COMSATS INSTITUTE OF

INFORMATION & TECHNOLOGY

Applied Marketing Strategies

Submitted To: Sir Sarfaraz Peerzada

Submitted By: Sana Munir

MBO – 1 s t semester

TABLE OF CONTENTS
OPERATIONS IN PAKISTAN _____________________________________________2
TELENOR PAKISTAN HUMAN RESOURES_________________________________3
TELENOR PAKISTAN RECRUITMENT ____________________________________4
INTERNAL RECRUITMENT.....................................................................................4
Telenor Portals.............................................................................................................4
Flyers and Broachers....................................................................................................4
EXTERNAL RECRUITMENT....................................................................................5
Job Advertisements .....................................................................................................5
Job Fairs.......................................................................................................................5
Welcome Advertisements.............................................................................................6
Online Recruitment......................................................................................................7

University Visits...........................................................................................................7

Sponsoring Talent Shows.............................................................................................8

Souvenirs .....................................................................................................................8
CONCLUSION__________________________________________________________9
BIBLIOGRAPHY_______________________________________________________10

TELENOR PAKISTAN MAKING USE OF MAR KET IN G

STRA TEG IES IN HUMAN RESOURCE FUNCTIONAL
UNIT
Telenor Pakistan’s CEO Tore Johnson said, “I am happy with the way we 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
trained for, and in this way discover new qualities and capabilities.”

OPERATIONS IN PAKISTAN

Pakistan had about 18.4 million cellular subscribers by 2005,” said a PTA official.
Telenor explored the market of Pakistan as an opportunistic market to broad their range
of operations by providing quality features and earning profits.

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Telenor Pakistan is 100% owned by Telenor Group and adds on to its operations in Asia
together with Thailand, Malaysia and 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.

Telenor has spread across Pakistan, creating 2,200 direct and 20,000-plus indirect
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 Market Share Q1 2008 - Data From PTA

Warid,
17% Mobilink,
Paktel, 38%
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 challenging jobs with competitive pay, excellent benefits and exceptional
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
hiring competent workforce but they are also developing the employees through training
and further educational programs, which ensure a high professional standard amongst
their employees. Telenor believes that a talented and loyal workforce plays a crucial role
in the organization’s ongoing business success. And Telenor ensures the candidates that
by being inducted in Telenor they will become an enthusiastic and valuable member of
TELENOR FAMILY.

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TELENOR PAKISTAN RECRUITMENT

Recruitment is the one of the Human Resource Functions, which is having a perspective
of marketing in its operations. Teleport Recruitment Manager, Faraz Shahid said,
“Telenor is Great Place to work 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 the company, otherwise they opt the alternative method for hiring. Internal
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
printed in a colorful manner about the allowances they are getting from Telenor, it
includes health care programs, medical allowances, mobile connection financing
and others. All these activities are done for the existing employees to make
attracted towards the organization. Telenor Pakistan’s CEO Tore Johnson said,
"We are succeeding because of the faith the Telenor Pakistan team members
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

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 socio-economic barriers, and trickling down wealth and information 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
competent employees towards Telenor is one of the key objectives. Advertising 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 get printed in two English
newspapers, Dawn and The News and in one Urdu newspaper, Jang. These job ads
provide opening alert for the vacancy 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
own schedules.

• Rozee Job Fair

Telenor participates in Rozee Job Fair very actively. Recently Telenor

participated at Rozee Job fair conducted in Lahore on March 2 at Pearl

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 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.”

Telenor Pakistan is aware of its young Pakistani talent, so special

arrangements were made to welcome young jobseekers at the stall during the
Job Fair. Telenor Pakistan management welcomed jobseekers at the
company’s stall and updated jobseekers about its upcoming career
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 are undertaken mostly for influencing 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. Telenor advertise the HR brand into the graduates by
explaining the Recruitment processes, employee’s career opportunities,
workplace environment and training programs.

Welcome Advertisements

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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 international market, not just by improving technology readiness 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 name in newspaper. Moreover it’s an appealing factor for the other
jobseekers as well. Employment opportunities increase by each step taken by the
Telenor.

Online Recruitment

Telenor Pakistan, won Pakistan Society of Human Resources Management’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.

The recruitment manager then evaluates these profiles of candidates who have
applied for the particular vacancies in order to call the relevant employees suitable for
the job. The evaluation of the employees is based on fair and on merit basis. All
aspects of employment with Telenor are administered by merit, competence,
suitability and qualifications, and will not be influenced in any manner by gender,
age, race, color, religion, national origin or disability. There are no influences by the
higher authorities on the recruiter to induct particular candidate. If a candidate fails to
impress the recruiter with his/her knowledge, skills and abilities that are required for
the certain job, then no top managers can influence the decision of recruiter. It is a fair
evaluation, which is making Telenor to create a competitive edge.

University Visits

Telenor is responsible for high job-satisfaction and opportunities for personal and
professional development.

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Telenor Recritment Team visits different universities, in order to aware students about
the induction process and explaning the importance of the Telenor as start of carreer
for students. The team setup a TalkShawk Lounge in the premisis of university. All
the students are welcome for the lounge discussion. Attractive 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 is actively particpating in sponsorship of various events taking 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
Decemeber 2007 was sponsered by Telenor. In this festival, various universities
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 Telenor. The morale of the participants gets increased and they become
opportunistic about the particular company consideriing students’ capabilities shows.

Souvenirs

This one of ways through which Telenor is advertising its Human Resources. Telenor
Pakistan is also having suveniors. Name of Telenor is being printed on the pens,
keychains, stickers for the car back screens. Also they have printed the weblink of
Telenor career on the pens, in order to remind people about the career opportunities
provided by the Telenor. They dish out their souvenirs at various places, e.g. at Job
fairs, University Visits, while sponsoring Talent shows of students etc.

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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.

Human Resource head at Telenor is completely making use of the marketing strategies in
order to attract candidates. The human Resource is the product at Telenor, which is being
marketed and still in continuation to advertise it to the target narket. The activities
Telenor Recruitment is adopting for attracting the employees are marketing activities,
which are helping candidates getting aware of the brand, as that is the core purpose of
marketing to attract people by the use of attractive and unique way.

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BIBLIOGRAPHY

• Primary data collection from Telenor Recruitment Manager

Faraz Shahid.

• www.Telenor.com

• www.Telenor.com.pk

• www.telecompk.net

• www.dailytimes.com.pk

• www.wikipedia.com

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