Professional Documents
Culture Documents
Advertising Campaign of
Time Explicit Delivery
A Product of Tranzum
Companies and
Services-TCS
Submitted to:
Mr. Zaheer
Submitted by:
Roma Afridi
Amna Mahmood
Asim Rehman
Madiha Riaz
Contents
Company Information
The Beginning
TCS Today
Company’s Mission and Vision
Marketing Department of TCS
Domestic Services
International Services
Special Products
Value Added Services
An Introduction
Benefits of TED
Attributes of the Product
Business Market
Corporate Sector
Chapter VI - Advertising
Creative Strategy
Media Strategy – Print Media
Corporate Positioning
Product Specific Positioning
Conclusion
Preface
Acknowledgement
Roma Afridi
Amna Mahmood
Asim Rehman
Madiha Riaz
Company Information
Tranzum is a progressive master parent organization that operates in
diversified industries through its company holdings. The companies
that comprise the Tranzum Group are TCS Express (courier and
logistics), Intiana (travel and tours), Visatronix (visa facilitation),
Sentiments Express (gifts, greetings, and mail order), Flying
Warehouse (custom air freight solutions), and Octara (trainings,
Conferences, and events). Of the six business units, TCS as a brand is
most identified for its role as an express and logistics services
provider. Recently, TCS Road Transport has been initiated to handle
the distribution and warehousing requirements for consumer goods
companies.
Its inception in 1983, TCS Pakistan has continued to lead, the courier
and logistics service industry in Pakistan through innovation,
pioneering spirit, commitment and passion. TCS Pakistan has also
largely helped redefine the very path and direction for the entire
industry to follow. The company not only has a strong presence in
Pakistan, its country of origin, but also in the Middle East and North
America, having its headquarter located in Toronto, Canada. Tranzum’s
services, which are more commonly identified in Pakistan through the
brand TCS, has come a long way since it started operations over 22
years ago in Pakistan.
TCS: Today
Starting with just 25 shipments, the TCS Express saga now spans five
continents
TCS: Mission...
"To direct all our organizational efforts at building upon the existing
organizational strengths and brand recognition to achieve enhanced
levels of profitable growth in the core business, and diversify into new
areas that compliment and supplement the core business, with the
diversification aimed at achieving excellence and industry leader
status in the new areas. The TCS People will however be encouraged to
be open to unconventional ideas and services and recognize new
trends at very early stages".
TCS: Vision...
"TCS will be recognized and respected as professional, innovative,
profitable information, and knowledge based logistics/services
enterprise. TCS embeds internet based technologies into its internal
operating structures and as business solutions for customers; with
customer, employee and shareholder interests at the core of its
operations; demonstrating a clear concern for ethical conduct and
good corporate citizenship; with the objective of growing into a
regional and global player, with emphasis on the Middle East, Europe
and North America".
TCS: Core-Values
Quality
TCS people should direct every effort to deliver maximum value and satisfaction to our
customers.
Ethics
Nothing unethical shall be practiced by TCS people in relation to our customers and the
world at large.
Justice
Justice to be the guiding principle of TCS people
Exemplary Conduct
Inspirational and motivational in everything that TCS people accomplish.
Marketing Department
Supporting its commitment to ensure that TCS extends its leading
positions in the courier and logistic industry, Marketing plays an
important role to increase, develop and maintain company's
profitability. To ensure that the above mentioned can be systematically
and consistently achieved, the following functions are established and
effectively implemented in Marketing Department
Communication
E-Commerce-
Pricing
Research & Development.
Pakistan. Since 1989, TCS Sentiments Express has been part of TCS,
the leading air express courier in Pakistan. In the time, it has become
Pakistan’s premier gift delivery and greetings service.
Supply Chain
TCS Logistics Private Limited was
incorporated on June 2002. Started as a
transport provider however it soon grew into a
total logistics solution company offering trucking, distribution &
warehousing facility in response to strong customer demand.
Visa Facilitators
Visatronix, a division of Intiana Private Limited,
extends booking facilities for visa applicants in
the non-immigrant (work, visit, study) categories
for applicants all over Pakistan for Canada, India,
Spain, Italy, Malta, South Africa and Greece.
Applications are booked on a "Return Service Basis" at selected TCS
Express Centres in all major cities.
Travel Services
Intiana, a Tranzum enterprise, offers travel
services for Hajj, Umrah and Ziarats. Intiana is
dedicated to facilitating our customers in meeting
Event Management
Octara is an independent business unit of TCS
Private Limited. With a team of dedicated
professionals in the fields of event
management, publications, marketing and corporate services, Octara
is geared to provide the best possible solutions in these areas to the
corporate, government and NGO sectors in Pakistan and the UAE.
Domestic Services
International Services
TCS has a strong presence not only in Pakistan but also in the Middle
East, Europe, UK and North America. TCS offers international delivery
services - International Documents and Parcel Express Delivery - to
over 3,500 destinations across the world through its extended
International Network
Special Products
Red Box
Box delivers all. Show your loved ones how much you care with TCS
Red Box.
Just take your gifts to the nearest TCS Express Centre and we will take
care of everything…including the box.
Red Box Service is available in a choice of two different weights:
• 10Kg
• 25Kg
Gift Online
Student Express
This amazing service delivers your documents to the College,
University or any other Educational Institution of your choice anywhere
in the world.
To avail TCS Student Express, the student will have to furnish the
following at the time of booking their documents. Copy of student's ID
card or letter from College/University certifying the student's bona-fide
status Documents should be sent to an educational institution
(School/College/University/Hospital) abroad
This amazing service delivers your documents to the College,
University or any other Educational Institution of your choice
anywhere in the world.
UAE Express
Value-added Services
To serve better, Bizmail Express offers a variety of convenient,
complimentary services that will help customers to stay competitive by
allowing concentrating on what they do best.
Insurance
Insurance. This is easy, practical and gives them extra peace of mind
in the unlikely event of loss or damage.
Document Preparation
If customers would like help with the paperwork that must accompany
domestic or international dutiable shipments, TCS can complete the
forms without an additional charge. Service can include any
documents required to send the shipment such as waybills,
commercial invoices, certificate of origin, and legal or banking
documents, among others.
TCS provides routine Customs clearance where required for all delivery
services both at origin and destination. It also offers a range of special
clearance services for non-standard clearance requirements.
Planning Phase
Analyzing the current situation
Market Survey:
Based on the information provided by the customer requirement form
the communication department of TCS designed a survey form, which
was sent to the major account holders of the company.
As expected the results were very much positive and the company
decided to go for the launching preparation, to check whether the
logistics can be arranged.
Why TED
To Meet Customers’ Need for a Time-Definite Product
Customer Willingness to pay Premium Rates for this Service
Service Capability to Support Time-Definite Delivery
Competitive Necessity - Key Competitors are Offering Time-
Definite Products
To Improve Yield with TED as an Enhancement to TCS Existing
Suite of Product Offerings
Enhance TCS Brand Image of Speed, Reliability and Market
Leadership
National University of Modern Languages and Sciences- 10 -
TED-Advertising campaign
TED Attributes
Guaranteed delivery of both documents and parcel goods
through TCS Air Network
International, UK & European service providing customers with a
choice of time definite delivery options
Proactive notification of delays
Money-back guarantee
Latest cut-off times
Prioritised operational network
Available for pre-determined post code areas
Customer Benefits:
External Benefits:
Ease of use for our customers- Generates clarity and
understanding
of TCS product offering based on time and cost
Explains the respective hierarchy of products
Offers customers a menu to chose from
Creates a sign for the markets that TCS is serious about
integration and being a Lead Service Provider, with a Product
Portfolio that offers choice in:
o Times – from the fastest possible to the slowest desired
o Destination – globally from all possible origins to all
possible
destinations
o Weight – from legal minimum with open end
Target Markets
Target Markets
Business Market
Corporate Sector
In the corporate sector, the two major areas that TCS targets through
its various products are:
The major target market, which generates heavy business for TCS. The
main product that they use is DOX (documents) in order to send drafts,
cheques, agreements, correspondences etc. The main customers are
banks, shipping companies and corporate offices. TCS is traditionally
dominant in this segment.
Competitor Analysis
While carrying out the reserch, the report indicated that the major
competitors in market were already offering the subsitute / smiliar
product.
Advertising
Advertising is one of the most visible and powerful methods of
communicating with both customers and non-customers. TCS uses the
full range of Advertising tools in both its brand and product campaigns
- television, print, radio, and outdoor (billboards).
Advertising Objective:
The advertsing objective for a perticular campaign are always derive
from marketing objectives. To support the overall marketing objective
of increasing market share & to incarese awareness of the brand
amoungst the member of the target audience.
Awareness package
Advertising Research
This survey consisted of two waves. The first level of survey concerned
with the marketing department for the launch of the product, the
second level consists of the question pertaining purely to the
advertising.
Question 02
Dawn
70% Daily Times
The News
20%
The Nation
0% 5%5% Others
Question 03
PTV
40%
35% GEO
ARY
AJJ
10% 10% 5% Others
• Other
Quetsion 04
FM 89
5%
25% FM 96
40% FM 100
FM101
12% FM 107
10% 8%
Others
Question 06
The Emst
15% P & G Eco
30% 15% D T Mag
MAG
15% Herald
20% 5%
Others
Question 09
20%
30% M& G
O&G
B&G
50%
Creative Strategy
Media Strategy:
Media strategy is no less important than creative stratgy. Its very
important for the advertisers to know when and how to reach the
audience effectively. The choice of media determines the direction of
creative strategy. Keeping in mind the size of advertising budget , for
this campaign initialy we would go for Print Media Advertisment and
Hoardings / Billboards.
Print Media
In print media we would emphasie on three aspects of the product and
will use them as a base of our theme.
Priority
Relaxation
Moneyback Guarentee
To attract the readers attentions, both footage and words have been
utilized to communicate the theme effectively. Following aspects will
be prominent and identical in all our communication materials:
TCS Positioning
Corporate Positioning
For example, the corporate positioning of TCS right now is that of a premium product, all
over the Pakistan. They say it all through one slogan that reinforces all what TCS stands
for.
TED – Be Prioritized
Buying Behavior
To market TCS successfully, however, it has to show the customers
why TCS is better than its competitors. What makes them stand apart?
What needs can TCS only fill?
Third, while the competitors’ strengths are tied to the sheer volumes
they handle, they are perceived as process-driven, with little personal
intimacy and a tendency to take ad hoc customers for granted. It has a
huge opportunity to build upon these key points and create a unique
brand personality.
Customer Research has clearly shown that the three most important
factors in
Customer’s choices of express carrier are Speed, Feel Confident
and Reliability.
Speed
We will be able to clearly identify our transit time strengths and
weaknesses.
Strengths can be exploited and weaknesses corrected.
Feel Confident
The existence of accurate and competitive transit time information,
consistent and readily available across all communications means, will
give confidence to
both customers and staff that TCS really understands its service.
Reliability
The availability of more accurate transit time standards will mean
improved on time performance. The quotation of transit times is a
fundamental part of TCS business. TCS customers are purchasing an
express delivery service and want to know how long it will take TCS to
deliver their shipments.
giveaways
Questionnaire
• TELEVISION COMMERCIALS
• NEWSPAPER ADS
• BILLBOARDS
• TRANSIT MEDIA
• BROCHURES
• RADIO ADS
• FM 101
• FM 107
• Other
• Print Media
• Other ____________
Conclusion