ADVERTISING AND PROMOTION

Final Presentation

Adeel Ahmed 09108021Muhammad Haris 09108022Ahmed Mir 09108109Rohail Arshad 09108004Tallah Khokhar 09108073

Brief History of PTCL:

•1947 Posts & Telegraph Dept established

•1961 Pakistan Telegraph & Telephone Dep’t.

•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.

PTCL Brand Philosophy

As the leading Information and Communication Technology Service Provider in the region we are the link that allows global communication. We are striving towards mobilizing the world for the future. ready to shape a future that offers telecom services to bring the world closer

Positioning

“Hello to the Future” The positioning statement “Hello to the

Future” is basically comprised of two words “Hello” and “Future” that provides the inward communication through the word “Hello”, i.e. PTCL welcomes its customers and the future. Also it offers the outward communication through the word “Future” by promising customers the futuristic ideas and products.

Segmentation for PTCL products

Calling Cards Broad band VFone

Calling Cards

Demographics: Landline users. Income level 20000+ Urban and some rural area along with urban

cities. Gender: Male and Female both. Users are mostly adult i-e more than 18 years. Psychographics: Social class: Lower middle and Middle class.

Calling Cards (Contd.)

Behavioral: People who want convenience and affordability. Low International calling rates. Occasionally like when to make international calls

or long distance calls. Benefits: Access all over Pakistan. Easy to use. Global access.

Calling Cards (Contd.)

Come in easily affordable denominations Rs. 100, 250, 500, 1000, 2000.

No line rent no phone bills.

Broad Band

Demographics: Landline users. Income level 20000+ Urban and some rural area along with urban

cities. Gender: Male and Female both. Users are mostly adult i.e. more than 18-25 years. Psychographics: Social class: Lower middle, Middle class and

upper class.

Behavioral: People who want convenience and

affordability. For the people who want lightening fast

internet. Benefits: Access all over Pakistan. Easy to use. Flexible packages.

VFone

Demographics: Budget conscious subscribers. Income level 15000+ Mostly urban areas with better network coverage. Gender: Male and Female Psychographics: Social Class: Upper Middle, Upper class. Behavioral: People who don’t have access to landline or want

mobility.

VFone (Contd.)

Benefits: Access across Pakistan Easy to use Balance query Follow on call Low balance prompt Call duration prompt Call cost prompt

Socio- Political analysis

1987-1997Zia-ul-haq regime Start with instability but after ward move to stability Stable government Religious sentiments Manufacturing sector flourished End of afghan warBenazir government political turmoil Instability of economy

Nawaz shareef government Instability Nuclear program Pakistan telecom company (PTC) is

converted to Pakistan telecom company limited (PTCL)

1997-2007 Political turmoil in late in 90’s due to Kargill issues Dismissal of Nawaz Shareef government 1998 the day Pakistan test his nuclear arsenal Proud movement for Pakistan After military coup the economy stabilized All sector shown growth Higher education sectors flourished Privatization of big government organization i.e. PTCL,

Habib bank, United bank. In the end of 2007 the political scenario changed after

the arrival of Benazir and Nawaz Shareef from exile.

PTCL respond to these changes PTCL had shown enormous growth

throughout his life. After the increase competition in cellular

industry PTCL move to diversification i.e. ufone, broad band smart TV etc.

There is no as such problem for PTCL in this duration because of government owned.

They keep on building their capacity to provide better services to the customer.

They consistently bringing new technologies.

AUGUST 1998

Headline: 15% discount on National CallsSub headed: 2nd big discount in last 12 monthsDetail: Details of cities and their rates variation over the different periods

of time in 1 yearPositioning: Customers are their 1st priorityAppeal: Well wisher (Do not pay more on PCOs)Aesthetics: Bold Font and Bold area for Offer addTarget: Islamabad-Karachi-Lahore-Faisalabad

AUGUST 1998

FEBRUARY 1999

FEBRUARY 1999

Headline: More discount on National CallsSub headed: Discount over the years Detail: Details of cities and their rates variation over the different periods of

time in 1 year. Full, Half and Quarter rate timings and detailPositioning: Customers are their 1st priorityAppeal: Well wisher (Do not pay more on PCOs)Aesthetics: Bold Font and Colorful advertisement. Target: Islamabad-Karachi-Lahore-Faisalabad

JANUARY 2005

Headline: connecting Pakistan wirelessly

Subhead: PTCL first to introduce wireless service

Details: after having launched in 85 cities and tows, now sukkur enjoyed wireless service

Baseline: Making it possible

Company: PTCL

JANUARY 2005

AUGUST 2005

AUGUST 2005

Headline: Lowest national call rate Sub headed: Rs. 2/minDetail: Rs. 1.5/min from 9:00 PM to 6:00 AMPositioning: Cheapest phone callAppeal: Ramadan Emotions Target: All over Pakistan Baseline: ABI BAT KEJYE

December 2006

December 2006

Headline: Rs. 2/min in 16 international and all over the national phones.Sub headed: Talk Freely Detail: It’s the age of phone growth and PTCL is at growth positionPositioning: Live your life with Freedom Appeal: Lifestyle and openAesthetics: Green color because green color is for freedom ( Pakistan ) Target: All over Pakistan Baseline: Making it possible

December 2006

December 2006

Headline: Purchase a phone set of your choice Sub headed: Biggest wireless network of Pakistan Detail: Complete package detailPositioning: Athletes and Fast Appeal: Today and NowAesthetics: Athlete Target: Islamabad-Karachi-Lahore-Gujranwala-Rawalpindi-Hyderabad-Sakkhar-

Multan Baseline: Making it possible

JANUARY 2006

JANUARY 2006

Headline: PTCL Calling Card Sub headed: Cities of the monthDetail: Rs. 1/min Positioning: Difficult to stay away from PTCL calling cardsAppeal: Value cities Target: Gujranwala-Peshawar-Karachi

November 2007

November 2007

Headline: Dial up internet serviceSub headed: Phone netDetail: Post pay dial up net No scratch card neededPositioning: Giving new way of connectivity through landline

connection to the youth.Target: All over Pakistan (especially youth).

Changes during these decades

In 2007, after privatization PTCL had changed its logoThe new logo of green color signal to Growth

Changes during these decades Crescent in the center of the logo

indicate the Pakistani flag. This change brings new life to PTCL

brand. They also change its positioning from

‘making it possible’ to ‘hello to future’. Now the company become technology

oriented.

Future plans

Adoption of 3G and 4g technology Micro Financing Mobile banking More coverage with high speed

Recommendations

They need to create their awareness in rural areas through different media vehicles.

They need to solve the issues regarding internet speed.

They need to broaden their one stop centers.

The up gradation of technology.

THANK YOU …!!!