Hum Sab Umeed Se Hain Brand Audit Report
40
Shahbaz Ahmad 0300-6957234 Shoaib Tariq FACULTY OF BUSSINESS ADMINISTRATION Brand Audit Report on “Hum Sab Umeed Se Hain” SUBMITTED TO: PROF. Ghulam Ahmad Rana SUBMITTED BY: SHOAIB TARIQ (3003) SHAHBAZ AHMED MALIK (3007) Hafiz Bilal Azam (2967) SUBMISSION DATE: FEB, 24 TH 2010
Transcript of Hum Sab Umeed Se Hain Brand Audit Report
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
FACULTY OF BUSSINESS ADMINISTRATION
Brand Audit Report on “Hum Sab Umeed Se Hain”
SUBMITTED TO: PROF. Ghulam Ahmad Rana
SUBMITTED BY: SHOAIB TARIQ (3003) SHAHBAZ AHMED MALIK (3007)
Hafiz Bilal Azam (2967)
SUBMISSION DATE: FEB, 24TH 2010
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
Table of Contents Acknowledgement ..........................................................................................................................1
History of Formation of GEO Networks .........................................................................................2
GEO Television Network ................................................................................................................4
Introducing GEO TV .......................................................................................................................4
Mission Statement ............................................................................................................................5
Vision Statement .............................................................................................................................6
Basic Objective ................................................................................................................................6
Value Statement ...............................................................................................................................6
Company Logo.................................................................................................................................7
Logo Application .............................................................................................................................7
Corporate Emblem .......................................................................................................................... 7
Logo Versatility ............................................................................................................................... 7
Planning & Goals .............................................................................................................................8
Short-Term Goals ............................................................................................................................ 8
Intermediate Goals ........................................................................................................................... 8
Long-Term Goals ............................................................................................................................. 8
Strategic Plan ...................................................................................................................................8
Operational Plans ............................................................................................................................. 8
Growth Strategy ............................................................................................................................... 8
Crisis Management .......................................................................................................................... 9
Geo Network Diversification ...........................................................................................................9
Brand Extension ............................................................................................................................... 9
Multiple Branding .......................................................................................................................... 10
Line Extension ............................................................................................................................... 10
Geo News .......................................................................................................................................11
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Target Market .................................................................................................................................11
Programs ........................................................................................................................................12
Popular Shows ...............................................................................................................................13
Positioning Strategy of GEO .........................................................................................................13
GEO Promotional Strategies ..........................................................................................................13
Community Data Services ............................................................................................................. 14
Acquire Customer Data .................................................................................................................. 14
Hum Sab Umeed Se Hain ..............................................................................................................14
Positioning of Hum Sab Umeed Se Hain .......................................................................................15
Market Share of News Channel .....................................................................................................15
Market Share of HSUSH ...............................................................................................................16
Research Methodology ..................................................................................................................16
Objectives ...................................................................................................................................... 16
Research Plan .................................................................................................................................17
Research Design ............................................................................................................................ 17
Sample Design ............................................................................................................................... 17
Sample Size .................................................................................................................................... 17
Data Collection Plan ......................................................................................................................18
Data Gathering ............................................................................................................................... 18
Literature Review........................................................................................................................... 18
Metholodogy .................................................................................................................................. 18
Information Areas ..........................................................................................................................18
Survey Result .................................................................................................................................19
Brand Association .......................................................................................................................... 19
Brand Association Graph with GEO News (Age wise) ................................................................ 19
Brand Association Graph with HSUSH (Age wise) ..................................................................... 19
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Brand Association Graph with GEO News (Education wise) ...................................................... 20
Brand Association Graph with HSUSH (Education wise) ............................................................ 20
Brand Association Graph with GEO News (Gender wise) ........................................................... 21
Brand Association Graph with HSUSH (Gender wise) ................................................................ 21
Brand Recall...................................................................................................................................22
Brand Recall Graph of GEO News (Age wise) ............................................................................ 22
Brand Recall Graph of HSUSH (Age wise) .................................................................................. 23
Brand Recall Graph of GEO News (Education wise) ................................................................... 23
Brand Recall Graph of HSUSH (Education wise) ........................................................................ 24
Brand Recall Graph of GEO News (Gender wise) ....................................................................... 24
Brand Recall Graph of HSUSH (Gender wise) ............................................................................ 25
Brand Awareness of HSUSH .........................................................................................................25
SWOT Analysis .............................................................................................................................26
Strength .......................................................................................................................................... 26
Weakness ....................................................................................................................................... 27
Opportunities ................................................................................................................................. 27
Threat ............................................................................................................................................. 27
STPD Analysis of HSUSH ............................................................................................................28
Segmentation ................................................................................................................................. 28
Target ............................................................................................................................................. 28
Positioning ..................................................................................................................................... 28
Differentiations .............................................................................................................................. 28
Customer Based Brand Equity Pyramid ........................................................................................29
Salience .......................................................................................................................................... 29
Performance ................................................................................................................................... 29
Imagery .......................................................................................................................................... 29
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Judgment ........................................................................................................................................ 29
Feelings .......................................................................................................................................... 29
Resonance ...................................................................................................................................... 29
Conclusion .....................................................................................................................................30
Executive Summary .......................................................................................................................31
Reference .......................................................................................................................................32
Note: Questionnaires are attached at the end of the Brand Audit report.
Shahbaz Ahmad
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Shoaib Tariq
1
ACKNOWLEDGEMENT
First of all we are thankful to Almighty ALLAH who has given us the strength and determination
to carry out this research.
We would like to express our sincere gratitude to Prof. Ghulam Ahmad Rana our teacher, for his
valuable guidance, constructive comments and continuous encouragement throughout the
research.
Special thanks are also extended to Mr. Mir Shakeel-ur-Rehman and Mr. Mir Ibrahim-ur-
Rehman (CEO’s), Mr. Shaheen Raza (Regional Sales Manager), Mr. Syed Zulfiqar Ali Shah
(HR Head), Mr. Saqib Noor Ahmed (Associate HR Manager), Mr. Rauf Afaaq (Producer
HSUSH), Mr. Fawad Waiyen (Director), Mr. Younas Butt (Writer HSUSH) and Mr. Fahad Joiya
(Production Manager)
Also thanks to all of our group members Mr. Malik Shahbaz Ahmed, Mr. Shoaib Tariq and Mr.
Hafiz Bilal Azam. We all put our efforts together in the form of an excellent group with
coordination and high spirits.
Since thanks are also extended to all those who have helped us to complete our project.
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History of Formation of GEO Network
1966 Letter to the President of Pakistan asking him to permit private sector television to
combat the propaganda war.
Sep 1990 First feasibility/research paper on TV potential in Pakistan completed for GEO
followed by national and International study tour.
Dec 1991 Made first pilot for first new show for GEO, then named "Newsreel“.
Dec 1995 Transponder leased/reserved for GEO on Asia Sat 1.
Aug 1996 Due to political confrontation GEO launch postponed.
July 2001 Largest HR recruitment campaign launched
Nov 2001 BBC Technologies hired as technical consultants for GEO
15-Nov 2001 Core team of the channel is established to chalk out policies, strategy and
implementation plan
2-Dec 2001 String of nationwide interviews, consisting 25 cities, begin as recruitment
campaign attracts attention of 40,000 applicants
20-Dec 2001 Contracts with builders, key vendors, technology partners, transponder and
Dubai Media City are finalized
5-Jan 2002 Construction of state-of-the-art HQ studios and offices begins
10-Jan 2002 Construction begins at Dubai Media City for offices and transmission
studios
1-Feb 2002 A senior team of int'l consultants lands in Pakistan to complete recce for
training
14-Aug 2002 Geo's test transmission starts at 12:00 noon PST with 24-hour news
content; frequency kept secret
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15-Aug 2002 Cable Operators start tuning into secret frequency and begin airing GEO's
test transmission without channel's consent
5-Sep 2002 Geo team begins nationwide 5-day tour marketing the channel to cable
operators, introducing them to the channel and getting their feedback
5-Sep 2002 Signs of brand power begin to emerge as GEO's logo is copied and imitated
by local brands i.e. GEO Biryani, GEO Water and GEO Washing Powder
11-Sep 2002 First advertisement announcing GEO frequency
30-Sep 2002 Construction of state-of-the-art, HQ and offices completed. Team moves in
from training camp.
11-Jan 2003 Launching ceremony of infotainment and entertainment programs, with a
duration of 2 hours per day, is held at Mohatta Palace in Karachi
11-Mar 2003 London and New York Bureaus made operational
20-Mar 2003 Geo and CNN sign partnership contract for collaboration
7-Apr 2003 Geo begins transmission in UAE through E-Vision
14-Aug 2003 Geo completes its 12 months of non-stop on air transmission.
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GEO Television Network:
The national association of Broadcasters (USA), World’s Largest Association of
Broadcasters has honored GEO with the “Award for Quality” declaring it an international
standard television channel.” To build a reputable identity in a cluster of different channel in
just a period of four years was not an easy task.GEO is known for its unique entertainment, hot
talk shows, truth revealing news and informative programs
Introducing GEO TV:
GEO TV was established in May 2002 Test transmission started on 14th August 2002 on
the PAS 10 digital satellites. Regular transmission started on 1st October 2002 Geo TV is the
first South Asian Urdu language channel to provide content comparable with world class
television broadcasters Geo is the fastest growing TV Channel in Pakistan with ratings
exceeding all satellite delivered TV channels in the market Geo has the widest distribution on
cable systems in Pakistan with 100% carriage within 90 days of launch.
It launched the first interactive infotainment programs in Pakistan, engaging and
empowering the viewers. Consistently scoops all rivals broadcasters on major news events.
Intelligent media consultant has given formal multi-disciplinary training to 500 members of
GEO staff including all producers, reporters, writers, camerapersons and editors. Its member
team comprising of CNN, BBC producers, cinematographers, editors and presenters were split
in Dubai and Karachi for 5months to complete the training.
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Mission Statement of GEO News
GEO informs and entertains while celebrating cultures and prompting dialogue in the spirit of
"live and let live".
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VISION STATEMENT:
“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 entrainment audiences can relate to, thereby creating
viewer loyalty and response, GEO will forge an alliance amongst its three stakeholders-
viewers, advertisers and stakeholders to maximize viewer ownership. GEO will invest in
human resources 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”.
Basic Objective:
Like all other profit organizations, GEO’s basic objective is revenue generation.
Value Statement:
• We are a team.
We respect each other.
ourage self-development.
We hold high expectations.
e.
We value our Viewers
ceptional service that leaves an impression.
We support our community.
nt entertainment service and production quality.
•
• We enc
•
• We embrace chang
•
• We provide ex
•
• Consiste
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ny Logo:Compa ent that represents
e entire idea behind that symbol. GEO’s logotype enjoys the same reputation with the
udience, stakeholders and employees.
Representing the true strength of the channel, which is unbiased, accurate and
timely 24-hours news in Urdu-Language, Sports and Entertainment.
The GEO News logo represents many aspects of its business in true colors. The Orange
d Blue represents “NIGHT”. The Urdu alphabet “JEEM” cutting through
p angle connote the “GLOBE” and the overall formation of the
posite represen
dcast with great production and content values.
All companies must have a pictogram, or single visual statem
th
a
represents “DAY” an
from the TV screen in a shar
com ts “EYE ON WORLD AFFAIRS 24 HOURS A DAY”.
The logo has been warmly received by the Pakistani audience and in short span of
time has come to represent Quality Broa
Logo Application: All good identities have flexibility for primary applications but secondary and
Tertiary applications as well. GEO uses two such distinctive applications for the parent identity.
a) Corporate Emblem:
Whereas the logotype of GEO uses a sharply angled, cropped and embedded
image of Urdu alphabet “JEEM”, the corporate Emblem is a repetition of the complete
ts the Global presence of GEO covering and delivering Faster
alphabet. This pattern represen
First to its audience.
b) Logo Versatility:
With the realization that our logotype gives us enormous strength, GEO is the
only TV company that allows its Logo to be adapted to direct relevance to its “special
occasions”. events and
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Planning and Goals:
Short Term Goals:
The short term goal of GEO keep on changing however, the present short term
goal is to launch two new channels named as “GEO KIDS” and “GEO ENGLISH” within
ix months. Either they will be launched together or one after the other.
ntermediate Goals:
s
I
The intermediate goal of GEO is to increase their channels to 11 within the time
limit of 3 years.
Long Term Goals:
When we asked about the long term goals, we were told that it is highly
confidential and only know to the upper level management, e.g. C.E.O.
Strategic Plan:
Operational Plans:
GEO has the network which handles the entire business unit in each department.
’s like an octopus, the head in the network and each tentacle is a business unit. They
et by the management as to how close they are to achieving their
The BOD or Top
anagement is responsible for such type of decisions.
rowth Strategy:
It
evaluate the goals s
objective, and how much they have achieved. If GEO has not achieved its required goals,
they get feedback and change their operational plan accordingly.
M
G
tegy is to make the HRM department strong and competent as HRM
e rtmen
GEO’s stra
d pa t is the base of the organization. They do so by providing training to the newly
hired employees. This will benefit GEO and increase the growth of the channels.
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Crisis Management:
Geo has not faced any such crisis yet however, they have set a whole team for the
is. In this team, GEO has experts in all fields. When a certain department
precisely,
o organization can ever be perfectly prepared for every eventuality.
EO Network Diversification:
management of cris
faces any problem, the head of that department informs the team about it and the team finds
a solution to the problem and terminates it.
Unfortunately, however because it is impossible to forecast the future
n
G
Brand Extension:
Brand extensions mean existing brand name extended to new or modified product
or service category. Using this strategy GEO Network introduces its first brand extension
O EN
rams, feature movies,
rimarily in Urdu Language.
r great success of Geo TV, GEO Television Network
launched a new and the first ever 24-hour sports channel of Pakistan “GEO SUPER” with
the slogan “JEET KAY GEO”. Geo Super broadcasts most world sports, focusing mainly on
after it launch, Ge
u er ma
V after GEO, AAG, GEO News and GEO Super. After the
“GE TERTAINMENT” with the slogan “HAR PAL GEO”. GEO Entertainment a
Pakistan based entertainment channel showing Dramas, musical prog
p
In late September, 2006, afte
cricket, with secondary focuses on soccer and field hockey. Shortly o
S p naged to secure ICC TV Rights for next 5 years covering all major cricketing
events like ICC Cricket World Cup, ICC Champions Trophy, International Cricket Council
20/20 World Cup and ICC Under-19 Trophy.
“GEO KIDS” is forthcoming kid’s television channel in Pakistan. It is the fifth
channel launched by GEO T
launch of Geo TV, they declared that ten new channels will be launched. Hence it is the
fourth channel of the ten (which are yet to be launched).
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Multiple Branding:
Multiple branding mean new brand name introduce in the same product or
services category. “AAG TV” with the slogan "NAUJAWANO KA CHANNEL" is the
music channel of Pakistan. AAG is part of GEO Television Network. AAG shows latest
akistani pop music. It also shows trailers for upcoming Hollywood, Bollywood films. The
rdu word "Aag" translates "Fire." Aag is currently available at UK, USA, India, Pakistan,
ermany, Italy, Bangladesh etc.
There are many popular shows include Azfar Mani Show, Weekend with Mahira,
Aag Alive, Pick and Choose with Fuse, Meter Down and Cell-224.
ds has alread
P
U
G
Aag also has its own record label called "Fire Records". Fire Recor y
signed some of the big names of Pakistani Music Industry. The majority of the albums that
were released in Pakistan were from Fire Records.
Line Extension:
Line extension mean existing brand name is extended to new size or flavor in the
same category. Under line extension GEO Network is going to launch an English news
news television channel
om the
ed as the reason for the shelving of the
Geo English project.
channel “GEO ENGLISH” in order to give hard time to its competitors e.g. Dawn News,
Express 24/7 etc. GEO English was a planned English language
fr Geo TV network in Pakistan. Until the time of it being scrapped in late October
2008, it was running its test transmission internally in Karachi, having Owais Tohid as its
Director News. The global financial crisis was cit
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0300-6957234
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Shahbaz Ahmad
0300-6957234
Shoaib Tariq
Pro
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• • •
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Shahbaz Ahmad
0300-6957234
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all depending
14
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like a mirro
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ertaining can
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tion to other
itician. With
program aim
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a parody of
are also inclu
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er by GEO.
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ith an
aces -
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0300-6957234
Shoaib Tariq
Posi
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ical Satire pr
ng. Final resu
ded program
rket Share
1
GEO
f Hum Sab
meed Se Hain
rograms suc
ults were 92%
ms through po
e of News C
13%
O News Ex
b Umeed S
n viewer pol
h as HSUSH
% yes and 8
olls and surv
Channel:
29
21%
xpress News
15
Se Hain:
ll was condu
H. Live resul
8% no. Simil
veys or even
9%
Dunya New
ucted to find
lts were give
lar interactiv
as live spon
37%
ws Other N
out if Pakist
en on the scr
vity can be a
nsored classi
%
News Channel
tan was read
reen to reflec
added to spo
dy for
ct the
nsors
fieds.
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
Markett Share of
Rese
OBJ
•
•
•
•
•
f Hum Sab
earch Met
JECTIVES
• To unde
Hain as a
• The sour
awarenes
• To under
• To unde
credibilit
• Brand Ex
HSUSH
93%
b Umeed S
thodology:
:
erstand the i
a brand on c
rces of Brand
ss, Brand im
rstand the Br
erstand Bran
ty, considera
xtension of G
JAWAB
68
Se Hain:
:
influence of
onsumers m
d equity of G
mage, Brand
rand perform
nd Imagery
ation, superi
GEO Netwo
DEH Cap
8%
16
f GEO New
mind set.
GEO News a
association,
mance of GE
y, Brand Q
ority and fee
orks in terms
pital Talk Aj
60%
s and its s
e
and Hum Sa
Brand recal
EO Network.
Quality perce
elings.
of diversity
Kamran Khan ke Sath
45%
egment Hum
ab Umeed Se
ll
.
eived by cu
y.
News Bulet
99%
tin
m Sab Umeeed Se
e Hain like BBrand
ustomers, BBrand
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
17
RESEARCH PLAN:
Research Design: The research will be carried out in the form of a survey which will be done Okara,
Renalakhurd and in different areas of Lahore e.g. Androon-e-Lahore, DHA Market, Liberty
Market, Hyper star Fortress Stadium, Hall Road etc. The population has been segmented on the
basis of Qualification, Gender and Age Group.
Sample Design: The target population for our study is 15+ (age). The sample will be selected by a simple
random sampling method.
Sample Size: The sampling unit is 150 which are divided as follows:
Number of respondents 150
Age-group 15 – 60 & Above.
Survey Locations Lahore, Okara, Renalakhurd.
ion Un-Educated At least Matric Intermediate & Above.Qualificat
No. o 82 f Respondent 12 56
Age Group 15 - 25 25 - 40 40 – Above
No. of Respondents 50 50 50
Gender Male Female
No. of Respondents 75 75
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
18
ECTION AN:DATA COLL PL Data Gathering:
nvolves data collection (primar h) eren e group
and qualification in different areas Lahore, Okara, Renalakhurd.
Literature Review:
This study i y researc from diff t genders, ag
The research conducted as a part of our study would include Primary as well as
Secondary research. Primary research would include a survey that
selected localities of L
ded through a designed questionnaire. Secondary
lude various aspects of Brand management through Internet, Journals,
ETHOLODOGY:
would be conducted in
ahore, Okara, and Renalakhurd and nearby areas where the
responses of viewers would be recor
research would inc
and Interviews etc.
M
be carried out in the form of a survey. This will include primary
as:
The research will
research in addition to secondary research as stated below. The survey research method
will be descriptive research design. Each respondent will be interviewed through a
Questionnaire. The sample will be selected by a simple random sampling method.
The survey will address the following information area:
Information Are The objective as spelt out can be elaborated into specific information areas to be studied.
•
•
• omedy sitcom based program of
political scenario of Pakistan?
• ment from the entire basket of GEO News programs does the
st program of GEO News?
•
e other channels like
How do customers perceive GEO News as a stable brand, their perception of Hum Sab
Umeed Se Hain and how do they associate it with GEO News?
Are the viewers aware of Hum Sab Umeed Se Hain program or they associate it ith some
other Channel?
Do they consider Hum Sab Umeed Se Hain as a c
Which program or seg
viewer consider as the be
Which program of GEO News viewers frequently watch?
• Are the viewers willing to accept GEO Network extensions to som
Entertainment, Sports, and Music etc?
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
SURVE
1. Brand
S
highest w
Hain has
EY RESUL
d Associatio
ources of B
with the age
little variati
15-25 y
37%
Bra
15-25
9
B
LTS:
ns:
Brand equity
group of 25
ion among a
yr
%
and Associ
5 yr
7%
rand Asso
y like brand
5-40 and bran
all ages:
25-40 y
95%
iation Wit
25-40 y
93%
ociation W
19
d association
nd associatio
yr
%
th GEO N
yr 4
%
With HSUS
n of GEO N
on with its p
40 & Above
87%
ews (Agew
40 & Above y
87%
SH (Agewi
News as a bbrand was ffound
program Hum
e yr.
wise)
yr.
ise)
m Sab Umeeed Se
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
Inn qualificatioon wise cateegory the braand associatiion with GEOO News wass highest witth the
with group off people whhose qualificcation is atlleast intermeediate and ttheir brand association
HSUSH
slight di
was found hhighest with the group off people whoo are uneduccated or mattric. There iss
f
high educ
fference in t
cation.
Un-Ed
B
Un-Ed
the percentag
ducated
22%
Brand Asso
ducated
94%
Brand As
ge of brand
Atlea
ociation w
Atlea
sociation w
20
association
ast Matric
13%
with GEO N
ast Matric
91%
with HSU
of people w
Interm
News (Edu
Interme
USH (Educ
who are intermediate or
very
have
mediate & Ab
91%
ucation wiise)
bove
cation wise
ediate & Abo
82%
e)
ove
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
Inn gender wiise category the brand aassociation with GEO NNews were
is no such
found high with
males caategory wherre as the braand associatiion with HSSUSH, there big differenn
both gend
ders:
Br
B
Female
31%
rand Asso
Female
98%
Brand Ass
ociation wi
sociation w
21
ith GEO N
with HSUS
Male
94%
News (Gen
Male
91%
SH (Gend
nder wise)
er wise)
ce in
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
2. Brand
G
Dunya ne
channels
channel,
Geo New
B
and their
Geo
53%
d Recall:
Geo New has
ews, Sama N
programs e.
Hasbe Hall
ws that can g
Brand Recall
r program:
News
47%
50%
s good brand
News etc and
.g. Banke m
from Dunya
give hard tim
of Geo New
Expre
39%
Brand
15yr
d recall as co
d the recall o
ian from Exp
a News chan
me to Geo Ne
ws and its pro
ess News
48%
47%
d Recall O
- 25yr 2
22
ompared to o
of Geo News
press News
nnel. Express
ews.
ogram HSU
Dun
6%
Of Geo New
25yr - 40yr
other news ch
s’s program
channel, Mi
s News is on
SH is high th
nya News
%4% 3%
ws(Age wi
40yr - Ab
hannels e.g.
HSUSH is
Express Newws,
h
iss Dunya fro
ne of the top
han others N
Sam
2%%
ise)
bove
higher than oother
om Dunya nnews
competitor oof
News channeels
% 1% 0%
ma News
%
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
15-25 yr
100%
Bra
25-4
and Recall
40 yr
98%
l of HSUSH
40
H (Agewis
0 & Above y
87%
se)
yr.
eop p
the g
bran
In qualifi
ple whose qu
group of peo
nd recall of H
ication wise
ualification i
ople who are
HSUSH with
Un-Educa
92%
category the
s atleast inte
uneducated
h people who
ated
%
Brand R
e brand reca
ermediate an
or matric. T
o are interme
Atlea
Recall of G
23
all of GEO N
nd brand reca
There is very
ediate or hav
st Matric
85%
GEO New
News was hig
all of HSUS
y slight differ
ve high educ
Inter
s (Educati
ghest with th
SH was foun
rence in the
ation.
rmediate & A
46%
ion wise)
he group of
nd highest wi
percentage o
Above
ith
of
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
below
In gender
w:
r wise catego
Un-Educate
96%
M
B
ory the bran
ed
%
Brand
Male
53%
Brand Rec
nd recall of G
Atleas
d Recall of
all of Geo
24
GEO News a
st Matric
92%
f HSUSH
Fem
7
o News (G
and its progra
Inter
(Educatio
ale
75%
Gender wis
am HSUSH
rmediate & A
84%
on wise)
Above
e)
is mentioned
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
3. B
r
Bran
know
The
Male
84%
Brand RRecall of
F
HSUSH (
Female
91%
(Gender wwise)
rand Awareeness of HSU
From the
nd awareness
ws that HSU
remaining 4
USH:
e responses o
s was very h
USH is the pr
43% associat
of the respon
high because
rogram of Ge
te the rest of
Other Prog43%
ndents in the
of HSUSH.
eo News wh
f programs w
grams%
Bran
25
e conducted ssurvey it was evident thaat Geo Newss
. It was founnded that aroound 57 % off the responddents
here they cann see current affairs in huumorous maa
with Geo Newws.
nd Awaren
HSU57
ness
USH7%
nner.
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
26
SWOT ANALYSIS:
Strength:
News ideas and concept with fast execution has become a trade mark of Geo News
“Fastest First”.
First to bring the “Breaking News” concept in Pakistan.
Unbiased, accurate and timely 24 hour news in Urdu language.
Most competitive work team.
Goodwill as the largest media group in the country.
Here is a look at just some of them:
For Example:
First to give election result 7 hours before the nearest competitor. (Election 2002 special
transmission and coverage).
First to use videophone in Iraq and Afghanistan and remote regions of Pakistan for live
coverage.
First to start political satire in Pakistan depicting current and past heads of state ( Hum
Sub Umeed Say Hain).
First to produce joint India-Pak venture like “ Gaye Gi Duniya Geet Meray”, ”Faslay”,
”Lakhon Main Teen”.
First to have live link-up with USA and UK.
First to introduce bilingual News Tickers.
First channel with international graphic applications.
First to have representatives of two religious sects on one platform openly presenting
First to run 2 soaps back to back 4 days a week, creating history in the entertainment
tilizing the largest set, cast and
budget. ( Umrao Jan Ada).
opposing viewpoints. (Aalim Online)
arena of Pakistan. (1-2-3 campaign).
First to distribute Rs 6,500,000 worth of gifts in 23 cities in 48 hours. (Geo Eidi)
First to telecast a live police encounter. (Al-Qaeda Defense Shootout).
Create the country’s biggest blockbuster production u
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
27
First channel to take a game show to people’s homes all across Pakistan. (GEO Aur
Jeeto)
First to telecast live telethon in Pakistan. The telecast raised Rs 6,000,000 in a twelve
hour period through calls on a premium rate number. ( Zindagi Campaign with Shahzad
Roy).
First action based reality show police.
First to conduct the largest and most aggressive recruitment and training campaign in the
history of Pakistan.
First to initiate interactive live Polls. (Geo Poll).
First to launch interactive infotainment programmes.
First television marriage (Shadi Online). First to produce a matrimonial reality show that
rocked the nation.
First to introduce segmented News sections like Geo Travel, Geo Dunya, Geo Taleem,
Geo entertainment.
Weaknesses:
Slow innovation.
Because Pakistan has no institute that provides formal education on this field they are
on in the entertainment scene.
required to have all employees trained from foreign institutions.
Lack of innovati
Opportunities:
Growing awareness about current affairs. People are attracted towards News and other
The role of media to handle the current situation of Pakistan.
Threats:
programs related to current affairs.
Increase in viewer-ship.
in entertainment because of new channels.
ct GEO qualified and trained employees by offering them 3 times the
Fear of competition especially
Employee turnover Geo’s employee turnover is under 5%
New channels attra
salary they earn at GEO. They also offer different fields of jobs. These demands are
difficult to meet for GEO.
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
28
STPD ANALYSIS OF HSUSH:
Segmentation:
Market Segmentation divides the heterogeneous market into homogenous groups of
ented the market on the basis of those who like
customers who share a similar set of needs/wants and could be satisfied by specific products or
services. GEO News program HSUSH have segm
humor in new and different style and those who want to see reality in funny manner.
Target:
Market Targeting refers to evaluating and deciding from amongst the various alternatives,
r this age people start understanding the value
which segment can be satisfied best by the company. The Geo News Program HSUSH have
targeted the people who are 15 plus, because afte
of current affairs and effects of political environment.
Positioning:
Market Positioning is the act of designing the company’s offerings and image to occupy a
distinctive plac
e in the minds of the target market. The goal of positioning is to locate the brand
efit to the firm. HSUSH has positioned in the minds of consumers to maximize the potential ben
itself as a show that mocks the Pakistani politicians and presents the Pakistani political issues in
funny segments.
Differentiations:
Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a
brand, positively evaluate
and believe they could not find to the same extent with a competitive
ts
ovative ways to present current affairs from tasteful humor to self-
is, the show has many elements to it with an emphasis on cutting caustic moods. It
is like a mirror on the wall that reflects our real faces - humorous, dumb and witty, all depending
gazing at.
brand. The Geo News program HSUSH has also differentiated its brand image from i
competitors in terms of inn
ragging analys
upon the objective we are
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
29
BASED BRAND EQUITY PYRAMID (CBBE)CUSTOMER
Salience:
High awareness.
Most commonly recalled brand HSUSH as a show that mocks the Pakistani politicians
and presents the Pakistani political issues in funny segments.
Performance:
e ways to present current Good performance, very effective, efficient and innovativ
political situation.
Market leader in its segment.
Imagery:
Very popular program.
ng in Pakistan have Geo News channel. Every cable operator worki
Judgment:
Still maintained its POD’s from its competitors.
Feelings:
Good brand quality.
Satisfying its target market.
They are expert in their segment that’s why they are still market leader.
One of the most favorite program of Geo News.
Exclusive feelings of fun.
Excitement.
Joy.
Resonance:
Extremely loyal viewers.
Highly repeatedly watch rate.
Much attachment.
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
30
Conclusion
GEO enjoys a status of a rapidly growing TV channel. The reason is simple, people
nowada
sible to make, since the viewer wants to assure himself by
watching the second channel that what the first channel is saying is correct. The CEO of GEO
r. Ibrahim-ur-Rehman says “Our goals are to create reputation of quality, consistency and
curity that will make us the leader of all new style channels. GEO is the fast growing network
of channels that is making rapid awareness among the people. GEO’s main problem is the
eason GEO must
improve their strategy and competitive position”. The viewers like some programs of GEO and
rams of other channels. The main competitor of GEO News programs are Express
SH (GEO News) is the only program that present the political situation
m
Miss Dunya, Bankay Miya,
Hasbe Haal etc.
Hence, infact not only the channels have segmented the viewers but the viewers also have
p one
ther when one can have both wouldn’t be a sensible choice
ys want a choice between watching TV channels and their programs. Geo News program
HSUSH is the leader in its segment and enjoying its leadership since the program started on Geo
News. Pakistani people have suffered enough back when PTV was a monopoly they only had a
small exposure to knowledge via TV.
Nowadays, however, people are ‘addicted’ to media. The absolute choice between two
competing channels is almost impos
M
se
growing number of private sector channels causing more competition for this r
some prog
News programs, but HSU
in funny manners and mocks the Pakistani politicians, people are much loyal to this progra
rather than other programs of different channels in this segment e.g.
divided the channels into different segments to watch in their leisure. Therefore to give u
equally beneficial segment for the o
for a sensible person.
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
31
aryExecutive Summ
p whose CEO is Mr. IBARAHIM-UR-
. 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. In 1966
asking him to permit private sector television but due to some
s delayed day by day. At last in 14, August 2002 GEO’s test transmission
eptember 2002 first advertisement announcing GEO frequency was broadcasted.
nored as an International Television Channel by the National Association of
Broadcaster USA.
tion on cable system in Pakistan with hundred percent
f launch. All companies must have a pictogram, or single visual
statement that represents the entire idea behind that symbol. GEO’s logotype enjoys the same
putation with the audience, stakeholders and employees. GEO Network is like an octopus the
head is the network and each tentacle is a busi ess unit. After assigning the goals to different
departments they continuous get the feedback to make sure how close they are to achieving their
objectives. GEO’s biggest reason of getti their major step towards diversification,
ore this program shows the various colors of the political
personalities which created the best source of recognition for GEO News in the viewers mind.
Geo network is a subsidiary of Jung Media Grou
REHMAN
a letter to the president of Pakistan
political issues it wa
started. In S
GEO was ho
GEO has the widest distribu
carriages within 90days o
re
n
ng popular was
they started different sort of channels varying from Entertainment, Sports, Music and in near
future they are planning to launch GEO English and GEO KIDS. Hum Sab Umeed Se Hain is
one of the most popular shows of GEO News, as it’s the most popular program which mocks the
Pakistani and International Politicians in humors manner. This program aims to bring out the
reality in an innovative way. Furtherm
According to our survey GEO News awareness was very high and the show Hum Sab
Umeed Se Hain is one the main reasons. It was found that the 57% of the respondent knew that
Hum Sab Umeed Se Hain is the program of GEO News where they can see current affairs
humorous manner. Hum Sab Umeed Se Hain has also differentiated its brand image from its
competitors in terms of innovative ways to present current affairs from tasteful humor to self
ragging analysis.
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
32
REFRENCES
1. Mr. Mir Shakeel-ur-Rehman (CEO)
2. Mr. Mir Ibrahim-ur-Rehman (CEO)
3.
r Ahmed (Associate HR Manager)
6. Mr. Rauf Afaaq (Producer HSUSH)
7. Mr. Fawad Waiyen (Director)
8. Mr. Younas Butt (Writer HSUSH)
9. Mr. Fahad Joiya (Production Manager)
10. www.geo.tv
Mr. Shaheen Raza (Regional Sales Manager)
4. Mr. Syed Zulfiqar Ali Shah (HR Head)
5. Mr. Saqib Noo
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
QUESTIONAIRE
When you fill in this questionnaire please use a pen and mark (√) on the best response. Q-1 Which program would you associates with the tag line mentioned below?
• It’s different...………………………………………………………...... • Highlight the Political Scenarios in different way………...……….…… • Mocks the Politicians………………………………………….………… • Current Affairs…………………………………………………………. • Associate ads with current political situations……………………………
Q-2 What comes first in your mind when you hear the brand name GEO News?
• Authentic News……………………………………………………………….. • Political Updates………………………………………………………………. • Talk Shows…………………………………………………………………….. • Fastest source of News………………………………………………………… • Entertainment News…………………………………………………………...
Q-3 Which Channel comes to your mind when we say the word authentic news, talk shows and current affairs?
• Express News • GEO News • Samaa News • Dunya News
Q-4 Which Program comes to your mind when we say the word funny mocks of politicians, humour, and criticism?
• Hum Sab Umeed Se Hain • Bankay Miyan • Miss Dunya • Hasbe Haal
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
Q-5 Rank the following GEO News programs w.r.t. frequency of viewed with 1 being the highest rank RANK
• Jawab Deh _________ • Capital Talk _________ • Hum Sab Umeed Se Hain _________ • Ek Din GEO ke Sath _________ • Aj Kamran khan ke Sath _________
Q-6 Which program would you associates with the brand GEO News?
• News Bulletin • Talk Shows • Hum Sub Umeed Se Hain • Morning Shows
Q-7 On a scale of 1 to 5 rate HSUSH on the following parameters
• Humour ____________ • Innovative Ways of presenting current scenarios ____________ • Mocks of Politicians ____________ • Availability ____________ • Program Schedule ____________
Q-8 How do you rate HSUSH brand in terms of following parameters:
• Expertise (Competent, Innovative, Market leader) • Trustworthiness (Dependable and keep customers interest in mind) • Liability ( Fun ,interesting) • None of these
Q-9 Which GEO News programs do you regularly watch?
• ____________
• ____________
• ____________
• ____________
• ____________
Shahbaz Ahmad
0300-6957234
Shoaib Tariq
Q-10 Hearing GEO News which programs comes in your mind?
• _____________________
Thank you for your answers. It has been a pleasure interacting with you.
