MARKETING AND ADVERTISMENT ANANLYSIS OF PAKISTAN

By

Syed Hammad Hussain

ADVERTISING IN PAKISTAN: AN INTRODUCTION

1947 to 1950s– Few foreign-based agencies– Press only available medium

1960s onwards– Radio Pakistan launched commercial services– State-owned PTV launched in Lahore in 1964

1980s– Strict censor laws on broadcast media– Memorable Pakistani TV Ads

Continue….

ADVERTISING IN PAKISTAN

• 2000 onwards

– PEMRA issued licenses to several satellite channels

– Ad spend increasing 25% annually (2007)

– Consumerism on the rise

TOTAL SPENDING IN ADVERTISING

       Rs (billions) %share

TV 10.55 46

Print 7.46 33

Outdoor 2.6 11

Direct Marketing 1.6 7

Radio 0.55 3

Total 22.76 100

ANALYSIS AND CHANGE OVER PREVIOUS YEAR

Classified Advertising remains the top product category in newspapers. The overall share of classified advertising has remained unchanged since last year and is 20%.

The share of telecom advertising in the print media has increased from 9% to 10% this year.

Continue….2009 Data

ANALYSIS AND CHANGE OVER PREVIOUS YEAR

Two new categories appear in the print rankings this year: savings and investment, and the energy sector.

P&G Pakistan, which did not appear in the print rankings last year, appears this year as one of the top companies adverting in magazines.

Continue….2009 Data

ANALYSIS AND CHANGE OVER PREVIOUS YEAR

The top 10 companies account for just 13% of total ad spend in newspapers, whereas they account for 27% of the total Ad Spend in magazines.

Only telecoms and banks appear in the top 10 brands rankings for print/newspapers.

2009 Data

PRINT MEDIA

Category %Share

Classified Advertising 20

Telephone/Mobile Communications 9

Real Estates 9

Job Opportunities/Notices 7

Banks 7

TV& Radio Stations 6

Educational Institutes 6

Cinema 2

Automobiles 1

Magazines 1Others 32

Total 100

TOP 10 PRODUCT CATEGORIES ADVERTISED IN PRINT MEDIA

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PRINT MEDIA

Company %share

Mobilink 5

Ufone 4

Telenor Pakistan 3

LG Electronics 3

Noor Villas 3

Al Nahayan Enterprise 3

Pak Suzuki Motor Company 3

Nokia Corporation 2

Unilever Pakistan 2

United Bank of Pakistan 2

Others 70

TOP 10 COMPANIES THAT ADVERTISED IN PRINT MEDIA

ELECTRONIC MEDIA

Category %shareTelephone/Mobile communications 23Milk & Dairy Products 5Carbonated Soft Drinks 5Shampoos 4Banks 4Tea 3Biscuits 3Beauty Creams/Lotions/Face Wash 3Toothpastes 2Detergents 2Others 46Total 100

TOP 10 PRODUCT CATEGORIES ADVERTISED ON TV

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ELECTRONIC MEDIA

Company %share

Unilever Pakistan 10

Mobilink

PTCL 5

Pepsi Cola International 4

P&G Pakistan 4

Telenor Pakistan 4

Nestle Pakistan 2

Warid Telecom 2

Colgate Palmolive Pakistan 2

Coca-Cola 2

Others 59

TOP 10 COMPANIES THAT ADVERTISED ON TV

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ELECTRONIC MEDIA

Station Rs (mn) %shareFM100 95 15FM89 93 15Radio Pakistan 85 14FM101 69 11FM 106.2 3 10FM107 60 10FM91 48 8FM103 36 6Others 65 11Total 614 100

AD SPEND ON RADIO STATIONS

COMPETITORS ANALYSIS Orient McCann Erickson JWT Pakistan Ads Plus Marketing Solution Synergy Advertising (Pvt.) Ltd RG Blue Communications Ad Group (Pvt.) Ltd. Interflow Communications AdCom (Pvt.) Ltd. Blaze Advertising Blitz Advertising (Pvt.) Ltd. Bond Advertising Coral Communication (Pvt.) Ltd Hawk Advert. & Communication Consultants Global Advertising Agency Time Communications Xtra Vision Trends Advertising (Pvt.) Ltd

OUR STRENGTH

Following are the weaknesses that our competitors have and that can also be the opportunities for us and any other new entrant.

Lack of innovation Traditional method of advertising They do not advertise their agencies on;

RadioTelevision

SEGMENTATION

Basically our target market is all the business operating in Pakistan but for convenience we divide it into following segments.

Banks Telecom companies FMCG’s Media(Radio and T.V Channels) Political Parties(in election Period) Other services Provider

Creative Outdoor Advertising in Pakistan