In Pakistan, all telecom companies have Strategy Departments making plans for their businesses however, Mobilink’s finest Marketing team is in the game of snake and ladder where other telecom operators are undoubtedly representing the ladder and Mobilink is playing the snake in the game.
A glimpse of this strategy can be witnessed in the following slide extracted from the brief which Mobilink has given to various advertising agencies including Saatchi & Saatchi, J. Walter Thompson, Red Communication Art, etc.
If you go through the slide, then you will clearly understand that Mobilink has admitted the fact that major revenue push in the telecom industry is because of the youth segment which is utilizing the telecom services the most.
‘Industry Dynamics’ evidently indicates that Telenor with its product ‘djuice’, Ufone with its product ‘Uth’, Warid with ‘Glow’ and Zong as an entity itself are capturing the youth segment. Therefore, Mobilink felt that they should have their old youth brand OCTANE revived with new look and feel.
The agencies have presented their concepts to Mobilink but we have come to know through a reliable source that Red Communication Arts is already celebrating their winning as they have a consent from the Mobilink Head of Marketing on the grant of being the official advertising agency of Mobilink.
Also visit ‘Telecom Recorder regrets inconvenience caused to RED’
Oct 18, 2010Youth is no doubt the bread earner for telecom companies. Mobilink has failed in tapping the youth when the had “OCTANE” as their youth brand. Lets see how they perform with the new brand OR will they continue with the same brand?? Nice copy of the strategy though.
The article says that they have given the agency contract to Red Communication Arts which means that their previous agencies were not performing well OR is it just a choice of the senior management which are usually favorable to their close ones.
Oct 19, 2010mobilink is just frustrated so they are just acting nuts
Oct 19, 2010Mobilink is simply copy cat..i dont know why they are called as the sophisticated..First D.juice introduced Uth as there target market..then Ufone and now mobilink is the laggard one to follow both telecom Giants. Mobilink has also started copying the advertisement style of Ufone..what the hell are they?? I dont know why cant they come up with their own style and unique ways to communicate? why to copy all the time?
Oct 19, 2010Mobilink a photo copy machine is again going to copy others 
hats off to mobilink marketing team..Mobilink should give salaries to its marketing team and ask them to have rest for their rest of life…and it must ask the street hawkers to come up with new ideas rather wasting time by asking its own marketing team..wake up mobilin team wake up..Its not all about changing the advertisement agencies..Try to create something yourself.
Oct 19, 2010Mobilink yeh aap kia kar rahe ho, keun nahin aisay log mobilink ke brand par kam kartey jo is ke image ko behtar karein.
Oct 19, 2010Aaj mein ne propakistani jab yeh parha keh, mobilink ne phir apni agency change kar li, mein to soch raha hoon keh apni sim hi change kar loon, mobilink tu hai sab se purana, keun karta hai dewani harkatein,
Oct 19, 2010I thing change for betterment is good move, let see what mobilink can do extra with it.
Oct 19, 2010Yar roz mobilink ki koi nayi khabar mil jati hai,Yooth our youth mein faraq ka uncle mobilink, har waqt signal nahin aateh aap ke, aik nayi cheez de kar puranoon ko or kharab na kar dena.
Oct 19, 2010Aik do teen or ohir char, phir paanch, phir chey, pjir sat, 8 9 10 11, 12 ,13,
Be happy all members of Telecomrecorder.com
Oct 19, 2010Mobilink should be awarded with the last prize in copy, as copy needs the brain too,old should act like the gold, it should not be your position at this stage.
Oct 19, 2010glow is best youth package….mobilink nai phunch sakta usay!
Oct 19, 2010I believe, Mobilink is bit late to everything, they see other operators are doing good with the youth packages, so they make one and you’ll be hearing it soon, I am quite sure that it is not going to change market share any/ as Mobilink though a good network but found out to be a costly one, let’s hope and see and let the cat come out of bag…
Yeah…but indeed disappointed with Mobilink approach
Regards,
Faisal
Oct 19, 2010I dont know why red communications, my chahu told me that, red communication was the reason of floping of paktel.
Oct 19, 2010Haan yar, agar aisey hai to mobilink to gaya.
Oct 19, 2010Hum se ziada un ko pata hota hai, Definitely they would know it
Oct 19, 2010Yaar tera matlab hai bewaja select kia hai, nahin, itni bari compnay aisey nahin kar sakti,
Oct 19, 2010I think, koi big deal ho gi. Humarey mulk mein rishwat ka bhi to seen hota hai, or in bari companies mein bhi to aisey log kam karte hoon ge.
Oct 19, 2010Big deal, yes you may be right, jaiey keh hum musharaf ke dor mein suntey rahe hain, deal deal deal. woh wali deal, hahahaha
Oct 19, 2010Yar yeh log apni advertisement par kayi crore krachteh hai, to kia aisey company kisi asis agency ko laye gi, jo keh pehley hi paktel jaisi big network company ko flop kar chuki ho, kabhi nahin ho sakta aisa, zaror, mobilink ke kuchh black sheeps hain jinhon e is mein chakar kia ho ga. mere chahu, bhi media research ka kam karte hain, woh keh rahe the haan aisey hota hai, or khas tor par mobilink is kam mein bara badnam hai,
Oct 19, 2010Yes crore ka 5% bhi to 500,000 hota hai, or yeh to kai crore hoon ge, kisi ka bhi damag lalach mein aa sakta hai, aakhir red communication jaisi agnecy hi keun.
Oct 19, 2010Yeh ha ho keh red communication mobilink ko thapar mar mar kar redlink kar de, hahahah. lets see where mobilink goes now.
Oct 19, 2010Mein to soch raha, hoon mobilink ke owners ko yeh check karna, chahiye.
Oct 19, 2010Oye, yaar in companies ke owner yahan nahin hotey, multinationals mein president hotey hain vice preseident hotey hain.
Oct 19, 2010Kia faida, keh mobilink ki markeitng aisi harkatein kar rahein hain, un k nazar nahin aata.
Oct 19, 2010Achha bata nasir jassar aajkal kaha hai, us ka mass comm admission ho gia yah keh woh keh raha tha key middle sex university jaey ga, lekin middle sex university mass comm karwati hai.
Oct 19, 2010He is very good in media studies, aur woh to advertising megazine hi bohat parhata hai,
Oct 19, 2010Bahi us ke to parnets donon tv. channel mein kam kartey hain, us ko to knowledge ho ga hi, o.k I am leaving now to my sister, she is calling me for dinner.
Oct 23, 2010This is very shocking… if red communication is part of Mobilink’s pitching process they should be disqualified as they have leaked this info… it shows how unprofessional red team is that they can’t even keep certain business facts confidential… very unprofessional approach by red!
Dec 10, 2010Whoever launched Mobilink’s youth package, which we now know is Jazz Jazba, did a really good job with it!!!
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5:42 PM
I dont understand that why does a telco giant has to copy strategies of its competition. Dont they have brains of their own? Followers!!!!!!!!!!!!