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 station 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 other
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 channel
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 they
don’t need to advertise is through any other T.V channel. In start
they promoted the channel through their own news paper and still
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 employees 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 they
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 sponsorship
• 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 positioning 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 by

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 camera 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 competitive 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 issues?

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 others 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 problems 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 clarify 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 in loss.