Marketing and advertisment ananlysis of pakistan

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Marketing and advertisment ananlysis of pakistan

  1. 2. MARKETING AND ADVERTISMENT ANANLYSIS OF PAKISTAN By UMAIR
  2. 3. ADVERTISING IN PAKISTAN: AN INTRODUCTION <ul><li>1947 to 1950s </li></ul><ul><ul><li>Few foreign-based agencies </li></ul></ul><ul><ul><li>Press only available medium </li></ul></ul><ul><li>1960s onwards </li></ul><ul><ul><li>Radio Pakistan launched commercial services </li></ul></ul><ul><ul><li>State-owned PTV launched in Lahore in 1964 </li></ul></ul><ul><li>1980s </li></ul><ul><ul><li>Strict censor laws on broadcast media </li></ul></ul><ul><ul><li>Memorable Pakistani TV Ads </li></ul></ul>Continue….
  3. 4. ADVERTISING IN PAKISTAN <ul><li>2000 onwards </li></ul><ul><ul><li>PEMRA issued licenses to several satellite channels </li></ul></ul><ul><ul><li>Ad spend increasing 25% annually (2007) </li></ul></ul><ul><ul><li>Consumerism on the rise </li></ul></ul>
  4. 5. 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
  5. 6. ANALYSIS AND CHANGE OVER PREVIOUS YEAR <ul><li>Classified Advertising remains the top product category in newspapers. The overall share of classified advertising has remained unchanged since last year and is 20%. </li></ul><ul><li>The share of telecom advertising in the print media has increased from 9% to 10% this year. </li></ul>Continue…. 2009 Data
  6. 7. ANALYSIS AND CHANGE OVER PREVIOUS YEAR <ul><li>Two new categories appear in the print rankings this year: savings and investment, and the energy sector. </li></ul><ul><li>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. </li></ul>Continue…. 2009 Data
  7. 8. ANALYSIS AND CHANGE OVER PREVIOUS YEAR <ul><li>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. </li></ul><ul><li>Only telecoms and banks appear in the top 10 brands rankings for print/newspapers. </li></ul>2009 Data
  8. 9. 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
  9. 10. 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
  10. 11. 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
  11. 12. 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
  12. 13. 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
  13. 14. COMPETITORS ANALYSIS <ul><li>Orient McCann Erickson </li></ul><ul><li>JWT Pakistan </li></ul><ul><li>Ads Plus Marketing Solution </li></ul><ul><li>Synergy Advertising (Pvt.) Ltd </li></ul><ul><li>RG Blue Communications </li></ul><ul><li>Ad Group (Pvt.) Ltd. </li></ul><ul><li>Interflow Communications </li></ul><ul><li>AdCom (Pvt.) Ltd. </li></ul><ul><li>Blaze Advertising </li></ul><ul><li>Blitz Advertising (Pvt.) Ltd. </li></ul><ul><li>Bond Advertising </li></ul><ul><li>Coral Communication (Pvt.) Ltd </li></ul><ul><li>Hawk Advert. & Communication Consultants </li></ul><ul><li>Global Advertising Agency </li></ul><ul><li>Time Communications </li></ul><ul><li>Xtra Vision </li></ul><ul><li>Trends Advertising (Pvt.) Ltd </li></ul>
  14. 15. OUR STRENGTH <ul><li>Following are the weaknesses that our competitors have and that can also be the opportunities for us and any other new entrant. </li></ul><ul><li>Lack of innovation </li></ul><ul><li>Traditional method of advertising </li></ul><ul><li>They do not advertise their agencies on; </li></ul><ul><li>Radio </li></ul><ul><li>Television </li></ul>
  15. 16. SEGMENTATION <ul><li>Basically our target market is all the business operating in Pakistan but for convenience we divide it into following segments. </li></ul><ul><li>Banks </li></ul><ul><li>Telecom companies </li></ul><ul><li>FMCG’s </li></ul><ul><li>Media(Radio and T.V Channels) </li></ul><ul><li>Political Parties(in election Period) </li></ul><ul><li>Other services Provider </li></ul>
  16. 17. Creative Outdoor Advertising in Pakistan

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