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

T O 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 T O 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 T O 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

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

Core Values

Professional Integrity

Teamwork

Customer Satisfaction

Loyalty to the Company

Services provided by PTCL

LandlineEVO Wireless BroadbandBroadband PakistanSmart TV (IPTV Service) V-foneInternational NetworkSatellite Communication

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 MobilinkTelenorWarid Zong

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.

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.

Weakness

Not been able to nurture its growth around customer services oriented strategy

Internal organizational and business processes issuesMonopolistic culture has further added to its complexitiesPTCL-V the fixed wireless phone service is poor Over employment & low productivity.Slow decision making including external interferences.Corporate culture akin to government departments.

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.

Threats

VOIP uses increasing despite ambiguous and discriminatory policies

Increased competition in long distance continues to exert pressure.

Exposure to market competitionMigration to Cellular Networks Ability to Attract & Retain Quality ProfessionalsReduction in International Settlement Rates

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.

Marketing plan

BRAND NAMEPAKISTAN TELECOMMUNICATION COMPANY

LIMITED

BRAND CONCEPTIt 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.

CONCEPTLogo 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"

COLORThe 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.

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.

USP ( Unique selling point)

It is oldest means of telecommunication.

Seasonal discounts

Student packages

Customer service centers

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.

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.

Advertising Strategy

OBJECTIVESThe 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.

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 :BillboardsWe 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.

CREATIVE STRATEGY

Print creative strategy

BTL Creative Strategy

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.

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.

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.

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.

TOTAL IMC BUDGET

TOTAL IMC BUDGETHere 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

THANK YOU