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1. PTCL SMART (VIRTUAL) INTERNSHIP PROGRAM
2020
INTERNSHIP REPORT 2020
PTCL SALES CHANNELS (MECHANISM & MARKETING TOOLS)

2. EXECUTIVE SUMMARY
PakistanTelecommunicationCompanyLimited(PTCL) isthe largestintegratedInformation
CommunicationTechnology(ICT) companyinPakistan.Withahumble startfroma telephone
and telegraphdepartmentin1947, it has evolvedtoofferthe latestdigital and
telecommunicationtechnologiestoday.Withthe largestfixed-line networkof the country,PTCL
offersproductsandserviceslike high-speedBroadbandinternet,CharJi wirelessinternet,Smart
TV (IPTV) service,over-the-top(OTT) applicationslikeSmart LinkApp,SmartTV Appand Touch
App,and worldclassdigitalcontentlikeNetflix,iflix,andicflix.PTCL’senterprise-gradeplatforms
like SmartCloud,Tier-3CertifiedDataCenters,ManagedServices,andSatellite Servicesare
meetingthe connectivityneedsof organizationsandenablingbusinessestooperate more
efficiently.Itactsas the communicationbackboneforthe countrywiththe largestfibercable
networkthatspansfrom KhybertoKarachi andsubmarine cablesconnectingPakistantothe
world.PTCLis proudof itsmore than 70 yearsheritage;connectingpeople of Pakistan.PTCLhas

3. alwaysplayeditspartin the developmentof the countryandis committedtobuildinga
prosperousanddigitallyconnectedPakistan.
We have completedourSevenweeksinternshipinthe ConsumerSalesDepartmentPTCL,

4. SukkurTelecomRegionon“SALES CHANNELS (MECHANISM& MARKETING TOOLS)”.
ThisInternshipReportisSubmitted toPOC,
MR. WAJAHAT ASAD, ASSISTANTMANAGER (CONSUMERSALES) PTCL/ STR.
ACKNOWLEDGEMENT

5. The internshipopportunitywe hadwithPakistanTelecommunicationCompanyLimited,Sukkur
TelecomRegion(STR) wasagreat chance for learningandprofessional development.Therefore,
we considerourselvesasveryluckyindividualsaswe were providedwithanopportunitywiththe
assistance of the CareerDevelopmentCenterDepartmentof SukkurIBA University.We admire
the effortsof Mr. MohsinHassanUsmani,Manager Students& Alumni AffairsatSukkurIBA
Universitywhohonoredustoextendourprofessional skillsandtorepresentourUniversityat
PTCL.
We wouldlike toexpressourspecialgratitude toMr.Wajahat ASAD,AssistantManager
(ConsumerSales) STR/PTCL,whodespitebeingextremelybusywithhisduties,tooktime outto
hear,guide,andkeepuson the correct path andallow usto carry outour projectat their
esteemedorganizationduringthe internship.
We articulate ourdeepestthankstoMr. AftabAli,AssistantManager(HRBP) STR/PTCLfortaking
part inuseful decision&givingnecessaryadvice andguidance,andarrangedall facilitiestomake life
easier.we choose thismomenttoacknowledge hiscontributiongratefully.
It isour radiantsentimenttoplace onrecord ourbestregards,deepestsense of gratitude toMr.
Mian IftikharAhmed,SeniorManager(Trainingadministration)/PTCLandMr. AwaisAli Shah,
SeniorManager(HRBP) STR/PTCL,for theirvigilantandpreciousguidance whichwere extremely
valuable forourstudyboththeoreticallyandpractically.
We perceive thisopportunityasabigmilestone inourcareerdevelopment.We willstrive touse
gainedskillsandknowledgeinthe bestpossible way,andwe will continue toworkontheir
improvement,toattaindesiredcareerobjectives.Hope tocontinue cooperationwithall of youin
the future.

6. Sincerely,
AsifTasneem (MBA Marketing/SIBAU)
Introduction of PTCL
PakistanTelecommunicationCompany Limitedprovidestelephonicservicesnation-wide andis
the backbone forthe country'stelecommunicationinfrastructure despitethe arrival of adozen
othertelecommunicationcompanies,includinggiantslikeTelenorandChinaMobile.The
companyoperatesaround2000 telephone exchangesacrossthe country,providingthe largest
fixed-line network.Dataandbackbone servicessuchasGSM, CDMA, BroadbandInternet,and
IPTV,wholesale isanincreasingpartof itsbusiness.
In 1994, the PTCL became the company limited(PakistanTelecommunicationCompanyLimited)
by issuedsix millionvouchersexchangeable into600 millionsharesof the PTCLintwoseparate
placements.Eachhada par value of Rs.10 pershare.These voucherswere convertedintoPTCL
sharesinmid-1996.
In 1995, PakistanTelecommunication(Reorganization)Ordinanceformedthe basisforPTCL
monopolyoverthe basictelecommunicationsectorinthe country.Italsopavedthe wayfor the
establishmentof anindependentregulatoryregime.The provisionsof the Ordinance were lent
permanence inOctober1996 throughPakistanTelecommunication(Reorganization) Act.

7. The year 2006-07 in the telecomsectorwasmarkedbythe phenomenal growthinthe mobile
sectorin Pakistan,whichdoubleditssubscriberbase to60 million.The densityincreasedfrom
26% to 40%, helpingtospreadthe benefitsof communicationtechnologyacrossthe country.
PTCL's mobile phone subsidiaryUfone'ssubscriberbase grew bymore than87%, from7.49
millionto14 million.The privatizationof the companywascompletedinthe FY06,followingthe
purchaserof 26% 'B' classordinarysharesby EtisalatInternationalPakistanL.L.C.EIPtookover
managementcontrol onthe 12th of April 2006.
Originallyfullyownedbythe Governmentof Pakistan,thisholdinghassince 2006 beenreduced
to 62% when26% of sharesand control was soldto Etisalat - and the remaining12% tothe
general public.
Evolution of PTCL
• 1947 EstablishedPosts&TelegraphDepartment
• 1962 EstablishedPakistanTelegraph&TelephoneDepartment.
• 1990 PakistanTelecomCorporation
ALIS:850,000 Waitinglist:900,000 ExpansionProgramof 900,000 linesinitiated
(500,000 linesbyPrivate SectorParticipation,400,000 linesPTC/GOPown
resources).
• 1995 About5 %of PTC assetstransferredtoPTA,FAB& NTC.
• 1996 PTCL was listedonall StockExchangesof Pakistan
• 1998 Mobile & Internetsubsidiariesestablished
• 2000 FinalizedTelecomPolicy

8. • 2003 TelecomDeregulationPolicyAnnounced
• 2005 26 % Sharesby EtisalatUAE throughopenbidding
• 2011 CompanyRebranding
• 2016 Become marketleaderinthe fixedBroadband
By thisday,PTCL has evolvedtoofferthe latestdigitalandtelecommunicationtechnologies.
Withthe largestfixed-line networkof the country,PTCLoffersproductsandserviceslike high-
speedBroadbandinternet,CharJi wirelessinternet,andSmartTV (IPTV) service,over-the-top
(OTT) applicationslikeSmartLinkApp,SmartTV App,and Touch App,andworld-classdigital
contentlike Netflix,iflix,andicflix.PTCL’senterprise-grade platformslike SmartCloud,Tier-3
CertifiedDataCenters,ManagedServices,andSatelliteServicesare meetingthe connectivity
needsof organizationsandenablingbusinessestooperate more efficiently. Itacts as the
communicationbackbone forthe countrywiththe largestfibercable networkthatspansfrom
KhybertoKarachi and submarine cablesconnectingPakistantothe world.
Vision and Mission Statement

9. Everyorganizationisdividedintodeferentdepartments.Eachdepartmentperformsdifferent
kindsof jobsand requiresstaff withspecializedskillstohandle aparticularjob.Thisincreasesthe
efficiencyof workersandmakes.There are several aspects onwhichdepartmentalizationinan
organizationcanbe based.The divisioncanbe done basedonfunction,product,customers,or
geographical locations.The PTCLHeadQuartersiscomprisedof several departments.The
divisionismade basedonthe function theyperform.Hence itcanbe concludedthatPTCL has
adoptedthe policyof functional departmentalization.The maindepartmentsof PTCLare
mentionedbelow:
1. Human Resource department
2. Finance department
3. Commercial department
4. Operational department
5. IT department
6. Corporate commercial department
7. Marketingdepartment
8. Customercare revenue department
1. Human Resource Department
Departments
To be the leading and most admired
Telecom and ICT provider in and for
Pakistan.
To be the partner of choice for our
customers, to develop our people and to
deliver value to our shareholders

10. It isa vastorganizationandisconsideredone of the biggestcompaniesinPakistan.Ithasmore
than 56,000 employeesand ahuge networkof organizational managementhasbeenspread
throughoutthe country.PTCL isengaginga substantial numberof expertsandspecialistsin
standingcaliberindifferentspheresof the profession.Jobanalysisandrevisionof jobs
description wasundertakenforimprovingthe performancestandards.
Special trainingcoursesandworkshopshave beenconductedforthe topandmiddle
managementthroughreputedorganizationslikeLUMS.Effortsare beingmade toimprove
productivityandefficiencyof the Companywhilethe emphasisisalsobeingplacedoneffective
managementemployee’srelationshipandbetterlineof communicationstoachieve corporate
goals
2. Finance Department
The Finance Wingdealswiththe revenue mattersof the company&the AccountsWing
irresponsible forproperbook-keeping.The AccountsOffice of PTCLisinLahore.Finance isthe
backbone of everyorganizationbecausewithoutfinance anyorganizationcan’trunitsbusiness.
It playsan importantrole indeterminingthe long-termobjectivesandevaluatingthe feasibility
of the business.The financial activitiesof PTCLhave beensplitupintothree majorbranches:
Finance,Accounts&Revenue.
3. Commercial Department
A commercial sectionwithqualified/experiencedstaff isbeingestablished.The companysection
istakingboth short-termandlong-termview of emergingtrendsof highlycompetitivemarkets
as itsmonopolyiscomingtoan end.Itanalysesall the possible Companyoptions,i.e.introducing

11. newservices,adoptingnewtechnologiestomaintainthe leadingrole inthe sectorandpreserve
itsdominantpositioninthe industry.
4. Operational Department
Manages operationsof PTCLHQ, withregional offices,branches,and,subsidiariesaswellswith
anothercorporation.
5. Informational Technology Department
Thisdepartmentisestablishedtointroduce new andadvance technologyinPTCL.The IT department
workingsystemistooconvertedintoacomputerizedsystem.
6. Corporate Development Department
Thisdepartmentdealswithcorporate-level issuessuchasPTA,International TelecomUnion,Legal
and RegulatoryAffairs,etc.
7. Special Projects Department
This departmentisdoingitsactivitiesonbehalf of the president.
8. Marketing Department
Thisdepartmentisresponsible fordefiningandmanagingthe brands.Itcreatesawarenessabout
the products.Theycreate innovative andinterestingadvertisements.Theyinvolve different
promotional activities.
Products and Consumer Services

12. − Landline/PSTN
PTCL landline hasalwaysbeenapartof the familyandprovidingservicesfromgenerationsandit
continuestobe the primarychoice of customersformakingvoice callsformanydecades.PTCL
givesitscustomersthe highestqualityatveryaffordable ratesalongwithattractive packagesand
Value-AddedServicestochoose from.PTCLoffersmanyattractive packageslike Freedom
Package,International Packages,MobileBuckets&Double UpUnlimited(double playservices)
− Broadband
The largestand the fastest-growingBroadbandserviceinPakistan,PTCLBroadbandismaking
great positive changesinthe livesof millionsof peoplelivinginthe country.Servingover1.3
millionsatisfiedcustomersinover2000 citiesand townsacross Pakistan,PTCLhas brought
revolutionaryefficiencyandeffectivenessinall segmentsof the society,be itthe rural or the
urban.Since itslaunchon 19th May 2007, all PTCL Broadbandpackagesare designedforusersto
experience high-speedinternetaccesswithunmatchedreliability,affordability,andconnectivity
all at the same time.
PTCL holdscreditforpioneeringandsteadilyrevolutionizingthe broadbandculture inPakistan.
Till abouta decade ago, there wasverylittle awarenessin the countryaboutbroadband&
highspeedinternetservices.Today,PTCLhasmade broadbandtechnologyaffordable bylowering
the barriersto entry,bygeographicallybringingthe servicewithinthe reachof a commonuser
across Pakistan,andbycontinuous improvementsincustomercare forofferedservices.With
BroadbandPakistan,all oursubscribersgetthe chance to experience unlimiteddownloads,high-
speedbrowsing,uninterruptedvideostreaming,improvedgamingexperience,andaccessto rich
HD multimediaresourcesoverthe internet.

13. Unique offersthatmake PTCL Broadbandunmatchable are special packagesforthe student
segment,FREEWi-Fi modem,aswell asFREE dial-upserviceforBroadbandcustomers.PTCLalso
offersFREE personalizede-mailaccounts exclusivelyforall itsbroadbandusers.Offeringthe
nation’smostpopularBroadbandservice,BroadbandPakistaniscontributingtothe
socioeconomicdevelopmentof PakistanandhasrightlypositionedPTCLasthe nation's
informationbackbone.Inadditiontothe positivecontributionsmade,new discountedpackages
are alsocontinuouslybeingintroducedtobenefitthe customer.
− DSL
PTCL Enterprise DSLisa bundledproductwhere noncommittedInformationRate (CIR) DSLis
providedtocustomerswiththe staticIPaddressassignedtoCustomerPremisesEquipment
(CPE).Asstatic IPis beingprovidedtothe customer,small businessescanstarttheirnetworkby
installingpersonal servers.
− FTTH1
PTCL isupgradingitsnetworkwithfuture-proof technologyandreplacingthe undergroundcable
withfiberandrehabilitatingorlayingnew coppernetworkasandwhere required.
In the Networktransformationproject,some 100 exchangesthatserve about50% of the customer
base have beenselectedforup-gradation.
For a commonman’s understanding,thisup-gradationwill meanhigherspeedsandreliable internet
service–upto 100Mbps for home users
− Charji/EVO
1
https://propakistani.pk/2017/10/17/ptcl-network-fiber-ceo/

14. A reliable wirelessdevice with,longbattery timethatisperfectforinternetuse on-the-goor
evenat home.Connectupto10 devicesatone time includingSmartphones,Laptops,SmartTVs,
VideoGame Consoles,etc.Enjoyupto5 hoursof batterytime on a single charge.
It providesinternetspeeduptofive timesfasterthanthe 3G network,enablingfaster
downloads,instantaneousuploads,real-time gaming,extremelyfastmovie downloads,and
speedsthatmake youstreamlike a dream.
− EVO WirelessBroadband
PTCL EVO WirelessBroadbandisPakistan’sfastestwirelessinternetwhichoffersitscustomers –
“superiorhigh-speedwirelessinternetexperience”.EVOWirelessBroadbandisenablingthe
wirelessbroadbandrevolutioninPakistanlikeneverbefore.PTCLEVOhas revolutionizedthe
waypeople connecttothe internet.PTCLEVOgivesitscustomersthe advantage of seamless
internetconnectivityacrossPakistan.EVOcoverage isinover350 cities,whereasEVOcustomers
can alsoenjoyCDMA-1Xdata rates of up to 153.6 Kbpsat more than 1000 destinationsacross
Pakistan.
PTCL IntroducedEVONitroinPakistan - “The World’sfirst& mostcutting-edge EV-DORev.B
commercial network”.PTCListhe firstoperatorinthe worldto commerciallylaunchEV-DORev.B
products,whichofferblazingfastspeeds of upto 9.3 MBPS.
EVO Nitroisall setto meetthe nextgeneration'sneedforultimate speed&superiorperformance.
It isthe nextstepinthe Evolutionof the WirelessBroadbandRevolution!

15. WhetheritisstreamingHighDefinitionvideoormusic,conductingavideoconference while
simultaneouslybrowsingthe Internet,oruploadingmultimediacontent,inthe NitroUniverse,
everythinghappensatthe speedof light.
PTCL introducedPakistan’s FirstEnabledSmartphone AndroidTablet—EVOTab.Poweredby
Google AndroidFroyo2.2 OS,EVO Tab is a 7’’ capacitive multi gesturestouchscreentablet
packedwithfeaturesof botha tabletanda GSMphone that letsyousurf,talk,tweet&do a lot
more simultaneouslyon-the-goinmore than350 citiesnationwide
PTCL has introducedpocket-sizedEVO3.1Mbps & Nitro9.3mbpsWi-Fi Cloudsthatenable its
customerstocreate instantWi-Fi hotspot.Userscanconnectup to 5 Wi-Fi gadgets
simultaneously,use theseasexternal storage devicesviathe providedMicroSDCard slot,and
alsouse these to charge otherdevices.Boththe Cloudshave asuper-chargedbuilt-inbattery
that lastsup to 12 hours.
IntroducingPakistan’sfirstWirelessBroadbandUSBmodemwithbuilt-inWi-Fihotspot- EVO
Wingle isall out& about!The most talkedaboutfuturisticWi-Fi tool thatletsyoueffortlessly
ConnectmultipleWi-Fi gadgetssimultaneouslyatHyperSpeedsof upto 9.3 Mbps* inover250
cities,andauto-switchovertoEVO3.1 Mbps speedsinover350 cities.Itletsyouconnect’n’
share effortlesslythroughanyexternal USBpoweradapter.
− PTCL V-Fone
PTCL alsocontinuestobe the largestCDMA operatorin the countrywithapproximately1.25 million
V-fone customers.It offersfixedwirelesstelephonesforourhomes&business.With
CDMA2000 1X technology,ithasthe largestWLL networkwithacapacityof 2.6M, coveringover
10,000 urban & rural areas.The networkisalreadyenabledforVoice,Dialup-Internetaccess

16. (153.6kbps),and EVDOBroadband.V-fone canbe boughtfrom itsfranchisesorbydialing1236 and
it will be deliveredwithin48-72hours.
− Ufone
Ufone isa wholly-ownedsubsidiaryof PTCLand isa meansof the mobile telecomsectorof PTCL.
PTCL successfullyincreasedUfone’smarketshare from16% to 22%, a significantachievement.
Ufone nowcoversmore than 200 citiesandtowns,prominenthighways,andcatersfor
international roamingwith135 operatorsworldwide.
− Smart Services
Usingits state-of-the-artBroadbandnetwork,PTCLenteredthe mediasectoron14th August
2008, bylaunchinga digital interactive televisionservice forthe firsttime inPakistan.Employing
the IPTV (InternetProtocol TV) technology,PTCLbroughtPakistaninthe listof a few countries
across the globe thatoffersthisstate-of-the-artinteractive TV servicetoitssubscribers.
Brandedunder‘PTCLSmart Line’,the service includesInteractive Television,Broadband,and
voice telephonyall atthe same time onPTCL’s telephone line.Besidesofferingthe highestdigital
qualityTV picture,the mostrevolutionarysectionof thisofferingisthe abilityto‘rewind’and
‘pause’live TV channels,the abilitytoblock/unblockanyTV channel fora parental lock,andthe
abilitytosearchthroughvideo-on-demandcontent.Currently,PTCLSmartTV offersitsviewers
overa hundredlive channelsandover350 local and international Movie titles‘onDemand’.The
service,fornow,isavailable infourcitiesKarachi,Lahore,andRawalpindi Islamabadhoweveris
plannedtobe expandedtoall the majorcitiesandtownsacross Pakistanduringthe year2009.
− Smart TV App

17. NowDon’tneeda dedicatedTV,watchTV onthe handheldorportable devices.
International Network
PTCL’sabilityto supportbothindividual andcorporate customersonacross-borderbasisis
anchoredby itsextensive networkof submarinecables.
To ensure service availabilitytothe expandedcustomerbase of PTCL,the saidbandwidth
procurementwasstrategicallyspreadoneachof ourexistingthree submarine cable sizes.I-
MEWE, SEA-ME-WE3, andSEA-ME-WE4. PTCL is the onlytelecomoperatorinPakistanhavinga
networkof three redundantandresilientsubmarine cable systemsthusofferingitscustomers
betterqualityof service.
Corporate Social Responsibility2
(CSR) Activities
PakistanTelecommunicationCompanyLimited(PTCL) hasbeenanintegral partof the country’s
infrastructure since itsconception.PTCLisa sociallyresponsible organizationthathasbeen
contributingtothe economicdevelopmentof the countrywhile improvingthe qualityof life of
the workforce andtheirfamiliesaswell asof the local communityandsocietyatlarge.
PTCL has beenatthe forefrontinrelief effortswheneverthe countryhasbeenstruckbynatural
disastersandcalamities.The companyisalsoprovidingfree medical servicesthroughawide
networkof medical centersandmobile medical unitstoimprove the healthcare andwellbeingof
2
https://www.ptcl.com.pk/Home/PageDetail?ItemId=356&linkId=108

18. not onlyitsemployeesbutalsothe underprivilegedpeople of the country.Inadditiontoexisting
Corporate Social Responsibility(CSR)activities,the organizationcontinuestotake proactive
measuresinaddingvalue tothe societythroughseveral focusareas.
The CSR Policyat PTCL servesasa roadmap to helpthe companyconductbusinessinan
economically,socially,andenvironmentallysustainablemannerthatistransparentandethical.
PTCL as a sociallyaware andresponsibleorganizationisdeterminedtodoitsutmosteffortsin
furtheringworthycausesthatcontribute tothe livesof individualsandhelpinimprovingthe
standardsof societyasa whole.
The followingareasare the focusof PTCL’s CSR Plan:
• Education
• Youth Development
• Health& Safety
• Environment
• DisasterResponse
• Inclusion
• PTCL Razakaar – A structuredemployee volunteerprogramthroughwhichemployees
act as ambassadorsof the organizationandparticipate inhumanitarianactivitiesabout
areas of need.

19. SWOT Analysis
SWOT analysisisanacronym that standsfor strengths,weaknesses,opportunities,andthreats.
“SWOT analysisissituational whichincludesstrengths,weaknesses,opportunities,andthreats
that affectorganizational performance.”InSWOTanalysisthe best strategiesaccomplishan
organization’smissionby:
• Exploitingthe organization'sopportunitiesandstrengths.
• Neutralizingitsthreats.
• Avoidingorcorrectingitsweakness.
SWOT analysisisone of the most importantstepsinformulatingstrategy usingthe organization's
missionasa context,managersassessinternal strengthsdistinctivecompetenciesand
weaknesses,andexternal opportunitiesandthreats.The goal isto thendevelopgoodstrategies
and exploitopportunitiesandstrengthsneutralizethreatsandavoidweaknesses.

20. − STRENGTH
• PTCL enjoysmonopoly
• State of the Art International GatewayExchanges&SatelliteEarthStations
• HighRevenuesbeingamonopoly
• International connectivity
• CustomerBase of over4 million
• Governmentsupport
− WEAKNESS
• Bad wordof mouth(perception)
• Image – Lack of customerfocus
• Image – Outdatedpeopleandtechnology(perception)
• Lack of aggressive marketing
• Lack of on-time customerservices
− OPPORTUNITY
• To compete onpeakhour packages
• To provide more smartpackagesand dailyrewardsonAppsforold usersor loyal
customers
• Opportunitytointroduce HighValue-AddedProducts/Highmarginproductsfor the
new,more aware consumer
• Time to establishbrandloyalty,pre-emptcompetitors,co-optpartners,investin
technologyandnetworks
− THREATS

21. • Customer’sexposure tomarketcompetition
• Customer’sMigrationtoCellularNetworks
• AbilitytoAttract& RetainQualityProfessionals
• ReductioninInternationalSettlementRates
• Mass Marketingby othercellularnetworks
• 5G
Sales Channels & Marketing Tools
For any companysellingaproduct,the conceptsof marketingandsalesare veryimportantas
theycan meanthe difference betweensuccessandfailure.While theyare oftenused
interchangeablyorgrouped,theyare twodifferentconceptsanditisimportantto understand
those differences.
Salesrefertothe short termneedto close a sale,getanagreementsigned,orultimatelydowhat
needstobe done to sell whateveritisyouare selling.Salestechniquesandstrategiesare based
on whatit takesto 'close the deal',whichiscrucial to any business.If yougetcustomersinthe
door butcannot getthemto buy a product,there isa problemwithyoursalesstrategy.Sales
strategiesare focusedonthe individual buyerandwhatneedstobe done for themto pull out
theirwalletorclickon the buybuttonwhenitcomesto online selling.Companiestypicallyset
salesvolume targetsfora period(weeks,months,andquarters) andhave strategiesinplace
where the individualsresponsible foractuallysellingcanmake those targets.

22. In PTCL there are varioussaleschannelstosell the productandgenerate revenueforthe
company.Each channel hasits domainandway of working.PTCLis a telecomcompanythatis
whyit isverydifficulttofulfill the highexpectationof customersdue tothe structure of the
company.Eventhoughthe companyis puttingitsbesteffortstofulfill the needsandwantsof
the customerto avoidbad wordof mouth inthe market.For thiscompanyisadoptingnew
innovative technologiestoincrease the healthof the network.New GPON technologywill
provide fastinternetspeedtocustomers.
Marketingisa longer-termconceptthansalesandrelatestoforward-lookingstrategiesto
understandcustomerneeds,influence customerperceptions,andidentifyhow acompanycan
capitalize onthat.The resultof the marketingprocess,andwhatit directlysupports,ismaking
saleseasier.Marketingtechniquesandstrategiesare basedonwhatittakesto identifythe right
productmix,the pricesforthose products,and whatneedstobe communicatedtotarget
customers(viaadvertisement) toensure successfulsales.One of the keyaspectsof marketing
strategiesisbuildingabrandidentityforwhata companyissellingandthisvariesfromcompany
to company.While salesare the 'push'to buythe productonce the customeristhere,marketing
isthe 'pull'that getsthe customerto youinthe firstplace.Whenmarketingisdone effectivelyit
can alsomake salesa far easierjobfora company,as the customercan alreadybe convincedand
readyto buyby the time,theyenteryourstore (orwebsite).Salescanstill succeedwithoutvery
effectivemarketingbutitcertainlymakesthe jobmore difficult3
.
PTCL marketingactivitiesare operatedbythe headquartermostly.The companyhastraditional
marketingcampaignslike playcards,broachers,pamphlets,etc.The companyspends its
resourcesonaware customerswithdifferentproductsandservices.The companyalsohas
focusedonpromotional activitieslike asale onIndependence Day,Eidsales,andNetflix facility.
3
http://www.businessdictionary.com/article/1087/marketing-vs-sales-d1412

23. Continuousmarketingstrategyisessential forthe PTCLto update itscustomerswithnew
servicesandpackagesandremindsthe customerabouttheirpresence.
Marketingisthe processof gettingpotential clientsorcustomersinterestedinyourproductsand
services.Marketinginvolvesresearching,promoting,selling, anddistributingproductsor
services.Marketingisimportantbecause ithelpsyousell yourproductsorservices.The bottom
line of anybusinessistomake moneyandmarketingisan essential channel toreachthatend
goal.Creativesexplainedthatwithoutmarketingmanybusinesseswouldn'texistbecause
marketingisultimatelywhatdrivessales.
Telecommunicationcompaniesmarkettheirproductsandservicestoconsumers,business
customers,andotherservice providers.Telecommunicationmarketingaims togenerate the
highestlevelof revenuefromthe networkandstrengthencustomerloyalty.
PTCL isdoingE-Marketing,social platformslikeFacebook,Instagram, Twitter.PTCLalsousesprint
mediaplatformslike magazinesandnewspapers.
Marketingactivities(basicadvertisements) todaycanbe dividedintothree segments –Above the
Line (ATL),Belowthe Line (BTL),&Through the Line (TTL) Marketing.The line wasoriginallyused
to separate marketingactivitiesthathadmasspenetration(abovethe line) tothose whichhad
specificpenetration(belowthe line).Butthen,because of the increasedcompetitionand
developmentintechnology,emergedthroughthe linemarketingactivitieswhichblursthe line
and includesthe use of bothATL & BTL advertisingactivities.
There are twowaysin whichmarketersconductpromotional activities.Theyeitheradvertisethe
productfor the marketas a whole ortheycreate a focusedcommunicationforaspecific
customergroup.

24. Here are some saleschannelsandMarketingtoolsof PTCLthroughwhichthe companyisgenerating
itsrevenue.
Consumer Sales Department STR
The consumersalesdepartmentisdealingwiththree products,1) PSTN/Landline2) BroadBand
3) IPTV.If a customerdemandsonlyalandline product,technicallywe call itSingle Plyservice,
likewise if customerdemandsfortwoproductsPSTN andBroadBand we call it double ply
services,andthe same forthe customerswhoask for the three productswe use the termtriple-
plyservice.The productEVOWingle isalsoavailable inthe STRregionbutmanagesbythe Smart
Shops.
These productsare soldfrom variouschannelswe call themSalesChannels.The saleschannel a
contact pointbetweenthe customerandthe company.The companysellsitsproductsthrough
these differentsaleschannels.Saleschannelsplayabridge role betweenthe Companyandthe
customers.Departmentdealswithfive channels,1) FSA 2) DA 3) TPN 4) RD & 5) OSS.
In STR, the companyhas wire-basedcompetitorslike Wateen,Ebone,etc. Customerinthisregion
uses200 MB data on average permonth.The Prospectof the customerconversionrate of the
regionis3%. If FSA iscontactingthirtycustomers,one customerwill convince tobuythe product.

25. Salesare forecastedbythe growthrate of the population.Pakistan'spopulationgrowthin2020
was reportedas2.00 %4
. Differentdynamicsare relatedtothe growthrate of saleslike inflation
rate,povertyline,consumerbehavior,Income level,etc.Before COVID19, Company’sgrowth
was 10-15%. In the periodof COVID19, the Companyenjoyed20% growth.The mechanismto
findthe customeror to bringa newcustomerthroughFSA is the customerprofilingpattern.The
companyistargetingSMEs in the Sukkurregion.
If any salesgeneratedthrough anychannel,the consumersalesdepartmentupdatesitinthe
centralizedsystemforthe companyprocess,the companythensendsthatrequesttothe
relevantExchange,andthe exchange forwardedtoline staff forinstallation.The standardtime
frame for thiswhole processis48 hours.
4
https://www.macrotrends.net/countries/PAK/pakistan/population-growth-rate

26. Sales Channels
− Smart shops (OSS)
At a one-stop-shop5
orsmartshop,Customercan getmultiple productsandservicesof PTCLand
Ufone that are offeredbythe company;i.e.,customerscangetall theyneedinjust"one-stop".
The term originatedinthe UnitedStatesinthe late 1920s or early1930s to describe abusiness
model offeringcustomersthe convenience of havingmultiple needsmetinone location,instead
of havingto"drive all overthe town"to attainrelatedservicesatdifferentstores.The phrase is
nowusedas slangto describe everythingfromWebsitestoTV showswhere peoplecanfind
mostof whattheyneed,includinginformation,inone place.
PTCL has 191 smart shopsstrategicallylocatedall acrossPakistan.The shopsare equippedwith
the latestproductsand servicesforcustomerconvenience.Incase of any queryor issue trained
and friendlystaff will assistthe customertoseekoutthe issue withinthe standardtime frame.
The standard time frame toresolve anyissue is24 hours.The companyisboundto resolve the
issue within24hours.
Customerscanorder productsand servicessuchasLandline,BroadBand,andSmart TV and EVO
wirelessdevices.PeoplecanpaytheirPTCL billsatsmart shops.People cangetall sortsof
informationrelatedPTCLproductsandservicesincase of any query;customercan registertheir
complaintsatsmart shops6
.
5
https://en.wikipedia.org/wiki/One_stop_shop
6
https://ptcl.com.pk/Info/SmartShop

27. − Retail Distributor(RD)
In industrial markets7
,intermediariesmaybe the keyfactorinthe successor failure of a
company.Particularlyintoday’sglobal markets,manufacturershave greatdifficultyinserving
marketsdirectlyandtherefore relyonintermediarieseitherintheirhome countryoroverseasto
handle distribution.Butalso,forconsumers,distributorsfulfill variousroles.
Distributioncanbe definedasthe processof deliveringthe rightproducts,atthe right time,inthe
rightplace,and inthe right conditionforconsumerstobuythem.
In today’sglobalizedworldwithmarketsexceedingnational borders,manufacturershave great
difficultyinservingmarketsdirectly.They,therefore,relyonintermediarieseitherintheirhome
countryor overseasto handle distribution.Thesedistributors,therefore,serve the following
functionsforthe end-customers(consumers).
Functionsof Distributors for Consumers
• Provide fastdelivery
• Provide asegment-basedproductassortment
• Provide local credit
• Provide productinformation
• Assistinbuyingdecisions
7
https://marketing-insider.eu/functions-of-distributors/

28. Functionsof Distributor for Manufacturers
• Buy and Hold stocks
• Combinemanufacturersoutputs
• Share credit risk
• Share selling risk
• Forecast marketneeds • Provide marketinformation.
• PTCL also usedRetail distributionchannelsto sell out their productstoincrease its revenue
andmarket share.
− Third-Party Network (TPN)
Third-PartyNetworkorThird-partysalesare salesconductedbyanyone otherthanthe producer.
Evenwhenthere are fouror five partiesinvolved,we refertoall of themas thirdparties.
Thirdpartysalesare oftenvexingformarketers.
Managing third-partysellingisnoteasy.Butin manysectors,it isveryimportant!The
intermediariesholdthe keytoincreasedincome fromexistingclientsandwinningnew clients.
Third-partysellingcaneitherbe the waythe companydeliverscustomerintimacyorabarrierto
customerintimacy.
In the past companiesoftentookthe view thatprovidedthe resultswere good(rightvolumes,
rightmargins,rightcompliance) thenthe activityof distributorsdidnotmatter.Itwasalmost
part of the deal:“as longas youdeliverthe result,we will leave youalone.Yougetyourfreedom.
We getour results?”

29. But today’smajoreconomic,demographic,regulatory,andtechnological changesmake it
essential forcompaniestofocusnotjuston results(the outcomes,the “laggingindicators”) but
alsoon activity(the inputs,the “leadingindicators.”)
Thisis particularlyimportantinamulti-channel environmentwhere adecisiontobuymaybe
influencedbymediacampaignsdrivingresponses,outboundtelephone calls,internetpresence
(bothB2C and C2C) as well aslocal salesactivity8
.
− FSA (FieldSale Associate)
The job of a fieldsalesrepresentativeinvolvesworkingoutsidethe officeenvironmentsourcing
potential customersandmaximizingthe salesof acompany’sproductsor services.Thisisoften
done bycold calling,oftenknockingondoors,orschedulingmeetingsatofficesandother
establishments.Representativesare alsorequiredtokeeprecordsandcarry out research.
Applicantsforthisjobshouldhave excellent verbalcommunicationskillsandinterpersonal skills
as the job requiresdescribingproductsorservicestopersuade apotentialcustomertomake a
purchase or place an order.Competencyincomputeruse isvital forthispositionaswell asthe
abilitytouse initiative andthinkquicklytoclose asale.Special educationalqualificationsare
rarelyrequiredforthe jobas formal traininginsalestechniquesisusuallyprovidedin-house at
entry-level9
.
PTCL consumersalesdepartmentishighlydependenton the FSAs.Thisisa verykeychannel
amongall saleschannels.ButinPTCL,FSAsare lackinginthe interpersonalskillsand
communicationskillstoconvince people.The rate of conversionof leadtocustomersinPTCL is
8
https://www.business2community.com/sales-management/6-keys-to-success-with-thirdparty-
sales-02229632
9
https://www.jobisjob.co.uk/field-sales/job-description

30. 1%, whichisa verylowpercentage.FSAsare workingonthe PUSH strategy.There are a total of
sevenFSAsare workinginthe STR regionwhichisnotenoughto coverthe whole region.
Theyhave sevenmembersinthe team, workingonapushstrategyinfields.There workisto
contact 35-40 prospects.DepartmentprovidesthemProjectedJourneyPlans.FSAsalsocollect
data of prospectsandkeepthe companytoupdate withthe market.The companycollects
consumerinsightswiththischannel.Italsohelpstomaintaincompetitive profiling.
FSAshave fixedsalarywithotherbenefits.FSAsare monitoredonthe dailybasis.
− Exchange
There are currentlyatotal of 31 main telephone exchangesare operatinginthe STR.A telephone
exchange ortelephoneswitchisatelecommunicationssystemusedinthe publicswitched
telephonenetworkorlarge enterprises.Itinterconnectstelephone subscriberlinesorvirtual
circuitsof digital systemstoestablishtelephone callsbetweensubscribers.
PTCL providestelephone andinternetservicesnationwide andisthe backbone forthe country's
telecommunicationinfrastructure despitethe arrival of a dozenothertelecommunication
corporations,includingTelenorGSMand ChinaMobile.The corporationmanagesandoperates
around2000 telephone exchangesacrossthe country,providingthe largestfixed-line network.
Data and backbone servicessuchasGSM, HSPA+, CDMA, LTE, broadbandinternet,IPTV,and
wholesaleare anincreasingpartof itsbusiness10
.
10
https://en.wikipedia.org/wiki/PTCL

31. − Line Staff
It isa technical staff whoisresponsible tosolve queriesrelatedtorepairing,removingor
installationof newPSTN connectionsinthe assignedgeographicterritory.Complaintsrelatedto
PSTN servicescome inthe domainof the line staff.Incase of any complaint,the line staff is
directedorboundto solve thatquerywithinthe time frame of 24 hours.Line staff are
interconnectedandhave a goodrelationshipwiththe customersandline staff hasmore depth
knowledge of itsterritory.
− Call Center (1218)
It conducts sales and pre-sales activities for PTCL products and services, and also responds to
customerorderqueries.ItIsa platform11
where all customer-relatedinformation,orderbooking,
and support services are merged. The unique number 1218 which is working as a one-window
operationforitscustomers.Thisnumberaccessiblefromall telephone networkswithoutanycity
prefixes.
By dialing1218, the customerisdirectedthroughamenuto theirdesiredserviceswheremost of
the information is available through a push-button. PTCL customer service representatives are
readily available to help customers in solving their queries and concerns.
PTCL is committed to provide quality services to its valued customers and deliver professional
assistance at all times. This helpline assigns the customers with a unique tracking number by
loggingcomplaintsinthe latest Customer Relationship Management (CRM) system. Customers
can keep themselves updated about the progress of their complaint through this tracking
number until the query is addressed to their satisfaction
− Direct Agents (DA)
These are independent sales agent; they are also called as freelance sales agents. They are
selfemployed.Theyare notpermanentorregularSalesagentsof the company. There duties and
responsibilities are bringing new customers and get a commission on it. Their salaries are not
fixed. DA punch their order at CRM. 1% of sales are generated by this channel.
11
https://ptcl.com.pk/Home/PressReleaseDetail/?ItemId=572&linkId=130

32. Marketing Tools
− Above The Line (ATL)
Above the Line advertising(oftenreferredtoasAbove the Line promotion/Abovethe Line
marketing/ATLmarketing/ATLadvertising) consistsof advertisingactivitiesthatare largely
nontargetedandhave a wide reach.ATLcommunicationisdone tobuildthe brandand inform
the customersaboutthe product. Conversionsare givenlessimportance inabove the line
advertising.Above the line,marketingincludesmassmarketingstrategiesthatare largely
untargetedandare focusedonbuildingthe brand.Television,Radio,magazines,newspapers,
and billboardsare some of the examplesof ATLmarketing.
PTCL usedtelevisioncommercialstomarketthe productand servicesindifferentandtop-rated
TV channelsinPakistan.Theyalsouse the YouTube platformtoadvertise theirproducts.There
are a lotof videosavailable onYouTube.There are bigbillboardsavailableinthe metropolitanas
well asinthe othercitiesof Pakistan.InATLactivitiesPTCLalsoshowsitspresence ona social
mediaplatformlike Facebook,Instagram, andTwitter.
The advantage of Above Line Marketingisthatcompanycan covera wide range of customers,
betterconnectwiththe audience,andMediaadvertisingisacrucial tool in definingandrealizing
brand identity.A brandisbuiltby the customers.The role of marketersinbrandbuildingisto
reach as manyprospective customersastheycanand communicate tothemaboutthe brand

33. and itsbenefitscreatively.Above the linemarketing,hence,playsanintegral role whenitcomes
to brand building12
.
Here are some examplesof ATLactivities
12
https://www.feedough.com/atl-btl-ttl-marketing/

35. − BelowThe Line (BTL)
Below-the-line advertising(oftenreferredtoasBelow the Line promotion/Below the Line
marketing/BTL marketing/BTL advertising) consistsof veryspecific,memorable,anddirect
advertisingactivitiesfocusedontargetedgroupsof consumers. Oftenknownasdirectmarketing
strategies,belowthe line strategiesfocusmore onconversionsthanonbuildingthe brand.
Belowthe line marketingincludesdirectmarketingstrategiesdirectedtospecifictargetgroups
and focusedonconversionsratherthanbuildingthe brand.Directmail marketing,Sponsorships,
brand activation,andkioskactivitiesare examplesof BTL marketing.
The advantagesof BTL marketingisthatcompaniesextremelytargetthe customers’needsand
wants,returnon investmentishigh,easytocontrol andmonitor,andTailor-Made (designed
accordingto the needsof the specifictargetedaudience).
PTCL SukkurtelecomRegionpracticesdifferentactivitiesinBTLactivity.

37. Responsibilities
in the Internship
Challenges

38. We were assignedtoworkonchallengesfacingbythe SukkurTelecomRegion.We identifiedSome
challengeswiththe collaborationwithMr.Wajahat.
Major challengeswe identified:
− Network Healthin Rural Areas:
PTCL has successfullytackledthe issuesinmetropolitancitiesregardingthe network
healthwhere 4mbof internetconnectionprovides4mbexperience tothe customers.
Withthe improvementsinthe infrastructureandthe fiberconnectionsadoptedbyPTCL,
the experience forcustomersisgettingbetterwithtime.Networkhealthispoorinrural
areas andhas shownno or verylittle improvementinthe pastyears.Thisissue createsa
bad customerexperience whichthentransformsintonegativewordof mouthor no
repurchase behavior.
− CompetitioninPricing
Otherstatic connectionproviderslikeEbonandHBL Konnectclaimtheirconnectionsto
be affordable andfast.Their4mb package costs Rs.1200, as compare to Rs.2400 for
PTCL’s.Customersare attractedto theirservicesandthispandemicsituationwhere even
non-usersof staticinternetwere tryingtogeta connectionfortheirhomes.Peopleina
short informal interviewclaimedtohave broughtstaticconnectionathome because
theyno longertraveledmore (where theywouldhave usedthe mobilenetwork
provider’sinternet).Andtheyalsowantedunlimitedinternetforpurpose of theironline
streaming,videogaming,webinars,meetings,classattendances,andsurfing.Ebongrew

39. inthisphase where newcustomersandsome oldcustomerswere attractedtothe price
offeringsandswitched.Thiswasa lossof potential customerstowardsrivals.
− Bad Wordof Mouth
Before decayor five yearsbackwhenCompanywasupgradingitsnetworksfromtwisted
cablesandcopper wire tooptical fiberdue toweaknetworkhealth.Atthattime
customersfacedmanyproblemsregardingdysconnectivity issues,slowinternetspeed.
Customersdecidedtoleave orswitchfromPTCLptcl to other alternatives.Thattime
companystartedto face bad word of mouthwhose replicationsare still availableinthe
market.The perceptionof PTCLhas become verybadinthe market.Competitors
exploitedthisopportunity.Now PTCLupgradeditsnetworkinthe regionbutthe
perception of the past is still present in the market.
− Sales Channels Productivity
Sales from sales channels are not satisfactory. FSAs and DAs are struggling to generate
sales and bring new customers to the mainstream.

40. Possible Solutions
The interns were given chance to utilize their learning into the practical arena at PTCL. The
company tried to incorporate updated information of different fields through webinars into the
young minds. Besides, it gave them a chance to use the already acquired skills and bring out a
solution for the prevailing problems or the potential opportunity in the different departments.
Our group was allowed to propose problems for the existing problem in Field channels and
mechanisms. Throughout the journey, there were several problems identifiedthat are mentioned
in previous paragraphs. The next paragraph will highlight a few practical solutions for PTCL.
− Network Health in Rural Areas:
Poor network health in rural areas brings disappointment for customers and spread
negative word of mouth in non-users. The main reason behind this failure is the less
developed infrastructure in rural areas. The company should upgrade the service in
those areas. Keeping in mind the cost-benefit analysis, the company should work on the
infrastructure (in terms of technical equipment) of those areas. It may have an initial
cost of investment but once the service gets better later company can reap the profits.
− Competition in Pricing:
The pricing competition was the next problem in the region. The competitors in many areas
were claiming the same quality service and attracting the users. The best possible option for

41. this problem can be the variable trade marketing options. The company should provide
variable deals, discounts, packages in different areas. They should not opt for centralized
trade marketing.
− Bad Wordof Mouth
The company haswell-maintainedcustomerprofilingaswell aschurnprofiling.The
companyshouldcontactthemto offersome discountstoreconnectwiththe company.
Customerwill be reluctantdue toswitchingcosts,the companycanbearthe
configuration chargestoinstall aconnection. The Company’srepresentativesshould
offerthemdeals,whichwillstimulate themtorepurchase servicesof PTCL.The company
shouldposttestimonialsondifferentsocial mediaplatformsthatwouldhelpittochange
the perceptionof users,non-users,andex-users.
− SalesChannelsProductivity
FSA is an importantriskySaleschannel.Riskyinthe sense thatthe companyisbearing
cost on them,buttheyare notcontributingasthe companyshouldplease. STRregion’s
salesteamshouldarrange a meetingwithall FSAsone byone andasksthemreasonsfor
such results,askpossiblerecommendationsfromthem.
STR Salesteamshouldlauncha targetedcampaignforDirectAgentsandcreate
awarenessthroughadvertisementonsocial mediaplatformsaswell asonlocal cable
channelsforthose whoare interestedtoworkas a freelancerorDirectAgentforthe
companyto earn.We recommendtwooptions.
1) Educate existingDirectAgentsandmotivate themtoputeffort.
2) We shouldopengatesfornew DAsor increase the numberof DAsthrough

42. advertisementinthe local cable channelsandsocial platforms.
Conclusion
PTCL ConsumerSales DepartmentSukkurTelecomRegionismovinginthe rightdirection.The
area of focus isalignedwitheco-system.The numberof landline usersare reducingandthe
companyhas focusedonbroadband.Cellularusersare increasingandthe companyistargeting
themby providingfacilitiesof Netflix,SmartTV App.Broadbandand cellulartechnology
marketingisthe mainfocusof the company.Differentpromotional campaignsandactivities
increase the interestof customers.
SukkurTelecomRegionisdevotedtotheirdutiesandcontinuousinworkingtoimprove the
customerexperience andmarketshare togenerate more revenuesforthe company.
The company’shorizontal integrationmakesthe companyinaleadingpositionandpresence
everywhere inthe telecomindustry.The company’sGPON technologywillrevolutionize the
scenariointhe industryinthe nearfuture.