1. Zong
4 P’s of MARKETING
Presenters:
Uzair Mahboob Khan
Faizan Pervaiz

2. Introduction
 Zong is the first international brand of China Mobile in Pakistan
 The basic idea is to allow people to communicate at their free will! Making it a stress free
environment where customers are not worried about Tariffs, Capacity Issues or
Congestion.
 Subscriber base :18.8 million(2013)

3. MARKETING MIX
Marketing Mix consists of 4P’s of Marketing
 Product
 Price
 Promotion
 Place

4. PRODUCT
 It is seen as an item that satisfies customer wants and need.
Or
 It is a tangible good or an intangible service.
PRICE
• The price is the amount a customer pays for the product

5. PROMOTION
 It represents all of the methods of communication that a marketer may use to provide
information to different parties about the product.
PLACE
• A practice involving the application of branding and sales strategies to different
regions and countries etc.

6. PRODUCT
 Zong is a cellular Network that provides Postpaid, Prepaid, Web Portal, TimePey (Utility Bill
Payment, Money Transfer etc.)
 Zong has also emerged as the only Network in Pakistan that provides both 3G and 4G
services for high end mobile users

7. PREPAID PACKAGES
 Zong brags the lowest call rates in the country through its prepaid packages
 Zong Flutter, Zong Economy package, Zong 45, Perfect package and Fast 50 provide
range of Packages that customers can subscribe to according to their will.
POSTPAID PACKAGES
• Postpaid Packages usually target Business Class

8. WAP Portal
Zong WAP Portal bring a wide range of tailored services
 Games
 Greetings
 Music
 Latest news
 Information

9. TIMEPEY
Timepey is a service that adds the much awaited convenience to people’s
lives.
The three main services offered include
1. Utility Bills’ Payment
2. Mobile Account
3. Funds Transfer

10. PRICE
 The amount of the money which a customer pays for getting the product is called price.
Basically 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”.(QSP)

11. PRICING OBJECTIVES OF ZONG
 Survival
 Maximum current Profit
 Maximum market share
Main Objective stayed survival in the market upto 2012-2013 but now Zong has developed
itself as a huge network in the country providing both 3G and 4G services.

12. PRICING STRATEGY
 ZONG is offering its products and services at a 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.
 Zong 3G is one of the best services priced at a seriously low rate of 250 Rs.+Tax per month
for 1 GB data usage.
 Call and SMS packages are also provided at highly competitive rates.
 Price Adjustment Strategies are implemented in order to keep up with inflation and other
factors.

13. Factors in Price Setting

14. PRICE PLANNING
 WHAT?
Low Call Rates
 HOW?
By reducing existing call rates
 WHO?
Low end users
 WHEN?
All the time

15. PROMOTION
The chief advertising goal of ZONG is to increase its customer base
and to stimulate more usage. ZONG is currently using:
 Information Advertising
It is often used when launching new package or service.
 Reminder advertising
To stimulate the repeat purchase of its previously promotions.

16. oAdvertising media
Zong is using television, radio, print advertising media to
disseminate its message
oAdvertising campaign
Along with its service debut, Zong launched a nationwide
campaign composed of T.V commercials and print ads.

17. Strong Brand Ambassadors
 Zong heir the most charismatic superstars in its advertisements. The tested
method of having a pretty face holding a ZONG PACKAGE makes its advertising
campaigns booming.
 Brand ambassador (Like Syra Yousaf and Hamza Ali Abbasi)

18. Q: Method used by Zong for market testing of their service design?
A: Outbound campaigns Service suggestion head is added up in Workflow to see
customers interest and also keeping record of it.
Q: What are the sales objectives?
A: Long-term earnings.
Q: What are competitive objectives?
A: Providing services that are unmatched.
Q: Critical Success factors of Zong?
A: Innovation and new offers.

19. INTERNAL FINDINGS AND PROBLEMS
a) Job rotation and advancement
b) Lack of staff
c) Unequal distribution of work

20. SWOT ANALYSIS
Weaknesses:
 Bad image with Paktel
 Comparatively late entrant in market
 Less man power
Strengths:
• Low rates nation wide
• Strong image of parent company
• Network portability(over 5000 people switch their
network to Zong.)

21. Opportunities:
Only 13rd of Pakistani population is cell phone users
so 2/3rd segments are still left to.
Threats:
 Competitors
 Government Policies

22. PLACE
• More than 21 switches and 1100 KM network of optical
cable
• ZONG invest more than $30 million in covering
11000+ sites

23. NETWORK COVERAGE
 Almost all Pakistani cities and Villages are covered by Network
 All Big Cities have 3G and 4G coverage

24. DISTRIBUTION STRATEGY
 Franchises at very convenient places
 First Cellular Company to implement fingerprint SIM issuance
LOGISTIC MANAGEMENT AND ZONG
• An integrated technology infrastructure in more than 1100 towns,
villages, and countless remote destinations, including International
Roaming in 43 countries through 300 partner operators.

25. 4P’s SUGGESTIONS
From marketing point of view 4 P’s suggestions are:
Product: Functionality ,Quality, Brand ,Warranty, Service/Support
Price: Discounts, Affordability
Place: Channel motivation, market coverage, location
Promotion: Personnel selling, Increase budget for advertising