Marketing Mix of Ptcl

"In the name of ALLAH, most Gracious, most Compassionate".

The Islamia University of Bahawalpur, Rahimyarkhan Campus

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Pakistan Telecommunication Company Limited (PTCL) is the largest telecommunication company in Pakistan. This company provides telephony services to the nation and still holds the status of backbone for country's telecommunication infrastructure despite arrival of a dozen other telcos including telecom giants like Telenor and China Mobile. The company consists of around 2000 telephone exchanges across country providing largest fixed line network. GSM, CDMA and Internet are other resources of PTCL, making it a gigantic organization. The Government of Pakistan sold 26% shares and control of the company to Etisalat in 2006. The Government of Pakistan retained 62% of the shares while the remaining 12% are held by the general public.

HISTORICAL BACKGROUND • • • • • • • • •

1947 Posts & Telegraph Dept established 1961 Pakistan Telegraph & Telephone Deptt. 1990-91 Pakistan Telecom Corporation 1995 About 5% of PTC assets transferred to PTA, FAB & NTC. 1996 PTCL Formed listed on all Stock Exchanges of Pakistan. 1998 Mobile(Ufone)& Internet(PakNet)subsidiaries established. 2000 Telecom Policy Finalized 2003 Telecom Deregulation Policy Announced 2006 Etisalat Takes Over PTCL's management


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FIRM CUSTOMERS

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SERVICES FOR CONSUMERS

These customer are households. And the nature of connection that install at home accoerding to it and charges are chared from them according to domestic level.

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SERVICES FOR CORPORATE CUSTOMERS

These are busniess customers such as Firms, Busines Organizations, Instutions, Public Call Office, etc. Differenet packags are given according to the nature and size of the Orgnaization.


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PRODUCT & SERVICES


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Pakistan Telecommunication Company Limited not only Provides Conventional telephone facilities, it also offers optical fiber services to the private sector. We will briefly discuss below the product lines being offered by the PTCL. Basically PTCL divide their services into two parts. 1. 2.

Services for consumers Services for corporate customers

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SERVICES FOR CONSUMERS

These services are basically for the common users (Individual/home users) those use telephone in their home/work place and they are basically non business users.

a)

NEW TELEPHONE CONNECTIONS:

As mentioned earlier, PTCL is presently the only telecom company, who provided fixedline telephony in the country. So whenever, any Private business concern or any individual needs a new telephone connection for provision of telephone service. b)

VALUE ADDED SERVICES:

CLI (Caller’s Line Identification) Caller Line Identification (CLI): Calling line Identification (CLI) allow customers to identify the caller before picking up the phone receiver. To subscribe to CLI services, a customer needs a telephone set with display capability or a CLI device attached to the phone. PREPAID CALLING CARDS: PTCL calling card is the most popular choice of millions of customers all over the country. It is now available with balance transfer facility and follow on call facility. Comes in easily affordable denominations of Rs. 100, 250, 500, 1000 and 2000. Easily available throughout the country Easy to use from any PTCL digital phone (Dial 1010) The Islamia University of Bahawalpur, Rahimyarkhan Campus

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Fast and easy, nationwide and international access No line rent and no Phone bills 24 hours customer services through toll free number (0800-80800) E-BILL PAYMENT Billing system is a part of customer services so providing connivance to its valuable customers PTCL launched a new billing service which is available through “ PTCL Calling Card” This is another service from PTCL. This service is basically providing billing solutions for the users.

DIGITAL FACILITIES: PTCL offers a variety of features to digital exchange customers like:Hotline Abbreviated Dialing. Call Waiting Don’t Disturb Call Transfer on (a) Busy (b) No Reply (c) Immediate Wake up call Absent Subscriber Code Barring

PREPAYMENT TELEPHONY SERVICES (PPT) With the changing trends most telecoms are diversifying their services towards Prepaid solutions .one of such modern era telecommunication service is Prepayment Tele Phone (PPT).It provides the facility to subscriber to load a prepayment Telephony card against their telephone number thereby generating an account on I/N platform and any call made from that telephone will be charged to this account. The service will provide state of art technological facilities to the subscribers.

2- SERVICES FOR CORPORATE CUSTOMERS PTCL is striving hard to facilitate its valued corporate customers at each level of service. PTCL offers a host of unmatched services to suite the needs of the Corporate Customers. The list of Corporate Services is given as under. For more information regarding any of the following services, PTCL Corporate Customer Centers can be contacted. The Islamia University of Bahawalpur, Rahimyarkhan Campus

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IN

BASED VALUE ADDED

UNIVERSAL ACCESS NUMBER (UAN): UAN (Universal Access Number) service is ideal for organizations Engaged in marketing of products or services. Here is a list of business who can avail UAN Service. Banks Newspapers Airlines Hotels Shipping Lines Fast Food Outlets Consumer Products

Insurance Credit Card Companies Travel Courier Services Utility Services Trading Companies Stock Brokers Companies


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VOICE MESSAGING SERVICE: (VMS) With PTCL Messaging Service, you can have all for (or Desired) calls recorded when you are absent, busy on phone or do not want to attend the calls for any reason. You can, later on at your convenience, retrieve all recorded messages from any telephone anywhere in the country. Security of message is ensured against eavesdropping through subscriber controlled password. PTCL VMS is designed for those who do not want to miss a call or Fax because that can be beneficial. Great for anyone owning a telephone or Fax, at home or business. Much more powerful and flexible than answering machine due to Message options available in your voice mail system.

PTCL MESSAGING PLUS: PTCL MESSAGINH PLUS is designed for small and medium business enterprises having problems with managing telephone message. PTCL MESSAGING PLUS will definitely handle these problems for you. Advanced messaging features save time, make you truly mobile and increase productivity. Essential for time-conscious executives, frequent travelers and Professional groups.

CO- LOCATION CENTERS Pakistan Telecommunication Company has taken land mark decision to establish co location centers throughout the country. SERVICE CONCEPT This service is basically for telecom data and I.T companies. These companies will install their equipment directly in PTCL premises in ready fitted environment. The primary purpose is to provide a number of resilient and centralized connection and control facilities in which co-location center’s communication can be located.


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UNIVERSAL INTERNET NUMBER (UIN) 131 UIN 131 numbering scheme for internet services providers, represent exclusive code to each ISP. SERVICE CONCEPT The concept of the service just like toll free 0800 but charges a local call for each connectivity attempt, UIN involves allocation of numbers to individual ISP’s who are licensed by PTA.

VIRTUAL PRIVATE NETWORK (VPN) Communication is the secret of success in today’s highly competitive market. When it comes to enabling your enterprise, your communication got to be instant, fast and hassle free. The answer to this corporate need is virtual private net work. SERVICE CONCEPT It is an innovative and intelligent private network to integrate business/enterprises having sub-offices with in a city or nation wide. Without necessity installation of dedicated resources, VPN enables organization to create a private network.

DIGITAL CROSS CONNECT (DXX) Telecommunication networks are the most important infrastructure elements of any business today. As the businesses increasingly depend on it, quality of networks is gaining strategic importance. SERVICE CONCEPT PTCL offers flexible and reliable data services solutions through a high quality platform of digital leased line network.PTCL digital cross connect (DXX) network provides the most dependable media for WAN connectivity with more than 200 nodes country wide.


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ISDN BRI/PRI It is a near broadband experience suitable for household and small/medium sized organizations. CUSTOMERS VIEWS ABOUT PTCL PRODUCT AND SERVICES How are the firms product or services percieved? Usually PTCL is the largest and monoplistic firm in nature, according to customer point of view there is no competitor who is providing the facilities and services like PTCL because of these reasons:    

Majority of customers are using services of PTCL in pakitan Wide Network High Speed Internet Provider Wide Range of Facilities and Value added services

What are the strengths and weaknesses of the PTCL?

STRENGTH PTCL enjoy monopoly State of the Art International Gateway Exchanges & Satellite Earth Stations large earnings good quality international connectivity Customer Base of over 4 million Government support

WEAKNESS Image – Government organization Image – Lack of customer focus Image – Outdated people and technology (perception) Lack of aggressive marketing Lack of customer services Ambiguous management style Lack of corporate culture Social responsibility


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Are there any opportunity for PTCL?

OPPORTUNITY Growth in telecommunication industry More aware and technology understanding consumer – a base that is growing at a fast rate Market open for more number of products – less dependence on single category or product Opportunity to introduce High Value Added Products / High margin products for the new, more aware consumer Time to establish brand loyalty, Pre-empt competitors, co-opt partners, invest in technology and networks

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PROMOTION

PTCL is using following components of promotional mix for the promotion and Publicity of its product/services. ADVERTISING: In promotional mix, PTCL’s main stress is on advertising in print and electronic media. PTCL periodically places its advertisements in print media on services like “H/Qs hotline 0800-44544”, “Caller line identification (CLI)”, “Voice Messaging Service”, “Digital Facilities”, “PTCL Prepaid Calling Cards”, “Inquiry 17”, “Complaint 18”, phone bill cards prepaid telephone etc. to remind the customers of these services. Sometimes, corporate ads are also released to print media to mark special occasions. PTCL’s Commercials on “Prepaid Calling Card”, “CLI”, “Voice Messaging”, “Digital Facilities” etc. are also broadcast immediately on electronic media as reminders to Customers. SALES PROMOTION: PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are free from 11:00 pm to 06:00 am to promote the usage of its telecom network. Moreover, PTCL offers special rate packages on special occasions like Ramadan Package and EID package, which offer customer reduced rates for specific timings.


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For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarter from 6:00pm – 6:00 am to attract customers to use its telephone service. These rates result in increased revenue for PTCL and also facilitate the customers to talk to their near and dear ones on these special occasions on affordable rates. PERSONAL SELLING: As PTCL is enjoying monopoly in fixed-line telephony, the Company has no Professional sales force because the company has not felt any strong need to use the Services of a sales force for increasing the sale of its products. At the moment, PTCL’s Customer Services Centers are playing the role of sales outlets. Customers can make telephone calls; send fax messages from these Customer Services Centers. They can also get connected their telephone bills and get duplicate bills from these outlets. However, with the establishment of Marketing Department in PTCL, The marketing professionals are now in the process of inducting professional sales force for the company. HOW DO THE CUSTOMERS LEARN ABOUT THE FIRM’S PRODUCT AND SERVICES? Majority of the customers learn about the firm’s product and services from the newspapers ads, franchises and closed one’s.


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WHO ARE COMPETITORS?

HOW WOULD ACTIVITIES?

YOU

IMPROVE

THE

FIRM’S

COMMUNICATIONS

1- More focus on electornic media instead of print media because there is war of elctronic media now a days. 2- Use cyber network for promtion


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PLACEMENT

The Head Office of Pakistan Telecommunication Company Limited is situated in Sector G-8/4, Islamabad, which is headed by the “President”. Besides, it has Regional Headquarters like: Islamabad Telecom Region, Rawalpindi Telecom Region, Hazara Telecom Region Abottabad, Northern Telecom Region-I Peshawar, Lahore Telecom Region (South), Lahore Telecom Region (North), Multan Telecom Region, Faisalabad Telecom Region Southern Telecom Region-I Hyderabad Southern Telecom Region-II Karachi Southern Telecom Region-V Sukkur Western Telecom Region Quetta. Switching network Central region Lahore. These Regions provide Telecommunications services to the customers in their respective areas. Apart from these, PTCL has an Optical Fibre Construction Region Lahore and Optic Fibre System Islamabad, each headed by a General Manager to install, operate and look after optic fibre systems/cables. In each District and Tehsil, an Exhchange, Franchisor, Call Centers, Customer Care Centers are available to facilitate the customer needs. WHAT IS THE NEED OF CHANNELS FOR THE PRODUCT AND SERVICES OF THE PTCL? Firm point of view 1234-

Easy availability of product and services to the customers Easy availability for providing basic services and value added services Easy complaint handling To cover target market

Customers Point of view 1- Easy availbility of Product and Serivces 2- Time and Money saving 3- Fast Service System and Resolve Conflict


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

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PRICE

Being a government organization, PTCL is not authorized to determine the prices of its products itself, the Telecom Regulator Authority viz. Pakistan Telecommunication Authority (PTA) fixes the prices of telecom services. The process is such that whenever PTCL intends to increase or reduce the rates of its services, it submits its Proposal to PTA for approval. PTA then calls consumers’ representatives, journalists and other interested groups for discussion on the proposal. After listening to the viewpoints of all the interested parties, PTA gives its decision. If PTA approves PTCL’s proposal, the new rates are enforced. It may be mentioned here that telecom technology is only technology whose rates are on the decline with the passage of time. PTCL also rationalizes its tariff with the passage of time. Tariff rationalization process started in 1997 as part of GoP Telecom Sector policy for privatization of this sector. It was mainly focused on rebalancing the domestic process like NWD, international, local call, line rent etc. Rebalancing is completed by the end of 2008 (as per Tariff rates) with the objective to position PTCL for competition. HOW DO THE CUSTOMERS CHANNEL REACT TO THE FIRM’S PRICES? Customers react positively due to monopoly of PTCL so they give purely positvie response to the prices of PTCL. ARE THERE ANY ACTIONS THE FIRM TO SET ITS PRICES CONSISTENTLY WITH ITS STRATEGY? PTCL rationalizes its tariff with the passage of time in order to beat the competitors. IS THE FIRM USING ANY MARKETING THEORY TO AFFECT CUSTOMER PERCEPTION OF ITS PRICES? PTCL charges 1/3rd rates on national calls from 06:00 pm – 07:00 am and local calls are free from 11:00 pm to 06:00 am to promote the usage of its telecom network. The Islamia University of Bahawalpur, Rahimyarkhan Campus

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Moreover, PTCL offers special rate packages on special occasions like Ramadan Package and EID package, which offer customer reduced rates for specific timings. For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarter from 6:00pm – 6:00 am to attract customers to use its telephone service. These rates result in increased revenue for PTCL and also facilitate the customers to talk to their near and dear ones on these special occasions on affordable rates.

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PHYSICAL EVIDENCE

EXTERIOR PTCL built very good and attractive buildins of its offices as well as its frenchises in order to attract the customer and as a physical evidence.

INTERIOR Interior as well manage but not as like its competitor like moblink, telenor there frenchises are well mange internally and attractive there internal enviornement as too much attractive and an educated stuff is present there in order to facilitate the customers but in PTCL frenchises mostly not manage in region like Multan. But well Manage In Big cities like Lahore And Islamabad.


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There technical equipment are imported from England and Japan. There is huge networking of intra net as well as extra net in PTCL. BLUEPRINTS OF PHYSICAL EVIDENCE OF PTCL •

Physical Evidance

Its attractive building from outside the customer atrracts automatically towards its and wants to know about its products. •

Customer Action

After seeing the building customer move in the building for getting information. •

Line Of Interaction

Customer will meet the guard or gate ceeper at the door of the building which is the enterance.


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On Stage Encounter

When customer enter in to the customer care center of frenchise an customer information officer is setting at start of the office who give the information of related officer regarding the problem which a particular customer having. •

Line Of Physibility

All the staff from manager to lower staff who are controling a specific branch are showing the line of physibilty. •

Back Stage Encounter

All the equipments and staff that are controling networks of PTCL Who are setting In GM offices that are also called Regional offices that are back satge encunter of PTCL.

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PROCESSES

There are simple process to get the connection this is only for the sack of customer that he don’t feel any kind of difficulty. First fill the order form i.e it si for broad band same in case of other products this form is used.


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Then after filling it submitted to the frenchiser officer he/she will issuse the connection to the customer after getting the required payments of that connection.

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PEOPLE

The employes of PTCL nearly equal to 30000 who are working in all over in the Pakistan they are the assets of the company and they are the responsible for the good will of the company company also focuses on the status of there employees and give them performance appraisal program and give them incentives and also give them medical treatment.


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CONCLUSIONS: No doubt PTCL is enjoying monopoly but the time is came when competition will force company to change its policies to become favorite telecom service provider in the market & keep its current place & customer base. The actual working substances are the human beings .It goes with out saying that Human resources are the most important in the organization and so does the Human Resource Department .It integrate all the activities and functions of the company like job analysis, recruitment, staffing, training, designing compensation package, employee’s appraisal system. Human Resource Department plays the key role in the hiring, retention, motivation and promotion of the employees .Actually it assign the specified duties to the specified persons in this age of specialization. Human Resource manager should be well versed and confident in his field. He should be humane, well natured and have go face reading capabilities .All this ensures his success. He should be of the notion “victory is not everything, but the way of fighting is”.


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Marketing Mix of Ptcl

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