Strategic Marketing

Company: Advertising agency

Class Section: A

Group Members

Imran Khan L1S07MBAM2016

Abdullah Khan L1S07MBAM2004

Hamza Ajmal L1S07MBAM0042

University of Central Punjab

ADVISION (Pvt.) Ltd.

Your dreams…our ideas

 Vision Statement

“To claim as the best marketing firm in Pakistan, dedicated to serve our
clients with creative solutions and innovative ideas through intensity,
integrity and intelligence.”

Mission Statement
Our mission is:

….To be Pakistan’s leading marketing firm which provides creative solutions

coupled with innovative ideas to the clients.

….To be associated with our clients as their ‘marketing partner’ by helping

them achieve their marketing objectives.

….To obtain and sustain distinct competence through efficacy of our customer
service and enthusiasm towards our vision.

….To be recognized as the firm which inspires creativity, sparks innovation and
encourages talent.

….To promote rewarding, encouraging, motivating environment in which we

can accomplish our mission.

Positioning

“To give your vision a route to success with creative solutions and innovative
ideas in a cost effective manner”
 Objectives

• As no company can survive without financial resources and without

enjoying any profit, so we too seek to enjoy a handsome profit out of
our services.

• To be known to our clients as a firm providing cost effective yet

innovative marketing solutions.

• As the advertising market has already been saturated by many marketing

companies so our primary objective is to introduce ourselves to the
businessmen and obtain competitive place in market.

• To appear as a market challenger with creative solutions and innovative

ideas.

• To maintain friendly relations with our clients by satisfying them with

effective marketing solutions.

• To reach our clients through effective promotions.

• To do practices those are acceptable under the rules and regulations of

PAA and government of Pakistan.
 SWOT Analysis
Strengths
• Cost effectiveness
• Second ad agency in Pakistan to introduce;
o Mobile billboards
o Mobile tri-vision
o Mobile video billboards

• Creative staff
• Public relations
• Skilled and efficient labors

Weaknesses
• Capital constraints
• New entrant
• Limited resources
• Less client holdings

Opportunities

• Marketing boom
• Flourishing industry
• New Brands emerging in the market
• Businesses realizing marketing needs for their products/services
• Customers becoming more educated and conscious about what they
consume.

Threats
• Intense competition
• Multiple market leaders
• Government rules & regulations
• Political instability
• Natural calamities
• Religious rigidity
 • Compliance to PAA

Customers Analysis
• Business organizations always want cost effective, innovative services
Correlated with their market approach, capable of achieving their
market and organizational goals.

• Every business now has marketing needs because without marketing it

products or services a business cannot survive in the market or cannot
sustain its existence.
• Some large companies have their own marketing department that
performs all kinds of marketing activities of the company but those
businesses which do not have their own marketing department hire some
advertising agency in order to advertise and promote their product or
service.
• Companies spend heavily on advertising in order to keep going in
competition.
In order to analyze their spending behavior we can have these questions;

o Why they spend?

o When they spend?
o How they spend?
o What they spend?
o Where they spend?

Why they spend?

Every business wants to be known to its target market in order to stay in
competition and ultimately to earn profit, that is “why they spend”
When they spend?
Businesses continue to spend on advertising but there are some times when the
spend more as compared to normal, in Pakistan they accelerate their spending
on several traditional and religious occasions running different seasonal
campaigns for instance;

o Eid days
o Jashn-e-baharan
o Ramazan Karim
o others
The ice cream manufacturers spend more in summer as compared to winter so
do the home appliances manufacturers for some products like air conditioners,
fridge, and deep freezers and other cooling products.

How they spend?

They hire advertising agencies and other marketing firms to advertise and
promote their products and services.

What and where they spend?

As for what and where they spend, we have some facts and figure (provided by
GALLUP and compiled by AURORA) that clearly show that what amount they
spend and where do they spend this amount on promotion of there products.
As for marketing their products there are there major areas of advertising
where they spend.

o Print Media
o Outdoor
o Television
o Radio

Following figures show the advertising spend by different companies in

Pakistan on above mentioned areas.
Top 10 product categories Advertised in Print Media

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
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
….This data shows that what company invests more than anyone on print media
like in newspaper and magazines etc that also shows which area of business to
target which means that which sector of business in spending more on
advertising.

Top 10 product categories advertised on TV

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

Top 10 Companies that advertised on TV

Company %share
Unilever Pakistan 10
Mobilink 6
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
Total 100

….That shows that which company spends more on TV ads and commercials and
which does not spend much on TV.

Ad spend on Radio Stations

Station Rs (mn) %share
FM 100 95 15
FM 89 93 15
Radio Pakistan 85 14
FM 101 69 11
FM 106.2 3 10
FM 107 60 10
FM 91 48 8
FM 103 36 6
Others 65 11
Total 614 100

Total Advertising Spend

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

….That shows how much money is spent on each of the radio stations for
advertising.
Above listed data helps us analyze our target market and making plan which
sector of business to focus.
That also shows that client businesses are willing to spend in advertising and
encouraging new entrants.
 Competitors Analysis
Competitors play an important role in determining intensity of competition in
an efficient market.
We have various direct competitors who threat our entry and survival in the
market; some of them are listed below;

• 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

Strengths of Our Competitors;

Following are the strengths that our competitors have in the market

• Saturation of the market

• Cost advantage over new entrants
• Financially strong firms
• Better personal relations
• Greater access to clients
 • Having better “SITES” for outdoor advertising
• Better client holding than new entrants
• Bearing handsome market share
• Ability to bear losses in short term if new firm enters
• Client satisfaction

Weaknesses:
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 methods of advertising
• They do not advertise their agencies on;

o Radio
o Television

Segmentation
Basically our target market is all the business operating in Pakistan but for
convenience we divide it into following segments.

o Banks
o Telecom companies
o FMCG’s
o Media (radio and TV channels)
o Political Parties( in election period)
o Others services providers

Any small or medium sized company or a business company spending Rs 5

million and more on its advertising.
 Marketing mix

1.Product
At Advision we mainly deal in two categories of marketing solutions.

 ATL (Above the line marketing)/Creative

 BTL (Below the line marketing)/Outdoor

ATL/Creative
As ATL involves creativity and designing so we provide following kind of
solutions for above the line marketing.

POS (Point of sale)

For pos we design and create following;

• Flyer
A single page leaflet with graphical designs to reach your brand audience.

• Buntings
Colorful buntings with brand names printed on them usually on sales points.
Make your sale points more attractive with buntings with exciting designs we
offer.

• X. Stand
A stand like X shape showing the message you want to deliver.

• Poster
Pages displayed on the walls of sales points making people see and think about
the brand they are buying.

• Signboard

o Pole sign
 o Hanging flag

• Brochures
Creatively designed brochures and business cards for business meetings and
personal sales offices

2. Giveaways

• Key chains

• Mugs
• Glasses

• Clocks

• T- Shirts

• Caps

• Calendars
 BTL/Outdoor
Outdoor advertising has always been good medium to convey brand messages
to the mass audience. Through outdoor advertising you can reach your brand
audience more than any of the medium of advertising, in outdoor advertising
we offer;

• Billboards
No matter if TV channels are changed and radio turned off our outdoor
billboards are here to deliver your brand message and captivating the
attention of your brand audience while carrying your campaign. We ensure
that your message reaches over three million people per month.
The billboards are further divided into two main categories
.
o Permanent billboards

o Rotary billboards

In permanent billboard, we offer permanent location of billboard with

permanent structure, and in rotary billboards we penetrate different market
with same displays.

Billboards
Serial No. Size Site category view
1 20*60 A, B+, A+, B Single/Dual
2 30*90 A, A+, B+, b Single/Dual
3 90*30 A, B+, B Single
4 70*7 A, B , B+ Single/Dual
14*48 B+, B Single/Dual
 • Mobile billboards

Why mobile billboards?

According to an independent survey conducted by GALLUP following results
were found about mobile billboard advertising.

o 91% of people notice ads shown on the sides of vans.

o 35% said that they would look closely at such ads
o 91% of respondents could recall the advertisement days later.

What we offer?
The billboards have now transformed into roaming billboards. We offer mobile
billboards with our van carrying your message wherever you want from
designated routes we offer. Our vans are well capable of driving more than
800 miles a week ensuring that more and more customers get to watch the
ads.
 Mobile tri-vision

 Mobile video billboards

By using mobile trivision and mobile video billboards the customers not only
watch the ads but also get the message delivered by you.
Services offered by ADvision also include:

o Advertising campaign operations

o Fuel
o Tolls
o Uniformed drivers (client supplied)
o Product or literature distribution (additional charges apply)
o Illuminated Billboards
o Route scheduling (routes determined by client)

• Event management
• Transit ads
• Wallscapes
 • • Banners

• Streamers
Usually used in campaigns and at the time of launching a new product. It also
helps in outdoor marketing, reaching more and more people.

•
 • Bus shelters

Advertising displayed on bus shelter at different bus stops in different

locations. Also a medium in outdoor advertising.
 2. Price
Prices have always been a point of discussion and negotiation among
advertising firms and its clients. As discussed in our mission and vision
statements we will be providing cost effective services to our clients that
means that the prices of our services will be quite lower than the other
Designation % of time on account Total cost to the client(Rs)
Creative director 50 250,000
Art director 50 90,000
Copywriter 1 50 34,000
Copywriter 2 50 42,500
Visualizer 1 50 41,500
Visualizer 2 50 40,600
Visualizer 3 50 33,475
Visualizer 4 50 30,000
Total cost per month 562075
advertising agencies operating in Pakistan.

Creative
For our creative services we charge affordable prices that includes;
Advision fee structure

Note: all the prices are subject to change with the size and specifications of
creative material used. And all out of pocket expenses will be charged at
actual with pre-approval of client in both.

Outdoor
Outdoor cost will be charged as per following;

-: Billboards:-
The costs for billboards depend on the following factors:

• Size of billboard
• Location
• Billboard type (i.e. rotary , permanent)
• Period of display
• View type (single/dual)
All the prices are offered keeping these factors in mind and all these prices
are negotiable and may change according to the services provided.

-: Mobile Billboards:-
For a standard route we offer following prices

Length of contract Rates Discounted rates for repeat customers

3 days 18,000/day 17500/day
10 days 16,500/day 16,000/day
30 days 16,000/day 15,500/day
2 months Negotiable Negotiable
6 months Negotiable negotiable

Note:
• Campaign rates may also vary in accordance with geographical locations
• Fees or special permits may apply
• Production costs vary according to your graphic requirements. We will
receive your graphic designs electronically and will have them produced
to the specifications requirements at our production facility
• Multiple-vehicle campaign contracts may be qualified for a 10%
discount rate.
 3. Place/distribution
For distribution of our services we got office in these cities of Pakistan;

• Lahore
• Karachi
• Faisalabad

4. Promotion

For promotion, we will be using only print media and outdoor advertising. We
will publish our advertisement in popular newspapers and magazines of Lahore
and Karachi like;

Newspapers

• Dawn
• Daily times
• Express
• The News

Magazines

• Aurora
• Time Magazine
• Synergyzer
• visage

Outdoor
 Contact us
0322-4636231
03214927989
Your dreams…our ideas!

Contact us
0322-4636231
0321-4927989
Your dreams…our ideas!

Your dreams…our ideas

 5. People

People at ADvision comprise of:

o creative director
o creative manager
o copywriters
o Visualizers
o Skilled labors
o Graphic designers
o Uniformed Drivers
o Other staff

Recruitment and selection:

People at ADvision are recruited as per the requirements of the campaigns.
Keeping in mind all the campaign which run these days the staff is recruited
and directed to the requirements of such campaigns.

6. Process
For creative
For creative our process flows as follows.

Introduction of our services to the client

Client briefing about product/service

Brief discussion with creative director

Media work begins

 Creative work begins

Proposal presented to the client

Discussion with brand team

Client’s approval

Printing and output presented to the client

Final display of ad campaign

 7. Physical Evidence

Corporate office.
E & F Block Ground, Model Town Lahore

Printers at work

Our mobile van.