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Principle Of Marketing Final Project Submitted by:
Ali Zulfiqar (BBA 02103040) Salman Saleem (BBA 02103237) Waji-ul-Hasan (BBA 02103235) Omer-bin-Khalid (BBA 02103038) Haris Mumtaz Sohaib Mansoor
Section C Submitted To: Sir, Zesshan
Lahore Business School (LBS)
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Pakistan Telecommunication Limited (PTCL) Overview Organization Historical Background About Company Vision Mission Statement Firm Customers Business Description Product & Services SWOT Analysis Organization Chart Market Mix Change Address Bill Procedure Bill Amount Package Activation CONCLUSIONS Page 4 of 35 .
1996 PTCL Formed listed on all Stock Exchanges of Pakistan. The Government of Pakistan retained 62% of the shares while the remaining 12% are held by the general public. The company consists of around 2000 telephone exchanges across country providing largest fixed line network. 1990-91 Pakistan Telecom Corporation 1995 About 5% of PTC assets transferred to PTA. 1998 Mobile(Ufone)& Internet(PakNet)subsidiaries established. CDMA and Internet are other resources of PTCL. Historical Background: 1947 Posts & Telegraph Dept established 1961 Pakistan Telegraph & Telephone Deptt. 2000 Telecom Policy Finalized 2003 Telecom Deregulation Policy Announced 2006 Etisalat Takes Over PTCL's management Page 5 of 35 . This company provides telephony services to the nation and still holds the status of backbone for country's telecommunication infrastructure despite arrival of a dozen other telcos including telecom giants like Telenor and China Mobile. making it a gigantic organization. The Government of Pakistan sold 26% shares and control of the company to Etisalat in 2006. FAB & NTC.Overview Organization: Pakistan Telecommunication Company Limited (PTCL) is the largest telecommunication company in Pakistan. GSM.
Pakistan Telecommunication (Reorganization) Ordinance formed the basis for PTCL monopoly over basic telephony in the country. Lately. On the other hand. PTCL has been a major player in telecommunication in Pakistan. Page 6 of 35 . data communication services.10 per share. These are as follows. cardoperated pay-phones. The PakNet brand has effectively dissolved over the period of time. as it took over the operations and functions from Pakistan Telephone and Telegraph Department under Pakistan Telecommunication Corporation Act 1991. and in 1994 issued six million vouchers exchangeable into 600 million shares of the would-be PTCL in two separate placements. Despite having established a network of enormous size. Pakistan Telecom Company Limited (PTCL) Pakistan Telecom Authority (PTA) National Telecom Corporation (NTC) Frequency Authority Board (FAB) PTCL launched its mobile and data services subsidiaries in 1998 by the name of Ufone and PakNet respectively. PTCL workings and policies have attracted regular criticism from other smaller operators and the civil society of Pakistan. None of the brands made it to the top slots in the respective competitions. Ufone had increased its market share in the cellular sector. It also paved the way for the establishment of an independent regulatory regime. The provisions of the Ordinance were lent permanence in October 1996 through Pakistan Telecommunication (Reorganization) Act. encouraging private sector participation and resulting in award of licenses for cellular. Pakistan Telecommunication Company Limited was formed and listed on all stock exchanges of Pakistan. The Government had a competitive policy. paging and lately. announced its plans to privatize PTCL. the Government in 1991. cardoperated payphones. Pakistan Telecommunication Corporation adventured on its path of development in December 1990. The PTC was segregated into four separated units in 1996. Recent DSL services launched by PTCL reflect this by the introduction of a new brand name and operations of the service being directly supervised by PTCL instead of Paknet. Pakistan Telecommunication Corporation (PTC) took over operations and functions from Pakistan Telephone and Telegraph Department under Pakistan Telecommunication Corporation Act 1991. The same year. lately. Each had a par value of Rs. data communication services.About Company: From the humble beginnings of Posts & Telegraph Department in 1947 and establishment of Pakistan Telephone & Telegraph Department in 1962. These vouchers were converted into PTCL shares in mid-1996. This coincided with the Government’s competitive policy. encouraging private sector participation and resulting in award of licenses for cellular. however. In 1995. pursuing a progressive policy. paging and.
Another seemingly minor change was change of brand identity (logo) that will present PTCL’s new face after privatization. Pakistan also entered post-monopoly era with deregulation of the sector in January 2003. On the Government level. It arrested many workers and put them behind bars.As telecommunication monopolies head towards an imminent end. In the middle of 2005 Government of Pakistan had decided to sell at least 26 percent of this company to some private agency. Etisalat. They even disrupted Phone lines of some big Government institutions like Punjab University Lahore and many lines of public sector were also blocked. services and infrastructure providers are set to face even bigger challenges. These include the VSS (Voluntary Separation Scheme forits employees). Page 7 of 35 . ERP (SAP based). B&CC (Billing and Customer Care Software) etc. a Dubai based company was able to get the shares with a large margin in the bet. with greater focus on customer satisfaction and bringing about of new advancements in telecom for Pakistani consumers. a comprehensive liberalization policy for telecom sector is in the offing. restructuring. The current President and CEO of PTCL is Mr. Walid Irshad. Many big change events are happening in PTCL at the moment after its privatization. There were three participants in the bet for privatization of PTCL. Military had to take over the management of all the Exchanges in the country. Last year when Government was going to privatize the company there was country wide protest and strike by PTCL workers. The contention between Government and employees ended with a 30%increase in the salaries of workers.
The future is unfolding around us. motivation and quality An environment that is cost effective and quality conscious Services that are based on the most optimum technology "Quality" and "Time" conscious customer service Sustained growth in earnings and profitability Page 8 of 35 . we will be the link that allows global communication. we are ready to shape a future that offers telecom services that bring us closer. By becoming partners in innovation.Vision: “To be the leading Information and Communication Technology Service Provider in the region by achieving customer satisfaction and maximizing shareholders' value'. We are striving towards mobilizing the world for the future.” Mission Statement: To achieve our vision by having: An organizational environment that fosters professionalism. In times to come.
Instructions. Public Call Office. Business Organizations. Different packages are given according to the nature and size of the Organization. etc. Page 9 of 35 . And the nature of connection that install at home according to it and charges are charred from them according to domestic level.FIRM CUSTOMERS: SERVICES FOR CONSUMERS SERVICES FOR CORPORATE CUSTOMERS SERVICES FOR CONSUMERS: These customer are households. SERVICES FOR CORPORATE CUSTOMERS These are business customers such as Firms.
” Page 10 of 35 .BUSINESS DESCRIPTION: “The Group’s principal activity is to provide telecommunication services. The Group provides domestic and international services throughout Pakistan and also manufactures telecommunication related equipment.
PRODUCT & SERVICES: Page 11 of 35 .
Page 12 of 35 . who provided fixedline telephony in the country. E-BILL PAYMENT Billing system is a part of customer services so providing connivance to its valuable customers PTCL launched a new billing service which is available through “ PTCL Calling Card” This is another service from PTCL. any Private business concern or any individual needs a new telephone connection for provision of telephone service. PTCL is presently the only telecom company. it also offers optical fiber services to the private sector. Services for consumers 2. This service is basically providing billing solutions for the users. So whenever. Fast and easy. 1. 2. a customer needs a telephone set with display capability or a CLI device attached to the phone. To subscribe to CLI services. PREPAID CALLING CARDS: PTCL calling card is the most popular choice of millions of customers all over the country. We will briefly discuss below the product lines being offered by the PTCL. nationwide and international access No line rent and no Phone bills 24 hours customer services through toll free number (0800-80800) 4.Pakistan Telecommunication Company Limited not only Provides Conventional telephone facilities. VALUE ADDED SERVICES: CLI (Caller’s Line Identification) Caller Line Identification (CLI): Calling line Identification (CLI) allow customers to identify the caller before picking up the phone receiver. 1. It is now available with balance transfer facility and follow on call facility. Basically PTCL divide their services into two parts. NEW TELEPHONE CONNECTIONS: As mentioned earlier. Services for corporate customers SERVICES FOR CONSUMERS These services are basically for the common users (Individual/home users) those use telephone in their home/work place and they are basically non business users. 3.
For more information regarding any of the following services. PTCL offers a host of unmatched services to suite the needs of the Corporate Customers. PREPAYMENT TELEPHONY SERVICES (PPT) With the changing trends most telecoms are diversifying their services towards Prepaid solutions .one of such modern era telecommunication service is Prepayment Tele Phone (PPT). Call Waiting Don’t Disturb Call Transfer on (a) Busy (b) No Reply (c) Immediate Wake up call Absent Subscriber Code Barring 6.5. The service will provide state of art technological facilities to the subscribers.It provides the facility to subscriber to load a prepayment Telephony card against their telephone number thereby generating an account on I/N platform and any call made from that telephone will be charged to this account. The list of Corporate Services is given as under. PTCL Corporate Customer Centers can be contacted. DIGITAL FACILITIES: PTCL offers a variety of features to digital exchange customers like:Hotline Abbreviated Dialing. Page 13 of 35 . SERVICES FOR CORPORATE CUSTOMERS PTCL is striving hard to facilitate its valued corporate customers at each level of service.
Banks Insurance Newspapers Credit Card Companies Airlines Travel Hotels Courier Services Shipping Lines Utility Services Fast Food Outlets Trading Companies Consumer Products Stock Brokers Companies Page 14 of 35 . Here is a list of business who can avail UAN Service. UNIVERSAL ACCESS NUMBER (UAN): UAN (Universal Access Number) service is ideal for organizations Engaged in marketing of products or services.
later on at your convenience. CO. PTCL MESSAGINH PLUS: is designed for small and medium business enterprises having problems with managing telephone message. PTCL MESSAGING PLUS: will definitely handle these problems for you. Advanced messaging features save time. busy on phone or do not want to attend the calls for any reason. frequent travelers and Professional groups. SERVICE CONCEPT This service is basically for telecom data and I. Essential for time-conscious executives. you can have all for (or Desired) calls recorded when you are absent.LOCATION CENTERS Pakistan Telecommunication Company has taken land mark decision to establish co location centers throughout the country. make you truly mobile and increase productivity. The primary purpose is to provide a number of resilient and centralized connection and control facilities in which colocation center’s communication can be located. UIN involves allocation of numbers to individual ISP’s who are licensed by PTA. UNIVERSAL INTERNET NUMBER (UIN) 131 UIN 131 numbering scheme for internet services providers. Great for anyone owning a telephone or Fax.T companies. Page 15 of 35 .VOICE MESSAGING SERVICE: (VMS) With PTCL Messaging Service. These companies will install their equipment directly in PTCL premises in ready fitted environment. at home or business. Much more powerful and flexible than answering machine due to Message options available in your voice mail system. PTCL VMS: is designed for those who do not want to miss a call or Fax because that can be beneficial. You can. Security of message is ensured against eavesdropping through subscriber controlled password. represent exclusive code to each ISP. SERVICE CONCEPT The concept of the service just like toll free 0800 but charges a local call for each connectivity attempt. retrieve all recorded messages from any telephone anywhere in the country.
ISDN BRI/PRI It is a near broadband experience suitable for household and small/medium sized organizations. DIGITAL CROSS CONNECT (DXX) Telecommunication networks are the most important infrastructure elements of any business today. Without necessity installation of dedicated resources. SERVICE CONCEPT It is an innovative and intelligent private network to integrate business/enterprises having sub-offices with in a city or nation wide. fast and hassle free. When it comes to enabling your enterprise. SERVICE CONCEPT PTCL offers flexible and reliable data services solutions through a high quality platform of digital leased line network. As the businesses increasingly depend on it. quality of networks is gaining strategic importance. CUSTOMERS VIEWS ABOUT PTCL PRODUCT AND SERVICES How are the firms product or services perceived? Usually PTCL is the largest and monopolistic firm in nature. according to customer point of view there is no competitor who is providing the facilities and services like PTCL because of these reasons: Majority of customers are using services of PTCL in Pakistan Wide Network High Speed Internet Provider Wide Range of Facilities and Value added services Page 16 of 35 . VPN enables organization to create a private network. your communication got to be instant. The answer to this corporate need is virtual private net work.VIRTUAL PRIVATE NETWORK (VPN) Communication is the secret of success in today’s highly competitive market.PTCL digital cross connect (DXX) network provides the most dependable media for WAN connectivity with more than 200 nodes country wide.
WEAKNESS Image – Government organization Image – Lack of customer focus Image – Outdated people and technology (perception) Lack of aggressive marketing Lack of customer services Ambiguous management style Lack of corporate culture Social responsibility OPPORTUNITY Growth in telecommunication industry More aware and technology understanding consumer – a base that is growing at a fast rate Market open for more number of products – less dependence on single category or product Opportunity to introduce High Value Added Products / High margin products for the new. invest in technology and networks Page 17 of 35 .SWOT Analysis: STRENGTH: PTCL enjoy monopoly State of the Art International Gateway Exchanges & Satellite Earth Stations large earnings good quality international connectivity Customer Base of over 4 million Government support. more aware consumer Time to establish brand loyalty. Pre-empt competitors. co-opt partners.
Organization Chart: Page 18 of 35 .
The marketing professionals are now in the process of inducting professional sales force for the company. PERSONAL SELLING: As PTCL is enjoying monopoly in fixed-line telephony. PTCL periodically places its advertisements in print media on services like “H/Qs hotline 0800-44544”. with the establishment of Marketing Department in PTCL. Customers can make telephone calls. ADVERTISING In promotional mix. “Voice Messaging”. Moreover. However. PTCL offers special rate packages on special occasions like Ramadan Package and EID package. “CLI”. In EID Package PTCL charges half rates from 6:00am . corporate ads are also released to print media to mark special occasions. Sometimes. Page 19 of 35 . to remind the customers of these services. PTCL’s Commercials on “Prepaid Calling Card”.Market Mix: PROMOTION PTCL is using following components of promotional mix for the promotion and Publicity of its product/services. “Complaint 18”.6:00pm and quarter from 6:00pm – 6:00 am to attract customers to use its telephone service. which offer customer reduced rates for specific timings. “Digital Facilities”. PTCL’s Customer Services Centers are playing the role of sales outlets. “Digital Facilities” etc. For Example. SALES PROMOTION: PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are free from 11:00 pm to 06:00 am to promote the usage of its telecom network. PTCL’s main stress is on advertising in print and electronic media. the Company has no Professional sales force because the company has not felt any strong need to use the Services of a sales force for increasing the sale of its products. They can also get connected their telephone bills and get duplicate bills from these outlets. “Inquiry 17”. At the moment. send fax messages from these Customer Services Centers. “PTCL Prepaid Calling Cards”. “Voice Messaging Service”. These rates result in increased revenue for PTCL and also facilitate the customers to talk to their near and dear ones on these special occasions on affordable rates. phone bill cards prepaid telephone etc. “Caller line identification (CLI)”. are also broadcast immediately on electronic media as reminders to Customers.
HOW DO THE CUSTOMERS LEARN ABOUT THE FIRM’S PRODUCT AND SERVICES? Majority of the customers learn about the firm’s product and services from the newspapers ads. franchises and closed one’s Page 20 of 35 .
Time and Money saving 3.To cover target market Customers Point of view 1.Fast Service System and Resolve Conflict Page 21 of 35 . operate and look after optic fiber systems/cables. Switching network Central region Lahore. PLACEMENT The Head Office of Pakistan Telecommunication Company Limited is situated in Sector G-8/4. an Exchange. Islamabad. Apart from these. Lahore Telecom Region (North). Call Centers. Besides.Easy availability for providing basic services and value added services 3.Easy availability of product and services to the customers 2. Rawalpindi Telecom Region. Customer Care Centers are available to facilitate the customer needs. WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICES OF THE PTCL? Firm point of view 1. it has Regional Headquarters like: Islamabad Telecom Region.Easy availability of Product and Services 2. These Regions provide Telecommunications services to the customers in their respective areas. Franchisor. Faisalabad Telecom Region Southern Telecom Region-I Hyderabad Southern Telecom Region-II Karachi Southern Telecom Region-V Sukkur Western Telecom Region Quetta. which is headed by the “President”. Northern Telecom Region-I Peshawar. In each District and Tehsil. Multan Telecom Region. Hazara Telecom Region Abottabad. Lahore Telecom Region (South).Easy complaint handling 4. PTCL has an Optical Fiber Construction Region Lahore and Optic Fiber System Islamabad. each headed by a General Manager to install.
and install connection on just one call of customer.HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES? Try to convert your traditional channel into remote channel. Page 22 of 35 .
the new rates are enforced. PTCL also rationalizes its tariff with the passage of time. It was mainly focused on rebalancing the domestic process like NWD. PTA then calls consumers’ representatives. It may be mentioned here that telecom technology is only technology whose rates are on the decline with the passage of time. PTCL is not authorized to determine the prices of its products itself. Tariff rationalization process started in 1997 as part of GoP Telecom Sector policy for privatization of this sector. Page 23 of 35 . it submits its Proposal to PTA for approval. local call. international. If PTA approves PTCL’s proposal. Rebalancing is completed by the end of 2008 (as per Tariff rates) with the objective to position PTCL for competition. PTA gives its decision. The process is such that whenever PTCL intends to increase or reduce the rates of its services. After listening to the viewpoints of all the interested parties. Pakistan Telecommunication Authority (PTA) fixes the prices of telecom services. line rent etc. the Telecom Regulator Authority viz. journalists and other interested groups for discussion on the proposal.PRICE: Being a government organization.
These rates result in increased revenue for PTCL and also facilitate the customers to talk to their near and dear ones on these special occasions on affordable rates. In EID Package PTCL charges half rates from 6:00am . IS THE FIRM USING ANY MARKETING THEORY TO AFFECT CUSTOMER PERCEPTION OF ITS PRICES? PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are free from 11:00 pm to 06:00 am to promote the usage of its telecom network. Page 24 of 35 . Moreover. ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLY WITH ITS STRATEGY? PTCL rationalizes its tariff with the passage of time in order to beat the competitors. For Example. which offer customer reduced rates for specific timings.6:00pm and quarter from 6:00pm – 6:00 am to attract customers to use its telephone service. PTCL offers special rate packages on special occasions like Ramadan Package and EID package.HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRM’S PRICES? Customers react positively due to monopoly of PTCL so they give purely positive response to the prices of PTCL.
Change Address: Page 25 of 35 .
Bill Procedure Chart: Page 26 of 35 .
Bill Amount Problem: Page 27 of 35 .
Activation: Page 28 of 35 .
Package: Page 29 of 35 .
Products Pic: Page 30 of 35 .
Competitors: Page 31 of 35 .
HOW WOULD YOU IMPROVE THE FIRM’S COMMUNICATIONS ACTIVITIES? 1.Use cyber network for promotion Page 32 of 35 .More focus on electronic media instead of print media because there is war of electronic media now days. 2.
This increases the desire and motivation to change. Page 33 of 35 . This links the facts and figures supporting the change to the team value. Articulate and communicate a clear message about why the change effort is needed and will help the team. The leader must manage performance around the change. Establish a vision with the employees regarding the possible advantages of making the change in order to help the team define for themselves where the change will take them. etc Constantly monitor the process and the results to ensure that the change effort is on track. disciplining or removing those who continually resist the change or have decided to fight against it. Establish and celebrate wins along the way. rewarding positive changes. hiring employees who have the new capabilities needed in the change effort. These include the following: Build an environment of trust with the employees in order to create an environment where employees are more open to ideas and more willing to discuss possibilities and problems associated with change. The leader should actively orchestrate wins and celebrations so employees can see that the change effort is important and see that changes in behavior will lead to positive outcomes.Suggestions and recommendations for PTCL: Leaders can do eight steps which will help them manage change efforts more successfully. Collaborate for solutions with team members so that employees have the opportunity to identify the driving and restraining forces in the change effort and identify action steps for implementing steps to implement the change and overcome the restraining forces. This includes coaching those who need support with the change. Link the change effort to a common team value in order to help employees feel they can relate to the change effort at a personal level. Communication should frequent throughout the effort.
It goes with out saying that Human resources are the most important in the organization and so does the Human Resource Department . staffing. He should be of the notion “victory is not everything. Page 34 of 35 . Human Resource Department plays the key role in the hiring. Human Resource manager should be well versed and confident in his field.All this ensures his success. recruitment.CONCLUSIONS: No doubt PTCL is enjoying monopoly but the time is came when competition will force company to change its policies to become favorite telecom service provider in the market & keep its current place & customer base. designing compensation package. well natured and have go face reading capabilities . retention.Actually it assign the specified duties to the specified persons in this age of specialization. He should be humane.It integrate all the activities and functions of the company like job analysis. training. employee’s appraisal system. The actual working substances are the human beings . motivation and promotion of the employees . but the way of fighting is”.
pk/press_release.ptcl.net/presentermedia/3d-powerpoint-figures-8535223 http://www.slideshare.pk/pd_content.pk/pd_content.php?pd_id=48 http://www.pk/events.scribd.com.ptcl.slideshare.pk/press_advertisement.com.com/ http://www.com/community/students http://www.com.net/ http://www.ptcl.com.php?pd_id=63 Page 35 of 35 .com.ptcl.php?pd_id=43 http://www.php?pd_id=68 http://www.pk/pd_content.php?pd_id=88 http://www.com.scribd.ptcl.com.com.wikipedia.google.php?pd_id=45 http://www.pk/#hl=en&q=slideshare&oq=slide&aq=0&aqi=g10&aql=&gs_sm=e&gs _upl=6585l7357l2l9065l5l4l0l0l0l0l346l605l21.php?pd_id=67 http://www.pk/financials.org/wiki/PTCL http://www.1l2l0&fp=b68310d47e850994&biw=1152&bih=773 http://en.Reference: http://www.ptcl.ptcl.com.ptcl.ptcl.php?pd_id=69 http://www.com.pk/tv_commercial.pk/ http://www.
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