Services Marketing Project

Nayatel
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
Nayatels 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

Vision
To become a role model of trust, set highest standards
of quality and add value to the society.

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

Target market
Nayatel is targeting
1. Middle class
2. Upper middle class
3. Corporate sector

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

Services related to 8 petals of

Services
Facilitating services are
1. Information
2. Order taking
3. Billing
4. Payments

Information

Order taking

Billing & Payment

Contd.
Enhancing services are
1. Consultation (information about the packages,
information about the Schemes)
2. Exception (different packages are offered)
3. Hospitality (greetings in office and on helpline,
treatment of customer in service centres)
4. Safekeeping (security of data & account credentials)

Service Distribution Network

Services are distributed between the twin cities via
following ways
1. Franchises
2. Sales staff
3. Websites
4. Helpline
5. Messaging and WhatsApp

Seven Ps 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

Price
Packages provided to corporate and domestic
customers
Home Packages
Package
Volume Per Month
Monthly
(Upload + Download)

Charges

Home 45

45 GB

Rs. 1,199/-

GB

5 Mbpsround the clock

Home 55

55 GB

GB

5 Mbpsfrom 8:00 AM to 8:00 PM

Unlimited Downloads @ 5 Mbps
(Mon-Fri) 8 PM to 8 AM +
Saturdays & Sundays

Rs. 1,399/-

Price
Corporate packages
Packages

Speed

Volume

Price (Rs.)

Rate/add.
100MB

CONNECT 75

5Mbps

75 GB

2,500

(Rs.)
4

CONNECT 75

6Mbps

75 GB

4,900

CONNECT 115

5Mbps

115 GB

4,900

CONNECT 125

6Mbps

125 GB

8,500

CONNECT 140

5Mbps

140 GB

7,300

Place
ISLAMABAD OFFICE

GD Arcade, 73-E Fazal ul Haq Road, Blue Area, Islamabad, 44000

RAWALPINDI OFFICE

182 A, Sir Syed Road, Rawalpindi Cantt

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

Positioning map
High service
Quality

1. Nayatel
2. PTCL
3. Wateen
4. Wi-tribe
5. Worldnet

1
4

3
5

Low cost

High cost
2

Low service
Quality

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, the upper-middle class, and the
middle class demographic.
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

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.
1. Faisalabad
2. Gujranwala
3. Sialkot
4. Karachi
5. Lahore
6. Peshawar
7. Quetta