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FACULTY OF BUSSINESS ADMINISTRATION
Brand Audit Report on “Hum Sab Umeed Se Hain” SUBMITTED TO: PROF. Ghulam Ahmad Rana SUBMISSION DATE: FEB, 24TH 2010

SUBMITTED BY: SHOAIB TARIQ (3003) SHAHBAZ AHMED MALIK (3007) Hafiz Bilal Azam (2967)

Table of Contents 
Acknowledgement ..........................................................................................................................1 History of Formation of GEO Networks .........................................................................................2

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GEO Television Network ................................................................................................................4 Introducing GEO TV .......................................................................................................................4 Mission Statement ............................................................................................................................5 Vision Statement .............................................................................................................................6 Basic Objective ................................................................................................................................6 Value Statement ...............................................................................................................................6 Company Logo.................................................................................................................................7 Logo Application .............................................................................................................................7
Corporate Emblem .......................................................................................................................... 7 Logo Versatility ............................................................................................................................... 7

Planning & Goals .............................................................................................................................8
Short-Term Goals ............................................................................................................................ 8 Intermediate Goals ........................................................................................................................... 8 Long-Term Goals ............................................................................................................................. 8

Strategic Plan ...................................................................................................................................8
Operational Plans ............................................................................................................................. 8 Growth Strategy ............................................................................................................................... 8 Crisis Management .......................................................................................................................... 9

Geo Network Diversification ...........................................................................................................9
Brand Extension ............................................................................................................................... 9 Multiple Branding .......................................................................................................................... 10 Line Extension ............................................................................................................................... 10

Geo News .......................................................................................................................................11

Target Market.................................................................................................................................11 Programs ........................................................................................................................................12 Popular Shows ...............................................................................................................................13

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Positioning Strategy of GEO .........................................................................................................13 GEO Promotional Strategies ..........................................................................................................13
Community Data Services ............................................................................................................. 14

Acquire Customer Data.................................................................................................................. 14

Hum Sab Umeed Se Hain ..............................................................................................................14 Positioning of Hum Sab Umeed Se Hain.......................................................................................15 Market Share of News Channel .....................................................................................................15 Market Share of HSUSH ...............................................................................................................16 Research Methodology ..................................................................................................................16
Objectives ...................................................................................................................................... 16

Research Plan .................................................................................................................................17
Research Design ............................................................................................................................ 17

Sample Design ............................................................................................................................... 17 Sample Size.................................................................................................................................... 17

Data Collection Plan ......................................................................................................................18
Data Gathering ............................................................................................................................... 18 Literature Review........................................................................................................................... 18

Metholodogy .................................................................................................................................. 18

Information Areas ..........................................................................................................................18 Survey Result .................................................................................................................................19
Brand Association .......................................................................................................................... 19 Brand Association Graph with GEO News (Age wise) ................................................................ 19 Brand Association Graph with HSUSH (Age wise) ..................................................................... 19

Brand Association Graph with GEO News (Education wise) ...................................................... 20 Brand Association Graph with HSUSH (Education wise) ............................................................ 20 Brand Association Graph with GEO News (Gender wise) ........................................................... 21

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Brand Association Graph with HSUSH (Gender wise) ................................................................ 21

Brand Recall...................................................................................................................................22
Brand Recall Graph of GEO News (Age wise) ............................................................................ 22 Brand Recall Graph of HSUSH (Age wise) .................................................................................. 23 Brand Recall Graph of GEO News (Education wise) ................................................................... 23 Brand Recall Graph of HSUSH (Education wise) ........................................................................ 24 Brand Recall Graph of GEO News (Gender wise) ....................................................................... 24 Brand Recall Graph of HSUSH (Gender wise) ............................................................................ 25

Brand Awareness of HSUSH .........................................................................................................25 SWOT Analysis .............................................................................................................................26
Strength .......................................................................................................................................... 26

Weakness ....................................................................................................................................... 27 Opportunities ................................................................................................................................. 27 Threat ............................................................................................................................................. 27

STPD Analysis of HSUSH ............................................................................................................28
Segmentation ................................................................................................................................. 28 Target ............................................................................................................................................. 28 Positioning ..................................................................................................................................... 28 Differentiations .............................................................................................................................. 28

Customer Based Brand Equity Pyramid ........................................................................................29
Salience .......................................................................................................................................... 29 Performance ................................................................................................................................... 29 Imagery .......................................................................................................................................... 29

Judgment ........................................................................................................................................ 29 Feelings .......................................................................................................................................... 29 Resonance ...................................................................................................................................... 29

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Note: Questionnaires are attached at the end of the Brand Audit report.
   

Conclusion .....................................................................................................................................30 Executive Summary .......................................................................................................................31 Reference .......................................................................................................................................32

ACKNOWLEDGEMENT
First of all we are thankful to Almighty ALLAH who has given us the strength and determination to carry out this research.

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research. (Production Manager) coordination and high spirits.
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We would like to express our sincere gratitude to Prof. Ghulam Ahmad Rana our teacher, for his valuable guidance, constructive comments and continuous encouragement throughout the

Special thanks are also extended to Mr. Mir Shakeel-ur-Rehman and Mr. Mir Ibrahim-urRehman (CEO’s), Mr. Shaheen Raza (Regional Sales Manager), Mr. Syed Zulfiqar Ali Shah (HR Head), Mr. Saqib Noor Ahmed (Associate HR Manager), Mr. Rauf Afaaq (Producer HSUSH), Mr. Fawad Waiyen (Director), Mr. Younas Butt (Writer HSUSH) and Mr. Fahad Joiya

Also thanks to all of our group members Mr. Malik Shahbaz Ahmed, Mr. Shoaib Tariq and Mr. Hafiz Bilal Azam. We all put our efforts together in the form of an excellent group with

Since thanks are also extended to all those who have helped us to complete our project.

History of Formation of GEO Network
1966 Letter to the President of Pakistan asking him to permit private sector television to

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followed by national and International study tour. Dec 1995 Transponder leased/reserved for GEO on Asia Sat 1. Aug 1996 Due to political confrontation GEO launch postponed. July 2001 Largest HR recruitment campaign launched Nov 2001 BBC Technologies hired as technical consultants for GEO implementation plan campaign attracts attention of 40,000 applicants Dubai Media City are finalized 5-Jan 2002 Construction of state-of-the-art HQ studios and offices begins studios training content; frequency kept secret
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combat the propaganda war.

Sep 1990 First feasibility/research paper on TV potential in Pakistan completed for GEO

Dec 1991 Made first pilot for first new show for GEO, then named "Newsreel“.

15-Nov 2001 Core team of the channel is established to chalk out policies, strategy and

2-Dec 2001 String of nationwide interviews, consisting 25 cities, begin as recruitment

20-Dec 2001 Contracts with builders, key vendors, technology partners, transponder and

10-Jan 2002 Construction begins at Dubai Media City for offices and transmission

1-Feb 2002 A senior team of int'l consultants lands in Pakistan to complete recce for

14-Aug 2002 Geo's test transmission starts at 12:00 noon PST with 24-hour news

15-Aug 2002 Cable Operators start tuning into secret frequency and begin airing GEO's test transmission without channel's consent 5-Sep 2002 Geo team begins nationwide 5-day tour marketing the channel to cable operators, introducing them to the channel and getting their feedback

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by local brands i.e. GEO Biryani, GEO Water and GEO Washing Powder 11-Sep 2002 First advertisement announcing GEO frequency from training camp. duration of 2 hours per day, is held at Mohatta Palace in Karachi 11-Mar 2003 London and New York Bureaus made operational 20-Mar 2003 Geo and CNN sign partnership contract for collaboration 7-Apr 2003 Geo begins transmission in UAE through E-Vision 14-Aug 2003 Geo completes its 12 months of non-stop on air transmission.
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5-Sep 2002 Signs of brand power begin to emerge as GEO's logo is copied and imitated

30-Sep 2002 Construction of state-of-the-art, HQ and offices completed. Team moves in

11-Jan 2003 Launching ceremony of infotainment and entertainment programs, with a

GEO Television Network:
The national association of Broadcasters (USA), World’s Largest Association of Broadcasters has honored GEO with the “Award for Quality” declaring it an international

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talk shows, truth revealing news and informative programs

standard television channel.” To build a reputable identity in a cluster of different channel in just a period of four years was not an easy task.GEO is known for its unique entertainment, hot

Introducing GEO TV:

GEO TV was established in May 2002 Test transmission started on 14th August 2002 on

the PAS 10 digital satellites. Regular transmission started on 1st October 2002 Geo TV is the first South Asian Urdu language channel to provide content comparable with world class television broadcasters Geo is the fastest growing TV Channel in Pakistan with ratings exceeding all satellite delivered TV channels in the market Geo has the widest distribution on cable systems in Pakistan with 100% carriage within 90 days of launch.

It launched the first interactive infotainment programs in Pakistan, engaging and

empowering the viewers. Consistently scoops all rivals broadcasters on major news events. Intelligent media consultant has given formal multi-disciplinary training to 500 members of GEO staff including all producers, reporters, writers, camerapersons and editors. Its member team comprising of CNN, BBC producers, cinematographers, editors and presenters were split

in Dubai and Karachi for 5months to complete the training.

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Mission Statement of GEO News
"live and let live".
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GEO informs and entertains while celebrating cultures and prompting dialogue in the spirit of

VISION STATEMENT:
“GEO will be the voice of freedom from the Asian subcontinent. It will highlight the issues of concern and the cultural richness of its people through information, discussion and

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thus fulfilling the promise associated with its creation”.

entertainment. GEO will propagate transparency of responsibility that will ensure its position as the most credible and meaningful source of information, through quality programming based on issues. GEO will provide entrainment audiences can relate to, thereby creating viewer loyalty and response, GEO will forge an alliance amongst its three stakeholdersviewers, advertisers and stakeholders to maximize viewer ownership. GEO will invest in human resources as it recognizes it to be the foundation upon which the GEO future will be built. It is this very foundation that will allow GEO to attain and sustain a leadership position,

Basic Objective:

Like all other profit organizations, GEO’s basic objective is revenue generation.

Value Statement:
• • • • • • • • •

We are a team.

We respect each other.

We encourage self-development. We hold high expectations. We embrace change.

We value our Viewers

We provide exceptional service that leaves an impression.

We support our community.

Consistent entertainment service and production quality.

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Company Logo:
All companies must have a pictogram, or single visual statement that represents the entire idea behind that symbol. GEO’s logotype enjoys the same reputation with the

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timely 24-hours news in Urdu-Language, Sports and Entertainment. composite represents “EYE ON WORLD AFFAIRS 24 HOURS A DAY”.

audience, stakeholders and employees.

Representing the true strength of the channel, which is unbiased, accurate and

The GEO News logo represents many aspects of its business in true colors. The Orange

represents “DAY” and Blue represents “NIGHT”. The Urdu alphabet “JEEM” cutting through from the TV screen in a sharp angle connote the “GLOBE” and the overall formation of the

The logo has been warmly received by the Pakistani audience and in short span of

time has come to represent Quality Broadcast with great production and content values.

Logo Application:

All good identities have flexibility for primary applications but secondary and

Tertiary applications as well. GEO uses two such distinctive applications for the parent identity.

a) Corporate Emblem:

Whereas the logotype of GEO uses a sharply angled, cropped and embedded

image of Urdu alphabet “JEEM”, the corporate Emblem is a repetition of the complete

alphabet. This pattern represents the Global presence of GEO covering and delivering Faster First to its audience.

b) Logo Versatility:

With the realization that our logotype gives us enormous strength, GEO is the

only TV company that allows its Logo to be adapted to direct relevance to its “special

events and occasions”.

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Planning and Goals:
Short Term Goals: The short term goal of GEO keep on changing however, the present short term

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six months. Either they will be launched together or one after the other. Intermediate Goals: limit of 3 years. Long Term Goals: confidential and only know to the upper level management, e.g. C.E.O.

goal is to launch two new channels named as “GEO KIDS” and “GEO ENGLISH” within

The intermediate goal of GEO is to increase their channels to 11 within the time

When we asked about the long term goals, we were told that it is highly

Strategic Plan:

Operational Plans:

GEO has the network which handles the entire business unit in each department.

It’s like an octopus, the head in the network and each tentacle is a business unit. They evaluate the goals set by the management as to how close they are to achieving their objective, and how much they have achieved. If GEO has not achieved its required goals, they get feedback and change their operational plan accordingly. The BOD or Top Management is responsible for such type of decisions.

Growth Strategy:

GEO’s strategy is to make the HRM department strong and competent as HRM

department is the base of the organization. They do so by providing training to the newly hired employees. This will benefit GEO and increase the growth of the channels.

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Crisis Management: Geo has not faced any such crisis yet however, they have set a whole team for the management of crisis. In this team, GEO has experts in all fields. When a certain department faces any problem, the head of that department informs the team about it and the team finds

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no organization can ever be perfectly prepared for every eventuality.

a solution to the problem and terminates it.

Unfortunately, however because it is impossible to forecast the future precisely,

GEO Network Diversification:

Brand Extension:

Brand extensions mean existing brand name extended to new or modified product

or service category. Using this strategy GEO Network introduces its first brand extension

“GEO ENTERTAINMENT” with the slogan “HAR PAL GEO”. GEO Entertainment a Pakistan based entertainment channel showing Dramas, musical programs, feature movies, primarily in Urdu Language.

In late September, 2006, after great success of Geo TV, GEO Television Network

launched a new and the first ever 24-hour sports channel of Pakistan “GEO SUPER” with the slogan “JEET KAY GEO”. Geo Super broadcasts most world sports, focusing mainly on

cricket, with secondary focuses on soccer and field hockey. Shortly after it launch, Geo

Super managed to secure ICC TV Rights for next 5 years covering all major cricketing events like ICC Cricket World Cup, ICC Champions Trophy, International Cricket Council 20/20 World Cup and ICC Under-19 Trophy.

“GEO KIDS” is forthcoming kid’s television channel in Pakistan. It is the fifth

channel launched by GEO TV after GEO, AAG, GEO News and GEO Super. After the launch of Geo TV, they declared that ten new channels will be launched. Hence it is the fourth channel of the ten (which are yet to be launched).

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Multiple Branding: Multiple branding mean new brand name introduce in the same product or services category. “AAG TV” with the slogan "NAUJAWANO KA CHANNEL" is the

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Germany, Italy, Bangladesh etc. Aag Alive, Pick and Choose with Fuse, Meter Down and Cell-224. were released in Pakistan were from Fire Records. Line Extension: Geo English project.
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music channel of Pakistan. AAG is part of GEO Television Network. AAG shows latest Pakistani pop music. It also shows trailers for upcoming Hollywood, Bollywood films. The Urdu word "Aag" translates "Fire." Aag is currently available at UK, USA, India, Pakistan,

There are many popular shows include Azfar Mani Show, Weekend with Mahira,

Aag also has its own record label called "Fire Records". Fire Records has already

signed some of the big names of Pakistani Music Industry. The majority of the albums that

Line extension mean existing brand name is extended to new size or flavor in the

same category. Under line extension GEO Network is going to launch an English news channel “GEO ENGLISH” in order to give hard time to its competitors e.g. Dawn News, Express 24/7 etc. GEO English was a planned English language news television channel from the Geo TV network in Pakistan. Until the time of it being scrapped in late October 2008, it was running its test transmission internally in Karachi, having Owais Tohid as its Director News. The global financial crisis was cited as the reason for the shelving of the

GEO NEWS:
The planning for GEO began in 1995 alth p hough it was officially la s aunched in 2 2002. e nopoly in new casting. G ws GEO identif the need for a good news fied d PTV at that time was a mon chan that wou provide its viewers w unbiase and impar nnel uld with ed rtial news. It is owned b the t by

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Alim Online, Al and a num m lif mber of other entertainm program r ment ms. that would divid the load of advertisem de ments. eby differentiated marketing” approach. d ” there using “d

JAN Group of Newspaper that also o NG f rs owns prestigi ious news pa apers like th Daily Jang and he g The News. So the media i industry wa not new f them an they carr as for nd ried forward that d expe erience into GEO TV. R Right now G GEO TV broadcasts we reputed p ell programs suc as ch

With GEO news n now being a aired separat tely to Geo entertainmen GEO pla to nt, ans

oduce a bouq quet of chan nnels which will target p people all ov Pakistan Another re ver n. eason intro for G GEO news being introd b duced is the time limit s for adve set ertisements w while watch hing a Prog gram. At mo 20 minu ost utes can be given to ad dvertisemen in one h nts hour. Taking into g acco ount the incr reasing dem mand of GEO programs, there was a need for a second cha O annel

GEO will introdu a differ uce rent product mix for d t different seg gments of pe eople

Tar rget Mark ket:

GEO TV has cove erage over P Pakistan, Ind Canada, North Amer dia, rica, UK, Eu urope,

Mid East and Africa. And it is viewed by people of the sub c ddle d d continent livi in all of these ing area But GEO primarily ta as. argets the youth as its tec chnology and overall out d tlook is ener rgetic and shows a co ovet for bein the gener ng ration next of Pakistani channels. G i GEO has al lways h e el k anis cially taken pride in the fact that they are the first channe who took the Pakista and spec Pakistani youth out of th traditiona PTV khaba he al arnama whic was back by and b ch ked biased the P towa ards the Gov vernment. T launch o an indigen The of nous news c channel mea that the y ant youth now had a platfo through which not only would they gain th right new and knowl w form h he ws ledge but would also be able to share their views with people fro the vario facets o the h om ous of

society.

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Pro ograms:
• • • • • • • • • • • • • • • • • • • • • • • • Capital Talk 50 Minute e Aaj Kamran Khan Kay Sath r a Aik Din Geo Ke Saath Alif Bazaar b Geo Kitab FIR uno Dekho Su Samjho Geomentary a Ghamidi Gillete World Sports m Hamzanama Hum Sub Umeed Se Hain Jaan Hai To Jahan Jawab Deyh e G LEFT RIGHT Match Box o Score Tezi Mandee n n Tezi Mandee Round Up VoA Tezi Mandee Weekend n n Zara Sochiye h

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Popu Show ular ws:
Some of the popular new programm are Aaj Kamran K ws mes j Khan Kay Sa Capital Talk ath, h, GEO ke sath, 50 mint, GE Kitab, an Metrolite and EO nd e; with Hamid Mir, Jawaab Deh Ek Din G

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but ca back lat ame ter

notorious pol litical comed programm Hum Sub Umeed Sa Hain. Dr. Shahid Masood, dy me b ay the n who left Geo TV and served as the Chai V d irman of the state owne Pakistan T e ed Television (P PTV)

Posi itioning St trategy (G GEO):

GEO celebra G ates life. It f focuses on t hopes of our people and gives them a plat the f e tform

where they can smile, intera think, an enjoy lif in the spir of live an let live. GEO s act, nd fe rit nd celeb brates culture and divers and attem to wea a tapestry reflecting t aspiratio of es sity mpts ave y the ons this s sub-continen GEO is pa of an ind nt. art dustry comm mitted to qual entertain lity nment and is ever s on th look-out for fresh tale and new concepts. O screen is a reflection of life in a its he f ent Our s n all fascin nating hues and contours a s.

GEO Promoti O ional Strategies:

LG L World Cu Special w a promo up was otional schem that LG launched thr me rough Intera active

Voice Response (IVR) which enabled th e h hem to get e extended media coverage GEO Eidi was e. i also a similar exa ample of how clients suc as LG and Tessori ca use an IVR based pro w ch an ogram to gen nerate intere in an inte est eractive medium which h a game s has show appeal. For a week long . k IVR c campaign GEO Eidi was officially t most suc G the ccessful IVR application of its kind b R based on ca in data. Instaphone C all I Coverage Pr romotional S Scheme was an IVR cam s mpaign in w which the I IVR questio was link on ked to its c commercial that was c currently ru unning on G GEO. Instap phone was giving away 12 phones a day to GEO viewers who guesse correctly how g y s ed y many cities Instap y phone opera in. Publi Interactivi ates ic ity

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Com mmunity data services: Election Resu were given out LIV using a 0 E ults VE 0900 numbe by GEO. However similar er data which is tim sensitive hard to find and ente me e, ertaining can also made accessible by a n e

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and T campaign along with Sponsor d TV ns h details. Acqu Custom Data: uire mer

spons free of cost using G sor c GEO IVR. D Data such as flight timings, childre stories, stock s en's mark quotes, bu ket ullion rates a news am and mong other i information can be adve ertised using print

Promotional campaigns a commun based da services can include an option to also c and nity ata o

r as , phone numb as well as psychogra ber aphics include customer data such a addresses, name, telep and d detailed infor rmation. Thi data can come in hand for further research an focus gro is dy nd oups.

Hum Sab Umeed Se Ha m ain:

Directed by famous writer Dr. You D unus Butt, th show is a comedy sitcom base on he ed

politi ical scenario of Pakista The show mocks th Pakistani politicians and present the o an. w he ts Pakis stani politica issues in f al funny segme ents. In addit tion to other characters, each episod has r de a gue who moc an intern est, cks national or n national poli itician. With its sugar-co h oated discus ssions in in nterviews wi these mo ith ocked politi icians, this program aim to bring out the re ms g eality. Furth hermore the various colo of the po ors olitical perso onalities, wit their view about the local th ws and in nternational political are Bas Kar Awards is a parody of Oscar Awar and is re ena. r f rds elated to Hu Sub Um um meed Se Hain Different segments a also inclu n. are uded in the program lik Ek ke Din H Hum Sub Um meed Se Hai Ke Saath, News Fuse, B-Ads and Parody Son in , ng

From tasteful humor to s l self-ragging analysis, the show has many eleme ents to it wi an ith

emph hasis on cutting caustic m moods. It is like a mirror on the wal that reflect our real fa ll ts aces humo orous, dumb and witty, a depending upon the o all g objective we are gazing a at.

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Posi itioning of Hum Sab Umeed S Hain: f b Se
Hum Sub Um H meed Se Hain viewer pol was condu n ll ucted to find out if Pakist was read for tan dy Politi Satire pr ical rograms such as HSUSH Live resul were give on the scr H. lts en reen to reflec the ct

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Mar rket Share of News C e Channel:
GEO O News Ex xpress News Dunya New ws Other N News Channel 21% 37% % 13% 1 29 9%

votin Final resu were 92% yes and 8 no. Simil interactiv can be a ng. ults % 8% lar vity added to sponsors brand program through po and surv ded ms olls veys or even as live spon nsored classifieds.

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Market Share of Hum Sab Umeed S Hain: t f b Se

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93% 99% 8% 68 60% 45% HSUSH JAWAB DEH Cap pital Talk Aj Kamran Khan  ke Sath News Bulet tin

Rese earch Met thodology: :
OBJ JECTIVES: • • • • •

To unde erstand the i influence of GEO News and its se f egment Hum Sab Umeed Se m e

Hain as a brand on consumers m mind set.

The sour rces of Brand equity of G d GEO News a Hum Sa Umeed Se Hain like Brand and ab e

awarenes Brand im ss, mage, Brand association, Brand recal ll To under rstand the Br rand perform mance of GE Network. EO .

To unde erstand Bran Imagery Brand Q nd y, Quality perce eived by cu ustomers, Brand

credibilit considera ty, ation, superiority and fee elings. Brand Ex xtension of G GEO Netwo in terms of diversity orks y.

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RESEARCH PLAN:
Research Design: The research will be carried out in the form of a survey which will be done Okara,

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basis of Qualification, Gender and Age Group. random sampling method. Sample Size: The sampling unit is 150 which are divided as follows:
Number of respondents Age-group 150 15 – 60 & Above. Survey Locations Lahore, Okara, Renalakhurd. Qualification Un-Educated 12 At least Matric 56 No. of Respondent Age Group 15 - 25 50 25 - 40 50 No. of Respondents 50

Renalakhurd and in different areas of Lahore e.g. Androon-e-Lahore, DHA Market, Liberty Market, Hyper star Fortress Stadium, Hall Road etc. The population has been segmented on the

Sample Design: The target population for our study is 15+ (age). The sample will be selected by a simple

Intermediate & Above. 82

40 – Above

Gender No. of Respondents

Male 75
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Female 75

 

DATA COLLECTION PLAN:
Data Gathering: This study involves data collection (primary research) from different genders, age group and qualification in different areas Lahore, Okara, Renalakhurd.

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and Interviews etc. METHOLODOGY: The survey will address the following information area:

Literature Review:

The research conducted as a part of our study would include Primary as well as

Secondary research. Primary research would include a survey that would be conducted in selected localities of Lahore, Okara, and Renalakhurd and nearby areas where the

responses of viewers would be recorded through a designed questionnaire. Secondary research would include various aspects of Brand management through Internet, Journals,

The research will be carried out in the form of a survey. This will include primary

research in addition to secondary research as stated below. The survey research method will be descriptive research design. Each respondent will be interviewed through a Questionnaire. The sample will be selected by a simple random sampling method.

Information Areas:

The objective as spelt out can be elaborated into specific information areas to be studied. How do customers perceive GEO News as a stable brand, their perception of Hum Sab Umeed Se Hain and how do they associate it with GEO News?

• • • • • •

Are the viewers aware of Hum Sab Umeed Se Hain program or they associate it ith some other Channel?

Do they consider Hum Sab Umeed Se Hain as a comedy sitcom based program of political scenario of Pakistan?

Which program or segment from the entire basket of GEO News programs does the viewer consider as the best program of GEO News? Which program of GEO News viewers frequently watch? Are the viewers willing to accept GEO Network extensions to some other channels like Entertainment, Sports, and Music etc?
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SURVE RESUL EY LTS:
1. Brand Associations: d Sources of Brand equity like brand association of GEO N B y d n News as a brand was found

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Hain has little variati among a ages: ion all

highest w the age group of 25 with 5-40 and bran associatio with its p nd on program Hum Sab Umeed Se m e

Bra Associ and iation Wit GEO News (Agew th wise)

95% %

87%

37% %

15-25 yr y

25-40 y yr

40 & Above yr. e

Brand Asso ociation W HSUS (Agewi With SH ise)

97%

93% %

87%

15-25 yr 5

25-40 y yr

40 4 & Above y yr.

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n o e a i O s t In qualification wise category the brand association with GEO News was highest with the group of people whose qualification is atleast intermediate and their brand association with f h c l e f o c t s HSUSH was found highest with the group of people who are uneducated or matric. There is very slight dif fference in the percentag of brand association of people w are intermediate or have t ge who

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high educ cation.

Brand Asso B ociation w GEO N with News (Edu ucation wise) i

91%

22%

13%

Un-Ed ducated

Atlea Matric ast

Interm mediate & Ab bove

Brand Association w HSU with USH (Educ cation wise e)

94%

91%

82%

Un-Ed ducated

Atlea Matric ast
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Interme ediate & Abo ove

 

In gender wise category the brand association with GEO News were found high with n i a r a i S n males category where as the brand association with HSUSH, there is no such big difference in both gend ders:

Br rand Asso ociation wi GEO N ith News (Gen nder wise)

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94% 31%

Female

Male

Brand Ass B sociation w HSUS (Gender wise) with SH

98%

91%

Female

Male

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d 2. Brand Recall: Geo G New has good brand recall as co s d ompared to o other news ch hannels e.g. Express News, w

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Geo New that can give hard tim to Geo Ne ws g me ews. and their program: r

Dunya ne ews, Sama News etc and the recall o Geo News program HSUSH is h N d of s’s higher than other channels programs e. Banke mian from Exp .g. press News channel, Mi Dunya fro Dunya news iss om a nnel. Express News is on of the top competitor of s ne channel, Hasbe Hall from Dunya News chan

Brand Recall of Geo New and its pro B ws ogram HSUSH is high th others N han News channels e

Brand Recall O Geo New d Of ws(Age wi ise)
15yr - 25yr 25yr - 40yr 2

40yr - Ab bove

53%

50%

47%

48%

39%

47%

6% %

4% 3% %

2% 1% %

0% %

Geo News

Expre News ess

Dun News nya

Sam News ma

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Bra Recall of HSUSH (Agewis and l H se)

ple ualification is atleast inte ermediate an brand reca of HSUS was foun highest wi nd all SH nd ith peop whose qu the g group of peo who are uneducated or matric. T ople There is very slight differ y rence in the percentage o of bran recall of H nd HSUSH with people who are interme h o ediate or hav high education. ve

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100% 98% 87% 15-25 yr 25-4 yr 40 40 & Above y 0 yr.

In qualifi ication wise category the brand reca of GEO N e all News was hig ghest with th group of he

Brand R Recall of G GEO News (Educati wise) ion

92% %

85%

46%

Un-Educa ated

Atleast Matric

Inter rmediate & A Above

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Brand Recall of HSUSH (Educatio wise) d f on

below w:

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96% % 92% 84% Un-Educate ed Atleas Matric st

Inter rmediate & A Above

r ory nd GEO News a its progra HSUSH is mentioned and am In gender wise catego the bran recall of G

Brand Recall of Geo News (G B o Gender wise)

75% 7

53%

Male M

Female

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Brand Recall of HSUSH ( (Gender wise)

3. Br rand Awareness of HSU e USH:

Bran awareness was very high because of HSUSH. It was founded that around 57 % of the respondents nd s h . n o f d know that HSU ws USH is the pr rogram of Ge News wh they can see current affairs in humorous manner. eo here n u a The remaining 4 43% associat the rest of programs w Geo News. te f with w

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84% 91% Male Female F

From the responses of the respon e o ndents in the conducted survey it was evident that Geo News e a s

Bran Awaren nd ness

Other Prog grams 43% %

HSU USH 57 7%

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SWOT ANALYSIS:
Strength: News ideas and concept with fast execution has become a trade mark of Geo News

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“Fastest First”. First to bring the “Breaking News” concept in Pakistan. Unbiased, accurate and timely 24 hour news in Urdu language. Most competitive work team. Goodwill as the largest media group in the country. Here is a look at just some of them: For Example: transmission and coverage). coverage. Sub Umeed Say Hain). ”Lakhon Main Teen”. First to have live link-up with USA and UK. First to introduce bilingual News Tickers. First channel with international graphic applications. opposing viewpoints. (Aalim Online) arena of Pakistan. (1-2-3 campaign). First to telecast a live police encounter. (Al-Qaeda Defense Shootout). budget. ( Umrao Jan Ada).
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First to give election result 7 hours before the nearest competitor. (Election 2002 special

First to use videophone in Iraq and Afghanistan and remote regions of Pakistan for live

First to start political satire in Pakistan depicting current and past heads of state ( Hum

First to produce joint India-Pak venture like “ Gaye Gi Duniya Geet Meray”, ”Faslay”,

First to have representatives of two religious sects on one platform openly presenting

First to run 2 soaps back to back 4 days a week, creating history in the entertainment

First to distribute Rs 6,500,000 worth of gifts in 23 cities in 48 hours. (Geo Eidi)

Create the country’s biggest blockbuster production utilizing the largest set, cast and

First channel to take a game show to people’s homes all across Pakistan. (GEO Aur Jeeto) First to telecast live telethon in Pakistan. The telecast raised Rs 6,000,000 in a twelve hour period through calls on a premium rate number. ( Zindagi Campaign with Shahzad Roy).

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history of Pakistan. First to initiate interactive live Polls. (Geo Poll). First to launch interactive infotainment programmes. rocked the nation. Geo entertainment. Weaknesses: Slow innovation. required to have all employees trained from foreign institutions. Lack of innovation in the entertainment scene. Opportunities: programs related to current affairs. Increase in viewer-ship. The role of media to handle the current situation of Pakistan. Threats: Fear of competition especially in entertainment because of new channels. Employee turnover Geo’s employee turnover is under 5% difficult to meet for GEO.
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First action based reality show police.

First to conduct the largest and most aggressive recruitment and training campaign in the

First television marriage (Shadi Online). First to produce a matrimonial reality show that

First to introduce segmented News sections like Geo Travel, Geo Dunya, Geo Taleem,

Because Pakistan has no institute that provides formal education on this field they are

Growing awareness about current affairs. People are attracted towards News and other

New channels attract GEO qualified and trained employees by offering them 3 times the salary they earn at GEO. They also offer different fields of jobs. These demands are

STPD ANALYSIS OF HSUSH: Segmentation: Market Segmentation divides the heterogeneous market into homogenous groups of

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humor in new and different style and those who want to see reality in funny manner. Target: of current affairs and effects of political environment. Positioning: funny segments. Differentiations: upon the objective we are gazing at.
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customers who share a similar set of needs/wants and could be satisfied by specific products or services. GEO News program HSUSH have segmented the market on the basis of those who like

Market Targeting refers to evaluating and deciding from amongst the various alternatives,

which segment can be satisfied best by the company. The Geo News Program HSUSH have targeted the people who are 15 plus, because after this age people start understanding the value

Market Positioning is the act of designing the company’s offerings and image to occupy a

distinctive place in the minds of the target market. The goal of positioning is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. HSUSH has positioned itself as a show that mocks the Pakistani politicians and presents the Pakistani political issues in

Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a

brand, positively evaluate and believe they could not find to the same extent with a competitive brand. The Geo News program HSUSH has also differentiated its brand image from its competitors in terms of innovative ways to present current affairs from tasteful humor to selfragging analysis, the show has many elements to it with an emphasis on cutting caustic moods. It is like a mirror on the wall that reflects our real faces - humorous, dumb and witty, all depending

CUSTOMER BASED BRAND EQUITY PYRAMID (CBBE)
Salience: High awareness. Most commonly recalled brand HSUSH as a show that mocks the Pakistani politicians

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Performance: political situation. Market leader in its segment. Imagery: Very popular program. Every cable operator working in Pakistan have Geo News channel. Judgment: Good brand quality. Satisfying its target market. They are expert in their segment that’s why they are still market leader. One of the most favorite program of Geo News. Still maintained its POD’s from its competitors. Feelings: Exclusive feelings of fun. Excitement. Joy. Resonance: Extremely loyal viewers. Highly repeatedly watch rate. Much attachment.
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and presents the Pakistani political issues in funny segments.

Good performance, very effective, efficient and innovative ways to present current

Conclusion
GEO enjoys a status of a rapidly growing TV channel. The reason is simple, people nowadays want a choice between watching TV channels and their programs. Geo News program

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small exposure to knowledge via TV. Hasbe Haal etc. for a sensible person.
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HSUSH is the leader in its segment and enjoying its leadership since the program started on Geo News. Pakistani people have suffered enough back when PTV was a monopoly they only had a

Nowadays, however, people are ‘addicted’ to media. The absolute choice between two

competing channels is almost impossible to make, since the viewer wants to assure himself by

watching the second channel that what the first channel is saying is correct. The CEO of GEO Mr. Ibrahim-ur-Rehman says “Our goals are to create reputation of quality, consistency and security that will make us the leader of all new style channels. GEO is the fast growing network

of channels that is making rapid awareness among the people. GEO’s main problem is the growing number of private sector channels causing more competition for this reason GEO must

improve their strategy and competitive position”. The viewers like some programs of GEO and some programs of other channels. The main competitor of GEO News programs are Express News programs, but HSUSH (GEO News) is the only program that present the political situation in funny manners and mocks the Pakistani politicians, people are much loyal to this program rather than other programs of different channels in this segment e.g. Miss Dunya, Bankay Miya,

Hence, infact not only the channels have segmented the viewers but the viewers also have

divided the channels into different segments to watch in their leisure. Therefore to give up one equally beneficial segment for the other when one can have both wouldn’t be a sensible choice

Executive Summary
Geo network is a subsidiary of Jung Media Group whose CEO is Mr. IBARAHIM-URREHMAN. It comprises of a set of four different channels, namely, Geo News, Geo

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Broadcaster USA. ragging analysis.
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entertainment, Geo Super, AAG. The programs are distributed through a cable network. In 1966 a letter to the president of Pakistan asking him to permit private sector television but due to some political issues it was delayed day by day. At last in 14, August 2002 GEO’s test transmission started. In September 2002 first advertisement announcing GEO frequency was broadcasted. GEO was honored as an International Television Channel by the National Association of

GEO has the widest distribution on cable system in Pakistan with hundred percent

carriages within 90days of launch. All companies must have a pictogram, or single visual statement that represents the entire idea behind that symbol. GEO’s logotype enjoys the same

reputation with the audience, stakeholders and employees. GEO Network is like an octopus the head is the network and each tentacle is a business unit. After assigning the goals to different departments they continuous get the feedback to make sure how close they are to achieving their objectives. GEO’s biggest reason of getting popular was their major step towards diversification, they started different sort of channels varying from Entertainment, Sports, Music and in near future they are planning to launch GEO English and GEO KIDS. Hum Sab Umeed Se Hain is one of the most popular shows of GEO News, as it’s the most popular program which mocks the Pakistani and International Politicians in humors manner. This program aims to bring out the reality in an innovative way. Furthermore this program shows the various colors of the political personalities which created the best source of recognition for GEO News in the viewers mind. According to our survey GEO News awareness was very high and the show Hum Sab

Umeed Se Hain is one the main reasons. It was found that the 57% of the respondent knew that Hum Sab Umeed Se Hain is the program of GEO News where they can see current affairs humorous manner. Hum Sab Umeed Se Hain has also differentiated its brand image from its competitors in terms of innovative ways to present current affairs from tasteful humor to self

REFRENCES
1. Mr. Mir Shakeel-ur-Rehman (CEO) 2. Mr. Mir Ibrahim-ur-Rehman (CEO)

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3. Mr. Shaheen Raza (Regional Sales Manager) 4. Mr. Syed Zulfiqar Ali Shah (HR Head) 5. Mr. Saqib Noor Ahmed (Associate HR Manager) 6. Mr. Rauf Afaaq (Producer HSUSH) 7. Mr. Fawad Waiyen (Director) 8. Mr. Younas Butt (Writer HSUSH) 9. Mr. Fahad Joiya (Production Manager) 10. www.geo.tv
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QUESTIONAIRE
When you fill in this questionnaire please use a pen and mark (√) on the best response.

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• • • • • It’s different...………………………………………………………...... Highlight the Political Scenarios in different way………...……….…… Mocks the Politicians………………………………………….………… Current Affairs…………………………………………………………. Associate ads with current political situations…………………………… Q-2 What comes first in your mind when you hear the brand name GEO News? • • • • • • • • • Express News GEO News Samaa News Dunya News • • • • Hum Sab Umeed Se Hain Bankay Miyan Miss Dunya Hasbe Haal

Q-1

Which program would you associates with the tag line mentioned below?

Authentic News……………………………………………………………….. Political Updates………………………………………………………………. Talk Shows…………………………………………………………………….. Fastest source of News………………………………………………………… Entertainment News…………………………………………………………...

Q-3 Which Channel comes to your mind when we say the word authentic news, talk shows and current affairs?

Q-4 Which Program comes to your mind when we say the word funny mocks of politicians, humour, and criticism?

Q-5 Rank the following GEO News programs w.r.t. frequency of viewed with 1 being the highest rank RANK • • • • • Jawab Deh Capital Talk Hum Sab Umeed Se Hain Ek Din GEO ke Sath Aj Kamran khan ke Sath _________ _________ _________ _________ _________

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Q-6 Which program would you associates with the brand GEO News? • • • • News Bulletin Talk Shows Hum Sub Umeed Se Hain Morning Shows Q-7 On a scale of 1 to 5 rate HSUSH on the following parameters • • • • • Humour Innovative Ways of presenting current scenarios Mocks of Politicians Availability Program Schedule ____________ ____________ ____________ ____________ ____________ Q-8 How do you rate HSUSH brand in terms of following parameters: • • • • Expertise (Competent, Innovative, Market leader) Trustworthiness (Dependable and keep customers interest in mind) Liability ( Fun ,interesting) None of these Q-9 Which GEO News programs do you regularly watch? • • • • • ____________ ____________ ____________ ____________ ____________

Q-10 Hearing GEO News which programs comes in your mind? • _____________________

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Thank you for your answers. It has been a pleasure interacting with you.

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