Geo

MARKETING PLAN FOR GEO

Group members Talha Esoof Hamamd Jamil Abu Ibrahim Alim Presentation Marketing Mangement

ACKNOWLEDGEMENT In the name of Allah the Benevolent and the Merciful We would like to thank our course instructor Mr.Kamran Ahmed for his continued guidance in teaching us the norms of Marketing Management. We are grateful to him for he gave us the courage to achieve our goal and to accomplish our tasks. We are also thankful to Mr. Shehzad Tejani Associate Manager Marketing of GEO. Here we would also like to mention the name of Mr. Fahad Khan from product development marketing department. We are very appreciative to these people who gave us their precious time and provided us with relevant information.

EXECUTIVE SUMMARY Geo network is a subsidiary of Jung Media Group whose CEO is Mir IBARAHIM REHMAN. It comprises of a set of four different channels, namely, Geo News, Geo entertainment, Geo Super, AAG. The programs are distributed through a cable network. The main product through which Geo earns it revenue is airtime. The marketing department is divided into two departments i.e. product marketing which deals with programs and events while the other is trade marketing which deals with airtime. Therefore, this marketing plan mainly concerns with the marketing strategies related to airtime. The market of electronic media is expanding with increasing speed, causing an intense competition among the industry participants.

Situation analysis Market summary Market needs Market trends Market growth SWOT analysis Strength Weakness Opportunities Threats Competition Product offering Key to success Marketing strategies Vision Mission Marketing objectives Positioning Strategies Marketing mix Pricing Distribution Customer services Financial projections Implementation controls

SITUATION ANALYSIS: Geo is entering in its next year of operation it has been well received, and marketing will be key to the development of the brand and product awareness

MARKET SUMMARY: •

NEW MARKET TRENDS:

Market is heading towards more and more advancements in technology, foreign collaborations and fierce competition. There are many channels coming up and the good thing is that, besides News genre, other new genres are also being tapped like fashion, kids, English entertainment etc. This will, obviously, help the industry and in return, viewers, who will be provided with more and better options to watch and this will also help us in eliminating (or decreasing in other words) viewer's inclination towards Indian channels / Media

POTENTIAL GROWTH: There are a lot of factors in determining potential growth, some of them being, future plans, market trends, competition, over all economic and political conditions of the country etc. Geo is making lots of future plans to provide more entertainment and to promote culture and education, as in future we are going to launch new channel for the education of infants, and some more channels for entertainment, as new technology is being introduced day by day and it really helps to introduce new trends and needs of the viewers, as competition among all channels has been increased so much so every one is looking to get the highest market share and viewer ship, but geo is moving faster then rest of to keep his position at the top

POSITIONING: Geo positions itself around its ideology of tolerance “Live and let live” or "Geo aur jeenay do" which gives us the message of accepting our differences and working together towards nation's development. Unlike other channels which just focus on bringing news (or entertainment) to the viewers, Geo's ideology is very vast, very grand and very macro. Not just committed to provide news, entertainment and information to the viewers, we at Geo are committed to invoke the thinking of tolerance and progress in the nation. As it gives a message “loud and clear”

OBJECTIVES GEO NEWS: Informing, educating the nation with the ongoing situation in the country and outside the country GEO ENTERTAINMENT: Entertaining the nation with quality entertainment software. Teaching moral values and other important messages through entertainment

GEO SUPER: Being the first and only sports channel of Pakistan, Geo Super, besides showing international sports events to the viewers is seriously committed to the sports development of the nation AAG: Aag is now the channel for youth. Rather than just being a music channel only

SWOT Analysis Geo has several powerful strength on which to build , but our major weakness is bureaucratic environment . the major opportunity increase demand for good quality entertaining events in these tense times

SWOT Analysis STRENGTH: • strong brand image • biggest viewer ship • advance technology

SWOT Analysis WEAKNESS: • Bureaucratic environment • Lack of focus

SWOT Analysis OPPORTUNITIES: • Demand for quality entertainment • Opportunity for increasing customers

SWOT Analysis THREATS: • Intense competition • Retention of employees • Unstable political situation

Competitive Review The emergence of new media channels has pressured industry participants to continuously cut price and to keep a close eye on competitor’s position and the marketing strategy

Competitive Review Ratings keep on changing, but the top 3 position has almost remained same since long which is: Geo News on the top with huge difference margin (app 4-5 times of number 2), Express News is next, then ARY Digital, AAJ TV and News One keeps changing positions with each other

Key to Success The key to success is designing and producing products that meet market demand. In addition Geo must ensure total customer satisfaction. If these keys to success are achieved, it will remain a profitable and sustainable company

Critical Issue As a running business, geo is still in the growth stages. The critical issues are for geo to consider: Retain its market leader ship Pursue control growth that dictates that pay roll expenses will never exceed the revenue. This will help protection against recessions Constantly monitor customer satisfaction insuring that the growth strategy will never compromise service and satisfaction levels

Our Vision “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 as the most credible and meaningful source of information, through quality programming based on issues. GEO will provide entertainment audiences can relate to, thereby creating viewer loyalty and response. GEO will forge an alliance amongst its three stakeholders - viewers, advertisers and shareholders to maximize viewer ownership. GEO will invest in HR as it recognizes it to be the foundation upon which the GEO future will be built. It is this very foundation that will allow GEO to attain and sustain a leadership position, thus fulfilling the promise associated with its creation.”

Our Mission GEO informs and entertains while celebrating cultures and prompting dialogue in the spirit of "live and let live“ . Our services exceeds the expectation of the customers

MARKETING OBJECTIVES: Maintain positive, strong growth rate Retain market leader ship Penetrate new markets FINANCIAL OBJECTIVES: Increase the profit margin through efficiency Maintain a significant research and development budget

Marketing Strategies PRODUCT/SERVICES: Air time Day Time Prime Time Night Time Late Night Time

Marketing Strategies CATAGORIES: Loose Spot Fixed Spot PACKAGES: Commercial Logo Scroll Announcement Branding Co- Sponsor ship

Marketing Strategies PLACEMENT / DISTRIBUTION: Distribution or Placement is through cable system which is dealt by our distribution dept, Geo’s transmission is being viewed in Asia, Europe US & Canada with separate beams and programming

Marketing Strategies PROMOTION: Promotion is mainly done through group media vehicles like the channels itself, Jang group newspapers (Jang, The News etc),and websites. Recently we have also advertised on some outside media like media magazines, digital screens at Boat Basin & Shahrah-e-Faisal etc.

MARKETING MIX: Geo’s marketing mix is comprised of the following approaches to pricing, distribution and customer services.

PRICING STRATEGIES: -Price discount and allowances -Time pricing -Bundle pricing -Cut price

DISTRIBUTION CHANNELS: Distribution channel partners and intermediaries are very important to geo following are the two channels of distribution

GEO

GEO

MEDIA BUYING HOUSE

AD-AGENCIES

AD-AGENCIES

CUSTOMERS

CUSTOMERS

CHANNELS OF DISTRIBUTION

CUSTOMER SERVICE Geo strives to achieve bench marked level of customer satisfaction researches have identified the following five determinants of service quality

DETERMINANTS OF SERVICE QUALITY • RELIABILITY: • • Providing service as promised • Dependability in handling service

• RESPONSIVENESS: • willingness to help • keeping customers informed • responding to requests

• Providing service at the right time • Maintaining error free records

EMPATHY:

ASSURANCE:

• Giving individual attention

• instilling confidence

Marketing Research Marketing research is at the heart of every decision making process in marketing. Third party independent Marketing research agencies are being hired to carry out surveys and researches whose results are accepted by all media, they provide research solutions in sync with the Client requirements. Their research team carefully analyses Client's needs before recommending the right mix of research solutions. Following are the main marketing research agencies • Gallup Pakistan • Media logic people’s meter • Oasis international • Tam Pakistan

FINANCIAL PROJECTIONS: Financial projection and sale forecasting is an important aspect of a marketing plan SALES FORECAST: Geo had incurred heavy losses due to political instability in the previous year therefore our prime objective is to reach the previous best levels of profit and grow at a steady profit margin of one percent each month

EXPENSE: The exact cost and expense configuration and programs and events is a responsibility of product development department which is beyond our scope. However if all the available spots of airtime can be booked, any sort of expenses can be covered

CONTROL AND IMPLEMENTATION: We are planning tight controlling majors to closely monitor customer service satisfaction this will enable us to react quickly in correcting any problems that may occur during the implementation of marketing strategies we may also need contingency plans to address issues such as fast moving technology and more competition

REFERENCES: Mr. SHEHZAD TEJANI Associate Manager Marketing Email: [email protected] Mr. FAHAD KHAN Product Marketing Department Email: [email protected] RESERCH AGENCIES MEDIALOGIC PEOPLE METER GALLUP PAKISTAN OASIS INTERNATIONAL TAM PAKISTAN