The presentation discusses strategies to improve the Lok Mela cultural festival brand in Pakistan. It will cover the industry dynamics, target audience insights, evaluating Lok Mela's brand resonance, exploring issues and bottlenecks, defining the identity, and a communication design plan. The plan is based on research including a brand brief, desk research, target group interviews, and a primary survey, with a budget of 5 million Pakistani rupees.

2. WHAT TO EXPECT OUT OF THIS PRESENTATION?
₋ The Industry Dynamics
₋ A Macro-Environmental Perspective
₋ The Brand Bond
₋ The Brand Experience with Lok Mela
₋ Exploring the Bottle-necks
₋ Establishing the Identity
AND
₋ The Communication Design

3. SCOPE LIMITATIONS
₋ Analysis and strategies reflected in this presentation
are only a combination of:
Brand Plan Brief
Desk Research
Target Group (TG) Connects
Primary survey
₋ Proposed communication tools have been projected
while keeping in view the budget limitations of Rs. 5
million

4. PORTER’S FIVE FORCES
31/50
Threat of New Entrants (Low)
₋ Heavy investment required
₋ Less attraction for Target Market
Threat of Substitutes (High)
₋ All major sporting events like T20 / cricket,
Football world cup etc.
₋ Customized International Packages
Rivalry (Moderate)
₋ Punjab Youth Festival
₋ Sindh Festival
Power of Buyers (High)
₋ Large number of hangout options
₋ Lack of interest in cultural events
Power of Suppliers (Low)
₋ Less opportunities to participate
in cultural events
MODERATE

5. PESTEL
POLITICAL
•Stability in Democratic
Governments
•Geo strategic location of
Pakistan
•Government underpins
tourism/Culture
•Ministry of Tourism getting
active
•Security Concerns
ECONOMICAL
•$514 (2000) - $1,290 (2012) –
Per Capita Income (PCI)
•A growth of 250% in last 15
years in PCI
•10% of GDP of world is through
tourism
•v/s
•7% of Pak’s GDP by Travel &
Tourism's 7%
•14% contribution to global
employment
•v/s
•6% of employment
contribution in Pakistan
•GDP Growth in recovery phase
•Rise of local players – Engro &
Nishat
SOCIAL
•Diverse cultures (Punjabi,
Sindhi, Pakhtoon, Bloch etc.)
•Rise in Internet user-ship
•Literacy Rate = 57%
•Ever growing urbanization
•Excellent response of youth to
Pakistani Movies e.g. Waar,
Khuda Kay Liye etc
•World is converging into ‘Glocal’
from a ‘Global’ village
•Absence of key events like
‘Basant’ & ‘Horse & Cattle
Show’ in the past few years .

6. PESTEL
TECHNOLOGICAL
•Tech savvy & more aware
youth
•Growing user-ship of Smart
phones
•Mobile penetration rose to
68% as of March 2013 –
overwhelming in Urban areas
•3G/4G auction in Q4-2014
•Pakistan Broadcasting
Corporation operates 64
AM/FM channels with 940
hours of daily broadcast
ENVIRONMENTAL
•Country of All Seasons
•Cultural service offerings are
not likely to damage
environment
•Pakistan environmental
protection agency
LEGAL
•No such overall legal
implications
•Tourist spots are difficult to
access such as SWAT, Fairy
Meadows etc.

7. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
Why you?
The Brand Romance – YOU & ME!
BUILDING THE BRAND RESONANCE

8. RE-VISITING THE TARGET GROUP
Proposed Target Group
16-30 Years
SEC: A+, A, B & C
Upper & Upper Middle
Urban Youth
Current Target Group
12- 25 Years
SEC: A+, A, B & C
• More Impulsive
• More dependent upon parents
• School goers
• Lesser Understanding of Culture
Excluding
12-15 years
• More stable
• More independent
• More affluent
• Young Professionals
Including
26-30 years

9. WHO are They?
DEMOGRAPHIC
• 15-19 teenagers
• 20-25 young adults
• 26-30 elder adults
PSYCHOGRAPHIC
₋ Students/Young Pros
₋ Affluent urban youth
₋ Extroverts
₋ Passionate
₋ Tech-savvy
₋ Experimental
₋ Trend Setters
WHAT they Want?
₋ Engagement
₋ Interactive Environments
₋ Variety/New things
WHAT Activities they Do?
₋ Social Networking
₋ Hangouts with F&F
₋ Sporting Activities
₋ Out of the Box thinking
WHERE do the Go?
₋ Food-points
₋ Shopping Malls
₋ Northern areas
₋ International Tours
DELVING DEEPER INTO THE TARGET GROUP
FUN
FOOD
FRIENDS
FAMILY

10. Events Recalled
» Eid Festival
» Basant
» Youth Festival
» Horse and Cattle Show
Eid
Festival,
31%
Basant,
25%
Youth
Festival,
14%
National
Day, 8%
HRCS, 6% Others,
17%
Lok Mela
» Top of Mind
» Spontaneous –Unaided
» Aided
0%
5%
35%
SHARE OF MIND – EVENTS RECALLED
Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore

11. Willingness to Visit /Participate
in Lok Mela?
YES,
68%
NO,
32%
Why YES?
• Attachment to Culture
• Willingness to know
traditions
• For the sake of Pride
Why NOT?
• Mismanagement in
government owned events
• Lack of interest in cultural
events
PTDC & FUTURE WILLINGNESS
YES,
73%
NO,
27%
Do you know about PTDC?
Based on the marketing research findings conducted on a sample of 54
respondents across 3 universities in Lahore

12. Engagement
LOW
PERCEPTUAL MAP OF VARIOUS EVENTS
Entertainment
HIGH
HIGH
LOW
Loke Mela National Day
EID
Basant
Based on the marketing research findings conducted on a sample of 54 respondents across 3 universities in Lahore

13. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE

14. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE

15. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE
4

16. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE
4

17. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE
3
4

18. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE
3
4

19. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE
3
4
3

20. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE
3
4
3

21. Salience
Performance Imagery
Judgment Feelings
Resonance
Who are you?
What are you?
What about you?
The Brand Romance – YOU & ME!
EVALUATING LOK MELA’S BRAND RESONANCE
3
4
3
1

22. INVESTIGATING THE BRAND EXPERIENCE
BOND

23. EXPLORING THE BOTTLENECK
Consider
Through
Communication

24. BOTTLENECK.. RIGHT AT THE FIRST TOUCH POINT!
Loke
Mela
Target
Group
Identity
Anonymity Romance

25. DEFINING THE IDENTITY WITH THE TARGET GROUP

27. Digital
• Social Media
• Mobile Application
• Exclusive Web Portal for Lok Mela
ATL
• Radio Ad/Teasers
• Out of Home Steamers
BTL
• On Campus Activations
• Lucky Draws
• Competition Prizes
THE COMMUNICATION DESIGN

33. THE RADIO AD

34. OUT OF HOME (OOH) STEAMERS