Business consultancy project

Competitors Analyses-The service will be new in Azerbaijan Mobile Market industry, and even though all mobile operators are providing mobile payment services, none of the operators are presenting similar service. Nevertheless, there is a significant probability that the other two mobile operators will intend to repeat the positive experience of Azercell, but Azercell will be considered as the first mover and will benefit from this priority

Marketing Mix (4 P)

Product; payment of phone bills, utility services and other services through Azercell Mobile Financial Service
Marketing mix constitutes the combination of different tactics and mechanisms for the service endorsement layout through pricing, communication and distributions techniques. (Kotler, 2000)
Price;
Short term stage- No price will be applicable, and service will be launched with free of charge basis.
Long-term stage- In the second stage the mixed pricing strategy will be applied

The amount > 10 AZN will be charged 0.05 AZN for each payment

The amount< 10 AZN will be charged by 5% from the payment amount

Place; The company will use a direct distribution channel between company-customer. Subscribers will be able to activate the service by using the Azercell website or downloading Azercell mobile application.

Promotion; The Company will use the pull communication strategy for attracting customers through mass media and different communication channels. Company will use the following tools of marketing communications.

• 
  Social Media Communication
  
• 
  Outdoor advertisement
  
• 
  Direct Marketing- by broadcasting the text messages to the segmented group customers.
  

Social media communications and direct marketing tools will be implemented through internal resources and will not require additional expenses. The company will allocate approximately 35 thousand AZN for only the outdoor advertisements for the full period and besides a higher proportion of amount will be defined for the first period when the service will require customer awareness.

Outdoor Advertising Expenses

Short-Term	Long-Term
1st period	2nd period	3rd period	4th period	5th period	6th period
10 K	5 K	5 K	5 K	5 K	5 K

However, the marketing plan for the next stages will be adjusted based on consumer acquisition and a positive return of service consumption. The pricing strategy will be expanded by adding metrics for different segments of attractions. Communication channels mechanism can also be upgraded, and the additional expenses can be allocated due to the service requirements.

5.