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Branding strategy for Mobinil Essay

1. Given all the changes in the branding strategy for Mobinil over the years, has the Mobinil brand conveyed a consistent meaning to customers? Is this a benefit or detriment as the mobile service provider business moves forward in Egypt with the entry of Etisalat and Vodafone?

In my opinion, Mobinil has conveyed a consistent meaning to customers because even after years of existing, they still focus on their main mission – providing reliable and simple services that increase interaction and improve communication. I believe that entry of Etisalat and Vodafone was a benefit, because even though Mobinil was not a monopoly anymore, it still could learn from competitors and improve their service to satisfy customers’ needs. Mobinil does researches to be aware of competitors’ strengths and weaknesses that help the company to stay successful.

2. What is Mobinil selling? What are customers really buying?

Mobinil is selling mobile devices and services. Customers are buying ability to communicate and on-the-go connectivity – core product. They are buying mobile devices and services – actual product. While buying mobile devices, people also get warranties and instructions that help them with using the device – augmented product.

3. Will the many reasons for Mobinil’s success continue to work with the increasing presence of Vodafone and Etisalat? Why or why not?

In my opinion Mobinil will still be successful because the company always does researches to know what competitors are doing, so they can provide better service for their customers. Mobinil now is the leader for mobile services in Egypt and I believe they will continue to improve their work because of their successful marketing strategy and customers’ loyalty.

4. What futuristic strategic recommendations would you make to the Mobinil brand managers? Try to meet customer expectations and reach the desired level of excellence. Mobinil should also make more agreements with networks in…


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