On World Call Telecommunication Pvt Ltd.
Specialization in Marketing
Department of Business Administration
I bow my head before almighty Allah with gratatitude. My indebt ness and salute too
many individuals who have helped shape this report cannot adequately be conveyed in
a few sentences. However, I must once again recall my indebt ness to lot of former
fellows and contemporary colleagues who took the time and trouble during the last
few days to speak to me about the ways this text could be further improved. It is most
appropriate to mention the ingenuity of respected teacher Sir, who provide me an
opportunity to enhance the management skills from a well established organization It
is my privilege and honors to my express my deep gratitude and in calculating thanks
to the DGM of World Call Telecommunication Pvt Ltd. Multan especially to
Muhammad Imran Ahmed Sheikh and Muhammad Saleem (Branch Manager
Multan Office) who provided me an opportunity to work in the environment where
quality is every thing. I bow my sp e c i a l t h a n k s t o Mr. Razzak
Paracha (Executive Director World Call Telecommunication
Pvt Ltd Lahore) who is very kind to me during my internship
World Call Telecommunication Pvt Ltd.
Abul Hassan Farooq Roll No M-577526 2
List of Contents
No Contents Page No
1 Acknowledgment 1
2 List of Contents 2
3 Preface 3
4 Vision 4
6 Introduction 6
7 Objective of Studying The Organization 7
8 Over View & Brief History of Organization 8
9 Nature of Organization 9
10 Business Volume of Last Six Years 10
11 Seven Years Financial Performance 14
12 Operating Results of World Call Telecommunication 15
13 Profile of Employees 18
14 Product Line 19
15 Organizational Structure 21
16 Main Offices of Organization 25
17 Marketing Operations 27
18 Function of the Marketing Department 32
19 Product Planning Development and Management 35
20 Price Strategy 40
21 Distribution Strategy 41
22 Distribution Channel 44
23 Promotional Strategy 45
24 Critical Analysis of Theoretical Concepts relating Practical
25 Competitors 50
26 Future Prospects 51
27 Short Fall Weaknesses of the Marketing Department
28 Conclusion and Recommendations 54
29 Reference and Sources Used 57
30 Annexes 58
31 Business Volume of Last Five Years 59
MBA degree is more practical one compared to other Master degree. Majority of
the studies includes practical work and experience to give students a closer look
of the business work and its requirements. That is the degree holder can adjust
themselves easily in al kinds of businesses and industrial environments. Final
project of planning is a part of that series. It is an integral part of degree at AIOU
practical work and know about working of an organization. To meet this purpose
the AIOU REGIONAL CAMPUS MULTAN assigned us the above project at
World Call Telecommunication Pvt Ltd
learned a lot about an organization.
The first part is the introduction of the organization. The second part is the
methodology. The third is the limitations while the forth is about SWOT and
conclusion. We hope this report will provide a clear inside picture of World Call
Telecommunication Pvt Ltd to its readers and they will know much more the
We at World call are committed to achieving dynamic growth and service
excellence by being at the cutting edge of technological innovation. We strive to
consistently meet and surpass customers’ employees’ and stake-holders’
expectations by offering state-of-the-art telecom solutions with national &
international footprints. We feel pride in making efforts to position World call and
In the telecom market of
on the basis of following benchmarks:
• Create new standards of product offering in basic and value added
telephony by being more cost effective, easily accessible and dependable.
Thus ensuring real value for money to all segments of market.
• Be a leader within indigenous operators in terms of market share, gross
revenues and ARPU within five years and maintain the same positioning
• Achieve utmost customer satisfaction by setting up high standards of
technical quality and service delivery.
• Ensuring the most profitable and sustainable patterns of ROI (Return on
Investment) for the stake-holders.
businesses and people. The growth in marketing sector is tremendous. My topic
deals with the Marketing Company named as World Call Tele Communication
Pvt Ltd. I have to study about Direct Marketing in World Call Tele
Communication Inshallah in remaining part of the report I will discuss about
• Introduction of World Call Tele communication Pvt Ltd.
• Promotional activities of Company.
World call Telecommunications Group began life in 1995 when First Capital
Securities Corporation Ltd started incubating World call Payphones, now
World call Communications Limited. The next few years were spent in
expanding payphone network across
drawing investor attention to the value of World call businesses.
Today World call Group has the most extensive and diversified telecom and
media deployments by an operator in
conglomerate and along with first Capital Securities Corporation Ltd. Owns a
mix of telecom, print &media, technology, financial services, retail and
property development businesses with both national and international
OBJECTIVE OF STUDYING THE
In the curriculum of course various principles and theories provided us a detailed
overview of business administration especially marketing. But the actual learning
is to have a practical demonstration of the theoretical concepts by observing the
systematic business operations. The standpoint of studying the organization is to
have an idea of practical implementation of business principles and strategies
especially of marketing concern. Thus, the study I carried out with the following
• To understand the structure and system development of an organization.
• To know the functions of marketing department
• How World Call Telecommunication Pvt Ltd mange it’s Product Lines.
• How World Call Telecommunication Copes with Environmental Changes
• To know the competitiveness of organization.
• How World Call Telecommunication develop its marketing strategies.
• To know the management of marketing force and effective team work
• To know the success and failure of products.
• Improvement in the performance of an organization
OVERVIEW OF THE ORGANIZATION
Brief History of World Call
In 1996 First Capital Securities Corporation began to incubate a payphone
operation called World call Payphones Limited. The new venture stood at the
front end of a communication revolution that was yet to grip the country. Our
perception of a changing business environment placed World call at the lead of a
demand-led explosion of payphones all over the country. We installed our first
payphone in June 1996. Today World call has over 54,000 payphones all over the
country. We are one of the largest fixed line payphone operator and the pioneers
of “Supervised Payphones” business model in
telecom we have continued to innovate. Over the years we have invested in new
technologies and businesses. In 1998 prepaid calling cards were launched by
World call Phone cards under the brand name "Hello". In the following year the
group established dial-up internet services through World call Dot Com.
In 1999 World call Telecom Lanka established the Groups' first overseas presence
when payphone operations were established in
In 2000 World call Multimedia established a Hybrid Fiber Coaxial (HFC)
scalable network in
country, providing cable television and Internet-over-cable. In cable TV in
launched a state of the art HFC network operation in
Broadband Limited. These are the largest and only national networks capable of
triple play (cable TV, high speed internet/data and telephony).
World Call Telecommunication Pvt Ltd.
Abul Hassan Farooq Roll No M-577526 9
These companies are also offering metro fiber lease to a number of other telecom
/ cellular operators as well as corporate.
World call Telecom Limited acquired Wireless Local Loop (WLL)
licenses/spectrum in the post deregulation auction to provide WLL telephony in
all 14 telecom regions of
partnered with Samsung for a CDMA 2000 1x solution (with EVDO option).
WTL started service from
cities. WTL also acquired an LDI license and service commenced at the end of
2004. WTL enjoys significant edge over competition due to rights to dark fibers
in a national long haul network which is being built across
NATURE OF ORGANIZATION
World Call Telecommunication Pvt. Ltd. is working as a services firm among a
number of multinational and national Consumer goods organizations. World Call
Telecommunication Pvt. Ltd. is committed to provide quality services to
customers, realizing the fact. The firm is equipped with all pre-requisites for
meeting the future challenges successfully. World Call Telecommunication Pvt
Ltd has a high number of professionally qualified persons in Sales, marketing,
Production, finance & administration and technical Department. The company is
offering a complete product range of Calling Card and Payphones.
Business Volume of Last Six Years
World Call Telecommunication
The year under review saw the company posting revenues of Rs. 2.5 billion. The
company has maintained its sales volume in the payphone segment despite the
fact that PTCL has reduced its nationwide and international call tariffs. The profit
after taxation increased to Rs. 242.4 million, up 13% from last years profit of Rs.
214.6 million. This indicates a healthily growth given the increasing competition
in the telecom sector. Efficient utilization of resources has enabled the company
to reduce its operational costs from 50% of gross profit to 44% of gross profit
during the current year. The EPS rose to Rs. 1.52 as compared to Rs. 1.44 for the
World call Phone cards Limited, a wholly owned subsidiary, merged with the
company in accordance with the sanction from Lahore High Court, effective 01
The installed Payphone base of the company increased from 29159 in June 2003
to 34927 in June 2004, an increase of 5768 payphones during year.
PROFILE OF EMPLOYEE
World Call Telecommunication Multan office marketing department
consists of a team of 26 people including field, office and supporting staff. The
technical staff is well versed in its field of specialization and quite efficient as
well. Most of Staff is professional degree holders with specialization in different
disciplines. The non-technical staff is very hardworking and active in performing
their tasks. The supporting staff is also very loyal and committed to their assigned
jobs. Hiring is done both through top management and also on recommendations
of middle management.
Total strength of employees in Marketing 280
Total number of employee in Technical Field 168
Total number of employee in Management 100
Total number of employee 548
WORLD CALL TELECOMMUNICATION
• The largest fixed line payphone operator in
• Currently Managing over 54000 Payphones Nationwide.
• Introduced the highly successful "Supervised Payphone"
• Smart Card based Wire line Payphones
• CDMA 2000 1* based wireless payphones
• Operating in both "Supervised" and "Standalone" segments.
• WLL payphones have only recently been introduced and are
cheaper and faster to deploy.
• Extensive distribution Network.
• Highly trained Sales and maintenance teams.
• Positioning to be market leader in the overall fixed and
wireless payphones market.
• First company to introduced prepaid calling card service in
• International dialing service introduced in March 1999.
• Domestic Long Distance Dialing service on the same card introduced in
• In Platform capacity of Over 25 Million minutes per month.
• NWD & International Calling at Competitive Rates.
• Calling card under launch in
Chief Operating Off
Branch Manager Accounts
Sales Team Technical
Summary of Organizational Structure
Chairman is the Head of the organization and in World call Telecommunication
the Chairman is Salman Taseer. He is very capable man and basically is Chartered
Accountant and he knows about the business in Telecommunication Sector.
Chairman done work on over all of the organization all Major decisions about
Financial, Management and other sectors. Chairman is finally Authority and final
decision making in any matter of the organization.
After the chairman in the organization second most important post is Executive
Director now in this time in world call telecommunication Executive Directory
who deals with payphones and calling cards is Razzak Paracha. In world call
telecommunication pvt ltd have many executive director they deal with different
business groups. Every Executive Director responsible to their own department
and he is all in all to take decision in that department.
COO Chief Operating Officer
After the Executive Director the COO is most important post in the organization
in some organization COE (Chief Operating Executive) first then become COO
(Chief Operating Officer) He have also a key post in the organization and he
fully responsible of the department and it’s depend on the type of department if
sales or marketing , financial , Management , HRM types he deal with full
confidence . if he is COO Marketing then all sales reports will be submit to the
COO and then they take final decision .
DGM Deputy General Manager
In world call Telecommunication Pvt Ltd every zone has one DGM Deputy
General Manager. DGM responsible of his area and he deal with other
department they concerned and major work of DGM is update the sales and all
region sales reports to submitted to DGM and then go for COO . DGM deal with
all matter concerned with sales, marketing, promotion, finance and other
department. In every organization DGM had vital role and he fulfill the sales
targets and achieved the company goal.
Finance & Accounts Head
Finance & Accounts Head are responsible for the every finical decision and new
finical projects and all other whole year expanses that occurred in different
departments they all details and check balance done by accounts department and
accounts department a major duty is that all company employees' salaries
accounts and payroll accounts maintain. In every company or organization
finance & Accounts head are major key role in the organization.
In every big organization has HRM department , that was important department
and there is major role about the organization like haring , selection , training,
implementation, motivation , firing these all task done by HRM Head . Human
resource management head major responsibility is good technical and hardwrok
team haring and selection then they become good training and fit right minds to
MIS Head Management Information System every good or big organization have
MIS system. MIS system spinal cord of he organization because in every
organization MIS system taking important role , major duties of MIS system all
types of reports like different department and any type of communication with
help of MIS system today 21centary every organization paperless environment
like computerized system in that system every thing based on computerized like
different reports of different departments like sales reports analysis for cast
reports daily weekly monthly annual reports or internal or external
communication with help of MIS system like Email system that all part of MIS
Technical Head name as every organization has must some technical works they
done by this department and technical head will be responsible to all types of
technically works like machinery replacement or future prospects technical
demands time to time change all technical works demands fulfill by the Head of
that department. Management operation is also part of technical department every
operation will help to this department.
World Call Telecommunication Pvt Ltd.
Abul Hassan Farooq Roll No M-577526 25
Head Office World Call Telecommunication Pvt Ltd.
103- C / II, Gulberg – III,
Tel (92-42) 5757591-94
Fax (92-42) 5757590, 5877920
The Worldcall telecommunication Pvt Lt. extensive distribution network whole
the country 50 offices and 220 cities with 59000 points of sales.
The Worldcall telecommunication offices divided in different Zones and Regions
Major 4 Zones
Abbott Abad, AJK,
Every company needs to manage its marketing activities effectively. Especially
the company needs to know how to analyze the market opportunities, select
appropriate target markets, segmenting the market in proper segments,
establishing the effective marketing mix and manage the marketing efforts
effectively. To fulfill these requirements, marketing department is established in
almost all well-known organizations.
DEFINING MARKETING OBJECTIVES
According to Peter Drucker, “The aim of marketing is to make selling
superfluous. The aim is to know and understand the customer so well that the
product or service fits him or her and sells itself.”
DEVELOPING MARKETING STRATEGIES
With an understanding of business' internal strengths and weaknesses and the
external opportunities and threats, we can develop a strategy that plays to our own
strengths and matches them to the emerging opportunities.
While developing marketing strategies, marketing objectives are kept in mind.
Marketing planning plays important role in developing marketing strategies.
Senior officers take part in this process and finally company head approves these
strategies. Most of the strategies are made in
of the country and industry. These involve general strategies i.e. positioning of the
company products and image specific strategies i.e. Target market, 4Ps,
Quantitative objectives etc.
While developing marketing plan following things are considered.
• Changes in our business environment, Are these opportunities or threats?
• Strengths and weaknesses?
• What customers looking for? What are their needs?
• Which customers are the most profitable?
• What's the best way of communicating with them?
• Could we improve our customer service? This can be a low-cost way of
gaining a competitive advantage over rivals, keeping customers, boosting
sales and building a good reputation.
• Could changing our products or services increase sales and profitability?
• How shall we price our product or service? Although prices need to be
competitive, most businesses find that trying to compete on price alone is
a poor strategy.
• What is the best way of distributing and selling our products?
• How can we best promote our products? Options might include
advertising, direct marketing, exhibiting at trade fairs, PR or marketing on
• How can I tell if my marketing is effective? A small-scale trial can be a
good way of testing a marketing strategy without committing to excessive
Structure of Marketing Department
Employees in Marketing Department
• COO 1
• DGM 4
• BM 28
• Sales Mans 247
Total Marketing Team 280
Chief Operating Officer
Deputy General Manager
DEVELOPING ACTION PLAN
The next step is to draw up a detailed marketing plan that sets out the specific
actions to put that strategy into practice. In the development of action plan,
product management plays important role. This action plan is summary of all
efforts and contains all steps to be taken for good and comprehensive
implementation of strategies.
What is planned during strategy formulation is implemented during this step.
Since product management is responsible for development of existing and new
products, area wise, clarifying the position of each product at PLC stage. This
department is also responsible for the launch of new products and their pre-launch
marketing activities launch programme and its arrangements.
Contents of marketing plan
• Executive Summary & table of contents
• Current marketing situation
• Marketing Strategy
• Action programmes
• Projected Profit and Loss statement
STRATEGIC CONTROL & EVALUATION
Strategic control is the task of evaluating whether the company’s marketing
strategy is appropriate to market conditions. Because of rapid changes in
marketing environment, each company needs to reassess its marketing
effectiveness periodically through controlling. This phenomenon is regularly
followed in World call Telecommunication Pvt. Limited. Sales are one of the
criteria for this because sales are monitored on regular basis. Before the launching
new attributes in products a meeting is conducted at Zone level. The objective of
this meeting is to compare the previous year results and to plan accordingly for
the coming season. After that a meeting of regional managers occurs at head
office to discuss the feedback from each region. During this meeting sales of each
region are evaluated and accordingly the Product Life Cycle stage of each product
is also discussed. On the basis of sales performance incentives for the sales force
are also decided to motivate them for the coming season.
The performance results give guidelines for the development of next action plan.
Apart from this, filed surveys are also conducted to know the demand of each
product and impact of last year’s strategies. All this work is done keeping in view
the cost and benefit.
FUNCTIONS OF THE MARKETING
DEFINITION OF MARKETING
A process of planning, organizing, implementing and controlling marketing
activities to facilitate and expedite exchanges effectively and efficiently.
The analysis, planning, organization, implementation and control of the marketing
activities of the firm.
Marketing strategy is the practical application of marketing techniques. It is the
analysis, planning, implementation, and control of programs designed to create,
build, and maintain mutually beneficial exchanges with target market. The
marketing manager has the task of influencing the level, timing, and composition
of demand in way that will achieve organizational objectives.
Marketing Strategy of World Call
World call has positioned itself as the number one national alternative telecoms
provider and a leading multi-services operator with regional and international
footprint telecom market in
operations and significant experience of the local market .World call has the
requisite expertise and a solid track record which is an asset for partners who wish
to invest with us in existing and exciting new opportunities.
In Pakistani market or telecom sector PTCL is no one customer service company
and payphone and phone card after that World call telecommunication second
largest company in
world call telecommunication. World call telecommunication have major strategy
• Identifying the market style and market trend.
• Identifying the customer trend and style.
• Identifying the customer needs and demands.
• Identifying the new research and development of telecommunication
• Identify the segments within your market.
• Understand company's strengths and weaknesses.
• Implementation of 4p's price place product promotions.
• Understand where you want your brands to be in the future, and write
marketing plan on regular basis to help you get there.
• Internal service quality of customer satisfaction.
In world call telecommunication private ltd when lunch any product they all
decision making on higher management and first the complete analysis of the
market and customer behavior all sensitive issues with point of competitors of
current market situation then pretest lunch the product if they successful then
introduced in the market.
MARKETING STRATEGY INVOLVES
• Understanding the economic structure of your industry
• Identify segments within your market
• Identify the Marketing strategy which best fits your company
• Identifying your target market
• Do marketing research to develop profiles (demographic, psycho graphic, and
behavioral) of your core customers
• Understand your competitors and their products
• Establish environmental scanning mechanisms to detect opportunities and
• Understand your company's strengths and weaknesses
• Audit your customers' experience of your brand in full
• Develop marketing strategies for each of your products using the marketing
mix variables of price, product, distribution, and promotion
• Understand where you want your brands to be in the future, and write
marketing plan on a regular basis to help you get there
Setup feedback systems to help you monitor and adjust the process
• Pricing Structure.
• Place / Distribution system.
• Promotional activities.
Four Ps of marketing mix in relevance to World Call Telecommunication are
PRODUCT PLANNING, DEVELOPMENT
Product is anything that provides the solution to any existing problem. It may be
including all type of goods & services. In a narrow sense, the product is set of
basic attributes assembled in an identifiable form by a commonly understood
descriptive name, such as steel, tennis rackets, or SIM card. Each and every type
of company is to meet the needs by offering their products or services on the
behalf of the customer. For instance, the products may include the goods being
used in the daily business like soap, shampoo, washing soap etc. The services may
include the lectures delivered by the teachers, advice given by the consultant and
the doctor suggests the appropriate medicine against the diseases.
Scoping: A quick and inexpensive assessment of the technical merits of the
project and its market prospects.
Building the Business Case: This is the critical homework stage - the
one that makes or breaks the project. The business case has three main
components: product and project definition; project justification; and project plan.
Development: Business case plans are translated into concrete deliverables.
The manufacturing or operations plan is mapped out, the marketing launch and
operating plans are developed, and the test plans for the next stage are defined.
Testing and Validation: The purpose of this stage is to provide final and
total validation of the entire project: the product itself, the production process,
customer acceptance, and the economics of the project.
Launch: Full commercialization of the product - the beginning of full
production and commercial launch.
World Call Telecommunication Pvt Ltd. products are daily user products that are
offered to customer.
New product development strategy
in World Call Telecommunication
In World Call Telecommunication Pvt Ltd. When Lunch a new product in the
market .the development of original products, product improvements, product
modifications, and new brands through the firms own research & Development
efforts. World call telecommunication Pvt ltd finds and develops new product
idea from variety of sources. Many new product ideas stem from internal sources.
World call telecommunication conduct formal research and development pick the
brains of their employees and salespeople and brainstorm at executive meetings.
By conducting surveys and focus groups and analyzing customer question and
complaints, world call can generate new product ideas that will meet specific
consumer needs. World Call telecommunication Pvt Ltd track competitors
offering and inspect new product, dismantling them, analyzing their performance,
and deciding whether to introduce a similar or improved product. Distributors and
suppliers are close to the market and can pass along information about consumer
problems and new product possibilities. Suppliers can tell the company about new
concepts techniques and materials that can be used in new product development.
New product Development Strategy in World Call
Telecommunication Pvt Ltd
Marketing trategy World Call New product Development Strategy World call telecommunication Pvt ltd lunch the new product development process
based on eight steps.
• Idea Generation A process starts with idea generation, which may draw
the world call telecommunication inspiration from internal sources,
customers, competitor's suppliers and others.
• Idea Screening The next step is idea screening which reduces the number
of ideas based on the world call own criteria which the best suitable for the
• Concept Development and testing After the idea screening world call
research and development management continue through product concept
development in which a detailed version of the new product idea is stated
in meaningful consumer terms. In this stage concept testing new product
concepts are tested with a group of current market target consumers to
determine if the concept have strong consumers appeal and successful in
• Marketing Strategy After the successful concept of the new product to
proceed to marketing strategy development in which an initial marketing
strategy for the new product is developed from the product concept.
• Business Analysis After the marketing strategy of World call proceed to
in business analysis stage a review of the local and nation market of the
sales, costs and profit projections for new product is conducted to
determine whether the new product is likely to satisfy the world call
telecommunication objectives . With positive results there the ideas
become more concrete through test marketing and finally are launched
The Head Office sets prices of any product by adopting the proper
method. According to Marketing Manager price of any product is equal to the cost
plus desirable profit. According to the marketing manager that the pricing
strategies of organization are different in the different countries due to different
exchange rate, inflation, and different tax polices in the different countries.
basis. They are charging a price, which they think fair to customers.
The policy of World Call Telecommunication Pvt Ltd is that they do not set the
prices on the basis of competitors. The aim of World call Telecommunication is to
satisfy the customers in low prices. In economics we can say that when the prices
are constant, the demand of product increase, volume of sale is increase, and
revenue is also increase, as a result of this circle the profit of the organization is
increase but the prices remains constant. So selling on low prices has a valid
The products and services of World Call telecommunication are available at all
the cities of
Distributing the products in the market is one of the major functions of any
distribution center on behalf of the principal. As it is said in the previous section
that World Call Telecommunication Pvt Ltd treats every principal as a separate
business unit, so the distribution process for all the principals vary considerably
with each other.
• Extensive nationwide distribution network positioned to lunch new
products as well as service existing ones.
• 50 Offices
• 220 Cities.
• 59,000 points of Sales.
• Existing relationships with third party distributors to enhance penetration.
The branch network of World Call Telecommunication Private Ltd. is very strong
and extensive, because it has established 50 branch offices all across the country.
The company pays services 220 cities in the country. In order to control and
manage the distribution infrastructure, geographically it has divided the whole
country into four Zone, namely Southern, Central 1, Central 2 and Northern
Abbott Abad, AJK,
World Call Telecommunication Pvt Ltd is engaged in the sales activities on behalf
of all its principals. For this purpose it has its own dedicated and experienced
sales staff, each of which is called as "Territory Sales Officer". At World Call
Telecommunication the total strength of TSOs is 400 they have own motorcycles.
These TSOs are responsible for generating and securing orders from the retail
outlets on behalf of the principals.
The products of Worldcall Telecommunication Pvt Ltd are distributed intensively,
through Outlets like PCO Public Call Office,
Karyana Stores, General Stores, Bakeries, Departmental Store, Drink Shops Tea
Stall, Medical Store, Petrol Pump Shop like Select, Canteen, Book Shop and
others. The processes delivering the products are as:
• Order Taking
• Processing the Orders
• Delivering the orders
• Receiving payment
World Call Telecommunication Pvt
Regional Head Office
Branch Head Office
Technical Sale Officer
Out Lets, Corporate Customer
The element in an organization’s marketing mix that serves to inform, persuade
and remind the market of a product and/or the organization selling it in the hope
of influencing the recipient’s feelings, beliefs, or behavior. The policy of World
Call Telecommunication Private Lt is to adopt the same methods to promote all
its products. Vision Direct Marketing undertakes the promotional activities.
VISION DIRECT MARKETING
Vision started out in 1997 as a Direct Marketing Company operating in only two
Marketing and Services Companies in
cities and camp offices in ten other cities.
Vision with its Head Office in
According the marketing manager of World Call Telecommunication that they
use the following promotional methods:
ADVERTISING AND MEDIA VEHICLE
Advertising is non-personal communication of information usually for a
persuasive in nature about product services or ideas through the identified
sponsors through the various media.
Advertising performs the communication, education and marketing function it
tells people about the benefits of products or services and educate them how they
can make their life and time better off. In World Call Telecommunication advertising are performed by the Advertising department.
The management of World Call Telecommunication uses the advertising and
rational behind it is that the organization considers that it has a market segment.
So advertisement will have a great waste reach and their advertising cost per
consumer or the customer will high enough.
However regardless of heavy or low use of the advertisement, the advertisement
of the organization serves for the two purposes and various with respect to
advertisement conducted by the central body and that advertisement activities are:
• The local body conducts advertisement about some packages which serves
the functions of educating the people how they can make their time more
Television combines sound, motion and design special visual effect. But World
Call Telecommunication advertises himself on TV in other countries as well as in
They give the desirable information in the print ads to the target market in order
to inform the customers about the benefit of their products.
Whenever they introduced new products they give ads on print media at regular
intervals. So that the customer is informed about the new product. For their
matured products they give ads with different gaps in the newspapers. The
newspapers they use are: The NEWS, DAWN, and JUNG
Radio is a good local acceptance, high geographic and
demographic selectivity and low cost advertisement.
The Magazines advertisement high geographic and
demographic selectivity, credibility and prestige and high quality
reproduction, long life and good pass along readership.
Outdoor Advertisement flexibility high repeat
exposure low cost low message competition, good positional selectivity.
Personal selling: & Promotional Activities
Personal selling is the special form of the interpersonal communication. Their
goal is to bring its prospects attention that will satisfy a need and that will elicit a
response, hopefully in the form of purchase.
It is communication efforts that are designed to favorably influence attitudes
toward an organization, its products and policies. Worldcall Telecommunication
Pvt Ltd is not just a quality product services supplier, but also a socially conscious
corporate citizen. It has been equally involved in promoting and funding several
community welfare projects through aggregate revenue Worldcall
Telecommunication Pvt Ltd is a professionally managed, organization.
CRITICAL ANALYSIS OF THEORETICAL
CONCEPTS RELATING TO PRACTICAL
The main objective of this internship programme is to critically analyze the
theoretical concepts and relating them with the practical experiences.
The critical analysis of reveals the following observation and findings.
I have worked in the World Call Telecommunication Pvt Ltd as Sales Coordinator
and mange the four thousand Outlets. My responsibilities are to manage sales
team and Key Outlets database and cold calling the outlets and Responsible for
Managing the sales force and update the daily sales data base and manage the
Weekly reports on the management of the sales database and design Market
analysis based on the current market trends to serve better the customer
requirements and Played a vital role in the decision making based on the studied
trends in the market give the route plan to sales force and also directs the By
performing this I have come to know how the company work for the awareness of
their products, which in turns improve the sale of the company.
Competitors are the people or the companies in the market that are
affecting the strategies of the company and providing the choice for the
consumers. The competitors always exist in the market but some time they
are in great number and some time lesser in number. There are following
main competitors of World Call Telecommunication Pvt Ltd .who
influences on the marketing programs.
• PTCL Calling Card.
• Kit Calling Card.
• GT Calling Card.
• ARY Calling Card.
• Big Time Calling card.
• Call Mate Calling Card.
Among all of these the head to head competitor is PTCl Calling Card, they
compete in every brand because they are working in every field of
consumer goods. So they have to make the strategies according to that.
VISION has ambitious plans for Year 2006 and beyond.
They aim to become
deliver quality service for our diversified this through continued investment in
human resource development, improvement in infrastructure and the development
of new & innovative marketing techniques.
World Call Telecommunication Pvt Ltd has positioned itself as the number one
national alternative telecoms provider and a leading multi-services operator with
regional and international footprint. Telecom market in
opportunities for players with existing operations and significant experience of the
local market. Worldcall Telecommunication ha the requisite expertise and a solid
track record which is an asset for partners who wish to invest with us in existing
and exciting new opportunities.
Worldcall provides many synergistic opportunities for existing potential partners
• Leveraging existing operations.
• Market understanding and knowledge.
• Successful execution skills covering build and operations.
SHORT-FALLS/ WEAKNESSES OF THE
o Largest producing company of consumer service products in
o First introduced WLL Wireless Local Loop setup in
o Enjoying economies of scale
o Good will in the market
o Strong financial position
o Highly sales brands in Calling Card and Payphones.
o Have Strong distribution channel in
o High rates of Calling Card products
o Huge inventory stocks of raw material and finished goods
o Few new services products are introduce in the market
o No counter attack on others companies.
o Less Products availability in Outlets.
o Less Advertisement in Market.
o Cross Boarder Sales problem.
o Charging for unsuccessful calls.
o Wide scope of international business for Worldcall Telecommunication
o Try to cover whole market of payphone and Calling Card by the facility of
o Introduce Calling Card with different uses like internet Card.
o Introduced the Security Check System in Calling cards.
o Facing tough competition in Calling Card and payphones.
o Worldcall Telecommunication Pvt Ltd is facing a very tough competition
in Calling Card by PTCL.
o There is very tough competition in calling Card and Payphones markets.
o High Credit market is big fever for the company.
o Mostly companies Give High Credit in market and get current market
share and after that they run away to market so bad impact in calling card
o High rate is increasing the cost of imported raw material day by day.
Worldcall Telecommunication Pvt. Ltd. views specialization and service
excellence as the cornerstone of its strategy. The innovation, creativity, reliability,
customized services and their execution are the key ingredients for their future
They are aware that they have stepped into the 21st century and they must
meet its challenges by acquiring the highest levels of Technology. They will thus
be accelerating their enable them distribute their products and services through
most efficient and high-tech means. They say that they will invest in the modern
tools and substantial allocation of resources will be made to achieve this objective
during the current year.
Their focus would be to constantly seek out growth opportunities through
increased quality assets and by offering a wider range of products and services to
their esteemed customers.
On the basis of Financial and SWOT analysis, I observed that World Call
Telecommunication Pvt Ltd
think they are lagging in some areas especially in Marketing. So they need
improvement in weak areas.
Most of schemes introduced by the World Call telecommunication Pvt Ltd are
standardized for all the regions. But the organization should recognize the
differences in different regions and then launch the schemes to get feed back.
Professional Market Force
There is a need to have a pure professional marketing and sales force for
customer’s satisfaction and to increase the market share.
Frequent Market Surveys
There should be quarterly and monthly market survey to check the availability of
product and to have a relationship approach with customer (retailers).
Answers to the Rumors
The rumors created by the competitors should be answered because it makes the
The market force should have cooperative relations with the retailers and should
care them to get feedback.
The company should try to get rid of political influence particularly in hiring of
Frequency of Ads
The company should arrange sales promotions on special occasion e.g. Eid, and
should arrange functions for such occasions.
Rules and Regulation
Implementation of rules should be making sure in the organization at any cost.
Some policies need to be redefined.
A bureaucratic approach still exists in the organization. This should be
demolished and some decision power should give to local management.
The employees should be motivated to be loyal with the organization. It can be in
the form of incentives and free sampling.
World Call telecommunication Pvt Ltd should develop a comprehensive
recruitment policy to hire only the competent people.
Currently MIS department is not well organized in area offices, as it should be. So
it should be given appropriate position and fully organized according to the needs
of dynamic environment.
World Call Telecommunication Pvt Ltd.
Abul Hassan Farooq Roll No M-577526 57
REFERENCES AND SOURCES USED
• Company’s International Newsletter
• Organization policy and planning department
• Organization Annual Report
• Company planner