TCS

TED-Advertising campaign
Advertising Campaign of
Time Explicit Delivery
A Product of Tranzum
Companies and
Services-TCS
Submitted to:
Mr. Zaheer
Submitted by:
Roma Afridi
Amna Mahmood
Asim Rehman
Madiha Riaz
Date: Dec 2,2009
National University of Modern Languages and Sciences

Contents
Chapter I – History & Introduction
Company Information
The Beginning
TCS Today
Company’s Mission and Vision
Marketing Department of TCS
Chapter II – Product & Services
Domestic Services
International Services
Special Products
Value Added Services
Chapter III – Planning Phase
Analyzing the current scenario

Market Survey
Chapter IV – Time Explicit Delivery – The Product
An Introduction
Benefits of TED
Attributes of the Product
Chapter V - Target Market
Business Market
Corporate Sector
Chapter V – Competitor Analysis
Chapter VI - Advertising
Communication Department of TCS

Advertising Research
Advertising Objective
Chapter VII – Setting the Campaign Strategy

National University of Modern Languages and Sciences -I-
Creative Strategy
Media Strategy – Print Media
Chapter VII – Brand Positioning
Corporate Positioning
Product Specific Positioning
Chapter VIII – Buying Behaviors
TED Launch Plan
Conclusion
National University of Modern Languages and Sciences - II -

Preface
Primarily, this report has been written to incorporate syllabus

requirement of the subject ‘Strategic Marketing’. Beside
that, we wanted the content of this report to be selected and
prepared to achieve two objectives: to provide with the
useful and relevant information about Marketing of new
product and its research and to give the reader an
understanding of the practical implications pertaining to the
marketing of the products.
Initially, we spent most of our time in gathering data and

useful information about the industry and the company.
When we started the project, we were very motivated &

determined. Though we have put in every effort not to leave
out anything important, but at the same time, we have tried
our level best to play, as most of the information in this
report would be in bullet points, tabular form or graphical
illustrations.
National University of Modern Languages and Sciences - III -

Acknowledgement
One of the most pleasant parts of writing this report is the

opportunity to thank those who have contributed to it.
Unfortunately, the list of expressions of thanks – no matter
how extensive – is always incomplete and inadequate. These
acknowledgements are no exception.
We are grateful to have the assistance of our teacher who

has helped us in every step and stage for compiling and
making this report through his valuable transaction of
knowledge. The other professional who made this study
possible are the respondents of our research who took their
valuable time to fill our questionnaire.
Roma Afridi
Amna Mahmood
Asim Rehman
Madiha Riaz
National University of Modern Languages and Sciences - IV -

National University of Modern Languages and Sciences - V -

History & Introduction
Company Information
Tranzum is a progressive master parent organization that operates in
diversified industries through its company holdings. The companies
that comprise the Tranzum Group are TCS Express (courier and
logistics), Intiana (travel and tours), Visatronix (visa facilitation),
Sentiments Express (gifts, greetings, and mail order), Flying
Warehouse (custom air freight solutions), and Octara (trainings,
Conferences, and events). Of the six business units, TCS as a brand is
most identified for its role as an express and logistics services
provider. Recently, TCS Road Transport has been initiated to handle
the distribution and warehousing requirements for consumer goods
companies.
TCS: The Beginning
Its inception in 1983, TCS Pakistan has continued to lead, the courier
and logistics service industry in Pakistan through innovation,
pioneering spirit, commitment and passion. TCS Pakistan has also
largely helped redefine the very path and direction for the entire
industry to follow. The company not only has a strong presence in
Pakistan, its country of origin, but also in the Middle East and North
America, having its headquarter located in Toronto, Canada. Tranzum’s
services, which are more commonly identified in Pakistan through the
brand TCS, has come a long way since it started operations over 22
years ago in Pakistan.
TCS: Today
TCS rapid growth reflects the globalization of trade. As its customers

expand into international markets, TCS is there to meet their needs.
Today, TCS largest and most experienced courier and logistics network
with providing service to 3500 international destinations by 4000
employees in 300 offices worldwide TCS maintains its position as the
courier and logistics network by continually expanding and upgrading
its network of offices, hubs and gateways, and by offering superior
service through a well-trained and dedicated work force. In Pakistan it
is providing services to 2000 locations.
National University of Modern Languages and Sciences - 1 -

Starting with just 25 shipments, the TCS Express saga now spans five
continents
TCS Pakistan Facts & Figures
 4000 employees worldwide

 1200 motorcycles
 300 heavy and light four wheel vehicles
 4 million shipments per month
 Around 2000 offices
 300 offices worldwide
 4 aircrafts
 3500 international destinations
TCS: Mission...
"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".
TCS: Vision...
"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".
TCS: 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
Exemplary Conduct
Inspirational and motivational in everything that TCS people accomplish.
Marketing Department
Supporting its commitment to ensure that TCS extends its leading
positions in the courier and logistic industry, Marketing plays an
important role to increase, develop and maintain company's
profitability. To ensure that the above mentioned can be systematically
and consistently achieved, the following functions are established and
effectively implemented in Marketing Department
 Communication
 E-Commerce-
 Pricing
 Research & Development.

Products & Services
Tranzum, is a progressive master

enterprise offering services in diversified
industries including express, logistics,
warehousing, distribution, mail order,
travel & tours, visa drop box, management
development, event management &
publications. With its corporate office in the Middle East (Dubai), the
Tranzum enterprise has established offices in various regions across
the globe including South Asia, North America and Europe.
Express & Logistics

TCS is the leading courier industry of
Pakistan. With its 26 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
Mail Management Solution

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.
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 fright
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.
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 travel
services for Hajj, Umrah and Ziarats. Intiana is
dedicated to facilitating our customers in meeting

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.
TCS Services – tailored to meet your distribution

needs
Domestic Services
TCS is the logical choice for the delivery of documents, packages,

parcels and cargoes within Pakistan. Domestic services include:
 Domestic Express delivery
 Domestic trucking service
International Services
TCS has a strong presence not only in Pakistan but also in the Middle
East, Europe, UK and North America. 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 Outbound Services

 International Inbound Services
Special Products
 Red Box
TCS Red Box has made it so simple, convenient and cost-effective to

send all you want, to your loved ones, anywhere in Pakistan UAE. 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:
• 10Kg
• 25Kg
 Gift Online
 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
This amazing service delivers your documents to the College,
University or any other Educational Institution of your choice
anywhere in the world.
 UAE Express
UAE Express provides an excellent and personalized service to all its

import and export based customers for their documents and parcels
express delivery services at their door step. We offer most economical
rates and fastest transit time for all shipments booked through UAE
Express.
Value-added Services
To serve better, Bizmail Express offers a variety of convenient,
complimentary services that will help customers to stay competitive by
allowing concentrating on what they do best.
 Insurance
Whenever an important or valuable goods or documents are sent, TCS

encourages considering protecting that with Shipper's Interest
Insurance. This is easy, practical and gives them extra peace of mind
in the unlikely event of loss or damage.
Document Preparation
If customers would like help with the paperwork that must accompany
domestic or international dutiable shipments, TCS can complete the
forms without an additional charge. Service can include any
documents required to send the shipment such as waybills,
commercial invoices, certificate of origin, and legal or banking
documents, among others.
 Free Pickup & Delivery Service

If a corporate or regular client want to ship packages, this convenient
free service makes it easier to schedule day by allowing for pre-
arranged daily pickup times. TCS Express will be at the door ready for
pickup at the designated time.
 Import Clearance Services
TCS provides routine Customs clearance where required for all delivery
services both at origin and destination. It also offers a range of special
clearance services for non-standard clearance requirements.
 TCS Internet Service
TCS home page is located at http://www.tcs.com.pk on the World Wide

Web (WWW) section of the Internet. This includes the tracking and
tracing of shipments and regularly updated news about the network’s
operations in more than 5 continents that it serves. To track a
shipment, a customer need only enter the shipment’s bill number and
country of origin.

Planning Phase
Analyzing the current situation
Study – Current Scenario:

The customer services department of TCS is responsible to maintain a
LOG Sheet containing the queries of the customers regarding the need
which are currently not being fulfilled by the company.
Since three months the marketing representative observed that 80% of

the customers demanding a product portfolio which is based on
delivery on a particular time to meet the urgent deadlines and if this is
not met there is a great chance of customers switching the brand as
the competitors are preparing for offering delivery before stated time.
Market Survey:
Based on the information provided by the customer requirement form
the communication department of TCS designed a survey form, which
was sent to the major account holders of the company.
As expected the results were very much positive and the company
decided to go for the launching preparation, to check whether the
logistics can be arranged.
Following are some of the major comments the researchers gathered

from the representatives of some local and multinational companies:
 “It gives us more flexibility.”
 “We will definitely be using TCS Express for our future

tender documents.”
 “It's great to have a choice.”
 “TCS Innovating, not reacting.”

 “Off course we want this kind of product for Europe. We

send many investment portfolio documents to our
customers and potential customers and therefore need
early delivery to get contracts signed quickly.”

A service that consists of the collection of shipments for delivery
before a specified time. The service provides the shipper with a reliable
service for the delivery of urgent and high priority shipments.
Start Day Express - A service that offers a delivery before 09:00.

Midday Express - A service that offers a delivery before 12:00.
Benefits of the Time Definite Delivery (TED)

service
-The service provides the shipper with a choice of time definite delivery
times to defined service areas for urgent shipments. The service is
offered to all segments of TCS customers.
The TED service is supported by a money back guarantee, which

applies to the premium (the difference between TED and standard
service price) only.
The delivery time window of this service is split between Start Day
Express (pre 09:00) and Mid Day Express (pre 12:00).
Why TED
 To Meet Customers’ Need for a Time-Definite Product
 Customer Willingness to pay Premium Rates for this Service
 Service Capability to Support Time-Definite Delivery
 Competitive Necessity - Key Competitors are Offering Time-
Definite Products
 To Improve Yield with TED as an Enhancement to TCS Existing
Suite of Product Offerings
 Enhance TCS Brand Image of Speed, Reliability and Market
Leadership
National University of Modern Languages and Sciences- 10 -
TED Attributes
 Guaranteed delivery of both documents and parcel goods
through TCS Air Network
 International, UK & European service providing customers with a
choice of time definite delivery options
 Proactive notification of delays
 Money-back guarantee
 Latest cut-off times
 Prioritised operational network
 Available for pre-determined post code areas
Customer Benefits:
 Shipments delivered per pre agreed times

 Reassurance
 Peace of Mind
 Flexibility
 Ease of Use
 Priority Handling
External Benefits:
 Ease of use for our customers- Generates clarity and
understanding
of TCS product offering based on time and cost
 Explains the respective hierarchy of products
 Offers customers a menu to chose from
 Creates a sign for the markets that TCS is serious about
integration and being a Lead Service Provider, with a Product
Portfolio that offers choice in:
o Times – from the fastest possible to the slowest desired
o Destination – globally from all possible origins to all
possible
destinations
o Weight – from legal minimum with open end

Target Markets
Target Markets
Business Market
TCS offers a service required by almost all types of business -

regardless of the nature or size of the business. Its target market thus
consists of the Business Market, or the Corporate Sector, which
includes:
Corporate Sector
In the corporate sector, the two major areas that TCS targets through
its various products are:
 Banks/ Financial Institutes
The major target market, which generates heavy business for TCS. The
main product that they use is DOX (documents) in order to send drafts,
cheques, agreements, correspondences etc. The main customers are
banks, shipping companies and corporate offices. TCS is traditionally
dominant in this segment.
 Export/ Import sector
Another major target market of TCS is the business sector, dealing in

exports. So basically the export sector is the target of TCS. TCS
attracts this sector through its various heavyweight parcels of different
weights, which Includes Mega, Jumbo, Junior Jumbo and Heavyweight
parcel express, to service export clients with different needs.

Competitor Analysis
Competitor Information Program
This program is initiated by Marketing Department to track

competitors' movements such as rate changes, sales strategies, target
market, promotion campaign, PR activities, seminars, flight schedule
changes and others.
While carrying out the reserch, the report indicated that the major
competitors in market were already offering the subsitute / smiliar
product.
DHL – As Timely Delivery

UPS- Worldwide Express Plus
TNT – 9AM Express

Advertising
Advertising is one of the most visible and powerful methods of
communicating with both customers and non-customers. TCS uses the
full range of Advertising tools in both its brand and product campaigns
- television, print, radio, and outdoor (billboards).
Communication Section of Marketing

Department
Its task is to plan, create and execute appropriate and relevant
communications messages for dissemination both externally and
internally, using a suitable mix of media (advertising (above and
below-the-line), promotions and public relations). They are the
guardians of the TCS brand and ensure that each piece of
communication, whatever its specific objectives, project TCS market
leading image and its brand personality.
Advertising Objective:
The advertsing objective for a perticular campaign are always derive
from marketing objectives. To support the overall marketing objective
of increasing market share & to incarese awareness of the brand
amoungst the member of the target audience.
The basic aim at initial stage would be to advertise to build overall

awareness, familarity & consideration.
Awareness package

The awareness package of the new product consists of following

aspects:
 To provide background leading to the change
 To outline the status of the New Product Portfolio
 To provide information on the new products being offered

Pakistan
New Product Portfolio
 To provide a product portfolio which is based on delivery

Times in order to meet customer needs
 To position TCS at the forefront of the industry
 To provide a vehicle to facilitate accelerated revenue growth
Advertising Research
This survey consisted of two waves. The first level of survey concerned
with the marketing department for the launch of the product, the
second level consists of the question pertaining purely to the
advertising.
The major highlights of the findings in this study are summarised

below, while a detailed analysis of the survey results follows.
1) Which news paper do you read often?

• Dawn
• Daily Times
• The News
• The Nation
• Other

Question 02
Dawn
70% Daily Times
The News
20%
The Nation
0% 5%5% Others
2) Which local TV channel do you watch more often?

• PTV
• GEO
• ARY
• AAJ
• Other
Question 03
PTV
40%
35% GEO
ARY
AJJ
10% 10% 5% Others
3) Which radio channel you prefer to listen?

• F M 89
• FM 96
• FM 100
• FM 101
• FM 107
• Other
Quetsion 04
FM 89
5%
25% FM 96
40% FM 100
FM101
12% FM 107
10% 8%
Others
6. Which magazines do you prefer to read?

• The Economist
• Pakistan and Gulf Economist
• Daily Times Magazine
• MAG
• Herald
• Other
Question 06
The Emst
15% P & G Eco
30% 15% D T Mag
MAG
15% Herald
20% 5%
Others
9. Which color combinations do you like most?

Maroon and Gray
•
Orange and Green
•
Blue and Green
•
Question 09
20%
30% M& G
O&G
B&G
50%

Setting the Campaign Strategy
Creative Strategy
Intially for the campaign, a document was prepared outlining

the relevant information about the brand, target audience,
buying behaviour, brand loyalty & consumers perception of
the brand. Also any issues that might block the desired
behavior including any extrenal factor. This was prepared for
TCS creative team, as what the company want people to
think and feel.
The team come up with the theme …. More choice , more

control. – Be Prioritized, which serve as a foundation for all
ongoing promotional activities.
They wanted something different, memorable, , the kind of

creativity that people would remember & talk about.
Media Strategy:
Media strategy is no less important than creative stratgy. Its very
important for the advertisers 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 initialy we would go for Print Media Advertisment and
Hoardings / Billboards.
Print Media
In print media we would emphasie on three aspects of the product and
will use them as a base of our theme.
 Priority
 Relaxation
 Moneyback Guarentee

To attract the readers attentions, both footage and words have been
utilized to communicate the theme effectively. Following aspects will
be prominent and identical in all our communication materials:
 Product logo and slogan on the right top.

 Company logo and tagline on the bottom left.
 Product tag line in the grey box.
 Explanation of footage use in the red box.

TCS Positioning
Corporate Positioning
The corporate positioning Of TCS encompasses softer elements of TCS

as being environmentally responsible, champions of personal
achievement and business excellence, and providing both business
and community added values.
For example, the corporate positioning of TCS right now is that of a premium product, all
over the Pakistan. They say it all through one slogan that reinforces all what TCS stands
for.
“We Deliver. Globally”

Product Specific Positioning
Product-specific positioning highlights individual areas of either
product advantage (especially new developments), or particular
capabilities not implicit from the corporate activity. Ted IS BASICALLY
FOR Niche Markets and as the product will get the priority, we will
position it as
TED – Be Prioritized
Here the envolope represents mail service delivery, the inclingment

shows the speed and the tag line indicates that the shipment will get
the priority.

Buying Behavior
To market TCS successfully, however, it has to show the customers
why TCS is better than its competitors. What makes them stand apart?
What needs can TCS only fill?
To find the answers to these questions and develop TCS brand

strategy, the Market Research group is conducting exhaustive
quantitative and qualitative analysis of customer needs. The team is
also assessing TCS strengths and weaknesses and those of its
competitors.
TCS knows customers want choice. While there are hundreds of

trucking companies out there, the number of express companies
leaves consumers and businesses with few alternatives. Second,
customers are telling they perceive TCS as more flexible, more
innovative and more fun than its competitors.
Third, while the competitors’ strengths are tied to the sheer volumes
they handle, they are perceived as process-driven, with little personal
intimacy and a tendency to take ad hoc customers for granted. It has a
huge opportunity to build upon these key points and create a unique
brand personality.
We can't make the planes go faster - but we can improve our

transit times!
Customer Research has clearly shown that the three most important
factors in
Customer’s choices of express carrier are Speed, Feel Confident
and Reliability.
If customer perceptions of company’s capabilities in these areas can

be positively differentiated, then a company can gain a major
competitive advantage.
Speed
We will be able to clearly identify our transit time strengths and
weaknesses.
Strengths can be exploited and weaknesses corrected.

Feel Confident
The existence of accurate and competitive transit time information,
consistent and readily available across all communications means, will
give confidence to
both customers and staff that TCS really understands its service.
Reliability
The availability of more accurate transit time standards will mean
improved on time performance. The quotation of transit times is a
fundamental part of TCS business. TCS customers are purchasing an
express delivery service and want to know how long it will take TCS to
deliver their shipments.

TED Launch Plan
TED Launch Plan

The Launch plan of TED will include:
 Rolling out of Messages about the product internally.

 Countdown – 10 days before of actual launch.
 Written communication – sending out letters to customers.
 Launch day arrangements – Balloons and buntings
 Distribution on Ask me badges.
 Final Event.
TED MARKETING LAUNCH PLAN

ACTIVITY WHEN
TED “COUNTDOWN” – 10 DAYS BEFORE 22nd – 31st
LAUNCH August
PC wallpaper, e-mail messages, text,
danglers, etc
WRITTEN COMMUNICATION, TED 1st Sept
INFORMATION & GIFT TO EMPLOYEES
WRITTEN COMMUNICATION, NPP 1st Sept
INFORMATION & GIFT TO 1ST TEN TED
CUSTOMERS
LAUNCH DAY – HIGH PROFILE BALLOONS 1st Sept
All locations
SALES & COURIERS – CUSTOMER CONTACT 1st Sept
PACKS – 28th Sept
Specific launch flyer, “ask me” badges,
giveaways
HIGH PROFILE PRESS EVENT 14th Sept
Questionnaire
Name: ___________________ Organization: __________________
1. Which type of ads for courier service you prefer most?
• TELEVISION COMMERCIALS
• NEWSPAPER ADS
• BILLBOARDS
• TRANSIT MEDIA
• BROCHURES
• RADIO ADS
2. Which news paper do you read often?

• Dawn
• Daily Times
• The News
• The Nation
• Other
3. Which local TV channel do you watch more often?

• PTV
• GEO
• ARY
• AAJ
• Other
4. Which radio channel you prefer to listen?

• F M 89
• FM 96
• FM 100

• FM 101
• FM 107
• Other
5. What time do you often tune into radio channels?

• Early morning (going to office)
• Way back to home
• Late Evening
6. Which magazines do you prefer to read?

• The Economist
• Pakistan and Gulf Economist
• Daily Times Magazine
• MAG
• Herald
• Other
7. What type of details do you want to see in the service

information brochures?
• Service Specs
• Value added services
• Rates
• Coverage
• The Core Offering
• Other
8. What type of ad appeals you the most?

• One with having Logic/Rationale in it
• One with Strong Emotions
• Both
9. Which color combinations do you like most?

• Maroon and Gray
• Orange and Green
• Blue and Green
10. In your perspective which advertising media is more

effective for delivering the message.
• Electronic Media
• Print Media
• Other ____________
Conclusion
Besides the large road fleet, TCS is the only courier in

Pakistan having its own aircraft for truly self-reliant air
transport facility. The aircraft are also available for charter
for any specialised cargo movement and cargo vehicles and
vans can also be rented on daily or monthly basis.
Talking to PAGE, the Senior Manager Aviation Farrukh
Zaheer said that TCS started its aviation operations with a
single chartered cargo aircarft on May 30, 2001 and inducted
a second aircraft two month later in July the same year. TCS
air fleet comprises two Antonov 26 cargo aircrafts each with
a cargo capacity of 5.5 tonnes. The combined cargo carrying
capacity of these chartered aircrafts at present thus totals
11 tonnes. However, TCS is in the process of replacing the
existing fleet of chartered aircraft with ones on wet lease. It
will be inducting with 4 aircraft — 2 Antonov 26 and 2 bigger
Antonov 26 — this month to push the combined cargo
carrying capacity to 47 tonnes. Antonov 26 has a cargo
capacity of 5.5 tonnes each and Antonov 12 has a cargo
capacity of 18 tonnes each.
The combined capacity of the two chartered aircraft is 11
tonne. However, the growing volume of cargo has
necessitated the need for induction of 4 additional aircraft on
wet lease by the TCS which will increase its lifting capacity to
45-50 tonnes — enough not only to meet the existing
demand but to also meet the demand which is expected to
grow in the years to come. TCS aircraft are presently making
touch downs at 5 airports across the country in the night and

with soon-to-be inducted aircrafts the frequency would

increase to 8 airports across the country

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TED-Advertising campaign

Date: Dec 2,2009

National University of Modern Languages and Sciences

Chapter I – History & Introduction

Chapter II – Product & Services

Chapter III – Planning Phase

Analyzing the current scenario

Chapter IV – Time Explicit Delivery – The Product

Chapter V - Target Market

Chapter V – Competitor Analysis

Communication Department of TCS

Chapter VII – Setting the Campaign Strategy

Chapter VII – Brand Positioning

Chapter VIII – Buying Behaviors

TED Launch Plan

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Primarily, this report has been written to incorporate syllabus

Initially, we spent most of our time in gathering data and

When we started the project, we were very motivated &

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One of the most pleasant parts of writing this report is the

We are grateful to have the assistance of our teacher who

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History & Introduction

TCS: The Beginning

TCS rapid growth reflects the globalization of trade. As its customers

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TCS Pakistan Facts & Figures

 4000 employees worldwide

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Profitability through Efficiency

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Products & Services

Tranzum, is a progressive master

Express & Logistics

Mail Management Solution

Gifts & Greetings

Air Freight Solutions

TCS Aviation, a division of TCS Private Limited,

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their travel related needs with personalized services and well-trained

TCS Services – tailored to meet your distribution

TCS is the logical choice for the delivery of documents, packages,

 International Outbound Services

TCS Red Box has made it so simple, convenient and cost-effective to

UAE Express provides an excellent and personalized service to all its

Whenever an important or valuable goods or documents are sent, TCS

 Free Pickup & Delivery Service

 Import Clearance Services

 TCS Internet Service

TCS home page is located at http://www.tcs.com.pk on the World Wide

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Study – Current Scenario:

Since three months the marketing representative observed that 80% of

Following are some of the major comments the researchers gathered

 “It gives us more flexibility.”

 “We will definitely be using TCS Express for our future

 “It's great to have a choice.”

 “TCS Innovating, not reacting.”

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 “Off course we want this kind of product for Europe. We

Time Explicit Delivery

Time Explicit Delivery

Name: _ Organization: