Name: Tahawar Haider

233713672
Topic: Zong Brand Audit
Marketing & Sales Busn 580
MBA 1st Year
Instructor: Maryyam Qasim Khan
 Zong (China Mobile Communications Group Co., Ltd.)
History

China Mobile is the leading telecommunications services provider in Mainland China. The
Group has world's largest mobile network and world's largest mobile customer base. In
2015, the Company was selected as one of the "FT Global 500" by Financial Times and "The
World's 2,000 Biggest Public Companies" by Forbes magazine. It was also recognized on the
Dow Jones Sustainability Emerging Markets Index. As of 31 December 2015, the Group had a
total staff of 438,645, and maintained a leading position in Mainland China in terms of
customer base which reached 826 million.

CMCC is the only cellular network that provides uninterrupted, reliable coverage through
tunnels, on highways, inside skyscraper elevators as well on top of Mount Everest. It has a
global presence in Hong Kong, Pakistan, San Francisco, and London and currently has
international roaming partnerships with 406 operators in 237 countries and regions. The
company is listed on the New York Stock Exchange as well as the Stock Exchange of Hong
Kong Ltd.

Zong commenced operations as Paktel by Cable & Wireless in 1991. It was the first company
granted a free license to carry out cellular phone services in Pakistan. It carried out AMPS
services until 2004, when the company launched GSM services. In 2003, Millicom
Corporation, who at that time were majority owners of Instaphone, bought Paktel from
Cable & Wireless. Millicom installed a new management team headed by John Tumelty,
former CEO of Instaphone, and Chief Financial Officer David Ordman. On 22 January 2007,
Millicom International Cellular S.A. stated that it would sell its 88.86 percent stake in Paktel
Limited to China Mobile for $284 million, which includes the repayment of intercompany
debt. The sale implies an enterprise value for Paktel of $460 million, Millicom said in its
press release. Merrill Lynch advised China Mobile on the transaction.

On 4 May 2007, Paktel Limited was renamed to China Mobile Pakistan (CMPak). On May 16,
2007 China Mobile announced that it had increased its stake in CMPak to 100%. On 1 April
2008, Paktel was rebranded to Zong.

Introduction
China Mobile Pakistan has invested more than US$2 billion so far to build up network
infrastructure in Pakistan since 2008. It will invest US$1 billion in next two to three year for
next generation service roll-out. Zong has built the third largest cellular network in the
country with over 10,000 base stations. To go green, Zong has installed solar powered cell
sites in various locations. It has country's largest solar power telecommunication network.

China Mobile Pakistan (CMPak) is a 100% owned subsidiary of China Mobile

Communications Corporation. The pioneering overseas set up of China Mobile came
through acquisition of a license from Millicom to operate a GSM network in Pakistan. Taken
over in 2007 with a market share of only 2%, Zong has seen exponential growth in the last
few years to increase it by 10 folds to about 20%. Currently, CMPak engages in the provision
of cellular mobile voice and data services to the Pakistani market through 2G, 3G and 4G
technologies.

CMPak envisions to enable a fully connected environment for Pakistanis by leveraging the
technological edge in 4G LTE, whilst providing the most reliable and affordable products in
the market. On the technological front, CMPak draws heavily from the research and
experience of China Mobile Communications Corporation, which is the largest telecom
service provider in the world, thus enabling cutting edge, state-of-the art services to
subscribers. These high standards of performance are testified by the service award of
“No.1 Operator in voice and data services” by the Pakistan Telecommunications Authority.
CMPak has the largest 4G subscriber base and the widest 4G coverage across the length and
breadth of the country. The unprecedented level of coverage and 4G connectivity provided
by CMPak is a testament of our commitment to provide stable, affordable and reliable
services to our customers. In the coming years, CMPak aims to further uplift the coverage
and service quality in order to maintain and improve outstanding data experience to the
users. We believe that digitization is a catalyst for economic growth and we will continue to
enable it by leading the data services market of Pakistan.

Mission & Vision Statement

Mission Statement: To provide digital life and excellent service in Pakistan

Vision Statement: Lead the Digital Innovation.

Marketing mix
1. Product
Zong is a cellular Network device which provides postpaid, prepaid, webportal,
timepey (Utility payment, Money transfer etc)
 Prepaid Packages:
Zong brags the lowest call rates in the country through it’s prepaid
packages. Zong Flutter, Zong economy package, Zong 45, Perfect Package
 & Fast 50 Provides range of Package that customer can subscribe to
according to their will.
1) ZONG 65
Ladies and Gentlemen, we bring you ZONG 65, the new pre-paid package of ZONG
that delivers 100% on economy and guarantees lowest call rates to any network in
Pakistan

2) 12 Aanay Package
Talk for an entire hour - any hour, for only Rs.4.99 and for the first time in Pakistan
you can change the hour everyday!

3) 50 Paisa/Call (8 Aanay)
People claim of simplicity and yet give you half the truth. Only ZONG gives you the
full truth at half the price. Now make calls to any other mobile network for 8 Aanay.

4) Free Package
For the first time in Pakistan you can make free calls for life!

5) ZONG Super Free Number

That's right you can literally talk your heart out 24 hours a day everyday to that
special someone, all for FREE!

6) Break Time Offer

For the first time in Pakistan, ZONG offers you the benefit of calling your friends and
family freely during daytime.

7) Aik Second Package

Make call for just 4 paisa’s per second!

8) Unlimited SMS Package

ZONG offers unlimited message package only for 3RS per day.

 Prepaid Packages:
Postpaid packages usually target business class as it does not require you
two get your phone recharged for calling. Usually, businessmen do not
have much time to get their phone recharged. Once they are low on
credit, they pay their bills at the end of month.
 WAP Portal:
Zong WAP portal services brings a wide range of tailored services
including games, greetings, music, latest news, information services.
Customer can access Zong Mobile Broadband device portal by connecting
MBB device through Wifi to laptop/Mobile/Pc or plugging in the MBB
Device through cable, portal page will pop-up. In case of delay, type
192.168.8.1 in URL or Address bar to access portal.
 TimePey:
Time pay is a service that adds much awaited convenience to people's
 lives. the three main services offered include utility bills payment, mobile
account, funds transfer. Customers have to dial *888# from their phone
and can pay your bill instantly without leaving the comfort of home. Just
visit any of the Timepey shop near you and pay your utility bills. All
transactions happen in real-time and are completely secure and reliable.
2. Price
Price is the first impression of a product which a customer perceives. it easily be said that
‘the price is directly associated with the quality and brand name of the product’.
Pricing Objective for zong has been survival, to enhance maximum current profit, to
get maximum market share. Zong has been targeting socioeconomic class by
providing different packages according to the income of household of an area. Zone
keeps the price of their Sims at a very economical rates to enhance market share.
Usually, does not costs its customers the charges of SIM. Main objective state
survival in market up to 2012-2013 but now Zong has developed itself has a huge
network in the country providing both 3G and 4G services.
Pricing Strategies Zong offers its products and services at a very low price so Zong is
using cost leadership strategy because all the packages (postpaid and prepaid) are
very low priced and other value added services are also very low in cost. price
adjustment strategies are implemented in order to keep up with inflation and other
factors.
Price Planning Zong has been playing cost leadership strategy therefore they keep
their call rates very low for the low end users as they are targeting whole of Pakistan.
Zong has placed their connections at every end of Pakistan even in the mountainous
regions so they have to keep their packages price very low. 42 million people are
using the zong connection therefore zong can use cost leverage of strategy as they
have huge market share.
3. Place:
Zong has been providing its services almost all over Pakistan. Zong have placed it's
posters add paintings on huge rocks in most of the northern areas of Pakistan. Zong
starting socioeconomic class as well so they are providing their packages according
to the area with respect to their incomes.
4. Promotion:
Zong has been promoting its services on television, radio print advertising media, to
disseminate its message. the advertising goal of zong is to increase its customer base
and to stimulate more usage. zone is currently using information advertising,
reminder advertising. Along with its service debut, Zhang launched a nationwide
campaign composed of TV commercials and print ads. Zong hire the most Chris matic
superstars in it's advertisement. The tested method of having a pretty face holding a
zong package makes it's advertising campaigns booming. As discussed earlier Zong
has been using public figures like Shahid Afridi, Hamza Ali Abbasi, Atif Aslam in their
ad campaigns in order to attract customers from all over Pakistan.

SWOT Analysis
1. Strength
 Low Rates nationwide
Zong provides the lowest rates as compared to other telecom industry.
Zong per minute rates might be high compared with other brands but it
has been catering people from all social economic class and provide
packages according to people's income.
 Strong image of parent company
Zong have a strong image of their parent company China Mobile. Zong as
a high amount of finance which makes people trust this company.
 Resources, assets add people
being a multinational company Zong has huge resources in terms of
capital. eight has billions of capitals to invest in various projects.
 Location and geographical coverage
Zong has almost covered all over Pakistan in providing its services, which
is why the people in northern areas prefer zong as its services can be
used in that area as well.
2. Weakness
 Bad image
Zong has a bad image associated with Paktel. As Paktel was a previous
brand owned by China Mobile which did not have a good brand image
and now it has stayed in customer's mind.
 Brand Standing
Zong have weak brand standing as compared to other telecom companies
as zong is still considered to be a new company compared with Jazz,
Ufone, Telenore.
3. Opportunities
 Expand globally
Zong can expand globally and function its operations in other neighboring
countries as well.
 New Product Development
Zong can introduce new products such as dish TV, or reintroduce the
package plan off buying a phone on installments with preinstalled zong
SIM.
4. Threats
 Competitors
Jazz, Ufone, Telenor & Zong Are constantly competing over package wars
and it is difficult To make new strategies as there is a constant threat of
competitors.
 Government Policies
sometimes government policies may affect the prices of packages
provided by zong. the government can apply taxes which will force the
company to change the price of its packages for its customer and bear the
loss or charge customers which can decrease their market share.
 Add Campaigns since 2017:
1. TV adds

 https://www.youtube.com/watch?v=aQNrthJvCHY&ab_channel=7Ads (2017)

 https://www.youtube.com/watch?v=HXwizCRIuU8&ab_channel=CreativeAds
(2017) Sky diving, getting 4g signals in every part of Pakistan. Show all the
landscapes of Pakistan. Showing the joy people are getting even sky diving to
different parts of Pakistan. Making connection through fun.

 https://www.youtube.com/watch?v=Xb7k8siG_DI&ab_channel=Zong (2016)
Showing the diverse culture from Guitar, to popcorns popping out of the jar,
Saxophone, Harmonium, Making sounds from tapping glass bottles, drum, dhol,
electrical disc jockey. Making connection through music.

 https://www.youtube.com/watch?v=Bzzd9vg5GZw&ab_channel=Zong (2017)
Showing the relationship between the friends and zong making people able to
connect.

 https://www.youtube.com/watch?v=9g3PsFRFZL8&ab_channel=nadirabbas
(2018) Sending money to different part of Pakistan, showing the diverse area &
culture, and making connection strong through sending money on time.

 https://www.youtube.com/watch?
v=L6UsyEunG5U&ab_channel=PakiAdsPakiheadlines (2018)
Showing the fastest connection, comparing it with F16 planes. Hamza Ali Abbasi,
trying to make a connection with the public as his drama ‘parwaaz hai junnor’
was very renowned at that time showing brave soldiers of Pakistan army. This
add shows the same.

 https://www.youtube.com/watch?v=skkLlXmkzrE&ab_channel=Zong (2018)
Showing art (tattoo & wall paintings) through public figures such as Malik Sheryar
  https://www.youtube.com/watch?v=wP6kyD__Ovo&ab_channel=Zong (2018)
This add was released on independence making Chinese people comment on
Pakistan. This is a pure example of how the company is trying to build good
relations with the people of Pakistan. They are again trying to build a connection,
trying to make people feel good about the company ‘zong’ itself.

 https://www.youtube.com/watch?v=y4CcirReYls&ab_channel=Zong (2018)
Ramzan adds. This add shows how people within Pakistan, in different cultures
can connect with eachother

 https://www.youtube.com/watch?v=X9_h4xcyxlk&ab_channel=Zong (2019)
Showing Punjab Culture through public figures (Younas Khan & Jason Roy) who
just won world cup of 2019. Building connections through sports and sportsmen.
It has a very traditional music which people of Punjab can relate very joyfully.

 https://www.youtube.com/watch?v=HOw0yQLTpx8&ab_channel=Zong
Jason Roy branding the zong after the worldcup shows how zong has been using
public figures in order to show people their presence in market.

 https://www.youtube.com/watch?v=RutWPBBnn50&ab_channel=Zong (2019)
Complete TVC song ‘Kalay Rang da Paranda’ showing the Punjabi folks,
traditional culture. Relating people with their culture.

 https://www.youtube.com/watch?v=AXy_P9WXTPU&ab_channel=Zong (2020)
‘Aik Naya Khuab’ Also know as ‘A new dreams’ on sim jackets. Song is sung by a
renowned singer of Pakistan who is popular throughout the Asian countries. The
add was shot in the mountainous regions of Pakistan. This add is a clear example
of how Pakistani famous personalities are used in Zong adds so that customers
can relate with the mesmerizing voice that Atif Aslam has with the natural
beauty of Pakistan. Be it an aspiring baker sharing her dessert recipes with the
world or a philanthropist leading social causes, the advert shows a Gen Z cast
connecting with Zong 4G in new and innovative ways. The TVC ably shows us
how youngsters can hone their skills and move mountains with a reliable digital
network.

2. Social Media posts

Above attached images are taken from Zong’s official Instagram page where the company
has been posting since 2017. These posts are in sequential order where the first one shows
the recent posts of Zong.
If we look at the trend of posts, we can easily see the change in their posts. Zong has been
taking artist which people of certain field knew about them. Gradually they have been
taking public figures in their adds and Instagram posts as-well. These posts have been made
according to the current events of the countries as people could relate to it. Hamza Ali
Abbasi, (Popular drama in 2018 Parwaaz hai Junoon) Jayson Roy and Younas Khan (2019
world cup) Atif Aslam ( A renowned singer with his melodious voice making a strong relation
with his voice and scenic beauty of Pakistan as it’s video was shot in Northern Areas of
Pakistan.
Social media campaigns are run by Zong on Instagram to engage audience by offering them
in reward. Zong held a contest for promoting their portable 4g device in which general
public was to share a picture of their portable devices in a way that shows that portable
devices helps a lot in a daily use. Conditions of this contest was to share zong’s Instagram
post on their story and like their post. Instagram had a great reach through this contest and
in return were given a free internet for whole year.
(Pakistan’s No. 1 Data Network Zong 4G and the World’s Leading Photo Sharing Network
Instagram, announced the availability of an integration between the two digital service
providers. Zong 4G’s prepaid subscribers who sign up on Instagram for the first time will be
able to enjoy picture viewing for free in the first 3 days. Followed by WhatsApp, IMO, and
free Facebook service, Zong 4G once again has risen up as the first telecom operator
partnering with another social media giant, Instagram. The one of kind and exclusive offer
by Pakistan’s fastest 4G network, Zong 4G for its customers is unmatched offer, which no
other telecom service provider in Pakistan is offering. This is a new highpoint for the
Pakistani customers. Their connected journeys across both the digital service providers
allow for a superior experience that is unmatched in the telecom sphere. Subscribers can
get to experience the fastest 4G service, wherever and whenever over free picture viewing.
To add to their convenience, Zong 4G has ensured that subscribers get a seamless 4G
experience as they do not need to activate the offer via a code. All they have to do is sign up
on Instagram and enjoy this offer. The strategic partnership is a natural one, given the
existing partnership between Zong 4G and Facebook. Facebook is a social networking
service that also owns Instagram and WhatsApp. Apart from this, Zong 4G has created
ripples across Pakistan’s telecom spectrum in recent months with its technological
supremacy by launching state of the art e-commerce applications. Since inception, Zong’s
three E-commerce channels: E-Care, Online Recharge and Online Shop have hit the telecom
world with a bang – to facilitate its subscribers that have exceed the massive 8 million mark
in the shortest possible time.)

3. Outrebound
Zong has been using multiple ways of promoting the brand/new packages by using
billboards, digital tv’s, truck wrapped with zong branding, shop banners.
Pakistan’s No.1 Data Network brings widest 4G coverage for its valued subscribers. Having
pioneered the 4G in country, Zong 4G is the first telecom company in the country to
successfully deploy and cross the prolific 10,000 4G sites mark.

This advertisement attracts people on road, instead of using a bill board for informing the
new package service, they have used it on a bus which will obviously have a very greater
impact but at a very low rate compared with the bill boards.

This bus has a musical instrument who someone is playing to attract the customers with a
small banner shop in front of it. The shop uses the pull strategy as customers will be
attracted with the music and new innovative style of marketing and forced to buy new 4g
sims.
This huge billboard catches the eye of every passenger passing by the two-way presence of
this sight enables the brand to reach maximum number of people. Looking at boards, Zong
has been using sharp bright colors in order the catch every passenger eyes. They have been
using public figures to market their new packages. Zong has been sponsoring multiple shops
by branding their logo and name on a banner. Branding is very simple and basic, but it
reaches to many people who passed by that shop. Zong uses pink and green color to catch
customers eyes and white color for writing.

Marketing trend
Looking at all the platforms, zong has been consistently focused on creating relationship
through their add marketing campaigns. They have been strictly adding traditional trends in
their marketing campaigns for different cultures so that when people see those adds they
can relate with it. Shooting in Punjab, Sindh displaying their cultures have made every one
of us relate with it. They have been adding traditional songs in Punjabi language in them
adds to make people relate with it.
Another trend was observed in looking at the previous campaigns, zong is promoting
through adds with the public figures in them. All their TV adds, billboards, social media posts
have public figures like Shahid Afridi, Hamza Ali Abbasi, Younas Khan, Danyal Zafar etc in
the. This trend shows how people with their personal fan following enhance the number of
customers to see zong’s marketing campaigns.