Re-launch Plan

Services Direct Marketing

Group Members

Abdul Haseeb
Bilal
Asad Yaseen
Haifz Sheraz
Sohail
Executive Summary
This Presentation will be focused on improving PTCL’s BRAND
IMAGE.

PTCL a is giant telecommunication unit in Pakistan and has

multiple product lines, In many products, PTCL is leading
against competitors but still not performing up to their full
potential as PTCL brand image is damaged.
PTCL after sales service, Poor customer care service, needs to
be re-launch to create and change the brand image and brand
positioning.
Situation Analysis
About the Company

Connecting the Nation since 1947

Pakistan Telecommunication Company Limited (PTCL) is the largest
integrated Information Communication Technology (ICT) company of
Pakistan. With a humble start from a telephone and telegraph department in
1947, it has evolved to offer latest digital and telecommunication
technologies today. With the largest fixed line network of the country, PTCL
offers products and services like high speed Broadband internet, CharJi
wireless internet, Smart TV (IPTV) service, over-the-top (OTT) applications
like Smart Link App, Smart TV App and Touch App, and world class digital
content like Netflix, iflix and icflix. PTCL’s enterprise grade platforms like
Smart Cloud, Tier-3 Certified Data Centers, Managed Services and Satellite
Services are meeting the connectivity needs of organizations and enabling
businesses to operate more efficiently. It acts as the communication
backbone for the country with largest fiber cable network that spans from
Khyber to Karachi and submarine cables connecting Pakistan to the world.

PTCL is proud of its 70 years heritage; connecting people of Pakistan. PTCL

has always played its part in development of the country and is committed to
building a prosperous and digitally connected Pakistan.
PTCL – COMPANY HOLDING
SHARE
Market Summary
Market Size – Past Four Years
Market Summary
Market Size – Past Four Years
Market Summary
Market Size – Past Four Years
Market Summary
Market Size – Past Four Years
Consumer Behavior

CLASS SURVERY..
PUBLIC PERCEPTION
 10/16/2019

PTCL COMPLAIN RATIO

Complaints Analysis by PTA

MARKET NEEDS
Customer service center
across the country.

Effectivecommunication of product through

Advertisement.

Entertainment Channels,
(Movies, Shows, Games)
SWOT ANALYSIS
STRENGTHS
 PTCL have largest infrastructure through out the country or we can
say that PTCL own the basic infrastructure of telecom in country.
 As the past serving and current Significant Market Player (SMP),
PTCL, no doubt, has got the largest operational network and
infrastructure within ICT (Information & Communication Technologies)
section.
 PTCL is enjoying monopoly in fixed line telephone or landline.
 PTCL (Ufone) is market challenger in GSM segment. Overall they
have the one of the largest consumer power on average in the whole
Pakistan telecom or cellular companies.
 Ptcl market share more than 94% share in fixed line or land line
segment.
 Ptcl financial and strategic position become more stronger when
Etisalat has joined them as investment arm as compare to other
competing firms.
SWOT ANALYSIS
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
SWOT ANALYSIS
OPPORTUNITIES
 Growth in telecommunication industry
 More aware and technology understanding
 Market open for more number of products
 Introduce High Value Added Product
 Time to establish brand loyalty
SWOT ANALYSIS
THREATS
 PTCL is facing huge threat of migration from
landline to mobile phone.
 Increasing involvement of rivals in social
activities can badly effect PTCL Image and
market share.
 Reduction in International Settlement Rates
 10/16/2019

MARKTEING STRATEGY

MISSION STATEMENT

To be the partner of choice for our

customers, to develop our people
and to deliver value to our
shareholders.
 10/16/2019

MARKET OBJECTIVE

 Focus on Customer service Relationship.

 Recruitment of Highly Skilled People.
 Enhance budget of promotion.
 Introduce Smart Mobile Phone wireless
Connections.
 10/16/2019

FINANICAL OBJECTIVE
 Reductionin Cost through efficiency.
 Adapt new innovation for minimization cost.
 Enhance positive growth by increasing Sales.
 25

Target Market
Positioning

 Availability of high speed broadband internet

PTCL PRODUCTS
 MARKETING PROGRAM
PRODUCT

 In based value added services

 Internet Facility
 Customer Services Centre
 Basic Services
 Package Of Special Services
 DIGITAL Communication All Around the World
 Ptcl calling cards domestic and international
 Premium rate and virtual private network
services
 Voice
 Data and video
 Voice messaging services
 Value added Services

 Digital
subscriber loop
 Universal access number
 Voice mail and messaging services
 CLI Services
 UIN
Pricing Strategy
 Placement and Promotion

 PrintMEDIA
 News papers
 Electronic media
 Local cables
 Radio
 INTERNET
Controls
Implementation

 Re-launch Complaint Center with strong and

quick follow up on customer’s complain.
 Open Service Care center in every area of
big cities and in major areas in other cities.
 Integration with brands to promote brand
image.
 Participate in CSR activities.
 10/16/2019

Contingency Planning
 Competitors
 PublicRelations
 Customers
 Market Trends
 Economical / Political Crises