Company

LOGO

Advertising Plan

Syed Usman Wazir

Presentation Layout
Company Description

Situation Analysis

Target Market Description

Advertising Plan

Company Description

• Standard Chartered Bank (Pakistan) Limited - A locally embedded international bank. Standard Chartered is the largest international Bank in Pakistan.

• After the acquisition of Union Bank in September 2006, the new entity Standard Chartered Bank (Pakistan) Limited was incorporated in Pakistan on 30 December 2006 as a subsidiary of Standard Chartered PLC

Intended Role Of Advertising
Commu n

Environment

Competition

Market Share

ication

P E S T
•Direct •Indirect Credit card Market in Pakistan •Branch Network •Advertising Campaign

Situation Analysis

Product Service Offerings
Target Market Description
Islamic Banking Whole Sale Banking Personal Banking

SME

Insurance

Advertising Message

What

When

Where

How

PLC

Current Plan : Print

Advertising Objective
INFORM PERSUADE REMIND

Budget Allocation Strategy

% of Sale

Competitor’s

Task
•Based on outcome or tasks achieved

Residual

•Advantage of avoiding “advertising war” •Not effective?

•Used with predictable Sales •“Lazy-tude”

•Whatever is left!!

Advertising Plan

Factors influencing the setting of Advertising Budgets

• Product life cycle stage:
– New product launch vs. Mature product

• Competition:
– The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree

Communications Media:

Probable Advertising Expense Breakage:

Billboards

Office Themes

TVC

Communication History
Brochures Sponsoring

Sponsoring:

• SMS • Major Newspapers • Digital Billboard

Advertising Budget

Company

LOGO
CO

NC

LU S

ION

THANK YOU…

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