PURPOSE OF STUDY

It is necessary for the students of business administration that they

should get familiar with the practical application of business studies and should gain
experience. In this connection every student is required to do internship of at least
six weeks in any organization. Business internship is aimed to familiarize the
students with the actual working conditions in any organization by physical and
participation in the business affairs and should gain business experience
1) The main purpose of this study is to fulfill the requirement of Management
Business Administration (MBA) degree program.
2) To improve writing and analytical skills, to familiarize the student with practice
and working environment .This study offers practical knowledge and
experience of courses studied.
3) Another purpose is to gain a good amount of confidence and to become
aware of policies and practices of ZONG by working and dealing with officials
of the (staff) ZONG.
4) To know how ZONG plays its significant role in the development of our
country.
5) There was a chance for learning about the finance mechanisms and
administration Developments in Pakistan.
6) It gives strong exposure for the practical work done in the organization. This
program also prepares students for jobs before the time there really join them.
It provides knowledge for procedural and functional activities performed in the
various area of organization, which will certainly prove beneficial for the
students in their practical life.

INTRODUCTION
Preparing internship report is partial requirement for MBA student and
that is very good and very helpful because it gives the practical
exposure to the student

The reason for choosing (ZONG) for the internship is that; ZONG is
one of the leading telecommunication operator and to familiarize with
all the functions and procedure it is the golden chance

ZONG deals hundreds of customers.

By doing internship in such kind of organization that deals hundreds of

customers in one day it provided me lot of confidence and it also
provided me that how to deal with different customers and how to
tackle

ZONGs officials provides lots of opportunities to the internee so that

he/she may be able to face the general public

By availing the opportunity in ZONG I found lot of change in me

because it is the organization where customers come for their various
problems and questions and during this process each customer is
properly dealt and this aspect provides confidence and people handling
skills in internee.

EXECUTIVE SUMMARY

As a student of MBA, I got the chance to be a part of a reputed business

company in telecom sector of Pakistan during my studies. It is a compulsory
part of our studies and as per rules of the Department of Business
Administration, every student of MBA/BBA program have to do internship in
some reputable organization. This is comprehensive report on CMPak, it has
been discuss about every major aspect of the ZONG, which were being
observed and perceived during internship program. In this report, the details
about the current position along with the processes, policies, procedures,
products, and services offered by the ZONG have conferred.
Furthermore, this report consists of seven chapters. First chapter is
Introduction which consist of history of Zong, China Mobile Communication
Corporation (CMCC) and China Mobile Pakistan (CMPak) and telecom sector
in Pakistan. In chapter two I discuss the products and services offered by
zong. In chapter three the network and radio frequency of zong is discussed.
In chapter four, all the departments of zong and their functions are discussed.
In chapter five, the hierarchal structure of customer service center of
Hyderabad is given and explained. In chapter six, sales and marketing
strategy of zong is explained. And lastly in chapter seven swot analysis of
customer service center of Hyderabad is given
It was a great experience and it helped in realizing where potential lies. What
learnt at ZONG over the weeks was how to get along with the people that
have to work every day, building relationships with people, building confidence
and improving communication skills.

AIMS AND OBJECTIVES OF INTERNSHIP WORK

i. To identify, elaborate the procedure involved in ZONG to the

Customers

ii. The business rules and methodology adopted during the

working at ZONG.

iii. The roles and functions perform by each data acquisition units
and its associated team members

iv. Extent of influence of various controlling checks implemented on

operational and technical aspects

v. Developing a thorough understanding of the whole process e.g.

from greeting customers to giving information to customers.

SIGNIFICANCE OF WORK
i)

The internship places a significant role in ones

careers and it give knowledge and a good amount
of experience to individual.

ii)

On the other hand it teaches communication and

leadership skills.

iii)

Teaches you how to talk with different people gives

knowledge regarding customer satisfaction

iv)

Increase moral and confidence tell what practical life all

about is and place a very vital role in your career and
professional life.

v)

To

study

the

Administrative,

Marketing,

Customer

Satisfaction and Strategies of the Management

vi)

To enhance our writing and investigating skills

vii)

To have close look the services and facilities provided to

the customer

CHAPTER #01: INTRODUCTION TO ZONG

This chapter is all about introduction of ZONG, First the introduction of telecom
sector of Pakistan and history is discussed after that China Mobile Communication
Corporation (CMCC) and after that China Mobile Pakistan (CMPak) and ZONG
Pakistan are discussed Afterward, ZONGs vision and mission and core values.
1.1

History

Pakistan is on the verge of a telecom revolution and it is by far the most attractive
sector in Pakistan in terms of Foreign Direct Investment coming into the country.
Since liberalization, over the past four years, the Pakistani telecom sector has
attracted more than $9 billion in foreign investments. During 2014-15, Pakistani
communication sector alone received $1.62 billion in Foreign Direct Investment
(FDI) about 30% of the countrys total foreign direct investment.
Pakistan mobile industry now is experiencing growth explosion. Though the existing
players are trying hard to meet the growing demand, still there is a huge amount of
unmet demand in the country as against the supply of connection by the operating
mobile companies.

By March 2015, Pakistan had 91 million mobile subscribers 25 million more

subscribers than reported in the same period 2010. In addition to 3.1 million fixed
lines, while as many as 2.4 million are using Wireless Local Loop connections.

1.2 Telecom Sector of Pakistan

Pakistan's service sector accounts for about 53.3% of GDP. Transport, storage,
communications, finance, and insurance account for 24% of this sector, and
wholesale and retail trade about 30%. Pakistan is trying to promote the information

industry and other modern service industries through incentives such as long-term
tax holidays.

In Pakistan, following are the top mobile phone operators:

1.

Mobilink (Parent: Orascom Telecom, Egypt)

2.

Ufone (Parent: PTCL / Etisalat, Pakistan/UAE)

3.

Telenor (Parent: Telenor, Norway)

4.

Warid (Parent: Abu Dhabi Group / SingTel, UAE/Singapore)

5.

Zong (Parent: China Mobile, China)

1.3 China Mobile Communications Corporation (CMCC)

China Mobile Communications (CMCC) incorporated in the year 2000, is the world's
largest telecom operator, dominating 66.5% of Mainland Chinas market share. It
operates as a 100% state owned entity in 31 different provinces and employs in
excess of 175,000 people. CMCC network covers 99.7% of Chinas population and
has over 900,000 BTS sites. Its customer base is over 672 million and has operating
revenue of $8.3 billion.
CMCC is perhaps the only cellular network that provides uninterrupted, reliable
coverage through tunnels, on highways, inside sky scraper elevators as well on top
of Mount Everest. It has a global presence in Hong Kong, Pakistan, San Francisco
and London and currently has international roaming partnerships with 406 operators
in 237 countries and regions.
The company is listed on the New York Stock Exchange as well as the Stock
Exchange of Hong Kong Ltd. By the end of 2011, 2G base stations exceeded
700,000 and 3G base stations increased to approximately 220,000 covering country
level and above cities which strengthened the depth and contiguous coverage in the
main districts.
The four main brands for CMCC are; Gotone (for high-end subscribers), Easy-own
(for mass), M-Zone (for youth), G3(for 3G). TD-LTE is the future network, which will
carry high bandwidth and high quality wireless broadband business. The
development of TD-LTE is a core component of CMCCs development strategy,
where the Group will actively promote TD-LTE scale-trial and commercialization and
drive the technical and supply chain integration of TDD and FDD.
CMCCs first overseas subsidiary, China Mobile Pakistan has the license to offer and
operate voice, data and all value added services in the entire country. One of the
fastest growing cellular markets in the world, Pakistan is a key region that is likely to
offer expansion opportunities as well as the chance to make a difference in the lives
of a growing clientele that is demanding and understands and appreciates better
quality and service standards.
Zong is committed on attracting and retaining the best human resource from all over
Pakistan. It also provides a working environment which satisfies the professional and
personal needs of its employees.
1.4

China Mobile Pakistan (CMPak)

China Mobile Pakistan (CMPak) is a 100% subsidiary of China Mobile. The

pioneering overseas set up of China Mobile came through acquisition of a license
from Millicom to operate a GSM network in Pakistan.

With ambitious plans to cater to the fastest growing Pakistani market and to win over
the ever demanding Pakistani customer, it will be offering unprecedented coverage,
voice and data services as well as a wide range of tariff options to choose from.
CMPak's edge comes from the experience and expertise of running the world's
largest telecom service and the commitment they make to set quality and customer
relations standards. CMPak is geared to offer neatly packaged VAS products that will
benefit the individuals, corporates as well as small businesses. Led by a team of
professionals from the field of cellular communication, CMPak is determined to make
its mark in the Pakistani market and to change the way people communicate.
1.5

ZONG Pakistan

A first international step for China Mobile, Zong aims at touching the lives of all
Pakistanis!
We serve to inspire and empower the people of Pakistan with innovative technology
that keeps pace with today's fast evolving culture. Expanding our wings of coverage
to all corners, making no distinctions along the way and most of all, maintaining
excellence in connectivity everywhere we go. Affordability & Innovation are what
define us, aided with a diverse set of entertaining and informative Value Added
Services. With a state of the art system, along with other services Zong allows and
enables its users to avail the best possible Mobile Internet bundles that are not
offered anywhere else in the country making the experience, truly a unique one!
The basic idea is to allow people to communicate at their free will! Making it a stress
free environment where you are not worried about Tariffs, Capacity Issues or
Congestion, be it Network Coverage or Quality, it is all sorted!
Zong is supported by ground breaking communications, trend setting Customer
Services and an unmatched Product Offering that has redefined the rules of the
game!
Walking hand in hand with our nation, we make a happier Pakistan! A thriving ground
with success on every step, with a smile on everyone's face be it rain or shine, with
hopes higher than sky and the will to 'Say it All!'

1.6 Competitors
In Pakistan, there are four competitors of Zong:
1.

Mobilink (Parent: Orascom Telecom, Egypt)

2.

Ufone (Parent: PTCL / Etisalat, Pakistan/UAE)

3.

Telenor (Parent: Telenor, Norway)

4.

Warid (Parent: Abu Dhabi Group / SingTel, UAE/Singapore)

1.7

Company Vision

Make communication exciting.

1.8

Company Mission

To be the leading mobile Operator of Pakistan by continuously innovating and

offering exceptional quality services; to be a good corporate citizen and envoy of
friendship between China and Pakistan.
1.9 Core Values
Integrity & accountability
Openness
Perseverance
Passion
Efficient Execution

CHAPTER #02: PRODUCT AND SERVICES

ZONG offers a wide range of new services to serve customers even better. Below is
a brief introduction of all these services.

Postpaid

Prepaid

10

Other services and offers

2.1 Post paid

Exciting news for ZONG, s postpaid customers, ZONG has introduced some new
postpaid packages and may be the most feature rich in market. Now, ZONGs
postpaid packages comes with the free mins on-net and off-net, and also unlimited
SMS, 15 MB of free GPRS quota and many more. Packages are given below:

100 Line rent package

300 Line rent package

600 Line rent package

1200 Line rent package

2000 Line rent package

If customer comes to purchase postpaid SIM than he can avail packages which are
given above. On postpaid SIM there is no default package customer will select any
of the above packages according to his need and deposit line rent according to the
package and package will be changed.
2.2 Prepaid
When a customer purchase a prepaid SIM its default package is 80 paisa per 30
second but customer can avail any of the following packages:

ZONG 65 package

ZONG free package

ZONG 12 anny package

ZONG Z20 package

ZONG aik second package

2.2.1 ZONG 65 Package

ZONG 65 package offers its customer:
ZONG 65 offers call rate of 65 paisa per 30 second any time any network

11

2.2.2 ZONG Free Package

ZONG free package offers its customer:

For the first time in Pakistan you can make free calls for life!

Choose one favorite ZONG number and call from mid night to 7am-absolutly
free!

During break time hours call all ZONG numbers at Rs.3.99 per hour from
noon to 2 pm.

Now you can call up to 10 FNF numbers.

The free number can be modified once in a month.

2.2.3 ZONG 12 Anny Package

ZONG 12 any package offers its customer:

Call or SMS for only 75 paisa to any network and any time!

30 second billing.

Talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for first
time in Pakistan you can change the hour every day!

Happy hour needs to be activated by customer; every action/modification will

be charged at Rs. 5.

FNF rate apply for 24 hours, for those customers who have subscribed for
happy hour, FNF rates will not be applicable during that hour.

2.2.4 ZONG Z20 Package

The concept of behind this package is to promote the value of time and the
importance of choti but zaroori baat.
2.2.5 ZONG Aik Second Package
ZONG aik second package its customer:

Per second billing.

12

Make call for just 4 paisa per second any network any time!
Call five FNF numbers for just 2 paisa per second.

2.3 Other Services and Offers

ZONG has always provided its customer with the best offers and services some of
them are given below:

BTO LNO

LBC

FNF

Happy hour

GPRS packages

Ramzan value time offer

E-care

Missed call alert

Dial tune

ZONG Mobile offer

Black Berry special discount offer

Call forwarding

BYN

Call waiting

ZONG bijli offer

ZONG fone on hai offer

ZONG family pack

Voice bundle

Achi SIM

Bara recharge

Block unwanted call and SMS

13

MNP

Mobile Music channel

Unlimited free number

ZONG weekly infotainment

SEP

2.3.1 Break Time Offer (BTO)

ZONG offers Break time offer now call on any ZONG number at Rs.3.99 from noon
to 2 pm, and on Friday from noon to 4 pm. This offer is on ZONG free package

2.3.2 Late Night Offer (LNO)

ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per
hour. This offer is on ZONG free package.
2.4 VALUE ADDED SERVICES
2.4.1 Location Base Charging (LBC)
ZONG has always provided its customer with the best offers and services and in
continuation of efforts ZONG now brings LBC. LBC is in more than 40 cities through
which the customer can enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day.
2.4.2 Friends and Family (FNF)
ZONG brings special rates for your friends and family members add FNF numbers in
almost all prepaid and postpaid packages.
2.4.3 Happy Hour
ZONG brigs happy hour talk for an entire hour of your liking-any hour, for only Rs.
4.99 And for first time in Pakistan you can change the hour every day.

14

2.4.4 Super Free Number

ZONGS gives you an opportunity to talk to one number free whole month @ 499 Rs.
+tax.
2.4.5 Conference Call
Now five members can talk to each other at one time ZONG brings to you
conference call service. Now activated on all prepaid and postpaid numbers.
2.4.6 SMS Packages
ZONG now introduces its newest and most competitive SMS bundle @ Rs. 2.5 plus
tax daily. New unlimited SMS bundle Offers:
Table 1.1:
Packages
Daily SMS bundle
Weekly SMS bundle
Fortnightly SMS bundle
Monthly SMS bundle

SMS
500 SMS 100 MMS per day
1000 SMS
500 SMS per day
500 SMS per day

Limit
1 day
7 days
15 days
30 days

Price
3.99+tax
10+tax
50+tax
80+tax

2.4.7 GPRS Packages

Please be updated that now ZONG have a new and exciting GPRS packages for
ZONG customers.
Packages are as follows:

Hourly package(Time Based

Package)
Monthly packages- for prepaid
user from 2 GB bundle to 4 GB
bundle to Truly unlimited

2.4.8 Ramzan Value Time Offer

By subscribing to ZONGs ramzan value time offer, all ZONG customers can avail
lowest call rates from 1st 29th ramzan.
By subscribing to ZONGs ramzan value time offer, all ZONG customers can avail on
net call rates of 2.99/hour.

15

2.4.9 E-Care
No need to walk into a Customer Support Center or make a call to get such
modifications done. Our customers now have this facility in the comfort of their
homes and offices. Through Prepaid eCare, customers can enjoy the following
features online:
Web Portal Activation / Subscription for:

SMS bundle

GPRS

Call/SMS Block

FnF

BYN

Queries like:

Customer information query

Recharge history Call record

Change requests like:

Package change

Change FnF

Change call forwarding

2.5 ZONG MBB (Mobile Broad Band)

Zong MBB (Mobile Broadband) is the best and fastest way to get online when you
are on the move. Zong MBB allows you to use the fastest 3G and 4G services on
your smartphone, laptop and even on your Personal computer.

16

Product & Service Information

Zong Provides the most flexible options of connecting you to Broadband services

By buying a ZONG Super 3G or 4G SIM and putting it in your 3G/4G enabled

smartphone.
By using a ZONG Super 3G USB Dongle that plugs straight into your
laptop/PC and connects to Zong Super 3G network
By using Zong Super 3G/4G USB Wingle that plugs to your laptop/tablet/PC
or any USB power source and connects to Zong Super 3G/4G network.
By using Zong super 3G Mifi pocket/4G Mobile Wifi sized device that plugs to
your laptop/tablet/PC and connects to Zong Super 3G network.
By using Zong Super 3G wireless router that you can use in your homes or
office which connects to Zong Super 3G network.
You can visit the nearest Zong service center or Franchise / Retailer to get these
devices and enjoy super fast internet on the go.
Tariff:
Below are the MBB internet bundles that you can subscribe with your Zong
Broadband devices.

Monthly Bundles
Bundle*

Bundle Price

Bundle Validity

Monthly 24GB

Rs. 1,500

1 Month

Monthly 50GB

Rs. 2,000

1 Month

Monthly 100GB

Rs. 3,800

1 Month

17

Bundle*

Bundle Price

Bundle Validity

Monthly 150GB

Rs. 5,000

1 Month

Monthly 200GB

Rs. 6,000

1 Month

3 Month Bundles
Bundle*

Bundle Price

Bundle Validity

24GB/Month

Rs. 4,000

3 Months

CHAPTER #03: NETWORK

18

China Mobile Pakistan has invested more than US $2 billion so far to build up
network infrastructure in Pakistan since 2008.It will invest US $1 billion in next two to
three year for next generation service roll-out.
Zong has built the third largest cellular network in the country with over 6000 base
stations. To go green, Zong has installed solar powered cell sites in various locations.
It has country's largest solar power telecommunication network.

(ZONGs new logo)

Pakistan's first 4G operator

Its network base stations, microwave links, IT support and transmission towers are
maintained and provided by ZTE Pakistan.
Alcatel-Lucent under the terms of a distribution agreement with RIM leverages its
global integration services and local presence in the region to provide Zong with endto-end implementation, launch, delivery and support services for the BlackBerry
solution in the Pakistani market.
Zong currently uses GSM, UMTS/HSPA+ and LTE technologies.

3.1 Radio frequency

Frequencies used by Zong network
Frequency

Protocol

Class

900 MHz

GSM/GPRS/EDGE

2G

1800 MHz

GSM/GPRS/EDGE

2G

2100 MHz

UMTS/HSDPA/HSPA+/DC-HSPA+

3G

1800 MHz

LTE

4G

Next generation mobile services

19

On April 23, 2014 Pakistan concluded next generation mobile spectrum auction.
Zong paid $516 million for 10 MHz spectrum in 2.1 GHz frequency for 3G and
10 MHz spectrum in 1.8 GHz frequency for 4G making it Pakistan's first 3G and 4G
operator.
Number scheming
Zong uses the following numbering scheme:
+92 3 1 N1N2N3N4N5N6N7N8
Where, 92 is the ISD code for Pakistan and is required when dialing outside the
country, 3 is the mobile access code, and 1 is the prefix for Zong allocated
by Pakistan Telecommunication Authority. Omitting +92 would require 0 instead to
represent local call, hence 031 is the general prefix and N 1N2N3N4N5N6N7N8 is the
subscriber number.

20

CHAPTER #04: DEPARTMENTS AND FUNCTIONS

1.
2.
3.
4.
5.
6.
7.
8.
9.

Finance Department
Customer Services Department
Marketing Department
Sales Department
I.T/Billing Department
Internal Audit Department
Technical Department
Administration Department
Human Resource Department

4.1 Finance Department

Fixed Assets
Corporate accounts
Bank reconciliation
Regulatory
Budgeting and corporate affair
Credit and collection
Procurement and contracts
Payables
Reporting and commissions

4.2 Customer services Department

Operations:

To facilitate and guide the customer

To resolve customers queries, requests and provide optimal solution.

To inform and update customers about upcoming promos, AS and

products.

To minimize cost and increase revenue.

System:

The call center employees help solve the problems of customers on

telephone.
Identify and resolve root causes of chum and strive to minimize churn.

4.3 Marketing Department

Develop and execute regular promotions

Brand management
Ensure successful new city / product campaign launches
Public relations
International roaming

21

Value added services

Strategic planning and pricing
Monitor competitor pricing and other activity and report back
Market research
Sales analysis

4.4 Sales department

Indirect sales:

Manage the franchise network

Ensure achievement of sales target of franchise

Coordinate with other departments for development programs

Training of franchise staff direct sales:

Meet assigned sales targets throughout the year

Maximize customer satisfaction and minimize churn

Generate new accounts and manage old ones

Strong follow-up

4.5 IT /Billing Department

Networking
NPS
Rollout
Network security
Billing

4.6 Internal Audit Department

Audit internal systems and processes

Fraud prevention
Introduce control mechanisms
Revenue assurance

4.7 Technical Department

Maintain and operate the GSM cellular.

Plan and roll out network expansion as per the commercial target.
Work closely with commercial and IT department to launch new services and
cities.

4.8 Administration Department

Operations Department

Infrastructure Department

Safety and Security

HR ZONG
Listening to our employees attentively is the responsibility of ZONG HR. Your
feedback will be kept in absolute confidentially by being sent only to HR
Operational Excellence Team. We ensure the facilitation of the process in the
best interest of the
Company and the Employees!

4.9 Human resources department

22

Employee services:
Payroll information
Leave and medical record
Final settlements and provident fund
Policies and procedures
Employees record and recreation
OD and effectiveness
Training plan
Talent management
Performance management
Employees retention
Orientation employee communication
Staffing and compensation
Staffing plan and HR budgeting
Management trainee and internship program
Interviewing and selection
Headhunters
Compensation, benefits and incentive

23

CHAPTER #05: STRUCTURE OF CUSTOMER SERVICE

CENTRE
CEO
COO

DIRECTOR Customer
Service
Regional Manager
Central 1
CSC Manager
Customer Service
Representative
Finance Officer
Regional Manager
Central 2
Regional Manager North

Regional Manager South

Structure of CSC Hyderabad

24

CSC
Manager

CSR

CSR

CSR

( Value Added

( Prepaid

( Postpaid

Services)

Information)

Finance Officer

Information)

In CSC Hyderabad one CSC manager which have all the responsibility of CSC and
under CSC manager three CSR are working all CSR are assigned different works
like value added services, prepaid, postpaid and other works and one finance
manager is also working there.

5.1

Customer Services Centers

Mission of Customer Service Center

To realize the perceived value of the customers and build higher expectations
through excellence in service

Customer Services department exists to serve customer. Any queries customer may
have about getting a connection, account information, coverage details, information
about their franchises, value added services, SMS information, anything at all
customer that customer want to know about them and their services.

5.2

Customer Service Center of Hyderabad

I did my internship in Customer Service Center Hyderabad from July 2015 to August
2015, which is situated at Autobahn Road Hyderabad. There is one CSC manager,
Three CSR officers and one finance officer working. I was working there as an
internee.

25

CHAPTER #06: SALES AND MARKETING STRATEGY

6.1

Marketing Department

Mission Statement
ZONG marketing department will become the best marketing department of the
industry in terms of adding values to their brand name, improving the image of the
organization, increase in sales, with quality of people and team spirit to lead toward
the goals.

6.2

Sales and Distribution Department

Mission Statement
To maximize the number of revenue generating subscribers by efficiently planning
and executing policies and operations related to product visibility and availability.

Distribution ZONG purchases equipment from four companies ZTE, Ericsson, Alcatel
and Hawaii, these are the venders, and operator of ZONG distributors and
franchises, CCSC and different outlets, ZONG has CCSC and 100,000 different
outlets in Pakistan.

6.3

Marketing Mix

"Marketing Mix" is set of correlated tools that work together to achieve companys
objectives, they are:

Product

26

Price

Promotion

Place

6.3.1

Product

Product means offerings of a company, and ZONG is offering its customers Services
as well as products. In services, ZONG is offering followings:

Postpaid packages

Prepaid packages

Other Services and Offers

Postpaid packages are generally for business class and in postpaid ZONG are
offering many other packages like 100 line rent, 300 line rent, 600 line rent, 1200 line
rent and 2000 line rent. Prepaid packages are for low and middle class in prepaid
ZONG also offer many packages like 12 anny, 65 paisa, free package and aik
second package and also many exciting Other Services and Offers like missed call
alert, ramzan value time offer, dial tune, E-care, happy hour and many more exciting
offers and products like handsets and for postpaid ZONG offers blackberry.

6.3.2

Price

ZONG is offering its products and services at a low price so ZONG is using price
penetration because all the packages (postpaid and prepaid) are very low priced and

27

other value added services are also very low in cost. Some of them are free of cost
like:

Missed call alert

E-care

MNP

Conference call

Subscription of SMS packages

As Ufone is giving its customers, uth package and it charge its customers hourly
rate but ZONG gives its customers a package called Location Base Charging it
charge customer only one-time charges and then whole day free.
ZONG also using bundle pricing like SMS packages, voice bundle and handset
offers.

6.3.3

Promotion

ZONG is promoting its products and services in many ways like:

Print media

28

Billboards

TV ads

Mobile promotions

Through Local cable

Internet

In print media print ads and newspapers are include if ZONG is offering something in
a specific place than ZONG use print media like print ads and newspapers.
Billboards are use in all over the country. On many TV channels, Ads are promoting
ZONG. Mobile promotions like in Multan and Lahore when trucks and buses
decorated with ZONG logos and advertising about LBC. On many websites, ZONG
is promoting its packages and offers and ZONG has its own commercial website
www.ZONG.com.pk.

6.3.4

Place

Place means that how a company reach to its customers or how a customer can get
product of a company. ZONG is reaching to its customers in the following manners:

Franchises

Customer service centers

Retailers

Thorough Student Entrepreneurs

29

Franchises and customer service centers are there for customers and customers can
get ZONG products and services from retailers and student entrepreneurs.

6.4

Competitive Strategy: Differentiation

Differentiation is how customer product is different from customer competitors it can

be done in many ways like products differentiation, features differentiation, low price
and many others, for this differentiation a company should have to create a critical
success factor and ZONG is having a critical success factor of low rates and quality
services. ZONG offers quality products and services in low prices.

30

CHAPTER #07: SWOT ANALYSIS OF ZONG CUSTOMER SERVICE

CENTER
The SWOT analysis covers strengths, weakness, opportunities and threats.
Strengths and weakness are generally internal attributes. Opportunities and threats
are generally external attributes. So, SWOT analysis of CSC Hyderabad is given
below:
7.1 Strengths of ZONG Customer Service Center
Strengths are defined as any activity the organization does well or any unique
resources the organization has. Some strengths of ZONG Customer Service Center
are given below:

All the products and services which ZONG is offering are available here in this CSC
of Hyderabad and also all the services of ZONG are activated and deactivated here.

Motivated, educated and qualified staff makes services more reliable and satisfy
customers.
7.2 Weaknesses of ZONG Customer Service Center
Weaknesses are defined as any activity the organization does not do well or the
resources the organization needs but it does not possess. According to my point of
view following are the some weaknesses of ZONG Customer Service Center:

Number of CSR is not sufficient here in CSC Hyderabad, customer some time
should have to wait for their turn a bit.

The staff of CSC is not involved in more outdoor activities.

7.3 Opportunities of ZONG Customer Service Center
Opportunities are defined as positive trend of organization in external environment.
According to my point of view following are the some opportunities of ZONG
Customer Service Center:

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Sales of this CSC can be increased if more and more outdoor activities (establish
stall outside like in market or anywhere) are being done by the management of this
CSC.

SEs are very good for this CSC because customer get information on the go.
7.4 Threats of ZONG Customer Service Center
Threats are defined as the negative trends of organization in environment.
According to my point of view following are the some threats of ZONG Customer
Service Center:

Competitors are the biggest threat for any company. Here also exist Warid, Ufone
and Telenors CSCs so they are biggest threat for ZONG CSC.

Policies of TMA are also some time threatening when they are on outdoor activity.
When staff of CSC Hyderabad wants to do outdoor activity it must have to get NOC
from TMA Islamabad and TMA Islamabad has its own limitations.

Another threat is that according to PTA rules any one can switch to other mobile
network which they think are reliable and due to signal problem and call drop
complains customers are leaving ZONG.

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Conclusion
ZONG have a strong financial position and growing very fast in the current position
of the market of Pakistan in which other companies growing very slowly or
decreasing their market shares. As we can check in the market growth analysis
ZONG increased its market share by 10% from December 2014 to December 2015.
It is very big achievement for the ZONG because it is new brand in the market. As
ZONG has become the favorite brand of the youngsters just because of its best
prepaid packages and the best SMS packages, we can say that ZONG can be a
market leader after few years as early it is growing. As all of we know that the other
communication companies especially UFONE providing more and more packages
for its customers ZONG also have to focus on it and provide more offerings to its
customers. The best suggestion for ZONG to become more favorite brand of telecom
customers it should provide cheaper GPRS packages like ZONG GPRS daily free
package with some daily charges etc. ZONG have kept in mind that these points are
for the better progress in ZONG and ZONG have to use more promotion campaigns
to increase the sale.

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Suggestions and Recommendations

After doing internship in the ZONG I have find out some deficiencies in the ZONG so
I suggest some following points to the ZONG:

Voice clarity and call disconnection is the major issue of ZONG; this issue can be
resolve by installing new boosters in the different areas. ZONG emphasis on hiring
young, fresh, and energetic personnel and they should train their old experienced
workers because human resource are the assets of the company, after training those
old workers will perform well as compare to the fresh workers.

ZONG mobile should use strategy to provide the spare parts for the ZONG mobile in
market, so customers can repair the mobile after the warranty, due to this step
customer will get more faith on China Mobiles.

China Mobiles have huge experience of network operation in similar high

mountainous areas in china itself. Therefore, it is opportunity for ZONG (CM Pak) to
cover the northern areas of Pakistan and get good image in the eyes of current users
and potential users and ZONG can cover the border of China, with the Karakoram
highway and can play a vital role during the journey from this border.

To increase the market share of the company and to get more loyal customers
ZONG have to launch more wireless broadband packages because there is signal
problem of the cellular companies as compare to existing wireless broadband
companies (as wateen, evo are major players), so company can get competitive
advantage to provide this facility.

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Bibliography

Wikipedia (wikipedia.com)

Pakistan Telecommunication Authority (pta.gov.pk)

Zong (zong.com.pk)

The News (thenews.com.pk)

PTA website

Zong CEO speaks about plans (www.telecompk.net)

Reference
http://www.zong.com.pk/aboutus_ccmc.html
http://www.zong.com.pk/about_us.html
http://www.zong.com.pk/packages.html
http://www.zong.com.pk/packages_postpaid.html
http://www.zong.com.pk/packages_prepaid.html
http://www.zong.com.pk/index_value_added_page.html
http://ecare.zong.com.pk:8080/aiecare/index.jsp
https://en.wikipedia.org/wiki/Zong_Pakistan
http://www.pta.gov.pk/index.php?option=com_weblinks&view=category&id=142:it-a-telecomsites&Itemid=30
http://www.thenews.com.pk/NewsSubIndex.aspx?ID=53

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