Services Marketing ProjectNayatel Group Members • Shehzad Amin (Leader) • Tariq Sheikh • Aermaghan Minhas • Khushal Khan • Mubasher Hussain • Mujahid Pervez Introduction • NayaTel (Pvt) Ltd. (NTL) is a sister concern of Micronet Broadband (Pvt) Ltd. • the company that launched first broadband service in Pakistan in July 2002 • Covering over 90% areas of twin cities of Islamabad and Rawalpindi • Nayatel’s Fibre To The Home network has transformed Islamabad into one of the most connected and optically wired cities of the world. Highlights of Nayatel Broadband Internet include: • Bandwidth Starting at 256 Kbps – 100 Mbps • Volume based and Unlimited Packages • Increased Security • Redundant Inter-nation connectivity • Dedicated Connections and Un-shared Bandwidth • E-mail and Domain Hosting • 24-by-7 Network Monitoring • Static IP . set highest standards of quality and add value to the society.Vision • To become a role model of trust. Values • Honesty • Mannerism • Simplicity • Sacrifice • Discipline • Knowledge • Hard work . Competitors • Direct Competitors of Nayatel • PTCL • World-Net • Wateen Telecom • Indirect competitors of Nayatel • Wi-tribe • Multi net • Qubee Pakistan • Comsats internet services • World call telecom limited . Middle class 2. Corporate sector .Target market • Nayatel is targeting 1. Upper middle class 3. Services Core Service •Internet providers to both corporate and domestic clients Supplementary Services: •Telephone •Live TV streaming •Web hosting •Domain registration •Web design and development •Video conferencing •Web and multimedia solutions •Animation and media production •Cable TV •N-drive . Payments .Services related to 8 petals of Services • Facilitating services are 1. Order taking 3. Information 2. Billing 4. Information . . Order taking . Billing & Payment . Contd. treatment of customer in service centres) 4. • Enhancing services are 1. Hospitality (greetings in office and on helpline. Exception (different packages are offered) 3. information about the Schemes) 2. Safekeeping (security of data & account credentials) . Consultation (information about the packages. Helpline 5. Websites 4. Franchises 2. Sales staff 3.Service Distribution Network • Services are distributed between the twin cities via following ways 1. Messaging and WhatsApp . Seven P’s for Nayatel • Product • Price • Place • Promotion and Education • Physical Evidence • People • Process and Procedures . Product • Internet service providers • Telephone • Live TV streaming • Web hosting • Domain registration • Web design and development • Video conferencing • Web and multimedia solutions • Animation and media production • Cable TV • N-drive . 1.Price • Packages provided to corporate and domestic customers • Home Packages Package Volume Per Month Monthly (Upload + Download) Charges Home 45 45 GB Rs. 1.399/- .199/- GB 5 Mbps round the clock Home 55 55 GB GB 5 Mbps from 8:00 AM to 8:00 PM Unlimited Downloads @ 5 Mbps (Mon-Fri) 8 PM to 8 AM + Saturdays & Sundays Rs. 900 4 CONNECT 125 6Mbps 125 GB 8.) Rate/add.900 7 CONNECT 115 5Mbps 115 GB 4.500 (Rs.Price • Corporate packages Packages Speed Volume Price (Rs.500 7 CONNECT 140 5Mbps 140 GB 7.300 5 .) 4 CONNECT 75 6Mbps 75 GB 4. 100MB CONNECT 75 5Mbps 75 GB 2. 44000 RAWALPINDI OFFICE 182 A. Rawalpindi Cantt . 73-E Fazal ul Haq Road. Blue Area. Sir Syed Road. Islamabad.Place ISLAMABAD OFFICE GD Arcade. Physical Evidence • Offices in twin cities • Vehicles • Office environment • Device/router • Helpline • Nayatel customer plate outside the house . Process • Hiring of fresh graduates • Flow of information • Order taking process • Billing process • Payment process • Installation process . People • Staff is hired who are fresh graduates • Time to time training is given to polish their skill . Nayatel 2. PTCL 3. Worldnet 1 4 3 5 Low cost High cost 2 Low service Quality . Wateen 4.Positioning map High service Quality 1. Wi-tribe 5. the upper-middle class. and the middle class demographic.Positioning Strategy • Nayatel has positioned its services in the minds of customers that it is an affordable and top quality service provider • It has positioned itself as a brand in the market • The market segment they are targeting includes the corporate sector. • Offering high-end services in broadband to its subscribers at low cost Nayatel is out-manoeuvring its competitors and has captured good market share . Promotional Strategies used by Nayatel The promotional strategies that are used by Nayatel are • Personal selling • Direct marketing • Advertising • Sales promotion • Direct marketing . Advertisements . . . . Pricing strategy of Nayatel As we know pricing strategies are of three types • Cost based strategy • Value to customer • Competition Nayatel is using ‘‘value to customer and competition’’ . . Lahore 6. Karachi 5. Quetta . Faisalabad 2. 1. Sialkot 4. Peshawar 7.Suggestions • Nayatel has been performing well in the twin cities. According to our group discussions we have come to the conclusion that Nayatel should expand their business into other big cities of Pakistan. Gujranwala 3.