CASE STUDYHOW PAKTEL FLOPES AND ZONG COME

INTO MARKET

History of PaktelPaktel is a mobile telecommunication company in Pakistan. It was the first company granted a license to carry out cellular phone services in Pakistan, set up by Cable & Wireless. It carried out AMPS services It carried out AMPS services until 2004, when the company launched GSM services as well. Paktel's main competitor is Instaphone

Paktel total disappointment for masses: Online surveyISLAMABAD, July 18 (Online): Consumers are facing

enormous difficulties due to network of Pakistan\'s oldest cellular company Paktel throughout the country since last many months which has miserably failed to come to the expectations of its millions of users .

According to a survey conducted by Online, various locals in the Capital are totally fed up of the service of Paktel, as it is virtually becoming a headache for masses as it has failed to provide any kind of facility to its consumers despite tall promises and claims .

Another customer said that Paktel has started free talk time service but what is the use of the such a service that it takes more than hours to connect and then when it is connected, the call drops after few seconds. In the next minute, they have to pay. \"Whenever helpline is connected, they give a shrewd answer or in the other case all lines are busy \"Please Call later\", or Please Wait\", saidanother frustrated customer of Paktel several other users of Paktel have slammed the service as total flop and are slowly switching to other cellular services . They have demanded high ups to direct Paktel to improve its service and stop deceiving poor masses who are buying the Paktel sims and then crying afterwards because it is a wastage of time and money both .

INTRODUCTION OF PAKTEL PAKTEL is the first mobile telecommunication on

pakistan.It was first ever company granted with licence to carry out cellular phone services un pakistan.

It main competitor emerged in 1990s as intaphone and soon began to dominate the market.

However after launch and rapid success of MOBILINK in 1998 both services lost market share in january 2007 Millicom sold paktel $284 to china telecom.

PROBLEM AREA OF PAKTELPAKTEL have seen a recesion period in

previous period of years,and able to compete with other companies in pakistan. But after it’s transfer to CHAINA mobile company ,it has started it’s new projects and trying to be in parrallel with other companies.

They still facing such problems.It can be in selection of projects,startegies,or in employee performance or market pressure etc.

REVIEWExtra emphasis on few packages and no

more new innovation.Reliance on the strategies that are no more

viable.

ZONG HISTROY

ZONG is the first International brand of China Mobile being launched in Pakistan. It is meant to empower and liberate the people of Pakistan in every nook and corner of the country.

China Mobile is the world's largest telecom operator. Having a customer base of over 300 million customers, its network routes 700 million text messages every day and handles 250 million calls every hour.

ZONG would offer its customers with entertaining & innovative value added services and will empower them by giving a wide variety of products, services & content to choose from. We are privileged to be the pioneering country introducing this brand with others to follow. And God willing, together we will also make ZONG a success story for others to try and replicate.

WHAT PAKAGES ZONG OFFERING TODAYS:

              Timepey is a service

that adds the much awaited convenience to people's lives. The three main services offered include .. 

Flutter is a bouquet that offers so much ..Manchester United has signed a three- year partnership ..

Business as usual for Zong Blackberry services ..One of the unique features of China Mobile servicing ..

HISTROT AND BACKGROUND OF PAKTEL

Initiator in Pakistan in 1991. Start with digital services. Convert in GSM in 2004.

Currently 22 cities of pakistan. Basic focus on customer satisfaction.

HOW ZONG BECOME A SUCCESS STORY:Didn’t Rush for OfferingsThe calmness we saw in launch campaign was also

observed in latter promotions and offerings. Let me point out Zong’s free call on one number package, they introduced it a month earlier than they started advertising it. Meanwhile, it remained in what you can say beta version.

There is another example, when Mobilink offered Rs. 1 Per min call, which was responded next day by Telenor with a similar offer. Ufone in a week or so came up with Uwon, while Zong took 2 months to start Rs. 1 per min call.  It shows how calmly they observe market trends before launching products.

Targeted Low End Market“Target the low and middle end market” According to me, this is the tagline of Zong’s strategy. They researched (or I don’t know if they really researched or it just happened – because we don’t see Pakistani companies doing research), understood Pakistani market and came up with products and offers that masses wanted. Yes, they were least interested in very few number of elite class customers, instead they hit the low end market. So this was about Zong, and how they managed to grab 6 million subscribers in record time.

REVIEW,CONCULSION AND RECOMMENDATION

STRENGTHS Richest company of telecom sector in Pakistan Largest company of China on the basis of subscribers. Plans of aggressive network expansion

WEAKNESSES Comparatively late entrant in market. Currently negative word of mouth in consumers mind. Weak network support. Less man power.

OPPORTUNITIES Only 1/3rd of Pakistani population is cell phone user so 2/3rd segments are still left to

THREATS Competitors. Governmental policies. exploit. Growing trend of mobile telephony. Conclusion After spending time with organization I have figured out that CMPak is quite optimistic about

its growth and success. It seems like management has get rid of the old and negative thoughts of ZONG and putting their maximum effort for CMPak’s success.

The management has a pre planned level of achievement which they say that they will achieve that in the year 2011. Also the management seems like they are expecting some great promotions in the mean time every one has crossed fingers.

Also the way company has planned to expand the network it seems like the organization will really achieve their targets. They have planned to install 5500 BTS by the en of this year. Till now they have installed 2950 BTS. The management said that you yourself will see the difference by the end of this year.

So over all in my view the aggressiveness of company shows that it will soon become a leading cell phone operator of country.

 They must analyze the following for better generation of revenues They suggested following tag lines for CMPak“Give maximum coverage to users”“Communication Reinvented”“Pioneers are back”“Give quality services” Try to co-brand with some IT-based company like Microsoft (Acer) thatwill surely add value and prestige to the products and services ofCMPak especially w.r.t advanced technologies.In future the company can collaborate with banks in order that the customers/users can directly refill their credits or can pay bills through the ATM machines.The company can go for kiosk marketing at places like airports, shopping malls and centers. This marketing technique will promote the brand image.

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