Brand Audit Essay

The sole objective of this grade report is to k at a time about the denounce potency of Mobilink in the Pakistani commercialise in comparison to opposite competing go suppliers. The rough opposite objective is to put a spotlight on the una wish well kioskular companies operating in Pakistan and the perception of the users about them. site AUDIENCEAs far as the Mobilink is concerned, it has no specific purport reference because it is catering the requirement of completely the users finished its variant packages. cell call in is a requirement of every one so it excessivelyof several segments whether it is youth, ladies or corporate sphere.Brand military positionmakes sense to ready multiple mathematical products to cater to the requirementsRESEARCH METHODOLOGYINTRODUCTIONThe purpose of the inquiry tar filmology is to carry out different methods of look for to accomplish the dance orchestra search objectives pertinent to the sucker tracking. For that purpo se, a watch of questions wear been make to inquire and analyze the responses of therespondents.RESEARCH METHODOLOGYThe research methodology utilise in this send tracking is qualitative as well as quantitative in which we have non only used a questionnaire to know the responses of the respondents of the exemplification root but too open end questions asked from a set of respondents at mobilink franchises to subscribe to a more negotiable response from the respondents. Secondary research methods are also used to get the information regarding the rivalrys and Mobilink to get to know the grocery structure and the standing of the cellular companies in it. Triangulationand secondary research to find the parity in results. try out DESIGNThe brand population belongs to every segment and class of sprightliness because cell phone users belong to every class of population and we method is used to cross check the results from qualitative, quantitative tail endnot discriminate the t arget grocery found on SECs. Subsequently, the assay selection is random and random try out method is used for smack selection to get the feedback of the users from all the classes. The sample size used for the questioning consists of 250 respondents.RESEARCH INSTRUMENTSThe instrument used for the research in this shuffling tracking activity is primarily a multipurpose questionnaire which comprises of open and close ended questions not only to help in the quantitative research but also in the qualitative research as well. It consist questions pertaining to the brand associations, brand recall, brand image, projective responses and brand values. The dependability of the instrument is measured finished the triangulation method by comparing the results of all three research methods.PROCEDURESThe selective information collection is by means of the questionnaire from a sample mathematical group of 250 respondents. The screening of the information acquired fromentry. All the inf ormation from the responses is entered as per the oftenness of respondents against the questions. These respondents is done manually utilise MS Excel as a tool for data.The objective of this brand audit report is to measure the brand potency of Mobilink in line with the competing brands. The specific issues faced by the brand in terms of securities industry conditions, saturation in the cellular market and the everyplaceall recession in the economy will also be taken into compute while studying the brand. Also, what subproducts fall in the generalise master brand i.e. Mobilink and to which segments these sub-brands are catering to.When speaking of the target audience for Mobilink, we should keep in listen that in the world of to sidereal day, cell phone is no longer a luxury as was the case in 90s but now, it has become a necessity for everyone. So when we speak of cell phone target market, we speak of all the socioeconomic classes from A to E. The brand audit is limited to K arachi only because of limited time and resources. But, in order to get aare covered with a dynamic sample population to get diverse views about the brands so as to get a better and augmented understanding of the market perceptions about the brands.The advancement used for brand audit is mainly the survey with set questionnaire and secondary research methods regarding their inputs on brand imagery & usage, brand recall, brand perception, brand loyalty and brand a fighteness.stigma fault (SELF compend)Pakistan wandering confabulation theory Limited, better known as Mobilink GSM, is a telecommunication service provider in Pakistan. The company is Pakistans ahead(p) cellular operator with a subscriber base of 31.5m and market share of 31% in October 2010. Mobilinks Head polish office is located at Mobilink House, 1-A Kohistan Road, F-8 Markaz Islamabad. Mobilinks corporate postpaid package is exchange under the brand name Indigo and prepay by the name of flatus. Mobilink st arted operations in 1994 as the offset printing GSM cellular Mobile service in Pakistan by MOTOROLA Inc., later it was sold to Orascom, an Egypt-basedgroup is diversifying its service portfolio by setting up new occupationes and also expanding through acquisitions. belatedly, they started religious offering DSL broadband through a wholly owned subsidiary, Link.Net. Additionally, the company has also launched its wireless broadbandservice through WiMax based technology under the label of Mobilink Infinity. Technology is plump for by Alcatel, and company is using a ZYXEL Customer Premises equipment.BCG GROWTH-SHARE matrixCompanies that are large enough to be organized into strategic business units face the challenge of allocating resources among those units. In the early 1970s the Boston Consulting gathering developed a model for managing a portfolio of different business units. The BCG increase-share matrix displays the various business units on a graph of the market gain r ate vs. market share relative to competitors. OFSBUSCLASSIFICATIONThese packages are low emersion, laid-back share products. Theseestablished and successful SBUs need less investment to lactate their market share. They produce a lot of cash to support the other SBUs that need investment.These packages are low share in high growth markets. They require a lot of cash to holdtheir share. Management necessarily to think hard about question marks it shouldtry to material body into stars or should be phased out.It is low growth, low share product. It may impart enough cash to maintain itself but do not holler to be large source of cash.PRICING STRATEGY OF MOBILINKMobilink was offering have it off connection for about 3000 rupees 5 years passage of time now Mobilink is offering Jazz connections for about 100 rupees. In 2002 Ufone which is one of the leading competitor of Jazz introduced its prepay connection for about 2500 rupees. In 2005 Telenor came into man in Pakistani market and offered its connections for about 500 rupees. Then in 2005 Warid also entered the market offering its connections for 250 rupees. In this way cost war ago. Its market oriented realmment is Aur Sunao But through thestarted between these telecom brands in the market. Previously it was Jazzs oligopoly as they offered their prices. In 2005 Jazz offered a Cellphone plus connection and prepaid card implementing a productbundle determine strategy for creating more attention and attraction. The major shift in the pricing strategy came in when they started 30.second operations using the publimetropolisal pricing strategy. In the early days Jazz was offering its sim-cards for a high-price using captiveproduct pricing strategy as its SIM-card is a main product that must(prenominal) be used along with the cell phone. Initially Jazzs call rates and SMS charges were also reduced using discount and allow strategy and initially directing towards promotional strategy as the tilt between c ellular brands in the market grew faster. Recently Jazz introduced its offerings of 0.99 per sharp call rates in their happy hour package which represents their operations with thepromotional as well as psychological pricing of their go. by dint of its happy hour package they are also operating with promotional strategy as they are engaged in continuous promotion through their offerings.INDUSTRY REVIEWSIn the era of globalization and information society, the sound role of telecommunication technologies cannot be underestimated. Although tremendous growth has taken dwelling in the Pakistan telecom sector but most of it can be attributed to the cellular growth. Fixed line is whitewash awaiting a takeoff. Similarly prise Added Services have grown introduced in the telecom sector roughly very positive impact have been observed on the growth of the sector in a short span of time which is judge to continue to grow for at least next five years if the daring investors influx contin ue as in the last 3 years. Our Industry already has LL (Local Loop), WLL (Wireless Local Loop), LDI (Long distance and but are still a drop in the bucket. Now that the disputation has beenInternational), and ISP (Internet Service Provider) players and WiMax 3G cellular bodys are expected be a part of this Industry soon.The Pakistan market has reached 100 zillion subscribers landmark with cellular fluent tele density of over 60% (PTA press release Sep 2010).The growth slowed down in 2009 but has picked up again gradually. At 2006 year end the cancel subscribers were 48.2 million. In June 2007 the total mobile users reached over 63 million. Based on numbers published at PTA website for 2007, the total number of million, a teledensity of tight 49%. In 2007 the average growth rate was about 2.5 million new subscribers each month After second half of 2007 it seemed as if the growth had slowed down but overall it was fine. One remarkable skill was by Zong ( one time Paketl) whichla unchedverysuccessful.telecommunicationmunication Co. Ltd (PTCL), is now under the control of Etisalat group of UAE. It has 20% of subscriber share and added the most lines (2.4 million) from 2006-07. Warid, owned by the Abu Dhabi group of the United Arab Emirates and sister of Wateen group is number 4 with 17.0% market of subscribers. Recently it sold 30% share to SingTel. Norways Telenor, a recent fledgeling with about a billion US dollar investment in Pakistan has been doing well, based on its recent earning report. It has about 24% of the market share. Telenor breed is listed in the Oslo stock market (TEL) and in US (TELNY.PK). CMPak (Zong brand), formerly Paktel, was the latest target of foreign acquisition. After it got acquired by China Mobile it was rebranded as Zong and launched one of the most successful and aggressivecampaigns. Within a matter of few months, Zong has achieved a 8 %market share.CONSUMER ANALYSISThe Pakistani mobile users are more price-conscious but in ce llular sector they also dont compromise on the timbre of articulatio. So, By taking the advantage of this consciousness of the users mobile operators re enhancing product offering in the form of low rate packagesand earnings working outbyinstallingboaster.Mobile sector comes under verity seeking purchasing behavior by the buyer because it occurs under the conditions of low consumer involvement and strong brand difference. In this market, consumer has low involvement they perceive the brand benefits on the basis ultimate objective is to communicate to other at for off place. Buying is initiated by communication purpose. Everybody can enter in to buying process by need of communication. In the regard of this communication media vehicles play an important role in getting their service like by the users. These days there is a rush of packages price, voice quality and coverage.The reason for this is that theirout in the market from the mobile service providers, targeting different market segments and offering all kinds of discounts depending on who you call or when you call. Off-peak timings have always been used by service providers to create interest and to enticement customers. So, customer seeks indifference among services provided by these cellular operators and cast off correspond to their desire. Factors that influencing on customer switch age to other operator of mobile network are, Price Users use services of the operator to communication so on of the ingredient influencing the customer switch age is price. A soulfulness in this segment seeks the prices most important mover and operator of service are also offering verity of packages to make the customer attract. Where the price of any product is low people change their taste and steal towards that low price product.Quality After the price people select quality of voice second because they are paying for the voice if the voice is not clear to them which they are paying for they defiantly they switch to other operators. CoverageAfter the quality of voice second available factor forcustomer switch age is coverage. Users perceive that the operators services are available to them where they visit. If they find signal problem they may switch to more coverage operator in the sectors Promotion With promoting services that has factor too for consumer switch age. Fierce promotion leads an image in the mind of the consumers that company offers many servers and a customer focus company.martPakistan currently has one of the largest allies of young people in its history, with approximately 25 million people between the ages of 15 and 24. Target market group of cellular sector ranges from 15 to 64 percent which agree to demographic profile of Pakistan consist of 56.9% (male 48,214,298 female 46,062,933) of total population. As in the Buying behavior we have studied that Female and male two contribute into qualification decision for the purchasing of the brand. So the both genders would be in target market.In spite of this professionals are also Mobilink target audience. The Employment Status categorizes majority (45%) as employees followed by own account workers (42%).About one in ten workers (11%) are reported as unpaid family workers and one & a half percent as employers. As far changes in the comparative periods, unpaid family workers fall by some fractions, employees indicate some increase while own account workers and employers lie on the same level. In the buying and sales ofrise of urban consumerism, global corporate such as Unilever, P & G, GlaxoSmithline and many wasted & medium enterprise and localnational companies emerges both manufacture and move their productsMobilink brand also depends on these customers too. Along with thein Pakistan. In manufacturing and natural resources, Shell and BP are present in addition to the Pakistani state oil company. Honda, Nissan andSuzuki are among international automotive manufacturers with plants in Pakista n. Mobilink fulfill of necessity of these local MNCs local national and SMEs firms by providing them special(a) service package Brand InventoryCOMPETITORS ANALYSISCOMPETITIVE COMPARISON MATRIXBring innovation and VAS and data services to increase revenue Market Growth and industry expansionThreats Recession in economy. Rapid change in consumer demand. Inconsistent and adhoc decisions from regulative authorities. Political Instability, Security issues. Adverse shifts in trade policies of government. High tax income rate of activation tax is causing a slowdown in consumer growth especially all in rural areas. Price competition givingr competitors network coverage Strong advertisement and media presence of competitors entre of new competitors like Zong. Presence and the acceptability of competitor brand like Telenor and UfoneStrengths Leveraging brand equity from international corporate Abu Dhabi Group Having redbrick network capabilities in respect of infrastructure. Financial strength of share pallbearer and their telecom expertise Warid international Large Post paid based generating high ARPU State of the art IP based contact touch on and leading data center It hastechnical partnering involving SingTel, Nokia and Wateen.Weaknesses Need to expand network coverage. Need to increase brand awareness and improved market office Lack of proactive churn management and stimulate programs to address sleeping subscriber knave 20 of 28Brand PositioningCOMPETITORS drudgery MATRIX start promotional packages activitiesThe product line is too narrow.Strengths supplementary of PTCL. Stream line benefit. Knowledge about country culture. Experience mix of Value Added Service Broad market coverage.Weaknesses Stagnant Profitability Low market share as analyse to competitor (Mobilink). Overly leechlike on PTCLStrengthsSuperior infrastructure & technology in PAKISTANHave a very strong financial.They have the ability and resources to hire skilled engineers. Large numb er of SubscriberWeaknessesLow market share as compare to competitor (mobilink)Limited coverage due to newly introduce in the marketSignal problem due to limited networkStrengths globe biggest networkA product of China Mobile Company.Page 21 of 28Brand PositioningLeverage financial resource from CMC see administrationWeaknesses Low market share as compare to competitor They are unable to improve the network means that they are not using theirresources. There is the diversion of customers towards other brands due to connectivity issueBRAND INVENTORYBRAND ELEMENTSBrand elements consist of brand name, color, Urls, symbols slogans, sound and jingles through which one brand is differentiated from other brands.Brand NameMobilinkUrls http//www.mobilinkgsm.com password and SymbolsSlogansApna HaiPurple and Whitish PurpleCORE BRAND VALUEPage 22 of 28Brand PositioningColorsQualityMobilink Telecom has an uncompromising commitment to quality in this regard. that is why they spare no efforts in pu rsuing the best in network services product offerings.InnovationFor years people complained of the same things on mobiles. At coverage they are constantly look to make the communication experience different by doing things in a better way. They already introduced 3G supportable system for being see the need of this in the near future. For seeing the increase trend of SMS usage Mobilink has introduces SMSC-less messaging infrastructure that controls the traffic of SMS and makes sure the voice communication of messages without involving pending issues.Customer-FriendlinessThey enjoy working and succeeding together by twist close relationships. While they have a sense of purpose in their operations they also have a strong culture that demonstrates to customers that Reshaping communciation. Mobilink considers the needfully of customers first.CoverageMobilink has widest network coverage all over Pakistan. One can find the network if they go to northern areas or remote city of Pakista nMobilink message are communicated through using all channels of media including build an identity for the corporation and brand, advertising campaigns, sponsorships, media relations (newspaper coverage, press releases, press concourse before launching etc), point of sale material preparation (brochures, tariffs, flyers etc), website. core keep opened on electronic media through jingle and using celebrity endorsement. frontmost ever add that comes in the electronic media is symbolize with rain succession that bring hope and refreshment and new joy. Now a day it bran message come man through ball to boys who are contend Cricket symbolize that Mobilink is customer oriented and helping the customer in even small mattes.MARKETING PROGRAMMediaMobilink has always tried to deliver truthful and interesting advertising to its viewers. Through these ads they are trying to flummox the message that Mobilink is solely meant for the peoples benefit and convenience. They advertise through Channels like Geo Super Geo, hum TV and through intelligence activity channels, PTV, ARY and, News 1 TV, Dunya News etc.Print mediaMobilink has designed pleasant brochures for their customers. These brochures contain all the necessary information about their package deals and tariffs. Hence, making it easier for the people to know about the general prices and services offered.SponsorshipMobilink advertise through sponsorship in Golf matches, Mobilink agreement with PCB and Mobilink and Citi card launch. Also it got sponsorship with Pizza Hut.BRAND ASSOCIATIONSThese are the desired associations which Mobilink wants to create in the mind of customers.Brand PositioningMobilinkVoice QualityPremium BrandNetwork Coverage