ZonG

ZonGsBRAND Birds-Eye View

BRAND IMAGE IN CORPORATE SECTOR

ZonG has a strong clientele in SMEs, which is the major economic backbone of Pakistani economy.

Though starting late, ZonG managed to gain a reasonable market share with currently according to PTA report number 4 in Pakistani market by subscriber ratio, and neck to neck to UFONE.

Currently ZonGs clientele includes major foreign and local Banks of Pakistan such as Standard Chartered, Faysal Bank, JS Bank, UBL, Dubai Islamic and State Bank of Pakistan.

ZonG entered the Pakistani market, when telecom companies such as Mobilink, Ufone, Telenor & Warid had already sow their seeds in Pakistani market.

Corporate SectorZonGs Clientele is Is majorly inEducation SectorHealth CareSMEBanksITFinancial Institutions

Brand Image in Corporate SectorLow Calling rates, which means that ZonG is the most AFFORDABLE brand.Value for moneyZonG tagline Sub keh Do is strongly seeded in the minds of every person.ZonGs jingle has a high recallAssociates ZonG with ONLY low income class group.Negative association with CHINACorporate client do not associate ZonG as prestigious brandCorporation have strong relationship with Mobilink, Ufone, Warid & Telenor.Substandard Customer Service

BRAND IMAGE IN CONSUMER SECTOR

Brand Image

Consumer who are status conscious never buy or keep ZonG because it is associated to lower class.

Due to ZonGs campaign of free sim selling & Marketing campaigns such as SUB SE SASTA (Most cheapest) bring to a close consumer to judge that the service quality is also poor.

Consumers are highly frustrated due to ZonGs poor signal

AffordableHigh Recall of ZonGs Jingle & TaglineLower-class associate ZonG as their brand !

ZonGs Brand Personality is not clearly communicated to the target market. Large number of people cannot associate themselves to ZONG and keep ZONG as their second number (not prior number)

Overall BRAND Imageof

Consumer find it difficult to associate to ZONG because of its mixed BRAND IMAGE.

ZonGs current communication creates an ambiguous BRAND IMAGE that is whether its is:BRAND for ALL or; the most affordable BRAND or;A BRAND for a particular Class or; Brand for only lower income class.ZONGs current positioning AIMS that ZONG is brand for MASSES.

If ZONG wants to cater ELITE class, either they have to come with new brand for them or come with new POSITIONINGBut most importantly ZonG fails to provide its consumers a BRAND EXPERIENCE.AmongstInternal and External Customers

Equity Amongst Internal Customers10Equity Amongst External Customers

Brand PerceptionPOSITIVENEGATIVE

GAPS in Current Branding Methodologies

Current Branding METHODOLOGIESBrand selling on features only cheap packagesFunctional AppealAdvertisements are package oriented, i.e., Advertisements display package details.Direct Selling through Alternate Channel, that is branding through Kiosks and stalls.

TYPES

GAPS IN METHODOLOGIESNo emotional appeal of ZonG as a brandPersonality of the brand is not definedSub brands are not properly positioned and defined amongst the target marketDoor to Door selling is decreasing the brand image, Advertisements lack communication

ZonG sponsorships are nonsensical, i-e sponsored events image doesnt not go along with ZonGs image in the marketPositioning of ZonG is ambiguous and not accurately communicated. GAPS IN METHODOLOGIES

PLANA Cost Effective PlanIncrease visibility by branding through several media vehicles where consumers can engage with the brand, such as Sponsoring Theaters, Ad placement in Cinemas (e.g Ad before movie starts in the cinema), Social Media presence and activities.Training & Improving Franchise staff to increase customer engagement experience.Online CSC, that as it is the age of Ecommerce, ZonG should start a online CSC that connects with the customer and provides him/her high brand experience & customer experience.

FeedbackZonG needs to take a 360 degree shift and focus its branding and advertising in order to create emotional appeal.ZonG, as a brand, needs to have its personality well defined so that people can associate with the brand. Packages of ZonG (Flutter, Circle, LBC, etc) need to be individually highlighted and each package should be treated as a sub brand.Sub brands (packages) should have their own well defined personality traits so that different segments can be catered and all sorts of people can relate to different packages of ZonG.ZonG needs to be highlighted as a Brand for Masses that shouldnt portray its image like its a brand for lower income class; in fact it should communicate that ZonG is for all sorts of people residing in Pakistan. FeedbackZonG should firmly stop producing ads that communicate it as a Cheap/inexpensive Mobile Service Operator. Rather ZonG should create emotional appeal based on its personality traits. ZonG should come out more than just a telecommunication service provider; in fact it should offer more than just quantitative features. FeedbackTelecommunication industry is very fast pace therefore it is indispensable that ZonG should shift its focus from ATL to BTL. Advertising campaigns should be carried out where people can experience ZonG through brand engagement. Feedback

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