Danish Hussain Soomro

MBA-D(4th Semester) Iqra University Karachi

16783

Presented On: PTCL Broadband Pakistan

Speeding up your world...

In a nut shell, how strategists want the brand to be perceived.

To be the leading Information and Communication Technology Service Provider in the region by Achieving customer satisfaction.

They can achieve Brand Identity

By Having.

An organizational environment that Promote 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.

The part of the brand identity and value proposition that is to be actively communicated to the target audience.

PTCL Positioning Statement

Hello to the Future

The essence is futuristic approach.

Hello Inward Communication i.e: Ptcl welcomes its customer and future. Future Outward Communication i.e: By promising future ideas and
products.

Meanings:
Value Proposition In marketing, a customer value proposition (CVP) consists of the sum total of benefits which a vendor promises a customer will receive in return for the customer's associated payment. Essence Core, Heart.

Broadband Pakistan Positioning Statement:

Speeding up your world

It was speeding up your world. It is speeding up your world. It will be speeding up your world in the future.

PTCL Broadband is the largest and the fastest growing Broadband service in Pakistan. Since its launch on 19th May 2007,
PTCL has acquired 500,000 Broadband customers in over 605 cities and towns across Pakistan.

Which says it all that it is the best service available in the market to date.

Company, competitor and Customer Analysis

COMPANY ANALYSIS: The first major product initiative taken towards a changing PTCL, was the launch of PTCLs Broadband service under the PTCL is now the leader in consumer broadband in Pakistan Experience the Internet at its fastest with highspeed access from Broadband Pakistan simultaneously Broadband Pakistan offers DSL service with unmatched reliability, affordability and connectivity and extreme of Broadband Pakistan.

Heritage factors:

A strong relationship to the community helped to spread the word and to strengthen the brands positioning. Customer-built. Innovative business model. Excellent positioning with vital branding strategies. Customer retention, ambition to grow more.

Organizational values:

Strength/strategies: Exponential growth. Skilled Human Resource at low-cost. Providing packages and facilities at low cost from their competitors and a high quality service.

WATEEN WIMAX LINK-DOT-NET

LOCAL COMPITIORS
WI-TRIBE

Competing brands / Nature of competition

Although the company faces strong competition from,link dot net, wateen wimax, wi-tribe and local competitors.

Strength/strategies: customer oriented product and service, innovative with new packages. Vulnerabilities: Strong competitions from telecommunication companies, new players in the industry. They have aggressive marketing to improve their services. They have clear strategic direction keeping in view customers and their organization.

Target Audience: Segmentation: HOME & PERSONAL. BUSINESS & TECHNOLOGY AREAS INDUSTRIAL AND COMMERCAIL SECTORS

They are Offering the same services to all the income segments.

Key trends in category:

Multipurpose applications, gaming, High amount of community web pages and social software applications, people want quality product and service at low cost.

Strengths

Exponential growth. Skilled Human Resource at low-cost. Access to Infrastructure optical network and satellite links. Favorable policies (to some extent) and regulator.

Weaknesses Quality of Service. Low revenue per user. Customer retention. No clear strategic direction. Poor organizational structure. No research and development programs. Employee skill inconsistency. Very low employee morale.

Opportunities Huge market size. Local handset manufacturing. Making technology accessible to all (e.g. broadband). Adopt latest technologies. Removal of international trade barriers.

Threats Recession in economy. Inconsistent and adhoc decisions from regulatory authorities. Political Instability, Security issues. Adverse shifts in trade policies of government.

Brand Architecture

BRAND RELATIONSHIPS:
It explains the nature of relationship between brands. In this case we have PTCL BROADBAND PAKISTAN, the relationship between PTCL (the main brand) and its sub brand BROADBAND PAKISTAN. This relationship & its nature will determine with the help of different factors define below.

MAIN BRAND:
We have PTCL as main brand. As the leading Information and Communication Technology Service Provider in the region they are the link that allows global communication.

Endorses
This provides credibility and substance to the offering. In this particular case PTCL that is well established brand has provide great substance and credibility to the BROADBAND PAKISTAN. PTCL is an endorser in this case & BROADBAND PAKISTAN is an endorsee.

SUBBRAND:
In this case we have BOADBAND PAKISTAN as sub brand. Is is connected to as master brand that is PTCL. It modifies the associations of the master brand (PTCL). It adds attributes such as connectivity, speed & quality service.

DRIVER ROLES:
It actually reflects the degree to which a brand drives the purchase decision and use experience. According to a research conducted of 30 samples of users, we found that most of the consumers say we use PTCL, which means their use experience drives with PTCL. The driver role found to be with PTCL.

 The Brand relationship Spectrum helps in position the various product-market context role options. It involves different strategies which are discussed below.

HOUSE OF BRANDS
Broadband Pakistan doesnt come under this category, though its packages would come under this house of brands. This house of brands is further divided into 3 different strategies. Shadow Endorsement: Not connected

ENDORSED BRANDS
PTCL broadband Pakistan does come under this strategy. This strategy is further divided into 3 categories. Strong Endorsement: Broadband Pakistan is strongly endorsed by PTCL. It is found that PTCL strongly endorsed all of its brands. Example is listed below:
PTCL Broadband is the largest and the fastest growing Broadband service in Pakistan

Linked name Token Endorsement

SUBBRAND UNDER MASTER BRAND

This is further divided into 2 categories. Master Brand as driver:
According to a research I have found that PTCL has the driver role with Broadband Pakistan. Out of 30, I found 25 respondents replied with they are using PTCL.

Co driver

This strategy is divided into 2 different categories. Same identity Different identity:
Broadband Pakistan comes under this strategy. PTCL has created different identity of its subbrarnd that is Broadband Pakistan with attributes listed below:

Cost effective Always On Internet access High speed data download Unlimited download Free Modem. Convenient ordering on phone. Web No upfront charges.

It provides the tools view brands n more systematic view. It is further divided into four categories.

Strategic Brands Lichpin Brands

In this case Broadband is considered to be a Strategic brand. As it has large to grow and clear chances to become major brand. In this case linchpin brand is considered to be a PTCL for Broadband Pakistan. As it has provided a wide customer base area to broadband Pakistan. It has been indirectly influencing Broadband with a great deal.

Silver Bullets
PTCL has played an important role in maintain or creating the brand image of Broadband Pakistan. It has positively influence the image of Broadband.

Features
Cost effective Always On Internet access High speed data download Unlimited download Free Modem

Convenient ordering on phone and web

No upfront charges

Cash cow Brands PTCL is creating cash cow brands, as without investing much, it is creating other successful brands because of large customer base.

Endorder/Subbrand:

PTCL is the main or parent brand. It has main reference or the indicator of all offers or packages offered by BROADBAND Pakistan. Below are the total PTCL Broadband packages now available for customer;
1Mb 2Mb 4Mb 6Mb 8Mb 10Mb @Rs @Rs @Rs @Rs @Rs @Rs 1199 1499 1999 4999 6999 9999

Range of available Data rates from 1Mbps to 10Mbps to suite customers unique requirements and needs accordingly PTCL Broadband service is available in over 1000 cities and towns across the country. High speed broadband is the most affordable broadband service in the country Seamless experience when streaming and downloading movies, tv shows and music files etc Access to rich HD multimedia resources over the internet

Access to free movies, music, classical Pakistani plays, famous cricket matches, educational and religious contents exclusively for PTCL broadband customers on Buzz broadband web infotainment portal.

Brand Groupings
Broadband 2MB Student Bundle Package Broadband Packages(Doubled) Broadband 10MB Broadband 4MB Broadband FAQs Broadband WiFi

Mobilize the Organization:

Broadband performs well enough to mobilize the organization with the help of its growth and revenue generation. It provides emotional benefits such as it provide student package with low price.

Provide an experience:
It provide an experience of giving one free use of internet to get an idea of speed, performance, quality & compatibility.

Demonstrate new product Technologies:

It gives new technology by introducing Broadband first time in Pakistan. It was new experience for the users. It give feel of innovation and performs as silver bullet.

Create brand exposure:

Broadband by introducing service with the PTCL landline gives the exposure of the brand to the customer before they use it.

Develop brand association:

As it creates association with the brand by offering low price packages.