Internship report on marketing

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
Unlimited Internet Package ................................................................................... 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.

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



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

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