MTN Zambia

MTN Zambia is a subsidiary of the MTN Group, the multinational communications and network access company. MTN Zambia understands the importance of the end user to the success of a brand and includes the consumer’s individuality and aligns key product benefits with consumer needs. MTN Zambia aims to bring about economic empowerment via the communications market through understanding that a key factor in creating relevant and engaging brand strategies is both to educate and to help consumers choose the most relevant products and services for their needs.

Who we are

MTN’s vision is to be the leader in ‘telecommunications in developing markets’. 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 21 markets where we operate, we lead, resulting on close to 100 million subscribers as at December 2008 in the 15-year period since we have been in existence. So, who are we? We are leaders in connectivity. Why are we better? We enhance the consumer’s life. We do things differently. We make the impossible possible.

Mobile phones play a very important and different role to networks in consumers’ minds, requiring a distinctly different marketing and communication strategy. Mobile phones express individuality while networks express connectivity. With this in mind, MTN Zambia’s strategy will focus on consumer benefits and technology. We will communicate in relevant and appealing ways in order to make it easy for consumers to choose the most appropriate and relevant products 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 100 million customers as at December 2008 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 everyone 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 or 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’ minds, 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 Y’ello 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, our staff must have

an understanding of the brand,
their role in delivering it and
the necessary behaviours and tools to do this.

A vision and values programme has been instituted. Our staff are brand champions; that is, they understand the brand vision and deliver it with passion, commitment and loyalty across all MTN points of presence.