customers. Print Media
  • 30.
    The print mediahas also been used by ZONG as a promotional tool. CRITICAL ANALYSIS OF THEORETICAL CONCEPTS RELATING TO PRACTICAL EXPERIENCES. Theoretical concepts are entirely different from the practical experiences. Theoretical concepts only give the knowledge of the concerned matter where as in practical field some times deviation is imperative from the theoretical rules and regulations to accommodate the customers and to enhance ZONG business. All theoretical concepts and theories are not applicable in their original form in practical life and some necessary amendments and deviations become unavoidable. During the period of my job at ZONG, I have found following strengths and weaknesses with relation to bookish and practical studies. Success and Failure of Some Products Some products like Postpaid is at decreasing way of sale due to following major reasons a. Un appropriate segregation of Free Minutes b. Certain promotions like prepaid are not offered c. IDD calls are not allowed at low security deposit d. User friendly billing format is missing That is why some products which are offered by ZONG in telecom sector are not in practice or useless due some complications i.e. procedure and geographical differences.
  • 31.
    Major Competitor Being aservices organization ZONG is facing the competition of other telecom operators and PTCL. However, the major competitors relating to product offering and distribution channels are sharing business of ZONG. e. Mobilink f. Telenor g. Ufone h. Warid Telecom Future Prospects Until recently ZONG perceived as purely services entity so in order to expand its business ZONG may starts investment in mobile phone manufacturing for handsome return. ZONG should establish its branches in foreign countries, through it; it can have world recognition and can expand its business a lot, and can enhance its market, share and profit. The ZONG can enjoy handsome return by investing in money transfer network nation wide. So it will enable it to establish name recognition in the market. Despite of less service of ZONG people still come to ZONG because of its China Mobile ownership as they feel its getting more market day by day due to its increasing coverage and also can compete its competitors with positive steps.
  • 32.
    It can establishspecial services for Pakistanis living abroad in order to facilitate the local customers. ZONG should lead the market by launching 3G services in Pakistan. In order to facilitate the nation the ZONG can play an important role in the development of the following sector. Environment Education Health care Sports PRODUCTS and PACKAGES
  • 33.
    1. ZONG PrepaidPackages ZONG 45 ZONG 45, the new pre-paid package of ZONG which offers lowest call rates in the industry, with calls at 45 paisa only per 20 seconds at every network any time in 24 hours. ZONG 65 ZONG 65, the new pre-paid package of ZONG that delivers 100% on economy and guarantees lowest call rates to any network in Pakistan. Means: 65 paisa per 30 seconds at every network any time in 24 hours. Aik Second Packages Make call for just 4 paisas per second at every network any time in 24 hours! ZONG Default Package ZONG 80 Paisa Package per 30 second every network any time in 24 hours with the edge of cheaper GPRS rates in any package. Achi SIM ACHI SIM brings with it the choice of favorite number that can be bought from any shop nearby and get 300 minutes free airtime of worth Rs: 450 for the whole year which makes 25 free minutes per month plus 1 Ring tone, 1 Wall Paper and 1 CRBT Free.
  • 34.
    ZONG Family Pack Nowset yourself free from worries about your mobile bills, minutes, charging intervals, balance, late night hours, Day time hours, offer hours, non-offer hours. After subscription A calls B for free A calls C for free B calls C for free B calls A for free C calls A for free C calls B for free ZONG now brings ZONG Family Pack. By which you, your friends or your family can talk to freely without worry about how long you call and how much its going to cost. Now dial 930 and set yourself free. For example there are three ZONG prepaid subscribers called A, B and C. A can subscribe to ZONG Family Pack by dialing 930 for a monthly charge of PKR 799+tax. 12 Annay Package Talk for an entire hour - any hour, for only Rs.4.99 and for the first time in Pakistan you can change the hour everyday by your own choice. 50 Paisa / Call (8 Aanay) People claim of simplicity and yet give you half the truth. Only ZONG gives you the full truth at half the price. Now make calls to any other mobile network for 8 aanay only. Late Night Offer ZONG presents “Late Night Offer” which now allows ZONG subscribers to make unlimited number of On-net calls for as long as they want as many times as they want between 12:00am to 07:00am. Free Package Choose Unlimited favourite ZONG numbers and call from midnight to 7am - absolutely free! This is a limited time offer, so rush now before you miss the deal of a lifetime!
  • 35.
    ZONG Super FreeNumber That special someone deservers something special. Now call on your one special number 24 hours - for free! Dial 908 from your ZONG connection for details. Break Time Offer For the first time in Pakistan, ZONG offers you the benefit of calling your friends and family freely during daytime. Daily from 12:00pm to 02:00pm and from 12:00pm to 04:00pm on Fridays at Rs: 3.99 +tax/hour. o Scratch Card Denominations & E-Top Up o Scratch Card Sr. No Card Amount Validity 1 100 02 Months 2 300 03 Months 3 500 06 Months 4 1000 12 Months o E-Top Up
  • 36.
    ZONG customers cannow recharge their account with the minimum amount of just Rs: 10 PKR to maximum Rs: 10000 PKR in a day trough ZONG E-Top Up facility available at their nearest mobile shops/retailer nation wide. o World Wide E-Top Up through (http://www.eztop.com) ZONG once again brings in a prodigious juncture for its customers to enjoy and garner the benefits of international top up solution. With Ezetop you can top-up online and for those living or working abroad to instantly top-up mobile phones of family and friends back home. In many instances, people living abroad can reminiscent their beloveds in Pakistan (ZONG customers) about how much they care by sending a small gift in the form of recharge / balance. Ezetop has over 80,000 retail outlets in North America, Europe, Asia & the Middle East. Process The relatives and close friends of ZONG Subscribers need to visit their nearest Ezetop retailer from where they can manually give the teller the phone number of ZONG Subscriber to be recharged along with the payment in cash or any other method. The same process can also be found online by registering for free at www.ezetop.com ZONG Postpaid Packages
  • 37.
    Nation-wide Tarrif Line Rent(Rs) 100 300 600 1200 2000 On-Net (Rs.) 0.5 0.4 0.35 0.3 0.2
  • 38.
    Off-Net (Rs.) 0.75 0.75 0.7 0.65 0.65 PTCL (Rs.) 0.75 0.75 0.7 0.65 0.65 FNF (Rs.) 0,4 0,3 0.2 N/A N/A FNF Numbers 5 5 5 N/A N/A Spouse Number (Rs.) N/A N/A N/A Free Free Free SMS (On & Off Net) 20 20 20 150 300 SMS Rate (Rs.) 0.5 0.5 0.5 0.5 0.5 VPMN (Rs.) 0.25 0.25 0.25 0.25 0.25 MMS Rate (Rs.) 3 3 3 3 3 GPRS/ MB 15 15 15 15 15 Unlimited SMS (Rs.) 90 90 90 90 90 Refundable Security Deposit 600 1000 1500 2500 4000 Free Minutes Free Minutes Break Up 100 300 600 1,200 6,800 On-Net 60 180 360 720 6,000 Off-Net 20 60 120 240 600 -PTCL 20 60 120 240 200 More Details 30 Sec billing The charges are inclusive of the interconnect charges Free minutes will be calculated on per minutes basis 5 FnF (on-net only) numbers are also available on 100, 300 & 600 package FnF addition charges will be Rs 15 for each addition For FnF Addition / Modification dial 1313 from your Mobile Spouse number will only be applicable on Rs 1200 & 2000 price plan with zero charges Spouse number can be added / changed once in a month Free Minutes on 1200 & 2000 package are exclusive of Spouse number
  • 39.
    Spouse number canbe added by calling our help line or visit our Customer services centre or by using Zong E Care: http://ecare.zong.com.pk Rs 2000 LR package will have 6800 free minutes in total, 6000 minutes will be On-Net with a daily cap of 200 Minutes (Fair usage policy) The first 200 minutes of the day will be charged at Rs 0 after which charging will be done at On- Net Airtime rates i.e. 0.2 per 30 sec Unlimited SMS Bundle can be subscribed by sending a SMS “Sub” to 700 You can send unlimited SMS by subscribing to the SMS bundle. SMS Bundle subscription will remain valid till your bill date. Daily SMS limit is 500 after which you will be charged as per your tariff 2. ZONG Internet Packages ZONG Mobile Internet Hourly package Internet was never this economical and easy. In just Rs. 15/hour surf all you want and whenever you want! It is really that simple liberty of plain and real flat time based charging. With the hourly package on ZONG Mobile Internet the customers can avail a charging unit of only Rs. 0.25/min+Tax. ZONG is committed to offer such packages for customers because it knows what its customers wants, so ZONG has presented the market with an opportunity to just grab their cell phones, sit back, relax and experience the true spirit of the internet with ZONG hourly based Internet package. To use the service Just dial 905 from your ZONG connection and get connected! Packages Voice Package plan Cost per min Zong Per hour Prepaid & Postpaid Rs. 0.25 o Monthly Internet Packages Monthly Internet Packages for those customers who want to download loads of data through out the month.
  • 40.
    Dial 905 foractivation. Package Pre paid: Rs. 400/ Month + tax 4 GB Data Free Pre Paid: Rs. 200/Month + tax 2 GB Data Free Pricing Daily Mobile Internet Package ZONG has introduced the only daily mobile internet package of Pakistan. Daily Mobile Internet Package is a spectacular Mobile Internet offering that keeps ZONG customers entertained 24/7. After rocking the market with its Hourly Mobile Internet Package, ZONG is back with an outstanding package for all our internet users; ZONG Daily based Internet package. Internet was never this economical and easy. In just Rs. 5/day ZONG customers can surf all they want and whenever they want! It is really that simple; the customers can use the first 60 minutes any time during the day without any additional charges. To use the service Just dial *906# from your ZONG connection and get connected! Flexi Minutes Can be Charges after Flexi Activation Charges Daily charges used any time during minutes the day Rs 10+ tax * Rs 5 60 Rs 0.25+tax Unlimited Internet Package Unlimited Internet Packages for those customers who want to download loads of data, ZONG offers its customers the first Unlimited Internet Package that they will simply love. To use the service Dial 905 for activation. Package Postpaid: Rs. 400/ Month + tax Pre Paid: Rs. 999/Month + tax Pricing
  • 41.
    Mobile Network Portability Mobile Number Portability or MNP is an ability to retain an existing mobile Subscriber number along with Operator code while shifting connectivity from one Operator to another Operator; in general it is a circuit-switch network service provided by the Cellular or Fixed Line Operators to the consumers with the ability to change service providers, locations, or service types without changing their telephone numbers. o ZONG SMS Packages
  • 42.
    SMS Bundles ZONG’s latest SMS Bundles gives its customers the freedom to choose from a variety of SMS packages tailored to suit their budget and needs. ZONG offers a diverse range of SMS Bundles for its valued customers keeping their needs in mind. From Daily to Weekly to Monthly and much more, ZONG has the package best suited for its users. The customers can now select the perfect package custom- made to fit their lifestyle and usage trend while keeping the affordability in check. Now remember to Say It All with ZONG! Daily Bundle 500 SMS & 100 MMS for whole day only for Rs. 3.99. On exceeding 500 SMS, additional SMS to be charged as per tariff plan. This bundle would be valid for 1 day only. Weekly Bundle 1000 SMS for whole week only for Rs: 10. On exceeding 1000 SMS, additional SMS to be charged as per tariff plan. This bundle would be valid for 7 days only Fortnightly Bundle 500 SMS / day for 15 days for only Rs: 50. On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan. This offer would be valid for 15 days only. Monthly Bundle 500 SMS / day for 30 days for only Rs: 80. On exceeding 500 SMS a day, additional SMS to be charged as per tariff plan. This offer would be valid for 30 days only
  • 43.
    Package Just SMS <sub> to 700. The customer would receive an SMS asking him to choose from the following bundles – send a reply with 1 for daily, 2 for weekly, 3 for fortnightly, 4 for monthly. Pricing To unsubscribe, SMS <unsubscribe> to 700 20,000 SMS/15 Days ZONG presents fifteen days based SMS Package to its valued customers during which they can SAY IT ALL with the 20,000 SMS at any network in Pakistan in only Rs: 149 + tax. Package Just SMS <sub> to 701. The customer would receive an SMS giving confirmation about your package activation Pricing To unsubscribe, SMS <unsubscribe> to 701 o Value Added Services
  • 44.
    ZONG is offeringthe following Mobile Products (Value Added Services) and promotions. Handsets Supporting Polytone-Truetone- Wallpaper PRING 100 CALL ME BACK
  • 45.
    102 Fun pursuit 1020 ARTIST OF THE WEEK 1022 Mobile Content 11 ZONG Yaari Call 121 Chat Line 1311 INBOUND ROAMERS INFO SERVICE 1350 Sports Portal 13th May 2010 Zong_T20 Semi Final Draw 1700 SONG DEDICATION 199 Secret Inbox(EXPIRED) 2112-Events Notification Service 2255-ZONG Fantasy Football (New) 230 Dial Tunes (old name Hi tunes) 258 Zong Content Club 26657 ZONG AUDIO BOOKS 275 ZONGOPEDIA (EXPIRED) 3223 FACE BOOK ZONG Status and Notification 310 Zong Portal Alerts 323 Zong Zone 343 TakeOne 383 Group SMS 383 Group SMS- Corporate Group SMS 400 USB INTERNET CARD 404 ZONG VIDEO CARDS 426 Cricket Commentary 433 IDD Bundle Offer 444 MOBILE MUSIC CHANNEL 444 and 505 444 Mobile Music Channel Bundles 444 Mobile Music Station (GANA KHAZANA) 444 PLAYLIST SHARING 4544 REGIONAL IVR PORTAL 456 SMS Mobile Directory 462 Love Calculator 484 MOBILE HUG 500 Azan-on-Phone 522- Location Based Charging Chitral 522-LBC in Gujrat-Shiekhpura-Sahiwal-Burewala- 522-Lahore Unlimited Offer Rahim Yaar Khan-Sadiqabad-Jhang-Sukkur 522-Location Base Charging Launch in Jampur & 522-Location Based Charging in Kasur-Daska- Jaranwala Kamalia-Pir Mahal-Bhakkar-Yazman-Duniyapur 525 Cricket Crazy 525 Instant Messenger 525 Ludo 543 Anonymous SMS (EXPIRED)
  • 46.
    588 Valentine Services(ZongScene On Ha) 596 ZONG GAMERS DEN 600 Mobile Music Channel Application 6245 Zong Mail Service 6288Zong Ramadan Services 633 VIDEO ON DEMAND 6633 Zong UEFA Glimpses 667 Mobile Number Portability 668 SMS TO 668 674 MCODE 700 Agricultural Portal IVR 700 704 - Zulu SMS Bundle @2.50 707 Monthly Info Services 7755 Info Services 777 Cricket 777 Info Services 777 and 747 Content Download 786 Islamic Corner 788 ZONG ISLAMIC SERVICES 838 SMS BUDDY CHAT 888 Voice Portal 900 Flexible Happy Hour 905 Mobile Internet Packages & activation 911 RESCUE 919 Zong Ramadan Offer 987 Email 2 SMS 999 YAARI LOAD Aik Sim Rozana Inaami Scheme Bengal Bundle Offer Book Your Number Book Your Number (OLD) CRBT Application Service CRBT CS Update CRBT SONG LIST CRBT for Specific Number CS Update- Football World Cup VAS 2010 CS Update-launch of Zong Portal Aug 20- Detail CSC Lucky Draw Campiagn of Menu Cell & LAC ID's For All Zong Location Based Christmas Dial Tunes Charging City List for Azan on Phone VAS Content Category Structure for CRBT Application Content Download Handset_Compatibility_List Corporate Hierarchy SMS Service
  • 47.
    Cricket Crazy ApplicationUser Guide Cricket Series Pakistan and Newzealand Daily GPRS Package Info Customer Lifecycle Management Recharge Dormant Consumer Promo E Care E-billing on website Film Raavan's Music Content GPRS Treasure Hunt Hajj Promotion Handset Bundle Offer OLD FAQ's Handsets Blocking ICC Champions Trophy Schedule 2009 ICC Champions Trophy services Incoming Call Screening Service International Topup - Ezetop Info List of Supported Devices for Cricket Crazy KehDo Message Application MMC Application Activation Campaign KPO MNP Campaign Mobilink Jazz 24 Hours Offer VS Zong Offer NEW GPRS Packages NOISY DIALTUNES LIST New Zong Website New unlimited SMS Bundle Offers PACKAGES BTO Friday offer Personality-Tests Short Codes SportInfo-DeviceList Steps to select dialtunes from website USSD Menu Complete 310 Ufone 2 Re SMS bundle offer VS Zong SMS UTILITY BILL PAYMENT SERVICE Bundle Offer Un-subscription of LBC from CRM (Newer) Unmapped New HBO numbers Voice Bundle offer Winners GPRS Treasure Hunt ZONG BALANCE REDEMPTION SERVICE ZONG CRICKET CRAZY APPLICATION ZONG Mobile Phone Offer ZONG RAMADAN SERVICES- Quiz
  • 48.
    ZONG_Prize_Bond_Draw_Intimation_Service ZonG Dynamic SIM Tool Kit Zong Handset bundle offer Zong Mail - SUpported Handsets list Zong Mobile Offer at CSC Zong T20 Quiz o ZONG Special Offers o SUPER FREE NUMBER “That special someone deservers something special. Now call on your one special number 24 hours - for free!” That's right, Now ZONG customers can literally talk their heart out 24 hours a day everyday to that special someone - all for FREE! Product Monthly subscription Rs500+Tax This offer is for ZONG Free Package for ZONG to ZONG calls only Pricing Dial 908 for package conversion & special number selection / modification The customer can also subscribe through SMS by sending sub<space>free<space><mobile number> to 908.
  • 49.
    o Pakistan’s BestDaily SMS Bundle @ PKR2.50 + tax! ZONG now introduces its latest SMS Bundle – Pakistan’s Best Daily SMS Bundle @PKR 2.50 + T. To subscribe dial *704# from your mobile. Now Say It All and SMS It All – only with ZONG! Product 500 SMS for whole day for only Rs 2.50 + T On exceeding 500 SMS, additional SMS will be charged as per tariff plan Pricing This bundle is valid for 24 hours only. Mobile Phone Offer ZONG now brings to you its handset bundle offer at a revolutionary price. You can now get the ZONG handset bundle offer for just PKR 1,649. The handset bundle offer consists of: ZONG Handset SIM (PKR 80/month credit for on net calls) Stylish and Sleek Handset with 6 months warranty Unlimited SMS/MMS for one year The handset has other features such as, GPRS, FM Radio, Torch and Urdu Language Support. So choose the ZONG Handset Bundle Offer to “Say it all”. These handsets are available at all ZONG Customer Service Centers and Franchises. China Package ZONG has presented best packages to make calls to China. ZONG customers can choose two offers within ‘China Value Pack’ or ‘China Smart Pack’. To subscribe to these packages customers can dial 138 and choose English or Chinese language to proceed with the IVR. The details of the packages are as follows. China Value Pack Amount Minutes PKR/Min Taxes After Tax Actual Rate
  • 50.
    China 500 500 250 2 87 413 1.65 China 1000 1000 600 1.67 174 826 1.38 China Smart Packages Voice Price Price Per Min. 1.67 Price Per Pulse (3 Mins.) 5 SMS Offer The subscribers of any China package will get a discount offer on SMS to China which will be charged PKR 1.5/SMS, compared to the regular rate of PKR 5/SMS Student Entrepreneur Program For the first time in Pakistan ZONG has established a concrete earning opportunity for students. If you are currently enrolled in a university program and you want to earn a decent pocket money then ZONG has an amazing solution for you. Most education institutes in Pakistan would be a part of this program through the appointment of ZONG’s Ambassadors, specifically in cities where Customer Service Centers are operational. These ambassadors will be required to have sufficient knowledge about ZONG and all of its products to create awareness among students by not only offering them to migrate to ZONG’s network but also by offering different products like New Activation and Balance Recharging on a currently owned ZONG connection. In return, each new student/customer will increase the ambassador’s earnings. These Ambassadors will become a part of the ZONG Family with only a small deposit of Rs. 1000. In return they will get one free good number, 5 ZONG Non-Personalized (NP) Sims, a telesales Sim through which they will personalize NP Sims & sell a customer’s desired number, and a Miniload balance worth Rs. 150 (The stated items are worth Rs.1000). In addition, this ambassadorship will add great value to your Resume as this would give you hands on sales experience.
  • 51.
    Process Interested applicants canget themselves registered as ZONG Ambassadors by filling an online form (link given below) or getting themselves registered at their respective Customer Service Centers. On confirmation and issuance of ID, ZONG’s Ambassadors would get their first issuance through their respective Customer Service Center. ZONG’s Ambassadors can offer the following services. Sell New Connections (via Telesales Sim) MNP (change to Zong’s Network), MNP SIMS will be delivered Free of Cost Miniload (balance top up) Why take up this offer? What are the incentives? Zong has come up with an exceptional incentive plan which would not only lead to recovering the initially spent Rs. 1000 but also make more than 100% profit on sales. Quarterly Incentive After every three months each ambassador will be awarded bonuses depending upon the sales volume of all above mentioned items. Selected Student Entrepreneurs will be trained and briefed by Zong representatives at Customer Service Centers. All Zong subscribers who have not used their Zong SIM since 1st August qualify for this campaign ZONG Blackberry
  • 52.
    Step into theworld of BlackBerry with ZONG. The BlackBerry solution by ZONG will connect you to customers, colleagues and information while on the move. Business and personal tasks can be performed directly from one’s BlackBerry handheld which is synchronized with one’s laptop, official computer or even to one’s web mailbox. BlackBerry solutions are specially-tailored to provide you a winning edge over the accomplishments in your life and the achievements yet to come your way. From entertainment to travel plans, business news to personal finance or personal productivity, BlackBerry smartphones mobilize all areas of your day-to-day life. It is a time-tested technological excellence, which provides individuals and corporate identities on-the-go solutions while enabling them to remain connected to their loved ones, business ventures and information within Pakistan and around the globe at particular locations. With BlackBerry services from ZONG, you can enjoy a breakthrough push-based email solution, which helps you access your personal and/or official information while roaming locally and globally at specific locations. Moreover, it offers you the privileged service of Instant Messenger, email access with attachment facility and amazing surfing experience through exclusive Edge/GPRS services by ZONG. Models offered Best available deals and offers are just a couple of attractions from many and latest handheld models make it more exciting to use BlackBerry from ZONG. Power the passions you pursue with a BlackBerry Smartphone from ZONG that expresses your style and simplifies your life. Select one of the 2 prestigious offered: BlackBerry Bold 9000 BlackBerry CurveTM 8900
  • 53.
    BlackBerry services BlackBerry® InternetSolution (BIS) is a recommended solution for sole proprietors or individuals on the go as it allows you to keep in touch with your friends, family and work simultaneously. You can avail the BlackBerry services with any Post Paid package from ZONG commercially available and can configure 10 POP3 E-mail Accounts (Gmail, Hotmail and AOL, etc). Connect to customers, colleagues, and friends on the go Unlimited internet access Social networking BlackBerry® Messenger Personal Organizer Synchronize with laptop, personal computer, or web mailbox Push-based e-mail system to synchronize official mail Up to 10 POP3 E-mail accounts (G-mail, Hotmail and AOL etc) BlackBerry Discount Offer Zong continues to bring innovative and exciting products and promos to the market. The introduction of BlackBerry® Discount Offer is another feather in the cap of Zong that puts the amazing world of BlackBerry® services within reach for all. This unique offer is unmatched in the market, not being offered by any other operator and will bring potential BlackBerry® users on board to be part of the Zong family. BlackBerry® Bold™ 9000: Rs. 43,900+tax BlackBerry® Curve™ 8900: Rs. 39,900+tax * Inclusive of 6 months free BlackBerry services, 6 months free unlimited internet, and No Line Rent for 6 months * Availability at all ZONG CS Centers and Corporate Sales representatives * Limited time offer
  • 54.
    * Regular BlackBerryoperations handling applicable Sales channels The product is available for sales through Corporate Sales Teams and Franchisee as well as ZONG CSCs. Support To access 24/7 Blackberry support helpline, dial 310 from your ZONG Post Paid connection or 111-222- 111 from any other number. Product Rs. 1,000 + tax (monthly recurring fee) Unlimited Free GPRS (no cap) Pricing Additional Security Deposit for BlS Rs. 500/- only ZONG Internet USB card ZONG Internet USB Card SIM Card Slot with SIM The Technology • General Packet Radio Service (GPRS) – A non-voice value added service that allows information to be sent and received across a mobile telephone network
  • 55.
    – Supplements today's Circuit Switched Data and Short Message Service. – Several unique features which can be summarized as: • Speed • Immediacy • New applications, better applications • Service access • Enhanced Data rates for GSM Evolution (EDGE) – A mobile phone technology that allows increased data transmission rates and improved data transmission reliability. – High-speed data applications such as video services and other – Multimedia benefit from EGPRS' increased data capacity. Product Over view • A simple, smart and elegant USB GPRS/EDGE modem. • Any user can simply plug & play the ZONG Internet USB Card in a Windows laptop/desktop PC (in the USB slot). • The Operating System automatically detects and recognizes the new hardware when the Card is connected. • The OS starts the automatic installation wizard for ZONG Mobile Partner provided within the card. • User just needs to follow the prompts of the installation wizard. • After the program is installed, the shortcut icon of the management program is displayed on the desktop. • Every time ZONG Internet USB Card is connected to a Desktop PC/Laptop, ZONG Mobile Partner is launched automatically. • ZONG Mobile Partner program could also be launched through the desktop icon. • Optimum settings for the device and network are already built-in the device and any alteration may lead to device software malfunction/alteration, rendering the device as out of warranty. • Distinguishing features:
  • 56.
    • Easy to install • Plug n Play • Easy to carry • Compatible with any computer that has a USB drive • A solution available for high-speed wireless network access, with which the users can access the Internet in the wireless way at home, office, outdoor sites and so on. • In the service area of the EDGE/GPRS network, customers can wirelessly surf the Internet, send/receive messages and emails. • With the high speed, reliable performance, and easy operation of the solution, the users can enjoy much more in experiencing the wireless network. • More users will be attracted, and at the same time the ARPU will increase greatly. Features • The ZONG Internet USB supports the following features: • GSM/GPRS/EDGE 850 MHz/900 MHz/1800 MHz/1900 MHz • SMS services • Application software of a universal dashboard • Internet access and applications • Plug & Play function • SIM-lock / Operator lock function. • Multiple operating systems, such as Windows 2000 (SP4 or above), Windows XP (SP2 or above), Windows Vista , Linux , MAC Technical Specifications • Hardware Specifications Item Description Technical standards GSM/GPRS/EDGE Operating frequency GSM/GPRS/EDGE 850  UL: 824 MHz–849 MHz MHz  DL: 869 MHz–894 MHz GSM/GPRS/EDGE 900  UL: 880 MHz–915 MHz MHz  DL: 925 MHz–960 MHz GSM/GPRS/EDGE 1800  UL: 1710 MHz–1785 MHz MHz  DL: 1805 MHz–1880 MHz
  • 57.
    GSM/GPRS/EDGE 1900  UL: 1850 MHz–1910 MHz MHz  DL: 1930 MHz–1990 MHz External interface USB interface USB 2.0 full speed LED Indicates the working status SIM card interface Standard 6-pin SIM card interface Software specifications Item Description Data Connectivity 236 kbits/s service GPRS / EDGE  UL: 9 kbits/s  DL: 20-24 kbits/s SMS Provides SMS services service Operating Windows 2000 (SP4 or above), Windows XP (SP2 or above), Windows Vista, system Windows MAC Minimum requirements:  USB interface: USB 2.0 full speed  CPU frequency: 866 MHz  Memory: 128 MB RAM  Spare hard disk capacity: 100 MB  Resolution: 800 × 600 Recommended configuration:  CPU: 866 MHz Pentium or above  Memory: 128 MB or above  Spare hard disk capacity: 100 MB or above  Resolution: 1024 × 768 • Dashboard specifications
  • 58.
    Item Description Data  Connects to and disconnects from the Internet. service  Creates deletes, modifies and imports of the access configuration file.  Provides the speed and flow statistics of the current connection.  Provides daily/monthly/yearly data statistics. LED indicators status Description Green, double flick every 3 ZONG Internet USB has just been insert to the slot and is seconds initializing Green, flick once every 3 ZONG Internet USB has registered to GSM/GPRS seconds network Green, keep lighting ZONG Internet USB has access to GSM/GPRS network Blue, flick once every 3 Modem can’t find the network. seconds Blue, keep lighting No SIM card or lawless card or PIN is being validated Extinguish The modem has been removed from the slot Item Description SMS service  Sends and receives the SMS.  Group sends a message to up to 20 phone numbers once.  Edits an extra-long message and splits it into short ones to send.  Copies the messages between local and the SIM card. Displays the visual prompt for unread messages and audio prompt for new messages.
  • 59.
    Phonebook  Stores the contacts in either the SIM card or the hard disk of the PC.  Creates, edits and deletes a contact.  Creates, edits and deletes a contact group.  Imports and exports the contacts or the whole phonebook.  Fuzzy search of the contact.  Displays the capacity information in local or the SIM card.  Sends messages through the phonebook. MARKETING STRATEGIES MARKET SEGMENTATION Cellular service market is a diverse set of people. ZONG as well as other cellular service companies segment their market on four bases: - economy, age, gender & occupation. ECONOMY : Upper class, Middle class, socio-economic class, lower class AGE : Teenagers, youngsters, middle age, aged people GENDER : Male & Female OCCUPATION : corporate class, Business class, working class etc TARGET MARKETS Cellular phones are the technology of new era, the 21st century. These cellular phones are the main focus and need of our youngsters and business professionals. All the cellular companies are targeting all categories of people one way or other. ZONG is no longer a follower in this race. Its main focus is “the students, youngsters and business class people” of Pakistan which is its Target Market. Target marketing strategy ZONG has always been targeting Youth Market by using young brand endorsers or ambassadors. It always brings such packages and offers that precisely meet the needs of our young people. No doubt it
  • 60.
    has also launchedpackage working people, business class, ladies and aged ones. ZONG seeks to target masses in the long run. ZONG understands and segment the market in such a way that customer segments of significant importance are catered to with targeted offers and productivity enhancing services. Once ZONG have the network coverage and grip on customer segments with targeted services and offers, the revenue and profitability will follow automatically. POSITIONING Positioning is the process of creating an image of company’s brand in the mind of market. Companies position themselves emotionally, functionally or on the basis of brand quality. ZONG is still a market challenger in comparison to market leader MOBILINK. It is still to reach to the top most position of cellular companies. So ZONG’s former Positioning Statement: “ZONG Say It All“ ZONG’s positioning strategy: ZONG changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man. Since its inception, ZONG has positioned its brand for “MASSES” on the basis of services it is providing and its lowest call rates. It makes them believe that it satisfies the needs of everyone (via all classes, age & genders). It tells them that ZONG is there when anybody needs it. DIFFERENTIATION In these days of intense competition marketers find it hard to differentiate their services from those of competitors. Now customer care about only price. An unsatisfied customer will immediately go for brand switching. Thus leaving a customer unsatisfied and not meeting his/her demands is out of question for marketers. Differentiation Strategy:
  • 61.
    ZONG has alwaysstrategized in satisfying the demands of its customers. In doing so it has been successful in differentiating itself in terms of:- Price Quality service Technology CUSTOMER RELATIONSHIP With 95.54 million mobile users in Pakistan, ZONG is having a subscriber base of around 7.25 million. ZONG is showing a remarkable growth rate. It is maintaining a healthy customer relationship through its “Customer Service Centers”, “Mobile Sales and Customer Service Vans” and “Call Centers”. Its department of “Customer Services” is specially designed for maintaining Customer Relationships. Customer Relationship Strategy: ZONG strategize to build and maintain strong customer relationships in order to build long-term customer loyalty and to capture customer lifetime value. In this context ZONG has been training its internees and permanent employees in the fine art of interacting with customers. It is also strategizing to offer gifts & rewards for its long-term customers in its Postpaid to match the wonderful customer relationship strategy like INDIGO. TOTAL MARKET ORIENTATION Total Market Orientation is about understanding and meeting customer’s expressed and latent needs. Strategy: ZONG has always considered the ever growing needs of low call rates and quality service. It has provided its customers their needed packages and has introduced such brands & packages that meet customer’s latent needs as well. For example “Incoming call/sms screening service” is result of necessary need of women of our society. They don’t want to attend prank calls or receive unnecessary sms from people they don’t know. Second example “Z20-45 paisa mein call”. They plan to make a short call but it becomes a long one unintentionally due to gossips and chit chats.
  • 62.
    COMPETITORS There is ahard core competition among the cellular service providers in Pakistan. ZONG is a market challenger in its competitive position, where MOBILINK is the market leader. Warid, Telenor and Ufone are also strong contenders in market challenger category. ZONG has the following four direct competitors:- Mobilink Telenor Warid Ufone ZONG also considers the following as its competitors:- PTCL WIRELESS Wateen WorldCall Competitive strategy: ZONG’s competitive strategies are Customer intimacy and Differentiation. ZONG aims at fore passing Mobilink in its competitive race. ZONG is a vibrant, youthful and high energy organization. It believes in providing real value addition to the people of Pakistan. ZONG believes that communication is a basic need and every Pakistani has the right to access this technology. Since mobile phone is an integral part of everyone’s life today, ZONG firmly believes that it can make this device more useful to everyone by providing relevant services that would add real value. To make it all happen, its main focus is on understanding the customer in depth and making the overall user experience rewarding. MARKETING MIX PRODUCT/SERVICES
  • 63.
    ZONG is aservice providing company. Service is any intangible product that consists of activities, benefits or satisfactions offered for sale. Strategy: ZONG makes strategies to provide a better cellular telephonic service which excels its competitors at all levels. When ZONG launches a new package in a market, it actually makes it a complete package of core benefit, design, features, brand name, quality, and after sale service. 2 - PRICE Cellular service providers are facing intense price competition in contemporary market. Customers perceive pricing as the heart of brand selection. Price has always been the core differentiation of ZONG. ZONG is the one who is offering least call rates off-network. Strategy ZONG strategize to capture the existing pricing needs of its customers and use it well on occasional or timely basis. For example ZONG offered very good call rates on international calls in USA, Canada and UK (Landline). It offered forth nightly and monthly international packages which it might prove unprofitable for ZONG. It was a fantastic strategy to beautify the brand image in term of pricing in customer’s minds as well as remain profitable in doing so. ZONG follows market penetration pricing strategy and dynamic pricing strategy to meet the customer needs and ever changing price competition. PLACE Place plays a very important part in the distribution and promotion of services. Competitors of ZONG are seeking to penetrate into places where others haven’t reached. Cellular service providers are drastically widening their network & coverage in every area of Pakistan. Mobilink has this edge in place excellence because it is the pioneer in cellular telephonic field. Now ZONG signals are hitting cities of Gilgit, Hunza, Skardu, Besharn and Sust. The network is rolled out by Alcatel-Lucent, one of their infrastructure partners along with Ericsson Pakistan. Zong had been giving preference to Northern Areas of Pakistan to provide them cellular coverage at earliest. It also has borne the added experience of network operations in similar high mountain areas in China. Moreover, the company is interested in covering the road that is connecting China with Pakistan.
  • 64.
    The region nowbeing covered by ZONG borders with China, with the Karakoram Highway (old Silk Route) is going to play a vital role in freight transportation. Strategy ZONG strategize to widen its coverage to all places in Pakistan in order to meet the requirements of its increasing customer base. Now ZONG is heading from cities to remote northern areas in expanding its network. ZONG has intensive promotion in cities, but it is also considering improving its promotion in rural areas as well. PROMOTION ZONG believes in Integrated Marketing Communication which is a carefully blended mix of promotion tools. ZONG employ different marketing activities and channels to communicate and deliver value to customer. These activities are coordinated to provide maximum communication output. These communication channels includes:- Advertising, sales promotion, public relations, direct marketing & personal selling. ZONG strategize to carry out promotion in order to increase its market share. Strategy Advertising (discussed later) Sales Promotion (discussed later) Public Relations: ZONG is less conscious of developing its general public relations. But recently it has launched its “Islamic Portal” service on ZONG. It avoids getting in news stories and controversies but sometimes it proves inevitable. Direct Marketing: ZONG employ on-road umbrella franchises where the directly market and sell their connections and Sims. Personal Selling : ZONG administer personal selling facility to sell their Postpaid connections targeting well to do people and businessmen It won’t be an exaggeration to say that ZONG has placed itself where it is now through brilliant “ promotions like Location Based Charging”
  • 65.
    Zong has nowoffered an amazing promotion for its customers “Location Based Charging” that is simply matchless with any promotion of its competitor operators working in the telecom industry of Pakistan. ZONG’s LBC offer enables its customers to make unlimited on-net calls at Rs. 7 plus tax per day. Now with addition of 4 more cities, there are total of 45 cities being offered with LBC charges. This time ZONG’s unlimited offer is for relatively bigger cities. Cities include: Faisalabad Multan Gujranwala Sialkot So ZONG customers residing or staying in above mentioned cities will get unlimited on-net calls for Rs. 7 plus tax per day. How to subscribe: All new and MNP subscribers get free subscription for one month, meaning that they will get this free calling facility for no additional charge for first month. However, old customers can subscribe to this offer by sending an SMS to 522 as following: LBC City Command Faisalabad “fsb” to 522 Sialkot “slk” to 522 Gujranwala “gjn” to 522 Multan “mlt” to 522 Charges: For New and MNP Customers: Free of charge for first month, and then Rs. 7 per day Existing customers: Rs.7 per day SALES PROMOTION & ADVERTISING SALES PROMOTION
  • 66.
    Sales promotions areshort term incentives to encourage the purchase or sale of a product or service ZONG utilizes sales promotion activities to boost its sales. It follows all four of the promotion budgeting methods via affordable method, percentage of sales method, competitive parity method and objective & task method. ZONG uses following sales promotion tools Latest Content ZONG carried out content for Football lovers in the year 2010. ZONG Football World Cup Application ZONG brought this for Football lovers, ZONG Football World Cup Application; a Java based application which helps the users to stay connected with the action on the go. ZONG Football World Cup Application product is a downloadable application that allows you to access pre- and post-match data and up-to-the minute live 2010 World Cup information via a mobile phone, making ZONG Football World Cup Application an essential tool for fans to follow football when on the move. The Application runs on GPRS which will give the customers a real-time experience while they are on the move. Content included in the application is as follows: News Fixtures Team Line Up Match Preview Match Form Match Preview Previous Matches (P, W, D, L, GF, GA) Last 6 Games (Dates, Results) Last Game (Date, Score, Scorers, Cards, HT score) HT / FT results* Goal times* Goals For / Against* Latest Scores Live Commentary Text Commentary
  • 67.
    Tips in Running GroupTables Match Results Match Summary (Scores, Goal Scorers, Cards, HT, Attendance, Ref) Match Report Text Commentary Match Statistics Teams Team Profile Manager Squad Player Profiles (H, W, DOB, Team, App’s, Goals) Road to 2010 Golden Boot Extras Tournament Overview Tournament History Historical Results Group Guide Stars of 2010 Ones to Watch Venue Guide All time XI Greatest Goals ZONG holds future plans to carry out such activities in more profitable ways. Music Shows at Play Tv ZONG is currently running its music show on Play TV. This music show rewards the winning participants. ZONG updates its customers about latest events/happenings in the music industry of Pakistan and let
  • 68.
    them to participatein this music show by playing their desired song at their request. The problem is seen in this activity is that ZONG is not properly advertising it. More over, after a successful run of ZONG T20 Fantasy League during the Twenty 20 Cricket World cup, Play Tv and ZONG has launched a Fantasy Football competition on its interactive web presence during the football world cup. Where people can support their favorite team and win fabulous prizes. Premiums All the cellular services are now offering premiums for their customers. This premium is offered, when a customer don’t use his/her sim for more than 3-6 months, in the form of extra free credit balance, on-net minutes and sms delivered to their numbers for free. Recently ZONG has launched “Keep Phone On” promotion to reward its customers on regular basis. In this offer the customers get regularly free minutes and sms on weekly basis, cash prizes, motorbikes and bumper prize of car on monthly basis through lucky draw by just keeping their phone ON regularly. Free Gifts ZONG recently offered ZONG Bijli Offer:- All new subscribers who activate their ZONG Sims will be eligible for this campaign. All MNP subscribers can keep their existing number and code and switch to ZONG network by dialing 0314- 3334455. These new MNP subscribers can now enjoy thousands of free minutes and SMS for the next 12 months with the instant prizes (Generators, UPS, Rechargeable Lights and Fans) through Lucky Draw. All new MNP subscribers to Zong will be able to avail an outstanding offer (details below): 12 months Minutes 1st month 100% free On-Net minutes on the amount of recharge 2nd month 25% free On-Net minutes on the amount of recharge 3rd month onwards 25% free On-Net minutes on the amount of recharge + SMS Free for 12 months Minimum Rs. 100 Recharge / Month SMS bonus
  • 69.
    Recharge Value SMS Bonus Rs. 100 – 199 75 SMS Rs. 200 – 399 150 SMS Rs. 400 & Above 300 SMS A minimum recharge of Rs. 100 is required in each month to avail the bonus*. Promotional Products: “ZONG mobile phone offer”. It is a promotional offer By ZONG where it offered a mobile phone with six months warranty, free air time for one year and a ZONG connection all for Rs.1649.And now ZONG also offers Blackberry mobile sets with Post Paid connections. Another recent promotional offer by ZONG is that if any one switches its number at ZONG, he/she can get free ZONG handset through lucky draw every week. SALES PROMOTION STRATEGY ZONG strategize to take aid of sales promotion whenever it sees a minor drop in its usage by its customers. They mostly go for pull strategy in promotion i.e. they spend a lot on advertising and consumer promotion to induce final customers to avail their services. ZONG applies sales promotion schemes continually in order to keep its customers loyal and happy. ADVERTISING (& DEVELOPING AD COMPAIGNS) Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. ADVERTISING OBJECTIVES ZONG use advertisements when It has to inform the customers about new or available services. It seeks to persuade people to purchase their service or switch to their connection from any other connection.
  • 70.
    ADVERTISING BUDGET ZONG isa heavy spender on advertising in electronic media as well as other media. Recently ZONG invested a huge amount on mass advertising. It was definitely a risk to take such decision. They are developing and playing new advertisements on electronic media not even with a month’s gap or so. A single ZONG advertisement played 40-50 times per day on a TV channel costs millions varying with the time of day when it is played. ZONG spends 30% of its profit on advertising and sales promotion. ADVERTISING STRATEGIES Advertising strategy consists of two major elements: Advertising Message & Advertising Media. ZONG has the following strategies regarding the Message and Media of advertising:- ADVERTISING MESSAGE: Message Content The very first content of ZONG’s advertising message is Creativity and then in its blooming stage it shifted its message content to youthful excitement. ZONG has been very honest and upfront about all their charges. It has even produced ads which criticize competition on not giving the full truth about their offers. It has actually resulted in the companies becoming very cautious in this regard. Message Format The format of ZONG’s advertisements has always been very practical, multitasking innovation and eye catching. The simplicity, innovation and creativeness used by ZONG
  • 71.
    have always attractedpeople. The colors orange, blue and yellow with RED big circle on white ground look beautiful on wall printing of ZONG. Message Source The very first ZONG advertisements had non-celebrity young models for its youthful message theme and source. Afterwards ZONG hired Shahood Alvi for its message theme in ZONG 2nd year celebrations add, in ZONG family triangle add and in ZONG Z20 add. ZONG also sponsored Nadia khan Show on Geo TV at the special event of Eid ul Azha for almost a week. The strategy behind hiring Shahood Alvi is that he is very popular in people of Pakistan for his perfect acting, smile and personality. He is regularly performing in Pakistani Dramas from several years. Mr. Waqar Zahid Abasi (Senior Marketing Executive) told me that as per his point of view the company must bring changes in marketing to attract customers. For this purpose ZONG is launching new innovative promotions and services every coming day to give more ease to their customers and making them more reliable. ADVERTISING MEDIA To increase the reach and frequency of advertisement ZONG is using repetitive strategy for its advertisements. And the practical, multitasking innovation and eye catching theme always makes the ads more appealing and engaging the minds of customers. ZONG advertise in the following media types:- Print Media ZONG tries and print ads in all leading newspapers including The Dawn, Jung, Nawa-i- Waqt, Khabrain, Express News and local Sindhi newspapers as well. ZONG place its ads in all leading magazines as well i.e. Sunday magazine, akhabr-e-jahan, Libas, Mag etc Broadcast Media It is the prior choice for ZONG. It includes the electronic media television, internet TV channels and radio. ZONG is advertising in all Pakistani channels including GEO, Hum, ARY, Indus, TV one, HBO, MTV Pakistan, Play TV and Cartoon Network etc. ZONG also plays its ads on local channels like WASEB and Punjab TV. Display Media
  • 72.
    This type ofmedia is the second choice of ZONG where it carries out its most of sales promotion and advertising. ZONG advertise using billboards, hoardings, signs (on Shop boards etc), posters, wall paintings etc. Online Media Internet is the online media. ZONG places flashing ads on famous portals like coolbuddy.com, songs.pk, funmaza.com and apniisp.com etc. But ZONG is not carrying out direct mail or direct e-mail advertising. Events ZONG has sponsored many events in the past and holds future plans concerning it. The famous event sponsored by ZONG in 2008 was a series of musical concerts did all over Pakistan featuring leading pop artists/groups of Pakistan with the collaboration of orient adverting company and FM 91. AD SHOOTS The ads of ZONG are shot mostly within Pakistan. Recently ZONG Postpaid ads shot in the picturesque locations of northern areas of Pakistan in its advertisement of ZONG Postpaid “Feel lighter….. Much Lighter!” COMPETITIVE PROFILE MATRIX RATING 4 = MAJOR STRENGTH 3 = MINOR STRENGTH 2 = MINOR WEAKNESS 1 = MAJOR WEAKNESS
  • 73.
    Internal Factor Evaluation: Rating Score 4= Major Strength 3= Minor Strength 2= Minor Weakness 1= Major Weakness Critical Success Weight Rate Score Factor
  • 74.
    Strength 1:International Roaming .05 3 .15 Facility 2: Coverage .10 3 .30 3: Friendly Customer .07 2 .14 Services 4: Quality Of Service .06 3 .18 5: ZONG New Promotions .05 4 .20 6: Cellular Market share in .04 4 .16 PAK 7: LBC For All .03 3 .09 8: 1 number 24 hours free .02 2 .04 9: 24 Hours Call Center .07 2 .14 10: EDGE and GPRS .03 3 .09 Weakness 1: Indoor Coverage issue in .04 3 .12 Rural Areas 2: Lack Of Franchises .05 4 .20 3: Occasionally Network .08 2 .16 Jammed 4: Expansive at international .04 3 .12 roaming 5:LackOf Franchise Staff .03 2 .06 Training 6:Low awareness of .06 3 .18 company in Villages 7: Competitive Disadvantage .03 2 .06 8: PTA and NADRA .04 3 .12 Problems/barriers 9: International MMS not .06 4 .24 available 10:Increase Of Taxes .05 2 .1 TOTAL 1.00 2.85
  • 75.
    External Factor Evaluation: 4= Strong 3=Above Average 2= Average 1= Below Average Critical Success Weight Rate Score Factor Opportunity 1: Innovation Services .06 4 .24 2::Web Supported .05 3 .15 3: Call Package for .04 4 .16 Saudi Arabia, USA, Canada and UK(landline) 4: Need Franchise Of .03 3 .09 Remote Area 5: Extend Network in .06 2 .12 Rural Areas 6: Packages Of Internet .07 3 .21 Users 7: Import Technological .05 2 .10
  • 76.
    8:Should more .03 3 .09 Franchises 9: High Voice Quality .05 4 .16 10: Occasional Network .04 2 .08 Quality Threats 1:More competitors .03 3 .09 2:Resation in ECO .07 2 .14 3: Change in Govt. .02 2 .04 Policy 4: Investment in Danger .03 4 .12 in tribal areas 5: Show Growth In .05 2 .1 After 2009 6:Tuf Competitor Of .04 4 .16 Ufone 7:Lack Of Skilled .06 2 .12 Employed 8:Tower in Resident .07 3 .21 9:Revise The List .10 2 .2 10:High Taxes .05 2 .1 TOTAL 1.00 2.68 SWOT ANALYSIS A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T) Such an analysis of the strategic environment is referred to as a SWOT analysis.
  • 77.
    The SWOT analysisprovides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The following diagram shows how a SWOT analysis fits into an environmental scan: SWOT Analysis Framework Environmental Scan / Internal Analysis External Analysis / / Strengths Weaknesses Opportunities Threats | SWOT Matrix Strengths A firm's strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage. Examples of such strengths include:
  • 78.
    ZONG has networkcoverage in more than 550 (cities, towns and across all major highways of the country). ZONG provides International Roaming facility with more than 190 international live operators World wide. ZONG is proud to have an efficient and friendly customer service through 24 company-owned Sales & Customer Service Centers and nearly 261 franchisees across the country. ZONG has always believed in a solid commitment to growth, security and reliability. Therefore, ZONG has always balanced its expansion efforts and quality of service. With a total current investment of $80 Million US dollars. Dial Tunes were launched from the day first of ZONG launched which attracted many people towards ZONG. ZONG is offering Multi-media Messaging Service (MMS), GPRS and EDGE. As mobile users in the country have reached over 98 million at a very rapid pace, ZONG is maintaining itself as the leading growing cellular operator in Pakistan with a subscriber base of over 7.5 million and a market share of nearly 13%. ZONG has seen a subscriber growth rate of over 200% in the last year 2009, and since the start of ZONG, it added nearly 5.5 million subscribers onto its network. A remarkable achievement indeed, especially considering the hard core competition between already existing operators in the telecom industry. While keeping its tradition of being the trend setter in the industry, ZONG changed the image of mobile phones from a luxury only affordable by the elite, to a necessity affordable by the common man by launching Location Based Charges in 29 cities of Pakistan from where the customer can make free calls 24 hours to any ZONG number in Pakistan in just an un believable price of Rs: 7 + tax daily. ZONG increased its focus on the youth segment (which comprises 50% of the population), with Prepaid by offering cheapest Calls, SMS and MMS packages. ZONG has the ability to retain its existing customer base with a high level of customer satisfaction via optimum network service and a 24 hour call center facility.
  • 79.
    It has thepost paid service that is normally to attract the Business class people. Most of the business and elite class people use post paid and other services offered by the ZONG. ZONG is offering 01 number 24 hours free promotion to its customers only in Rs: 500 +tax per month. ZONG was the first cellular Company in Pakistan that introduced the unlimited SMS and MMS packages to any network in Pakistan in just Rs: 3.99 +tax daily and hence took the competitive advantage. ZONG has some very exciting and low call packages like “Z-20”, “65 paisa at any network”, ”Break time offer 12:00pm to 02:00pm”, “Happy hour of your choice”, ”10 F&F” “Night Free 00:00am to 00:07pm” which attracted lots of customers towards it and many other cellular company users are also switching to it. ZONG is also offering a BlackBerry set with post paid that is useful and tempting for the Business class. ZONG currently caters for international roaming to more than 190 live operators World wide and introduced International roaming facility for Prepaid subscribers in Saudi Arabia, United Arab Emirates, Afghanistan, Maldives, Kuwait, Netherlands, Russia with lowest rates, featuring no security deposit and activation charges. GPRS Roaming facility is available with more than 59 Live Operators Worldwide. Weaknesses The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses:
  • 80.
    ZONG does nothave good indoor coverage in rural areas of Pakistan due to which a lot of existing subscriber base is getting tough time to use ZONG network in these areas. It has many franchises in the whole country but as its customers are increasing day by day so its present franchises are not enough to fulfill the needs of it customers. ZONG also face problems and its network get jammed on special occasions like Eid, Christmas, New Year etc. Call rates from ZONG to ZONG is very cheap but due to other networks earlier existence and competition, its subscribers are still less and people doesn’t feel comfortable with it. Public of rural and village areas of Pakistan have very low awareness of ZONG as its network’s major coverage is in cities. Its franchise customer service staff needs training because at many franchises their staff having been complained about behaving rudely. If ZONG Company has to progress and grow in market it has to improve its advertising campaign. Its advertisements are not extra ordinary good and colorful. It has to face many problems from NADRA and PTA due to their change in policies about service providence. When ZONG came into the seen in Pakistani cellular market, Mobilink and 03 other operators were already prevailing in the market and that was their monopoly time. Though with the passage of time ZONG took many customers of Mobilink and other operators but still Mobilink has large number of users because it was first to Pakistan’s cellular market and this is the competitive disadvantage to ZONG. ZONG is not offering international MMS which is the most prior need of the subscriber of this digital era. The day by day increase in Government taxes at Cellular Operators is making a lot of difficulties for their subscribers. Opportunities
  • 81.
    The external environmentalanalysis may reveal certain new opportunities for profit and growth. Some examples of such opportunities include ZONG could develop some new and innovative services to attract customers and some of the suggestions are as under which will help them to increase their revenues: 1. It should introduced International SMS packages like local SMS. Already ZONG is offering lowest International SMS rates but if it introduces some package like this it will get lots and lots of success. 2. It should also introduce some International call packages to Middle Eastern countries because there are lots of Pakistanis who are living in those countries so people will definitely be tempted towards such package. 3. In “ZONG Happy hour of your choice”, package time of the package should be extending two more hours so that causing ZONG to generate more revenues. ZONG should develop some new franchises in remote areas so that people will get more and more benefit from it and it will help to increase their customers. As in Pakistan Youth is almost the 50% of the population so ZONG can take advantage of this demographic situation and should introduce more and more services and packages of internet and calls that attract youth towards it. ZONG should extend its network coverage area to rural parts of the country as well because in that part not too many companies are giving services and if ZONG give its service there then it will definitely attract people and its number of customers will shoot like a rocket. It should also introduce some packages for Internet users on mobile if it do so then many people will switch from other networks towards it. If ZONG enhance its voice quality then definitely it would be prefer more by customers.
  • 82.
    ZONG should importtechnological equipments from China in more quantity because they are giving the best technology at very low rates so it will not only help ZONG to be ahead technologically but also will help ZONG to decrease its cost. ZONG should do more work in its voice quality as its network gets jammed on special occasions like Eid, Christmas and New Year etc. Threats Changes in the external environmental also may present threats to the firm. Some examples of such threats include: As ZONG is cellular company and there is cut throat competition among cellular companies in Pakistan. There are four other companies also working in Pakistan so ZONG would have to face some growing competitive pressures. Pakistan is facing some serious economic problems now days so that would also affect. The current recession in market is not good for any kind of business including telecommunication. In Balochistan, FATA and Tribal Areas `where ZONG already has network coverage is in danger because of critical situation and operation being held there. Investment of ZONG is in danger. ZONG penetrated in the market from 2008 to 2009 quite rapidly but since then it is experiencing a bit slower growth. ZONG and other companies now a days facing the severe competition with Ufone. As Ufone is introducing some various attractive packages of both SMS and calls to attract customers. ZONG have to develop strategies to counter their strategy and to survive in the market. The key threat to ZONG is also some adverse Government policies of implementing Tax on telecommunication industry that will ultimately affect the revenues. .
  • 83.
    Telenor is givinghigher rumen ration to its employees as compared to ZONG so many of its skillful and competent employees are going there. That will affect the company’s profitability in the long run. Some Pressure groups are protesting on the Towers that are installed in residential areas. Their opinion is that it is not good for health of people to have such towers near their homes that cause radiations. ZONG have to revise the list of subscribers who are legal and authorized. Because now the Government has warn to take strict action if any company would not keep such record. The Tows Matrix A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a weakness in order to prepare itself to pursue a compelling opportunity. To develop strategies that take into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below: SWOT / TOWS Matrix Strengths Weaknesses Opportunities S-O strategies W-O strategies
  • 84.
    Threats S-T strategies W-T strategies S-O strategies pursue opportunities that are a good fit to the companies' strengths. W-O strategies overcome weaknesses to pursue opportunities. S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability to external threats. W-T strategies establish a defensive plan to prevent the firm's weaknesses from making it highly susceptible to external threats. ZONG TOWS Strategic Alternatives Matrix External Opportunities External Threats (O) (T) 1.extend network in rural 1.more competitors areas 2. Recession in ECO 2.occasionally network 3. Lack Of Skilled Employed qulity 4. Revise The List 3.need frenchise of remote areas 4.high voice quality
  • 85.
    Internal Strengths (S) 1.coverage 2.packages 3.quality ofservice 4.customer loyality SO 5: ZONG New ST Promotions Extend the network it will Give best packages, it will 6:Leading Cellular increase coverage less competition. in PAK Make the network Use customer loyalty to quality better it revise the lists of 7: 24 Hours Call will increase the customers. Center voice and network Training and development quality Due to leading growing 8: ZONG For All Make sure the company, it cut its losses (LBC) customers that because of recession in their problems economy 9: Investment of should be solved in $80 Million US time dollars in 2009. Internal Weaknesses (W) 1.lack of franchises WO WT 2.low coverage in rural area. Take franchises of increase in franchise will 3.low voice quality remote area will improve the business so in remote areas minimize its that ZONG can compete 4.occasionally franchise with its competitors network jammed weakness.
  • 86.
    Increase the Better training and coverage in rural development criteria can 5:LackOf Staff area will minimize increase the skills in Training its low coverage in employees rural areas. 6: Poor indoor Make network coverage in better will villages minimize the Make better policies to network jammed complete the customer weakness on data base. occasions. Make the voice quality will minimize the voice quality problem BCG
  • 87.
    Detail of companyand products: ZONG understands the value of words and need to communicate effectively and efficiently at all levels of society, which is why company’s focus is on its customers. ZONG offers prepaid and postpaid services in the telecom sector. The telecom markets growing rate in Pakistan is higher than any Asian country. ZONG offers lower rates and better promotions than other already established cellular companies. All living standards have been captured by ZONG, like students, labour and businessmen, etc. ZONG is the fastest growing cellular company in Pakistan. BCG matrix
  • 88.
    Conclusion In the viewof the following data ZONG is the one of the telecom sector who need to produce more output by implementing new technologies, new tariffs, and new customer satisfaction value added service. Further, it is fastest growing cellular service provider in the country. Recommendations Should encourage new products like Mobile/Branchless Banking, ZONG PCO, Broadband Services and 3G etc, from its exisisting two services. References http://www.zong.com.pk http://www.google.com http://www.dictionary.com