Marketing Program Management -Final Project 040514 (1)

8/19/2019 Marketing Program Management -Final Project 040514 (1)

1/19

Marketing Program Management

Presented To: Mr. Hassan Raza Shah

of a Worldcall Telecom product

Presented By:

Naveed Ahmad 1208

Muhammad Kaleem 1209

Syed Razi Hadi 1210


2/19

WorldCall Telecom Ltd. (WTL) is one of the largest Telecom

companies in Pakistan, which was launched by r. !alman

Taseer (late) in "une #$$% with payphone operations. &ow a

days the WTL o'ers a complete range of products sericesdesigned to sere the needs of the local market. *t is now an

associate company of +mantel after acuisition of ma-or share

holding in //0.

Company’s Introduction


3/19

Products & Services

Data : Worldcall Wireless 1roadband (2!1345+ deice),

*P !erices Cable broadband.

Voice: Worldcall Wireless 6i7ed sets 8andsets.

Entertainment: Worldcall 5igital T4 , Cable T4 4ideoon 5emand.

Back Haul Network:Worldcall 6iber +ptic network

(6iber optic network consist on #9:;m in more than < citiesof Pakistan.

LDI Platform: Worldcall L5* Platform (*!5 &W5 Callstermination).


4/19

The competitors of World Call Telecom Ltd ary from serice to serice=

Entertainment:

The main competitor in this >eld is only Wateen Telecom.Voice:

PTCL wireless is the only competitor.Data :

PTCL , Wateen Wi?tribe are competitors in 5@T@ >eld.

Back Haul Network:

ultinet is the only competitor in 6iber optic >eld.

LDI Platform:

Telecard 1rain Tel are the main competitors.

Competitors


5/19

Select an Oerin!

Worldcall Wireless 2!1 5ongle ;ey A% ;bps(2!1 345+ deice)


6/19

Company’s Portolio

The company has a diersi>ed product portfolio in its product line.

Product "idth

#ata $ntertainment %oiceac'haul

(et)or'

*#I

Platorm

Product Widt

The productBs width of Worldcall is as follow=


7/19

Company’s Portolio

Lengt ! Dept of Product : The length depth of product

refers to how many ariants are o'ered in each product line.

The length depth of Worldcall’s products are mentioned in

following table=

#ata $ntertainment %oiceac'haul

(et)or'

*#I

Platorm

"ireless

road+and

$%#O ,S

#evice

WTL Digital TVWTL Wiele!!

"i#ed Set

"i$e %&ti'

Net()*

Temi+ati)+ ),

-SD . NWD

/all!

/a$le

)ad$a+dWTL /a$le TV

WTL Wiele!!

Ha+d!et! Li*e

M)$ile Set

3 3

-4 Sevi'e!WTL Vide) )+

Dema+d3 3 3


8/19

"#B Wirele$$ %road %and &EVD' De(ice)

A% kbps

A# kbp# bps bps

#epth o Selected Product


9/19

Consistency

1ack bone is same for entire portfolio which is >ber optics

network.

5eice manufacturing is outsourced.

5istribution channel is same for all deices.

@ll deices are aailable at each serice center.


10/19

Internal -actor $valuation I-$/

#erialNo*

#trengt Weigt +atingWeigt#core

# Portability /.# : /.%:

*nternet Doaming /./ : /.%/

: Plug Play /.#$ : /.A9

< &o Power Deuired /.#9 : /.A#

A 2nlimited 5ownload /.: < /.$

#u% Total , .*/.

Stren!th :0


11/19

Internal -actor $valuation I-$/

#erialNo*

Weakne$$e$ Weigt +atingWeigt#core

# Poor arketing /. # /.

Poor 6ranchise /.# # /.#

: Lower !peed as compared Wired /.< : /.9

< &etwork a'ected by surroundings /.#% : /.


12/19

$1ternal -actor $valuation $-$/

Opportunities :0

#erialNo*

'pportunitie$ Weigt +atingWeigt#core

#

&etwork 37pansion

/.: : /.%$

3stablished 1rand &ame /./ : /.%/

:1etter business solutions to corporatesector /.#$ : /.A9

<Capture more market share

/.#A : /.


13/19

$1ternal -actor $valuation $-$/

2hreats:0

#erialNo*

Treat$ Weigt +atingWeigt#core

# &ew entrants in the market /. : /.%%

Poor Foernment Policies /.# : /.%:

: Threat by :F


14/19

3ttri+ute +y 3ttri+ute Comparison

1ttri%ute$

World 7all

Wirele$$ Broad

Band

PT7L

Wirele$$

Broad Band

Wateen

Telecom

Broad Band

#peed A% ;bps A%;bps A%;bps

8ualit9 1est 1est Food

Price in P+ #,// ,/// #,///

Data Download

Limit2nlimited 2nlimited # F1

Down$tream;

"p$tream3dge FPD! FPD!

Memor9 card Ges &o &o

E


15/19

Product #trateg9

5 World Call has opportunity to add new attribute in current

345+ deice, the Product may be replaced with C5@

!ims.

Po$itioning

5 C5@ !* will *mproe positioning of the brand.

Packaging

5 5oesnBt matter in this case howeer 1o7 siHe will be

reduced.

Mar'etin! Pro!ram


16/19

Pricing #trateg9

5 Post pay based reenue model can be adopted.

Placement

5 *t can be distributed only through Customer !erice

centers and through helpline.

Promotion

5 *t should be promoted through electronic and print

media.

Mar'etin! Pro!ram


17/19

Contin!ency Plan

*n contingency we can replace the said

product with *+C Wi?6i odems in the

corporate sector.


18/19

Feneral information is also aailable on the companyBswebsite.

http=IIwww.worldcall.com.pkI

Reerences


19/19

Tank$

Documents

Marketing Program Management -Final Project 040514 (1)