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AN IMC CAMPAIGN ON

“Pakistan Post Office”
(Final advertising Project)

Submitted By:

Ghaus Bahawal Haq

10

Amna Farooq

14

Iqra Syed

16

BS (Hons) Mass Communication
Session: 2011-2015
Supervised By:

Fahad Mahmood
Assistant Professor

Institute of Communication Studies (ICS)
University of the Punjab, Lahore
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PAKISTAN POST OFFICE

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CERTIFICATE
It is certified that this advertising final project for “Pakistan Post Office”
is an original work completed by Ghaus Bahawal Haq(10), Amna Farooq (14)
and Iqra Syed (16). The work is completed for the fulfillment of requirements
of BS (Hons) Mass Communication Degree with specialization in Advertising
and Public Relations, session 2011-15 from Institute of Communication
Studies, University of The Punjab, Lahore.

Ghaus Bahawal Haq (10)

___________

Amna Farooq

(14)

___________

Iqra Syed

(16)

___________

Fahad Mahmood (Project Advisor)
Assistant Professor
_______________________

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the Most Beneficent and The Most Merciful.Acknowledgment All praise to Almighty Allah. 4 . who gave us the patience. It was his support. courage and understanding to write this report. guidance and assistance that we have completed this project. We are extremely grateful to our parents who always encouraged us throughout our life and from start to the end of this project. We express our sincere gratitude to Sir Fahad Mahmood who motivated us at every step. guided and His special assistance was always there for us.

Contents

 IMC SUMMARY ----------------------------------------------------- 07
 RATIONALE------------------------------------------------------------- 08
 INDUSTRYINFORMATION------------------------------------------ 10
 MARKETING RESEARCH-------------------------------------------- 16
 METHODOLOGY -------------------------------------------------- 16
 SITUATION ANALYSIS -------------------------------------------- 18
 MARKETING PLAN -------------------------------------------------- 19
 ADVERTISING (CREATIVE) STRATEGY ----------------------- 31
 PRINT CREATIVE STRATEGY ------------------ 36
 TV CREATIVE STRATEGY ---------------------- 37
 AUDIO VIDEO BOARD -------------------- 39
 STORY BOARD ------------------------------ 43
 BTL CREATIVE STRATEGY ------------------ 51
 MEDIA STRATEGY/PLANNING ---------------------------------- 52
 SALES PROMOTION STRETAGY --------------------------------- 53
 PUBLIC RELATION/PUBLICITY STRATEGY ----------------- 55
 INTERNET MARKETING STRATEGY ------------------------ 56
 DIRECT MARKETING STRETAGY ------------------------------- 58

 MONITERING AND EVALUATION OF IMC PLAN ---------- 59
 TOTAL IMC BUDGET ------------------------------------------------ 60
 APPENDIX I ------------------------------------------------------------ 61
 PRINT Ads----------------------------------------------- 61
 BILLBOARDS------------------------------------------ 66
 APPENDIX II ----------------------------------------------------------- 69
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SURVEY RESULTS------------------------------------ 69
MEDIA PLANNING BUDGET----------------------- 79

 REFERENCES

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IMC SUMMARY
With the advent of modern ways of communication through highly
efficient technical devices the old forms of connection, conversation and
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linkage are fading away. We have initiated a step for reviving Pakistan’s oldest
department of Postal Service the “Pakistan Post Office”. A complete integrated
marketing communication plan has been proposed for the project including
marketing plan, IMC objectives, IMC budget, IMC creative strategy, IMC
media strategy, IMC testing and evaluation.
We will use all types of media to communicate to our market including
electronic, print, internet and outdoor. Time line of our plan is three months
(start of July till end of September) for media (TV and outdoor media) starting
at the start of the July of 2016. We have allocated 2.5 corers for complete IMC
plan.

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an idea or a service. In a state where the breadwinners of a number of families live away from their homes usually in big cities are unable to visit their families every now and then. A number of such services offered by Pakistan Post Offices demands its revival in the society especially in urban areas where other postal and courier services have taken control over the mail and other services of it. 8 . However. Pakistan Post Office has its deep roots in the rural areas but the real problem is the low adaption of its services in the urban areas due to strong competitors like TCS. the underlying goal behind all these is frequently to endorse a product. In such cases Pakistan Post Office is the easiest and cost effective way to send mails. It has undergone a lot of changes to keep pace with the modern world and its demands by introducing urgent mail service. But majority of people are unaware of it. The saving bank of the Pakistan Post Office helps a person living far away from this advanced society as it’s the only serving bank in many areas with no maximum limit of investment. money and parcels to their homes.RATIONALE A huge number of diverse marketing strategies are used by marketers and advertisers to introduce and promote products in the market. and FedEx etc. The cost is too little and can be afforded by all. DHL. The mail heritage of Pakistan is dying and the only thing that can make it arise is sticking to our heritage which is Pakistan Post Office. but sometimes the goal may also be drawing attention to a particular socioeconomic or sociopolitical issue. fax money order and mail service. electronic money order services etc.

g. The other aim is to recall people about Pakistan Post Office which happens to be the oldest postal service department in Pakistan. mobile phones.The purpose of advertisement is to create nostalgia about what relations mean and how they connect other than the mainstream medium of communication e. 9 .

Portugal. Prussia. Province of Canada. Antigua. France. Barbados. 10 . a private postal system was built in Paris. India. The first state-run postal service was initiated in the first century by Augusts in Roman Empire. General Post Office was established in 1660 for the very first time in England. Mauritius. Spain. The first mail train project was started by Ireland and Great Britain. New Zealand. In 1668. Netherlands. Zurich. Afghanistan. the London Penny Post was established for local delivery. Austria. Switzerland. Persia. The eighteenth century contributes a lot towards the innovations and establishments of Postal System in various states. Benjamin Franklin became the first United States Post Master General followed by the establishment of first United States Post Office Department. Malta. Though the exact year of such practice is not known but the artifacts of a number of letters and covers are rich material to make judgments about the origin. Bahamas. Postage stamps were issued by US. In 1690. Saxony. Cordoba. Serbia. Innovations were made during fifteenth and sixteenth centuries but during the seventeenth century the royal mail service became available to general public with price being paid by the recipient. Bolivia. Approximately every country including Brazil. Egypt.INDUSTRY INFORMATION HISTORY OF THE INDUSTRY: Historical evidence has shown that the first mail letter was sent in 1628 but it was without the treatment with stamps. Greece. Jamaica. South Australia.

Local Parcel Service was started in 1987 followed by the department to be run as an Independent Corporation in between 1992-1996. Armenia. air services. the post offices were named after the states but it was not permitted to have replicated station terms/names within a state. Bulgaria.Iceland. Just after a year of independence. Other postal and courier services started after TCS in 1975 followed by DHL in 1982. A number of foreign and local postal and courier services are operating in Pakistan with their offices in almost every city and town. freight forwarders. the first post office was established in 1947 and named after the state as “Pakistan Post Office”. the department was placed under the control of the Ministry of Postal services. Kuwait. issued their first stamps during nineteenth and twentieth century. Philippines. In nineteenth century. cargo. OCS Pakistan (pvt) Ltd. But in 2008. Japan etc. Iraq. logistics and mail services include:             PDHS couriers Velocity mail service International express worldwide couriers Express courier link Skynet worldwide network Professional Cargo Mex worldwide Avian Star National Needs Courier and Cargo Service International (pvt) Ltd. In 1962. In Pakistan. Gerry’s/FedEx SpeedEx 11 . PIA was used to deliver mail across the border in East Pakistan. Pakistan issued its first postage stamps. The Pakistan’s administered postal and courier.

the people are adapting the use of mobile phones. (pvt) Ltd Linx Express IDL Worldwide Express Silver Hawk Express Businet Express Fairdeal Express Courier Net International Costa Logistics packers and Movers Accurate Services Pakistan AHE Logistics ARF Shipping Services Aaras Shipping Agencies (pvt) Ltd. People at the present time know the old ways of communication but they are not seen to be adapting them. This makes the economy of such 12 . Etc. This is a digital age with everything done digitally. The economic condition of postal services in Pakistan is in its declining stage. As with the changing trends in communication. With the technology at its best. the former ways of communicating with people are modified. Worldwide Pakistan AMS Express City Group TNT Express Worldwide Aero Asia Express SMS Courier (pvt) Ltd TCS (pvt) Ltd DHL Pakistan (pvt) Ltd Air Com Express Hyeworth Mail Order Co. Ace Cargo (Pvt) Ltd. internet and telephones to communicate and liaise. The use of postal services to send letters and cards on special occasions is not a familiar thing for the coming generation.J.                      A.

TCS is serving 3. But this picture has another side. Though the business firms. and mailing service are currently operational in Pakistan. MAJOR KEY PLAYERS IN THE INDUSTRY OF PAKISTAN There are numerous postal services offering postal and courier services. It is often observed as a fall off behind high and tremendous technology communication sectors like mobile telephones and broadband Internet. In this era of advanced technology and e-commerce development and globalization. letters and reports etc.postal services suffer. government departments and other private sectors rely on the Postal Services to disseminate information. This radical shift of the postal sector in terms of economy is underway in the developing countries like Pakistan. the postal services in terms of economy were not harmonized with the global economy and it’s still in the declining form. corporate departments.500 customers who belong to various 13 .  TCS We move you Providing access to customers in 220 countries with a network of 157 offices. the postal network is increasingly being treated to transport goods. the postal sector has introduced other new products and services making this sector totally different from that in 1980s and 1990s. In the earlier decades.

overland.  Leopards Courier The network of Leopards courier is divided into eight control points acting actively throughout Pakistan. corporate and household with deliveries crossing over 125 million shipments annually. economy services. It offers reliable. international services and drop box. It has its business partners in Dubai and London.destinations in the world. the DHL offer deliveries globally by every possible mean of transport. It provides flexible and fast-transit delivery of urgent and sensitive freight to meet the supply chain need. The provision of wide range of services has enabled it to grow rapidly. cost-effective delivery when one can trade time for savings. The clients have a very positive approach for the services 14 .  PDHS Couriers The services provided by PDHS Couriers are both domestic and international. Started in 1982. international mail deliveries. value added services. shared operations and customized shipping. 153 branches and 54 area offices. and warehousing services that are not just confined to storage but include everything from dedicated operations. In its forty years of innovation. it is about DHL. This service has 1500 express centers. overnight. loveline. yellow box. The services offered by Leopards Courier are cash on delivery.  FedEx® It’s an air courier service which is operating in Pakistan on a large scale. The mobile Express centers are introduced in busy business districts. TCS has provided private and international express services to consumers.  DHL if it is about logistics.

offered by it. 15 . It is also providing Online Tracking for the International deliveries.

They can reach every nook and corner of the country and connect people in a very cost effective way with the acknowledgement of time-sensitivity. But as with the advancements in technology. in deserts and in villages with no access to technology. The misuse of this technology is a common thing these days. In this scenario. the old and traditional ways of communication have gone and are replaced by digital technology which is a success but it has its grey areas too.MARKETING RESEARCH INTRODUCTION In a country where population is increasing day by day with people living in almost every area including the remote areas. Numeric values and statistical measurements will help in finding the studies significance. on mountains. The survey will be conducted on logical and systematic grounds. the communication with these people becomes difficult as they are not familiar with the use of internet. the unavailability of mobile phone signals and their areas are not easily accessible. 16 . Too much contact with one another has made the relationships deprived of their purity and can cause much harm as every innovation is not all glitters. the postal services play an important role. RESEARCH TYPE This is quantitative type of research which is used to measure the intensity of the relationship between the dependent and independent variables using statistical tool.

TCS is considered to be the most reliable postal and courier service among people. Every city was given 100 questionnaires and online survey was done too. Bahawalpur and Multan. Peshawar. A large number of people are not availing the services of 17 . Islamabad. FINDINGS People nowadays are advancing towards technical forms of communication but the use of postal services is still there but that is less frequently used. People are least inclined towards the insurance services offered by postal services. The reason is that parcels can’t be sent via advanced telecommunication services. POPULATION AND PLANNED SAMPLE The population for the research work includes every individual of Pakistan living in big cities with the exclusion of children with age 1-14 years. Almost 1000 questionnaires were floated among 10 big cities of Pakistan including Lahore. Sheikhupura.SOURCES OF DATA Questionnaires were formed and distributed among target audience to gain their insight in accordance Pakistan Post Office. Rawalpindi. Karachi. DATA INTERPRETATION Data will be interpreted after collecting and assembling the results with the pie chart representation. Faisalabad. There are yet a number of people who have not used any postal service in their lives. 50% of youth (15-35 years) and 50% of people with (36-60 years) age were catered. The use of parcel services is higher than any other service offered by post offices. Gujranwala.

Oldest Department of Mail Industry Low rates Variety of Services Availability in unreachable areas High use in rural areas Introducing new services to keep pace with trends Strategic promotional plan 1. The advertisements of Postal services cast an influential effect on people and their choosing attitudes. SITUATION ANALYSIS SWOT Analysis Strengths Weaknesses 1. Decline in its economic conditions 18 . This cost involves the expense on travelling to the ten cities and the expense on printing the survey questionnaires. BUDGET The total cost spent on survey is 23. 2. 4. 5. 70% of people think that the tradition of writing and sending letters must be revived. The people are highly attracted towards the advertisements of Postal services. The advertisement of Easy Paisa is the recently seen advertisement among people while the other recently seen advertisement is of TCS.000PKR.Pakistan Post office. Energetic competitors 3. Forgotten department in big cities 2. 3. 84% of people think that relationships were pure in the past when communication was through letters and not by mobile phones. 7. 6. The mostly used service of sending money is via Easy Paisa and banks. The other tradition of sending Eid cards is an appealing tradition for majority of people.

4. No advertisements 1. Threats Competition from other services e.g. Diversifying into other services 3. Offering lower rates than others 1. 2. For this purpose the guerilla marketing technique would be used to promote and revive the brand. MARKETING OBJECTIVES Objectives of marketing are:  To become the leading department  To tell audience about the department  To increase the use of services offered by Pakistan Post Office PRODUCT (DEPARTMENT) Brand Name 19 . create awareness and generate increase in the use of its services. 3.4. TCS People’s attention towards other services Competitors generating new innovative ideas Technology’s advancement MARKTING PLAN Pakistan Post Office is the oldest postal service and is in its declining stage. Population growth and far off areas’ residents are Opportunities increasing the demand 4. Promotion through Strategic plans 2.

PAKISTAN POST OFFICE Brand Concept It falls under the mail service and its main purpose is to serve the nation with timely delivery of mail. It provides its services on the doorstep of everyone. everywhere!  The slogan clearly indicates that Pakistan Post Office serve everyone without any discrimination on daily basis in every nook and corner of this country. everyday. SLOGAN Serving everyone. The horn in yellow color is a symbol of communication. The logo shows that Pakistan post serves the whole nation irrespective of religion they belong to for the delivery of mail. Logo  The logo clearly highlights a moon and a star in white color which are parts of our national flag depicting that this service is for all the people living in Pakistan including minorities without any discrimination. COLOR 20 . money and parcels with low cost way so everyone can use this service. money and parcel with honesty and guardianship.

 The yellow color of the horn summons happiness as it creates connection between people  The white color shows perfection as this is the perfect service one can avail. POSITIONING  Pakistan Post service is for those who want to stick with their tradition.  Pakistan Post Office is good for those who are looking for saving accounts as it offers these accounts with no maximum limit of investment.  It delivers letter mails both domestic and international in affordable rates to every place. mails or parcels. The red base color shows that this is the strength of Pakistan as red color goes for passion and power.  It delivers mails.  Pakistan Post Office is for those who live in far off places where there’s no reach of its competitors and this quality makes it better than its market competitors. So it’s for those who appreciate low rate services.  It provides highly efficient remittance services of money by money order  It is for classy people who believe in traditions! USP  Oldest Government Department  Low rates of every service  Availability in places which are unreachable ESP 21 . money and parcels on the doorstep and one doesn’t have to go to nearby shops to get the money.

e. DEPARTMENT’S ORGANIZATIONAL STRUCTURE Our department’s organizational structure is as followed:      Chairman/ Director General Additional Director General Dy. Pakistan Post Office. DEPARTMENT LIFECYCLE The department is in its declining stage. is a Postal Service that comes under category of mail Industry. DEPARTMENT CLASSIFICATION  The department i. Director General Chief Accounts Officer Director FEATURES OF DEPARTMENT       Letter mail (domestic and international) Saving Bank Military Pension Payment Postal Life Insurance Intl money transfer Electronic Money Order 22 . Therefore the focus will be on its revival and creating its recognition among youth and establishing a consumer base in urban areas. It causes nostalgia as it was used by our ancestors. It is connected to them. It has their memories stored in its name.

00 Small Packets Post Cards 30. Journals. 40 Rs. 20 Rs. 30 Rs.15 Rs. 80 Rs.00 23 .    Money Order Postal order Postal Draft Express Post PRICING  Letter Mail price Inland Maximum weight limit: 2kg Service Type Rates Letters Up to 20 g Above 20 g Up To 50 g Above 0050 g Up To 0100 g Above 0100 g Up To 0250 g Above 0250 g Up To 0500 g Above 0500 g Up To 1000 g Above 1000 g Up To 1500 g Above 1500 g Up To 2000 g Rs.00 15. 5  Foreign letters Category Letters Printed Matters (i) Printed Matters (ii) For weight not 45. 5 Rs. 20 Registration fee for Newspapers. 100 Registration fee for a single article (General users) Rs. 60 Rs.00 30. 20 Rs. Magazines and Bulk users registered with the Post Office Acknowledgment due on domestic registered article Certificate of Posting (for every three articles or for any less number) Rs. 8 Rs.

00 Above 100g not exceeding 250g 250.00 90.00 Above 500g not exceeding 1000g 830.00 165.00 795.00 For every additional 1000g or fraction thereof up to 5000g.00 60.00 940.00 600.00 Above 250g not exceeding 500g 470.00 430.00 20.00 Above 1000g not exceeding 2000g 1450.00 315.00 280.00 470.00 80.00 215.00 300.00 540.00 560.00  Saving Bank Saving accounts  One can easily make shift of account to any Post Office branch within Pakistan  There’s no extremity of investment 24 .00 40.00 145.00 Above 50g not exceeding 100g 110.00 175.exceeding 20g Above 20g but not exceeding 50g 70.00 75. 870.

20.  Deposits earn profit Type of Money Order Normal MO Normal MO Army MO BISP MO VP MO VP MO Value of Money Order Commission Chargeable (Rs) Upto Rs. but investment can be withdrawn any time after one month.000/Upto Rs.000/Upto Rs. 2000 and can withdraw 75% of the whole payment in any Pakistan Post Office in Pakistan. 20.15/.000/Upto Rs.000/Upto Rs. 30/. 50/- 15/-  Electronic Money Order 25 .Special Savings Account (SSA)  It’s a scheme of three years. 75/Rs.000/- Rs.00  Postal order Value (Rs) Commission Chargeable Upto Rs. 50/-  Money order * For Urgent Money Order Express Charges Rs. 1. 10.for Local will be charged in addition to Commission. 10.25/Rs.from (City-to-City) and Rs.25/Rs. 10. * Money order form: Rs.000/Upto Rs.25/Rs.  There’s no maximum limit of investment Savings Bank Mobile Account  The account holder is required to deposit at least Rs. 50/Rs.10.

10.000 From Rs.001 and up to Rs.000 and up to Rs. 100. 10. 500 Rs. 30. 2. 50.000 From Rs.000 From Rs. 50 Rs. 40.Commission (Rs) Rs.000 From Rs.000 From Rs. 600 Value of Electronic Money Order (EMO) up to Rs. 100 Rs.350 Rs. 400 Rs. 30. 5. 250 Rs.001 and up to Rs. 450 Rs.001 and up to Rs.000 From Rs.000  Postal Draft Postal Draft amount and commission Amount Com Amount Comm Amount m Comm Amount Comm Amount Comm Amount Comm 1000 12 35000 38 69000 56 103000 80 137000 103 171000 129 2000 12 36000 38 70000 56 104000 80 138000 104 172000 130 3000 12 37000 38 71000 57 105000 80 139000 105 173000 131 4000 12 38000 38 72000 58 106000 80 140000 106 174000 132 5000 12 39000 39 73000 59 107000 81 141000 106 175000 132 6000 12 40000 40 74000 60 108000 82 142000 107 176000 133 7000 12 41000 41 75000 61 109000 82 143000 108 177000 134 8000 12 42000 42 76000 62 110000 83 144000 108 178000 134 9000 14 43000 43 77000 62 111000 83 145000 109 179000 135 10000 15 44000 44 78000 63 112000 84 146000 110 180000 135 11000 17 45000 45 79000 64 113000 85 147000 111 181000 136 12000 18 46000 46 80000 64 114000 86 148000 111 182000 137 13000 20 47000 47 81000 65 115000 87 149000 112 183000 138 14000 21 48000 48 82000 66 116000 87 150000 113 184000 138 26 . 2. 5. 20.001 and up to Rs. 50.000 From Rs.001 and up to Rs. 200 Rs. 15.001 and up to Rs. 40. 20.001 and up to Rs.000 From Rs. 15.

15000 23 49000 49 83000 67 117000 88 151000 114 185000 139 16000 24 50000 50 84000 68 118000 89 152000 114 186000 140 17000 26 51000 50 85000 68 119000 90 153000 115 187000 141 18000 27 52000 50 86000 69 120000 90 154000 116 188000 142 19000 29 53000 50 87000 70 121000 91 155000 117 189000 142 20000 30 54000 50 88000 71 122000 92 156000 117 190000 143 21000 32 55000 50 89000 72 123000 93 157000 118 191000 143 22000 33 56000 50 90000 72 124000 93 158000 119 192000 144 23000 35 57000 50 91000 73 125000 94 159000 120 193000 144 24000 36 58000 50 92000 74 126000 95 160000 120 194000 146 25000 38 59000 50 93000 75 127000 96 161000 121 195000 147 26000 38 60000 50 94000 76 128000 96 162000 122 196000 147 27000 38 61000 50 95000 76 129000 97 163000 123 197000 148 28000 38 62000 50 96000 77 130000 98 164000 123 198000 149 29000 38 63000 51 97000 78 131000 99 165000 124 199000 150 30000 38 64000 52 98000 79 132000 99 166000 125 200000 150 31000 38 65000 52 99000 80 133000 100 167000 126 32000 38 66000 53 100000 80 134000 101 168000 127 33000 38 67000 54 101000 80 135000 102 169000 128 34000 38 68000 55 102000 80 136000 102 170000 128 27 .

Location CityCode CityPostCode 1 ABBOTTABAD GPO 22010 AAW 2 ATTOCK GPO 43600 ATG 3 BADIN GPO 72200 BDN 4 BAHAWAL NAGAR GPO 62300 WGB 5 BAHAWALPUR GPO 63100 BHV 6 BANNU GPO 28100 BNP 7 CHILAS GPO 14100 CHB 8 CHITRAL GPO 17200 CJL 9 DADU GPO 76200 DDU 10 DALBANDIN GPO 95100 DBA 11 DERA GHAZI KHAN GPO 32200 DEA 12 DERA ISMAIL KHAN GPO 29050 DSK 13 FAISALABAD G.O 38000 LYP 14 GILGIT GPO 15100 GIL 15 GUJRAT GPO 50700 GRT 16 GAWADAR GPO 91200 GRT 17 HYDERABAD GPO 71000 HDD 18 ISLAMABAD GPO 44000 ISB 19 JACOBABAD GPO 79000 JAG 20 JIWANI GPO 91100 JIW 21 KALAT 88300 KBH 22 KARACHI ALHYDRI GPO 74700 KHI 23 KARACHI CITY GPO 74000 KHI 24 KARACHI GPO 74200 KHI 25 KARACHI SADDAR GPO 74400 KHI 26 KASUR G.DISTRIBUTION A total of 72 areas have Pakistan Post Office including: SNO.O GPO 55050 KSR 27 KHAIR PUR GPO 66020 KPR 28 KHANEWAL GPO 58150 KWL 28 .P.P.

O 54000 LHE 35 LARKANA GPO 77150 LKA 36 LORALAI GPO 84800 LRG 37 MANDI BAHAUDDIN GPO 50400 MBD 38 MANGLA 49430 XJM 39 MANSEHRA GPO 21300 HRA 40 MARDAN GPO 23200 MDN 41 MIANWALI GPO 42200 MWD 42 MIRPUR GPO 10250 QML 43 MIRPUR KHAS GPO 69000 MPD 44 MOHENJODARO 77070 MJD 45 MULTAN GPO 60000 MUX 46 MURREE GPO 47150 MRE 47 MUZAFFARABAD GPO 13100 MFG 48 MUZAFFARGARH GPO 34200 MUZ 49 NAWABSHAH GPO 67450 WNS 50 NUSHKI 95200 NHS 51 NOWSHERA GPO 24100 NSH 52 OKARA GPO 56300 OKA 53 ORMARA 91400 ORW 54 PARACHINAR 26300 PAJ 55 PASNI 91300 PSI 56 PESHAWAR GPO 25000 PEW 57 QILA SHEIKHUPURA GPO 39350 QSP 58 QUETTA GPO 87300 UET 59 RAHIMYAR KHAN GPO 64200 RYK 60 RAWALKOT GPO 12350 RAZ 61 RAWALPINDI GPO 46000 RWP 62 SAHIWAL GPO 57000 SHW 63 SAIDU SHARIF GPO 19200 SDT 29 .P. GPO 54810 LHE 34 LAHORE G.29 KHUSHAB GPO 41000 KHB 30 KHUZDAR GPO 89100 KDD 31 KOHAT GPO 26000 OHT 32 KOTLI (AK) GPO 11100 KOT 33 LAHORE CANTT.

BTL activities will also be used for our campaign like billboards and through internet and social page people will get awareness. internet marketing and public relations activities. Electronic media will be used and our TVC will be broadcasted. Moreover the competitors have taken control by offering unique services in the mail industry therefore have an advantage of customer loyalty and trust. GPO 47040 WAC PROMOTION We will use all kinds of media to promote our department which includes electronic media. Promotion will also be done through sales promotion. print media and social media as well. direct marketing. magazines. Push v/s Pull Approach The marketing plan comprises of the pull strategy because the general public is aware of the Pakistan Post Office but is not using this service mainly in big cities and therefore needs to be convinced about the benefits related to tradition and low rates of it. Therefore. By the Pull approach Pakistan Post Office would be endorsed heavily by 30 . Pakistan Post Office would employ to pull the brand. Print media will also be used and ad campaign will be run through newspapers.64 SARGODHA GPO 40100 SGI 65 SEHWAN SHARIF 76140 RZS 66 SHIKARPUR GPO 78100 SYW 67 SIALKOT GPO 51310 SKT 68 SIBI GPO 82000 SIB 69 SUKKUR GPO 65200 SKZ 70 TOBA TAKE SINGH GPO 36050 TTS 71 TURBAT GPO 92600 TUK 72 WAH CANTT.

These families pay great attention to the other services. i. the department/service will be endorsed to both the middle and elite class effectively.advertising to the customers so that they themselves go to use the services of Pakistan Post Office. economic pricing and the availability of it everywhere. Target Market Description The target market for Pakistan Post Office is proposed to comprise of youth and middle age people of the big cities of Pakistan where the use of other services like TCS.  Primary Market The primary market is essentially the youth. Young people will be the main target as they are not familiar with PPO and so they have to be acknowledged about it. middle class and elite families of the metropolitan cities. and PDHS etc is more common.  Secondary Market 31 . Therefore. The promotional activities are meant to persuade people to go for this service. the primary market and the secondary market. by emphasizing the tradition.e. Market Segments Identified The target market is composed of two basic segments. DHL.

32 .The secondary market is the rural areas where the use of PPO is common but still awareness is needed.

 At least 50 percent of the target population should seek information regarding the services offered by PPO  Pakistan Post Office should be holding at least 10 percent of the increase in its users for service’s provision by the end of the campaign. the department will be revitalized to the 80 percent of the target population.ADVERTISING STRATEGY OBJECTIVES The advertising campaign is a three months plan and incorporates following objectives:     To create nostalgia and emotionally grasp people To make change in the attitudes of people about using mail services To make PPO familiar in the urban market To help it come out from its collapsed economy Following is the quantified expression of advertising objectives. 33 .  By the end of the campaign.

Logo  The logo clearly highlights a moon and a star in white color which are parts of our national flag depicting that this service is for all the people living in Pakistan including minorities without any 34 . Brand Name PAKISTAN POST OFFICE Brand Concept It falls under the mail service and its main purpose is to serve the nation with timely delivery of mail. by incorporating an emotional and traditional approach. money and parcels with low cost way so everyone can use this service. Hence.ADVERTISING CREATIVE STRATEGY Advertisement strategy is based on some major objectives of marketing plan of the brand/department. it will not only make customers heated with emotions but will enhance and boost their attitude towards this brand/department. Creative strategy will be aimed to grasp the attention of target audience and thereby regenerate the brand for audience. the advertising creative strategy will attempt to create the revival and demand regarding the brand/department and then will also attempt to increase the number of users. Moreover.

 It delivers mail. money and parcel with honesty and guardianship. 35 .  Pakistan Post Office is for those who live in far off places where there’s no reach of its competitors this makes it better than its market competitors. money and parcels on the doorstep and one doesn’t have to go to nearby shops to get the money.discrimination. COLOUR  The red base colour shows that this is the strength of Pakistan as red colour goes for passion and power. POSITIONING  Pakistan Post service is for those who want to stick with their tradition. It provides its services on the doorstep of everyone. SLOGAN Serving everyone. The horn in yellow color is a symbol of communication.  The yellow colour of the horn summons happiness as it creates connection between people  The white color shows perfection as this is the perfect service one can avail. The logo shows that Pakistan post serves the whole nation irrespective of religion they belong to for the delivery of mail. everyday. everywhere!  The slogan clearly indicates that Pakistan Post Office serve everyone without any discrimination on daily basis in every nook and corner of this country.

Pakistan Post Office incorporates an innovative feature that is its low rates. everywhere!) stresses on the fact that the choice of the consumer in using Pakistan Post Office is an intelligent decision. It has their memories stored in its name. BRANDING The brand name – Pakistan Post Office – reflects the company’s emphasis on the importance of it depicting that it operates under the supervision of Ministry. So it’s for those who appreciate low rate services. everyday. The logo of the product fuses simplicity with style and thereby highlights these features of the services offered by it. The tagline (Serving everyone. 36 .  Pakistan Post Office is good for those who are looking for saving accounts as it offers these accounts with no maximum limit of investment. It delivers letter mails both domestic and international in affordable rates to every place.  It proved highly efficient remittance services of money by money order  It is for classy people who believe in traditions! USP  Oldest Government Department  Low rates of every service  Availability in places which are unreachable ESP  It causes nostalgia as it was used by our ancestors. It connected them.

37 .ADVERTISING APPEALS The advertising of the product makes use of the emotional appeal and also the story around the product appeal in order to attract the attention of audiences and thus generate interest and adoption.

middle class and elite families of the metropolitan cities. OF NEWSPAPERS AND MAGAZINES: Company will be using five leading newspapers and two leading magazines for advertising.PRINT CREATIVE STRATEGY Print is an effective medium and we can easily propagate our message to audience. We have designed 5 print ads in this regard. OBJECTIVES: The first and farmost objective of using this medium is to reach maximum number of people. TARGET AUDIENCE: The primary target audience are the youth. Thus we will use this medium for our product. 38 . While secondary target audience is the people of rural areas. TIMELINE: Timeline of advertising campaign by using this media is three months. PRINT ADVERTISEMENT See appendix 1 for detail. In newspaper or magazine ad we have the chance to exibit our department in an attractive way by showing the perfect settings. NO.

TV CREATIVE STRATEGY
TV is the most effective medium and through this we can easily convey our
message to the audience. That is why we have made one TVC to grasp people’s
attention.

DESCRIPTION OF TVC:
Here is the detail of our TVC including pre-production, production and postproduction.
 Duration:
02 minutes and 39 seconds.
 Language:
We have used our national language urdu in our TVs so that everyone can easily
understand.
 Target Audience:
Our target audience is mainly the people of big cities but this TVC is actually
for everyone living in Pakistan.
 One Liner:
Our traditions of writing letters and sending love in the form of gifts and money
are preserved by Pakistan Post Office.
 Story:
An old man happens to listen to a ghazal on radio which is about letters, that
makes him nostalgic and he looks through his old stuff, reads old letters and
39

then goes to Pakistan Post Office and posts letter to his friend, eidi to his
grandson and parcel to his daughter which brings a smile on their faces.
 Characters:
There are seven characters in our TVC, 4 males, 2 females and a baby boy.
 Budget:
We spend a total amount of 2 lac Rupees on the production of TVC.

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 Equipment:
Camera HD (cannon 70D)
Tripod
Reflectors
Solar lights
Butter papers
Net
Camera rolling tray
 Cast:
Ajmal Hussain Shah -lead character as Friend, Father and Grandfather.
Sardar Akram Ali khan as friend
Mrs Musarrat Khan as friend’s wife
Ghaus Bahalhaq as Ajmal’s son
Muhammad Abdul Hadi as Ajmal’s grand son
Rayha Nadeem as Ajmal’s daughter
Shehryaar Ahmed as Post man

Idea & Script:
o Ghaus Bahawalhaq, Amna Farooq and Iqra Syed
Producer:
o Ghaus Bahawalhaq, Amna Farooq and Iqra Syed
Director:
40

o Ghaus Bahawalhaq, Amna Farooq and Iqra Syed
Actors:
o Ajmal Hussain Shah, Ghaus Bahawalhaq, Rayha Nadeem, Muhammad
Abdul Hadi, Shehryaar Ahmed, Sardar Akram Ali khan and Mrs Musarrat
Khan.
Camera Man & DOP:
o Asif
Voice Over:
o Muhammad Usman

Script
Characters:
An old man, his old friend, old friend’s wife, old man’s daughter, post
man, old man’s son and grandson.
Pakistan Postal Service

1

2

VIDEO
Close up of radio and old hands tuning the channel
CUT TO
MS of old man with one hand on that tuner and and
other on table. And he starts shaking his head with the
rhythm of song

3

CUT TO
Close up of old man (showing depth of his expressions)

4

CUT TO
High angle shot of old man’s hands opening a wardrobe

AUDIO
Radio’s distortion sound
(BGM)
Song starts
(tere khushbuu main basay
khat, main)
(BGM)
(jalata kaisay)
(BGM)
(Music of Song)
41

DISSOLVE TO MS from behind the old man who’s now sitting in a chair and opens the suitcase. CUT TO Low angle Close up of old man’s face as he takes off his spectacles and cleans his tear. DISSOLVE TO CS of old man’s hand strengthening nod of his tie. picks his spectacles. picks an old framed photograph from the suitcase and looks at it CUT TO Close up of opened suitcase whilst the old man places those pictures back in the suitcase and picks old letters from it. an old qalam and an old picture. letter and a photo frame placed on table. wear them. CUT TO Close up of envelopes. CUT TO Low angle Close up of old man’s face that’s looking at those letters.(BGM) 5 6 7 8 9 10 11 CUT TO Close up of hanging clothes and a suitcase covered with dust placed inside the wardrobe. (Jinko) (BGM) (Duniya ki nigahoon se chupaye rakha) (BGM) (jinko ik umer) (BGM) Kalaijay se Lagaye (BGM) CUT TO 42 . CUT TO High angle shot of old man taking the suitcase out from the wardrobe. The background is blurred. (Pyar main doobay) (BGM) (huay khat) (BGM) (main jalata) (BGM) (kaisay) (BGM) (Tere hathoon kay likhay khat main jalaata) (BGM) (kaisay and music of song) (BGM) Music (BGM) 12 13 14 15 CUT TO Close up of old picture and letters in his hands. The hands get blurred and the background gets clear showing picture. CUT TO Close up of old man’s hand and suitcase(whilst he’s taking the suitcase out) DISSOLVE TO Medium close shot of old man’s hand cleaning the dust from the top of suitcase.

His old wife enters the frame from right with an envelope in her hand and rests her hand on her husband’s shoulder.16 17 18 19 20 21 22 23 24 25 MLS of car coming from the front CUT TO Close up of back view mirror of the car showing that old man’s eyes CUT TO LS of car coming from the corner of frame CUT TO MLS of car from one side which stops in front of Pakistan Post Office. takes the envelope from her and looks at it CUT TO Slightly high angle Medium Long Shot of old friend sitting in lawn and looking at the envelope as his wife sits on a chair placed next to him. kay jab mera behtareen saathi. CUT TO Close up of old friend’s face who’s looking at his wife. The old friend opens the envelope. Tere khushboo main basay main jalaata) (BGM) (Jalaata kaisay) BGM (Wo din bhi jeevan kay khoob din) (BGV) Song in lighter sound (BGM) (Din thay. The parcel remains there. CUT TO Close up of old man’s hands and letters as he puts the letters in the post box. CUT TO Slightly Low angle medium long shot of old man coming out of the car. apnay dil ki tamaam batain) (BGV) Song in lighter sound (BGM) (Apne hontoon se keh na pata to dostaana tamaam) (BGV) Song in lighter sound 43 . CUT TO Close up of parcel and envelopes placed in the front seat of the car and the old man picks the envelopes (only arms and hands are shown). DISSOLVE TO Slightly high angle Medium Long Shot of old friend sitting in lawn reading newspaper with tea in front of him. (Rakha) (BGM) Music (BGM) (Deen Jinko) (BGM) (Jinko jinhain eman) (BGM) (Bnaye) (BGM) (Rakha. He then reaches the post box. closing the door and walks towards the post box in slow motion.

wo jinki manzil yaqeen hai. takes the parcel (which the old man has sent to her) and smiles 30 CUT TO Close up of parcel 31 CUT TO Close up of daughter’s smiling face 32 DISSOLVE TO Close up of old man’s son’s hand who’s taking an envelope out of his pocket (Jazbay. yaqeen kisi) (BGV) Song in lighter sound (BGM) (apnay juzv se milnay ka) (BGV) Song in lighter sound (BGM) (ya shayad khud hi se milnay ka) (BGV) Song in lighter sound (BGM) (Musafat lakh meloon ki jo jazboon ki) (BGV) Song in lighter sound 44 . The picture is focused (by moving the camera towards it to the right) 27 CUT TO Close up of old friend’s face showing his astonishing expressions which then turns into smile 28 CUT TO Close up of old picture(in which both of them were young) 29 DISSOLVE TO OTS of post man who appears in the frame from the left and knocks at the door and stands there. chitthiyon ka sahara lay kr) (BGV) Song in lighter sound (BGM) (Daakiye k hawalay kr k.(BGM) 26 CUT TO Close up of opening of envelope and an old picture coming out of it. qarz apna utarta) (BGV) Song in lighter sound (BGM) (tha) (BGV) Song in lighter sound (BGM) (wo rishtay jo yaad k darwazay pe dastak dain. Old man’s daughter opens the door.

his old friend’s smiling face and his grandson’s smiling face) DISSOLVE TO The collage slowly dissolves/fades away and the logo of Pakistan Post Office appears and then the collage dissolved into a black screen with logo on it. (sachae se taskheer ho jae) (BGV) Song in lighter sound (BGM) (zamanay kay) (BGV) Song in lighter sound (BGM) (thapeeray jin muskurahatoon se gul-e-tar lagnain) (BGV) Song in lighter sound (BGM) (lagain) (BGV) Song in lighter sound (BGM) (Wo bandhan jo jism ka nahi) (BGV) Song in lighter sound (BGM) (rooh ka sangam hai) (BGV) Song in lighter sound (BGM) STORY BOARD See next page for detail. his daughter’s smiling face. 45 .(BGM) 33 34 35 36 37 38 CUT TO Medium shot of old man’s son and grandson sitting on sofa and son gives an envelope to his son CUT TO Close up of envelope CUT TO Medium shot of old man’s son and grandson sitting on sofa and the grand son is looking at the envelope with smiling face and looks at his father CUT TO Close up of old man’s grandson’s smiling face who’s looking up(towards his father) DISSOLVE TO Collage of four scenes (old man putting envelopes in letter box.

Sb Page 1 46 .

Sb page 2 47 .

Sb page 3 48 .

Sb page 4 49 .

Sb pg 5 50 .

Sb pg 6 51 .

Sb pg 7 52 .

Murree. Timeline: Company run this BTL activity for three months. in the big cities therefore BTL activities will be done around the target population areas. Okara. Lahore. Sargodha. OBJECTIVES: The objective of BTL is to communicate message to 40-50% of target market with its display for 3 months. Sheikhupura and Quetta. Karachi. Peshawar. 53 . Following types of BTL items will be used :  Billboards Target Audience: Our target audience is the youth and people living in urban areas e. Sahiwal. Faisalabad. For this purpose company will use different tools including billboards with brand/department name and logo on it. Multan. The billboards will be placed over the General Post Offices of the given areas: Bahawalpur. Rawalpindi.g. Islamabad. Each given city will be catered by one billboard over the GPO. Mirpur.BTL CREATIVE STRATEGY We will also use BTL media to reach the maximum number of the target market.

54 .Billboards: See appendix 1 for detail.

The media plan has been devised for appropriate ATL and BTL medium.MEDIA PLANNING In order to effectively utilize the budget in all medium. For Details Please see Appendix II. 55 . a media plan has been proposed.

 10 Umrah Tickets will be given.  Using the Postal Draft Service for more than 2 lacs. Total umrah tickets Cost per ticket Total cost 56 . Strategy: Following are the strategies for sales promotion:  The commission on Electronic Money Order will be reduced to half.  To attract maximium number of customers.  20 motorbikes will be given. will make the person included in the lucky draw for Umrah Tickets. the user will be included in the lucky draw for Motorbikes. Here is the detail of sales promotional strategy budget: Budget for prizes given on annual lunch ceremony.  For the money transfer of one lac through Electronic money order service.  To give incentives to the target customers.SALES PROMOTION STRATEGY Objectives:  To promote the company name along with the increament in use of its services  To increase the number of users.

000 Total cost on bikes 900000 Budget: Grand total for sales promotion is 1650000PKR. 57 .000 750000 Total motor bikes 20 Cost per bike 45.10 75.

PUBLIC RELATION/PUBLICITY STRATEGY Objectives     To create the good image of brand/department.  Different events (Music concerts. sports events and family festivals) will also be sponsored in near future for the publicity of the SMART electronics to make it popular. To make our brand/department popular To increase brand/department recognition To develop the media liaison Strategies  Regular press releases will be issued from the department. Budget Budget allocated for public relation/publicity strategy is 1000000 58 .

Internet marketing will keep audience interactive.000PKR Social media (twitter) page is http://twitter.com/pakistanpostoffice Twitter page administration for 10. The purpose of social page is to make aware the audience to brand and its offers.000*3 three months Total 30. Social media (facebook) page is https://www.INTERNET MARKETING STRATEGY There is a social media page on Facebook of Pakistan Post Office for its publicity.000 one month Facebook page administration for 10.000 one month Twitter page administration for 10. If customers have any queries regarding organization and its products.000*3 three months Total 30. they can solve them through visiting 59 .facebook.com/PakistanPostOffice Facebook page administration for 10.000PKR Official website of the organization is on web.

000 10. The customers can check their delivery status by just log into that ID.000 12. For those who don’t have access to internet can get their delivery text on their mobile phones via text message.000*3 36. Name of website is http://www.000 The other facility provided by PPO is the customer’s login ID. Contact information of the offices of Pakistan Post Office is given on site.this website.gov.pakpost.000*3 30.000 12.pk Web hosting (per month) Web hosting for three months Total Web management (per month) Web management for three months Total 10. 60 .

Cost for one month Cost for 10 persons for three months Total 10. Strategy: Direct marketing will be done by communicating will be done with the Presidents of MCB bank.000*3) 300000PKR 61 . Habib Bank and Dubai Islamic Bank . An agreement will be signed through which Pakistan Post Office will be used as their mail service and send one lac letters of 2000g with payment of 0 of the commission for three months. Allied Bank. This group will operate in pairs i.e. A group of 10 people with higher skills in marketing will be employed to convince the given banks to use our services.000 10*(10.Direct marketing strategy Objective:  To make our brand/department popular in the target audience  To attract maximium number of customers. 2 persons for each bank. Bank Alfalah.

Budget for this monitoring process is 100000PKR for three months. 62 .MONITORING OF IMC PLAN Company has formed a team of 03 members who will monitor the whole IMC campaign. Survey and focus groups will also be conducted on regular basis. They will lookafter that media houses whom we have contarcted to show our ads on their channels.

000 Total budget of TVC= 200000 Total budget of TV media = 14950000 Total budget of print media = 6336297 Total budget of BTL media = 624000 Total budget of sales promotion = 1650000 Total budget of monitoring = 100000 Total budget of public relations = 1000000 Total budget of direct marketing = 300000 Total budget of online media = 126000 Total budget of three months campaign = 2.9297 63 .530.TOTAL IMC BUDGET Here is total budget of six months IMC campaign. Total budget of Survey= 23.

APPENDIX I PRINT Ads Print ad 1 64 .

Print ad 2 65 .

Print ad 3 66 .

Print ad 4 67 .

Print ad 5 68 .

BILLBOARDS BILL BOARD 1 69 .

BILL BOARD 2 70 .

BILL BOARD 3 71 .

Appendix II SURVEY FINDINGS Q1. On average. how often do you use a post office? Daily Once A Week Two or Three Times A Month Less than once a month Never 5% 10% 13% 25% 47% PERCENTAGE Daily (2%) Once A Week (10%) Two or Three Times A Month (13%) Less than once a month (25%) Never (47 %) 72 .

73 .

Q2. Why do you currently use a post office for? Posting Letters Sending Parcels Sending Money Saving Bank Fax Letters and Mails Insurance Others 7% 42% 28% 10% 6% 4% 3% PERCENTAGE Posting Letters (7%) Sending Parcels (42%) Sending Money (28%) Saving Bank (10%) Fax Letters and Mails (6%) Insurance (4%) Others (3%) 74 .

75 .

Which one would you prefer for posting mails or parcels? Pakistan Post Office TCS DHL Other 10% 75% 12% 3% PERCENTAGE Pakistan Post Office (10%) TCS (75%) DHL (12%) Other (3%) 76 .Q3.

Why would you choose the above one? It's Reliable You've seen its Advertisement It's Cheap Other 48% 45% 5% 2% PERCENTAGE It's Reliable (48%) You've seen its Advertisement (45%) It's Cheap (5%) Other (2%) 77 .Q4.

The most reliable source of sending money is: Pakistan Post Office Through Banks Easy Paisa TCS Other 10% 30% 50% 8% 2% PERCENTAGE Pakistan Post Office (10%) Through Banks(30%) Easy Paisa (50%) TCS (8%) Other (2%) 78 .Q5.

Are the advertisements of any postal services influential? Yes No Don't Know 64% 23% 13% PERCENTAGE Yes (64%) No (23%) Don't Know (13%) 79 .Q6.

Which advertisement of postal service have you seen recently? TCS Easy Paisa Pakistan Post Office 35% 65% 0% PERCENTAGE TCS (35%) Easy Paisa (65%) Pakistan Post Office (0%) 80 .Q7.

Sending letters to loved ones and friends was our tradition. do you think people should adapt that tradition again? Yes No Don't Know 70% 15% 15% PERCENTAGE Yes (70%) No (15%) Don't Know (15%) 81 .Q8.

Sending and receiving Eid cards via postal service is: Appealing Unappealin g Don't Know 63% 24% 13% PERCENTAGE Appealing (63%) Unappealing (24%) Don't Know(13%) 82 .Q9.

Q10. Relations were pure in the past when communication was done with letters and not with phones on daily basis: Yes No Don't Know 84% 7% 9% PERCENTAGE Yes (84%) No (7%) Don't Know (9%) 83 .

Advertising budget: Print Media Production Cost: Newspaper/ Magazine ad: Total ads Cost per ad (designing) Calculation Total Cost 5 10.MEDIA PLANNING BUDGET Method of Budget Allocation: We have used top to bottom budget allocation method for our whole IMC campaign.000 10.000*5 50000 Print Media Plan Cost: Newspaper: Jang (1st Month) Stations Combine Days 1st Position Front d Sunday 200% Size 27x8 PCCM 4390 Color 100% Fix 50% Total 963605 Total Cost of Jang for 1st Month= 963605 Rupee 84 .

Jang (2nd Month) Stations Combined Days 1st Position Front Size 27x4 PCCM 4390 Color 100% Fix 50% Total 489485 combined Sunday 4th 200% Front 27x4 4390 100% 50% 489485 Sunday 200% Total Cost of Jang for 2nd Month= 978970 Rupee Jang (3rd Month) No advertisement Total cost of Jang: Newspaper Jang 1st Month’s cost 963605 2nd Month’s cost zero 3rd Month’s cost 978970 The total cost of Jang for three months campaign is 1942575/.Rupee Nawaiwaqt (1st Month) Stations Combined Days 1st Position Front Size 27x8 PCCM 1850 Color 100% Fix 50% Total 406075 85 .

Rupee Nawaiwaqt (2nd Month) Stations Days Position Size PCCM Color Fix Total Combine 2nd Front 27x4 1850 100% 50% 206275 d Sunday 200% Total Cost of Nawaiwaqt for 2nd Month= 206275/.Rupee Nawaiwaqt (3rd Month) No advertisement Total cost of Nawaiwaqt: Newspaper Nawaiwaqt 1st Month’s cost 812150 2nd Month’s cost zero 3rd Month’s cost 206275 The total cost of Nawaiwaqt for three months campaign is 1018425/.combined Sunday 3rd Front 27x8 1850 100% 50% 406075 Sunday Total Cost of Nawaiwaqt for 1st Month= 812150/.Rupee 86 .

Rupee Express 87 .5 Sunday 100% 4th Back 27x4 3175 100% 50% 350837.Rupee Express (2nd Month) Stations Days Position Size PCCM Color Fix Total Combined 2nd Back 27x4 3175 100% 50% 350837.Express (1st Month) Stations Days Positio Size PCCM Color Fix Total 27x8 3175 100% 50% 696912 Combine 1 n Front d Sunday 200% st Total Cost of Express for 1st Month= 696912/.5 Sunday 100% combined Total Cost of Express for 2nd Month= 701675/.

Rupee Nation Nation 88 .(3rd Month) No advertisement Total cost of Express: 1st Month’s cost Newspaper Express 696912 2nd Month’s cost zero 3rd Month’s cost 701675 The total cost of Express for three months campaign is 1398587/.Rupee Nation (1st Month) Stations Days Position Size PCCM Color Fix Total Combined 1st Front 27x8 1200 75% 50% 262500 Sunday 150% 5th Front 27x8 1200 75% 50% 262500 Sunday 150% combined Total Cost of Nation for 1st Month= 525000/.

(3rd Month) Stations Days Position Size PCCM Color Fix Total Combined 1st Back 27x4 1200 75% 50% 132300 Sunday 100% 27x4 1200 75% 50% 132300 combined 4th Back Sunday 100% Total Cost of Nation for 3rd Month= 264600/.Rupee (2nd Month) No advertisement Total cost of Nation: Newspaper Nation 1st Month’s cost 525000 2nd Month’s cost zero 3rd Month’s cost 264600 The total cost of Nation for three months campaign is 789600/.Rupee The News (1st Month) 89 .

Total cost of The News: Newspaper The News 1st Month’s cost 887110 2nd Month’s cost zero 3rd Month’s cost zero The total cost of The News for three months campaign is 887110/.Stations Days Position Size PCCM Color Fix Total Combined 2nd Front 27x8 2030 75% 25% 443555 Sunday 150% 27x8 2030 75% 25% 443555 4th combined Sunday Front 150% Total Cost of The News for 1st Month= 887110/.Rupee Total Cost of Advertisement in Newspapers for 3 Months Newspapers Jang Nawaiwaqt Express Nation The News Cost 1942575 1018425 1398587 789600 887110 90 .Rupee The News (2nd Month) No advertisement.

000*2 80.000 month) 2 Calculation Total 40.50.000 PKR Total budget of three months= 1.000 pg Magazine Sunday plus Place Middle Pg Size Cost Frequenc Calculatio (inches per ad y n ) (per 6x8 month) 2 35.000 No advertisement in Second month of campaign Total budget of a month= 80.000+70.000*2 Total 70.000 35.50.000 = 1.000*2= 300000 PKR The total budget for advertisement in Pakistan’s two leading magazines for three months is 300000/-Rupee 91 .The total budget for advertisement in Pakistan’s five leading newspapers for three months is 6036297/-Rupee Magazine: Magazine Herald Place Middle Size(inch) 6x8 Cost Frequency per ad (per 40.

TV Media Plan Cost: Duniya News (1 week) 1week: Channe Day Time Freq Rates Calculation Total l Duniya Mon 8:00AM-5:00PM 8:00PM-9:59PM 1 1 62500 225000 62500*1 225000*1 62500 225000 Total 287500 Tuesday 8:00PM-9:59PM 1 225000 225000*1 225000 Total 225000 Wed 8:00PM-9:59PM 1 225000 225000*1 225000 Total 225000 Thursday 8:00AM-5:00PM 1 62500 62500*1 62500 92 .

8:00PM-9:59PM 1 225000 225000*1 225000 Total 287500 Friday 8:00AM-5:00PM 3 62500 62500*3 187500 Total 187500 Saturday 8:00AM-5:00PM 8:00PM-9:59PM 2 1 62500 225000 62500*2 225000*1 125000 225000 Total 350000 8:00AM-5:00PM 8:00PM-9:59PM 2 1 62500 225000 62500*2 225000*1 125000 225000 Total 350000 Sunday Total budget for Duniya News Channel: The total budget for advertisement on Duniya news is 1912500/Rupee Geo Entertainment (1 week) 1 week Channe Day Time Freq Rates Calculation Total l Geo Mon 8:00PM-8:59PM 1 412500 412500*1 412500 Total 412500 Tuesday 8:00PM-8:59PM 1 412500 412500*1 412500 Total 412500 Wed 8:00PM-8:59PM 1 412500 412500*1 412500 Total 412500 Thursday 12:00PM-5:59PM 1 100000 100000*1 100000 Total 100000 Friday 12:00PM-5:59PM 2 100000 100000*2 200000 Total 200000 Saturday 12:00PM-5:59PM 1 100000 100000*1 100000 entertai nment 93 .

Rupee Hum TV (1st Month) 1st week Channel Hum TV Day Mon Time 8:00PM-8:59PM Freq 1 Rates 425000 Calculation 425000*1 Total 425000 Total 425000 Tuesday 8:00PM-8:59PM 1 425000 425000*1 425000 Total 425000 Thursday 8:00PM-8:59PM 1 425000 425000*1 425000 Total 425000 Saturday 8:00PM-8:59PM 1 425000 425000*1 425000 Total 425000 Sunday 8:00PM-8:59PM 1 425000 425000*1 425000 Total 425000 2nd week 94 .Sunday 8:00PM-8:59PM 1 412500 412500*1 412500 Total 512500 12:00PM-5:59PM 8:00PM-8:59PM 1 1 100000 412500 100000*1 412500*1 100000 412500 Total 512500 Total budget for Geo Entertainment Channel: The total budget for advertisement on Geo Entertainment is 2562500/.

Rupee PTV NEWS Channe Day Time Freq Rates Calculation Total l 95 .Channel Hum TV Day Mon Time 8:00PM-8:59PM Freq 1 Rates 425000 Calculation 425000*1 Total 425000 Total 425000 Friday 8:00PM-8:59PM 1 425000 425000*1 850000 Total 425000 Sunday 8:00PM-8:59PM 1 425000 425000*1 425000 Total 425000 Time 12:00PM- Freq 2 Rates 112500 Calculation 112500*2 Total 225000 Total 225000 8:00PM-8:59PM 1 425000 425000*1 425000 Total 425000 Time 8:00PM-8:59PM Freq 1 Rates 425000 Calculation 425000*1 Total 425000 Total 425000 3rd week Channel Hum TV Day Saturday 5:59PM Sunday 4th week Channel Hum TV Day Sunday Total budget for Hum TV: The total budget for advertisement on HUM TV for three months is 4475000/.

000 37500 100000 25.000*1 37500*1 100000*1 25000 37500 100000 Total 162500 Grand Total for one week= 750000 Grand Total for one month= 750000*4= 3000000 Grand Total for three months= 3000000*2 = 6000000 Total budget for PTV NEWS Channel: The total budget for advertisement on PTV NEWS is 6000000/Rupee Total Cost of Advertisement on TV Channels for 3 Months Newspapers Duniya News Geo Entertainment HUM TV PTV News Cost 1912500 2562500 4475000 6000000 96 .000*1 37500*1 100000*1 25000 37500 100000 Total 162500 Sun 11:00AM-3:00PM 3:00PM-6:30PM 8:00PM-9:00PM 1 1 1 25.000*1 37500*1 100000*1 25000 37500 100000 Total 162500 Thurs 8:00PM-9:00PM 1 100000 100000*1 100000 Total 100000 Sat 11:00AM-3:00PM 3:00PM-6:30PM 8:00PM-9:00PM 1 1 1 25.000*1 37500*1 100000*1 25000 37500 100000 Total 162500 Tuesday 11:00AM-3:00PM 3:00PM-6:30PM 8:00PM-9:00PM 1 1 1 25.000 37500 100000 25.000 37500 100000 25.PTV Monday 11:00AM-3:00PM 3:00PM-6:30PM 8:00PM-9:00PM 1 1 1 25.000 37500 100000 25.

000 40.The total budget for advertisement on Pakistan’s four leading channels for three months is 14950000/-Rupee BTL media Production cost: Billboards: Total designs Cost per ad Calculation Total cost 3 (designing) 40. 000*3 120000 Skin Cost: Skin Cost of billboards: Total billboards Skin cost per billboard Total cost 97 .

html  FedEx Website http://www.pakpost.wikipedia.pk/en.com/us/  B2B Pakistan Website http://www.org/wiki/Postal_history 98 .15 33.600 504000 Total Budget for Billboards: The total budget of Billboards for three months is 624000/Rupee REFERENCES  Pakistan Post Office Department Website http://www.tcscouriers.pk/  TCS Express and Logistics Website http://www.b2bpakistan.com/1/postal_courier_services.fedex.com/  DHL Express Website http://www.com.dhl.html  Postal History Website https://en.gov.

org/wiki/Pakistan_Post 99 .wikipedia. Pakistan Post Website https://en.