The document discusses the animation industry in Pakistan. It outlines the objectives of the industry as describing its structure, introducing animation as a marketing tool, and determining the local and global scope of services. It then discusses topics like the industry's functions, jobs, hardware/software needs, audience, strengths, weaknesses, opportunities, threats, and importance. It concludes by providing recommendations like establishing training institutions, government support, industry reforms, soft loans, and tax exemptions to help the industry grow.

3. The Objective of this project is
 To describe the structure of the animation industry.
 To introduce the effective use of animation industry as a
marketing tool.
 Determine the scope of services of the animation industry
both locally and abroad.

4. Animation is the non personal
communication of information usually
persuasive in nature about
products, services or ideas by
identified sponsors through various
media.

7. Most of the functions and jobs in animations
don’t require very specialized piece of hardware
and can be completed using a sufficiently power
desktop computer. However, these are some
parts of Pre-production and Post-production that
does require specialized hardware to an extent
or another.
1. Graphics Tablets
2. Motion Capture
3. Render Farm
4. Editing suite

8. In Pakistan, animation sector is not defined as such. In
order to conduct our research effectively, we defined our
scope of research as follows:
“The companies that have a prominent presence in the
market; are involved in production of 3D animated content
from concept to completion, and we took a tangential look
at the game development sector as well”.
We focused almost on 3D animation because this is the
predominant animation techniques used in Pakistan.

9. Audience

10. Animation is a tool which can help a company to
achieve goals. It is not the end, but a means to
reach the end. The functions of animation depend
upon six objectives.
1. To make product distinct from others.
2. To communicate information.
3. To push the customers.
4. To expand distribution.
5. To encourage brand preference.
6. To reduce sales cost.

11. •Pakistani professional animator have started
catching the foreign demand for animation.
•Post production work of some Hollywood movies is
now given to Pakistan mainly because of the
acceptable quality of animation and relatively lower
price in the region.
•Scope of Animation Industry in Pakistan has now
crossed the borders.

12. • We see 100’s of ads every day.
• Consciously or subconsciously Animation have tremendous effect.
• Animation can not only change buying decision but also changes
mindset & attitude of people.
• Animation reflects the culture of a nation.
• Animation industry also supports media industry, In fact media
survives on Animation because they go hand in hand.
• Animation can be used as an effective tool for a social cause.
• Animation also helps in spreading information about new technology
& innovations

13. Strengths
• Animation industry in Pakistan was growing at 30% in 2009, and it is
estimated to reach US$ 1.5 billion by 2015
• It has become one of the biggest entertainment and information media.
• Animation Industry covers all kind of advertising concerns and it has
secured a high range of target audience.
• It has well established division’s 2-D animation in advertising and 3-D
animation being used by TV for entertainment.
• Increasing trends in overall revenues and profits.
• High brand awareness among the people.

14. Weaknesses
•High operating cost.
•Industry has lower skilled workforce so it takes more time to complete
projects.
•Costly and high specs hardware and software's required.
• Poor working conditions in advertising agencies and low wages paid
by owners.
• Less support from Pakistani Government for betterment of animation
industry.
• Continuous innovative ideas are required to retain the attention of
customers.

15. Opportunities
• Can work into different segments for enhancement of its scope.
• Market development in small cities.
• Benchmarking to improve management practices.
• Free-lance work and online foreign projects.
• Develop more attractions for target audience.
• Introduce mocap system to reduce production time and increase
production

16. Threats
• Security Threats due to terrorism
• Employee often skips work due to energy crisis in Pakistan.
• High competition in Advertising Industry.
• Social and religious groups.
• Government policies.
• High demanding market in terms of innovation.
• Searching, paying and retaining innovative people.
• Lack of awareness and cultural terms.

17. The animation industry has its great importance for last many
years. It is emerging as a powerful tool in marketing because it
directly affects the audience and communicates the message to the
customers more efficiently and has more realistic approach. In this
modern Era of information technology though animation industry is
playing a vital role for marketing of products in Pakistan but the
majority of people is illiterate and does not know much about this
industry.

18. •Institutions should be established by the Government and
private sector for R&D and to produce skilled workforce.
•Government support should be manifested in the purchase
of software’s which are highly expensive.
•Government should reform the structure of this industry and
revise the wages of workers to meet international standards.
•Banks and other financial institutions should provide soft
loans on easy installments.
•Tax exemptions for hardware import