Detailed Marketing Mix Comparison: Dialog Axiata PLC vs. SLT Mobitel

This report provides a comprehensive analysis of the telecommunications industry in Sri Lanka, focusing on the marketing strategies of Dialog Axiata PLC and SLT Mobitel. The report begins with an introduction to the telecommunications sector, followed by a detailed overview of Dialog Axiata PLC and SLT Mobitel, including their vision, mission, values, products, and services. The core of the report centers on a comparative marketing mix analysis of both companies, examining their products, pricing strategies, promotional activities, distribution channels, and customer service approaches. The report further delves into the external and internal environments affecting Dialog, utilizing PESTEL, Porter's Five Forces, and SWOT analyses. It also includes Porter's value chain analysis and a media plan, offering insights into media planning processes and channel selection. The report concludes by highlighting the similarities, differences, and competitive advantages of Dialog and Mobitel, emphasizing the importance of marketing mixes in achieving corporate objectives.

Table of contents
Section B
1. Introduction to the telecommunication industry
2. History of telecommunication
3. Introduction of Dialog Axiata PLC & SLT Mobitel
4. Introduction of Dialog Axiata PLC
- Vision of dialog
- Mission of dialog
- Dialog values
- Products and services of dialog
5. Introduction of Mobitel
- Vision of mobitel
- Mission of mobitel
6. Marketing mix for dialog and Mobitel
7. What is marketing mix
- Products
- Price
- Promotion
- Place
- Peoples
- process
- physical evidence
8. Marketing based on dialog and Mobitel
9. Similarities of dialog and Mobitel, differences between dialog and mobitel,
advantages of Dialog and Mobitel using marketing mix
10.How marketing mixes important to achieve corporate objectives of Dialog
and Mobitel
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Section C
11.Marketing plan for Dialog axiata plc.
12.External and Internal Environment analysis
13.External environment analysis
- PESTEL analysis
- PESTEL analysis users and their advantages
14.Porters five force analysis
- Competition in the industry
- Potential of new entrants into the industry
- Power of supplier
- Power of customers
- Threats of substitute products
15.Internal environment analysis
16.SWOT analysis
17.Importance of SWOT analysis
18.Porters value chain analysis
19.Secondary activities in Porters value chain
Section D
20.Media Plan for Dialog
21.Types of media planning for Dialog
22.Process of media Planning for Dialog
23.Choosing the correct media channel for Dialog
24.Offline Media
25.Online Media
26.References
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Section B
Introduction to the telecommunication industry
Telecommunication is the transmission of data by cable, radio, optical, or other electromagnetic
networks using a variety of methods. It developed from humans' need for communication over a
longer distance than possible with the human voice while maintaining a similar level of
expediency; as a result, slower methods (such as postal mail) are prohibited from the field.
Telecommunications, commonly known as telecom, It includes all sorts, data, and video
transmission. Wired phones, mobile devices, such as cellphones, microwave communications,
fiber optics, satellites, radio and television broadcasts, the internet, and telegraphs are all
examples of this broad phrase.
The telecommunications sector in Sri Lanka is one of the most active in the country,
contributing considerably to investment, employment, productivity, innovation, and overall
economic growth, both directly and indirectly. Five mobile providers serve a population of 22
million people in Sri Lanka's telecommunications sector. Sri Lanka's telecommunications sector
attracts a lot of foreign direct investment. Telecommunications use has grown, with total fixed
line and mobile phone density growing to 142 per 100 people, mainly to an increase in mobile
users. The sector is dominated by mobile phone companies. Telecommunication services are
now available throughout the country thanks to ongoing infrastructure construction. Three fixed-
line operators, five mobile phone operators, and 11 Internet service providers are all in fierce
rivalry.
Sri Lanka is constructing a nationwide fiber optic network that will be connected to many
international cables. Sri Lanka Telecom created and manages this 45,000-kilometer network,
which will act as the backbone for fixed internet and mobile services, including 5G.
The first 5G spectrum auction is scheduled for the end of 2021 by the Telecommunications
Regulatory Commission (TRC). The market is gearing up for the transition from 4G to 5G
mobile services. In 2019, Dialog Axiata and Mobitel performed pre-commercial 5G experiments,
with Dialog repurposing 20% of its LTE antennae for 5G compatibility.
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History of telecommunication
1876: Alexander Graham Bell invented the first telephone. This early type necessitated the use
of a telegrapher or translator on both ends. These were the earliest telephones, which were
intercom systems that connected two phones immediately.
1891. The invention of dial telephones eliminated the need for an operator on each call. Making
phone calls become lot faster and easier as a result of this.
1960: Phones began to migrate from mechanical to electronic switching, allowing services like
voice messaging, fast dialing, and caller ID to become available.
1984: It was created to utilize cellular and personal communications service (PCS) phones,
which provided mobile communications beyond two-way radio use.
2000s and beyond: Mobile phones become more advanced in the first decade of the twenty-
first century. Smartphones were widely used by 2012.
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Introduction of Dialog Axiata PLC & SLT Mobitel
Introduction of Dialog Axiata PLC
With 17.1 million members, Dialog Axiata PLC is one of Sri Lanka's leading
telecommunications service providers and the country's largest mobile network operator, holding
for 57 percent of the country's mobile market. Axiata Group Berhad holds a majority share in
Dialog, while the rest is owned by the general public.
In June 2005, Dialog was listed on the Colombo Stock Exchange. Dialog Axiata is the fifth
largest listed business in Sri Lanka by market value, with a market valuation of LKR 86.3 billion
as of February 2017. Business magazine LMD listed the "Dialog" brand name as the third most
valuable brand in the country in 2015, with a value of LKR 28.6 billion (US $204 million) and in
its annual assessment, business journal LMD identified it as the country's third most valuable
brand. The firm achieved the highest "Platinum" grade in the country's Corporate Accountability
Index for the fourth year in a row.
Dialog was the first mobile operator to cover the Jaffna peninsula in Northern Sri Lanka within
90 days of the ceasefire agreement in 2002, and was the first mobile operator to extend its GSM
network to the areas of the North and East Province where the war was fought again in 2009, and
now has an 80% market share in the region.
 Type - Private limited company
 Industry- Telecommunications
 Founded - 27 August 1993
 Number of employees - 3,500
 Key people - Datuk Azzat Kamaludin (Chairman), Supun Weerasinghe (CEO), Dr. Hans
Wijayasuriya (Non-Executive Director)
Vision of dialog
To be the undisputed leader in the provision of multi-sensory connectivity resulting always,
in the empowerment and enrichment of Sri Lankan lives and enterprises.
Mission of dialog
To lead in the provision of technology enabled connectivity touching multiple human senses and
faculties, through committed adherence to customer-driven, responsive and flexible business
processes, and through the delivery of quality service and leading edge technology unparalleled
by any other, spurred by an empowered set of dedicated individuals who are driven by an
irrepressible desire to work as one towards a common goal in the truest sense of team spirit.
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Dialog Values
 Service from the Heart
 Create the Future
 Champions of Change
 Exceptional Performance
 Uncompromising Integrity
 Responsible Leadership
 One Team
Product and services of Dialog
 Connectivity. Power your communications with dialog
 Collaboration.
 Business Networks
 Physical Security
 Cloud & Co-location.
 Io
 Work From Anywhere with dialog
 Dialog Digital Education.
Introduction of SLT Mobitel
Sri Lanka Telecom's fully-owned subsidiary, LT-Mobitel, is the country's national mobile
service provider. Mobile telephony, high-speed broadband, Enterprise Solutions, IDD Services,
Mobile Money (mCash), and a variety of Value-Added Services are all available through the
company.
SLT-Mobitel was the first in South Asia to establish the first Super-3.5G HSPA network in 2007,
and was the first in the area to trial HSPA+, MIMO (Multiple Input Multiple Output) in 2009. In
2011, Mobitel was the first in the region to test 4G-LTE technology.
As a result, SLT-Mobitel launched its 4G-LTE Network in 2013 to give Sri Lankans with an
unrivaled broadband experience. SLT-Mobitel trialed 4.5G LTE-Advanced Pro Technology with
CA (Carrier Aggregation) of three bands for the first time in South Asia in 2016, continuing its
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tradition of pioneering new technologies. SLT-Mobitel was able to establish the first Sub-1G
Mobile Broadband Network in Sri Lanka in 2017, using 900MHz frequency to give superior
coverage in some rural locations. Mobitel established South Asia's first commercial 4.5G/4G+
mobile network in 2018.
 Type - PLC (owned by the Government of Sri Lanka)
 Industry- Telecommunications
 Founded - 1993
 Number of employees - 4,697
 Key people - Mr Rohan Fernando (Director/Chairman), Mr Lalith Seneviratne, ( Non-
Executive Director), Mr Lawrence Paratz (NE Director)
Our Vision
To lead Sri Lanka towards an info-com and knowledge rich society through our service offerings
Every employee has a role to play in our vision to lead, helping us to focus our efforts and
remain a truly dynamic and successful organization.
Our Mission
To Care, Share & Deliver
These are the 3 key ingredients in our relationship with our Shareholders, Employees, and
Customers. Committing to these 3 principles as an individual and as a team and by regularly
practicing them as an organization, we can truly achieve our vision to lead.
Product and services
Fixedline Telephone services Mobile Telephone services Internet services with dedicated speed
link, ADSL and FTTx IPTV IT services
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Marketing Mix For Dialog axiata and SLT Mobitel.
What is Marketing mix ?
marketing mix may help you focus your strategy and gain a better knowledge of the larger
market as well as your company's internal operations, it's important to remember that it's not a
one-stop-shop. The marketing mix is a strategy that works best when used as a structure for
planning, executing, analyzing, and re-evaluating your marketing operations on a regular or
semi-regular basis.
The marketing mix is reported to have been created by professor and scholar Neil H. Borden,
who expanded on James Culliton's notion of company executives as ingredient mixers. Different
marketing elements and methods are the ingredients. Professor and author Jerome McCarthy
later improved the marketing mix to include four main components: product, place, price, and
promotion. In his book Basic Marketing: A Managerial Approach, published in the 1960s,
McCarthy discussed the "4 Ps." The 4Ps paved the path for two current academics, Booms and
Bitner, who identified three other variables that serve a significant role in 1981: Physical
Evidence, People, and Process. This formed the extended marketing mix that we know today as
the “7 Ps” of the marketing mix.
1. product,
2. price
3. promotion
4. place
5. people
6. Process
7. physical evidence
Product - A physical product, a service, or an experience are all examples of products.
Your product or service will always be at the center of your strategy, influencing every
component of the marketing mix, no matter how you represent yourself as a brand. Consider
elements such as product quality, specialized features, packaging, and the problem that it will
address for your clients while developing your product.
Price - What is the price of your product or service? Everyone has a price, and if you target a
certain market but get the pricing structure incorrect for this group of consumers, you can forget
about getting a good return on your investment.
The price you establish should represent your customer's perception of your product's worth, be
in line with your budget, and guarantee that you make a profit. Pricing has a significant impact
on your business's performance, since it influences your marketing strategy, sales, and product
demand.
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Promotion - Promotion is what we do best as marketers, whether it's direct marketing, public
relations, advertising, content marketing, or in-store pitching.
Promotion is the process of increasing market awareness of a brand, product, or service by
presenting a story to inspire customer interaction. Promotional methods are effective on a
number of levels. They help to boost brand recognition, sales, and income. Why should a
customer choose you over your competitor? How will you help them solve their problem or
improve their quality of life?
Place - What platforms do you use to market your product or service? Businesses can sell in a
variety of places and ways. As a result, the term 'place' does not just relate to a physical location.
It might include selling through a website, catalog, social media, trade exhibitions, and, of
course, physical storefronts. 'Place' refers to any and all distribution channels. Most businesses
can't or won't set up shop in just any location.
First and foremost, a number of things must be examined. When it comes to distribution
methods, your target audience will play an important role.
People - Anyone directly or indirectly involved in the business side of the organization is
referred to as "people" in the marketing mix. That includes anyone involved in selling, creating,
promoting, managing teams, representing customers, recruiting, and training for a product or
service.
Everyone who represents the firm (even chatbots) must be polite, professional, knowledgeable,
and well trained if you want your brand to succeed and your clients to be satisfied. Employees
must be able to address client concerns, thus as a company, you must provide training,
appropriate working conditions, and everything else that will ensure your employees' happiness.
Process - So you have a product and a target market in mind. How will the product be delivered
to the customer? The process is the term for this in-between component.
It includes aspects like as how your company operates, how services are supplied, how products
are packed, how customers progress through the sales funnel, checkout, shipping, and delivery,
and so on. In essence, the process outlines the sequence of events or key elements involved in
delivering a product or service to a consumer.
Physical evidence - The marketing mix must account for everything your consumer encounters
during their relationship with you, from the moment they first become aware of your brand
through the point of sale and beyond.
Physical evidence entails more than simply receipts. Physical proof includes not just this
important aspect, but also the whole existence of your brand. Consider your website, branding,
social media, the logo on your building, the décor in your store, the packaging of your items, and
the thank-you email you send after a sale. All of these factors provide your consumer with the
actual proof they require to be confident in your company's viability, dependability, and
legitimacy.
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Marketing mix based on Dialog and Mobitel
Marketing
mix
Definition Dialog Mobitel Comparison
Product These are the
high quality
products that
introduced to
the market by
Dialog and
Mobitel
 Dialog 4G
routers
 Dialog Video
Surveillance
 Dialog ViU
HUB
 SLT
Broardband
 Peo silver
 SLT peo tv
These two company
has equal customer
demand for these
products. But in
urban areas dialog
internet faster that
mobitel internet.
Price Dialog and
Mobitel
Product
should always
representing
goods value
for the
money.
 Dialog
Prashansa
package for
Rs 249/-
rental.
 Dialog per
day home
broadband.
 Nonstop
lokka data
package just
for Rs 398/-
 RS.369/-
prepaid triple
max package
Dialog target in
many ways, such as
not only focusing on
high-income
consumers, but also
on middle-income
people. Mobitel is
not following these
methods.
Place These are the
places or
platform that
you can buy
any Dialog
and Mobitel
products.
 Dialog
outlets
 Dialog
website
 My Dialog
app
 Mobitel
outlets
 Mobitel
website
 Mobitel
selfcare app
Dialog has more
touch point
comparing to other
networks. Mobitel
selfcare app is easy
to do your
payments.
Promotion These are the
promotion
methods
using by
Dialog and
Mobitel to
attract their
customers.
 Unlimited
Netflix for
one month
On Your
Dialog
Mobile jus
for Rs 1990.
 You may
view any
movies,
sports, or
 Free 5 GB
any time data
for the first
bill payment
& reload
made via
selfcare app.
 Mobitel
enbales you
to work from
home with
Dialog following
current marketing
trend to attract their
customers and
promote their
products like: in
lockdown they
introduced
unlimited Netflix
package for their
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television
programs on
Dialog viu
hub app.
 Dialog mega
wasana prize
competition
more day
time data just
for Rs 1490/-
 Mobitel Cash
bonanza.
customers to watch
movies.
Mobitel conducting
a prize competition
to help their
customers and to
promote their
brand.
People Anyone
directly or
indirectly
involved in
the business
side of the
organization
is referred to
as people.
 Dialog
customer care
agents
 Dialog sales
officer
 Dialog staff
members
 Mobitel
customer
care agents
 Mobitel sales
officer
 Mobitel staff
members
Dialog and Mobitel
Sales officers and
customers care
agents, helps to
attract new
customers and to
increase their sales
Process How Dialog
and Mobitel
company
operates, how
services are
supplied, how
products are
packed, how
customers
progress
through the
sales funnel,
checkout,
shipping, and
delivery, and
so on.
 Dialog tv for
a better
television
experience
and also Free
installation
and
Maintenance
& servicing.
 Providing
Fastest
internet
routers for
any firms.
 SLT PEO
TV gives the
platform for
customers to
enjoy the
best of local
and
international
news and
entertainment
from around
the world at a
click of a
button-
 You can
watch any
program that
you may
have missed,
up to 3 days
later
Mobitel provides
internet routers to
governments
sectors, and Dialog
provides internet
routers for private
sectors to do their
work efficiently.
Physical
evidence
Physical
evidence
entails more
than simply
receipts.
Physical
proof includes
not just this
 Quality and
fastest
internet
routers.
 Lot of
promotion for
customers.
 friendly
 Good
customer
follow up
until
customers
job done.
 Can get
information
For a better Physical
environment
experienced Dialog
and Mobitel
refurbished their
outlets and head
office for current
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important
aspect, but
also the
whole
existence of
your brand.
Consider your
website,
branding,
social media,
the logo on
your building
customer
services.
 Free
installation
and
Maintenance
& servicing.
 Attractive
brand name
and logo.
from mobitel
website
easily.
 24 hours
customer
service and
quick
response.
 `Modern and
attractive
outlets.
trends.
And also For a better
Physical
environment
experienced Dialog
and Mobitel
decorate their
outlets related to
the seasons. Like:
Christmas season
they wearing Santa
hats and decorates
their outlets.
Similarities of Dialog and mobitel, differences between Dialog and mobitel and
advantages of Dialog and Mobitel using marketing mix.
Similarities of Dialog
and Mobitel
Differences between
Dialog and Mobitel
advantages of Dialog
and Mobitel using
marketing mix
Telecommunication industry. Dialog price is bit higher
compare to Mobitel. Mobitel
pricing is reasonable for their
customers.
It helps Dialog and Mobitel
to make use of their strengths
and avoid unnecessary costs.
Providing 4G n 5G systems . Sales teams aggressive in
dialog plc but in mobitel
sales team is non aggressive
It helps dialog and mobitel to
understand what your
product or service can offer
to your customers
Providing Social media and
internet packages
Dialog provide best GSM
coverage and Mobitel GSM
coverage is reasonable but
network is always busy.
IT helps Dialog and Mobitel
to learn when and how to
promote your product or
service to your customers.
Providing broadbands,
telephones and routers
services.
Dialog more into private
sectors, Mobitel more into
government sectors.
Considering above mention
notes dialog has more
advantages due to trend
setters and situational
changing. Dialog is adopting
according to the market
while Mobitel is consider as
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