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1PRESENTED TO: ABID AWANPRESENTED FROM: HUMA RIAZ ZAKRIYA JAVEDZONG M9 SERVICE2

3TOPICS COVEREDIndustry backgroundCompany introductionVision, mission, market share, company profile4psPEST analysis, swot, perceptual mapCompetitors zong m9 introductionBuyer analysisProduct and packagesSales vol., sales promotions, strength and weakness, IMC,IMC recommendations, positioning strategy, statement, campaign theme, target marketIMC toolsBudgetMeasurement and evaluationTime tableconclusion

4INDUSTRY BACKGROUNDThe telecom sector is one of the fastest growing segments of Pakistans economy and is a key driver for growth. There are an estimated more than 100 Million cellular users and the sector directly or indirectly employs approximately 1.36 Million people.

5MARKET SHARE OF CELLUAR COMPANIES

6ZONG INTRODUCTIONCM Paks edge comes from the experience and expertise of running the worlds largest telecom service.In 2007 China Mobile Company introduced its new brand in Pakistan called ZONG formally Paktel with introductory slogan Say everything or Sub Kah Do.

77visionBecome an indispensable digital life partnermissionTo lead the future innovatively through: - Customer Centricity- Boundary less Team- Organizational Agility

8ZONG PROFILETypePrivate limited companyParent/subsidiarySubsidiaryFounded05/16/07FounderChina mobile Pakistan (CM Pak)Headquarters7 Mauve Area, Islamabad, PakistanInvestmentUs $ 1500millionCell sites6300IndustryTelecommunication , wireless communicationProductsCommunication (Mobiles and SIM and USB)Telephone+92-51-111222111Fax+92-51-111031031SloganSub kah do (say it all)Web sitewww.zong.com.pk94 PS10PEST ANALYSIS1112PERCEPTUAL MAP13COMPETATIORS14

ZONG M9IntroductionM9, launch in Feb 2011, an industry first service that no one has yet thought of! Zong is bringing to subscribers a new Package plan that will appeal to the internet users of Pakistan in general and the educated, smart mobile user in particular.Specifically designed for our young at heart entertainment lovers, M9 is not just a package but altogether a new experience. The core values of the M9 plan being Flexibility & Lifestyles, combined with the product offering endow a new personality to the Package.

15BUYER ANALYSIS OF M916PRODUCT17

PRICING18

PACKAGE DETAILS

Zong M9 Lowest Call Rate

Rs. 0.90 per min package from M9 is best calling rate available for on-net and off-net numbers. This going to be the catch of the M9. Just that its per minute package, the best nearest package offers Rs. 0.63 per 30 seconds or Rs. 1.26 per minute rate.

However, the monthly rental of Rs. 30 with 0.90 M9 package may disappoint customers. But, it may not matter for those who make plenty of on-net/off-net calls.

Zong M9 GPRS Package

Rs. 2.00 per min package from M9 is assumed as best GPRS/EDGE package available for data calls in the market. Charged at 8 Paisa per 8 KB translated into Rs. 10 per MB of GPRS download/upload.

Not only this, you can avail hourly internet, daily internet, 4 GB internet per month and unlimited internet packages from M9 as well.

Zong M9 Add-ons

M9 Package holders can avail plenty of add-ons, including Super Free Number, Late Night Offer, Voice bundles, SMS bundles and so on!

So if you are availing 0.90 per min package: You can add monthly SMS bundles along with unlimited internet, to get a perfect voice, SMS and data package!

Zong M9 FnF Numbers19

Zong M9 Services:

Besides the basic package plans, you can avail following services as well:

Hourly Internet

Daily Internet

4 GB Internet

Unlimited Internet

Content Club

Call Block Service

Music Channel

Activate Dial Tunes

Edit/View your Dial Tunes

SMS Bundles

20Zong M9 Super Free NumberSuper Free Number Late Night Offer (LNO)Zong M9 Voice BundlesZong M9 Family PackM9 Daily bundleWeeklymonthly21

SALES VOLUMEM9 is on the introduction stage in the market because they are providing their services in mass marketing dont specify any target market. People dont know about their packages detail and how to activate it.When m9 is launch the awareness is very less and they are in total loss

22SALES PROMOTIONS23

STRENGTH AND WEAKNESS OF M9StrengthStrong, fundamental variety of low packages bundles planResources, Assets and PeopleBeing a multinational company Zong has huge resources in terms of capital. It has billions of capital to invest in various projects. Like m9 they have unique package even the payment option also set by consumer. Location and Geographical CoverageZong m9 is also covering the all cities of Pakistan.

24WeaknessCoverage M9 is established but it is new concept in market therefore people are not aware of how to activate it coverage is weak in rural areas of Pakistan.Bad image:people are confused about the activation processBad MIS:M9 does not have the proper lists of its customers. It has the list but this list is not authentic not properly design campaign.

25ANALYSISInternal Analysis:Before launching any product or service, research is very important in order to analyze the market interest. But when it comes for Launching M9, Mr. Hamza told us that they did not have any kind of research which causes the failure of M9. External Analyses: External situations also became the reasons for the failure of M9 service. Because M9 was using Mass marketing strategy. People living in rural areas could not understand the process and they do not know how to activate this package.Ufone is giving new packages they are giving competition

26IMC ObjectivesIntercept the customer, brief them about the m9 products and packages increase sales of existing customers and attract potential customers. create more excitement in masses then we should have an anchor present at the different locations and conduct mini shows and gigs. That anchor can also add some more excitement through campaign.Media add campaign will help to create awareness in people

27Imc budget:Imc budget was very high more then 1 crore but did not get that much profit from this campaignAgency selection:They outsources all the media planning of print advertisement from express cooperate agencyInternet website:Website is created to attract the youth and all the packages detail are written in it.www.m9.com.pk

28IMC RECOMMENDATION AND STRETEGIESObjectivesTo create awareness to new target customer that Zong M9 is now delivering more new and low rate packages.To deliver the knowledge to the customer about the easy subscription method of Zong M9.Celebrity endorsement will increase the likeliness of the customer towards the Zong M9 service.24/7 availability of service provider to answer the queries of the customer with respect to Zong M9 service.

29CAMPAGINOBJECTIVESIncrease awareness of the brand by 45 % by the next 6 months from march when we launch our campaignIncrease Zong M9 service almost 20-25% user by the next six monthsCreate a new positive image of the service in the minds of the customers.

30CAMPAIGN STRETEGIESUse TVC in peak time more at 7:00 am to 8:30 am, and 7:30 pm to 9:30 pmEducational and fashion magazines will be used for advertisements. Posters will be used inside and outside the shops related and not related to telecom industry.Sponsoring the events of college and universities, Social causes, sponsoring big event like PSL, T20 matches, morning shows by named as Zong M9.

31POSITIONING STRTEGYOur positioning will be on the basis of key features like low rates benefits on sms packages, call rates and internet packages. Zong M9 has different benefits like; the customer can subscribe packages according to his rates with specified range.Besides the basic package plans, you can avail following services as well: Hourly Internet Daily Internet4 GB InternetUnlimited InternetContent ClubCall Block Service32POSITIONG STATEMENTBest fit For youth.

33CAMPAIGN THEMEZongs brand M9So! What is your plan?The brands catchy advertisements have created persuasive hype among the masses youth, which its what you fix.

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TARGET AUDIENCE35Segment 1Segment 2DemographicDemographicAge15-22Age23-30Income level/Income level25,000 45,000OccupationStudentsOccupationStudents/ job holdersGeographicGeographicDensityUrbanDensityUrbanPsychographicPsychographicSocial ClassMiddle class, upper middle classSocial ClassMiddle class, upper middle classLife styleDependentLife styleDependent / independentBehavioralBehavioralUser statusDaily usageUser statusDaily usageUser rateHeavyUser rateMedium /heavyBenefitJoyful, excitedBenefitjoyful36IMC COMMUNICATION TOOLSAdvertisingDirectMarketingInteractive/Internet MarketingSalesPromotionPublicity/PublicRelationsPersonalSellingADVERTISINGObjective To increase awareness.To persuade youthTo enhance sales of the companyTo enhance brand equity

37ADVERTISING APPEALOur advertising appeal is based on first time move with innovative service where customer can subscribe the package according his affordability (best fit for you).Musical appeal:This appeal helps to remember the jingles. Music perform a verity of useful communication function such as attention, putting consumer in a positive mode, making them more receptive to massage argument and even communicating meaning about advertisement services, remind it sub conscious level of consumer Celebrity endorsing appeal:Celebrity endorsement appeal help liking of brand, create attractivenessRational appeal:Aim to focus on individuals functional, utilitarian, or practical need of the daily usage packages user. This appeal emphasizes the characteristics and feature of the service and how much beneficial to use the m9 services.38MEDIA MIXTV: Television is widely and mostly watched medium and can easily convey the message to the users and customers.Magazine: Magazines are attractive and it reaches to our target audience and can be viewed time and again magazines like us-weekly, daily times, fashion magazine etc Social Networking: face book, official website, instagram add, twitter etc update dailyRadio: Timing is different from TVs we play our advertisement at school, collage morning time 7.00 to 8.00 am and 5.00 to 7.00 pm office timing The radio advertisement is the verbal communication with the target audience in which description of our service packages and slogan is involve

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ADVERTISEMENT BUDGET41MediaMedia NameItemsCampaign PeriodCost budget for campaignestimatedTVCEntertainment and news channels10 MonthRs. 100,0000 Print MediaMagazinesNewspaperEducational and fashion oriented MagazinesDaily newspapers3-6 MonthRs 200,000- 300,000Social NetworkingFace bookPaid marketing10 Month if successful then continueRs 200,000ShopsTelecom and non-telecom shopsPosters, flexes4-5 monthsRs 500,000SALES PROMOTIONObjectiveTo attract new customers To increase sales.To meet competition from others effectivelyTechniques To turn the potential customer into the actual customer.To evaluate the pre-season response.Stimulating demand by convincing the customers to make a purchase.Tactic:Cost minimal: A two shot tryout for people who have never experienced this type of daily packages at minimum cost might influence them to actually try it full time experience.Early experience: A good early experience of the event will turn potential customers into actual customers.Early Subscription test:Motivate customers: Customers who have just gone through the tryouts are motivated and easy to target as their desire to activate it

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DIRECT MARKETINGElectronicDirect mailPrint mediaFace to face sellingCatalogTelemarketing

44PRINT MEDIAPrint ads and Newspaper Ads to be published in major newspapers and magazines frequently which are of interest to all age groups to gain high readership. Series of print ads every Sunday in Dawn / Jang / Daily Times using the Creative Themes especiallyConnecting m9 whats your plan slogans:With m9 there are always brighter days,M9 brings choices to youUrban: Out of homes advertising through hoardings and billboards, shop banners, events and shows etc.Set up stalls at various locations such as activity places, colleges and universities in Karachi and similar places in Lahore and Islamabad.Handout m9 logo, T-shirts, caps highlighting these slogans to increase awareness and create recognition4546Print MediaVehicleRationaleTimeframeSizeNewspaperdawnThe express tribuneThe nationNaw-e-waqatJangDaily times10-15%12 Months after starting campaign6x10 (Half Vertical)MagazinesFamily magazineNews lineFashion magazine10%6 Months after starting campaignFull pageadvertisePUBLIC RELATIONSObjectivesTo build product awareness by sponsoring some event.To create Interest by connecting with a social cause.To stimulate demandthrough arranging different promotional events.Strategy:Sponsoring Events:This is the best way to make public relations by sponsoring the events held in Universities, colleges and Road Shows.Word Of Mouth:Our primary priority is to create good word of mouth. By achieving good word of mouth the consumers will also refer other to use this service.Social Cause:Service like 1122 and EDHI. We are going to collaborate with EDHI service so that we donate those funds and help them in increasing funds by some campaigns. For cancer people donation arrange a cricket event so that the collected money will donate to good cause

47INTERNET MARKETINGObjectiveTo inform users of our web presence and the benefit our website offers over its competitors.Keep customers updated of any new products or changes to business services.Make sure that customer have a pleasant website experience by continuously improving the navigation of the site.To reduce costs by moving some of the operations online e.g. customer helpline.To promote both online and offline activities.

48BUDGET SUMMARY49MEASURE AND EVALUATIONFeedbackquestionnaires to be filled by random people of different institutes, businesses, NGOs and individuals.An online feedback form, blogs placed on our official website as well as our Face book page so that mass audience could be targeted.Focus groupHaving a focus group help people to answer by different aspect in a comfortable environment

50CAMPAIGN FLOW CHART51TIME TABLEMarch: We have created a marketing plan that what is our target audience and how we are going to approach them, and generate research and focus groupJune: we will design everything i.e. from our pamphlets to our social media account. Also, we will create our official website so that customers could reach us anytime.July: We will be finalizing with our designs and will create list and categorize our target audience that whom we are going to target through direct mail and whom we will approach through telemarketing.August: We have planned to implement everything we have decided. We will distribute the leaflets and flyers, go for our promotion through telemarketing campaign and will make our electronic media online. Start execute the service plan, advertisement on different medium that we selected with new campaign and new target marketNov: Our promotion will be on boom. We will be doing personal selling through face to face selling; giving several promotions we have discussed about and will be focusing on our social and print media too.Dec: We will evaluate our results that. As our target is to increase 30- 40% sales after this campaign so we will evaluate if we were able to fulfill the target, and profit or we need to implement some other strategies.52CONCLUSIONZong m9 will offer several promotions, services and packages to cater to different needs of targeted customer base. We will do considerable research In order to understand customer (especially youth) needs now a days of their cultural compulsions. For the first time users will get what they want, rather than being made offers that suit operational needs more than user needs. China mobile has proven itself as a brand now and it seems like they are going to give tough time to other cellular companies in coming days. They are still a fairly new brand and their customer base but with providing new and different services at low rates they are been attracted by the youth.

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