d

FACULTY OF BUSSINESS ADMINISTRATION

m a
Brand Audit Report on “Hum Sab Umeed Se Hain”

A h 4
SUBMITTED TO: PROF. Ghulam Ahmad Rana

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SUBMITTED BY: SHOAIB TARIQ (3003)

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SHAHBAZ AHMED MALIK (3007)

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Hafiz Bilal Azam (2967)

SUBMISSION DATE: FEB, 24TH 2010

 Table of Contents 
Acknowledgement ..........................................................................................................................1
History of Formation of GEO Networks .........................................................................................2

d
GEO Television Network ................................................................................................................4

a
Introducing GEO TV .......................................................................................................................4
Mission Statement ............................................................................................................................5

m
Vision Statement .............................................................................................................................6

h
Basic Objective ................................................................................................................................6

A 4
Value Statement ...............................................................................................................................6

z 3
Company Logo.................................................................................................................................7

b a 7 2
Logo Application .............................................................................................................................7

h 5
Corporate Emblem .......................................................................................................................... 7

a 9 i q
Logo Versatility ............................................................................................................................... 7

h - 6 r
Planning & Goals .............................................................................................................................8

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Short-Term Goals ............................................................................................................................ 8

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Intermediate Goals ........................................................................................................................... 8

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Long-Term Goals ............................................................................................................................. 8

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Strategic Plan ...................................................................................................................................8

Operational Plans ............................................................................................................................. 8

h
Growth Strategy ............................................................................................................................... 8

S
Crisis Management .......................................................................................................................... 9

Geo Network Diversification ...........................................................................................................9

Brand Extension ............................................................................................................................... 9

Multiple Branding .......................................................................................................................... 10

Line Extension ............................................................................................................................... 10

Geo News .......................................................................................................................................11

Target Market.................................................................................................................................11

Programs ........................................................................................................................................12

Popular Shows ...............................................................................................................................13

Positioning Strategy of GEO .........................................................................................................13

a d
GEO Promotional Strategies ..........................................................................................................13

m
Community Data Services ............................................................................................................. 14

h
Acquire Customer Data.................................................................................................................. 14

A
Hum Sab Umeed Se Hain ..............................................................................................................14

z 3 4
Positioning of Hum Sab Umeed Se Hain.......................................................................................15

a 2
Market Share of News Channel .....................................................................................................15

b 7
Market Share of HSUSH ...............................................................................................................16

a h 5
Research Methodology ..................................................................................................................16

h 6 9 r i q
Objectives ...................................................................................................................................... 16

S 00 - a
Research Plan .................................................................................................................................17

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Research Design ............................................................................................................................ 17

3 b
Sample Design ............................................................................................................................... 17

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Sample Size.................................................................................................................................... 17

Data Collection Plan ......................................................................................................................18

h
Data Gathering ............................................................................................................................... 18

S
Literature Review........................................................................................................................... 18

Metholodogy .................................................................................................................................. 18

Information Areas ..........................................................................................................................18

Survey Result .................................................................................................................................19

Brand Association .......................................................................................................................... 19

Brand Association Graph with GEO News (Age wise) ................................................................ 19

Brand Association Graph with HSUSH (Age wise) ..................................................................... 19

 Brand Association Graph with GEO News (Education wise) ...................................................... 20

Brand Association Graph with HSUSH (Education wise) ............................................................ 20

Brand Association Graph with GEO News (Gender wise) ........................................................... 21

Brand Association Graph with HSUSH (Gender wise) ................................................................ 21

a d
Brand Recall...................................................................................................................................22

Brand Recall Graph of GEO News (Age wise) ............................................................................ 22

h m
Brand Recall Graph of HSUSH (Age wise) .................................................................................. 23

Brand Recall Graph of GEO News (Education wise) ................................................................... 23

A 4
Brand Recall Graph of HSUSH (Education wise) ........................................................................ 24

a z 3
Brand Recall Graph of GEO News (Gender wise) ....................................................................... 24

b 7 2
Brand Recall Graph of HSUSH (Gender wise) ............................................................................ 25

h 5
Brand Awareness of HSUSH .........................................................................................................25

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SWOT Analysis .............................................................................................................................26

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Strength .......................................................................................................................................... 26

a
Weakness ....................................................................................................................................... 27

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Opportunities ................................................................................................................................. 27

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Threat ............................................................................................................................................. 27

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STPD Analysis of HSUSH ............................................................................................................28

Segmentation ................................................................................................................................. 28

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Target ............................................................................................................................................. 28

Positioning ..................................................................................................................................... 28

Differentiations .............................................................................................................................. 28

Customer Based Brand Equity Pyramid ........................................................................................29

Salience .......................................................................................................................................... 29

Performance ................................................................................................................................... 29

Imagery .......................................................................................................................................... 29
 Judgment ........................................................................................................................................ 29

Feelings .......................................................................................................................................... 29

Resonance ...................................................................................................................................... 29

Conclusion .....................................................................................................................................30

a d
Executive Summary .......................................................................................................................31

Reference .......................................................................................................................................32

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A
Note: Questionnaires are attached at the end of the Brand Audit report.

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 ACKNOWLEDGEMENT
First of all we are thankful to Almighty ALLAH who has given us the strength and determination
to carry out this research.

We would like to express our sincere gratitude to Prof. Ghulam Ahmad Rana our teacher, for his

a d
valuable guidance, constructive comments and continuous encouragement throughout the
research.

h m
Special thanks are also extended to Mr. Mir Shakeel-ur-Rehman and Mr. Mir Ibrahim-ur-
Rehman (CEO’s), Mr. Shaheen Raza (Regional Sales Manager), Mr. Syed Zulfiqar Ali Shah

A 4
(HR Head), Mr. Saqib Noor Ahmed (Associate HR Manager), Mr. Rauf Afaaq (Producer

z 3
HSUSH), Mr. Fawad Waiyen (Director), Mr. Younas Butt (Writer HSUSH) and Mr. Fahad Joiya

a 2
(Production Manager)

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Also thanks to all of our group members Mr. Malik Shahbaz Ahmed, Mr. Shoaib Tariq and Mr.

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Hafiz Bilal Azam. We all put our efforts together in the form of an excellent group with

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coordination and high spirits.

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Since thanks are also extended to all those who have helped us to complete our project.

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1 
 
 History of Formation of GEO Network
¾ 1966 Letter to the President of Pakistan asking him to permit private sector television to
combat the propaganda war.

a d
¾ Sep 1990 First feasibility/research paper on TV potential in Pakistan completed for GEO

m
followed by national and International study tour.

h
¾ Dec 1991 Made first pilot for first new show for GEO, then named "Newsreel“.

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¾ Dec 1995 Transponder leased/reserved for GEO on Asia Sat 1.

z 3
¾ Aug 1996 Due to political confrontation GEO launch postponed.

b a 7 2
¾ July 2001 Largest HR recruitment campaign launched

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¾ Nov 2001 BBC Technologies hired as technical consultants for GEO

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¾ 15-Nov 2001 Core team of the channel is established to chalk out policies, strategy and

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implementation plan

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¾ 2-Dec 2001 String of nationwide interviews, consisting 25 cities, begin as recruitment

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campaign attracts attention of 40,000 applicants

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¾ 20-Dec 2001 Contracts with builders, key vendors, technology partners, transponder and
Dubai Media City are finalized

h
¾ 5-Jan 2002 Construction of state-of-the-art HQ studios and offices begins

S
¾ 10-Jan 2002 Construction begins at Dubai Media City for offices and transmission
studios

¾ 1-Feb 2002 A senior team of int'l consultants lands in Pakistan to complete recce for
training

¾ 14-Aug 2002 Geo's test transmission starts at 12:00 noon PST with 24-hour news
content; frequency kept secret

2 
 
 ¾ 15-Aug 2002 Cable Operators start tuning into secret frequency and begin airing GEO's
test transmission without channel's consent

¾ 5-Sep 2002 Geo team begins nationwide 5-day tour marketing the channel to cable
operators, introducing them to the channel and getting their feedback

¾ 5-Sep 2002 Signs of brand power begin to emerge as GEO's logo is copied and imitated

d
by local brands i.e. GEO Biryani, GEO Water and GEO Washing Powder

a
¾ 11-Sep 2002 First advertisement announcing GEO frequency

h m
¾ 30-Sep 2002 Construction of state-of-the-art, HQ and offices completed. Team moves in
from training camp.

A 4
¾ 11-Jan 2003 Launching ceremony of infotainment and entertainment programs, with a

a z 2 3
duration of 2 hours per day, is held at Mohatta Palace in Karachi

b 7
¾ 11-Mar 2003 London and New York Bureaus made operational

a h 9 5 q
¾ 20-Mar 2003 Geo and CNN sign partnership contract for collaboration

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¾ 7-Apr 2003 Geo begins transmission in UAE through E-Vision

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¾ 14-Aug 2003 Geo completes its 12 months of non-stop on air transmission.

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3 
 
 GEO Television Network:

The national association of Broadcasters (USA), World’s Largest Association of

Broadcasters has honored GEO with the “Award for Quality” declaring it an international

d
standard television channel.” To build a reputable identity in a cluster of different channel in

a
just a period of four years was not an easy task.GEO is known for its unique entertainment, hot
talk shows, truth revealing news and informative programs

h m
Introducing GEO TV:

z A 3 4
GEO TV was established in May 2002 Test transmission started on 14th August 2002 on

a 2
the PAS 10 digital satellites. Regular transmission started on 1st October 2002 Geo TV is the

b 7
first South Asian Urdu language channel to provide content comparable with world class

h 5
television broadcasters Geo is the fastest growing TV Channel in Pakistan with ratings

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exceeding all satellite delivered TV channels in the market Geo has the widest distribution on

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cable systems in Pakistan with 100% carriage within 90 days of launch.

S 00 - a
It launched the first interactive infotainment programs in Pakistan, engaging and

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empowering the viewers. Consistently scoops all rivals broadcasters on major news events.

3
Intelligent media consultant has given formal multi-disciplinary training to 500 members of

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GEO staff including all producers, reporters, writers, camerapersons and editors. Its member
team comprising of CNN, BBC producers, cinematographers, editors and presenters were split
in Dubai and Karachi for 5months to complete the training.

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4 
 
 a d Mission Statement of GEO News

h m
GEO informs and entertains while celebrating cultures and prompting dialogue in the spirit of

A 4
"live and let live".

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 VISION STATEMENT:

“GEO will be the voice of freedom from the Asian subcontinent. It will highlight the
issues of concern and the cultural richness of its people through information, discussion and

d
entertainment. GEO will propagate transparency of responsibility that will ensure its position

a
as the most credible and meaningful source of information, through quality programming

m
based on issues. GEO will provide entrainment audiences can relate to, thereby creating

h
viewer loyalty and response, GEO will forge an alliance amongst its three stakeholders-
viewers, advertisers and stakeholders to maximize viewer ownership. GEO will invest in

A 4
human resources as it recognizes it to be the foundation upon which the GEO future will be

z 3
built. It is this very foundation that will allow GEO to attain and sustain a leadership position,

a 2
thus fulfilling the promise associated with its creation”.

hb 57
Basic Objective:

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Like all other profit organizations, GEO’s basic objective is revenue generation.

h
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Value Statement:

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• We are a team.

3 b
• We respect each other.

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• We encourage self-development.
• We hold high expectations.
•

h
We embrace change.
•

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We value our Viewers
• We provide exceptional service that leaves an impression.
• We support our community.
• Consistent entertainment service and production quality.

6 
 
 Company Logo:
All companies must have a pictogram, or single visual statement that represents
the entire idea behind that symbol. GEO’s logotype enjoys the same reputation with the
audience, stakeholders and employees.

a d
Representing the true strength of the channel, which is unbiased, accurate and
timely 24-hours news in Urdu-Language, Sports and Entertainment.

m
The GEO News logo represents many aspects of its business in true colors. The Orange

h
represents “DAY” and Blue represents “NIGHT”. The Urdu alphabet “JEEM” cutting through

A
from the TV screen in a sharp angle connote the “GLOBE” and the overall formation of the

4
composite represents “EYE ON WORLD AFFAIRS 24 HOURS A DAY”.

z 3
The logo has been warmly received by the Pakistani audience and in short span of

b a 2
time has come to represent Quality Broadcast with great production and content values.

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Logo Application:

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All good identities have flexibility for primary applications but secondary and

S 00 - a
Tertiary applications as well. GEO uses two such distinctive applications for the parent identity.

T
a) Corporate Emblem:

3 b
Whereas the logotype of GEO uses a sharply angled, cropped and embedded

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image of Urdu alphabet “JEEM”, the corporate Emblem is a repetition of the complete
alphabet. This pattern represents the Global presence of GEO covering and delivering Faster

h
First to its audience.

S
b) Logo Versatility:
With the realization that our logotype gives us enormous strength, GEO is the
only TV company that allows its Logo to be adapted to direct relevance to its “special
events and occasions”.

7 
 
 Planning and Goals:

Short Term Goals:

The short term goal of GEO keep on changing however, the present short term

d
goal is to launch two new channels named as “GEO KIDS” and “GEO ENGLISH” within

a
six months. Either they will be launched together or one after the other.

m
Intermediate Goals:

h
The intermediate goal of GEO is to increase their channels to 11 within the time

A 4
limit of 3 years.

a z 2 3
Long Term Goals:

b 7
When we asked about the long term goals, we were told that it is highly

h 5
confidential and only know to the upper level management, e.g. C.E.O.

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Strategic Plan:

S 00 - T a
Operational Plans:
GEO has the network which handles the entire business unit in each department.

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It’s like an octopus, the head in the network and each tentacle is a business unit. They

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evaluate the goals set by the management as to how close they are to achieving their
objective, and how much they have achieved. If GEO has not achieved its required goals,

h
they get feedback and change their operational plan accordingly. The BOD or Top

S
Management is responsible for such type of decisions.

Growth Strategy:
GEO’s strategy is to make the HRM department strong and competent as HRM
department is the base of the organization. They do so by providing training to the newly
hired employees. This will benefit GEO and increase the growth of the channels.

8 
 
 Crisis Management:
Geo has not faced any such crisis yet however, they have set a whole team for the
management of crisis. In this team, GEO has experts in all fields. When a certain department
faces any problem, the head of that department informs the team about it and the team finds
a solution to the problem and terminates it.

d
Unfortunately, however because it is impossible to forecast the future precisely,

a
no organization can ever be perfectly prepared for every eventuality.

h m
GEO Network Diversification:

z A
Brand Extension:

3 4
a 2
Brand extensions mean existing brand name extended to new or modified product

b 7
or service category. Using this strategy GEO Network introduces its first brand extension

h 5
“GEO ENTERTAINMENT” with the slogan “HAR PAL GEO”. GEO Entertainment a

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Pakistan based entertainment channel showing Dramas, musical programs, feature movies,

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primarily in Urdu Language.

S 00 a
In late September, 2006, after great success of Geo TV, GEO Television Network

T
launched a new and the first ever 24-hour sports channel of Pakistan “GEO SUPER” with

3 b
the slogan “JEET KAY GEO”. Geo Super broadcasts most world sports, focusing mainly on

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cricket, with secondary focuses on soccer and field hockey. Shortly after it launch, Geo
Super managed to secure ICC TV Rights for next 5 years covering all major cricketing
events like ICC Cricket World Cup, ICC Champions Trophy, International Cricket Council

h
20/20 World Cup and ICC Under-19 Trophy.

S
“GEO KIDS” is forthcoming kid’s television channel in Pakistan. It is the fifth
channel launched by GEO TV after GEO, AAG, GEO News and GEO Super. After the
launch of Geo TV, they declared that ten new channels will be launched. Hence it is the
fourth channel of the ten (which are yet to be launched).

9 
 
 Multiple Branding:
Multiple branding mean new brand name introduce in the same product or
services category. “AAG TV” with the slogan "NAUJAWANO KA CHANNEL" is the
music channel of Pakistan. AAG is part of GEO Television Network. AAG shows latest

d
Pakistani pop music. It also shows trailers for upcoming Hollywood, Bollywood films. The

a
Urdu word "Aag" translates "Fire." Aag is currently available at UK, USA, India, Pakistan,

m
Germany, Italy, Bangladesh etc.

h
There are many popular shows include Azfar Mani Show, Weekend with Mahira,
Aag Alive, Pick and Choose with Fuse, Meter Down and Cell-224.

A 4
Aag also has its own record label called "Fire Records". Fire Records has already

z 3
signed some of the big names of Pakistani Music Industry. The majority of the albums that

a 2
were released in Pakistan were from Fire Records.

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a
Line Extension:

h 9 i q
Line extension mean existing brand name is extended to new size or flavor in the

S 00 - 6 r
same category. Under line extension GEO Network is going to launch an English news

a
channel “GEO ENGLISH” in order to give hard time to its competitors e.g. Dawn News,

T
Express 24/7 etc. GEO English was a planned English language news television channel

3 b
from the Geo TV network in Pakistan. Until the time of it being scrapped in late October

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2008, it was running its test transmission internally in Karachi, having Owais Tohid as its
Director News. The global financial crisis was cited as the reason for the shelving of the
Geo English project.

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 GEO NEWS:
The planning
p for GEO began in 1995 althhough it wass officially laaunched in 2002.
2
PTV at that timee was a monnopoly in new
ws casting. GEO
G identiffied the needd for a good news
channnel that wou
uld provide its viewers with
w unbiaseed and imparrtial news. Itt is owned by
b the

d
JAN
NG Group off Newspaperrs that also owns
o prestigiious news paapers like thhe Daily Jangg and

a
The News. So the media industry
i waas not new for
f them annd they carrried forwardd that
experience
e into GEO TV. Right
R now GEO
G TV broadcasts weell reputed programs
p succh as

m
Alim
m Online, Allif and a num
mber of otherr entertainm
ment program
ms.

h
With GEO news now
n being aired
a separattely to Geo entertainmennt, GEO plaans to

A 4
introoduce a bouq
quet of channnels which will target people
p all ovver Pakistann. Another reeason

z 3
for GEO
G news being
b introdduced is the time limit set
s for adveertisements while
w watchhing a

a 2
Proggram. At mo
ost 20 minuutes can be given to addvertisemennts in one hour.
h Takingg into

b 7
accoount the incrreasing dem
mand of GEO
O programs, there was a need for a second chaannel

h 5
that would divid
de the load of advertisem
ments.

a 9 q
GEO will introduuce a differrent productt mix for different
d seggments of peeople

h 6 r i
thereeby using “d
differentiatedd marketing”” approach.

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Tarrget Mark

T a
ket:

3 b
GEO TV has coveerage over Pakistan,
P Inddia, Canada, North Amerrica, UK, Euurope,

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Midddle East and
d Africa. Andd it is viewed by people of the sub continent
c liviing in all of these
areaas. But GEO primarily taargets the youth as its tecchnology andd overall outtlook is enerrgetic
and shows a co
ovet for beinng the generration next of Pakistanii channels. GEO
G has allways

h
taken pride in the
h fact that they are thee first channeel who tookk the Pakistaanis and speccially

S
the Pakistani
P youth out of thhe traditionaal PTV khabaarnama whicch was backked by and biased
b
towaards the Gov
vernment. The
T launch of
o an indigennous news channel
c meaant that the youth
y
now
w had a platfo
form throughh which not only would they gain thhe right new
ws and knowlledge
but would also be able to share their views withh people froom the varioous facets of
o the
society.

11 
 
 Proograms:
• Capital Talk
• 50 Minutee
• Aaj Kamrran Khan Kaay Sath
• Aik Din Geo Ke Saath

d
• Alif

a
• Bazaar
• Geo Kitabb

m
• FIR

h
• Dekho Su uno Samjho
• Geomentaary

A 4
• Ghamidi
•

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Gillete World Sports
• Hamzanam ma

a 2
• Hum Sub Umeed Se Hain

b 7
• Jaan Hai To Jahan

h 5
• Jawab Deeyh

a 9 q
• LEFT RIG GHT

h i
•

6
Match Bo ox

- r
• Score

S 00 a
• Tezi Manndee

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• Tezi Manndee Round Up
• VoA

3 b
• Tezi Manndee Weekennd

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• Zara Sochhiye

S h
12 
 
 Popular
u Show
ws:

Some of the popular new

ws programm
mes are Aajj Kamran Khan
K Kay Saath, Capital Talk
with Hamid Mir, Jawaab Dehh, Ek Din GEO
G ke sath, 50 mint, GE
EO Kitab, annd Metrolitee; and
the notorious
n pollitical comeddy programm
me Hum Subb Umeed Saay Hain. Dr. Shahid Masood,

d
who left Geo TV
V and servedd as the Chaiirman of thee state owneed Pakistan Television
T (P
PTV)

a
but caame back latter

h m
A 4
Posiitioning Sttrategy (G
GEO):

z 3
G
GEO celebraates life. It focuses
f t hopes off our peoplee and gives them a plattform
on the

a 2
where they can smile,
s interaact, think, annd enjoy liffe in the spirrit of live annd let live. GEO

b 7
celebbrates culturees and diverssity and attem
mpts to weaave a tapestryy reflecting the
t aspiratioons of

h 5
this sub-continen
s nt. GEO is paart of an inddustry comm
mitted to quallity entertainnment and iss ever

a 9 i q
on thhe look-out for
f fresh taleent and new concepts. Our
O screen iss a reflectionn of life in all
a its

h - 6 r
fascinnating hues and
a contourss.

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3 b
GEO
O Promotiional Strategies:

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L World Cu
LG up Special was
w a promootional schem
me that LG launched thrrough Interaactive
Voicee Response (IVR) whichh enabled thhem to get extended
e media coveragee. GEO Eidii was

h
w clients succh as LG and Tessori caan use an IVR based proogram
also a similar exaample of how

S
to gennerate intereest in an inteeractive medium which has
h a game show
s appeal.. For a weekk long
IVR campaign
c GEO
G Eidi was officially the
t most succcessful IVR
R application of its kind based
b
on caall in data. Instaphone
I C
Coverage Prromotional Scheme
S wass an IVR cam
mpaign in which
w
the IVR
I questio
on was linkked to its commercial
c that was currently
c ruunning on GEO.
G
Instapphone was giving
g awayy 12 phones a day to GEO viewerss who guesseed correctlyy how
manyy cities Instap
phone operaates in. Publiic Interactiviity

13 
 
 Com
mmunity data services:

E
Election Resu
ults were given out LIV
VE using a 0900
0 numbeer by GEO. However similar
data which is tim
me sensitivee, hard to find and enteertaining cann also madee accessible by a
sponssor free of cost
c using GEO
G IVR. Data
D such ass flight timings, childreen's stories, stock

d
markket quotes, bu
ullion rates and
a news am
mong other information
i can be adveertised using print

a
and TV
T campaign
ns along withh Sponsor details.
d

h m
A
Acqu
uire Custom
mer Data:

z 3 4
Promotional campaigns
c a communnity based daata services can include an option too also
and

a 2
include customerr data such as
a addresses,, name, telepphone numbber as well as psychograaphics

b 7
and detailed
d inforrmation. Thiis data can come in handdy for further research annd focus grooups.

a h 9 5 i q
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Hum
m Sab Umeed Se Haain:

S 00 a
D
Directed by famous writer Dr. Youunus Butt, thhe show is a comedy sitcom baseed on

T
politiical scenario
o of Pakistaan. The show
w mocks thhe Pakistani politicians and presentts the

3 b
Pakisstani politicaal issues in funny
f segmeents. In addittion to otherr characters, each episodde has

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a gueest, who moccks an internnational or national
n poliitician. Withh its sugar-cooated discusssions
in innterviews wiith these moocked politiicians, this program aim
ms to bringg out the reeality.
Furthhermore the various coloors of the poolitical persoonalities, witth their view
ws about the local

h
and innternational political areena. Bas Karr Awards is a parody off Oscar Awarrds and is reelated

S
meed Se Hainn. Different segments are
to Huum Sub Um a also incluuded in the program likke Ek
Din Hum
H Sub Um
meed Se Haiin Ke Saath, News Fuse,, B-Ads and Parody Sonng

From tastefull humor to self-ragging

s analysis, the show has many elemeents to it wiith an
emphhasis on cutting caustic moods.
m It is like a mirror on the walll that reflectts our real faaces -
humoorous, dumb and witty, all
a dependingg upon the objective
o we are gazing at.
a

14 
 
 Posiitioning off Hum Sab
b Umeed Se
S Hain:

H
Hum Sub Um
meed Se Hainn viewer polll was conduucted to find out if Pakisttan was readdy for
Politiical Satire prrograms such as HSUSH
H. Live resullts were giveen on the scrreen to reflecct the
votinng. Final resu
ults were 92%
% yes and 8%
8 no. Simillar interactivvity can be added
a to sponsors

a d
brandded program
ms through poolls and survveys or even as live sponnsored classifieds.

m
Marrket Sharee of News Channel:
C

A h
GEO
O News Exxpress News Dunya New
ws Other N
News Channel

z 3 4
a 2
21%
37%
%

hb 57 13%
1

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29
9%

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15 
 
Markett Share off Hum Sab
b Umeed Se
S Hain:

a d
h m
A
99%

4
93%

z 3
8%
68
60%

a 2
45%

hb 57
a 9 q
HSUSH JAWAB DEH Cap
pital Talk Aj Kamran Khan  News Bulettin

i
ke Sath

h
S 00 - 6 a r
3 b T
Reseearch Metthodology::

0 oa i
OBJJECTIVES:
• To undeerstand the influence
i off GEO News and its segment
e Hum
m Sab Umeeed Se

h
Hain as a brand on consumers mind
m set.

S
• The sourrces of Brandd equity of GEO
G News and
a Hum Saab Umeed See Hain like Brand
awarenesss, Brand im
mage, Brand association, Brand recalll
• To underrstand the Brrand perform
mance of GE
EO Network..
• To undeerstand Brannd Imageryy, Brand Quality
Q perceeived by cuustomers, Brand
credibilitty, consideraation, superiority and feeelings.
• Brand Ex
xtension of GEO
G Netwoorks in terms of diversityy.

16 
 
RESEARCH PLAN:

Research Design:
The research will be carried out in the form of a survey which will be done Okara,

d
Renalakhurd and in different areas of Lahore e.g. Androon-e-Lahore, DHA Market, Liberty

a
Market, Hyper star Fortress Stadium, Hall Road etc. The population has been segmented on the

m
basis of Qualification, Gender and Age Group.

h
Sample Design:

A 4
The target population for our study is 15+ (age). The sample will be selected by a simple

z 3
random sampling method.

b a
Sample Size:

7 2
h 5
The sampling unit is 150 which are divided as follows:

h a - 6 9 r i q
S 00 a
Number of respondents 150

T
Age-group 15 – 60 & Above.

3 b
Survey Locations Lahore, Okara, Renalakhurd.

0 oa i
Qualification Un-Educated At least Matric Intermediate & Above.

h
No. of Respondent 12 56 82

S Age Group

No. of Respondents
15 - 25

50
25 - 40

50
40 – Above

50

Gender Male Female

No. of Respondents 75 75

17 
 
 DATA COLLECTION PLAN:
Data Gathering:
This study involves data collection (primary research) from different genders, age group
and qualification in different areas Lahore, Okara, Renalakhurd.

Literature Review:

a d
The research conducted as a part of our study would include Primary as well as
Secondary research. Primary research would include a survey that would be conducted in

m
selected localities of Lahore, Okara, and Renalakhurd and nearby areas where the

h
responses of viewers would be recorded through a designed questionnaire. Secondary

A
research would include various aspects of Brand management through Internet, Journals,

4
and Interviews etc.

a z 2
METHOLODOGY:

3
b 7
The research will be carried out in the form of a survey. This will include primary

a h 5 q
research in addition to secondary research as stated below. The survey research method

h 6 9 i
will be descriptive research design. Each respondent will be interviewed through a

S 00 - r
Questionnaire. The sample will be selected by a simple random sampling method.

a
The survey will address the following information area:

3 b T
Information Areas:

0 oa i
The objective as spelt out can be elaborated into specific information areas to be studied.
• How do customers perceive GEO News as a stable brand, their perception of Hum Sab

h
Umeed Se Hain and how do they associate it with GEO News?
•

S
Are the viewers aware of Hum Sab Umeed Se Hain program or they associate it ith some
other Channel?
• Do they consider Hum Sab Umeed Se Hain as a comedy sitcom based program of
political scenario of Pakistan?
• Which program or segment from the entire basket of GEO News programs does the
viewer consider as the best program of GEO News?
• Which program of GEO News viewers frequently watch?
• Are the viewers willing to accept GEO Network extensions to some other channels like
Entertainment, Sports, and Music etc?
18 
 
SURVE
EY RESUL
LTS:

1. Brand
d Associations:

Sources of Brand
B equityy like brandd associationn of GEO News
N as a brand was found

d
highest with
w the age group of 255-40 and brannd associatioon with its program
p Hum
m Sab Umeeed Se

a
Hain has little variatiion among all
a ages:

m
Bra
and Associiation Witth GEO News (Agew
wise)

A h 4
a z 2 3
b 7
95%
%

h 5
87%

a 9 i q
37%
%

h
S 00 - 6 a r
15-25 yr
y 25-40 yr
y 40 & Abovee yr.

3 b T
0 oa i Brand Assoociation With
W HSUS
SH (Agewiise)

S h 97% 93%
% 87%

15-25
5 yr 25-40 yr
y 4 & Above yr.
40 y

19 
 
 Inn qualificatio
on wise cateegory the braand associatiion with GEO
O News wass highest witth the
group off people wh
hose qualificcation is atlleast intermeediate and their brand association with
HSUSH was found highest with the group off people whoo are uneduccated or mattric. There iss very
slight difference
f in the
t percentagge of brand association of people who
w are intermediate or have

d
high educcation.

a
Brand
B Assoociation with
w GEO News
N (Edu
ucation wiise)

h m
z A 3 4
b a 7 2
91%

a h 9 5 i q
h
22%

6 r
13%

S 00 - a
Un-Ed
ducated Atleaast Matric Interm
mediate & Abbove

3 b T
0 oa i Brand Association with
w HSUUSH (Educcation wisee)

S h 94% 91%
82%

Un-Ed
ducated Atleaast Matric Intermeediate & Aboove

20 
 
 Inn gender wiise category the brand association with GEO News were found high with
males caategory wherre as the braand associatiion with HS
SUSH, there is no such big differennce in
both gendders:

Brrand Assoociation wiith GEO News

N (Gen
nder wise)

a d
h m
A
94%

z 3 4 31%

b a 7 2
h 5
Female Male

h a - 6 9 r i q
S 00 a
B
Brand Asssociation with
w HSUS
SH (Gender wise)

3 b T
0 oa i
S h
98% 91%

Female Male

21 
 
 d Recall:
2. Brand

G New hass good brandd recall as coompared to other

Geo o news chhannels e.g. Express New
ws,

d
Dunya neews, Sama News
N o Geo Newss’s program HSUSH is higher
etc andd the recall of h than other

a
channels programs e..g. Banke mian from Exppress News channel, Miiss Dunya froom Dunya news
channel, Hasbe Hall from Dunyaa News channnel. Expresss News is onne of the top competitor of

m
Geo New
ws that can give
g hard tim
me to Geo Neews.

h
B
Brand Recall of Geo New
ws and its proogram HSUSH is high thhan others News
N channeels

A 4
and theirr program:

a z 2 3 Brand
d Recall Of
O Geo New
ws(Age wiise)

b 7
15yr - 25yr 2
25yr - 40yr 40yr - Abbove

a h 9 5 i q
h
S 00 - 6 a r
T
53% 50%

3 b
48%

i
47%

0 oa
39% 47%

S h 6%
%
4% 3%
% 2%
% 1% 0%
%

Geo News Expreess News Dunnya News Sam

ma News

22 
 
 Bra
and Recalll of HSUSH
H (Agewisse)

100%

a d 98%

m
87%

A h 4
a z 2
15-25 yr

3 25-440 yr 400 & Above yyr.

hb 57
h a 6 9 r i q
In qualifiication wise category thee brand recaall of GEO News
N was higghest with thhe group of

S 00 - a
people
p whose quualification is atleast inteermediate annd brand recaall of HSUS
SH was founnd highest wiith

T
the group
g of peoople who are uneducated or matric. There
T is veryy slight differrence in the percentage of
o
brannd recall of HSUSH
H h people whoo are intermeediate or havve high education.
with

3
0 oa ib Brand Recall
R of GEO
G News (Educatiion wise)

S h 92%
% 85%
46%

Un-Educaated Atleast Matric Interrmediate & Above

A

23 
 
 Brand
d Recall off HSUSH (Educatio
on wise)

a
96%
%

d 92%
84%

h m
z A 3 4
Un-Educateed Atleasst Matric Interrmediate & Above
A

b a 7 2
a h 9 5 q
In genderr wise catego
ory the brannd recall of GEO
G News and
a its prograam HSUSH is mentioned

h 6 i
below
w:

S 00 - a r Brand
B Recall of Geo
o News (G
Gender wise)

3 b T
0 oa i
h
7
75%

S
53%

Male
M Female

24 
 
 Brand Recall of HSUSH (Gender
( wise)

d
84% 91%

m a
h
Male F
Female

z A 3 4
b a 7 2
h 5
3. Brand
r Awareeness of HSU
USH:

h a 9 i q
From thee responses of
o the responndents in thee conducted survey it was evident thaat Geo Newss

- 6 r
Brannd awarenesss was very high
h because of HSUSH.. It was founnded that aroound 57 % off the responddents

S 00 a
know
ws that HSU
USH is the prrogram of Geeo News whhere they cann see current affairs in huumorous maanner.

T
The remaining 43%
4 associatte the rest off programs with
w Geo New
ws.

3
0 oa ib
Bran
nd Awaren
ness

S h Other Proggrams
43%%
HSUUSH
577%

25 
 
SWOT ANALYSIS:

Strength:

¾ News ideas and concept with fast execution has become a trade mark of Geo News

d
“Fastest First”.

a
¾ First to bring the “Breaking News” concept in Pakistan.
¾ Unbiased, accurate and timely 24 hour news in Urdu language.

m
¾ Most competitive work team.

h
¾ Goodwill as the largest media group in the country.

A 4
Here is a look at just some of them:

a z 2 3
For Example:

b 7
¾ First to give election result 7 hours before the nearest competitor. (Election 2002 special

a h 5
transmission and coverage).

9 i q
¾ First to use videophone in Iraq and Afghanistan and remote regions of Pakistan for live

h - 6 r
coverage.

S 00 a
¾ First to start political satire in Pakistan depicting current and past heads of state ( Hum

T
Sub Umeed Say Hain).

3 b
¾ First to produce joint India-Pak venture like “ Gaye Gi Duniya Geet Meray”, ”Faslay”,

0 oa i
”Lakhon Main Teen”.
¾ First to have live link-up with USA and UK.
¾ First to introduce bilingual News Tickers.

h
¾ First channel with international graphic applications.

S
¾ First to have representatives of two religious sects on one platform openly presenting
opposing viewpoints. (Aalim Online)
¾ First to run 2 soaps back to back 4 days a week, creating history in the entertainment
arena of Pakistan. (1-2-3 campaign).
¾ First to distribute Rs 6,500,000 worth of gifts in 23 cities in 48 hours. (Geo Eidi)
¾ First to telecast a live police encounter. (Al-Qaeda Defense Shootout).
¾ Create the country’s biggest blockbuster production utilizing the largest set, cast and
budget. ( Umrao Jan Ada).

26 
 
 ¾ First channel to take a game show to people’s homes all across Pakistan. (GEO Aur
Jeeto)
¾ First to telecast live telethon in Pakistan. The telecast raised Rs 6,000,000 in a twelve
hour period through calls on a premium rate number. ( Zindagi Campaign with Shahzad
Roy).
¾ First action based reality show police.

d
¾ First to conduct the largest and most aggressive recruitment and training campaign in the

a
history of Pakistan.

m
¾ First to initiate interactive live Polls. (Geo Poll).

h
¾ First to launch interactive infotainment programmes.
¾ First television marriage (Shadi Online). First to produce a matrimonial reality show that

A 4
rocked the nation.

z 3
¾ First to introduce segmented News sections like Geo Travel, Geo Dunya, Geo Taleem,

a 2
Geo entertainment.

hb 57
Weaknesses:

a 9 i q
¾ Slow innovation.

h - 6 r
¾ Because Pakistan has no institute that provides formal education on this field they are

S 00 a
required to have all employees trained from foreign institutions.

T
¾ Lack of innovation in the entertainment scene.

3 ib
Opportunities:

0 oa
¾ Growing awareness about current affairs. People are attracted towards News and other
programs related to current affairs.

h
¾ Increase in viewer-ship.

S
¾ The role of media to handle the current situation of Pakistan.

Threats:

¾ Fear of competition especially in entertainment because of new channels.

¾ Employee turnover Geo’s employee turnover is under 5%
¾ New channels attract GEO qualified and trained employees by offering them 3 times the
salary they earn at GEO. They also offer different fields of jobs. These demands are
difficult to meet for GEO.

27 
 
STPD ANALYSIS OF HSUSH:

Segmentation:

Market Segmentation divides the heterogeneous market into homogenous groups of

d
customers who share a similar set of needs/wants and could be satisfied by specific products or

a
services. GEO News program HSUSH have segmented the market on the basis of those who like
humor in new and different style and those who want to see reality in funny manner.

h m
Target:

A 4
Market Targeting refers to evaluating and deciding from amongst the various alternatives,

z 3
which segment can be satisfied best by the company. The Geo News Program HSUSH have

a 2
targeted the people who are 15 plus, because after this age people start understanding the value

b 7
of current affairs and effects of political environment.

h 5
Positioning:

h a 6 9 r i q
Market Positioning is the act of designing the company’s offerings and image to occupy a

S 00 - a
distinctive place in the minds of the target market. The goal of positioning is to locate the brand
in the minds of consumers to maximize the potential benefit to the firm. HSUSH has positioned

T
itself as a show that mocks the Pakistani politicians and presents the Pakistani political issues in

3 b
funny segments.

0 oa i
Differentiations:

h
Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a

S
brand, positively evaluate and believe they could not find to the same extent with a competitive
brand. The Geo News program HSUSH has also differentiated its brand image from its
competitors in terms of innovative ways to present current affairs from tasteful humor to self-
ragging analysis, the show has many elements to it with an emphasis on cutting caustic moods. It
is like a mirror on the wall that reflects our real faces - humorous, dumb and witty, all depending
upon the objective we are gazing at.

28 
 
CUSTOMER BASED BRAND EQUITY PYRAMID (CBBE)

Salience:

¾ High awareness.
¾ Most commonly recalled brand HSUSH as a show that mocks the Pakistani politicians
and presents the Pakistani political issues in funny segments.

a d
Performance:

m
¾ Good performance, very effective, efficient and innovative ways to present current

h
political situation.
¾ Market leader in its segment.

Imagery:

z A 3 4
a 2
¾ Very popular program.

b 7
¾ Every cable operator working in Pakistan have Geo News channel.

a h 9 5 q
Judgment:

h - 6 r i
¾ Good brand quality.

S 00 a
¾ Satisfying its target market.

T
¾ They are expert in their segment that’s why they are still market leader.

3 b
¾ One of the most favorite program of Geo News.

0 oa i
¾ Still maintained its POD’s from its competitors.

Feelings:

h
¾ Exclusive feelings of fun.

S
¾ Excitement.
¾ Joy.

Resonance:

¾ Extremely loyal viewers.

¾ Highly repeatedly watch rate.
¾ Much attachment.

29 
 
 Conclusion

GEO enjoys a status of a rapidly growing TV channel. The reason is simple, people
nowadays want a choice between watching TV channels and their programs. Geo News program

d
HSUSH is the leader in its segment and enjoying its leadership since the program started on Geo

a
News. Pakistani people have suffered enough back when PTV was a monopoly they only had a
small exposure to knowledge via TV.

h m
Nowadays, however, people are ‘addicted’ to media. The absolute choice between two
competing channels is almost impossible to make, since the viewer wants to assure himself by

A 4
watching the second channel that what the first channel is saying is correct. The CEO of GEO

z 3
Mr. Ibrahim-ur-Rehman says “Our goals are to create reputation of quality, consistency and

a 2
security that will make us the leader of all new style channels. GEO is the fast growing network

b 7
of channels that is making rapid awareness among the people. GEO’s main problem is the

h 5
growing number of private sector channels causing more competition for this reason GEO must

a 9 i q
improve their strategy and competitive position”. The viewers like some programs of GEO and

h 6 r
some programs of other channels. The main competitor of GEO News programs are Express

S 00 - a
News programs, but HSUSH (GEO News) is the only program that present the political situation

T
in funny manners and mocks the Pakistani politicians, people are much loyal to this program

3
rather than other programs of different channels in this segment e.g. Miss Dunya, Bankay Miya,

0 oa ib
Hasbe Haal etc.

Hence, infact not only the channels have segmented the viewers but the viewers also have

h
divided the channels into different segments to watch in their leisure. Therefore to give up one
equally beneficial segment for the other when one can have both wouldn’t be a sensible choice

S
for a sensible person.

30 
 
 Executive Summary

Geo network is a subsidiary of Jung Media Group whose CEO is Mr. IBARAHIM-UR-
REHMAN. It comprises of a set of four different channels, namely, Geo News, Geo

d
entertainment, Geo Super, AAG. The programs are distributed through a cable network. In 1966

a
a letter to the president of Pakistan asking him to permit private sector television but due to some
political issues it was delayed day by day. At last in 14, August 2002 GEO’s test transmission

m
started. In September 2002 first advertisement announcing GEO frequency was broadcasted.

h
GEO was honored as an International Television Channel by the National Association of

A
Broadcaster USA.

z 3 4
GEO has the widest distribution on cable system in Pakistan with hundred percent

a 2
carriages within 90days of launch. All companies must have a pictogram, or single visual

b 7
statement that represents the entire idea behind that symbol. GEO’s logotype enjoys the same

h 5
reputation with the audience, stakeholders and employees. GEO Network is like an octopus the

a 9 i q
head is the network and each tentacle is a business unit. After assigning the goals to different

h 6 r
departments they continuous get the feedback to make sure how close they are to achieving their

S 00 - a
objectives. GEO’s biggest reason of getting popular was their major step towards diversification,

T
they started different sort of channels varying from Entertainment, Sports, Music and in near

3
future they are planning to launch GEO English and GEO KIDS. Hum Sab Umeed Se Hain is

0 oa ib
one of the most popular shows of GEO News, as it’s the most popular program which mocks the
Pakistani and International Politicians in humors manner. This program aims to bring out the
reality in an innovative way. Furthermore this program shows the various colors of the political

h
personalities which created the best source of recognition for GEO News in the viewers mind.

S
According to our survey GEO News awareness was very high and the show Hum Sab
Umeed Se Hain is one the main reasons. It was found that the 57% of the respondent knew that
Hum Sab Umeed Se Hain is the program of GEO News where they can see current affairs
humorous manner. Hum Sab Umeed Se Hain has also differentiated its brand image from its
competitors in terms of innovative ways to present current affairs from tasteful humor to self
ragging analysis.

31 
 
 REFRENCES

1. Mr. Mir Shakeel-ur-Rehman (CEO)

2. Mr. Mir Ibrahim-ur-Rehman (CEO)

d
3. Mr. Shaheen Raza (Regional Sales Manager)

a
4. Mr. Syed Zulfiqar Ali Shah (HR Head)

h m
5. Mr. Saqib Noor Ahmed (Associate HR Manager)

6. Mr. Rauf Afaaq (Producer HSUSH)

A 3 4
7. Mr. Fawad Waiyen (Director)

a z 2
8. Mr. Younas Butt (Writer HSUSH)

b 7
9. Mr. Fahad Joiya (Production Manager)

a h 9 5 q
10. www.geo.tv

h
S 00 - 6 a r i
3 b T
0 oa i
S h
32 
 
 QUESTIONAIRE

When you fill in this questionnaire please use a pen and mark (√) on the best response.

Q-1 Which program would you associates with the tag line mentioned below?

a d
• It’s different...………………………………………………………......
• Highlight the Political Scenarios in different way………...……….……

m
• Mocks the Politicians………………………………………….…………

h
• Current Affairs………………………………………………………….
• Associate ads with current political situations……………………………

Q-2

z A 3 4
What comes first in your mind when you hear the brand name GEO News?

a 2
• Authentic News………………………………………………………………..

b 7
• Political Updates……………………………………………………………….
•

h
Talk Shows……………………………………………………………………..

5
• Fastest source of News…………………………………………………………

a 9 q
• Entertainment News…………………………………………………………...

h
S 00 - 6 a r i
Q-3 Which Channel comes to your mind when we say the word authentic news, talk
shows and current affairs?

T
• Express News

3 b
• GEO News

0 oa i
• Samaa News
• Dunya News

h
Q-4 Which Program comes to your mind when we say the word funny mocks of

S
politicians, humour, and criticism?

• Hum Sab Umeed Se Hain

• Bankay Miyan
• Miss Dunya
• Hasbe Haal
Q-5 Rank the following GEO News programs w.r.t. frequency of viewed with 1 being the
highest rank

RANK

• Jawab Deh _________

• Capital Talk _________

d
• Hum Sab Umeed Se Hain _________

a
• Ek Din GEO ke Sath _________
• Aj Kamran khan ke Sath _________

h m
Q-6 Which program would you associates with the brand GEO News?

A 4
• News Bulletin
• Talk Shows

z 3
• Hum Sub Umeed Se Hain

a 2
• Morning Shows

hb 57
Q-7 On a scale of 1 to 5 rate HSUSH on the following parameters

a 9 i q
•

h
Humour ____________

6 r
• Innovative Ways of presenting current scenarios ____________

S 00 - a
• Mocks of Politicians ____________
• Availability ____________

T
• Program Schedule ____________

3
0 oa ib
Q-8 How do you rate HSUSH brand in terms of following parameters:

• Expertise (Competent, Innovative, Market leader)

• Trustworthiness (Dependable and keep customers interest in mind)

h
• Liability ( Fun ,interesting)

S
• None of these

Q-9 Which GEO News programs do you regularly watch?

• ____________
• ____________
• ____________
• ____________
• ____________
Q-10 Hearing GEO News which programs comes in your mind?

• _____________________

a d
h m
z A 3 4
b a 7 2
a h 9 5 i q
h
S 00 - 6 a r
3 b T
0 oa i
S h
Thank you for your answers.
It has been a pleasure interacting with you.