pakistan
DESCRIPTION
A comprehensive marketing plan for Pakistan taken as a country brand.TRANSCRIPT
Presented By:
Ammarah NasrullahMehreen Omer
M. Ali AmanOmer Saeed Khan
Osama Ahmed KhanRaphael AtifSahar FatimaShanza Baig
Waleed AkbarWaqas Azeem
Challenges in Branding Pakistan
Terrorist Nation
Af-Pak: Branded with Afghanistan
Pakistan ranked amongst 10 weakest brands
Pakistan ranked with Somalia
Pakistan
Points of Difference
K2 in Azad Kashmir is the Highest Peak in The world
Pakistan has some of the highest peaks in the world including Nanga Parbat
Pakistan also has fifth largest coal deposits in the world.
Pakistan is full of natural resources like the biggest gas reserves, Salt mines & many more minerals which are unexplored so far.
Pakistan has a big human resource particularly the young lot and is full of brain not utilized properly so far.
Pakistan has the largest deep sea port at Gwadar
Karakoram Highway is the eighth wonder of the world.
Tarbela is the largest earth filled Dam
Pakistan geographical and strategic location with God Gifted natural topographical feature starting from Northern areas down to the desert make it a unique country in the world.
Siachen- the highest glacier where our country fought the battle identifies it as the highest battle field of the world.
Reko Diq in Balochistan is believed to contain the world’s largest gold mines
Pakistan has got one of the most hospitable people on planet earth
Pakistan
Brand Hierarchy
Pakistan
Entertainment
Tourism Investment Quality Of Life
Punjab 1.Basanti Bahar 2. Punjabi Bhangra 3. Punjab Dance “ Luddi”
1.Murree “ Paradise Of Cool Breeze” 2. K2 “ The Ultimate Challenger” 3. Royal Fort Of Lahore- “ Azeem Mughal-e-Azam” 4. Baadshai Mosque- “Aurangzeb’s Prestige”
1. Investment in Live Stock, dairy farming & energy sectors through joint ventures with companies in Denmark. “FERTILE YOUR MONEY TODAY!!! 2 Investment in Quality Education “EDUCATED PAKISTAN PROJECT” 3. Investment in energy sectors “PAK HYDRO PROJECT” in collaboration with superpowers.
.Six major cities of Punjab have good quality of life including Lahore, Rawalpindi, Gujranwala, Gujrat, Faislabad and Sialkot Based on health, education & environment. “ HEALTHY SIX”
Pakistan
Sindh 1.Sindh Olympic Game Festival 2. Sindhi JHUMIR 3. “ SINDHI DHAMAL” performed by Fakirs 4. BHTAGA.. This is properly speaking a dance-drama enacted with the aid of song, Kalams etc.
. Haleji Lake “ CRYSTAL BLUE” 2. Keenjhar Lake “ Beyond Destiny’ 3. Shogran Valley “ God’s Reflection”
1. Corporate Farming 2. Seed Production &
Processing Industry 3. Agriculture Export
Processing Zone 4. Dates Processing
Industry 5. Vegetable
Processing and Canning Industry
6. Fresh Mango Processing
7. Essential Oil Extraction Industry
8. Food Processing Industry
9. Fruits Processing & Canning Industry
10. Compartmentalized Cold Storages.
11. Green House Farming of Cut Roses
12. Certified Plant Nurseries
13. Viscous Fibrefrom cotton waste
1.Improved drainage system from barrages to the canals
Pakistan
Khyber Phaktunkhwa
1.Khattak, Chitrali and Mehsud Dance 2. Sarhad tourism Corporation
1. Khaghan Valley 2. Swat Valley 3. Naran 4. Malam Jabba 5.Kailaash Valley
1. Mineral sector (Marble, Granite and Gemstone) 2. Exploration and development 3.Mining & Processing 4.Mineral based Manufacturing industries 5. Hydel power projects 6.Small industrial estates & allotment of plots
1. Water resources Management for improved irrigation facilities from 40% to 45% 2. Implementation of 20 small dam programs 3. PHP D-Fund strategy for empowering women and promotes socio economic development of women
Pakistan
Service Mix Branding People
Muhammad Uzair Imran Khan Ali Moein Nawazish
Branding Festivals Shandur Polo Festival
Branding Natural Habitat White Tigers from the North Unique Indus river Dolphin
Investment programs Gwadar Sialkot
Pakistan
Brand- Building Mix
EXPERIENCE
People perceptions
Variety of services in Pakistan
Actions of people
Brand evolution over the years through urbanization
QUALITY
Abundance of natural resources in Pakistan
Enhance credibility by demonstrating country education
Guarantees by the government
Technology present in Pakistan
IDENTITY
Strategic position
National songs
Recognition through logo and national flag
Sponsorships
Changing the political culture aside
Corporate uniforms- national teams and forces
COMMUNICATION
PR & Advertising strategies
Quality letterheads & writing materials.
Internet presence
News Releases, sponsored press articles etc.
Other verbal and non-verbal means used in communicating
Pakistan
Digital Objectives
Build and sustain relevant digital media assets for the Brand Pakistan
Create Awareness and engage a community of loyalist for Brand Pakistan. The Major focus of the Digital audience would be International Audience.
Drive Trial and consideration through digital platforms for Pakistan.
Pakistan
Relevant Digital Touch Points for the Brand Pakistan
Facebook Page
Website
Online Ads
Pakistan
The Digital Strategy that we intend to follow is to:
Create value for ourfollowers/fans withmulti-touch point activationsthat drive engagement & WoM
Immersive integrated experiences that drive fans to talk about their experience with the BRAND Pakistan.
Pakistan
Digital campaigns
Touch Point: Facebook AppDuration: 1 month
A quiz application will be developed in which the user has to answer 10 simple questions to win an incentive.The quiz questions will be based on the information about the different parts of the country.When a user completes quiz, the results will be posted on his/her timeline with a call to action for more users to engage in the contest. Winners will be decided through a lucky draw!
Know Your CountryHow well do you know your Country?
Pakistan
A facebook application will be developed to generate USER GENERATED CONTENT
An application will be developed in which the user has to share their travel story to Pakistan. A picture of the travel/ Tour would be mandatory along with the story for a legitimate entry in the campaign. The stories will be shared via posts and the best story will winWinners will be decided through a voting system! There will be a separate category for the best picture.
Touch Point: Facebook AppDuration: 1 month
Your Journey, Your Story
Pakistan
Media Plan - TV
Media vehicles Time slots
(EST)
HBO 12pm-1pm
Star World 9pm-10pm
Star Movies 11pm-1pm
Bloomberg 2pm-5 pm
AXN 9pm-11pm
ESPN During popular cricket and tennis shows
TLC 3pm-5pm
NatGeo
Adventure
During shows like Departures
PTV World 10 pm – 11 pm
Geo News 7 pm – 10 pm
ARY Digital 7 pm – 10 pm
Pakistan
Media Plan – Banner AdsVehicles (Websites) Description
Guardian Posting horizontal banner ad on the top about the
history and culture of Pakistan
Huffington Post Posting 250 X 250 banner ads on the right most
visible slot about the history and culture of
Pakistan
Trip Adviser Posting pictures of cooked foods every day
Expedia Posting 150 X 800 horizontal banner ad on the
right side of the website
Travelocity Posting 250 X 250 banner ads about the history
and culture of Pakistan
YouTube Posting 250 X 250 banner ads on the right most
visible slot about the scenic beauty and historical
places in Pakistan
Pakistan
BudgetNature of Promotion Cost in PKR
Television commercials 1,200,000,000
Print Ads 339,000,000
Public Relation Campaigns 32,250,000
Sponsorships 15,600,000
Event Marketing 12,380,000
Digital expenditure (Including
SEM)
4,020,000
Total (PKR) 1,603,000,000
Pakistan
Action PlanQuarter Key Activities Required Resources
Quarter 1
• Start buying print ad space and television ad space attracting investors
• Launch the website ‘InsidePakistan.com’ and start developing the blog
• Start advertising on blogs and major search engines from February 1
• Launch PakWalks Campaigns on March 23
• Produce documentaries on various Pakistani sportsmen, food and culture
• Props, Kiosks, Actor Costumes
• Accredited Developers &
Conceptualizers
• Monitoring softwares and volunteers
• Production artists
• White and green balloons
Quarter 2
• Introduce Green Marketing Campaigns
• Start Brand Ambassador Campaigns throughout the world from May 1
• Put ads on YouTube and Facebook (Social Media Marketing takes a boom)
• Launch the blog ‘Inside Pakistan’
• Conduct Pak Cuisine Contest on Aug 20 after
Eid in partnership with foreign Pakistani restaurants
• Props, Kiosks, Stalls
• Developers
• Ad Space buying on Blogs
• Content Syndicators
• Submit site to blog aggregators
• Partnership Agreements
Pakistan
Action Plan
Quarter 3
• Conduct Pak Music Concert in London under the Millennium Wheel on Sep 1
• Pak Cultural Carnival launched on Sep 15 and continue for a month
• Conduct seminars and lectures
in international universities about Pakistan
• Stage-setting, production boys
• Event managers
• Props, dancers, singers, chefs, actors, comedians
Quarter 4
Pak Motor Sports event launched on Dec 1
Write book ‘Inside Pakistan;
• Measuring the effectiveness of all the campaigns through marketing dashboards and calculating the return on investment from each campaign
• Professional writers and editors
• Kiosks• Motor Bikes & Land
Renting• ROI Calculators +
Analytics
Pakistan
THANK YOUWe are open for
Constructive Criticism!