Tcs marketing

TCS Sales Promotions & Marketing Strategies 2012

REPORT ON

TCS Sales Promotions & Marketing Strategies

IrfanAkram
Roll No: 07
OwemarIshaq
Roll No: 08
SarmadSaleem
Roll No: 10
WaqarAslam
Roll No: 28 B.BA (HONS)
2010-2014

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Contents

Dedication Pg-4
Letter of Memorandum Pg-5
Acknowledgement Pg-6
Executive Summary Pg-7

About TCS Pg-8

TCS milestone Pg-9
Vision & Mission Pg-14
Management Team Pg-15
Awards And Achievements Pg-16
Core Values Pg-17
Case Studies Pg-18
Testimonials Pg-19
GETZ PHARMA Pg-19
N.I.F.T. Pg-19
Efu Life Insurance Pg-19
Philips Pakistan Pg-20
Careers Pg-20

Tranzum Companies & Services Pg-21
Gifts & Greetings Pg-21
Air Freight Solutions Pg-21
Supply Chain Pg-22
Visa Facilitators Pg-22
Travel Services Pg-22
Event Management Pg-22

Services Pg-23
International Express Services Pg-23
International Rate Card Pg-24
Freight Plus Pg-24
Red BOX Pg-24
Student Express Pg-24
Domestic Express Services Pg-25
MMS Pg-25
Sentiments Express Pg-25
Same Day Express Pg-26
Overnight Express Pg-26
Red Box Pg-26
Logistics Services Pg-27
W&D Pg-27
Overland Express Pg-28

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Core Benefit Pg-29
Actual Product Pg-29
Augmented Product Pg-29
Target Market Pg-29
Segmentation Pg-31
C2C Pg-31
B2B Pg-31
A2A Pg-31
C2Others Pg-31
Marketing Channels Pg-31
Print Media Pg-31
Electronic Media Pg-32
Placement Pg-32
Regional Offices Pg-32
Franchises Pg-33
Agent Pg-33
Retail Pg-33
Call Centers Pg-34
Market Shares Pg-34
Competitors Pg-35
S.W.O.T Analysis Pg-36
IT Pg-38
Bibliography Pg-41
Appendix Pg-42

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DEDICATION :

Dedicated To All of my Family members Friends and My respected Teachers .
Special Thanks To Sir Tauqeer Ahmed Ghauri for his kind affection towards us to boost
up our courage and our hidden talent /interest towards the field of MARKETING.

At the End my Heartiest Thanks To TCS management who allow their staff to make
such a great cooperation with us and Special Thanks to M.Ahmed Abbas (Business
Development Executive) TCS Pakistan Center Zone .

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Letter of Memorandum :

In Our Last session Held on February 13 . 2012. Sir Tauqeer Ahmad Ghauriallow us to
make Marketing research to understand hurdles and difficulty while doing BUSINESS
and to understand internal environment of the Firm.

This report is all because of SIR Tauqeer Ahmad Ghauri’sefforts and with the help of my
Family and My Friend at end but not the least my all thanks to Allah the ALMIGHTY the
APOSTROPHY.

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Acknowledgement:
To Almighty ALLAHfor sending his messenger Muhammad (S.A.W), for the guidance of
mankind, and blessing us with courage to complete all our work.

One of the most pleasant parts of writing this report is the opportunity to thanks those
who has contributed to it. Unfortunately, the list of expressions of thanks - no matters how
extensive – is always incomplete and inadequate. These acknowledgements are no
expectations.
We are grateful to have the assistance of our teacher who has helped us in every step and stage
for compiling and making this Marketing report.
Interdependence is a higher value then independence. I acknowledge that our work is a synergistic
product of many minds, to all of whom we express our thanks and gratitude.

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EXECTIVE SUMMARY :

Report on theSales Promotion & Marketing strategies ofTCS .TCS
abbreviated as TRANZUM COURIER SERVICES (New name Telecommunication Courier
Services). TCS is the only Courier service provider with more then 5000 employees all around the
nation. TCS came into being in 1983 as a domestic courier company. The TCS journey since its inception
has been exhilarating and as recorded in the Havard Business Case Study, the Company that Engineer
Khalid Awan established with his brother has found itself in trailblazing roles, and developed an entire
Industry that has withstood the trials and tribulations of cohabiting with the Government sector, and
strove every inch of the way to find win-win solutions in the service of Pakistani prosperity.
29 years into its existence the TCS brand has evolved, into a formidable symbol of trust & reliability. TCS
provides express and logistics services in the C2C, B2B and B2C segments. This it does through a wide
network of "155" offices making it the biggest network in the country, along with over " 425 " retail
outlets and over 2000 online and offline locations nationwide ideally located for easy customer access.
TCS has 1 dedicated chartered plane Boeing 737 and over 230 fully equipped modern satellite-tracked
ground vehicles, 2700 plus couriers and more than 6000+ experienced people to facilitate the swift and
secure operations. Currently TCS is ruling over the Market with the Market Share of 60% in the
PAKISTAN in all Currier services provider .TCS has achieved many milestones by developing into a
business model that continues to grow stronger. Realizing the customer needs and ambitions to lead the
courier industry of Pakistan have always been the driving principles in the milestones that TCS has
achieved over the years. This has resulted in setting benchmarks to improve the overall quality and
standards in the express courier industry. In middle of 1997-2000 TCS expand its services in
INTERNATIONAL Market in Following Nations
U.A.E
Canada
But After 9/11 TCS working in CANADA is being stopped due to threats and due to Many others reasons
involves Government restrictions in CANADA . letter till now TCS is delivering HOPES throughout the
world with the restrictions on them . Now advancement in TCS being done a new Financial Institutes
owned and governed by TCs came into being in middle of current year (2012).
TCS is the only reliable and self-relined service provider in PAKISTAN with theirs own transport , upper ,
lower channel , segmentations , Cargo and their owned services .
At the end of this report SWOT analysis of TCS is present which shows strength and opportunity in favor
to TCS whether they are internal or external .

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About TCS:
TCS came into being in 1983 as a domestic courier company. The TCS journey since its inception has
been exhilarating and as recorded in the Havard Business Case Study, the Company that Engineer Khalid
Awan established with his brother has found itself in trailblazing roles, and developed an entire Industry
that has withstood the trials and tribulations of cohabiting with the Government sector, and strove every
inch of the way to find win-win solutions in the service of Pakistani prosperity. Completing 29 Years of
Service & Innovation 29 years into its existence the TCS brand has evolved, into a formidable symbol of
trust & reliability. TCS provides express and logistics services in the C2C, B2B and B2C segments. This
it does through a wide network of "155" offices making it the biggest network in the country, along with
over " 425 " retail outlets and over 2000 online and offline locations nationwide ideally located for easy
customer access. TCS has 1 dedicated chartered plane Boeing 737 and over 230 fully equipped modern
satellite-tracked ground vehicles, 2700 plus couriers and more than 6000+ experienced people to facilitate
the swift and secure operations.

Almost three decades into its existence, the TCS brand has evolved, into a symbol
of trust & reliability. TCS provides domestic & international express services to
consumers, corporates, SMEs and households alike, with pickups & deliveries
crossing over 6 million a month. TCS operates with over 6,000 professionals, 24/7
call center, 430 plus conveniently located Express Centers, dedicated chartered
aircraft, 2000 on-line & offline locations, 225 plus satellite tracked delivery vehicles
and a proficient team of couriers dedicated to providing you the best of service and
reliability in the industry. With a view to enlarging its presence in the global village,
TCS operates in international territories through its business partners in Dubai and
London, providing access to its customers to over 3,500 destinations worldwide.
TCS has achieved many milestones by investing into its business model that continues
to grow stronger. Realizing the customer needs and expectations have always been
the driving principles in the milestones that TCS has achieved over the years. This
has resulted in setting benchmarks to improve the overall quality and standards of
the express courier industry.
TCS achievements have led to a case study, undertaken by Harvard Business School
in 2003 for 'International Entrepreneurship' course of MBA. It has been mentioned
in the textbooks used by Harvard Business School as a model of highly effective
company from the developing world.
A case study on TCS has also been included in Philip Kotler‟s latest South Asian
edition of “Principles of Marketing” which is being taught at the best & biggest Business. Schools across
South Asia.In 2007 TCS selected as the “case study” in “Harvard SCHOOL of BUSINESS AND
ECONOMICS”. It is being an achievement for TCS as because TCS is the 1st PAKISTANI brand selected in
HARVERD School of BUSINESS and ECONOMICS as the case study.

TCS Pakistan Facts and Figures:
5000+ Employees.
1500+ Motorcycles.
400+ Light And Heavy Wheel Vehicles.
4 Million+ Shipments per month.
Around 2000+ Offices.
350+ Offices World Wide.
6 Aircraft.
3500+ International Destinations.

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TCS Mile Stone:
TCS has achieved many milestones by developing into a business model that continues to grow stronger.
Realizing the customer needs and ambitions to lead the courier industry of Pakistan have always been the
driving principles in the milestones that TCS has achieved over the years. This has resulted in setting
benchmarks to improve the overall quality and standards in the express courier industry.

1983 In 1983 company came into being with the 25 shipment order through out all Branches
despite of great restrictions from government and GPO TCS starts their working. At the very
begging of TCs they starts their outlet in LAHORE , KARACHI and ISLAMABAD .

1985In the begging of 1985 and at the end of 1985 TCS start to expand their network
throughout the nation. With more then 100 outlets in all over PAKISTAN in different and distant
places to met PAKISTANI banking needs at that time.

1989 In the middle of 1989 TCS proudly launched SENTIMENTS EXPRESS. In which wide
range of GIFTS and Unique Surprises are present which are delivered through out the world at
the same cost of that product in that nation .

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1990’s In the start of the era of 1990 TCS becomes the leading Courier Service provider in ALL over
Pakistan with round about 500+ Outlets all over the nation with the same day transfer facility. These
years are also known as TCS high years in the history.

1992-1996After becoming number 1 Courier service provider in Pakistan TCS diversify its structure to
become self reliant and self depended Courier provider In Pakistan with their own CARGO and Trucking
service . Also with their own Shipment facilities, Round the Clock. At that time till yet TCS is the only
courier provider in Pakistan with their own Transport Facilities.

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1997-2000 In the begging of 1997 TCS expand its network to international market to provide Courier
service to Pakistani in international market. At the begging TCS starts its operation in selected countries
of U.A.E. with round about 10 outlets in U.A.E. Afterword expansion in network take places with the
change in need of society. Afterword in middle of 1998 TCS covers all U.A.E. Then to provide access of
Pakistani to Canadian market TCS starts its operation in TCS on temporary basses. After 9/11 TCS stops
its working in CANADA due to restrictions or banns by government and also due to disliking of
Canadians.

2001-2002 In the start of 2001 and almost at the end of 2002. TCS starts to restructured their entire
organization to provide best and good facilities to Peoples of Pakistan at their stops by increasing outlets
and by increasing channels in different cities as well as towns.

2002 In 2002 another major achievement done was of formation of TCS aviation to become more
reliant and more reliable. In the same ERA TCS expand its network in the market of UK to provide service
of courier to the people of BRITISH. In the same ERA of 2002 TCS formed Road Transport service
(renamed TCS logistic in 2006)system to deliver shipment through out the Pakistan.

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2003 In the ERA of 2003 TCS is selected as the case study in HARVED school of Business and
Economics to provide learning facilities and training to BUSINESS students.

2004 In the era of 2004 to provide more services at door steps of Pakistanis TCS launched NON-
Resident Visa facility of different countries with direct link with Embassy of that nations. Nation include
in TCS Provision are “ CANADA , INDIA , SPAIN and ITALY ”. TCS in the same era expand service network
with the addition of SEA & AIR freight Division , Travel & Tour Company (INTIANA & VISATRONIX) and
MANAGEMENT Development Service Company (OCTARA). All these segments are working for the
provision and development of Society and Public of Pakistan.

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2006 In the ERA of 2006 TCS launched Mail Management Solution (MMS) to the peoples of Pakistan
for their betterment. Also get rights for NON-Resident Visa of South Africa. Mail Management Solution
stands upon the single largest investment in infrastructure, made by TCS for continuous delivery of
value. MMS is equipped with state of the art printing and sorting technology that has been sourced from
the best suppliers across Europe and Asia Pacific. Through MMS telecommunication service provider like
U-Fone Print and do shipment of their Post paid customers bills and Banks reconciliations statements of
different banks through-out the Pakistan. Also Awarded as BRAND OF THE YEAR.

2007 In the ERA of 2007 TCS implemented ISO 9001:2000 in TCS logistic. Also awarded as Super
Brand. At the end of the same year TCS won 1st TELECOM EXCELENCE AWARD.

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Vision & Mission

Our Purpose
To continually strive to achieve excellence - both on and off the job.

Vision Statement
"TCS will be recognized and respected as professional, innovative, profitable
information, and knowledge based logistics/services enterprise. TCS embeds internet based
technologies into its internal operating structures and as business solutions for customers; with
customer, employee and shareholder interests at the core of its operations; demonstrating a
clear concern for ethical conduct and good corporate citizenship; with the objective of growing
into a regional and global player, with emphasis on the Middle East, Europe and North
America".

Mission Statement
"To direct all our organizational efforts at building upon the existing organizational
strengths and brand recognition to achieve enhanced levels of profitable growth in the core
business, and diversify into new areas that compliment and supplement the core business, with
the diversification aimed at achieving excellence and industry leader status in the new areas.
The TCS People will however be encouraged to be open to unconventional ideas and services
and recognize new trends at very early stages".

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Management Team
Khalid Nawaz Awan

Chairman Mr. Awan is co-founder and Chairman of TCS.
His businesses developed over the past 25 years are collectively called the ‘Tranzum’ group.
A mechanical engineer by education, Mr. Awan and TCS, are subject of a Harvard Business School Case
Study on ‘International Entrepreneurship’ - included in the MBA curriculum for the past six years.

Saqib A. Hamdani JamilJanjua Ali Leghari
CEO CEO, Octara VP - External Affairs

Syed AtaurRahman Imran Younus Jamil Ahmed
Head of Aviation VP - Finance & Corporate Affairs VP - BPR & Special Projects

RizwanHafeez Salman Akram
VP - Strategy & Retail VP - Sales

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Awards and Achievements

 Super Brands Award 2008-09 Mr.SaqibHamdani, CEO, TCS PVT Ltd.
received the coveted "SUPER BRANDS AWARD OF PAKISTAN 2008-09" from JavedJabbar,
Chairman & CEO, JJ Media Pvt Ltd

 Consumer Choice Award-2010 TCS VP-BPR & Special Projects, Mr. Jamil
Ahmed, receives Consumer Choice Award-2010.

 ‘Brands of the Year’ Award The quick adaptability, innovation, ambition and
the right use of technology has developed TCS into a dynamic enterprise. TCS the highly
distinguished ‘Brand of the Year’ award presented by FPCCI for two years in a row in 2007 &
2008

 Brands Icon Award TCS has won the Brands Icon Award in 2008.

 ISO 9001:2000 Certification TCS has attained ISO 9001:2000 certification.

 1st Telecom Excellence Award Through the presentation of the 1st Telecom
Excellence Award by the Federation Pakistan Chamber of Commerce and Industry (FPCCI) TCS
was acknowledged in 2006 for its services rendered to the Telecom sector with regard to
express, logistics, warehousing and distribution.

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 TCS Business Model Quoted in Harvard Business School Case Study In a
historic first for Pakistan’s business sector, the dynamic business model of TCS was quoted in a
case study undertaken by Harvard Business School in 2003 for its MBA course in 'International
Entrepreneurship', and mentioned in its textbooks as the model of a highly effective company
from the developing world.

CORE VALUES
Quality
TCS people should direct every effort to deliver maximum value and satisfaction to our
customers.
Profitability through Efficiency
Efficiency will be the hallmark of TCS people to optimize profitability and growth.
Ethics
Nothing unethical shall be practiced by TCS people in relation to our customers and the
world at large.
Justice
Justice to be the guiding principle of TCS people.
Creative Growth
In its quest for expansion TCS shall encourage innovative thinking amongst its people.

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Case Studies
The best way to understand how we've helped organizations overcome their challenges is to read our
success stories. The articles below show TCS in action with our clients, many of whom have worked with
us for many years and have built up valuable relationships with us.

Case Study on TCS in Philip Kotler's latest South Asian edition The
13th edition of the Principles of Marketing, the seminal work of Professor Dr. Philip Kotler, is
dedicated to the South Asian Perspective.The TCS Case Study appears prominently as the
curtain-raiser of Chapter 12 titled „Marketing Channels – Delivering Customer Value‟ on page
288. A special reference is also made to the TCS website, In Chapter 17 that deals with Direct
and Online Marketing on page 431. The TCS Story is narrated in great detail, and in crisp and
clear terms, and presents TCS as an agile and innovative company “… that has dramatically
changed the distribution choices and expectations of both business and home consumers
forever.”

TCS Business Model Quoted in Harvard Business School Case Study In a
historic first for Pakistan’s business sector, the dynamic business model of TCS was quoted in a case
study undertaken by Harvard Business School in 2003 for its MBA course in 'International
Entrepreneurship', and mentioned in its textbooks as the model of a highly effective company from the
developing world.

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Testimonial
In promotion and of advertising, a testimonial or show consists of a written or spoken statement,
sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some
product. The term "testimonial" most commonly applies to the sales-pitches attributed to
ordinary citizens, whereas "endorsement" usually applies to pitches by celebrities. Testimonials
can be part of communal marketing. Communal marketing refers to a marketing practice that
incorporates public involvement in the development of an advertising/marketing campaign. A
"communal advertising" campaign invites consumers to share their ideas or express their
articulation of what the brand means to them through their own personal stories, with the use of
print media, film or audio. The resulting "consumer generated content" is then incorporated into
the campaign.

GETZ PHARMA =
Being a Pharma company it's always a pleasant experience to have communication with our strategic
partners like TCS who is keeping pace with us by playing a vital role in providing the cure to our
patients in the form of medicines. Supplying life saving drugs is undoubtedly one of the most noble
causes one can serve in addition to its commercial aspect TCS always provide professional services
and a role model to follow them as one of the best logistic company in the country.
Syed SajjadMazhar
Distribution Manager

N.I.F.T.
We have had the pleasure of working with TCS for our „Document Handling Services‟ as part of
our countrywide cheque clearing system. This association has worked well and grown over the
past twelve years, encouraging us to introduce new services for our customers and thus helping
them improve their services to their customers. I congratulate TCS on its Silver Jubilee, and on
establishing an excellent courier service based on international standards. I wish them great
success in their future endeavours.
M. M. Khan
Chief Executive Officer

Efu Life Insurance

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I would like to congratulate TCS on this important milestone of their 27th anniversary. TCS has
been associated with us as our courier agent for over a decade. I sincerely appreciate the
remarkable services provided by their marketing team through all these years which is admirable,
and I wish TCS tremendous success.
Tahir G. Sachak
Managing Director & CEO

Philips Pakistan
I was truly delighted to find out that TCS has completed its Silver Jubilee in providing the
Pakistani consumers with pure excellence. A reliable logistics partner is a must for any growing
company, and I can say with full confidence that TCS is that partner which we at Philips have
truly relied upon, and they have always delivered. I take this opportunity of congratulating the
TCS team for their dedication, and hope that they will continue to serve their customers with the
same degree of dedication for another 27 years.
ShahidZaki
Chairman & CEO

Careers

Join a company that has global reach and presence, the means and the resources to propel your career into
never-before conquered horizons, a company that believes its people are its most valuable asset.
TCS welcomes applications from ambitious, hard-working individuals from any part of the world, with or
without experience. Fresh graduates are encouraged to apply, as TCS believes in fostering young potential
and creating an engaging work environment where they can flourish as the company grows.
Begin your brilliant career at TCS and apply for a position today … the rewards are as big as your
ambition.

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Tranzum Companies & Services

Tranzum Companies & Services are commonly known as TCS. Involves many businesses in it.
TCS is the leading courier industry of Pakistan. With its 28 years of experience in the express courier
industry, it is widely trusted for reliability, speed and convenience. TCS provides time sensitive packages
and business documents delivery services across Pakistan, UK and United Arab Emirates. A wide range of
document, parcel and cargo services both domestic and international are offered.

Business Involves are :-
Gifts & Greetings
Air Freight Solutions
Supply Chain
Visa Facilitators
Travel Services
Event Management

Gifts & Greetings TCS
Sentiments Express is a personalized, high valued gift delivery service offering a wide array of gifts from
gourmet cakes, floral bouquets, ethnic sweets, to various other elegantly wrapped gifts, delivered with a
personalized greeting card in Pakistan. Since 1989, TCS Sentiments Express has been part of TCS, the
leading air express courier in Pakistan. In the time, it has become Pakistan’s premier gift delivery and
greetings service.

Air Freight Solutions TCS Aviation, a division of TCS Private
Limited, specializes in delivering customized air freight solutions for Freight Forwarders, Pharmaceutical
Industry, Charities & Relief Organizations, Government Departments, Airlines, General Sales Agents, Oil
& Automotive Industries and Brokers. TCS Aviation operates with a dedicated fleet of aircraft &
worldwide offices in Pakistan, Dubai and London. You can be assured that we would fulfill your air
freight & charter requirements to your satisfaction.

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Supply Chain TCS Logistics Private Limited was incorporated
on June 2002. Started as a transport provider however it soon grew into a total logistics solution
company offering trucking, distribution & warehousing facility in response to strong customer demand.

Visa Facilitators Visatronix, a division of Intiana Private
Limited, extends booking facilities for visa applicants in the non-immigrant (work, visit, study) categories
for applicants all over Pakistan for Canada, India, Spain, Italy, Malta, South Africa and Greece.
Applications are booked on a "Return Service Basis" at selected TCS Express Centres in all major cities.

Travel Services Intiana, a Tranzum enterprise, offers services for
Umrah&Travel.Intiana is dedicated to facilitating our customers in meeting all their travel related needs
with personalized services and well-trained staff for customer support.

Event Management Octara is an independent business unit of
TCS Private Limited. With a team of dedicated professionals in the fields of event management,
publications, marketing and corporate services, Octara is geared to provide the best possible solutions in
these areas to the corporate, government and NGO sectors in Pakistan and the UAE.

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Services
No matter what your express courier service needs are, TCS can handle it for you with our wide
range of options.

International Express Service

International Rate Card
Freight Plus
Red BOX
Student Express

Domestic Express Services

MMS
Sentiments Express
Same Day Express
Overnight Express
Red Box

 Logistics Services

W&D
Overland Express

International Express Services: TCS has a strong presence
not only in Pakistan but also in the UAE, UK and Canada. TCS offers international delivery services -
International Documents and Parcel Express Delivery - to over 3,500 destinations across the world
through its extended International Network.

International Rate Card
Freight Plus
Red BOX
Student Express

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 International Rate Card: Facility provided by TCS in Favor to send
Greeting Card to your loved one in all our the world at any time through any outlet or through WEB.

Freight Plus: Freight Plus offers delivery of your less urgent & large size
shipments within 10-12 working days. This service is available only for export shipments. Prioritized handling and
confirmation of delivery are also available on request, customer clearance is also provided.

Red BOX: Service provided to those customers who are extra consciousin
sending theirproducts. TCS RedBox has made it so simple, convenient and cost-effective to send all you want, to
your loved ones, Special rates for UK, Europe, USA, Canada& Far East. Be it toys, clothes, shoes, gifts, samples or
any thing you may fancy, Red Box delivers all. Show your loved ones how much you care with TCS Red Box.
Just take your gifts to the nearest TCS Express Centre and we will take care of everything including the box.
Red Box Service is available in a choice of two different weights:
* 10 Kg * 25 Kg

Student Express:
This amazing service delivers your documents to the College, University or any other Educational
Institution of your choice anywhere in the world.
To avail TCS Student Express, the student will have to furnish the following at the time of booking their
documents.
Copy of student's ID card or letter from College/University certifying the student's bona-fide status.
Documents should be sent to an educational institution (School/College/University/Hospital) abroad.

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Domestic Express Services
TCS has emerged as the most trusted name for delivering a wide range of documents, packages, parcels
and cargoes within Pakistan. Domestic Express Delivery Services include.

MMS:
MMS - Mail Management Solution stands upon the single largest investment in infrastructure, made by
TCS for continuous delivery of value. MMS is equipped with state of the art printing and sorting
technology that has been sourced from the best suppliers across Europe and Asia Pacific. This makes TCS
the only end to end solution provider in the category with the largest delivery network in Pakistan.At
TCS innovation is a norm and with a view to creating & delivering business value
to customers. Value is the most significant outcome expected of
each and every business process. Mail Management is one process yet to be recognized
as a source of value in our local business environment. TCS promises to deliver this value through its
innovative service - MMS.

Sentiments Express:
TCS Sentiments Express is a personalized, high valued gift delivery service offering a wide array of gifts
from gourmet cakes, floral bouquets, ethnic sweets, to various other elegantly wrapped gifts, delivered
with a personalized greeting card in Pakistan. Since 1989, TCS Sentiments Express has been part of TCS,
the leading air express courier in Pakistan. In the time, it has become Pakistan’s premier gift delivery and
greetings service.Sentiments of care & appreciation are delivered for all occasionsby Sentiments
Express, a division of TCS, that deals inpersonalized & corporate gifts, greetings & mail order
deliveryservice at your door step since 1989. Sentiments Express offersa wide array of gifts from

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gourmet cakes, floral bouquets &ethnic sweets to perfumes, toys & leather goods along with
anexclusive greeting card carrying your personalized message.

Be it Eid, Christmas, Valentine‟s Day, Mother‟s Day, Father‟sDay, Friendship Day, Birthday,
Wedding, Get Well Soon, anyBrand Campaigns, Employee Greetings, Promotions, or just
anexpression of your Appreciation, TCS Sentiments Express canhelp you let your Employees,
Customers, Business Partners,or Loved Ones know that you care.

Same Day Express: Rely on same day express for
same day deliveries to major cities country wide. Check booking timings.

Overnight Express: For next working day delivery
of your urgent shipments.

Red Box: For next working day delivery of your urgent
and bigger shipments.Service provided to those customers who are extra consciousin sending theirproducts.

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Logistics Services:
Realizing the potentials of Supply Chain Management in Pakistan, TCS launched its Logistics Wing as a
registered company in 2002 as TCS Logistics (Private) Limited.TCS Logistics has 3 divisions, namely (a)
Overland Express, (b) W&D (Warehousing & Distribution), and (c) Fleet Solutions. TCS Logistics
employs 898 professionals, working day and night to add value to your businesses.

W&D:
W&D (Warehousing & Distribution), a division of TCS Logistics was established in 2004. It specializes in
the 3PL setup and is setting new benchmarks by providing Total Logistics and Supply Chain solutions
in Pakistan. In this relatively short time span, it has already had its presence felt on the supply chain
canvas of the country. W&D has an envious clientele in Telecom, FMCG, Pharma, I.T. and other sectors,
it is all set to providing its customers extra-ordinary services in their respective industry segments
anywhere in the country. W&D already has over 200,000 square feet of multi-user Warehousing
facilities in the country, which offer efficient and economical warehousing services by employing
carefully thought out material storage and handling equipment.

With the most modern and efficient tools in warehouse management and out-of-the-box distribution
models, W&D division is continuously achieving Key Performance Indicators (KPI) set by its customers.
TCS Logistics has also implemented ISO 9001 as an assurance of the quality of service provided to its
customers. W&D is not rigid in its approach and believes fully in offering customized solutions to its
customers that best fit their specific logistics and supply chain needs. The Inventory Management
& Warehousing process has been automated with an in-house web-based management system “WMS”
that provides online access and real-time information to customers for ordering, monitoring and
managing their stocks.
The current range of specialized services includes:
Warehousing
Transportation and Distribution

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Value addition and Stock Repacking
Barcoding &labeling
Warranty Management
Reverse Logistics
Project Management
Customs Clearance
Freight (Air & Sea)

Overland Express:
Formed 2 decades ago, (year 1989), TCS Overland

Express is also the market leader in door-to-door goods transportation business in Pakistan by
land through 40 and 50 ftrs containers. This business is particularly suited for your bulk cargo
movements to around 160 cities of the country, delivery KPI within three working days,
considering booking date zero at main locations of pakistan . Packaging of material facility is
also available with the name of TCS mover n packers to facilitate our household customers.
Main product offerings of the products are.
LCL (Loose container Load)
FTL (Full Container Load)
Hub to Hub delivery
Hub to Door delivery
Pallet boxes of 50 Kgs.
Builtin insurance of Rs 100 per kg

When it comes to secure, economical and time definite transportation of heavy cargo shipments
to any part of the country by land TCS Overland Express is the preferred choice of a large
corporate customer base.

Our large corporate customer base includes:
Pharmaceutical Companies
Banking Sector
Major Printing Houses
Automotive Industry
Cellular Industry

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Core Benefit
Quality.
Profitability through Efficiency
Ethics
Justice
Creative Growth

Actual Product
In actually TCS provide Currier services to the citizen of PAKISTAN. Inside as well as outside the
country.

Augmented Product
In marketing, a whole product is a generic product augmented by everything that is needed for the
customer to have a compelling reason to buy. The core product is the tangible product that the
customer experiences. In return to get better results TCS provide Security in against to lost things.
Percentage of return vary according to nature of things.

Target Market
Tranzum currier services (TCS) main target market is high or upper level corporate and businesses. TCS
commonly provide services on large scale to GETZ pharma ,Ufone telecom , MobilinkTelecon , Financial
Intermediaries’ and many more. TCS target those companies and those businesses which are helpful in
gathering large quantity of capital in a short interval of time.

Business Market: TCS offers a service required by all types businesses
regardless to nature size type productivity etc. Thus TCS target market consist of BUSINESS or Corporate.
Corporate Market:In corporate sector two (2) major areas that TCS target through its various products
are:

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BANKS/FINNANCIAL INSTITUTES:The major target market, which generates heavy business for TCS. The
main Product they use id DOX (documents) in order to send drafts, cheques, agreements,
correspondence etc. The main customers are BANKS, Shipping Companies and corporate offices. TCS is

traditionally dominant in this sector.

Export/Import Sector: Another major target market of TCS is the business sector, dealing in Export. So
Export is the basic target market of TCS. TCS attract this sector through its various heavy weight parcels
of different weights which include MEGA, JUNIOR, JUMBO, JUNIOR JUMBO and HEAVY WEIGHT parcel

express, to service export client with different needs.

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Segmentation
TCS provides express and logistics services in the C2C, B2B and B2C segments. This it does through a
wide network of "155" offices making it the biggest network in the country, along with over " 425 " retail
outlets and over 2000 online and offline locations nationwide ideally located for easy customer access.
TCS has 1 dedicated chartered plane Boeing 737 and over 230 fully equipped modern satellite-tracked
ground vehicles, 2700 plus couriers and more than 6000+ experienced people to facilitate the swift and
secure operations.

C2C: C2C segmentations contains wide range of cities which being recently covered by TCS. This
segment contains cities/Towns like Minchanabad, HavelyLakah etc. This segment consist of that cities
which are backward and mostly there are rarer or some times no shipments to that areas. Shipment
through this segment is quite greater then other segment due to new starting or due to no good
response.
B2B: B2B segment contain wide range of cities as compared to C2C segment. Because this segment is
mature now. Cities involves in this segment are BAHAWALNAGAR, BAHAWALPUR, ARIFWALA etc. This
segment is mature and advanced segment of TCS as compared to C2C. Daily shipment from the outlets
of B2B recorded as 100+/day (DATA provided by TCS).
A2A:A2A segment Mostly called on-road segment, because of its linking on the same road and
geographically look alike same as other. This is most old and mature segment of TCS. This is the 1st
Segment launched by TCS. Shipment details vary from day by day due to high range of shipments,
Approximately 5000+ shipments/day done on this track. Cities include in this segment are SAHIWAL,
LAHORE, MULTAN etc.
*C2OTHERs:In some cases of i.e of sending UNIVERSITY form TCS allow C2B or C2A segment but with the
additional cost implements.This cost Vary according to different conditions or according to different
circumstances. (VICE-VERSA)

Marketing Channels
Initially for the Campaign, a document was prepared outlining the relevant information about the brand,
Target audience, Buying Behavior, Brand loyalty and ConsumerPerception of the brand. Also any issue
that might block the desired behavior including any external factor.A marketing channel is a set of
practices or activities necessary to transfer the ownership of goods, and to move goods, from the point
of production to the point of consumption and, as such, which consists of all the institutions and all the
marketing activities in the marketing process. A marketing channel is a useful tool for management.
Media strategy is no less important then creative strategy, Its very necessary to advertise to know when
and how to reach the audience effectively. The Choice of Media determines the direction of creative
strategy. Keeping in mind the size of advertising budget, For this Campaign we initially goes with Print
And Electronic Media.
Print Media: In Print Media we should Emphasis on THREE (3) aspects of the products and then use
them as the base of ou theme.
Priority Relaxation

Money Back Guarantee

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Electronic Media:To attract the readers attention, both footage and words are being utilized to
communicate the concept clearly. Following aspects will be prominent and identical in all
advertisement.
Product , Logo And Slogan
Companies Logo And Slogan
Product Tag Line
Explanation of the footage.

Product Placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or
services are placed in a context usually devoid of ads, such as movies, music videos, the story line of
television shows, or news programs. The product placement is often not disclosed at the time that the
good or service is featured. Product placement became common in the 1990s, until the ramifications of
product placement were clearly understood.
In services Business like TCS product refers to the Services provided by them, whereas Placement refers
to the offices of the institute which are providing services, for the development and construction of
society.
Placement of TCS are as follow:
i- Regional OFFICES
ii-Franchises
iii-Agent
iv-Retail
v-Call Center

Regional Offices : TCS with the oldest and most reliable services have 3 regional offices all around the PAKISTAN
which are covering all the nation.

South Region
KARACHI
TCS Express & Logistics Center
SaqibHamdani Building
Iqbal Avenue, Jinnah International Airport, Karachi 75202, Pakistan.
Tel: +(92) 21 111 123 456, Fax: +(92) 21 924 2816
HYDERABAD
Bungalow # 14/A, Unit # 3,
Main Autobahn Road, Latifabad, Hyderabad.
Tel: (022) 111 123 456, (022) 3815966 / 7, (022) 3812180 / 2,
Fax: (022) 3816821
SUKKUR
Bungalow # 47, Muslim Cooperative Housing Society,
Military Road, Opposite Red Carpet Hotel, Sukkur.
Tel: (071) 111 123 456, (071) 5632801 / 3
QUETTA
Model Town near Usmania Restaurant Pishin Stop, Quetta.
Tel: (081) 111 123 456, (081) 2837132 / 33, Fax: (081) 2821427

Central Region
LAHORE
01 PECO Road, Opposite Ittefaq Foundry,

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KotLakhpat, Lahore.
Tel: (042) 111 123 456, Fax: (042) 5943278
MULTAN
958/B, Tareen Road, Multan.
Tel: (061) 111 123 456, Fax: (061) 4500947
FAISALABAD
P-6158, West Canal Road, Near Faisalabad Toyota Motors, Faisalabad.
Tel: (041)111 123 456, (041) 8544034 / 35 / 36 / 38, Fax: (041) 8501317

North Region
RAWALPINDI / ISLAMABAD
Near Fizaia Colony, Islamabad Highway Service Road, Rawalpindi.
Tel: (051) 111 210 210, Fax: (051) 4471261
GUJRANWALA
Opp. GhulamDistgir Khan Filling Station, Main G.T. Road, Gujranwala.
Tel: (055) 111 123 456, (055) 4231901 / 3, Fax: (055) 4231906
PESHAWAR
54 The Mall, Near PTV Station Mall Road, Peshawar Cantt.
Tel: (091) 111 123 456, (091) 9213967 / 9, Fax: (091) 9213977

Each region with holding more then 10 cities around them. With the same price of shipment in that
region, eg: In MULTAN region areas including are Bahawalnagar, Bahawalpur, Rahim yar Khan, Multan,
Melsi etc.

Franchises :Franchising is the practice of using another firm's successful business model. The word 'franchise' is of
Anglo-French derivation - from franc - meaning free, and is used both as a noun and as a (transitive) verb.For the
franchisor, the franchise is an alternative to building 'chain stores' to distribute goods and avoid the need for
investments and liability for a chain. The franchisor's success depends on the success of the franchisees. The
franchisee is said to have a greater incentive than a direct employee because he or she has a direct stake in the
business.
In many areas of Pakistan including Lahore and Karachi TCS launched Franchise system. (no pic no further data
available)

Agent :An Agent is one who acts for, or in the place of, another, by authority from him; one entrusted
with the business of another.
TCS now launched Agent system round the nation to provide currier services of distant and backward
area through their representives. Agent system currently launched in city of Minchanabad, Mandibhao
din etc. (currently no further data available on this topic)

Retail :
Retail outlets are the visage of any company. At TCS our
main focus is on customer satisfaction. Over 430 conveniently located Express Centers, backed by over
225 satellite-tracked delivery vehicles and dedicated couriers astride motorbikes, extend the TCS
outreach throughout the length and breadth of the country, making it one of the most recognizable brands
in Pakistan. With its distinctive logo and corporate color, the TCS retail environment is an ideal mix of
tasteful decor, competence, and hospitality geared to optimizing customer experience.
The number of computerized TCS Express Centers that are open 24/7 has been on the rise ensuring an
enabling environment, much to our valued customer‟s delight. TCS service standards are maintained
through support teams comprising of Retail Team Leaders and Mobile Maintenance. Units that stay on

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the move 12 hours of the day, every single day. At TCS, we not only serve our customers by selling in-
house services, we also have widened our service horizon by contributing in admission process of
reputed Universities, which shows that our metro-geographical presence and highly efficient trained staff
is contributing as a responsible national entity to serve Pakistani institutes and citizens.

Call Center :TCS has taken yet another step as the undisputed leader of theCourier Industry by setting
up a state of the art 24/7 Call Centerat its brand new and purpose built Head Office at the Karachi
Airport. Centralizing customer calls in Karachi, Lahore andIslamabad under one roof, initially launching
off with 30 seatsand aiming to accommodate 300 employees at a time, the contactcenter offers TCS
customers various channels of communication.The contact center is fully equipped with a customized IP
basedIntel solution.

Market Share
TCS with the leading currier service provider in Pakistan has covers almost 60 – 65% market. With at
Maturity stage of it life cycle

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. Tcs currently now at Maturity stage with maximum
profit over handling. Great amount of Capital is required to run a setup like TCS.

Competitors
There were no direct Competitor of TCS in Pakistan. Because to run a setup like TCS huge amount of
Capital is required on a large scale still there was possibilities to not to become market achiever. But in
spite of all market share TCS feels threat from following Courier Services
DHL (As timely delivery)
UPS (World Wide Express PLUS)
TNT (9Am Express)

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SWOT ANALYSIS

Internal Assessment

 Strengths:

TCS has a totally independent and self-reliant cargo operation beside this following are
the other strengths of TCS:

The TCS courier service has large no of Branches across the country.
Initial learning and benefits from DHL‟s systems.
Having its own airplanes and operates them on their own licenses
Having research and development department
The TCS courier service having 55% shares in Domestic Market
It is providing services in more than 200 countries in the world
It has 7% shares in international market
TCS holds more then 50% market share in Overland Express
TCS holds more then 60% market share in Sentiments Express.
TCS business operations rely on a sophisticated hub-and-spoke system.
TCS has 5 major hubs in Pakistan with round the clock sorting facilities.

 Weaknesses:

TCS had many weaknesses during its early period which were then successfully
converted into strengths, few weaknesses are as follows:

TCS has no formal contracts with delivery persons.
TCS has not been able to continue point of delivery I.T. Support System.
TCS does not have expert I.T. Systems and support which has caused huge losses.
TCS still relies on international partners for its overseas operations.
TCS has been initially the victim of family issues.

External

 Opportunities:

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TCS has many opportunities to expand and get advantages from governments,
opportunities on which TCS can focus are as follows:

TCS can expands its international operations and get subsidy from government in the
name of foreign exchange.
Industry in which TCS operates has high entry barriers for new entrants.
Expanding industries of Pakistan are opening new profits streams for TCS.
To expand its operations TCS can lease equipments and take advantages of tax
benefited leasing in Pakistan.
TCS can acquire funds for expansion by enlisting itself into Karachi Stock Exchange.
TCS can start price wars to eliminate small competitors.
TCS can start its own domestic passenger airline services as it has the experienced
pilots, flying experience and license.
TCS can establish its own terminals at ports for huge shipments via sea.

 Threats :

Since its inception TCS has been exploited to number of threats, threats which TCS has
faced inn past and are facing currently are as follows:

Legislative barriers like Post Office Act of 1898 are threats for TCS.
Government bureaucracy has been a continuous obstacle for TCS.
TCS has been a wary of corruption and has been asked for favors from politicians.
TCS has a host of violent competitors in Pakistan.
TCS competitors are experienced and cash rich companies.
Pakistan flagship carrier PIA has started its own courier services.

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IT
TCS W&D (Warehousing & Distribution) division is a specialized 3PL setup formed in 2004
and is setting new benchmarks in providing Total logistics and Supply Chain solutions in the
country. In this relatively short time span, it already had its presence felt on the supply chain
canvas of the country. W&D has an
envious clientele in the Telecommunication, FMCG, Parma, I.T and other sectors and is all set to
providing its customers extra-ordinary services in their respective segments anywhere in the
country.
W&D already has over 100,000 Sq.ft. multi-user Warehousing facilities in the country, which
offer efficient and economical warehousing services by employing carefully thought out material
storage (racks and equipment‟s) and management (web based, in house developed Warehouse
Management System – WMS software). With the most modern and efficient tools in warehouse
management and out-of-the-box distribution models, W&D division has achieved Key
Performance Indicators (KPI) set by its customers.. The Inventory Management & Warehouse
process has been automated with an in-house, web-based management system “WMS” that
provides online access and real-time information to customers for ordering and monitoring their
stocks. The current range of specialized services includes:

 Warehousing
 Transportation and Distribution
 Value addition and Stock Repacking
 Barcoding &labeling
 Warranty Management
 Reverse Logistics

Information Services

With the digital revolution, Information Services companies now need to process an increasing
number of data sources, and a variety of unstructured content including audio/video to provide
accurate actionable intelligence across multiple delivery channels quickly. Traditional publishers
are moving online. Margin pressures and the need to move up the value chain are driving them to
increase their operational efficiency and enter into their customers‟ workflow. The industry is
being forced to transform its technology and content operations to address the challenges.

TCS understands these challenges and can help you drive this transformation. We combine our
rich experience in servicing the industry with our content products, service offerings and
alliances to deliver the technological solutions you need.

What TCS Provides

TCS realizes that information processing is unique for each industry segment, and it blends
technology solutions with industry expertise to deliver solutions. Based on our experience and

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tailored information solutions for each area, we have classified the Information Services industry
into the following sub-segments:

Financial and Credit Information Services
Scientific, Technical and Medical Information Services
Legal, Tax and Regulatory Information Services
Market Research Information Services
Search, Aggregation and Syndication Information Services
B2B Information Services

Our end-to-end offerings for Information Services cover the full content value chain from
content creation to content monetization:

Content Operations: Content Digitization, Transcription Services, Web-Crawling,
Entity Data Extraction, Data Verification, XML Conversion, Taxonomy Maintenance,
Indexing, Tagging, Linking, Citation and Categorization
Information Management: Enterprise Content Management, XML Content Storage,
Semantic Tagging, Multi-dimensional Data Warehouse, Editorial Systems, Search
Implementation, Contextual Search, Workflows and Analytics
Content Delivery: Multi-channel Distribution, Social Networking (web 2.0) and Mobile
Media
Infrastructure Services: Data Center Management, Desktop Management, Desktop
Services

The TCS solutions are powered by the following:

Outcome-drivenbusiness consulting
End-to-end IT service offerings covering IT solutions, infrastructure services and BPO
Information services Coe that tracks the latest industry trends/challenges and provides
solutions leveraging best practices
Customer-centric innovationdriven by the TCS Co-innovation Network (COIN)
Alliances that leverage combined experiences in technology and business to provide
successful solutions

Business Value
Partnering with TCS will help you achieve the following business benefits:

Transformation of content operations using Content Agility and a realization of the full
potential of your content
Enabling new revenue streams from innovative and customer-centric IT solutions
Reduction in time-to-market for new technology-enabled information products
Streamlining and standardizing IT processes to improve operational efficiency

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Lowering of total cost of ownership of IT systems and allowing business to move spends
to strategic initiatives
Effective back-office operations that help in reaping the benefits of new products quickly
Release of your key resources and assets to focus on value-added activities

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Bibliography
Google Images
http://www.google.com.pk/imghp?hl=en&tab=wi

TCS official website
http://www.tcscouriers.com/

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Appendix

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Tcs marketing

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