Mobilink is currently in the maturity stage of its product lifecycle. Competition has increased with new entrants like Telenor and Warid in the market. A situational analysis identifies high threats of new entry, buyers, suppliers, and rivalry due to perfect competition. A SWOT analysis finds Mobilink's strengths are its brand, network coverage, and services, while weaknesses are fewer advertisements, high prices, and less competent engineering compared to competitors. Segmentation targets different age, income, and social groups with various product lines. Positioning communicates Mobilink provides reliable communication everywhere. Perceptual mapping shows Mobilink leads competitors in value-added services, customer service, and market share.

1. Marketing Planning & Implementation
Department Of Management Sciences
Due Date: 26May 2014
SOS ANALYSIS ON MOBILINK
Name: Fahid Raza
Fa14-BSD-011
Submitted to: Dr Zeenat Jabbar

2. 1) Situational Analysis:-
Mobilink are right now in the maturity stage. There has also been an increase in competition;
new companies like TELENOR, WARID also enter into the market. The Mobilink had made not
only the product modification, but also extend their market and made changes in their
marketing mix.
Porter 5 Forces :
1) Threat of entry
According to porters 5 forces theory threats of entry of new competitor is very high for
mobilink in the market.
2) Threat of buyer
According to porter 5 forcesformobilink there is great threat of buyer because if many
competitors it the market.
3) Threat of Supplier
Threat of supplier in the case of Mobilink is very high. Because of prfectcompetiton.
4) Threat of Rivalry
Now as mentioned above there is a perfect competition in the market so the threat of
rivalry is very high.
5) Threat of Exit Barrier
The threat of barrier in telecom market is very high because of the introduction f new
technology in the market.
SWOT Analysis:-
Strength:
 Considered very strong and reliable.
 Captured most of the potential customers( 28 million and growing)
 Covering over 10,000 cities, town and villages across the Pakistan.
 First operator to introduce IR for the people of Pakistan.
 Strong brand name.
 Offering corporate packages.

3. Weakness:
 Fewer advertisement now days.
 Most expensive telecom company both in call rates and sms.
 Engineering department of Mobilink is not that well competent as compared to its new
competitors.
 Customer retention side is weak due to expensive package.
Opportunities:
 Services in the future can be
 Telephone
 Wireless
 Calling cards
 Mobile phone banking
 Can lower prices to make business difficult for new companies.
Threats:
 New market players.
 New companies can offer packages for corporate customers in better way.
 Current price war may reach at a position where only brand names survive.
 Due to expensive quality of service now a day’s customers can shift to other companies.
 Loss of loyal customers.
Pest Analysis:-
In PEST P stands for Political, E stands for economical, S stands for social andT stands for
technological analysis of industry with respect to their environment.
a) Political Factors:
 Political environment of Pakistan is stable in the current situation and country is not progressing
in terms of economic growth that was expected.
 Environment is investor non-friendly & telecommunication sector is under regulation.
 Before WTO implementation government already took steps in regulation of telecommunication
sector.
b) Economic Factors:
 Marketers should consider long term and short term state of a trading market.

4.  Inflation is being controlled by state bank and under strict eyes but unemployment rate isgoing
up & up with the increase of level of poverty.
 Economic instability is worsening day by day as liquidity crunch is prevailing in theworld.
c) Socio-Culture Factors:
 As Pakistan is an Islamic country and people are very strict in case of Islam anything against the
philosophy of Islam on either print or electronic media are treated as against Pakistan.
 Most of the people dislike anything extra-ordinary or something which sabotage their culture or
subculture.
 Companies who are targeting upper-end of market mostly published and aired
their advertisement in English language.
 In metropolitan cities women are doing work along with their other responsibilities but other
than metropolitan cities it is difficult for women to convince their parents and spouses for work.
d) Technological Factors:
 Companies have technology with which they can compete in the Pakistan andnowcompanies
are investing in their infrastructure to not only expand but also to upgradetheir existing
structure.
 Currently all companies except Zong&Instaphone are providing Multi-media MessagingServices
(MMS), General Packet Radio Service (GPRS), Virtual Private Network (VPN),Pocket Stocks,
Conference Calling, Wallpapers Animated pictures Polyphonic ring tones(WAP), and Voice Mail
at low price and Telenor is proving an addition feature that one can see TV channels on their
cell.
 Mobilink shifted its whole network from 900 MHz to 1800 MHz offer Value-AddedServices like
General Packet Radio Service (GPRS), Multi-media Messaging Services(MMS) and Virtual Private
Network (VPN) etc.
2) Objectives:
The objective of Mobilink is to be the unmatchable mobile system of communications in Pakistan. It
provides the best value to its customers, employees, business partners and shareholders.
Sales:

5. Mobilink’s average revenue per user during third quarter for fiscal year 2011 stood still at Rs. 235.6,
while each Mobilink customer consumed 197 air time minutes on average per month.
At the end of quarter Mobilink had 33,416,969 customers up 6.3 percent from 31,444,099 in Q3 2010.
Market share & mind share:
It lies in evoked set of the consumers. So when ever a consumer thinks of a telecommunication network
company Mobilink is the 1st company comes in mind of consumer.
Unique Selling Proposition:
It was the first cellular service provider to operate on a 100% digital GSMtechnology in Pakistan.
3) Strategies:-
Segmentation:

6. Mobilink, a telecommunication service provider emphasizes on being part of a value delivery process.
The first phase, choosing the value, represents the ‘homework’ marketing must do before any product
exists. First, the marketing staff must segment the market. The variables used for segmenting the
consumer market demographic as well as psychographic:-
· Age
· Income
· Occupation
· Social Class
Targeting:
The second step of choosing the value is selecting the appropriate target market. Mobilink’s target
market varies with its different product lines e.g. the Mobilink Indigo brand mainly targets the corporate
sector of the Pakistani community. The Jazz Octane is designed to attract youth; Jazz Budget is aimed at
the middle and upper-middle class, while Mobilink World targets the masses with its diverse value
added services.
It is important to understand that the future of marketing telecommunication services in Pakistan is
going to be based on targeted segmentation strategies. Mobilink follows the target selection pattern of
full market coverage and develops strategies as per the requirement of the different targeted
segments. Mobilink has followed a consistent strategy of growing the network and ensuring that the
products are available everywhere. This growth has been further strengthened with brand building
activities that have ensured that Jazz and Indigo remain synonymous for premium telecommunication
services for which they are close to the hearts and minds of the customers.
Positioning:
Developing the offering’s value positioning is the last part of choosing the value phase of the value
delivery process.
Mobilink’s catchphrase “Mobilink… Har Dil. Har Din” tells all about how they want to position the brand
in the minds of their target customers.
The message they want to communicate to the consumer market is that Mobilink is the best solution for
telecommunication and can be trusted to provide communication facilities all across the globe where no
other service is available.
Brand personality:
Age= mobilink targets every age group.
Gender= Both male and females

7. Color=red shows love and care
Brand Hierarchy:
Mobilink
Corporate Brand Orascom
Range N/E
Product Line Mobilink Indigo
Mobilink Jazz
Mobilink World
Mobilink PCO
Sub-brand
Perceptual Mapping:
Companies VAS CS Market share
Mobilink 5 4 5
Ufone 4 4 4
Zong 3 5 3
Warid 2 4 2
VAS & CS:-
CS
(Z) (U) (M)
(W)
VAS

8. VAS & MARKET SHARE:-
Market share
(M)
(U)
(Z)
VAS
(W)
CS & Market Share:-
Market share
(M)
(U)
CS (Z)
(W)

9. After analyzing all the services mentioned above prove that Mobilink is the leading cellular brand in
Pakistan.
Brand Spectrum:
Mobilink
High Involvement Low involvement
Perceptual Mapping: