When you have a telecom market with a large number of packages available and fierce competition, how do you make a new package stand out? One approach is to cut through the clutter and go for simple. This is the approach used by Zong: Cheap, Simple, Done. Here’s a quote from their website about zong 45 package. "Ladies and Gentleman, we bring you ZONG 45, the new pre-paid package of ZONG which offers lowest call rates in the industry, with calls at 45 paisa only".
"We promise to provide our customers with best services and offers that are transparent, simple and miles ahead of competition; just like ZONG 45 Package".
I like the focus on simplicity but if you go through the rate list, it is not THAT simple. I mean, if you really want to make things simple for consumers then the rates should also be mentioned for a 1 minute call. That comes out to be Rs.1.35. Warid has a 60 paisa package but only for 9-5 people and the pulse is 60 seconds. But they clearly say ‘Rs.1.20 per minute’. So a direct comparison is not possible, but you get the idea.
Now can someone explain the elephant in the ad?
Tuesday, November 24, 2009
Zong : Say it all (sab keh do)
Posted by Mustafa Rasheed at 8:29 AM
Subscribe to:
Post Comments (Atom)
Posts
8 comments:
zong is doing pretty well in our northern areas. its not targeting the big cities
one thing more that personaly i dont like the addvertising of zong as it do agressive marketing in its adds
ZONG has done well so far in establishing a consumer base considering the fact that it is up against names like Mobilink n Ufone which have been around for almost a decade or so, what they need to focus on is their network coverage and voice quality.
unethical marketing ads and for the elephant thing "Absurd" is all i can say .
So is Zong upto promoting their name and dull connections,I emphasize,with the help of many unusual ways,one among which also stands a song with a duration that is short but seems ad infinitum. But somewhere Zong has managed to outrun its name in a pretty unusual but smart way i.e snappy dialogues and witty acts.
Zong is currently not up to the standard of Warid, Mobilink or Ufone as the network is not available everywhere in Pakistan or the reception and signal service is not yet up to the mark.
All these ads are targeting prepaid connections not post paid which means Zong focus on only target market of age 15 - 30.
thank you all for ur comments and i agree that zong needs to improve a lot
zong have some network problems,
they should improve their services in order to become giant in the industry.
Post a Comment