Waqas Azeem

Course
Marketing Management
Company Assigned
Pakistan Telecommunication Ltd
 Company Profile
 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.
Infrastructu
re
 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.
 Company Share
 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
 Remaining 12% are held by the
general public.
 Part Of Consortium
PTCL is also part of the consortium
of three major Submarine communication cable networks

SEA-ME-WE 4
I-ME-WE
SEA-ME-WE 3
 Fixed line Service

 In addition to wire line line operations, PTCL also provides

fixed line service through its countrywide CDMA based

Subsidiary

WLL (Wireless Local Loop) network, under the Vfone brand

name. In the cellular segment, the second largest cellular
provider in Pakistan, Ufone, is also a wholly owned
subsidiary of PTCL.[
 PTCL Stock Price
Symbol PTC Open Rate 19.52

Bid Volume 42700Bid Price 18.96

Ask Volume 9250Ask Price 18.98

High Rate 19.69Low Rate 18.95

Current Rate 0.00 19.07Turnover 0% 6074947

Price Change Percent Change

Outstanding Shares 3774000000Market Capitalization 71970180000


1947 Posts & Telegraph Dept established
History
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


Pakistan
Telecommunicatio
n Limited
Broadband
 Ptcl Broadband
PTCL is now the leader in consumer broadband
in Pakistan,
Experience the Internet at its fastest with high-
speed access from Broadband Pakistan,
simultaneously, enjoy Voice service over the
same telephone line without any extra cabling
connections! Broadband Pakistan offers DSL
service with unmatched reliability, affordability
and connectivity.
Features Of Ptcl
Broadband

• Cost effective Always On Internet access

• High speed data download
• Unlimited download
• Free Modem
• Free Installation
• Convenient ordering on phone and web
• No upfront charges
Price Packages

DSL-1MB Unlimited
Rs. 1,199 / month Free Unlimited Download

DSL-2MB Unlimited
Rs. 1,999 / month Free Unlimited
Download

DSL-4MB Unlimited
Rs. 4,999 / month Free Unlimited download Free
Modem & Installation.
Ptcl Wireless
 After a great success of PTCL wire broadband services,
PTCL now presents PTCL Broadband through PTCL
WLL Network based on world’s proven CDMA 2000
technology surpassing the speeds offered by GPRS
and EDGE technologies.

Features:
Always ON Mobile broadband; Use the service wherever you want
– at work, at home, at leisure, on the campus, on the road

No phone line is needed; just insert a USB card in your laptop / PC and start
enjoying broadband wherever you are No need of WiFi hotspot; you are your
own hotspot

Wide coverage area; PTCL has largest & robust CDMA

network across the country. Stay connected no matter where
ever you are.
 EVO Wireless
Broadband
PTCL has launched a new 3G Wireless Broadband internet service in
Pakistan with the name EVO Wireless Broadband, this service is based
on world’s proven CDMA 2000 technology. Now you can enjoy up to 3000
kbps high speed internet at home, office or on the road, wherever you
want. PTCL EVO offers this 3G Wireless broadband internet
through USB and PCMCIA adaptersdirectly to your laptop and desktop
computers.
Features
 Enhanced 3G network technology for faster downloads
and browsing.
 Mobility/ Portability: Internet on the go - whenever and
wherever
 High speed internet experience: Supports
entertainment services such as music, video
streaming, images/ videos/ files sharing etc.
 Simplicity: Faster deployment, easy to move
 Provides superior Value and Quality of service through
Reliable, Secure, High-availability network
 Supported OS: Windows 2000 / XP / Vista/Mac O
Price Packages
Package 1 Package 2

For subscriber having landline For subscriber NOT having landline

Option 1 USB Device 6000 Upfront

Option 1 USB Device 6000 Upfront

Option 2 PCMCIA Card 4000 Upfront

Option 2 PCMCIA Card 4000 Upfront

Monthly Service Charges * Rs 2000 Monthly Service Charges * Rs 2000

PTCL 3 IN 1

PTCL, the largest Landline Operator in

the Country is trying to cope up with the
increasing demands of the customers by
bringing new and exciting packages for
them. In this regard, PTCL has
introduced a new 3-in-1 connection which
includes

Broadband internet,

Smart TV

Telephony services.
PRICE PACKAGES

PACKAGE 1
1MB Broadband connection + IPTV
1 MB Broadband Connection= Rs. 1,199 / month
Smart TV Charges= Rs. 300/month
Total Charges (Exclusive of Landline and FED charges) = 1,499/-

PACKAGE 2
2MB Broadband connection + IPTV
2 MB Broadband Connection= Rs. 1,999 / month
Smart TV Charges= Rs. 300/month
Total Charges (Exclusive of Landline and FED charges) = Rs. 2,299

PACKAGE 3
MB Broadband connection + IPTV
4 MB Broadband Connection= Rs. 4,999 / month
Smart TV Charges= Rs. 300/month
Total Charges (Exclusive of Landline and FED charges) = Rs. 5,299/-
Target market
PTCL Broadband target services
to all over the country but
especially
they target to

• HOME & PERSONAL

• BUSINESS & TECHNOLOGY AREAS
• INDUSTRIAL AND COMMERCAIL
SECTORS

They also have a lot of attractive offers

to Students to target them to increase
their Sales
Analyzing Target
Markets
 Ptcl Broadband indeed now a day for utmost every one
either he spent their life in any such kind of standard so
after analyzing all areas they selected two major area

After launching the Ptcl broadband

and 3G Evo
they cover all individual /personal
categories.

• HOME & PERSONL

• BUSINESS & TECHNOLOGY
AREAS
Marketing Strategies
 GOALS OF PAKISTAN
TELECOMMUNICATION Ltd

Policy

Value&profit leadership Market Leadership Product Leadership Corporate Leadership

 Value&profit leadership

Revenue Growth
Launched broadband across all the major cities in
Pakistan, helped spreading strong awareness of
broadband service. focus on selling media capacity to
commercial enterprises.

Cost management
Monitoring and managing Divisional
OPEX

Asset Optimization
Ensure accurate forecast and Budgeting
 MARKET LEADERSHIP
Customer Satisfaction
Re-engineering product delivery process, reducing
meantime to the market aggressively introduce
customer facilitation with new and rather strong brand
name
Product Leadership
New Product development
Broadband Pakistan ,brand revolution 3G Evo,
triple and net carrier services iptv
Network Enhancement

Operational sport plans, improving network

redundancy, local loop on cooper ,being converted
to ONUs
 Corporate leadership
 Employee productivity and competency
 KPIs Introduce with smart objectives , VSS to retain effective
HR,Supportive feedback ,survey ,training etc.

Business Process Enhancement

Development and assurance of SOPs for
departments, services delivery support,
procurement, network etc
Marketing Process

 Design the Product & Process,

 Starting from Posts & Telegraph (1947) to telephone
and telegraph under PTC in 1991. After privatization in
1995 PTCL launched Ufone mobile & Internet (Paknet)
data service subsidiaries established.
 None of the brands made it to the top slots in the
respective competitions. Ufone had increased its
market share in the cellular sector. The PakNet brand
has effectively dissolved over the period of time.
Recent DSL services launched by PTCL reflect this by
the introduction of a new brand name and operations of
the service being directly supervised by PTCL instead
of Paknet.
After Take over 26% PTCL shares in 2006 many
big changes were happened in PTCL at that moment such as
VSS(Voluntary Separation Scheme for its employees), ERP
(Enter resource planning) SAP based , restructuring , B & CC
(Billing and Customer Care Software) etc. Another seemingly
minor change was change of brand identity (logo) that will
present with new design new product and
services In broadband;

 Ptcl Broadband
 PTCL 3 in one
 3G Evo wireless broadband
 Double Unlimited
 Smart TV
 Ptcl Buzz etc
Marketing Campaign
Print Media

 Pakistan launched new product like 3G Evo ,triple play and

wire broadband advertise these stuff mostly by printed media
Such as broachers, newspaper, magazine etc..

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
 Electronic Media
TV Ad's,
A lot of collection of TV ads for PTCL which were appeared in
time to time at PTV & Different local TV Channels, Here is some
Video images to show us the ads which was display on
different channels in the past,
Website : www.ptcl.com.pk
Form Of Ptcl Broadband
Competitors

These are some of

PTCL competitors:

 Wateen
 Wi-tribe
 World Call
 Link dot net
Why Broadband
connection/service from PTCL?

 PTCL is the largest IP network provider of the country with

recognized Reliability, Affordability, Reach and Connectivity.
Salient features of PTCL DSL service include:
 • Cost effective
 • High speed data download
 • Always-on Internet access
 • Free Modem
 • Free Installation
 • Convenient ordering on phone and web
 • No upfront charges - package / service charges to be
included in monthly PTCL Telephone Bill.
 • Ease of creating own LAN network (share connection to
create your own network)
Why Broadband
connection/service from PTCL?
 Access to free movies, music, classical
Pakistani plays, famous cricket matches,
educational and religious contents
exclusively for PTCL broadband customers
on ‘Buzz’ broadband web content
infotainment portal.
 Free for life personalized e-mail ID
exclusively for PTCL Broadband
Subscribers
 Discounted packages for Students