INTERNSHIP REPORT

ON
COMSATS INTERNET SERVICES

SPECIALIZATION IN MARKETING

SUBMITTED TO THE CHAIRMAN

DEPARTMENT OF BUSINESS
ADMINSTRATION

SUBMITTED BY

MUHAMMAD MUNIR

ROLL NO T-567939 REG NO 06PLE1285

ALLAMA IQBAL OPEN UNIVERSITY ISLAMABA

1
ACKNOWLEGEMENT

I am thankful to GOD Almighty who remains the best in my rainy days and now who

enabled me to finish report praise to Hazart Muhammad ( S.A.W) who is forever torch of

guidance for mankind. It was very interesting as well as tough task for me. I completed it

with the help of some nice people. I feel pleasure to avail this opportunity to express

gratitude and obligation to my respectable teachers for their kind guidance and

help during the course of study. During the internship the Sr Assistant Director

Mr Hammad extended great cooperation for discussion and learning in different

department especially in marketing department. I would also be thankful to all people

who have Contributed to the accomplishment of this report. I was very lucky in having a

group of people whose critical evaluations were of great importance during the

documentations of this report. Finally I am deeply obliged to the whole management of

COMSATS Internet Service whose considerate and cooperative guidance to sail through

all Difficulties that I have faced during the completion this project.

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TABLE OF CONTENTS

Subjets Page No
1. Introduction 4

2. Objective of studying the Organization 5

3. Overview of the organization 6

3.1 Brief History 6

3.2 Nature of the organization 7

3.3 Business Volume 7

3.4 Profile of Employees 8

3.5 Product lines 9

4. Organization Structure 9A

4.1 Main Offices 10

4.2 Marketing Operations 11

5. Structure of the Marketing Department 13

5.1 Number of employees working in the Marketing Department 13

5.2 Marketing Operations 14

6. Functions of the Marketing Department 16

6.1 Marketing Strategy 16

6.2 Product planning development & management 19

6.3 Pricing Strategy 22

6.4 Distribution Strategy 25

6.5 Promotional Strategy 26

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 7. Critical Analysis 29

7.1 Success and Failure of different product 30

7.2 Major competitors of the organizations 33

7.3 Future prospects of the organizations 34

8. Short falls and weaknesses of the marketing department 35

8.1 Critical analysis of the management patterns 37

9. Conclusions & recommendations for improvement 38

10. References and Sources used 40

11. Annexes 41

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 INTRODUCTION
Pakistan is a country of opportunities. It has vast potential for the businesses and people.

The growth in marketing sector is Tremendous. My topic deals with the marketing

company names as COMSATS Internet Services. I have to study about direct marketing

in COMSATS Internet Service and in the report I will discuss about which

• Introduction of the COMSATS Internet Services

• Promotional activities of the company

COMSATS Internet Services is an international, inter-governmental organization, aiming

at socio-economic uplift of the third world through useful applications of science and

technology. COMSATS has number of technical and scientific projects including

COMSATS Internet Services (CIS) for providing Internet services and COMSATS

Institute of Information Technology (CIIT) a degree awarding University having

campuses at Islamabad, Lahore, Wah ,Abbotabad and Sahiwal.COMSATS Internet

Services (CIS) is one of the leading Internet Service provider in Pakistan. CIS provides

variety of Internet access services ranging from dial up, leased lines and Broadband

connectivity through DSL and Radio-Links to value added services to corporate and

residential users.CIS employs in its countryside network including trained and qualified

system administrators, Networking and Communication Engineers, Software designers

and Engineers, Web developers, marketing, sales and customer support executives.

The Sun, Microsoft, Intel, Compaq and Cisco System’s certified engineers are constantly

engaged in enhancing our network capabilities.

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OBJECTIVES OF STUDYING THE
ORGANIZATION
It is to learn the marketing functions having complete marketing Network of the

organization and study practical implementation of the Different theories that studied

in different courses of the marketing.

Following are the important objectives of

studying the organization:

• Understanding the procedure of the marketing department.

• Analyzing the marketing activities.

• Analyzing the marketing structure of the marketing department.

• Evolution the working style of the marketing employees.

• Analyzing the weakness and strength of the marketing department.

• Considering the communication flow of the marketing department.

• To have a hand on experience in the marketing department.

• To get the exposure of working in excellent environment in

marketing department.

• To seek employee's increment continuous improvement and

enhance performance goals.

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OVERVIEW OF THE ORGANIZATION

BRIEF HISTORY

The foundation conference of COMSATS which was held in Islamabad on 4th & 5th

October, 1994, attracted representation from thirty-six Countries. Representatives are

agreed to establish "The Commission" , a high forum represented by heads of

governments. Currently COMSATS has 21 countries as its members located in the three

continents of the globe (Asia, Africa and Latin America).The participants included

twenty-two Ministers, members of the diplomatic community of Islamabad and

representatives of international organizations, and the World Bank. The conference

decided that the Headquarters Secretariat of the Commission would be based

permanently at Islamabad, Pakistan. It was agreed that the host-government, Pakistan,

would provide for the operational and administrative expenses of the Secretariat, while

the development programmed of the Commission would be supported and financed

through Technical Assistance Fund, formed of membership-contributions, income from

services, and international grants project funds.

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NATURE OF THE ORGANIZATION

COMSATS Internet Services is working as a services firm among a Number of

multinational and national Internet services provider Organizations.COMSATS Internet

Services is committed to provide quality Services to customers realizing the facts. Th

firm is equipped with all Pre-requisites for meeting the future challenges successfully.

COMSATS Internet Services has a high number of professionally qualified Persons in

sales and marketing finance administration and technical department. The company is

providing a complete product range of internet services e.g. Internet cards, dial up

connection, Isdn, Dsl, and wireless services.

BUSINESS VOLUME

In year July 2002 to June 2003, the sales of COMSATS Internet Services increased as

compare to previous year. The company is going to improve their services to different

regions of Lahore and works in private sectors. The company is continuously improving

its efficiency and gain the revenue from the market.

S.NO Years Amount Rs

1 2002-2003 1,10,10,500.00
2 2003-2004 1,24,16,400.00
3 2004-2005 1,32,17,200.00
4 2005-2006 1,38,16,900.00
5 2006-2007 1,46,09,500.00
6 2007-2008 1,65,02,300.00

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PROFILE OF THE EMPLOYEE
COMSATS Internet Services hired fully motivated educated and devoted Employees

because employees are the backbone of any company. Due to this reason company hired

PhD Doctors Engineers Mba’s Financial Consultants and IT Specialist.COMSATS

Internet Service gives them training and then employees are trained for different purpose.

Company hiring different Consultants from major institute e.g. CORVIT for better

training of their employees.

MAN POWER

NAME QUALIFIATION

Khawaja Hammad Haider MCS, MBA

Abhor Hammed M Com

Farrukh Latif B.Sc Electrical Engineering

Arif Durani MCS CCNA

Arshad Peraiz Mcs Mcse

Kamran Mahmood Bcs Mcsa

Adeel Ahmad Bcs CCNA

Zeeshan Ahmed Bcs Mcse

Shamayla Fayyaz Bcs CCNA

Muhammad Quddoos MBA

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PRODUCT LINES
Product line is a group of product that are closely related because they Performer a

Similar function are sold to the same customer group are marketed through same channel

or make up a particular price range.COMSATS Internet Service is working on service

providing.

Following are the major Services

• Internet Cards based on wire line

• Dial up Connection

• ISDN Service

• DSL Service

• Wireless internet Service

• Domain registration & web hosting

• Web Hosting

• Web Development

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MAIN OFFICES

HEAD OFFIC COMSATS Headquarters’ Building

9,shahra-e-jamhuriyat,sector-5/2
Islamabad.

ZONAL OFFICES
LAHORE 5TH Floor, 1st Building, Aiwan-e-Iqbal

Complex, Egerton Road, Lahore.

BRANCH OFFICE M Z 61/62 Central Plaza,

Barket Market, Garden Town,

Lahore.

FAISALABAD Office # 5,First Floor,City Heart Plaza

Chiniot Bazar,Faisalabad

SIALKOT Office# 2,1st Floor,Uberoi Building,

Paris Road,Sialkot.

RAWALPINDI Off # 50,1st Floor,Singapore Plaza,

Bank Road, Rawalpindi.

PESHAWAR Flat # 3-A-2,Sunehri Masjid Road,

Near Cantt,Railway Station,

Peshawar.

GILGIT Zulifiqar Colony, Opposite Army

Mess,Main Road,Jutial,G

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MARKETING OPERATIONS

Every company needs to manage its marketing activities effectively.Espeially company

needs to know how to analyze its market opportunities select appropriate target markets

segmenting the market in proper segments establishing the effective marketing mix and

manage the marketing efforts effectivelly.To fulfill these requirements marketing

department is established in almost all well-known organizations.

DEFINING MARKETING OBJETIVES

According to Peter Drucker “The aim of marketing is to make selling Superfluous. The

aim is to know and understand the customer so well that the Product or service fits him or

her and sells itself.

DEVELOPING MARKETING STRATEGIES

With an understand of business internal strengths and weaknesses and the external

opportunities and strength. We can develop a strategy that Plays to our own strength and

matches them to the emerging Opportunities. While developing market strategy

marketing objective are kept in mind. Marketing planning plays important role in

developing marketing Strategies. Senior officers take part in this process and finally

company Head approves these strategies. Strategies are made according to the

Environment of country and industry. These involve general strategies i.e. Target

Market 4p’s quantitative objective etc.

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While developing marketing plans following things are considered.

• Change in business environment, Are these opportunities are threats?

• Strength and weaknesses.

• What customer looking for? What are their needs?

• Which customers are the most profitable?

• What’s the best way of communication with them?

• Could we improve our customer service? This can be a low cost way

of gaining a competitive advantage over rivals, keeping customers,

boosting sales and building a good reputation.

• Could changing our product or services increase sales and

profitability?

• How shell we price our product or service? Although prices needs to

be competitive, most business find and trying to compete on price

alone is a poor strategy.

• What is the best way of distribution and selling our product?

• How can we best promote our product? Options might include advertising, direct

marketing, exhibiting at trade fairs,PR or marketing on the web.

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STRUCTURE OF THE MARKETING
DEPARTMENT

Sr Assistant director

Sales Manager

Marketing Executive

Sales Supervisor

Sales Representative

NUMBER OF EMPLOYEES WORKING IN

MARKETING DEPARTMENT

• Sr Assistant Director 01

• Marketing Manager 01

• Marketing Executive 02

• Sales Supervisor 01

• Sales Representative 08

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MARKETING OPERATIONS
Here are basically six marketing operations that are applicable in

COMSATS Internet Services

Market Research

When a company wants to launch a new product, there is need of Research from market;

research is helpful to marketing department to make the right decisions. COMSATS

Internet Services also conducts research about market according to its requirements;

marketing manager is responsible for it.

Environmental analysis

To maintain the leadership in the market it is very compulsory to conduct political,

economical, social, and technological Analysis time by time.

Product development

For better quality of Internet Services, COMSATS is improving their service to compete

the market.

Market Analysis

In market analysis COMSATS conducts SWOT analysis. In this activity Company

identifies and evaluates its strengths, weaknesses, opportunities and threats. To fulfill its

mission company capitalize on its marketing strengths and get advantages of the most

promising opportunities, company also takes necessary actions to remove its weaknesses

and to overcome on threats.

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Marketing mix

COMSATS also considers marketing mix strategy and it is necessary to

Fulfill its requirements for success and achievement of company goals.

Feed back

After productive steps/actions feed back is necessary, which shows actual picture of the

company in them market and feed back also provide base for next year plan. For this

purpose, Marketing personnel’s visit market and conduct research through suggestions of

research.

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FUNCTIONS OF MARKETING
DEPARTMENT
The basic duty of Market executive is to visit the clients to increase sale. A Market

Executive visit the different organizations and get the order of internet connection from

The organizations then he told about the order of internet connection to the technical

Department which is in the main office.COMSATS internet services has two offices

1. A Marketing office

2. Main office

All the technical department, Accounts department, Customer Support and Head of

Lahore region they all are in Main office. The main office then filled up all the

Requirements of clients, where name of the clients, address, accounts type, and accounts

Starting date are saving in the software. Then technical staff is working on it. After the

Successful working of internet accounts Market executives collect cheque from clients. If

Clients found any problem, this is the duty of technical staff to solve that problem.

MARKETING STRATEGY
A marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a sustainable

competitive advantage. A marketing strategy should be centered on the key concept that

customer satisfaction is the main goal.

A marketing strategy often integrates an organization’s marketing goal, policies, and

action sequences into a cohesive whole. Similarly the various strands of the strategy

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which might include advertising, channel marketing, internet marketing, promotion and

public relations. A marketing strategy is most effective when it is an integral component

of firm strategy, defining how the organization will successfully engage customers,

prospects, and competitors in the market. The marketing strategy is closely linked with

sales. A marketing strategy can serve as the foundation of a marketing plan. A marketing

plan contains a set of specific actions required to successfully implement a marketing

strategy.

Marketing Strategy of COMSATS Internet Services

COMSATS Internet Service has positioned itself as the number one national Internet

Services Provider Company. Operations and significant experience of the local market. In

Pakistani market or telecom sector PTCL is number one customer Service Company after

that COMSATS Internet Service. COMSATS Internet Services have major strategy

involves.

• Identifying the market style and market trend.

• Identifying the customer trend and style.

• Identifying the customer needs and demands.

• Identifying the new research and development of telecommunication.

• Identify the gap within your market.

• Understand company's strengths and weaknesses.

• Implementation of 4p's price place product promotions.

• Internal service quality of customer satisfaction.

In COMSATS Internet Services when lunch any product they all decision making on

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higher management and first the complete analysis of the market and customer behavior

all sensitive issues with point of competitors of current market situation then pretest

lunch the product if they successful then introduced in the market.

MARKETING STRATEGY INVOLVES

• Understanding the economic structure of your industry.

• Identify gaps within your market.

• Identify the Marketing strategy which best fits your company.

• Identifying your target market.

• Understand your competitors and their products.

• Establish environmental scanning mechanisms to detect opportunities and

threats.

• Understand your company's strengths and weaknesses

• Audit your customer’s experience of your brand.

• Develop marketing strategies for each of your products using the

marketing mix variables of price, product, distribution, and promotion

• Understand where you want your cards to be in the future, and write

marketing plan on a regular basis.

MARKETING MIX
• Product.

• Pricing Structure.

• Place / Distribution system.

• Promotional activities
.
The management of COMSATS Internet Services must work on it.

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PRODUCT PLANNING, DEVELOPMENT
AND MANAGEMENT
Product is anything that provides the solution to any existing problem. It may be

including all type of goods & services. In a narrow sense, the product is set of basic

attributes assembled in an identifiable form by a commonly understood descriptive name,

such as steel, tennis rackets, or sim card. Each and every type of company is to meet the

needs by offering their products or services on the behalf of the customer. For instance,

the products may include the goods being used in the daily business like soap, shampoo,

washing soap etc. The services may include the lectures delivered by the teachers, advice

given by the consultant and the doctor suggests the appropriate medicine against the

diseases.

Scoping
A quick and inexpensive assessment of the technical merits of the project and its market

prospects.

Building the Business Case

This is the critical homework stage the one that makes or breaks the project. The business

case has three main components Product and Project definition, Project justification, and

Project Plan.

Development

Business case plans are translated into concrete deliverables. The manufacturing or

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operations plan is mapped out, the marketing launch and operating plans are developed,

and the test plans for the next stage are defined
Testing and Validation
The purpose of this stage is to provide final and total validation of the entire project: the

Product itself, the production process, customer acceptance, and the economics of the

Project.

Launch

Full commercialization of the product the beginning of full Production and commercial

launch.COMSATS Internet Services is a well established full services marketing

company of just right size not too large so that management closely involved with day to

day operations and big enough to provide the full range of services that principals expect.

The company is fully equipped to serve the immediate and long term marketing and

distribution objectives of its principals. The company handles their product like a new

baby, seen through its teething problem and guided through life’s many pitfalls. And

have skills know how and resources to create a leader. COMSATS Internet Services

focus on

• Publicity of the product

• Learning the view of people

• Building the new outlet

The company has been achieved by developing a dedicated team of highly motivated

Professionals fully aware of today's supply chain management needs backed up by

significant cash resource. The company keeps up-to-date information about the current

Market trends the competitor’s strategies. The Marketing department on regular basis

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gives feed back to the incharge of the office.

New Product Development Strategy In COMSATS

Internet Services

COMSATS Internet Services lunch the new product development process

Based on following steps.

Idea Generation
A process starts with idea generation, which may draw the COMSATS Internet

Services inspiration from internal sources, customers, competitor's suppliers and

others.

Idea Screening

The next step is idea screening which reduces the number of ideas based on the

COMSATS Internet Services own criteria which the best suitable for the company.

Concept Development and testing

After the idea screening COMSATS Internet Service management continue through

product concept development in which a detailed version of the new product idea is

stated in meaningful consumer terms. In this stage concept testing new product

concepts are tested with a group of current market target consumers to determine if

the concept have strong consumers appeal and successful in market.

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 Marketing Strategy

After the successful concept of the new product to proceed to marketing strategy

development in which an initial marketing strategy for the new product is developed

from the product concept.

Business Analysis

A surviving idea is expanded into a concrete business proposal. That means

management. ..

• Identifies product features.

• Estimate market demand, competitions and profitability.

• Establish a program to develop a product.

• And assign responsibility for future study of the product feasibility.

.

PRICING STRATEGY

Price

Pricing is the amount of money or other items which utility needed to acquire a product.

Price has a significant role in the marketing activities of the firm as well as, the

Willingness or acceptance of the customers, whenever a firm decides about the pricing of

its products it must have some objectives behind rechecking again.

These objectives may be:

• Profit oriented (increase the profit margin).

• Sales oriented (profit making through increase the sale).

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Pricing policies procedure of COMSATS Internet Services

COMSATS Internet Services is offering the price on the basis of three strategies, which

are as follows:

• Competitive base

• Customer base

• Product base

Pricing is an important factor in the marketing process for any company. The pricing

policy of the company should be in such a way that it should produce a reasonable profit,

for the company and satisfy the customer while calculating the price of any company.

Since two factors are very important:

• Fixed cost

• Variable cost

Fixed cost

It is the cost that remains always same whether produced large quantity or low is

quantity. So companies always try to use their full capacity of production because with

increase in production the fixed cost will be decreased.

Following are important factors of fixed cost:

• Overhead cost

• Salaries of staff

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Variable cost

It is the cost where per unit variable cost rises as the quantity decrease,

Following are included in the variable cost:

• Cost of raw material

• Transportation

Price fixing strategies

COMSATS Internet Services sells directly to their customer at their doorstep, and then

price components are as follows: Fixed cost + variable cost + desired profit = price of the

product The profit margin depends upon the condition of the market. If market will be

new, the price will be also new to attract the customers and compete with existing

Competitions. The pricing policies of COMSATS Internet Services vary from product to

Product.COMSATS Internet Services use the following strategies about price.

1. Discount and Allowance Pricing

2. Segmented Pricing

3. Psychological Pricing

4. Promotional Pricing

Discount and Allowance Pricing:

COMSATS Internet Services adjust their basic price to reward customer for certain

Responses, such as early payment of bills, volume of purchase. These price adjustments

Called discount and allowance pricing. This can take many forms

Cash Discount

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A price reduction to buyers who pay their bills advance in cash form.

Quantity Discount

A price reduction to those buyers who buy large volumes.

Segmented Pricing:

COMSATS Internet Services sell his services at two or more prices in different areas of

Lahore.

Psychological Pricing:

COMSATS Internet Services use the psychological pricing strategies because many

Customers use price to judge quality.

Promotional Pricing:

COMSATS Internet Services also use the promotional pricing strategy and sell his

Services below the list price.COMSATS Internet Services use this strategy in different

Trade show like DAWN exhibition which is arranged in Fortress Stadium Lahore.

DISTRIBUTION STRATEGY
To make a distributor network for the scale of the product of the company and get the

revenue.COMSATS Internet Services having a name of market leader in the market of

Internet Service.Even before a product ready for market, the management of the company

determine which methods and route will be used to get it there at customer end. This

requires establishing strategies for the product’s distribution channels and physical

distribution. Managing a distribution channel often begins with a producer.

COMSATS Internet Services having their own direct distribution system. Company is

26
responsible to deliver the product to doorstep of the customer. If customer faces any

problem in services, company’s customer support team solve the problem. The product of

COMSATS Internet Services are distributed intensively, through outlets like PCO Public

Call Office, Customer Care Center, Call Centers Karyana Stores, General Stores,

Bakeries, Departmental Store, Drink Shops, Medical Store, Petrol Pump Shop like Select,

Canteen, Book Shop and others.

The processes delivering the products are as

• Order Taking

• Processing the Orders

• Delivering the orders

• Receiving payment

PROMOTIONAL STRATEGY
To improve their product through electronic media internet, cables and print media and

different promotional activities. The element in an organization’s marketing mix that

Serves to inform, persuade and remind the market of a product and the organization

selling it in the hope of influencing the recipient’s feelings, beliefs, or behavior. The

policy of COMSATS Internet Services is to adopt the same methods to promote all its

products. Vision Direct Marketing undertakes the promotional activities.

Vision Direct Marketing

Vision started out in 1996 as a Direct Marketing Company operating in only in Islamabad

but has since developed into one of the Largest Direct Marketing and Services

27
Companies in Pakistan with Branch offices in different major cities. According the

marketing manager of COMSATS Internet Services that they use the following

promotional methods

Advertising and Media Vehicle

Advertising is non-personal communication of information usually for a persuasive in

nature about product services or ideas through the identified sponsors through the various

media. Advertising performs the communication, education and marketing function it

tells people about the benefits of products or services and educate them how they

can make their life and time better off. The management of COMSATS Internet Services

uses the advertising and rational behind it is that the organization considers that it has a

market segment. So advertisement will have a great waste reach and their advertising cost

per consumer or the customer will high enough.

Television Advertisement

Television combines sound, motion and design special visual effect. But COMSATS

Internet Services advertises himself on TV in other countries as well as in Pakistan,

Print Media

They give the desirable information in the print ads to the target market in order to inform

the customers about the benefit of their products. Whenever they introduced new

products they give ads on print media at regular intervals. So that the customer is

informed about the new product. For their matured products they give ads with different

gaps in the newspapers. The newspapers they use are:

The News, Dawn, and Jung, and Spider Magazine. The Magazines advertisement

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high geographic and demographic selectivity, credibility and prestige and high quality

reproduction, long life and good pass along readership. Outdoor Advertising Outdoor

Advertisement flexibility high repeat exposure low cost low message competition, good

positional selectivity.

For example

• Sine Boards

• Bill Boards

• Banners

Personal selling & Promotional Activities

Personal selling is the special form of the interpersonal communication. Their goal is to

bring its prospects attention that will satisfy a need and that will elicit a response,

hopefully in the form of purchase.

Public Relation

It is communication efforts that are designed to favorably influence attitudes toward an

organization, its products and policies. COMSATS Internet Services is not just a quality

product services supplier, but also a socially conscious corporate citizen. It has been

equally involved in promoting educational activities..

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CRITICAL ANALYSIS OF
THEORETICAL CONCEPTS

The main objective of this internship programmed is to critically analyze the theoretical

concepts and relating them with the practical experiences.

Practical Experience
The critical analysis of reveals the following observation and findings. I have worked in

the COMSATS Internet Services as Sale Supervisor in Lahore office with this activity as

an incharge and meet different task of sales and mange the Outlets. My responsibilities

are to manage sales team and Key Outlets database and cold calling the outlets and

Responsible for Managing the sales force and update the daily sales data base and

manage the Weekly reports on the management of the sales database and design Market

analysis based on the current market trends to serve better the customer requirements and

Played a vital role in the decision making based on the studied trends in the market give

the route plan to sales force and also directs the By performing this. I have come to know

how the company works for the awareness of their products, which in turns improve the

sale of the company.COMSATS Internet Services is using direct marketing techniques to

capture maximum market share from local market. Some products cannot produce

according to requirements of customers demand. Therefore many complaints are received

from customer side, company try to solve all types of problems faced by their loyal

30
customer.

SUCCESS AND FAILURE OF DIFFERENT

PRODUCTS OF ORGANISATION
Ideas and opportunities have always been plentiful and there is no reason to believe that

the imagination of mankind has been exhausted. We must understand that marketing is a

learning experience. We have to apply quickly the lessons we have learned. Education is

not simply valuable unless it is applied. Product success is the result of an effective

dialogue with the market place. Failure comes when a breakdown occurs in that

communication process.

WHY PRODUCTS SUCCEED

Product don’t suddenly appear in on midst and overwhelm us. Most successful

technology based new products have certain characteristics.

• They appeal to new market an expansion of existing markets so the

thousand of new and potential customers for the products are created.

• They are not inventions, in the true sense, but assemblages of Interrelated

technologies. Their creator takes advantages of Existing technology, achieving

leverage by combining what they find in the world around them into a unique

package. Product Innovators are students of market and the technology.

Successful products are created by the addition of a new dimension to existing

products and markets.

.
• They are adjusted to market requirements. Technology products must be molded

to the markets. They must be adopted, enhanced, and incrementally improved

31
 success comes to those who keep improving and adopting their products.
.
• They are developed by small teams. A sense of purpose and mission can be better

generated in small community.

• Key customers often play a central role in their design and incremental

improvement. As we move into the future of custom designed products, the

customer will be integrated in some way in the design process.

• They are used in seminars, workshops and demonstrations and are discussed in

Newsletters and at conferences, to educate and develop the market. Other things

such as good luck, good management and competitor error also help make

these products successful, but continued investment in R&D is the best way to

insure products success in the market place.

WHY PRODUCTS FAILED

Failure is on the flip side of the coin from success. More often then not, failure is the

result of poor management and inability to efficiently implement product development. I

have observed a number of company and product failures over the years and in poring

through notes. I have noticed that they seem to have several things in common.

• The products do not create or expend the market. Generally the product has

Undergone an incremental technical improvement with little or no

cost/performance benefit. It ends up competing with existing successful products.

• The people who developed the first product have moved on or are no longer in a

position to judge the technology and market share.

• Due to success of initiate product, arrogance sets in. Success blinds management

32
 to the possibility of failure. They convince themselves that the market will

embrace whatever they create.

• When the company developed new product for customers the customers feed

Back does not capture by the product development team.

• Promotional marketing techniques replace relationship marketing and market

Development. Marketing should be the guiding influence companies so that they

can adopt, change, and quickly respond to the needs of the customers and the

market.
Failure product of COMSATS internet services

Overall COMSATS Internet Services is producing quality products and most of the

products are successful in the market. COMSATS cards is the only product, which was

failed in the market. This product did not meet the requirement of customers, so company

stopped the production of cards.

Reasons Of Failure

When the product was launched in the market a lot of complaints received from market

that the services of cards is not good and the rates of the cards is very high. So, the

product could not meet the customer requirements, company decided to stop the

production of cards in future.

Successful products of COMSATS internet services

All products, which are existing in the market, are successful, but in last six months the

research product and development personnel suggest about the trial of following

products.

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 • DSL Services

• Wireless services

All of the above products succeeded in the market and fulfill all the requirements of

customers.

Reason of success

All of the above products are matching with the requirements of customer and found no

defect at customer end. In past PTCl (Pakistan Telecommunication limited) especially

appreciates on such a successful product and good services.

MAJOR COMPETITIORS OF THE

ORGANISATION
Competitors are the people or the companies in the market that are affecting the strategies

of the company and providing the choice for the consumers. The competitors always exist

in the market but some time they are in great number and some time lesser in number.

There are following main competitors of COMSATS Internet Services .who

influences on the marketing programs.

• Ptcl

• Link dot net

• Wateen telecom

• Cybernet

• Brain net

• Nexlinx

Among all of these the head to head competitor is PTCl , they compete in major brand

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because he is working in vast level. So they have to make the strategies according to that.

FUTURE PROSPECTS OF THE

ORGANISATION

VISION has ambitious plans for Year 2008 and beyond. They aim to become Pakistan’s

premier Direct Marketing Company which can deliver quality service for our diversified

this through continued investment in product and services development, improvement in

infrastructure and the development of new & innovative marketing techniques.

COMSATS Internet Services has positioned itself as the number one national alternative

Internet services provider company. Telecom market in Pakistan offers opportunities for

players with existing operations and significant experience of the local market.

COMSATS Internet Services has the requisite expertise and a solid track record which is

an asset of Industry.

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SHORT-FALLS/WEEKNESS OF
MARKETING DEPARTMENT

SWOT Analysis
Strengths

• COMSATS Internet Services is semi government organization.

• First introduced Internet Services setup in Pakistan so this is the Pioneer company

in Pakistan.

• Good will in the market.

• Strong financial position.

• Highly sales brands of DSL and Wireless.

Weakness

COMSATS Internet Services is a Pioneer Internet Services in Pakistan but marketing

Department has some weaknesses. I have observed following points during my

Internship.

• COMSATS Internet Services does not work on promotional activities.

• COMSAS Internet Services has face main problem which is Centralized control

And decision making.

• Marketing department is not so strong and active likewise Link dot net Internet

Company. This is main competitor of COMSATS Internet Services.

• The Marketing staff is very short in COMSATS Internet Services.

• Marketing department is not analyzing the Clint’s strength and

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 Weaknesses, due to which sales are not increasing up to mark.

• Alternative services are available in the market and company’s marketing

Department is not correctly analyzing the competitors.

• COMSATS Internet Services does not care of customer satisfaction.

• The rates of cards, Dial up, Isdn, and Wireless are very high.

• Less internet cards availability in Outlets.

Opportunities

• Wide scope of business for COMSATS Internet Services

• Try to cover whole market of Dsl, and Wireless by the facility of New

Technology.

• Introduce internet Card.

• Introduced the spam virous system.

Threats

• Facing tough competition in Dsl and Wireless.

• COMSATS Internet System is facing a very tough competition in DSL services

by PTCL.

• There is very tough competition in internet cards and Dial up services.

• High Credit market is big fever for the company.

• Mostly companies Give High Credit in market and get current market share and

after that they run away to market so bad impact in Internet cards market.

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CRITICAL ANALYSIS OF THE
MANAGEMENT PATTERNS

During my internship I found many dark aspects in the COMSATS Internet Services

Which are making this company weak.

• I found that there is no relation between marketing department and customers.

The customer support department does not Care about customer’s complains.

• The marketing department of the company never try to fill the gaps which are in

The market. The marketing executive does not visits to different organizations

Properly.

• The company does not work on publicity like print media and electronic media.

• Developing new ideas.

• Improve their professional skills

• Having a bird’s eye of customer requirements.

• COMSATS Internet Services has introduced new services this year, but

Marketing department could not fully introduce these services to the customers.

• Marketing department is not fully satisfying the customers with regarding

Customer complaints.

• The marketing department need a training for improving their professional and

Selling skills.

• Marketing personnel’s should participate in different exhibition and visiting

Different areas for improving the market share.

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 CONCLUSIONS &
RECOMMENDATIONS FOR
IMPROVEMENT

CONCLUSION
COMSATS Internet Services views specialization and service excellence as the

Cornerstone of its strategy. The innovation, creativity, reliability, customized services

And their execution is the key ingredients for their future growth. They are aware that

They have stepped into the 21st century and they must meet its challenges by acquiring

The highest levels of Technology. They will thus be accelerating their enable them

Distribute their services through most efficient and high-tech means. They say that they

Will invest in the modern tools and substantial allocation of resources will be made to

Achieve this objective during the current year. Their focus would be to constantly seek

Out Growth opportunities through increased quality assets and by offering a wider range

Of Services to their esteemed customers. During my internship I have pointed that

COMSATS Internet Services is a strong market Leader and there is best environment for

Marketing staff. Marketing staff always made to keep in mind the current market

Situation and competitor’s analysis. Marketing personnel continuous visit to existing

Customer for getting new order. The machinery which is using is imported and very

Costly. All The staff of the Company is very highly qualified and motivated. So every

Department Work with Honesty. The customer satisfaction procedure from the customer

Support is very good. The research department always works on best services which is

Provided to the customer.

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 .

RECOMMENDATIONS
On the basis of my studies and analysis, following areas are recommended to improve the

results of the organization.

• The company should arrange the proper training program relevant to technical

knowledge of product, this would improve the efficiency of marketing

department.

• Hired only those employees having technical or science background qualification

with MBA.

• Meeting should be arranged with technical manager for discussion about

complaints on monthly basis.

• The company should focus the attention to customer services and proper

complaint handling to improve the company image in the market.

• The company should arrange the visit of marketing manager for the covering,

and studding of market.

• Motive to customers to visit technical office for better knowledge of the product.

• The company is going for expansion therefore company should increase the

staff of marketing department for better results.

• Decision making power should be decentralized in each region.

• Appreciation and monetary regard is necessary on better performance of sales

executives.

• Marketing personnel’s should visit to technical office for getting product

information, so that they are fully aware the products and its specifications.

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REFRENCES & SOURCE USED
For completing this project I have taken help from following books as

references.

• Annual Report COMSATS Internet Services

• Different books, magazines

• Marketing Management Philip Kotler

• Organization policy and planning department

• Company planner

As a source for better material of my report, I have taken help from marketing

personnel’s and also from web site of COMSATS Internet Services.

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ANNEXES

ABBREVIATIONS USED

COMSATS Commission on science and Technology

Sustainable Development in South

CIS COMSATS Internet Services

CIIT COMSATS Institute of Information

Technology

LAN Local area Network

VAN Vide area Network

ISDN Integrated Service Digital Network

DSL Digital Subscriber Line

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