P.I.A Branding

8/6/2019 P.I.A Branding

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Brand Management

Pakistan International AirlinesINTRODUCTION:

When Pakistan was founded in 1947 it

comprised two territories on

either side of the expanse of

India. It was in this unusual

circumstance that Pakistan

International was formed in

1955. Despite wars and

economic trouble, the carrier

survived to grow and prosper.

Pakistan International Airlines

is the flag carrier airline of

Pakistan, based in Karachi. It is the 16th largest airline in Asia, operating scheduled

services to 73 destinations throughout Asia, the Middle East, Europe and North America,as well as an extensive domestic network linking 24 destinations.

Its main bases are Jinnah International Airport, Karachi, the Allama Iqbal International

Airport, Lahore and the Islamabad International Airport, Islamabad/Rawalpindi. The

airline also has secondary bases, including Peshawar International Airport, Faisalabad

International Airport, Quetta International Airport and Multan International Airport, from

which it connects the metropolitan cities with the main bases, the Middle East and the Far

East. The airline is owned by the Government of Pakistan (87%) and other shareholders

(13%). It has 19,263 employees.

1 | P a g e L a h o r e B u s i n e s s S c h o o l



Brand Management

AIRLINE INDUSTRY IN PAKISTAN

There are 36 operational airports.

Karachi is Pakistan's main airport but significant levels of both domestic and international

cargo are also handled at Islamabad and Lahore. Pakistan International Airlines (PIA),

the public sector airline, though facing the competition from a few private airlines, carries

approximately 70 percent of domestic passengers and almost equal domestic freight

traffic.

The transportation sector accounts for about

10.5 percent of the country’s GDP and 27.4

percent of Gross Fixed Capital Formation

(GFCF) in FY06. It provides over 6 percent

of employment in the country and receives

12 to 16 percent of the annual Federal Public

Sector Development Program (PSDP).

Government agencies dominate the sector.

HIERARCHY OF PIA

This organization is divided into following departments:

Human Resource and Administration, Marketing, Corporate Planning, Information

Services, Finance, Flight Services, Flight Operation, Engineering, Procurement and

Logistics, Customer Services, Training and Development, Quality




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Assurance. The organ gram of the organization follows, with the Chairman at the top and

directors of departments reporting to him.

The structure is centralized with the top-level management making the decisions.

CORPORATE VISION OF PIA




Brand Management

‘To be a world class airline exceeding customer expectations through dedicated

employees Committed to excellence.’

CORPORATE MISSION

“As a Symbol of National Pride, We Aspire to be a

Choice Airline, Operating Profitably on Modern

Commercial concepts and Capable of Competing with

the Best in the International as well as Domestic

markets.”

VALUES

Customer Expectations

PIA is the most trusted name in the industry. The reason of

its goodwill is according the expectation of their customers that PIA has fulfilled always.

By providing competitive tariff, extensive care, and convenience to their valued and

potential customers

ServicePIA aims at providing valuable and unique services to its customers. They

are more personalized and courteous to their customers. The services are valuable and

rare; this is the reason why customers trust PIA.




Brand Management

28 Nov 2004, Pakistan International Airlines - PIA passed the IATA Operational Safety

Audit (IOSA) benchmark for global safety management The IATA Operational Safety

Audit (IOSA) is the benchmark for global safety management in airlines

KARACHI, 22 October 2007 – Abacus Pakistan officially launched Abacus Travel

Secure with AIG, providing local travel agents and travelers easy and convenient access

to AIG’s travel insurance policies. Available for the first time in Pakistan, Abacus Travel

Secure brings real time and immediate activation of travel insurance policies to the

Pakistan travel industry with a more streamlined and time saving application process for

travel agents

6.3) Innovation:

PIA currently has a number of 43 fleets and aims at increasing this

numbers to 53 by the next few years.PIA is adoptive to changes and believe in innovation

that’s create new ideas and translating these ideas into action.




Brand Management

Reliability

PIA is the most experience airline with its service with more than 53

years. This has built in PIA has become the most reliable airline. PIA is known for its

loyalty and consistency.

Safety

The most challenging responsibility of any organization is to provide

complete satisfaction to its employees and customers together. This satisfaction rewards

favorable and easy working conditions.

The in-flight services are customers friendly and the organizational the organizational

environment is also employees oriented.

Cohesiveness

PIA has 12 departments working in their own direction and also

provides a number of services including speedex courier service, catering etc. The most

impressive part is these all department and services are integrated in a cohesive way.

Brand Detail

Fleets

PIA's fleet of modern

aircraft is spacious, comfortable,




Brand Management

and designed to get you to your destination safely. PIA operates a range of advanced

aircraft, ranging from the world's preferred Boeing 777 airplane to the super-quiet Airbus

A-310. Currently PIA has 42 aircraft in its fleet.

In-flight Dining

You're in For a Special Treat!

Whether you are traveling within Pakistan or around the world, PIA's in-flight diningmenu is sure to tantalize your taste-buds. Enjoy the best of what Pakistan has to offer, as

well as a delectable selection of international cuisine.

In-flight Entertainment

Let the fun begin!

Aboard a PIA flight, there is so much to do that you really won't feel like landing.Movies, Music, Games, Duty-Free Shopping, Tourist Information, Maps, and Real-Time

Flight Information will keep you entertained for hours.

PIA offers two types of services.

• Business Class

• Economy Class

Business Class

It’s the only Business Class service that feels like First Class. A

comfortable seat makes all the difference on a long flight. PIA's Business




Brand Management

Class Seats elevate the concept of luxury to a new level, fully endorsing

your decision to choose PIA Business Class Sit back and relax in our

exclusive Business Class Lounges at the Karachi, Lahore, and Islamabad

airports.

Our hospitable staff will ensure that you're well looked after during your

stay with us at the airport Business Class passengers arriving at Airport will

receive a warm welcome from PIA.

Our representatives will walk you right through all the arrival formalities

so that you don't have to stand in line or worry about clearance.

Economy Class:

PIA’s economy class is also comfortable for

passenger as Business class. Economy Class offer seats with a 32-inch

pitch, adjustable footrests and "winglet" headrests for improved neck

comfort. The personal TV provides on-going entertainment including audio

and video on-demand choices.

Passengers enjoy the same caring service from our flight attendants, along

with skillfully prepared meals and a wide range of in-flight entertainment

options to choose from. Free newspapers are also provided to all Economy

class passengers.

The PIA in-flight magazine, Hamsafar, is provided to all passengers on all

international flights. Humsafar was introduced on PIA flights in 1980 and it

is published bi-monthly.PIA is providing its service in twenty-five cites of

Pakistan domestically which are as follows:

Giigit

Chitral

Skardu

Saidu Sarif

Islamabad

Peshawar

Sialkot

D.I,Khan




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Lahore

Faisalabad

Multan

Zhob

D.G.Khan

Quetta

Bahawalpur

Rahim Yar Khan

Dalbandin

Sukkar

Panjgor

Sukkar

Jacoababad

Turbat

Moemjodaro

Gwadar

Pasni

karachi




Brand Philosophy

“PIA committed to international safety standards for airlines”

The passenger and airline safety is primary and strictly maintained in operational matters atany cost. PIA’s Certification by International Organization for Safety Audit (IOSA) confirms

that the airline operations are safe. Ensuring passenger safety the airline was also providing a

safe working environment to its employees with all requisite tools and equipments. PIA Flight

Safety and Quality Assurance Division, Civil Aviation Authority, IATA Pakistan, Aga KhanUniversity Hospital and NHR Human Resource consultant made illuminating presentations on

Safety Standards.

Stakeholders

The main Stakeholders of PIA is its

Employees

employees of the PIA have to be made stakeholders in the

organisation to

make it a profitable entity. Employees are the keystakeholder of the PIA to improve the efficieny of the

brand.

Government

Government policy directly effect the PIA becuase all the rules and regulation for PIA made bythe government and they should be responsible for the outcomes of these policies.

Passangers

Passangers are the key element for PIA because all the jobs which is done by PIA

, is for their passangers. So PIA should satisfy their main stake holder by giving

the splended services to them.




Civil Aviation Athorithy

CAA design the flight inspection services and routes for the PIA. It can effect as a stakeholder because CAA charges for its services.

Corporate Branding

Corporate branding is the practice of using a company's name as a product brand name. It is an

attempt to leverage corporate brand equity to create product brand recognition. It is a type of

family branding or umbrella brand.

Branding Program

The branding program of P.I.A is,

The Local Agents Serving Main Street America

Local Agents

That’s what PIA members are. Professional InsuranceAgents who are members of their communities.

But PIA members are more. PIA members are friends who help their neighbors protect what

they value most: their homes, their automobiles, their businesses, their assets—their very wayof life.

PIA members provide their neighbors with personal support and service, plus a choice of

insurance products to meet their needs. Not from just one company, but from many quality

insurance companies that support America’s independent agency distribution system.




Serving Main Street America

Main Street is more than a location. It’s an attitude. It’s where PIA members do business.

Main Street is where our heart is, and it’s where our customers want to do business. Why?

Because people prefer to deal with someone they know and trust when it comes to protecting

what they have worked so hard to achieve.

The opportunity

PIA is an association that’s dedicated

to providing unlimited opportunities for itsmembers. That’s the way it’s been since 1931.

PIA members are already well-known in their communities. After all, they are local agents.

PIA members are sponsors of the local Little

League team, volunteer fundraisers for a host of

local charities and active members in many localcivic organizations. When there’s a crisis, PIA

members help their neighbors. When there’s a

need, PIA members are there.

And people know that when they need help to insure their home, their autos, their businesses — their way of life — it’s best to go to someone they already know and already trust: their

neighborhood Professional Insurance Agent.

A new brand, not a new identity

The PIA Branding Program does not attempt to create a new identity for PIA members. PIA

agents don’t need a new identity. They already have one. Their customers know who they are.They are Professional Insurance Agents. They’re local and they care.




The PIA Branding Program, Local Agents Serving Main Street America (SM), simply extends

the reach of that already-established identity with a coordinated, high-quality advertising and promotional campaign that highlights what Professional Insurance Agents bring to the table.

The goal? To attract new customers. To write more business. To make more money andincrease market share for PIA agencies and their carrier partners. To ensure that the

independent agency distribution system continues to prosper, now and in the future

Brand as Relationship

We saw in the past that PIA brand was very famous in the country because people saw it as

Pakistani brand and they like to fly with PIA. This relationship like all others is based on trust,the fulfilment of promises and common values, There was some patriotic behaviors involve in

it but over time the brand relationship changes as needs and attitude of the customers change

and this happened with PIA..PIA around the globe continue to worry about customer retention.It has been taking steps to improve, rather than just monitor, the strength of its customer

relationships. That's because PIA realize that customer attrition is costly. With the passage of

time our government allowed other air lines to offer their services in our country, they were

innovated with new ideas & technology. They provide batter services than PIA, now people’sthinking about this brand has been changed they are thinking that PIA is not improving their

services.

The Brand Pyramid




Mark of SpecificationAt this lowest level PIA is simply identifying mark to distinguish the brand from alternative.At some level PIA is very unique from its competitors like its number of flights is more than

any other company operating in Pakistan.

Mark of Assurance

At this level PIA become more than a mark of specification, it becomes a mark of assurance.

PIA maintain a minimum standard of quality by reaching timely on the desired destinations,and provide the good foods qualty to the passangers.

Moment of Chioce

Moving in up another step, the brand starts to represent moments of choice. In domestic marketwhen people want to move from city to another they choice the PIA for traveling. It shows PIA

brand becomes associated with a choice and it’s more likely to be purchased .

Mark of association

At the next step, the brand provides a mark of association, a badge of a club that the individual

wants to be associated with. Here the purchaser is starting to make some form of emotional

connection with the brand and to use the brand to establish a self-image to other people. In thislevel PIA is not so successful and they are trying to enter in mark of association. Most

passengers in Pakistan not associate themselves with PIA but efforts are being made by PIA to

influence the people to connect themselves with PIA.

Emotional involvement

In the past PIA was much more emotionalenvolvement of the passangers with its brand but

now there is no emotional envolvement of the people with PIA. Now people are emotionaly

ready to associate themselve with PIA.




Brand As Icons & Symbol

The symbol of PIA is written in Urdu as well as in English.

So we can easily judge this brand. But more often with the

passage of time they changes their symbol so t1he customer feel uncomfortable, this change has been disturb customers

psychologically.If we talk about human psyche when we

look at any symbol it saves in our long term memory butwhen we rapidly change it, it can create confusion for

customers.

Comments about Symbol of PIA

Mr.Usman Commented on www.historyofpic.com

The frequency with which PIA changes its livery is mind boggling! Someone needs toinvestigate the reason! PIA is a poor airline which can hardly afford to replace planes before

one crashes!

As per my calculation PIA has had a livery change in 1979 , 1990, 2001, 2004 (flag wasreplaced) and now again we are talking about a change.

Just look at Air France, SIA, Emirates, Quantas, KLM, Lufthansa, they all retain their "winning corporate image" and I am seeing the same livery (with very little variations) sincemy birth 30 years ago!

As for PIA's current livery, I know that the aircraft were wrapped into Khakii colour and Pak flag by the military government to make the aircraft look more like a Pak army plane! Had the

military government stayed longer, the next PIA livery would had been a green, brown

camouflage all over the body with two swords added beneath the tail flag!!

Secondly, there is a tremendous resemblance with EL-AL livery! Looks like a copy paste!

Can't we have an innovative idea. Earlier SAS had objected to our Green striped livery of the

1990s!

I had an issue of the Airline Transport Magazine in which it was reported that "PIA has

mimicked Air India by introducing floral design on its tail"


http://www.historyofpic.com/

http://www.historyofpic.com/



Mr.Zee757 Commented

It is not a matter of pride. EL-AL livery is so strikingly similar to PIA that it irritates me.Secondly, I was aghast when PIA bought the flag on the tail. It looked a nationalistic symbol !

Come on PIA is a commercial airline! The green tail with PIA written was its brand image!

PIA should had retained traditional dark green with golden inscriptions with innovation!

I remember strolling in Kuwait airport lounge in the early 80s and peeping into each lounge (I

remember they had seperate lounges for each gate unlike the one huge lounge now in most

airports) and the most amazing sight of a green PIA A300 flashing lights at night slowing to park right in front of the huge screen! The dark black cockpit screen made it even more

dashing! Nostalgia!!! It looked awesomely magnificient or was I overtaken with national

fervour because an Air India B707 was parked next to it!

Brand as identifier

Brand identifiersare logos, stylized

text or unique

features that help

identify one itemfrom another.

Shown in the

pictures of different brands, PIA changed it’s brand’s colors, style & slogan while others brands use very

unique type of Text style & colors so that people can identify it within no time.

Another thing is what ever logo other brands establish is future oriented they don’t change it &this is clearly shown in these brands logos but there are some minor changes it these logos but

these logos don’t grow old with the passage of time because they are future oriented logos.




Brand Performance Measure

Brand performance is basically worth of the

brand, image of the brand, power of the brandand how people perceived that brand and its

about the growth of the brand.

If we talk about the brand performance of PIA, when PIA launched newly in Pakistan its

brand performance was very positive and it

was one of the profitable brand In Pakistan in80’s. To integrate this brand, management

invoke it to create its worth and performance.

Now situation has been changed, at one side

our government has allowed many airline

companies to serve their services in Pakistanand on the other hand they don’t have any

plan to improve the image of this brand and performance.Competition is growing intensively day by day but they don’t have any plan to compete in this

competition.

Changing Names

We cannot change its name because many Pakistanis have been accustomed to it. Yes, we havesome plans to change color, design and font style.

Brand and Line Extensions

PIA Speedex

In the 1970s, Pakistan International Airlines pioneered the express delivery of shipments acrossPakistan. The Air Express service delivered documents and parcels from one airport to another,

ushering in the dawn of the courier industry in Pakistan.




In 2003, PIA expanded the scope of Air Express and launched a full-fledged courier service,

and PIA Speedex was born. Initially serving Karachi, Lahore, and Islamabad, PIA Speedex

grew rapidly and another 12 major cities were added to the network. Today, PIA Speedexoffers premium courier services in 70 cities across Pakistan, and shipments are collected from

and delivered to the doorsteps of our customers.

Capitalizing on PIA's cutting-edge information technology infrastructure, PIA Speedex pioneered the online tracking and tracing of shipments in Pakistan, enabling customers to track

the status of their parcels at each transit point, until delivery. A range of delivery options also

catapulted PIA Speedex to the position of a credible and reliable industry leader, givingcustomers flexibility and choice at highly affordable rates.

PIA Speedex will soon branch out into the international marketplace, offering customers a

unique mix of speed, reliability, and affordability.

PIA Cargo

PIA Cargo commenced operations in 1974, with flights to the USA, Europe, and Hong Kong

on the B-707 aircraft. PIA Cargo has the unique distinction of introducing Pakistan's fruits tointernational markets and pioneered the exports of fresh fruits and vegetables to global

destinations. Operating as the air freight division of Pakistan's national carrier, PIA Cargo has

achieved rapid growth and reaches out to destinations spanning the globe through its passenger

scheduled flights and freighter services.

PIA Cargo earns valuable revenue for PakistanInternational Airlines and provides a massive

boost to Pakistan's wide spectrum of exports.

The aggressive growth of PIA Cargo coupledwith PIA's rapidly expanding passenger

operations empowers customers with a range of

cutting-edge cargo products and services. Inaddition to offering cargo services, PIA Cargo

also arranges charter flights to lift meat,

livestock and relief goods within and outside

Pakistan.

PIA Engineering




Engineering Solutions for a Quality, Safety, and Cost Conscious Aviation Industry

PIA Engineering is an established Aircraft Maintenance and Repair organization that providesworld-class solutions to the aviation industry. PIA's Engineering Base, head-quartered at

Jinnah International Airport, Karachi, is acclaimed as one of Asia's best. Strategically located

for the convenience of airlines whose operations extend to Asia, it is equipped with the mostadvanced, modern aircraft maintenance and overhaul facilities and is manned by a team of

highly trained personnel.

Life-Cycle Management; Rejuvenating & Retiring brands

The three stages of the brand life cycle are the introductory period, during which the brand is

developed and is introduced to the market; the growth period, when the brand facescompetition from other products of a similar nature; and, finally, the maturity period, in which

the brand either extends to other products or its image is constantly updated.

Pakistan's PIA is back. In Black

Pakistan International Airlines has an amazing history. It was,through the 50s, 60s and 70s, perhaps Asia’s leading airline. These

were the days of Pierre Cardin designed uniforms, amazing ads, trail

blazing destinations PIA was one of the world’s first non communist

airlines to fly to Beijing and unparalleled service.

Starting in the 70’s, though, things began to change. PIA was taken

over by less than competent management. The global airline scene

became far less friendly, new regulations, security and politicalconsiderations made life difficult for passengers and oil prices have,

more recently, become an excuse for most airlines to reduce levels of

service. PIA has not been immune to any of these unwelcomechanges. And if that wasn’t enough, with Pakistan’s Open Skies

aviation deregulation policy, which was initiated almost 15 years

ago, PIA’s exclusivity as the only airline operating in Pakistan was


http://www.techlahore.com/2009/01/17/pakistans-pia-is-back-in-black/

http://www.techlahore.com/2009/01/17/pakistans-pia-is-back-in-black/



no more. This was certainly good for Pakistan and the aviation industry in general, but not so

much for PIA. A slew of new names hit the scene; Shaheen, Bhoja, Aero Asia, Askari, Royal

Airlines, Schon Air, Princely Jets (charter), Air Blue and others. With increased competition ondomestic and international routes and a slide into mismanagement PIA was not doing well. In

particular, over the last 5 years, PIA has been posting losses consistently.

After the departure of the last Managing Director, PIA’s Board decided to take a completely

different approach. Rather than positioning a bureaucrat with little or not experience of theindustry, or transplanting someone to whom PIA would have been completely alien, the Board

decided to appoint a former PIA Captain, M. Aijaz Haroon to the position of MD. The

appointment, back in May 2008, was not without critics who claimed that it was Mr. Haroon’sconnections that had enabled him to outdo others in the running.

In just under a year, though, Mr. Haroon has proved his critics wrong. This morning, news

came out that Pakistan International Airlines is expected to post a profit for the first time in 5

years!

A PIA press release said

The [board] meeting approved the budgetary provisions for 2009 including projected Revenue

of Rs.121 billion and after tax profit of Rs.600 million.

PIA, is in fact, going through a major overhaul. After the successful integration of the first

Boeing 777-LR aircraft, the world’s longest range planes, PIA has added a total of 9 Boeing777 ER and LRs and is scheduled to add another very soon, concluding the order for 10 777s

placed with Boeing. PIA is scheduled to further grow the fleet with an order for 7 new Airbus

A320-200s placed in mid 2007.

PIA's image is undergoing an overhaul

All these aircraft come with interiors and capabilities that airlines like

Emirates and Etihad have made essential. Be it the Linux-powered in-flight entertainment system or the in-cabin gaming and

communications.

Not content with rejuvenating the fleet alone, PIA is also adding new

destinations; something it hasn’t really done in a while. The airline has


http://www.app.com.pk/en_/index.php?option=com_content&task=view&id=64983&Itemid=2

http://techlahore.wordpress.com/2008/04/09/more-on-the-emirates-in-flight-entertainment-system/

http://www.app.com.pk/en_/index.php?option=com_content&task=view&id=64983&Itemid=2

http://techlahore.wordpress.com/2008/04/09/more-on-the-emirates-in-flight-entertainment-system/



already announced the addition of Barcelona as a “PIA city”. Flights are scheduled to

commence in March 2009. Dublin is another new destination the airline has already moved to

include in its network, and finally Stansted, UK, an ex-PIA destination will be restored soon.

We wish PIA and its new management the best of luck! They have started to move in the right

direction in restoring profitability and resolving many of the employee issues. We look forwardto the time when PIA’s erstwhile position as Asia’s number one airline is restored.

WE WISH PAKISTANIS GOOD LUCK WITH RESTORING THE OLD PIA GLORY!!!!

Corporate Social Responsibility

Social Services

Reaching Out to Help IDPs

PIA is committed to extend a helping hand, to distressed communities of society, whenever

needed. PIA believes in contributing for the betterment of society by, working for and learning

from the experience of, setting unprecedented examples of cooperation and support.

In view of the disturbances in the northern part of the country, millions of people wereconstrained to leave their homes and dwell in camps set in peaceful areas. To address thesuffering of these distressed persons including a large number of children needed both tangible

and emotional support. At these crucial moment PIA risen to the needs of the nation and

decided to activate its Emergency Response Centre for collecting Relief Goods for onwarddispatch to the people in distress in an efficient and transparent manner.

Various individual contributors, institutions and welfare bodies from different parts of the

world also availed this wonderful service from PIA. Collection centers were established inKarachi, Lahore & Islamabad and more than 300,000 Kgs of relief goods were transported


http://www.nation.com.pk/pakistan-news-newspaper-daily-english-online/Business/02-Jan-2009/PIA-to-fly-to-Barcelona-Stansted

http://www.nation.com.pk/pakistan-news-newspaper-daily-english-online/Business/02-Jan-2009/PIA-to-fly-to-Barcelona-Stansted



Boy Scouts Association

The PIA Boy Scouts Association (PIA-BSA), a provincial segment of the Pakistan Boy Scouts

Association, is based on the value system of the Scout Promise and Law. The PBSA's mission

is to actively train and develop members through Youth Training Programs.

Scouting contributes to the education of young people and helps build a better world where

individuals can play constructive roles in society. The PIA-BSA's major contributions include providing Haj services at domestic and Saudi Arabian airports, engaging in activities with the

Heritage Association of Pakistan, assisting special children at PIA's Al-Shifa Trust, and

participating in a number of health, cleanliness, literacy, tree plantation, drug prevention, and blood donation drives. The PIA-BSA has also started a cricket academy where thousands of

youth have received cricket coaching from PIA's renowned test and first-class cricketers.

Following the earthquake tragedy of 8th October, 2005, the PIA-BSA immediately deployedcontingents in Islamabad followed by scout deployments in Balakot, Garhi Habibullah,

Muzaffarabad, and Bagh where relief goods were distributed and emergency services wererendered.

PIA Planetariums

Through a combination of projectors, optics, electronics, and precision engineering, PIA offersa range of cosmic experiences to the Pakistani people. The PIA Planetariums enable the

viewing of virtual universes, replete with stars, planets, and nebulae and visitors throng the

planetariums to look at astronomical phenomena such as eclipses, alien landscapes, planets,and the sun. PIA is the only airline in the world to have invested in an innovative and

educational planetarium project that is open to the general public at affordable rates.

PIA Horticulture

Plants and trees provide habitat, shelter, food, materials and medicines to human beings andanimals. Realizing the significance of a healthy and pollution-free environment, PIA set up a

horticulture division in 1996. In addition to maintaining indoor and outdoor plants and trees,

PIA Horticulture provides seasonal flowers for display in PIA's offices and for a range of events, winning several awards and accolades at flower exhibitions across the country. To

reduce pollution and contribute towards a greener Pakistan, PIA Horticulture actively

participates in tree plantation campaigns during each spring and monsoon season.




Support for Non-Profit Organizations

As a responsible corporate citizen PIA has a special social commitment which it takes very

seriously. PIA is engaged and actively supports various social projects.

As part of its corporate social responsibility initiatives, PIA fully sponsors Al-Shifa Trust,

which provides relief and rehabilitation services to special children suffering from cerebral

palsy and other motor disorders. Besides this, PIA has been providing help to charities andtrusts.

PIA Employee Health and Medical Services

The health and welfare of our employees has always been a matter of utmost importance andsignificance at PIA. All employees are provided with a comprehensive medical package, in

collaboration with reputable hospitals, diagnostic labs, and medical institutions. In 1959, PIAestablished a Medical Division to supply wide-ranging medical coverage to active and retired

employees. To ensure that the highest standards of aviation are maintained, a Crew Center

periodically carries out air crew checks, in conformity with international and Civil Aviation

Authority standards.

PIA's medical facilities cover the parents and spouses of serving employees, children up to the

age of 27, unmarried daughters, and disabled, mentally challenged children of any age. Retiredemployees and their spouses are also eligible for medical care at PIA's Medical Centers. In

addition to coverage in Pakistan's major cities, PIA has extended its medical network to 35

smaller stations, in collaboration with private and public sector hospitals. PIA also looks after its overseas employees under the Local National Health Scheme and Insurance Schemes.

Emergency Response Planning

Passenger care is an airline's most crucial responsibility.Acknowledging the significance of Emergency Response

Planning (ERP), PIA has set up a discrete section to handle

emergencies. The Emergency Response Planning Section has

developed an Emergency Response Manual and managesEmergency Response Center Teams, Field Teams, Family

Assistance and Support Teams, and Volunteers. The ERP

Section also trains volunteers in the areas of aircraftemergencies, rescue, basic first aid, and fire fighting to

effectively respond to natural disasters.




Emergency Response Facilities include the computerized data storage of teams and volunteerswith an automated emergency call out system. This software application also provides a

technology supported callback system for contacting families of the affected.

PIA’s Emergency Response Planning Section hopes to contribute meaningfully towards

national capacity building in the area of emergency management, through financial and human

resource investments.

PROBLEMS AB0UT PIA

PROBLEMS

We observe various problems which PIA is facing or employees are facing, so we came

up with certain suggestions for the better functioning of the Airline. Some of these

problems are of such nature that their solution will help the Airline and its workers in

cooping in this complex world of globalization.

These problems are

1. Employees are not satisfied about the Promotion procedure and merit is not

encouraged. Chairman of PIA should always be appointed from with in theorganization.

2. PIA hasn’t a good marketing strategy for certain international routes where PIAwas facing financial losses.

3. PIA is operating with Old aged fleet which is causing financial burden on PIAas PIA still has 4- engine Boeing 747 which now is known as gas guzzler as its

has highest operating cost and the profit generating Saudi Arabian route is now

being operated in loss.

4. Passengers are not satisfied about the refund process as it was time consuming.




5. PIA have highest employee ratio to per airplane which is a huge financial burden on PIA.

6. Complaint of Employees as they are not properly facilitated comparing to theother airlines.

RECOMMENDATIONS FOR PAKISTAN INTERNATIONAL

AIRLINES

a) Decentralization:

We should decentralize its structure that would lead to the easy

management, increased motivation, easy access to information and resolution of the conflicts

as they would be resolved by the immediate manger time span would then reduced. Since

employees’ issues regarding their behavior would lessen, so it would ultimately lead to more

satisfied employees that would result in enhanced productivity of the organization.

b) Strategic Business Unit:

We should make its different departments into Strategic

Business Unit. Every SBU should have a defined business strategy and a manager with sales

and profit responsibility. As PIA is a large organization, so it must be convert into

SBUs.Different factors should be determined for the success of SBUs which as follows. The

degree of autonomy given to each SBU manager. The degree to which an SBU shares

functional programs and facilities with other SBU'sThe manner in which the corporation

evaluates and rewards the performance of its SBU managers.




c) Transparent policy adoption:

We should adopt transparent policy that employees

should be promoted on merit basis. And Chairman of PIA should be appointed from with in the

organization. Union should support it, it will motivate the employees and PIA will grow in

profit.

We should not induct new employees till the time

they are needed. A task which can be performed by

single person PIA has 3 employees for that we will

try to downsize our management. PIA should give

bonus to the industrious and competent employees.

d) Employee Empowerment:

we should make efforts towards empowering the employees

that is going to lead to more employee participation in the decision making process and also

result in more employee satisfaction and enhanced motivation. Apart from this, employees

would feel more independent to discuss the issues explicitly without hesitation.

This would also enhance team work process at PIA as quality team and cross-functional

teams. The employees will work with more commitment and dedication and every employee

would work to his/her fullest due to increased motivation.

However, with empowerment comes accountability, so it is suggested that while they empower

their employees, there should also be a “controlled check’’ on them to ensue the correct usage

of power delegated to every employees within their circumscribed limits.




e) Overhead Costs:

We should also reduce its overhead costs that are; it should mange itsresources: labor more effectively, so that with less input, more out put can be achieved and the

saved resources can be utilized in other areas such as introducing more training courses for the

employees so that the quality of the workforce could be increased.

Hiring the services of expertise can improve the efficiency of their services, so by saving the

overhead costs, we can utilize that money for the expertise services. So by analyzing the

various segments of the organization and making the right corrections, it can substantially

improve the standards of Organizational behavior.

f) Marketing policy:

We should adopt good marketing policies so that it will bring

higher profit and maximum utilization of its available resources, Business sector should be

attracted to operate at full potential.

g) Two-Way Communication:

The suggestions of the employees can prove to be very

effective in improving the operations, as they are the ones who manage them. Therefore, a top-

down approach should be replaced with two-way communications. In this way, the employees

would feel motivated and valued, as they would be included in decision-making

h) Total Quality Management:

Total quality management should be catered to within the

work groups and implementation of various skill enhancement programs for quality and

productivity improvements such as Six Sigma should be provided to its executive employees.




Comparison of PIA with Different Airlines

Attributes PIA Air Blue Shaheen Air

Destinations 6 5 4

Punctuality 5 6 4

Quality Food 5 6 5

Customer service 6 5 5

Economical 5 5 5

Technological Advancements 5 5 5

Services 5 5 4

Corporate image 6 3 4

Total Points 43 40 36

a 3 Star Airline




PIA Pakistan Int'l Passenger Comments

survey based on Passengers of

Pk-304, Karachi to Lahore.

Pk-778, Glasgow to Lahore.

SUMMARY RANKING

Combined Quality of Product / Staff service in airport and onboard

environments

Business Class

Premium Economy Class

Economy Class

Airport Services

Check-In service - Business Class

Check-In service - Economy Class

Transfer Services - Business Class

Transfer Services - Economy Class

Arrival Services

Business Class Lounge - product facilities

Business Class Lounge - staff serviceOnboard Features

Inflight entertainment may vary according to aircraft type

Cabin Safety Procedures

In-flight Entertainment

Amenities, Blankets, Pillows, Towels etc

Airline Magazine, Newspapers & other mags

Cabin Seat Comfort Seat Guide

Seating may vary according to aircraft type

Business Class - long haul

Business Class - short haul

Premium Economy Class - long haul

Economy Class - long haul

Economy Class - short haul

Onboard Catering


http://www.airlinequality.com/Forum/pia.htm

http://www.airlinequality.com/Product/seat_intro.htm

http://www.airlinequality.com/Forum/pia.htm





Business Class - long haul

Business Class - short haul

Premium Economy Class - long haul

Economy Class - long haul

Economy Class - short haul

Cabin Staff Service

Business Class - service efficiency

Business Class - staff attitude & friendliness

Premium Economy Class - service efficiency

Premium Economy Class - staff attitude & friendliness

Economy Class - service efficiency

Economy Class - staff attitude & friendliness

Responding to Passenger requests

Cabin presence through flights

Assisting Parents with children

Staff Language Skills

BIBLOIOGRAPHY

1. www.piac com.Pk

2. http://en.wikipedia.org/wiki/Pakistan_International_Airlines_destinations

3. http://en.wikipedia.org/wiki/Pakistan_International_Airlines

4. Annual report of PIAC 2008.

5. www.google.com

6. PIAC in-flight entertainment magazine.

7. New Frontiers in HRD By Monica Lee, Jim Stewart, Jean Woodall


http://www.piac/

http://www.piac/

P.I.A Branding

Documents

Transcript of P.I.A Branding