Marketing Program Management

of a Worldcall Telecom product

Presented To: Mr. Hassan Raza Shah

Presented By:
Naveed Ahmad
Muhammad Kaleem
Syed Razi Hadi

1208
1209
1210

Companys Introduction
WorldCall Telecom Ltd. (WTL) is one of the largest Telecom
companies in Pakistan, which was launched by Mr. Salman
Taseer (late) in June 1996 with payphone operations. Now a
days the WTL offers a complete range of products & services
designed to serve the needs of the local market. It is now an
associate company of Omantel after acquisition of major share
holding in 2008.

Products & Services

Entertainment:
on Demand.

Worldcall Digital TV , Cable TV & Video

Voice:

Worldcall Wireless Fixed sets &

Handsets.

Data :

Worldcall Wireless Broadband (USB

EVDO device),
IP Services & Cable broadband.

Back Haul Network:

Worldcall Fiber Optic network

(Fiber optic network consist on 173Km in more than 24 cities
of Pakistan.

LDI Platform: Worldcall LDI Platform (ISD & NWD Calls

termination).

Competitors
The competitors of World Call Telecom Ltd vary from service to service:
Entertainment:
The main competitor in this field is only Wateen Telecom.
Voice:
PTCL wireless is the only competitor.
Data :
PTCL , Wateen & Wi-tribe are competitors in DATA field.
Back Haul Network:
Multinet is the only competitor in Fiber optic field.
LDI Platform:
Telecard & Brain Tel are the main competitors.

Select an Offering

Worldcall Wireless USB Dongle Key 256 Kbps

(USB EVDO device)

Companys Portfolio
The company has a diversified product portfolio in its product line.

Product Width
The products width of Worldcall is as follow:

Product Width

Data

Entertainment

Voice

Backhaul
Network

LDI
Platform

Companys Portfolio
Length & Depth of Product :

The length & depth of product

refers to how many variants are offered in each product line.

The length & depth of Worldcalls products are mentioned in
following table:
Data

Entertainment

Voice

Backhaul
Network

LDI
Platform

Wireless
Broadband
EVDO USB
Device

WTL Digital TV

WTL Wireless
Fixed Set

Fiber Optic
Network

Termination of
ISD & NWD
Calls

Cable
Broadband

WTL Cable TV

WTL Wireless
Handsets (Like
Mobile Set)

IP Services

WTL Video on
Demand

Depth of Selected Product

USB Wireless broad band (EVDO Device)
256 kbps
512 kbp
1 Mbps
2 Mbps

Consistency

Back bone is same for entire portfolio which is fiber optics

network.

Device manufacturing is outsourced.

Distribution channel is same for all devices.

All devices are available at each service center.

Internal Factor Evaluation (IFE)

Strength :Serial
No.

Strength

Weight

Rating

Weight
Score

Portability

0.21

0.63

Internet Roaming

0.20

0.60

Plug & Play

0.19

0.57

No Power Required

0.17

0.51

Unlimited Download

0.23

0.92

3.23

Sub Total

Internal Factor Evaluation (IFE)

Weaknesses :Serial
No.

Weaknesses

Weight

Rating

Weight
Score

Poor Marketing

0.2

0.2

Poor Franchise

0.21

0.21

Lower Speed as compared Wired

0.24

0.72

Network affected by surroundings

0.16

0.48

0.19

0.76

2.37

Interference, far distance

(attenuation)
Sub Total

Average

(of Strength & Weaknesses)

3.04

External Factor Evaluation (EFE)

Opportunities :Serial
No.
1

Opportunities
Network Expansion

Weight

Rating

Weight
Score

0.23

0.69

Established Brand Name

0.20

0.60

Better business solutions to corporate

sector

0.19

0.57

0.15

0.45

0.21

0.84

3.15

4
5

Capture more market share

Ultra Mobile Broad Band
Sub Total

External Factor Evaluation (EFE)

Threats:Serial
No.

Threats

Weight Rating

Weight
Score

New entrants in the market

0.22

0.66

Poor Government Policies

0.21

0.63

Threat by 3G & 4G technologies

0.2

0.4

Economy Instability

0.18

0.54

Heavy Price competition

0.19

0.38

2.61

Sub Total
Average (of Strength & Weaknesses)

2.85

Attribute by Attribute Comparison

World Call
Wireless Broad
Band

PTCL
Wireless
Broad Band

Wateen
Telecom
Broad Band

Speed

256 Kbps

256Kbps

256Kbps

Quality

Best

Best

Good

1,200

2,000

1,000

Unlimited

Unlimited

1 GB

Edge

GPRS

GPRS

Memory card

Yes

No

No

External antenna

Yes

No

No

Attributes

Price in PKR
Data Download
Limit
Downstream/
Upstream

Marketing Program
Product Strategy

World Call has opportunity to add new attribute in current

EVDO device, the Product may be replaced with CDMA
Sims.

Positioning

CDMA SIM will Improve positioning of the brand.

Packaging

Doesnt matter in this case however Box size will be

reduced.

Marketing Program

Pricing Strategy

Post pay based revenue model can be adopted.

Placement

It can be distributed only through Customer Service

centers and through helpline.

Promotion

It should be promoted through electronic and print

media.

Contingency Plan
In contingency we can replace the said
product with IOC Wi-Fi Modems in the
corporate sector.

References

General information is also available on the companys

website.
http://www.worldcall.com.pk/

Thanks