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ADVERTISING AND PROMOTION
Final Presentation
Adeel Ahmed 09108021Muhammad Haris 09108022Ahmed Mir 09108109Rohail Arshad 09108004Tallah Khokhar 09108073
Brief History of PTCL:
•1947 Posts & Telegraph Dept established
•1961 Pakistan Telegraph & Telephone Dep’t.
•1990-91 Pakistan Telecom Corporation.
•1995 about 5% of PTC assets transferred to PTA, FAB & NTC.
1996 PTCL Formed listed on all Stock Exchanges of Pakistan.
•1998 Mobile (Ufone) & Internet(PakNet)subsidiaries established.
•2000 Telecom Policy Finalized.
•2003 Telecom Deregulation Policy Announced.
•2006 Etisalat Takes Over PTCL's management.
PTCL Brand Philosophy
As the leading Information and Communication Technology Service Provider in the region we are the link that allows global communication. We are striving towards mobilizing the world for the future. ready to shape a future that offers telecom services to bring the world closer
Positioning
“Hello to the Future” The positioning statement “Hello to the
Future” is basically comprised of two words “Hello” and “Future” that provides the inward communication through the word “Hello”, i.e. PTCL welcomes its customers and the future. Also it offers the outward communication through the word “Future” by promising customers the futuristic ideas and products.
Segmentation for PTCL products
Calling Cards Broad band VFone
Calling Cards
Demographics: Landline users. Income level 20000+ Urban and some rural area along with urban
cities. Gender: Male and Female both. Users are mostly adult i-e more than 18 years. Psychographics: Social class: Lower middle and Middle class.
Calling Cards (Contd.)
Behavioral: People who want convenience and affordability. Low International calling rates. Occasionally like when to make international calls
or long distance calls. Benefits: Access all over Pakistan. Easy to use. Global access.
Calling Cards (Contd.)
Come in easily affordable denominations Rs. 100, 250, 500, 1000, 2000.
No line rent no phone bills.
Broad Band
Demographics: Landline users. Income level 20000+ Urban and some rural area along with urban
cities. Gender: Male and Female both. Users are mostly adult i.e. more than 18-25 years. Psychographics: Social class: Lower middle, Middle class and
upper class.
Behavioral: People who want convenience and
affordability. For the people who want lightening fast
internet. Benefits: Access all over Pakistan. Easy to use. Flexible packages.
VFone
Demographics: Budget conscious subscribers. Income level 15000+ Mostly urban areas with better network coverage. Gender: Male and Female Psychographics: Social Class: Upper Middle, Upper class. Behavioral: People who don’t have access to landline or want
mobility.
VFone (Contd.)
Benefits: Access across Pakistan Easy to use Balance query Follow on call Low balance prompt Call duration prompt Call cost prompt
Socio- Political analysis
1987-1997Zia-ul-haq regime Start with instability but after ward move to stability Stable government Religious sentiments Manufacturing sector flourished End of afghan warBenazir government political turmoil Instability of economy
Nawaz shareef government Instability Nuclear program Pakistan telecom company (PTC) is
converted to Pakistan telecom company limited (PTCL)
1997-2007 Political turmoil in late in 90’s due to Kargill issues Dismissal of Nawaz Shareef government 1998 the day Pakistan test his nuclear arsenal Proud movement for Pakistan After military coup the economy stabilized All sector shown growth Higher education sectors flourished Privatization of big government organization i.e. PTCL,
Habib bank, United bank. In the end of 2007 the political scenario changed after
the arrival of Benazir and Nawaz Shareef from exile.
PTCL respond to these changes PTCL had shown enormous growth
throughout his life. After the increase competition in cellular
industry PTCL move to diversification i.e. ufone, broad band smart TV etc.
There is no as such problem for PTCL in this duration because of government owned.
They keep on building their capacity to provide better services to the customer.
They consistently bringing new technologies.
AUGUST 1998
Headline: 15% discount on National CallsSub headed: 2nd big discount in last 12 monthsDetail: Details of cities and their rates variation over the different periods
of time in 1 yearPositioning: Customers are their 1st priorityAppeal: Well wisher (Do not pay more on PCOs)Aesthetics: Bold Font and Bold area for Offer addTarget: Islamabad-Karachi-Lahore-Faisalabad
AUGUST 1998
FEBRUARY 1999
FEBRUARY 1999
Headline: More discount on National CallsSub headed: Discount over the years Detail: Details of cities and their rates variation over the different periods of
time in 1 year. Full, Half and Quarter rate timings and detailPositioning: Customers are their 1st priorityAppeal: Well wisher (Do not pay more on PCOs)Aesthetics: Bold Font and Colorful advertisement. Target: Islamabad-Karachi-Lahore-Faisalabad
JANUARY 2005
Headline: connecting Pakistan wirelessly
Subhead: PTCL first to introduce wireless service
Details: after having launched in 85 cities and tows, now sukkur enjoyed wireless service
Baseline: Making it possible
Company: PTCL
JANUARY 2005
AUGUST 2005
AUGUST 2005
Headline: Lowest national call rate Sub headed: Rs. 2/minDetail: Rs. 1.5/min from 9:00 PM to 6:00 AMPositioning: Cheapest phone callAppeal: Ramadan Emotions Target: All over Pakistan Baseline: ABI BAT KEJYE
December 2006
December 2006
Headline: Rs. 2/min in 16 international and all over the national phones.Sub headed: Talk Freely Detail: It’s the age of phone growth and PTCL is at growth positionPositioning: Live your life with Freedom Appeal: Lifestyle and openAesthetics: Green color because green color is for freedom ( Pakistan ) Target: All over Pakistan Baseline: Making it possible
December 2006
December 2006
Headline: Purchase a phone set of your choice Sub headed: Biggest wireless network of Pakistan Detail: Complete package detailPositioning: Athletes and Fast Appeal: Today and NowAesthetics: Athlete Target: Islamabad-Karachi-Lahore-Gujranwala-Rawalpindi-Hyderabad-Sakkhar-
Multan Baseline: Making it possible
JANUARY 2006
JANUARY 2006
Headline: PTCL Calling Card Sub headed: Cities of the monthDetail: Rs. 1/min Positioning: Difficult to stay away from PTCL calling cardsAppeal: Value cities Target: Gujranwala-Peshawar-Karachi
November 2007
November 2007
Headline: Dial up internet serviceSub headed: Phone netDetail: Post pay dial up net No scratch card neededPositioning: Giving new way of connectivity through landline
connection to the youth.Target: All over Pakistan (especially youth).
Changes during these decades
In 2007, after privatization PTCL had changed its logoThe new logo of green color signal to Growth
Changes during these decades Crescent in the center of the logo
indicate the Pakistani flag. This change brings new life to PTCL
brand. They also change its positioning from
‘making it possible’ to ‘hello to future’. Now the company become technology
oriented.
Future plans
Adoption of 3G and 4g technology Micro Financing Mobile banking More coverage with high speed
Recommendations
They need to create their awareness in rural areas through different media vehicles.
They need to solve the issues regarding internet speed.
They need to broaden their one stop centers.
The up gradation of technology.
THANK YOU …!!!