Nadia Bashir Bc100200574 BS-Business Administration (Marketing)

Nadia BashirBc100200574BS-Business

Administration(Marketing)

Internship at Pakistan Telecommunications Limited (PTCL)

Introduction of the Organization

Brief History

• April 1, 1774 - Establishment of Indian Postal Service

• 1962 - Pakistan Post & Telegraph underwent a business take over by Pakistan

Telecommunication Corporation (PTC)• December 15, 1990 - Pakistan Post & Telegraph

Transformed into a Government corporation• Early 1990’s – Privatization

• January 1, 1996 – Creation of PTCL

Nature of the Organization

PTCL is a Consumer Based Organization whose functions are exclusively based on a customer

oriented approach.

Product Lines• Wireless Services & Products

• Vfone• Calling Cards• Payphones• Evo

• Wireline Services & Products• Smart TV (Smart Services)• Broad band• Landline

• Exclusive Corporate Consumer Services• Universal Access Number (UAN)• Leased Bandwidth and point to point leased lines• Call Centers

Branding Strategies

• Umbrella Strategy (Wireline Products)

• Line Extension Strategy (Wireless Products)

Business Volume

According to statistics from their website, PTCL experienced record

revenue generation of over Rs.131.2 billion for the year 2013.

Main Clients

• 500,000 local broadband consumers in 605 cities.

• All major industries and organizations constitute as PTCL’s corporate clients.

Main Competitors

• China Mobile (Zong)

• Mobilink GSM

• Telenor

• Warid

Organizational Structure

Organizational Hierarchy Chart

Number of Employees

Departments at PTCL

1. Technical Department

Responsible for the development and upgrading of the organization’s basic media which includes the primary wire line core infrastructure all across Pakistan along with all sorts of network operations.

Departments at PTCL

2. IT Department

The IT department exclusively deals with the internet, intranet, LAN, WAN, Metropolitan Networking technologies which run practically all across the organization itself as well as throughout the country.

Departments at PTCL

3. HR Department

The Human Resource department at PTCL provides comprehensive human resource management to the organization.

Departments at PTCL

4. Business Zones Operations Department (BZ Ops)

Accountable for establishing and maintaining Business to Consumer communication.

Departments at PTCL

5. Commercial Department

Responsible for creating and administrating a product right up from its conception, down until its final completion.

Departments at PTCL

6. Business Development Department (BD Department)

The department deals with all sorts of bilateral relations with other varying telecom organizations and international business relations.

Departments at PTCL

7. Procurement Department

The department is responsible for dealing with all system biddings such as computer hardware as well as for managing all sorts of varying technical contracts.

Departments at PTCL

8. Finance Department

The department is responsible for all budgetary functions such as assets, liabilities, loans, debts, etc.

Training Program

Starting and Ending Dates of Internship

Received Letter of Acceptance: 13th December, 2013

Reporting Date: 16th December, 2013

Concluding Date: 27th January, 2014

Training Departments

• Human Resource Department

• MarComm Department

Operations/Activities Performed by Departments• HR Department

• People Management• Job Postings• Employee Postings

• Marketing Department• Market Research and Development• Market Communication• Developing and Executing Products• Representation of Organizational Products

and Services

Tasks Assigned

1. File Scanning

Transferring paper documentation onto the electronic system.

2. E-Filling

Transferring personal employee information onto the SAP (Systems, Applications

and Products) software.

Tasks Assigned

3. File Management

Inserting annual increments and all important documentation into employee files.

4. Out-Processing

Calculating Final Settlements through Gratuity and Leave Encashment as well as Service Records that were extracted from personal files and SAP for employees that resigned.

Tasks Assigned

5. Clearance Documentation

Ensuring upon separation employees returned all facilities and hardware

products back to the company that they had acquired during their tenure at PTCL

along with all documentation.

6. Social Media Trends

Devise social media report based on the company’s facebook page.

Tasks Assigned

7. Corporate Social Responsibility (CSR)

Write a paper on the basics of social corporate responsibility along with what strategies PTCL uses when designing their basic framework of CSR towards

its consumers.

Tasks Assigned

8. Press Releases

Extract and arrange at least 10-15 press releases published in newspapers off the

internet.

9. Article Writing

Write various comparison articles for PTCL.

Structure of Marketing Department

Hierarchy

Total number of employees: 10

Marketing Operations

• Communication• Promotional activities

• Outdoor Commercialization• Media and Public Relations • Performance Measurements

• Campaign Planning and Budgeting• Development of Marketing Systems and

Data

Functions of Marketing Department

Segmentation Strategy

• Consumer Sales• Students

• Everyday Users

• Corporate Sales• Organizations

• Industries

Target Marketing Strategy

PTCL does not cater to a singular market strategy, instead its campaigns are constructed around the needs and wants of their respective focus groups.

Product Planning, Development & Management

• Planning• Based on Research and Development

• Development• Through Customer Service Representatives

• Management• By employing effective Problem Solving

Techniques

Positioning

Availability of High Speed Broadband Internet

Pricing Strategy

• Skimming Price Strategy

• Penetration Pricing Strategy

Distribution Strategy

• Mega National Distributors

• Retail Outlets

• District Partners

• Certified Distributors

Promotional Strategy

• Slab Based Upfront Commission• Separate Slab Based Backend

Commission for National Distributors• Trade Promotions

• Sales Team Incentives• Sales Competitions

Structure of Sales Department

Hierarchy

Total number of employees: 125

Sales Operations

• Business Development• Business Intelligence

• Effective Data Collection• Training

• Sales Plan

Functions of Sales Department

Sales Methodology

With the company vision of maintaining and further growing as the leading ICT service provider in the telecom industry, PTCL thoroughly strives to achieve absolute consumer satisfaction along with thorough maximization of shareholder value.

Types of Selling

• Franchise/Distribution channels • Retail channel development • Engagement of FSA (Sales Field Force for Door

to Door Sales)• Tele Sales through PTCL Call Center• ATL/BTL Activities (Advertisement, Press Adds,

and Banners)• Product Visibility through Hoardings, • Shop Fascias • Availability Flags• Corporate Sales

Sales Return Procedure

• Customer Service Representatives

• One Stop Shops

• Individual Returns Department

Customer Services Department

Developing Relationships

• Tele-Presence

• Sponsoring Events

• Charities

• Environmental Friendly Operations

• PTCL Established IT Center

Retaining Customers

• Low Cost Packages• Student Packages

• Bundle Offers• Seasonal Discounts

• Helpline Numbers• Customer Service Centers/ One

Stop Shops• Reconnect Campaign

Attracting New Customers

• Double Edge Promotion

• New Packages

• Service Expansion

• New Campaigns

Handling Different Customers

• Listen• Build Rapport

• Calm Communication• Remaining Pleasant

• Never Take Things Personally• Fulfill Promises

Critical Analysis

• Failed Products

None of the PTCL products can be considered a failure per say, however, it can be said that some of their products have been

relatively less popular amongst consumers. For instance PTCL introduced their IPTV project, which did not receive

much enthusiasm. But once the organization further modified it and re-named it to PTCL SmartTV it has been making

tremendous sales ever since.

• Future Prospects

With its state of the art technology and resources, PTCL is looking forward to adapting and thoroughly nourishing

recent advancements in the telecom industry, such as the recent growing trend of the 3G technology.

SWOT Analysis of PTCL

Strengths

• Market Monopoly• Skilled Workforce• Low Labor Costs• High Profitability and Revenues.• Sate of the Art Distribution and

Sales Networks• Largest Operating Landline

Network• Efficient R&D

Weaknesses

• Excessive Hiring Practices • Does not Foster Professionalism• Lacks a Basic Single Sale Strategy• Lacks Training Needs Analysis

Techniques• Sticks to Old Legacies• Lacks Retention Policies

Opportunities

• Form New Partnerships• Global Marketing Allows PTCL to

Acquire a Maximum Number of Consumers

• PTCL has Infrastructure and Real Estate Assets which can be Leveraged in Future

• Improving ICT Conditions Contribute to New and Improved Innovations

Threats

• Inflation Contributing to Reduced Demand

• Political Instability Leading to a Distressed Situation for PTCL.

• Our Energy Crisis Interferes with PTCL Operations

• Due to the rapid increase in the rates of cyber crimes, PTCL frequently suffers from security issues.

Conclusion

PTCL did not turn into a market monopoly over night; instead it invested a sufficient

amount of time as well as money to secure such a massive consumer base. However, with increasing market competition as well as consumer demand, it is likely that PTCL will be forced to alter their age old policies and subsequently retain their client base in

future.

Recommendations

• Sufficient need for process improvement.• Need to define employee retention

strategies.• PTCL needs to introduce and implement

job-rotation strategies.• Employee counseling needs to be initiated.

• Requires effective automation in all departments.

Thank You