marketing management final reporttt

8/7/2019 MARKETING MANAGEMENT final REPORTTT

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INTRODUCTION

BRIEF INTRODUCTION OF THE COMPANY

Geo TV or GEO Television is a Pakistani television network founded by Mir Shakil ur Rehman

in May 2002. GEO TV belongs to Independent Media Corporation, owner of the Jang Group of

Newspapers. The channel started its test transmission on 14 August 2002, whereas regular

transmission began from 1 October, 2002. GEO TV is working under the company of Mr. Shakil

Ur Rehman J&S Enterprises (Private) Limited. In Urdu, the national language of Pakistan, the

word geo translates to live on in English.

GEO TV was established in May 2002 Test transmission started on 14th August 2002 on the

PAS 10 digital satellite Regular transmission started on 1st October 2002 Geo TV is the first

South Asian Urdu language channel to provide content comparable with world-class television

broadcasters Geo is the fastest growing TV Channel in Pakistan with ratings exceeding all

satellite delivered TV channels in the market Geo has the widest distribution on cable systems in

Pakistan with 100% carriage within 90 days of launch .

National association of Broadcasters (USA). Worlds largest association of broadcasters has

honored GEO with the Award for Quality declaring it an international standard television

channel. Geo has been described as the CNN and BBC of Pakistan due to its enormous news

network within Pakistan and all over the world.

Geo is the only independent and liberal channel with the unique honor of consistently breaking

news. The journal of Mass Communication, quotes that it was the first to come up with the

election results even beating the state channel, while its interviews and analysis got top ratings

among the viewers. It further quoted that Geo offered new and innovative ideas not seen before

on any television channel.


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Geo is based in Dubai and is broadcast for south Asian viewers of M.E, Europe, Canada, North

America and UK. Besides of burros in Pakistan a robust network feeds regularly. Life content

from New York, los angles and London.Geo won a special award at the nouticaslo TV festival

2005

Business week one of the top 3 magazines of the world while including the news of MSR in 25

stars of Asia wrote that Geo has become the most watched TV channel of Pakistan and its

viewer ship is growing at the rate of 30% annually.

COMPANY NAME:

GEO TELEVISION NETWORKS

COMPANY LOGO;


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Corporate logos and slogans:

The GEO logo, consisting of orange and blue, represents the coverage done by GEO day and

night. It was designed by Shahzad Nawaz Khan and is now one of Pakistan's most favorite logos.

It can often be seen on many local trucks and taxis.

Her Pal Geo

Reasons for Selecting Geo:

Why we chose geo because of its increasingly popularity and of its imaging brand name an of

having no one spot on the TV ratings

COMPANY HISTORY:

GEO TV was established in May 2002 Test transmission started on 14th August 2002 on the PAS 10

digital satellite Regular transmission started on 1st October 2002 Geo TV is the first South Asian Urdu

language channel to provide content comparable with world-class television broadcasters Geo is the

fastest growing TV Channel in Pakistan with ratings exceeding all satellite delivered TV channels in the

market Geo has the widest distribution on cable systems in Pakistan with 100% carriage within 90 days of

launch .


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AVAILABILITY:

IPTV & ADSL

World On Demand (Japan&Korea) Channel 116

PTCL IPTV (PAKISTAN) Channel 77

Internet

Cable

Rogers Cable (Canada) Channel 578

E vision (uae) Channel 65

GEO entertainment is also available on local cable in Pakistan] GEO TV Network

GEO TV started with its flagship channel of GEO TV, but later branched out it into two

channels, GEO News and GEO Entertainment respectively. Later it also launched other

entertainment and sports channels.

GEO News

Geo News was established as independent channel when GEO Network branched out its

channels in 2005. GEO News is a Pakistan based Urdu News Channel, and rated as on the most

popular news channels in Pakistan.

GEO Entertainment

Geo Entertainment was established as independent channel when GEO Network branched out its

channels in 2005. GEO Entertainment is a Pakistan based entertainment channel showing

Dramas, musical programs, feature movies, primarily in Urdu Language.


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GEO Super

GEO Super is twenty-four hour sports channel, launched by GEO Network in September 2006.

Programming content includes variety of sports from around the world, focusing mainly on

cricket, with a secondary focus on boxing, football and field hockey.

AAG TV

AAG TV is twenty-four hour channel focusing on programs for youth in Pakistan. AAG TV was

launched in September, 2006 by GEO Network.


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GEO TV

Owned by Mir Shakil ur Rehman

Slogan Har Pal Geo

Country Pakistan

Headquarters Pakistan

Availability

Satellite

Big TV (India) Channel

Dish Network (U.S.) Channel 620

Pehla (Middle East) Channel 44

Sky Digital (UK & Ireland) Channel 815

World TV (Europe) Channel 14

Cable

Rogers Cable (Canada) Channel 578

E vision (UAE) channel 65

IPTV over ADSL

World On Demand (Japan) Channel 166

Ptcl Smart (Pakistan) Channel 77

GEO Films :

GEO Network has released only one movie, Khuda Kay Liye, produced by Shoaib Mansoor and

released July 20, 2007.


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GEO is an Urdu Pakistani television network. Its programming includes interactive infotainment

programs, childrens programs and much more.

Some Geo TV Programs: Food Evening with Rahat, Shaka Laka Boom Boom, Aalim Online,

Childhood With Zymal, Reshmi, Ab Ghar Jane Do, Mehndi Walay Haath, Tere pehlo Mein,

Meri Adhoori Mohabbat, Nadia Khan Show.

Programmes:

Nadia Khan Show

aaj kamran khan k saath capital talk

koi aur hai

ana

dil-e-nadan

kuch dil nay kaha

sada suhagan

saij

tum kahan hum kahan

mujhe apna naam-o-nishan milay

aalim online ON LINE

Bachay Man Kay Sachay

Brunch with Bushra

Circle of Fire

CHAAND MUHAMMAD SITARAY SAHABA

Dil Chatha Hai

Dil Dekay Jaien Gey

Dohri

Filmfare Awards 2006

Food Evening with Rahat


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Heyy Babyy

Hum Sab Umeed Se Hain

Kajal

Kia Cheez Hai Pakistani

Kismat

Libaas

Kuch Gup Hai Kuch Sach Hai

Mala

Meri Adhoori Mohabbat

Nadaniyan

Roohi

Rookhey Naina

Rahat & Abida

Reshmi

Alif

Sajh Dhaj

Shaadi Online

Teray Aney Kay Baad

Tere pehlo Mein

Yeh Zindagi Tou Wo Nahi

Yeh Zindagi Hai

Wo Rishtey Wo Nathe

Thodi See Mohabbat

Wit Parade

COMPANY HIERARCHY:


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GEO is a peoples organization. The GEO Way recognizes that its the team that makes all the

difference and difference is what we are about

GEO helps train and develop its team and constantly monitors the potential and skill growth of

its entire team.

By working closely, in an environment of transparency and accessibility GEO has forged a

unique spirit of belonging, ownership and comradeship in its staff

Each member of GEO earns the right to bear the GEO logo as a badge of pride because he/she

knows that merit has been respected.

It is this rare fraternity of creative minds, technical expertise, financial brains, and managerial

skills which has fused together to form that rare breed--------- TEAM GEO

C E O


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VISION STATEMENT:

Directors

Productio

n

FinanceMarketin

g

HR

Internation

al Affairs

SaleNew

General

Manager

AssistantManager

OPERA

TIONA

L

RESEARCH CREATIVIT

Y


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To provide better media in Pakistan

MISSION STATEMENT:

"GEO will be the voice of freedom from the Asian subcontinent. It will highlight the issues of

concern and the cultural richness of its people through information, discussion and

entertainment. GEO will propagate transparency of responsibility that will ensure its position asthe most credible and meaningful source of information, through quality programming based on

issues."

GOALS:

The major focus of GEO is to achieve the following goals:

1. To be the number one channel.

2. To provide news, entertainment for all.

3. To provide a high quality performance.

4. To meet the desired revenue target.

SWOT Analysis:

STRENGTHS


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1. GEO television network is supported by one of the strongest group of companies in Pakistan;

the channel is not under any financial crises. In Pakistan with strong marketing network,

consistent promotional policies & stable financial position.

2. The channel covers almost all segments from children to adults. It is known to be the accurate,

detailed and responsible new and information to its viewers. It uses the software Octopus, which

is not available to any other channel.

3. It is a national as well as an internationally viewed channel. Geo is transmitted in Japan,

Canada, USA, UK, and Dubai and in all over Europe.

4. GEO television networks are having a dynamic marketing, department headed by the

charismatic figure of MR.., possesses the capability of maneuvering even worst

circumstances in his favor.

5. Business week one of the top 3 magazines of the world while including the news of MSR in

25 stars of Asia wrote that Geo has become the most watched TV channel of Pakistan and its

viewer ship is growing at the rate of 30% annually.

6. DTH TECHNOLOGY (door to home)

WEAKNESSES


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1. Facing problems in awien show, choraha, jan hae to jahan hae , tasveer kahani( women

violation) due to bad management financial problems adv campaign problems general

people interaction of mouth some failure program like choraha an avwin show due to not

spending on adv an setup design.

2. Octopus software by IBM has to pay them monthly by 2 or 2.5 car or not having them on

own customer program catcher software

3. Facing tuff competition by Express News

4. Security problems

5. Govt. interaction problems

6. Not having an English channel

OPPORTUNITIES


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1. GEO has a rigorous marketing, HRM, and other developing departments working on the same

level as BBC and CNN are.

2. Geo News possesses a strong brand image to enhance its viewer ship, which has been further

complemented due to the ill conceived suppressive policies adopted by the previous regime

towards Geo News.

3. Geo News, whose has management strong links in the political, bureaucratic, marketing &

media circles which is its biggest opportunity.

4. The talks shows of anchor persons like Mr Kamran Khan, Mr. Hamid Mir and Dr. Shahid

Masood on Geo News attract 80-90% of the overall viewer ship of all the channels at that

particular time. The absence of the substitutes of such popular anchorpersons on other channels

is a big positive point for GEO.

5. Documentaries program channel new opening channel soon GEOMENTERY with the help of

MOBILINK on Indus Rive

THREATS


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1.GEO television networks is on no. 1 no doubt but it directly faces threat from ts competitors

like ARY, Express New, Indus, Sama , Dawn news etc. All these channels are coming up with

new segments and are getting strong in their news reporting etc.,

2.The biggest threat faced by Geo are the terrorist threats .These threats although couldnt stop

Geo from working on its level but as the conditions are disproving day by day so this can come

up with some bad results. The reporters are always threatened, which disproves the reporting

quality .Security is a major problem.

3. GEO is a private channel working freely where as channel like Express News active

collaborative links with the government has owned PTV, which gives it an edge on other private

news channels.

4. GEO introduced Direct to Home Technology but Express News followed it and came up with

the same project so GEO can face a failure with this project because there is a direct competitor.

5. A delegation from Southern Companies Group Kazakhstan here on Tuesday visited Board of

Investment to discuss issues related to investment they show interest in investing in GEO

TELEVISION

CORE COMPETENCIES:


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1. The biggest core competency of GEO is that they have gained the trust of people which is

increasing day by day. Nation trust on the facts and figures given by them

2. Its brand is now very much popular among common people. Geo has gained trust through its

brand too.

3. Its investments are much more than the finances of the other channels that are why GEO till

now never faced any financial problems.

PROBLEMS FACED BY GEO:

1. Competition

2. Terrorist threats and Terrorist attacks

MARKET PLAN:

Marketing plan is a strategy on how to attract the targeted market segment by providing the

customers the product /service that they desire with some added value to insure their loyalty


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towards your company .GEO has carefully and smartly divided its customers base into different

segments catering their needs through separate channels like GEO entertainment, GEO news and

GEO super. It follows an extensive marketing strategy through proper branding, slogans,

advertisements (both print and electronic media) to insure a continued relationship with their

viewers.

COMPETITOR ANALYSIS:

Following are the major competitors of GEO;

ARY One World

EXPRESS NEWS

DAWN NEWS

INDUS VISION

PTV

ARY one world is also a good news channel it also has international viewer ship. It is owned by

a large group known as ARY Group.. ARY Television Network, a subsidiary of the ARY Group,

is a popular Pakistani television network available in Pakistan, the Middle East, North America,

Europe and Australia. The ARY Group of companies is a Dubai-based holding company founded

by a Pakistani businessman, Haji Abdul Razzak Yaqoob (ARY). The network caters to the needs

of South Asians, particularly the Pakistani Diaspora. The channel is considered a pioneer in

Pakistani media and broadcasting and has an expanding network of channels, each with an

independent focus.

CORE COMPITANCY: ANCHORS PERSONNALS


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Express News is a Pakistani television news channel. It is owned and run by the country's third

largest Urdu daily, Daily Express. Express News has a logo that looks similar to that of British

news channel Sky News. Another great news channel, by known Express News Paper, having a

great slogan saying: Har Khabar Per Nazar[Test] The company was also in the process to

start a new English news channel and the owners of the channel, Lakson Group, have

subsequently launched "Express 24/7" as well, which is a 24 Hour Pakistani English news

channel.

CORE COMPITANCY: ADVERTIZEMENT DEPT 24/7 ENGLISH NEWS

Dawn News is a new English news channel but as they are in the field of news media and has

less experience like express news thats why we consider it as our competitor. Dawn has low

viewer ship, because of its medium since Dawn is a News channel which only capture the

perception of the bureaucrats and diplomats or in general viewers who can understand English.

CORE COMPITANCY: BEST ENGLISH NEWS CHANNEL OF PAKISTAN

INDUS VISION, a 24 hour general entertainment channel, comprises of a strong lineup of Urdu

programming that includes: dramas, sitcoms, entertainment & magazine shows, cooking shows,

fashion shows, talk shows, television films, cartoons, and more. All of our programming is based

on promoting our inherent values, rich heritage, and talents, while producing quality

entertainment for a diverse audience.

CORE COMPITANCY: LOCAL INFORMATION HEAD

PTV can be received via satellite in South Asia, East Asia and in the Middle East. Selected

programming can be seen on Prime TV (with a partnership) in the United Kingdom and Europe.

Today, PTV is split up into the original channel feed:

PTV Home -

PTV News - PTV National


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AJK TV - Kashmir

PTV Bolan - Baluchi

PTV Global

CORE COMPITANCY: GOVT.SUPPORT

According to the surveys and complete rating GEO is the best channel and is at number 1. After

GEO, ARY and EXPRESS NEWS are on the second positions.

Supply Chain:

There are two main resources of getting news are following:-

1. GOVT & PRIVATE Agencies

2. Reporters

GEO news channel mainly rely on its own reporter but some time they get the news from

agencies. As they are also running a newspaper so they also get the news from their newspaper

reporters. There is a department which manages all the news from all resources and sends it to

the news channel. They have a number of DSNGs which help them to cover the news live with in

no time. Finally they have young anchors which present news to viewers.

MARKET SEGMENTATION:


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As their main aim is to provide hard core news, entertainment, information without any

semblance of yellow journalism they target adults who are really concerned about the current

affairs, entertainment for all age groups, informative programs and even children are also

targeted.

As their main concern is to provide hard core news without any semblance of yellow journalism

they target adults who are really concerned about the current affairs.

Basic target market is telecom sector 14 car or from this sector and big construction companies

like DHA, EMMAR, CENTUROUS.

SITUATION ANALYSIS:

Becoming the Fastest First, responsible news detailed accounts, viewers eye viewer software,

sms, and DTH cards distribution.

Now facing a little bit of financial problems but recently the face situation of not broadcasting

the news blocked channel by Musaharfs; govt. they act on it by delivering strong protest

Profit Analysis:2.2 billion from news 1billion from entertainment, AGG 25 carore, Sports 30

carore

BCG Matrix


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Boston Consulting Group (BCG) Matrix is a strategic Business Unit to determine the market

growth rate and market share, to take it to the places. According to our product, White Rose

Fairness Cream we will be having the following strategy:

Stars are high market share businesses in high-growth markets. They produce large profits

through substantial penetration of expanding markets .The preferred strategy for stars is growth,

and further resource investments in them are recommended.

Questionmarks are low market share businesses in high-growth markets. They do not produce

much profit but compete in rapidly growing markets. They are the source of difficult strategic

decisions. The preferred strategy is growth, but the risk exists that further investments will notresult in improved market share. The most promising question marks should be targeted for

growth; others are retrenchment candidates.

Cashcows are high market share businesses in low-growth markets. They produce large profits

and a strong cash flow. Because the markets offer little growth opportunity, the preferred

strategy is stability or modest growth. The choice of terms is very descriptive; cows should be

milked to generate cash that can be used to support needed investments in stars and question

marks.

Dogs are low market share businesses in low-growth markets. They do not produce much profit,

and they show little potential for future improvement. The preferred strategy for dogs is

retrenchment by divestiture.

According to our product of Geo Tv we use Strategic Business Unit (SBU) of high growth and

high market share for its rapid growth as we invest heavy finance and capture maximum market

share.


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Geos TOWS Matrix

S. Strengths

channel covers almost allsegments from children to

adults

network is supported by one

of the strongest group of

companies in Pakistan

It is a national as well as an

internationally viewed

channel

W.Weakness

Facing tuff competition byExpress News

Security problems

Govt. interaction problems

Not having an English

channel

O .Opportunities

Working on the same

level as BBC and CNN

are.

possesses a strong brand

image

strong links in the

political, bureaucratic,

marketing & media

circles

SO. Strategies

Should try to launch new

services eg.geo can launch

English channel as well.

Because this is the best timefor brand so opportunity

should be taken.

WO. Strategies

Geo should give any competitive

edge through its programs.

T. Threats

terrorist threats

ST. Strategies

Geo should avoid threats and

maintain the strategies for all

the customers.

WT. Strategies

Bench mark with strong TV

brands.


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direct competitor

Product: 4PS:

1. Product

GEO NEWS is a service provided to the customers of news. It is a News Channel. Which

provides core news with 80% of their programs being significantly related to news, current

affairs, political and economical condition of the country as well as the whole world? The

channel is also providing services like sponsoring social programs as well as providing platform

to other companies to show their advertisements on the television nationally and internationally.

Basic aim of the channel is to provide correct and true news to the audience without any

alteration. Another silent feature of the channel is the availability of the technology called

DSNG, DTH and Octopus. This technology provides live coverage of any scenario at any time

and at any place and this technology is only owned by Geo Networks.

2. Price

Being a news channel it only charge for advertisements or event such as functions or parties they

cover. Charges related to advertisements depend upon hours. Hours which are rated as most

viewed by audience are charged more from those which are least viewed. Most expensive time

duration is from 20.00 to 22.59 peaked times 21.00:21.59 and least expensive duration is from

00.00 to 16.00. Charts are provided below showing charges with respect to time.

Pricing Formulation

Electronic Media industry is one of the most competitive industries nowadays in Pakistan.

Almost 60 channels are working under PEMRA out of 60 almost 20 channels are related to news

so all channels have to face a strong competition not only in the field of programs but also in

charging others.


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According to the position gained by GEO News within years, most of the companies look at this

channel for their advertisement. The price determination of GEO is followed by the following

strategies:

i. Maximum market skimming strategy:

According to their ranking, Geo News use maximum market skimming strategy of pricing and

their prices are no. This strategy is successful as far as the channel is concerned because of its

high ranking as compared to other channels. Moreover, the pricing must be carefully coordinated

with the other marketing mix elements in order to maximize profits.

ii. Price sensitivity:

Geo determines its demand by estimating the price sensitivity of its advertising agencies and the

sponsored brands to know how much they are willing to pay for their channel.

iii. Analyzing competitors cost, price, and offer:

Geo also determines and settles down its pricing and advertising rate by Analyzing competitors

cost, price, and offer. Geo modify its rates according to the changes in the advertising rates.

iv. Pricing Method:

Geo base its price on the customer perceived value. They deliver the value promised by their

value proposition and for that purpose they use advertising agencies, sales force, and different

opinion leaders through their talk shows to communicate and enhance perceived value in buyers

mind.


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v. Selecting the final pricing:

Then by considering all the above strategies and other factors like impact of other marketing

activities, pricing policies, gain and risk share pricing and the impact of price on other parties

Geo news finally disclose its rate chart in market.

Terms and Conditions:

All prices are subject to General Sales Tax and inclusive of agency commission.

Advertising Tariff

GEO Entertainment

Effective NOV 01-Nov-08

Time Band (PST) Rate Per Minute(PKR)

00:00-00:59 20,000

01:00-08:59 7,500

09:00-09:59 20,000

10:00-11:59 25,000

12:00-16:59 10,000

17:00-17:59 15,000

18:00-18:59 40,000

19:00-19:59 75,000

20:00-20:59 175,000

21:00-21:59 135,000

22:00-22:59 50,000

23:00-23:59 75,000


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Tickers/Scrolls & DLS/Logos are charged 35% premium over Time Band Rates.

Fixed positions are charged as per premium schedule.

Above rates do not apply on special events/special presentations/special placements.

Standard terms and conditions apply.

For further information Contact: Marketing Department

Karachi Lahore Islamabad

7th Floor, Landmark Plaza Daily Awaz Building Jang Building

11 chundrigar Road Davis Road 40,Blue Area

Tel:+92 21-262 9322 Ext: 6202-6218 Tel:+92 42-630 9462-75 Tel:+92 51-287

7761-75

Fax:+92 21-262 9672 Fax:+92 42-630 9471 Fax:+92 51-227

5646

[email protected]


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Terms and Conditions:

All prices are subject to General Sales Tax and inclusive of agency commission.

Tickers/Scrolls & DLS/Logos are charged 35% premium over Time Band Rates.

Fixed positions are charged as per premium schedule.

Above rates do not apply on special events/special presentations/special placements.

Standard terms and conditions apply.

Advertising Tariff

GEO NEWS

Effective NOV 01-Nov-08Time Band (PST) Rate Per Minute(PKR)

00:00-00:59 36,000

01:00-01:59 15,000

02:00-06:59 10,000

07:00-16:59 15,000

17:00-18:59 20,000

19:00-19:59 75,000

20:00-20:59 150,000

21:00-21:59 260,000

22:00-22:59 115,000

23:00-23:59 50,000


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For further information Contact: Marketing Department

Karachi Lahore Islamabad

7th Floor, Landmark Plaza Daily Awaz Building Jang Building

11 chundrigar Road Davis Road 40,Blue Area

Tel:+92 21-262 9322 Ext: 6202-6218 Tel:+92 42-630 9462-75 Tel:+92 51-287

7761-75

Fax:+92 21-262 9672 Fax:+92 42-630 9471 Fax:+92 51-227

5646

[email protected]


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BREAKEVEN ANALYSIS:

Markup Pricing:

Variable cost=550000000

Fixed Cost=2200000000

Expected Units=50, 0000

Unit Cost = AvgVariable cost+ Fixed cost

Unit sales

=1100+2200000000 = 5500

500000

Mark price = unit cost

(1-desired return on sales)

= 5500 = 6875

1-0.2

Break Even Volume = Fixed cost = 220000000

Price-variable cost =6875-1100=5775

Fixed cost/ (Price-AvgVar.Cost) =2200000000/5775

=380952.381


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3. Place

Like most renowned companies Geo use the Hybrid channel system in which it allows its

customer to view its News online and its intermediaries and make contact through the website. If

the companies want to make reservation about displaying there advertisement they can check for

availability online. Secondly Geo has coverage all over Pakistan and in some countries abroad

such as UAE.

The Head office of Geo is in Karachi linked to Dubai and further branches in Islamabad, Lahore,

Multan, and Karachi. It has its DSNGS as transport to the desired location and it also provides it

employees which the facility of transport (VANS) for daily voyages and for use at times of

events and also exploring technology on DTH an having powerful software OCTUPUS.

4. Promotion

GEO carries out its promotion through events and public relations. It has a department which hasemployees employed for such purpose. They require attending different events and organization

and introducing their organization. GEO when had noted started hired individuals and made a

team which had a job of involving them into social activities and getting the organization known.

Secondly GEO carries out its promotion in public areas such as hospitals, universities local

markets. Lastly it has decided to have a contract with the international airport of Islamabad and

other cities of promoting GEO in its lobbies at the time when passengers wait.


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BRANDING;

BRANDING POWER:
http://opt/scribd/conversion/tmp/scratch18462/Mr%20Bean%20dancing%20on%20indian%20song%20(by%20%20Raj%20Duseja).flvhttp://opt/scribd/conversion/tmp/scratch18462/Mr%20Bean%20dancing%20on%20indian%20song%20(by%20%20Raj%20Duseja).flv


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BRAND SEGMENT:


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Sales;

Sales of GEO are based on advertisement, programs and advertisement agencies.

Sales Methodology

GEO is using both Direct and indirect method for sales. Team of Geo News directly

communicates with the company/industry who wants to advertise its product through media.

Communication is being done directly/face to face between both parties including timings,

discount rates etc. it is based on relationships and market situation.

GEO is also using indirect method in which advertisement agencies are involved. GEO give up

to 12% discount to the companies for advertisement. The revenue/profit is divided between

advertisement agencies and the GEO team and in prime Time they give 30-40% discount on

advertisements. GEO manages these intermediaries through the Pull Strategy since there is

high brand loyalty and involvement.


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Services and quality comparison:

Geo network gives u the best services and quality as compare to others as by having big booms

of industry sector like telecom, construction e.g. ZONG, MOBILINK, Ufone, Telenor, DHA, etc.

FEEDBACK:

GEO takes feedbacks through the following sources-

Channel rating: - this ratting is measured by the advertising agencies through which the

companies may know where they stand actually right now.

Face to face interviews: - GEO also get information about their news channel by

personally conducting interview from general public.

Website rating: - GEO also get information through their website rating system that

informs them that how many visitors have vested the site.


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Audio meters:- its is a mechanical device used by the Geo in order to get feedback that is

attached with television and determines for how long a channel has been viewed? And

how often?

OCTUPUS: - for how many times the customers switch to channel and for how much

time especially in advertisement brakes.

Reason for Success:

Geo believes in keeping positive attitude towards the channel, therefore it believes not to have

any failure so far. It has gained more than what it required through sleepless effort, which depicts

in there channel when viewed through advertisement, efficient and quick coverage and being the

pioneers in technology not yet common in Pakistan

Lesson learned:

The visit of the office of the Geo, a media related organization was a wonderful experience for

all the group members. During the course of the study, we had the opportunity of visiting the

studios, production rooms, advertisement section and marketing department of the organization.

Besides having meetings with some resource persons, and producers, technical hands of Geo

team. The visit further made us realize of the huge spade work and hectic professionals/technical

expertise involved in the recording of minor episode or an advertisement lasting just for few

seconds.

Prior of this visit, we only have textual knowledge of the concepts relating to the various aspects

of the functioning of business organizations. However, there is a huge difference between theory

and practices, particularly with reference of the marketing concepts. It is over considered opinion

now that a lot depend on the personal and professional capabilities of the concerned manager,

who can give a huge boost to the marketing prospects of the organization due to his competence


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and dedication of the professionalism or it steer it towards downfall by his inefficiency and

incompetence.

SAKEEL AHMED, who heads the marketing department of GEO, is a gem of a professional.

Besides his brilliant academic career and sound professional background in marketing SAKEEL

AHMED possesses the god gifted quality of convincing his clients in a various short span of

time. We are highly indebted to him and his team who facilitated us even out of the way to

complete his assignment in a benefiting manner.

Appendix:

DTH: Direct to home technology through which a package of 200 channels will be provided to the

consumer without any the interaction of cable operators.

DSNGs: Digital satellite news gathering that provides the live coverage of events to the viewer without

wasting a single moment.

OCTUPUS: for how many times the customers switch to channel and for how much time

especially in advertisement brakes designed by IBM.

marketing management final reporttt

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