RE-LAUNCH OF A BRAND “MOBILINK”

Abstract

Pakistan’s Mobile service industry does not have a very old history or background. It all started when a local player came into this sector, Paktel. But within a few years the industry was and is dominated by another entrant, which cashed every opportunity and is successful in the industry, which is MOBILINK GSM. In this current situation Mobilink is now facing problems firstly, in the customer satisfaction area, as Mobilink sold over capacity connections in the market. Secondly, with the entry of new market players, Telenor and Warid, a price war is now active in the industry and Mobilink faces the challenge of acquiring new potential customers as well as satisfying existing one in order to retain its market position. The last five years have seen phenomenal growth in the mobile industry. Mobilink still has the potential to compete even in the current scenario of the launching of new foreign players and the pre existing cut throat competitive strategies of existing players. There were many reasons for Mobilink to re-launch its brand with a new look and new strategy and goals. One of the reason was the bad image stigma of poor quality attached to the brand name which is damaging the name and market of Mobilink, as the future would not be as profitable like the past when there was only one player that is Mobilink to provide the GSM services. But, now with the new players coming into the market Mobilink would have to share the profit with these new players. Therefore, Mobilink came up with the new vision and re-launched itself as a brand which is perfect in all aspects. But the researcher has analyzed during this thesis research that the problem is still not fully catered as there are still tribulations with the service of Mobilink and people are still not satisfied with Mobilink’s service and still attach its brand name and image to poor quality of service. But the researcher has analyzed that despite all the complaints and image problems with the Mobilink name it is still currently the market leader. One of the main reasons for its large market share is firstly the presence of its largest coverage and secondly, it never lost any opportunity and stayed as the pioneer in introducing new innovations in the market according to the customer demand. But, the thesis research analyzes that the future is not going to be simple as far as the competition is concerned due to the entry of new players and substitutes, it is going to be tough for all the players, and especially Mobilink, to retain and add more customers.