Internship Report (2011)

Internship Report Bachelor of Business Administration Program

Name: Ahmed Amaar Reg.No.: 08-arid-308 Specialization: Marketing Telephone: 0333-6843694 E-Mail: ahmedamaarabl@gmail.com University Institute of Management Sciences University of Arid Agriculture Rawalpindi

Company Name: Pakistan Telecommunication Company Limited Main Telephone Number(s): +92-51-226373-34 Fax Number: +92-51-2263733 Postal Address: PTCL Headquarters Sector G-8/4, Islamabad Supervisor Name: Mr. Aqeel Shigri Supervisor Telephone Number: Confidential Start Date for Internship: 08-09-2011 End Date for Internship: 24-11-2011 Report Date: 20th February 2012

Evaluation

Ahmed Amaar
completed internship at

PTCL
Internship/Employment report submitted for the Final Evaluation in Partial Fulfillment of the requirements for the Degree of

Bachelors Business Administration

It is certified that, the Internship/Employment report and the work contained in it conforms to all the standards set by the Institute for the evaluation of any such work.

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Ammar Asghar Zia-ur-Rehman 3. 2. 1. Ali Haider

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University Institute of Management Sciences

University of Arid Agriculture, Rawalpindi (2012)

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Acknowledgements
I express my deepest gratitude to all those who contributed directly or indirectly to bring this report to this final format, because I would have never been able to achieve this by myself. I am thankful to PTCL and its employees who provided the platform to complete my internship successfully, special thanks to the Marketing Communication team.

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Table of Contents
1. Company Background_____________________________________________________ 6
MAJOR EVENTS IN PTCL'S HISTORY_______________________________________________ 6

INTRODUCTION TO PTCL___________________________________________________ 8 MISSION STATEMENT OF PTCL_____________________________________________10

CORE VALUES___________________________________________________________________ 10

VISION STATEMENT OF PTCL______________________________________________ 11 OBJECTIVES OF PTCL______________________________________________________ 11 PRODUCT & SERVICES_____________________________________________________ 11

SERVICES FOR CONSUMERS______________________________________________________ 11 SERVICES FOR CORPORATE CUSTOMERS__________________________________________ 13

ORGANIZATIONAL STRUCTURE OF PTCL___________________________________ 15 STRUCTURE OF MARCOM DEPARTMENT___________________________________ 17

Communication department___________________________________________________________ 17 Marketing Department_______________________________________________________________ 17 Sales Department___________________________________________________________________ 17 Business development Department_____________________________________________________ 17 Business Intelligence Department______________________________________________________ 18 Public Relations____________________________________________________________________ 18

STRUCTURE OF MARKETING COMMUNICATION DEPARTMENT_____________19

FUNCTIONS OF MARKETING COMMUNICATION DEPARTMENT______________________ 20

MARKETING OPERATION__________________________________________________ 22 MARKET STRUCTURE______________________________________________________ 22 MARKETING STRATEGY___________________________________________________ 23 MARKETING STRATEGY OF PTCL__________________________________________ 23

Market Segmentation________________________________________________________________ 25 Positioning strategy_________________________________________________________________ 25 Product Planning___________________________________________________________________ 25 Pricing strategy____________________________________________________________________ 26 Promotion Strategy_________________________________________________________________ 28

TARGET MARKET__________________________________________________________ 30 Distribution Strategy__________________________________________________________30

Channel of Distribution______________________________________________________________ 30

Competitive Strategy__________________________________________________________31 SWOT Analysis of PTCL______________________________________________________ 32

STRENGTH_______________________________________________________________________ 32 WEAKNESS______________________________________________________________________ 32 OPPORTUNITY___________________________________________________________________ 33 THREATS________________________________________________________________________ 33

2.

Work Description________________________________________________________ 34

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3. 4.

Analysis________________________________________________________________ 36 Conclusion______________________________________________________________ 37

Conclusion Executive Summary

With employee strength of 30,000 and 5.7 million customers, PTCL is the largest telecommunications provider in Pakistan. PTCL also continues to be the largest CDMA operator in the country with 0.8 million V-fone customers. The company maintains a leading position in Pakistan as an infrastructure provider to other telecom operators and corporate customers of the country. It has the potential to be an instrumental agent in Pakistans economic growth. PTCL has laid an Optical Fiber Access Network in the major metropolitan centers of Pakistan and local loop services have started to be modernized and upgraded from copper to an optical network. This report is being started with the brief and complete introduction of organization, its historical background, its services and its products offerings. What is the hierarchy in the organization as well as working of various departments are concisely discussed. More over the SWOT analysis is done which clearly shows what are the strengths, weaknesses, opportunities and threats in the organization. Finally some suggestions and recommendations are given to organization in this report. Thus this report completely depicts the true picture of PTCL in a meaningful way

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1. Company Background
Over the years, technology has changed the concept of communication and what was thought to be a fictional only a decade ago, has actually made its way through to our hands today. But there must be an anchor to introduce, allow, improve and channelize all these services and innovations sweeping through the globe. In Pakistan same anchor is Pakistan Telecommunication Company Limited from the humble beginnings of posts & Telegraph Department in 1947 and establishment of Pakistan Telephone & Telegraph Department in 1962, to this very day, PTCL is a story of commitment and vision. Pakistan Telecommunication Corporation (PTC) was established in December 1990, taking over operations and functions from Pakistan Telephone and Telegraph Department under Pakistan Telecommunication Corporation Act 1991. This coincided with the Government's competitive policy, encouraging private sector participation and resulting in award of licenses for cellular, card-operated payphones, paging and, lately, data communication services.

MAJOR EVENTS IN PTCL'S HISTORY

1947 1962 1990-91 1995 1996 1998 2000 2004 Post & Telegraph Departments established Pakistan Telegraph & Telephone Department Pakistan Telecom Corporation About 5% of PTC assets transferred to PTA , FAB & NTC PTCL Formed listed on all stock exchanges of Pakistan Mobile & Internet Subsidiaries established Telecom Policy finalized Start of lying Fiber Optic Cables between the local exchange and the end users. 2006 2007 WLL V wireless Phone started to provide service 26% shares sold to Etisalat for $ 2.6 billion Performance better and developed NGN (Next Generation Network). Restructuring and VSS (Voluntary Separation Scheme) In short PTCL has been working vigorously to meet the dual challenge of telecom development and socio-economic uplift of the country. This is characterized by a clearer Page 8 of 36

appreciation of ongoing telecom scenario wherein convergence of technologies continuously changes the shape of the sector. A measure of this understanding is progressive measures such as establishment of the company's mobile and Internet subsidiaries in 1998. As telecommunication monopolies head towards an imminent end, services and infrastructure providers are set to face even bigger challenges. Pakistan also entered post-monopoly era with deregulation of the telecom sector in January 2003. PTCL is in full awareness of the same, and future policies feature a strong conviction of healthy competition.

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INTRODUCTION TO PTCL
Pakistan Telecommunication Company Limited (PTCL) is the primary provider of Telecommunication services in Pakistan. The range of services include basic telephony, telegraph, fax, telex, Public data, Internet, E-mail, ISDN (Integrated Services Digital Network), Universal Access Numbers (UAN), and other value added services. Pakistan Telecommunication Company Limited believes that it has an inherent potential that it can exploit to emerge as an important and active business entity. Pakistan Telecommunication Company Limited has some basic strength and the potential that needs to be exploited into real business opportunities. The registered office of the company is situated at PTCL Headquarter, G-8/4 Islamabad. Pakistan Telecommunication Company Limited is a professionally managed company and has initiated measures, with active support of the Federal Government, to inculcate a corporate culture that befits a businesslike company. With employee strength of 30,000 and 5.7 million customers, PTCL is the largest telecommunications provider in Pakistan. PTCL also continues to be the largest CDMA operator in the country with 0.8 million V-fone customers. The company maintains a leading position in Pakistan as an infrastructure provider to other telecom operators and corporate customers of the country. It has the potential to be an instrumental agent in Pakistans economic growth. PTCL has laid an Optical Fiber Access Network in the major metropolitan centers of Pakistan and local loop services have started to be modernized and upgraded from copper to an optical network. The year 2006-07 in the telecom sector witnessed a phenomenal growth in the mobile phone sector in Pakistan, which doubled its subscriber base to 60 million. The Teledensity increased from 26% to 40%, helping to spread the benefits of communication technology across the country. PTCL's mobile phone subsidiary Ufone's subscriber base grew by more than 87%, from 7.49 million to 14 Million. From the end customers perspective, a major initiative was put in place in the shape of 'Broadband Pakistan service launch as a first step towards providing its customer with more value added service and convenience. The company also continued to invest in infrastructure development and addition of network capacity with a view to enhance services and to expand its reach across the country. By developing new sources of income, on the commercial side, the growth momentum of PTCL remained strong in emerging segments of Broadband and Corporate Services. Page 10 of 36

PTCL remained focused on its strategy by providing multiple solutions to the business and household market segments and extending vital services to other telecom operators in Pakistan. PTCL has special emphasis on high level of customer satisfaction. PTCL network has a number of technologies that work together to provide every possible solution a client could need. It also allows the company to meet the rapidly changing and new emerging technology requirements.

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MISSION STATEMENT OF PTCL

A companys mission statement is typically focused on its present business scope-who they are and what they do mission statement broadly describes an organizations present capabilities, customer focus, activities and business makeup. Pakistan Telecommunication company limited statement is stated as an organizational environment that fosters professionalism, motivation and quality. An organizational environment that fosters professionalism, motivation and quality An environment that is cost effective and quality conscious Services that are based on the most optimum technology "Quality" and "Time" conscious customer service Sustained growth in earnings and profitability

CORE VALUES
Values are general statements, procedures or understandings that guide or channel thinking in decision making. It provides direction for action and regularizes the decision making in certain circumstances. Pakistan Telecommunication Company limited defines its values as Professional Integrity Customer satisfaction Team Work Company Loyalty Corporate Information

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VISION STATEMENT OF PTCL

To be the leading Information and Communication Technology Service Provider in the region by achieving customer satisfaction and maximizing shareholders' value'. The future is unfolding around us. In times to come, we will be the link that allows Global communication. We are striving towards mobilizing the world for the future. By becoming partners in innovation, we are ready to shape a future that offers telecom services that bring us closer.

OBJECTIVES OF PTCL
Objectives are the ends towards which activity is aimed. These are the results to be achieved. Pakistan Telecommunication Company limited states its objectives as under To provide quality services to its customers in Pakistan. To provide maximum satisfaction to its customers by using the latest technology. To increase the worth of owners. To lead the telecommunication industry in Pakistan.

PRODUCT & SERVICES

Pakistan Telecommunication Company Limited not only Provides Conventional telephone facilities, it also offers optical fiber services to the private sector. We will briefly discuss below the product lines being offered by the PTCL. Basically PTCL divide their services into two parts. 1. 2. Services for consumers Services for corporate customers

SERVICES FOR CONSUMERS

These services are basically for the common users (Individual/home users) those use telephone in their home/work place and they are basically non business users. These customers are households. And the natures of connection installed are at home according to it and charges are charged from them according to domestic level.

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NEW TELEPHONE CONNECTIONS:

As mentioned earlier, PTCL is presently the only telecom company, who provided fixedline telephony in the country. So whenever, any Private business concern or any individual needs a new telephone connection for provision of telephone service.

VALUE ADDED SERVICES: CLI (Callers Line Identification)

Caller Line Identification (CLI): Calling line Identification (CLI) allow customers to identify the caller before picking up the phone receiver. To subscribe to CLI services, a customer needs a telephone set with display capability or a CLI device attached to the phone.

PREPAID CALLING CARDS

PTCL calling card is the most popular choice of millions of customers all over the country. It is now available with balance transfer facility and follow on call facility. Comes in easily affordable denominations of Rs. 100, 250, 500, 1000 and 2000. Easily available throughout the country Easy to use from any PTCL digital phone (Dial 1010) Fast and easy, nationwide and international access No line rent and no Phone bills 24 hours customer services through toll free number (0800-80800)

E-BILL PAYMENT
Billing system is a part of customer services so providing connivance to its valuable customers PTCL launched a new billing service which is available through PTCL Calling Card This is another service from PTCL. This service is basically providing billing solutions for the users.

DIGITAL FACILITIES:
PTCL offers a variety of features to digital exchange customers like:Page 14 of 36

 Hotline Abbreviated Dialing. Call Waiting Dont Disturb Call Transfer on (a) Busy (b) No Reply (c) Immediate Wake up call Absent Subscriber Code Barring

SERVICES FOR CORPORATE CUSTOMERS

PTCL is striving hard to facilitate its valued corporate customers at each level of service. PTCL offers a host of unmatched services to suit the needs of the Corporate Customers. The list of Corporate Services is given as under. For more information regarding any of the following services, PTCL Corporate Customer Centers can be contacted. These are business customers such as Firms, Business Organizations, Instructions, Public Call Office, etc. Different packages are given according to the nature and size of the Organization.

Universal Access Number (UAN):

UAN (Universal Access Number) service is ideal for organizations Engaged in marketing of products or services. Here is a list of business that can avail UAN Service. Banks Newspapers Airlines Hotels Shipping Lines Fast Food Outlets Consumer Products Insurance Credit Card Companies Travel Courier Services Utility Services Trading Companies Stock Brokers Companies

VOICE MESSAGING SERVICE: (VMS)

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With PTCL Messaging Service, you can have all for (or Desired) calls recorded when you are absent, busy on phone or do not want to attend the calls for any reason. You can, later on at your convenience, retrieve all recorded messages from any telephone anywhere in the country. Security of message is ensured against eavesdropping through subscriber controlled password.

PTCL VMS
PTCL VMS is designed for those who do not want to miss a call or Fax because that can be beneficial. Great for anyone owning a telephone or Fax, at home or business. Much more powerful and flexible than answering machine due to Message options available in your voice mail system.

PTCL MESSAGING PLUS:

PTCL MESSAGINH PLUS is designed for small and medium business enterprises having problems with managing telephone message. PTCL MESSAGING PLUS will definitely handle these problems for you. Advanced messaging features save time, make you truly mobile and increase productivity. It is essential for time-conscious executives, frequent travelers and Professional groups.

CO- LOCATION CENTERS

Pakistan Telecommunication Company has taken land mark decision to establish co location centers throughout the country.

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ORGANIZATIONAL STRUCTURE OF PTCL

Organizing is the part of management that involves establishing intentional structure of roles for the people to fill an enterprise. It is process of breaking down the overall tasks of an enterprise into individual assignments/activities and then getting them put together in units, departments or in groups along with the delegation of authority to the manger. Organizational structure implies a formalized intestinal structure of roles/positions. A well-developed and properly coordinated structure is an important requirement for the successful operation of any organization. It provides the basic framework within which functions and procedures are performed. In PTCL the functions of planning and policy formulation are carried out by the Board of Directors whereas the management of the organization is carried out by the executive management.

Board of directors
The highest body of PTCL, which has been vested with the function of policy formulation. The first Director was elected by the subscribers in their first meeting. Under the rules, the directors appointed are not being less than sever in numbers. There is general body meeting once a year of all the shareholders to elect the members of board of directors. A director once elected, holds office for a period of three years unless he resigns, becomes disqualified from being a director or otherwise ceases to hold office. A retiring director is eligible for re-election.

PEOPLE
The employes of PTCL nearly equal to 30000 who are working in all over in the Pakistan they are the assets of the company and they are the responsible for the good will of the company company also focuses on the status of there employees and give them performance appraisal program and give them incentives and also give them medical treatment.

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STRUCTURE OF MARCOM DEPARTMENT

Communication department
The communication department of PTCL is controlled by senior executive vice president, who looks after five different departments: Marketing Department Sales Department Business development Department Business intelligence department Public relations

Marketing Department
The Marketing Department adopted a proactive role in introducing marketing techniques for retaining current customers and attracting new ones. Marketing department check that what are the existing products, what are the provisions for new products and the development of these new products?

Sales Department
Sales department is responsible to increase the sales of different packages. Employees in the sales department check that where sales are possible and how much potential is in the market. Sales person check new places of potential where they can increase their sales. They develop distribution network and use different media vehicles to increase their sales.

Business development Department

Business development department is responsible to develop products for corporate sector. They look for prospects for new business, making sales presentations and few other tasks, reporting and analytic support to address business strategies and product development that provide for solid business intelligence solutions environment and infrastructure. They target corporate sector/companies not general public.

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Business Intelligence Department

This department checks the trend and traffic in PTCL own services in market and also check what is the effect of competitor action on the services of PTCL. For example, there is need to check the traffic of calls by customers, and at what time there is maximum usage. Assure that the performance of the data warehouse environment is performing optimally through the use of capacity planning, and systems monitoring. Lead the effort to analyze business needs and data, subsequently establishing, documenting and implementing a consistent analysis methodology and use of resources across the organization. Ensuring sound requirements definition, specification and scope definition processes are upheld through reporting & analysis processes. On the behalf of these analyses, management takes the decisions regarding the PTCL services and can response to competitors actions. These analysis and data are only available on intranet and for internal management use only.

Public Relations
Like all other departments of PTCL, the role and responsibilities of the Public Relations Department has also taken on a new dimension after the onset of Telecom Sector deregulation. Public Relations Department of PTCL is engaged in the Companys image building activities through Press releases, articles, and write ups are published regularly in the print and aired by the electronic media. To enhance the company image and counter negative news item, clarifications and rebuttals are promptly issued by the PR department. The PR officers based in major cities also helped in image building across the country

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STRUCTURE OF MARKETING COMMUNICATION DEPARTMENT

FUNCTIONS OF MARKETING COMMUNICATION DEPARTMENT

MARKETING OPERATION
Pakistan Telecommunication Company Limited, or PTCL, keeps callers connected across the world. The communications services provider offers consumers and businesses with basic landline, DSL broadband, interactive television, and IP telephony services. The company also provides wholesale services such as traffic routing and call termination to other carriers. PTCL's subsidiaries include wireless phone services provider Pakistan Telecom Mobile, which operates as Ufone. The operation performed by the marketing department is to give the assistance in the promotional campaigns of the services provided by the Pakistan Telecommunication Company limited. Allocation of marketing efforts in relation to the long run profit potential of the targeted segment: They develop winning offering for each target segment. Page 20 of 36

They measure company and customer satisfaction on continuous basis. PTCL sells airtime as its product. Goals set by the Head office in the function of marketing department. Marketing operation is as under: Schedule planning (Better schedule greater demand and greater revenue in return) Target Monitoring Marketing Intelligence Commutative Analysis

MARKET STRUCTURE
Wireless Local Loop (WLL) is growing at a rate of about 100 percent per annum as its Teledensity has reached to 1.34 percent by end of December 2007. The quarterly addition of WLL subscriber is approximately 0.14 million on an average. PTCL is leading in terms of traffic on WLL in Pakistan, which has about 54 percent market share of total traffic of WLL segment. Two major players, PTCL and Tele-card have lost market share in WLL traffic in quarter ending December 2007 when compared with the same quarter of the last year. PTCL share came down to 54 percent from 57 percent while Tele-card share in total traffic has come down to 22 percent from 30 percent. World Call has gained 100 percent and its share reached to 22 percent at the end of 2007 compared to the same quarter last year.

MARKETING STRATEGY
Normally, a marketing strategy identifies the target markets, the desired position in each Market and the marketing mix that will persuade those target markets to part with their Money. Market is targeted through market segmentation. Segmentation can be done on Four types i.e. Demographic Segmentation (age, gender, race/ethnicity, household type, Home ownership, education, employment, income etc.), Geographic segmentation; Positioning oneself by product can do positioning differentiation, positioning by Product usage, positioning against a particular competitor, positioning against an entire Product category, positioning by association and positioning by problem, marketing Mix includes Ps i.e. Product, Price, Promotion and place.

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MARKETING STRATEGY OF PTCL

For understanding the marketing department work flow and its function we must have clear picture of the PTCLs marketing strategy. For developing clear understanding of marketing strategy of PTCL there is no one line statement or clear vision of marketing department so we have to move traditionally Three Types of Marketing Used in PTCL A. EXTERNAL MARKETING It describes the normal work done by the company to prepare, price, distribute, and promote the service to customers. B. INTERNAL MARKETING It describes the work done by the company to train and motivates its employees to serve customers well. C. INTERACTIVE MARKETING It describes the employees skill in serving the client. Marketing Managers develop the marketing programs. Marketing department of PTCL first identifies and analyzes the target markets then design and implement marketing mix strategies to reach markets and achieve the organizations marketing objectives. During each step, they use marketing research to help in decision-making. They analyze their customers raveling behaviors their buying motives and patterns.

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Market Segmentation
Basically PTCL segmented its market on two bases To better implement customer services features, segment the market on Customer basis: A. Corporate B. Residential

On the basis of services as: A. Telephony B. Data C. Video PTCL has segmented its market for its services and products to effectively deal with its Customers. Some of its services like Universal Access Number, Co-Location centers and virtual private network are specially targeted at corporate customers and business concerns. The other services like new telephone connections, digital services etc. are meant for mass market. The services like Internet, fax facility etc. are targeted at both; corporate and general customers.

Positioning strategy
As PTCL is the sole provider of the landline telecom services in the country; it is the Market leader in providing these services because there are no competitors to challenge. Thus presently PTCL is facing no problems in positioning its Services in the market as a market leader because it enjoys monopoly in the industry. However, with the deregulation of telecom sector PTCL is gearing up itself to maintain this market leader position, on the other hand competitors are doing to challenge it.

Product Planning
In PTCL, so far products had been planned and developed by the engineering department and marketing professionals had no role in product planning as there was no Marketing department in the Company. But now marketing professionals have been inducted in the Page 23 of 36

Company and they will definitely have a close coordination with engineering department in planning and development of products to satisfy customers desires. It should also be kept in mind that PTCL is a technical organization enjoying State-of-the-art telecom technology.

Pricing strategy
Being a government organization, PTCL is not authorized to determine the prices of its products itself; the Telecom Regulator Authority viz. Pakistan consumers representatives, journalists and other interested groups for discussion on the proposal. After listening to the viewpoints of all the interested parties, PTA gives its decision. If PTA approves PTCLs proposal, the new rates are enforced. It may be mentioned here that telecom technology is only technology whose rates are on the decline with the passage of time. PTCL also rationalizes its tariff with the passage of time. Tariff rationalization process started in 1997 as part of GOP Telecom Sector policy for privatization of this sector. It was mainly focused on rebalancing the domestic process like NWD, international, local call, line rent etc. Rebalancing is completed by the end of 2008 (as per Tariff rates) with the objective to position PTCL for competition. Telecommunication Authority (PTA) fixes the prices of telecom services. The process is such that whenever PTCL intends to increase or reduce the rates of its services, it submits its Proposal to PTA for approval. PTA then calls

There are many ways to price a product. Premium Pricing Use a high price where there is uniqueness about the product or service. This approach is used where a substantial competitive advantage exists. Penetration Pricing The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. Economy Pricing This is a no frills low price. The cost of marketing and manufacture are kept at a minimum. Supermarkets often have economy brands for soups, spaghetti, etc. Page 24 of 36

Price Skimming Charge a high price because you have a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply. Manufacturers of digital watches used a skimming approach in the 1970s. Once other manufacturers were tempted into the market and the watches were produced at a lower unit cost, other marketing strategies and pricing approaches are implemented.

Premium pricing, penetration pricing, economy pricing, and price skimming are the four main pricing policies/strategies. They form the bases for the exercise. However there are other important approaches to pricing. Value Pricing This approach is used where external factors such as recession or increased competition force companies to provide 'value' products and services to retain sales.

In Case of PTCL: Pricing strategy changed according to the market situation. It may be increased or decreased. World Call Telecom has provided country wide free call on his own network.

In countering V Wireless has offered 1200/- free balance to retain and attract new customers. This is a short term method as against world call strategy. PSTN: For PSTN or landline PTCL is using ECONOMY strategy which means PTCL is getting average revenue per user. As PSTN is now on maturity stage so the focus is on retaining customers. EVO: Page 25 of 36

EVO is a newly lounged brand by PTCL. As it has no other competitor in market so PTCL is using Skimming strategy by which they are getting high no. of customers with high revenue. Vfone: For the pricing of Vfone and Smart TV PTCL is using Market Penetration strategy through which they have added two new ways to penetrate its market. Smart TV: For Smart TV Market Penetration strategy is being used. Purpose is to get maximum market share. Broad Band: Skimming and Value added strategies are being used for broadband for maximum revenues and high market share

Promotion Strategy
PTCL is using following components of promotional mix for the promotion and Publicity of its product/services. Above the line advertising is including newspaper T.V at big level and below the line advertising at low level like local cable banners, sign boards. Several types of promotions are used extensively by PTCL. All the promotional tools are used in service industry. Advertising and sales promotion has been used extensively in service fields. Public relation and publicity also play important role.

PUSH STRATEGY
To achieve the sales targets, PTCL uses push strategy. In this strategy PTCL gives extra bonuses and discounts on purchasing of prescribed quantity. By using this strategy PTCL meets its sales targets and can generate more revenue in a short period of time. In this strategy the benefits are given to the dealers and sales teams.

PULL STRATEGY
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PTCL also using pull strategy, it directs its marketing activities toward final consumers to encourage them to buy the product. Promotion is directed to end-user. The intention is to motivate the dealers to prescribe the companys products to their users

It increases the demand of products. When demand increases, all channels give more orders to distributors and in the same way distributors will further give orders to PTCL. Effective steps taken by PTCL for promotion: PTCL uses different media for promotion 1. Print Media 2. Newspapers 3. Electronic Media 4. Local Cables 5. TVC 6. Radio 7. Internet 8. Brochures 9. Bill Boards

Advertising:
In promotional mix, PTCLs main stress is on advertising in print and electronic media. PTCL periodically places its advertisements in print media on services like H/Qs hotline 0800-44544, Caller line identification (CLI), Voice Messaging Service, Digital Facilities, PTCL Prepaid Calling Cards, Inquiry 17, Complaint 18, phone bill cards prepaid telephone etc. to remind the customers of these services. Sometimes, corporate ads are also released to print media to mark special occasions. PTCLs Commercials on Prepaid Calling Card, CLI, Voice Messaging, Digital Facilities etc. are also broadcast immediately on electronic media as reminders to customers.

Sales promotion:

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PTCL charges 1/3rd rates on national calls from 06:00 pm 07:00 am and local calls are free from 11:00 pm to 06:00 am to promote the usage of its telecom network. Moreover, PTCL offers special rate packages on special occasions like Ramadan Package and EID package, which offer customer reduced rates for specific timings. For Example, In EID Package PTCL charges half rates from 6:00am - 6:00pm and quarter from 6:00pm 6:00 am to attract customers to use its telephone service. These rates result in increased revenue for PTCL and also facilitate the customers to talk to their near and dear ones on these special occasions on affordable rates.

Personal selling:
As PTCL is enjoying monopoly in fixed-line telephony, the Company has no Professional sales force because the company has not felt any strong need to use the Services of a sales force for increasing the sale of its products. At the moment, PTCLs Customer Services Centers are playing the role of sales outlets. Customers can make telephone calls; send fax messages from these Customer Services Centers. They can also get connected their telephone bills and get duplicate bills from these outlets. However, with the establishment of Marketing Department in PTCL, The marketing professionals are now in the process of inducting professional sales force for the company.

TARGET MARKET
PTCLs 80% revenue comes from just 20% customers, who are corporate customers and other big and small business organizations. The main focus of PTCL marketing Efforts is on retaining and satisfying that 20% chunk of key customers at any cost. For This purpose, PTCL is now established Corporate Customer Services Centers in major cities to take care of these vital customers. Apart from these important customers, PTCL Targets general public and other small business companies for sale of its landline Telecom services like telephone, fax, Internet, as well as other services like CLI, VMS, and Digital Facilities etc.

Distribution Strategy
Designing a distribution strategy by PTCL involves five tasks: Page 28 of 36

Channel of Distribution
Direct (In-house): PTCL Exchanges and One Stop Shop ---- End users. PTCL sells directly to end users where ever PTCL Exchanges and one stop shop works country wide. Senior Engineer is in charge and involved in selling process to those customers who walk in exchange for products. Collections are made by Managers on the spot and services are provided immediately.

Indirect (Dealers): PTCL sells its products through Franchise as well. PTCL ---Dealers----Retailers----End Users Retailers: They buy small number of sets from dealers. They are generally small shopkeepers.

KIOSK: PTCL is also doing Kiosk activity in different colleges and university. From kiosk people can get all products of PTCL.

Blitz Sales: Team of 20 people has assigned for Blitz sales. They daily target an area and do door to door sales. By this activity revenues are getting higher.

Customer Facilitation Center (CFC): Customer facilitation centers are also available for sales and for rectification of problems.

Competitive Strategy
PTCL has monopoly in the market. It competes against its competitors by using cost leadership strategy. As PTCL is the oldest telecommunication company in Pakistan it has well built infrastructure regarding telecommunication so they do not have to invest more in order to incorporate new technology. By providing services on lowest price they cover a huge market.

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Secondly all the telecommunication companies are directly or indirectly dependent on PTCL as they use PTCLs fiber optics access network for data transmission. There is only one competitor of PTCL in Pakistan Wateen which provide OFAN but its network is not as good as PTCL. Third thing is PTCL is government regulated and after selling its shares to Etisalat much investment has been made especially in Broadband section which is a growing field in telecom. PTCL is providing broadband connection at the lowest price starting from Rs. 890/month which no other company is providing and it covers almost whole country.

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SWOT Analysis of PTCL

STRENGTH
Largest operational network and infrastructure within ICT (Information &Communication Technologies) segment. An integrated Monopoly. Market leadership in Local loop, Wireless local loop (WLL) and fixed telephony. PTCL (Ufone) is market challenger in GSM segment Ufone is performing well though Warid and Telenor are tough competitors. PTCL, Ufone profitability increased by 49.2 percent to Rs. 977 million in Competitors still depend on PTCL network either directly or indirectly. Experienced Telecom Resources. Low Production Costs Leading to corporate culture after privatization With over 2 million lines PTCL is the largest WLL provider. 1134 base stations cover 720 cities and capacity is being added Effective product innovation abilities Skilled Human Resource Vast infrastructure and real estate assets which can be leveraged further.

WEAKNESS
Not been able to nurture its growth around customer services oriented strategy Internal organizational and business processes issues Monopolistic culture has further added to its complexities Paknet, the internet service provider arm of PTCL continues to incur losses due to poor management and lack of network optimization. PTCL-V, the fixed wireless phone service is poor. Over employment & low productivity. Slow decision making including external interferences. Corporate culture akin to government departments Work force issues quality control and delivery Page 31 of 36

OPPORTUNITY
Profit taking growth of subsidiaries. Low Teledensity of Pakistan. Have vast infrastructure and real estate assets which can be leveraged further. 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. Replacement of copper wire with OFAN and ONU project Triple play service Market Size Launch of Wimax

THREATS
Increasing Number of competitors Cellular companys rates increased competition in long distance continues to exert pressure. Exposure to market competition. Migration to Cellular Networks. Ability to Attract & Retain Quality Professionals. Organizational Management Cycle. Political instability Management style and approach Rising sales of substitute products like mobile operators also act as a threat. High turnover and low retention of IT staff

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1. Work Description
Internship is the first step for every student to enter into the world of practical life. Educational life and practical life has a lot differences but study life is the base for the practical life. According to my experience internship is the best way to enter into the practical life. During internship, students can learn a lot which is more than that they can learn from books. Internship has given a great boost to my knowledge, confidence and experience. During my internship in the MARCOM department at PTCL I learned about the daily activities of the department. I have crossed checked the files relating to invoices of the work. The process is: 1. First the Invoices are received with attached work orders. 2. A serial number is issued to each campaign under which invoices and work orders are generated 3. The invoices under same serial number are filed together 4. The work order then moved to the folder of the respected month in which the work order was generated. 5. A copy of work order with its approval which is signed by SEVP, General Manager MARCOM, Senior Manager Marketing, and Manager Media is attached to the file. 6. A note sheet is also placed in the file relating to the work order generated by Executive Media Tracing and billing. And also crossed checked and signed by SM, and Marketing Officer 7. At the end the files for same month are send to audit department. The promotions which include ATL and BTL are mainly done by the agencies. The AMs communicate to the agency, the agency send different ideas to the AMs that are shown to the General Manager MARCOM who after taking a look approves it or ask for changes to be made. After the approval the final order is placed and the final ads are delivered to the department. Page 33 of 36

With the above work I was also given work of dispatching some promotional gifts to the customers selected in the lucky draw. The packages were packed and dispatched through couriers and the file including all the invoices and work order were generated by me. I also worked with the broadband department helping them in their research which includes collecting data from the customers through telephone from all over the country, which I successfully completed.

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1. Analysis
Internship has given a great boost to my knowledge, confidence and experience. It gave me an opportunity to learn in the following areas; The internship gave me chance to meet with different type of people which have different types of thoughts, behaviors and actions. These people were my colleagues, senior officers, and mentors, members of other departments and higher management of PTCL. The internship increased the level of my confidence and communication skills as I had to communicate with people on different posts and positions in the department. It also increased my exposure of thoughts; as practical work is quite different from the bookish knowledge we have studied but it provides you with an opportunity to put whatever knowledge you have into the practical work. The internship gave me chance to experience the work going on in an organization and in the market. During the internship Ive worked in the MARCOM department and have learned all their marketing activities from designing to advertising. During the internship the main work that was given to me was handling the filing system of MARCOM department and also conducting research for Broadband department which include collection of data from PTCL landline customers. The third thing that I handled during the internship was related to promotional gifts that were to be send to the loyal customers.

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1. Conclusion
The experienced that I gained during my work at PTCL will prove to be very useful for me. It will help me in the future. It has given me opportunity to understand the situation in the market which is totally different from the knowledge which we gained from books but the experienced I gained during my internship is only helpful for the marketing in telecommunication industry as the PTCL is the largest telecom company in Pakistan.

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