1

Executive Summary

This report consists of three chapters. In first chapter I talked about all the telecom companies in
Pakistan. After the introduction of telecom sector of Pakistan I introduced China Mobile Pakistan
(CMPak). And also a little bit introduction of ZONG. Then about mission and vision of ZONG.
Its core values are also a part of this chapter. I also mention the competitors which are
competing with ZONG. And after that about mission of the customer service centers and a brief
introduction of Customer Service Center of Battagram and also about the products and services
of ZONG that ZONG offer to its customers and explain the packages and other special and
exciting offers of ZONG in this chapter. In second chapter of this report organizational structure
and the structure of CSC Battagram is shown and SWOT analysis of Customer Service Center
of Battagram in this chapter. Marketing strategy of ZONG and competitive strategy of ZONG
also included in this chapter. Business processes are also included in this chapter. also briefly
discuses about ZONG intranet, Knowledge base system, complaint management system, CRM
system and business process management. In the last chapter of the report have written all my
working which I had done during my internship. Also write down about task which was assigned
to me and also discussed about accomplishments, new knowledge which I had acquired during
my internship. Problems which were encountered in doing work and how this experience
impacts my career also discussed in this chapter.
 2

Table of Contents
Executive Summary .................................................................................................... 1
List of Figure …………..……………………………… ... Error! Bookmark not defined.
List of Tables .............................................................. Error! Bookmark not defined.
CHAPTER NO. 1 INTRODUCTION ........................................................................... 6
1.1 Telecom Sector of Pakistan ............................................................................................. 6
1.2 About China Mobile Pakistan (CMPak) ......................................................................... 6
1.3 About ZONG .................................................................................................................. 7
1.4 Company’s Vision .......................................................................................................... 7
1.5 Mission Statement .............................................................................................. 7
1.6 Core Values ..................................................................................................................... 8
1.6.1 Commitment to Customer Satisfaction ....................................................... 8
1.6.2 Passion for Business Excellence ............................................................... 8
1.6.3 Trust and Integrity ...................................................................................... 8
1.6.4 Respect for People ..................................................................................... 8
1.6.5 Responsible Corporate Citizen ................................................................... 8
1.7 Major Competitors ........................................................................................................... 8
1.8 Customer Services Centers .............................................................................................. 9
1.8.1 Mission of Customer Service Center ......................................................... 9
1.8.2 Customer Service Center of Sahiwal ........................................................ 9
1.9 Product and Services ....................................................................................................... 9
1.9.1 Post paid ................................................................................................... 9
1.9.2 Prepaid .................................................................................................... 10
1.9.2.1 ZONG 65 Package ............................................................................ 10
1.9.2.2 ZONG Free Package ......................................................................... 10
1.9.2.3 ZONG 12 Anny Package ................................................................... 10
1.9.2.4 ZONG Z20 Package .......................................................................... 11
1.9.2.5 ZONG Aik Second Package .............................................................. 11
1.9.3 Other Services and Offers ....................................................................... 11
 3

1.9.3.1 Break Time Offer (BTO)..................................................................... 12

1.9.3.2 Late Night Offer (LNO)....................................................................... 13
1.9.3.3 Location Base Charging (LBC) .......................................................... 13
1.9.3.4 Friends and Family FNF) ................................................................... 13
1.9.3.5 Happy Hour ....................................................................................... 13
1.9.3.6 Super Free Number ........................................................................... 13
1.9.3.7 Conference Call ................................................................................. 13
1.9.3.8 SMS Packages .................................................................................. 13
1.9.3.9 GPRS Packages ................................................................................ 14
1.9.3.10 Ramzan Value Time Offer ............................................................... 14
1.9.3.11 E-Care ............................................................................................ 14
1.9.3.12 Missed Call Alert .............................................................................. 15
1.9.3.13 Dial Tune ......................................................................................... 15
1.9.3.14 ZONG Mobile Offer .......................................................................... 15
1.9.3.15 BlackBerry Special Discount Offer ................................................... 16
1.9.3.16 Call Forwarding ............................................................................... 16
1.9.3.17 Book Your Number (BYN) ............................................................... 16
1.9.3.18 Call Waiting ..................................................................................... 16
1.9.3.19 ZONG Bijli Offer ............................................................................... 16
1.9.3.20 ZONG Fone on Hai Offer ................................................................. 17
1.9.3.21 ZONG Family Pack .......................................................................... 17
1.9.3.22 Voice Bundle ................................................................................... 17
1.9.3.23 Bara Recharge ................................................................................ 17
1.9.3.24 Block Unwanted Calls and SMS ...................................................... 17
1.9.3.25 Mobile Number Portability (MNP) .................................................... 17
1.9.3.26 Mobile Music Channel ..................................................................... 17
1.9.3.27 Unlimited Free Number.................................................................... 18
1.9.3.28 ZONG Weekly Infotainment ............................................................. 18
1.9.3.29 Student Entrepreneur Program (SEP) ............................................. 18
1.9.4 Other Special Features ............................................................................ 18
 4

CHAPTER NO. 2 BUSINESS OPERATIONS .......................................................... 19

2.1 SWOT Analysis of ZONG Customer Service Center.................................................... 20
2.1.1 Strengths of ZONG Customer Service Center ......................................... 20
2.1.2 Weaknesses of ZONG Customer Service Center .................................... 20
2.1.3 Opportunities of ZONG Customer Service Center ................................... 20
2.1.4 Threats of ZONG Customer Service Center............................................. 21
2.2 Marketing Strategy of ZONG ........................................................................................ 21
2.2.1 Marketing Mix ........................................................................................... 21
2.2.1.1 Product .............................................................................................. 21
2.2.1.2 Price .................................................................................................. 22
2.2.1.3 Promotion .......................................................................................... 22
2.2.1.4 Place.................................................................................................. 23
2.3 Competitive Strategy ..................................................................................................... 23
2.3.1 Differentiation ........................................................................................... 23
2.4 Business Process Analysis ............................................................................................. 23
2.4.1 Customer Service Center Process ........................................................... 23
2.4.1.1 Prepaid Sale ...................................................................................... 23
2.4.1.2 Book Your Number ............................................................................ 24
2.4.1.3 Handset Sale Process ....................................................................... 24
2.4.1.4 SIM Replacement .............................................................................. 25
2.5 ZONG Intranet ............................................................................................................... 25
2.6 Knowledge Base System (KBS) .................................................................................... 26
2.7 Complaint Management System .................................................................................... 26
2.8 CRM System .................................................................................................................. 26
2.9 Business Process Management ...................................................................................... 26
CHAPTER NO. 3 LEARNING AS A STUDENT INTERN ........................................ 29
3.1 My Duties During Internship ......................................................................................... 28
3.1.1 Details Of My Duties ................................................................................ 28
3.2 Accomplishments ........................................................................................................... 30
3.3 New Knowledge Acquired ............................................................................................. 30
1. 3.4 Problems Encountered ....................................................................................... 30
 5

3.5 How This Experience Impact My Career?..................................................................... 31

References ............................................................................................................................ 32
 6

CHAPTER NO. 1

INTRODUCTION

This chapter is all about introduction of ZONG and CSC Battagram. This chapter consists of
nine parts. First introduction of telecom sector of Pakistan and China Mobile Pakistan (CMpak).
Than a little bit introduction of ZONG. After that to tell about ZONG’s vision and mission and
core values. Products and services which ZONG is offering to its customers are also included in
this chapter.

1.1 Telecom Sector of Pakistan

Pakistan mobile industry at the moment is experiencing growth explosion. Though the existing
players are trying hard to meet the growing demand still there is a huge amount of unmet
demand in the country as against the supply of connection by the operating mobile companies.

Currently there are five mobile operators operating in Pakistan, Which are:

 Mobilink
 Ufone
 Warid
 ZONG
 Telenor

1.2 About China Mobile Pakistan (CMPak) i

China Mobile Pakistan (CMPak) is 100% subsidiary of China Mobile. The pioneering overseas
setup of China Mobile came through acquisition of license from Millicom to operate a GSM
network in Pakistan. So far CMPak has invested more than US$ 1500 million in telecom sector
in Pakistan till the end of year 2008. With ambitious plans to cater 1 to the fastest growing
Pakistani market and win over the demanding Pakistani customer, it will be offering
unprecedented2 coverage, voice and data services as well as wide range of tariff options to
 7

choose from. CMPak’s edge comes from the experience and expertise of running the world’s
largest telecom service and the commitment they make to setting quality and customer relation
standards. CMPak is geared to offer neatly packed VAS3 product that will benefit the individuals,
cooperate as well as small business. Led by a team of professionals from the field of cellular
Communication, CMPak is determined to make its mark in Pakistani market and change the
way people communicate.

1.3 About ZONG ii

Recently China Mobile Company in Pakistan after replacing the code 0304 with 0314 now
introduced its new brand called “ZONG” formally “Paktel”. With introductory slogan “Say
everything” or “Sub Kah Do” and started its advertising campaign at popular print and electronic
media outlets. ZONG is the first international brand of China Mobile being launched in Pakistan.
The company often cited as China Mobile Pakistan. It meant to empower and liberate the
people of Pakistan in every nook and corner of country. It will become a part of their hearts, their
minds and bring about a change in their lives that every one desired but few thought would be
possible. The core essence of ZONG is to allow people to communicate at will. Without worrying
about tariffs, network coverage, capacity issues or congestion 4. ZONG will be supported by
ground breaking communications, trend setting customer service and unmatched product
offering which will refine rules of game and establish ZONG as a serious contender 5 for number
one spot. ZONG would offer its customers with entertaining and innovative VAS 6 and will
empower them by giving a wide verity of products, services and 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 re plicate.

1.4 Company’s Vision iii

“Making Communication Exciting”
 8

1.5 Mission Statement iv

“To be the leading mobile operator of Pakistan by continuously innovating and offering
exceptional quality services; to be a good corporate citizen and envoy7 of friendship between
China and Pakistan”

1.6 Core Values v

1.6.1 Commitment to Customer Satisfaction

Customers are the heart of our success. Customers placed their confidence and trust on ZONG.
In return, ZONG will make sure to anticipate customer’s needs and deliver and deliver services,
quality and value beyond their expectations.

1.6.2 Passion for Business Excellence

ZONG try for excellence in all that the do. This commitment to delivering world-class quality
translates to unmatched service and value for our customers and all stake holders.

1.6.3 Trust and Integrity

ZONG take pride in practicing the highest ethical standards in an open and honest environment.
ZONG take personal responsibility for their actions and treat everyone fairly, and with trust and
respect.

1.6.4 Respect for People

ZONG’s relationship drives their business. ZONG respect and esteem their employees and all
stakeholders. ZONG believe in team work empowerment and honor.

1.6.5 Responsible Corporate Citizen

As the market leader, ZONG recognize and fulfill its responsibility towards our country and the
environment we live in ZONG contribute to worthy causes and are dedicated to the
development and progress of society.
 9

1.7 Major Competitors

Pakistan mobile industry at the moment is experiencing growth explosion. Though the existing
players are trying hard to meet the growing demand still there is a huge amount of unmet
demand in the country as against the supply of connection by the operating mobile companies.

Currently there are four mobile operators operating in Pakistan which are competing against
ZONG, Which are:

 Mobilink
 Ufone
 Warid
But in Battagram there are only Telenor, Warid and Ufone’s Mobilink Customer Service Center
are working.

1.8 Customer Services Centers

1.8.1 Mission of Customer Service Center vi

“To realize the perceived value of the customers and build higher expectations through
excellence in service” Customer Services department exists to serve customer. Any queries
customer may have about getting a connection, account information, coverage details,
information about their franchises, value added services, SMS information, anything at all you
that you want to know about them and their services.

1.8.2 Customer Service Center of Battagramvii

Customer Service Center where I do my internship started working on 1 July to 30 August 2017,
at Battagram. Here one CSC8 manager, 5 CSR9 which are assigned different duties and one
finance officer is working and I was working there as SE (student entrepreneur).

1.9 Product and Services viii

ZONG offers a wide range of new services to serve customers even better. Below is a brief
introduction of all these services.
 10

 Postpaid

 Prepaid
 Other services and offers

1.9.1 Post paid ix

Exciting news for ZONG,s postpaid customers, ZONG has introduced some new postpaid
packages and may be the most feature rich in market. Now, ZONG’s postpaid packages comes
with the free mins on-net and off-net, and also unlimited SMS, 15 MB of free GPRS quota and
many more. Packages are given below:

 100 Line rent package

 300 Line rent package
 600 Line rent package
 1200 Line rent package
 2000 Line rent package
If customer comes to purchase postpaid SIM than he can avail packages which are given
above. On post paid SIM there is no default package customer will select any of the above
packages according to his need and deposit line rent according to the package and package will
be changed.

1.9.2 Prepaid x
When a customer purchase a prepaid SIM its default package is 80 piasa per 30 second but
customer can avail any of the following packages:

 ZONG 65 package
 ZONG free package
 ZONG 12 anny package
 ZONG Z20 package
 ZONG aik second package

1.9.2.1 ZONG 65 Package

ZONG 65 package offers its customer:

 ZONG 65 offers call rate of 65 paisa per 30 second any time any network
 11

1.9.2.2 ZONG Free Package

ZONG free package offers its customer:

 For the first time in Pakistan you can make free calls for life!
 Choose one favorite ZONG number and call from mid night to 7am-absolutly free!
 During break time hours call all ZONG numbers at Rs.3.99 per hour from noon to 2 pm.
 Now you can call up to 10 FNF10 numbers.
 The free number can be modified once in a month.

1.9.2.3 ZONG 12 Anny Package

ZONG 12 Anny package offers its customer:

 Call or SMS for only 75 paisa to any network and any time!
 30 second billing.
 Talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for first time in
Pakistan you can change the hour every day!
 Happy hour needs to be activated by customer; every action/modification will be charged
at Rs. 5.
 FNF rate apply for 24 hours, for those customers who have subscribed for happy hour,
FNF rates will not be applicable during that hour.

1.9.2.4 ZONG Z20 Package

The concept of behind this package is to promote the value of time and the importance of “choti
but zaroori bat”.

1.9.2.5 ZONG Aik Second Package

ZONG aik second package its customer:

 Per second billing.

 Make call for just 4 paisa per second any network any time!
 Call five FNF numbers for just 2 paisa per second.
 12

1.9.3 Other Services and Offers xi

ZONG has always provided its customer with the best offers and services some of them are
given below:

 BTO11
 LNO12

 LBC13
 FNF14
 Happy hour
 Super free number
 Conference call
 SMS15 packages
o Daily, weekly, fortnight and monthly SMS packages
o Zulu SMS package ( @2.50+tax per day)
 GPRS16 packages
 Ramzan value time offer
 E-care
 Missed call alert
 Dial tune
 ZONG Mobile offer
 Black Berry special discount offer
 13

 Call forwarding
 BYN17
 Call waiting
 ZONG bijli offer
 ZONG phone on hai offer
 ZONG family pack
 Voice bundle
 Achi SIM
 Bara recharge
 Block unwanted call and SMS
 MNP18
 Mobile Music channel
 Unlimited free number
 ZONG weekly infotainment

1.9.3.1 Break Time Offer (BTO)

ZONG offers Break time offer now call on any ZONG number at Rs.3.99 from noon to 2 pm, and
on Friday from noon to 4 pm. This offer is on ZONG free package.

1.9.3.2 Late Night Offer (LNO)

ZONG offers late night offer now add call from mid night to 7 am @ Rs. 3.99 per hour. This offer
is on ZONG free package.

1.9.3.3 Location Base Charging (LBC)

ZONG has always provided its customer with the best offers and services and in continuation of
efforts ZONG now brings LBC. LBC is in more than 40 cities through which the customer can
enjoy free ZONG to ZONG calls @ only Rs. 7+tax per day.
 14

1.9.3.4 Friends and Family FNF)

ZONG brings special rates for your friends and family members add FNF numbers in almost all
prepaid and postpaid packages.

1.9.3.5 Happy Hour

ZONG brigs happy hour talk for an entire hour of your liking-any hour, for only Rs. 4.99 and for
first time in Pakistan you can change the hour every day.

1.9.3.6 Super Free Number

ZONGS gives you an opportunity to talk to one number free whole month @ 499 Rs. +tax.

1.9.3.7 Conference Call

Now five members can talk to each other at one time ZONG brings to you conference call
service. Now activated on all prepaid and postpaid numbers.

1.9.3.8 SMS Packages

ZONG now introduces its newest and most competitive SMS bundle @ Rs. 2.5 plus tax daily.
New unlimited SMS bundle Offers:

Table 1.1:

Packages SMS Limit Price

Daily SMS bundle 500 SMS 100 MMS per day 1 day 3.99+tax

Weekly SMS bundle 1000 SMS 7 days 10+tax

Fortnightly SMS bundle 500 SMS per day 15 days 50+tax

Monthly SMS bundle 500 SMS per day 30 days 80+tax

1.9.3.9 GPRS Packages

Please be updated that now ZONG have a new and exciting GPRS packages for ZONG
customers.

Packages are as fellows:

 15

 Hourly package(Time Based Package)

 Monthly packages- for prepaid user
o 2 GB19 bundle
o 4 GB bundle
o Truly unlimited

1.9.3.10 Ramzan Value Time Offer

By subscribing to ZONG’s Ramzan value time offer, all ZONG customers can avail lowest call
rates from 1st – 29th Ramzan. By subscribing to ZONG’s Ramzan value time offer, all ZONG
customers can avail on net call rates of 2.99/hour.

1.9.3.11 E-Care xii

No need to walk into a Customer Support Center or make a call to get such modifications done.
Our customers now have this facility in the comfort of their homes and offices. Through Prepaid
e Care, customers can enjoy the following features online:

Web Portal Activation / Subscription for:

 SMS bundle
 GPRS20

 Call/SMS Block
 FnF21
 BYN22
Queries like:

 Customer information query

 16

 Recharge history
 Call record
Change requests like:

 Package change
 Change FnF
 Change call forwarding

1.9.3.12 Missed Call Alert

No is miss call now, ZONG brings miss cal alerts for its customer. A message will be sent to you
that this number called you if your phone is:

 Busy
 Not answered
 Out of reached
 Not responding

1.9.3.13 Dial Tune

Now your friends and family or any one who call you will listen to the song of your choice.
ZONG brings dial tune facility for its valuable customers. Just dial 230 to activate this service.

1.9.3.14 ZONG Mobile Offer

ZONG is once again all set to launch the latest handset bundle offer for its valued subscribers
and we are proud to announce the launch of 3rd Mobile Phone. Considering the immense
success of previous handset offers, ZONG is back with another handset deal with the latest
handset on the offer that is bound to catch customers’ interest and generate hefty sales. Details
of the offer are as below:

Handset offer with new ZONG SIM @ 1,500/-*

Handset free resources

1,000 minutes (on-net)

1,000 SMS (any network)

Features of handset:
 17

 FM Radio
 Torch
 Memory 300 phonebook entries

1.9.3.15 BlackBerry Special Discount Offer

ZONG continues to bring innovative and exciting products and promos to the market. The
introduction of BlackBerry Discount Offer is another feather in the cap of ZONG that puts the
amazing world of BlackBerry services within reach for all.

1.9.3.16 Call Forwarding

Another exciting and new service from ZONG now you can forward your incoming call to other
number if your phone is:

 Busy
 Not answered
 Out of reached
 Not responding

1.9.3.17 Book Your Number (BYN)

Now you can book your number yourself by visiting our website. Book your number and this
number will come to your door step.

1.9.3.18 Call Waiting

Never miss any call, ZONG brings you call waiting service. With this service no important call
will be missed by you.

1.9.3.19 ZONG Bijli Offer

Right when the energy crises are on the peak and electricity load-shedding is on its height,
ZONG has come up with Bijli Offer. I will call this a just in time offer, because it is giving what
common customers may want in these time.

The innovative Bijli campaign gives all new ZONG prepaid customers a chance for automatic
daily lucky draw entries to win hundreds of UPS, generators, rechargeable fans and
rechargeable lights every day.
 18

1.9.3.20 ZONG Phone on Hai Offer

Now just keep your phone on and win many prizes like free SMS, Free minutes (on-net), car
and many more.

1.9.3.21 ZONG Family Pack

Now with ZONG Family Pack, subscribers can call to their three family numbers without being
worrying about the time limit or additional charges. Though, free calls are not for all ZONG
numbers but to a group of three, that could be your family or friends.

1.9.3.22 Voice Bundle

ZONG has introduced Voice bundles. Now you can avail more minutes in less cost.

1.9.3.23 Bara Recharge

ZONG has launched Bara Recharge a special campaign to reward subscribers each time they
recharge their balance. ZONG’s Bara Recharge is the perfect solution for prepaid subscribers
who will receive instant and guaranteed free airtime in proportion to the loaded amount, every
time they recharge their balance.

1.9.3.24 Block Unwanted Calls and SMS

ZONG offers another exciting service, now you can block not only calls but also SMS as well.
So, there is complete liberty from an ambitious numbers.

1.9.3.25 Mobile Number Portability (MNP)

With this new offer from ZONG, you and all of your family members and friends on other mobile
networks can port into ZONG. They will all be able to keep their existing numbers and code and
switch to ZONG network and can enjoy ZONG’s exciting services.

1.9.3.26 Mobile Music Channel

For the first time in Pakistan ZONG introduce SMS- search of song. Now you can search song
of your choice.

1.9.3.27 Unlimited Free Number

ZONG offer unlimited ZONG free numbers to the subscribers of ZONG FREE package. Now
call on a specific number unlimitedly.
 19

1.9.3.28 ZONG Weekly Infotainment

ZONG has launched a Weekly Infotainment bundle. You can now obtain three different
infotainment services at the same time on a weekly basis.

1.9.3.29 Student Entrepreneur Program (SEP)

For the first time in Pakistan ZONG has established a concrete earning opportunity for students.
If you are currently enrolled in a university program and you want to earn a decent pocket
money then ZONG has an amazing solution for you. Just get yourself registered as SE in any
CSC of ZONG anywhere in Pakistan. And avail that chance to get sales experience and also
enjoy profit as well.

1.9.4 Other Special Features

 Yaari call
 Zong opedia
 Video on demand
 Islamic portal
 Sports
 Ringtones
 Games
 Buddy chat rooms
 Wallpapers
 Breaking news
This chapter was all about introduction of ZONG and its products and services. In next chapter
Business operations of ZONG will be explained.

CHAPTER NO. 2

BUSINESS OPERATIONS
Second chapter of this report is devoted to the business operations of ZONG. In this chapter
first departmental structure of ZONG CSC department is discussed this chapter and also offer
SWOT analysis of ZONG CSC Battagram.
20
 21

In CSC23 Battagram one CSC manager which have all the responsibility of CSC and under CSC
manager five CSR are working all CSR24 are assigned different works like value added services,
prepaid, postpaid, MNP25, GPRS and other works and one finance manager is also working
there.

2.1 SWOT Analysis of ZONG Customer Service Center

The SWOT 26 analysis covers strengths, weakness, opportunities and threats. Strengths and
weakness are generally internal attributes. Opportunities and threats are generally external
attributes. So, SWOT analysis of CSC Battagram is given below:

2.1.1 Strengths of ZONG Customer Service Center

Strengths are defined as any activity the organization does well or any unique resources the
organization has. Some strengths of ZONG Customer Service Center are given below:

 All the products and services which ZONG is offering are available here in this CSC of
Battagram. And also all the services of ZONG are activated and deactivated here.
Motivated, educated and qualified staff makes services more reliable and satisfy customers

2.1.2 Weaknesses of ZONG Customer Service Center

Weaknesses are defined as any activity the organization does not do well or the resources the
organization needs but it does not possess. According to my point of view following are the
some weaknesses of ZONG Customer Service Center:

 Number of CSR is not sufficient here in CSC Battagram, customer some time should
have to wait for their turn a bit.
 The staff of CSC is not involved in more outdoor activities.
 22

2.1.3 Opportunities of ZONG Customer Service Center

Opportunities are defined as positive trend of organization in external environment. According to
my point of view following are the some opportunities of ZONG Customer Service Center:

 Sales of this CSC can be increased if more and more outdoor activities (establish stall
outside like in market or anywhere) are being done by the management of this CSC.
 SE27s are very good for this CSC because customer get information on the go.

2.1.4 Threats of ZONG Customer Service Center

Threats are defined as the negative trends of organization in environment.

According to my point of view following are the some threats of ZONG Customer Service
Center:

 Competitors are the biggest threat for any company. Here also exist Warid, Ufone and
Telenor’s CSCs so they are biggest threat for ZONG CSC.
 Policies of TMA 28 are also some time threatening when they are on outdoor activity.
When staff of CSC battagram wants to do outdoor activity it must have to get NOC from
TMA Battagram and TMA Battagram has its own limitations.
 Another threat is that according to PTA 29 rules any one can switch to other mobile
network which they think are reliable and due to signal problem and call drop complains
customers are leaving ZONG.

2.2 Marketing Strategy of ZONG

2.2.1 Marketing Mix

"Marketing Mix" is set of correlated tools that work together to achieve company’s objectives,
they are:
 23

 Product
 Price
 Promotion
 Place

2.2.1.1 Product
Product means offerings of a company, and ZONG is offering its customers Services as well as
products. In services ZONG is offering followings:

 Postpaid packages
 Prepaid packages
 Value added services
Postpaid packages are generally for business class and in postpaid ZONG are offering many
other packages like 100 line rent, 300 line rent, 600 line rent, 1200 line rent and 2000 line rent.
Prepaid packages are for low and middle class in prepaid ZONG also offer many packages like
12 anny, 65 paisa, free package and aik second package. And also many exciting value added
services like missed call alert, Ramzan value time offer, dial tune, E-care, happy hour and many
more exciting offers. And products like mobile phone and for postpaid ZONG offers blackberry.

2.2.1.2 Price
ZONG is offering its products and services at a low price so ZONG is using price penetration
because all the packages (postpaid and prepaid) are very low priced and also other value
added services are also very low in cost. Some of them are absolutely free of cost like:

 Missed call alert

 E-care
 MNP30
 Subscription of SMS packages
As Ufone is giving its customers youth package and it charge its customer’s hourly rate but
ZONG gives its customers a package called location base charging it charge you only one time
charges and then whole day free and many more other.

ZONG also using bundle pricing like SMS packages, voice bundle and mobile phone offers.
 24

2.2.1.3 Promotion
ZONG is promoting its products and services in many ways like:

 Print media
 Billboards
 TV ads
 Mobile promotions
 Through Local cable
 Internet
In print media print ads and newspapers are include if ZONG is offering something in a specific
place than ZONG use print media like print ads and newspapers. Billboards are use in all over
the country. On many TV channels Ads are promoting ZONG. Mobile promotions like in Multan
and Lahore when trucks and buses decorated with ZONG logos and advertising about LBC31
and Lahore unlimited offers. On many websites ZONG is promoting its packages and offers and
also ZONG has its own commercial web site www.zong.com.pk.

2.2.1.4 Place
Place means that how a company reach to its customers or how a customer can get product of
a company. ZONG is reaching to its customers in the following manners:

 Franchises
 Customer service centers
 Retailers
 Through Student Entrepreneurs
Franchises and customer service centers are there for customers and also customers can get
ZONGs products and services from retailers and student entrepreneurs.

2.3 Competitive Strategy

2.3.1 Differentiation
Differentiation is how your product is different from your competitors it can be done in many
ways like products differentiation, features differentiation, low price and many others, for this
differentiation a company should have to create a critical success factor and ZONG is having a
 25

critical success factor of low rates and quality services. ZONG claim that ZONG offers quality
products and services in low prices.

2.4 Business Process Analysis

2.4.1 Customer Service Center Process

Opening CSR32 greets customer and ask what he can do for him:

2.4.1.1 Prepaid Sale

For the sale of prepaid connection following are the required steps:

 CSR receive the customer request and required documents for prepaid connection and
verify customer as per the verification parameter.
 CSR will ask the customer to provide CNIC33.
 CSR will check through BOSS system34 if customer has already 10 subscriptions.
 CSR will fill CSAF35 and get signed by the customer.
 CSR will hand over Customer & finance copy to customer and guide him/her to cash
counter.
 Cashier will mark the cash paid stamp and sign the customer copy and hand over SIM
card and customer copy to customer.

2.4.1.2 Book Your Number

Customer walks in for booking of his/her number. Following are the required steps to follow:

 CSR will inform customer regarding the price of BYN.

CSR will confirm MSIDN36 to be booked.
 26

 CSR will ask the customer to provide CNIC.

 CSR will check through BOSS system.
 CSR will check number availability in BYN portal.
 CSR will log the request in BYN portal with:
o Customer name
o CNIC
o Contact number
o Address of customer
 A unique ticket number will be generated.
 CSR will ask customer to fill in CSAF.
 CSR route the customer towards finance counter and finance officer will follow the
payment process and give SIM to customer.

2.4.1.3 Handset Sale Process

Customer walks in for the purchase of handset following are the required steps to follow:

 CSR will guide customer about bundle deal of handset.

 If customer agrees, CSR will ask customer to select the MSIDN form stock.
 CSR will verify customer as per verification process.
 CSR will ask customer to fill CSAF.
 CSR will rout the customer to finance counter for payment and handset collection.
 Finance officer will perform the functions of BOSS system.
 Finance officer will associate MSIDN with IMEI37 of hand set in BOSS system.
 Finance officer will record transaction in BOSS system.
 Finance officer will ask the customer to open the packing of handset to check if
accessories (handset + charger + warranty card) are complete.
 Finance officer will take warranty card from customer and after signing and stamp, he
will hand over the warranty card and handset and customer copy to customer.

2.4.1.4 SIM Replacement

Customer walks in to replace his/her SIM following are the required steps to follow:
 27

 CSR will verify the customer as per verification parameters.

 CSR will inform the customer about SIM replacement charges (if any).
 CSR will fill CSF38 and get it signed by the customer and attaches a copy of CNIC.
 CSR will process the SIM replacement in BOSS.
 CSR will hand over the customer copy and finance copy to customer and guide
customer to cash counter.
 Cashier will get CSF copies and payment from customer.
 Cashier will record transition in BOSS.
 Cashier will hand over SIM39 and payment receipt to customer.
 CSR will CSF to data warehouse for filling.

2.5 ZONG Intranet

ZONG intranet is software program which have each and everything in it about ZONG. And this
can be opened only in the arena of CSS. Loaded with everything this is very useful thing for
CSR and other employee.

2.6 Knowledge Base System (KBS)

This is also software program which is loaded with all the activities and other information like:

 Products and services

 Basic VAS40
 New VAS
 Retailer information
 789 activation and deactivation SIM
 668 campaign
 Office timings
And many more.
 28

2.7 Complaint Management System

In this section CSR can record or resolve the complaints of customer and their own regarding
their work like.

 IT issues
 Process issues
 Query and log
 Managing configurations

2.8 CRM System

CRM system41 where from CSR can login the system and do his work or duties.

2.9 Business Process Management

A web-based program through which employees of CSC can generate or initiate requests like:

 Announcements
 ID card request
 IT equipments
 IT requests
 Leave application
 Visiting card request
And more other requests also.

This chapter was all about business operations of ZONG CSC Battagram. How ZONG is
competing with its competitors and what is its marketing and competitive strategy.
 29

CHAPTER NO 3

LEARNING AS A STUDENT INTERN

In this chapter, I discussed about my duties during internship. Accomplishments, new

knowledge gained during exercise of practical life, problems which encountered in the way of
completion of my targets are briefly discussed. In the end of this chapter, I talked about my
experience and how this experience impacts my career.
 30

3.1 My Duties During Internship

In my internship I was assigned outdoor duties which include:

 Selling SIMs of ZONG ( telesales activities)

 Selling mini load ( Top Up)
 MNP42s
 Giving customers information about packages and other services.

3.1.1 Details Of My Duties

For Top up (Selling Mini Load)

From your ZONG telesales SIM Go to ZONG menu select E-TOP from menu:

 To recharge a number
o Retail charging
o New charging now
o Enter service password
o Phone number without zero e.g.(31xxxxxxxx)
o Enter amount which you want to transfer
o Number recharged.

 To check your top up balance

Choose balance query

To Pair43 A Number, Active A Number

Go to ZONG menu from telesales SIM and select Telesales from menu and:

 Select special number choice (to check that number is available or not)
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o Exact number
o Number start with
o Number ends with
o Number contain
If your desired number is available, you will receive a message as under

1. 31xxxxxxxx

To Pair44 A Number

First book that number again go to telesales and choose NUMBER BOOKING menu than:

Enter the number which is checked

Now a message will come

Number <31xxxxxxxx> Booking OK. Please use HLR<x> SIM for activation.

Once the desired numbers is booked then go back to telesales menu and chose NUMBER
ACTIVATION and enter:

 MSISDN (that number which was booked earlier)

 ICCID (serial number of the SIM)
 CNIC (customers ID card number)
 Name (customers name)
 Address (customer address)
On successful pairing a message will come:

Bind successful. Welcome to Zong

Now inform the customer that SIM is active now but to enjoy ZONG’s exciting services call 789
and give your information than you can enjoy ZONG’s exciting services.

Being a student of MARKETING it was a great experience for me to have chance to get in the
market and do this work.
 32

3.2 Accomplishments
As far as my accomplishments are concerned I was given a target of sales, my target was to
sell minimum 30 SIMs with 100 recharge anywhere in the country. I went to my city where I can
make more sales. I established stall there and tried to sell my product and also go near by
cities to sell my SIMs and mini load, and also did one to one marketing in many areas to
increase my sales. It had a good impact on sales.
NOTE: my sales data and revenue analysis is attached.

3.3 New Knowledge Acquired

Being a student of MARKETING it was a great experience for me to have chance to get in the
market and do this work. And I also learn how to deal with customer as I thought if you want to
make sale you should go to the customer or customer come to you, you should have a smiling
face to greet the customer, and if customer do not buy your product than you should leave a
good impression on that customer because if in future that customer need your product than it
will come to you to buy that product. As I was given a target of sales I learn a lot during my
internship how to deal, who to avoid difficult situations and how to create demand for your
product. I myself make many policies to make sales because selling a SIM45 was not a difficult
task to do customer is ready to take SIM from you but to sell him recharge of Rs.100 was a bit
difficult, so keep in view the cost of SIM and load I make many polices to sell. Even I sold free
SIMs too (get number of your choice in Rs.160 with 160 balance) and many more policies like
this.

3.4 Problems Encountered

During my time in the field I encountered many problems like:

 Cross questions of customers

 Customers having much knowledge about other network’s offerings
 Pricing problem
 33

I face those problems very well, and was able to neglect those problems. But in sale you should
have to be cool and calm because nobody wants to loss his customers. I also do this because in
between sale was stopped than came with one to one marketing go to the customer to sell my
product and was very much successful doing this.

Another problem was that customer was ready to take SIM but without recharging, it was a very
difficult thing to convince that customer to recharge at the spot.

3.5 How This Experience Impact My Career?

It was a great experience in the field, before the completing my studies I got a chance to get in
the market and do some work. When I will get in my practical life soon after completing my
degree this experience will go with me and will be very beneficial for me in the field. Because in
the any kind of job in marketing or sales department in Pakistan you should have to interact with
the customer and try to fulfill the needs and wants of the customers.
 34

References

http://www.zong.com.pk/aboutus_ccmc.html
http://www.zong.com.pk/about_us.html
Interanet.ZONG.com/home/vision
Interanet.ZONG.com/home/mission
Interanet.ZONG.com/home/values
Interanet.ZONG.com
Umar akmal U.( 10th august, 2017), CSC battagram
http://www.zong.com.pk/packages.html
http://www.zong.com.pk/packages_postpaid.html
http://www.zong.com.pk/packages_prepaid.html
http://www.zong.com.pk/index_value_added_page.html
http://ecare.zong.com.pk:8080/aiecare/index.jsp
Umar akmal U.( 10th august, 2017), Departmental structure of ZONG CSCs
Umar akmal U.( 10th august, 2017), structure of CSC battagram
35