A comprehensive marketing plan for Pakistan taken as a country brand.

1. Presented By:
Ammarah Nasrullah
Mehreen Omer
M. Ali Aman
Omer Saeed Khan
Osama Ahmed Khan
Raphael Atif
Sahar Fatima
Shanza Baig
Waleed Akbar
Waqas Azeem

2. Pakistan
Challenges in Branding
Pakistan
Terrorist Nation
Af-Pak: Branded with Afghanistan
Pakistan ranked amongst 10 weakest
brands
Pakistan ranked with Somalia

3. Pakistan
Points of Difference
K2 in Azad Kashmir is the Highest Peak in The world
Pakistan has some of the highest peaks in the world including Nanga Parbat
Pakistan also has fifth largest coal deposits in the world.
Pakistan is full of natural resources like the biggest gas reserves, Salt mines & many more
minerals which are unexplored so far.
Pakistan has a big human resource particularly the young lot and is full of brain not utilized
properly so far.
Pakistan has the largest deep sea port at Gwadar
Karakoram Highway is the eighth wonder of the world.
Tarbela is the largest earth filled Dam
Pakistan geographical and strategic location with God Gifted natural topographical feature
starting from Northern areas down to the desert make it a unique country in the world.
Siachen- the highest glacier where our country fought the battle identifies it as the highest
battle field of the world.
Reko Diq in Balochistan is believed to contain the world’s largest gold mines
Pakistan has got one of the most hospitable people on planet earth

4. Brand
Hierarchy

5. Pakistan

6. Pakistan
Punjab
Entertainm Tourism
ent
1.Basanti
1.Murree
Bahar
“ Paradise Of
2. Punjabi
Cool Breeze”
Bhangra
3. Punjab
Dance “
Luddi”
2. K2 “ The
Ultimate
Challenger”
3. Royal Fort
Of Lahore- “
Azeem
Mughal-eAzam”
4. Baadshai
Mosque“Aurangzeb’s
Prestige”
Investment
Quality Of Life
1. Investment in Live Stock,
dairy farming & energy sectors
through joint ventures with
companies in Denmark.
“FERTILE YOUR MONEY
TODAY!!!
.Six major cities of
Punjab have good
quality of life
including Lahore,
Rawalpindi,
Gujranwala, Gujrat,
Faislabad and
Sialkot
Based on health,
education &
environment.
“ HEALTHY SIX”
2 Investment in Quality
Education
“EDUCATED PAKISTAN
PROJECT”
3. Investment in energy sectors
“PAK HYDRO PROJECT” in
collaboration with
superpowers.

7. Pakistan
Sindh
1.Sindh
Olympic
Game
Festival
2. Sindhi
JHUMIR
3. “ SINDHI
DHAMAL”
performed
by Fakirs
4.
BHTAGA..
This is
properly
speaking a
dancedrama
enacted
with the
aid of
song,
Kalams
etc.
. Haleji Lake
“ CRYSTAL
BLUE”
2. Keenjhar
Lake
“ Beyond
Destiny’
3. Shogran
Valley
“ God’s
Reflection”
1. Corporate Farming
2. Seed Production &
Processing Industry
3. Agriculture Export
Processing Zone
4. Dates Processing
Industry
5. Vegetable
Processing and
Canning Industry
6. Fresh Mango
Processing
7. Essential Oil
Extraction Industry
8. Food Processing
Industry
9. Fruits Processing &
Canning Industry
10. Compartmentalized
Cold Storages.
11. Green House
Farming of Cut
Roses
12. Certified Plant
Nurseries
13. Viscous Fibrefrom
cotton waste
1.Improved
drainage system
from barrages to
the canals

8. Pakistan
Khyber
1.Khattak, 1. Khaghan
Phaktunkhwa Chitrali
Valley
and
2. Swat
Mehsud
Valley
Dance
3. Naran
2. Sarhad 4. Malam
tourism
Jabba
Corporatio 5.Kailaash
n
Valley
1. Mineral sector (Marble,
Granite and Gemstone)
2. Exploration and
development
3.Mining & Processing
4.Mineral based
Manufacturing industries
5. Hydel power projects
6.Small industrial estates &
allotment of plots
1. Water
resources
Management for
improved
irrigation
facilities from
40% to 45%
2.
Implementation
of 20 small dam
programs
3. PHP D-Fund
strategy for
empowering
women and
promotes socio
economic
development of
women

9. Pakistan
Service Mix

Branding People




Branding Festivals


Shandur Polo Festival
Branding Natural Habitat



Muhammad Uzair
Imran Khan
Ali Moein Nawazish
White Tigers from the North
Unique Indus river Dolphin
Investment programs


Gwadar
Sialkot

10. Pakistan
Brand- Building Mix
EXPERIENCE
QUALITY
People perceptions
Abundance of natural resources in Pakistan
Variety of services in Pakistan
Enhance credibility by demonstrating
country education
Actions of people
Brand evolution over the years through
urbanization
IDENTITY
Guarantees by the government
Technology present in Pakistan
COMMUNICATION
Strategic position
PR & Advertising strategies
National songs
Quality letterheads & writing materials.
Recognition through logo and national
flag
Internet presence
Sponsorships
Changing the political culture aside
Corporate uniforms- national teams and
forces
News Releases, sponsored press articles etc.
Other verbal and non-verbal means used in
communicating

31. Pakistan
Digital Objectives

Build and sustain relevant digital media assets
for the Brand Pakistan

Create Awareness and engage a community
of loyalist for Brand Pakistan. The Major focus
of the Digital audience would be International
Audience.

Drive Trial and consideration through digital
platforms for Pakistan.

32. Pakistan
Relevant Digital Touch Points for the Brand Pakistan
Instagram
Twitter
Facebook
Page
Online
Ads
Website

33. Pakistan
The Digital Strategy that we intend to follow is
to:
Create value for our
followers/fans with
multi-touch point
activations
that drive
engagement & WoM
Immersive integrated
experiences
that drive fans to talk about their
experience with the BRAND
Pakistan.

34. Pakistan
Digital campaigns
Know Your Country
How well do you know your Country?
Touch Point:
Facebook App
Duration: 1
month
A quiz application will be developed in
which the user has to answer 10 simple
questions to win an incentive.
The quiz questions will be based on the
information about the different parts
of the country.
When a user completes quiz, the
results will be posted on his/her
timeline with a call to action for more
users to engage in the contest.
Winners will be decided through a
lucky draw!

35. Pakistan
Your Journey, Your Story
An application will be developed in which
the user has to share their travel story to
Pakistan. A picture of the travel/ Tour would
be mandatory along with the story for a
legitimate entry in the campaign. The
stories will be shared via posts and the best
story will win
Winners will be decided through a voting
system! There will be a separate category
for the best picture.
A facebook application
will be developed to
generate USER
GENERATED CONTENT
Touch Point:
Facebook App
Duration: 1
month

39. Pakistan
Media Plan - TV
Media vehicles
Time slots
(EST)
HBO
12pm-1pm
Star World
9pm-10pm
Star Movies
11pm-1pm
Bloomberg
2pm-5 pm
AXN
9pm-11pm
ESPN
During popular cricket and tennis shows
TLC
3pm-5pm
NatGeo
During shows like Departures
Adventure
PTV World
10 pm – 11 pm
Geo News
7 pm – 10 pm
ARY Digital
7 pm – 10 pm

40. Pakistan
Media Plan – Banner Ads
Vehicles (Websites)
Description
Guardian
Posting horizontal banner ad on the top about the
history and culture of Pakistan
Huffington Post
Posting 250 X 250 banner ads on the right most
visible slot about the history and culture of Pakistan
Trip Adviser
Posting pictures of cooked foods every day
Expedia
Posting 150 X 800 horizontal banner ad on the right
side of the website
Travelocity
Posting 250 X 250 banner ads about the history and
culture of Pakistan
YouTube
Posting 250 X 250 banner ads on the right most
visible slot about the scenic beauty and historical
places in Pakistan

41. Pakistan
Budget
Nature of Promotion
Cost in PKR
Television commercials
1,200,000,000
Print Ads
339,000,000
Public Relation Campaigns
32,250,000
Sponsorships
15,600,000
Event Marketing
12,380,000
Digital expenditure (Including SEM)
4,020,000
Total (PKR)
1,603,000,000

42. Pakistan
Action Plan
Quarter
Key Activities
Start buying print ad space and television ad
space attracting investors
•
•
Launch the website ‘InsidePakistan.com’ and
start developing the blog
•
Accredited Developers &
Conceptualizers
•
Start advertising on blogs and major search
engines from February 1
•
Monitoring softwares and
volunteers
•
Launch PakWalks Campaigns on March 23
Production artists
•
Produce documentaries on various Pakistani
sportsmen, food and culture
Introduce Green Marketing Campaigns
•
•
•
White and green balloons
Props, Kiosks, Stalls
•
Quarter 1
•
•
Quarter 2
•
Start Brand Ambassador Campaigns throughout •
the world from May 1
•
Put ads on YouTube and Facebook (Social
Media Marketing takes a boom)
•
•
Launch the blog ‘Inside Pakistan’
•
Conduct Pak Cuisine Contest on Aug 20 after
Eid in partnership with foreign Pakistani
restaurants
Required Resources
Props, Kiosks, Actor
Costumes
Developers
Ad Space buying on
Blogs
Content Syndicators
•
Submit site to blog
aggregators
•
Partnership Agreements

43. Pakistan
Action Plan
Quarter 3 •
•
Conduct Pak Music Concert in
London under the Millennium Wheel
on Sep 1
Pak Cultural Carnival launched on
Sep 15 and continue for a month
Conduct seminars and lectures in
international universities about
Pakistan
Pak Motor Sports event launched on
Dec 1
Write book ‘Inside Pakistan;
Quarter 4
•
Measuring the effectiveness of all the
campaigns through marketing
dashboards and calculating the
return on investment from each
campaign
•
Stage-setting,
production boys
•
•
Event managers
•
Props, dancers,
singers, chefs,
actors, comedians
•
Professional writers
and editors
Kiosks
Motor Bikes & Land
Renting
ROI Calculators +
Analytics
•
•
•

44. THANK YOU
We are open for Constructive
Criticism!