Business Marketing Plan

Company Profile
SWOT Analiysis
Corporate Marketing Strategy (Ansoff’s Grid)
BGC Matrix
Businesss Marketing Strategy (competitive Advantage Matrix)
Strategic Marketing
Segmentation
Targeting
Positioning
Tactical Marketing
Product
price
Place
promotion
Summary / Recommendations

Company Profile
Leading ship
Since its inception in May 1998, Mobinil has thrived to
maintain its position as the leading Mobile service
operator in Egypt.
Honoring the trust of over 6.5 million customers,
Mobinil is committed to be the leading Mobile service
provider in Egypt, providing the best quality service and
best value for money for the maximum number of
customers.

• Our Shareholders, Orange and Orascom Telecom are
international leaders in the realm of telecommunication.
• Mobinil has benefited from years of experience in an
international context to become the largest wireless service
provider in the Middle East.
 Innovation
• Whether in the personal or business segments, our innovation
extends to products and services that are carefully tailor-made to
suit customers’ diverse needs.
• Our philosophy of tailoring tariff plans and personalized offers to
cater to the changing needs of our customers with different
lifestyles in Egypt is reflected in the diversity of our services.
• Mobinil keeps expanding new services, proving once more its
creativity and customer-driven culture.

Mission
To be the leading mobile service provider in Egypt,
providing the best quality service for our customers,
the best working environment for our employees,
and top value for our shareholders, and proudly
contributing to the development of our community

SWOT Analysis
Weaknesses
Strengths
• Mobinil has a
problem in its
technical
support,and its
network faild
sometime.
•They are the first telecommunication
net work in Egypt since 1998.
• Mobinil is the First leading mobile
service provider in Egypt
• Awarnace demade of thier client.
•Customer service solve any problem
affect thier client.
• Mobinil was the first telecom company
to acquire ISO 14001 certificate in Egypt
and the Middle East

Opportunities
• Mobinil Shareholders,
Orange and Orascom
Telecom are international
leaders in the realm of
telecommunication
Threats
• Presence of a big
competitor in the
same field
Vodafone.
• Entrance of new
company.

Corporate Marketing Strategy
Ansoff’s Grid
Current Products New Products
Current
Markets
New
Markets

?
Question mark
star
( Al-Sahry)-
(Tourist Line)
DOG
Cash Cow
( Alo cart- Primo
Control-
bussniss)
Relative Market share
Market
Growth
Rate
BCG Matrix

Outstanding
Success. (But no big
differantion in cost
between Mobinil and
vodafone.)
Maintain Specialty
Maintain cost
advantage
Hope for
market growth
Degree Of
Differentiation
Relative Cost

Segmentation
Geographic Demographic Psychographic Behavioral
- Deal with - Age - Personality - User status
country as - Income - Life style - Usage Rate
whole - Occupation - Attitude
market - Social class toward
with no product
bounderies.

Full Market
Coverage
• The company serves all
customer group with all
the services in mobile
telecommunication might
they need.
M1 M2 M3
P1
P2
P3
Targeting

 Personnel
• Competence
The employees are well trained.
• Credibillity
• Responsiveness
They respond quickly to request & problems
• Communication
They make an effort to understand customers & communicate clearty.

 Channel
• Coverage
All our customers benefit from Mobinil's widest coverage area: Coverage extends to
more than 91.1% of Egypt .
• Performance
providing the best quality service and best value for money for the maximum
number of customers

Product Mix width
Postpaid Prepaid Business services
Primo Alo Business Mobinil Business Mobinil Life
Alo Magic Mobinil B. Control 8000
Alo original Access card
Alo per second C.U.G
Alo take more
Alo validity
Product

• Pricing Strategy:
> Max. Market Share Low price for
& Max. Sales Growth market penetration
> Revenue max. Will lead to higher profits& market share
growth.
> higher sales volume wil lead to lower unit cost &higher long
run profit.
Pricing

Pull Strategy
Company
Wholesaler
Retailer
Customer
Push Strategy
Company
Wholesaler
Retailer
Customer
Place :Distribution
Push / Pull Strategy

 Marketing communication Mix:
• Advertising:- Paid form of presentation and
promotion of ideas, goods, and services by sponsor.
• Sales promotion:-Variety of short term incentives to
encourage trial or purchase.
• Public relations:- programs to promote or protect
company's image or its products.
• Personal selling: - Face –To-Face interaction with
purchasers.
• Direct marketing:- Use of direct channels as tel., e-
mail , etc to communicate with customers.
Promotion: commmunication

• Our target market is all segments in Egyptian socity
& Tourists.
• They need the best quality service and the best value
for money.
• They need more techenical support in its network.
 Product : Mobinil keeps expanding new services,
proving once more its creativity and customer-driven
culture.
 Price: Mobinil presents the best value for money for
the maximum number of customers.
Summary / Recommendations