Marketing
Ever wondered what happened to Mobinil Egypt? Who is Orange ?
What happened to Mobinil? Is Mobinil and Orange Egypt the same operator?
Lately, rumors
surrounded the Egyptian society about what is happening to Mobinil Egypt and
why it is turning into Orange Egypt. Some people said Mobinil was sold to
orange and others said orange just invested in Mobinil to save it. Actually, Mobinil is just another name to the original brand orange. Yes, as you saw, Mobinil is the same institution as orange. However, lots of people did realize
that eventually.
Mobinil Egypt was the
first mobile operator to enter the Egyptian market in 1998. It made its own success
but as Vodafone and Etisalat penetrated through the market and because of some
crucial mistakes from Mobinil, Mobinil lost its market share gradually. The
mother company “Orange” couldn’t withstand losing such a rich telecommunication market
as Egypt and therefore, tried to save their market share in Egypt and gradually
could return to being a market leader.
Orange started with a corrective strategic plan in which it starts by washing off all of the mistakes Mobinil did and turning into “Orange” with the black background and the orange box. First, it invested a huge marketing budget where it removes all of the old logo from shops, their customer service shops and put their new logo on. Recently, it is introducing itself to the market and converting customer minds into the new brand through advertising including street banners, introducing new offerings and rewarding their current customers as well.
Orange started with a corrective strategic plan in which it starts by washing off all of the mistakes Mobinil did and turning into “Orange” with the black background and the orange box. First, it invested a huge marketing budget where it removes all of the old logo from shops, their customer service shops and put their new logo on. Recently, it is introducing itself to the market and converting customer minds into the new brand through advertising including street banners, introducing new offerings and rewarding their current customers as well.
The corrective
strategic plan was the best choice orange could do to save its brand in
Egyptian market and try to retain its value in the Egyptian market.
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