BRAND MANAGEMENT

Term Report
on
Election Commission of Pakistan (ECP)

Submitted to:

Mr. Fawwad Afridi

Submitted by:

Ateesh Anand (22229)

Fazeel Hammad Khan (20788)

Kainat Rashid (22639)

Khurram Khalili (22901)

Noor ul Ain (21244)

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 ACKNOWLEDGMENET

We would like to extend our heartiest gratitude to our Mentor Mr. Fawwad Afridi
for inspiring us through his sincere and consistent guidance throughout this entire
project even in his non working hours and helped us in the completion of this Term
Report. His exposure in Branding made our journey really interesting and full of
learning.

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 TABLE OF CONTENTS

Contents Pg.
Brand Vision 4
Brand Purpose 4
Brand Objectives 4
Brand Resonance Model 5
Strategy for IMC Execution 7
Issues 8
Brand SWOT Analysis 9
Brand Life Cycle 10
Brand Communication Plan 11
Projected Revenue & Brand Budget 15
Activity Calendar 16
Positioning Statement 16
Brand Brief 16
Consumer Engagement Plan 17
Distribution Plan 17
Joint Ventures & Partnerships 18
List of References 19

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Brand Vision:
To become a more vibrant and progressive election management body that delivers its
constitutional mandate of organizing and conducting elections honestly, justly fairly, and
guarding against corrupt practices, having complete trust of the people, and contributing towards
a stronger democracy in Pakistan.

Brand Purpose:
The Election Commission is responsible to organize and conduct the election and to make such
arrangements as are necessary to ensure that the election is conducted honestly, justly, fairly and
in accordance with law, and that corrupt practices are guarded against.

Brand Objectives:
Key objectives of ECP include the following:

• Make ECP completely biometric

• Online app for overseas Pakistanis

• Convenience for persons with disabilities

• Rigged free and fair elections

• Instantaneous results with high accuracy

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BRAND RESONANCE MODEL:

Category: Services

Identity:
 Name: Election Commission of Pakistan
 Logo:

 Slogan: Become a part of the technological revolution

 Tagline: Rigging free and modern Pakistan

Brand image:

 Customer profile: All genders 18 to onwards

 Personality: Trustworthy, liable
 History: Ballot papers
 Experience: Feeling of credibility and security

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Brand performance:

 Core function: Make ECP completely biometric

 Value added: Biometric system
 Durability: Free, fair, transparent and innovative
 Efficiency: Instantaneous results with high accuracy
 Style/design/price: 100/- for urban areas, 50/- for rural areas

Judgments:

 Quality: Innovative biometric system

 Superiority: Superior to ballot papers

Feelings:

 Excitement: New experience of customers

 Self-respect: To maintain the new innovations of free and transparent
elections
 Social acceptance: High social acceptance

Loyalty:

 Engagement: Biometric creates a motivation in the voters

 Community: Free and transparent elections benefit the community
as a whole

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STRATEGY FOR IMC EXECUTION:
Following are the strategies and activities ECP will be doing for the communication of Biometric
Election Campaign in Pakistan.

Television:

For TV video ads will be designed where politicians and social influencers will be promoting the
bio metric election system in Pakistan by ECP.

Since this campaign is directly related to the affairs of Pakistan, the ads will be aired on news
channels such as ARY, Samaa, Dunya, Express, Geo, Aaj, around peak and regular hours i.e.
during the talk shows and between the news bulletins and in the evening.

Radio:

For radio our tv ads will be aired on FM 101, FM 100, Suno Pakistan FM 89.4 in the early
morning around 7:00 when people get out for their work and mostly listen to the radio and also
in the evening around 8:00 pm. This way ECP will be able to do effective hammering of the
campaign among the people.

Print:

For print, newspapers will be the medium used for this campaign of ECP. Newspaper will
include, Dawn, Tribune, Jung, Awaam, etc.

The half page ads will be printed with the detailed information about the use of bio metric
system and its subscription method in the news columns of the newspaper. The ads will be
printed in Urdu, English and regional newspapers of Pakistan.

Out of Home:

For out of home, we will be installing digital billboards, pole signs, gantries around the main
shaharas of the cities for eg; Shahra-e-Qaideen in Karachi, Mall road in Lahore, Central GT road
in Peshawar etc. Digital billboards will be showcasing the graphics and self explanatory videos
for the campaign idea and the subscription method. Also, stickers of print ads will be pasted on
the public transports around the city.

Social Media:

For social media, Facebook, Twitter and Instagram are going to be used. ECP will be creating
online pages for the campaign. The campaign will be promoted through threads and hashtags like
‘Barho agey Pakistan kay khatir’, ‘Chalo taraqqi ki rah par ECP kay saath’, ‘Aap ka ek vote ab
badleyga Pakistan ka mustaqbil’ etc.

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Activations:

Activations will be done two months before the elections in Pakistan. For the rural areas, our
teams will be visiting door to door to explain the biometric system and on the spot registration.

For Urban areas, ECP stalls in malls, markets, roundabouts, traffic signals, bus stops and
wherever there is a high percentage of foot fall. In those stalls we will be doing on the spot
biometric registration and providing brochures of our campaign to explain how this new process
works.

Also, they can get registered themselves for bio metric election system on their phones only,
listing their id card no by paying online through their bank accounts.

ISSUES:
However, technology has taken up on the road of advancement and the majority of educated
people aspire to change the conventional method of election in Pakistan. It is hard to bring
people at one platform as our target market does not belong to any particular segment. It
comprises of people from every background, sector and values. Specially, the difference between
urban and rural people would always be a hindrance in making this system successful due to
their difference between education and exposure to technology.

Also, politicians would not really support the system due to on going corruption which has been
rooted in the system of Pakistan since forever. Here, in Pakistan government authorities have
been doing the wrong things knowingly as it proposes to their benefit. With the conventional
method they could easily do the ‘Dhaandli’ and get more votes in their favor. But with this
system they would not be able to do so as this system promotes fair election.

Implementation of biometric machines at every sort of locations, with no right availability for the
things needed for the implementation of system would be a great problem. As it will be hard to
cater such areas with huge masses and hence the implementation will cost ECP more than the
usual at every place.

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BRAND SWOT ANALYSIS:
Strength:

I. Fair, Free and Automated Election:

The strength of ECP is this campaign which promotes fair, free and automated elections to
eradicate unfair elections in Pakistan This way people will vote freely as per their own
preferences and not under anyone’s influence as they will get familiar to the idea of the
campaign which only promotes fair and smooth elections.

II. Monopoly of ECP:

EPC is the pioneer and the only brand in Pakistan that serves the purpose of election voting in
Pakistan. EPC stands strong in that matter with no competitor. EPC’s core strength is the market
share that is solely owned by EPC which provides EPC open platform to receive
acknowledgment from people all over Pakistan.

Weakness:

I. Diversified target market:

As ECP’s customers portfolio consists of diversified market. It creates difference in the values
and mindsets of people which will ultimately contribute to the unacceptance of system in
Pakistan.

Opportunity:

I. More room for advancement:

With ECP there’s more room for advancement everytime as Pakistan has been following ballet
paper system since decades which has been old and outdated with the new and upcoming
technology.

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Threat:

I. Corruption:

Pakistan and it’s government authorities have been jeopardized in corruption since decades now.

This serves as a major threat to the new system of ECP.

II. Politicians’ will:

Politicians of Pakistan might not like the new system as it won’t be serving in their interests of
gaining votes by their will. This might create an impact of hypocrisy and disassociation among
people for the brand.

BRAND LIFECYCLE:
EPC starts with its initial and first stage where it tests and makes research on people and
software. With that, EPC brings in its first bio metric election system in Pakistan. With the
growing age and time ECP changes its strategy to online elections by registering with the Id card
numbers. ECP has made the best of innovation and technology now ECP looks for more
alternatives to cater to its advanced target market. Once, ECP achieves it's maturity stage with
the right system, it will bring the stability in the country and in ECP itself.

LIFE CYCLE OF ECP:

Initial Stage: Conventional Ballot Paper voting system

Growth Stage: Initiated Partially Online Elections through registering with ID card numbers

Maturity Stage: Completely automated and biometric based elections through thumb
impression

Decline: ECP has not faced a decline stage yet. However, high standards with respect to
biometric system need to be maintained in order to avoid the decline stage.

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BRAND COMMUNICATION PLAN:

Communication Objectives:
The communication objectives of Election Commission of Pakistan (ECP) include the following:

 To make citizens of Pakistan realize the worth of their vote.

 To empower them by making them believe that their vote has the power to change the
fate of Pakistan.
 To make them understand the transformation of the system which now ensures that their
vote will now be protected and only one vote can be registered against one ID card
through our new biometric voting system.

Target Marketing:
Our target market includes all the citizens of Pakistan (aging 18 years or above) having National
Identity Cards. However, our pricing strategies for rural population will be different from urban
population & overseas Pakistanis considering their respective Socio-Economic Classes (SECs).

Brand USP:
Our USP will be our fully automated voting system through which citizens can only vote through
their thumb impressions whether they are present in Pakistan or outside Pakistan at the time of
elections.

Brand Identity:
ECP will now be identified for Fairness and technology as the entire voting procedure will be
automated so there will be zero chances of rigging and therefore we will associate the following
tagline and slogan with the name:

Tagline: Rigging free & Modern Pakistan

Slogan: Become a part of The Revolution!

Brand Equity Plan:

Brand Equity of ECP will be built through providing the brand with new identity of fully
automated Election Commission, initiating awareness and advertisement programs to let people
know about this big transformation in technology for sake of fairness and protection of citizens’
votes, Furthermore, brand equity of ECP can be also built through developing the perceived
image of 100 per cent free, fair and automated elections which never happened before.

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Furthermore, Media campaigns will be run prior to General Elections of 2023 through celebrity
endorsements and strategic alliances with corporate brands i.e. Telecom Brands, FMCGs etc. to
build Brand Association of ECP.

Pricing:
Citizens will be charged with the subscription fee of PKR 100 (from Urban Residents) and PKR
50 (From Rural Residents) for getting registered with this new automated system of voting from
their nearby District Election Commissioner Offices or from nearby communication shops
through their SIM Registration record. By getting themselves registered they will be eligible to
vote in the Elections.

Moreover, since our target audience also comprise of overseas Pakistanis, therefore in order to
facilitate them we will also set registration centers in Pakistan Embassies worldwide so that
Pakistani Nationals can also get registered for Biometric Voting System.

Our Pricing mechanism will be as follows:

1. Urban Areas
STAGES PKR
Ex-Factory/Subscription Cost 20/-
Company’s Profit Margin (300%) 40/-
Company’s Brand Budget (15%) 9/-
Subscription Margin for Agents (20%) 14/-
BASE PRICE 83/-
Add: GST (17%) 17/-
Subscription Fee 100/-

2. Rural Areas
STAGES PKR
Ex-Factory/Subscription Cost 20/-
Company’s Profit Margin (50%) 10/-
Company’s Brand Budget (15%) 4.5/-
Subscription Margin for Agents (20%) 7/-
BASE PRICE 41.5/-
Add: GST (17%) 8.5/-
Subscription Fee 50/-

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Sales Plan, Forecast & Brand Advertising Budget:
In last year’s General Elections 2018, total number of registered voters was 106 million.
However, according to past trends, number of voters increase by 23% in every General
Elections. As per this trend it is expected that the total number of registered voters for the next
general elections will be 106,000,000 x 1.23 = 130,380,000. Out of which 61% belongs to rural
population and 39% to urban population.

Moreover, this time we have also planned to target overseas Pakistani which are 7.6 million
worldwide. Hence, total number of voters will be 130,380,000 + 7,600,000 = 137,980,000 as per
our projections.

Projected Sales & Brand Budget:

Category Projected Subscription Subscription Projected Projected

No. of Fee (With Fee (With Revenue Revenue (Base
Registered GST) Base Price) (Inclusive of Price)
Voters GST)
(PKR) (PKR) (PKR) (PKR)
Rural 79,531,800 50 41.5 3,976,590,000 3,300,569,700
Urban 50,848,200 100 83 5,084,820,000 4,220,400,600
Overseas 7,600,000 100 83 760,000,000 630,800,000
TOTAL 137,980,000 9,821,410,000 8,151,770,300
x BRAND X 15%
BUDGET
%
TOTAL 1,222,765,545
BRAND
BUDGET

Communication Strategy and Campaign:

We will launch the media campaign for awareness one year before elections in which we will
spread the awareness regarding our new innovative shift towards the biometric system of voting
and also communicate the procedure of getting registered with this new program through TV,
Radio, Newspaper, Social Media and Out of Home (OOH) advertisements, events, workshops
and door to door training programs for how to get registered on our latest biometric portal so that
all the citizens can be educated about this automation.

Throughout this entire campaign we will be having on board some of the most influential figures
of our country i.e. from educational sectors, entertainment industry, sports, and other notable
sectors with adequate fan base.

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Media Strategy:
Our media strategy to spread awareness about this program will be the use of Electronic, Print
Digital Media, OOH and Activation so that maximum number of audience can be targeted,
educated and registered on our biometric voting system as a result of this campaign.

TV:
Majority of our Brand Budget will be allocated to TV as it contributes 45% of our media
industry and is also one of the most effective mediums for mass communication. Moreover, in
our case, majority of our target audience belong to rural class which is 61% so the most preferred
media for them is TV as it provides the Visual and Audio support.

Our advertisement will be run on PTV, news channels like ARY, Samaa, Dunya, Express, Geo,
Aaj, etc. and other important channels with high number of viewership. The main reason for this
entire campaign is to communicate the importance of this new system therefore substantial
amount of money needs to be invested during advertising.

RADIO:
To provide further support to our TV advertisements, Radio is the most economical support
medium as it will help in hammering of our campaign. Furthermore, it is also way cheaper than
TV. So, 5% of our budget will also be allocated to Radio.

PRINT:
The contribution of Print Media in the media industry is 35% which is 2nd largest after TV, so a
substantial % of our brand budget i.e 20% will also be allocated to Print media (Newspaper in
particular) as majority of the newspaper readers are interested in politics and current affairs so it
could be great opportunity to catch their eyeballs on our campaign through Newspaper.
Moreover, in the newspapers, we can provide maximum information for longer time periods.

Newspaper will include, Dawn, Tribune, Jung, Awaam, etc.

OUT FO HOME (OOH):

OOH will help us in creating Brand Equity and Recall. However, it is an expensive medium
therefore we will limit our OOH campaign mostly to Urban areas where there is a lot of traffic
flow and we will use Billboards, Gantry, Pole Signs, Vehicle and Bus Stops to communicate our
most important content of the campaign.

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SOCIAL MEDIA:
Majority of our voters comprise of youth which are around 46 million in numbers, and the most
effective medium to target them is the social media as they spend a lot of time on social media.
Therefore, we will also run our campaign through social media as well by spending 15% of our
Brand Budget.

ACTIVATION:
Creating experiences through activation is also an effective tool to create brand awareness.
Keeping this factor in mind, we will also invest in activation campaigns where we will be setting
ECP stalls in malls, markets, round abouts, traffic signals, bus stops and wherever there is a high
percentage of foot fall. In those stalls we will be doing on the spot biometric registration and
providing brochures of our campaign to explain how this new process works.

ALLOCATION OF BRAND BUDGET

MEDIA % OF BRAND BUDGET
TV 45 %
Radio 5%
Newspaper 20%
Social Media 15%
OOH 8%
Activation 5%
Other 2%
TOTAL 100%

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ACTIVITY CALENDAR:

ALLOCATION OF BRAND BUDGET (PKR 1,222,765,545)

Me % Amou Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
dia nt
(PKR
)
TV 4 550,2 137,5 137,5 137,5 137,5 550,2
5 44,49 61,12 61,12 61,12 61,12 44,49
5 4 4 4 4 5
Ra 5 61,13 15,28 15,28 15,28 15,28 61,13
dio 8,277 4,569 4,569 4,569 4,569 8,277
Pri 2 244,5 20,37 20,3 20,3 20,37 20,3 20,3 20,37 20,3 20,3 20,37 20,3 20,3 244,5
nt 0 53,10 9,426 79,4 79,4 9,426 79,4 79,4 9,426 79,4 79,4 9,426 79,4 79,4 53,10
(N 9 26 26 26 26 26 26 26 26 9
P)
Soc 1 183,4 30,56 30,5 30,5 30,56 30,5 30,5 183,4
ial 5 14,83 9,139 69,1 69,1 9,139 69,1 69,1 14,83
2 39 39 39 39 2
OO 8 97,82 16,30 16,3 16,3 16,30 16,3 16,3 97,82
H 1,244 3,541 03,5 03,5 3,541 03,5 03,5 1,244
41 41 41 41
Act 5 61,13 10,18 10,1 10,1 10,18 10,1 10,1 61,13
iv. 8,277 9,713 89,7 89,7 9,713 89,7 89,7 8,277
13 13 13 13
Ot 2 24,45 12,2 12,2 24,45
her 5,311 27,6 27,6 5,311
55 55
TO 1 1,222, 1,222,
TA 0 765,5 765,5
L 0 45 45

Positioning Statement:
Considering our Tagline and slogan, our Positioning Statement will be ‘Free, Fair, Impartial &
Automated’.

Brand Brief:
Election Commission of Pakistan is an independent, autonomous, permanent and
constitutionally established federal body responsible for organizing and conducting of elections
to state parliament, provincial legislatures, local governments, elections to the office of President
of Pakistan. ECP now introduces the system of fully automated biometric voting which ensures
that the entire election procedure is free from rigging. So come, get registered and become a part
of the revolution which will change the course of the Election Process in Pakistan.

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Consumer Engagement Plan:
ECP will run two campaigns to engage consumers as firstly we will launch an ad, In which the
concept would be showing the transparency in new biometric voting system by featuring that all
citizens are on same page whether rich or poor all has valuable vote which would be considered
as transparent votes and will be the first towards the betterment of country. Along with the
proper manual would be shown in video for all people in multiple languages. Secondly Ecp will
do a survey for collection of actual data for voters by going door to door and getting them
registered on new biometric voting system, also providing them proper information of voting
machines to vote for their desired candidate.

As customers will be having some knowledge about digitalization in voting system then when
they will be seeing posters and ads on digital media along with some celebrities’ video clips by
endorsing this new system and making people aware about this all process. We will also be
setting up activation stalls for registration in Malls, Markets, on busy points of cities and famous
avenues. We also be doing some events to aware people by doing conferences in universities and
cycling events. We will be setting up area wise booths to get our voters registered on new
biometric system. In rural areas we’ll be announcing this voting system on eco sound fitted at
vehicle across whole areas. On all booths in rural areas we’ll setting up their local peoples those
will be better to get more engagement on registration stalls.

Distribution Plan:
There are 1,943 polling stations in Pakistan along with 86 embassies and high commissions and
79 consulates and one other representation abroad. We plan on installing machines at each
polling station, embassy, consulate and one another representation inside and outside Pakistan.
There will be at least 4 machines in each polling station which will be equally divided in 2
portions of males and females receive the votes. Moreover, only one machine will be installed in
each embassy, consulate, and other representation of Pakistan abroad. However, in countries
where there are large number of Pakistanis such as Saudi Arabia (5,394,596), UAE (3,841,964),
UK (1,170,000), USA (1,000,000), Oman (791,390) etc. 2 or more machines could be installed
to speed up and lubricate the process. All machines will be available at the polling stations 24 -
48 hours prior to the election day. However, in all of the representations of Pakistan around the
world, machines will be installed a week before the election day.

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Joint Ventures and Partnerships:
ECP can partner up with:

 The National Database and Registration Authority (NADRA) to achieve its ‘’completely
biometric’’ objective. NADRA can provide us the solutions for identification, e-governance
and secure documents in order to avoid identity theft and help us safe-guard the interests of
and facilitate the public.

 Council of Common Interests (CCI) or Special Communications Organization (SCO).

CCI could assist us in sharing the responsibilities and power between federation and
provinces. SCO on the other hand will be working with us to provide IT integration through
its massive Information Technology & Telecom infrastructures in areas such as Azad Jammu
& Kashmir and Gilgit Baltistan. The main goal here is to resolve possible disputes among
provinces in future and ensure complete integration and good governance throughout the
process.

 Ministry of Overseas Pakistanis and Human Resource Development to better facilitate

the 8.8 million overseas Pakistanis during elections. This could save the time and cost of
overseas Pakistanis who come all the way from various countries to Pakistan to vote. By the
help of Ministry of Overseas Pakistanis and Human Resource Development overseas
Pakistanis can cast their votes without leaving their country of residence. They will be able to
cast their vote in the Pakistani embassies and consulates around the world. This will increase
the total number of voters by easing the process for those people who are unable to cast their
vote because of travelling issues.

 National Telecommunication Corporation (NTC) for assistance, advises, security, and

services in telecommunication matters during the process.

 Ministry of foreign affairs (MOFA) to manage and ensure Pakistan's strong diplomatic and
consular relations during the time of elections. The MOFA could also help us in maintaining
Pakistani government offices abroad with diplomatic and consular status. MOFA will ensure
that all government offices abroad of Pakistan are on the same page and that they carry out
the tasks assigned to them, successfully. Maintaining transparency, impartiality, and
integration are expected from the MOFA

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List of References:
https://www.dawn.com/news/1409521

https://pakiholic.com/population-overseas-pakistanis-different-countries-world/

https://tradingeconomics.com/pakistan/urban-population-percent-of-total-wb-data.html

https://en.wikipedia.org/wiki/2018_Pakistani_general_election

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