Marketing Management Report

This report analyzes the marketing management strategies of Zain, a leading telecommunications company in Kuwait. It examines the current market position, outlines three key marketing objectives, identifies target segments, and discusses the marketing mix and tools used by Zain to enhance customer loyalty and achieve business goals. The report emphasizes the importance of effective marketing strategies in a competitive environment and provides insights into how Zain can sustain its market presence and grow in the future.

MARKETING MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. Examining current market position of Zain with the help of concept and models of
marketing................................................................................................................................1
2. Three marketing objectives of Zain that help in achieving goals and objectives over next
three years...............................................................................................................................5
3. Identifying three target segments and demonstrating the way Zain will achieve customer
loyalty.....................................................................................................................................6
4. Marketing mix and other marketing tools for Zain telecommunication.............................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is a critical element in building a successful business. Marketing principles
play a vital role in achieving goals and objectives of company as it is a plan of action that is
usually based on the promotion of products and services. In order to optimize the performance of
market of existing products, companies use many principles of marketing. The basic principles
of marketing is product, price, place and promotion (Foxall, 2014) In this present report, Zain
(زين) which is a telecommunication company is being chosen. It is the biggest and among top ten
companies in Kuwait which is listed in Kuwait Stock Exchange. It was found in the year 1983
and its net income in 2017 is US$27 million. This present report will include various models of
marketing that help in examining the position of company. Furthermore, three objectives of
marketing for the development and growth of company's products and services as well as
marketing mix and tools of marketing are also involved in this report.
MAIN BODY
1. Examining current market position of Zain with the help of concept and models of marketing
There are various concepts and principles of marketing that help in examining the current
market position of Zain. All these principles and concepts are essential for all the businesses as it
helps in achieving great success in the market (Zhabin and et.al., 2016).
Concepts of Marketing
There are five different concepts of marketing that deal with operations and functions of
marketing, such as- Production concept that deals with production, selling concept that deals
with selling and product concept that deals with product as well as other concept that developed
according to the requirement of the market. These concepts of marketing vary with the change in
market conditions. Concepts of marketing are as follows:
Production Concept- This concept defines that customers will prefer products or services
that are widely available as well as inexpensive. Thus, companies are largely concerned with
producing more units as much as possible. Zain is also providing many services and products in
the market at low cost and unique too. In this concept, manager of company make efforts to
achieve a large volume with less price and intensive strategy of distribution.
Product Concept- This concept defines that customers will choose that product which has
better quality, attractive features and healthier performance as compared to other product. Zain is
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utilizing these concepts as they are suitable for some niches like electronic products and mobile
handsets. There is a problem which is linked with the concept of product is that it may cause
marketing myopia. Therefore, Zain needs to take creative and innovative features very seriously
and prefer only those products which customers demand (Concepts of Marketing, 2017).
Selling Concept- This concept is essential for company as individual or customers or
other companies are not known about the product unless and until company does selling efforts.
Therefore, it is very important for Zain to promote their products and services in an effective
way. Company has main concentration on selling of their products and services as they make use
of many techniques of selling like closing, qualifying and probing. Zain applied this concept in
their operations and functions.
Marketing Concept- This concept states that customers are the key persons for the
business. Zain has effective and attractive marketing strategies as they focus on youngsters by
introducing new and innovative services and products. This concept mainly focuses on the needs
and wants of customers. Managers of company make strategic decision of marketing keeping
customers always in mind. Zain is the biggest and well known company which deliberates them
to follow concepts of marketing because with the rise in economy, people become extra ordinary
and knowledgeable as well as choosy.
Societal Marketing Concept- This concept is an offshoot of the concept of marketing
where company provides better quality of products to the society which result in betterment and
welfare of society. Zain satisfies their customers as well as society where they are operating or
working which results in controlling and managing many conflicts that arise among consumer’s
wants and their interest.
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Illustration 1: Concepts of Marketing
(Source: Concepts of Marketing, 2017)
Model of Marketing
Models of marketing play a vital role in the development and growth of company as well
as it assists in effective marketing strategies. These models are based on the principles of
marketing.
Keller Brand Equity Model
This theory is known as customer based brand equity model. It was proposed by Lane
Keller. This model stated that there is nothing in the business like power of strong brand. Keller
provides four core levels that help in building a strong brand image of company. Zain has used
this model in an effective way so that they will build a positive image of their brand in the
market (Keller Brand Equity Model, 2017). This model takes the shape of pyramid which
consists of four levels that are as follows:
 Identity
 Meaning
 Response
 Relationship
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Illustration 2: Keller Brand Equity Model
(Source: Keller Brand Equity Model, 2017)
Identity- This is the first step that states- who are you?. In the first stage, goal of
company is to create awareness of brand or silence of brand. It is essential for company that
brand should be recognized by customers as well as it can able to create awareness among them.
Meaning- This is second step that states- who are you?. In this stage, goal of company is
to identify and communicate the meaning of brand. There are two blocks of building brand i.e.
performance and imagery.
Response- This is the third step that states- what do I think about you?. In this stage,
there are majorly two categories which are judgement and feelings. Customers of company make
judgement about the brand which falls in these categories such as quality, credibility,
consideration and superiority. Feeling of customers also respond to the brand of company (Baker
and Saren, 2016).
Relationship- This is at the top of pyramid as it is an essential part in building brand
image of company. This is the most desirable level to reach. There are four elements that help in
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building effective relationship with customers such as behavioural loyalty, attitudinal attachment,
sense of community and active engagement.
2. Three marketing objectives of Zain that help in achieving goals and objectives over next three
years
In order to achieve success and sustain in the market, it is essential for company to set
objectives and targets to achieve set goals and objectives. Three objectives of Zain are as
follows:
 Build Brand Awareness
 Launch new products or services
 Enter in new markets internationally or locally (Lindgreen and Di Benedetto, 2017)
Build Brand Awareness- Brand awareness is the profitableness that customers are
familiar with and about the life and accessibility of product. This is the market objective that
company sets for achieving goals and objectives of company as well as to sustain in the market
for long time. Brand awareness is essential for building brand equity. Company can achieve
these objectives by doing activities like attractive promotion, advertisement, making attractive
websites and pages on social media. Zain Company is doing effective work on the advertisement
and promotion. Management of marketing also gives slogans, logo and tag lines which in result
help in the recognition of brand. These techniques and tools of business will provide extra
benefits and profit in coming years as well as to increase the awareness of brand among
customers.
Launch a new product or services- This is also the main objective of company to
launch new products and services. Managers of company will research the needs and wants of
customers and after that, start thinking of new product. By doing research, company will get to
know that whether the product they are going to launch will be liked by customers or not. Zain is
going to launch its new smart phone in the market considering youngsters in mind which will
give huge benefits and profit in the next coming years. In launching of new products, company
should make sure that there should be updates available as per the advancement as it will never
become outdated and old. Once product will become successful in the market, it will give high
profit in the coming years (Moore, R.S and et.al, 2015).
Enter in new markets internationally or locally- This objective is the most critical and
not easy to reach the goals and objectives as because enter into new market is very tough task.
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There are many strategies which are developed for entering into new market. Before entering
into new market, it should be clear that who are the major sellers in that market, who are the
companies which have captured a large share in the market. After that, company has to identify
the key points to enter in new market as well as company has to assemble all plans. Market
research is necessary which takes a long time.
Ponce company identifies all these areas than company will make immense profit in next
years. Beside all these, the most important element is to know the laws and understand the
challenges before entering into new market, this will make immense profit in long term. Zain
Company is operating in eight countries. In order to expand there services in more countries,
they are developing strategies for entering into new market or countries. Zain is studying on the
demands of customers, competitors strength and weakness as well as rules and laws of country
where is going to launch as these strategies will help company in attaining profit in coming
years.
3. Identifying three target segments and demonstrating the way Zain will achieve customer
loyalty
In order to develop loyalty with customers over strategic there year, it is essential to
develop strategic plans. Segmentation is used to develop the strategies of marketing. Zain
Company is using segmentation techniques in order to target the customers in an effective way.
This is the most popular technique of marketing. It is also relevant to digital marketing as well as
it is the best marketing efforts. Apart from all these above three elements, company uses
segmentation techniques so that organisation can target a particular segment.
Different types of segments are selected on the basis of:
 Demographic Segmentation
 Geographic Segmentation Psycho-graphic Segmentation
Demographic Segmentation- It is a segmentation of market which is based on age, race,
religion, gender, family size, income and education. Company can use demographic
segmentation to target the customers and provide these services and products more than three
years (Moore and et.al., 2015). By segmenting markets in different ways, Zain can target its
customers more accurately. For example, Zain Company is introducing its new smart phones
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targeting the area where people have high income. Company can take benefits of demographic
segmentation is that company can easily retain their customers and loyalty.
Geographic Segmentation- It is a type of strategy that company uses to target customers
on the basis of specific area. It can be classified by the parameters like countries, states, towns,
cities, remote and rural areas, climatic conditions and density of population. Zain Company can
reach its customers in an effective way and identify the areas where people have similar identical
needs. By geographic segmentation, Zain can concentrate its spending in specific areas which
result in increasing the brand visibility and its importance. Besides this, by adopting this strategy,
Zain can easily identify its potential customers as well as give benefits in the coming years.
Psycho-graphic Segmentation- It is the type of strategy states that dividing markets into
segments on the basis of several personality traits, attitudes, values, interest and customers way
of living their life. This is very benefits segmentation as it allows company to design the product
and marketing in a focused way. This segment especially focused on the thinking of customers
which company will focus on activities of marketing. Zain Company is the top most company in
the Kuwait telecommunication sector as they have focused on needs and wants of customers.
They always make products as per the demand of their consumers. They always keep in mind
that demands of customers are always dynamic, they are ever changing. By adopting this
strategy, company will easily and completely identify the behaviour, personality as well as
attitude of customers.
By these segmentation strategies, Zain can easily make their customers loyal and earn
profit in the coming years. Company will retain its market share for long time as well as they
expand their business in more countries (Huang and et.al., 2015).
4. Marketing mix and other marketing tools for Zain telecommunication
Marketing mix is a significant and simple approach within marketing functions
performed by an organisation. It is a concept used for placement of the right component at a right
place for right people at a right price. Marketing mix assists an organization to identify the most
appropriate ways to promote a product in the market to attract more customers. The
telecommunication sector is a highly growing industry in the world with a high level of
competition in the global market (Wagner, and Eggert, 2016). Zain telecommunication uses
various effective tools and techniques of market to promote their products and services in the
market. Marketing mix can help organization to develop the most suitable marketing plan that
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helps to enhance their sales and profit. The marketing mix for Zain telecommunication can be
described as below -
There are 7 P's of marketing mix such as:11 Product – Zain telecommunication offers a wide range of products and services to their
customers which is the major strength of company (Bresler and Lubbe, 2014). The
products with various features provide customers with many attractive opportunities such
as playing games, chat, sending and receiving pictures, obtaining information of the bills,
etc. There are other products of company which attract customers such as black list
unknown callers, social products, on the move information service, etc.11 Place – Zain telecommunication is one the leading telecom companies across world. It
was found in the year 1983 in Kuwait. At present, company is operating in more than 20
different countries. In 2008, Zain was the 4th largest telecommunication company in the
world with regard to the geographical existence. Company covered 15 countries in Africa
and 7 countries in Middle East with their products and services. Company is continuously
growing through acquisition of various mobile operations across different regions or
areas across world.11 Price – Zain telecommunication focuses on making its services easily accessible to the
large number of people from young to mature and from lower segment individuals to
high class business executives (Weinstein and Pohlman, 2015). It is offering different
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Illustration 3: 7 Ps of Marketing mix
(Source: Marketing-Mix, 20117)

pricing structures to suit various groups of customers. The company also offers rewards
on the use of their services or products. Along with these factors, Zain
telecommunication also offers monthly price plans and prepay option.11 Promotion – Company advertises its services and products on television, magazine, via
internet and bill boards. There are various special offers of promotions that develop
healthy public relation by its press releases. Company also conducts various marketing
campaigns to introduce new services to the customers which help in attracting more
customers in the market.11 People –Zain telecommunication is a service providing organisation which involves a
high level of communication or interaction. It is essential to utilize this resource properly
to satisfy customers. Company can use training and development programs to develop an
efficient workforce along with a strong relationship with the employees. Company can
also use information technology for increasing efficiency both at the agent and staff level
(Marketing-Mix, 2017).11 Process – The procedure needs to be customer friendly within telecommunication
industry. The accuracy and speed of service is highly important in this sector. Therefore,
the processing methods should be convenient and easy for customers. Company can use
IT and data warehousing in order to make the process flow smooth.11 Physical evidence – The physical evidences consist of reports, signage, employee's dress
code, punch lines, etc. Tangible evidence includes extra talk time and various attractive
offers that they provide to their customers. Punch lines refer to the corporate statement
that determine the attitude and philosophy of the service providers. Zain
telecommunication has attractive and influencing tag lines that attract the customers
(Malhotra and Peterson, 2014).
Other tools of marketing recommended to Zain telecommunication are like: Targeting customers: This stage uncovers the focused customers to whom Zain needs to
offer company's products and administrations. It determines company's statistic profile
like for example: age, sexual orientation and so forth for whom Zain is building up
company's products and how much period of clients Zain will focus as well. For plainly
perceive customer will characterize its customer would help to successful promoting of
company's products and talk easily before customer while demonstrating the products'
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information. Customer target encourages association to accomplish its objectives and
targets viably. Pricing and positioning: In the suitable showcasing plan, Zain telecommunication is
estimating and situating of system must be clear and productive and effortlessly
justifiable to company's clients (Goworek, McGoldrick and McGoldrick, 2015). On the
off chance that Zain need to end up organization as a premium brand then Zain should
guarantee that company's product estimating should not very low since low valuing
influence negative impact on customer and the vast majority of the customer to don't buy
cheap value product and administrations. The product estimating must be strong to
represent as a premium brand. Continuing estimating as indicated by the market
circumstance encourages management to accomplish the client’s objectives viably and it
additionally causes administration to accomplish their objectives and targets successfully.
 Distribution plan: Company's distribution design must be clear and viable to achieve it to
each organization's targeted clients. It ought to be evident that how world Zain serve their
product whether by internet offering process or from wholesalers or different retailers. It
must be guaranteed to which process Zain will apply to company's product dispersion in
the market that will help to customer in order to reach to its product in easy way.
Circulation design encourages association to create the product in market to accomplish
individual objectives and targets successfully.
Zain telecommunication can use effective marketing or promotional strategies such as
discounts offers, low price services, etc. to their customers in order to gain competitive
advantages in the market. There are many other service providers in the industry such as VIVA,
Ooredoo, etc. that are giving tough competition to Zain in the global market. It is important for
company to develop an effective marketing strategy in order to gain competitive advantages in
the market and achieve high level of sales among various other service providers (Shaw, 2016).
CONCLUSION
The above report concluded that marketing is an essential concept that is used by each
and every organisation in order to promote their products and services in market. Marketing
includes various models and approaches that can be applied by an organisation to attract more
customers as determined by the report. It also included various marketing objectives of Zain
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