Mobilink – Disney Phone

The Product

Mobilink – Disney Phone
Mobilink, the country’s leading cellular phone service and Disney announced the launch of a parental-controlled mobile phone for children today. This is the first time a cellular company in Pakistan has launched a mobile phone that will meet the communication and security needs of parents. After conducting market research and realizing the growing needs of working parents to stay in touch with their children using mobile phones; Mobilink in collaboration with Disney is introducing this innovative solution to the Pakistani market. Moreover, changing social trends and feedback received by Mobilink through this research led the market leader to co-launch a safe and secure solution for parents. The features of the new Mobilink-Disney D100 allows complete parental control on all outgoing and incoming calls and text messages. With the help of this new feature, parents can control who the child can correspond with, thus enabling parents to keep a check on the list of people the child is communicating with.

Main Objective
As we grow and reach millions of people throughout the country, it was only a matter of time before we would develop a solution for parents and children. We had to tread this ground cautiously, keeping potential concerns of parents in mind. We have collaborated with Disney to introduce a phone, which gives complete parental control. We are confident that the new phone will not only provide the children of Pakistan with a phone to enjoy but also enable parents to monitor and manage the communication needs of their children.


Orientation behind the launch of Mobilink – Disney handset:
The launch of Mobilink – Disney handset for a completely new target market was basically a marketing oriented step taken by the Mobilink. As Mobilink, been the market leader wants to stay in the limelight for its consumers as it always takes initiatives and launches exclusive products in the market. With the launch of Mobilink – Disney handset, Mobilink once again showed up that they always have innovations on the move for the customers.

Target Market
The target market set by the Mobilink for the Disney phones was mainly based on the children with the age bracket between ( 10 to 15 yrs). Children within this age group were the main target market of Disney Phones. Group of people with SEC-A was targeted. And as far as the distribution is concerned, mainly urban cities such as Lahore, Karachi, Islamabad, Multan, Faisalabad etc were kept in mind.

Product Development:
Mobilink was not directly involved in the product development process as Mobilink is just the telecom service provider. The handsets were made by some third firm, and were imported by Mobilink with the co branding of Disney.

Image and Reputation
The image of the names associated with the product is of the market leaders in their respective industries. Mobilink Disney phone is a co branded product with the highest brand value and image with greater expectations from people.
When a brand like Mobilink and Disney introduces a new product in the market, it is expected to meet the standards it has maintained previously. If it does not, customers do not hesitate to turn towards another brand. This is where the concept of brand loyalty comes in, which is hard to obtain with growing competition. This is an issue that Mobilink faces in the case of Mobilink - Disney phones.
POSITION IN THE MIND OF CONSUMERS
With the increase in competition in the country and the increased awareness among people, their attitudes have changed in many ways. The major trend that Mobilink can bank on is the shift towards people becoming more mobile and image conscious. Therefore, by providing consumers with a product that enhances image and meets their changing needs along with providing them with sustained quality, Mobilink – Disney phone has potential advantage in the market.

Sales
Mobilink – Disney phone’s launch was quite successful but due to weak distribution channel and lack of after sales service, it was short-lived because of which the phenomenon of repeat purchase could not be established. However, given the right marketing mix, Mobilink – Disney phone has the potential for increased sales.

The Market
By analyzing the launch of Mobilink – Disney phones, it was expected to have certain features that kids want to have, what other phones within the same price range were offering. The Mobilink – Disney phone had lack of technology, colored display and no entertainment package (games etc.) in it. Whereas other handsets in the market were offering these things within the same price.

Competition
All the other handset makers were in direct competition with the Mobilink - Disney phone but this can be considered as exclusive in the target market they were focusing on and the technology of tracking and check and balance on the usage of the handsets.
Branding Policy:
It was a co branded product, which has two big names associated with it. Both of them are the market leaders of their markets. Disney and Mobilink. The packaging was designed to attract the children of a certain age group.
At that time Mobilink has used ATL ( above the line) promotional type and as well as BTL(below the line ) promotional type for their product. In the ATL Disney cell phones were marketed through TV , Media and Radio . And in below the line these cell phones were marketed by Flyers .bill boards, press realease and other outdoor campaigns . Personal selling was not applied in the case of Mobilink – Disney handsets. There was no public relations strategy used.