Project

Marketing plan

Submitted To

: seven steps E-

: Sir Adnan

Submitted By
2590)

: Sadiq Wazir

(IO-

Class

: BBA 6th sec A

Mobilink Pakistan

Pakistan

Mobile

Communications

Limited,

better

known

as Mobilink,

is

telecommunication service provider in Pakistan. The company is Pakistan's leading

cellular operator with a subscriber base of 37 M and market share of 34% in October
2013.
Mobilink's Head office is located in Islamabad. Mobilink started operations in 1994 as
the first GSM cellular Mobile service in Pakistanby Motorola Inc.,[citation

needed]

later it was

sold to Orascom Telecom, an Egypt-based multi-national company.

In addition to cellular service, the Orascom group is diversifying its service portfolio by
setting up new businesses and also expanding through acquisitions. Recently, they
started offering DSL broadband through a wholly owned subsidiary, Link.Net. In addition
to Mobilink, the Orascom group also owns TWA (Trans World Associates) which
operates an undersea fiber optic cable from Karachi to Fujairah, UAE.
As of June 2010 Mobilink had issued two listed bonds valued at R$3.2B and R$6B,
respectively. Besides its cellular service recently Mobilink has also started its

DSL/Wimax

internet

service

in

26

major

cities of

Pakistan

includingKarachi, Lahore, Rawalpindi, Islamabad, Faisalabad, Peshawar, Multan, Gujra

nwala, Gujrat, Jhelum, Sialkot,

Hyderabad,Tharushah,Mardan, Rahim

Yar

Khan, Sahiwal, Wah, Sargodha, Sheikhupura, Abbotabad, Quetta, Dera Ghazi Khan,
Ghazi Kot, Bahawalpur, Sukkur, Nawabshah & Larkana.

Seven Steps E- Marketing Plan ( Mobilink)

Situation Analysis:
SWOT:
Strength:
Only cellulor service in pakistan to provide coverage on M 2 motorway.

Pioneer GSM service in pakistan

Large number of corporate customers

Hieghest market share in Pakistan

Primium brand image

Increased brand equity

Weakeness
Costly services as compared to other companies services

Customer service center are not providing quality services

Sometimes network is busy due to over traffic

Opportunity
Mobilink is growing faster in pakistan , they should introduce new services to
capture more customer.
Mobilink can lower it prices which is big threats for competitors

Use internet for marketing, its reduce the cost for them

Threats
New companies

Low price offer by its competitors

Customer may be shift due to charging high price

 Big threat for mobilink is Zong, because zong itroduce many low packages for
customers as compared to other competitors
(2) E- Markting Strategic Planning:
Market Opportunity Analysis:
Segmenting:
Mobiling offer different services to its customer according to gender, age and groups
like night packages for young generation, unique package for corporate customer etc.
Now mobilink focuses on ads which they are providing through different social media
like facebook, twitter etc.

Tageting:
Mobiling target young generation, corporate customer, social media customer like
facebook users.
Difference:
Brand images is very good in market, market share is high as compared to its
competitors, customer is more loyal with them
Positionnig:

Mobilink introduce both Indigo and Jazz for its customer. Mobilink company is standing
first in pakistan.
3 Objectives:

Growth of the company

Increase market shares
Revenue increase
Gain large no of customer
Customer loyality

(4) E- Marketing Strategy:

Product offer:
Mobilink provide different services according to the customer demand like offe indigo,
jazz, night packages, mobicash etc
Price offer:
Mobilink charge high price as compared to its competitors . Mobilink use dynamic
pricing strategy
Distribution Stratigies:
Mobilink offer its services in 2000 cities and towns of Pakistan. Different Branches and
outlets are open in these areas.

Communication strategies:
Mobilink giving ads through different channels like through banners, through tv ads,
print media, social media etc
CRM:
Mobilink have strong relationship with its customers.
(5) Implementation Plan:
After analysing these strategies Mobilink choose one plan and implemented

(6) Budget:
Mobilink efficiently manage its financial resources to meet its objectives. For cost saving
they focusing on social media, charging high price to increase its revenue.
(7) Evaluation Plan:
Mobilink is meeting its objectives like increase market shares, revenue increase,
number of customer increase, brand image.