Aftab Associates Company Profile

Helping create value…

Who We Are……. •

Aftab Associates Pvt. Ltd. has been one of the leading players in th Marketing the M k ti Research R h Industry I d t off Pakistan P ki t since i 1983

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We separate ourselves on making a clear difference in the performance of our clients by providing objective, fact-based decision support and implementation, grounded in rigorous research

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Thus the solutions we offer remain invaluable to progression of businesses

Looking g Forward to a New Horizon…….

Aftab Associates (Pvt.) Ltd. distinguishes itself on accuracy, credibility, integrity and reliability

ACCURACY

If you seek to know your audience better, better increase the exposure of your brand or are simply looking for competitive intelligence, look no further! CREDIBILITY

Let us help create value for you!

INTEGRITY

RELIABILITY

What We Are…… •

Over 26 years of experience in Marketing Research and consultancy

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In 2001 AAL entered into a joint venture with ACNielsen

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In 2006 Aftab Associates restarted operating as an independent fullservice marketing k research h agency

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Over the last 26 years Aftab Associates has conducted innumerable surveys for almost every sector of the economy

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Since 2007 Aftab Associates (Pvt.) Ltd. has had a working relation with TNS, the largest Customized Research company in the world

AAL Achievements •

First to launch Retail Audit, MR Training & Consultancy and Multi-Media Study

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First to have JV with an international partner

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Bid for f TAM/CP

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Developed a large network of research professionals

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Developed the socio-economic classification system for Pakistan

Why Us? •

Credible name in Marketing Research industry

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Expert research personnel and field team

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Employing p y g innovative analytical y research tools

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Crisp, incisively focused & decision friendly research findings

Capabilities At Every Stage Of Marketing Activity

IDEA GENERATION AND VALIDATION

• Exploratory p o ato y Research esea c (Qua (Qualitative) tat e) • Secondary Research

MARKET UNDERSTANDING

• Market Segmentation & Targeting • Usage & Attitude • Habits & Practices • Brand B d positioning iti i

CONCEPT, PREPOSITION DEVELOPMENT

PRODUCT DEVELOPMENT

PRODUCT LAUNCH AND MIX

COMMUNICATION

MONITOR, PROTECT OR EXPAND

• Concept Tests • Concept Screening • Product Test • Packaging Test • Brand Name Evaluation • Pricing Evaluation (PSM, BPTO) •Simulated Test Market

• Ad Test (Pre & Post Ad evaluation studies) • Brand Health Tracking • U & A St Study d • Segmentation • Customer Retention

Product Portfolio AAL PRODUCTS •

Qual

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Quant

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y Secondary/B-to-B

QUANTITATIVE PROJECT TYPES • • • • • •

TNS BUSINESS SOLUTIONS

Usage & Attitude/Segmentation Product /Price Tests Concept Tests/Profiling studies Taste Test/CLT + In-home Pre & Post advertising d i i tests Market Share Estimation

QUALITATIVE PORTFOLIO

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Tracker Plus

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FGDs

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TRI*M

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IDIs

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Ad Effectiveness Model

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Home Visits

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Observation/Ethnography

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Market Visits

TNS Tracker Plus Plus™ •

AAL has successfully launched TNS Tracker Plus™ – A Brand Health Monitoring Tool in Pakistan in September 2007, 2007 Banking Tracker in April 2008 & Ad Effectiveness Model in May 2008

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Is currently serving FMCG companies (Shan Foods, Reckitt Benkiser, Dalda Foods, T Tetra P k EBM, Pak, EBM Zulfiqar Z lfi I d Industries, i Continental C i l Biscuits) Bi i )

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The main objective of the tracker is to gauge brand health metrics and track them over time

QUALITATIVE RESEARCH Lucid understanding in human terms is the key to good qualitative information gathering…

Qualitative Research •

Aftab Associates brings forth a powerful suite of Qualitative Marketing Research services to understand the depth p and range g of consumer attitude and behavior

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With over 26 Years of research expertise we excel in conducting all types of qualitative researches. Routine explorations include: • F Focus G Group Di Discussions i • In-Depth Interviews • In-Home visits • Observational techniques combined with interviewing

Qualitative Research Focus Group Discussions We have qualified and experienced psychologists and moderators conducting, conducting analyzing and reporting group discussions In-Depth interviews We have qualified interviewers with skills specialized over time, to extract meaningful insights through depth interviewing In-Home In Home Visits A Unique opportunity to see consumers in their natural environment and learn firsthand about their needs. This is achieved by a combination of in-depth interviewing and examination of placement/usage of target product at the home of consumers

Qualitative Research Observational Techniques Employed

• Ethnographic studies concerning first hand observation, and information gathering th i att the th respondents d t home h th through h questionnaire, ti i diary di entries t i and d follow-up interviews, etc. • Point-of-discussion observation and interviews, such as store exit interviews and accompanied shopping • Mystery shopping exercise

Qualitative Research AAL IN ‐ HOUSE FOCUS GROUP SET UP WITH VIEWING FACILITY

Observation Room Observation Room

Focus Group Facility Focus Group Facility

QUANTITATIVE RESEARCH If you need to weigh up numbers to back your marketing decisions, decisions let us help you…

Quantitative Research We offer various quantitative Marketing to q g Research methodologies g enumerate markets and consumers We design expert quantitative research studies converging on research objectives time constraints and quality controls. objectives, controls The results delivered are crisp, focused and clearly actionable •Face to face interviews •Computer aided interviews •Telephonic Interviews •Census •Observation

Quantitative Research Marketing Research Applications •

Advertising Research

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U&A Studies

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Pricing Research

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Product Research

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Concept Testing

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Positioning Research

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Customer Satisfaction

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Brand Health Research

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Market Size Estimation

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Market Segmentation Research

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Social Sector Research And much more…

Quality Control PRE FIELD

DURING FIELD

•Pre tests for finalizing survey instrument

• Field Supervisors for initial interviews

• Extensive Briefing Sessions

- 10 %Physical and 5% telephonic supervision

• Mock Sessions held

- Checking by Supervisor prior to data entry

• Pilot Tests: Before fieldwork

- An independent p Quality y Control department - QC verifies 20% work of each interviewer

POST FIELD

• Data entry verification through double entry of 20% forms - Cleaning program execution - Code book development -Logic Checks / Routine

Key Sectors for which AAL has worked for TELECOM

HEALTHCARE

SOCIAL

MEDIA

BANKING

FUEL/LUBRICANTS

TOBACCO

ADVERTISING

HOME & PERSONAL CARE

FOOTWEAR

FOOD & BEVERAGES

REAL ESTATE

Sector Experience FMCG

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Market Sizing Market Segmentation U &A Concept Test Packaging TVC Testing

Telecom

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Campaign Evaluation Market Segmentation Concept Test Image Studies Value Proposition Studies

Banking

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CSS Mystery S Shopping i Concept Test Brand Name Testing TVC Testing

Social

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Opinion Studies Pre & Post Ad T t Tests Concept Test

Media

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Media Habits Studies (syndicated) o Multi Media Time Budget Study o National Readership Survey o Kids Media Reality Study o Teen & Youth Panel Study

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TV Viewership Vi hi St Study d Info Mining Positioning Studies

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AAL Infrastructure…

REGIONAL OFFICE (Pindi) Office # 5, 1st Floor Liberty Plaza, Opposite RGH, Murree Road, Rawalpindi.

REGIONAL OFFICE (Karachi) 229/1 – C, Block – 2, P.E.C.H.S Karachi Karachi. Ph: 021- 34301721 – 25

HEAD OFFICE (Lahore) 13-H,, Gulberg - II Lahore. Tel: 042 - 35871131 - 36 Fax: 042 - 35762483

Field Coordinators: Hyderabad, Sukkur, Peshawar, Quetta, Multan and Faisalabad.

Organization Chart CEO H. Aftab Ahmad

COO Quratulain Ibrahim

Admin & Finance

Director Client Services Ahsan Rashid

Director Operations Aamir A. Shaikh

In-charge Fin &Admin Haris Ali Tracker, Ad Effectivenes s & Banks South

Tracker, Ad Effectivenes s & Banks North

2 REs

1 RE

Quantitative A team of 8 Executives

Qualitative A team 3 exeutives

Asst. Finance/Admin Shakeel Ahmed

Asst. Accounts Yasir Javed

Incharge IT Tahir Qamar

Process Executives

Deputy Manger Field (South) Javed Akhtar

Executive QC Sajid Hussain

Sr. Sup (Central) Shahbaz

Regional Coordinators Quality Control

Sr. Sup (North) Shaukat

DP Manager DP & DC Shahid Asghar

Executive DC & DP Sajid Hussain

Senior Supervisor DC Adil Rehman

Aftab Associates – Management Team CEO H. CEO, H Aftab Ahmad: founded Aftab Associates Limited in 1983. 1983 He is a renowned member of the global market research community & a part of prestigious associations like MAP, MRSP, MRS-UK, ESOMAR and American Marketing Association. He has also been recently awarded Fellowship of MRS, UK.

COO, Quratulain Ibrahim: with over thirteen years of extensive Marketing Research experience she has handled more than 800 projects covering numerous sectors/industries. She is credited to have developed the urban and rural Socio-Economic Classification system which hi h is i usedd as common currency by b researchh companies i in i Pakistan. P ki M Ibrahim Ms. Ib hi is i a Marketing Research Consultant for various national and international organizations and is also a Marketing Research Trainer

Aftab Associates – Management Team Director, Client Services, Ahsan Rashid: Has over ten years of market research experience in Pakistan and Middle East (ME), and has worked with leading clients in the industry including P&G, Coke, PTC & MSD. He is credited to have developed the pharmaceutical & the automotive sectors. sectors He has worked across categories and practiced every prevalent research methodology

Director Operations, Aamir A. Shaikh: Heading Operations at Aftab Associates. With over 25 years of experience in the field of Marketing Research including six years in brand activation, he has exposure to Afghanistan and UAE markets and across Pakistan. He is a member of MRSP & trainer for the Applied Economics Research Center in Karachi

Contact Information KARACHI

LAHORE

229/1 – C, Block – 2, P.E.C.H.S, Karachi, Pakistan

13 - H, Gulberg II, Lahore, Pakistan

Phone:

Phone: + (92-42) 35871131-36 Fax: + (92-42) 35762483 [email protected]

+ (92-21) 34301721 – 25

[email protected]

[email protected] www.aftabassociates.com