Marketing Strategies in Telenor Pakistan

COMSATS INSTITUTE OF INFORMATION & TECHNOLOGY

Applied Marketing Strategies Strategies

Submitted To: Sir Sarfaraz Peerzada Submitted By: Sana Munir MBO – 1 s t semester

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TABLE OF CONTENTS

OPERATIONS OPERATIO NS IN PAKISTAN ________________________ _____________________________________________ _____________________2 TELENOR TELE NOR PAKI P AKISTAN STAN HUMAN H UMAN RESO RESOURE URES S_________________________________3 TELENOR PAKISTAN RECRUITM RECRUITMENT ENT ____________________________________ ____________________________________4 INTERNAL RECRU INTERNAL RECRUITMENT ITMENT................................................. .......................... ................................. .......... ... 4 Telenor Portals...................................................... ................................................................................................. ........................................... ....... ............ ..... 4 Flyers and Broachers................................................. .................................................. 4 . EXTERNAL RECRU EXTERNAL RECRUITMENT ITMENT....................................................... .............................................................................. ............................. ......5 Job Advertisements .....................................................................................................5 Job Fairs....................................................... ......................................................................................................... .................................................. ........ .............. ...... 5 Welcome Advertisements....................................................... ............................................................................... ................................ ............. ..... 7 Online Recruitment...................................................... ............................................................................................. ....................................... ....... ......... ..7

University Visits ....................................................... ..................................................................................... ...................................... ............... ............. ...... 7 Sponsoring Talent Shows.................................................... ...................................................................... .......................... ............... .............. ....... 8 Souvenirs .....................................................................................................................8 CONCLUSI CON CLUSION ON_______ _____________ _____________ ______________ _____________ ____________ ____________ ____________ ____________ _______ _9 BIBLIO BI BLIOGRA GRAPHY PHY______ ____________ ____________ _____________ _____________ ____________ ____________ ____________ ____________ ______ 10

TELENOR PAKISTAN MAKING USE OF IN HUMAN RESOURCE FUNCTIONAL UNIT Telen Telenor or Paki Pakista stan’s n’s CEO Tore Tore John Johnson son said, said, “I am happy happy with the way we are are growing. Our customer growth comes hand in hand with solid revenue growth. We believe we must grow but we must grow responsibly – balancing the interests of the shareholders, the employees, and the public at large. We employ people from a variety of backgrounds, with a wide variety of skills and training. We want our organization to benefit from the new insight and opportunities that this diversity offers. Our people are called on to challenge themselves; to take on other tasks than those that they have been





Pakistan had about 18.4 million cellular subscribers by 2005,” said a PTA official. Telenor Telenor explored explored the market of Pakistan as an opportunistic opportunistic market to broad their range of operations by providing quality features and earning profits. Telenor Pakistan is 100% owned by Telenor Group and adds on to its operations in Asia together together with Thailand, Thailand, Malaysia and Bangladesh. Bangladesh. Telenor started as a wholly owned subsidiary with its operations on the 15th of March 2005 in Pakistan and now it is one of the six mobile companies working in Pakistan. It's also the fastest growing cellular network of Pakistan. Teleno Telenorr has spread spread across across Pakist Pakistan, an, creati creating ng 2,200 2,200 direct direct and 20,00020,000-plu pluss indire indirect ct employment opportunities. They are having a network of 15 company-owned sales and service centers, more than 200 franchisees and some 100,000 retail outlets. Currently, Telenor holds the second largest GSM and the largest GPRS and EDGE coverage in Pakistan with the recent launch of its nationwide EDGE-enabled network. Pakistan Mobile Mobile Market Share Q1 2008 - D ata From

Warid, 17 %

Mobilink 38 %

Paktel, 3%

Telenor 20 % Ufone, 21 %

The market share of Telenor is quite near to that of the Ufone, the total number of subscribers according to the 1st quarter of 2008 is 16.7, which stood at 3rd in ranking, and it has penetrated in market with well organized strategies.

TELENOR PAKISTAN HUMAN RESOURES All the operations to take place and providing the best quality to its subscribers would not have possible without competent and committed employees. Telenor is offering exciting and cha chall lleng engin ing g jo jobs bs wi with th co comp mpet etit itiv ivee pa pay, y, ex exce cell llent ent be benef nefit itss an and d ex exce cept ptio ional nal advancement opportunities. They consider their employees as the assets of the company, and are providing them with relaxed and enriching work environment. They are not





by being inducted in Telenor they will become an enthusiastic and valuable member of TELENOR FAMILY.

TELENOR PAKISTAN RECRUITMENT Recruitment is the one of the Human Resource Functions, which is having a perspective of marketing in its operations. Tel Telepo eport rt Recr Recruitm uitment ent Mana Manager, ger, Fara Farazz Sha Shahid hid said said,, “Telenor is Great Place to work for” . for” . For Telenor, their Human Resource is a Brand. To advertise the equity of their brand, they adopt number of ways according to the Hiring. Telenor HR makes a use of several Marketing strategies to attract the potential group of candidates. Telenor Hire people •

Within the organization - Internal Recruitment

•

Outside the organization – External Recruitment

INTERNAL RECRUITMENT Telenor Recruitment Manager Faraz Shahid said,”it’s not the policy of the Telenor that they are bound to hire employees from within the organization according to the rules, but we call it as our Preference”. They prefer the employee to be recruited from within wit hin the com company pany,, oth otherw erwise ise they opt the alterna alternati tive ve met method hod for hir hiring ing.. Int Intern ernal al Recruitment is based of hiring people from within the organization for the position to be vacant.

Telenor Portals The portal mentions the vacancy for the position, in order to alert those employees who fulfill the criteria for the particular job duties. With the help of portals, in which Vacancy is displayed, it becomes easy for the employees to evaluate their specifications for the higher posts.

Flyers and Broachers Reinforcing the equity of brand is done for the existing employees, in order to make them connected towards the company. Flyers and broachers are being





have put in one another and the strong sense of purpose they continue to display. We genuinely believe that mobile telephony is the best way of breaking socio-e socio-econ conomi omicc bar barrier riers, s, and tric tricklin kling g down weal wealth th and info informa rmation tion to the bottom of the pyramid. It helps businesses, communities, and the country.” EXTERNAL RECRUITMENT

Telenor is providing opportunities to their target market i.e. candidates to benefit Telenor with their capabilities and skills. There is recruitment process of Telenor, through which they hire their employees. But before recruitment process, there is a lot more. Attracting compet com petent ent emp employ loyees ees tow toward ardss Tel Teleno enorr is one of the key obj object ective ives. s. Adv Advert ertisi ising ng the equity of brand for the external block of candidates requires various steps to market their Human Resources. Telenor Recruitment Manager Faraz Shahid said, “Attracting the candidates is one of interesting and challenging tasks for the recruitment team.” Telenor attract the employees externally through • • • • • • •

Job Ads Job Fairs Welcome Ads Online Recruitment University Visits Sponsoring Talent Shows Dishing Out Souvenirs

Job Advertisements Telenor offers employment opportunities for those who are seeking great place to work. Telenor make their target market of candidates to be attentive, by providing job advertisements through print media. This is the first method Telenor select to create an opportunistic market. The company’s Advertisements Advertisements get printed in two English English newspapers, Dawn and The News and in one Urdu newspaper, Jang. These job ads provide opening alert for the vacancy vaca ncy at the Telenor. The ads always includes requires Job specification and Job description for the candidates, so that they can recognize the required person of field.

Job Fairs Telenor participates in job fairs very actively in order to advertise the HR brand. Participation is not restricted to professional Job fairs, which are conducted for the Pakistan’s candidates at large, but also in the university’s job fares conducted at their





Telenor Telenor participate participatess in Rozee very active actively ly.. Recentl Recently y Telenor Telenor Rozee Job Job Fair Fair very participated at Rozee Job fair conducted in Lahore on March 2 at Pearl Continental Hotel, then Islamabad on March 9 at the Convention Center, and Karachi on March 30 at the Expo Center. Telenor Pakistan’s VP Human Capital Division, Nayab Baig said, Telenor Pakistan, in particular, aims to engage and develop young talent in order to drive the fastest growing network in one of the fastest growing mobile markets in the world. The ROZEE.PK Job Fair provides us a platform to connect with the brightest and the most talented in the lot.”

Tele Teleno norr Paki Pakist stan an is awar awaree of its its youn young g Paki Pakist stan anii tale talent nt,, so spec specia iall arrangements were made to welcome young jobseekers at the stall during the Job Job Fair Fair.. Tele Teleno norr Paki Pakist stan an mana manage geme ment nt welc welcom omed ed jobs jobsee eeke kers rs at the the comp compan any’ y’ss stal stalll and and upda update ted d jobs jobsee eeke kers rs abou aboutt its its upco upcomi ming ng care career er opportunities, exciting working environment and culture, competitive salary packages, and attractive benefits. Interested candidates used Wi-Fi -connected terminals at the stall to apply for jobs at Telenor Pakistan. Visitors at the Telenor stall also rewarded with free SIM vouchers through lucky draws. Telenor active participation through the stall got media coverage through 8 TV channels as well as event coverage on 2 radio stations. These activities activities are undertaken mostly for influencing influencing jobseekers jobseekers through stimulating and beneficial working procedures at Telenor. They do not hire a large sum of candidates from the fairs but a little percentage is hired because their main objective in participating at job fair is to update employees about their HR brand and make them fascinated. •

University Job Fairs

Telenor Pakistan welcomes the fresh graduates with immensely unique and new talent. Innovation and distinctiveness is created mostly by the newly graduated job seekers. Telenor energetically participate in University’s Fairs as well. Telenor Stall at university job fairs, provides and opportunity for the students to interact with the HR personnel. The stall is made attractive for the students in order to grab their attention. Standees, umbrellas, flyers, broachers and banners are displayed. Students may provide their Resume/ CVs to the recruitment team present there or students can also fill up the given form for applying at Telenor. Spontaneous interviews are also been taken from the students to analyze their confidence for their competencies. competencies. Telenor advertise advertise the HR brand into the graduates graduates by







Welcome Advertisements Telenor Pakistan’s VP Human Capital Division, Nayab Baig said, “The mobile industry has a significant role to play in improving Pakistan’s competitiveness in the internat internationa ionall market, market, not just by improvi improving ng technol technology ogy readine readiness ss but also through human resource development.”

Telenor is keen about its employees, as their employees are one of their sources to create competitive edge in the market. Employees join Telenor in Every quarter of the year, names of those employees who have passed the time duration of one quarter in Telenor are being printed in the newspaper in respect to provide them a Welcome in a company. This increases the motivational level of employees to be given importance and having having name in newspa newspaper per.. Moreov Moreover er it’s it’s an appeali appealing ng factor factor for the other jobseekers as well. Employment opportunities increase by each step taken by the Telenor.

Online Recruitment Tele Telenor nor Paki Pakist stan an,, won Paki Pakist stan an Soci Societ ety y of Human Human Reso Resour urces ces Mana Managem gement ent’s ’s prestigious award for being the Most Preferred Telecommunications Company in 2007. Telenor offers extensive opportunities for learning through a wide selection and training programs. E-recruitment is based on online application system, it can be retrieved by using the Career tab in Telenor Pakistan website. An online application system requires the job seekers to create their profile in which they are required to mention different fields regarding professional and personal details. Uploading of CV/resume is also one of the options for the seekers. . A notification concerning profile setup of the candidate is done by sending e-mail to the person created profile. They can apply for the displayed vacancies once they have created their profiles with logins.





Telenor is responsible for high job-satisfaction and opportunities for personal and professional development. Telenor Telenor Recritment Recritment Team visits visits different different universities, universities, in order to aware students about the induction process and explaning the importance of the Telenor as start of carr carree eerr for for stude student nts. s. The The team team setu setup p a Talk TalkSh Shaw awk k Loung Loungee in the the prem premis isis is of univer universit sity. y. All the student studentss are welcom welcomee for the lounge lounge discus discussio sion. n. Attrac Attractiv tivee presenattation about Human Resource Systems are given to the employees. Queries from the students are always apprecitaed by providing them with satisfactory answers to remove their confusions. Students are an important entity for the Telenor, company forcast these students to be upcoming member of Telenor family. University visits and creating a lounge sessions also helps Telenor to analyze brand positioning in the minds of students. These visits plays and important role in explaining the Human Resources actively as a Brand.

Sponsoring Talent Shows Telenor Telenor is active actively ly partic particpati pating ng in sponso sponsorsh rship ip of variou variouss events events taking taking place place in Pakistan. The company is sponsoring concerts, funfairs, kids activities and many more. Telenor is also sponsoring the talent competition taking place at national level by universities. Recently a drama festival organized at Ghazi Ishaq Khan Institute in Deceme Decemeber ber 2007 2007 was sponse sponsered red by Teleno Telenor. r. In this this festi festival val,, variou variouss univer universit sities ies particiated in order to unleash the student’s talent and capabilities. The objective of sponsoring talent competions at University level is again reminding students about the the Tele Telenor nor.. The The mora morale le of the the part partic icipa ipant ntss gets gets incr increa ease sed d and and they they becom becomee opportunistic about the particular company consideriing students’ capabilities shows.

Souvenirs





CONCLUSION Telenor is operating in Pakistan in a very succesful manner. All the operations at Telenor, technological, financial, developmetal, marketing, Human resources and other heads are working well together in alliance in order to achieve organizational goals and objectives by not only providing customers with level of satisfaction but aslo by creating a high performance cultire for the employees.





BIBLIOGRAPHY

Primary data collection from Telenor Recruitment Manager Faraz Shahid. •





Marketing Strategies in Telenor Pakistan

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