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Transcript of markrting presentation1
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TOPIC
PTCL
PRESENTED BY
Asim RamzanH.Zeeshan Aslam
Bhatti
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HISTORY OF PTCLv1947 Posts & Telegraph Dept established.
v After that PTCL introduce Pakistan Telephone &Telegraph Department in 1962.
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The PTC was segregated into four separated units in 1996. Theseare as follows;
Pakistan Telecom Company Limited (PTCL)Pakistan Telecom Authority (PTA)National Telecom Corporation (NTC)Frequency Authority Board (FAB)
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vPTCL launched its mobile and data services subsidiaries in 1998 bythe name of Ufone and Pak.Net.v2003 Telecom Deregulation Policy Announcedv2006 Etisalat Takes Over PTCL's management:
PTCL Pakistan
vAmong the acquisitions of Etisalat in 2005 was a 26%management stake in pakistan telecommunication(PTCL) thatwas put on sale by the Government of Pakistan as part of a
large privatization initiative. In order to outbid competitors(which included Singapore Telecommunication and ChinaMobile), Etisalat offered USD $2.56 billion for the stake.According to some analysts, the telecom has overpaid, as thebid went far beyond the estimated USD $2 billion value of thepackage.
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CEO of PTCL Waleed Irshad.
Chairman of EtisalatMuhammad Omran
SATELLITE COMMUNICATION:
PTCL have four Intelsat Standard B Earth Station in different
cities of Pakistan i.e. Gilgit, Skardu, Islamabad, and Gwadar.
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Objectives:
v
The main objectives is to provide telecommunicationservices.vTo provides domestic and international services throughoutPakistan.v PTCL manufactures telecommunication related equipment.vPlan, establish and maintain telecommunication.
vExpend customer awareness of all value-added service ofPTCL.
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STAR:High market Growth & High Market Share
DSLBroadbandEVOSmart TV
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CASH COWS:Low growth and high market shares.
vLand LinevIP connect
DOGS:Low growth rate and low market shares.
v Calling cardsvVphone
QUESTION MARK:High growth rate and low market shares.
v3G
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Market Mix:PROMOTION
PTCL is using following components of promotional mix forthe promotion and Publicity of its product/services.
vADVERTISING:vSALES PROMOTION:
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EVO 3G PTCL V Wieless
PTCL Broadband PTCL Vfone
PTCL WIFI
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PRODUCT LIFE CYCLE Of PTCL
PTCL (Pakistan Telecommunication Company Limited) is onthe Maturity stage of its Life Cycle.
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PLACEMENT
vThe Head Office of Pakistan TelecommunicationCompany Limited is situated in Sector G-8/4,Islamabad, which is headed by the President.
v Besides, it has Regional Headquarters like:vIslamabad Telecom Region,vRawalpindi Telecom Region,vHazara Telecom Region Abottabad,vNorthern Telecom Region-I Peshawar,etc.
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PRICE:Being a government organization, PTCL is notauthorized to determine the prices of its productsitself, the Telecom Regulator Authority viz.Pakistan Telecommunication Authority (PTA)
fixes the prices of telecom services. The processis such that whenever PTCL wants to increase orreduce the rates of its services, it submits its
application to PTA for approval. PTA then callsconsumers representatives, journalists and otherinterested groups for discussion on theapplication.
It b ti d h th t t l t h l i l
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It may be mentioned here that telecom technology is onlytechnology whose rates are on the decline with the passage oftime.
For Example:
DSL Packages
Below are the PTCL Double impact Packages with
Capped Voice Minutes:Double-Play 1Mb @Rs 1,499 with 750 On-Net voiceminutesDouble-Play 2Mb @Rs 1,799 with 750 On-Net voice
minutesDouble-Play 4Mb @Rs 2,499 with 750 On-Net voiceminutesDouble-Play 6Mb @Rs 5,499 with 750 On-Net voiceminutesDouble-Play 8Mb @Rs 7,499 with 750 On-Net voice
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SWOT A l i
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SWOT Analysis:vSTRENGTH:
vTelecommunication Company is the oldest telecomcompany of Pakistan founded in 1947.
vAll the telecommunication companies operating in Pakistandirectly or indirectly dependent upon PTCL network.
vPTCL maintain the records of customers in an organizeway that is not the case with other private.vPTCL can be used as a backup network if the mobilenetworks are down due to any reasons.vIt has been offering speedy Internet DSL connection to thecustomers and also offers concession to the studentsvThe largest landline network of Pakistan.
WEAKNESS
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WEAKNESS
Image Government organizationImage Lack of customer focusImage Outdated people and technology (perception)Lack of aggressive marketingLack of customer services
Social responsibility
OPPORTUNITY
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OPPORTUNITY
Growth in telecommunication industry
More aware and technology understanding consumer a basethat is growing at a fast rate.Market open for more number of products less dependence onsingle category or product.Opportunity to introduce High Value Added Products / High margin
products for the new, more aware consumer.Time to establish brand loyalty, Pre-empt competitors, co-optpartners, invest in technology and networks.
THREATS:
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THREATS:
Strong competition from telecommunication companies.Inflation in the country may increase the cost of services
which will finally transfer to customers.Energy crises throughout the country.Rapid raise in Government taxes.New players in the industry.Political instability.
Security issues.Cyber crimes percentage is increasing.
CONCLUSIONS:
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CONCLUSIONS:
PTCL is the largest telecommunication company from beginning. Itprovides a lot of services to their customer and try to satisfied their
customer in a friendly way. PTCL offer several products likeLandline, DSL, and EVO etc. No doubt PTCL enjoying monopoly inlandline services and in optical fiber. Due to monopoly in opticalfiber all the other telecommunication company is dependent on thePTCL. They are offering different packages according to the target
market and set the prices according to the PTA (PakistanTelecommunication Authority) rules and regulation. Most profitablesegment of PTCL is wireless and PTCL contribute a lot in thegovernment revenue.