Tranzum Courrier Service

TCS Sales Promotions & Marketing
Strategies
REPORT ON

Strategies
I
rfan Akram
Roll No: 07
Owemar Ishaq
Roll No: 08
Sarmad Saleem
Roll No: 10
Waqar Aslam
Roll No: 28
B.BA (HONS)
2010-2014
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Contents
Dedication
Letter of Memorandum
Acknowledgement
Executive Summary
About TCS
TCS milestone
Vision & Mission
Management Team
Awards And Achievements
Core Values
Case Studies
Testimonials
GETZ PHARMA
N.I.F.T.
Efu Life Insurance
Philips Pakistan
Careers
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Tranzum Companies & Services

Gifts & Greetings
Air Freight Solutions
Supply Chain
Visa Facilitators
Travel Services
Event Management
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Services
International Express Services
International Rate Card
Freight Plus
Red BOX
Student Express
Domestic Express Services
MMS
Sentiments Express
Same Day Express
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Overnight Express
Red Box
Logistics Services
W&D
Overland Express
Core Benefit
Actual Product
Augmented Product
Target Market
Segmentation
C2C
B2B
A2A
C2Others
Marketing Channels
Print Media
Electronic Media
Placement
Regional Offices
Franchises
Agent
Retail
Call Centers
Market Shares
Competitors
S.W.O.T Analysis
IT
Bibliography
Appendix
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DEDICATION :
Dedicated To All of my Family members Friends and My

respected Teachers .
Special Thanks To Sir Tauqeer Ahmed Ghauri for his kind
affection towards us to boost up our courage and our hidden
talent /interest towards the field of MARKETING.
At the End my Heartiest Thanks To TCS management who allow
their staff to make such a great cooperation with us and
Special Thanks to M.Ahmed Abbas (Business Development
Executive) TCS Pakistan Center Zone .
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Letter of Memorandum :
In Our Last session Held on February 13 . 2012. Sir Tauqeer Ahmad
Ghauri allow us to make Marketing research to understand hurdles
and difficulty while doing BUSINESS and to understand internal
environment of the Firm.
This report is all because of SIR Tauqeer Ahmad Ghauris efforts and
with the help of my Family and My Friend at end but not the least my
all thanks to Allah the ALMIGHTY the APOSTROPHY.
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Acknowledgement:
To Almighty ALLAH for sending his messenger Muhammad (S.A.W),
for the guidance of mankind, and blessing us with courage to complete all
our work.
One of the most pleasant parts of writing this report is the opportunity
to thanks those who has contributed to it. Unfortunately, the list of
expressions of thanks - no matters how extensive is always incomplete and
inadequate. These acknowledgements are no expectations.
We are grateful to have the assistance of our teacher who has helped us in
every step and stage for compiling and making this Marketing report.
Interdependence is a higher value then independence. I acknowledge that our work
is a synergistic product of many minds, to all of whom we express our thanks and
gratitude.
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EXECTIVE SUMMARY :
Report on the Sales Promotion & Marketing strategies of
TCS . TCS abbreviated as TRANZUM COURIER SERVICES (New name
Telecommunication Courier Services). TCS is the only Courier service provider
with more then 5000 employees all around the nation. TCS came into being in 1983
as a domestic courier company. The TCS journey since its inception has been
exhilarating and as recorded in the Havard Business Case Study, the Company that
Engineer Khalid Awan established with his brother has found itself in trailblazing
roles, and developed an entire Industry that has withstood the trials and tribulations
of cohabiting with the Government sector, and strove every inch of the way to find
win-win solutions in the service of Pakistani prosperity.
29 years into its existence the TCS brand has evolved, into a formidable symbol of
trust & reliability. TCS provides express and logistics services in the C2C, B2B and
B2C segments. This it does through a wide network of "155" offices making it the
biggest network in the country, along with over " 425 " retail outlets and over 2000
online and offline locations nationwide ideally located for easy customer access. TCS
has 1 dedicated chartered plane Boeing 737 and over 230 fully equipped modern
satellite-tracked ground vehicles, 2700 plus couriers and more than 6000+
experienced people to facilitate the swift and secure operations. Currently TCS is
ruling over the Market with the Market Share of 60% in the PAKISTAN in all Currier
services provider . TCS has achieved many milestones by developing into a business
model that continues to grow stronger. Realizing the customer needs and ambitions
to lead the courier industry of Pakistan have always been the driving principles in
the milestones that TCS has achieved over the years. This has resulted in setting
benchmarks to improve the overall quality and standards in the express courier
industry. In middle of 1997-2000 TCS expand its services in INTERNATIONAL Market
in Following Nations
U.A.E
Canada
But After 9/11 TCS working in CANADA is being stopped due to threats and due to
Many others reasons involves Government restrictions in CANADA . letter till now
TCS is delivering HOPES throughout the world with the restrictions on them . Now
advancement in TCS being done a new Financial Institutes owned and governed by
TCs came into being in middle of current year (2012).
TCS is the only reliable and self-relined service provider in PAKISTAN with theirs own
transport , upper , lower channel , segmentations , Cargo and their owned
services .
At the end of this report SWOT analysis of TCS is present which shows strength and
opportunity in favor to TCS whether they are internal or external .
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About TCS:
TCS came into being in 1983 as a domestic courier company. The TCS journey since
its inception has been exhilarating and as recorded in the Havard Business Case
Study, the Company that Engineer Khalid Awan established with his brother has
found itself in trailblazing roles, and developed an entire Industry that has withstood
the trials and tribulations of cohabiting with the Government sector, and strove
every inch of the way to find win-win solutions in the service of Pakistani prosperity.
Completing 29 Years of Service & Innovation 29 years into its existence the TCS
brand has evolved, into a formidable symbol of trust & reliability. TCS provides
express and logistics services in the C2C, B2B and B2C segments. This it does
through a wide network of "155" offices making it the biggest network in the
country, along with over " 425 " retail outlets and over 2000 online and offline
locations nationwide ideally located for easy customer access. TCS has 1 dedicated
chartered plane Boeing 737 and over 230 fully equipped modern satellite-tracked
ground vehicles, 2700 plus couriers and more than 6000+ experienced people to
facilitate the swift and secure operations.
Almost three decades into its existence, the TCS brand has evolved, into a symbol
of trust & reliability. TCS provides domestic & international express services to
consumers, corporates, SMEs and households alike, with pickups & deliveries
crossing over 6 million a month. TCS operates with over 6,000 professionals, 24/7
call center, 430 plus conveniently located Express Centers, dedicated chartered
aircraft, 2000 on-line & offline locations, 225 plus satellite tracked delivery vehicles
and a proficient team of couriers dedicated to providing you the best of service and
reliability in the industry. With a view to enlarging its presence in the global village,
TCS operates in international territories through its business partners in Dubai and
London, providing access to its customers to over 3,500 destinations worldwide.
TCS has achieved many milestones by investing into its business model that continues
to grow stronger. Realizing the customer needs and expectations have always been
the driving principles in the milestones that TCS has achieved over the years. This
has resulted in setting benchmarks to improve the overall quality and standards of
the express courier industry.
TCS achievements have led to a case study, undertaken by Harvard Business School
in 2003 for 'International Entrepreneurship' course of MBA. It has been mentioned
in the textbooks used by Harvard Business School as a model of highly effective
company from the developing world.
A case study on TCS has also been included in Philip Kotlers latest South Asian
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edition of Principles of Marketing which is being taught at the best & biggest Business. Schools across
South Asia. In 2007 TCS selected as the case study in Harvard SCHOOL of
BUSINESS AND ECONOMICS. It is being an achievement for TCS as because TCS is
the 1st PAKISTANI brand selected in HARVERD School of BUSINESS and ECONOMICS
as the case study.
TCS Pakistan Facts and Figures:

5000+ Employees.
1500+ Motorcycles.
400+ Light And Heavy Wheel Vehicles.
4 Million+ Shipments per month.
Around 2000+ Offices.
350+ Offices World Wide.
6 Aircraft.
3500+ International Destinations.TCS
Mile Stone:
TCS has achieved many milestones by developing into a business model that continues to grow stronger.
Realizing the customer needs and ambitions to lead the courier industry of Pakistan have always been the
driving principles in the milestones that TCS has achieved over the years. This has resulted in setting
benchmarks to improve the overall quality and standards in the express courier industry.
1983 In 1983 company came into being with the 25 shipment order through out all Branches
despite of great restrictions from government and GPO TCS starts their working. At the very
begging of TCs they starts their outlet in LAHORE , KARACHI and ISLAMABAD .
1985 In the begging of 1985 and at the end of 1985 TCS start to expand their network
throughout the nation. With more then 100 outlets in all over PAKISTAN in different and distant
places to met PAKISTANI banking needs at that time.
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1
989 In the middle of 1989 TCS proudly launched SENTIMENTS EXPRESS. In which wide
range of GIFTS and Unique Surprises are present which are delivered through out the world at
the same cost of that product in that nation .
1990s In the start of the era of 1990 TCS becomes the leading Courier Service
provider in ALL over Pakistan with round about 500+ Outlets all over the nation with
the same day transfer facility. These years are also known as TCS high years in the
history.
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1992-1996 After becoming number 1 Courier service provider in Pakistan TCS

diversify its structure to become self reliant and self depended Courier provider In
Pakistan with their own CARGO and Trucking service . Also with their own Shipment
facilities, Round the Clock. At that time till yet TCS is the only courier provider in
Pakistan with their own Transport Facilities.
1997-2000 In the begging of 1997 TCS expand its network to international market
to provide Courier service to Pakistani in international market. At the begging TCS
starts its operation in selected countries of U.A.E. with round about 10 outlets in
U.A.E. Afterword expansion in network take places with the change in need of
society. Afterword in middle of 1998 TCS covers all U.A.E. Then to provide access of
Pakistani to Canadian market TCS starts its operation in TCS on temporary basses.
After 9/11 TCS stops its working in CANADA due to restrictions or banns by
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government
and
also
due
to
disliking
of
Canadians.
2001-2002 In the start of 2001 and almost at the end of 2002. TCS starts to
restructured their entire organization to provide best and good facilities to Peoples
of Pakistan at their stops by increasing outlets and by increasing channels in
different cities as well as towns.
2002 In 2002 another major achievement done was of formation of TCS aviation to
become more reliant and more reliable. In the same ERA TCS expand its network in
the market of UK to provide service of courier to the people of BRITISH. In the same
ERA of 2002 TCS formed Road Transport service (renamed TCS logistic in
2006)system to deliver shipment through out the Pakistan.
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2003 In the ERA of 2003 TCS is selected as the case study in HARVED school of
Business and Economics to provide learning facilities and training to BUSINESS
students.
2004 In the era of 2004 to provide more services at door steps of Pakistanis TCS
launched NON-Resident Visa facility of different countries with direct link with
Embassy of that nations. Nation include in TCS Provision are CANADA , INDIA ,
SPAIN and ITALY . TCS in the same era expand service network with the addition of
SEA & AIR freight Division , Travel & Tour Company (INTIANA & VISATRONIX) and
MANAGEMENT Development Service Company (OCTARA). All these segments are
working for the provision and development of Society and Public of Pakistan.
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2006 In the ERA of 2006 TCS launched Mail Management Solution (MMS) to the
peoples of Pakistan for their betterment. Also get rights for NON-Resident Visa of
South Africa. Mail Management Solution stands upon the single largest investment
in infrastructure, made by TCS for continuous delivery of value. MMS is equipped
with state of the art printing and sorting technology that has been sourced from the
best suppliers across Europe and Asia Pacific. Through MMS telecommunication
service provider like U-Fone Print and do shipment of their Post paid customers bills
and Banks reconciliations statements of different banks through-out the Pakistan.
Also Awarded as BRAND OF THE YEAR.
2007 In the ERA of 2007 TCS implemented ISO 9001:2000 in TCS logistic. Also
awarded as Super Brand. At the end of the same year TCS won 1 st TELECOM
EXCELENCE AWARD.
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Vision & Mission

Our Purpose
To continually strive to achieve excellence - both on and off the job.
Vision Statement
"TCS will be recognized and respected as professional, innovative,
profitable information, and knowledge based logistics/services enterprise.
TCS embeds internet based technologies into its internal operating structures
and as business solutions for customers; with customer, employee and
shareholder interests at the core of its operations; demonstrating a clear
concern for ethical conduct and good corporate citizenship; with the
objective of growing into a regional and global player, with emphasis on the
Middle East, Europe and North America".
Mission Statement
"To direct all our organizational efforts at building upon the existing
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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".
Management Team
Khalid Nawaz Awan
Chairman
Mr. Awan is co-founder and Chairman

of TCS. His businesses developed over the past 25 years are collectively called the
Tranzum group.
A mechanical engineer by education, Mr. Awan and TCS, are subject of a Harvard
Business School Case Study on International Entrepreneurship - included in the
MBA curriculum for the past six years.
Saqib A. Hamdani
CEO
Jamil Janjua
CEO, Octara
Ali Leghari
VP - External Affairs
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Syed Ataur Rahman

Head of Aviation
Imran Younus
Jamil Ahmed
VP - Finance & Corporate Affairs
VP - BPR & Special
Projects
Rizwan Hafeez
VP - Strategy & Retail
Salman Akram
VP - Sales
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Awards and Achievements
Super Brands Award 2008-09

Mr.Saqib Hamdani,
CEO, TCS PVT Ltd. received the coveted "SUPER BRANDS AWARD OF
PAKISTAN 2008-09" from Javed Jabbar, Chairman & CEO, JJ Media Pvt Ltd
Consumer Choice Award-2010
TCS VP-BPR & Special

Projects, Mr. Jamil Ahmed, receives Consumer Choice Award-2010.
Brands of the Year Award
The quick adaptability,

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

2008.
ISO 9001:2000 Certification

9001:2000 certification.
TCS has won the Brands Icon Award in
TCS has attained ISO
1st Telecom Excellence Award

Through the presentation of
the 1st Telecom Excellence Award by the Federation Pakistan Chamber of
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Commerce and Industry (FPCCI) TCS was acknowledged in 2006 for its
services rendered to the Telecom sector with regard to express, logistics,
warehousing and distribution.
TCS Business Model Quoted in Harvard Business School Case Study
In a historic first for Pakistans business sector, the dynamic

business model of TCS was quoted in a case study undertaken by Harvard
Business School in 2003 for its MBA course in 'International
Entrepreneurship', and mentioned in its textbooks as the model of a highly
effective company from the developing world.
CORE VALUES
Quality
TCS people should direct every effort to deliver maximum value and satisfaction to our
customers.
Profitability through Efficiency
Efficiency will be the hallmark of TCS people to optimize profitability and growth.
Ethics
Nothing unethical shall be practiced by TCS people in relation to our customers and the
world at large.
Justice
Justice to be the guiding principle of TCS people.
Creative Growth
In its quest for expansion TCS shall encourage innovative thinking amongst its people.
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Case Studies
The best way to understand how we've helped organizations overcome their
challenges is to read our success stories. The articles below show TCS in action with
our clients, many of whom have worked with us for many years and have built up
valuable relationships with us.
Case Study on TCS in Philip Kotler's latest South Asian edition
The 13th edition of the Principles of Marketing, the seminal

work of Professor Dr. Philip Kotler, is dedicated to the South Asian Perspective. The TCS Case
Study appears prominently as the curtain-raiser of Chapter 12 titled Marketing Channels
Delivering Customer Value on page 288. A special reference is also made to the TCS website,
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In Chapter 17 that deals with Direct and Online Marketing on page 431. The TCS Story is
narrated in great detail, and in crisp and clear terms, and presents TCS as an agile and
innovative company that has dramatically changed the distribution choices and expectations
of both business and home consumers forever.
TCS Business Model Quoted in Harvard Business School Case Study
In a historic first for Pakistans business sector, the dynamic

business model of TCS was quoted in a case study undertaken by Harvard Business
School in 2003 for its MBA course in 'International Entrepreneurship', and mentioned
in its textbooks as the model of a highly effective company from the developing
world.
Testimonial
In promotion and of advertising, a testimonial or show consists of a written or spoken statement,
sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some
product. The term "testimonial" most commonly applies to the sales-pitches attributed to
ordinary citizens, whereas "endorsement" usually applies to pitches by celebrities. Testimonials
can be part of communal marketing. Communal marketing refers to a marketing practice that
incorporates public involvement in the development of an advertising/marketing campaign. A
"communal advertising" campaign invites consumers to share their ideas or express their
articulation of what the brand means to them through their own personal stories, with the use of
print media, film or audio. The resulting "consumer generated content" is then incorporated into
the campaign.
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GETZ
PHARMA =
Being a Pharma company it's always a pleasant experience to have communication with our strategic
partners like TCS who is keeping pace with us by playing a vital role in providing the cure to our
patients in the form of medicines. Supplying life saving drugs is undoubtedly one of the most noble
causes one can serve in addition to its commercial aspect TCS always provide professional services
and a role model to follow them as one of the best logistic company in the country.
Syed Sajjad Mazhar

Distribution Manager
N.I.F.T.
We have had the pleasure of working with TCS for our Document Handling Services as part of
our countrywide cheque clearing system. This association has worked well and grown over the
past twelve years, encouraging us to introduce new services for our customers and thus helping
them improve their services to their customers. I congratulate TCS on its Silver Jubilee, and on
establishing an excellent courier service based on international standards. I wish them great
success in their future endeavours.
M. M. Khan
Chief Executive Officer
Efu Life
Insurance
I would like to congratulate TCS on this important milestone of their 27th anniversary. TCS has
been associated with us as our courier agent for over a decade. I sincerely appreciate the
remarkable services provided by their marketing team through all these years which is admirable,
and I wish TCS tremendous success.
Tahir G. Sachak
Managing Director & CEO
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Philips
Pakistan
I was truly delighted to find out that TCS has completed its Silver Jubilee in providing the
Pakistani consumers with pure excellence. A reliable logistics partner is a must for any growing
company, and I can say with full confidence that TCS is that partner which we at Philips have
truly relied upon, and they have always delivered. I take this opportunity of congratulating the
TCS team for their dedication, and hope that they will continue to serve their customers with the
same degree of dedication for another 27 years.
Shahid Zaki
Chairman & CEO
Careers
Join a company that has global reach and presence, the means and the resources to propel your career into
never-before conquered horizons, a company that believes its people are its most valuable asset.
TCS welcomes applications from ambitious, hard-working individuals from any part of the world, with or
without experience. Fresh graduates are encouraged to apply, as TCS believes in fostering young potential
and creating an engaging work environment where they can flourish as the company grows.
Begin your brilliant career at TCS and apply for a position today the rewards are as big as your
ambition.
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Tranzum Companies & Services
Tranzum Companies & Services are commonly known as TCS. Involves many
businesses in it.
TCS is the leading courier industry of Pakistan. With its 28 years of experience in
the express courier industry, it is widely trusted for reliability, speed and
convenience. TCS provides time sensitive packages and business documents
delivery services across Pakistan, UK and United Arab Emirates. A wide range of
document, parcel and cargo services both domestic and international are offered.
Business Involves are :Gifts & Greetings
Supply Chain
Visa Facilitators
Travel Services
Event Management
Gifts & Greetings
TCS Sentiments Express is a personalized, high

valued gift delivery service offering a wide array of gifts from gourmet cakes, floral
bouquets, ethnic sweets, to various other elegantly wrapped gifts, delivered with a
personalized greeting card in Pakistan. Since 1989, TCS Sentiments Express has
been part of TCS, the leading air express courier in Pakistan. In the time, it has
become Pakistans premier gift delivery and greetings service.
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TCS Aviation, a division
of TCS Private Limited, specializes in delivering customized air freight solutions for
Freight Forwarders, Pharmaceutical Industry, Charities & Relief Organizations,
Government Departments, Airlines, General Sales Agents, Oil & Automotive
Industries and Brokers. TCS Aviation operates with a dedicated fleet of aircraft &
worldwide offices in Pakistan, Dubai and London. You can be assured that we would
fulfill your air freight & charter requirements to your satisfaction.
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 nonimmigrant (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.
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Travel Services
Intiana, a Tranzum enterprise, offers
services for Umrah & Travel.Intiana is dedicated to facilitating our customers in
meeting all their travel related needs with personalized services and well-trained
staff for customer support.
Event Management
Octara is an independent
business unit of TCS Private Limited. With a team of dedicated professionals in the
fields of event management, publications, marketing and corporate services, Octara
is geared to provide the best possible solutions in these areas to the corporate,
government and NGO sectors in Pakistan and the UAE.
Services
No matter what your express courier service needs are, TCS can handle it for you with our wide
range of options.
International Express Service
Freight Plus
Red BOX
Student Express
MMS
Sentiments Express
Same Day Express
Overnight Express
Red Box
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Logistics Services
W&D
Overland Express
International Express Services:
TCS has a
strong presence not only in Pakistan but also in the UAE, UK and Canada. TCS offers
international delivery services - International Documents and Parcel Express
Delivery - to over 3,500 destinations across the world through its extended
International Network.
Freight Plus
Red BOX
Student Express
International Rate Card:

Facility provided by TCS in Favor to send
Greeting Card to your loved one in all our the world at any time through any outlet or through WEB.
Freight Plus:
Freight Plus offers delivery of your less urgent
& large size shipments within 10-12 working days. This service is available only for export
shipments. Prioritized handling and confirmation of delivery are also available on request,
customer clearance is also provided.
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Red BOX:
Service provided to those customers who are extra conscious in
sending their products. TCS Red Box has made it so simple, convenient and cost-effective to send
all you want, to your loved ones, Special rates for UK, Europe, USA, Canada & Far East. Be it
toys, clothes, shoes, gifts, samples or any thing you may fancy, Red Box delivers all. Show
your loved ones how much you care with TCS Red Box.
Just take your gifts to the nearest TCS Express Centre and we will take care of everything
including the box.
Red Box Service is available in a choice of two different weights:
* 10 Kg * 25 Kg
Student Express:
This amazing service delivers your documents to the College, University or any
other Educational Institution of your choice anywhere in the world.
To avail TCS Student Express, the student will have to furnish the following at the
time of booking their documents.
Copy of student's ID card or letter from College/University certifying the student's
bona-fide status.
Documents should be sent to an educational institution
(School/College/University/Hospital) abroad.
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TCS has emerged as the most trusted name for delivering a wide range of
documents, packages, parcels and cargoes within Pakistan. Domestic Express
Delivery Services include.
MMS:
MMS - Mail Management Solution stands upon the single largest investment in
infrastructure, made by TCS for continuous delivery of value. MMS is equipped with
state of the art printing and sorting technology that has been sourced from the best
suppliers across Europe and Asia Pacific. This makes TCS the only end to end
solution provider in the category with the largest delivery network in Pakistan. At TCS
innovation is a norm and with a view to creating & delivering business value
to customers. Value is the most significant outcome expected of
each and every business process. Mail Management is one process yet to be recognized
as a source of value in our local business environment. TCS promises to deliver this value through its
innovative service - MMS.
Sentiments Express:
TCS Sentiments Express is a personalized, high valued gift delivery service

offering a wide array of gifts from gourmet cakes, floral bouquets, ethnic sweets, to
various other elegantly wrapped gifts, delivered with a personalized greeting card in
Pakistan. Since 1989, TCS Sentiments Express has been part of TCS, the leading air
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express courier in Pakistan. In the time, it has become Pakistans premier gift
delivery and greetings service. Sentiments of care & appreciation are delivered for
all occasions by Sentiments Express, a division of TCS, that deals in personalized &
corporate gifts, greetings & mail order delivery service at your door step since 1989.
Sentiments Express offers a wide array of gifts from gourmet cakes, floral bouquets
& ethnic sweets to perfumes, toys & leather goods along with an exclusive greeting
card carrying your personalized message.
Be it Eid, Christmas, Valentines Day, Mothers Day, Fathers Day, Friendship Day, Birthday,
Wedding, Get Well Soon, any Brand Campaigns, Employee Greetings, Promotions, or just an
expression of your Appreciation, TCS Sentiments Express can help you let your Employees,
Customers, Business Partners, or Loved Ones know that you care.
Same Day Express:

Rely on same day express for
same day deliveries to major cities country wide. Check booking timings.
Overnight Express:
of your urgent shipments.
For next working day delivery
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Red Box:
For next working day delivery of your urgent
and bigger shipments. Service provided to those customers who are extra conscious in sending their products.
Logistics Services:
Realizing the potentials of Supply Chain Management in Pakistan, TCS launched
its Logistics Wing as a registered company in 2002 as TCS Logistics (Private)
Limited.TCS Logistics has 3 divisions, namely (a) Overland Express, (b) W&D
(Warehousing & Distribution), and (c) Fleet Solutions. TCS Logistics employs 898
professionals, working day and night to add value to your businesses.
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Strategies
W&D:
W&D (Warehousing & Distribution), a division of TCS Logistics was established in
2004. It specializes in the 3PL setup and is setting new benchmarks by providing
Total Logistics and Supply Chain solutions in Pakistan. In this relatively short time
span, it has already had its presence felt on the supply chain canvas of the country.
W&D has an envious clientele in Telecom, FMCG, Pharma, I.T. and other sectors, it is
all set to providing its customers extra-ordinary services in their respective industry
segments anywhere in the country. W&D already has over 200,000 square feet of
multi-user Warehousing facilities in the country, which offer efficient and economical
warehousing services by employing carefully thought out material storage and
handling equipment.
With the most modern and efficient tools in warehouse management and out-of-thebox distribution models, W&D division is continuously achieving Key Performance
Indicators (KPI) set by its customers. TCS Logistics has also implemented ISO 9001
as an assurance of the quality of service provided to its customers. W&D is not rigid
in its approach and believes fully in offering customized solutions to its customers
that best fit their specific logistics and supply chain needs. The Inventory
Management & Warehousing process has been automated with an in-house webbased management system WMS that provides online access and realtime information to customers for ordering, monitoring and managing their stocks.
The current range of specialized services includes:
Warehousing
Transportation and Distribution
Value addition and Stock Repacking
Barcoding & labeling
Warranty Management
Reverse Logistics
Project Management
Customs Clearance
Freight (Air & Sea)
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Strategies
Overland Express:
Formed 2 decades ago, (year 1989), TCS Overland

Express is also the market leader in door-to-door goods transportation business in Pakistan by
land through 40 and 50 ftrs containers. This business is particularly suited for your bulk cargo
movements to around 160 cities of the country, delivery KPI within three working days,
considering booking date zero at main locations of pakistan . Packaging of material facility is
also available with the name of TCS mover n packers to facilitate our household customers.
Main product offerings of the products are.
LCL (Loose container Load)
FTL (Full Container Load)
Hub to Hub delivery
Hub to Door delivery
Pallet boxes of 50 Kgs.
Builtin insurance of Rs 100 per kg
When it comes to secure, economical and time definite transportation of heavy cargo shipments
to any part of the country by land TCS Overland Express is the preferred choice of a large
corporate customer base.
Our large corporate customer base includes:
Pharmaceutical Companies
Banking Sector
Major Printing Houses
Automotive Industry
Cellular Industry
Core Benefit
Quality.
Profitability through Efficiency
Ethics
Justice
Creative Growth
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Strategies
Actual Product
In actually TCS provide Currier services to the citizen of PAKISTAN. Inside as
well as outside the country.
Augmented Product
In marketing, a whole product is a generic product augmented by everything that
is needed for the customer to have a compelling reason to buy. The core product is
the tangible product that the customer experiences. In return to get better results
TCS provide Security in against to lost things. Percentage of return vary according to
nature of things.
Target Market
Tranzum currier services (TCS) main target market is high or upper level corporate
and businesses. TCS commonly provide services on large scale to GETZ pharma ,
Ufone telecom , Mobilink Telecon , Financial Intermediaries and many more. TCS
target those companies and those businesses which are helpful in gathering large
quantity of capital in a short interval of time.
Business Market:
TCS offers a service required by all types
businesses regardless to nature size type productivity etc. Thus TCS target market
consist of BUSINESS or Corporate.
Corporate Market: In corporate sector two (2) major areas that TCS target through
its various products are:
BANKS/FINNANCIAL INSTITUTES: The major target market, which generates
heavy business for TCS. The main Product they use id DOX (documents) in order to
send drafts, cheques, agreements, correspondence etc. The main customers are
35 | P a g e

Strategies
BANKS, Shipping Companies and corporate offices. TCS is traditionally dominant in
this sector.
Export/Import Sector: Another major target market of TCS is the business sector,
dealing in Export. So Export is the basic target market of TCS. TCS attract this sector
through its various heavy weight parcels of different weights which include MEGA,
JUNIOR, JUMBO, JUNIOR JUMBO and HEAVY WEIGHT parcel express, to service export
client with different needs.
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Strategies
Segmentation
TCS provides express and logistics services in the C2C, B2B and B2C segments. This
it does through a wide network of "155" offices making it the biggest network in the
country, along with over " 425 " retail outlets and over 2000 online and offline
locations nationwide ideally located for easy customer access. TCS has 1 dedicated
chartered plane Boeing 737 and over 230 fully equipped modern satellite-tracked
ground vehicles, 2700 plus couriers and more than 6000+ experienced people to
facilitate the swift and secure operations.
C2C: C2C segmentations contains wide range of cities which being recently covered
by TCS. This segment contains cities/Towns like Minchanabad, Havely Lakah etc.
This segment consist of that cities which are backward and mostly there are rarer or
some times no shipments to that areas. Shipment through this segment is quite
greater then other segment due to new starting or due to no good response.
B2B: B2B segment contain wide range of cities as compared to C2C segment.
Because this segment is mature now. Cities involves in this segment are
BAHAWALNAGAR, BAHAWALPUR, ARIFWALA etc. This segment is mature and
advanced segment of TCS as compared to C2C. Daily shipment from the outlets of
B2B recorded as 100+/day (DATA provided by TCS).
A2A: A2A segment Mostly called on-road segment, because of its linking on the
same road and geographically look alike same as other. This is most old and mature
segment of TCS. This is the 1st Segment launched by TCS. Shipment details vary
from day by day due to high range of shipments, Approximately 5000+
shipments/day done on this track. Cities include in this segment are SAHIWAL,
LAHORE, MULTAN etc.
*C2OTHERs: In some cases of i.e of sending UNIVERSITY form TCS allow C2B or
C2A segment but with the additional cost implements. This cost Vary according to
different conditions or according to different circumstances. (VICE-VERSA)
Marketing Channels
Initially for the Campaign, a document was prepared outlining the relevant
information about the brand, Target audience, Buying Behavior, Brand loyalty and
Consumer Perception of the brand. Also any issue that might block the desired
behavior including any external factor. A marketing channel is a set of practices
or activities necessary to transfer the ownership of goods, and to move goods, from
the point of production to the point of consumption and, as such, which consists of
all the institutions and all the marketing activities in the marketing process. A
marketing channel is a useful tool for management. Media strategy is no less
important then creative strategy, Its very necessary to advertise to know when and
how to reach the audience effectively. The Choice of Media determines the direction
of creative strategy. Keeping in mind the size of advertising budget, For this
Campaign we initially goes with Print And Electronic Media.
Print Media: In Print Media we should Emphasis on THREE (3) aspects of the
products and then use them as the base of ou theme.
Priority
Relaxation
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Strategies
Money Back Guarantee
Electronic Media: To attract the readers attention, both footage and words are
being utilized to communicate the concept clearly. Following aspects will be
prominent and identical in all advertisement.
Product , Logo And Slogan
Companies Logo And Slogan
Product Tag Line
Explanation of the footage.
Product Placement
Product placement, or embedded marketing, is a form of advertisement, where
branded goods or services are placed in a context usually devoid of ads, such as
movies, music videos, the story line of television shows, or news programs. The
product placement is often not disclosed at the time that the good or service is
featured. Product placement became common in the 1990s, until the ramifications
of product placement were clearly understood.
In services Business like TCS product refers to the Services provided by them,
whereas Placement refers to the offices of the institute which are providing services,
for the development and construction of society.
Placement of TCS are as follow:
i- Regional OFFICES
ii- Franchises
iii-Agent
iv-Retail
v-Call Center
Regional Offices : TCS with the oldest and most reliable services have 3 regional offices
all around the PAKISTAN which are covering all the nation.
South Region
KARACHI
TCS Express & Logistics Center
Saqib Hamdani Building
Iqbal Avenue, Jinnah International Airport, Karachi 75202, Pakistan.
Tel: +(92) 21 111 123 456, Fax: +(92) 21 924 2816
HYDERABAD
Bungalow # 14/A, Unit # 3,
Main Autobahn Road, Latifabad, Hyderabad.
Tel: (022) 111 123 456, (022) 3815966 / 7, (022) 3812180 / 2,
Fax: (022) 3816821
SUKKUR
Bungalow # 47, Muslim Cooperative Housing Society,
Military Road, Opposite Red Carpet Hotel, Sukkur.
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Strategies
Tel: (071) 111 123 456, (071) 5632801 / 3
QUETTA
Model Town near Usmania Restaurant Pishin Stop, Quetta.
Tel: (081) 111 123 456, (081) 2837132 / 33, Fax: (081) 2821427
Central Region
LAHORE
01 PECO Road, Opposite Ittefaq Foundry,
Kot Lakhpat, Lahore.
Tel: (042) 111 123 456, Fax: (042) 5943278
MULTAN
958/B, Tareen Road, Multan.
Tel: (061) 111 123 456, Fax: (061) 4500947
FAISALABAD
P-6158, West Canal Road, Near Faisalabad Toyota Motors, Faisalabad.
Tel: (041)111 123 456, (041) 8544034 / 35 / 36 / 38, Fax: (041) 8501317
North Region
RAWALPINDI / ISLAMABAD
Near Fizaia Colony, Islamabad Highway Service Road, Rawalpindi.
Tel: (051) 111 210 210, Fax: (051) 4471261
GUJRANWALA
Opp. Ghulam Distgir Khan Filling Station, Main G.T. Road, Gujranwala.
Tel: (055) 111 123 456, (055) 4231901 / 3, Fax: (055) 4231906
PESHAWAR
54 The Mall, Near PTV Station Mall Road, Peshawar Cantt.
Tel: (091) 111 123 456, (091) 9213967 / 9, Fax: (091) 9213977
Each region with holding more then 10 cities around them. With the same price of
shipment in that region, eg: In MULTAN region areas including are Bahawalnagar,
Bahawalpur, Rahim yar Khan, Multan, Melsi etc.
Franchises : Franchising is the practice of using another firm's successful business model.
The word 'franchise' is of Anglo-French derivation - from franc - meaning free, and is used
both as a noun and as a (transitive) verb. For the franchisor, the franchise is an alternative to
building 'chain stores' to distribute goods and avoid the need for investments and liability for
a chain. The franchisor's success depends on the success of the franchisees. The franchisee
is said to have a greater incentive than a direct employee because he or she has a direct
stake in the business.
In many areas of Pakistan including Lahore and Karachi TCS launched Franchise system. (no
pic no further data available)
Agent : An Agent is one who acts for, or in the place of, another, by authority from
him; one entrusted with the business of another.
TCS now launched Agent system round the nation to provide currier services of
distant and backward area through their representives. Agent system currently
launched in city of Minchanabad, Mandi bhao din etc. (currently no further data
available on this topic)
39 | P a g e

Strategies
Retail :
Retail outlets are the visage of any company. At TCS our
main focus is on customer satisfaction. Over 430 conveniently located Express Centers, backed by over
225 satellite-tracked delivery vehicles and dedicated couriers astride motorbikes, extend the TCS
outreach throughout the length and breadth of the country, making it one of the most recognizable brands
in Pakistan. With its distinctive logo and corporate color, the TCS retail environment is an ideal mix of
tasteful decor, competence, and hospitality geared to optimizing customer experience.
The number of computerized TCS Express Centers that are open 24/7 has been on the rise ensuring an
enabling environment, much to our valued customers delight. TCS service standards are maintained
through support teams comprising of Retail Team Leaders and Mobile Maintenance. Units that stay on the
move 12 hours of the day, every single day. At TCS, we not only serve our customers by selling in-house
services, we also have widened our service horizon by contributing in admission process of reputed
Universities, which shows that our metro-geographical presence and highly efficient trained staff is
contributing as a responsible national entity to serve Pakistani institutes and citizens.
Call Center : TCS has taken yet another step as the undisputed leader of the
Courier Industry by setting up a state of the art 24/7 Call Center at its brand new
and purpose built Head Office at the Karachi
Airport. Centralizing customer calls in Karachi, Lahore and Islamabad under one
roof, initially launching off with 30 seats and aiming to accommodate 300
employees at a time, the contact center offers TCS customers various channels of
communication. The contact center is fully equipped with a customized IP based
Intel solution.
Market Share
40 | P a g e

Strategies
TCS with the leading currier service provider in Pakistan has covers almost 60 65%
market. With at Maturity stage of it life cycle
.
Tcs currently now at Maturity stage with
maximum profit over handling. Great amount of Capital is required to run a setup
like TCS.
Competitors
There were no direct Competitor of TCS in Pakistan. Because to run a setup like TCS
huge amount of Capital is required on a large scale still there was possibilities to not
to become market achiever. But in spite of all market share TCS feels threat from
following Courier Services
DHL (As timely delivery)
UPS (World Wide Express PLUS)
TNT (9Am Express)
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Strategies
SWOT ANALYSIS
Internal Assessment
Strengths:
TCS has a totally independent and self-reliant cargo operation beside this following are
the other strengths of TCS:
The TCS courier service has large no of Branches across the country.
Initial learning and benefits from DHLs systems.
Having its own airplanes and operates them on their own licenses
Having research and development department
The TCS courier service having 55% shares in Domestic Market
It is providing services in more than 200 countries in the world
It has 7% shares in international market
TCS holds more then 50% market share in Overland Express
TCS holds more then 60% market share in Sentiments Express.
TCS business operations rely on a sophisticated hub-and-spoke system.
TCS has 5 major hubs in Pakistan with round the clock sorting facilities.
Weaknesses:
TCS had many weaknesses during its early period which were then successfully
converted into strengths, few weaknesses are as follows:
TCS has no formal contracts with delivery persons.

TCS has not been able to continue point of delivery I.T. Support System.
TCS does not have expert I.T. Systems and support which has caused huge losses.
TCS still relies on international partners for its overseas operations.
TCS has been initially the victim of family issues.
External
42 | P a g e

Strategies
Opportunities:
TCS has many opportunities to expand and get advantages from governments,
opportunities on which TCS can focus are as follows:
TCS can expands its international operations and get subsidy from government in the
name of foreign exchange.
Industry in which TCS operates has high entry barriers for new entrants.
Expanding industries of Pakistan are opening new profits streams for TCS.
To expand its operations TCS can lease equipments and take advantages of tax
benefited leasing in Pakistan.
TCS can acquire funds for expansion by enlisting itself into Karachi Stock Exchange.
TCS can start price wars to eliminate small competitors.
TCS can start its own domestic passenger airline services as it has the experienced
pilots, flying experience and license.
TCS can establish its own terminals at ports for huge shipments via sea.
Threats :
Since its inception TCS has been exploited to number of threats, threats which TCS has
faced inn past and are facing currently are as follows:
Legislative barriers like Post Office Act of 1898 are threats for TCS.
Government bureaucracy has been a continuous obstacle for TCS.
TCS has been a wary of corruption and has been asked for favors from politicians.
TCS has a host of violent competitors in Pakistan.
TCS competitors are experienced and cash rich companies.
Pakistan flagship carrier PIA has started its own courier services.
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Strategies
IT
TCS W&D (Warehousing & Distribution) division is a specialized 3PL setup formed in 2004 and
is setting new benchmarks in providing Total logistics and Supply Chain solutions in the country.
In this relatively short time span, it already had its presence felt on the supply chain canvas of the
country. W&D has an
envious clientele in the Telecommunication, FMCG, Parma, I.T and other sectors and is all set to
providing its customers extra-ordinary services in their respective segments anywhere in the
country.
W&D already has over 100,000 Sq. ft. multi-user Warehousing facilities in the country, which
offer efficient and economical warehousing services by employing carefully thought out material
storage (racks and equipments) and management (web based, in house developed Warehouse
Management System WMS software). With the most modern and efficient tools in warehouse
management and out-of-the-box distribution models, W&D division has achieved Key
Performance Indicators (KPI) set by its customers.. The Inventory Management & Warehouse
process has been automated with an in-house, web-based management system WMS that
provides online access and real-time information to customers for ordering and monitoring their
stocks. The current range of specialized services includes:
Warehousing
Transportation and Distribution
Value addition and Stock Repacking
Barcoding & labeling
Warranty Management
Reverse Logistics
Information Services
With the digital revolution, Information Services companies now need to process an increasing
number of data sources, and a variety of unstructured content including audio/video to provide
accurate actionable intelligence across multiple delivery channels quickly. Traditional publishers
are moving online. Margin pressures and the need to move up the value chain are driving them to
increase their operational efficiency and enter into their customers workflow. The industry is
being forced to transform its technology and content operations to address the challenges.
TCS understands these challenges and can help you drive this transformation. We combine our
rich experience in servicing the industry with our content products, service offerings and
alliances to deliver the technological solutions you need.
44 | P a g e

Strategies
What TCS Provides
TCS realizes that information processing is unique for each industry segment, and it blends
technology solutions with industry expertise to deliver solutions. Based on our experience and
tailored information solutions for each area, we have classified the Information Services industry
into the following sub-segments:
Financial and Credit Information Services
Scientific, Technical and Medical Information Services
Legal, Tax and Regulatory Information Services
Market Research Information Services
Search, Aggregation and Syndication Information Services
B2B Information Services
Our end-to-end offerings for Information Services cover the full content value chain from
content creation to content monetization:
Content Operations: Content Digitization, Transcription Services, Web-Crawling, Entity

Data Extraction, Data Verification, XML Conversion, Taxonomy Maintenance, Indexing,
Tagging, Linking, Citation and Categorization
Information Management: Enterprise Content Management, XML Content Storage,

Semantic Tagging, Multi-dimensional Data Warehouse, Editorial Systems, Search
Implementation, Contextual Search, Workflows and Analytics
Content Delivery: Multi-channel Distribution, Social Networking (web 2.0) and Mobile
Media
Infrastructure Services: Data Center Management, Desktop Management, Desktop

Services
The TCS solutions are powered by the following:
Outcome-driven business consulting
End-to-end IT service offerings covering IT solutions, infrastructure services and BPO
45 | P a g e

Strategies
Information services Coe that tracks the latest industry trends/challenges and provides
solutions leveraging best practices
Customer-centric innovation driven by the TCS Co-innovation Network (COIN)
Alliances that leverage combined experiences in technology and business to provide

successful solutions
Business Value
Partnering with TCS will help you achieve the following business benefits:
Transformation of content operations using Content Agility and a realization of the full
potential of your content
Enabling new revenue streams from innovative and customer-centric IT solutions
Reduction in time-to-market for new technology-enabled information products
Streamlining and standardizing IT processes to improve operational efficiency
Lowering of total cost of ownership of IT systems and allowing business to move spends
to strategic initiatives
Effective back-office operations that help in reaping the benefits of new products quickly
Release of your key resources and assets to focus on value-added activities
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Strategies
Bibliography
Google Images
http://www.google.com.pk/imghp?hl=en&tab=wi
TCS official website

http://www.tcscouriers.com/
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Strategies
Appendix
48 | P a g e

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TCS Sales Promotions & Marketing

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Tranzum Companies & Services

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

Dedicated To All of my Family members Friends and My

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

TCS Pakistan Facts and Figures:

3500+ International Destinations.TCS

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

1992-1996 After becoming number 1 Courier service provider in Pakistan TCS

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

Vision & Mission

TCS Sales Promotions & Marketing

Mr. Awan is co-founder and Chairman

TCS Sales Promotions & Marketing

Syed Ataur Rahman

VP - Finance & Corporate Affairs

VP - BPR & Special

TCS Sales Promotions & Marketing

Super Brands Award 2008-09

Consumer Choice Award-2010

TCS VP-BPR & Special

Brands of the Year Award

The quick adaptability,

Brands Icon Award

ISO 9001:2000 Certification

TCS has won the Brands Icon Award in

TCS has attained ISO

1st Telecom Excellence Award

TCS Sales Promotions & Marketing

In a historic first for Pakistans business sector, the dynamic

TCS Sales Promotions & Marketing

The 13th edition of the Principles of Marketing, the seminal

TCS Sales Promotions & Marketing

In a historic first for Pakistans business sector, the dynamic

TCS Sales Promotions & Marketing

Syed Sajjad Mazhar

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

Gifts & Greetings

TCS Sentiments Express is a personalized, high

TCS Sales Promotions & Marketing

Air Freight Solutions

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

International Express Services:

International Rate Card:

TCS Sales Promotions & Marketing

TCS Sales Promotions & Marketing

Domestic Express Services

TCS Sentiments Express is a personalized, high valued gift delivery service

TCS Sales Promotions & Marketing

Same Day Express: