Mobilink is Pakistan's largest mobile network operator with over 36 million subscribers. It has rebranded itself with a new logo and tagline "Being One" to emphasize unity and togetherness. The rebranding aims to make Mobilink seem more youthful but still maintain cultural values. Mobilink's portfolio includes numerous prepaid and postpaid packages targeting different consumer segments. While the rebranding is meant to recommit to customers, many feel there are no significant benefits for consumers from the changes.

1. UNIVERSITY OF
CENTRAL PUNJAB
Brand Management
FINAL REPORT
SEC ‘B’
20/01/2014
Submit To:
PROF. K Hamid
Submit By:
1
2
3
4
5
Name
Imran Iftikhar
Fayyaz Ahmed
Hafiz Umair Usman Ali
Fahad Ali
Mian Yasir Aziz
Reg#
L1F10MBAM0309
L1F10MBAM0296
L1F10MBAM2305
L1F10MBAM0319
L1F10MBAM2312
1|Page

2. Contents
ABOUT US ........................................................................Error! Bookmark not defined.
OUR BRAND ....................................................................Error! Bookmark not defined.
MOBILINK (BEING ONE) ............................................................................................... 4
MOBILINK PORTFOLIO.................................................................................................. 5
BRAND HIERARCHY ...................................................................................................... 6
MODIFIER BRAND .......................................................................................................... 6
LOW END ENTRY LEVEL .............................................................................................. 6
HIGH END ENTRY LEVEL ............................................................................................. 6
Attack the market competitor’s flank. (description of marketing flanking strategy) ......... 5
MARKETING MIX: ........................................................................................................... 7
MOBILINK PRODUCT ..................................................................................................... 8
MOBILINK PRICING ............................................................................................................. 8
MOBILINK PLACEMENT ..................................................................................................... 8
PROMOTION .......................................................................................................................... 8
Mobilink is currently using: ..................................................................................................... 9
CONSUMER LEADING FACTORS:..................................................................................... 9
CORE BRAND VALUES ....................................................................................................... 9
BRAND PROFILE .................................................................................................................. 9
2|Page

3. CHARACTERIZATION OF MOBILINK JAZZ .................................................................. 10
BRAND BUILDING BLOCKS OF MOBILINK.................................................................. 10
IDENTITY - WHO ARE YOU? ............................................................................................ 10
BRAND MEANING – WHAT ARE YOU? ......................................................................... 11
Brand Response – What Do Customers Think, or Feel, About Mobilink? ............................ 12
Mobilink puts Ladies First ................................................................................................ 17
Mobilink launched Tour de Shughalpur ‘flight’ internet educational campaign .......... 18
Juro Gey to Jano Gey – Jazba Jhoot Bolne Ka ...................................................................... 19
BRAND GROWTH ASSESSMENT: ................................................................................... 22
MOBILINK POSTPAID: ...................................................................................................... 22
GOOD AND BAD ABOUT ITS HIERARCHY: .................................................................. 22
BEING ONE: ......................................................................................................................... 23
MOBILINK’S BROADER BRAND PORTFOLIO: ............................................................. 23
EXPANSION IN NEW MARKETS OR CHANNELS: ........................................................ 24
GROWTH STRATEGY: ....................................................................................................... 24
BUILDING BRAND EQUITY. ............................................................................................ 25
HOW TO MANAGE THE BRAND EQUITY. ..................................................................... 25
WHAT BRAND POSITIONING. ......................................................................................... 26
MARKET ANALYSIS .......................................................... Error! Bookmark not defined.
REFERENCES ...................................................................................................................... 27
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4. ABOUT US:
Mobilink is Pakistan’s leading provider of voice and data services, bringing more people
together through service excellence and product innovation. With more than 36 million
subscribers, Mobilink maintains market leadership through cutting-edge, integrated technology,
the strongest brands and the largest portfolio of value added services in the industry, a broadband
carrier division providing next generation internet technology as well as the country’s largest
network with over 9,000 cell sites making everyday a better day for its customers.
Mobilink is a mighty giant of the Pakistani telecom industry, the largest in the country. Part
of Orascom Telecom, an Egypt-based multinational telecom provider, which is in turn part
of VimpleCom, a Russian telecom conglomerate. Together they make the world’s sixth largest
mobile communications network.
OUR BRAND:
The new Mobilink has a new bolder mark with a strong and positive outlook from a confident
and optimistic leader. The new Mobilink will continue leading the way by bringing people
together through service excellence and product innovation. Our employees act as one with our
customers in order to create a better every day.
MOBILINK (BEING ONE)
Jazz is extremely affordable, with features like:
•
No daily charges
•
Low outgoing rates
•
180 days validity of Jazz Scratch Cards
MOBILINK EXPLAINS THE NEW BRAND AS A MEANS OF COMING
TOGETHER AS “BEING ONE.”
They talk about the big idea offering a better day to the customers through their services which is
what led them to coming up with the concept of Har Dil Har Din. “As an outcome of ‘Being
One,’ our brand benefit aims at offering ‘a better every day’. As far as the red color is concerned,
it is very prominent and should outstand among others. Their new website
www.mobilinkgsm.com gives a very clean look and is well categorized. The objective is to
become a youthful brand. That’s why the clean, fresh and youthful look which does not mean
that we have done away from cultural values. You will see all Urdu communication of this
campaign in the rural side.
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5. WHY RED?
The color red, so synonymous with Jazz has been carried forward to add continuity to the
transition. On top of that, it is vibrant, youthful and makes the brand stand out in the cluttered
market.
MOBILINK PORTFOLIO
MOBILINK
PREPAID
JAZZ
POSTPAID
PCO
INDIGO
JAZZ LADIES FIRST
JAZZ SUCH JAZBA
JAZZ OCTANE
JAZZ EASY
JAZZ 24 GHANTA
MOBILINK JAZZ ONE
MOBILINK JAZZ BUDGET
BRAND PORTFOLIO:
Mobilink had already launched a total of 7 brands within its JAZZ portfolio alone. Jazz which
was already a sub brand within the Mobilink portfolio had consumer segment brands like Octane
and Jazz easy, jazz budget, jazz one and jazz jazba.
FLANKER:
Attack the market competitor’s flank. Jazz one, jazz budget are two packages who are the flanker
of Mobilink and attacking the other competitors.
CASH COW:


Jazz Ladies First
Mobilink Indigo
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6. Jazz Ladies First and Indigo is in cash cow because these two packages are low growth, high
share products. These established and successful SBUs need less investment to hold their market
share. They produce a lot of cash to support the other SBUs that need investment.
LOW END ENTRY LEVEL:
At low level entry level is jazz one, jazz budget, jazz jazba because it is not much expensive to
use or change the package from existing package. At the moment when customer purchase sim
these 3 packages are be default activated on sim. After the satisfaction on these packages
customer may purchase a high price package or may be convert to postpaid.
HIGH END ENTRY LEVEL:
Mobilink Indigo at high entry level because it has to be charged high when getting a new number
of postpaid customer needs to pay security deposit to get the new sim of postpaid connection.
BRAND HIERARCHY
CORPORATE BRAND:
Mobilink is the corporate brand.
FAMILY BRAND:
All packages lying under the umbrella of Mobilink is family brand of mobilink.
INDIVIDUAL BRAND
Prepaid and postpaid are the individual brands of mobilink.
MODIFIER BRAND
It comprises under the each individual brands because each package identifies with its own
modifier or you may say name. Like Mobilink Indigo, Mobilink jazz jazba etc.
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7. GRAPHICAL REPRESENTATION OF BRAND HIERARCHY
MOBILINK
PREPAID
JAZZ
JAZZ JAZBA
JAZZ
OCTANE
JAZZ ONE
JAZZ 24
GHANTA
JAZZ LADIES
FIRST
JAZZ SUCH
JAZBA
JAZZ
OCTANE
JAZZ EASY
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8. MARKETING MIX:
It is the set of marketing tools a firm uses to pursue its marketing objectives. McCarthy has
classified these tools into four broad groups, called the four Ps of marketing:
MOBILINK PRODUCT:
Mainly there are four products of Mobilink with each having target markets and positioning.
• Mobilink Indigo
•
Mobilink Jazz
•
Mobilink World
•
Mobilink PCO
MOBILINK PRICING:
Mobilink has the largest subscriber base in Pakistan with 24 million customers. Mobilink
recently started GPRS services with RS. 500/- month of unlimited usage which is a treat for
GPRS users who want to take their office with them. Mobilink provides them with this facility
with fairly reasonable charges.
MOBILINK PLACEMENT:
During the last 13 years, Mobilink has set up one of the largest cellular networks in the country.
Currently, Mobilink is covering more than 5000 plus cities and towns. This has involved an
investment in the company of more than US $ 1 Billion. Mobilink have more than 4,900 cell
sites and the number keeps growing at a rapid pace. Mobilink also have deployed around 3,000
km of optical cable. Mobilink customers remain their priority and in an effort to enrich their lives
Mobilink have put in place state of the art call centers in Karachi, Lahore, and Islamabad and in
other cities of Pakistan where well trained staff is geared to answer complaints and queries, and a
new billing system is in the process of commissioning.
PROMOTION:
The chief advertising goal of Mobilink is to increase its customer base and to stimulate more
usage.
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9. Mobilink is currently using:
Information Advertising: To create brand awareness and knowledge of its Mobilink
World Brand
Reminder Advertising: To stimulate the repeat purchase of its Jazz and Indigo brands.
CONSUMER LEADING FACTORS:
•
Purpose is COMMUNICATION
•
Price
•
Voice Quality
•
Coverage
CORE BRAND VALUES
•
Mobilink provides quality services to its customers.
•
Being a market leader it is and it has to be innovating in introducing different services.
•
Mobilink maintains good relationships with its customers to ensure good services
BRAND PROFILE:
•
Brand Essence
•
•
“Reshaping Lives”
Brand Promise
•
Har dil, Har din
•
Aur Sunao
•
Quality aur coverage pay no samjhota
•
Jazz apna hai
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10. CHARACTERIZATION OF MOBILINK JAZZ :
Jazz is the leader in the market. They are using “Defensive strategy” in market. According to this
strategy they continually strengthen their strongly held current position. They are offering
different packages for maintaining this position in the market, because they have very strong
competitor in the market. Mobilink always do Top of the mind surveys to launch or add new
package or feature in line before going online. A very much thought full leadership. That’s why
70% customers satisfied by the service quality. Customer knows that he is buying and using a
quality product.
OPPORTUNITIES FOR MOBILINK JAZZ
Mobilink is a pioneer and a leading brand in the market. They are enjoying a healthy share of
30% in the market. And Jazz has become a trade mark of quality call because of its strong
network and phenomena of 0300 prefix. So they have an opportunity to cash this with accessing
areas which are not covered still. Also have an opportunity to get a 3G license. 3G a fast data
generation move for video calling, fast calling and downloading speed generation it will provide
a again hype in telecom sector to develop some new packages for video calling and some for
date usage youth customers. Mobilink can get license because having a strong financial position
and reputation in the market. Mobilink can hit competitors with low pricing strategy. Sub Brand
is more Powerful than Mobilink. Mobilink also targeting their corporate customers as well.
BRAND BUILDING BLOCKS OF MOBILINK
IDENTITY - WHO ARE YOU?
Pakistan Mobile Communications Limited (PMCL) better known as Mobilink GSM is a
telecommunication service provider in Pakistan. Pakistan’s largest cellular provider maintains a
tremendous growth rate despite the deregulated market. With the introduction of new products
into the market and expansion through various rural and urban cities, Mobilink continues to
capitalize on its position in the market. Despite complaints about quality and connectivity issues,
the number of customers continues to grow.
Mobilink commands approximately 30.2% market share and is the market leader. This firm has
the largest market share in the relevant product market, and leads the other firms in price
changes, new-product introductions, distribution coverage, and promotional intensity. Following
by the Telenor by 25% market share. 3rd Ufone which has 20.9% of the total Pakistan market.
Warid claims a 15.7% share of the country’s wireless market closely followed by Telenor with
14%. Zong had 2.7% of the users untill the end of 2012.
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11. Competitive Strategies:
Being the market leader, first, Mobilink must find ways to expand total market demand. Second,
it must protect its current market share through good defensive and offensive actions. Third, it
has to try to increase its market share, even if the market size remains constant.
BRAND MEANING – WHAT ARE YOU?
The experiences that Mobilink customers have with the brand come as a direct result of product's
performance. Mobilink meeting, and, ideally, exceed their expectations to build loyalty.
Basically Mobilink fulfilling the customers' needs, and exploring how can translate these needs
into a high quality services.
Strong Brand Ambassadors:
Mobilink in its advertising went on a different route (now copied by competitors) by starring the
most charismatic superstars in its advertisements. The tested method of having a pretty face
holding a Jazz card makes its advertising campaigns booming. Strings, Vaneeza Ahmad, Shaan,
Iman Ali, Zainab Qayyum, Wasim Akram, Shahid Afridi, Nargis Fakhri and Ali Zafar .
The Jazz Campaign:
The current prepaid Jazz campaign has brought Mobilink’s image to the masses and is more on
the ‘functional’ platform. When competition was introduced in the Pakistani market, It was at
this point that the true evolution of prepay began. It was more than apparent that every single
customer was important and every single subscriber was vital. Almost immediately, the
marketing and advertising improved; and a more conscious effort was made towards trying to
reach out to every aspect of the consumer market. At first, Mobilink went a slightly different
route, and instead of targeting the large youth market, continued to use it’s tried and tested
method of having a pretty face holding a Jazz card. Iman Ali joined other famous models as
being a Jazz Girl. But with the competition getting intense, Mobilink finally decided to raise the
profile of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP on
Jazz, and then to slash prices and improve its quality. Finally, in February 2006, Mobilink
launched Jazz Octane, a package ‘designed for the communication needs and lifestyle of the
Pakistani youth segment’. The belated foray of Mobilink into the youth market has met with
promising early success, and the new package offers quite a bit. The early success of Octane has
not only to do with its increased offerings, but also has a great deal to do with the campaign that
Mobilink came up with. Perhaps most effectively and symbolically, the ad showed an old woman
embracing the youthful abandon that Octane is shown to offer. It can be argued that the old
woman’s name is Mobilink.
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12. Brand Response – What Do Customers Think, or Feel, About Mobilink?
Value to consumers:
While 3G still is in the pipeline and the government clueless about the PTA status, in place little
an operator can offer in terms of service differentiation. However, when Ufone recently launched
its Uth Pack it offered consumer incredible value, the company came up with a new and vibrant
look and the whole advertising campaign consolidating Ufone- package focused on the younger
consumers. Perhaps, Mobilink should have waited for the 3G Spectrum auction to happen, if
they had nothing to offer in terms of service before re-launching and consolidating (or
differentiating further) the Brands.
The only service launched recently was SMART Push-a push adv service, which failed a decade
back even in the bourgeoning market like India next door that created nuisance for the
consumers.
What’s in it for a Customer?
As a customer, we are sure; you must be concerned about the benefits that would be available to
you after this revamp. We asked Mobilink the same and here’s what Mobilink said:
This is an exciting time for the brand for both our consumers as well as the telco sector. The
launch of the new brand is an opportunity to re-commit ourselves to excellence in our corporate
responsibilities through business, customers, employees or the communities in which we operate.
The success of the new Mobilink will be built on our continuing endeavor of Being One as we
reach out and touch Har Dil, Har Din.
Above few lines, if translated into simple English, means there’s nothing much for the consumer.
Yes, they can feel happy for a new look that their company has gotten and enjoy the feel of
oneness.
Last but not the least, Mudassar Jehangir – a fellow blogger – did a story on Mobilink’s
rebranding. He thinks that Mobilink’s new Logo is being inspired by various other local and
international brands
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13. RED MEANS
FUN, PLAYFUL, HAPPY
PASSIONATE, DYNAMIC, EXCITING
EMOTIONAL RESPONSE
Pleasure
Dominan
ce
Arousal
Information
Rates
Brand
Recall
BUYING BEHAVIOR
Sensory
Stimulus
ENVIROMENTAL RESPONSE
Mobilink Customer satisfaction is a crucial element for the success of business. One of the
biggest challenges for a market is how to satisfy and retain the customers in telco industry. It is
difficult to find the level of satisfaction and loyalty among the users of cellular phones.
Mobilink’s prepaid customer’s loyalty.Overall customer satisfaction and customer loyalty is
comparatively low among the customers of Mobilink. The Customer loyalty in Pakistan’s mobile
sector is relatively low because it is an emerging industry, new players are entering in this
market and customers are more fascinated to try the new service providers. However it is
expected that when the industry will be well established, the results will be more comparable to
other studies.
VARIABLES AND CODES OF RESEARCH RESULTS
Blue represents Competence,
Secure, Confident BCISC
Intelligent, BCISC
Red
represents
Sincerity,
Wholesome, RSWDH
Down-to-Earth Honest Orange represents
Excitement, Daring, Imaginative OEDI
Purple represents Sophistication,
Glamourous, Charming
Smooth, PSSGC
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14. The brand colours of the
communicates what it stands for
company CCOM
I like the brand colours of the company
LCOL
The brand colours of the company are easily RCOL
recognized
The brand colours of the company make me PCOL
have positive feelings towards the company
RESULTS
CCOM
Mobilink 100% (700)
Telenor 97% (609)
Ufone 100% (700)
Warid 69% (483)
Zong 42% (294)
LCOL
Mobilink 89% (623)
Telenor 81% (567)
Ufone 93% (651)
Warid 72% (504)
Zong 54% (378)
Mobilink 100% (700)
Telenor 97% (679)
Ufone 95% (665)
Warid 88% (616)
Zong 32% (224)
Mobilink 86% (602)
Telenor 74% (518)
Ufone 87% (609)
Warid 79% (553)
Zong 56% (392)
RCOL
PCOL
Competence
Mobilink 78% (546)
Telenor 97% (679)
Ufone 55% (385)
Warid 21% (147)
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15. Sincerity
Sophistication
Excitement
Zong 17% (119)
Mobilink 46% (322)
Telenor 83% (581)
Ufone 61% (427)
Warid 94% (658)
Zong 29% (203)
Mobilink 86% (602)
Telenor 33% (231)
Ufone 21% (147)
Warid 14% (98)
Zong 12% (84)
Mobilink 26% (182)
Telenor 23% (161)
Ufone 99% (693)
Warid 12% (84)
Zong 88% (616)
How much Mobilink does have resonance?
First mover advantage is a big plus point to have but Mobilink Jazz has wasted it. There is not
much to say about Mobilink Jazz because it seems to be the least consistent brand in the history
of the world. The brand seems at a loss for strategic direction, it's like it doesn’t know where it
stands and where it wants to go. At times Mobilink Jazz emphasizes on its cheap rates, while on
other occasions they claim to be the best quality service providers. To be very lenient to
Mobilink Jazz, we can say that it is highly confused. Prising Ali Zafar away from Telenor proved
to be another of their blunders as people couldn’t really disassociate him from his previous brand
association, and he became a greedy traitor in the eyes of the public. This of course, didn’t go
well with the cellular brand. What Mobilink Jazz needs to do is to get back to basics and define
its competitive frame of reference before coming up with another puzzled campaign.
What have been the key marketing activities of mobilink which are most
contributed towards success of achieving its Resonance and Positioning?
Advertising Campaigns :
The advertising theme “Mobilink: It’s simply a way to communicate”, is designed to
demonstrate
the
new
service’s
simplicity
and
convenience.
Along with its service debut, Mobilink launched a nationwide campaign composed of television
commercials and print ads.
15 | P a g e

16. The success of Mobilink has not only to do with its increased offerings, but also has a great deal
to do with the campaigns that Mobilink comes up with. The TV ads exude energy and liveliness,
and an expressive color and lightning palette, the high frequency and visibility makes these
advertisements noticeable which results into increased brand awareness and brand loyalty
boosting sales.
Strong Brand Ambassadors:
Mobilink in its advertising went on a different route (now copied by competitors) by starring the
most charismatic superstars in its advertisements. The tested method of having a pretty face
holding a Jazz card makes its advertising campaigns booming. Strings, Vaneeza Ahmad, Shaan,
Iman Ali, Zainab Qayyum, Wasim Akram, and Shahid Afridi are some of celebrities associated
with Mobilink.
The Jazz Campaign:
The current prepaid Jazz campaign has brought Mobilink’s image to the masses and is more on
the ‘functional’ platform. When competition was introduced in the Pakistani market, It was at
this point that the true evolution of prepay began. It was more than apparent that every single
customer was important and every single subscriber was vital. Almost immediately, the
marketing and advertising improved; and a more conscious effort was made towards trying to
reach out to every aspect of the consumer market. At first, Mobilink went a slightly different
route, and instead of targeting the large youth market, continued to use it’s tried and tested
method of having a pretty face holding a Jazz card. Iman Ali joined other famous models as
being a Jazz Girl. But with the competition getting intense, Mobilink finally decided to raise the
profile of Jazz. The tariff wars between the providers initially caused Mobilink to offer WAP on
Jazz, and then to slash prices and improve its quality. Finally, in February 2006, Mobilink
launched Jazz Octane, a package ‘designed for the communication needs and lifestyle of the
Pakistani youth segment’. The belated foray of Mobilink into the youth market has met with
promising early success, and the new package offers quite a bit. The early success of Octane has
not only to do with its increased offerings, but also has a great deal to do with the campaign that
Mobilink came up with. Perhaps most effectively and symbolically, the ad showed an old woman
embracing the youthful abandon that Octane is shown to offer. It can be argued that the old
woman’s name is Mobilink.
16 | P a g e

17. The Mobilink World Campaign:
Mobilink World being the value added service brand for Mobilink has been started with an
elaborate campaign with TV advertisements and print ads.
Mobilink puts Ladies First
September 26, 2006
As the competition among the mobile providers heats up in Pakistan, they are coming up with
new packages to attract and retain customers. Mobilink has introduced an interesting
package called ”Ladies First” to attract the female market segment.
Currently Mobilink is number one mobile operator in Pakistan with over 19 million
subscribers (49% market share). As reported in press here:
The service is targeted at ‘homemakers’ and ‘housewives,’ and offers bundled value-added
services, including ‘beauty tips, cooking recipes, health notes, home, food and entertainment’, all
via SMS. There are also special discounted call rates between 3pm and 6pm, designed to ‘help
her to stay connected with friends and family’. It will, says Mobilink, ‘fully empower and equip
the women in Pakistan with the tools needed to lead a successful and fulfilling life’.
It will be interesting to see how ladies react to this new offer and whether other providers jump
in to create similar competitive offerings. Can you guess what’s so special about 3pm-6pm that
Mobilink is offering a discount?
Quick summary of the Jazz Ladies First package:
• Beauty tips, mouth watering recipes, healthy diets and so much more all can be suscribed via
SMS for a monthly fee (~ Rs.30/month for each topic)
• Special discounted call rates between 3pm – 6pm
• Lower outgoing call rates 2nd minute onwards
• Jazz Ladies First shopping discount card provides discounts with selected vendors
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18. My best guess is that 3-6pm was identified because of two reasons: network off-peak and
assumption that housewives are more likely to make phone conversations after lunch and before
their husbands come back from work — i.e. around tea time, as you mentioned
Mobilink launched Tour de Shughalpur ‘flight’ internet educational
campaign
Mobilink Pakistan has launched a campaign tilted ‘Tour de Shughalpur’’which is customer
centric educational program. Mobilink’s engaging and yet another innovative campaign aims to
enhance awareness about mobile internet usage opportunities in Pakistan.
Mobilink Tour de Shughalpur ‘flight’ during the internet educational campaign at the Lahore
Press Club
Mobilink Pakistan campaign is in line with the Mobilink’s vision to bring latest services and
technology to customers utilizing its huge network across Pakistan. The awareness activity was
organized at Lahore Press Club to engage media personnel in order to disseminate the
information and awareness amongst the masses.
Mobilink activation campaign included a flight simulation for the ‘passengers’ during their ‘Tour
de Shughalpur’ who could enjoy world of mobile internet .
Director Marketing Mobilink , Moied Javed, highlighted that Mobilink as the market leader, has
taken the responsibility for creating the awareness about opportunities which are available to its
18 | P a g e

19. customers using latest innovation and Mobilink’s services on Pakistan’s fastest and most reliable
mobile internet network. Mobilink campaign is specially aimed at educating students’
community on benefits of mobile internet.
Mobilink’s ‘Tour de Shughalpur’ activation campaign is in strategic partnership with the tech
leader Huawei and is spread over 45 days. The activity will be carried out in thirteen (13) cities
of Pakistan, and over 150 schools, universities, colleges and numerous market places. The
campaign will help in spreading awareness about mobile internet usage on Mobilink internet
network to access Facebook, Mobimusic, Wikipedia Zero, Twitter, etc.
Juro Gey to Jano Gey
Jazz Jazba launched its latest campaign entitled ‘Juro Gey to Jano Gey’ this week featuring
the Superstar of Pakistan Mr. Atif Aslam. The campaign was launched with an Advertisement
that went on air first followed by a Music Video for the song ‘Juro Gey to Jano Gey’.
The video went viral just like the usual Atif Aslam stuff and received about 10,000 views in less
than 12 hours (cool, eh?). The video starts with a line written “Sachchay Waqiyat Per Mabni”
that translates as ‘Based on Real Events’. The whole video revolves around a kid who is so
passionate about Music that he doesn’t care about his education or anything else in the world.
You can see the kid trying his best to play the guitar and sing, Running to auditions and never
getting a chance, Going to people but nobody wants to listen to him. After trying everything, the
kid starts playing in a Bar/Club/Restaurant or whatever and in the Kid you can see the kid as one
of Pakistan’s most of famous artist ‘Atif Aslam’ playing in a huge concert full of his fans
cheering up for him.
What is Ali Zafar Doing in Mobilink's Advert?
Ali Zafar Was Telenor’s Brand Ambassador, wasn’t he? If this was the case then what’s this in
following advert? When Mobilink took him on board?
We know that cellular companies used to fight for employees, but this battle of snatching brand
ambassador is something we saw for the first time. Our inside sources have communicated us
that Ali Murtaza, who is heading Jazz Brand brought Ali Zafar on board with Mobilink. Murtaza
was previously with Telenor. So the picture is evident now on how it happened.
19 | P a g e

20. Moreover, Brand Ambassadors will start asking for higher prices, with this trend.
On an additional note, I believe, brand ambassadors should not ruin the amount of investment
and time a company has spent on them. I wonder, if Telenor gonna play Ali Zafar’s advert or not
now onwards.
IMC
Sales Promotion
Mobilink
uses
different
types
of
sales
promotion
method
such
as:
Consumer promotions
In order to kindle greater and quicker purchases Mobilink is carrying out the following consumer
promotion activities including special deals such as:
Indigo Freedom Plan:
This deal offers certain benefits of which two are:-
Friends & Family:
This feature is available to the customers on any three Mobilink numbers (Jazz and Indigo)
which can be added into F&F list by calling the help line at 111.
Local Rates:
According to this freedom plan across Pakistan, all call, across all networks are charged as local
calls.
Bonuses & Free Airtimes:
Mobilink has been offering a number of bonuses to its consumers. An example of its current
bonus offer is:
Bonus on Recharge:
Mobilink brings an exciting offer for its Jazz customers. Recharging their
connection.
Mobilink Jazz
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21. Business and Sales Force Promotions
Mobilink also carries out business and sales force promotions on frequent basis.
Specialty Advertising:
Mobilink uses certain items imprinted with its logo as well advertising messages such as
calendars, caps, radios, mugs, and candles. These items are given as gifts to customers by
salespeople.
Sales Contests:
Mobilink actively carries out yearly sales contests in order to motivate the sales force to put in
greater effort.
Trade Shows:
Mobilink actively participates in trade shows in order to enhance its business promotions. It took
part in the usual trade-show presentations of Asia Pacific Billing and Revenue
Management Week. This event has a particularly interesting through line of taking services to
understand markets. Topics like ‘Increasing Prepaid ARPU in Price Sensitive Markets’ and
sessions on micro payment plans for low income markets were discussed in detail. The speakers
included individuals from Mobilink GSM in Pakistan and Telemig Celular in Brazil.
Event Sponsorship:
To enhance its corporate image, Mobilink practices event sponsorship. It sponsors movie
premieres, concerts, sports events and community welfare. A few events sponsored by Mobilink
are given below.
Other Sports Events:
Recently Mobilink also held an invitational tennis tournament in Karachi and has organized and
sponsored various sports events across Pakistan, including cricket and Polo tournaments,
providing quality entertainment to its customers.
Direct Marketing:
Mobilink also uses direct channels to reach its customers without using marketing middlemen.
These channels include direct mail, catalogues, tele marketing as well as e-marketing. Mobilink
also uses a very unique technique to reach its customers directly.
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22. BRAND GROWTH ASSESSMENT:
Mobilink’s growth assessment can be identified with some of the following points:
CRITICICSM ABOUT MOBILINK’S ARCHITECTURE:
Few years back, Mobilink was what many marketers in Pakistan would describe as a “true
telecom brand” dominant in terms of brand image, brand strategy and brand recall. Sadly, the
Mobilink of today has faltered on all these qualities, despite being the market leader in terms
of mobile subscribers. When Mobilink’s branding journey began in 1998, its Jazz brand
defined the telecom industry in terms of a strong and well thought-out brand image.
Marketers and consumers will have no difficulty in remembering that Jazz differentiated
itself not along the lines of price and coverage as other telecom brands were doing, but on
being a brand in its own right. Its tag line “Aur Sunao” was popularized by the definitive Jazz
Girl Iman Ali and leading cricketers which struck a chord with the masses immediately. Jazz
migrated easily from being a power brand to becoming known as a premium brand
personifying value and style in the pre-paid market. Jazz was the brand every mobile
subscriber aspired to be associated with.
MOBILINK POSTPAID:
Mobilink defined the post-paid market equally well when it launched Indigo which created
incredible recall with its bold yet sophisticated communication strategy. With the actor Shaan
as its brand ambassador, elegance and corporate preeminence became synonymous with the
essence of the brand. Some even say, the actor made Mobilink Indigo or it was the other way
around. Mobilink’s dominance even in the post-paid market was hard to match by other
telecom brands at the time such as Telenor, Warid and Ufone.
From the continuing downfall of its Jazz brand due to misplaced faith in new brand
ambassadors and price wars to an eroding post-paid base for Indigo and an unsuccessful
attempt at capturing the so-called “youth” market via its Jazba brand, Mobilink’s brand
image has declined from year to year. Although they show themselves as a market leader but
if we look into a reality, they have failed to be a leader. Their existence is just because of
their first mover advantage.
GOOD AND BAD ABOUT ITS HIERARCHY:
If we talk about rebranding we come to know that “rebranding” is the process of giving a
product or an organization a new image, in order to make it more attractive or successful. But
unfortunately mobilink couldn’t make it perfect in the current era. Many have pointed out
that the logo lacks originality and has borrowed heavily from existing logos in the telecoms
industry. Colour is indeed a strong factor in brand recall and many brands may alter logo
designs, but do not risk doing away with the well-known colour or colours that define their
brand in the eyes of consumers. Despite some of the negativity that the Mobilink rebrand has
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23. generated, it is imperative to examine the reasoning behind the new image from the brand’s
own point of view. Mobilink’s Director Brand Communication & Media elaborates on the
vision behind the rebranding. He says, Mobilink caters to a demographically younger
audience, which is socially-engaged; globally aware; politically vocal, demonstrative and
expressive and expects to talk with their chosen brands and not be talked to.
BEING ONE:
Mobilink explains the new brand as a means of coming together as “being one.” The Director
Brand valued the Purple themed Mobilink more along with the strong corporate image that
stood for patriotism and rich cultural imagery. When Mobilink spoke your language and
promised you seamless connectivity regardless of distances: “baat karo aisay ke faaslay
simatt jaen” The brand perspective may have been in need of a fresh look recently which led
Mobilink to reposition itself but in all honesty, Har Dil, Har Din is hardly making a promise
that customers can hold on to.
Mobilink’s recent rebrand is definitely a lesson in how one should not go about rebranding
an incomplete idea. What we need to see from a company like Mobilink is definitely a more
dynamic and appealing brand perception.
MOBILINK’S BROADER BRAND PORTFOLIO:
Mobilink has taken brand thought leadership in Pakistan by simplifying and consolidating its
brands portfolio, moving from a family of brands into one flagship brand. The iconic Jazz,
Jazba and Indigo brands have been absorbed into Mobilink, with the prepaid and postpaid
portfolios reflecting the Mobilink parent branding.
As part of this rebranding exercise, Mobilink has incorporated a new vision of ‘Being One’
with a commitment to providing customers the best user Mobilink’s corporate tagline has
also been changed to ‘Har Dil, Har Din’, which communicates the organization’s initiative to
develop a brand that is full of heart and promise. According to the Mobilink’s Marketing
manager, mobilink’s success over the last two decades has been built on pillars of leadership,
innovation, teamwork and positivity. Today, we cater to a demographically younger audience
in an increasingly cluttered marketplace, which made it necessary to migrate from
complexity to simplicity. The new vision of ‘Being One’ is an accurate reflection of our
continued focus on being the market leader in everything that they do. The launch of the new
brand is also Mobilink’s recommitment to excellence in their Corporate Responsibilities.
As a result of the rebranding, Mobilink’s iconic Jazz, Jazba and Indigo brands have been
absorbed into Mobilink. The prepaid and postpaid portfolios continue to exist, with
Mobilink’s entire services portfolio remaining the same as before. Mobilink will also
continue to capitalize on the Jazz brand equity on some retail assets in order to avoid any
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24. confusion in the minds of consumers. However, this is a transition phase and the dependence
on the Jazz brand equity and its presence will gradually fade away.
EXPANSION IN NEW MARKETS OR CHANNELS:
According to some recent news, Mobilink has signed Ericsson, the world’s number one
vendor and known to be the most expensive and sophisticated telecom equipment maker, for
network expansion and 3G roll-outs, maintenance and other network functions. Mobilink had
also signed long term contracts with Huawei and Alcatel-Lucent, just couple of months back,
for its network expansion, modernization and laid the foundation of future 3G roll outs.
According to the survey Mobilink has set up approximate 9000 cell sites in almost every
single big and small city of Pakistan. This has been surely the greatest achievement that has
been made by Mobilink. Mobilink has been the very first network that was arrived in the
cellular market and hence in just minimum time scale this brand has touched the sky heights.
Network expansion of Mobilink has been raised with the percentage of 8% and hence this
has made the Mobilink as the largest cellular sector in Pakistan. The main aim of the
foundation of these sites has been all connected to improve and enhance the communication
data and skills in between the people. Recently Mobilink has introduced the new Blackberry
Q10 to the new market segment where the consumers are more likely to use internet services
with better speed. The phone offers users a powerful and unique new mobile computing
experience with state-of-the-art Blackberry enterprise and internet services from Mobilink.
This offer confirms that Mobilink is always the first to offer the best to its customers be it
services or products.
GROWTH STRATEGY:
Growth strategies regarding mobilink’s growth, they usually claim that they are the pioneers
of telecom industry. Mobilink had a first mover advantage so they charge in start with
premium cost because at that time people had no options to go with that. Even at start
Mobilink charge incoming call charges as well. Every retailer, supplier and vendor wants to
have a contract with Mobilink because Mobilink have a demand of customers. Every retailer
wants to had sim or scratch of Mobilink on their shop.
Mobilink change their positioning with the passage of time like above mentioned. I did not
see any TVC of postpaid connection throughout this current year because they dealing with
their customers directly with sales teams and doing on corporate level by giving some sales
promotions and benefits and features.
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25. As they say that Mobilink is catering youth as compare to other telecommunication
companies so they are hiring some new faces as celebrities in order to associate Mobilink
with the current lifestyles and all. Mobilink always keep an eye to find new segments in
order to gain more growth.
BUILDING BRAND EQUITY:
As we know Pakistan cricket team is not playing at home Pakistan team playing matches of
home series at UAE so what they can do is they can sponsor the cricket events like bank alfalah
and cool & cool co. did. Sponsoring the sports event is most profitable these days. In Pakistan
there is a cricket fever Mobilink can utilize this benefit by sponsoring Event sponsorship cricket.
Mobilink need to do penetration in IMC. Public relation ambassador should communicate jazz.
Promote facilitates more like what they did providing . The success of Mobilink has not only to
do with its increased offerings, but also has a great deal to do with the campaigns that Mobilink
comes up with. The TV ads exude energy and liveliness, and an expressive color and lightning
palette, the high frequency and visibility makes these advertisements noticeable which results
into increased brand awareness and brand loyalty boosting sales.
HOW TO MANAGE THE BRAND EQUITY:
Mobilink as we know the market leader. As the market saturates of teleco industry mobilink
needs extend the life cycle. PLC extension can do through upsell the value added services when
customer walk in or call to helpline cross sell the other services as well like their mobi tunes,
Missed call services and many others what they had. With the help of this it will increase the
revenue of a brand and eventually it effects the positive on brand equity through earning more
revenue. Providing the new date internet packages because it is now the need of the youth and
requirement of teleco industry at the moment. And have to make sure to recall the packages
through IMC for repurchase it will be beneficial for them. They had a good opportunity to get
the 3g licence because they had a good financial and innovation is required like they need to
provide easy way to get the duplicate sim or facility to check customers sim location in case of
cell phone stolen (if the number is on customer name). New product segments create niche.
Recently Mobilink has introduced the new Blackberry Q10 to the new market segment where
the consumers are more likely to use internet services with better speed. The phone offers users
a powerful and unique new mobile computing experience with state-of-the-art Blackberry
enterprise and internet services from Mobilink. This offer confirms that Mobilink is always the
first to offer the best to its customers be it services or products. Same case co branding with the
Q mobile new model of Z4 providing this cell phone on their own sales center with Jazz number
by providing the 6 months internet free.
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26. WHAT BRAND POSITIONING:
Har dil, har din describes this. Previous penetration was good through jazz was offensive heavily
spending on media. But with new tagline or repositioning they are highly criticize from the
critics and the reason are many. As we know the mobilink now owned by a vimpel com so they
use their old tactics what they used in other countries.
Mobilink explains the new brand as a means of coming together as “being one.” The Director
Brand valued the Purple themed Mobilink more along with the strong corporate image that stood
for patriotism and rich cultural imagery. When Mobilink spoke your language and promised you
seamless connectivity regardless of distances: “baat karo aisay ke faaslay simatt jaen” The brand
perspective may have been in need of a fresh look recently which led Mobilink to reposition
itself but in all honesty, Har Dil, Har Din is hardly making a promise that customers can hold on
to.
Mobilink’s recent rebrand is definitely a lesson in how one should not go about rebranding an
incomplete idea. What we need to see from a company like Mobilink is definitely a more
dynamic and appealing brand perception.
Logo looks like a tomato peal and also a copy of others brand logos aswell. Company like
mobilink it does not suit them to copy them.
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27. REFERENCES
http://www.mobilinkgsm.com/prepaid/
https://www.google.com.pk/#q=mobilink+marketing+strategy+project
http://www.slideshare.net/riznike/mobilink-presentation
http://exportpakistan.blogspot.com/2012/11/introduction-of-mobilink-pakistan.html
http://www.thedesidesign.com/mobilink-celebrates-new-network-with-great-emo-advertising/
http://www.brandsynario.com/brands/mobilink/campaigns
http://www.wordsmith.com.pk/har-dil-har-din-telco/
http://commerceplus.blogspot.com/2010/07/project-report-on-marketing-of-mobilink.html
http://www.wordsmith.com.pk/har-dil-har-din-telco/
http://www.slideshare.net/goshgeminian/mobilink-16067947
S
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