19212883 marketing-mix-of-ptcl

"In the name of ALLAH, most Gracious, most Compassionate".
The Islamia University of Bahawalpur, Rahimyarkhan Campus 1

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

FIRM CUSTOMERS
1. 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.
2. 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.

1- PRODUCT & SERVICES

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. Services for consumers
2. Services for corporate customers
1- 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 fixed-
line 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)

 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.

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  Insurance
 Newspapers  Credit Card Companies
 Airlines  Travel
 Hotels  Courier Services
 Shipping Lines  Utility Services
 Fast Food Outlets  Trading Companies
 Consumer Products  Stock Brokers Companies

 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.

 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.

 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

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
2- 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.

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.

WHO ARE COMPETITORS?
HOW WOULD YOU IMPROVE THE FIRM’S COMMUNICATIONS
ACTIVITIES?
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

3- 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
1- Easy availability of product and services to the customers
2- Easy availability for providing basic services and value added services
3- Easy complaint handling
4- 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

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.
4- 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.

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.
5- 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.

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.

• 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.
6- 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.

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.
7- 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.

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”.

19212883 marketing-mix-of-ptcl

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