It contains complete Marketing Elements of both companies.

1. Comparative Analysis of Marketing
Strategies
MOBILINK & UFONE
BBA III D
Fawad Samejo
Danial Qayam
Jahanzeb Khan
Fahad Khalid

2. UFONE CORPORATE STRATEGY
 Figures various market incentives to
provide maximum variety to its customers
 To increase Long-term quality service and
network coverage
 Provides newer technology to employees
 Exploits the market by keeping its prices
as low as possible

3. MOBILINK CORPORATE STRATEGY
 Wants to become a part of your family
 Main focus is quality and uncompromised
network service
 Customer care is its utmost priority
 Solid commitment to sustainable business
practices
 Maximizing customer satisfaction

4. BRAND HISTORY
 UFONE
JANUARY 2001
3.23 MILLION SUBSCRIBERS
PARENT COMPANY ETISALAT
 MOBILINK JAZZ
31.6 MILLION SUBSCRIBERS
INTERNATIONAL ROAMING TO OVER 140
COUNTRIES

5. TARGET MARKET
 Target Market (Ufone)
 Mainly youth
 Target Market (Mobilink)
 Diversified
 Caters to every age group

6. MARKETING STRATEGY
 Marketing Strategies of Ufone
 Essence of humour
 Lively and energetic approach
 Marketing Strategies of Mobilink
 Shows rich culture of the country
 Creates an emotional connect

7. SEGMENTATION STRATEGY
 Demographic
 Behavioral
 Geographic

8. TARGETING STRATEGY
UFONE
 Undifferentiated(Mass marketing)
 Differentiated & Concentrated Marketing
is being currently relied upon
 Micro Marketing (Location Based Offers)
 Marketing at an individual’s level

9. TARGETING STRATEGY
MOBILINK
 Differentiated Marketing is a focus
 Diversified Target Market
 Local Marketing techniques are being
put into effect since the last year

10. MARKETING PROGRAM
UFONE
 Positioning of Ufone
A brand with life and joy
 Positioning Of Mobilink
A brand with Elegance and Efficiency

11. PRODUCT RANGE OF UFONE
Ufone Prepaid
Uth Package
Basic
Package
UWon
Package
Lady's
Package
U-circle
Package
Ufone Life
plus
Package
30 second
Package

12. MOBILINK JAZZ PRODUCT RANGE
Mobilink Jazz
Jazz Easy Jazz First Jazz One Jazz Jazba
Ladies First
Jazz Budget

13. PRICE STRATEGIES OF UFONE
 Price penetration for new complete packages
 Dynamic Pricing for almost every offer
 Geographic Pricing for example
‘Karachi Offer’
 Psychological Pricing especially for bundle
offers like internet and MMS

14. PRICES STRATEGIES OF MOBILINK
 Higher prices than competitors
 Mobilink used to have price Skimming when there
was no competition/less competition
 Static Pricing for almost every offer
 Geographic Pricing such as ‘Multan offer’
 Psychological Pricing especially for bundle
offers like internet and MMS
 Bundle pricing for SMS packages and family
packages

15. PRICING TARIFF OF UFONE
UWon
Packag
e
Uth
Package
Basic
Package
Lady's
Package
U-circle
Package
Ufone
Life plus
Package
30 second
Package
Rs. 1.00
per
minute
on net
and Rs.
1.60 off
net
Rs. 1.30
per 30
seconds
and call
free after 3
mins on
net. Same
off net
except
free call
Rs. 80
paisas
per 30
seconds
on and
off net.
Rs. 1.60
per
minute
on and
off net.
Rs. 2 per
hour on
PTCL
4
numbers
allowed.
45 paisas
per min.
Rs. 1
daily.
Rs. 4.5
per hour
on net.
Rs. 1.30
per 30
sec off
net.
63 paisas
per 30
seconds
on net and
offnet

16. PRICING TARIFF OF MOBILINK
Jazz
Budget
Jazz Ladies
First
Jazz Easy Jazz One Jazz First
Rs. 0.68 on
and off net
( Charges
30 sec)
Rs 5/
Hours
(11pm-
9am)
Rs. 80
paisas per
30 seconds
on and off
net.
Rs. 1.60
per minute
on and off
net. Rs. 2
per hour
on PTCL
4 numbers
allowed.
45 paisas
per min.

17. PROMOTIONAL STRATEGY
 TV commercials (Prime Focus)
 Radio
 Pole Boards
 Billboards
 Posters
 ATL and BTL activities

18. PROMOTION STRATEGY OF MOBILINK
 TV commercials
 Simple and focus on Corporate level
 Radio
 Pole Boards
 Billboards
 Promoting Jazz Jazba
 Posters

19. PLACEMENT AND DISTRIBUTION
UFONE
 Multiple Channels for reaching its customers
 Ufone Top Up launched in 2005
 Ufone uses Hybrid Channel for sales
 Selling through retail shops & franchises

20. PLACEMENT AND DISTRIBUTION
MOBILINK
 Multiple Channels for reaching its customers
 Sim cards sold through outlets and service
centers
 Mobilink also uses Hybrid Channel for sales
 Mobilink will establish new sim issuance
policy

21. BCG ANALYSIS UFONE
High Market
Growth
Low Market
Growth
High
Market
Share
Uth Package Life Package
Low
Market
Share
UWon package One Number
free Package

22. Strength:
Low comparative Cost, active
and creative marketing team
Weaknesses:
Relatively poor quality and
less coverage.
Opportunity:
Introduction of 3G technology,
Dual Sims phones, to install
better technology to improve
quality service.
Threat:
Increase in government taxes,
Rise in Inflation.
UFONE

23. MOBILINK

24. MOBILINK BCG MATRIX
Mobilink Jazz High Market
Growth
Low Market
Growth
High Market Share Jazz Jazba Jazz Budget
Low Market Share Jazz Easy Ladies First
package

25. PRODUCT-LIFE CYCLE OF UFONE
 Ufone showed heavy growth between
2005 to 2008
 Ufone reached its maturity by 2011
“Pakistani market for cellular networks has a lot
more to achieve and much left to exploit and
thus saturation is still a stage to come.”

26. PRODUCT-LIFE CYCLE OF MOBILINK
 Ufone showed heavy growth between
2005 to 2008
 Ufone reached its maturity by 2011
“Pakistani market for cellular networks has a lot
more to achieve and much left to exploit and
thus saturation is still a stage to come.”

27. CONSUMER BUYING BEHAVIOR
 UFONE
 Habitual with current consumers
 Variety seeking with new
subscribers
 MOBILINK
 Habitual with current consumers
 Complex behaviour with new
subscribers

28. CSR ACTIVITIES OF UFONE
Launched a hospital in Sargoda costing
50 million

29. CSR ACTIVITIES OF MOBILINK

30. Group Picture with Company
Representatives

31. THANK YOU