Marketing Plan of Zain Bahrain

This report describes the marketing plan of Zain Bahrain, a leading telecommunication company in Bahrain. It includes a SWOT analysis, marketing goals and objectives, and marketing strategy. Learn more about Zain Bahrain's strengths, weaknesses, opportunities, and threats, as well as their product, pricing, distribution channels, and promotion strategies.

Running head: REPORT 1
Marketing Plan of
Zain Bahrain
(Student’s Details)

REPORT 2
Executive Summary
A marketing plan is base of any business which defines a strategic plan to develop the
business. Every company has their own marketing plan. The given report describes about the
marketing plan of leading Telecommunication Company Zain Bahrain which is located in
Bahrain and it offers many services related to mobile and broadband services.
This report highlights the SWOT analysis, marketing goals and objectives and marketing
strategy of Zain Bahrain. SWOT analysis describes the strengths, weaknesses, opportunities and
threats of Zain Bahrain. Zain Bahrain operates their business in a competitive environment which
is challenging for the company. This company has strength to improve the product quality and
fulfill their customer demand. The main goal of the Zain Bahrain is to provide a fastest network
and highly skilled customer services to the customers.
The business considers many types of marketing strategies which help to develop the
business and achieve the marketing goals and objectives. Marketing strategies involve 4Ps of
marketing mix which are product, price, place (distribution channel and branches) and
promotion. These all parts are very important to make an effective business plan. Zain Bahrain
follows this strategy to make development and growth of business.

REPORT 3
Contents
1. Company Background.........................................................................................................................4
Organisational Chart................................................................................................................................5
2. SWOT Analysis...................................................................................................................................6
3. Marketing goals and objectives...........................................................................................................7
4. Marketing Strategy of Zain Bahrain....................................................................................................7
Product....................................................................................................................................................8
Price........................................................................................................................................................9
Distribution channel and branches...........................................................................................................9
Promotion..............................................................................................................................................10
5. Summary...........................................................................................................................................11
References.................................................................................................................................................12
Appendix...................................................................................................................................................14

REPORT 4
1. Company Background
Zain is the telecommunication company which founded as Mobile Telecommunication
Company in Kuwait in 1983 and later renamed as Zain in 2003. It was the first
telecommunication operator which presents the commercial GSM (Global system for mobiles)
services in Middle East in 1994. Recently Zain is presented in 8 countries transversely the
Middle East & Africa which are Bahrain, Jordan, Iraq, Kuwait, Lebanon, Morocco, South Sudan,
Saudi Arabia and Sudan. Zain telecommunication has about 50 million active customers and
6200 total employees (Zain, 2019a).
Zain Bahrain is one of the branches of Zain which is located in Bahrain. Zain Bahrain has
about 400 employees and 6, 50,000 customers. Zain Bahrain offers mobile prepaid and postpaid
connections, internet plans, mobile applications, devices, roaming plans, voice and messages,
mobile commerce, direct operator billing, cloud solutions, enterprise solution, Wi-Fi roaming,
TV, gadgets and other types of value-added services (Zain Bahrain, 2019). Apart from these
services, Zain Bahrain also offers entertainment services involving Google play store, app store,
iTunes, premium SMS, voicemail, standard call, credit transfer, 3G/3.5G services and payment
services by Zain pay to pay for any game, app and online content. Not only had these services,
Zain Bahrain also provided broadband connections. This company also involved in mobile
handsets and accessories. Currently Zain Bahrain’s share price is 0.086 BD. In 2018, Zain was
recognized as wireless broadband with highest download speed in Bahrain by the TRA
(Telecommunication Regulatory Authority) (Zain, 2019b).

REPORT 5
Organisational Chart
Board of Directors
Deputy Managing
Director
Sales and Marketing
Assistance Managing
Director
Engineering and
Operation
Assistance Managing
Director
Corporate Management
Deputy Managing
Director
Finance and
Accounting
Enterprise Risk
Management Company Secretary
Nominating and
Remuneration
Committee
Audit Committee

REPORT 6
2. SWOT Analysis
Strengths
 Leading Market in Bahrain
 Reliable and strong network system
 Brand Popularity
 Latest technology and innovative ideas
 Concentrate on effectiveness of cost
 Strong financial condition
 Strong employment base
 Maintained technological position
 Handy phones and accessories
 Highly skilled and capable workforce
Weaknesses
 Instability in politics and society
 Reduction in customer base
 High operational cost
 Financial performance is weak
Opportunities
 Increase the range of product and
services
 Growing market in Bahrain
 Promote brand in non-traditional areas
 Move to 5G technology
 Improve level of company
 Increase in demand of digital services
Threats
 Terrorism issues
 Cyber attacks
 High cost of license renewals
 Falling of Average revenue per user
 Increase in competition
 Imbalance in security
 Frequent changes in local regulations of
SIM cards
Zain Bahrain has much strength to increase their sale and expand their business. To
expand and upgrade the network and make their network strong and reliable, Zain Bahrain adapt
high technology which is the biggest strength of company. Every year, Zain Bahrain invests in
new infrastructures. Zain Bahrain has some weaknesses also which impact business in many
ways. The company can cover these weaknesses by the new plans and strategies (Sarsby, 2016).
Company can reduce their operational costs by make changes in production, stop wastage and
increase machines. Recently Zain announced the launch of zBot. zBot is new digital channel to

REPORT 7
make customer service smart. In this technology, they use the latest AI (Artificial Intelligence)
technology to interact with customers and respond to customer queries. This is a great
opportunity to grow the business (Helms & Nixon, 2010).
Zain Bahrain has many opportunities to grow the business. In these days, people use
more technology and innovation which is a great opportunity for Zain Bahrain. But there are
some threats also for Zain Bahrain which may affect the growth of company. Competition is
always a threat for company and Zain Bahrain has many competitors such as Viva, Ooredoo, and
Telkom. Instability in the exchange rate of local currency is a big threat for Zain (Quincy, Lu, &
Huang, 2012).
3. Marketing goals and objectives
Every telecommunication company has different goals and objectives. Zain Bahrain
offers mobile connections of both type prepaid and postpaid, mobile phones, broadband services
and many facilities related to this. The main marketing goal of Zain Bahrain is top leading the
mobile operators in Bahrain and provides all telecom services to customers.
The vision of Zain Bahrain is to become the leading telecommunication company to
provide innovative and digital communication by offering the best and easy experiencing way
for customers. Zain Bahrain is very passionate about customer service and experience,
effectiveness in operations, growth of business and development of business as well as human
development (Wilson, 2014).
4. Marketing Strategy of Zain Bahrain
Marketing is the basic function of business which performs by the every type of business.
To know about marketing strategy, it is important to understand what marketing strategy is.
Marketing strategy is a plan which combines marketing goals and objectives of an organization.
Marketing strategy designed to promote the services and products for earning the profit (Shaw &
H, 2012). Zain Bahrain is pointing to attain the most abnormal behavior of cooperative energies
surrounded by its activities in the Middle East, to give the Group, has a huge experience that
guarantees its situation as the main mobile administrator in the main part of region or area
(Randazzo, 2014).

REPORT 8
Marketing strategies help to take a competitive advantage, improve brand recognition,
attract new customers, plan the marketing budget, and help in the growth of organization.
Marketing strategy of Telecommunication Company should include four elements which are
product, price, place and promotions. These four elements are the part of marketing mix and
marketing mix plays a critical role in marketing strategy. It is the initial step to make a business
plan (Adomah-Afari & Maloreh-Nyamekye, 2018).
Zain’s marketing strategy is based on customer experience, value of management,
effectiveness in operations, business to business, innovation and digital frontier and development
in talent. Zain Bahrain depends on its present working methods, as the reason for the
organization's usage of its new operational plans, and its result the cooperative energies that will
be driven from the procedure; Zain will convey prevalent upper hands (50MINUTES.COM,
2015).
Competitive expenses and accessibility of various packages despite the geographical
consideration and organization quality are key elements in the business to extend the customer
base. Zain has made sense of how to give a wide number of versatile packages close by covering
over 94% in of the Kingdom's geographical guide in 3Q2015. This drove Zain's customer base to
enroll a CAGR of 12% over the latest five years. In any case, since its introduction, Zain looked
for after a low assessing framework convincing its top and essential concerns. The strategy
constrained pressure on the association's ordinary salary per customer conceding profit (V, M, &
C, 2017).
Product
The first and most important thing of any business is product. What type of product is
offering by company, what is the quality and features of product and what is the USP of product?
To make growth in business, company should understand the product life-cycle, and it is
necessary for company executives that make a plan for manage products at every step of their
life cycle. A product considers the quality, design, packaging, after sales service, features and
customer service (Mols, 2018).
Zain Bahrain is one of the largest mobile operators in Bahrain and Middle East. Zain
Bahrain provides mobile plans for personal and business purpose, broadband plans, roaming

REPORT 9
services, payment channels, speed test, Zain pay, app store & iTunes, Google play store, mobile
phones, internet plans, voice and messages, mobile commerce, direct operator billing, cloud
solutions, enterprise solution, Wi-Fi roaming, TV, gadgets and many more services. Zain
Bahrain provides high speed internet connection, easy customer servicing, durable mobile
phones, and varieties of brand in mobile phones. Zain Bahrain offers telecom network which
involve many facilities such as eShop, quick pay, zain premium SMS service, payment channels
and many more.
Price
Price is an amount which pays by customers for product or service. Pricing of products
depend on lot of things and variables, hence it is continuously restructured. Pricing of product
consider cost of product, expenses related to marketing and advertising, price fluctuations and
cost of distribution. When all these things change, the price of product has to be change (increase
or decrease) accordingly. Sometimes, company or business executives change the price
according to the trend. In the time of popularity of product, they raise the price and when the
product does not remain popular, they reduce the price. From this way, every customer or user
get the benefit and buy products at cheap rate (Westwood, 2010).
Zain Bahrain offers services and products at very reasonable prices. Pricing strategy
affect the sales and marketing of products. If a product has higher value, then it will not sell. On
the other hand, if a product has lower or little value comparison to others, then it will also impact
the sale of product because customer will feel that there is some defect in the product.
Distribution channel and branches
Distribution of products is a main element of placement. Distribution channel or
placement involve how a product accessed by the customer or end user. Distribution channel and
branches also affect the sale of products. Distribution channel should be in reach of customer in
order to ensure that consumer can easily buy products. And branches should be located
according to the products. For example, if a product is customer product, then it should be
available as far as possible (Ferrell & Hartline, 2010).
And if the product is a Premium purchaser product, it will be accessible just in select
stores. Essentially, if the item is a business item, company needs a group which cooperates with

REPORT 10
organizations and creates the item accessible to them. In this manner where the product is
circulated, depend on the product and pricing choices of customer, just as any segmentation
targeting and positioning choices taken by the organization (McDonald & Wilson, 2011).
Zain has about 20 stores in Bahrain. Zain Bahrain provides products at different locations
as well as through e-commerce platform. Zain Bahrain provides some services which are
available online only but products such as mobiles, laptops, SIM services are provided online as
well as on stores. Zain Bahrain stores are located at good location. Placement has big effect on
the product profitability.
Promotion
Promotion is an important and last part of marketing strategy. Promotion helps to increase
the sale of products with different methods. Promotion not only includes advertisement rather it
also includes complete communications related to advertising and sales promotion. Promotions
are based on existence of products, budget for marketing and price of product. If a company
launches new product then it needs branding and product promotions, whereas if company wants
to promote existed products then it will need just a new type or way of advertisement (Haag,
2013). Main methods to promote products are:
 The print media
 Television
 Posters
 Internet
 Hoardings
 Sponsorship
Public relations and special offers are also the part of promotion. Zain Bahrain promotes their
products and services through many methods. Zain Bahrain provides products such as mobile,
laptops and accessories on special discount offers on their official website (Ng, 2013).
Zain Bahrain also uses social media platforms to promote and advertise their products and
services. Zain Bahrain has 2.0 million followers on twitter, 206k followers on Instagram and
938.8k fans on Facebook. Zain Bahrain uses these entire platforms to promote the products and
services (Please refer to appendices).

REPORT 11
5. Summary
This report properly described about SWOT analysis and marketing strategy of the
telecommunication company Zain Bahrain. It can be conclude from SWOT analysis of Zain
Bahrain, company has powerful workforce, good financial condition, technically well maintained
and a strong network which increase the growth of company. But as well as it has some
weaknesses that can impact the condition of company. If company choose right strategy to
remove the weaknesses, then company can grow faster.
This report analyses all the strengths, weaknesses, opportunities and threats of Zain
Bahrain. Zain Bahrain has a competitive condition in the market. This report also describes about
the marketing strategy and marketing mix of Zain Bahrain. Marketing mix includes product mix,
price mix, distribution channel and branches, and promotion. Pricing of product involve cost of
product, expenses related to marketing and advertising, price fluctuations and cost of
distribution. Distribution channel or placement involve how a product accessed by the customer
or end user. Promotion not only includes advertisement rather it also includes complete
communications related to advertising and sales promotion. Promotions are based on existence
of products, budget for marketing and price of product.
As a conclusion, telecom industry is worked in very competitive environment in which
different types of products and services included and combined with high force from the
customer.

REPORT 12
References
50MINUTES.COM. (2015). The SWOT Analysis: A key tool for developing your business strategy.
50MINUTES.COM.
Adomah-Afari, A., & Maloreh-Nyamekye, T. (2018, July 09). Relationship marketing strategy.
International Journal of Health Care Quality Assurance, 31(6), 631-645.
Ferrell, O. C., & Hartline, M. (2010). Marketing Strategy. New Delhi: Cengage Learning.
Haag, A. B. (2013, January 1). Writing a Successful Business Plan: An Overview. Workplace health and
safety, 61(1).
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis – where are we now? Journal of Strategy and
Management, 3(3), 215-251.
McDonald, M., & Wilson, H. (2011). Marketing Plans: How to Prepare Them, How to Use Them. New
Jersey: John Wiley & Sons.
Mols, N. P. (2018, January 25). The internal competitor: buyer motives and marketing strategies. Journal
of Strategic Marketing, 1-12.
Ng, W. H. (2013). Singapore, the Energy Economy: From The First Refinery To The End Of Cheap Oil,
1960-2010. Abingdon: Routledge.
Quincy, R., Lu, S., & Huang, C.-C. (2012). SWOT Analysis: Raising Capacity of Your Organization. New
Jersey: Rutgers.
Randazzo, G. W. (2014). Developing successful marketing strategies. New York: Business Expert Press.
Sarsby, A. (2016). SWOT Analysis (illustrated ed.). North Carolina: Lulu.com.
Shaw, & H, E. (2012, January 27). Marketing strategy. Journal of Historical Research in Marketing, 4(1),
30-55.
V, M., M, T., & C, G. (2017, December 01). MARKETING STRATEGIES OF SMARTPHONES PRODUCERS. Mir
Èkonomiki i Upravleniâ, 17(4), 158-167.

REPORT 13
Westwood, J. (2010). How to Write a Marketing Plan. London: Kogan Page Publishers.
Wilson, J. (2014). Essentials of Business Research: A Guide to Doing Your Research Project. California:
SAGE.
Zain. (2019a). about us. Retrieved July 15, 2019, from https://www.zain.com/en/about-us/
Zain. (2019b). overview. Retrieved July 15, 2019, from https://www.zain.com/en/about-us/overview/
Zain Bahrain. (2019). About us. Retrieved July 15, 2019, from bh.zain:
https://www.bh.zain.com/en/zainbahrain/aboutus

REPORT 14
Appendices
Appendix 1: Promotion of products on Instagram
(Source: Zain Bahrain Instagram)
Appendix 2: Promotion of products on Twitter

REPORT 15
(Source: Zain Bahrain twitter)