Marketing and advertisement Analysis of Pakistan
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Marketing and advertisement Analysis of Pakistan

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presented by Syed Hammad Hussain

presented by Syed Hammad Hussain

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Marketing and advertisement Analysis of Pakistan Marketing and advertisement Analysis of Pakistan Presentation Transcript

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  • MARKETING AND ADVERTISMENT ANANLYSIS OF PAKISTAN By Syed Hammad Hussain
  • ADVERTISING IN PAKISTAN: AN INTRODUCTION
    • 1947 to 1950s
      • Few foreign-based agencies
      • Press only available medium
    • 1960s onwards
      • Radio Pakistan launched commercial services
      • State-owned PTV launched in Lahore in 1964
    • 1980s
      • Strict censor laws on broadcast media
      • Memorable Pakistani TV Ads
    Continue….
  • ADVERTISING IN PAKISTAN
    • 2000 onwards
      • PEMRA issued licenses to several satellite channels
      • Ad spend increasing 25% annually (2007)
      • Consumerism on the rise
  • TOTAL SPENDING IN ADVERTISING         Rs (billions) %share TV 10.55 46 Print 7.46 33 Outdoor 2.6 11 Direct Marketing 1.6 7 Radio 0.55 3 Total 22.76 100
  • ANALYSIS AND CHANGE OVER PREVIOUS YEAR
    • Classified Advertising remains the top product category in newspapers. The overall share of classified advertising has remained unchanged since last year and is 20%.
    • The share of telecom advertising in the print media has increased from 9% to 10% this year.
    Continue…. 2009 Data
  • ANALYSIS AND CHANGE OVER PREVIOUS YEAR
    • Two new categories appear in the print rankings this year: savings and investment, and the energy sector.
    • P&G Pakistan, which did not appear in the print rankings last year, appears this year as one of the top companies adverting in magazines.
    Continue…. 2009 Data
  • ANALYSIS AND CHANGE OVER PREVIOUS YEAR
    • The top 10 companies account for just 13% of total ad spend in newspapers, whereas they account for 27% of the total Ad Spend in magazines.
    • Only telecoms and banks appear in the top 10 brands rankings for print/newspapers.
    2009 Data
  • PRINT MEDIA TOP 10 PRODUCT CATEGORIES ADVERTISED IN PRINT MEDIA Continue…. Category %Share Classified Advertising 20 Telephone/Mobile Communications 9 Real Estates 9 Job Opportunities/Notices 7 Banks 7 TV& Radio Stations 6 Educational Institutes 6 Cinema 2 Automobiles 1 Magazines 1 Others 32 Total 100
  • PRINT MEDIA TOP 10 COMPANIES THAT ADVERTISED IN PRINT MEDIA Company %share Mobilink 5 Ufone 4 Telenor Pakistan 3 LG Electronics 3 Noor Villas 3 Al Nahayan Enterprise 3 Pak Suzuki Motor Company 3 Nokia Corporation 2 Unilever Pakistan 2 United Bank of Pakistan 2 Others 70
  • ELECTRONIC MEDIA TOP 10 PRODUCT CATEGORIES ADVERTISED ON TV Continue…. Category %share Telephone/Mobile communications 23 Milk & Dairy Products 5 Carbonated Soft Drinks 5 Shampoos 4 Banks 4 Tea 3 Biscuits 3 Beauty Creams/Lotions/Face Wash 3 Toothpastes 2 Detergents 2 Others 46 Total 100
  • ELECTRONIC MEDIA TOP 10 COMPANIES THAT ADVERTISED ON TV Continue…. Company %share Unilever Pakistan 10 Mobilink PTCL 5 Pepsi Cola International 4 P&G Pakistan 4 Telenor Pakistan 4 Nestle Pakistan 2 Warid Telecom 2 Colgate Palmolive Pakistan 2 Coca-Cola 2 Others 59
  • ELECTRONIC MEDIA AD SPEND ON RADIO STATIONS Station Rs (mn) %share FM100 95 15 FM89 93 15 Radio Pakistan 85 14 FM101 69 11 FM 106.2 3 10 FM107 60 10 FM91 48 8 FM103 36 6 Others 65 11 Total 614 100
  • COMPETITORS ANALYSIS
    • Orient McCann Erickson
    • JWT Pakistan
    • Ads Plus Marketing Solution
    • Synergy Advertising (Pvt.) Ltd
    • RG Blue Communications
    • Ad Group (Pvt.) Ltd.
    • Interflow Communications
    • AdCom (Pvt.) Ltd.
    • Blaze Advertising
    • Blitz Advertising (Pvt.) Ltd.
    • Bond Advertising
    • Coral Communication (Pvt.) Ltd
    • Hawk Advert. & Communication Consultants
    • Global Advertising Agency
    • Time Communications
    • Xtra Vision
    • Trends Advertising (Pvt.) Ltd
  • OUR STRENGTH
    • Following are the weaknesses that our competitors have and that can also be the opportunities for us and any other new entrant.
    • Lack of innovation
    • Traditional method of advertising
    • They do not advertise their agencies on;
    • Radio
    • Television
  • SEGMENTATION
    • Basically our target market is all the business operating in Pakistan but for convenience we divide it into following segments.
    • Banks
    • Telecom companies
    • FMCG’s
    • Media(Radio and T.V Channels)
    • Political Parties(in election Period)
    • Other services Provider
  • Creative Outdoor Advertising in Pakistan
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