IMC Report On Pakistan Post

AN IMC CAMPAIGN ON
Pakistan Post Office

(Final advertising Project)
Submitted By:
Ghaus Bahawal Haq
10
Amna Farooq
14
Iqra Syed
16
BS (Hons) Mass Communication

Session: 2011-2015
Supervised By:
Fahad Mahmood
Assistant Professor
Institute of Communication Studies (ICS)

University of the Punjab, Lahore
1
PAKISTAN POST OFFICE
CERTIFICATE
It is certified that this advertising final project for Pakistan Post Office
is an original work completed by Ghaus Bahawal Haq(10), Amna Farooq (14)
and Iqra Syed (16). The work is completed for the fulfillment of requirements
of BS (Hons) Mass Communication Degree with specialization in Advertising
and Public Relations, session 2011-15 from Institute of Communication
Studies, University of The Punjab, Lahore.
Ghaus Bahawal Haq (10)
___________
Amna Farooq
(14)
___________
Iqra Syed
(16)
___________
Fahad Mahmood (Project Advisor)

Assistant Professor
_______________________
Acknowledgment
All praise to Almighty Allah, the Most Beneficent and The Most Merciful, who
gave us the patience, courage and understanding to write this report.
We are extremely grateful to our parents who always encouraged us
throughout our life and from start to the end of this project.
We express our sincere gratitude to Sir

Fahad
Mahmood
who
motivated us at every step.
guided
and
His special assistance was
always there for us. It was his support, guidance and assistance that we have
completed this project.
Contents
IMC SUMMARY ----------------------------------------------------- 07

RATIONALE------------------------------------------------------------- 08
INDUSTRYINFORMATION------------------------------------------ 10
MARKETING RESEARCH-------------------------------------------- 16
METHODOLOGY -------------------------------------------------- 16
SITUATION ANALYSIS -------------------------------------------- 18
MARKETING PLAN -------------------------------------------------- 19
ADVERTISING (CREATIVE) STRATEGY ----------------------- 31
PRINT CREATIVE STRATEGY ------------------ 36
TV CREATIVE STRATEGY ---------------------- 37
AUDIO VIDEO BOARD -------------------- 39
STORY BOARD ------------------------------ 43
BTL CREATIVE STRATEGY ------------------ 51
MEDIA STRATEGY/PLANNING ---------------------------------- 52
SALES PROMOTION STRETAGY --------------------------------- 53
PUBLIC RELATION/PUBLICITY STRATEGY ----------------- 55
INTERNET MARKETING STRATEGY ------------------------ 56
DIRECT MARKETING STRETAGY ------------------------------- 58
MONITERING AND EVALUATION OF IMC PLAN ---------- 59

TOTAL IMC BUDGET ------------------------------------------------ 60
APPENDIX I ------------------------------------------------------------ 61
PRINT Ads----------------------------------------------- 61
BILLBOARDS------------------------------------------ 66
APPENDIX II ----------------------------------------------------------- 69
5
SURVEY RESULTS------------------------------------ 69
MEDIA PLANNING BUDGET----------------------- 79
REFERENCES
------------------------------------------------------- 95
IMC SUMMARY
With the advent of modern ways of communication through highly
efficient technical devices the old forms of connection, conversation and
6
linkage are fading away. We have initiated a step for reviving Pakistans oldest
department of Postal Service the Pakistan Post Office. A complete integrated
marketing communication plan has been proposed for the project including
marketing plan, IMC objectives, IMC budget, IMC creative strategy, IMC
media strategy, IMC testing and evaluation.
We will use all types of media to communicate to our market including
electronic, print, internet and outdoor. Time line of our plan is three months
(start of July till end of September) for media (TV and outdoor media) starting
at the start of the July of 2016. We have allocated 2.5 corers for complete IMC
plan.
RATIONALE
A huge number of diverse marketing strategies are used by marketers and
advertisers to introduce and promote products in the market. However, the
underlying goal behind all these is frequently to endorse a product, an idea or a
service, but sometimes the goal may also be drawing attention to a particular
socioeconomic or sociopolitical issue.
In a state where the breadwinners of a number of families live away from their
homes usually in big cities are unable to visit their families every now and then.
In such cases Pakistan Post Office is the easiest and cost effective way to send
mails, money and parcels to their homes. The cost is too little and can be
afforded by all. The saving bank of the Pakistan Post Office helps a person
living far away from this advanced society as its the only serving bank in many
areas with no maximum limit of investment.
A number of such services offered by Pakistan Post Offices demands its revival
in the society especially in urban areas where other postal and courier services
have taken control over the mail and other services of it. Pakistan Post Office
has its deep roots in the rural areas but the real problem is the low adaption of
its services in the urban areas due to strong competitors like TCS, DHL, and
FedEx etc.
The mail heritage of Pakistan is dying and the only thing that can make it arise
is sticking to our heritage which is Pakistan Post Office. It has undergone a lot
of changes to keep pace with the modern world and its demands by introducing
urgent mail service, fax money order and mail service, electronic money order
services etc. But majority of people are unaware of it.
The purpose of advertisement is to create nostalgia about what relations mean

and how they connect other than the mainstream medium of communication
e.g. mobile phones. The other aim is to recall people about Pakistan
Post Office which happens to be the oldest postal service department in
Pakistan.
INDUSTRY INFORMATION
HISTORY OF THE INDUSTRY:
Historical evidence has shown that the first mail letter was sent in 1628 but it
was without the treatment with stamps. Though the exact year of such practice
is not known but the artifacts of a number of letters and covers are rich material
to make judgments about the origin.
The first state-run postal service was initiated in the first century by Augusts in
Roman Empire. Innovations were made during fifteenth and sixteenth centuries
but during the seventeenth century the royal mail service became available to
general public with price being paid by the recipient. General Post Office was
established in 1660 for the very first time in England. In 1668, the London
Penny Post was established for local delivery. In 1690, a private postal system
was built in Paris.
The eighteenth century contributes a lot towards the innovations and
establishments of Postal System in various states. Benjamin Franklin became
the first United States Post Master General followed by the establishment of
first United States Post Office Department. The first mail train project was
started by Ireland and Great Britain. Postage stamps were issued by US.
Approximately every country including Brazil, Zurich, Mauritius, France,
Spain, Switzerland, Austria, Saxony, Prussia, Province of Canada, Netherlands,
Barbados, Portugal, India, South Australia, New Zealand, Cordoba, Bahamas,
Malta, Jamaica, Antigua, Serbia, Greece, Egypt, Bolivia, Persia, Afghanistan,
10
Iceland, Bulgaria, Philippines, Armenia, Iraq, Kuwait, Japan etc. issued their
first stamps during nineteenth and twentieth century.
In nineteenth century, the post offices were named after the states but it was not
permitted to have replicated station terms/names within a state.
In Pakistan, the first post office was established in 1947 and named after the
state as Pakistan Post Office. Just after a year of independence, Pakistan
issued its first postage stamps. In 1962, PIA was used to deliver mail across the
border in East Pakistan. Local Parcel Service was started in 1987 followed by
the department to be run as an Independent Corporation in between 1992-1996.
But in 2008, the department was placed under the control of the Ministry of
Postal services. Other postal and courier services started after TCS in 1975
followed by DHL in 1982. A number of foreign and local postal and courier
services are operating in Pakistan with their offices in almost every city and
town.
The Pakistans administered postal and courier, cargo, air services, freight
forwarders, logistics and mail services include:
PDHS couriers
Velocity mail service
International express worldwide couriers
Express courier link
Skynet worldwide network
Professional Cargo
Mex worldwide
Avian Star
National Needs Courier and Cargo Service International (pvt) Ltd.
OCS Pakistan (pvt) Ltd.
Gerrys/FedEx
SpeedEx
11
A.J. Worldwide Pakistan

AMS Express
City Group
TNT Express Worldwide
Aero Asia Express
SMS Courier (pvt) Ltd
TCS (pvt) Ltd
DHL Pakistan (pvt) Ltd
Air Com Express
Hyeworth Mail Order Co. (pvt) Ltd
Linx Express
IDL Worldwide Express
Silver Hawk Express
Businet Express
Fairdeal Express
Courier Net International
Costa Logistics packers and Movers
Accurate Services Pakistan
AHE Logistics
ARF Shipping Services
Aaras Shipping Agencies (pvt) Ltd.
Ace Cargo (Pvt) Ltd. Etc.
The economic condition of postal services in Pakistan is in its declining stage.

As with the changing trends in communication, the former ways of
communicating with people are modified. With the technology at its best, the
people are adapting the use of mobile phones, internet and telephones to
communicate and liaise.
The use of postal services to send letters and cards on special occasions is not a
familiar thing for the coming generation. People at the present time know the
old ways of communication but they are not seen to be adapting them. This is a
digital age with everything done digitally. This makes the economy of such
12
postal services suffer. Though the business firms, corporate departments,

government departments and other private sectors rely on the Postal Services to
disseminate information, letters and reports etc. This radical shift of the postal
sector in terms of economy is underway in the developing countries like
Pakistan.
But this picture has another side; the postal sector has introduced other new
products and services making this sector totally different from that in 1980s and
1990s. In the earlier decades, the postal services in terms of economy were not
harmonized with the global economy and its still in the declining form. In this
era of advanced technology and e-commerce development and globalization,
the postal network is increasingly being treated to transport goods. It is often
observed as a fall off behind high and tremendous technology communication
sectors like mobile telephones and broadband Internet.
MAJOR KEY PLAYERS IN THE INDUSTRY OF PAKISTAN

There are numerous postal services offering postal and courier services, and
mailing service are currently operational in Pakistan.
TCS
We move you
Providing access to customers in 220 countries with a network of 157

offices, TCS is serving 3,500 customers who belong to various
13
destinations in the world. It has its business partners in Dubai and

London. In its forty years of innovation, TCS has provided private and
international express services to consumers, corporate and household
with deliveries crossing over 125 million shipments annually.
DHL
if it is about logistics, it is about DHL.
Started in 1982, the DHL offer deliveries globally by every possible

mean of transport, and warehousing services that are not just confined to
storage but include everything from dedicated operations, international
mail deliveries, value added services, shared operations and customized
shipping.
FedEx
Its an air courier service which is operating in Pakistan on a large scale.
It provides flexible and fast-transit delivery of urgent and sensitive
freight to meet the supply chain need. It offers reliable, cost-effective
delivery when one can trade time for savings.
Leopards Courier
The network of Leopards courier is divided into eight control points
acting actively throughout Pakistan. This service has 1500 express
centers, 153 branches and 54 area offices. The mobile Express centers are
introduced in busy business districts. The services offered by Leopards
Courier are cash on delivery, loveline, overnight, yellow box, overland,
economy services, international services and drop box.
PDHS Couriers
The services provided by PDHS Couriers are both domestic and
international. The provision of wide range of services has enabled it to
grow rapidly. The clients have a very positive approach for the services
14
offered by it. It is also providing Online Tracking for the International

deliveries.
15
MARKETING RESEARCH
INTRODUCTION
In a country where population is increasing day by day with people living in
almost every area including the remote areas, on mountains, in deserts and in
villages with no access to technology, the communication with these people
becomes difficult as they are not familiar with the use of internet, the
unavailability of mobile phone signals and their areas are not easily accessible.
In this scenario, the postal services play an important role. They can reach every
nook and corner of the country and connect people in a very cost effective way
with the acknowledgement of time-sensitivity. But as with the advancements in
technology, the old and traditional ways of communication have gone and are
replaced by digital technology which is a success but it has its grey areas too.
Too much contact with one another has made the relationships deprived of their
purity and can cause much harm as every innovation is not all glitters. The
misuse of this technology is a common thing these days.
RESEARCH TYPE
This is quantitative type of research which is used to measure the intensity of
the relationship between the dependent and independent variables using
statistical tool. The survey will be conducted on logical and systematic grounds.
Numeric values and statistical measurements will help in finding the studies
significance.
16
SOURCES OF DATA
Questionnaires were formed and distributed among target audience to gain their
insight in accordance Pakistan Post Office.
POPULATION AND PLANNED SAMPLE

The population for the research work includes every individual of Pakistan
living in big cities with the exclusion of children with age 1-14 years. Almost
1000 questionnaires were floated among 10 big cities of Pakistan including
Lahore, Gujranwala, Rawalpindi, Islamabad, Karachi, Peshawar, Sheikhupura,
Faisalabad, Bahawalpur and Multan. Every city was given 100 questionnaires
and online survey was done too. 50% of youth (15-35 years) and 50% of people
with (36-60 years) age were catered.
DATA INTERPRETATION
Data will be interpreted after collecting and assembling the results with the pie
chart representation.
FINDINGS
People nowadays are advancing towards technical forms of communication but
the use of postal services is still there but that is less frequently used. There are
yet a number of people who have not used any postal service in their lives. The
use of parcel services is higher than any other service offered by post offices.
The reason is that parcels cant be sent via advanced telecommunication
services. People are least inclined towards the insurance services offered by
postal services. TCS is considered to be the most reliable postal and courier
service among people. A large number of people are not availing the services of
17
Pakistan Post office. The advertisements of Postal services cast an influential

effect on people and their choosing attitudes. The mostly used service of
sending money is via Easy Paisa and banks. The people are highly attracted
towards the advertisements of Postal services. The advertisement of Easy Paisa
is the recently seen advertisement among people while the other recently seen
advertisement is of TCS. 70% of people think that the tradition of writing and
sending letters must be revived. The other tradition of sending Eid cards is an
appealing tradition for majority of people. 84% of people think that
relationships were pure in the past when communication was through letters and
not by mobile phones.
BUDGET
The total cost spent on survey is 23,000PKR. This cost involves the expense on
travelling to the ten cities and the expense on printing the survey questionnaires.
SITUATION ANALYSIS
SWOT Analysis
Strengths
Weaknesses
1.
2.
3.
4.
5.
6.
7.
Oldest Department of Mail Industry

Low rates
Variety of Services
Availability in unreachable areas
High use in rural areas
Introducing new services to keep pace with trends
Strategic promotional plan
1. Forgotten department in big cities

2. Energetic competitors
3. Decline in its economic conditions
18
4. No advertisements
1. Promotion through Strategic plans

2. Diversifying into other services
3. Population growth and far off areas residents are
Opportunities
increasing the demand

4. Offering lower rates than others
1.
2.
3.
4.
Threats
Competition from other services e.g. TCS

Peoples attention towards other services
Competitors generating new innovative ideas
Technologys advancement
MARKTING PLAN
Pakistan Post Office is the oldest postal service and is in its declining stage. For
this purpose the guerilla marketing technique would be used to promote and
revive the brand, create awareness and generate increase in the use of its
services.
MARKETING OBJECTIVES
Objectives of marketing are:
To become the leading department
To tell audience about the department
To increase the use of services offered by Pakistan Post Office
PRODUCT (DEPARTMENT)
Brand Name
19
Brand Concept
It falls under the mail service and its main purpose is to serve the nation with
timely delivery of mail, money and parcels with low cost way so everyone can
use this service.
Logo
The logo clearly
highlights a moon and a star in
white color which are parts of our national flag depicting that this service
is for all the people living in Pakistan including minorities without any
discrimination. The horn in yellow color is a symbol of communication.
The logo shows that Pakistan post serves the whole nation irrespective of
religion they belong to for the delivery of mail, money and parcel with
honesty and guardianship.
SLOGAN
Serving everyone, everyday, everywhere!
The slogan clearly indicates that Pakistan Post Office serve
everyone without any discrimination on daily basis in
every nook and corner of this country. It provides its
services on the doorstep of everyone.
COLOR
20
The red base color shows that this is the strength of Pakistan as red color
goes for passion and power.
The yellow color of the horn summons happiness as it creates connection
between people
The white color shows perfection as this is the perfect service one can
avail.
POSITIONING
Pakistan Post service is for those who want to stick with their tradition.
Pakistan Post Office is for those who live in far off places where theres
no reach of its competitors and this quality makes it better than its market
competitors.
It delivers mails, money and parcels on the doorstep and one doesnt have
to go to nearby shops to get the money, mails or parcels.
It delivers letter mails both domestic and international in affordable rates
to every place. So its for those who appreciate low rate services.
Pakistan Post Office is good for those who are looking for saving
accounts as it offers these accounts with no maximum limit of
investment.
It provides highly efficient remittance services of money by money order
It is for classy people who believe in traditions!
USP
Oldest Government Department
Low rates of every service
Availability in places which are unreachable
ESP
21
It causes nostalgia as it was used by our ancestors. It is connected to

them. It has their memories stored in its name.
DEPARTMENT CLASSIFICATION
The department i.e. Pakistan Post Office, is a Postal Service that comes
under category of mail Industry.
DEPARTMENT LIFECYCLE
The department is in its declining stage. Therefore the focus will be on its
revival and creating its recognition among youth and establishing a
consumer base in urban areas.
DEPARTMENTS ORGANIZATIONAL STRUCTURE

Our departments organizational structure is as followed:
Chairman/ Director General

Additional Director General
Dy. Director General
Chief Accounts Officer
Director
FEATURES OF DEPARTMENT
Letter mail (domestic and international)

Saving Bank
Military Pension Payment
Postal Life Insurance
Intl money transfer
Electronic Money Order
22
Money Order
Postal order
Postal Draft
Express Post
PRICING
Letter Mail price Inland
Maximum weight limit: 2kg
Service Type
Rates
Letters
Up to 20 g
Above 20 g Up To 50 g
Rs. 8
Rs.15
Rs. 20
Rs. 30
Rs. 40
Rs. 60
Rs. 80
Rs. 100
Registration fee for a single article (General users)
Rs. 20
Registration fee for Newspapers, Journals,

Magazines and Bulk users registered with the Post
Office
Acknowledgment due on domestic registered article
Certificate of Posting (for every three articles or for
any less number)
Rs. 20
Rs. 5
Rs. 5
Foreign letters
Category
Letters
Printed
Matters (i)
Printed
Matters (ii)
For weight not
45.00
30.00
15.00
Small Packets
Post Cards
30.00
23
exceeding 20g
Above 20g but

not exceeding
50g
70.00
60.00
20.00
Above 50g not

exceeding 100g
110.00
75.00
40.00
90.00
Above 100g not

exceeding 250g
250.00
165.00
80.00
175.00
Above 250g not

exceeding 500g
470.00
300.00
145.00
315.00
Above 500g not

exceeding
1000g
830.00
560.00
280.00
540.00
Above 1000g
not exceeding
2000g
1450.00
940.00
470.00
795.00
For every
additional
1000g or
fraction thereof
up to 5000g.
870.00
430.00
215.00
600.00
Saving Bank
Saving accounts
One can easily make shift of account to any Post Office
branch within Pakistan
Theres no extremity of investment
24
Special Savings Account (SSA)

Its a scheme of three years, but investment can be
withdrawn any time after one month.
Theres no maximum limit of investment
Savings Bank Mobile Account
The account holder is required to deposit at least Rs. 2000 and
can withdraw 75% of the whole payment in any Pakistan Post
Office in Pakistan.
Deposits earn profit
Type of Money
Order
Normal MO
Normal MO
Army MO
BISP MO
VP MO
VP MO
Value of Money Order
Commission Chargeable (Rs)
Upto Rs.10,000/Upto Rs. 20,000/Upto Rs. 10,000/Upto Rs. 10,000/Upto Rs. 10,000/Upto Rs. 20,000/-
Rs. 50/Rs. 75/Rs.25/Rs.25/Rs.25/Rs. 50/-
Money order
* For Urgent Money Order Express Charges Rs. 30/- from (City-to-City) and
Rs.15/- for Local will be charged in addition to Commission.
* Money order form: Rs. 1.00
Postal order
Value (Rs)
Commission Chargeable
Upto Rs. 50/-
15/-
Electronic Money Order

25
Commission
(Rs)
Rs. 50
Rs. 100
Rs. 200
Rs. 250
Rs.350
Rs. 400
Rs. 450
Rs. 500
Rs. 600
Value of Electronic Money Order (EMO)

up to Rs. 2,000
From Rs. 2,000 and up to Rs. 5,000
Postal Draft
Postal Draft amount and commission
Amount
Com
Amount Comm Amount
m
Comm Amount
Comm
Amount
Comm Amount
Comm
1000
12
35000
38
69000
56
103000
80
137000
103
171000
129
2000
12
36000
38
70000
56
104000
80
138000
104
172000
130
3000
12
37000
38
71000
57
105000
80
139000
105
173000
131
4000
12
38000
38
72000
58
106000
80
140000
106
174000
132
5000
12
39000
39
73000
59
107000
81
141000
106
175000
132
6000
12
40000
40
74000
60
108000
82
142000
107
176000
133
7000
12
41000
41
75000
61
109000
82
143000
108
177000
134
8000
12
42000
42
76000
62
110000
83
144000
108
178000
134
9000
14
43000
43
77000
62
111000
83
145000
109
179000
135
10000
15
44000
44
78000
63
112000
84
146000
110
180000
135
11000
17
45000
45
79000
64
113000
85
147000
111
181000
136
12000
18
46000
46
80000
64
114000
86
148000
111
182000
137
13000
20
47000
47
81000
65
115000
87
149000
112
183000
138
14000
21
48000
48
82000
66
116000
87
150000
113
184000
138
26
15000
23
49000
49
83000
67
117000
88
151000
114
185000
139
16000
24
50000
50
84000
68
118000
89
152000
114
186000
140
17000
26
51000
50
85000
68
119000
90
153000
115
187000
141
18000
27
52000
50
86000
69
120000
90
154000
116
188000
142
19000
29
53000
50
87000
70
121000
91
155000
117
189000
142
20000
30
54000
50
88000
71
122000
92
156000
117
190000
143
21000
32
55000
50
89000
72
123000
93
157000
118
191000
143
22000
33
56000
50
90000
72
124000
93
158000
119
192000
144
23000
35
57000
50
91000
73
125000
94
159000
120
193000
144
24000
36
58000
50
92000
74
126000
95
160000
120
194000
146
25000
38
59000
50
93000
75
127000
96
161000
121
195000
147
26000
38
60000
50
94000
76
128000
96
162000
122
196000
147
27000
38
61000
50
95000
76
129000
97
163000
123
197000
148
28000
38
62000
50
96000
77
130000
98
164000
123
198000
149
29000
38
63000
51
97000
78
131000
99
165000
124
199000
150
30000
38
64000
52
98000
79
132000
99
166000
125
200000
150
31000
38
65000
52
99000
80
133000
100
167000
126
32000
38
66000
53 100000
80
134000
101
168000
127
33000
38
67000
54 101000
80
135000
102
169000
128
34000
38
68000
55 102000
80
136000
102
170000
128
27
DISTRIBUTION
A total of 72 areas have Pakistan Post Office including:
SNO.
Location
CityCode
CityPostCode
ABBOTTABAD GPO
22010
AAW
ATTOCK GPO
43600
ATG
BADIN GPO
72200
BDN
BAHAWAL NAGAR GPO
62300
WGB
BAHAWALPUR GPO
63100
BHV
BANNU GPO
28100
BNP
CHILAS GPO
14100
CHB
CHITRAL GPO
17200
CJL
DADU GPO
76200
DDU
10
DALBANDIN GPO
95100
DBA
11
DERA GHAZI KHAN GPO
32200
DEA
12
DERA ISMAIL KHAN GPO
29050
DSK
13
FAISALABAD G.P.O
38000
LYP
14
GILGIT GPO
15100
GIL
15
GUJRAT GPO
50700
GRT
16
GAWADAR GPO
91200
GRT
17
HYDERABAD GPO
71000
HDD
18
ISLAMABAD GPO
44000
ISB
19
JACOBABAD GPO
79000
JAG
20
JIWANI GPO
91100
JIW
21
KALAT
88300
KBH
22
KARACHI ALHYDRI GPO
74700
KHI
23
KARACHI CITY GPO
74000
KHI
24
KARACHI GPO
74200
KHI
25
KARACHI SADDAR GPO
74400
KHI
26
KASUR G.P.O GPO
55050
KSR
27
KHAIR PUR GPO
66020
KPR
28
KHANEWAL GPO
58150
KWL
28
29
KHUSHAB GPO
41000
KHB
30
KHUZDAR GPO
89100
KDD
31
KOHAT GPO
26000
OHT
32
KOTLI (AK) GPO
11100
KOT
33
LAHORE CANTT. GPO
54810
LHE
34
LAHORE G.P.O
54000
LHE
35
LARKANA GPO
77150
LKA
36
LORALAI GPO
84800
LRG
37
MANDI BAHAUDDIN GPO
50400
MBD
38
MANGLA
49430
XJM
39
MANSEHRA GPO
21300
HRA
40
MARDAN GPO
23200
MDN
41
MIANWALI GPO
42200
MWD
42
MIRPUR GPO
10250
QML
43
MIRPUR KHAS GPO
69000
MPD
44
MOHENJODARO
77070
MJD
45
MULTAN GPO
60000
MUX
46
MURREE GPO
47150
MRE
47
MUZAFFARABAD GPO
13100
MFG
48
MUZAFFARGARH GPO
34200
MUZ
49
NAWABSHAH GPO
67450
WNS
50
NUSHKI
95200
NHS
51
NOWSHERA GPO
24100
NSH
52
OKARA GPO
56300
OKA
53
ORMARA
91400
ORW
54
PARACHINAR
26300
PAJ
55
PASNI
91300
PSI
56
PESHAWAR GPO
25000
PEW
57
QILA SHEIKHUPURA GPO
39350
QSP
58
QUETTA GPO
87300
UET
59
RAHIMYAR KHAN GPO
64200
RYK
60
RAWALKOT GPO
12350
RAZ
61
RAWALPINDI GPO
46000
RWP
62
SAHIWAL GPO
57000
SHW
63
SAIDU SHARIF GPO
19200
SDT
29
64
SARGODHA GPO
40100
SGI
65
SEHWAN SHARIF
76140
RZS
66
SHIKARPUR GPO
78100
SYW
67
SIALKOT GPO
51310
SKT
68
SIBI GPO
82000
SIB
69
SUKKUR GPO
65200
SKZ
70
TOBA TAKE SINGH GPO
36050
TTS
71
TURBAT GPO
92600
TUK
72
WAH CANTT. GPO
47040
WAC
PROMOTION
We will use all kinds of media to promote our department which includes
electronic media, print media and social media as well. Promotion will also be
done through sales promotion, direct marketing, internet marketing and public
relations activities. Electronic media will be used and our TVC will be
broadcasted. Print media will also be used and ad campaign will be run through
newspapers, magazines. BTL activities will also be used for our campaign like
billboards and through internet and social page people will get awareness.
Push v/s Pull Approach

The marketing plan comprises of the pull strategy because the general public is
aware of the Pakistan Post Office but is not using this service mainly in big
cities and therefore needs to be convinced about the benefits related to tradition
and low rates of it. Moreover the competitors have taken control by offering
unique services in the mail industry therefore have an advantage of customer
loyalty and trust. Therefore, Pakistan Post Office would employ to pull the
brand. By the Pull approach Pakistan Post Office would be endorsed heavily by
30
advertising to the customers so that they themselves go to use the services of

Pakistan Post Office.
Target Market Description

The target market for Pakistan Post Office is proposed to comprise of youth and
middle age people of the big cities of Pakistan where the use of other services
like TCS, DHL, and PDHS etc is more common. Young people will be the main
target as they are not familiar with PPO and so they have to be acknowledged
about it. The promotional activities are meant to persuade people to go for this
service. Therefore, by emphasizing the tradition, economic pricing and the
availability of it everywhere, the department/service will be endorsed to both
the middle and elite class effectively.
Market Segments Identified

The target market is composed of two basic segments, i.e. the primary market
and the secondary market.
Primary Market
The primary market is essentially the youth, middle class and elite families of
the metropolitan cities. These families pay great attention to the other services.
Secondary Market
31
The secondary market is the rural areas where the use of PPO is common but
still awareness is needed.
32
ADVERTISING STRATEGY
OBJECTIVES
The advertising campaign is a three months plan and incorporates following
objectives:
To create nostalgia and emotionally grasp people

To make change in the attitudes of people about using mail services
To make PPO familiar in the urban market
To help it come out from its collapsed economy
Following is the quantified expression of advertising objectives.

By the end of the campaign, the department will be revitalized to the 80
percent of the target population.
At least 50 percent of the target population should seek information
regarding the services offered by PPO
Pakistan Post Office should be holding at least 10 percent of the increase
in its users for services provision by the end of the campaign.
33
ADVERTISING CREATIVE STRATEGY

Advertisement strategy is based on some major objectives of marketing plan of
the brand/department. Creative strategy will be aimed to grasp the attention of
target audience and thereby regenerate the brand for audience. Moreover, by
incorporating an emotional and traditional approach, it will not only make
customers heated with emotions but will enhance and boost their attitude
towards this brand/department. Hence, the advertising creative strategy will
attempt to create the revival and demand regarding the brand/department and
then will also attempt to increase the number of users.
Brand Name
Brand Concept
It falls under the mail service and its main purpose is to serve the nation with
timely delivery of mail, money and parcels with low cost way so everyone can
use this service.
Logo
The logo clearly
highlights a moon and a star in
white color which are parts of our national flag depicting that this service
is for all the people living in Pakistan including minorities without any
34
discrimination. The horn in yellow color is a symbol of communication.

The logo shows that Pakistan post serves the whole nation irrespective of
religion they belong to for the delivery of mail, money and parcel with
honesty and guardianship.
SLOGAN
Serving everyone, everyday, everywhere!
The slogan clearly indicates that Pakistan Post Office serve
everyone without any discrimination on daily basis in
every nook and corner of this country. It provides its
services on the doorstep of everyone.
COLOUR
The red base colour shows that this is the strength of Pakistan as red
colour goes for passion and power.
The yellow colour of the horn summons happiness as it creates
connection between people
The white color shows perfection as this is the perfect service one can
avail.
POSITIONING
Pakistan Post service is for those who want to stick with their tradition.
Pakistan Post Office is for those who live in far off places where theres
no reach of its competitors this makes it better than its market
competitors.
It delivers mail, money and parcels on the doorstep and one doesnt have
to go to nearby shops to get the money.
35
It delivers letter mails both domestic and international in affordable rates

to every place. So its for those who appreciate low rate services.
Pakistan Post Office is good for those who are looking for saving
accounts as it offers these accounts with no maximum limit of
investment.
It proved highly efficient remittance services of money by money order
It is for classy people who believe in traditions!
USP
Oldest Government Department
Low rates of every service
Availability in places which are unreachable
ESP
It causes nostalgia as it was used by our ancestors. It connected
them. It has their memories stored in its name.
BRANDING
The brand name Pakistan Post Office reflects the companys emphasis
on the importance of it depicting that it operates under the supervision of
Ministry. The logo of the product fuses simplicity with style and thereby
highlights these features of the services offered by it. The tagline (Serving
everyone, everyday, everywhere!) stresses on the fact that the
choice of the consumer in using Pakistan Post Office is an intelligent
decision. Pakistan Post Office incorporates an innovative feature that is its
low rates.
36
ADVERTISING APPEALS
The advertising of the product makes use of the emotional appeal and also the
story around the product appeal in order to attract the attention of audiences and
thus generate interest and adoption.
37
PRINT CREATIVE STRATEGY

Print is an effective medium and we can easily propagate our message to
audience. Thus we will use this medium for our product. We have designed 5
print ads in this regard.
OBJECTIVES:
The first and farmost objective of using this medium is to reach
maximum number of people. In newspaper or magazine ad we have the chance
to exibit our department in an attractive way by showing the perfect settings.
TARGET AUDIENCE:
The primary target audience are the youth, middle class and elite families
of the metropolitan cities. While secondary target audience is the people of rural
areas.
TIMELINE:
Timeline of advertising campaign by using this media is three months.
NO. OF NEWSPAPERS AND MAGAZINES:

Company will be using five leading newspapers and two leading
magazines for advertising.
PRINT ADVERTISEMENT
See appendix 1 for detail.
38
TV CREATIVE STRATEGY
TV is the most effective medium and through this we can easily convey our
message to the audience. That is why we have made one TVC to grasp peoples
attention.
DESCRIPTION OF TVC:
Here is the detail of our TVC including pre-production, production and postproduction.
Duration:
02 minutes and 39 seconds.
Language:
We have used our national language urdu in our TVs so that everyone can easily
understand.
Target Audience:
Our target audience is mainly the people of big cities but this TVC is actually
for everyone living in Pakistan.
One Liner:
Our traditions of writing letters and sending love in the form of gifts and money
are preserved by Pakistan Post Office.
Story:
An old man happens to listen to a ghazal on radio which is about letters, that
makes him nostalgic and he looks through his old stuff, reads old letters and
39
then goes to Pakistan Post Office and posts letter to his friend, eidi to his
grandson and parcel to his daughter which brings a smile on their faces.
Characters:
There are seven characters in our TVC, 4 males, 2 females and a baby boy.
Budget:
We spend a total amount of 2 lac Rupees on the production of TVC.
o
o
o
o
o
o
o
o
o
o
o
o
o
o
Equipment:
Camera HD (cannon 70D)
Tripod
Reflectors
Solar lights
Butter papers
Net
Camera rolling tray
Cast:
Ajmal Hussain Shah -lead character as Friend, Father and Grandfather.
Sardar Akram Ali khan as friend
Mrs Musarrat Khan as friends wife
Ghaus Bahalhaq as Ajmals son
Muhammad Abdul Hadi as Ajmals grand son
Rayha Nadeem as Ajmals daughter
Shehryaar Ahmed as Post man
Idea & Script:

o Ghaus Bahawalhaq, Amna Farooq and Iqra Syed
Producer:
Director:
40

Actors:
o Ajmal Hussain Shah, Ghaus Bahawalhaq, Rayha Nadeem, Muhammad
Abdul Hadi, Shehryaar Ahmed, Sardar Akram Ali khan and Mrs Musarrat
Khan.
Camera Man & DOP:
o Asif
Voice Over:
o Muhammad Usman
Script
Characters:
An old man, his old friend, old friends wife, old mans daughter, post
man, old mans son and grandson.
Pakistan Postal Service
VIDEO
Close up of radio and old hands tuning the channel
CUT TO
MS of old man with one hand on that tuner and and
other on table. And he starts shaking his head with the
rhythm of song
CUT TO
Close up of old man (showing depth of his expressions)
CUT TO
High angle shot of old mans hands opening a wardrobe
AUDIO
Radios distortion sound
(BGM)
Song starts
(tere khushbuu main basay
khat, main)
(BGM)
(jalata kaisay)
(BGM)
(Music of Song)
41
(BGM)
5
10
11
CUT TO
Close up of hanging clothes and a suitcase covered with
dust placed inside the wardrobe.
CUT TO
High angle shot of old man taking the suitcase out from
the wardrobe.
CUT TO
Close up of old mans hand and suitcase(whilst hes
taking the suitcase out)
DISSOLVE TO
Medium close shot of old mans hand cleaning the dust
from the top of suitcase.
DISSOLVE TO
MS from behind the old man whos now sitting in a
chair and opens the suitcase, picks his spectacles, wear
them, picks an old framed photograph from the suitcase
and looks at it
CUT TO
Close up of opened suitcase whilst the old man places
those pictures back in the suitcase and picks old letters
from it.
CUT TO
Low angle Close up of old mans face thats looking at
those letters.
(Pyar main doobay)

(BGM)
(huay khat)
(BGM)
(main jalata)
(BGM)
(kaisay)
(BGM)
(Tere hathoon kay likhay
khat main jalaata)
(BGM)
(kaisay and music of song)

(BGM)
Music
(BGM)
12
13
14
15
CUT TO
Close up of old picture and letters in his hands.
CUT TO
Low angle Close up of old mans face as he takes off his
spectacles and cleans his tear.
DISSOLVE TO
CS of old mans hand strengthening nod of his tie. The
background is blurred.
The hands get blurred and the background gets clear
showing picture, letter and a photo frame placed on
table.
CUT TO
Close up of envelopes, an old qalam and an old picture.
(Jinko)
(BGM)
(Duniya ki nigahoon se
chupaye rakha)
(BGM)
(jinko ik umer)
(BGM)
Kalaijay se Lagaye
(BGM)
CUT TO
42
16
17
18
19
20
21
22
23
24
25
MLS of car coming from the front

CUT TO
Close up of back view mirror of the car showing that old
mans eyes
CUT TO
LS of car coming from the corner of frame
CUT TO
MLS of car from one side which stops in front of
Pakistan Post Office.
CUT TO
Close up of parcel and envelopes placed in the front seat
of the car and the old man picks the envelopes (only
arms and hands are shown). The parcel remains there.
CUT TO
Slightly Low angle medium long shot of old man
coming out of the car, closing the door and walks
towards the post box in slow motion. He then reaches
the post box.
CUT TO
Close up of old mans hands and letters as he puts the
letters in the post box.
DISSOLVE TO
Slightly high angle Medium Long Shot of old friend
sitting in lawn reading newspaper with tea in front of
him. His old wife enters the frame from right with an
envelope in her hand and rests her hand on her
husbands shoulder.
CUT TO
Close up of old friends face whos looking at his wife,
takes the envelope from her and looks at it
CUT TO
Slightly high angle Medium Long Shot of old friend
sitting in lawn and looking at the envelope as his wife
sits on a chair placed next to him. The old friend opens
the envelope.
(Rakha)
(BGM)
Music
(BGM)
(Deen Jinko)
(BGM)
(Jinko jinhain eman)
(BGM)
(Bnaye)
(BGM)
(Rakha. Tere khushboo
main basay main jalaata)
(BGM)
(Jalaata kaisay)
BGM
(Wo din bhi jeevan kay

khoob din)
(BGV)
Song in lighter sound
(BGM)
(Din thay, kay jab mera
behtareen saathi, apnay dil
ki tamaam batain)
(BGV)
(BGM)
(Apne hontoon se keh na
pata to dostaana tamaam)
(BGV)
43
(BGM)
26
CUT TO
Close up of opening of envelope and an old picture
coming out of it. The picture is focused (by moving the
camera towards it to the right)
27
CUT TO
Close up of old friends face showing his astonishing
expressions which then turns into smile
28
CUT TO
Close up of old picture(in which both of them were
young)
29
DISSOLVE TO
OTS of post man who appears in the frame from the left
and knocks at the door and stands there. Old mans
daughter opens the door, takes the parcel (which the old
man has sent to her) and smiles
30
CUT TO
Close up of parcel
31
CUT TO
Close up of daughters smiling face
32
DISSOLVE TO
Close up of old mans sons hand whos taking an
envelope out of his pocket
(Jazbay, chitthiyon ka
sahara lay kr)
(BGV)
(BGM)
(Daakiye k hawalay kr k,
qarz apna utarta)
(BGV)
(BGM)
(tha)
(BGV)
(BGM)
(wo rishtay jo yaad k
darwazay pe dastak dain,
wo jinki manzil yaqeen hai,
yaqeen kisi)
(BGV)
(BGM)
(apnay juzv se milnay ka)
(BGV)
(BGM)
(ya shayad khud hi se
milnay ka)
(BGV)
(BGM)
(Musafat lakh meloon ki jo
jazboon ki)
(BGV)
44
(BGM)
33
34
35
36
37
38
CUT TO
Medium shot of old mans son and grandson sitting on
sofa and son gives an envelope to his son
CUT TO
Close up of envelope
CUT TO
Medium shot of old mans son and grandson sitting on
sofa and the grand son is looking at the envelope with
smiling face and looks at his father
CUT TO
Close up of old mans grandsons smiling face whos
looking up(towards his father)
DISSOLVE TO
Collage of four scenes (old man putting envelopes in
letter box, his daughters smiling face, his old friends
smiling face and his grandsons smiling face)
DISSOLVE TO
The collage slowly dissolves/fades away and the logo of
Pakistan Post Office appears and then the collage
dissolved into a black screen with logo on it.
(sachae se taskheer ho jae)

(BGV)
(BGM)
(zamanay kay)
(BGV)
(BGM)
(thapeeray jin
muskurahatoon se gul-e-tar
lagnain)
(BGV)
(BGM)
(lagain)
(BGV)
(BGM)
(Wo bandhan jo jism ka
nahi)
(BGV)
(BGM)
(rooh ka sangam hai)
(BGV)
(BGM)
STORY BOARD
See next page for detail.
45
Sb Page
1
46
Sb page 2
47
Sb page 3
48
Sb page
4
49
Sb pg 5
50
Sb pg 6
51
Sb pg 7
52
BTL CREATIVE STRATEGY

We will also use BTL media to reach the maximum number of the target
market. For this purpose company will use different tools including billboards
with brand/department name and logo on it.
OBJECTIVES:
The objective of BTL is to communicate message to 40-50% of target
market with its display for 3 months.
Following types of BTL items will be used :

Billboards
Target Audience:
Our target audience is the youth and people living in urban areas e.g. in
the big cities therefore BTL activities will be done around the target population
areas. The billboards will be placed over the General Post Offices of the given
areas: Bahawalpur, Faisalabad, Islamabad, Karachi, Lahore, Mirpur, Murree,
Multan, Okara, Peshawar, Rawalpindi, Sahiwal, Sargodha, Sheikhupura and
Quetta. Each given city will be catered by one billboard over the GPO.
Timeline:
Company run this BTL activity for three months.
53
Billboards:
See appendix 1 for detail.
54
MEDIA PLANNING
In order to effectively utilize the budget in all medium, a media plan has
been proposed. The media plan has been devised for appropriate ATL and BTL
medium. For Details Please see Appendix II.
55
SALES PROMOTION STRATEGY

Objectives:
To promote the company name along with the increament in use of its
services
To increase the number of users.
To attract maximium number of customers.
To give incentives to the target customers.
Strategy:
Following are the strategies for sales promotion:
The commission on Electronic Money Order will be reduced to half.
For the money transfer of one lac through Electronic money order
service, the user will be included in the lucky draw for Motorbikes.
20 motorbikes will be given.
Using the Postal Draft Service for more than 2 lacs, will make the
person included in the lucky draw for Umrah Tickets.
10 Umrah Tickets will be given.
Here is the detail of sales promotional strategy budget:
Budget for prizes given on annual lunch ceremony.

Total umrah tickets
Cost per ticket
Total cost
56
10
75,000
750000
Total motor bikes

20
Cost per bike

45,000
Total cost on bikes

900000
Budget:
Grand total for sales promotion is 1650000PKR.
57
PUBLIC RELATION/PUBLICITY STRATEGY

Objectives
To create the good image of brand/department.

To make our brand/department popular
To increase brand/department recognition
To develop the media liaison
Strategies
Regular press releases will be issued from the department.
Different events (Music concerts, sports events and family festivals) will
also be sponsored in near future for the publicity of the SMART
electronics to make it popular.
Budget
Budget allocated for public relation/publicity strategy is 1000000
58
INTERNET MARKETING STRATEGY

There is a social media page on Facebook of Pakistan Post Office for its
publicity. The purpose of social page is to make aware the audience to brand
and its offers. Internet marketing will keep audience interactive.
Social media (facebook) page is
https://www.facebook.com/PakistanPostOffice
Facebook page administration for 10,000
one month
Facebook page administration for 10,000*3
three months
Total
30,000PKR
Social media (twitter) page is

http://twitter.com/pakistanpostoffice
Twitter page administration for 10,000
one month
Twitter page administration for 10,000*3
three months
Total
30,000PKR
Official website of the organization is on web. If customers have any queries

regarding organization and its products, they can solve them through visiting
59
this website. Contact information of the offices of Pakistan Post Office is given
on site.
Name of website is
http://www.pakpost.gov.pk
Web hosting (per month)
Web hosting for three months
Total
Web management (per month)
Web management for three months
Total
10,000
10,000*3
30,000
12,000
12,000*3
36,000
The other facility provided by PPO is the customers login ID. The customers
can check their delivery status by just log into that ID.
For those who dont have access to internet can get their delivery text on their
mobile phones via text message.
60
Direct marketing strategy

Objective:
To make our brand/department popular in the target audience
To attract maximium number of customers.
Strategy:
Direct marketing will be done by communicating will be done with the
Presidents of MCB bank, Allied Bank, Bank Alfalah, Habib Bank and Dubai
Islamic Bank . An agreement will be signed through which Pakistan Post Office
will be used as their mail service and send one lac letters of 2000g with
payment of 0 of the commission for three months.
A group of 10 people with higher skills in marketing will be employed to
convince the given banks to use our services. This group will operate in pairs
i.e. 2 persons for each bank.
Cost for one month
Cost for 10 persons for three months
Total
10,000
10*(10,000*3)
300000PKR
61
MONITORING OF IMC PLAN
Company has formed a team of 03 members who will monitor the whole
IMC campaign. They will lookafter that media houses whom we have
contarcted to show our ads on their channels. Survey and focus groups will also
be conducted on regular basis.
Budget for this monitoring process is 100000PKR for three months.
62
TOTAL IMC BUDGET

Here is total budget of six months IMC campaign.
Total budget of Survey= 23,000

Total budget of TVC= 200000
Total budget of TV media = 14950000
Total budget of print media = 6336297
Total budget of BTL media = 624000
Total budget of sales promotion = 1650000
Total budget of monitoring = 100000
Total budget of public relations = 1000000
Total budget of direct marketing = 300000
Total budget of online media = 126000
Total budget of three months campaign = 2,530,9297
63
APPENDIX I
PRINT Ads
Print ad 1
64
Print ad 2
65
Print ad 3
66
Print ad 4
67
Print ad 5
68
BILLBOARDS
BILL BOARD 1
69
BILL BOARD 2
70
BILL BOARD 3
71
Appendix II
SURVEY FINDINGS
Q1. On average, how often do you use a post office?

Daily
Once A Week
Two or Three Times A
Month
Less than once a month
Never
5%
10%
13%
25%
47%
PERCENTAGE
Daily (2%)
Once A Week (10%)
Two or Three Times A
Month (13%)
Less than once a month
(25%)
Never (47 %)
72
73
Q2. Why do you currently use a post office for?

Posting Letters
Sending Parcels
Sending Money
Saving Bank
Fax Letters and
Mails
Insurance
Others
7%
42%
28%
10%
6%
4%
3%
PERCENTAGE
Posting Letters (7%)
Sending Parcels (42%)
Sending Money (28%)
Saving Bank (10%)
Fax Letters and Mails (6%)
Insurance (4%)
Others (3%)
74
75
Q3. Which one would you prefer for posting mails or parcels?
Pakistan Post
Office
TCS
DHL
Other
10%
75%
12%
3%
PERCENTAGE
Pakistan Post Office (10%)

TCS (75%)
DHL (12%)
Other (3%)
76
Q4. Why would you choose the above one?

It's Reliable
You've seen its
Advertisement
It's Cheap
Other
48%
45%
5%
2%
PERCENTAGE
It's Reliable (48%)

You've seen its
Advertisement (45%)
It's Cheap (5%)
Other (2%)
77
Q5. The most reliable source of sending money is:

Pakistan Post
Office
Through Banks
Easy Paisa
TCS
Other
10%
30%
50%
8%
2%
PERCENTAGE

Through Banks(30%)
Easy Paisa (50%)
TCS (8%)
Other (2%)
78
Q6. Are the advertisements of any postal services influential?

Yes
No
Don't
Know
64%
23%
13%
PERCENTAGE
Yes (64%)
No (23%)
Don't Know (13%)
79
Q7. Which advertisement of postal service have you seen recently?

TCS
Easy Paisa
Pakistan
Post Office
35%
65%
0%
PERCENTAGE
TCS (35%)
Easy Paisa (65%)
80
Q8. Sending letters to loved ones and friends was our tradition; do
you think people should adapt that tradition again?
Yes
No
Don't
Know
70%
15%
15%
PERCENTAGE
Yes (70%)
No (15%)
Don't Know (15%)
81
Q9. Sending and receiving Eid cards via postal service is:
Appealing
Unappealin
g
Don't Know
63%
24%
13%
PERCENTAGE
Appealing (63%)
Unappealing (24%)
Don't Know(13%)
82
Q10. Relations were pure in the past when communication was

done with letters and not with phones on daily basis:
Yes
No
Don't
Know
84%
7%
9%
PERCENTAGE
Yes (84%)
No (7%)
Don't Know (9%)
83
MEDIA PLANNING BUDGET

Method of Budget Allocation:
We have used top to bottom budget allocation method for our whole IMC
campaign.
Advertising budget:
Print Media Production Cost:
Newspaper/ Magazine ad:
Total ads
Cost per ad
(designing)
Calculation
Total Cost
10,000
10,000*5
50000
Print Media Plan Cost:

Newspaper:
Jang
(1st Month)
Stations
Combine
Days
1st
Position
Front
Sunday
200%
Size
27x8
PCCM
4390
Color
100%
Fix
50%
Total
963605
Total Cost of Jang for 1st Month= 963605 Rupee

84
Jang
(2nd Month)
Stations
Combined
Days
1st
Position
Front
Size
27x4
PCCM
4390
Color
100%
Fix
50%
Total
489485
combined
Sunday
4th
200%
Front
27x4
4390
100%
50%
489485
Sunday
200%
Total Cost of Jang for 2nd Month= 978970 Rupee

Jang
(3rd Month)
No advertisement
Total cost of Jang:

Newspaper
Jang
1st Months cost

963605
2nd Months cost

zero
3rd Months cost

978970
The total cost of Jang for three months campaign is

1942575/- Rupee
Nawaiwaqt
(1st Month)
Stations
Combined
Days
1st
Position
Front
Size
27x8
PCCM
1850
Color
100%
Fix
50%
Total
406075
85
combined
Sunday
3rd
Front
27x8
1850
100%
50%
406075
Sunday
Total Cost of Nawaiwaqt for 1st Month= 812150/- Rupee

Nawaiwaqt
(2nd Month)
Stations
Days
Position
Size
PCCM
Color
Fix
Total
Combine
2nd
Front
27x4
1850
100%
50%
206275
Sunday
200%
Total Cost of Nawaiwaqt for 2nd Month= 206275/- Rupee

Nawaiwaqt
(3rd Month)
No advertisement
Total cost of Nawaiwaqt:

Newspaper
Nawaiwaqt
1st Months cost

812150
2nd Months cost

zero
3rd Months cost

206275
The total cost of Nawaiwaqt for three months campaign is

1018425/- Rupee
86
Express
(1st Month)
Stations
Days
Positio
Size
PCCM
Color
Fix
Total
27x8
3175
100%
50%
696912
Combine
n
Front
Sunday
200%
st
Total Cost of Express for 1st Month= 696912/- Rupee
Express
(2nd Month)
Stations
Days
Position
Size
PCCM
Color
Fix
Total
Combined
2nd
Back
27x4
3175
100%
50%
350837.5
Sunday
100%
4th
Back
27x4
3175
100%
50%
350837.5
Sunday
100%
combined
Total Cost of Express for 2nd Month= 701675/- Rupee

Express
87
(3rd Month)
No advertisement
Total cost of Express:

1st Months cost
Newspaper
Express
696912
2nd Months cost

zero
3rd Months cost
701675
The total cost of Express for three months campaign is

1398587/- Rupee
Nation
(1st Month)
Stations
Days
Position
Size
PCCM
Color
Fix
Total
Combined
1st
Front
27x8
1200
75%
50%
262500
Sunday
150%
5th
Front
27x8
1200
75%
50%
262500
Sunday
150%
combined
Total Cost of Nation for 1st Month= 525000/- Rupee

Nation
Nation
88
(3rd Month)
Stations
Days
Position
Size
PCCM
Color
Fix
Total
Combined
1st
Back
27x4
1200
75%
50%
132300
Sunday
100%
27x4
1200
75%
50%
132300
combined
4th
Back
Sunday
100%
Total Cost of Nation for 3rd Month= 264600/- Rupee

(2nd Month)
No advertisement
Total cost of Nation:

Newspaper
Nation
1st Months cost

525000
2nd Months cost

zero
3rd Months cost

264600
The total cost of Nation for three months campaign is

789600/- Rupee
The News
(1st Month)
89
Stations
Days
Position
Size
PCCM
Color
Fix
Total
Combined
2nd
Front
27x8
2030
75%
25%
443555
Sunday
150%
27x8
2030
75%
25%
443555
4th
combined
Sunday
Front
150%
Total Cost of The News for 1st Month= 887110/- Rupee

The News
(2nd Month)
No advertisement.
Total cost of The News:

Newspaper
The News
1st Months cost

887110
2nd Months cost

zero
3rd Months cost

zero
The total cost of The News for three months campaign is

887110/- Rupee
Total Cost of Advertisement in Newspapers for 3 Months
Newspapers
Jang
Nawaiwaqt
Express
Nation
The News
Cost
1942575
1018425
1398587
789600
887110
90
The total budget for advertisement in Pakistans five leading

newspapers for three months is 6036297/-Rupee
Magazine:
Magazine
Herald
Place
Middle
Size(inch)
6x8
Cost
Frequency
per ad
(per
40,000
month)
2
Calculation
Total
40,000*2
80,000
pg
Magazine
Sunday
plus
Place
Middle
Pg
Size
Cost
Frequenc
Calculatio
(inches
per ad
(per
6x8
month)
2
35,000
35,000*2
Total
70,000
No advertisement in Second month of campaign

Total budget of a month= 80,000+70,000 = 1,50,000 PKR
Total budget of three months= 1,50,000*2= 300000 PKR
The total budget for advertisement in Pakistans two leading

magazines for three months is 300000/-Rupee
91
TV Media Plan Cost:

Duniya News
(1 week)
1week:
Channe
Day
Time
Freq
Rates
Calculation
Total
l
Duniya
Mon
8:00AM-5:00PM
8:00PM-9:59PM
1
1
62500
225000
62500*1
225000*1
62500
225000
Total
287500
Tuesday
8:00PM-9:59PM
225000
225000*1
225000
Total
225000
Wed
8:00PM-9:59PM
225000
225000*1
225000
Total
225000
Thursday
8:00AM-5:00PM
62500
62500*1
62500
92
8:00PM-9:59PM
225000
225000*1
225000
Total
287500
Friday
8:00AM-5:00PM
62500
62500*3
187500
Total
187500
Saturday
8:00AM-5:00PM
8:00PM-9:59PM
2
1
62500
225000
62500*2
225000*1
125000
225000
Total
350000
8:00AM-5:00PM
8:00PM-9:59PM
2
1
62500
225000
62500*2
225000*1
125000
225000
Total
350000
Sunday
Total budget for Duniya News Channel:
The total budget for advertisement on Duniya news is 1912500/Rupee
Geo Entertainment
(1 week)
1 week
Channe
Day
Time
Freq
Rates
Calculation
Total
l
Geo
Mon
8:00PM-8:59PM
412500
412500*1
412500
Total
412500
Tuesday
8:00PM-8:59PM
412500
412500*1
412500
Total
412500
Wed
8:00PM-8:59PM
412500
412500*1
412500
Total
412500
Thursday
12:00PM-5:59PM
100000
100000*1
100000
Total
100000
Friday
12:00PM-5:59PM
100000
100000*2
200000
Total
200000
Saturday
12:00PM-5:59PM
100000
100000*1
100000
entertai
nment
93
Sunday
8:00PM-8:59PM
412500
412500*1
412500
Total
512500
12:00PM-5:59PM
8:00PM-8:59PM
1
1
100000
412500
100000*1
412500*1
100000
412500
Total
512500
Total budget for Geo Entertainment Channel:
The total budget for advertisement on Geo Entertainment is

2562500/- Rupee
Hum TV
(1st Month)
1st week
Channel
Hum TV
Day
Mon
Time
8:00PM-8:59PM
Freq
1
Rates
425000
Calculation
425000*1
Total
425000
Total
425000
Tuesday
8:00PM-8:59PM
425000
425000*1
425000
Total
425000
Thursday
8:00PM-8:59PM
425000
425000*1
425000
Total
425000
Saturday
8:00PM-8:59PM
425000
425000*1
425000
Total
425000
Sunday
8:00PM-8:59PM
425000
425000*1
425000
Total
425000
2nd week
94
Channel
Hum TV
Day
Mon
Time
8:00PM-8:59PM
Freq
1
Rates
425000
Calculation
425000*1
Total
425000
Total
425000
Friday
8:00PM-8:59PM
425000
425000*1
850000
Total
425000
Sunday
8:00PM-8:59PM
425000
425000*1
425000
Total
425000
Time
12:00PM-
Freq
2
Rates
112500
Calculation
112500*2
Total
225000
Total
225000
8:00PM-8:59PM
425000
425000*1
425000
Total
425000
Time
8:00PM-8:59PM
Freq
1
Rates
425000
Calculation
425000*1
Total
425000
Total
425000
3rd week
Channel
Hum TV
Day
Saturday
5:59PM
Sunday
4th week
Channel
Hum TV
Day
Sunday
Total budget for Hum TV:
The total budget for advertisement on HUM TV for three months is

4475000/- Rupee
PTV NEWS
Channe
Day
Time
Freq
Rates
Calculation
Total
l
95
PTV
Monday
11:00AM-3:00PM
3:00PM-6:30PM
8:00PM-9:00PM
1
1
1
25,000
37500
100000
25,000*1
37500*1
100000*1
25000
37500
100000
Total
162500
Tuesday
11:00AM-3:00PM
3:00PM-6:30PM
8:00PM-9:00PM
1
1
1
25,000
37500
100000
25,000*1
37500*1
100000*1
25000
37500
100000
Total
162500
Thurs
8:00PM-9:00PM
100000
100000*1
100000
Total
100000
Sat
11:00AM-3:00PM
3:00PM-6:30PM
8:00PM-9:00PM
1
1
1
25,000
37500
100000
25,000*1
37500*1
100000*1
25000
37500
100000
Total
162500
Sun
11:00AM-3:00PM
3:00PM-6:30PM
8:00PM-9:00PM
1
1
1
25,000
37500
100000
25,000*1
37500*1
100000*1
25000
37500
100000
Total
162500
Grand Total for one week= 750000

Grand Total for one month= 750000*4= 3000000
Grand Total for three months= 3000000*2 = 6000000
Total budget for PTV NEWS Channel:
The total budget for advertisement on PTV NEWS is 6000000/Rupee
Total Cost of Advertisement on TV Channels for 3 Months

Newspapers
Duniya News
Geo Entertainment
HUM TV
PTV News
Cost
1912500
2562500
4475000
6000000
96
The total budget for advertisement on Pakistans four leading

channels for three months is 14950000/-Rupee
BTL media Production cost:

Billboards:
Total designs
Cost per ad
Calculation
Total cost
(designing)
40,000
40, 000*3
120000
Skin Cost:
Skin Cost of billboards:
Total billboards
Skin cost per billboard
Total cost
97
15
33,600
504000
Total Budget for Billboards:
The total budget of Billboards for three months is 624000/Rupee
REFERENCES
Pakistan Post Office Department
Website http://www.pakpost.gov.pk/
TCS Express and Logistics
Website http://www.tcscouriers.com/
DHL Express
Website http://www.dhl.com.pk/en.html
FedEx
Website http://www.fedex.com/us/
B2B Pakistan
Website http://www.b2bpakistan.com/1/postal_courier_services.html
Postal History
Website https://en.wikipedia.org/wiki/Postal_history
98
Pakistan Post
Website https://en.wikipedia.org/wiki/Pakistan_Post
99

IMC Report On Pakistan Post

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IMC Report On Pakistan Post

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AN IMC CAMPAIGN ON

Pakistan Post Office

Ghaus Bahawal Haq

BS (Hons) Mass Communication

Institute of Communication Studies (ICS)

PAKISTAN POST OFFICE

Ghaus Bahawal Haq (10)

Fahad Mahmood (Project Advisor)

We express our sincere gratitude to Sir

motivated us at every step.

His special assistance was

IMC SUMMARY ----------------------------------------------------- 07

MONITERING AND EVALUATION OF IMC PLAN ---------- 59

The purpose of advertisement is to create nostalgia about what relations mean

A.J. Worldwide Pakistan

The economic condition of postal services in Pakistan is in its declining stage.

postal services suffer. Though the business firms, corporate departments,

MAJOR KEY PLAYERS IN THE INDUSTRY OF PAKISTAN

Providing access to customers in 220 countries with a network of 157

destinations in the world. It has its business partners in Dubai and

Started in 1982, the DHL offer deliveries globally by every possible

offered by it. It is also providing Online Tracking for the International

POPULATION AND PLANNED SAMPLE

Pakistan Post office. The advertisements of Postal services cast an influential

Oldest Department of Mail Industry

1. Forgotten department in big cities

1. Promotion through Strategic plans

increasing the demand

Competition from other services e.g. TCS

PAKISTAN POST OFFICE

The logo clearly

highlights a moon and a star in

It causes nostalgia as it was used by our ancestors. It is connected to

DEPARTMENTS ORGANIZATIONAL STRUCTURE

Chairman/ Director General

Letter mail (domestic and international)

Registration fee for a single article (General users)

Registration fee for Newspapers, Journals,

For weight not

Above 20g but

Above 50g not

Above 100g not

Above 250g not

Above 500g not

Special Savings Account (SSA)

Value of Money Order

Commission Chargeable (Rs)

Rs. 50/Rs. 75/Rs.25/Rs.25/Rs.25/Rs. 50/-

Upto Rs. 50/-

Electronic Money Order

Value of Electronic Money Order (EMO)

BAHAWAL NAGAR GPO

DERA GHAZI KHAN GPO

DERA ISMAIL KHAN GPO

KARACHI ALHYDRI GPO

KARACHI CITY GPO

KARACHI SADDAR GPO

KASUR G.P.O GPO

KHAIR PUR GPO

KOTLI (AK) GPO

LAHORE CANTT. GPO

MANDI BAHAUDDIN GPO

MIRPUR KHAS GPO