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Final Project

Submitted To: Sir Umar Mushtaq


Lahore Business School University of Lahore 1-KM Defence Road, Bhoptian Chowk Lahore, Pakistan

Submitted By:
Ali Arshad MBA02093 - 152

Advertising & Promotion

Table of Contents
Executive Summary ............................................................................................................... 4 Phase I .................................................................................................................................. 6 Situation Analysis .................................................................................................................. 6 1. Industry/Company Overview ............................................................................................... 6 2. Product Review: ................................................................................................................... 7 3. Competitive Review and Competitive Advantage: .............................................................. 8 4. Consumer Research: ............................................................................................................ 8 a. Market Segmentation ...................................................................................................... 8 b. Target Audience and User Profile:................................................................................ 9

c. Consumer Decision Process: ............................................................................................ 9 5. Communication & response process for Value Series: ...................................................... 10 Marketing and Advertising Plan ........................................................................................... 11 1. Marketing Objectives: ........................................................................................................ 11 2. Target Audience: ................................................................................................................ 11 3. Positioning Strategy: .......................................................................................................... 11 4. Communication Objective: ................................................................................................ 12 5. Communication Mix: .......................................................................................................... 12 6. Budget Recommendation: ................................................................................................. 13 PHASE II .............................................................................................................................. 14 Creative Plan ....................................................................................................................... 14 1. Creative Objectives: ........................................................................................................... 14 2. Creative Strategy................................................................................................................ 14 a. Copy Platform: ................................................................................................................... 14

b. Advertising appeal and execution style: ............................................................................ 14 c. Slogan: ...................................................... 15

d. Objective: ........................................................................................................................... 15 e. Method: ............................................................................................................................. 15 2|Page

Advertising & Promotion


Media Plan .......................................................................................................................... 16 1. Media Objectives: .............................................................................................................. 16 2. Media Strategy: .................................................................................................................. 17 References .......................................................................................................................... 19 Charges on Advertisement ................................................................................................. 19

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Executive Summary
Phase I: Situational Analysis Company Overview: Diamond Paints Pvt. Limited was founded in 1982 with the vision of
becoming the largest manufacturer of quality paint and coating products. By engaging some of the industry's best resources, the company achieved the highest standards of manufacturing. This turned out to be value adding and made Diamond Paints the leader among the national manufacturers, while competing with the multinationals.

Product Review: The focus of our campaign is the Value Series that comes in both emulsion
and enamel. Value Series gives diamond paints an advantage over its competitors as far as providing quality product at low price.

Competitive Review and Competitive Advantage: There are four big competitors of
diamond paints namely ICI, Berger, Nippon and master. Among these four competitors the actual competitive advantage of Value Series is the price as in Pakistan people do tend to compromise on quality but they are sensitive about price.

Consumer Research - Demographics: Age: 25 50, Gender: Male, Female 59.1% of


population (male 53,658,173 / female 49,500,786), Income: Medium Income Group.

Psychographics: Thinkers: Educated, conservative, practical consumers who value


knowledge and responsibility. They look for durability, functionality and value.

Buying Behavior and Decision making: Problem Recognition (Awareness of Need),


Information Search, Evaluation of Alternatives, Purchase Decision, Purchase, Post-PurchaseEvaluation.

Target Audience and User Profile: The target market of Value Series consists of head of
the house that makes the purchase decisions. Moreover the target market includes contractors, builders, Societies, Govt. sectors and the price conscious segment of the population. The target market is believed to be educated and according to the income they are earning below Rs.20,000/- .

Communication & response process for Value Series: According to FCB model, Value
Series lies in 2nd quadrant where the product decision has high involvement but requires less specific information, therefore and attitude or feeling towards the product is more important.

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Marketing and Advertising Plan Marketing Objectives: Our marketing objective for this campaign is to recall the brand in
mind of our customers and also to increase the market share and sales of Value Series.

Positioning Strategy: We are using a Price/Quality relationship in our positioning strategy.


The Value Series is known for its competitive price and good quality with distinguishes it from its competitors and have an edge over its competitors.

Communication Objective: Our communication objectives are to increase category


demand and increase sale and market share of our Value Series. Since our product falls in the 2nd quadrant of FCB model, so according to response hierarchy, hierarchy of effects model applies in our Value Series

Communication Mix: To efficiently and effectively achieve marketing and communications


objectives element which we are choosing from promotional mix is Advertising and Sales promotion. Our sources for the campaign of the Value Series are print advertising, broadcast advertising and outdoor advertising.

Budget Recommendation: The method we have used for our advertising campaign is
percentage to sales method because it is the most appropriate budget expenditure Diamond Company can make. The budget required for our advertising campaign we would recommend will be 60 Million i.e. 6 Crores. We plan to allocate our budget for communication vehicles 55% for broadcast media and 45% for print media.

PHASE II: CreativePlan Creative Objectives: Our creative objective is to recall the brand name in mind of our
customer and increase the sales and market share for Value Series.

Copy Platform: The message theme of the ad is aimed towards low-priced, high quality, antifungal and stain resistant paint.

Advertising appeal and execution style: In print media, advertising appeal which we are
using for the promotional campaign of Value Series is rational appeal. We are using Musical and Cultural execution style.

Media Plan
The Media plan and the figures, stats and calculations are given in the complete plan.

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Phase I Situation Analysis


1. Industry/Company Overview
Diamond Paints competes in the paint industry. The paint industry in Pakistan operates both in the organized as well as the unorganized sectors. There are around 22 paint producing units in the organized sector. There are three multinational companies also in the organizational sector. The data regarding the number of units and the production of the unorganized sector is not available; therefore it is difficult to determine the total production and number of units of the paint industry. According to an estimate, over 350 units producing paints and varnishes are operating in the unorganized sector. Many of them are also not covered under the excise net in the someway as the organized sector and therefore, are in a better position to compete in the local market. According to the Federal Bureau of Statistics, during 1997-98, around 17,000,000 liters of paint was produced from 87 units. There are huge opportunities for the growth of paint industry in Pakistan. And this industry also has shown very good results in last decades. But due to economic recessions and bad political condition of Pakistan this business has declined by the 10%. But after the creation of new government in 2008, this business has able to increase its 1% share. Although decorative business increased market share by 1% and industrial sales also increased because of the very significant decline in the size of the decorative market, the overall reduction in sales volume is 4% as compared to the previous year. However gross margin increased by 6% through improvement in product mix and efficiencies in procurement and manufacturing, which coupled with stringent control over fixed costs resulted in as operating profit improvement of 14.4% over last year to Rs. 262.9 million. Recently new competitors are coming in this industry, which is the sign of the growth of paint industry. According to industry analysts, this tough competition, high promotion strategies and increasing trend toward paint industry are the clear chances of the high growth in the paint industry. One of the greatest opportunities for paints producer is that now a day's people are very much conscious about the quality of the paints. They are aware of the fact that good quality paint is long lasting for their houses and businesses. Paints producers are also investing heavy in advertisement. As a result customers are getting aware of the importance of paint and their trends are moving from traditional white wash (KALI) to quality paints products. As producer companies of paints will more focus on the TQM, it will increase the demand of products. There is also a great opportunity for paint industry; the housing rate in Pakistan is flourishing very rapidly, especially after the Earth Quake in Pakistan. Paint industry can target these customers

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Diamond Paints Pvt. Limited was founded in 1982 with the vision of becoming the largest manufacturer of quality paint and coating products. By engaging some of the industry's best resources, the company achieved the highest standards of manufacturing. This turned out to be value adding and made Diamond Paints the leader among the national manufacturers, while competing with the multinationals. Initially, the operations started off with the manufacturing of synthetic and stoving, enamel products. These paved way to research and development of new products. Today, the company is the only one in the country that produces its own Alkyd resins as well as powder coating products. Diamond Paints is the only local company which has the widest and most comprehensive range of products for both industrial and decorative needs of the market. Diamond Paints has all along maintained an apposite interactive level with their clientele in the form of efficient customer service. Commitment to professional excellence has made Diamond Paints the largest selling national brand with a sales network spanning all across Pakistan. The product line of Diamond Paints include: Ace Acrylic Plastic Emulsion, Diamond ace Matt, Ace Durasilk, Ace Matt Enamel, Ace Synthetic Enamel, Ace Whether Defender, DiaTile, Ace Synthetic Enamel, Decor Texture, Overall Project Pack, Diamond Overall, Diamond Overall, Diamond Overall Emulsion, Diamond Overall Synthetic Enamel, Diamond Timberlac, Industrial Stoving, Overall Synthetic Enamel, Overall Petticoat, Overall Primer Filler, Overall WBAP and Value Series Emulsion. The total production of paints in Pakistan was 155 Million Liters and Diamond Paints production was 9.18 Million Liters which sums about 3.98% of total production. Consequently the market share of Diamond Paints is around 5% which is third highest share in the market. Diamond Paints has different target markets according to their products. For the Value Series we have selected for our final project, the target market is the low-income population who cannot afford to purchase high expensive paints. The marketing mix of diamond paints are as follows: the product of diamond paints was started from industrial paints and now the company generates 70% of its revenue from decorative paints. They have more than 3 main categories of paints and 23 subcategories. The Value Series comes in 3 sizes. The quarter costs Rs.265 whereas the price of gallon and drummy is Rs.985 and Rs.1885 respectively. Diamond paints is one of the most prestigious national paint manufacturing company in Pakistan. They are comfortably placed as the largest selling national brand and provide a huge variety of product range and shades. Diamond Paints hand gifts to their distributors. Diamond Paints emphasize on both ATL and BTL for their promotion.

2. Product Review:
In decorative paints Diamond Paints have three product series i.e. Ace Durasilk, Ace Overall and Value Series. The focus of our campaign is the Value Series that comes in both emulsion and enamel. Value Series gives diamond paints an advantage over its competitors as far as providing quality product at low price. As per the marketing manager, the Value Series sales 7|Page

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were 2.1 Million Liters last year and the Value Series has a market share of 6%. The biggest strength of Value Series is their economical price while their weakness is recognition of brand across nation. Value Series provides finish and quality of relatively higher priced paints while the weakness of Value Series can be the perception of the population i.e. if something low price = low quality.

3. Competitive Review and Competitive Advantage:


There are four big competitors of diamond paints namely ICI, Berger, Nippon and master. Among these four competitors only master is a national brand while the rest are multinational companies. ICI being the largest paint manufacturer in the world uses their brand properties, Nippon uses their unique shades to their advantage in their advertisements and their promotional campaigns, Master paint emphasizes as their paint being the only one without token. Berger paint does not have much advertising campaigns in Pakistan. As far as the advertisement and promotional campaign of Diamond Paints, in their recent TVC, they used the emotional and cultural appeal and is also validates their claim being a national brand. For the consumer perception, as per the interview with marketing manager of Diamond Paints the consumer only recognizes ICI as an established brand. As per our perspective and the objective information we have evaluated the actual competitive advantage of Value Series is the price as in Pakistan people do tend to compromise on quality but they are sensitive about price.

4. Consumer Research:
a. Market Segmentation Demographics: Age: Gender:

25 - 50 Male, Female 59.1% of population (male 53,658,173 / female 49,500,786) Medium Income Group

Income: Psychographics: Thinkers:

Educated, conservative, practical consumers who value knowledge and responsibility. They look for durability, functionality and value.

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Buying Behavior and Decision making: Problem Recognition (Awareness of Need) Information Search Evaluation of Alternatives Purchase Decision Purchase Post-Purchase-Evaluation b. Target Audience and User Profile: The target market of Value Series consists of head of the house that makes the purchase decisions. Moreover the target market includes contractors, builders, Societies, Govt. sectors and the price conscious segment of the population. The age of target market is from 25 to 50 year old males and females who make the ultimate purchase decision of paints in a house. The target market is believed to be educated and according to the income they are earning below Rs.20,000/- . Psycho graphically the target market is known to be Thinkers, Educated, conservative, practical consumers who value knowledge and responsibility. They look for durability, functionality and value. In the paint industry they are the decision makers who look for something that is more affordable with good and high quality finish. c. Consumer Decision Process: Buying behavior is part of the purchasing process in both consumer market and business to business transactions. The customer decision making process consist of five stages: Problem recognition, information search, evaluation of alternative, purchase decision and post purchase evaluation. If we see this process in context of Diamond Paints Value Series at first step of problem recognition the customers first identify need or want of the product. Paint has been a need for decades but the Value Series is especially design for the population with low income group. At second step the customers of Diamond Paints conduct a search for collecting information about Value Series, internally and externally. In internal search the customers recall product that might satisfied or meet the need or want, the individual remembers how the need was met in past, if Diamond Paint was chosen and experience with that brand was positive, the customers are likely to make the same purchase decision. The head of house collect external information about Value Series from a variety of sources including friends, relatives, magazines, advertisement, at dealership/stores display, sales people and the internet. In the third step of evaluation of alternatives the customers of Value Series use a multiattribute approach because there is a high involvement of the customers when making a decision about paints. Considering the Value Series the customers first analyze the price of the 9|Page

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paint. Moreover the customer sees the brand stability; in this case the Diamond Paints is the largest selling national brand. The customer also considers the important attributes of paints like stain resistant, Anti-Fungal, Quality and durability. And the end of this process customer make the purchase decision after analyzing all three stages, which include Problem recognition, Information search and Evaluation of alternative, whether he should purchase Value Series Paint or not. Head of the house have high involvement in purchasing Vale Series Paint. The amount of involvement is based on factors such as the cost and its quality. The cost of Value Series Paints are low as compare to the competitors paints therefore customer spend less time for searching the information about the paint. If we see in the context of Pakistan community there is a joint family system which is also known as collectivism. This also influence on customer buying decision when he want to buy Value Series Paint. The ultimate decision makers are males but females also influence on buying decision of buyers.

5. Communication & response process for Value Series:


The FCB matrix divides advertising strategy into two dimensions, based on thinking vs. feeling and high involvement vs. low involvement.

Value Series

The model is powerful because it accommodates different versions of the learn-feel-do sequence and suggests different advertising strategies for each of the four quadrants. Value Series lies in 2nd quadrant where the product decision has high involvement but requires less specific information, therefore and attitude or feeling towards the product is more important. This is psychological model, because the importance of the product is connected to the customer self-esteem. The advertising strategy requires emotional involvement on the part of the customers so that they become connected with the Value Series being advertised and subsequently become feelers. Therefore, the proposed model is Feel Learn Do. 10 | P a g e

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Marketing and Advertising Plan


1. Marketing Objectives:
Our marketing objective for this campaign is to recall the brand in mind of our customers and also to increase the market share and sales of Value Series. Diamond Paints is the only local company which has the widest and most comprehensive range of products for both industrial and decorative needs of the market. Diamond Paints has all along maintained an apposite interactive level with their clientele in the form of efficient customer service. Commitment to professional excellence has made Diamond Paints the largest selling national brand with a sales network spanning all across Pakistan. So the primary motive will be to improve the market share overall and recall the brand Value Series in the mind of customers to boost its sales.

2. Target Audience:
Our primary target audience for Value Series is the head of the house, be it a man or a woman, who makes the ultimate purchase decisions in the house. The secondary target audience and the rest of the information are given in section B in Situational Analysis.

3. Positioning Strategy:
We are using a Price/Quality relationship in our positioning strategy. The Value Series is known for its competitive price and good quality with distinguishes it from its competitors and have an edge over its competitors. Moreover its properties are also different from its competitors but the main competency of Value Series is its price and quality. That is why the mediocre class chose Value Series over its competitors.

High Price

Nippon Berger ICI

Low Quality
Silver Sand Happilac Turlac Paints

Value Series

High Quality

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4. Communication Objective:
Our communication objectives are to increase category demand and increase sale and market share of our Value Series. Since our product falls in the 2nd quadrant of FCB model, so according to response hierarchy, hierarchy of effects model applies in our Value Series in which first of all awareness in created in mind of customers in cognitive stage. Secondly the knowledge about the Value Series is conveyed to the customer in cognitive stage and the liking is created in affective stage. At preference phase the customer compares the benefits of Value Series with its competitor products. After that the distinguishing properties conceive the customer to make the purchase of Value Series. The objective of Value Series is measurable in terms of liters. . But hierarch of effects model is not much effective for Value Series because its old model. FCB model is more effective in this case which is justified above in Communication and Response Process.

5. Communication Mix:
To efficiently and effectively achieve marketing and communications objectives element which we are choosing from promotional mix is Advertising and Sales promotion. Our sources for the campaign of the Value Series are print advertising, broadcast advertising and outdoor advertising. The message we want to convey is to recall the brand name of Value Series paint in mind of customers through Rational Appeal in all three Media. As discussed, our sources for Advertising are print, broadcast and outdoor. The Channel for Advertising in broadcast media is Television, Internet and Radio. For print media the channels are Signboards, Flex, Newspaper and Magazines. For outdoor advertising we will emphasize on billboards and signage. The Vehicles for Television are Geo TV, HUM TV, Geo News, Duniya, Express News and Dawn news because our target customer are the head of the house and they commonly watch news channels and entertainment channels. On radio we have selected two FM stations i.e. 103 and 106.2. For internet we will most probably target news websites and Facebook. In print media our vehicle for advertising in newspaper are DAWN, JANG and KHABRAIN. The reason for selecting these are because one two of them are Urdu newspapers and one is English. For Magazines we have selected Herald and Sunday Magazine. We will also print 5000 flex and put signage on different shops. This also covers our outdoor advertising part. The reason for selecting these channels and vehicles is because these are very strong elements to communicate with our customers and recall our brand name in mind of customers. There are many more ways to communicate with the target customer but our budget restraints us from selecting more media. The budget for the marketing and advertising plan is given in next head.

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6. Budget Recommendation:
The method we have used for our advertising campaign is percentage to sales method because it is the most appropriate budget expenditure Diamond Company can make. The problem in this method was that the company refused to provide us the exact sales amount for the previous year. But they did agree to provide us the sales in liters. So according to that the total paint production for the last year was 9.18 Million liters and the price of their 1 Gallon is Rs.987/-. 1 Gallon is equal to 3.785 Liters so that make 1 Liter equal to 987/3.785 = Rs.261/-. Total sales for the previous year were 9.18 Million Liters so 9.18 x 261 = 2395980000 / 3% = 71 Million. The budget required for our advertising campaign we would recommend will be 60 Million i.e. 6 Crores. This has the solely based on calculations and should not be confused with actual figures for the company. We plan to allocate our budget for communication vehicles 55% for broadcast media and 45% for print media. Because broadcast media is expensive as compared to print media and Television provides many opportunities for creativity in advertising design. Visual images and sound can be incorporated to capture the viewers attention and present persuasive message.

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PHASE II Creative Plan


1. Creative Objectives:
Our creative objective is to recall the brand name in mind of our customer and increase the sales and market share for Value Series. Recalling the brand in mind of customer in this season will increase the customer traffic to Diamond Paint distributors and resellers and thus it will result in new customers and moreover recalling the brand name in mind of customer result in repeat purchases of the product. New and repeat purchases will eventually result in sale increase and increase in market share.

2. Creative Strategy a. Copy Platform:


The message theme of the ad is aimed towards low-priced, high quality, anti-fungal and stain resistant paint. The paint is lead free and the free professional customer advisory provides professional color consultancy to help clients bring their personality and imagination to life. Moreover it exclusive high quality color rendering tools and paints bring new colors to life. Diamond Paints the largest selling national brand presents, Value series Interior emulsion Paints. With an affordable price and high quality the paint gives a quality finish and it stains from water colors and beverages are no problem for our stain resistant paint. Due to these features the paint has secured good respect in the market and the low price and high quality relative to its competitors has made Value Series a national hit. A paint that glides is easier to use, than a paint that paints

b. Advertising appeal and execution style:


In print media, advertising appeal which we are using for the promotional campaign of Value Series is rational appeal. The rational appeal leads to stronger conviction about Value Series features & benefits so that purchase is eventually made by the customers. Print media offers the best outlets for rational appeals. Print ads allow readers greater opportunities to process copy information. They can pause and take time to read the verbal content. For broadcast media we are again using rational appeals because it aims to focus on the individuals functional, utilitarian or practical needs for particular products and services. Such appeals 14 | P a g e

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emphasize the characteristics and features of the product and the service and how it would be beneficial to own or use the particular brand. It is also suited for business to business advertisers and for products that are complex and that need high degree of attention and involvement. We are using Musical and Cultural execution style.

c. Slogan:

d. Objective: Brand Recall and Increase Sales and Market Share

e. Method: Focus on Price, quality and benefits of Value Series in newspaper, flex and
TVC.

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Media Plan
1. Media Objectives:
Reach: The media plan targets both male and females of age 25 50 whose population is male
53,658,173 female 49,500,786. And though the media tools we have selected we expect to have a reach of 70% or72,211,271 or 72.21 million. This means that 72.21 Million of the target audience will expose to some of the media vehicles we have selected. In one month campaign we are assuming that reach doesn't double-count people exposed multiple times if the media plan involves repeated ads in one media category or ads in multiple media categories.

Frequency: Frequency is the number of times that the average household or person is
exposed to the schedule among those persons reached in the specific period of time. Because it is an average frequency, dispersion of frequency of exposure will differ between specific schedules and day-part mixes. We are assuming that at average of all the 18 hours of daily airing of the advertisement on different channels, we will reach our customer 5 times in primetime and other times of that day using other media. This means that our customer will be exposed to any of our advertising vehicle 5 times in a day. For this, it can be a repeating customer who is watching the ad again and new customer who just tuned in to our media vehicle.

GRP (Gross Rating Point): The aggregate total (the sum) of the ratings is called Gross Rating
Points or GRPs. The sum of the ratings of a specific demographic segment may be called Target Audience GRPs or more simply TRPs. There are two methods for calculating GRP. In first method, we say that at all the time racks we have selected of all the channels, 19% of the total population is tuned into our media vehicles. This means that our reach is 70 and ad will be aired on different channels with 18hrs rack time. So 18 X 19 = 342. GRP can also be calculated by using the formula GRPs = Reach X Frequency. The total GRP for the channels we have selected and on which our ad will run is 350.

Continuity of Message: We are using continuous method because this model is primarily
for non-seasonal products, yet sometimes for seasonal products. Advertising runs steadily with little variation over the campaign period. Our message will be played continuous for 30 day time period. The advantage of this approach is that this approach helps as a remainder for target audience and it apposite our marketing and creative objectives.

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Advertising & Promotion 2. Media Strategy:


As discussed earlier in section II part 2, our sources for the campaign of the Value Series are print advertising, broadcast advertising and outdoor advertising. The message we want to convey is to recall the brand name of Value Series paint in mind of customers through Rational Appeal in all three Media. As discussed, our sources for Advertising are print, broadcast and outdoor. The Channel for Advertising in broadcast media is Television, Internet and Radio. For print media the channels are Signboards, Flex, Newspaper and Magazines. For outdoor advertising we will emphasize on billboards and signage. The Vehicles for Television are Geo TV, HUM TV, Geo News, Duniya, Express News and Dawn news because our target customer are the head of the house and they commonly watch news channels and entertainment channels. On radio we have selected two FM stations i.e. 103 and 106.2. For internet we will target news websites and Facebook. In print media our vehicle for advertising in newspaper are DAWN, JANG, EXPRESS and KHABRAIN. The reason for selecting these are because one two of them are Urdu newspapers and one is English. For Magazines we have selected Herald and Sunday Magazine. We will also print 5000 flex and put signage on different shops. This also covers our outdoor advertising part. The reason for selecting these channels and vehicles is because these are very strong elements to communicate with our customers and recall our brand name in mind of customers. There are many more ways to communicate with the target customer but our budget restraints us from selecting more media. The frequency of airing it on Televisions, radio and publishing in newspapers and signage is given below:

Television Advertisement Time band Channel Time Hours Lounging Hours Dawn 1200 - 1800 6 Lounging Hours Geo 1400 - 1459 1 Lounging Hours Geo News 1400 - 1459 1 Primetime Geo TV 2000 - 2059 1 Primetime Dawn 2000 - 2300 3 Primetime Geo TV 2100 - 2159 1 Primetime Geo News 2100 - 2159 1 Primetime Express News 2100 - 2159 1 Primetime Duniya 2100 - 2159 1 Post Primetime Hum TV 2200 - 2359 2 Total Expense for 1 day Total Expense for 30 Days

Price 87500 20000 30000 195000 150000 130000 220000 75000 87500 200000

Discount 45% 23% 30% 35% 25% 35% 35% 20% 10% 10%

Final Price 48,125 15,400 21,000 126,750 112,500 84,500 143,000 60,000 78,750 180,000 870,025 26,100,750

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Time Band Primetime Primetime Radio Advertisement Frequency Time Hours Price FM 103 1900 - 0059 6 30000 FM 106.2 1900 - 0059 6 30000 Total Expense for 1 day Total Expense for 30 day Discount 20% 15% Final Price 24,000 25,500 49,500 1,485,000

Station Combine Combine Combine Combine

Newspaper Advertisement Newspaper Days Size Dawn Weekend 216 cm (Quarter Page) Jang Weekend 216 cm (Quarter Page) Khabrain Weekend 216 cm (Quarter Page) Express Weekend 216 cm (Quarter Page) Total Expense for 1 day Total Expense for 30 day

Price 30000 40000 15000 25000

Discount 10% 10% 10% 10%

Final Price 27,000 36,000 13,500 22,500 99,000 2,970,000

Quantity 5000 Total

Flex Price 500

Final Price 2,500,000

Quantity 10000 Total

Signage Price 1000

Final Price 10,000,000

Outdoor Seminar and Events + Sales Promotions 16,944,250

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References
Charges on Advertisement POSITION
Front Page Back Page Inside Fixed 4- Colour Spot Colour 4- Colour Supplement Ads

EXTRA AMOUNT
200 % Extra 100 % Extra 50 % Extra 100 % Extra 50 % Extra 50 % Extra

MINIMUM SIZE
30 cm OR F P Panel 15cm 20 cm Any One Any One Any One Full Page

BACK PAGE PANNEL


NEWS PAPER JANAG NAWA-E-WAQAT Station Lahore Lahore Lahore Multan Karachi Islamabad Combine Lahore Karachi Combine Lahore Lahore (Back) Lahore Lahore (Back) Lahore (Front) Lahore Lahore Rate (Week day) 6000 3500 3000 2500 2300 2500 8000 1500 2500 5250 700 1200 1800 8000 19000 Rate (Sunday) 6500 3500 3000 2500 2300 2500 8000 1500 2500 5250 700 1200 1800 14000 25000 Minimum Size 4x2 4x2 4x2 4x2 4x2 4x2 4x2 4x2 4x2 4x2 4x2 5x2 7x1 4x2 4x2

KHABRAIN

EXPRESS

AJ KAL NIA AKHBAR AWAZ DAWAN NATION DAILY TIMES

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Magazine Rates:
Friday Times: (Quarter Page, 19x3) 57cm Rs. 35000/- Ord Color Magazine
Sunday Mag. (Daily Times) Good Times (GT) Herald Asian Life Style Nation (S+) Rs. 20,000/Rs. 20,000/Rs. 42,000/Rs. 14,000/Rs. 15,000/-

Radio Rates
Mast FM 103: Primetime Rate: Rs. 30,000/ 106.2 Hum FM: Primetime Rate Rs. 30,000/-

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Dawn News:
Time Band 0200 Hrs to 0800 Hrs 0800 Hrs to 1200 Hrs 1200 Hrs to 1800 Hrs 1800 Hrs to 2000 Hrs 2000 Hrs to 2300 Hrs 2300 Hrs to 0200 Hrs Tariff Band Late Night Time Morning Prime Time Lounging Hours Pre Prime Time Prime Time Post Prime Time Hours/Time Band 6 4 6 2 3 3 Rate per Minute 12,500 95,000 87,500 95,500 150,000 95,000

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