

 Product & Services

 SWOT Analysis
 Market Mix

Market Mix:

 PROMOTION

PTCL is using following components of promotional mix for the promotion and Publicity of its
product/services.

 ADVERTISING
In promotional mix, PTCL’s main stress is on advertising in print and electronic media.
PTCL periodically places its advertisements in print media on services like “H/Qs hotline
0800-44544”, “Caller line identification (CLI)”, “Voice Messaging Service”, “Digital
Facilities”, “PTCL Prepaid Calling Cards”, “Inquiry 17”, “Complaint 18”, phone bill
cards prepaid telephone etc. to remind the customers of these services. Sometimes,
corporate ads are also released to print media to mark special occasions.
PTCL’s Commercials on “Prepaid Calling Card”, “CLI”, “Voice Messaging”, “Digital
Facilities” etc. are also broadcast immediately on electronic media as reminders to
Customers.

 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. Moreover,
PTCL offers special rate packages on special occasions like Ramadan Package and EID
package, which offer customer reduced rates for specific timings.
For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and
quarter from 6:00pm – 6:00 am to attract customers to use its telephone 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.

 PERSONAL SELLING:

As PTCL is enjoying monopoly in fixed-line telephony, 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. At the moment, PTCL’s
Customer Services Centers are playing the role of sales outlets. Customers can make
telephone calls; send fax messages from these Customer Services Centers. They can also
get connected their telephone bills and get duplicate bills from these outlets.
However, with the establishment of Marketing Department in PTCL, The marketing
professionals are now in the process of inducting professional sales force for the
company.

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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

 PLACEMENT
The Head Office of Pakistan Telecommunication Company Limited is situated in Sector
G-8/4, Islamabad, which is headed by the “President”. Besides, it has Regional
Headquarters like:
Islamabad Telecom Region,
Rawalpindi Telecom Region,
Hazara Telecom Region Abottabad,
Northern Telecom Region-I Peshawar,
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Lahore Telecom Region (South),
Lahore Telecom Region (North),
Multan Telecom Region,
Faisalabad Telecom Region
Southern Telecom Region-I Hyderabad
Southern Telecom Region-II Karachi
Southern Telecom Region-V Sukkur
Western Telecom Region Quetta.
Switching network Central region Lahore.
These Regions provide Telecommunications services to the customers in their
respective
areas. Apart from these, PTCL has an Optical Fiber Construction Region Lahore and
Optic Fiber System Islamabad, each headed by a General Manager to install, operate
and
look after optic fiber systems/cables. In each District and Tehsil, an Exchange,
Franchisor, Call Centers, 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- Easy availability of product and services to the customers
2- Easy availability for providing basic services and value added services
3- Easy complaint handling
4- To cover target market

Customers Point of view

1- Easy availability of Product and Services
2- Time and Money saving
3- Fast Service System and Resolve Conflict

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HOW WOULD YOU IMPROVE THE CHANNEL ACTIVITIES?
Try to convert your traditional channel into remote channel, and install connection on
just one call of customer.

PRICE:

Being a government organization, PTCL is not authorized to determine the prices of its
products itself, the Telecom Regulator Authority viz. Pakistan Telecommunication
Authority (PTA) fixes the prices of telecom services. The process is such that whenever
PTCL intends to increase or reduce the rates of its services, it submits its Proposal to
PTA for approval. PTA then calls consumers’ representatives, journalists and other
interested groups for discussion on the proposal. After listening to the viewpoints of all
the interested parties, PTA gives its decision. If PTA approves PTCL’s proposal, the new rates
are enforced. It may be mentioned here that telecom technology is only technology whose rates

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are on the decline with the passage of time. PTCL also rationalizes its tariff with the passage of
time. Tariff rationalization process started in 1997 as part of GoP Telecom Sector policy for
privatization of this sector. It was mainly focused on rebalancing the domestic process like
NWD, international, local call, line rent etc. Rebalancing is completed by the end of 2008 (as per
Tariff rates) with the objective to position PTCL for competition.

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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.

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.

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.
Moreover, PTCL offers special rate packages on special occasions like Ramadan
Package and EID package, which offer customer reduced rates for specific timings. For
Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarter
from 6:00pm – 6:00 am to attract customers to use its telephone 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.

Change Address:

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Bill Procedure Chart:

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Bill Amount Problem:

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Activation:
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Package:
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Products Pic:
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Competitors:
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Page 14 of 18
HOW WOULD YOU IMPROVE THE FIRM’S COMMUNICATIONS
ACTIVITIES?
1- More focus on electronic media instead of print media because there is
war of electronic media now days.
2- Use cyber network for promotion

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Suggestions and recommendations for PTCL:

Leaders can do eight steps which will help them manage change efforts more successfully.
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.
 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. This increases the desire and motivation
to change.
 Articulate and communicate a clear message about why the change effort is needed and
will help the team. This links the facts and figures supporting the change to the team
value. Communication should frequent throughout the effort.
 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.
 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.
 Establish and celebrate wins along the way. 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.
 The leader must manage performance around the change. This includes coaching
those who need support with the change, disciplining or removing those who continually
resist the change or have decided to fight against it, rewarding positive changes, hiring
employees who have the new capabilities needed in the change effort, etc
 Constantly monitor the process and the results to ensure that the change effort is on
track.

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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. The actual working substances are the human beings .It goes
with out saying that Human resources are the most important in the organization and so does
the Human Resource Department .It integrate all the activities and functions of the company like
job analysis, recruitment, staffing, training, designing compensation package, employee’s
appraisal system. Human Resource Department plays the key role in the hiring, retention,
motivation and promotion of the employees .Actually it assign the specified duties to the
specified persons in this age of specialization. Human Resource manager should be well versed
and confident in his field. He should be humane, well natured and have go face reading
capabilities .All this ensures his success.
He should be of the notion “victory is not everything, but the way of fighting is”.

Reference:
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 http://www.ptcl.com.pk/
 http://www.google.com.pk/#hl=en&q=slideshare&oq=slide&aq=0&aqi=g10&aql=&gs_sm=e&gs
_upl=6585l7357l2l9065l5l4l0l0l0l0l346l605l2-
1.1l2l0&fp=b68310d47e850994&biw=1152&bih=773
 http://en.wikipedia.org/wiki/PTCL
 http://www.scribd.com/
 http://www.slideshare.net/
 http://www.scribd.com/community/students
 http://www.slideshare.net/presentermedia/3d-powerpoint-figures-8535223
 http://www.ptcl.com.pk/pd_content.php?pd_id=88
 http://www.ptcl.com.pk/financials.php?pd_id=45
 http://www.ptcl.com.pk/pd_content.php?pd_id=48
 http://www.ptcl.com.pk/pd_content.php?pd_id=43
 http://www.ptcl.com.pk/press_release.php?pd_id=69
 http://www.ptcl.com.pk/press_advertisement.php?pd_id=68
 http://www.ptcl.com.pk/tv_commercial.php?pd_id=67
 http://www.ptcl.com.pk/events.php?pd_id=63

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