EXCUTIVE SUMMARY

This advertising campaign proposal is based on the research of vital tea

Chapter 1

ADVERTISING CAMPAIGN OF VTAL TEA

1.1 Introduction
Pakistan is the third largest tea importer in the world after Russia and the UK and consumes about
155 million kg of tea every year. The annual tea import bill, which this year may be more than
US$200 million Vital Tea is a much known tea room in Pakistan.

The Vital Group started its operations in 1991 with the launch of Vital tea, With its passion to
serve and due to the high demand from its customers and buyers, VG has now also launched other
personal care items, such as Vital beauty soap range.

Eastern Product (PVT) Limited, managed by its owners, Mr. Haji Muhammad Yaseen. He has 22
years of experience managing a successful business in not only Pakistan but also internationally.
Processing, packing and marketing of Tea specialties in Pakistan has not always been a
standardized affair, but Vital changed that. A small tea factory that grew into a local giant on the
basis of a single promise “Consistent Best Quality”. At the core of the groups’ success is the
sincerity and dedication of its team of highly qualified technical, financial and marketing experts.
The products management and its team members are also are undeniably.

Innovation strategy
We are introducing a new innovation in vital Tea which include sugar mix in tea bags, to give
benefit of both sugar and tea in just one packet to all tea lovers.

1.2 Target Audience

Vital tea targets the following segmentation.

Demographical

Age Above 8 years

Gender Male, female

Income level almost all people

Geographical

World region Asia

Cities All major cities of Pakistan

Density Urban-Rural

Climate Hot & dry

1.3 Characteristics of Vital Tea

 The taste and flavor of vital tea is a bit strong and it is especially very good for
those tea takers, who love the strong flavor and essence of tea.
 The vital tea brand is not very old but in quite less time, this brand has made its
significance and name.
  There are many people who have become loyal of this brand of tea and now they
only use this tea, several times a day.
 The aroma of vital tea makes it very special and it develops the mood even before
taking a sip from the cup.
 The freshness captured is the main essence to enjoy tea.

1.4 Logo of Product

1.5 Objectives

 To create mass awareness in public about our new innovation.

 To develop an interest in public towards our innovation.
 Give benefit to our target audience.
 Achieve agreed sales volume.
 To create a scenario of its improvement and image.

1.6 Introduction to Competitors

Lipton Tea

Lipton is a British brand of tea, owned by Unilever. Lipton was also a supermarket chain in the
United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on
tea. The company is named after its founder Thomas Lipton. The Lipton ready-to-drink beverages
are sold by Pepsi Lipton International, a company jointly owned by Unilever and PepsiCo, the
owners of the namesake product Pepsi.
Lipton's became a supermarket chain focused on small towns, before Allied's acquisition by Argyll
Foods in 1982. The supermarket business was rebranded as Presto during the 1980s.

In 1929, the Lipton grocery retail business was merge with Home and Colonial Stores to form a
food group with over 3,000 stores. In 1980 Lipton tea business was acquired by consumer goods
company Unilever in a number of separate transactions, starting with the purchase of the US and
Canadian Lipton business in 1938 and completed in 1972 when Unilever bought the remainder of
the global Lipton business. In 1991 Lipton made first joint venture with [Link]

Under the slogan "Direct from the tea gardens to the pot“, he made tea a popular and approachable
drink for everyone high quality but reasonable priced. The Lipton tea are his heritage and they are
more popular than ever. Lipton tea is now world leader and present in more than 150 countrie

Supreme

Brooke Bond & Company was founded by Arthur Brooke. He opened his first tea shop in 1869.
Arthur Brooke chose the name because it was his 'bond' to customers to provide a quality tea,
hence Brooke Bond. The firm expanded into wholesale tea sales in the 1870s.

In 1903, Brooke Bond launched Red Label in India.

Brooke Bond's most famous brand is PG Tips, launched in 1930. By 1957, Brooke Bond was
probably the largest tea company in the world, with one third share of both the British and Indian
tea markets.

The company merged with Liebig in 1968, becoming Brooke Bond Liebig, which was acquired
by Unilever in 1984. The Brooke Bond name has since been significantly decreased by Unilever,
however, it is possible to still buy boxes of 'Brooke Bond Tea Co' tea in the UK, but not in
supermarkets. Gold Crown Foods Ltd was licensed by Unilever to use the Brooke Bond name for
the Brooke Bond 'D' and Brooke Bond Choicest brands. It was also regularly sold across Britain
in Pound land stores. The Brooke Bond brand is still used in other countries, especially in India.
In Pakistan, Brooke Bond Supreme is the number-one-selling tea brand. Unilever markets it a
Lipton Yellow Label blend.
In North America Brooke Bond's primary product was Red Rose Tea. Red Rose is still sold by
Unilever in Canada, but in the United States is now marketed by Redco Foods.

Tapal Tea

Tapal Tea is a Pakistani major tea brand based in Karachi, Pakistan. It was founded by Adam Ali
Tapal in 1947. Family Mixture originated from a small shop in Jodia Bazar and is now one of the
most popular brands in Karachi..

Tapal’s story is as old as Pakistan. It started in a small shop in Jodia Bazaar, when Adam Ali Tapal
began importing Ceylon teas and developed a specialized product called Family Mixture. This was
a blend of leaf and dust tea and was sold in brown thelis (paper bags).

As a short-term fix, a logo was created which was screen-printed on the brown bags; this continued
until Tapal launched their first branded, soft tea pack in the 1980s. The company was looking to
break through the duopoly of the multinationals that dominated the branded tea market at the time:
Unilever’s Lipton was the market leader and Brooke Bond’s Supreme was the number two brand
(until Unilever bought it in the 1990s).

Today, the company relies on its distributors to ensure that their portfolio of more than 20 tea
variants is available to customers across Pakistan, urban and rural areas included. Tapal attributes
the exponential increase in Tapal’s sales to an “an unwavering focus on quality and continued
innovation” and this is what helped Tapal become the largest-selling tea brand in Pakistan between
2008 and 2009. Despite becoming the largest-selling brand in Pakistan and exporting to over 20
countries. The year 1988 proved to be a landmark one for Tapal with the launch of two new brands.

1.7 Rationale

We designed this campaign to increase the growth of our brand at largest scale to meet customer’s
needs, wants, demands and also bring change in life style of people is one of the most important
reason for our brand extension.

1.9 Slogan
“25 saal beet gaye hum ap ka dill jeet gaye”

1.10 Tagline

“vital peeyo zindagi jeeyo”.

1.11 Significance of Product

 It take less time to make your tea stronger and best in taste so it is less time consuming.
 Vital tea bags makes life easier for quick tea.
 Sugar mix tea bags are two in one for people.
 It doesn’t change your taste in fact make taste stronger than before.
 It is available to all near local stores of target audience.
 Chapter 2

2.1 History of Product/ background research

The history of tea in the sub-continent can be trace far back. It is said that tea was introduced with
arrival of British in the sub-continent and become popular in the region during the British rule.
The British were clever enough to use powerful slogan which remained in the minds of the people.

At present there are two kinds of tea available in the market, branded and unbranded. Therefore
importers are also two types, though both import tea in same countries. Bulk importers sell tea to
retailers in loose form while the second category of bulk tea importers sell tea in packaged form
under the brand name.

Tea is the traditional hot drink in Pakistan. In Pakistan, a morning and evening cup of tea is an
essential part of everyday culture. This tradition has existed for many years. Every guest in a home
in Pakistan is most likely to ask for a cup of tea to relax after a demanding journey. This trend has
always created a strong demand for tea in Pakistan and made it the world's third largest importer
of tea. In terms of tea consumption, it is the seventh largest country. Even in summer when the
weather is extremely hot, tea is drunk twice a day.

The product” Vital tea” is a running brand and according to “Vital group” every third tea taking
individual in Pakistan. ”Vital” is an English language word. It means “essential necessary and
indispensable.

A small movement began to bring the wholesome purity of nature back into the home and heart.
A movement that lives by the spirit of Pakistan. A movement that is Eastern products (PVT)
Limited processing, packaging and marketing of Pakistan Tea specialties has not always been a
Standardized affair

Eastern product (PVT)”vital group”, is managed by its owner [Link] Muhammad Yaseen. Vital
Group (VG), as a business, is a unique blend of Asian values and global standards of quality. A
strong people (relationship) orientation coupled with professional integrity and highest level of
commitment to delivering quality in all our products and services.

The Vital Group started its operations in 1991 with the launch of Vital tea, With its passion to
serve and due to the high demand from its customers and buyers, VG has now also launched other
personal care items, such as Vital beauty soap range.

2.2 Historical significance of features

Vital Tea recently came up with a new TVC which’s big idea revolves around Tehzeeb & Culture.
Pakistan, being among one of the top importers and consumers of tea has an emotional attachment
to tea which goes beyond consuming it. Even if one likes it or not but tea is part of our everyday
lives and culture especially when it comes to “Doodh Patti Chae” of local Dhabas which has now
become an identity of the country.

Vital launched the ad to create differentiation among consumers from other tea brands. With its
different concept and idea, vital tea is not only trying to create the brand image, perception, recall
and market space but it’s also indirectly supporting and developing the entire category of Tea by
owning the rich traditional values.

vital tea mocking coffee lovers or targeted people who consider themselves to be modern while
having coffee in this latest ad and with that, they might have sent a subtle rebuttal to Nescafe’s
earlier ad. But targeting soft drinks is not a bad idea either as their marketing goes on throughout
the year with which they have made their place in the market.

2.3 History in Pakistan

Vital Tea is VG very first product which was launched at a small town in Punjab, ‘Haroonabad’.
Within a very short span of time, we started selling it across the country and to a larger market
outside Pakistan also. Vital Tea’s export started since 2005. The tea is now available in different
flavors.

Vital Tea leafs are hand-picked in the mountains of Kenya. To capture the aroma of the tea, these
leafs are, then, processed on the same day and shipped to our facility in Pakistan. Our Master Chef
blends the mixture for a rich colour and taste that touches the hearts through taste buds. Every cup
of Vital Tea provides a hot and refreshing blend of perfect aroma, colour and taste that serves your
taste buds well.
 Chapter 3

SWOT ANALYSIS

3.1 SWOT analysis of vital tea and its competitors

Strengths

Vital Tea Lipton Tea Supreme Tea Tapal Tea

Experienced and It has great It has good supply It has good brand
quality management and chain awareness in the local
Management. fantastic distribution. Network. target market.
It has various variety It is unique in terms of The flavor and taste of Continuous
and wonderful quality. the variety of tea it the tea is very much innovation for
has. liked by the customers increased customer
and has a very loyal value.
customer base.
It has effective and It serves their The packaging is very The only company to
attractive packaging. costumers by unique interesting. introduce round-tea
packaging. bags in Pakistan.
It has second largest Lipton has always Supreme has a very Brand sponsored
market share after taken part in good strong brand portfolio. shows such as musical
Tapal Tea. marketing campaigns. concerts and cricket
tournaments.

Weaknesses

Vital Tea Lipton Tea Supreme Tea Tapal Tea

It is failed to gain Low market share in It is losing the market Tight quality control
significant market high tea drinking share to other smart procedures lead to
share. countries like China, media players in the higher costs, its time
India and Japan. industry. consuming.
It has extended its Green tea has its own It faces huge storage It is a major hurdle for
distribution network substitutes which is issues Tapal to position its
but still its distribution soups or other health tea abroad in the
web is not so wide and beverages. If Lipton minds of the
efficient to give a tea is unavailable, it consumers and
tough time to its can be easily encourage them to
competitors. substituted with indulge in brand
something else like switching.
coffee.
It is not focusing on Quality Mellow is a The brand is Most of the sales are
shelves reservations in new product, it has no dependent upon only on cash, problem for
stores, no posters are customer loyalty or traditional media. the distributor then
pasted significantly low brand awareness. they can switch to
outside local shops competitors.
and no PR campaigns.

Opportunities

Vita Tea Lipton Tea Supreme Tea Tapal Tea

Local population is Focus on Tea drinking It can tie up with Increase in population.
increasing with a Countries. A higher hotels which will help
significant growth focus with the right in increasing the
rate. Hence market marketing campaigns customer awareness as
demand volume will running in the top 3 tea well as the sales
automatically increase drinking nations.
in future
Opportunity to export As it is now in the Brooke Bond can Maintaince of proper
the product to other introduction phase, target rural markets in website which
countries, this will instant milk tea still order to penetrate subscribes and provide
build a better image in has a large room to more in the market and information regarding
the local market. establish its coverage establish a different long production line.
market segment.
It can extend its sales The more the rural Consumer income is
area to small cities and penetration, the higher high for denedar class
towns. is the turnover for the
brand.

Threats

Vital tea Lipton tea Supreme tea Tapal tea

Internationally High inflation in the Less Growth of Strong marketing
increasing tea prices. country can negatively Industry campaigns of Unilever
affect the brand makes it extremely
difficult for Tapal to
counter-attack because
of low budgets.
It has the area of the Preference for people There are so many Due to climatic
market which is not having coffee or other substitutes in the conditions, when the
educated and it is beverages market for tea. weather of Pakistan is
using the loose tea mostly hot consumers
which may not be would prefer soft
good for their health as drinks over tea.
well.
Political conditions in Government High import duties
the country may be regulations on import encourage smugglers
obstacle to exports. and export. of tea to grow.
 Chapter 4

4.1 Media analysis

Media refers to communication vehicles such as newspapers, magazines, radio, television,
billboards, direct mail, and internet. Advertisers use media to convey commercial message to their
target audience, and the media depends to the different degrees on advertising revenues to cover
their cost of their operations. Radio now a days commonly used by people in rural areas where
electronic and digital media doesn’t reached. People also listen it while driving. Radio is cheapest
medium to increase revenues of their product or service.

Advertising media such as cable television and direct mail are often viewed as “niche” media
because they reach a narrowly defined audience with unique demographic characteristics or special
interests. The internet is different from conventional advertising media in several respects. First it
can serves as not only a communication channel but also a transaction and distribution channel.
Consumer can get information and make purchases. So we run our advertisement after meda
analysis on television, radio, print and social media.

4.2 Why I choose TV, Radio, print and social Media Sites

Television

The purpose of choosing television is to aware the people of Pakistan at large scale, because the
viewership of watching television in Pakistan an average spends two hours daily. The reason for
having large numbers is that this advertising method can reach the household-level customers. So
it is the best medium to increase the sales of our product and its publicity.

Radio

According to our target audience as we mention the rural areas so the Radio is the best medium to
aware the people of our new innovation. In radio 40% time is spend on advertisements. It is also
listen in while driving at morning time Pakistan.

Print

There are many people in Pakistan who read newspaper daily with the cup of tea. Newspapers
have also incorporated color advertisements, though their main advantage rests with their ability
to target local markets.

Magazines, especially those that target specific niche or specialized interest areas, are more tightly
targeted compared to broadcast media. Additionally, magazines offer the option of allowing
marketers to present their message using high quality imagery.

4.3 TV commercial story board

IDEA (TVCS):
Left side Right side
0.4 sec 5 dostain gari se utar kr dahaby pr jati han
0.2 sec Music
0.8 sec (4 friends )”Yr bht thak ggaye chaye order krty
han.”
0.4 sec 5th friend “nai bai meri chaye m koi
compromise nhi”.
0.8 sec (Baqi 4 friends )” q tmari chaye m esa kia h .”

0.2 sec Music

0.8 sec (5th friend ) bag se tea bag nikal kr boli let’s
try .
0.6 sec (4 friends ) “Chaye k sath advance m cheni
maza a gya.”
0.4 sec 5th friend “To vital peo zindagi jeo”.

Total - 46 sec

4.4 Radio ad:

Music Time Storyline

0.6 sec 5 dostain gari se utar kr dahaby
pr jati han
Music 0.2 sec

0.8 sec (4 friends )”Yr bht thak ggaye

chaye order krty han.”
0.4 sec 5th friend “nai bai meri chaye m
koi compromise nhi”.
 0.8 sec (Baqi 4 friends )” q tmari chaye
m esa kia h .”
Music 0.2 sec

4.5 Channel selected

TV

 ARY digital
 Geo entertainment
 Masala TV
 Hum TV

Radio
Radio Network Channel selected
Radio Awaz FM 101
FM 100
FM 107
FM 88.6

Print
Newspaper

 Daily Jang (urdu)

 Daily duniya
 Nawae-e-waqat

Magazine

 Herald( English)
 Newsline( English)

4.6 Time selected

TV
Channel Morning Prime Time
GEO Entertainment 10:00 to 11:00 am 7:00 to 9:00 pm

Masala TV 9:00 to 12:00 am 7:00 to 9:00 pm

Hum TV 9:00 to 10:00 am 7:00 to 9:00 pm

ARY Digital 11:00 to 12:00 am 8:00 to 9:00 pm

Radio
Radio network Morning Night

FM 101 7:00 am 12:00 pm

FM 100 8:00 am 1:00 am

FM 107 9:00 am 12:00 pm

FM 88.6 - 12:00 pm

4.7 Print

Billboard
Magazine ad

Newspaper
4.8 Social media page

Facebook page

4.9 Promotional items

Tea mug

Tee shirt

Key chains
 Chapter 5

Media buying and planning

5.1 Reach

Reach of the selected TV channel at least 35% of viewers who watched TV channel for 20 minutes
in a week. Vital tea had a one day reach of 1565 per million on 21st march 2019. Weekly reach of
radio stations as defined above who tuned into radio stations for at least 5 minutes in a week. Reach
of outdoor media (billboard) 39% of target audience is effected by the message. In social media
80% of the population is exposed to advertisements for at least 2 minutes once a day. Newspaper
readership in Pakistan is 47% in which our target audience is also include who read advertisements.

5.2 Frequency

According to our target audience if we take 100 TV homes in which 60 homes viewed programs
only 40 homes is exposed to the media message 2.5 is the average number of times TV
advertisements will be presented to reach the population and people will exposed to the media
message and 1.02 is the average number of times radio advertisements will be presented to reach
population. Outdoor media is effective way to reach target audience 1.00 is the average number of
times advertisements will be presented. Frequency of newspaper readership is daily if we take 100
homes in which total of 40 expose to media message.

5.3 Ways of scheduling Ads on media

We use continuity model for scheduling ads according to our product which is all seasonal based
but our campaign focus on summer season because of its competitor’s high frequency. This model
is best for our product awareness. It also helps to maintain continuous and complete purchase
cycle.

5.3.1 Ad schedule
TV and Radio

Day No TV channel Time Radio Time No times

times networks
Monday 3 Masala TV 9:00 to FM 101 1 7:00 am
3 12:00 am
ARY digital 8:00 to FM 100 1 8:00 am
9:00 pm

Tuesday 3 ARY digital 8:00 to

9:00 pm
Wednesday 4 Masla TV 9:00 to FM 100 1 1:00 am
12:00 am
FM 107 1 7:00 am

Thursday 2 Geo 10:00 to FM 88.6 2 12:00 pm

11:00 am
4 Masala 9:00 to
12:00 am
3 Hum TV 7:00 to
9:00 pm

Friday 3 Masala TV 7:00 to FM 100 1 1:00 am

3 Hum TV 9:00 pm

Saturday 3 Geo 10:00 to FM 107 1 9:00 am

11:00 am
3 Masala 9:00 to
12:00 am
2 Hum 7:00 to
2 ARY digital 9:00 pm
Sunday 3 Masala TV 9:00 to FM 101 2 12:00 pm
2 ARY digital 12:00 am
FM 107 9:00 am
1

Newspaper and Magazine

Day Duration Newspaper Magazine

Daily One month( May 21019) Daily jang (urdu)

One month( June 2019) Nawa e waqat
Weekly One month( July 2019) Daily duniya

Monthly July 2019 Herald

August 2019 Newsline

5.4 Comparison with competitors Ad scheduling

TV

Day Competitors No times Duration TV channel

Monday Lipton tea 2 9:00 to 12:00 am Masala TV

Tapal tea 1
Tuesday Supreme tea 1 8:00 to 9:00 pm Ary digital

Wednesday Lipton tea 2 9:00 to 12:00 am Masala TV

Thursday Lipton 1 7:00 to 9:00 pm Hum TV

1
Tapal 2 9:00 to 12:00 am Masala TV
Supreme
Friday Lipton tea 2 7:00 to 9:00 pm Hum TV

Saturday Lipton 1 9:00 to 12:00 am Masala

7:00 to 9:00 pm
Lipton 1 Ary digital
Supreme 1
Sunday Lipton 2 9:00 to 12:00 am Geo
entertainment

Radio

Day Competitors No of times Duration Radio

networks

Monday Lipton 1 7:00 am FM 101

Lipton 1 8:00 am FM 100

Tuesday - - - -

Wednesday Tapal 1 7:00 am FM 107

Thursday - - - -

Friday Supreme 1 1:00 am FM 100

Saturday Tapal 2 9:00 am FM 107

Sunday Supreme 1 9:00 am FM 107

Newspaper and magazine

Day Duration Competitors Newspaper Magazine

 Daily One month( Lipton Daily jang -
may 2019
Weekly - - - -
Monthly - Tapal - Newsline

5.5 Budgeting

Vital tea advertising campaign has some specified budget. It gives overview of all cost associated
our marketing activities including advertising and online content. Which give space to runs more
Ads on different medium after evaluation. The description of advertising budget is under:

Items Cost Estimate

TVCs 50,000

Radio 40,000

Billboard 45,000

Newspaper Ad 45,000

Magazine Ad 20,000

Social media 10,000

Other expenditures 10,000

Total 2 lac 10 thousand

Chapter 6
Public Relation Campaign on Pakistan Post
Abstract

Communication services now a days is necessity of every home to build a strong relation to one
another and also take a part to increase the economic growth of country. An important element of
communication services is to provide benefit to their audience. In the recent years it has been
noticed that government’s organizations has no marketing among public and they are unaware of
the services that government provide. In this modern area where communication is strong this
campaign has been held to reach the massive audience. Pakistan post is one of the old organization
since from 1947 that serves only for the public of Pakistan. The purpose of our current campaign
is to highlight the different aspects of Pakistan post not just only to promote the services. This
campaign’s focus on to establish the good will among people of Pakistan to make trust. To full fill
the goals of campaign strategic communication has been created to reach the target audience using
appropriate media. There is a focus on properly using related marketing to effectively
communicate a positive message to the public. The campaign reinforce successfully.
 Chapter 1

1.1 Introduction
Pakistan is in a very exciting and decisive stage. The need of the moment is to invest in gradually
moving Pakistan away from an industrial base to a service based economy. Communications sector
plays a significant role in the socio-economic development of the country and making knowledge
based society. People to people contact through modern communication ways have emerged as a
significant tool for awareness of the masses. A country is successful when its organization work
to achieve objective with loyalty to happy their clients or costumers, so one of the important
component in the successfulness of a country is happiness of its citizens. In Pakistan there are
some organizations which works with 100% of good result that need to be highlighted more
because people utilize it services and to make it strong.

Our campaign is designed to promote the services of Pakistan Post, the purpose behind this
campaign is to awake the public of Pakistan to utilize the services of Pakistan post not only limited
to its competitors just like TCS and leopard, also to motivate the people by using their services to
make it better at international level and to make it more worthy.

1.2 Logo

1.3 Objectives

a) To promote the services of Pakistan post among public.

b) To aware the audience about new launching services.
c) To establish the good will of Pakistan post to their public.
d) To raise the interest of public towards their services.
e) To increase people’s satisfaction regarding services of Pakistan post.
1.4 Rational

The purpose of our campaign is to promote the services of Pakistan post and to aware the public
by its services at affordable cost.

1.5 Target audience

According to our rational, we target the public of Pakistan in which children under 16 is not
include.

1.6 Mission statement

Pakistan Post is also providing a universal postal service network in harmony to ensure secure and
timely delivery of mail, money and material at affordable cost through utilization of people,
process and technology and innovative product offerings.

1.7 Slogan

‘Delivering and information at lightning speed’.

1.8 Competitors

 TCS
 Leapords courier
 Chapter 2

2.1 Situation analysis

Pakistan post
Pakistan Post was established following its independence from Britain under the modified Post
Office Act VI, 1898 and became operation on 14 August 1947. Pakistan Post fell under the
Department of Posts and Telegraph in the Ministry of Communications .According to research, in
the contemporary world, the overall perception of public-sector organizations is that they are too
big, slow, wasteful, untrustworthy, not adequately transparent and inefficient. This poor reputation
of public-sector organizations is reinforced and reflected through studies that suggest a decline in
levels of trust in government. At present, government agencies and ministries, public health
administrations, local government departments and education institutions have all understood the
value and possible advantages of having a positive reputation. A recent government report
suggested that Pakistan is on the path to achieving the goals of sustainable development through
Vision 2025, in which their focus is mainly on the economic, societal and environmental welfare
of the country. Hereafter, the priority of the government should be to implement projects that have
an early development impact on the reputation of the public-sector. To accelerate the economic
growth Pakistan’s government focus on public sector organizations in which Pakistan post is one
of them. There is a drastic changings in their services which is improved by Pakistan government.
The national character, strong brand recognition and a wide network of post offices bestows a
unique position to the Pakistan Post in playing a vital role in the economic and social development
of Pakistan.

It serves as the principal agency for the government in implementing key policies. Pakistan Post
is providing a variety of services on behalf of many federal and provincial government
departments.

Pakistan Post has a broad and varied role to play beyond provision of communication link for
individuals and businesses pace with the changing communications market, Pakistan Post is
emphasizing in the use of new communication and information technologies to move in
affordable prices to serve their public. Pakistan post is committed to make secure and timely
delivery of mail, money and material at the doorsteps of the customers at affordable cost.
Pakistan Post is providing postal services in every nook and corner of the country, 44thousand
employees through a vehicle fleet of 5000 operate traditional "to the door" service from more
than 13,000 post offices. Pakistan Post is providing delivery services to about 20 million
households and businesses as community service without any cost considerations. In addition to
its traditional role, the Pakistan Post also performs agency functions on behalf of Federal and
Provincial governments, which inter-alias include Savings Bank, Postal Life Insurance,
Collection of Taxes, Collection of Electricity, Water, Sui Gas and Telephone bills. Pakistan Post
is also providing a universal postal service network in harmony with the Universal Postal Union
(UPU) strategy to ensure secure and timely delivery of mail, money and material at affordable
cost through utilization of people, process and technology and innovative product offerings. Now
Pakistan Post is offering Electronic Money Order Service which is known as Post-to-doorstep.

There is such an IMC campaign on Pakistan post office by kareem Mousaa on prezi. And also
arrange a ceremony like The Pakistan Railways signed an agreement with the Postal Life
Insurance to provide insurance plans to its passengers at PR Headquarter.

The purpose behind this research is our Pakistan post providing us very fast communication
services at affordable prices, people had not so much information about its services, there is not
as such work on public relation department or on its publicity. The problem is lie on their
marketing. The question is that why people are not using it as compared to its competitors?
Which forced us to think! So the purpose of campaign is to not just only promoting even
persuade the people to utilize its services to accelerate the economic growth.
 Chapter 3

3.1 SWOT analysis of Pakistan post

Strengths

 It is Century Old Organization.

  Large Human as well as physical Infrastructure.
 Presence, both in urban and rural areas.
 Large portfolio of Services.
 Trust of Public.

Weaknesses

 Lack of autonomy in operation.

 Lacking in technology/automation.
 Lack of training.
 Absence of Marketing/Customer Care Functions.
 Poor Market Perception.
 Poor Incentives for Staff/Lack of Motivation.
 Inadequate Supervisory Positions.

Opportunities

 Provide access to larger population.

 Tremendous potential to grow business in existing services.
 Optimal use of the large infrastructure.
 Explore new business avenues.

Threats

 Deteriorating physical, technical & human infrastructure.

 Fast depletion of market share to private courier companies.
 Lack of autonomy to effectively compete.

Strategies

In order to achieve objectives we have setup four main strategies, which include:
  Video is emotive, it draws people in. video allows you to tell a story and craft your desired
outcome accurately to attract visitors who want more than basics. However, to promote
and aware the services of Pakistan post we develop promotional video on the services of
Pakistan post.
 Television advertising is largely used to influence viewer's decisions on anything it may
be a product or service at large scale. In less time it gives enough information to the viewer
that should be required. So to aware the public about new launching services of Pakistan
post we create a Television commercial.
 Printed materials are physical items. These items can stay in offices or homes for months
or even years after they are received. We will design the effective standi and broachers
distributed to the public using interpersonal communication for the interest of people.
 70% of all internet users are on this platform. Because social networks feed off interactions
among people, they become more powerful as they grow. We create a social media pages
like on facebook and Instgram to increase the people satisfaction that would base on
people’s feedback.

Tactics

 Promotional video
 TVC
 Standi
 Broacher
 Inter personal communication
  Social media page

Facebook

Reviews
TIME PLAN:

We will run our campaign from 25th of April to 30th May.

WEEK 1 WEEK 2 WEEK 3 WEEK 4

We will shoot our We will arrange We will create a We will Perfom a
television commercial seminar/workshop challenge for people street theatre for 3 to
(TVC) Or shot videos. and set a corner for on the spot or it may five days. 25th May to
From 25th April to 2nd three days to aware be games. From 15th 30th May.
May. Designed the public. From 3rd May to 22nd May
banners, posters or May to 10th of May.
brouchers.