In the Name of Allah the most

Compassionate, Ever Marcifull

 DEDICATION

I dedicate this Project to:

My beloved Parents and Teachers that

with
Their support I am at this stage!
 ACKNOWLEDGMENT

I bow my head before almighty Allah with gratitude. My salute

to many individuals who have helped shape this project cannot

adequately be conveyed in a few sentences. However, I must once

again recall my indebtness to lot of former fellows and

contemporary colleagues who took the time and trouble during the

last few days to speak to me about the ways this text could be

further improved. It is most appropriate to mention the ingenuity of

respected teacher who provide me an opportunity to enhance the

management skills from a well established organization It is my

privilege and honors to my express my deep gratitude and in

calculating thanks to Wateen Telecom Ltd especially to Sir, Shaukat

Ali (PA of GM) who provided me an opportunity to work on the

environment where quality is everything.

 PREFACE

The Bachelor’s degree is extremely practical compared to studies I did before.

Majority of the studies includes practical work and experience to give students
a closer look of the business work and its requirements. That is the degree
holder can adjust themselves easily in all kinds of businesses and corporate
environments. Final project of organization is a part of that series. It is an
integral part of degree at University Of Central Punjab. It helps students to
understand the practical work and know about working of an organization. To
meet this purpose, I was assigned the below project at Wateen Telecom Ltd. In
this short period I have learned a lot about an organization.

The first part is the introduction of the Telecommunication Industry. The

second part is the Organization’s view. The third is the Analysis of Industry
and the company while the forth is about Recommendations and conclusion. I
hope this Project will provide a clear inside picture of Wateen Telecom Ltd to
its readers and they will know much more about the organization.
 Contents

Chapter 1: Introduction Page 7

 History Page 8
 Vision Page 11
 Mission Page 11
 Corporate values Page 11
 Company Profile Page 12

Chapter 2: Management Page13

 Board Of Directors Page 14
 Management In Pakistan Page 16
 Management Hierarchy Page 17
 Managed Services Page 18
 Human Resource Page 22
 Planning Page 23
 Organinizing Page 24

Chapter 3 Organization’s Culture Page 26

 Organization’s Environment Page 27

 Creating a healthy and safe working environment Page 28

 Organizational Values Page 29

 Organizational Rites, Rituals and Customs Page 30
 Customer Relationships Page 31
Chapter 4: Marketing Page 32
 Product Page 33
 Price Page 38
 Promotion Page 39
 Placing Page 40
 SWOT Analysis Page 41

Chapter 5: Annual Financial Statement Page 44

 Balance Sheet Page 45

 Profit and Loss Account Page 47
 Cash Flow Statement Page 48
 Financial Statement Page 50

Conclusion Page 56

References Page 57
 Chapter 1

INTRODUCTION
TO
WATEEN TELECOM
 History
The Abu Dhabi Group:

Wateen Telecom is the Abu Dhabi Group's latest communication investment inPakistan. The
Abu Dhabi Group comprises of prominent members of the rulingfamily and leading businessmen
of the UAE. The Chairman of the Group, HisHighness Sheikh Nahayan Mabarak Al Nahayan,
has always considered Pakistan as a brotherly country and has maintained a constant link with
thepeople of Pakistan through economic and social ventures. The Group has alwaysbeen aware
of the potential of investments in Pakistan and keenly followed theeconomic development
strategies being pursued by the Government of Pakistan.In its ventures with Pakistan, the Group
has made substantial investments invarious business sectors in Pakistan, including financial
services,telecommunication, information, hospitality and construction.The following few
company descriptions present short overviews of thediversified businesses presented by the Abu
Dhabi Group:

Bank Alfalah Limited:

Abu Dhabi Group’s banking venture in Pakistan proved to be a major success with the
introduction of Bank Al falah Limited. The banki s p r e s e n t l y t h e 5 t h l a r g e s t b a n k
i n t h e c o u n t r y , a n d p r e s e n t s a h o s t o f banking facilities. By being the first true
one-stop banking shop in the country the bank is truly involved in corporate, commercial and
consumer financing.

United Bank Limited:
T h e   t h i r d   l a r g e s t   b a n k   i n   P a k i s t a n   h a s a   m a j o r   shareholding by the Abu
Dhabi Group. With over a 1,000 branches and Profit before taxes standing at US $ 108 million in
2005, UBL adds further financial strength to the Group’s holdings in Pakistan
Warid Telecom
The fastest growing cellular company in Pakistan is one
of t h e   s t a r s   i n   t h e   A b u   D h a b i   g r o u p ’ s   P a k i s t a n   b a s e d   i n v e s t m e n t s .   I
t   w a s awarded a GSM license for US $ 291 Million in May 2004, and it commercially
launched in May 23, 2005 with 28 cities. Today, it has the largest post-paid
subscriber base in the country

Wateen Telecom (Pvt.) Limited

Wateen Telecom is a part of Warid Telecom International LLC, an Abu Dhabi Group
company led by His Highness Sheikh Nahayan Mabarak Al Nahayan. The group is one
of the largest in the Middle East and has diversified business interests comprising oil and gas
exploration, hospitality services, communications, banking, financial services,
automobile industry and property development. The group has large investments and a
strong presence in Pakistan Owing to the significant patronage from the Abu Dhabi Group,
Wateen Telecom, as part of the Warid Telecom International Group Company, benefits from an
eminent portfolio of distinguished shareholders of Warid Telecom International L.L.C.

Wateen Telecom is the Abu Dhabi Group's latest venture in Pakistan. After the successful launch
of Warid Telecom in Pakistan, which has a subscriber base of over 10 million customers in 145
cities, Wateen Telecom has been set up to become the leading "Carrier's Carrier" providing
services based on quality, reliability and affordability in the communication and media sector.
Wateen is committed to bring Next Generation services to your doorstep

Wateen Telecom is Pakistan’s one of the largest communication company in the private sector
that has helped moving forward the country into a digital revolution with its ability to seamlessly
connect and enable smarter, faster, cost-effective and flexible communication solutions to reach
its customers.

Wateen offers a complete range of carrier class telecom and multimedia services like wireless
and fixed line telephony, broadband for data, internet and TV/multimedia along with a host of
other value-added services and applications like, DTH, Long-haul, Metro Rings, HFC, VSAT,
WiMAX etc., to set the standards for a new era of communications and entertainment in
Pakistan.

Wateen continues to build on the heritage of it 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 joied wateen from all over the word to earn customer trust and
loyalty with a continuing commitment to the deployment of innovative product and servicr,
reliable, high-quality service and excellent customer care.

Wateen’s focus has been on bringing in cutting edge technologies to better provide youth with
the tools they need to progress providing high speed connectivity, and features. Rich solutions is
the Wateen’s way of not just matching the fast growing needs, but also challenging the true
potential growth that technology can offer.
Vision:

To launch Pakistan into the 21st century digital revolution by providing complete
communication solutions to Telecom Operators, Corporate, Consumers and to be the leading
“Carriers’ Carrier” by creating a world-class cutting-edge network to deliver a broad range of
reliable, affordable and quality customer-centric services.

Mission
 To provide affordable communication services that meets and exceeds customers'
requirements.

 To deliver high-quality, flexible and innovative solutions that is cost effective and
conducive.

 To provide complete customer satisfaction on time, every time.

Corporate Values:

Simplicity: Practical and easy-to-use

Satisfaction: Customer satisfaction is foremost
Quality: Premier services; no compromises
Innovation: Always at par with the latest technology
Honesty: Practice what we preach: integrity, ethics and open communication
Company Profile:

Wateen Telecom is the Abu Dhabi Group’s latest communication investment in Pakistan. After
the successful launch of Warid Telecom in Pakistan which provides mobile GSM services to
over 4.0 million customers, in under 1 year of launch, Wateen Telecom was set up to become the
leading “Carrier’s Carrier” in Pakistan providing quality, reliability and affordability in the
communication sector bringing the next generation services at customer’s doorstep…today!.
Wateen offers total communication solutions including domestic and international voice
services, video conferencing/video telephony, true broadband Internet and data connectivity,
DVD quality TV viewing and VAS such as Video security and surveillance and Interactive
gaming, for corporate, business and residential customers. Wateen also provides telecom
infrastructure to cable, cellular, ISPs, calling card and payphone partner companies
CHAPTER 2
WATEEN
MANAGEMENT
Board of Directors:

H.H.Sheikh Nahayan Mabarak Al Nahayan

(Chairman of the Board and Member of the Royal family of Abu Dhabi, minister for higher
studies and Chancellor of the University of Al Ain.)

H.E. Sheikh Saif Bin Mohammed Buttif Al Hamid

(Vice Chairman and Managing director of Al Hamid Group of Companies UAE)

Mr.Aahmed Darwish Dagher Al Marar

(Vice Chairman and Managing director of Al Ain international Group)

Mr. Abdullah Khalil Mohd Samea Al Mutawa

He is on the board of Alfalah limited and also serves as advisor to the government of united arab
Emirates

Mr. Khalid Mana Saeed Ahmed Al Qtaiba

He is the Genral Manager of al Qtabila Group of Compnies Abu Dhabi. He is also service on the
board of the Alflah bank and Alflah insurance company.

Mr. Bashir A Tahir

He is a member of board of Wateen Telecom. Board member and CEO of Warid telecom
international, LLC and of the Abu Dhabi group which has been a key proponent in attracting
private investment into Pakistan.

Mr. Parvez A Shahid

He is one of the key individuals who have helped instill best practice in quality assurance,
strategy and innovation in the financial, communication and real estate sectors of Pakistan.

Mr. Mohameed Amersi

He is one of Europe’s leading M&A and corporate finance lawyers. Serving as a board member
for some of the leading telecom companies.
 Wateen Management in Pakistan
Naeem Zamindar 
Chief Executive Officer

Furqan Qureshi 
Adviser to CEO

Syed Jibran Ali

Chief Commercial Officer

Sajjeed Aslam 
Chief Financial Officer

Aamir Anwar Khan 

Chief Strategy Officer
Ali Khan 
General Manager Enterprise & Carrier Sales

Mian Omer Shah 
General Manager Customer Service

Zafar Iqbal  
General Manager Human Resources & Administration

Muhammad Mazhar Qayyum Butt 

General Manager Government Regulations & Regulatory Affairs

Amir Munsif Khan

General Manager Information Technology
Naila Bhatti 
General Manager
 Management Hierarechy

Naeem Zamindar -
Chief Executive Officer

Aamir Anwar Khan  Syed Jibran Ali Sajjeed Aslam  Chief

Chief Strategy Officer Chief Commercial Financial Officer
Officer

Aamir Anwar Khan  Ali Khan  General Mian Omer Shah 

Chief Strategy Officer Manager Enterprise & General Manager
Carrier Sales Customer Service

Amir Munsif Khan  Zafar Iqbal   General

General Manager Manager Human
Naila Bhatti  General Information Technology Resources &
Manager Administration
 Managed Services
 
Wateen Telecom’s Managed Services include Support, Manage, Improve and Innovate functions
that are delivered uniformly through Wateen Telecom’s Service Interface. We are focused on
delivering services and provide clients with a full spectrum of Support Services that delivers
return on current IT investment.

The Service Interface was created to ensure consistent quality of service delivery, irrespective of
which technology/services are procured from Wateen Telecom. Delivering improved quality of
service and a positive client experience is central to our services philosophy. As a result
consistent communication, escalation, service reporting, and service delivery management are
provided. Whether clients choose to outsource part or all of their Managed Services requirements
to Wateen Telecom, we are flexible enough to deliver on any combination of services through
our ITIL-aligned Managed Services framework. We have the ability to take on client
requirements from entry level, break-fix support to complex managed services – to help clients
drive down costs and increase productivity.

Service Interface
 
To ensure consistent service delivery to clients, Wateen Telecom has created a Service Interface
with the objective of delivering excellent quality of service and service continuity, thus
consistently enhancing a positive client experience. The Service Interface consists of:

Service Desk:

Wateen Telecom Service Centers provide 24x7x365 local language multi-vendor support
through a single point of contact and ownership. The Service Desk manages communication and
tracks, controls and sees management of all defined deliverables.
Service Level Management :

We meet contractual requirements and manage client satisfaction levels, whilst planning and
executing ongoing service improvement programs. Wateen Telecom’s investment in systems and
best practices ensures service level deliverables are met or exceeded thus giving clients
guaranteed services through offering flexible contract based service levels from time of call,
third party service provision, service delivery management and process driven escalation
management.

Service Portal :

This web interface allows clients anywhere, anytime access to service information, real-time
"decision making" reporting and visibility against Service Level Agreement commitments.

Service Reporting:

Service reporting gives clients multi-level standard and customized reporting including in-depth
reports that provide an understanding of current service levels, and recommendations on
improvement actions. Reports allow us and our clients to gain a cohesive and consistent view of
all service deliverables, their status and where improvements can be achieved.

Financial Management:
Clients receive contract invoice management and co-termination, pro-data billing capability from
Wateen Telecom. Financial Management is a fundamental element of services billing and
account management. Any activity that relates to finance within a service is provided within this
service element which includes automated contract invoices management and billing
management for charge-back and onward billing
Manage:

In the Manage function, Wateen Telecom provides a set of ITIL aligned service elements to
improve the quality of service in client environments. These services focus on obtaining the
optimal potential of the current infrastructure and are divided into two categories. Service
Support is the day-to-day operation and support, whilst Service Delivery is the long term
planning and improvement of technological environments.

Service Support:
Problem Management is the minimization of the impact of infrastructure errors. Clients have
greater infrastructure availability as a result of pro-active resolution of root cause problems.

Change Management is the control of infrastructure changes to minimize service disruption,

limiting the impact of change results in optimal service delivery. To enhance and preserve
stability and security of the client’s IT infrastructure, Wateen Telecom takes ownership of
change recommendations, approvals, deployments and testing.

Configuration Management is the control of all components of the IT infrastructure used in the
delivery of services. Recommendation reporting enables clients to gain optimal business benefits
from technology.

Release Management is the administration of new software rollouts and hardware releases.
Clients extract maximum benefit from infrastructure through the limitation of release related
impact on system uptime.

Service Delivery:
Availability Management is the process of meeting and exceeding service availability goals. To
achieve the set business requirements all devices have to be fully functional, to this effect
Wateen Telecom executes additional proactive monitoring processes.

Capacity Management is the optimization of technology resources within contracted service

levels. The capacity of devices and systems are monitored against predefined thresholds and
results analyzed to identify areas of concern.

Third Party Management is when we undertake to engage with partners and vendors to achieve
contracted service levels. Clients have a single point of contact for all issues from start to finish.

IT Service Continuity Management includes disaster recovery processes that ensure Wateen

Telecom achieves and exceeds contracted service levels after service interruptions

Innovate:
 
Innovation is often defined as the commercialization of new ideas, and in IT involves the use of
new or existing client technologies in original ways that impact client competitive advantage.
The Innovate function is an ongoing service that includes all activities related to the development
and commercialization of new ideas.

Innovation Process Management:

It is the process of cultivating and harvesting ideas. Clients cultivate and instill a culture of
innovation in their businesses and then manage the process to achieve desired business results.
We assist clients in filtering ideas in a process that assesses and ranks ideas collected against
their ability to provide business value and differentiation.
 Human Resource
HR is another important microeconomic factor affecting the research work. R&D require proper
HR personnel who have the ability to get the required information from the market. They should
have ability to deal with all sorts of public and situation in oder to get their work done. Proper
HR is the guarantee for good research work.

Competitive pay:
Wateen’s pay and benefits programs reflect how much the employees and their families are
valued. These programs are amoung the most comprehensive and competitive in our industry.
Wateen pay practices are design to attract, motivate,retain and reward employes with competitive
base pay complemented with short-term and long-term incentives.Wateen belives in
compensating employees in a manner comparable to our competitors in the industry. Wateen
also fosters a pay-for-performanc ulture that provides employees with opportunities to earn
higher levels of compensation and receive rewards tied to company, term and individual
performance.

Packages for Employees:

The wateen management is aware of the fact that only a satisfied worker can provide the required
level of services to the customer. The branch firmly believes that a highly motivated and well-
trained workforce is the key factor to success. So .staff salaries have been increased
 Planning
Planning is a formal statement of a set of business goals, the reasons why they are believed
attainable, and the plan for reaching those goals. It contains background information about the
organization and team attempting to reach those goals.
Planning targets the changes in perception and branding by the customer, client, tax-payer, or
larger community. It is mostly done at the start of the business or when there is any change in the
market scenario. Planning is based on internal or external factors.
For the internal factors Wateen has planned to co-operate with the staff and to be friendly to the
present clients. The basic aim of the company is to give excellent service as well as best quality
servise.
As the external factors are concerned, these are changed with respect to the situation or the trend
which is practiced in the market. There is no fixed content in the planning, although the content
of planning is determined to the goals necessary to achieve by the company.

Financial Planning:

This is a planning which is done by the board of directors and finance managers of the company,
this is actually done to control the capital of the company as well as to earn profits. In this
planning all the expenses are considered like as rents, repairs or utilities. The finance managers
tries to squeeze these expenses so that less expenses occur, legal advisors of the company gives
his ideas of making more profits. This planning also includes the future expected incomes and
expenses, and also discusses the market situation presently and expected in the future.

Economic Planning:

The company plans its business activities which are practical and economical to both the
company as well as its clients such planning are based on either centralized or decentralized
decision-making. Planning is an economic mechanism for resource allocation and decision-
making in contrast with the market mechanism. Most economies are mixed economies,
incorporating elements of market mechanisms and planning for distributing inputs and
outputs. The level of centralization of decision-making ultimately depends on the type of
planning mechanism employed. Economic planning can apply
to production, investment, distribution or all three of these functions.

Organizing
Wateen telecom is profit and customer oriented organization rather than system and strategy
oriented. The products are manufactured at low-cost and sales are made at high price. All the
departments of Wateen telecom are related to each other along with their independent working.

In order, to improve their working and their level of service they provide to their customer,
weekly and monthly meetings are held. These meetings discuss the following things:

 Performance level of employees

  Progress at territory level and as a whole
 Sales of the organization
 Where an improvement is required

This activities/working of the organization involve the basic principles of marketing, client
service, public relation, planning, organizing, leadership and communication whose brief
description are as follows: The basic principle of Wateen telecom in marketing is to provide its
customers with quality product at reasonable price. For communication at national and
international level there are various ways to communicate that are as follows:

 Universal and direct telephone lines

 Fax
 Email
 Letters

Competitive Edge Of Wateen telecom:

The companies all over the world get some competitive edge based on some features. Which
other companies don’t have. For example, as the Warid has the competitive edge over other
Telecom communication companies, because they use Built-to-order Strategy while no other
company in telecom industry use this strategy. Similarly in Pakistan Wateen telecom has their
Competitive edge based on these Strategies:

 Product Differentiation
 Customer Oriented

Product Differentiated:

Wateen telecom is using the product differentiation strategy by providing the

superior quality Products. Their main focus is to keep the customers loyal. They bought
shelve space in different departmental stores to attract the customers. They tried to reach each
group of people in which they have succeeded.

Customer Oriented:

Customer satisfaction is the focal point for the company. They provide cheap and best packages
to their customers.
CHAPTER 3
Organization’s Culture
At Wateen they have a unique environment to work for since it houses a diversity of skills,
backgrounds, viewpoints and experiences from around the world. It is ensured that hiring is
based on merit, skill and ability, without regard to race, color, religion, sex, national origin,
ancestry, age, physical or mental disability, military or veteran status, marital status, or any other
classification.

Wateen Telecom is building and integrating the next generation of intelligent, converged
networks with a plethora of key services and differentiators in the market. The primal objective
is to become a carrier’s carrier and provide turnkey solutions for all customer requirements and
specifications. At Wateen Telecom we are seeking innovative and intelligent people to help
usdesign, market, sell and support our innovative & intelligent product portfolio to a
diversifiedevolving market. We strive to hire only the best, create an exhilarating work
environment and above all else, respect each individual's unique contributions. An organizational
culture has following elements

 Organization environment

 Organization values

 Organizational rites rituals, and customs

 Cultural transmitter

Organization’s environment
Nature and the environment:

Wateen shall be a pioneer regarding environmental protection, by minimizing environmental

damage and by developing, promoting and utilizing environmentally friendly technology. You
shall bear in mind the environmental effects work-related activities have on nature and the
environment and shall choose environmentally friendly solutions as far as this is possible.

Working environment:

Wateen shall be a professional and positive workplace with an inclusive working environment.
Therefore, you shall behave with respect and integrity towards anyone you come into contact
with through your work. You shall help create an environment free from any discrimination, be it
due to religion, skin colour, gender, sexual orientation, age, nationality, race or disability and
free from bullying, harassment or similar. We do not tolerate any behavior that can be perceived
as degrading or threatening

Creating a healthy and safe working

environment

Wateen is responsible for supporting a working environment characterized by high job-

Satisfaction, opportunities for personal and professional development, and low rate of sick leave
and injuries.

 Health and the environment:

Wateen shall be a pioneer in the field of health, safety and environment so as to promote high
levels of satisfaction and good health. You share a responsibility for achieving this goal.

Compensating our people:

Compensation is used to reward performance and to influence and reinforce Wateen
desired culture and values.

Taking our people’s security seriously:

We do what we can to manage external risks and threats that could cause serious injury or
death of our employees. Contingency plans and regular exercises are important elements
in ensuring our people’s security. We also offer all our employees a 24/7 hotline, serviced
by Wateen staff

Organizational values
Here are a few programs that demonstrate Wateen efforts to translate customer needs into better
service and Wateen commitment to making a long-term positive impact on the countries we
operate in:

Working towards diversity:

Diversity is key to our working environment. We employ people from a variety of backgrounds,
with a wide variety of skills and training.

Ethnicity/nationality:

Diversity at Wateen must reflect the multi-cultural capacity of the societies in which the
Wateen Group operates

Gender:

We believe that encouraging an appropriate work-life balance is key to ensure that both
men and women excel at Wateen
Developing our people:

Wateen offers extensive opportunities for learning. In addition to on-the-job training and
transfers between different locations we offer a wide selection of external courses, e-
learning programs and leadership training programs
 Organization rites, rituals, and customs
Loyalty, impartiality and conflict of interests:

Wateen respects the individual employee's right to a private life and private interests, but
demands openness and loyalty to the group and the group's interests. You shall not take actions
or have interests that make it difficult to perform your work objectively and effectively. Service
to Wateen should never be subordinated to personal gain and advantage. Conflicts of interest
should, wherever possible, be avoided. You shall never take part in or attempt to influence a
decision or settlement if there is a conflict of interest or other circumstances exist, which could
give grounds to question one's impartiality.

Confidentiality

Every employee in the group has a duty of confidentiality by law and written agreement. You
shall keep confidential all corporate and other matters that could provide third parties
unauthorized access to confidential information, and exercise caution when discussing internal
affairs so as to avoid being overheard by unauthorized persons. The duty of confidentiality also
applies after the conclusion of employment or contractual relationship with Wateen for as long as
the information is considered to be of a sensitive nature or in any other way confidential.

Equal treatment:

Wateen strictly adheres to the principle relating to equal treatment of shareholder.

 Customer Relationship

Wateen Driving Value for its Customers!

Wateen has organized a three day event starting on the 9th of May, 2008 at Mini Golf, Lahore.
The event will start at 5:00PM and will run through to 12:00AM. The three-day event will end
on the 11th of May, 2008.

The event comprises of several activities and has been planed with an aim to reach out to
customers and interact with them, registering their ideas and feedback as well as to improve the
quality of their service. Wateen has been actively interacting with its customers to enhance its
services and to give them more value.

Wateen has recently launched a new wave of packages that have been designed keeping the high
end internet user in mind, and has significantly added value for home consumers. With events
such as this, Wateen is showing its commitment to providing maximum value to its customers.
These events significantly facilitate customers and highlight their value for Wateen.

Mr. Tariq Malik commented that, “Wateen is all about maximizing customer satisfaction and
delivering the best service possible to the end consumer. Ever since our consumer launch, we
have been committed to delivering maximum value to our customers and providing the best
services in Pakistan. At Wateen we believe that consumer is the King!”

This event is a very positive step taken by Wateen for building a lasting bond with its valued
customers and keeping them satisfied
 CHAPTER 4
Marketing of Wateen Telecom
The Marketing Department is responsible for all sorts of activities including the promotion,
advertising and tools used for generating demand. The Marketing department is also responsible
for arranging stalls and functions for the Promotional and official reasons respectively. These
stalls are conducted indifferent public places so that more of the people become aware of the
importance of products that ensure quality. These stall activities remain active for around 4-5
days. Thus, in a month 4-5 such stalls are managed.

After a stall activity finishes, the person who conducted the stall activity has to report to their
seniors about the response they received from the public and the number of new customers they
have been able to attract during their stall activity.

Marketing is defined as a set of controllable tactical marketing tools that firm blends to produce
the response it wants in the target market. The marketing consists of everything the firm can do
to influence the demand for its products. The many possibilities can be collected into four groups
of variables known as the four P's that are as follows:

1. Product
2. Price
3. Place
4. Promotion

Product
Three types of packages with value added features like parental control and programs in regional
languages enables Wateen Telecom to capture a large market share. There are different segments
in market, based on different SECs. Different products are targeted to each segment. The product
details are as below

Telephony:
The convergence of communication is not only impacting the way we communicate and
collaborate, it is essentially forcing us to re-think the way we interact with each other. Wateen
Telephony brings you the ability to communicate and connect via voice with your friends,
family, clients and business partners seamlessly and cost-efficiently.
Based on our cutting-edge, best in class and one of the few 4G of networks in the world, our next
generation telephony products and services are designed to enhance your telephony-lifestyle.
While we continue to bring the most innovative and leading telephony products and services to
your doorstep, we vow to achieve the true telephony convergence that the world is yet to witness

Fixed Line:
Wateen provides a high quality, hassle-free substitute to the traditional landline for homes and
offices, over its cutting edge, high tech, state-of-the-art network.

You can enjoy our innovative packaging & highly competitive rates, to make local, nationwide
and international calls, and at the same time, experience the clarity and reliability that is
characteristic of Wateen services.

In addition to standard features such as CLI and Call Hold, you may choose from a host of other
value added features. Authorization Codes and Do Not Disturb features help you control your
telephony usage and privacy. More over, Voicemail, Call Forwarding and Call Transfer features
enhance your telephony life-style and user experience.

WCard:
Wateen now offers bundled services in one card i.e. WCard. You can use WCard as a calling
card and also recharge your Wimax prepaid account from it. Through calling card functionality
customers can make nationwide and international calls at affordable prices from any PTCL
landline number, Warid GSM connection* and Wateen fixed line by dialing the access
code12541
Calling Accounts:
Wateen Calling Accounts bring you to the world of hassle-free nationwide and international
calling. With Wateen Telecom’s corporate and home account packages, staying in touch has
never been easier and economical as it gets. Our Calling Accounts are a complete calling
solution with both postpaid & prepaid billing modes, with substantial savings for our customers

True Broadband Internet:

Wateen is revolutionizing the Internet in Pakistan by introducing the true standards of Broadband
Internet. Wateen offers a technologically advanced service that allows residential customers’
affordable, high speed and always-on access to True Broadband Internet. Our goal is to provide
customers with the most reliable, best performing Broadband Internet access. Wateen Broadband
Internet will be available through latest WiMAX and DSL technologies

WiMAX Broadband:
Tired of waiting for your dial-up Internet to download? “Wateen Home” Broadband Internet is
the answer for you. No busy phone lines, no more waiting and no problems. Our 'always-on'
high-speed “Wireless” connection gives you the ability to access your favorite websites faster,
and lets you experience the web at its maximum potential.

With Internet speeds ranging from 128 Kbps to 2Mbps, surfing the Internet is a whole new
experience with increased speed, improved productivity and substantial cost saving. Utilizing the
trusted 802.16e standard enables Wateen’s Wireless Broadband to easily adapt itself to the needs
of almost any requirement

Cable Broadband:
Cable broadband is a term referred to providing Internet over HFC platform. Through this
medium the subscriber can have an access over the internet services through hybrid fiber coaxial
cable terminated into an Embedded Multimedia Terminal Adaptor (EMTA) or a cable modem.
The internet over cable is much faster than an ordinary dial-up connection and helps you
download data faster compared to a traditional dial–up.
 
True broadband connection means that you can have a connection ranging from a minimum of
128Kbps connection up to 1Mbps and you can surf the internet to download favorite movies,
videos or music in lesser time. 
DSL Broadband:
Empower yourself by energizing the “copper telephony wire” with Wateen DSL. Quick access to
emails and high-speed surfing is just a click away. No more dialing, busy signals or screeching
modems. So, why stick with the slow, antiquated dial-up method when Wateen DSL offers you
the freedom and flexibility to multi-task at speeds you could only dream about before? Wateen
DSL technology offers internet, data and multimedia on a single phone line at the same time.
Utilize your existing phone line to transform your concept of e-connectivity on our vision.

Multimedia & TV:

Our TV Broadcast and Multimedia Service offer high-quality analogue and digital video
channels, gaming and interactive TV services to all its subscribers.

Currently Analogue TV service is available in DHA, Lahore through HFC network, which will
be expanded to other areas and cities shortly

Cable TV:
Triple Play Project:

DHA Lahore Triple Play project provides a complete digital and analogue television service
together with telephony and internet services over a single broadband connection. This project
stands out by virtue of its top service, convenience and attractive package by offering its
customers top entertainment at home by using the very latest technology.

Analogue TV:

For enhanced viewing Wateen Multimedia offers an exciting line up of more than 90 local and
international channels. 

 More than 80 exciting channels ranging from local to international satellites, catering
complete household viewing.
  Multiple in-house channels ranging from blockbuster movies, music, drama series and
kids channel providing infotainment and pleasure viewing within the comfort of your
living room.

True Broadband Internet:

Through Wateen’s True Broadband Internet, for the first time in Pakistan, consumers will
experience high speed internet, reliability and connectivity.

Telephony:

Residents will be able to enjoy features of their choice on each voice line, separately. These
features include video call, voice conferencing, call hold, call transfer, call forwarding, voice
mail and numerous other facilities.

Entertainment
Wateen customers can now enjoy a wide range of value added services through Wateen's web
portal and gaming service. These services are designed to provide the consumer a kick back from
the stresses of everyday life and enjoy the latest in the world of entertainment.

Product Strategies:

The target customers of Wateen are

 Home users

 Business users

 Carriers & operators

However their main revenue comes from business users because due to their high costs home
users do not prefer it so they are targeting business users more than the others by providing
advanced technology that is necessary for business sector.
Wimax failed due to the following reasons:

 Wimax was unable to capture signals in areas surrounded by trees and huge buildings.

 Instead of focusing on the technology they were focusing on market share

 Their sales representatives did not guide the buyers properly about the services, whenever
a customer asked any question related to their product and WiMAX technology they
failed to satisfy the ambiguities of the customers.

 The cable service that they provided was not up to the mark. There were very few
channels in it so generally people preferred their local cables

Price
Though Wateen has no direct competitor in DTH field, however, market is predominantly
captured by cable TV service providers. Therefore, Wateen is pricing its products so that people
would shift from their existing service provider to Wateen’s DTH. Another objective of Wateen
is to increase penetration and trial rate of DTH among potential customers. Wateen is following
price discrimination strategy to siphon as much customers as possible while ensuring
profitability. Wateen is careful to keep its image as “affordable” for larger segment of customers
(which is SEC CD) in order to increase its penetration, else customers will compare the prices of
DTH packages with their existing cable TV service and in case if Wateen’s prices would be
perceived too high, customers would probably not shift to DTH.

Pricing Strategies:

Wateen provides its home users with the following packages. The pricing strategies of Wateen
Wimax were not very good. They were charging Rs.8000 as their upfront payment which was
too high. Potential customers were not willing to pay such a high price for a new product. Most
people thought of it as a sly marketing plan, which is usually followed by most companies; they
charge you high fees initially so that even if a user isn’t satisfied with the service, he’ll think
thrice before switching to another service.
Wateen soon recognized the problems with their pricing strategies by the poor market
response. They reconsidered their prices and tried to lower them to match the customer
expectations but they are still not low enough to gain positive market response

Promotion
Broadly speaking the promotional goals of the company are:

 To create awareness about DTH

 To encourage attrition from cable to DTH

The company plans allocate a substantial chunk of its budget for spending on communication
through electronic and print media for initially.

. For high success rate of advertisement the selection of channel and timing of the ads are also
very important. As almost 68 % of respondents preferred programs in their local languages and
almost 90 % of respondents preferred programs in Urdu, the message can be communicated
effectively by utilizing such preferences. According to our findings, most of the T.V viewing
happens between 6 PM to 12 AM. Therefore the advertisements on electronic media should be
aired during this time period. In addition to that the company plans to utilize the substantial
subscriber base of Warid as captive audience and plans to send promotion messages to them, in
form of SMS, at least on weekly basis to increase recall and to create brand awareness.

Promotion Strategies:
Promotion is a very important element of marketing mix. Wimax promotes its products
by:

ADVERTISING:

 Bill boards in busy localities.

 Newspaper ads
 Below the line Advertisement
 Placing
Placing stands for company's activities that make the product available to the target Consumer.
Wateen is currently providing mainly outdoor and limited coverage in the following cities:

 Abbottabad

 Jhelum

 R.Y. Khan

 Bahawalpur

 Karachi

 Sahiwal

 D.I. Khan

 Lahore

 Sargodha

 Faisalabad

 Multan

 Sheikhupura

 Gujranwala

 Okara

 Sialkot

 Gujrat

 Peshawar
  Sukhur

 Hyderabad

 Quetta

 Islamabad

 Rawalpind

Placement Strategies:

Wateen is located in 17 cities throughout Pakistan. The phases have been covered with a
total route of 350 plus kilometers

Situation Analysis (SWOT)

Strengths:
 Related Business: Wateen Telecom is already into telecom business and has
developed managerial and technical capabilities.

 Geographic presence: The Company is geographically present in wide areas. It

has already a diverse customer base in various areas. There is no such competitor
who has such a wide ranging presence in the country. .

 Innovation: The DTH is an innovative addition to the service as far as Pakistani

market is concerned. It is in line with the policy of the company to tap the markets
where consumers’ needs are not being addressed.

 Brand equity: The Company has an established brand name.

 Extensive distribution channels: Wateen has extensive distribution channels for

the distribution of its new service.
  Market oriented: Company’s comparative advantage lies in already accumulated
knowledge, experience and data in the field.

 Financial muscle: Wateen has sufficient resources to invest in the new project.

Weaknesses:
 Unpredictable market: Pakistani market is very unstable.

 Unskilled workforce: Specialized training is required for workforce and

management to cope with new challenges emerging from the introduction of the
new service.

 No existing alliances: The company is making alliances with certain new

suppliers for the equipment etc. which, at present it does not have.

 Low initial returns: return on investment are initially low..

 Cannibalization: The Company has also launched cable service for some areas.
Due to launch of DTH these services are cannibalize each other.

 High turnover rates: The Company has not been able to retain good employees for
long term. It would also hamper the ability of the company to handle the launch of
new service successfully if the turnover rate does not come down.

Opportunities:
 General flaws of existing services: people are not satisfied with the existing
service of cable because of various reasons including interruptions, poor picture
quality, a lot of advertisement, poor customer service etc. They have responded
enthusiastically towards the DTH service.

 Remote access: The biggest opportunity in Pakistani market is that there are
certain areas where the services of competitors (cable operators) can not reach due
to the topography of the terrain. In those areas there are sufficient people who
 need the services the company plans to offer. So, there are sufficient unmet needs
in the market which can be catered through the service.

 Inflexible existing services: In some areas the existing cable providers are not
offering sufficient channels to satisfy the customer. The DTH service is promising
as it would provide exactly what customer needs.

 Growth in the market: The market for entertainment is growing with the growth
of middle income segment in Pakistan. These customers are increasingly
demanding better services as far as entertainment is concerned.

Threats:
 Legislative environment: The independence of media is under scrutiny from the
government. It is difficult to predict if there might be any legislation regarding
DTH which could hamper the full advantages of the service. PEMRA might
impose bans on channels as it did to cable. So, negative legislative developments
remain a threat to the success of the service.

 Downturn in economy: The down turn in Pakistani economy might have impact
on disposable income of the population which might not be inclined to spend
much on the entertainment activities. General well being of economy always has
favorable impact on all the businesses and the DTH service would not be an
exception.

 Little potential differentiation: It is expected that other competitors would enter

the market. It might start price war between Wateen Telecom and potential
competitors. In that case there would be very less differentiation Wateen would be
able to offer given the nature of the service.

 Increased bargaining power of suppliers: The company would need vital alliances
with suppliers and other partners. They might be suppliers of the competitors.
Suppliers’ bargaining power might increase in that case making input costs high
and leaving the company in difficult position.

 Uncertain demand: It is very difficult to estimate the exact demand for the service.
There might be variation which could result in losses for the company.
 Employee retention: The company might lose its key personnel to other
competitors once they enter the market for DTH. So, retention of good staff
would remain a challenge and losing it would always present a threat.

 Short product life cycle: The Company would have to continually innovate given
the nature of the industry. Fast pace of technological developments might render
the service obsolete in few years and it might be replaced by more advanced
technology
Chapter 5
Annual Financial
Statement
 Conclusion
During my project on Wateen telecom (Pvt.) Ltd I have learned a lot and my vision and practical
exposure has broadened very much for future. In the communication sector, Wateen telecom is
contributing a lot in the Communication industry of Pakistan Moreover the use of state of the art
technology has opened new horizons for the communication industry and has changed the
business scenario to a large extent.

Further, I also concluded that 100 percent concentration, full care, analytical, descriptive and
communication skills are the key prerequisites for working in an industry. Anyhow, precisely
speaking this project research is memorable for me during which I availed the opportunity to
flourish my communication skills, polish my capabilities and abilities, upgrade my knowledge
about telecom sector and broaden my vision and exposure towards practical life.

By concluding all this I would like to say keeping in view findings and analysis Wateen telecom
is in competitive, sound and stable positions but there is still a lot more potential in the market
which catered and captured to expand the market share, it should widen its area of service and
incentives in price, security deposit etc. can make more businesses in the customer’s list of
Wateen telecom.
 References
I have collected all the data from the following sources:

 By communicating with the employees

 Wikipedia (wikipedia.com)

 http://marketingteacher.com/index.htm

 http://www.brandsaward.com/2008/index.html

 www.google.com

 www.wateen.com

 http://www.scribd.com/doc/22468143/Wateen

 Shaukat Ali PA of General Manager