Marketing strategies-in-telenor-pakistan

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Marketing strategies-in-telenor-pakistan

  1. 1. COMSATS INSTITUTE OFINFORMATION & TECHNOLOGYApplied Marketing StrategiesSubmitted To: Sir Sarfaraz Peerzada Submitted By: Sana Munir MBO – 1 s t semester TABLE OF CONTENTS
  2. 2. OPERATIONS IN PAKISTAN _____________________________________________2TELENOR PAKISTAN HUMAN RESOURES_________________________________3TELENOR PAKISTAN RECRUITMENT ____________________________________4 INTERNAL RECRUITMENT.....................................................................................4 Telenor Portals.............................................................................................................4 Flyers and Broachers....................................................................................................4 EXTERNAL RECRUITMENT....................................................................................5 Job Advertisements .....................................................................................................5 Job Fairs.......................................................................................................................5 Welcome Advertisements.............................................................................................6 Online Recruitment......................................................................................................7 University Visits...........................................................................................................7 Sponsoring Talent Shows.............................................................................................8 Souvenirs .....................................................................................................................8CONCLUSION__________________________________________________________9BIBLIOGRAPHY_______________________________________________________10 TELENOR PAKISTAN MAKING USE OF MAR KET IN G STRA TEG IES IN HUMAN RESOURCE FUNCTIONAL UNITTelenor Pakistan’s CEO Tore Johnson said, “I am happy with the way we are growing.Our customer growth comes hand in hand with solid revenue growth. We believe wemust grow but we must grow responsibly – balancing the interests of the shareholders,the employees, and the public at large. We employ people from a variety ofbackgrounds, with a wide variety of skills and training. We want our organization tobenefit from the new insight and opportunities that this diversity offers. Our people arecalled on to challenge themselves; to take on other tasks than those that they have beentrained for, and in this way discover new qualities and capabilities.”OPERATIONS IN PAKISTANPakistan had about 18.4 million cellular subscribers by 2005,” said a PTA official.Telenor explored the market of Pakistan as an opportunistic market to broad their rangeof operations by providing quality features and earning profits. 2
  3. 3. Telenor Pakistan is 100% owned by Telenor Group and adds on to its operations in Asiatogether with Thailand, Malaysia and Bangladesh. Telenor started as a wholly ownedsubsidiary with its operations on the 15th of March 2005 in Pakistan and now it is one ofthe six mobile companies working in Pakistan. Its also the fastest growing cellularnetwork of Pakistan.Telenor has spread across Pakistan, creating 2,200 direct and 20,000-plus indirectemployment opportunities. They are having a network of 15 company-owned sales andservice centers, more than 200 franchisees and some 100,000 retail outlets.Currently, Telenor holds the second largest GSM and the largest GPRS and EDGEcoverage in Pakistan with the recent launch of its nationwide EDGE-enabled network. Pakistan Mobile Market Share Q1 2008 - Data From PTA Warid, 17% Mobilink, Paktel, 38% 3% Telenor, 20% Ufone, 21%The market share of Telenor is quite near to that of the Ufone, the total number ofsubscribers according to the 1st quarter of 2008 is 16.7, which stood at 3rd in ranking, andit has penetrated in market with well organized strategies.TELENOR PAKISTAN HUMAN RESOURESAll the operations to take place and providing the best quality to its subscribers would nothave possible without competent and committed employees. Telenor is offering excitingand challenging jobs with competitive pay, excellent benefits and exceptionaladvancement opportunities. They consider their employees as the assets of the company,and are providing them with relaxed and enriching work environment. They are nothiring competent workforce but they are also developing the employees through trainingand further educational programs, which ensure a high professional standard amongsttheir employees. Telenor believes that a talented and loyal workforce plays a crucial rolein the organization’s ongoing business success. And Telenor ensures the candidates thatby being inducted in Telenor they will become an enthusiastic and valuable member ofTELENOR FAMILY. 3
  4. 4. TELENOR PAKISTAN RECRUITMENTRecruitment is the one of the Human Resource Functions, which is having a perspectiveof marketing in its operations. Teleport Recruitment Manager, Faraz Shahid said,“Telenor is Great Place to work for”. For Telenor, their Human Resource is a Brand. Toadvertise the equity of their brand, they adopt number of ways according to the Hiring.Telenor HR makes a use of several Marketing strategies to attract the potential group ofcandidates. Telenor Hire people • Within the organization - Internal Recruitment • Outside the organization – External RecruitmentINTERNAL RECRUITMENTTelenor Recruitment Manager Faraz Shahid said,”it’s not the policy of the Telenorthat they are bound to hire employees from within the organization according to therules, but we call it as our Preference”. They prefer the employee to be recruited fromwithin the company, otherwise they opt the alternative method for hiring. InternalRecruitment is based of hiring people from within the organization for the position to bevacant. Telenor Portals The portal mentions the vacancy for the position, in order to alert those employees who fulfill the criteria for the particular job duties. With the help of portals, in which Vacancy is displayed, it becomes easy for the employees to evaluate their specifications for the higher posts. Flyers and Broachers Reinforcing the equity of brand is done for the existing employees, in order to make them connected towards the company. Flyers and broachers are being printed in a colorful manner about the allowances they are getting from Telenor, it includes health care programs, medical allowances, mobile connection financing and others. All these activities are done for the existing employees to make attracted towards the organization. Telenor Pakistan’s CEO Tore Johnson said, "We are succeeding because of the faith the Telenor Pakistan team members have put in one another and the strong sense of purpose they continue to display. We genuinely believe that mobile telephony is the best way of breaking 4
  5. 5. socio-economic barriers, and trickling down wealth and information to the bottom of the pyramid. It helps businesses, communities, and the country.”EXTERNAL RECRUITMENTTelenor is providing opportunities to their target market i.e. candidates to benefit Telenorwith their capabilities and skills. There is recruitment process of Telenor, through whichthey hire their employees. But before recruitment process, there is a lot more. Attractingcompetent employees towards Telenor is one of the key objectives. Advertising the equityof brand for the external block of candidates requires various steps to market their HumanResources. Telenor Recruitment Manager Faraz Shahid said, “Attracting thecandidates is one of interesting and challenging tasks for the recruitment team.”Telenor attract the employees externally through • Job Ads • Job Fairs • Welcome Ads • Online Recruitment • University Visits • Sponsoring Talent Shows • Dishing Out Souvenirs Job Advertisements Telenor offers employment opportunities for those who are seeking great place to work. Telenor make their target market of candidates to be attentive, by providing job advertisements through print media. This is the first method Telenor select to create an opportunistic market. The company’s Advertisements get printed in two English newspapers, Dawn and The News and in one Urdu newspaper, Jang. These job ads provide opening alert for the vacancy at the Telenor. The ads always includes requires Job specification and Job description for the candidates, so that they can recognize the required person of field. Job Fairs Telenor participates in job fairs very actively in order to advertise the HR brand. Participation is not restricted to professional Job fairs, which are conducted for the Pakistan’s candidates at large, but also in the university’s job fares conducted at their own schedules. • Rozee Job Fair Telenor participates in Rozee Job Fair very actively. Recently Telenor participated at Rozee Job fair conducted in Lahore on March 2 at Pearl 5
  6. 6. Continental Hotel, then Islamabad on March 9 at the Convention Center, and Karachi on March 30 at the Expo Center. Telenor Pakistan’s VP Human Capital Division, Nayab Baig said, Telenor Pakistan, in particular, aims to engage and develop young talent in order to drive the fastest growing network in one of the fastest growing mobile markets in the world. The ROZEE.PK Job Fair provides us a platform to connect with the brightest and the most talented in the lot.” Telenor Pakistan is aware of its young Pakistani talent, so special arrangements were made to welcome young jobseekers at the stall during the Job Fair. Telenor Pakistan management welcomed jobseekers at the company’s stall and updated jobseekers about its upcoming career opportunities, exciting working environment and culture, competitive salary packages, and attractive benefits. Interested candidates used Wi-Fi -connected terminals at the stall to apply for jobs at Telenor Pakistan. Visitors at the Telenor stall also rewarded with free SIM vouchers through lucky draws. Telenor active participation through the stall got media coverage through 8 TV channels as well as event coverage on 2 radio stations. These activities are undertaken mostly for influencing jobseekers through stimulating and beneficial working procedures at Telenor. They do not hire a large sum of candidates from the fairs but a little percentage is hired because their main objective in participating at job fair is to update employees about their HR brand and make them fascinated. • University Job Fairs Telenor Pakistan welcomes the fresh graduates with immensely unique and new talent. Innovation and distinctiveness is created mostly by the newly graduated job seekers. Telenor energetically participate in University’s Fairs as well. Telenor Stall at university job fairs, provides and opportunity for the students to interact with the HR personnel. The stall is made attractive for the students in order to grab their attention. Standees, umbrellas, flyers, broachers and banners are displayed. Students may provide their Resume/ CVs to the recruitment team present there or students can also fill up the given form for applying at Telenor. Spontaneous interviews are also been taken from the students to analyze their confidence for their competencies. Telenor advertise the HR brand into the graduates by explaining the Recruitment processes, employee’s career opportunities, workplace environment and training programs.Welcome Advertisements 6
  7. 7. Telenor Pakistan’s VP Human Capital Division, Nayab Baig said, “The mobileindustry has a significant role to play in improving Pakistan’s competitiveness inthe international market, not just by improving technology readiness but alsothrough human resource development.”Telenor is keen about its employees, as their employees are one of their sources tocreate competitive edge in the market. Employees join Telenor in Every quarter of theyear, names of those employees who have passed the time duration of one quarter inTelenor are being printed in the newspaper in respect to provide them a Welcome in acompany. This increases the motivational level of employees to be given importanceand having name in newspaper. Moreover it’s an appealing factor for the otherjobseekers as well. Employment opportunities increase by each step taken by theTelenor.Online RecruitmentTelenor Pakistan, won Pakistan Society of Human Resources Management’sprestigious award for being the Most Preferred Telecommunications Company in2007. Telenor offers extensive opportunities for learning through a wide selection andtraining programs.E-recruitment is based on online application system, it can be retrieved by using theCareer tab in Telenor Pakistan website. An online application system requires the jobseekers to create their profile in which they are required to mention different fieldsregarding professional and personal details. Uploading of CV/resume is also one ofthe options for the seekers. . A notification concerning profile setup of the candidate isdone by sending e-mail to the person created profile. They can apply for the displayedvacancies once they have created their profiles with logins.The recruitment manager then evaluates these profiles of candidates who haveapplied for the particular vacancies in order to call the relevant employees suitable forthe job. The evaluation of the employees is based on fair and on merit basis. Allaspects of employment with Telenor are administered by merit, competence,suitability and qualifications, and will not be influenced in any manner by gender,age, race, color, religion, national origin or disability. There are no influences by thehigher authorities on the recruiter to induct particular candidate. If a candidate fails toimpress the recruiter with his/her knowledge, skills and abilities that are required forthe certain job, then no top managers can influence the decision of recruiter. It is a fairevaluation, which is making Telenor to create a competitive edge.University VisitsTelenor is responsible for high job-satisfaction and opportunities for personal andprofessional development. 7
  8. 8. Telenor Recritment Team visits different universities, in order to aware students aboutthe induction process and explaning the importance of the Telenor as start of carreerfor students. The team setup a TalkShawk Lounge in the premisis of university. Allthe students are welcome for the lounge discussion. Attractive presenattation aboutHuman Resource Systems are given to the employees. Queries from the students arealways apprecitaed by providing them with satisfactory answers to remove theirconfusions. Students are an important entity for the Telenor, company forcast thesestudents to be upcoming member of Telenor family. University visits and creating alounge sessions also helps Telenor to analyze brand positioning in the minds ofstudents. These visits plays and important role in explaining the Human Resourcesactively as a Brand.Sponsoring Talent ShowsTelenor is actively particpating in sponsorship of various events taking place inPakistan. The company is sponsoring concerts, funfairs, kids activities and manymore.Telenor is also sponsoring the talent competition taking place at national level byuniversities. Recently a drama festival organized at Ghazi Ishaq Khan Institute inDecemeber 2007 was sponsered by Telenor. In this festival, various universitiesparticiated in order to unleash the student’s talent and capabilities. The objective ofsponsoring talent competions at University level is again reminding students aboutthe Telenor. The morale of the participants gets increased and they becomeopportunistic about the particular company consideriing students’ capabilities shows.SouvenirsThis one of ways through which Telenor is advertising its Human Resources. TelenorPakistan is also having suveniors. Name of Telenor is being printed on the pens,keychains, stickers for the car back screens. Also they have printed the weblink ofTelenor career on the pens, in order to remind people about the career opportunitiesprovided by the Telenor. They dish out their souvenirs at various places, e.g. at Jobfairs, University Visits, while sponsoring Talent shows of students etc. 8
  9. 9. CONCLUSIONTelenor is operating in Pakistan in a very succesful manner. All the operations at Telenor,technological, financial, developmetal, marketing, Human resources and other heads areworking well together in alliance in order to achieve organizational goals and objectivesby not only providing customers with level of satisfaction but aslo by creating a highperformance cultire for the employees.Human Resource head at Telenor is completely making use of the marketing strategies inorder to attract candidates. The human Resource is the product at Telenor, which is beingmarketed and still in continuation to advertise it to the target narket. The activitiesTelenor Recruitment is adopting for attracting the employees are marketing activities,which are helping candidates getting aware of the brand, as that is the core purpose ofmarketing to attract people by the use of attractive and unique way. 9
  10. 10. BIBLIOGRAPHY • Primary data collection from Telenor Recruitment Manager Faraz Shahid. • www.Telenor.com • www.Telenor.com.pk • www.telecompk.net • www.dailytimes.com.pk • www.wikipedia.com 10
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