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INTERNSHIP REPORT On World Call Telecommunication Pvt Ltd. Specialization in Marketing Submitted To The Chairman Department of Business istration ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD Acknowledgement 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

period. 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 5 Mission Statement 5 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 Experience 49 25 Competitors 50 26 Future Prospects 51 27 Short Fall Weaknesses of the Marketing Department SWOT Analysis 52 28 Conclusion and Recommendations 54 29 Reference and Sources Used 57 30 Annexes 58 31 Business Volume of Last Five Years 59 Preface 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

ALLAMA IQBAL OPEN UNIVERSITY. It helps students to understand the 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 Multan. In this short period we have 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 planning. VISION 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 sur 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 Pakistan in the forefront of International Arena. MISSION STATEMENT In the telecom market of Pakistan, World call to have an over-whelming impact 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 of market share, gross revenues and ARPU within five years and maintain the same positioning thereafter. • 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. INTRODUCTION Well, Pakistan is country of opportunities. It has vast potential for the growth of 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 which • 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 Pakistan, creating new businesses and 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 Pakistan. World call is part of a larger

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 coverage. OBJECTIVE OF STUDYING THE ORGANIZATION In the curriculum of course various principles and theories provided us a detailed overview of business istration 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 objectives. • 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 Pakistan. With the expansion 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 Sri Lanka. In 2000 World call Multimedia established a Hybrid Fiber Coaxial (HFC) scalable network in Lahore thus becoming the first Multi-service operator in the country, providing cable television and Internet-over-cable. In cable TV in Lahore, World call was the last entrant and by far the largest. In 2003 we launched a state of the art HFC network operation in Karachi under World call 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 Pakistan primarily in the 1900 MHz band. It has partnered with Samsung for a CDMA 2000 1x solution (with EVDO option). WTL started service from Lahore in June 2005 which is now available in 25 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 Pakistan. 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 & istration 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 pervious year. World call Phone cards Limited, a wholly owned subsidiary, merged with the company in accordance with the sanction from Lahore High Court, effective 01 July 2003. 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 ing 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 ing 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 PRODUCT LINE Payphones: • The largest fixed line payphone operator in Pakistan. • Currently Managing over 54000 Payphones Nationwide. • Introduced the highly successful "Supervised Payphone" Concept in Pakistan. • Technology: • 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. Calling Cards: • First company to introduced prepaid calling card service in Pakistan. • International dialing service introduced in March 1999.

• Domestic Long Distance Dialing service on the same card introduced in year 2000. • In Platform capacity of Over 25 Million minutes per month. • NWD & International Calling at Competitive Rates. • Calling card under launch in UK as an entry into the European Market. ORGANIZATIONAL STRUCTURE Chairman Executive Director COO Chief Operating Off Finance & s Head HRM Head DGM Deputy General Manager MIS Head Technical Head Branch Manager s

Department Technical Department Sales Team Technical Team MIS Department Summary of Organizational Structure Chairman: 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 ant 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. Executive Director 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 & s Head Finance & s 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 s department and s department a major duty is that all company employees' salaries s and payroll s maintain. In every company or organization finance & s head are major key role in the organization. HRM Head

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 right palaces. MIS HEAD 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 System. Technical Head 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 MAIN OFFICES Head Office World Call Telecommunication Pvt Ltd. 103- C / II, Gulberg – III, Lahore, Pakistan Tel (92-42) 5757591-94 Fax (92-42) 5757590, 5877920 URL: worldcall.com.pk 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 Zone North Regions Peshawar 1, Peshwar2, Mardan, D.I.Khan, Abbott Abad, AJK, Rawalpindi, Chakwal, Wah, Jhelum, Mirpur. Zone South Regions Karachi, Sukkur, Hyderabad, Quetta. Zone Central-1 Regions Lahore, Sheikhupura, Kasur, Guranwala, Gujarat, Sialkot. Zone Central-2

Regions Multan, R.Y.Khan, BahawalPur, Faisalabad, Sargodha, Sahiwal, Okara. MARKETING OPERATIONS 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 Pakistan according to environment 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 the web. • 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 costs. Structure of Marketing Department Employees in Marketing Department

• COO 1 • DGM 4 • BM 28 • Sales Mans 247 Total Marketing Team 280 COO Chief Operating Officer DGM Deputy General Manager BM Branch Manger Sales Team 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 • Opportunity and issue analysis • Objectives • Marketing Strategy • Action programmes • Projected Profit and Loss statement • Controls 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 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 DEPARTMENT 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 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 Pakistan offers opportunities for players with existing 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 Pakistan and payphone and phone card market 50% capture by world call telecommunication. World call telecommunication have major strategy involves . • 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 threats • 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 systems to help you monitor and adjust the process MARKETING MIX • Product. • Pricing Structure. • Place / Distribution system. • Promotional activities. Four Ps of marketing mix in relevance to World Call Telecommunication are PRODUCT PLANNING, DEVELOPMENT AND MANAGEMENT

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 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 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 Idea Screening Idea Generation Commercialization

Test Marketing Product Development Business Analysis 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 company. • 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 . 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 market. • 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 during commercialization. PRICE STRATEGY 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. But in Pakistan main concern is to sell in volume and maintain it on long-term 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 justification. Placement The products and services of World Call telecommunication are available at all the cities of Pakistan.

DISTRIBUTION STRATEGY 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. Branch Network 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 Region. Zone North Regions Peshawar 1, Peshwar2, Mardan, D.I.Khan, Abbott Abad, AJK, Rawalpindi, Chakwal, Wah, Jhelum, Mirpur.

Zone South Regions Karachi, Sukkur, Hyderabad, Quetta. Zone Central-1 Regions Lahore, Sheikhupura, Kasur, GTR, Guranwala, Gujarat, Sialkot. Zone Central-2 Regions Multan, R.Y.Khan, BahawalPur, Faisalabad, Sargodha, Sahiwal, Okara. Sales 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. Distribution The products of Worldcall Telecommunication Pvt Ltd are distributed intensively, through Outlets like PCO Public Call Office, Customer Care Center, Call Centers 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 DISTRIBUTION CHANNEL World Call Telecommunication Pvt Ltd Head Office Regional Head Office Branch Head Office TSO Technical Sale Officer Distributors, Franchise, Out Lets, Corporate Customer PROMOTIONAL STRATEGY 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 cities, Lahore and Karachi but has since developed into one of the Largest Direct Marketing and Services Companies in Pakistan with Branch offices in four major cities and camp offices in ten other cities.

Vision with its Head Office in Lahore is a Marketing Company operating nationwide, 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 ment 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 ment, the ment of the organization serves for the two purposes and various with respect to ment conducted by the central body and that ment activities are: • The local body conducts ment about some packages which serves the functions of educating the people how they can make their time more pleasurable. TELEVISION MENT Television combines sound, motion and design special visual effect. But World

Call Telecommunication s himself on TV in other countries as well as in Pakistan, World Call Telecommunication have own satellite Channel Business Plus. PRINT MEDIA 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 Radio is a good local acceptance, high geographic and demographic selectivity and low cost ment. Magazines The Magazines ment high geographic and demographic selectivity, credibility and prestige and high quality reproduction, long life and good along readership. Outdoor Advertising Outdoor ment flexibility high repeat exposure low cost low message competition, good positional selectivity. For example Sing Boards Bill Boards

Banners 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. Public Relation 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 EXPERIENCE The main objective of this internship programme is to critically analyze the theoretical concepts and relating them with the practical experiences. Practical Experience The critical analysis of reveals the following observation and findings. I have worked in the World Call Telecommunication Pvt Ltd as Sales Coordinator Multan office with this activity as an in charge and meet different task of sales 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 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. • Dancom. • 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. FUTURE PROSPECTS VISION has ambitious plans for Year 2006 and beyond. They aim to become Pakistan’s premier Direct Marketing Company which can 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 Pakistan offers 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 through: • Leveraging existing operations. • Market understanding and knowledge. • Successful execution skills covering build and operations. SHORT-FALLS/ WEAKNESSES OF THE MARKETING DEPARTMENT SWOT Analysis Strengths

o Largest producing company of consumer service products in Pakistan o First introduced WLL Wireless Local Loop setup in Pakistan 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 Pakistan Weakness 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 ment in Market. o Cross Boarder Sales problem. o Charging for unsuccessful calls. Opportunities o Wide scope of international business for Worldcall Telecommunication Pvt Ltd. o Try to cover whole market of payphone and Calling Card by the facility of New Technology. o Introduce Calling Card with different uses like internet Card. o Introduced the Security Check System in Calling cards.

Threats 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 market. o High rate is increasing the cost of imported raw material day by day. CONCLUSION AND RECOMMENDATIONS CONCLUSION 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 growth. 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. RECOMMENDATION On the basis of Financial and SWOT analysis, I observed that World Call Telecommunication Pvt Ltd Multan office is working in a very well manner. But I think they are lagging in some areas especially in Marketing. So they need improvement in weak areas. Promotional Schemes 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 investor hesitate. Cooperative Relations:The market force should have cooperative relations with the retailers and should

care them to get . Political Influence The company should try to get rid of political influence particularly in hiring of employees. 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. Decentralization A bureaucratic approach still exists in the organization. This should be demolished and some decision power should give to local management. Motivation The employees should be motivated to be loyal with the organization. It can be in the form of incentives and free sampling. Recruitment Policy World Call telecommunication Pvt Ltd should develop a comprehensive recruitment policy to hire only the competent people. MIS Department 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