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MARKETING MANAGEMENT
REPORT
ON
1

FASTEST NET SERVICE PROVIDER
2

We are very thankful to our teacher, who gives us a chance to work on
this report of integrated marketing communication. Before going to a
practical field we thought that IMC process is an easy to describe but
when this report was assign to us by our instructor SIR IFTIKHAR, we
find it quiet difficult and challenging to us.
We learn a variety of things in the guideline of respected Sir
IFTIKHAR . He gives us a proper guideline as well as the way how to
perform our work practically.
We also thank full to all of others who provide us any sort of guideline
and encourage our work.
4

TO MY PARENT WHO WORK HARD AND ENCOURAGE ME TO
GET EDUCATION
5

this report contain a new launching net INTER LINK
marketing plan as well as the information about
technical staff in forming a internet service provider
company.
The report covers the technical requirement as well as
marketing aspect of the formation of ISP Company.
The report also covers the costing and the plan of
HRM requirement of an ISP company
6

TABLE OF CONTENTS
 Internet development process 3- 5
 Methods for managing information of Internet 6
 History of ISPs operating in Pakistan 6-11
 Gernal feature 12
 Market trends 14
 Inter link company introduction 15
 Business mission statement 16
 Important and use of inter link net 17-
20
 Barriers in internet market for interlink 20
 Department and resources 21-
22
 Main function of business 23
 SWOT analysis of interlink net 24
 Legal issues of interlink 25
 Interlink setup 25-
27
 Costing of inter link net 28-
32
 Marketing strategies in interlink 33-
34
 Distribution 34-
37
7

 Marketing mix – product 38-
39
 Marketing mix – promotion 40-
41
 Media objective 41-
42
 Advertisement 43
 Promotional mix 44-
47
8

Internet Development
History of the Internet
The start of the Internet resulted in some imaginative thinking by
people in the early 1960s that saw immense possibilities in allowing
computers to share information on research and growth in scientific
and military fields.
1962- J.C.R. Licklider of MIT, first predicted a worldwide network of
computers and moved over to the Defense Advanced Research
Projects Agency (DARPA) in late 1962 to help develop it.
1965- Lawrence Roberts also of MIT linked two computers together
located in Massachusetts and California over dial-up telephone lines.
1966- Roberts moved over to DARPA and developed his plan for
ARPANET. (Advanced Research Projects Agency)
1969- The Internet was brought online with a contract held by
Advanced Research Projects Agency (renamed ARPA) which at first
connected four major computers at universities (Stanford Research
Institute, UCLA, University of Utah, and UCSB).
1970- MIT, Harvard, BBN, and Systems Development Corp (SDC) in
Santa Monica, Cal. were added. NASA/Ames, Mitre, Burroughs, and
too many more to list.
Realistically, the Internet was designed to provide communications
that would work if some of the sites were destroyed by nuclear attack.
This was needed to keep communication open during vital periods. If
one route was not available, routers would direct traffic around the
network via alternate routes. There were no home or office personal
computers in those days, and anyone who used it, had to learn to use
a very complex system.
9

1972- Ray Tomlinson of BBN modified e-mail for ARPANET. He chose
the @ symbol from the symbols on his teletype to link the username
and address.
1973- To enabling logging on a remote computer, the telnet was
developed. This application is used to connect to remote computers,
usually via the telnet port. For example, when you "telnet in from
home to check your mail at work", you are using telnet to connect
from one computer (your computer) to another computer (work's
computer) commonly in a different location.
1978- Unix to Unix Copy Protocol (UUCP) was invented at Bell Labs.
Usenet was started in 1979 based on UUCP. Discussion groups also
called news groups provided means of exchanging information
throughout the world. Many Internet sites took benefit of the
accessibility of newsgroups. It was a momentous part of community
building that took place on the networks.
1986- The National Science Foundation funded NSFNet (The National
Science Foundation Network) as a cross country 56 Kbps backbone for
the Internet. They upheld their sponsorship for nearly ten years, laying
down rules for its non-commercial government and research uses.
1989- An archiver for ftp sites named Archie was created by Peter
Deutsch and his team at McGill University in Montreal. This software
would sporadically get in touch with all known available ftp sites, make
a list their files, and continue to build a searchable index of the
software.
1989- To make the net easier and more understandable to use, Tim
Berners-Lee and others at the European Laboratory for Particle
Physics, more popularly known as CERN, developed a new protocol.
This protocol, also known as the World Wide Web, was based on
hypertext. Hypertext is a way of a system of inserting links in text to
link to other text.
1991- The University of Minnesota wanted to develop a simple menu
system to access files and information on campus through their local
network. The first friendly interface to the Internet was developed
there
1993- Marc Andreessen and his team at the (NCSA) also known as the
National Center For Supercomputing Applications developed a
graphical browser called Mosaic. After that Marc Andreessen lead the
10

development of another successful graphical browser called Netscape.
Microsoft soon after developed its Microsoft Internet Explorer.
1998- Bill Gates released Windows 98 with the Microsoft browser that
was incorporated into the desktop in June of 1998.
1992- The first national commercial online service to offer Internet
access to its subscribers was Delphi. It opened up an email connection
in July of this year and full Internet service in November.
1993-Present- 56K modems were the most commonly used speeds
used and the providers who are offering them are growing steadily.
56K is not a fast connection and can only carry low quality multimedia,
such as sound and video. New technologies have developed cable
modems, DSL (digital subscriber lines), and satellite which offer faster
and a more reliable connection
In 1988 soon after the completion of the T 1 NSFNET backbone, traffic
increased so quickly that plans immediately began on upgrading the
network again.
In 1991 CSNET (which consisted of 56Kbps lines) was discontinued
having fulfilled its important early role in the provision of academic
networking service.
In 1992 Internet Society is chartered. Worldwide Web released by
CERN.
In 1993 Inter NIC created by NSF to provide specific Internet services
In 1994 no major changes were made to the physical network
In 1995 the National Science Foundation announced that as of April
30, 1995 it would no longer allow direct access to the NSF backbone.
In 1996 most Internet traffic is carried by backbones of independent
ISPs, including MCI, AT&T, Sprint, UUNet, BBN planet, ANS, and more.
1997 holding 19.5 Million Hosts, 1 Million WWW sites, 71,618
Newsgroups
currently the Internet Society, the group that controls the INTERNET,
is trying to figure out new TCP/IP to be able to have billions of
addresses, rather than the comparatively limited system of today.
11

Methods for Managing Information on Internet:
• World Wide Web
• E-mail
• FTP
• Usenet
• Telnet
• MIRC
• Mailing Lists
• YAHOO messenger
• Hotmail messenger
• etc
The above all method becomes necessary method in these days
because all these are used in various ways in different field. The E-mail
is one of the most important among them. The world wide web pages
are also most important among all of them .WEB pages are the best
way to communicate the information as whole and sole about a single
company as well as group of companies. It is very important that all
these communication methods are related to inter net. The inter net
could be provided by ISP.
Local History
Pakistan
• In 1996 Brain NET works was established one of the pioneers in
Internet services
• Incorporated in 1996 Fascom is a public limited company with
an authorized capital of Rs. 200 million.
• COMSATS started its Internet Project in January 1997 with
Points of Presence (POP) in three major cities of Pakistan, i.e.
Karachi, Lahore and Islamabad
• In March 1997 Cyber. Net had made a name for itself as one of
the leading ISP’s in the country within a short span of three years.
12

• Formed in March 1999, Paknet Limited a fully owned Subsidiary
of Pakistan Telecommunication Company Limited (PTCL) started
commercial operation in January 2000
• Now at the present there are more then 112 service providers in
the market, from giants to low profile .
This indicate that the internet service provider have a great potential
in Pakistan and it is also noted that Pakistan have some others
potential aspect in internet field.
Pakistan net industry:
The Internet service was deregulated in the year 1995, when a few
organisations from the private sector were granted licenses to launch
the service. Thereafter, there was a loot sale for the issuance of
licenses. PTA issued a total of 118 licenses without conducting a
market study, assessing the actual market potential and educating the
new applicants about the viability of the business.
Since the start of Internet was easy, because of low initial investment
and space requirements, the investors rushed to this new avenue
without conducting market and feasibility studies as happens in most
of the business areas (textile and sugar industry boom for example) in
Pakistan. It was (supposedly) attractive, as the revenue was projected
to be very high and the market was assumed to be all time expanding.
The hidden costs were ignored, ongoing investment requirements for
continuous expansion were not considered, and above all, huge
number of new entrants was never accounted for.
The total private sector investment in the industry is estimated to be
over PRs 2.5 billion corresponded by a proportionate infrastructure
investment by PTCL. According to PTA figure as published in April
2002, the total number of subscribers was about 417,000, which may
be close to 0.5 million by now. The actual number could be even lower
as a large number of subscribers use multiple ISPs. The limited
general consumers market is dominated by five large ISPs, who share
about 48 per cent of the total, using about 42 per cent of the
resources. The rest of the pie (52 per cent) is shared by 55 ISPs, using
58 per cent of the resources. The following table gives a summary of
the subscribers and resource distribution.
The market share of most of the ISPs is less than 1 per cent, and their
presence is generally limited to only one city. About 80 per cent of the
subscribers are concentrated in three major cities i.e., Lahore (25 per
13

cent), Islamabad (11 per cent) and Karachi (44 per cent). The rest of
the 20 per cent accounts for other small cities and towns.
The limited demand and larger supply has resulted in a cut throat
competition, pushing the ISPs into a severe price war. Despite the fact
that the minimum average cost per hour ranges between PRs 12 - 15,
the average sale price for most of the ISPs ranges between PRs 5 - 10
per hour, resulting in negative cash flow. Since the market growth,
both in terms of size and usage, is not enough to absorb the
infrastructure capacity installed, the ISP industry in Pakistan is facing
the same challenge as the telecom industry is facing worldwide
because of overcapacity. Under the circumstances, the large ISPs may
be earning some because of not being able to achieve the economies
of scale. The deployed resources are scattered all over with limited
subscriber base, which is not even enough to meet the fixed cost.
Under the circumstances, the same pie, the growth of which is very
slow, is being shared by disproportionate number of ISPs. The current
usage per subscriber is only about 15 hours per subscriber per month.
The usage includes chatting and messaging (40 per cent), porno
surfing (15 per cent), IP telephony (20 per cent), entertainment etc.
(15 per cent) and research and information (10 per cent).
Internet is a research tool being major source of information for
students and researchers, an e-commerce tool for business community
and a media for messaging, communication and entertainment. The
mode of communication is English language. Despite its usefulness,
Pakistan market is not responding well for the following reasons.
• The major internet market comprises of the students, who can read
and write English, primarily from English medium private schools. A
small number of graduate and postgraduate students from
government institutions also join the community. The size of this
market segment, which constitutes about 90 per cent of the
subscribers, becomes limited because of language barrier.
• The education in our institutions, including the private sector schools,
is not research oriented, thus use of internet in the student community
is mostly in non productive areas, which does not ensure a regular and
extensive use. E-mail, chatting cannot continue for longer hours.
• Internet is a monster of information. The users are lost in search of
specific information by thousands of websites. Exploring these sites
and reaching the desired one is a laborious and frustrating job. The
14

user keeps counting the minutes being charged, while going through
the most likely sites.
• VOIP was another major use of Internet, which could not continue at
the same pace because the service providers like Dialpiad, Nt2phone
etc. started charging, and the PTCL started blocking these sites.
• A large majority of population cannot afford to buy the computer, do
not have the telephone connection or even cannot afford additional
spending on internet.
• E-commerce platform is yet not ready. There are neither secured
payment systems nor any clearing houses established. The banking
sector, which plays a major role in this respect, is long way from even
being computerised.
• The ISPs are primarily playing the role of retailer i.e. buying the
bandwidth in bulk and selling it in retail. They are not adding any value
to arouse the interest of the user and keep him connected. No money
is spent on R&D for this purpose.
Given the above barriers and larger supply of ISPs than the demand.
There is a need to take serious steps by the concerned corners
including educational institutions, the government and more
importantly the ISPs themselves. Some of these steps are of long-term
and short-term in nature. Some suggestions are given as follows in
this respect:
The smaller ISPs should join hands and form one or may be two
(limited) companies, to which they become shareholders. This way the
number of ISPs will reduce to, 6 to 7 only. The resources will be
pooled and instead of competition with each other, and the larger ISPs
individually, they will be able to compete with larger ISPs. Overheads
will be cut down; economies of scale and operational efficiencies will
be achieved. This new company having an immediate market share of
52 per cent should be run by professional management to achieve the
desired objectives. The company will have immediate presence in all
the major cities and will be able to offer roaming and other value
added services immediately.
The ISPs should start R&D and offer value added services, like
development of portal of various areas. For example, a portal for
engineering students, having engineering related educational
15

information and links etc., could provide ease for the engineering
students. Similarly, portals for medical students, business community,
welfare organisations and social services can be developed, and may
be offered, even on subscription. To attract the corporate sector, DSL
or Wireless Broadband services should be launched either by private
sector, PTCL or under a joint venture in all the major cities at low
prices.
The syllabus of the schools must introduce a compulsory subject on
Information Technology, including Internet at least for class 8 to 10.
The education system should be turned into research-oriented system,
where students are asked to prepare research papers and conduct
case studies. The government should encourage setting-up computer
manufacturing industry by giving incentives. The Internet community
centres should be established for poor. We must remember that
communication technology is converging into Internet, and we have to
be prepared for that. We must take all possible measure for our
benefit, our country and our generations to come.
% Share
ISPs Bandwidth Ports Subs
Paknet 18 15 21
CyberNet 5 11 9
Brain net 12 7 7
World On Line 5 7 6
Supernet 2 2 5
Subtotal 42 42 48
Rest (55) 58 58 52
Total 100 100 100
16

ISP’s In Karachi
Leaders:
Hamdard net www.hamdard.net.pk
Comsats www.comsats.net.pk
CyberNet www.cyber.net.pk
Fascom www.fascom.com
NetsollR www.netsolir.com
Paknet www.paknet.com.pk
Super Net www.super.net.pk
Zaib net www.zaib.net.pk
Intermediate Reputation :
Gerry’s Net www.gerrys.net.
SSUET Net www.ssuet.net.
Web Net www.webnet.com.pk
World Tel www.wtmeca.net
Zoooom Net www.zoooom.net
Digicom www.digicom.net.pk
IBM www.ibm.net
CompuNet www.col.com.pk
Sat Net www.sat.net.pk
Low profile :
Asia Online www.aol.net.pk
Breeze Net www.breeze.net.pk
Cube XS www.cubexs.net.pk
Cyber Access www.cyberaccess.com.pk
Crestar Net www.crestarnet.net
Gemnet www.gem.net.pk
Globalnet www.global.net.pk
Logon www.logone.net
InfoNet www.inet.com.pk
Net Asia www.netasia.com.pk
NetLink www.nettlink.net.pk
Pienet www.pienet.net
17

Global www.global.net.pk.
Robo Net www.robonets.com
Sdnp www.sdnpk.org
Shoa Net www.gerrys.net.pk
SilverSoft www.pak.net
Try Net www.tryinter.net
General Features of ISP
• 56 kbps modem support.
• Direct satellite connection to Internet backbone.
• Seamless connectivity to the most major backbones.
• 100% digital network.
• 100% PRI lines.
• ISDN support of 64 kbps and 128 kbps
• Provisioning for 3000 lines.
• Provisioning for fiber optic connectivity.
• DEC servers with 400-500MHz processors
• Redundant servers
• Redundant power supplies
• Firewall security
• Password security
• Dedicated dial-up port.
• Leased lines.
• Dedicated router access ports.
• Shared router access ports.
• Corporate E-mail services.
• Client server application development
• Virtual web hosting
• Personal web hosting
• Business critical web hosting (shared)
• Business critical web hosting (dedicated)
• Col-location of dedicated servers.
• 2MB or higher speed connection available for dedicated servers
located in USA.
• Electronic commerce with fully automated credit card sale and
processing.
18

Bandwidth Charges
Installation
Expenses
International
bandwidth
Charges/ Months
DXX
charges/
Month
Sources
1997 Rs. 300000 $75120 Rs. 480000
Half circuit from
satellite
1998 Rs. 300000 $56333 Rs. 480000
Half circuit from
satellite
1999 Rs. 300000 $50700 Rs. 219173
Half circuit from
satellite
2000
Feb
Rs. 300000 $32825 Rs. 219173
Half circuit from
satellite
2000
July
$ 3000 $30000 Rs. 55000
One circuit from
under sea cable
SMW-3
2000
Sep
Rs. 300000 $15000 Rs. 55000
One circuit from
under sea cable
SMW-3
2001
Jan
$ 3000 $22500 Rs. 55000
One circuit from
under sea cable
SMW-3
2001
May
$ 3000
$15000 Rs. 55000
One circuit from
STM-1
Main Business Function of ISP
• Internet services provider
• Web development
• Who hosting (shared and dedicated)
• Internet marketing
• Internet training
• Intranet development
• Domain registration
• Fax services
• Co-operate mail services
• E-commerce
19

• Web designing with high-end database development,
connectivity and web interface
• Banner hosting
Market Trends
• The Internet services market is among the fastest growing
industries in the world. It will improve bay by day in these days in
all over the world. it is also important that the Pakistan have to
face same sort of trend as all over the world face.
• A Dataquest study reports that Internet services market revenue
reached $11.3 billion worldwide in 1997, a 50-percent growth for
the year 2000 and more over same trend in coming feature years.
• It is reach more then $40 billion by 2002
• According to Board watch, the number of ISPs I North America
has grown from 1447 in February 1996 to 4470 in February 1998.
Market Analysis
The above table show us the market development in during
the 10 years in Pakistan .the market rapidly grow in 1990
and follow the same market trend that follow the all over the
world .
The interlink net establish because of these trend and try
to fulfill the requirement of industry and Pakistani market.
1993 1998 2002
No. of ISP 02 13 More than
30
Copy of
Cities
02 13 More then
32
No. of
Users
3000 pc 20000
pc
500000 pc
Rate/ Hour Rs. 100 Rs. 35 Rs. 8-40
20

COMPANY INTRODUCTION:
In 2003, July this company was establish under the private sector law. The
company takes approval from an internet authority in Pakistan.
Member of board of governors
Chairman
Iftikhar munir
Director
Waqar Uddin usmani
Board of governors
Shakaib a rehman
Zakia chodary
Ajaz ali shah
Zulfiqar hasa
Atif hasni
Ali raza
Noman saghir
21

Business mission statement:
The company believe
We are committed to leadership in inter net market through
competitive advantage in providing the highest quality internet
services to our customers, based on:
 Professionally trained, high quality, motivated workforce,
working as a team in an environment, which recognizes and
rewards performance, innovation and creativity, and provides for
personal growth and development
 Lowest cost operations and assured access to long-term and cost
effective supply sources
 Sustained growth in earnings in real terms
Highly ethical, safe environment friendly and socially responsible
business practices
The company believes in not only profit maximization but also on
social welfare.
Interlink net aims to interact directly with its consumers. Its goals are
consumer satisfaction and making its consumers feel that the money
spent is worth the product. In comparison, it distinguishes its sales
objective as achieving greater penetration in terms of sales volume
and market share.
22

Important of interlink net:
No body can deny the fact that net is become an
essential thing in today life. The interlink net provide
a 24 hours in 7 day a week service .it is also used
fiber optics technology as well as the complete DSN
connection.
Concept and used in interlink net:
The Internet is truly an amazing tool that allows communication and
data sharing throughout the world. Ever wonder how the Internet
works? Not many Internet users do, but for those with the inquiring
minds read on. The interlink net provide this facility for their consumer
that how inter net work.
What's A Server/Client?
By using the interlink net we only used the concept of client and server
In order to connect to a home starting page or an Internet website,
you have to connect to something that is called a "server". These
servers work all night and all day, 24/7, unless there is a problem.
Interlink net have its own Servers send information and data back
and forth. Internet users that request information from these
hardworking servers are called "clients". The computer you are on
using right now is a client that has requested information ISP-
Connections server of interlink net.
Computers Talk to One Another By Using Protocols
The interlink net servers and its clients communicate with each other
through a computer speak (languages) called protocols. When you are
surfing the Internet from web site to web site, have you ever noticed
that every single web site address starts with "http://"? This stands for
"hypertext transfer protocol", which is how the World Wide Web works.
There are several other protocols for electronic mail, computer file
transfers and much, much more. All these work very well on interlink
net.
23

Each Computer Has a ISP Address:
Packets of computer information are sent from computer to computer
using numerical addresses called IP addresses. (Kind of like each
computer has it's own P.O. Box number).The IP address tells each
computer where the packet came from or where it needs to go. An IP
address is a series of four numbers connected by dots. For example, a
servers packet could read something like this: "123.345.666.1".Finally,
Internet Browses Enable You To See/Read This Information
In order for a client to see and view the information/data that a server
sends, an Internet browser is needed. The leading Internet browsers
such as Internet Explorer, Netscape, Opera and others translate the
information a server sends to a client. It's all done nice, neat and easy
for the Internet users viewing pleasure.
Compare high speed dial-up Internet access providers. Each high
speed dial-up provider has special technology integrated into their
software that allows you to connect to the Internet at faster Internet
speeds then ever before. Best of all, setup is easy and the more you
use your high speed connection, the faster it gets. You will notice the
speed difference!
What's gets accelerated: HTML, Markup, Javascript, Graphics and
Email.
What does not get accelerated: Steaming media, audio, video,
uploading and downloading.
With a high speed Internet provider, enjoy these outstanding features:
• Internet connection speeds up to 50% faster than a standard
dial-up modem.
• No new equipment is required - use your current modem and
phone line.
• No contracts, set-up fees, commitments or cancel fees.
And the interlink net is provide a high speed internet services I
all over the Pakistan .the reason behind that is that it is contain
fiber OPTICS cable.
24

How Fast/Benefits of a Satellite Internet Connection?
Satellite broadband is the only high-speed Internet technology that's
available everywhere in the United States. Compare to a typical dial-
up service, the difference in the amount of speed is night and day:
• You can download software, streaming media, videos in minutes.
• There's no more waiting for web pages to fully finish loading.
They are typically done within a couple of seconds.
• Always on Internet connection - no logging on or off.
In Pakistan we interlink are going to introduce this facility in
coming soon and we hopeful this facility introduce a new trend in
Pakistan.
Minimum PC Requirements/Operating Systems
Interlink net only works with the windows operating systems of
Windows 98, Windows Me, and Windows 2000 and Windows XP. The
minimum PC system requirements are as follows:
• Pentium II 333 MHz or faster
• 64MB RAM (Windows 98SE and Windows Me); 128MB RAM
• 20MB of free hard drive space
• Analog modem - used only once for commissioning the account
• One available USB port
These all thing are easily available in these areas of Pakistan and
we provide facility for these features.
Customer Service and Account Activation
Inter link net 24/7 toll-free customer support for your convenience.
There are online facilities and frequent issues to browse while
troubleshooting technical questions. Account activation takes place
after all equipment is installed, and an Internet connection is
established.
These all above things required a proper ISP service and the
INTERLINK NET provide these facilities as much as posible. The
25

services provided by INTER LINK NET is quite good and well because
of the following features.
Fastest because of fiber base technology
Innovative technology
Configure with your pc
Client service available on 24 hours
TREND AND BARRIERS IN CREATION OF INTER LINK NET:
Trends and Barriers
• Government initiative
• Teledensity
• Copyright violation
• Insufficient phones
• PTCL monopoly
• Bad consequences
The interlink net face the all following sort of problem that a other
company faces in these days in the net services industry. But the
internet link hope full that they competent their competitor very well
and successful because of their service and the highly qualified staff.
Interlink net Future Prospects
• An increase in the no. and type of serves being offered, resulting
in customized solution (which is one of the most important rules of
e-business), thus a more pleased customer chain. The interlink net
provide this facility to avail a long term customer relationship.
• A rock solid improvement in the customer care. As more and
more players will over into the business, customers will demand
more support. People will no longer tolerate inefficient customer
care and service delays and will require regular feed backs from the
company, this will result in a better customer care then ever before
and we (interlink net )also believe on this philosophy.
26

• A decay in the price structure, resulting from both, increased
competition an increase in the over all market as more and more
people will star using the net and at the same time the time spend
by an average user will increase. There fore the inter link net
provide a number of packages to facilitate their consumer of net.
• High quality, including a better bandwidth then ever before due
to, lowering in the price of band, width, and also due to the fact
that customers will no longer tolerate turtle speeds while browsing.
Departments of Interlink net ISP
Development (production ) yes
IT. yes
Service yes
Customer yes
Co-operate. yes
Billing yes
Marketing yes
Sales. yes
Accounts yes
Administration yes
Finance yes
Technical supports yes
Network operation yes
Resources of Interlink net ISP
Technology: fiber base, isdn base as well as 24 hours service.
Hardware Resources
27

Lucent, Us Robotics servers with speed of 400-500 MHz.
New bridge (Tigress Servers) with speed of 400-500 MHz.
Cisco hardware proxy with 5 harddisks of 64GB.
6 channel RAID (Array of Magnetic disk) with capacity of 26 GB to 162
GB install with each server.
Windows CE based terminals.
UPS
Automatic standby diesel generators
Scanners.
Software Resources
DEC Unix (operating system for Dec alpha server)
Sun solarix 8.0 (operating system for Sun server)
Netscape enterprise Server
Windows NT terminal server
Windows NT server billing department
Oracle (Conman)
Developer 2000
Redundancy control software
Device Drivers
Resources of interlink net (IS-Provider)
Customers.
Salespersons.
Data bases.
Main Business Function of interlink net
28
PEOPLE
RESOURCES
DATA
RESOURCES

• Internet services provider
• Web development
• Internet marketing
• Internet training
• Domain registration
• Fax services
• Co-operate mail services
• E-commerce
• Web designing with high-end database development,
connectivity and web interface
These all services are provided by the INTER LINK NET
INTER LINK NET SWOT ANALYSIS:
Strength
• Dedicated and professional team
• Superior customer support
• Powerful, direct connection via satellite to the Internet backbone
• Fully ISDN complaint hardware for faster information accesses
• Best modem to use ratio preventing busy signals
• 24 hours customer assistance 7 days a week
• Firewall security features to safeguard against hackers
• State-of-the-art network design using Sun, Cisco, and US
Robotics Equipment
• Licensed Netscape software for Internet accesses
Weaknesses
• Shortage of unlimited package
• We have to educate people because it is a new product.
Opportunities
• Growing market because growing trend of people towards
Internet
• Only few superior competitors in market
• Due to the grand cases been disclosed of some competitors
29

• We can come up by taking customers into confidence and
putting the competitors out of business
• A globally recognized product
Threats
• Continuation high rate of inflation, which will increase the price
of services
• With the enhancement of use of IT other superior competitor can
also enter the market
• New competitor must be welcomed, in this way awareness will
create
Competitive Analysis
Company
Name
Weakness (if any) Strength Corporate
P
r
e
s
e
n
c
e
Comsats Weak public
presence
Strong gov.
backing
Excellent
CyberNet No clear
weaknesses
Customer
Services
Very good
Fascom Weak customer care Corporate clients Excellent
NetsollR Inefficient customer
care
International
fame
Good
PakNet Weak Customer
care
Infrastructure Very good
SuperNet Weak customer care Corporate
services
Very good
30

Legal Issue
ISSUES RELATE TO ISP INDUSTRY:
• HR Development, Training and Education
• IT in Government and Databases
• IT Market Development and Support
• IT Fiscal Issues
• Telecomm, Convergence and Deregulation
• Cyber Laws, Legislation and IPR
• IT and Telecom Manufacture and R&D
• Internet
• Software Exports
• E-Commerce
ISP SETUP OF INTER LINK NET:
Human Resource Needed
• Installation staff
• Running Staff
A) Technical Staff
B) Other Staff
Installation Team’s Recommended Skill Set
Lan-Wan Developer / Manager: (x 1)
31

Minimum Experience : 5 Years +
Minimum qualification : BE Electronics / Computers (4 yrs), CCNP, MCP
WAN Engineer : (x 1)
Minimum Experience : 3 Years
Minimum qualification : BE Electronics / Computers (4 yrs), CCNP
Networking Administrator 1 : (x 1)
Minimum qualification : 14 years, MCSE.
Good command over IIS, NT 4.0, with knowledge of window 2000, command over Sco /
HP UNIX.
Networking Administrator 2 : (x 1)
Minimum qualification : 14 years, good knowledge of Sun Solaris is a must.
LAN-WAN Support: (x1)
Minimum qualification : 14 years, CCNA, MCP
Working knowledge of NT 4.0, IIS, and Sun Solaris
Internees : (x2)
Engineering college / University Students.
Hardware: (x2)
Minimum qualification : FSc, A+ certified
Experience of assembling servers, RISC machines and other
32

Desktop computers. Experience in LAN and structured cabling.
Estimated time for laying out the basis infrastructure = 1 month
Other Staff’s Skill Set
• Customer Service Manager : (x1)
Minimum Experience : 3+ years of management of supervisory experience,
Managing.
Minimum of 10 employees.
Minimum Qualification: Masters Degree in Business, Management, or related filed.
Candidate must have a native level fluency of English
reading, writing and speaking. Storage English verbal and
written communications skills are essential.
• Marketing Manager : (x1)
Minimum Experience : 4-5 years direct marketing experience required.
Minimum Qualification: Masters Degree in marketing or business required. Must
have strong analytical, communication, organization and
interpersonal skills.
• Sales and Support : (x10)
Minimum Experience : Should have a minimum of 1 year experience in an
Identical.
Position: Should have Good communication skills.
Minimum Qualification: 12,14 years depending upon experience
33

BUGETING AND COSTING:
Staffing Expenses:
Position No Pay/month:
(Rs)
Annual Pay:
(Rs)
Customer Service
Manager
1 20,000/- 2,40,000/-
Marketing Manager 1 20,000/- 2,40,000/-
Sales/support 10 10x3500/- 4,20,000/-
LAN-WAN developer
Manager
1 30,000/- 3,60,000/-
WAN engineer 1 25,000/- 3,00,000/-
Network Administrator 1 1 10,000/- 1,20,000/-
Network Administrator 2 1 10,000/- 1,20,000/-
LAN/WAN support 1 8,000/- 96,000/-
Hardware Support 2 2x5,000/- 1,20,000/-
Other staff N 30,000/- 3,60,000/-
Total cost for an Year 23,76,000/-
Installation Staff’s Expenses:
Position No Pay/month:
(Rs)
Annual Pay:
(Rs)
Snr. Design Engineer 1 30,000/- 30,000/-
Snr. WAN Engineer 2 2x30,000/- 60,000/-
34

WAN support 1 15,000/- 15,000/-
Senior LAN Engineer 2 2x20,000/- 40,000/-
LAN support 1 10,000/- 10,000/-
Hardware support 4 4x5,000/- 20,000/-
Cable 2 2x5,000/- 1, ,000/-
Total Instillation staff cost 1,85,000/-
Grand total for human resource used:
23,76,000+1,85,000= Rs. 25,61,000/-
Media No. Estd. Cost
(Rs)
Cost (Rs)
Bill Boards 10 10x35,000/- 3,50,000/-
Banners 1000 1000x500/- 5,00,000/-
Newspaper Adds 12 12x1,00,000/- 12,00,000/-
Magazine Adds 12 12x10,000/- 1,20,000/-
Printing etc. N 10,00,000/- 10,00,000/-
Misc. N 10,00,000/- 10,00,000/-
Equipment/Software Cost Estimate
Equipment: No. Cost(Rs) Total
cost(Rs)
Function
Sun Sparc 250
Enterprise
Single processor
1 5,19,675/- 5,19,675/- AAA server
Sun sparc 250
Enterprise
Dual processor
1 10,26,675/- 10,26,675/- Mail server
Web server 1 350,000/- 350,000/- IIS
Proxy server 1 250,000/- 350,000/- Web proxy server
AS 2522
Cisco
1 4,87,000/- 4,87,500/- Bandwidth
collector
35

2503 Cisco 1 1,30,000 1,30,000/- LAN access
Access Server
Max TNT
Lucent
1 42,25000/- 42,25,000/- Distributor, user
connection
Giga bit Ethernet
Switch
1 250,000/- 250,000/- Backbone switch
Fast Ethernet Switch 1 60,000/- 60,000/- LAN distributor
General Purpose
Administrative
Computers
(P-III’s)
1 8x35,000/- 280,000/- Administration
General Purpose
Administrative
Computers
(P-IV’s)
2 2x45,000/- 90,000/- LAN server,
print, file
etc.
Pronter, scanner
and
Other
administrative
Requirements
1+1+N 2,50,000/- 2,50,000/- General
Purpose
Equipment
Software
(e.g.NT 4,IIS,
TACACS etc.)
N 6,50,000/- 6,50,000/- Operating
Systems,
RADIUS etc.
Mounting jacks N 35,000/- 35,000/- Secure
termination
Standing Rack
Access server
1 2x10,000/- 20,000/- For holding
AS
Wall Mounting
rac
(Routers)
(switches)
2 2x10,000/- 20,000/- For holding
routers
Cable estd. N 1,00,000/- 1,00,000/-
Total Equipment
estimated cost
87,08,850/-
Est.Other Expenses
Unit Est.cost (Rs) Est.Ttal cost(Rs)
Suite Rent 35,000/- 3,50,000
36

PTCL Char 12x12,40,000/- 1,24,80,000/
Furniture, and
accessories
Etc.
10,00,000/- 10,00,000/-
Overhead charges,
Transportation, repair
etc.
12x30,000/- 3,60,000/-
Total cost for 1 year: 1,41,90,000/-
Total cost of ISP setup plus one year operating cost
Cost type: Total cost (Rs)
Other Expenses 1,41,90,000/-
Equipment cost 87,08,850/-
Total Staffing cost including
Installation.
25,61,000/-
Marketing cost 41,70,000/-
Grand Total 2,96,29,850/-
Returu of Investment: ( ROI Analysis)
Logical analysis:
Total Expenditure in an year =Rs 2,96,29,850/-
Expected in next four years = Rs 2,96,29,850/-
(After the 1st
year) Rs 1,85,000/- ( installation Cost)
Rs 87,08,850/-( Equipment cost)
Rs 10,00,000/- (Accessories)
= Rs 1,97,36,000/-
Expenses in next four year =Rs 1,97,36,000/-
X 4
=Rs 7,97,36,000/-
Total minimum Expenditure
In 5 Years =Rs 2,96,29,850/-
37

+Rs 7,89,44,000/-
Rs 10,85,73,850/-
Avg. minimum return needed
Per year = Rs 10,85,73,850/-
% 5
= Rs 2,17,14,770/-
Minimum no. of users required
To meet the expense through
Conventional internet hrs sales
When charged at an average =Rs 2,17,14,770/-
Rate of Rs 25/hr. % 25
No. of hrs to sell/Year =8,68,590hrs
Marketing Research
First phase of marketing if deployed correctly should attract
users in excess of 1500 out of millions in Karachi.
Keeping ideal situating in mind =1500(users)
X 3 (hrs)U
4,500
X30 (days)
1,35,000
X12 (months)
16,20,000
X25 (Rs)
=Rs 4,05,00,000/-
Profit ratio for the first Year = 4,05,00,000/-
%
2,96,29,850/-
1.367
X 100
36%
38

(Keeping the first year’s cost in mind)
which can expected to grow hugely every year.
MARKETING STRATEGY:
Segmentation:
THE interlink net segment the market in three major categories.
The majority of user of net in these are young age especially
students. Therefore the interlink net provide the package to
those students in the market. The 2nd
category that targeted by
interlink net is the office persons and offices .the 3rd
category
include the genial public who can used the net service like for
chatting their relative abroad.
The interlink net provide them a good packages all of them to
penetrate in these segment.
Packages
Student
The student package includes the card
39

ST-1 100 Rs 10+2
ST-2 200 Rs 20+4
ST-3 500 RS 70+6
Corporate
CT-1 9-5 PACKAGE 1000 Rs
CT-2 9-8 PAKAGES 1300 Rs
CT-3 UNLIMITED (1 MONTH) 1500 Rs
Gernal public
GT -1 UNLIMITED 1800Rs
Cards are also available of the following packages
ST-1
ST-2
ST-3
CT-1
The above packages also available in various places in KarachiThe above packages also available in various places in Karachi
DISTRIBUTION:
INTERLINK NET DISTRIBUTION PROCESS
THE Interlink net have a sound distribution system in the net market.
We have provided license to sell our net to various shop in Karachi.
We have a big distribution system of card of net in all stationary shops
and on the big gernal public store and on computer shop and cafés.
40

DISTRIBUTION:
Initially we distribute the interlink net in dividing Karachi from 5 basic
categories Actually we selected these areas because of their
population as well as their demand of net.
LOCATIONS:
1) F.B .Area
2) Gulshan-e- iqbal and nazima bad
3) Defense and Clifton
4) North karchi
5) Gulistan-i-joher
These five areas are divided into further sub area to penetrate in the
market. The selection of these above
The Karachi is a big city and nobody can deny the fact that it is very
difficult to target market properly in such sort of city.
Our sell staff shifts the packages to different retailer store and gives
them more margin of profit as compare to other. The card and
packages are available in every big market as well as try to make
available in every next two three district.
We believe in fast service of available net as well as we will try to work
hard to make possible all net cards at low cost.
INCENTIVES TO SHOPE KEPERS:
• The retail price card is give 10% profit margin on its price.
• On large sell of card the sell person as well as shop keeper both
get 20% on that sell.
• Corporate sector have a advantage to get the package from
authorize dealer that he will get some more discount on next
packages.
DISTRIBUTION STAFF:
The distributor staff of interlink net are well train and educated. They
are hard working and good communication skill. We believe on quality
not quantity there fore we know that these person have great
important in our organization.
41

The interlink net have 400sales staff that work for distribution in the
sole and whole for the net distribution. It is important that these staff
visit and see that either the product is available in that area or not. the
inter link net also have good technical staff that work for customer
services and also work for the company internal technical problem.
There are 140,000 outlets in Pakistan, which have net product. We try
to cover as much as possible on the basis of our segment.
Distributors are offered a margin of around 4-5% and retailers are
offered a margin of around 10-12%. The distributor and retailer
margins vary from one product size to another.
42

ProductProduct
The internet is the fastest growing industry in Pakistan same like
textile . The interlink net provide the net that compete the competitor
as well as the fulfill the user requirement.
The interlink net is in introductory stage therefore we emphasis on
more and more on promotional activities.
The interlink net is contain the core benefit as well as it contain the
various feature and other aspect. Like the interlink net have a good
quality net because its is available in same prices as available others
net in the market.
It is also important that interlink net provide 24 hours net service. The
main feature of our product is that we have complete DSN connection
as well as the fiber base line for data transfer.
44
INTRODUCTION GROWTH MATURITY
DECLINE

the interlink net have a feature that is a good quality net available
in the market. The benefits offered by interlink net is that “high
quality and high speed with 24 hors service” .the another
important aspect of this net it is friendly in the used.
Line Extensions
Interlink net is available in the following line extensions:
 Interlink net have the student packages
 Interlink net have the corporate package
 Interlink net have the gernal public packages
They are available in the following sizes and prices:
Student
The student pakage includes the card
ST-1 100 Rs 10+2
45
Imagery
Benefit
Featur
e

ST-2 200 Rs 20+4
ST-3 500 RS 70+6
Corporate
CT-1 9-5 PACKAGE 1000 Rs
CT-2 9-8 PAKAGES 1300 Rs
CT-3 UNLIMITED(1 MONTH) 1500 Rs
Gernal public
GT -1 UNLIMITED 1800Rs
The packages have great important because it help us to
segment the market as per requirement of the company.
Promotion
The promotion is the key element of any company it is becomes an
essential need in these days. The interlink net also perform the same
sort of promotional activities in the market.
• SUSTAIN PREFERENCE
46

The presentation of the product will be very important. Therefore
we make the packages according to the user of packages. Like
student packages are very colorful pamphlet as compare to office
packages pamphlets.
• CHANGE HABITS
In response to consumer, interlink net played its role to compete, in
quality conscious market. The Brand interactions and Direct
Marketing activities would play a vital role to change the habits of
the consumers.
• BREAK THE ICE
We are focusing the following activities to get the attention in the
market in order to competes the establish brands
1. Banners
2. bill board
3. news paper adds
4. magazine adds
5. other printing material
47

(Rs)
Cost (Rs)
Bill Boards 10 10x35,000/- 3,50,000/-
Banners 1000 1000x500/- 5,00,000/-
Newspaper Adds 12 12x1,00,000/- 12,00,000/-
Magazine Adds 12 12x10,000/- 1,20,000/-
Printing etc. N 10,00,000/- 10,00,000/-
Misc. N 10,00,000/- 10,00,000/-
We also select a proper media plan to
show our adds.
MEDIA-PLAN
• Selection of the Program
• What time?
• Selection of the channel
MEDIA OBJECTIVES
The promotional campaign and advertising developed strong
association in the mind of consumers. As we have mentioned before
that we have preferred to the print media rather than electronic media
or others. The ad boards and banner are very important would be
entertainment.
48

• TIME LINE FOR THE MEDIA PLAN
We selected the business magazine especial edition like Sunday and
monthly. We also selected the universities magazine in order to get
attention in new generation.
• REACH & FREQUENCY
The nationwide advertising inform about the reach and frequency. A
particular research company will provide the sample size of the
target population. The calculation of Gross Rating Point (GRPs)
provides the exact information about the see the ads in magazine
by target audience target market.
The magazines we selected are the business recorder, news
magazine , jung as well as hamdard magazines.
COMMUNICATION STRATEGY
Communication plays a vital role for making the perception or image in
the mind of consumers. Being an internet company we should
emphasis on the good communication with our consumer because
once they have made expectations with our product, we must have to
follow their expectations.
• SINGL KEY MESSAGE
Bridge along the world
49

or
Interlink the world as global village
.
GEOGRAPHICAL PRIORITIES
The geographical priorities cover each and every area of urban, sub
urban, rural areas of the country through the territorial media
Channels like local new magazine and papers like awaz , zamier etc.
This media provide information and enforcement to the consumers
about the brand.
ADVERTISING BUDGET
(Rs)
Cost (Rs)
Bill Boards 10 10x35,000/- 3,50,000/-
50

Banners 1000 1000x500/- 5,00,000/-
Newspaper Adds 12 12x1,00,000/- 12,00,000/-
Magazine Adds 12 12x10,000/- 1,20,000/-
Printing etc. N 10,00,000/- 10,00,000/-
Misc. N 10,00,000/- 10,00,000/-
Promotion Mix
Interlink net is using Asiatic Advertising agency currently, due to
international reputation. The promotion mix for interlink comprises of
around 6 main activities. Different media are used in combination to
increase effectiveness of promotion mix.
The promotion budget for these activities is calculated by the
“percentage of sales method”. The promotion budget for the up-
coming year is set in advance at the end of the current year. The
budget is linked to a sales volume target. The budget is allocated
according to various media and different promotion activities for every
quarter. Sales volume is monitored primarily on a weekly basis to
evaluate the result of promotional activities on sales volume. The
budget might be reduced drastically, by as much as 10 to 40 % if it is
observed that hypothetically 90 % of the budget has been spent, but
only 70 % of the sales volume target has been met.
We have described the various promotional activities on the basis of
budget allocation, in order of importance.
51

Outdoor Advertising
Fifteen percent of interlink net promotion budget is spent on
outdoor advertising. Outdoors are now being used more by interlink
for to increase out of home visibility in shops and in the streets. The
various activities under the umbrella of outdoor advertising are:
 Billboards
 Pole signs
 Spectaculars
Interlink net has about 10 hoardings all over the Karachi, and, one in
Rawalpindi, and six in lahore. These spectaculars are located in
Karachi at:
 Airport Area
 Nipa Chowrangi
 Guru Mander
 Sabzi Mandi
 Water Pump
 Clifton
 Karima bad
 Five star
 clifton
52

The rentals for these spectaculars vary. Although they differ among
various cities, the costs incurred are inclusive of KMC taxes,
maintenance, erection charges, etc. On an average, a 90 x 30-ft
spectacular costs the company an approximate sum of Rs. 2 to 3
million annually, whereas a 60 x 20ft spectacular costs about Rs. 1
million per year. The average rental for hoardings on national basis is
about Rs. 50,000 to Rs. 60,000, for a 20 x 10-ft hoarding. The charges
per square footage are dependent on site rental, structure and what
the content of the hoarding is.
Print
Ten percent of the promotion budget is spent on print media, which
includes both newspapers and magazines. All types of local
newspapers are used for various advertisements, depending on the
purpose of the advertisement campaign. Similarly, different types
of magazines are used for advertising.
Discounted Selling and Free Samples
To familiarize consumers with the new blend of interlink net, five
percent of the promotion budget is spent on discounted selling and
free samples. In the words of the Brand Manager, it is used only if
very confident that the promotion will be successful. It is used on a
house-to-house basis in certain neighborhoods.
53

Miscellaneous Promotion Activities
Some other promotional activities commonly used by Lipton Yellow
Label have been allocated five percent of the promotion budget.
They include:
 Mobile Marketing Units
 Mobile Field Units
 Trade promotion
 CCTV
 Cross Promotion (with “Click,” “Everyday,” and “ Surf Excel”)
54

BY
SIR IFTIKHAR MUNIR
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