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Tcs marketing

  1. 1. TCS Sales Promotions & Marketing Strategies 2012 REPORT ONTCS Sales Promotions & Marketing StrategiesIrfanAkramRoll No: 07OwemarIshaqRoll No: 08SarmadSaleemRoll No: 10WaqarAslamRoll No: 28 B.BA (HONS) 2010-2014 1|Page
  2. 2. TCS Sales Promotions & Marketing Strategies 2012 Contents Dedication Pg-4 Letter of Memorandum Pg-5 Acknowledgement Pg-6 Executive Summary Pg-7 About TCS Pg-8 TCS milestone Pg-9 Vision & Mission Pg-14 Management Team Pg-15 Awards And Achievements Pg-16 Core Values Pg-17 Case Studies Pg-18 Testimonials Pg-19 GETZ PHARMA Pg-19 N.I.F.T. Pg-19 Efu Life Insurance Pg-19 Philips Pakistan Pg-20 Careers Pg-20 Tranzum Companies & Services Pg-21 Gifts & Greetings Pg-21 Air Freight Solutions Pg-21 Supply Chain Pg-22 Visa Facilitators Pg-22 Travel Services Pg-22 Event Management Pg-22 Services Pg-23 International Express Services Pg-23 International Rate Card Pg-24 Freight Plus Pg-24 Red BOX Pg-24 Student Express Pg-24 Domestic Express Services Pg-25 MMS Pg-25 Sentiments Express Pg-25 Same Day Express Pg-26 Overnight Express Pg-26 Red Box Pg-26 Logistics Services Pg-27 W&D Pg-27 Overland Express Pg-28 2|Page
  3. 3. TCS Sales Promotions & Marketing Strategies 2012 Core Benefit Pg-29 Actual Product Pg-29 Augmented Product Pg-29 Target Market Pg-29 Segmentation Pg-31 C2C Pg-31 B2B Pg-31 A2A Pg-31 C2Others Pg-31 Marketing Channels Pg-31 Print Media Pg-31 Electronic Media Pg-32 Placement Pg-32 Regional Offices Pg-32 Franchises Pg-33 Agent Pg-33 Retail Pg-33 Call Centers Pg-34 Market Shares Pg-34 Competitors Pg-35 S.W.O.T Analysis Pg-36 IT Pg-38 Bibliography Pg-41 Appendix Pg-42 3|Page
  4. 4. TCS Sales Promotions & Marketing Strategies 2012DEDICATION : Dedicated To All of my Family members Friends and My respected Teachers .Special Thanks To Sir Tauqeer Ahmed Ghauri for his kind affection towards us to boostup our courage and our hidden talent /interest towards the field of MARKETING.At the End my Heartiest Thanks To TCS management who allow their staff to makesuch a great cooperation with us and Special Thanks to M.Ahmed Abbas (BusinessDevelopment Executive) TCS Pakistan Center Zone . 4|Page
  5. 5. TCS Sales Promotions & Marketing Strategies 2012Letter of Memorandum :In Our Last session Held on February 13 . 2012. Sir Tauqeer Ahmad Ghauriallow us tomake Marketing research to understand hurdles and difficulty while doing BUSINESSand to understand internal environment of the Firm.This report is all because of SIR Tauqeer Ahmad Ghauri’sefforts and with the help of myFamily and My Friend at end but not the least my all thanks to Allah the ALMIGHTY theAPOSTROPHY. 5|Page
  6. 6. TCS Sales Promotions & Marketing Strategies 2012 Acknowledgement: To Almighty ALLAHfor sending his messenger Muhammad (S.A.W), for the guidance ofmankind, and blessing us with courage to complete all our work. One of the most pleasant parts of writing this report is the opportunity to thanks thosewho has contributed to it. Unfortunately, the list of expressions of thanks - no matters howextensive – is always incomplete and inadequate. These acknowledgements are noexpectations.We are grateful to have the assistance of our teacher who has helped us in every step and stagefor compiling and making this Marketing report.Interdependence is a higher value then independence. I acknowledge that our work is a synergisticproduct of many minds, to all of whom we express our thanks and gratitude. 6|Page
  7. 7. TCS Sales Promotions & Marketing Strategies 2012EXECTIVE SUMMARY : Report on theSales Promotion & Marketing strategies ofTCS .TCSabbreviated as TRANZUM COURIER SERVICES (New name Telecommunication CourierServices). TCS is the only Courier service provider with more then 5000 employees all around thenation. TCS came into being in 1983 as a domestic courier company. The TCS journey since its inceptionhas been exhilarating and as recorded in the Havard Business Case Study, the Company that EngineerKhalid Awan established with his brother has found itself in trailblazing roles, and developed an entireIndustry that has withstood the trials and tribulations of cohabiting with the Government sector, andstrove every inch of the way to find win-win solutions in the service of Pakistani prosperity.29 years into its existence the TCS brand has evolved, into a formidable symbol of trust & reliability. TCSprovides express and logistics services in the C2C, B2B and B2C segments. This it does through a widenetwork of "155" offices making it the biggest network in the country, along with over " 425 " retailoutlets and over 2000 online and offline locations nationwide ideally located for easy customer access.TCS has 1 dedicated chartered plane Boeing 737 and over 230 fully equipped modern satellite-trackedground vehicles, 2700 plus couriers and more than 6000+ experienced people to facilitate the swift andsecure operations. Currently TCS is ruling over the Market with the Market Share of 60% in thePAKISTAN in all Currier services provider .TCS has achieved many milestones by developing into abusiness model that continues to grow stronger. Realizing the customer needs and ambitions to lead thecourier industry of Pakistan have always been the driving principles in the milestones that TCS hasachieved over the years. This has resulted in setting benchmarks to improve the overall quality andstandards in the express courier industry. In middle of 1997-2000 TCS expand its services inINTERNATIONAL Market in Following NationsU.A.ECanadaBut After 9/11 TCS working in CANADA is being stopped due to threats and due to Many others reasonsinvolves Government restrictions in CANADA . letter till now TCS is delivering HOPES throughout theworld with the restrictions on them . Now advancement in TCS being done a new Financial Institutesowned and governed by TCs came into being in middle of current year (2012).TCS is the only reliable and self-relined service provider in PAKISTAN with theirs own transport , upper ,lower channel , segmentations , Cargo and their owned services .At the end of this report SWOT analysis of TCS is present which shows strength and opportunity in favorto TCS whether they are internal or external . 7|Page
  8. 8. TCS Sales Promotions & Marketing Strategies 2012About TCS:TCS came into being in 1983 as a domestic courier company. The TCS journey since its inception hasbeen exhilarating and as recorded in the Havard Business Case Study, the Company that Engineer KhalidAwan established with his brother has found itself in trailblazing roles, and developed an entire Industrythat has withstood the trials and tribulations of cohabiting with the Government sector, and strove everyinch of the way to find win-win solutions in the service of Pakistani prosperity. Completing 29 Years ofService & Innovation 29 years into its existence the TCS brand has evolved, into a formidable symbol oftrust & reliability. TCS provides express and logistics services in the C2C, B2B and B2C segments. Thisit does through a wide network of "155" offices making it the biggest network in the country, along withover " 425 " retail outlets and over 2000 online and offline locations nationwide ideally located for easycustomer access. TCS has 1 dedicated chartered plane Boeing 737 and over 230 fully equipped modernsatellite-tracked ground vehicles, 2700 plus couriers and more than 6000+ experienced people to facilitatethe swift and secure operations. Almost three decades into its existence, the TCS brand has evolved, into a symbol of trust & reliability. TCS provides domestic & international express services to consumers, corporates, SMEs and households alike, with pickups & deliveries crossing over 6 million a month. TCS operates with over 6,000 professionals, 24/7 call center, 430 plus conveniently located Express Centers, dedicated chartered aircraft, 2000 on-line & offline locations, 225 plus satellite tracked delivery vehicles and a proficient team of couriers dedicated to providing you the best of service and reliability in the industry. With a view to enlarging its presence in the global village, TCS operates in international territories through its business partners in Dubai and London, providing access to its customers to over 3,500 destinations worldwide. TCS has achieved many milestones by investing into its business model that continues to grow stronger. Realizing the customer needs and expectations have always been the driving principles in the milestones that TCS has achieved over the years. This has resulted in setting benchmarks to improve the overall quality and standards of the express courier industry. TCS achievements have led to a case study, undertaken by Harvard Business School in 2003 for International Entrepreneurship course of MBA. It has been mentioned in the textbooks used by Harvard Business School as a model of highly effective company from the developing world. A case study on TCS has also been included in Philip Kotler‟s latest South Asianedition of “Principles of Marketing” which is being taught at the best & biggest Business. Schools across South Asia.In 2007 TCS selected as the “case study” in “Harvard SCHOOL of BUSINESS ANDECONOMICS”. It is being an achievement for TCS as because TCS is the 1st PAKISTANI brand selected in HARVERD School of BUSINESS and ECONOMICS as the case study. TCS Pakistan Facts and Figures: 5000+ Employees. 1500+ Motorcycles. 400+ Light And Heavy Wheel Vehicles. 4 Million+ Shipments per month. Around 2000+ Offices. 350+ Offices World Wide. 6 Aircraft. 3500+ International Destinations. 8|Page
  9. 9. TCS Sales Promotions & Marketing Strategies 2012 TCS Mile Stone:TCS has achieved many milestones by developing into a business model that continues to grow stronger.Realizing the customer needs and ambitions to lead the courier industry of Pakistan have always been thedriving principles in the milestones that TCS has achieved over the years. This has resulted in settingbenchmarks to improve the overall quality and standards in the express courier industry.1983 In 1983 company came into being with the 25 shipment order through out all Branchesdespite of great restrictions from government and GPO TCS starts their working. At the verybegging of TCs they starts their outlet in LAHORE , KARACHI and ISLAMABAD .1985In the begging of 1985 and at the end of 1985 TCS start to expand their networkthroughout the nation. With more then 100 outlets in all over PAKISTAN in different and distantplaces to met PAKISTANI banking needs at that time.1989 In the middle of 1989 TCS proudly launched SENTIMENTS EXPRESS. In which widerange of GIFTS and Unique Surprises are present which are delivered through out the world atthe same cost of that product in that nation . 9|Page
  10. 10. TCS Sales Promotions & Marketing Strategies 20121990’s In the start of the era of 1990 TCS becomes the leading Courier Service provider in ALL overPakistan with round about 500+ Outlets all over the nation with the same day transfer facility. Theseyears are also known as TCS high years in the history.1992-1996After becoming number 1 Courier service provider in Pakistan TCS diversify its structure tobecome self reliant and self depended Courier provider In Pakistan with their own CARGO and Truckingservice . Also with their own Shipment facilities, Round the Clock. At that time till yet TCS is the onlycourier provider in Pakistan with their own Transport Facilities. 10 | P a g e
  11. 11. TCS Sales Promotions & Marketing Strategies 20121997-2000 In the begging of 1997 TCS expand its network to international market to provide Courierservice to Pakistani in international market. At the begging TCS starts its operation in selected countriesof U.A.E. with round about 10 outlets in U.A.E. Afterword expansion in network take places with thechange in need of society. Afterword in middle of 1998 TCS covers all U.A.E. Then to provide access ofPakistani to Canadian market TCS starts its operation in TCS on temporary basses. After 9/11 TCS stopsits working in CANADA due to restrictions or banns by government and also due to disliking ofCanadians.2001-2002 In the start of 2001 and almost at the end of 2002. TCS starts to restructured their entireorganization to provide best and good facilities to Peoples of Pakistan at their stops by increasing outletsand by increasing channels in different cities as well as towns.2002 In 2002 another major achievement done was of formation of TCS aviation to become morereliant and more reliable. In the same ERA TCS expand its network in the market of UK to provide serviceof courier to the people of BRITISH. In the same ERA of 2002 TCS formed Road Transport service(renamed TCS logistic in 2006)system to deliver shipment through out the Pakistan. 11 | P a g e
  12. 12. TCS Sales Promotions & Marketing Strategies 20122003 In the ERA of 2003 TCS is selected as the case study in HARVED school of Business andEconomics to provide learning facilities and training to BUSINESS students.2004 In the era of 2004 to provide more services at door steps of Pakistanis TCS launched NON-Resident Visa facility of different countries with direct link with Embassy of that nations. Nation includein TCS Provision are “ CANADA , INDIA , SPAIN and ITALY ”. TCS in the same era expand service networkwith the addition of SEA & AIR freight Division , Travel & Tour Company (INTIANA & VISATRONIX) andMANAGEMENT Development Service Company (OCTARA). All these segments are working for theprovision and development of Society and Public of Pakistan. 12 | P a g e
  13. 13. TCS Sales Promotions & Marketing Strategies 20122006 In the ERA of 2006 TCS launched Mail Management Solution (MMS) to the peoples of Pakistanfor their betterment. Also get rights for NON-Resident Visa of South Africa. Mail Management Solutionstands upon the single largest investment in infrastructure, made by TCS for continuous delivery ofvalue. MMS is equipped with state of the art printing and sorting technology that has been sourced fromthe best suppliers across Europe and Asia Pacific. Through MMS telecommunication service provider likeU-Fone Print and do shipment of their Post paid customers bills and Banks reconciliations statements ofdifferent banks through-out the Pakistan. Also Awarded as BRAND OF THE YEAR.2007 In the ERA of 2007 TCS implemented ISO 9001:2000 in TCS logistic. Also awarded as SuperBrand. At the end of the same year TCS won 1st TELECOM EXCELENCE AWARD. 13 | P a g e
  14. 14. TCS Sales Promotions & Marketing Strategies 2012 Vision & MissionOur Purpose To continually strive to achieve excellence - both on and off the job.Vision Statement "TCS will be recognized and respected as professional, innovative, profitableinformation, and knowledge based logistics/services enterprise. TCS embeds internet basedtechnologies into its internal operating structures and as business solutions for customers; withcustomer, employee and shareholder interests at the core of its operations; demonstrating aclear concern for ethical conduct and good corporate citizenship; with the objective of growinginto a regional and global player, with emphasis on the Middle East, Europe and NorthAmerica".Mission Statement "To direct all our organizational efforts at building upon the existing organizationalstrengths and brand recognition to achieve enhanced levels of profitable growth in the corebusiness, and diversify into new areas that compliment and supplement the core business, withthe diversification aimed at achieving excellence and industry leader status in the new areas.The TCS People will however be encouraged to be open to unconventional ideas and servicesand recognize new trends at very early stages". 14 | P a g e
  15. 15. TCS Sales Promotions & Marketing Strategies 2012 Management TeamKhalid Nawaz AwanChairman Mr. Awan is co-founder and Chairman of TCS.His businesses developed over the past 25 years are collectively called the ‘Tranzum’ group.A mechanical engineer by education, Mr. Awan and TCS, are subject of a Harvard Business School CaseStudy on ‘International Entrepreneurship’ - included in the MBA curriculum for the past six years.Saqib A. Hamdani JamilJanjua Ali LeghariCEO CEO, Octara VP - External AffairsSyed AtaurRahman Imran Younus Jamil AhmedHead of Aviation VP - Finance & Corporate Affairs VP - BPR & Special ProjectsRizwanHafeez Salman AkramVP - Strategy & Retail VP - Sales 15 | P a g e
  16. 16. TCS Sales Promotions & Marketing Strategies 2012 Awards and Achievements Super Brands Award 2008-09 Mr.SaqibHamdani, CEO, TCS PVT Ltd. received the coveted "SUPER BRANDS AWARD OF PAKISTAN 2008-09" from JavedJabbar, Chairman & CEO, JJ Media Pvt Ltd Consumer Choice Award-2010 TCS VP-BPR & Special Projects, Mr. Jamil Ahmed, receives Consumer Choice Award-2010. ‘Brands of the Year’ Award The quick adaptability, innovation, ambition and the right use of technology has developed TCS into a dynamic enterprise. TCS the highly distinguished ‘Brand of the Year’ award presented by FPCCI for two years in a row in 2007 & 2008 Brands Icon Award TCS has won the Brands Icon Award in 2008. ISO 9001:2000 Certification TCS has attained ISO 9001:2000 certification. 1st Telecom Excellence Award Through the presentation of the 1st Telecom Excellence Award by the Federation Pakistan Chamber of Commerce and Industry (FPCCI) TCS was acknowledged in 2006 for its services rendered to the Telecom sector with regard to express, logistics, warehousing and distribution. 16 | P a g e
  17. 17. TCS Sales Promotions & Marketing Strategies 2012  TCS Business Model Quoted in Harvard Business School Case Study In a historic first for Pakistan’s business sector, the dynamic business model of TCS was quoted in a case study undertaken by Harvard Business School in 2003 for its MBA course in International Entrepreneurship, and mentioned in its textbooks as the model of a highly effective company from the developing world. CORE VALUESQuality TCS people should direct every effort to deliver maximum value and satisfaction to our customers.Profitability through Efficiency Efficiency will be the hallmark of TCS people to optimize profitability and growth.Ethics Nothing unethical shall be practiced by TCS people in relation to our customers and the world at large.Justice Justice to be the guiding principle of TCS people.Creative Growth In its quest for expansion TCS shall encourage innovative thinking amongst its people. 17 | P a g e
  18. 18. TCS Sales Promotions & Marketing Strategies 2012 Case StudiesThe best way to understand how weve helped organizations overcome their challenges is to read oursuccess stories. The articles below show TCS in action with our clients, many of whom have worked withus for many years and have built up valuable relationships with us.Case Study on TCS in Philip Kotlers latest South Asian edition The13th edition of the Principles of Marketing, the seminal work of Professor Dr. Philip Kotler, isdedicated to the South Asian Perspective.The TCS Case Study appears prominently as thecurtain-raiser of Chapter 12 titled „Marketing Channels – Delivering Customer Value‟ on page288. A special reference is also made to the TCS website, In Chapter 17 that deals with Directand Online Marketing on page 431. The TCS Story is narrated in great detail, and in crisp andclear terms, and presents TCS as an agile and innovative company “… that has dramaticallychanged the distribution choices and expectations of both business and home consumersforever.”TCS Business Model Quoted in Harvard Business School Case Study In ahistoric first for Pakistan’s business sector, the dynamic business model of TCS was quoted in a casestudy undertaken by Harvard Business School in 2003 for its MBA course in InternationalEntrepreneurship, and mentioned in its textbooks as the model of a highly effective company from thedeveloping world. 18 | P a g e
  19. 19. TCS Sales Promotions & Marketing Strategies 2012 TestimonialIn promotion and of advertising, a testimonial or show consists of a written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product. The term "testimonial" most commonly applies to the sales-pitches attributed to ordinary citizens, whereas "endorsement" usually applies to pitches by celebrities. Testimonials can be part of communal marketing. Communal marketing refers to a marketing practice that incorporates public involvement in the development of an advertising/marketing campaign. A "communal advertising" campaign invites consumers to share their ideas or express their articulation of what the brand means to them through their own personal stories, with the use of print media, film or audio. The resulting "consumer generated content" is then incorporated into the campaign. GETZ PHARMA =Being a Pharma company its always a pleasant experience to have communication with our strategic partners like TCS who is keeping pace with us by playing a vital role in providing the cure to our patients in the form of medicines. Supplying life saving drugs is undoubtedly one of the most noble causes one can serve in addition to its commercial aspect TCS always provide professional services and a role model to follow them as one of the best logistic company in the country. Syed SajjadMazhar Distribution Manager N.I.F.T.We have had the pleasure of working with TCS for our „Document Handling Services‟ as part ofour countrywide cheque clearing system. This association has worked well and grown over thepast twelve years, encouraging us to introduce new services for our customers and thus helpingthem improve their services to their customers. I congratulate TCS on its Silver Jubilee, and on establishing an excellent courier service based on international standards. I wish them great success in their future endeavours. M. M. Khan Chief Executive Officer Efu Life Insurance 19 | P a g e
  20. 20. TCS Sales Promotions & Marketing Strategies 2012 I would like to congratulate TCS on this important milestone of their 27th anniversary. TCS has been associated with us as our courier agent for over a decade. I sincerely appreciate theremarkable services provided by their marketing team through all these years which is admirable, and I wish TCS tremendous success. Tahir G. Sachak Managing Director & CEO Philips Pakistan I was truly delighted to find out that TCS has completed its Silver Jubilee in providing thePakistani consumers with pure excellence. A reliable logistics partner is a must for any growing company, and I can say with full confidence that TCS is that partner which we at Philips have truly relied upon, and they have always delivered. I take this opportunity of congratulating theTCS team for their dedication, and hope that they will continue to serve their customers with the same degree of dedication for another 27 years. ShahidZaki Chairman & CEOCareersJoin a company that has global reach and presence, the means and the resources to propel your career intonever-before conquered horizons, a company that believes its people are its most valuable asset.TCS welcomes applications from ambitious, hard-working individuals from any part of the world, with orwithout experience. Fresh graduates are encouraged to apply, as TCS believes in fostering young potentialand creating an engaging work environment where they can flourish as the company grows.Begin your brilliant career at TCS and apply for a position today … the rewards are as big as yourambition. 20 | P a g e
  21. 21. TCS Sales Promotions & Marketing Strategies 2012 Tranzum Companies & ServicesTranzum Companies & Services are commonly known as TCS. Involves many businesses in it.TCS is the leading courier industry of Pakistan. With its 28 years of experience in the express courierindustry, it is widely trusted for reliability, speed and convenience. TCS provides time sensitive packagesand business documents delivery services across Pakistan, UK and United Arab Emirates. A wide range ofdocument, parcel and cargo services both domestic and international are offered.Business Involves are :- Gifts & Greetings Air Freight Solutions Supply Chain Visa Facilitators Travel Services Event ManagementGifts & Greetings TCSSentiments Express is a personalized, high valued gift delivery service offering a wide array of gifts fromgourmet cakes, floral bouquets, ethnic sweets, to various other elegantly wrapped gifts, delivered with apersonalized greeting card in Pakistan. Since 1989, TCS Sentiments Express has been part of TCS, theleading air express courier in Pakistan. In the time, it has become Pakistan’s premier gift delivery andgreetings service.Air Freight Solutions TCS Aviation, a division of TCS PrivateLimited, specializes in delivering customized air freight solutions for Freight Forwarders, PharmaceuticalIndustry, Charities & Relief Organizations, Government Departments, Airlines, General Sales Agents, Oil& Automotive Industries and Brokers. TCS Aviation operates with a dedicated fleet of aircraft &worldwide offices in Pakistan, Dubai and London. You can be assured that we would fulfill your airfreight & charter requirements to your satisfaction. 21 | P a g e
  22. 22. TCS Sales Promotions & Marketing Strategies 2012Supply Chain TCS Logistics Private Limited was incorporatedon June 2002. Started as a transport provider however it soon grew into a total logistics solutioncompany offering trucking, distribution & warehousing facility in response to strong customer demand.Visa Facilitators Visatronix, a division of Intiana PrivateLimited, extends booking facilities for visa applicants in the non-immigrant (work, visit, study) categoriesfor applicants all over Pakistan for Canada, India, Spain, Italy, Malta, South Africa and Greece.Applications are booked on a "Return Service Basis" at selected TCS Express Centres in all major cities.Travel Services Intiana, a Tranzum enterprise, offers services forUmrah&Travel.Intiana is dedicated to facilitating our customers in meeting all their travel related needswith personalized services and well-trained staff for customer support.Event Management Octara is an independent business unit ofTCS Private Limited. With a team of dedicated professionals in the fields of event management,publications, marketing and corporate services, Octara is geared to provide the best possible solutions inthese areas to the corporate, government and NGO sectors in Pakistan and the UAE. 22 | P a g e
  23. 23. TCS Sales Promotions & Marketing Strategies 2012 ServicesNo matter what your express courier service needs are, TCS can handle it for you with our wide range of options. International Express Service International Rate Card Freight Plus Red BOX Student Express Domestic Express Services MMS Sentiments Express Same Day Express Overnight Express Red Box  Logistics Services W&D Overland ExpressInternational Express Services: TCS has a strong presencenot only in Pakistan but also in the UAE, UK and Canada. TCS offers international delivery services -International Documents and Parcel Express Delivery - to over 3,500 destinations across the worldthrough its extended International Network. International Rate Card Freight Plus Red BOX Student Express 23 | P a g e
  24. 24. TCS Sales Promotions & Marketing Strategies 2012 International Rate Card: Facility provided by TCS in Favor to sendGreeting Card to your loved one in all our the world at any time through any outlet or through WEB.Freight Plus: Freight Plus offers delivery of your less urgent & large sizeshipments within 10-12 working days. This service is available only for export shipments. Prioritized handling andconfirmation of delivery are also available on request, customer clearance is also provided.Red BOX: Service provided to those customers who are extra consciousinsending theirproducts. TCS RedBox has made it so simple, convenient and cost-effective to send all you want, toyour loved ones, Special rates for UK, Europe, USA, Canada& Far East. Be it toys, clothes, shoes, gifts, samples orany thing you may fancy, Red Box delivers all. Show your loved ones how much you care with TCS Red Box.Just take your gifts to the nearest TCS Express Centre and we will take care of everything including the box.Red Box Service is available in a choice of two different weights:* 10 Kg * 25 KgStudent Express:This amazing service delivers your documents to the College, University or any other EducationalInstitution of your choice anywhere in the world.To avail TCS Student Express, the student will have to furnish the following at the time of booking theirdocuments.Copy of students ID card or letter from College/University certifying the students bona-fide status.Documents should be sent to an educational institution (School/College/University/Hospital) abroad. 24 | P a g e
  25. 25. TCS Sales Promotions & Marketing Strategies 2012Domestic Express ServicesTCS has emerged as the most trusted name for delivering a wide range of documents, packages, parcelsand cargoes within Pakistan. Domestic Express Delivery Services include.MMS:MMS - Mail Management Solution stands upon the single largest investment in infrastructure, made byTCS for continuous delivery of value. MMS is equipped with state of the art printing and sortingtechnology that has been sourced from the best suppliers across Europe and Asia Pacific. This makes TCSthe only end to end solution provider in the category with the largest delivery network in Pakistan.AtTCS innovation is a norm and with a view to creating & delivering business valueto customers. Value is the most significant outcome expected ofeach and every business process. Mail Management is one process yet to be recognizedas a source of value in our local business environment. TCS promises to deliver this value through itsinnovative service - MMS.Sentiments Express:TCS Sentiments Express is a personalized, high valued gift delivery service offering a wide array of giftsfrom gourmet cakes, floral bouquets, ethnic sweets, to various other elegantly wrapped gifts, deliveredwith a personalized greeting card in Pakistan. Since 1989, TCS Sentiments Express has been part of TCS,the leading air express courier in Pakistan. In the time, it has become Pakistan’s premier gift delivery andgreetings service.Sentiments of care & appreciation are delivered for all occasionsby SentimentsExpress, a division of TCS, that deals inpersonalized & corporate gifts, greetings & mail orderdeliveryservice at your door step since 1989. Sentiments Express offersa wide array of gifts from 25 | P a g e
  26. 26. TCS Sales Promotions & Marketing Strategies 2012gourmet cakes, floral bouquets &ethnic sweets to perfumes, toys & leather goods along withanexclusive greeting card carrying your personalized message.Be it Eid, Christmas, Valentine‟s Day, Mother‟s Day, Father‟sDay, Friendship Day, Birthday,Wedding, Get Well Soon, anyBrand Campaigns, Employee Greetings, Promotions, or justanexpression of your Appreciation, TCS Sentiments Express canhelp you let your Employees,Customers, Business Partners,or Loved Ones know that you care.Same Day Express: Rely on same day express forsame day deliveries to major cities country wide. Check booking timings.Overnight Express: For next working day deliveryof your urgent shipments.Red Box: For next working day delivery of your urgentand bigger shipments.Service provided to those customers who are extra consciousin sending theirproducts. 26 | P a g e
  27. 27. TCS Sales Promotions & Marketing Strategies 2012Logistics Services:Realizing the potentials of Supply Chain Management in Pakistan, TCS launched its Logistics Wing as aregistered company in 2002 as TCS Logistics (Private) Limited.TCS Logistics has 3 divisions, namely (a)Overland Express, (b) W&D (Warehousing & Distribution), and (c) Fleet Solutions. TCS Logisticsemploys 898 professionals, working day and night to add value to your businesses.W&D:W&D (Warehousing & Distribution), a division of TCS Logistics was established in 2004. It specializes inthe 3PL setup and is setting new benchmarks by providing Total Logistics and Supply Chain solutionsin Pakistan. In this relatively short time span, it has already had its presence felt on the supply chaincanvas of the country. W&D has an envious clientele in Telecom, FMCG, Pharma, I.T. and other sectors,it is all set to providing its customers extra-ordinary services in their respective industry segmentsanywhere in the country. W&D already has over 200,000 square feet of multi-user Warehousingfacilities in the country, which offer efficient and economical warehousing services by employingcarefully thought out material storage and handling equipment.With the most modern and efficient tools in warehouse management and out-of-the-box distributionmodels, W&D division is continuously achieving Key Performance Indicators (KPI) set by its customers.TCS Logistics has also implemented ISO 9001 as an assurance of the quality of service provided to itscustomers. W&D is not rigid in its approach and believes fully in offering customized solutions to itscustomers that best fit their specific logistics and supply chain needs. The Inventory Management& Warehousing process has been automated with an in-house web-based management system “WMS”that provides online access and real-time information to customers for ordering, monitoring andmanaging their stocks.The current range of specialized services includes:WarehousingTransportation and Distribution 27 | P a g e
  28. 28. TCS Sales Promotions & Marketing Strategies 2012Value addition and Stock RepackingBarcoding &labelingWarranty ManagementReverse LogisticsProject ManagementCustoms ClearanceFreight (Air & Sea)Overland Express:Formed 2 decades ago, (year 1989), TCS OverlandExpress is also the market leader in door-to-door goods transportation business in Pakistan byland through 40 and 50 ftrs containers. This business is particularly suited for your bulk cargomovements to around 160 cities of the country, delivery KPI within three working days,considering booking date zero at main locations of pakistan . Packaging of material facility isalso available with the name of TCS mover n packers to facilitate our household customers.Main product offerings of the products are. LCL (Loose container Load)FTL (Full Container Load)Hub to Hub deliveryHub to Door deliveryPallet boxes of 50 Kgs.Builtin insurance of Rs 100 per kgWhen it comes to secure, economical and time definite transportation of heavy cargo shipmentsto any part of the country by land TCS Overland Express is the preferred choice of a largecorporate customer base.Our large corporate customer base includes:Pharmaceutical CompaniesBanking SectorMajor Printing HousesAutomotive IndustryCellular Industry 28 | P a g e
  29. 29. TCS Sales Promotions & Marketing Strategies 2012 Core BenefitQuality.Profitability through EfficiencyEthicsJusticeCreative Growth Actual ProductIn actually TCS provide Currier services to the citizen of PAKISTAN. Inside as well as outside thecountry. Augmented ProductIn marketing, a whole product is a generic product augmented by everything that is needed for thecustomer to have a compelling reason to buy. The core product is the tangible product that thecustomer experiences. In return to get better results TCS provide Security in against to lost things.Percentage of return vary according to nature of things. Target MarketTranzum currier services (TCS) main target market is high or upper level corporate and businesses. TCScommonly provide services on large scale to GETZ pharma ,Ufone telecom , MobilinkTelecon , FinancialIntermediaries’ and many more. TCS target those companies and those businesses which are helpful ingathering large quantity of capital in a short interval of time.Business Market: TCS offers a service required by all types businessesregardless to nature size type productivity etc. Thus TCS target market consist of BUSINESS or Corporate.Corporate Market:In corporate sector two (2) major areas that TCS target through its various productsare: 29 | P a g e
  30. 30. TCS Sales Promotions & Marketing Strategies 2012BANKS/FINNANCIAL INSTITUTES:The major target market, which generates heavy business for TCS. Themain Product they use id DOX (documents) in order to send drafts, cheques, agreements,correspondence etc. The main customers are BANKS, Shipping Companies and corporate offices. TCS istraditionally dominant in this sector.Export/Import Sector: Another major target market of TCS is the business sector, dealing in Export. SoExport is the basic target market of TCS. TCS attract this sector through its various heavy weight parcelsof different weights which include MEGA, JUNIOR, JUMBO, JUNIOR JUMBO and HEAVY WEIGHT parcelexpress, to service export client with different needs. 30 | P a g e
  31. 31. TCS Sales Promotions & Marketing Strategies 2012 SegmentationTCS provides express and logistics services in the C2C, B2B and B2C segments. This it does through awide network of "155" offices making it the biggest network in the country, along with over " 425 " retailoutlets and over 2000 online and offline locations nationwide ideally located for easy customer access.TCS has 1 dedicated chartered plane Boeing 737 and over 230 fully equipped modern satellite-trackedground vehicles, 2700 plus couriers and more than 6000+ experienced people to facilitate the swift andsecure operations.C2C: C2C segmentations contains wide range of cities which being recently covered by TCS. Thissegment contains cities/Towns like Minchanabad, HavelyLakah etc. This segment consist of that citieswhich are backward and mostly there are rarer or some times no shipments to that areas. Shipmentthrough this segment is quite greater then other segment due to new starting or due to no goodresponse.B2B: B2B segment contain wide range of cities as compared to C2C segment. Because this segment ismature now. Cities involves in this segment are BAHAWALNAGAR, BAHAWALPUR, ARIFWALA etc. Thissegment is mature and advanced segment of TCS as compared to C2C. Daily shipment from the outletsof B2B recorded as 100+/day (DATA provided by TCS).A2A:A2A segment Mostly called on-road segment, because of its linking on the same road andgeographically look alike same as other. This is most old and mature segment of TCS. This is the 1stSegment launched by TCS. Shipment details vary from day by day due to high range of shipments,Approximately 5000+ shipments/day done on this track. Cities include in this segment are SAHIWAL,LAHORE, MULTAN etc.*C2OTHERs:In some cases of i.e of sending UNIVERSITY form TCS allow C2B or C2A segment but with theadditional cost implements.This cost Vary according to different conditions or according to differentcircumstances. (VICE-VERSA) Marketing ChannelsInitially for the Campaign, a document was prepared outlining the relevant information about the brand,Target audience, Buying Behavior, Brand loyalty and ConsumerPerception of the brand. Also any issuethat might block the desired behavior including any external factor.A marketing channel is a set ofpractices or activities necessary to transfer the ownership of goods, and to move goods, from the pointof production to the point of consumption and, as such, which consists of all the institutions and all themarketing activities in the marketing process. A marketing channel is a useful tool for management.Media strategy is no less important then creative strategy, Its very necessary to advertise to know whenand how to reach the audience effectively. The Choice of Media determines the direction of creativestrategy. Keeping in mind the size of advertising budget, For this Campaign we initially goes with PrintAnd Electronic Media.Print Media: In Print Media we should Emphasis on THREE (3) aspects of the products and then usethem as the base of ou theme. Priority Relaxation Money Back Guarantee 31 | P a g e
  32. 32. TCS Sales Promotions & Marketing Strategies 2012Electronic Media:To attract the readers attention, both footage and words are being utilized tocommunicate the concept clearly. Following aspects will be prominent and identical in alladvertisement.Product , Logo And SloganCompanies Logo And SloganProduct Tag LineExplanation of the footage. Product PlacementProduct placement, or embedded marketing, is a form of advertisement, where branded goods orservices are placed in a context usually devoid of ads, such as movies, music videos, the story line oftelevision shows, or news programs. The product placement is often not disclosed at the time that thegood or service is featured. Product placement became common in the 1990s, until the ramifications ofproduct placement were clearly understood.In services Business like TCS product refers to the Services provided by them, whereas Placement refersto the offices of the institute which are providing services, for the development and construction ofsociety.Placement of TCS are as follow:i- Regional OFFICESii-Franchisesiii-Agentiv-Retailv-Call CenterRegional Offices : TCS with the oldest and most reliable services have 3 regional offices all around the PAKISTANwhich are covering all the nation. South Region KARACHI TCS Express & Logistics Center SaqibHamdani Building Iqbal Avenue, Jinnah International Airport, Karachi 75202, Pakistan. Tel: +(92) 21 111 123 456, Fax: +(92) 21 924 2816 HYDERABAD Bungalow # 14/A, Unit # 3, Main Autobahn Road, Latifabad, Hyderabad. Tel: (022) 111 123 456, (022) 3815966 / 7, (022) 3812180 / 2, Fax: (022) 3816821 SUKKUR Bungalow # 47, Muslim Cooperative Housing Society, Military Road, Opposite Red Carpet Hotel, Sukkur. Tel: (071) 111 123 456, (071) 5632801 / 3 QUETTA Model Town near Usmania Restaurant Pishin Stop, Quetta. Tel: (081) 111 123 456, (081) 2837132 / 33, Fax: (081) 2821427 Central Region LAHORE 01 PECO Road, Opposite Ittefaq Foundry, 32 | P a g e
  33. 33. TCS Sales Promotions & Marketing Strategies 2012 KotLakhpat, Lahore. Tel: (042) 111 123 456, Fax: (042) 5943278 MULTAN 958/B, Tareen Road, Multan. Tel: (061) 111 123 456, Fax: (061) 4500947 FAISALABAD P-6158, West Canal Road, Near Faisalabad Toyota Motors, Faisalabad. Tel: (041)111 123 456, (041) 8544034 / 35 / 36 / 38, Fax: (041) 8501317 North Region RAWALPINDI / ISLAMABAD Near Fizaia Colony, Islamabad Highway Service Road, Rawalpindi. Tel: (051) 111 210 210, Fax: (051) 4471261 GUJRANWALA Opp. GhulamDistgir Khan Filling Station, Main G.T. Road, Gujranwala. Tel: (055) 111 123 456, (055) 4231901 / 3, Fax: (055) 4231906 PESHAWAR 54 The Mall, Near PTV Station Mall Road, Peshawar Cantt. Tel: (091) 111 123 456, (091) 9213967 / 9, Fax: (091) 9213977Each region with holding more then 10 cities around them. With the same price of shipment in thatregion, eg: In MULTAN region areas including are Bahawalnagar, Bahawalpur, Rahim yar Khan, Multan,Melsi etc.Franchises :Franchising is the practice of using another firms successful business model. The word franchise is ofAnglo-French derivation - from franc - meaning free, and is used both as a noun and as a (transitive) verb.For thefranchisor, the franchise is an alternative to building chain stores to distribute goods and avoid the need forinvestments and liability for a chain. The franchisors success depends on the success of the franchisees. Thefranchisee is said to have a greater incentive than a direct employee because he or she has a direct stake in thebusiness.In many areas of Pakistan including Lahore and Karachi TCS launched Franchise system. (no pic no further dataavailable)Agent :An Agent is one who acts for, or in the place of, another, by authority from him; one entrustedwith the business of another.TCS now launched Agent system round the nation to provide currier services of distant and backwardarea through their representives. Agent system currently launched in city of Minchanabad, Mandibhaodin etc. (currently no further data available on this topic)Retail :Retail outlets are the visage of any company. At TCS ourmain focus is on customer satisfaction. Over 430 conveniently located Express Centers, backed by over225 satellite-tracked delivery vehicles and dedicated couriers astride motorbikes, extend the TCSoutreach throughout the length and breadth of the country, making it one of the most recognizable brandsin Pakistan. With its distinctive logo and corporate color, the TCS retail environment is an ideal mix oftasteful decor, competence, and hospitality geared to optimizing customer experience.The number of computerized TCS Express Centers that are open 24/7 has been on the rise ensuring anenabling environment, much to our valued customer‟s delight. TCS service standards are maintainedthrough support teams comprising of Retail Team Leaders and Mobile Maintenance. Units that stay on 33 | P a g e
  34. 34. TCS Sales Promotions & Marketing Strategies 2012the move 12 hours of the day, every single day. At TCS, we not only serve our customers by selling in-house services, we also have widened our service horizon by contributing in admission process ofreputed Universities, which shows that our metro-geographical presence and highly efficient trained staffis contributing as a responsible national entity to serve Pakistani institutes and citizens.Call Center :TCS has taken yet another step as the undisputed leader of theCourier Industry by settingup a state of the art 24/7 Call Centerat its brand new and purpose built Head Office at the KarachiAirport. Centralizing customer calls in Karachi, Lahore andIslamabad under one roof, initially launchingoff with 30 seatsand aiming to accommodate 300 employees at a time, the contactcenter offers TCScustomers various channels of communication.The contact center is fully equipped with a customized IPbasedIntel solution. Market ShareTCS with the leading currier service provider in Pakistan has covers almost 60 – 65% market. With atMaturity stage of it life cycle 34 | P a g e
  35. 35. TCS Sales Promotions & Marketing Strategies 2012. Tcs currently now at Maturity stage with maximumprofit over handling. Great amount of Capital is required to run a setup like TCS. CompetitorsThere were no direct Competitor of TCS in Pakistan. Because to run a setup like TCS huge amount ofCapital is required on a large scale still there was possibilities to not to become market achiever. But inspite of all market share TCS feels threat from following Courier ServicesDHL (As timely delivery)UPS (World Wide Express PLUS)TNT (9Am Express) 35 | P a g e
  36. 36. TCS Sales Promotions & Marketing Strategies 2012 SWOT ANALYSISInternal Assessment  Strengths: TCS has a totally independent and self-reliant cargo operation beside this following are the other strengths of TCS: The TCS courier service has large no of Branches across the country. Initial learning and benefits from DHL‟s systems. Having its own airplanes and operates them on their own licenses Having research and development department The TCS courier service having 55% shares in Domestic Market It is providing services in more than 200 countries in the world It has 7% shares in international market TCS holds more then 50% market share in Overland Express TCS holds more then 60% market share in Sentiments Express. TCS business operations rely on a sophisticated hub-and-spoke system. TCS has 5 major hubs in Pakistan with round the clock sorting facilities.  Weaknesses: TCS had many weaknesses during its early period which were then successfully converted into strengths, few weaknesses are as follows: TCS has no formal contracts with delivery persons. TCS has not been able to continue point of delivery I.T. Support System. TCS does not have expert I.T. Systems and support which has caused huge losses. TCS still relies on international partners for its overseas operations. TCS has been initially the victim of family issues.External  Opportunities: 36 | P a g e
  37. 37. TCS Sales Promotions & Marketing Strategies 2012 TCS has many opportunities to expand and get advantages from governments, opportunities on which TCS can focus are as follows: TCS can expands its international operations and get subsidy from government in the name of foreign exchange. Industry in which TCS operates has high entry barriers for new entrants. Expanding industries of Pakistan are opening new profits streams for TCS. To expand its operations TCS can lease equipments and take advantages of tax benefited leasing in Pakistan. TCS can acquire funds for expansion by enlisting itself into Karachi Stock Exchange. TCS can start price wars to eliminate small competitors. TCS can start its own domestic passenger airline services as it has the experienced pilots, flying experience and license. TCS can establish its own terminals at ports for huge shipments via sea. Threats : Since its inception TCS has been exploited to number of threats, threats which TCS has faced inn past and are facing currently are as follows: Legislative barriers like Post Office Act of 1898 are threats for TCS. Government bureaucracy has been a continuous obstacle for TCS. TCS has been a wary of corruption and has been asked for favors from politicians. TCS has a host of violent competitors in Pakistan. TCS competitors are experienced and cash rich companies. Pakistan flagship carrier PIA has started its own courier services. 37 | P a g e
  38. 38. TCS Sales Promotions & Marketing Strategies 2012 ITTCS W&D (Warehousing & Distribution) division is a specialized 3PL setup formed in 2004and is setting new benchmarks in providing Total logistics and Supply Chain solutions in thecountry. In this relatively short time span, it already had its presence felt on the supply chaincanvas of the country. W&D has anenvious clientele in the Telecommunication, FMCG, Parma, I.T and other sectors and is all set toproviding its customers extra-ordinary services in their respective segments anywhere in thecountry.W&D already has over 100,000 Sq.ft. multi-user Warehousing facilities in the country, whichoffer efficient and economical warehousing services by employing carefully thought out materialstorage (racks and equipment‟s) and management (web based, in house developed WarehouseManagement System – WMS software). With the most modern and efficient tools in warehousemanagement and out-of-the-box distribution models, W&D division has achieved KeyPerformance Indicators (KPI) set by its customers.. The Inventory Management & Warehouseprocess has been automated with an in-house, web-based management system “WMS” thatprovides online access and real-time information to customers for ordering and monitoring theirstocks. The current range of specialized services includes:  Warehousing  Transportation and Distribution  Value addition and Stock Repacking  Barcoding &labeling  Warranty Management  Reverse LogisticsInformation ServicesWith the digital revolution, Information Services companies now need to process an increasingnumber of data sources, and a variety of unstructured content including audio/video to provideaccurate actionable intelligence across multiple delivery channels quickly. Traditional publishersare moving online. Margin pressures and the need to move up the value chain are driving them toincrease their operational efficiency and enter into their customers‟ workflow. The industry isbeing forced to transform its technology and content operations to address the challenges.TCS understands these challenges and can help you drive this transformation. We combine ourrich experience in servicing the industry with our content products, service offerings andalliances to deliver the technological solutions you need.What TCS ProvidesTCS realizes that information processing is unique for each industry segment, and it blendstechnology solutions with industry expertise to deliver solutions. Based on our experience and 38 | P a g e
  39. 39. TCS Sales Promotions & Marketing Strategies 2012tailored information solutions for each area, we have classified the Information Services industryinto the following sub-segments: Financial and Credit Information Services Scientific, Technical and Medical Information Services Legal, Tax and Regulatory Information Services Market Research Information Services Search, Aggregation and Syndication Information Services B2B Information ServicesOur end-to-end offerings for Information Services cover the full content value chain fromcontent creation to content monetization: Content Operations: Content Digitization, Transcription Services, Web-Crawling, Entity Data Extraction, Data Verification, XML Conversion, Taxonomy Maintenance, Indexing, Tagging, Linking, Citation and Categorization Information Management: Enterprise Content Management, XML Content Storage, Semantic Tagging, Multi-dimensional Data Warehouse, Editorial Systems, Search Implementation, Contextual Search, Workflows and Analytics Content Delivery: Multi-channel Distribution, Social Networking (web 2.0) and Mobile Media Infrastructure Services: Data Center Management, Desktop Management, Desktop ServicesThe TCS solutions are powered by the following: Outcome-drivenbusiness consulting End-to-end IT service offerings covering IT solutions, infrastructure services and BPO Information services Coe that tracks the latest industry trends/challenges and provides solutions leveraging best practices Customer-centric innovationdriven by the TCS Co-innovation Network (COIN) Alliances that leverage combined experiences in technology and business to provide successful solutions Business ValuePartnering with TCS will help you achieve the following business benefits: Transformation of content operations using Content Agility and a realization of the full potential of your content Enabling new revenue streams from innovative and customer-centric IT solutions Reduction in time-to-market for new technology-enabled information products Streamlining and standardizing IT processes to improve operational efficiency 39 | P a g e
  40. 40. TCS Sales Promotions & Marketing Strategies 2012Lowering of total cost of ownership of IT systems and allowing business to move spendsto strategic initiativesEffective back-office operations that help in reaping the benefits of new products quicklyRelease of your key resources and assets to focus on value-added activities 40 | P a g e
  41. 41. TCS Sales Promotions & Marketing Strategies 2012 BibliographyGoogle Images official website 41 | P a g e
  42. 42. TCS Sales Promotions & Marketing Strategies 2012 Appendix 42 | P a g e