EXPRESS NEWS “HAR KHABAR PER NAZAR” CONTENTS EXPRESS BRAND ELEMENTS INTRODUCTION PROGRAMS COMPETITORS EXPRESS REVENUE MODEL EXPRESS VALUE PROPOSITION EXPRESS BRAND CREDIBILITY EXPRESS BRAND QUALITY AND TRUST EXPRESS BRAND EXTENSIONS EXPRESS BRAND MARKETING EXPRESS TARGET MARKET EXPRESS COMPETITIVE ADVANTAGE EXPRESS BRAND LOYALITY EXPRESS SWOT ANALYSIS EXPRESS BRAND POSITIONING QUALITATIVE MEASURES QUANTITATIVE MEASURES RECOMMENDATIONS MISSION TO CAPTURE EVERY POSSIBLE NEWS OBJECTIVE OUR OBJECTIVE IS TO FACILITATE PEOPLES BY PROVIDING SOLUTIONS OVER CURRENT ISSUES REGARDING TO POLITICS, INTERNATIONAL AFFAIRS AND OTHERS. WE ARE TOTALLY WORKING FOR THE WELFARE OF PEOPLE. EXPRESS BRAND ELEMENTS NAME: EXPRESS NEWS LOGO: SLOGAN: “HAR KHABAR PER NAZAR” SLOGAN MEAN: “EYE ON EACH PROMISE” INTRODUCTION Express news TV is a fast growing news channel in Pakistan with ratings exceeding all satellite TV channels in the market. It is owned by Lakhani group run by the country's third largest Urdu daily, Daily Express. This channel has great working and it is competing very quickly to other TV Channels like GEO TV and ARY ONE World. It started its test transmission on 1st February 2008 and launched its regular transmission on 26th February 2008. Express news TV is the 2 n d big channel to provide round the clock news coverage in Pakistan. With over 1200 employees including reporters and cameramen stationed throughout the country, Express news has the full infrastructure support of the daily Express newspaper which is published from 13 cities of Pakistan, Palmolive, Colgate, Lakson tobacco subsidiary and McDonald (lakhani group up hold the 100% shares in Pakistan). Express news has its main stat ion bureaus located in all major cities of Pakistan- Karachi, Lahore, Islamabad, Peshawar and Quetta. It has a single person reporting units in almost 56 locations throughout the country. The main head-office is in Karachi. All types of strategies are made there and then implemented by the directions of the directors. PROGRAMS There are many talk shows, current affairs and many more programs like this the most famous of them are as under; WOH KIA HAI. 24-GHANTAY. KAL TAK. GAME ON HAI 9 TO MID NIGHT EXPRESS LIFE STYLE BADALTA PAKISTAN Description of some programs is as under; KAL TAK: It is very famous program and made more attractive by the famous columnist Javed Chaudary through his beautiful way of discussion and his knowledge and exposure. EXPRESS LIFE STYLE : This is another program getting popular in people of all fields. Professionals from all over the Pakistan are called in this program and different discussions are made on the specific topics. This program is very informative in sense of information and the solution of the problems we are facing. 24-GHANTAY: 24-Ghantay is an Express News famous Program produced by Faisal Warraich. This Program consists of interesting stories from all over the country. Each news story in the program can't be more than sixty minutes. Program is fast pace. Fast music is put in background. This gives the program a different lock than news. These thrilling stories are about important crimes, new crops, good and bad news, local issues and fares . Active cities for news are Jafarabad, Jacababad, Quetta, Karachi, Lahore, Hyderabad, Gujranwala and Sargodha are specially countable. According to general TV-rating system “24-Ghantay” is most viewed program in Pakistan. Program is on -aired seven days a week at 11:30PM on Express News only. Main reporters of the program are Atta Chohan, Aftab Khan, Aftab Bukhari, Hafiz Shahid Munir. COMPETITORS There are a number of competitors including; GEO ARY ONE WORLD DIN SAMMA AAJ TV BUSINESS PLUS CHANNEL FIVE CITY42 KHYBER PTV NEWS WAQT And many more They think GEO as the main competitor and their strategies are according to GEO. Although GEO is a big fish in front of Express news and it is here since 2002 but still Express news is becoming a challenge for the GEO and competing it very successfully. Some channels have copied many things from Express. EXPRESS REVENUE MODEL The revenue model is advertisement based. They are earning revenue through advertisements and sponsors by different companies to different programs. EXPRESS VALUE PROPOSITION They are providing authenticated news with quick broadcasting service. They are trying to make people aware of the condition of their country. They want people to feel secure they don’t threat people through news as some other channels doing. They show informative programs like LIFE STYLE in which they call different personalities and celebrities from different sectors and professions. They show Quotes by different famous personalities and also the factoids. EXPRESS BRAND CREDIBILITY EXPRESS has uplifted the image of news through digital technology and innovative programs. The programs are compared by famous columnists whom styles of comparing are very attractive. They gather news very quickly as compare to othe r channels. EXPRESS BRAND QUALITY AND TRUST The quality is the cornerstone of their quick success. Their broadcasting of visual news is very quick while other channels just show headlines at that mean time. This is because they are using latest technology, having 28 DSNG (Direct Satellite News Gathering) vans. As it is new born channel and yet building trust through authenticated news from all over the Pakistan as well from the world. It has created a strong image among the people. EXPRESS BRAND EXTENSIONS It is itself a brand extension of Daily Express newspaper. And now they are launching brand extension of Express news as Express news English channel which is running on test transmission and they are aiming to compete one and only English news chan nel Dawn news. Express group (Lakson Group of Company) is largely considered as a direct competitor to Jang Group, who has been suffering to launch its Geo English Channel for quite some time. EXPRESS BRAND MARKETING PRODUCT/SERVICE: It is a news channel creating awareness about current and international affairs, political issues and problems of peoples in different cities and countries as well. PRICE: It is using skimming price strategy for advertisements of different companies. PLACE/DISTRIBUTION: Its distribution is through satellite all over the world. It covers news from all over the world and broadcast it through their channel. Their website is www.express.tv which is under construction. Sooner every one in the world who has internet access will see the Express news online. PROMOTION: As it is itself an advertisement medium so the y don’t need to advertise is through any other T.V channel. In start they promoted the channel through their own news paper and sti ll doing so. They advertise other businesses on their channel and the website they are going to launch has also the facility to advertise with them. They conduct different public relation programs like seminars etc. For example they organized a seminar “MERI PEHCHAAN PAKISTAN” on 14th August. PEOPLE: The people related to its management are very talented and trained by foreign channel members of CNN, BBC, and FOX etc. All people are working efficiently for its success. This is kept in mind that the emplo yees and mangers be intensively trained on leadership, team management, assertive leadership skills and coaching and mentoring skills. PHYSICAL ENVIRONMENT: The physical environment is not so impressive. They are utilizing the same buildings which are utilized by DAILY EXPRESS newspaper. The atmosphere is condensed and employs don’t feel comfortable while working there. PACKAGING: Packaging is not in sense of intangible appearance like rappers, carton etc. It is about tangible packaging. Programs are slickly packed by the compares through beautiful words and quotations and information about historical things. This makes the program attractive and interesting for the viewers. This is a new technique used by Express so far. EXPRESS TARGET MARKET Target market strategy is clearly to capture market share and niche through its people, because in today's world everything can be copied, except the spirit of people and their attitudes which the y manifest towards their customers . The target market is massive. They are capturing the people of every class, every religion, every region in Pakistan, of any colour and sex. The main focus is of age group from 14 to so on. They are trying to convey massage to each and every person from every corner of Pakistan. EXPRESS COMPETITIVE ADVANTAGE Express has main advantage of their aggressive presence which threatened the existing news channels working for years. The main points of their advantage are; Digital and expensive technology New ways of delivering news Using existing news network i.e. Daily Express Highly trained employees by foreign and successive news channel’ member Biggest reporting network in Pakistan Reinforcement of business plan Innovative ideas about the programs EXPRESS BRAND LOYALITY This is a hot debate in the Express corporate sector that how to build the brand’s loyalty and how to make the brand strong? As Express is a new brand in the market and building its brand loyalty by the time by providing a big range of valuable programs to its viewers. So it is impossible yet to say that people are loyal to the brand because of their changing nature. If other channels like GEO and ARY one world come up with a valuable change then already build brand loyalty can decrease. EXPRESS SWOT ANALYSIS STRENGHTS: Latest technology Larger network Well trained employees Increasing brand awareness Valuable programs Financial resources Competence ability Innovation skills Stress on making channel better WEAKNESS: Skimming pricing strategy for advertisements No separate building for channel and newspaper OPPORTUNITIES: Almost 60% people watch TV. They have opportunity to make people aware of their channel to get more sponsors hip Express has fast market growth To offer more range of programs on hot issues like education, unemployment etc THREATS: GEO and ARY ONE WORLD are the big threats for the Express Rising equity of other channels like DIN, WAQT may harm the Express Flop of Express English can also be a threat EXPRESS BRAND POSITIONING Brand positioni ng is something that refers to create an image in customer’s mind as Kotler defines the brand positioning as “ the act of designing the company’s offer and image so that it occupies the distinct and valued place in target customer’s mind”. Express has positioned its brand very impressively as it is clear b y their slogan “HAR KHABAR PER NAZAR” and they are fulfilling their promises very effectively. They remained successful to create good image in middle -class and some of the upper -class. People love to watch their valuable programs like KAL TAK, 24 - GHANTAY and EXPRESS LIFE STYLE. 24 -GHANTAY is now most viewed program in Pakistan according to general TV ratings. POINT-OF-PARITY: Broadcast news Faster news coverage POINT-OF-DIFFERENCE: Latest technology Larger network 28 DSNG vans 4-D graphic screen QUALITATIVE MEASURES Here we have some examples relating to the quality of service of Express News. Example 1: The first incidence when the BENAZEER came in to Pakistan from Dubai. The PPPP organized a political procession. A bomb was blasted in that procession. The BENAZEER didn’t get any scratch but unfortunately his body guard was angered and became handicap. After the incidence every body neglected him as he has no presence. He was suffering hand to mouth and don’t even have money for his treatment. Express team was the first who went to him and telecasted his crucial state in front of everyone. After this sensational telecast PPPP came to realize of their neglected behaviour. They announced a scholarship of 25.000 rupees monthly. Example 2: The 2 n d incident is about a train accident which took place near Gujjar khan. The train leaved its track and ran down by the country side. The Express were the first to capture that accident in the eye of camer a and telecasted that accident live, at the same time Geo was telecasting only headlines. These two examples show the vital role of Express as well their fast service and responsibility for the welfare and awareness of people. There are many more stories like this. Express is really working very impressively and created a respectable place in the mind of people. QUANTITATIVE MEASURES SURVEY OF EXPRESS NEWS We conducted 76 surveys from people of different professionals. SALIENCE: 1) Have you ever watched News channel? YES = 68 NO = 8 We asked this question to know that the person we are surveying watch news are not 68 out of 76 answered “yes” so we included that percentage of 68 peoples. 2) Which News channel mostly you watch? Result: In this question we took the answer from top of the mind of the person without giving any hint about Express news. In this question 41% said Express news, 41% said Geo, 7% said Geo and Express news, and 11% said others; others include ARY one world, City 42 and PTV news. 3) Do you know about Express News channel? This question was to check their awareness about the Express news. There were two options “yes” or “no”. 95% said yes and 5% said no. Leaving 1 s t question the salience according to the results of remaining two questions is 72%. PERFORMANCE: 1) Does it broadcast authenticated News? Result: 87% said yes and 13% said no. 2) Do you think that its service is effective and quick? Result: YES = 91% NO = 9% 3) Do you think it will be co mpetitive to other News channels? Result: YES = 85% NO = 15% Overall brand performance is 86%. IMAGERY: 1) Do think that this brand is playing a vital role in society? Results: YES = 81% NO = 19% 3) Does it make you aware of all kind of issue s? Result: YES = 72% NO = 28% 2) Do you think this brand is based on people’s welfare? Result: YES = 79% NO = 21% Overall imagery is 77.33%. JUDGMENT: 1) What is your opinion about Express News? Results: GOOD = 51% NORMAL = 49 % BAD = 0% 2) How much you trust on Express News? Results: LITTLE = 21% ENOUGH = 51% A LOT = 28% 3) Do you think Express News is unique channel from others? Result: YES = 62% NO = 38% Overall result judgement is 47%. This result is taken from “Good” option of 1 s t question, “A lot” of 2 n d question and “yes” of 3 r d question. FEELING: 1) Does Express News give you the feeling of security? Results: YES = 59% NO = 41% 2) Do you think that their programs are entertaining and informative? Results: YES = 78% NO = 22% 3) If this channel closed will it shock you? Result: YES = 59% NO = 41% An overall feeling is 65.33%. RESONANCE: 1) Would you like to watch Express News? Results: YES = 80% NO = 20 % 2) Do you like to talk with othe rs about Express News? Results: YES = 65% NO = 35% 3) Would you recommend people to watch Express News? Results: YES = 78% NO = 22% Overall resonance is 74.33%. RECOMMENDATIONS 1) They should focus on their promotion to increase their brand equity by means of billboards and through TV screen fitted at traffic signals 2) There are no separate buildings for TV channel and newspaper. They should shift their setup to some other building before the work increases and they become unable to solve the pro blems at that mean time. 3) To start such kind of activities that it removes the bad image of media which is; the media is spreading terror among people, when this will clarif y in people’s mind this will increase the brand image. 4) They should start programs on hot issues like education, economy and unemployment to create awareness among people that how we can solve these problems. 5) Launch their web as soon as possible because web in this technological era is one of the best tools for promotion and distribution as well. 6) In web they should introduce feature like recording of some famous programs is uploaded so every one can watch those videos any time. 7) By terminating skimming price strategy and adopting penetration pricing for advertisements to attract more sponsorships. In start if they will think to earn more profit than their efforts and market value then it will destroy their image and they will be i n loss.