2024.03.23 What do successful readers do - Sandy Millin for PARK.pptx
Ptcl imc plan
2. P T C L I S T H E O L D E S T M E A N S O F C O M M U N I C AT I O N I N PA K I S TA N
T H R O U G H W H I C H C O M M U N I C AT I O N W I T H O U R L O V E D O N E S G O T
E A S I E R A N D C H E A P E R . S O I N O U R P R O J E C T W E A R E G O I N G TO
R E C A L L A L L T H O S E M E M O R I E S E N G A G E D W I T H T H E I N V E N T I O N
O F P T C L , F R O M W H I C H W E WA N T TO M A K E P E O P L E U N D E R S TA N D
T H AT I T I S N O T T H E D I S TA N C E T H AT M A K E P E O P L E A PA RT, B U T
L A C K O F C O M M U N I C AT I O N . S O P T C L P L AY E D A K E Y R O L E I N
K E E P I N G P E O P L E C L O S E TO E A C H O T H E R W H I L E S I T T I N G FA R
F R O M E A C H O T H E R .
INTRODUCTION
3. Company Profile
Mission
To achieve our vision by having:
An organizational environment that fosters professionalism,
motivation and quality
An environment that is cost effective and quality conscious
Services that are based on the optimum technology
"Quality" and "Time" conscious customer service
Sustained growth in earnings and profitability
5. Services provided by PTCL
Landline
EVO Wireless Broadband
Broadband Pakistan
Smart TV (IPTV Service)
V-fone
International Network
Satellite Communication
6. CURRENT TELECOM KEY PLAYERS OF PAKISTAN
Currently there are five players in the telecommunication sector of
Pakistan, who are providing the best possible services to the people
of Pakistan.
These are
Mobilink
Telenor
Warid
Zong
7. MARKETING RESEARCH
Survey is conducted to get the findings for the PTCL, The
population for the research work includes every individual of
Pakistan living in big cities with the exclusion of children with age
1-10 years.
To conduct this survey
Age group: 15 to 60 years
Sample: 1000 respondents selected by random sampling method.
8. SITUATION ANALYSIS
Strengths
Largest operational network and infrastructure within ICT segment.
Market leadership in Local loop, Wireless local loop (WLL) and
Fixed telephony.
PTCL (Ufone) is market challenger in GSM segment.
Competitors still depend on PTCL network either directly or
indirectly.
Experienced Telecom Resources.
9. Weakness
Not been able to nurture its growth around customer services
oriented strategy
Internal organizational and business processes issues
Monopolistic culture has further added to its complexities
PTCL-V the fixed wireless phone service is poor
Over employment & low productivity.
Slow decision making including external interferences.
Corporate culture akin to government departments.
10. Opportunities
Telecom density in Pakistan is increasing.
Global connectivity reliability has been improved. PTCL is
expanding the long distance and infrastructure side through
spreading out two sea-me-we submarine cables.
Partnership with new entrants in a deregulated environment.
Scope for efficient/cost effective operations.
11. Threats
VOIP uses increasing despite ambiguous and discriminatory
policies
Increased competition in long distance continues to exert
pressure.
Exposure to market competition
Migration to Cellular Networks
Ability to Attract & Retain Quality Professionals
Reduction in International Settlement Rates
12. Marketing objective
Objectives of marketing are:
To be the leading Information and Communication Technology
Service Provider.
To revive the audience knowledge about PTCL.
To increase the use of services offered by PTCL.
13. Marketing plan
BRAND NAME
PAKISTAN TELECOMMUNICATION COMPANY
LIMITED
BRAND CONCEPT
It falls under the information and communication
technology service provider in all regions of the country by
achieving customer satisfaction and maximizing
shareholders' value. Its main purpose is towards mobilizing
the world for the future.
14. CONCEPT
Logo of PTCL clearly highlights the color of the
Pakistani flag. The green and white color in the logo
which are parts of our national flag depicts that this
service is for all the people living in Pakistan
including minorities without any discrimination.
SLOGAN
"HELLO TO THE FUTURE"
15. COLOR
The green and white color shows the strength of
Pakistani flag and Pakistani nation which relates it to
the people living in Pakistan. As green and white
color is the color of Pakistani flag so people are not
only mentally but emotionally attached to these two
colors.
16. Positioning
Pakistan Telecommunication Company Limited is for those who
want to stick with their traditions as well as to get benefited by the
new technology.
Pakistan Telecommunication Company Limited is for those who live
in far off places where there's no reach of its competitors this makes
it better than its market competitors.
17. USP ( Unique selling point)
It is oldest means of telecommunication.
Seasonal discounts
Student packages
Customer service centers
18. ESP ( Emotional Selling Point)
It causes nostalgia as it was firstly used by our ancestors when there
was no other option for communication. Though mobile phones are
widely used in the world but they are still not succeeded in replacing
PTCL landlines in each house.
It has a deep connection with Pakistan and its nation as it is the first
telecommunication industry of Pakistan.
19. Push v/s Pull Approach
The marketing plan comprises of the pull strategy because the general
public is well aware of the Pakistan Telecommunication Company Limited
but somehow or somewhere they have forgot its origin and link with
Pakistan and with the whole nation. We just need to remind them about the
benefits related to tradition and low rates of it. Everyone is well aware of
the benefits and packages offered by PTCL, we just want to refresh those
memories related to people and their ancestors and remind them of
customer loyalty and trust that PTCL have built from last so many years.
Therefore, Pakistan Telecommunication Company Limited would employ
to pull the brand.
20. Advertising Strategy
OBJECTIVES
The advertising campaign is a three months plan and incorporates
following objectives:
• To create nostalgia and emotionally grasp people.
• To make change in the attitudes of people about using PTCL
services.
• To make PTCL familiar in the urban market.
• To help it to refresh its link with Pakistan and with the whole
nation.
To make people aware of its services, new technology and
packages it offers.
21. BTL Creative Strategy
We will also use ATL & BTL media to reach the target market. For this
purpose company will use different tools including billboards with
brand/department name and logo on it.
OBJECTIVES:
The objective of BTL is to communicate message to 40-50% of
target market with its display for 3 months.
Following types of BTL items will be used :
Billboards
We will place billboards Bahawalpur, Faisalabad, Islamabad,
Karachi, Lahore, Mirpur, Murree, Multan, Okara, Peshawar,
Rawalpindi, Sahiwal, Sargodha, Sheikhupura and Quetta. Each
given city will be catered by one billboard over the PTCL Office.
30. Media planning
In order to effectively utilize the budget in all
medium, a media plan has been proposed. The
media plan has been devised for appropriate ATL
and BTL medium.
31. Sales Promotion Strategy
Following are the strategies for sales promotion:
The commission on Device Charges for the first 10 consumers
will be reduced to half along with one month free services.
For the maximum usage of landline services both nationally and
internationally the user will be included in the lucky draw for
Motorbikes.
20 motorbikes will be given.
Using the PTCL services for more than 30 thousand in 3 months,
will make the person included in the lucky draw for Umrah
Tickets.
10 Umrah Tickets will be given.
32. Public Relation/ Publicity Strategy
.
Strategies
Regular press releases will be issued from the department.
Different events (Music concerts, sports events and family festivals)
will also be sponsored for the publicity of PTCL products.
33. INTERNET MARKETING STRATEGY
1. Share Your Experience
Share your story with first PTCL connection, In the beginning when there was no landline
connections how did you feel when you first got the connection of landline in your home? Share
story and win exciting prizes and offers including free evo device or unlimited internet for
whole month. The more exciting your story is the chances to win.
Total devices: 5 per Month
Unlimited Data: 10 persons per month through lucky draw
Total budget for a Month: 25,000
2. Share Your Older Landline Phone Set Picture:
Share your ptcl landline phone set older one. 5 oldest phone set winners will get 5000 cash
prize.
Total cash prizes: 5 per Month
Total Budget: 25000
3. School Competition:
There will be a essay writing competition in schools under age of 12-15. The topic will be how
PTCL is improving your lives. 5 Students will be selected from each schooland the winners will
get gift hamper, cash prizes and certificates for best essay writing as well.
34. TOTAL IMC BUDGET
TOTAL IMC BUDGET
Here is total budget of six months IMC campaign.
Total budget of Survey= 23,000
Total budget of TVC= 300000
Total budget of TV media = 14950000
Total budget of print media = 6336297
Total budget of BTL media = 624000
Total budget of sales promotion = 1650000
Total budget of monitoring = 100000
Total budget of public relations = 1000000
Total budget of direct marketing = 300000
Total budget of online media = 126000
Total budget of three months campaign = 2,530,9297