Internship At Marketing Department Of PTCL

By Muhammad Ali

6/27/2011

Internship Report
I did my internship in the Marketing Department of PTCL. It is explained thoroughly in the following pages: Marketing Department is called a revenue-generating department of an organization. Marketing Department undertakes market research and gives feedback to management about customers needs and wants on the basis of which, products and services are developed and positioned to give value to the customers. Thus Marketing department of an organization plays a pivotal role in its business development, growth & expansion. During my internship I worked with PTCL marketing department. Through working there I gain so much practical knowledge that will help me during my practical life. For understanding the work flow and the operation of the department we have to move in certain manner. We have to look the key operation the structure of the department and in the end the focus will be on the critical analysis. So we will move in the pattern describe below: Marketing strategy of PTCL Market segmentation of PTCL Marketing mix of PTCL Promotional strategy of PTCL

1. 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 .Classically, Marketing has been all about the four Ps: Product, Place, Price and Promotion. The marketer identifies a target market, defines the product and Pricing to appeal to this market and a strategy to deliver the product to the market. Thus the marketer is the steward of the value proposition, ensuring that the firm is delivering maximum value to its customers. We will briefly discuss below the marketing strategy, product planning, development & management, Pricing strategy, distribution strategy and promotional strategy: 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. 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.

2. Market Segmentation

Basically PTCL segmented its market on two bases To better implement customer services features, segment the market on a customer basis: Corporate Residentional On the basis of services as: Telephony Data 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 the 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 its market leader status. 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

3. MARKETING MIX 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 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. The services offered by PTCL are built in the technology and with the passage of time; PTCL rolls out these products in the market. even many products, which have become obsolete in developed countries, are launched as new products by PTCL. But we cannot deny the fact that being monopolist, PTCL is depriving customers of many digital services that are available free in many other countries. However, as the Marketing department has been established now, it is expected that in future

there will be close coordination and liaison between marketing professionals and engineers for planning and developing customers oriented products. PTCL is also in the process of hiring brand Managers to manage its different products in a thorough professional way. 4. PROMOTIONAL STRATEGY PTCL is using following components of promotional mix for the promotion and Publicity of its product/services. 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 080044544, 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