Dawn News

Pakistans First English Language News Channel

Success lies not in the result but in the efforts. Being the best is Not at all important, doing the best is all that matters. CEO Dawn

INTRODUCTION
 Dawn News is Pakistan s first 24-hour

English news channel. Based in Karachi, the station is a subsidiary of Pakistan Herald Publications Limited (PHPL), Pakistan's largest English-language media group occurred in May 2007, and the channel went live on July 23, 2007

 The test transmission of the station

Vision In this world of chaos and confusion, Dawn News will provide viewers news and information with clarity, accuracy and informed debate so that they may become agents of change.

Mission Statement By providing fair and balanced content, we aim to become the leading news, current affairs and lifestyle channel of Pakistan by being the first point of reference for information seekers and decision makers both in the national and international arena.

Market Segmentation
y Income y Behavioral
  

Geographic Demographic
Age Income Gender Life Style

Influencers Trend Setters Psychographic Attributes

Target Market

Trend Setters Decision Makers Corporatist Innovative Decision Followers

Housewives Students Corporate sector Business class Educators Overseas national Politicians Showbiz people Sports viewers Technology / IT

Positioning
y "Positioning is the attempt to control the

public's perception of a product or service as it relates to competitive products." Mississippi University State Extension Service

Positioning to Instigate Primary Demand

Increasing Willingness to watch Increasing Ability to watch

Positioning to Instigate Secondary Demand

Decreasing viewer Turn over Increasing Number of viewers

SWOT
SITUATION ANALYSIS

INTERNAL ANALYSIS

EXTERNAL ANALYSIS

STRENGTHS

WEAKNESSES

OPPORTUNTIES

THREATS

Survey Result

RECOMMENDATIONS
 Expand its Reach to more Segments  Employ new advertising strategies  Enlarge its horizon of marketing tactics