1.

Introduction of PIA:
Pakistan International Airlines (Urdu: nngnk lll rgneg PIA or Pakistan International), is the national flag carrier and estate of the Government of Pakistan. Once regarded as Asia's best airline, it is headquartered at Jinnah International Airport in Karachi and operates scheduled services to 24 domestic destinations and 38 international destinations in 27 countries across Asia, Europe and North America. Its main bases are at Karachi, Lahore and Islamabad/Rawalpindi.participation in new avenues and closure of nonprofitable segments. Signing of a co-branding agreement with Telenor for ticket sales through 12,000 Easy Paisa outlets. Introducing prepaid cards for ticketing through PIA offices. Signing definite purchase agreement of five Boeings 777. Plans for induction of 13 new narrow-body aircraft to raise capacity and to bring efficiency and starting fuel price pass-on mechanism. The airline's secondary bases include Peshawar, Faisalabad, Quetta, Sialkot and Multan, from which it connects the metropolitan cities with the main bases, the Middle East, Europe, and the Far East. It is primarily owned by the Government of Pakistan and is regulated by the Ministry of Defense as an autonomous body. It employed 33442 people as of May 2011.

2. Achievements of PIA:
Here are some achievements and recognitions of brand that it had gained in past. First airline in the world to operate scheduled helicopter services. The first airline from an Asian land country and the first airline from a Muslim country to fly the Super Constellation. The first Asian airline to operate a jet aircraft. The first Asian airline to be granted maintenance approval by the US Federal Aviation Administration (FAA) and the Air Registration Board, predecessor of the British Civil Aviation Authority (CAA). The first non-communist airline to fly to the People's Republic of China, and to operate a service between Asia and Europe via Moscow. First airline in the world to start Air Safari with jet aircraft. An IBM 1401, the first computer in Pakistan, was installed in PIA. The first airline to introduce a second route to People's Republic of China over the mighty Karakoram Mountains. The first airline to show in-flight movies on international routes. PIA set up Pakistan's first planetarium at Karachi.

3. Problems of PIA:
PIA is facing serious problems. Some of these are given as follow: The major problems faced by PIA are increase in oil prices,

overstaffing, devaluation of local currency, political interference and its weak financial position since the last decade. Current liabilities are nearly five times of its current assets. Debt is very high. It also has a total debt of Rs33.50 billion guaranteed by the government and has not been able to repay these loans. It is now just like a white elephant. The bad governance, poor performance and corruption are the major causes of its failure. Flight delays and cancellations have become the norm rather than the exception. PIA has problem of maintenance and repairs. It is stated that tender for the maintenance of the aircrafts has been given to a company that does not have international reputation. Sagging seats and soggy seat covers, messy floor carpets, dirty and gritty outlook, malfunctioning toilet doors, rattling planes and failing equipment need refurbishment, better maintenance and planning. Unfortunately PIA is functioning with costs higher than returns.

4. Re-Branding of PIA:
To solve the problems mentioned above we are going to rebrand PIA with changing of some brand elements and also with the change of some strategies. Its detail is given as follow:

4.1 Brand elements:

According to our rebranding strategy of PIA the brand elements of PIA are as follow: Name: We are rebranding our brand with the same existing name that is Pakistan International Airline (PIA) because this name is supported by the name of country.
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URL: The information about PIA can be accessed on www. Piac.com.pk Logo: We are going to rebrand with the same logo because our concern is to improve the performance with the existing name and logo. Slogan: In rebranding strategy we have changed the slogan of PIA that is now Fly to your dreams. We think that it is an attraction for peoples who want relief from anxiety and worries. Tag Line: We have also introduced the new tag line Fly smartly. It also shows an attraction for those peoples who want to enjoy life and want to live smartly. Color: We are rebranding our brand with the same existing color that is green because the color of Pakistan flag is also green and name of airline is associated with Pakistan so we want to increase our quality with same color of logo. Logo:

4.2 Criteria for building brand element: Now it is a justification of brand element under the basic criteria: Memorability: PIA is very easily recognized and recalled as it is named after the countrys name, has green logo and a new attractive and memorable slogan. Meaningfulness: Brand name of PIA exhibit that what kind of service it is providing and its rebranded slogan and tagline shows its quality. Likeability: PIA rand logo has a rich visual image that evokes the sense of national connect in the mind of customer. Transferability: Its transferability is limited because its name, slogan and logo suggest it as an airline. Adaptability: As we have changed its slogan and tagline according to its services so it shows that its brand elements are flexible. Protectibility: The brand elements of PIA are registered so it is legally and competitively protected.

4.3 6 Block Model:

Safe

Self respect excitement

Family orented clubs memberships

Passenger Airline and Cargo services

Time accuracy segementation baseed good beh of staff

Passenegr and Cargo services

6 Block model was introduced by Keller and the information of our rebranded strategies in light of this model is given as follow: Category identification: PIA is a national airline its main operations, 1) Operating passengers 2) Cargo services Covering 82 domestic and foreign destinations, PIA has brand recall in past. It is now need to recognize by travelers. PIA had good position in the mind of people, now there is need to maintain and strengthen the position by identifying the category again in the mind of customer. It can be made possible by satisfying needs of customers. Need satisfied: Passengers needs the time accuracy, safety, good behavior from the employee, clean environment etc. But now people are dissatisfied from PIA. So PIA need to set the mind of the customers favorable for this purpose PIA would: Do not delay in the time of flights Administration should be trained Good behavior with the passengers Comfortable inside fleets Focus on security Cleanness should be focused Customers demand must be fulfilled Maintenance of planes on time

More need can be satisfied by giving tourist guides, guide the passengers in the airports etc. Family club: In operating passengers there will be new category of family club. In which person with children will seated and there will be entertaining things for children and for other family members. For children there will be movies, cartoons, comic books will be available. On TV there will be family related programs will be executed.
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By improving the above factors in the category identification and need satisfied people will recognize the PIA and its element come into their mind when they think about traveling. The brand makes its position in depth.

Exclusive business class heaving complete working environment Performance: There are certain factors which are required for the good performance of PIA. There are as follows: Primary characteristics: The primary function of PIA is to provide the facility to passengers moving from one place to another with safety and on the time with the new planes and accurately their performance, it will be helpful for performing the PIAs primary function.
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Secondary characteristics: PIA need to provide the secondary functions to passengers, there will be: Comfort ability in the planes. Clean environment Good behavior of staff with the passengers High quality food Within seconds respond to the customers

Reliability: PIA promise to provide the better services to the customers whenever they avail the services. Durability: The economic life of the planes is almost over by repairing the planes and make their maintenance on time will increase the durability of PIA. Serviceability: PIA will have the trained employees and technical attractive planes will be available engineers who can repair the planes on time. Service effectiveness: PIAs good services will satisfy the customer needs. Service efficiency: Trained staff will be give good response to customers on time and satisfy the customers. Service empathy: Satisfying the customers, care of customers by staff, customers will find pride to avail the services of PIA.

Style design: PIA will use the latest technology in planes staff will be well dressed and have the good personality, comfortable seats, new equipment in planes. Price: PIA will set the price according to our segmentation it will Business class Special class, which includes the celebrities, stars, political people etc. Economy class

Brand imagery: User profile: User profile according to segmentation this will be demographic Services for male and female PIA will provide special services to aged people, children and disable people.

Purpose and usage: The people avail the services of PIA for different purpose. PIA will offer services for different purpose and usage.
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Situation: In different situation PIA will offer different services according to situation like in hajj, EID occasion other festivals and holidays when people mostly travel. History, heritage and experience: PIA has good history, heritage but now need to make the good experience by giving the efficient performance. Judgment: Provide better services from start to end so that customer can judge better about the PIA. They will find the evidences from their experience. PIA will provide seat comforts, guides, journey information, high quality services, and good appearance of the PIA staff, their kind behavior, and clean environment will be helpful to make a good judgment about PIA. Security and reasonable prices be make judgment of people in favor of PIA. Credibility: PIA is competent with other flights but its rebranding will make it credible to customers. Superiority: PIA has 50 year experience and consider superior. It can maintain its superiority by giving superior customer values which includes provide information to all passengers about their destination. provide guidance to passengers in airport. PIA will contract with the different hotels and arrange the places for tourists in different

nations provide information related to immigration. PIA will train employees with new skills.

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Relationship resonance: Loyalty: Loyalty with the brand is very important for any corporate. For the PIA it is very essential to maintain their customers by giving them all facilities better than competitors. Now there is need to build a relationship between PIA and the customers to make the customers loyal with PIA, it will: Make ensure people about their safety. Give gifts to the PIA passengers. There will be schemes of lucky draw Issue the loyalty cards which will contain the some discounts in the price.

Attachment: For increasing the attachment of people PIA will provide the flight information on the web and announcements in the planes. Membership cards will be helpful to attach the customer with PIA. Community: PIA will make community of its customer. The community member will be provided with cards which can be helpful in further traveling and getting the facilities of PIA in other offers. Engagement: For engaging the customers in PIA during the travel and after the travel. PIA will make the attachment with other brands like with Chen one who will give some discounts to the PIA passengers.

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4.4 Customer Based Brand Equity Model (CBBE):

It is defined as a differential effect that the brand knowledge has on the customers response towards market offering. This model starts from brand knowledge and then it is further divided into other categories related to brand. Brand Knowledge: As the customer has strong knowledge about the brand PIA. Brand knowledge is further divided into brand awareness and brand image. Brand Awareness: To aware the customers more about the product PIA will promote itself through TV ads, Radio Ads and special newspaper ads. As PIA is highly recognized by the customers due to

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its name and logo but we are going to change its slogan and tagline to make it more memorable and recallable and more trustable. Brand Image: PIA has a strong brand image in the mind of customers but it is need to strengthen its brand image. According to our new rebranding strategy of brand image we are going to strengthen its brand image by ensuring the punctuality of management in flights. We will also create the strong brand image by effective complaining of tourist packages. PIA will also modernize its fleet with well proper maintenance. PIA will also build its brand image by providing low service packages. Brand Equity: As PIA has strong brand equity in terms of its name. So in new branding strategies we are not going to change its name as its name is supported by country name and already has a strong differential effect in the mind of patriot customers. Point of Differentiation: PIA is a national airline Owned by government Largest number of planes Direct flights to European countries Provides best safety solutions than other airlines of Pakistan. Provides hajj packages to customers Job security to the employees Provides good quality Pakistani foods No airline allows baggage upto 45 kg per passenger.

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Positioning by attributes: PIA will provide the more reliable, secure and speedy flights. Positioning by price and quality: PIA will provide the low cost flights on special occasions like Eid-ul-Fitar, Eid-ul-Izha, Independence Day and Christmas. Point of Parity: Cargo services Flights to same destinations SMS facility for flight confirmation Online booking E- Ticketing

5. Recommendations for PIA:

PIA should upgrade its fleet so that it becomes able to get profit. PIA should purchase new airplane with twin engines so that it reduces operating cost. PIA should decentralize its structure that would lead to the easy management and increased motivation. PIA should adopt good marketing policies. Better and modern functioning of training and development department. PIA should establish two-way communication so that it becomes effective in improving its operation.

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6. References:
http://www.piac.com.pk http://dawn.com/2012/07/30/pia-in-pursuit-of-profitability/

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