MTN Zambia - Cell Phones Zambia

Who We Are
MTNÌs vision is to be the leader in Ïtelecommunications in developing markets.Ó The leadership is derived from our foresight, commitment and guidance to extract value in markets where we see growth opportunities and critical mass.

In the eight markets where we operate we lead, resulting on close to twenty million subscribers in the 10-year period since we have been in existence. Therefore, who are we? We are leaders in connectivity. Why are we better? We enhance consumerÌs life. We do things differently. We make the impossible possible.

Cell phones play a very important and different role to networks in consumerÌs minds, requiring a distinctly different marketing and communication strategy. Cell phones express individuality and networks connectivity. With this in mind MTN ZambiaÌs strategy will focus on consumer benefits and not technology. We will communicate in relevant and appealing ways in order to make it easy for consumers to choose the most appropriate and relevant product and services.

In a market where we believe the addressable market is more than 2 million, there is a dire need to position the brand appropriately in order to make it easier for the discerning consumer to choose. The tools we use to position our brands are: brand values, brand personality as well as brand essence.

Our Brand values are the reason why our 20 million customers and our employees build a relationship with our brand. We build the future for our people and the customers we serve, leading the way in connectivity enhancement. We are founded and guided by integrity, a solid principle of trust and togetherness. We are, because of our customers, we are, because of our employees and in their trust and belief we will always succeed

We are optimistic about the future and very passionate about our beliefs and what we do. We believe that life is beautiful and every one should enjoy it. Our role is to create brighter futures for everyone whose life we touch, empowering people, communities and countries where we have presence. Obviously, we cannot succeed if we do not connect with people at a personal level; having empathy for their unique situations through establishing relationships we do things differently, making unlikely connections. With MTN, the unexpected exceeds expectations.

The challenge is ours, everything that MTN does, everyday of our lives, whether creating brand strategies making strategic business decisions, interacting with our customers, employing new people, brainstorming new ideas÷ we ask ourselves these questions÷

Is it new? Is it unique? Is it original? To build a strong brand and to avoid any confusion in our customers mind, we employ a strict monolithic brand architecture strategy. This system ensures that every contact a customer has with MTN across geographies is consistent and builds the equity of the MTN brand. MTN is a hero in everything we do.

Understanding the consumer purchase decision process is the first key step for product segmentation. We focus on the key benefits aligned to consumers needs. We bring the YÌello total experience. Innovation is launched under the MTN mega brand and not a tariff plan. For a brand to deliver on its promise; our staff must actively embody it. To do this, must have:
? An understanding of the brand
? Their role in delivering it
? The necessary behaviors and tools to do this

A vision and values program has been instituted. Our staff are Brand Champion i.e. they understand the brand vision and deliver it with passion, commitment and loyalty across all MTN point of presence.