Pakistan Telecommunication Company Ltd.

Chiniot bazaar Liaqat Road, central exchange, Faisalabad

Internship Report

Advisor: Mussaffa Butt

Designation: Assistant Professor

Student Name: Shahid Naseem

Registration No: Ciit/Sp09-MBA-131/LHR
Specialization: Marketing

COMSATS Institute of Information Technology Lahore

PREFACE

As the students of MBA we have to pass through a series of various managerial

techniques In order to be able to cope with the changing environment it is necessary to
have some practical experience. During this practical course we are provided with an
opportunity to learn that how the theoretical knowledge can be implemented in practical
grounds in the sense Internship.

I did my internship in PTCL (Pakistan Telecommunication Company Ltd.) Central

Exchange Liaqat Road Chiniot Bazar, Faisalabad in Consumer sales (V-fone) &
Customer care department (OSS). I worked there for six weeks & it gave me a great
practical knowledge about the sales and customer care techniques.

Although, a derisory period of six weeks is not enough to learn the complex operations
of PTCL yet I made great efforts to converse them comprehensively in this report.
Particularly, I have remunerated more accents on study of distinguishing features and
services of PTCL. I have made maximum venture to elaborate this report with the
material read, listened and observed.

I have strong belief that this report will guide and ease the readers to understand the
sales and customer care operations of PTCL. Dear readers, I hope that you will
appreciate my report and sense that reading my report is not like to waste the time in
any respect.

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ACKNOWLEDGEMENT

All acclamation and appreciation are for ALMIGHTY ALLAH, the most beneficent &
merciful, who is the entire source of all kind of wisdom and knowledge. My special
praise for the Holy Prophet Hazrat Muhammad (Peace be Upon Him) the most perfect
and exalted one among and of ever born on the surface of earth, who is forever torch of
guidance and knowledge for the humanity as a whole.

I feel myself indebted and highly grateful to honorable Head of Department Dr. Ahmad
Kaleem. Special thanks go to Mr. Mussaffa Butt my internship advisor who guided me to
do internship in well renowned company to enhance my skills and abilities.

I also feel indebted to all the respected staff of PTCL Central Exchange Liaqat road,
Faisalabad and special thanks to my supervisor Mr. Usman Bhatti (Senior Manager
Consumer sales) and Mr. Malik Imran (Senior Manager Customer Care) who gave me
very effective guidance to make this work successful. I am thankful to Mr. Ahmad Kashif
(Senior Sales executive), Mr. Danish Habib (Marketing coordinator) and Mr. Asad (Sale
Executive) for providing me extra knowledge about the PTCL.

Special thanks to my parents who guide me in my whole life and provide me opportunity
to study in the renowned institute of Pakistan.

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 TABLE OF CONTENTS

EXECUTIVE SUMMARY……………………………………………………………………..6

INTRODUCTION………………………………………………………………………………7

Background of PTCL…………………………………………………………………..7
Vision Statement……………………………………………………………………...10
Mission Statement…………………………………………………………………….10
Core Values……………………………………………………………………………11

PRODUCT LINE OF PTCL11

Fixed Line……………………………………………………………………………..11
V-fone……………………………………………………………………………….....14
Phone N net…………………………………………………………………………..17
Broadband…………………………………………………………………………….17
PTCL Smart TV.............................................................................................…..18
I-Security for business………………………………………………………………19
EVO Wireless Broadband…..……………………………………………………21

BUSINESS OPERATIONS…………………………………………………………………22

Organizational Structure……………………………………………………………23
Consumer Sales Dept. structure…………………………………………………..23
Marketing Operations……………………………………………………………….25
Marketing Strategy…………………………………………………………………..26
SWOT Analysis……………………………………………………………………...44

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 Competitor Strategy…………………………………………………………………47
Business Process Analysis…………………………………………………………51

MY LEARNING AS INTERNEE IN THE ORGANIZATION………………………………53

Duties…………………………………………………………………………………..53
Problems Encountered……………………………………………………………….53
New knowledge Aquired……………………………………………………………..54
Future Impact on my Carrier…………………………………………………………55
Recommendations and suggestion…………………………………………………56

BIBILIOGRAPHY……………………………………………………………………………..57

GLOSSARY……………………………………………………………………………………58

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Executive Summary
By the grace of almighty God, I have successfully completed my 6 weeks internship as
per requirement of MBA program. I join PTCL central exchange, Liaqat road, Chiniot
Bazar Faisalabad. I feel my self-lucky to have worked with such a dedicated and result-
oriented team. They all helped me in every possible way they can. I was assigned to
work in Consumer Sales and Customer Care Department.

With employee strength of 30,000 and 5.7 million customers, PTCL is the largest
telecommunications provider in Pakistan. PTCL also continues to be the largest CDMA
operator in the country with 1 million V-fone customers. The company maintains a
leading position in Pakistan as an infrastructure provider to other telecom operators and
corporate customers of the country. It has the potential to be an instrumental agent in
Pakistan’s economic growth. PTCL has laid an Optical Fiber Access Network in the
major metropolitan centers of Pakistan and local loop services have started to be
modernized and upgraded from copper to an optical network.
This report is being started with the brief and complete introduction of organization, its
historical background, its services and its products offerings. In this report organization
structure is discussed as pr the requirement of internship. What is the hierarchy in the
organization as well as working of marketing department is concisely discussed.

The most important thing the Business Strategies is discussed in such a way that it’s not
difficult to understand it. Business analysis has the vital importance, which in this report
is also done. More over the Competitor Strategies is also discussed. Whereas SWOT
analysis is done which clearly sows what are the strengths, weaknesses, opportunities
and threats in the organization. My learning as an internee is also discussed. Finally
some suggestions and recommendations are given to org in this report. Limitation
although very few but cant be negligible are discussed. Thus this report completely
depicts the true picture of PTCL in a meaningful way.

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1. INTRODUCTION

Background Of Ptcl

Before independence Telecommunication sector of this Sub-Continent was under the

Indian Post & Telegraph Department. This sector was developed as a successful
industry. The pedestal for Telecom Sector in Pakistan was set in 1962, when Pakistan
Telephone & Telegraph Department in 1962 was established as a successor of Posts &
Telegraph Department in 1947. From that time PTCL has been a major player in
Telecom Sector in Pakistan. In spite of the enormous structure and network of PTCL, it
has always been a bull’s eye for criticism with reference to its policies and workings.

The role of telecommunication in Pakistan can be broadly divided into four phases.

1-PAKISTAN POST & TELEGRAPH (P&T):

At the time of independence, the Postal and Telecommunication Services were

performed by a single department known as Pakistan Post & Telegraph (P&T). This
department started its telephone service with only 12346 telephone lines and seven
Telegraph Offices all over Pakistan. All the telephone system at that time was manual.
This department continued its business up to 1962. The Government of Pakistan
adopted the Government of India Telegraph act 1885 to control and direct the activities
of Telecommunication.

2-PAKISTAN TELEPHONE & TELEGRAPH:

The first step towards reforms in Telecommunication sector was made in 1962 when the
Ayyub Khan’s government decided to split up the P&T department into two separate
departments Pakistan Post and Pakistan Telephone & Telegraph (PT&T) under the
presidential ordinance. The PT&T were in fact a civil service department under the

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ministerial control. Director General Headed this department. The decision making
power was concentrated with the post of DG, whilst the responsibility were delegated to
General Manager and Chief Engineers throughout the organization. The PT&T
organizational structure had 20 Chief Engineers and General Managers reporting
directly to the Director General. The centralized structure of PT&T caused inefficiency in
operation and long delay in implementing decisions. At the time of inception of PTC the
total numbers of employees working in PT&T were 45686 and the total network
comprised of 922,000 telephone lines.

3-PAKISTAN TELECOMMUNICATION CORPORATION (PTC):

The decade of 1990s brought about many changes in the economic structure of
Pakistan. The government of Pakistan pursued the deregulation and liberalization policy
in production and service industry. The major change in this regard was privatization
and deregulation of many of the departments of government of Pakistan. The objective
was to reduce the burden of the government, minimize the bureaucratic influence and
improve the efficiency of these departments.
A major breakthrough in the history of Telecommunication in the country occurred with
the gradual deregulation and privatization of T&T. at the first stage Pakistan Telephone
& Telegraph Department (T&T) was converted into a statutory corporation Pakistan
Telecommunication Corporation. On December 15, 1990 the PT&T department was
transformed into Pakistan Telecommunication Corporation with legal identity separate
from the Government. This change into statute introduced by the Government of
Pakistan enabled PTC to move from administrative to contractual relationship with its
customers. It provided the opportunity for the development of Telecommunication
facilities to an unprecedented level and also for an increased customer satisfaction.
Working under the PTC Act No XVIII of 1991, the Corporation was responsible for
establishment of international link with all member countries of ITU (International
Telecommunication Union).
Pakistan Telecommunication Corporation in its five years life spread the network of its
services all over the country and the total number of telephone lines expanded to 21,

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27, 344 in addition to telegraph and telex services. The total number of employees at
the end of 1995 was 53705 and till today are 65000.
In addition to inland telephone network, PTC did a lot to improve the International
communication. The International Communication Network of PTC comprised of variety
of satellite earth stations, terrestrials systems, submarine cable system and coastal
radio system, as well as international gateway exchange.

4-PAKISTAN TELECOMMUNICATION COMPANY LIMITED (PTCL)

Pakistan Telecommunication Company Limited (PTCL) is a company established to

undertake the telecommunication business formally carried on by Pakistan
Telecommunication Corporation (PTC). Pakistan Telecommunication Corporation (PTC)
was transformed into Pakistan Telecommunication Company Limited (PTCL) on
January1, 1996 under Pakistan Telecommunication Reorganization Act, 1996 according
to which PTCL took over all the properties, assets, rights and obligations of PTC. Under
the PTC reorganization Act, 1996 the telecommunication sector was split into four
bodies.
 Pakistan Telecommunication Company Limited (PTCL)
 Pakistan Telecommunication Authority (PTA)
 National Telecommunication Corporation (NTC)
 Frequency Allocation Board (FAB)

Pakistan Telecommunication Company Limited (PTCL) is the primary provider of

telecommunication services in Pakistan. The range of its services includes basic
telephone, telegraph, fax, telex, E-mail, digital cross connect, Public data network,
Internet, ISDN and other digital facilities. The total number of installed telephone lines
(ALI) at June 30, 1998 was 35,19,877 and in June 30, 2008 was 68,357,969 while the
total number of actual lines in services (ALIS) was 26,60,898 in June 30, 1998 and
69,368,756 in June 30, 2008 (F. Ali, personal communication, July 16, 2008). The
difference between ALI and ALIS is due to pending and potential future demands. Lately
NTC was transformed into TF (Telecom Foundation Complex).

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When Pakistan Telecommunication Corporation (PTC) took over operations and
functions from Pakistan Telephone and Telegraph Department under Pakistan
Telecommunication Corporation Act 1991, this supported the Government's competitive
policy, encouraging private sector participation and resulting in award of licenses for
cellular, card-operated pay-phones, paging and, lately, data communication services.
In 1991, Government announced its plans to privatize PTC, and in 1994 issued six
million vouchers exchangeable into 600 million shares of the would-be PTCL in two
separate placements. Each had a par value of Rs. 10 per share. These vouchers were
converted into PTCL shares in mid-1996.
In 2006, Pakistan privatization commission arranged open bidding to sell 1.326 billion
shares, along with management control of PTCL. The Etisalat international Pakistan, a
100% owned subsidiary of Emirates Telecommunications Corporation-Etisalat was the
highest bidder for 26% stake in PTCL with a $1.96 per share offer. After the takeover of
management control by Etisalat International Pakistan, PTCL continues its drive to
transform into a modern & customer focused company.

Vision

To be the leading Information and Communication Technology Service Provider in the

region by achieving customer satisfaction and maximizing shareholders' value'.

The future is unfolding around us. In times to come, we will be the link that allows global
communication. We are striving towards mobilizing the world for the future. By
becoming partners in innovation, we are ready to shape a future that offers telecom
services that bring us closer.

Mission

To achieve our vision by having:

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  An organizational environment that fosters professionalism, 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

Core Values
 Professional Integrity
 Customer Satisfaction
 Teamwork
 Company Loyalty

2. PRODUCT LINES OF PTCL

1. Fixed Line

The PTCL phone line now gives you convenient features and options like Caller-ID, Call
Forwarding, Call Waiting, Conference Calling, Call Barring and Do not Disturb to name
a few. Now you can buy your own phone and enable features similar to cellular services
on your landline too. Specially Pakistan package is very attractive promotion for landline
customer.

The new pricing packages now give you choices to suit your talking habits. Besides the
standard per minute charges, you now have many choices with flat calling rates for your
local, nationwide and international calling for added convenience in your phone
conversations.

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 1. New Offering

PTCL has offered new promotion in the month of Ramazan. 1 line 4 Super deals.

VAS:

Call Forwarding

A customer with this facility may forward his calls to another predefined desired number.

Immediate Transfer
A customer with this facility may transfer his calls to another predefined desired number.
A change in dial tone will be observed.

Call Transfer on Busy

In case the customer number is busy, an incoming call will be transferred automatically
to another predefined specified number.

Call Transfer on No Reply

In case there is no reply, the call will be transferred automatically to another predefined
desired number.

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Call Waiting

During a conversation, a customer can hear a beep indicating that another call is
coming. The new incoming call can be attend by tapping which will put the present call
on hold.

Code Barring

Customers can prevent misuse of their telephone with the help of a code barring facility.
This can be changed by the customer if the need arises.

Do not disturb

Activating this facility will stop all incoming calls for a pre determined time slot. This will
allow customers to be in peace if he does not want to be disturbed during such time.
The caller will get a pre-recorded message.

Abbreviated Dialing

Dial a short number (single digit) to get desired number. A maximum of 10 such
numbers can be registered. The facility can be activated through a written application to
the concerned DE Phones along with copy of NIC. The customers can activate or
deactivate the facility from their own telephone sets.

Absent Customer

A customer with this facility may inform the calling person about his non availability at
the. This calling person will get an announcement or a special tone. The facility can be
availed through a written application to the concerned DE Phones along with copy of
NIC.
The customers can activate or deactivate the facility from their own telephone sets.

Wake up

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Ringing of a Customers telephone is initiated automatically at the fixed time. In case
Customer does not answer the ring at the first offering, subsequent rings will follow after
five minutes. For Activation *55*hrs mints# and for Deactivation dial *55*

Time Check

Dial 14. (Pakistan Standard Time)

2. V-fone

Fixed Wireless Access Network Using CDMA2000 1X technology, PTCL already has
built-up capacity of 2.6M covering over 10,000 urban, suburban and rural villages. The
network is already enabled for voice, dialup-internet access (115kbps & 240 kbps).

1. Packages and Tariffs

PTCL offers Postpaid and Prepaid in different package and tariffs. Following are the
broachers.

Postpaid Tariff:

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Target market: middle income level

Target Market: lower & middle income level

Value Added Services

 CLI
Identify your caller with the caller line identification free of cost. Name/Number
shall be displayed on your V PTCL wireless phone screen.
 Wireless Internet
You can use PTCL V wireless phone to connect to the internet and enjoy a world
of information and entertainment at rate as low as Rs.5/per hour (2000 hr to
0800hr)

 SMS

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 Enjoy the facility of Free SMS to any Ufone, Mobilink, V PTCL wireless phone
and PTCL landline.

 CallWaiting
Customer during conversation can hear a beep indicating that another call is
coming. The new incoming call can be attended by putting the present call on
hold.

 CallTransfer
A customer with this facility can transfer his/her calls to another predefined
desired number. Calls can be transferred immediately, on Busy tone or on No
Reply.

 PhoneBook
Save all your important numbers with ease. A phone book that keeps you in
touch with your friends and family.

 MissedCallAlert
Calls on No Reply are forwarded to Miss-call-notification-system, which sends a
short message (Missed Call Alert) to the subscriber. Caller is informed through an
announcement of No Reply and Short Message being sent to the subscriber.

PTCL V-fone (WLL) Payphone

The promotional scheme consists of free air time in the shape of WLL prepaid card
amounting to Rs. 500 per set on bulk purchase of 50 or more WLL Payphone sets
during the promo months Dc07 to Still.

Pricing

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  The price of a payphone set is Rs. 3,500/- with Rs. 1,000 free balance.
 The retailers (shopkeepers, tea stalls, hawkers etc) have 58%+ margin on the
cost of a V card.

 There is no line rent.

 Best tariff package to call any network.

Features
 Different denomination of cards as per usage (Rs. 300 , Rs. 500 and Rs. 1,000)
 Easy availability of scratch cards (same PTCL V-cards) from open market.
 Compatible with a call centre solution and generates printed receipts at the end
of call at call centre.
 Wide Area Network coverage, quality service, best speech quality, and reliability.
 In small towns/villages community activists can start their business for
supplemental income.

3. Phone Net

PTCL, Pakistan's largest IP network, now presents phone n net the most convenient
landline internet solution that converts your phone into a basic internet connection.

Features

 Available on all landlines.

 Direct internet Access.

 Balance never finishes.

 No Expiry or forced usage.

 Don't have to pay up-front.

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  Flat rate of Rs. 0.10/min. (conditions apply).

 Code barring to restrict internet access.

4. Broadband

PTCL is now the leader in consumer broadband in Pakistan, leading the country into
21st century and available now in Islamabad, Lahore, Rawalpindi, Karachi, Peshawar,
Hyderabad, Quetta, Faisalabad, Multan, Gujranwala, Sialkot, Sheikupur and Hub. Again
like other options from PTCL, you have option of 4 plans to meet your bandwidth and
download needs and you can choose the packages of your choice between 1Mbps,
4Mbps, 6Mbps and 8Mbps.PTCL has recently double up its broadband packages. There
is also student package which is just Rs 840 per month. Mostly students have this
package.

2. Offering

Following offers were introduce in the month of Ramazan. Below is broacher

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Target Market: Students

5. PTCL Smart TV

PTCL SMART TV Using its state of the art Broadband network, PTCL entered the media
sector on 14th August 2008, by launching a digital interactive television service for the
first time in Pakistan. Employing the IPTV (Internet Protocol TV) technology, PTCL
brought Pakistan in the list of a few countries across the globe that offer this state of the
art interactive TV service to its subscribers.

Smart Line Tariff / Package Details:

Smart Line Package Option 1 Package Option 2

Packages
( Smart TV + Broadband )
There is no line rent charged
on PTCL Smart Line
Connection.
Set Top Box (STB) is purchased on Set Top Box (STB) is
installments where customer has to pay Rs purchased on upfront price
500 /month for the period of 2 years of Rs 9,995

Smart Line Package with 1 Rs, 1, 999 / Month Rs, 1, 499 / Month
MBBroadband

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VOD (Video On Demand) service is being charged to all existing and new
Smart TV customer with the following two options:

A). Rs 25 per Movie for 24 Hours; Customers can subscribe to a Movie at Rs 25 and
can watch/re-watch that movie multiple times within the next 24 Hours

B). Rs 300 fixed per month for any 30 Movies of their choice and available in the list
within a period of one month. This is a value added bulk discounted package.
EachMovie will cost Rs 10 to the customer.

A). Package option ‘A’ will be activated on all existing and new Smart TV Connections.

B). Package option ‘B’ can be activated by calling at the PTCL contact center at
0800-80-800.

6. I-Security For Business And Home

Selecting the right Business Security and Surveillance Solution Company is an

important decision. PTCL Business Security & Surveillance Solution team is dedicated
to provide rapid response, high-quality security & surveillance services and loss
prevention solutions to protect your business. PTCL provides complete security
surveillance systems for SMEs and large Enterprises

“Analysts said IP Surveillance is considered more or less a commodity, with customers

beginning to regard them as the most effective way to deter the growing levels of
crimes”

Whether you're a corporate CEO, a small business owner or the head of a household,
security is your business. That's why PTCL offers multiple Security & Surveillance
solutions to meet the widest range of needs -- Protect your office facilities, employees
and assets. Deter shoplifters at your store. Secure access to clinical records. Deter

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property damage and lots more. So no matter what line of businesses you're in, PTCL is
the smart choice for Business security needs

7. EVO Wireless Broadband

PTCL EVO is Pakistan’s fastest 3G Wireless Broadband internet which offers its
customers – “superior 3G internet experience”. With flexibility to roam freely like never
before, in 99 cities Nationwide, Evo Wireless Broadband is enabling the wireless
broadband revolution in Pakistan in its true sense. So whether you are going on a field
trip, business trip or a family reunion – downloading a song, an image rich presentation
or the latest episode of your favorite TV show – with PTCL EVO, we let you spend less
time waiting and more time working and visiting your favorite web sites, anywhere
anytime you want. Just plug and play or work at home, in the office or anywhere in
between with the unsurpassed & amazing speed of up to 3.1Mbps, backed by the
country’s largest Wireless service provider; experience the evolution of broadband
revolution at its best.

The Unsurpassed 3G experience bundled with a variety of package options that suit

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 your needs as well as your pocket, and the flexibility to roam freely anywhere in 99
cities Nationwide; What’s more; now you can get your EVO at amazingly low prices
starting Rs.799/month only; making “PTCL EVO the Ultimate choice of Mobile
Broadband for the Next Generation.

Key Features

 Superior 3G experience.

 Broadband Internet in your pocket.

 Plug & Play - Instant Connectivity.

 Fastest growing *Coverage in more than 50 cities.

 Average download speeds from 300 kbps to 500 kbps!

 Instant Prepaid Recharge through V-fone-scratch cards.

EVO Prepaid Packages

Evo Volume Based Packages

Packages Monthly Charges Volume Additional Usage / Mb

GO Rs. 799 1 GB Rs. 2

2GB LITE Rs. 1199 2 GB Rs.1

Wiz Rs. 1499 5 GB Rs. 0.75

Max Rs. 1999 Unlimited Rs.0

Evo Time Based Packages

Packages Monthly Charges Time Additional Usage / Hour

Day Pass Rs. 100/Day 24 Consecutive Hours -

LITE Rs. 1199 50 Hours / 30 Days Validity Rs.21

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MAX Rs. 1999 Unlimited / 30 Days Validity Rs. 0

Postpaid Packages

Billing Monthly
Options
Option 1 PTCL Landline Rs. 2000 Bill in PTCL Landline
Billing

Option 2 Advance Line Rs. 2000 Advance payment at PTCL OSS or

Rent Designated Bank
*Monthly service charges will be payable at start of each month at PTCL One Stop Shops
or Customer Service Centers

Device Price
For subscriber having landline

Option 1 USB Device Rs. 3999 Upfront

Option 2 PCMCIA Connect Card Rs. 999 Upfront

There is lot of more services which PTCL offers.

3. BUSINESS OPERATIONS

Organizational Structure
Following is the hierarchy level of PTCL.

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Structure of Internship department

Department name: Consumer sales dept. and Customer care Dept.

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Staff Introduction:

Usman Bhatti Senior Manager Consumer sales

Malik Imran Manager Consumer sales & Senior Manager Customer Care
(Recently promoted to SM customer care)
Danish Habib Marketing Coordinator
Ahmad Kashif Senior Sales Executive
Muhammad Asad Sales Executive
Azhar Ali Sales Executive

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MARKETING OPERATIONS

Basically marketing have the following operations.

1. Focus on the Customer

2. Monitor the Competition
3. Own the Brand.
4. Find & Direct Outside Vendors.
5. Create New Ideas.
6. Communicate Internally.
7. Manage a Budget.
8. Set the Strategy, Plan the Attack, and Execute.

Let's take it one step further though, with this second list, which should best serve
marketing departments that have already accomplished all above nine marketing
functions and are looking for the next step in their evolution:

1. Befriend your customers.

2. Become your market. (Don't just monitor the competition. Rewrite the rules. Set the
pace. Lead. Outdistance your competition. Make them copy you. Force them to up their
game.
3. Breathe your brand.
4. Recruit and direct outside vendors.
5. Foster Innovation.
6. Simplify your internal communications. Then simplify them again and again and
again
7. Strategize as if your budget had been slashed in half. Deliver as if your budget had

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been twice what it actually is.
8. Observe, adapt, strategize, anticipate, plan, execute. ... and be ready to improvise at
a moment's notice.

A BROADENED VIEW OF MARKETING TASKS

Marketers are skilled in stimulating demand for a company’s products. But this is
to limit a view of the tasks marketers perform. Just as production and logistics
professional are responsible for supply management, marketers are responsible
for demand management. Marketing managers seek to influence the level timing
and composition of demand to meet the organization’s objectives.

Marketing (management) is the process of planning and executing the

conception pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational goals.

Communication

Goods/Services
Industry Market
(A (A Collection
collection of buyers)
of sellers) Money

Information

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MARKETING STRATEGY

A marketing strategy is the marketing logic by which the company hopes to

achieve its marketing objectives. It consists of specific strategies for target
markets, positioning the marketing mix and marketing expenditure levels.

Marketing strategies of ptcl v-fone

(product life cycle)

1. INTRODUCTION STAGE

Sales growth tends to be slow at this stage; profits are negative or low in the
introduction stage because of low sales and heavy distribution and promotion
expenses. Much money is needed to attract distributors. Promotional
expenditures are at their highest ratio sales because of the need to inform
potential consumers, Induce product trials, secure distribution in retail outlets.

In launching a new product, marketing management can set a high or low level
for each marketing variable (Price, promotion, distribution, product quality).
Considering only price and promotion management can pursue one to four
strategies.

2. Rapid Skimming

Rapid skimming is launching the new product at a high price and a high
promotion level. This strategy makes sense when a large part of the potential
market is unaware of the product; those who become aware of the product are
eager to have it and can pay the asking price and the firm faces potential
competition and want to build brand preference. PTCL adopted this strategy
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when they launch V-fone. In those days demand of Telephone was very high but
land line Telephone was not easily available at most of the sites, so to fulfill the
demand of the customer and to cash their demand, PTCL launches V-fone at
high price and a high promotion level. At that time the price of V-fone was Rs
4500 which today is Rs 3600 with Rs 1000 balance.

3. The Pioneer Advantage

Companies that plan to introduce a new product must decide when to enter the
market. To be first can be highly rewarding, but risky and expensive. To come in
later makes sense if the firm can bring, superior technology, quality or brand
strength. PTCL was pioneer in launching V-fone and he earns more as compared
to launching Wireless phone to the other companies. The reason to become a
pioneer was that there was no problem for investment because PTCL is
financially very strong organization and has a vast experience in telecom sector.

4. Growth Stage

The growth stage is marked by a rapid climb in sales. Early adopters like the
product, and additional consumers start buying it. New competitors enter,
attracted by the opportunities. They introduce new product features and expand
distribution.

Prices remain where they are or fall slightly, depending on how fast demand in
creases. Companies maintain their promotional expenditures at the same or alt a
slightly increased level to meet competition and to continue to educate the
market. Sales rise much faster than promotional expenditures, causing a
welcome decline in the promotion sales ratio.

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Profit increase during this stage as promoting costs are spread over a larger
volume and unit manufacturing fall faster than declines owing to producer
learning effect.

During this stage, the firm uses several strategies to sustain rapid market growth
as long as possible.

 It improves product quality and adds new product features and improved
styling
 It adds new models and flanker products (i.e., products of different sizes,
flavors, and so forth that product the main product)

 It enters new market segments.

 It increases its distribution coverage and enters new distribution channels

 It shifts fro product awareness advertising to product preference

advertising

 It lowers prices to attract the next layer of price sensitive buyers.

I study these entire situations in PTCL point of view he uses Rapid skimming
strategy at introduction stage and when V-fone (Product) reaches at growth stage
PTCL found there are some problems in the V-fone service. For example
Complaint cell was not properly managed, there was lack of customer services
centers and after sales service positions, signals were not properly received on
hand set, when searching the problem of week reception of signals the cause
was relating with Telephone sets belongs to “Dowtel” manufacturer. The
organization stops the sale of this particular vendor and contract with another
vendor name “HUAWEI” to solve this problem. For promoting service PTCL offers

COMSATS Institute of Information Technology Lahore 30

attractive packages to increase its sale. For example 40 Paisa/ minute local call
charges, roaming facility etc. When competitor World call launches the same
service in the same market PTCL introduces a new features like roaming service,
SIM card facility, Internet Service and SMS service to the customers and enter in
more segments.

5. Maturity Stage

At this time PTCL is in maturity stage because the rate of sales growth is slow
and the product is enter as stage of relative maturity. This stage normally lasts
longer than the previous stages, and poses formidable challenges to marketing
management. The maturity stage divides into three phases

Growth, stable, and decaying maturity

In the maturity stage, some companies abandon weaker products ad concentrate

on more profitable products and on new products.

A. DIRECT MARKETING

Mass marketers have typically sought to reach millions of buyers with a single product
and standard message delivered through the mass media.

In contrast, direct marketing consists of direct communications with carefully targeted

individual consumers to obtain an immediate response. Thus, direct marketers
communicate directly with customers, often on a one to one, interactive basis.

The benefits customers in many ways, consumers report that home shopping is fun
convenient, and hassles free it saves timer and introduces them to a larger selection of
merchandise. They can do comparative shopping by browsing through mail catalogs
and online shopping services, then order products for them selves or others. Industrial

COMSATS Institute of Information Technology Lahore 31

customer can learn about available products and services without waiting for and tying
up timer with salespeople

FORMS OF DIRECT MARKETING COMMUNICATION

 Face to Face Selling

 Direct Mail Marketing (Fax mail, E-mail, Voice mail)

 Catalog Marketing (Direct marketing through catalogs that are mailed to

select list of customers or made available in stores)

 Telemarketing (using the telephone to sell directly to consumers

 Direct Response Television Marketing (Direct marketing via television,

including direct response television advertising or infomercials and home
shopping channels)

 Kiosk Marketing

ONLINE MARKETING AND ELECTRONIC COMMERCE

Online marketing is conducted through interactive online computer systems,

which link consumers with sellers electronically; a modem connects the
consumer’s computer “Web machine” with various services through telephone
lines. There are two types of online marketing channels

 Commercial Online Services

 Internet

 World Wide Web

COMSATS Institute of Information Technology Lahore 32

PTCL has made his web database. A person can apply online for taking services
provided by the company.

B. MARKETING MIX OF PTCL

As we are well aware that marketing mix consists of 4 Ps that is Product, Price, Place,
and Promotion. As you know that in modern area marketing not confined only to the
selling of products and services. Today it become an art how to recognized your
customer, how to reach your customer, what are their needs and what services you are
offering at what price. PTCL has a monopoly and enjoying a corporate image in
Pakistan due to its wide range of services at comparably at low prices in the remote
areas by using different techniques of promotion

1. PRODUCT
2. PRICE

3. PLACE

4. PROMOTION

PRODUCT

PTCL is offering multiple services to its customers in almost all the cities of Pakistan.
The differential point as compare to others is that it covers almost all the needs and
wants at very low prices so we can say that company is attracting both quality
conscious and cost conscious at the same time. Some of the distinguished services
offered by P TCL are as under

IN Based Value Added Service

 0800 80800 Toll Free

COMSATS Institute of Information Technology Lahore 33

  PTCL Calling Cards Domestic & International

Premium Rate (0900) & Virtual Private Network Service.

Marketing Mix

Product Price Promotion Place

Product Sales Channels

variety List price Promotion Coverage
Quality Discounts Advertising Assortments
Design Allowances Sales Force Locations
Features Payment Public Inventory
Brand name Period relations Transport
Packaging Credit Direct OSSs
Sizes Terms Marketing
Services
Warranties
Returns

 Digital communication all around the world

 Customer services center

 Internet facility

 Package of seven special services

 Basic Services (PSTN Lines)

 Voice

COMSATS Institute of Information Technology Lahore 34

  Data & Video

 Voice Messaging Service (VMS)

Value Added Service

 Universal Access Number (UAN).

 Universal Internet Number (UIN) - for ISP's Licensed only).

 Integrated Services Digital Network ISDN-PRI, ISDN-Tele Plus.

 Local/Domestic/International Leased bandwidth and point to point leased lines.

 Digital features like Call Waiting, Call Transfer etc.

 Calling Line Identification (CLI) service.

 Voice Mail & Messaging Services.

 Digital Subscriber Loop (DSL).

 Collocation Facilities

PRICE

Price is a main factor in Pakistan while getting a product or service. PTCL has an edge
on its competitors like Worldcall, Wateen, Link dot Net and all the other companies
which are offering Internet facilities and communication facilities

PTCL is basically a service organization. Its aim is customer satisfaction not to only earn
the profit. The call charges are set which are assessable by the customers. At the same
time the connection charges are also very low e.g., connection charges of fixed

COMSATS Institute of Information Technology Lahore 35

telephone line is only Rs. 600 in urban and rural areas. Customer can take telephone
connection only providing a photo copy of NIC and filing an application form. This form
is available free of cost from customer services centers and Online using Internet. This
facility is post paid with International dialing, Besides PTCL no company is available in
Pakistan who provides the land line phone and without submitting any security in
monitoring terms. PTCL consider the different factors while setting the price of their
products, like economic power of the customers, competitor pricing strategy, customer
value etc.

PLACE

PTCL covers every nock and corner of the country. PTCL has its offices approximately
in every city of Pakistan. PTCL has also its customer’s services center through out the
country to provide better facilities to the customers known as One Stop Shops.

OSS

One Stop Shop

Customers can reach us by visiting one of our One Stop Shops (OSS) or Customer
Service Centers (CSC). Offering one window operation, these One Stop Shops and
Customer Service Centers are strategically located to ease the reach of our valued

COMSATS Institute of Information Technology Lahore 36

customers. In all, 19 OSS and 71 CSCs operate in selected cities and towns across
Pakistan.
Our courteous and friendly staff is trained to handle customers from varying
backgrounds and different walks of lives.
Equipped with our latest products and services our OSS/CSCs have been designed to
facilitate customers and provide all the convenience under one roof.

The following services are available at One Stop Shops.

o Order Booking(Telephone, Broadband, Smart TV)

o Sales (Wireless Local Loop and EVo Wireless Broadband)
o Billing Services
o Information Services

Recent plane is to concentrate in rural areas more properly because telecommunication

services are as much beneficial in rural areas as in the urban areas. Where Land Line is
not feasible PTCL has launch V-fone facility with the same land line tariff.

C. PROMOTOIN

Different techniques are being used for the promotion program. It is clear that PTCL has
a monopoly in the telecommunication services in Pakistan and no other organization is
providing this facility on that much large scale. How ever management of PTCL is trying
to fulfill customer needs in a better way and trying to overcome the need of increasing
customers. Different media’s are use to promote its services such as Television, Radio,
Newspapers, and Brochures for promotion and for achieving organization objectives.

Different packages and special services are also providing for promotion such as:

 Pakistan Package
 Ramzan Special package

COMSATS Institute of Information Technology Lahore 37

  EVO WAPDA package

 Free V-fone Balance package.

 Local Call Package.

 Double up of broadband packages

 V-fone postpaid package

PTCL V-fone (WLL) Payphone Promotional Scheme

The promotional scheme consists of free balance for example get free balance of Rs.
1000 for recharging over Rs. 300 card

COMSATS Institute of Information Technology Lahore 38

PTCL Pakistan Package

PTCL’s Pakistan Package gives the facility to make unlimited NWD calls from PTCL to
PTCL and PTCL to V-fone for only Rs. 199/month.

COMSATS Institute of Information Technology Lahore 39

This is a landmark change in the history of Pakistan’s telecom industry and now
businesses, private entrepreneurs, students and residential users can stay in constant
touch with anyone, anywhere in the country, as often as they want.

Package Features:

 Free NWD calling, PTCL to PTCL and (PTCL to V-fone) pre-activated for all
PTCL fixed line subscribers 24/7 and throughout the month.
 Fixed monthly fee of Rs. 199 + tax (in addition to the monthly line rent)

 All PTCL lines shall have this facility pre-activated from Dec. 1, 2007.

 Subscribers who opt out will be billed at the current NWD rate i.e. Rs. 2/minute.

 Fair usage policy to deter over use. Ceiling minutes of use is 5,000 minutes
/billing cycle. Withdrawal of Lifestyle package (Green package) which allows
unlimited NWD calls on weekends for Rs. 250/month NWD dialing facility
unlocked for all PTCL subscribers, even for subscribers who had locked using
codes.

This package is not applicable on PCOs, NTC, SCO and or any other network.

D. Advertising

At the maturity stage PTCL used different advertising channels to promote the
product and to maintain the sale level. He uses news paper, bill boards, back
boards for franchiser, banners, TV, magazines etc.

Sales promotion

COMSATS Institute of Information Technology Lahore 40

PTCL offers different sales promotion schemes like “Get free balance” Buy V-
fone at Rs 3600/ and get Free Balance of Rs 1000/

E. Personal selling

Some franchisers built their own personal selling team who went door to door or
instead of purchasing product or service from CSC or OSS or from franchiser.
Sales team also introduced the new features and use of the product to the target
and potential subscribers. PTCL have not his own sales team but in near feature
the company intends to prepare his own sales force. At present company is using
franchisers sales force to enhance the sales.

Services

PTCL enhance his value added service according to the demand. Most of the
peoples were habitual for using land line telephone services. It is very difficult for
the organization to introduce wireless service. For the purpose PTCL provides
better tariff and services as compared to land line telephone. For example
Internet facility, per minute base charges, batter signal quality, extend limit for
mobility, easy method for launching complaint and fast method for resolve it. Now
the launching of postpaid has made V-fone equal to landline.

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 V-FONE COMPLAINT SYSTEM

COMSATS Institute of Information Technology Lahore 42

 Customer
Dials
080080800
or 1236

Automatic
answering
machine or
Operator will
attend the
call

If Customer
select the
option to talk
with the
Operator

If Complaint is Operator
regarding System notes the If Complaint is
customer regarding Billing or
complaint Internet
and assigns
him unique
Complaint
Operator sends it
Operator sends it number
towards the WIN
towards WLL at Lahore
MSC Faisalabad

After removal of After removal of

customer customer
complaint, official complaint, official
on duty inform to on duty inform to
the value added
the value added
customer
customer

COMSATS Institute of Information Technology Lahore 43

After removal of complaint official on duty have to inform to the customer and all
this process is evaluated at each level. General Manger of the unit monitors the
whole complaint system. In case of any delay in solving the complaint official on
duty held responsible.

Good service companies also communicate their concerns about service quality
to employees and provide performance feedback. PTCL has well trained
managerial technical, marketing, sales and monitoring staff that is fully aware
from the quality of service and they also know how to retain the customer and
how to provide the better facility to the customers. The companies provides the
training opportunity through conducting refreshers courses in PTCL training
center and provide the complete information about the system, and customer
care. In FTR there is a Vision hall where day to day meetings/training sessions
are conduct to fulfill the training requirements of the employees.

F. DISTRIBUTION

Distribution includes warehousing, distribution channels, distribution coverage,

retail site locations, sales territories, inventory levels and location, transportation
carriers wholesaling, and retailing. Most producers today do not sell their goods
directly to consumers. Various marketing entities act as intermediaries; the bear
a variety of names such as wholesalers, retailers, brokers, facilitators, agents,
middlemen, vendors, or simply distributors

Companies must decide on the best way to store, handle, and move their
products and services so that they are available to customers in the right
assortments, at the right time, and in the right place. A poor distribution system
can destroy an otherwise good marketing effort Here we consider the nature and

COMSATS Institute of Information Technology Lahore 44

importance of marketing logistics, goals of the logistics system, major logistics
functions and the need for integrated logistics management.

To cope with the V-fone customers and dealers demand and to cover the whole
country Pakistan Telecommunication Company limited established three main
warehouses in Lahore, Karachi and Islamabad. Company Sale/Distribute these
sets through two channels.

1. Direct Sales

PTCL has establishes the in house sale centers to provide the product to the
customer in their nearest Customer services centers in different cities.

2. Indirect Sales

PTCL has also deliver her product through franchisers/dealers and sub dealers.
The aim is only to create the easy access for the customers. For this purpose
PTCL pay order to the nearest store according to the regional demand and sent it
to the franchiser through courier service or through vehicles.

3. Physical Distribution (marketing logistics)

The tasks involved in planning implementing, and controlling the physical flow of
materials, final goods, and related information from points of origin to points of
consumption to meet customer requirements at profit. Regional Sales Manager
FTR Mr. Usman Bhatti told me that he planned the physical flow of the products
and related information from points of origin to points of consumption. He also
told me they also planned what distribution system should be adopt to sent the
required items to the dealers. He also planed when to order, how much to order
etc. Some times dealer or sub dealers use door to door retailing.

COMSATS Institute of Information Technology Lahore 45

 4. Distribution of V-fone through Direct Sales Point

PTCL increases its distribution channel. In start PTCL directly sales his product through
his own Customer services center (CSC) or OSS. When he feels that their product is
not reaching to their customer well in time. He starts to sale the product through indirect
channel e.g. through franchise or sub dealers .

PTCL Head PTCL Customer

Quarter CSC/OSS
(Warehouses) Exchanges

Distribution of V-fone through Indirect Sales Point

PTCL has also sale his product through authorized franchisers. According to the survey
only 15% of the total sale has been done through direct channel and remaining 85% of
sales done through franchiser and retailers.

PTCL Head Franchise Sub Customers

Quarter Dealers
(Warehouses)

COMSATS Institute of Information Technology Lahore 46

SWOT Analysis

Strength

 The company is run by a body of highly professionals who have dedicated, in

depth knowledge and experience in the fields of Engineering, Accounts and
Administration.

 The PTCL enjoys a strong financial position, which is the biggest source of
confidence for existing and prospective potential investors and lenders.

 Experience in the Field of Telecommunication

 IPTV is only IP TV provided by the PTCL. No competitors still in this market.

 Maximum use of telephone cable for different brands i.e. Voice, video, files etc.

 Largest Pre-Established operational network and infrastructure

 Most Experience Staff of Telecommunication sector

 Competitors still depend on PTCL network either directly or indirectly

 Unlimited download on all packages on broadband.

 Wired and Wireless Services provided at one stand.

 It is the only IP enabled network with 40 (number increase) point-of-presences

(POP) in 26 cities.

 SEAMEWE-3 Submarine Cable System:

PTCL is a member of SEAMEWE 3 Cable Consortium with its Cable Landing

Station at Karachi. SMW-3 cable connects 39 cable landing stations in 33

COMSATS Institute of Information Technology Lahore 47

 countries and four continents. SMW-3 is the longest system of the world with a
total length of 39,000 Km.
 SMW-4 Submarine Cable System:

SMW-4 is a relatively new submarine cable system (inaugurated in December

2005) and links 14 countries with 16 landing stations across Europe, Middle East
and Asia. The system is using Terabit DWDM technology to achieve. The link
between any two destinations is STM-1. SMW-4 is designed for relatively higher
traffic volumes.
 Largest operational network and infrasturcture within ICT (Information &
Communication Technologies) segment.

 A integrated Monoply

 Market leadership in Local loop, Wireless local loop (WLL) and Fixed telephoney.

 PTCL (Ufone) is market challenger in GSM segment.

 Ufone is performing well though Warid and Telenor and tough cometitors. PTCL,
Ufone’s profitability increased by 49.2% to RS. 977 million in 1H/FY07 as
compared to Rs. 655 million in the corresponding period last.

 Competitors still depend on PTCL network either directly or indirectly.

 Experienced Telecom Resources as oldest telecom provider in the Pakistan

Weakness

 System not upgraded as no. of users increases.

 Noise in Telephone Line is very common problem.

 Poor Response from PTCL exchange to install the service

 Variation in the speed of broadband create problem in working

COMSATS Institute of Information Technology Lahore 48
  Technical staff who is sitting in Complain office doesn’t know anything about
Broadband and IPTV problems.

 Strong labor union.

 Old version of bios setup of the modems

 No action taken early against customer complaints

 Somewhere signal problem in EVO Wireless USB.

 The Process of getting product is time consuming

 Not been able to nurture its growth around customer services oriented strategy.
 Internal organizational and business processes issues
 Monopolistic culture has further added to its complexities
 Paknet, the internet service provider arm of PTCL continues to incur losses due
to poor management and lack of network optimization
 Over employment and low productivity.
 Slow decision making including external interferences
 Corporate culture akin to government departments

Opportunities

 Externally the company can become an important medium for globalization of the
society by bringing different nations together. In This Company has a major role
to play.

 Opportunity to introduce High Value Added Products / High margin products for
the new, more aware consumer.

 Opportunity to provide 12MB Speed on ADSL2+ by using existing technology od

broadband.

 Low tele-density of Pakistan

 Have vast infrastructure and real estate assets which can be leveraged further

COMSATS Institute of Information Technology Lahore 49

  Global connectivity reliability has been improved. PTCL is expanding the long
distance and infrastructure side through spreading out two sea-me-we submarine
cables
 Partnership with new entrants is a deregulated environment
 Scope for efficient/cost effective operations

Threats

 Competition! PTCL has enjoyed long Monopoly and is now likely to be faced with
teething competition from various service providers.

 Mostly roads construction damages the main wires of PTCL.

 Wi-Max signal problem during environmental effect

 Increased competition in long distance continues to exert pressure

 VOIP use is increasing despite ambiguous and discriminatory policies
 Exposure to market competition
 Migration to Cellular Networks
 Ability to Attract & Retain Quality Professionals
 Reduction in International Settlement Rates

Competitor strategy

There is a hard core competition among the cellular service providers in Pakistan. PTCL
is market leader in its competitive position while Worlcall, Wateen is market challenger
to PTCL. While Go CDMA and link Dot Net is also strong competitor.
PTCL has following direct competitors in different product line
In Broadband DSL wired and wireless
Wateen Wimax
Link Dot Net
Wordcall wireless
In Wireless phone
COMSATS Institute of Information Technology Lahore 50
Worlcall
Go CDMA
Wateen

Wateen telecom

Wateen Telecom Ltd embarks on providing leading international voice retail and
wholesale communication services to its esteemed customers through its ability to
seamlessly connect and enable smarter, faster, cost-effective and flexible solutions.

Wateen continues to build on the heritage of its parent company - The Abu Dhabi
Group. We believe in leadership through people. Our technology and service-delivery
strengths stems from our valued employees who have joined Wateen from all over the
world to earn customer trust and loyalty with a continuing commitment to the
deployment of innovative products and services, reliable, high-quality service and
excellent customer care.

WorldCall Telecom

WorldCall Telecom Limited (WTL), an Oman Telecommunications Company (Omantel),

is the most reliable and unique telecom and multimedia service provider in Pakistan.

WorldCall launched its business in June 1996 with payphone operations. Amid
fundamental shifts in technology and industry, innovation and dedication led us to
growth in diversified businesses with a range of services designed to serve the needs of
the local market. From Cable Broadband to Wireless Broadband, from Cable TV to
COMSATS Institute of Information Technology Lahore 51
Video on Demand, from LDI services and fiber optic network to wireless local loop
telephony, WTL has crossed a number of milestones. WTL offers an array of services
under three major service categories i.e. Data, Entertainment and Voice.

WorldCall Telecom Limited became an associate company of Omantel after acquisition

of major share holding by Omantel in 2008. Today, WorldCall Telecom has become
synonymous with innovation, dedication, and reliability in Pakistan.

Link dot Net

Established in 1992, InTouch Communications was the first ISP in Egypt. It grew to
become an industry leader and one of the largest in the country in terms of volume. Link
Egypt was set up to provide turnkey Internet services and solutions. Formed in 1995,
the company quickly held and maintained an enviable track record, and displayed
strong leadership qualities. This irresistible combination made Link Egypt one of the
fastest growing companies in its sector.

In June 2000, the two joined forces to become LINKdotNET. Overnight, the company
became a dominant new force in the marketplace. LINKdotNET enjoys the backing and
considerable technical and financial resources of Orascom Telecom Holding Company.
Orascom Telecom is the largest integrated telecommunications services provider in the
region, serving twenty markets throughout the Middle East and Africa.

LINKdotNET is now the largest Internet Solutions Provider in the Region with regional
offices in Dubai, UAE; Riyadh, KSA; Qatar; Algeria; and Islamabad, Pakistan

GO CDMA

GOCDMA is revolutionary concept where life revolves around a single goal: to bring
people closer. At TeleCard, we believe communication is the expression of life and we

COMSATS Institute of Information Technology Lahore 52

work endlessly to make it possible. We aim to strengthen our ties and create a world
where distance has no meaning.

TeleCard began its journey from a convenience-driven concept of the country’s first ever
payphone operation. Over the years, through a synergy of a dedicated team, cutting
edge technologies and uncompromised values, it has become an important part of
every other Pakistani individual’s life.

Competitve Strategy for Wateen

Wateen yet has a good technology but could not get into leadership position. Wimax
technology is one of the latest communication technology around the globe. PTCL has
CDMA data edge over Wateen its network is wide and vast. PTCL has offered EVO
against its wireless technology and market survey shows that PTCL has better service
than Wateen Wimax. Wateen initially has limited volume download while PTCL gain
share while providing Unlimited downloading over DSL connection.

Competitive strategy for link Dot Net

Link dot net is just providing DSL internet services instead of call facility while PTCL
offers both. Link Dot Net coverage is limited. While PTCL has offerd almost every city of
Pakistan its Data services.

Link dot Net offers only up to 4Mbps downstream while PTCL has countered it by
introducing new packages up to 8 Mbps downstream. Link dot Net is dependent upon
PTCL landline as they are using PTCL line network so PTCL has biggest advantage
over Link Dot Net in this respect.

Competitve Strategy for Go CDMA

COMSATS Institute of Information Technology Lahore 53

Go CDMA is only competitor in the network of CDMA but its strategies did not fit to the
environment of Pakistan and they could not become the largest or leader in market
share. PTCL is largest revenue generating Telecommunication Company due to
monopolistic competition. PTCL did not have any difficulty to come in the field of CDMA
technology. They started with heavy campaign and low call rates and gain market share
from GO CDMA. PTCL use attacking strategy for Go CDMA and became the market
leader.

Niche marketing strategy

PTCL has countered all its competitors Wateen, link dot Net, Worldcall and Go CDMA
by using niche marketing strategy. They provided the services like IPTV and Security
Camera. PTCL is next thinking of Video calling in its product line.

Business Process Analysis

After working in the environment of PTCL Liaqat road, central exchange, Chiniot bazaar,
Faisalabad. I found following points in analyzing Business Process of the Organization.

Well-defined tasks and duties

The tasks and duties are defined in such a way that it becomes very easier for the
employees to perform their assigned tasks. Due to the implementation of modern
techniques the efficiency and accuracy of the work force has been greatly increased.

Centralized decision making within department

The decision making within the certain department is centralized. Employees are being
imposed decisions over them. New Ideas are not encouraged.

Caring environment for the customer

COMSATS Institute of Information Technology Lahore 54

The environment of the PTCL Customer Care Department & OSS is very caring for the
customers and every customer is dealt with proper care and attention. CSRs have very
professional attitude.

Cooperative Staff
The behavior of the staff with the customers is very cooperative and supportive and
every employee is ready to facilitate the customer on his best in order to increase the
customers’ satisfaction level.

Employee’s motivation level

Top management employees level is very motivated. They try to do work at their best
level specially those who are hired by the new Etsilaat management. While lower staff is
highly demotivated because of their increment issues that’s why there was whole month
strike in PTCL.

Technology Usages
 PTCL has latest CDMA network which can provide 3GS services to its users.
EVO is the best example of it. EVO works on data stream of CDMA while V-fone
is at voice stream. The use of CDMA technology is very easy of engineers.
 Every Senior Executive Officer has given the facility of free calling through their
cell phones anywhere in Pakistan.
 Employees have the latest PC equipped with DSL internet facility so that they
can perform their duties efficiently and effectively.
 Laptops are provided to Senior Managers and EVO wireless too.

5. MY LEARNING AS INTERNEE IN THE ORGANIZATION

COMSATS Institute of Information Technology Lahore 55

Duties

Consumer Sales Department

 Office work like mail checking and forwarding to respective person.

 Packing of leaflets, broachers and banner
 Initial week I was assigned to visit Kiosk or stoll.
 To check kiosk visibility and position.
 To visit market for survey
 To visit market for product query and complaints
 I was assigned to do retailing with Mr. Ahmad Kashif.
 I was assigned to visit remote areas of Faisalabad for retailing

Customer Care Department

 Welcome customer with warm greeting

 Issue duplicate bills
 Listening complaint of customer
 Providing solutions
 Giving product information to customer
 Selling the product.
 Fulfilling the service order form
 Writing application on behalf of customer
 Correction of overbilling

Problems encountered

 Biggest problem I face due to labor strike I had to do work of 5 person alone.

COMSATS Institute of Information Technology Lahore 56

  Customers misbehave with me mostly as their problems like dead phone were
not being cleared just because of strike.
 Financial problems I face as PTCL did not provide any financial assistance even
to do market visit
 Transport facility was not available with me sometime
 Kiosk was without umbrella so I had to stay in front of sunlight even at mid day.
 Top management is not supportive at all. May be its due to strike.
 One day I was going to be hit by union leaders as I work in OSS and they want
no body to do work as they will get more pressure from customer side.
 Non serious attitude of old employees. They don’t want to do work.
 I found big gap while communicating with old Govt. employees.
 Self learning was there as nobody was going to help me.
 Internship tenure was just 6 weeks was not enough to get all department
learning.
 Electricity problem some time we have to wait long time for issuing duplicate bills
and checking of mail.
 Some time LAN was not working as union switch off the routers.

New Knowledge Acquired

 How to deal with the customer was one of the most useful thing I learn there.
 I also learn the tactic how shopkeeper is treated so that he can be our next
retailer.
 Market survey was great experience for me. It gave me knowledge of how to
conduct marketing research and do competitor analysis.
 CSR assignment was new for me it also guides me how to work in pressure.
 How manager organize and hire new employees so that they come into fit in just
few days of training.
 Bookish knowledge is quite different from actual happening. We talk in the book
very professional approach while in the organization you have to do task using

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 just organization resources no one is going to financial help you while everyone
in the top management is there to criticize on you if you do something wrong.
 How telecommunication companies manage their resources and do sale.
 Stock lifting and issuing is quite different from other business sector. In PTCL
usually push strategy is adopted
 Retailing concept was mostly adopted in FMCG. But I learn that it is quiet
effective in the telecom sector too.
 Short time period give me chance to learn the corporate culture of the PTCL.
 Hiring in PTCL. As I was sitting with my manager to do interview with new
candidate for CSR in the Faisalabad region
 BnCC working was new to me. Actually it’s a software by which PTCL manage its
system. Mostly telecom sector use this type of SAAP software to manage their
organization.

Future impact on my carrier

This short time period internship gave me chance to improve my carrier. It was very
learning process for me and it had store its impact on my carrier in the following way

 It will help me in the future to fit in the organization

 It help me the learning of corporate culture in Pakistan which is key point that will
effective on my carrier if I do job in Pakistan
 Retailing in the telecom sector will help me in the future if I join telecom sector
 Sale is a tough job I learn there but its quiet interesting it is very useful in creating
your own good will or reputation.
 This internship has given me practical knowledge which I can post in CV as
experience

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Recommendations or Suggestions
 New and well educated staff should be hired
 Line rent should be wave off from landline network
 Increment policy should be clear and transparent
 PTCL is the largest earning telecommunication company yet its top management
show miser behavior
 It should provide DSL facility to rural areas too as we find that there is a great
demand of it
 PTCL should touch the rural areas in the country via V-fone as I found that lot of
people don’t know about the PTCL while competitor of PTCL has reached there
 Moral of the employees should be higher if PTCL give them proper incentives.
 There is a lack of communication between old and new employees that should
be catered by training of old employees
 PTCL has much advance technology while marketing department is so poor that
you will not see even any advertisement from the last 3 months. So called poor
promotion strategy
 New ads should be launched so that people get awareness of PTCL products

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BIBLOGRAPHY

Source of information is major internet(following web pages) and from listening from
respective department personnel.

PTCL, 2010 “Media”

http://www.ptcl.com.pk/mediac.php?NID=132

PTCL, 2010 “About Us”

Available at: http://www.ptcl.com.pk/index.php

Wateen, 2010 “About Us”

Available at: http://www.wateen.com/AboutUs.aspx

WorldCall, 2010 “About Us”

Available at: http://www.worldcall.com.pk/aboutus.html

Link dot Net, 2010 “History”

Available at: http://www.linkdotnet.com/English/Linkcorp/About/Our%20History/

Go CDMA, 2010 “History”

Available at: http://www.gocdma.com.pk/low/index.php

Google Companies Logo, 2010 “Images”

Available at: http://www.google.com.pk/imghp?hl=en&tab=wi

From the following person i gain some useful information.

Mr. Danish Habib (Marketign Coordinator Consumer sales)

Usman Bhatti (SM Consumer sales)
Malik Imran (SM Customer care)
Ahmad Kashif (Sr. Sale executives)

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GLOSSARY

CSR: Customer Sale Representative

S.E.V.P: Senior Executive Voice President

E.V.P: Executive voice president

VAS: Value added services
BnCC: billing and customer care (software)
OSS: One Stop Shops
CSC: Customer Service Center formly known as OSS now

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