Happy National Day From Zain – Flashmob

Behind The Scenes

Competition Centric strategy [ MOBILY /STC rivalry war]

Consumer-Centric strategy

There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centered on Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for "Growth Opportunities" in their categories by identifying relevant insights (both mindsets and behaviors) on their target Consumers, Shoppers and retail partners. These Growth Opportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges. The Marketing team can then prioritize these Growth Opportunities and begin to develop strategies to exploit the opportunities that could include new or adapted products, services as well as changes to the 7Ps.

Competition-Centric strategy

Eroding Shopper Loyalty is result of:

• Changing tastes and lifestyles
• Fickle and demanding shoppers
• Ever-growing number of choices in the marketplace
• Shorter product life cycles
• Misalignment of prices with shopper needs and wants
• Little or no consumer loyalty to retailers
• Declining market share and gross margin losses
• Channel leakage due to retail channel blurring
• The impact of “big-box discounters”
• Vendor-led rather than retailer-led negotiations
• Fast-changing global economy that impacts both retailers and shoppers

STC Brand needs to dig deeper. They need to turn their perspective from inside-out to outside-in in order to get the depth and breadth of the insight they need to be truly customer centric.

Today's markets are places of conversation, connection and interaction. They are places where customers seek information and share their ideas and opinions. Customer-centric brands not only accept this shift, but embrace it by collaborating with their customers to define, create and deliver value.

So. What STC trying to establish with this ad???

And the reply came fast …Mobily thanks STC for exposing knockoff broadband device and urges it’s clients to look for Mobily original logo when purchase!!!!

But This is how all started, get internet without disconnection or wires..

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Update 10/2009, Hurry up and order your DSL from STC, you might have it when your-newly born baby- in university ... oops All operators are busy

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Update 12/1/2011

consumer point of view 

STC ripps off an ad to mock competition?

I can’t believe it for STC brand to go this low , It is beyond doubt that STC is busted with two major offensive actions, Is STC planner’s bankrupted to the extent of ripping off an ad to mock competition? Hope this get to the ears of Vodafone Netherlands and they file a case against STC Vodafone ad STC Ad

To know more about telecom war in Saudi Arabia, see http://advertiser-in-arabia.blogspot.com/2009/09/competition-centric-strategy-mobily-stc.html

2020 update.

This time STC hijacked a full identity from an American IT company to develop its new strategic move to digitizing age.

Zain commercial ads - Ramadan 2009

Zain is a leading emerging markets player in the field of telecommunications aiming to become one of the top ten mobile operators in the world by 2011. Today it is the 4th largest mobile network in the world in terms of geographical footprint with commercial presence in 24 countries spread across the Middle East and Africa providing mobile voice and data services to over 64.7 million active customers as of May 2009.
Zain operates in the following countries: Bahrain, Burkina Faso, Chad, the Republic of the Congo, the Democratic Republic of the Congo, Gabon, Ghana, Iraq, Jordan, Palestine, Kenya, Kuwait, Malawi, Madagascar, Niger, Nigeria, Saudi Arabia, Sierra Leone, Sudan, Tanzania, Uganda and Zambia. In Lebanon, the company manages the network on behalf of the government operating as mtc-touch. In Morocco, Zain in a joint venture owns 31% of Wana Telecom. On May 18, 2009, Zain entered into an agreement with Palestinian operator Paltel to attain a 56.5% stake in the company serving 1.5 million mobile customers.
The company offers innovative services in its markets such as One Network, the world's first borderless mobile telecommunication network enabling customers to receive calls and sms without charge and to make them at local rates throughout many countries in Africa and the Middle East.
The Zain brand is wholly owned by Mobile Telecommunications Company KSC, which is listed on the Kuwait Stock Exchange ( Stock ticker: ZAIN ). Zain is listed in the Financial Times' Global 500 Index which ranks the world's largest companies based on market capitalization ( http://www.ft.com/reports/ft5002008 ).For more, please visit www.zain.com

Zain Ramadan Ads revealed a religious tie up with Sheikh Moshari AlAfassi and song of Ramadan, in three languages Arabic, English and French to communicate virtue of the holy month.

Credit:

Client: Zain Group

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Media : TV,?

Objective / communication challenge

Insight / communication strategy

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