PROJECT ON CELLULAR INDUSTRY

Presented

by :

Muhammad

Atif Ilyas MBA Part II Marketing Management

OUR PRODUCT
Augmented Product Actual Product

After sale services Prepaid & Post paid connections Telecommunication

Core Product

MARKETING MIX

PRODUCT

Name Variety Qualities choking

Global Link Pre-paid and Post-paid Uninterrupted services Quality control on due to excessive load Easy Load One year

Features Validity of Balance

TARRIFS
S No Details Price Justajoo Rabta (Pre Paid) Post Paid

PROMOTIONS

Advertising

Electronic media/news papers/billboards Sale reps Group packages / company packages / complimentary connections

Personal Selling Sale promotion

FEATURES

GPRS/WAP GPRS services from mobile to the internet at nominal rate i.e. Rs.10/- P/KBs WAP Wireless Application Protocol to browse the internet on mobile phone. The website appears on WAP enabled phone screen so as to browse favorite sites whenever required. The Global Link speeds up access to WPA sites Easy Load Roaming No limit to re-charge mobile No roaming charges
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CONSUMER BUYER BEHAVIOUR

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FACTORS THAT MAY AFFECT CUSTOMERS BEHAVIOUR

Cultural Factors
Trend

Previously only adults availed the mobile facilities, but now there is an increasing trend towards usage by teenagers. School going children are also occasionally allowed to keep mobiles e.g during outdoor activities field trips, combined studies etc. This trend has increased the demand of customers for the purchase of new connections. Cultural Catering to the sub cultural aspects there is no restriction from religions side and no geographical limitations either.
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Sub

SOCIAL FACTORS

Social Class The target group for the launch of Global link is :upper middle class middle class working class upper lower class lower class Education No condition of literacy as an entirely illiterate person can easily operate a cell phone.
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SOCIAL FACTORS

Family In our society men are the decision making authorities in a family unit . Therefore selection of the head of a family influence choice of the rest. Keeping this in view interest of all the family members will be catered in the form of online services, which will include

sports coverage news updates recipes ring tones weather forecast religious info jokes quotes games etc. On Post paid connection 100 min and 50 SMS per 13 month free for the family member.

SOCIAL FACTORS

Groups Peoples choices are influenced by their peers and colleagues. Keeping this in view smart group and company packages will be floated at substantial rates. Role/Status Every person is playing a specific role in a family or a workplace. Mobile services play an important role in order to enable their customers to remain in touch for efficiently discharging their duties.
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PERSONAL FACTORS

Life style Mobile phones have become a need instead of a status symbol due to too many commitments and extensive out door activities . Occupation Working class mainly the ones working on field duties. Age Group Unlimited all age groups Economic Situation According to the current economic survey per annum income of our country according to our population is 788 per capital- Rs: 3440/month. This shows our services are affordable to all.
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PSYCHOLOGICAL FACTORS

Motivation Global link will actually be satisfying customers safety and social needs,and the brand image which we develop for our brand will motivate the customer. Learning Its user friendliness and easy to load facility will help public to learn operating and connecting with people. Beliefs and Attitudes Here we will cater to the values of Pakistan market.
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CONSUMER BUYING DECISION PROCESS

Needs Recognition Global link will satisfy psychological safety and security needs . Identification Of Alternatives Presently the other alternatives that are available in the market are :

Products
Mobilink U fone Paktel Insta Warid Telenor

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EVALUATION OF ALTERNATIVE
Strength Qualities of other mobile services include: Wider coverage Variety for selection Diversity in call rates GSM Allied features like MMS, SMS, GPRS etc . Weaknesses Chocking in connection due to over load of calls resulting in delay or inability in connecting with people.
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EVALUATION OF ALTERNATIVE

Decision Smart packages and quality services will lead to the decision of the customers to get Global Link connection . Post Purchase Behaviour Customers will remain connected by the Global Link for variety of styles and standard services. Information & Purchase Decision Mentioned earlier
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BUSINESS MARKET

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BUSINESS MARKET

Geographically Concentrated Buyer Main business centre will be concentrated in the outskirts of Islamabad, so as to monitor sale at different regions. Desired Demand The demand for connections will ultimately be derived from consumer market; therefore, close monitoring of consumer markets pattern will be done. Inelastic Demand Business buying demand will not be affected by the fluctuating rates of the other product.

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BUSINESS MARKET

Fluctuating Demand Allowance in new connection will be catered in advance so as to meet the fluctuating demands of the consumer markets on special occasions like Eid, Christmas , new year valentines days etc.

Professional

Purchasing

Business goods will be purchased by trained purchasing agents who will be following global Links policies & requirements.
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BUSINESS BUYING PROCESS

Problem Recognition To meet the requirements of the customers. General Need Description For Global Link quality services, sufficient connections and timely supply will be taken good care of Product Specifications Detailed specifications of Global Link to the business buyers will ensure good sale.
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BUSINESS BUYING PROCESS

Suppliers Search Through internet, websites and adds in the newspapers most appropriate suppliers wil be identified. Proposals Solicitations Qualified supplies will be invited to submit proposals. After skimming the options few suppliers will be called for presentation.

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BUSINESS BUYING PROCESS

Suppliers Selection Looking at the attributes the most attractive suppliers will be selected with the help of self devised suppliers evaluation model. Order Routine Specification After selection of the suppliers routine tasks will be specified that will include quantity required, time of delivery, warranties, technical supervision etc.
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BUSINESS BUYING PROCESS

Performance Review Performance of the suppliers will be evaluated on quarterly basis and the criteria of evaluation will be conveyed to the suppliers in advance.

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MAIN FACTORS INFLUENCING BUSINESS BUYERS

The following factors will have direct impact on the business buying. Environmental Factors (a) Technology (b) Political (c) Competition Development (e) Culture Organizational Factors The factors including policies, objectives, structure, systems and procedures of the organization.
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MAIN FACTORS INFLUENCING BUSINESS BUYERS

Individual Factors The factors related to (a) Age (b) Education (c) Job position (d) Personality. They are very clearly defined in the Customer Buyers Behaviour.

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PARTICIPANTS IN THE BUSINESS BUYING PROCESS

Buying center of our product will include the following

User In order to initiate the process the staff members of our company will be given connection on subsidized rates Influencers Influential managers of the company itself as well as of the other organizations which will serve as a good source to define specification and provide information for evaluating our product.
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PARTICIPANTS IN THE BUSINESS BUYING PROCESS

Buyers Marketing manager of the company will have the authority to decide for the selection of suppliers and arrange terms of purchase Deciders The same marketing manager will be the deciding factor Gatekeepers Technical person as well as personal secretary of the company will play the role of gatekeepers in controlling flow of info to others
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MARKET FOCUS
Global link services are void of any differences. As mentioned earlier our focus will be both the Institutional Markets as well as Government Market

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BUDGET
We cannot itemize in detail of the cost associated with creating and running a market and sales organization for a new company. However, reasonable estimate of cost may be about 1 million a year for marketing and sales

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