MARKETING PLAN

FOR GEO
 Group members

Talha Esoof
Hamamd Jamil
Abu Ibrahim Alim

Presentation

Marketing Mangement
 ACKNOWLEDGEMENT
In the name of Allah the
Benevolent and the Merciful
We would like to thank our course instructor
Mr.Kamran Ahmed for his continued guidance in
teaching us the norms of Marketing Management.
We are grateful to him for he gave us the courage to
achieve our goal and to accomplish our tasks.
We are also thankful to Mr. Shehzad Tejani Associate
Manager Marketing of GEO. Here we would also like
to mention the name of Mr. Fahad Khan from product
development marketing department. We are very
appreciative to these people who gave us their
precious time and provided us with relevant
information.
 EXECUTIVE SUMMARY
Geo network is a subsidiary of Jung Media
Group whose CEO is Mir IBARAHIM REHMAN.
It comprises of a set of four different channels,
namely, Geo News, Geo entertainment, Geo
Super, AAG. The programs are distributed
through a cable network. The main product
through which Geo earns it revenue is airtime.
The marketing department is divided into two
departments i.e. product marketing which
deals with programs and events while the
other is trade marketing which deals with
airtime. Therefore, this marketing plan mainly
concerns with the marketing strategies related
to airtime. The market of electronic media is
expanding with increasing speed, causing an
intense competition among the industry
participants.
Situation analysis
Market summary
Market needs
Market trends
Market growth
SWOT analysis
Strength
Weakness
Opportunities
Threats
Competition
Product offering
Key to success

Marketing strategies
Vision
Mission
Marketing objectives
Positioning
Strategies
Marketing mix
Pricing
Distribution
Customer services
Financial projections

Implementation controls
 SITUATION ANALYSIS:

Geo is entering in its

next year of operation it has
been well received, and
marketing will be key to the
development of the brand
and product awareness
 MARKET SUMMARY:

• NEW MARKET TRENDS:

Market is heading towards more

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

There are a lot of factors in determining potential

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

Geo positions itself around its ideology of

tolerance “Live and let live” or "Geo aur
jeenay do" which gives us the message of
accepting our differences and working
together towards nation's development.
Unlike other channels which just focus on
bringing news (or entertainment) to the
viewers, Geo's ideology is very vast, very
grand and very macro. Not just committed
to provide news, entertainment and
information to the viewers, we at Geo are
committed to invoke the thinking of
tolerance and progress in the nation. As it
gives a message “loud and clear”
 OBJECTIVES
GEO NEWS:
Informing, educating the
nation with the ongoing
situation in the country and
outside the country
GEO ENTERTAINMENT:
Entertaining the nation with
quality entertainment
software. Teaching moral
values and other important
messages through
entertainment
GEO SUPER:
Being the first and only
sports channel of Pakistan,
Geo Super, besides showing
international sports events
to the viewers is seriously
committed to the sports
development of the nation
AAG:
Aag is now the channel for
youth. Rather than just
being a music channel only
 SWOT Analysis
Geo has several powerful
strength on which to build , but
our major weakness is
bureaucratic environment . the
major opportunity increase
demand for good quality
entertaining events in these
tense times
 SWOT Analysis
STRENGTH:

• strong brand image

• biggest viewer ship

• advance technology
 SWOT Analysis
WEAKNESS:

• Bureaucratic environment

• Lack of focus
 SWOT Analysis
OPPORTUNITIES:

• Demand for quality entertainment

• Opportunity for increasing customers

 SWOT Analysis
THREATS:

• Intense competition

• Retention of employees

• Unstable political situation

 Competitive Review
The emergence of new media
channels has pressured
industry participants to
continuously cut price and to
keep a close eye on
competitor’s position and the
marketing strategy
 Competitive Review
Ratings keep on changing, but
the top 3 position has almost
remained same since long which
is: Geo News on the top with
huge difference margin (app 4-5
times of number 2), Express
News is next, then ARY Digital,
AAJ TV and News One keeps
changing positions with each
other
 Key to Success
The key to success is designing
and producing products that meet
market demand. In addition Geo
must ensure total customer
satisfaction. If these keys to
success are achieved, it will
remain a profitable and
sustainable company
 Critical Issue
As a running business, geo is still in the
growth stages.
The critical issues are for geo to consider:
Retain its market leader ship
Pursue control growth that dictates that pay
roll expenses will never exceed the revenue.
This will help protection against recessions
Constantly monitor customer satisfaction
insuring that the growth strategy will never
compromise service and satisfaction levels
 Our Vision
“GEO will be the voice of freedom from the Asian
subcontinent. It will highlight the issues of concern
and the cultural richness of its people through
information, discussion and entertainment. GEO will
propagate transparency of responsibility that will
ensure its position as the most credible and
meaningful source of information, through quality
programming based on issues. GEO will provide
entertainment audiences can relate to, thereby
creating viewer loyalty and response. GEO will forge
an alliance amongst its three stakeholders - viewers,
advertisers and shareholders to maximize viewer
ownership. GEO will invest in HR as it recognizes it to
be the foundation upon which the GEO future will be
built. It is this very foundation that will allow GEO to
attain and sustain a leadership position, thus fulfilling
the promise associated with its creation.”
 Our Mission
GEO informs and entertains
while celebrating cultures and
prompting dialogue in the spirit
of "live and let live“ . Our
services exceeds the expectation
of the customers
MARKETING OBJECTIVES:

Maintain positive, strong growth rate

Retain market leader ship
Penetrate new markets

FINANCIAL OBJECTIVES:

Increase the profit margin through efficiency

Maintain a significant research and development budget
 Marketing Strategies
PRODUCT/SERVICES:

Air time

Day Time
Prime Time
Night Time
Late Night Time
 Marketing Strategies
CATAGORIES:

Loose Spot
Fixed Spot

PACKAGES:

Commercial
Logo
Scroll
Announcement
Branding
Co- Sponsor ship
 Marketing Strategies
PLACEMENT / DISTRIBUTION:

Distribution or Placement is through

cable system which is dealt by our
distribution dept, Geo’s transmission
is being viewed in Asia, Europe US &
Canada with separate beams and
programming
 Marketing Strategies
PROMOTION:

Promotion is mainly done through

group media vehicles like the
channels itself, Jang group
newspapers (Jang, The News etc),and
websites. Recently we have also
advertised on some outside media like
media magazines, digital screens at
Boat Basin & Shahrah-e-Faisal etc.
MARKETING MIX:
Geo’s marketing mix is comprised of the following
approaches to pricing, distribution and customer
services.

PRICING STRATEGIES:

-Price discount and allowances

-Time pricing
-Bundle pricing
-Cut price
DISTRIBUTION CHANNELS:

Distribution channel partners and

intermediaries are very important to
geo following are the two channels of
distribution
 GEO GEO

MEDIA BUYING HOUSE

AD-AGENCIES

AD-AGENCIES

CUSTOMERS CUSTOMERS

CHANNELS OF DISTRIBUTION
 CUSTOMER SERVICE

Geo strives to achieve bench marked

level of customer satisfaction
researches have identified the
following five determinants of service
quality
 DETERMINANTS OF SERVICE
QUALITY
• RELIABILITY: • RESPONSIVENESS:
•
• Providing service as • willingness to help
promised
• keeping customers
• Dependability in informed
handling service
• responding to requests
• Providing service at
the right time

• Maintaining error
free records
EMPATHY: ASSURANCE:

• Giving individual • instilling confidence

attention
 Marketing Research
Marketing research is at the heart of every decision
making process in marketing. Third party independent
Marketing research agencies are being hired to carry
out surveys and researches whose results are
accepted by all media, they provide research solutions
in sync with the Client requirements. Their research
team carefully analyses Client's needs before
recommending the right mix of research solutions.

Following are the main marketing research agencies

• Gallup Pakistan
• Media logic people’s meter
• Oasis international
• Tam Pakistan
FINANCIAL PROJECTIONS:

Financial projection and sale forecasting

is an important aspect of a marketing plan

SALES FORECAST:

Geo had incurred heavy losses due to

political instability in the previous year
therefore our prime objective is to reach the
previous best levels of profit and grow at a
steady profit margin of one percent each month
EXPENSE:

The exact cost and expense

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

We are planning tight controlling

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

Mr. SHEHZAD TEJANI

Associate Manager Marketing
Email: shehzad.tejani@geo.tv

Mr. FAHAD KHAN

Product Marketing Department
Email: fhd_khan@hotmail.com

RESERCH AGENCIES

MEDIALOGIC PEOPLE METER

GALLUP PAKISTAN

OASIS INTERNATIONAL

TAM PAKISTAN