M EASURES

Major strategies employed by the organization at various levels are

4.5.4.1 Corporate Level Strategy

As their corporate level strategy, they have entered into partnerships with different organizations.

On the basis of findings, it appears that for the past few years (1999-2003), Mobilink had a focus on internal growth. All this is evident from the fact that since the deregulation of the mobile service industry of Pakistan, Mobilink has undertaken various efforts to ensure that it changes its stance from concentrating on its existing market to growing its market presence. The main reason for this change is mainly to keep up with the competition and to retain and increase its market share. This transition is obvious in Mobilink’s repositioning itself and hitting the market with a new face with the catchphrase “Reshaping communication”

With the threat of new entrants into the industry after the deregulation, Mobilink’s strategy took a new turn. To keep abreast with the company, Mobilink took the following steps during the last 2 years:

• Expanded its international roaming Service scope in 14 more countries including Vietnam, Germany, Bangladesh, Ukraine, Iran, Venezuela, Nigeria, South Africa, Ethiopia, Uganda, Sudan, Bahrain, Caribbean Islands. Bilateral roaming agreements signed with 100 countries around the world to have true roaming service operational in 151 operators of the world.

• PROMOTIONAL CAMPAIGNS LAUNCHED

o JAZZ BUNDLE OFFERS: These bundles include a handset, a JAZZ connection and airtime worth Rs. 200

o INTERNATIONAL SUMMER PROMOTION: Discounted international tour packages to Sri Lanka, Malaysia and Maldives

o “JAZZ-AUR-SUNAO”, “LIFE MEIN JAZZ LAO” (a change in the marketing strategy)

o Indigo packages deliver nation wide cellular freedom at local Call rates

o Exclusive deals to 6 northern area destination including Chitral, Galliat, Hunza, Kaghan , Skardu and Swat.

o Roam the World: year long promotion including travel to the Holy Land in Ramadan, avail amazing offers at the Dubai Shopping Festival, be a part if the FIFA World Cup in Germany or visit Paris, Milan, London and NY.

4.5.4.2 Business Level Strategy

As their business level strategy it has focused on Differentiation strategy ever since it started. Mobilink has always made successful attempts to distinguish their products or services from other in the industry. They make their product unique through:

4.5.4.2.1 Advertising

• Highly creative people in the marketing dept

• Billboards, TV commercials, bringing in famous personalities from media to endorse their packages

4.5.4.2.2 Distinctive Product Features

• Value added services

• Online billing

• GPRS enabled

• Mobilink also started 3 friend and family number with a charge of 2.25/min still expensive as compared to Warid but giving incentive to subscriber there is an additional cost of RS 25 to add friends and family number.

• International roaming: Bilateral roaming agreements signed with 100 countries around the world to have true roaming service operational in 151 operators of the world.

4.5.4.2.2 Exceptional Service

• There are certain areas of Pakistan where PTCL connections are not available;

the PTCL cables have not reached yet, but Mobilink has its service in those areas.

• Providing services in 413 cities

• Best customer service in the cellular market: Biggest Call Center in Pakistan, which is there to assist the customers 24 hours.

4.5.4.2.3 New Technology

• Introduced GSM tech- bye to AMPS?

• GPRS system – fast and inexpensive

• MOBILINK GSM Short Message Service Center allows Vehicle Tracking and Fleet Management services that are being provided by Tracker (Pvt.) Ltd., under the brand name of C-Track, a company licensed by Pakistan Telecom Authority (PTA). Tracker currently operates from Karachi but can provide these facilities at all those locations where GSM coverage is available.

Their differentiation strategy is usually targeted at people who are not particularly concerned with price, so it can be quite profitable e.g. indigo and blackberry are relatively expansive packages; blackberry is mainly targeted for the business class who can afford it. In this way, the revenue generation remains high. Mobilink offers

tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, mob offers both postpaid (Indigo, relatively expensive) and the prepaid (JAZZ, relatively inexpensive) solutions to their customers.

4.5.4.2.4 Low Cost Strategy

Mobilink does not follow a low cost strategy. Mobilink is a giant in Pakistani mobile industry Tel. Since it first started its operations, it has been focusing its products on the upper strata of the society. That is why its rates are higher than its competitors, Ufone, Warid, Telenor, etc.

4.5.4.3 Functional Level Strategy

4.5.4.3.1 Sales and Marketing

• Differentiation Advantage:

• Because they target the customer groups they offer tariff plans that are exclusively designed to cater to the communication needs of a diverse group of people, taking into account occasional users to businessmen. To achieve this objective, they offer both postpaid (Indigo) and the prepaid (JAZZ) solutions to their customers

• The marketing department immediately identifies and responds to the customer needs.

4.5.4.3.2 Commitment to Total Customer Satisfaction:

Customers are at the heart of my success. They have placed their trust and confidence in us. In return, I strive to anticipate their needs and deliver service, quality and value beyond their expectations.

4.5.4.3.3 Passion for Business Excellence:

I strive for excellence in all that I do. I aspire to the highest standards and raise the bar for myself everyday. This commitment to delivering world-class quality translates into unmatched service and value for my customers and all stakeholders.

4.5.4.3.4 Trust & Integrity:

At Mobilink, I take pride in practicing the highest ethical standards in an open and honest environment, and by honeying my commitments. I take personal responsibility for my actions, and treat everyone fairly, and with trust and respect.

4.5.4.3.5 Respect for People:

My relationships drive my business. I respect and esteem my employees and all stakeholders. I believe in teamwork, empowerment and harmony.

4.5.4.3.6 Responsible Corporate Citizen:

As the market leader, I recognize and fulfill my responsibility towards my country and the environment I operate in.

CHAPTER 5