We would like to pay appreciation to our course (Strategic Marketing and Planning) catalyst Dr. Asif John for giving us the opportunity to experience the real implications of SMP activities in real corporate world. This term report has been a great learning.
We would like to acknowledge and extend our heartfelt gratitude to the following persons who have made the completion of this report possible:
MD Gang Group
Director Marketing Shahzad Tejani
April 18th, 2015.
Institute of Business Management
Letter of Transmittal
Dear Mr. Durrani,
As a requirement of our course “Strategic Marketing & Planning” offered in MBA program, we were required by you to prepare a term report based on analysis and observations of a market oriented organization which is customer focused too, using “SMP” tactics. To complete, learn and experience the concepts and theories of SMP we learnt throughout the semester so far, we chose “GEO Television Network”. This report had been a rewarding and informative experience for all of us.
We tried to cover all the aspects which needed to be considered while analyzing “GEO TV” as a Market Oriented Organization. Your support and corporation had been very fundamental and useful in preparing this report.
In case of any doubt, please feel free to contact us.
Basit Jawed 15066
Executive Summary 5
Our history 6
Helping people get more out of life 6
Balancing profit with responsible corporate behavior 6
AXE SIGNATURE CREATES A LASTING IMPRESSION 9
Currently we have AXE Deodorant in India 10
OBJECTIVES FOR AXE 11
THE AFFECTIVE STRATEGY 11
Marketing objective: 12
Media objectives: 13
TARGET AUDIENCE 14
OR YOU CAN USE THIS AS TARGET AUDIENCE 15
This report objective is to analyze “SMP – Theories & Concepts” implication in an organization. Therefore, we selected GEO Television Network a leading organization in electronic media associated with Jang Group and owned by Independent Media Corporation.
A comprehensive study of GEO Television Network including its portfolio, CCC (Company, Customer, and Competitors), STP (Segmentation, Targeting, and Planning), 4Ps (Price, Place, and Promotion) reveals us why they were the market leader in electronic media and still owns a major share in existing market.
The key to GEO Television Network success is they are Highly Market Oriented and Very Customer Focused. To serve the customer best is their first priority, they believe not to meet customers’ expectations only but exceed them. This is how they are maintain their Brand Loyalty & Brand Equity.
Unilever's corporate mission – to add vitality to life – shows how clearly the business understands 21st century-consumers and their lives.
Helping people get more out of life
In the 1890s, William Hesketh Lever, founder of Lever Bros, wrote down his ideas for Sunlight Soap – his revolutionary new product that helped popularize cleanliness and hygiene in Victorian England. It was 'to make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products'.
This was long before the phrase 'Corporate Mission' had been invented, but these ideas have stayed at the heart of our business. Even if their language - and the notion of only women doing housework – has become outdated.
In a history that now crosses three centuries, Unilever's success has been influenced by the major events of the day – economic boom, depression, world wars, changing consumer lifestyles and advances in technology. And throughout we've created products that help people get more out of life – cutting the time spent on household chores, improving nutrition, enabling people to enjoy food and take care of their homes, their