MARKETING MIX ANALYSIS

Marketing mix of TCS comprises of 7Ps

Product
Packaging
Promotion
Placement
Pricing
People
Process

PRODUCT
TCS offers a wide variety of services under its different brands. It operates in 4 countries,
Pakistan being its country of origin; other countries are UAE, Canada and UK. For each of these
countries different brands are offered except for Sentiments Express which is also offered in
Canada, UK and UAE with the same brand name. In Pakistan it offers Domestic Express Brand
under domestic express brand it gives different services.

Yayvo
TCS Ecom Solution
TCS Hazir
MMS
Sentiments express
Flyer express
Red box
Overnight express

TCS HAZIR
As the name implies, TCS Hazir is a one-of-a-kind pick-up and delivery service, which is
available 24/7, 365 days a year. TCS states Weve changed the rules. Now we come to you,
instead of you coming to us. In this new service, your parcel will be picked up from your
doorstep within 60 minutes. The service has been initially introduced in Karachi, Lahore and
Islamabad. In this service, TCS guarantees to pick up whatever parcel you want to have delivered
from your doorstep. The couriers of TCS will reach you within 60 minutes and will pick up your
parcel, pack it and then send it to whatever destination you desire.

TCS has removed the hassle of going towards the nearest TCS centre and get your package
delivered. This service will certainly speed up the process, as it will make delivering packages
much easier and faster. Much of the time got wasted in finding a suitable time to go and have the
package delivered. This service will be on 24 hours a day and 7 days a week, so you can have
your package delivered according to your feasibility, while staying at home.
PACKAGING:
For documents two types of envelopes are available, a large brown colored one with TCS logo
and slogan on the top left corner and the web address and call center number on the bottom left
corner. The other one is relatively smaller, white colored with red colored back
closing flap and a red line border on the front bottom side and brand names
under TCS in watermark print above the red line, TCS logo on the top left corner and
website address on the top right corner and a space for recipients postal address in the center on
t h e f r o n t a n d s e n d e r s i n t h e c e n t e r t o p o f t h e b a c k s i d e . For parceling two special
types of packaging is available:
1. Red box
2. 2. Express tube
1. Red box:
This is a special type of packaging used for the next day delivery of urgent and bigger shipments
available in the form of 2kg, 5 kg, 10 kg and 25 kg boxes.
2. Express tube:
This is a special type of packaging used for keeping architectural designs and blueprints and
other large size documents without any folding marks. It is available in 1 kg and 2 kg size tubes.
You simply roll the papers and then put them inside. This facility is available at selective express
centers in 4 cities of Pakistan only namely Karachi, Lahore, Rawalpindi and Islamabad.

PROMOTION:
For the purpose of promotion TCS divides its customers into two segments; walk-in/ cash
customers and corporate/ credit customers. The cash customers are again divided into domestic
and household customers and credit customers are divided into banks and other companies.

Promotional tools are used according to their suitability and effectiveness for particular customer
segments.
For corporate customers:

Desk calendars are also distributed among these companies.

E-Marketing is another tool which is recently being heavily utilized
for communicating service, pricing and distribution information to them. Informative

emails, brochures and catalogs are sent to specific business organizations.

TCS runs loyalty programs for key customers on a quarterly basis and also

sends some gifts annually and/or on special occasions.

A wide representation in seminars and conferences and arrangi
n g workshops, seminars and conferences in collaboration with the business partners.

For mass marketing:

Pena flex Billboards are also used to quite some extent for increasing

recognition.
Vehicles painted in red with TCS logo on both sides, motor bikes with red boxes on the
carriers again with the logo and the standard uniforms of the couriers are used to increase

visibility.
For new campaigns and services, ads are painted on the backdoors of the TCS

vans and Trucks.

Stalls in exhibitions and trade shows such as ITCN, Lifestyle, Ideas and Expo

Pakistan.
In case of major campaigns TCS goes for newspaper ads in Dawn, Jung, News, Daily
Times and Nawa-e-waqt. Regular ads are published usually on page 5 of Dawn
Newspaper, for ordinary ads Jung newspaper and for major campaigns and products page
1-3 of Dawn and Jung are used.

PLACEMENT:
The major areas within Pakistan under TCS hazir coverage are Faisalabad, Karachi, Lahore,
Islamabad, they will surely expand in future.
PRICING:

TCS identifies its destinations in the form of zones & charges service fees according to those
specified zones. On the international scale, countries are also segmented into zones &
domestically cities are mapped into zones as well. Shipments within & outside zones also depend
on the weight of the goods being transferred. They have acknowledged standards regarding the
weight of the goods being carried & devised pricing strategies accordingly.
TCS Hazir Service Charges:
TCS Hazir service comes with a charge of Rs. 100 for documents or below 1KG shipment
weight. Pick-up charges can go up to Rs. 1,370 for 25KG shipment box pickup
PEOPLE:
The employees are divided into two levels; management and non-management. The
management level includes employees from grade 6 to grade 12. At and above the
seventh grade all the employees are given cars and other facilities. The non
management level comprises of employees below grade six and includes couriers.
The couriers are again categorized as incentive couriers and salaried couriers.
The incentive couriers are paid on commission basis per delivery. They are not given
company uniforms and use their own bikes. The salaried couriers are on the payroll
of the company and are given cell phones and motor bikes and the refueling of their
bikes is also the company responsibility. The employees after hiring are given an
orientation and for initial weeks or even a month or two are sent to work in different functional
areas to develop a basic knowledge of the work pattern and style. Though the couriers are polite,
well mannered, courteous and dedicated, additional training for enabling them to understand
customers needs, requirements and moods and delivering accordingly is lacking.
PROCESS:
In the outlets, located in the areas with a large number of customers there are often
two waiting rooms and more than one counter. As soon as the second waiting room
starts being occupied a second counter is opened.
The process starts by customers calls the Hazir service they reached their within 60 minutes
greeting and welcoming the customer, taking the order, sending the document or parcel at the

ware house, then sorting of the parcels takes place, after that the consignment are
loaded on the specific air craft, after reaching the desired station processing takes
place, the couriers take the parcel to the desired location and delivers the parcel with a smile. All
the couriers are given cell phones so that they can easily and conveniently contact the company
whenever required. Within the departments the company maintains an open door
policy. The employee can freely communicate with each other and with their heads or even the
CEO. However across department and across geographical location there are some problems in
communicating information but, an intranet is there for the employees to interact with each other
across different departments and divisions. Within the head office all management level
employees and many non management level employees are also allotted individual PCs to work
on. Latest printers, fax machines, scanners and P3s & P4s are used.
TCS also uses warehouse management system for inventory management that is integrated with
the customers inventory systems to allow JIT and effective fleet management system.
A complete database of corporate customers is maintained such that an order can be booked even
after the official timings by using the UAN number of the particular company.

Segmentation, Targeting, & Positioning:

Segmentation: How one can classify or group the heterogeneous market into homogenous
market.
Targeting: involves including decisions encompassing which market(s) to enter out of the
available market segment alternatives.
Positioning: Its about the customer perception about the brand as being different from the other
brands on specific dimension including product attributes
Segmentation:

There are some bases for the market segmentation:

Geographic
Demographic
Psychographic
Behavioral

Geographic:
TCS Hazir is operating in Karachi, Islamabad, Lahore TCS hazir take start from these cities
because there is much need of these kinds of services here, these are the busiest cities corporate
sectors are here, and people have the most hectic routine here.
Demographic Segmentation

There are different age groups with different incomes and education levels. We have selected all
the segments and going for a full market coverage strategy because our target markets are those
customers who want to avail the courier service.
Psychographic Segmentation
We are targeting to those people who are using a courier service no matter they are modern or
not. Our main focus is courier users who use courier services regularly or occasionally for
different purposes. Like a student avail it to send something to his or her beloved ones, business
related persons use it to send some documents etc.

Behavioral Segmentation

People use services regularly and occasionally. Our services would be consumed regularly and
occasionally. Occasionally in sense of Eid, Mothers day etc.We can better serve the segments
with our unique services that are convenient and readily available to all car users.

Target market
The services offered by TCS are such that they are required by all nearly all
businesses weather large scale or small scale. Consequently TCS Hazir target

market consists of the business market or the corporate sector and the individual
level.

Corporate sector:
Banks and financial institutions are the major target markets which generate a large
percentage of its revenue. The main product is DOX in order to send drafts,
cheques, agreements etc. TCS Hazir has traditionally remained dominant in this
sector as it provides timely and speedy it attracts businesses by offering different
sized packaging and ensuring a safe and timely delivery of their goods.

Individual customers:
Individuals consumers are those who are students, females, household sector or the person with
the hectic routine, females normally have no time to go outside and use the courier service
likewise person who has a hectic routine, who has short time to do anything, so TCS hazir targets
all these kind of people.
Positioning of Hazir:
Basically positioning is something like unique place in the minds of the customers and the
differentiation forms first step to create unique positioning.
Hazir position itself as:
Fast, reliable, on time delivery.
Affordable and time saving.
To engage with our people, our clients and our partners to gain detailed understanding of, not
only their immediate needs and wants, but also their long term aspirations; with this knowledge
we will develop and deliver innovative, relevant and sustainable services that are very fast,
reliable and really very affordable to our customers.
Marketing Goals:
Maintain position of Brand in the minds of consumers.
To maintain the timely courier delivery process.
To stay in the market for a longer run

To rise the weekly targets and orders of the whole company at least by 10% in next 6 months.
Maintain customer base, and increasing new customer ratio by 5% in upcoming months