INTERNSHIP REPORT

PTCL 2015
Umer Hanif

15
PTCL Products and Services in Pakistan
Faisalabad

Submitted To:
Mr. Fazal-e-Qadar
Assistant Sales Manager

Submitted By:
Umer Hanif
Internee PTCL (2015)
2012-ag-1447
MBA (3.5 Years)
Marketing Specialization
University of Agriculture Faisalabad
Institute of Business Management and Sciences

2
 EXECUTIVE SUMMARY
Pakistan Telecommunication Company Limited (PTCL) is the leading
telecommunication authority in Pakistan. The corporation provides telephonic and
Internet services nationwide and is the backbone for the country's telecommunication
infrastructure despite the arrival of a dozen other telecommunication corporations,
including Telenor Corps and China Mobile Limited. The corporation manages and
operates around 2000 telephone exchanges across the country, providing the largest
fixed-line network. Data and backbone services such as GSM, CDMA, broadband
Internet, IPTV, and wholesale are an increasing part of its business.
Originally one of the state-owned corporations (SOEs), the share holding of PTCL
was reduced to 62%, when 26% of shares and control was sold to Etisalat
Telecommunications and the remaining 12% to the general public in 2006 under an
intensified privatize program of Prime Minister Shaukat Aziz. However, the 62% of
shares still remain under the management of government-ownership of state-owned
corporations (SOEs) of Pakistan.

PTCL the leading Information and Communication Technology Service Provider in

the region by achieving customer satisfaction and maximizing shareholders' value'
PTCL is the leading company now a day in Pakistan. PTCL is a telecommunications
company engaged in, fixed line, and broadcasting services. PTCL has gain goodwill
in Pakistan for providing variety of services to its customers. Now the beauty of
PTCL istheir rates which are comparatively less to others with attractive packages.

PTCL introduced BROADBAND connectivity for the first time in Pakistan and it also
introduced EVO as well. And this was a great source of success for PTCL in Pakistan.
PTCL is working in almost in all areas of Pakistan. It is the only source by which
people may connect to their beloved across the country where the other
telecommunication companies have not provided access. So it is a largest
telecommunication in Pakistan .PTCL is providing different packages to its
customers. E.g. Broadband, call packages, internet packages (EVOpackages) etc.

3
 History of PTCL

Pakistan Telecommunication Company Limited is the first largest monopolistic

market leading organization in Pakistan. All Business, Educational institutes,
Education System are dependent on PTCL broadband, Evo Internet. PTCL is an
abbreviated form of Pakistan Telecommunication Company Limited and is the back
bone of the country regarding telecom. The PTCL is the main
communication authority in Pakistan which is partly government owned and partly
privatized entity. The organization works for the betterment of the telecom while
holding about 2000 exchanges in Whole country with the largest
landlines structure in the region.
The services offered by the PTCL includes Landline telephone, Broadband service,
EVO, EVO 3G Wingle, Smart TV, V-Fone and ‘Ufone Mobile service as a
subsidiary'.
The details of the share holding in the company is till now is as given from 100%
shares of the company 62% is owned by the government while 26% was sold to
Etisalat Telecommunications under the privatization program run by Shaukat Aziz in
2006 the remaining 12% are sold to General Public in the same year.
In 1947 in the beginning there was no concept of PTCL in Pakistan rather a
department “Posts and Telegraph Department” exists which is used for
communication.
In 1962 a department was established “Pakistan Telephone and Telegraph
department” replacing the first one in those days the service was provided by the
organization as a state owned entity later on in 1991 the government took the decision
to privatize the PTCL in 1994 govt. issued vouchers which are convertible in to
shares then govt. work on it and in 1996 shares are given to people holding vouchers.
In 2005 government decides to fully privatize the PTCL and sold the shares to
Etisalat which led to country wide protests and strikes by the PTCL workers. They
disrupted many connections of public sector buildings then military overtake the
control of exchanges and arrested many workers put them in jails. All of this ended
up with a 30% increase in the salaries of workers.

4
EVO Family Products Positioning & Pricing Pakistan

Product
PTCL has wide range of products. These products are as under mentioned such as
 PTCL (LAND LINE)
 EVO
 WIFI CLOUD
 WINGLE
 NITRO CLOUD
 TAB
 V PHONE
 RUMS
 SMART TV
 DSL
 COMBO SET
.
Geographic Description of market

I have selected a very important District of Punjab TOBA TEK SINGH. The reason
of choosing this DISTRICT is that investment in T.T.singh is very beneficial and
competitive advantages are low taxes, low energy costs and low inflation to high
growth, high returns and highly educated young workforce.

T.T. Singh is not only the important District of Punjab but it is also has a great
position among the other district of the country. The current population of T.T.Singh
is 300000 approximately from whole population 55.2% are the male while 44.8% is
female population.

Firstly we are focusing on main city of T.T. Singh. As there are many government and
private companies’ offices are there in Faisalabad.

5
Market Gap

There is a huge potential in Faisalabad market for EVO. There is a tradition of using
EVO in offices, market places by businessman and in colleges by students. I have
selected major city Toba Faisalabad. Sale of EVO in those cities where usage is high
than other cities because there is no other OSS in these cities. Now the sale of EVO
is expected to rise as the price of the EVO has been decrease for the existing
customers. Awareness is given to the customer through telesales.

Demand Estimation

Usage

As internet has become an important part for the success of any individual career and
organizational growth. The customers in Toba teksingh has realized the value of EVO
as they can work anywhere by connecting EVO to their devices, no matters where
they are in park in or they are travelling. EVO has captured almost 70 % of its valued
customers. In past three months the sale of EVO has raised to 200 %. This is the result
of customer awareness due to telephonic calls to the customers.

Segmentation

Geographic segmentation

Some countries of the world are hot such as Asia, Middle East and Africa. The usage
of internet is high in these countries. According to report the usage of internet in
Pakistan have increased numerously. So marketing strategies will be different with
respect to district of Punjab.

Our selected city Faisalabad because the usage of internet is becoming high due to the
awareness of the people towards the technology. My target market is the whole
population of this city. Our target customers are domestic users, restaurants, schools,
hospitals and colleges etc.

6
Rural vs. Urban market

Segmentation can be done on the basis of rural and urban market. The population of
the rural areas is more conscious about prices while the population of urban areas
prefers the quality and brand name of the product. Different packages of EVO
lunched in rural areas with low prices such as the EVO is being provided to customers
for one month free usage.

Demographic segmentation

Age

Most of the population of my selected city is young so our main focus is youth and we
will introduce free EVO DSL bundle for youth which are very likeable for them and
low package will be for families. We have different packages for EVO (simple, wifi
cloud, wingle, nitro cloud). My main focus is youth so we positioned our product in
the mind of young generation as EVO for the youth.

Gender

Gender based segmentation has great importance because the young generation ( male
and female have great interest in using the latest technologies).

Competition

Main competitors in Mobilink, Telenor, warid. They are providing the packages for
students, businessman etc. Mobilink, Telenor, warid have issues in connectivity.
PTCL EVO is free from any issues in connectivity and can be used anywhere while
travelling, in universities or colleges.

Culture Environment

Culture is very important element when entering in any market. Different districts of
Pakistan have different and unique cultures. For the PTCL to enter in and existing
country for business they must understand their culture otherwise there are chances of
flop of our business plan because it will not according to the trends, needs and wants
of the people. So trends, needs and wants of the people etc. must be understood by the
PTCL.

7
Distribution Channels

The distribution channel used by me is the telesales. Through which customers are
made aware of the product. And they are convinced by the benefits of the EVO in
their daily working life.

Promotion
Promotion is very important element of marketing and it is also very crucial element
for any type of business. There is no concept of selling any type of product or service
without promotion in these days. Promotion is considered as key factor for all type of
business. For advertising purpose we will I will use all type of media which is helpful
for us to familiar the people with our products specially telesales. We will use local
television channels, local newspapers, trade magazines, billboards, and trade
promotion events which will beneficial for us to convey our message to the people of
Faisalabad. Television commercials will broadcast on the Faisalabad channels during
the special time if day and night. Commercials are more effective in those times when
people are in their homes and they watch their favourite dramas and programs. Most
of the channels are broadcast over the entire Faisalabad is in Urdu language.

Product Specification

EVO 3.1

There is Evo with connectivity speed of 3.1mb and it use in both rural and urban areas
because this device also connect areal that use in rural area.

8
Wi-fiCloud

The Wi-Fi cloud have also 3.1mb connectivity speed but it used without plug the
computer because there is own battery and blue tooth and five people use in time.

Wingle.

The wingle have 9.3 mb connectivity speed. It use in both rural and urban areas
because this device also connect areal that use in rural area.
Nitro Cloud

9
The Nitro cloud has also 9.3mb connectivity speed and battery with wifi. It is used
such as wifi cloud and five people used in a time.

Evo Tab

The Tab is used is latest device for new generation because it used as a mini
computer. Young generation prefer this device for growth.

Pricing strategy

We will use penetration marketing strategy for EVO because in future 3G and 4G are
being introduced by the other companies. To stay competitive in market we have to
offer low price with new products in initials offering. If we do not offer low price the
other people will go for 3G services.

To survive in the market it is very important to face the challenges in terms of

technology and other innovations by other companies.

There are many strong competitors in the market such as warid, mobilink, Telenor,
wateen, zong, ufone. They are also introducing their products as 3G and 4G.

It only can be controlled by increasing the number of customers by providing EVO in

low price, good quality and packages. Repositioning is very important is this aspect

New segment Expected Sales

10
New segment sales can be increased by providing these facilities in those areas where
the broad band services are not available for new connections. Its sale can be raised
more than 90 % of the existing sale. Customers should be provided with all
accessories of EVO. The packages should be attracting for the young generation who
are ready to pick up the changes in the field of technology

Conclusion

The world is moving with continuous growth. EVO is that type of advancement in
technology which have a great role towards the changing the needs of the time.
Young generation in this Era is moving toward more advance technology. There is
need to pick their desire as a part of business advancement in PTCL by fulfilling their
requirements of staying connected with world through EVO. EVO is making it
possible even in travelling, hoteling, etc. This is only possible when we are in race
with our competitors. I have learned many different things from this project that I
never learned from any other project.

Recommendations

 Firstly training session conducted after six months of the staff of OSS and up
dates the all packages and new soft ware.
 Repairing time of Evo device is minimizing. This time must be less than one
weak otherwise customer unsatisfied the services.
 Dummy of all devices should be available on OSS because customers want to
experience it before purchasing original product

11