Standard Charter-ad Plan

Company

LOGO

Advertising Plan

Syed Usman Wazir

Presentation Layout Company Description

Situation Analysis

Target Market Description

Advertising Plan

Company Description

• Standard Chartered Bank (Pakistan) Limited - A locally embedded international bank. Standard Chartered is the largest international Bank in Pakistan.

…

• After the acquisition of Union Bank in September 2006, the new entity Standard Chartered Bank (Pakistan) Limited was incorporated in Pakistan on 30 December 2006 as a subsidiary of Standard Chartered PLC

Intended Role Of Advertising

Environment

Competition

Market Share

Commu n

ication

P E S

•Direct •Indirect

Credit card Market in Pakistan

T

Situation Analysis

•Branch Network •Advertising Campaign

Product Service Offerings Target Market Description Islamic Banking Personal Banking

Whole Sale Banking

SME

Insurance

Advertising Message

What

When

Where

How

PLC

Current Plan : Print

Advertising Objective INFORM

PERSUADE

REMIND

Budget Allocation Strategy

% of Sale

Competitor’s

Task

Residual

•Advantage of avoiding “advertising war” •Not effective?

•Used with predictable Sales •“Lazy-tude”

•Based on outcome or tasks achieved

•Whatever is left!!

Advertising Plan

Factors influencing the setting of Advertising Budgets

• Product life cycle stage: – New product launch vs. Mature product

• Competition: – The number of competitors in the market, and their expenditure on advertising competing products, will influence a business to spend to a similar or higher degree

Communications Media:

Probable Advertising Expense Breakage:

Billboards

Office Themes

Communication History

TVC

Brochures Sponsoring

Sponsoring:

• SMS • Major Newspapers • Digital Billboard

Advertising Budget

Company

LOGO CO

NC

LU S

ION

THANK YOU…