Monday, September 15, 2014

The Deoband movement

 The Aligarh Movement did a lot of work for social, political and economic uplift of the Muslims. It, however, lacked in religious sphere and could not work commendably for religious training of the Muslims. The lack of stress on religious aspect of the Muslims in the Aligarh Movement brought adverse effects on the spread of Islam. For this purpose Ulema started their movement with the establishment of institution to impart religious training.
History – In 1886, several prominent scholars founded an Islamic Seminary in the modest town of Deoband, north of Delhi. The founder of the institution is Qasim Nanautawi. Rashid Ahmed Gangohi, a close friend and a scholar, was instrumental in establishing the institution.
v  Establishment of Darl-Ul-Uloom-i-Deoband:
 Maulana Mohammad Qasim Nanautvi started this movement by establishing Darl-UL-Uloom Deoband in the Chattah Mosque, in Deoband (Sharanpur) on 30th May 1866. A managing committee consisting Maulan Mohammad Qasim, Maulana Zulifqar Ali, Maulana Fazul-ur-Rehman and Maulana Muhammad Mahmood was formed to look after the affairs of the madrasah. Maulvi Muhammad was appointed as its first teacher with a monthly salary of fifteen rupees. Haji Muhammad Abid was also the founder member and took great pains in collecting funds for madrasah. Though Deoband Madrassah took its origin in a very humble manner yet through dedicated approach, very soon it developed into one of the leading religious institutions of India.
v  Deoband and Aligarh Movement:
 The Tahrik-i-deoband, immediately after its inception did not see eye to eye with the Aligarh due to the working strategy of the Aligarh. Aligarh Movement adopted the policy of reconciliation with the British whereas the Deoband stressed on the religious aspects of the Muslims and was opposed to the policy of reconciliation with the British. The complete different approach to the politics had widened the gulf between the two authorities. Maulana Muhammad Qasim, a Leading and prominent personality of Deoband had remained engaged in a controversy with Sir Syed. They had sharp differences on the political matters of the country. Maulana Qasim and his companions actively fought against the British and for sometimes set-up their own government in their own areas. On the other hand Sir Syed, who was active during the war of 1857, remained loyal to the British. He adopted the reconciliatory posture simply because he felt it essential for the protection and revival of the Muslims after war.
When sir Syed advised the Muslims to keep themselves away from the congress politics, Maulana Rashid Ahmed Gangohi opposed him. The anti-British attitude was a marked feature in Deoband whereas the Aligarh followed a policy of cooperation to the British. The leaders and Ulemas of Deoband emphasized on the religious aspects of the Muslims and believed that the Muslims must strictly adhere to their religious customs so that they could easily combat the impact of secularism.
Another glaring contrast between the Deoband and Aligarh movement was their different approach towards educational system. Aligarh laid stress on the western and English education. M.A.O college was the centre of English and its main objective was to prepare a bunch of students well equipped in the western style of education. On the other side Deoband was a seat of Islamic and religious learning. It laid stress on religious disciplines.
The political tension between the two institutions could not be lessened till 1947. This led to many controversies but, the establishment of a central institution, combining the features of two movements and imparting of education in religious and western field did have a healthier and unifying effect.
v  Reasons for Establishment of Deoband Movement:
 Main causes of the Deoband Movement were as under:
        I.            After the 1857 war of Independence the Christian missionaries had started preaching their religion unhindered under the disguised patronage of the government. Under these circumstances, preaching of Islam was the need of the hour.
      II.            The Deoband Movement was the corollary of the Muslim desire for renaissance.
    III.            The Indian Ulema wanted to give a proper position to the teachings of the Quran and Hadith which enjoyed secondary importance of Darse Nizami. Thus the Syllabus of Deoband comprised of Tafseer, Hadith, and Arabic literature, Fiqah, Ilmul Kalam, Serf-o-Nehv and Tajveed.
1.       Tawheed
2.       Sunnah (Khatmun Nubuwwah)
3.       Ittibaa’us Sahaabah wa Hubbuhum
4.       Taqleedul Madhaahib fil Fiqh
5.       Jihad fi Sabeelillah

Syllabus of Deoband Madrassah:
        I.            In the first four years the Holy Quran was memorized.
      II.            Then the disciplines of Urdu, Diniyat, Social Studies, geography, Islamic Civilization and Fiqah were taught to the students for four years.
    III.            In the Arabic course the students were taught Arabic literature, Hadith, Logic, Philosophy, fiqah, Tafseer, Ilmul Kalam, Mathematics and Manazara. In addition, the students of Urdu language, Arabic language and Translations were taught in three year Arabic course.
    IV.            In the five year Persian and Mathematics course, the students of Persian language, History of Islam, Geography, Mathematics and Translation were taught to the students.
Characteristics and Effects of Deoband Movement:
        I.            Deoband was the only seat of learning where all the three branches of knowledge i.e. Maqulat, Manqulat and Ilmul Kalam were taught in a balanced proportion.
      II.            In addition to the religious subjects the students were also given training in trades like calligraphy, bookbinding and medicine.
    III.            Deoband Movement produced many eminent religious scholars, authors and orators like Maulana Ashraf Ali Thanvi, Maulana Hussain Ahmed Madni, Maulana Ubaidullah Sindhi, Maulana Ahmed Ali Lahori, Maulana Tajwri Najibabadi and Maulana Mahmud-ul-Hasan and Maulana Rashid Ahmed Gangohi. These scholars successfully checked the growth of Christianity and other secular faiths.
    IV.            The Ulemas of Deoband rendered great services in protecting/defending Islam against all anti-Islamic forces. This movement also protected religious and national rights of the Muslims.
  • Awareness and Establishment of the Muslim Identity – Since before the end of Mughal rule, the Muslim identity had been eroding away. Muslims had become influenced over time by the Hindu customs and culture around them, the British presence only worsened this situation. To counter this, a grassroots effort was initiated to revitalize and preserve the Islamic identity and necessary religious practices among the common populace.

  • Organization of Islamic Education – Up until the British colonization of the Indian subcontinent, Islamic education at both the basic and advanced levels was conducted in the classical model of seeking knowledge. After having dealt with an organized effort against not only Islamic education but also against the Islamic identity itself, coupled with the already deteriorating condition of the Muslims, the Ulamaa decided to organize and structure the institutions and standard of Islamic education. Thus the initiation of the Dar-ul-Uloom and the adoption of the Dars-Nizaami curriculum.

  • Politics of the Subcontinent – Two phases:
    • During British colonialism – The Ulamaa spearheaded the movement to oust the British from the subcontinent. They devised ways to secretly organize and recruit people in different areas of the subcontinent, and eventually fought the British resulting in the martyrdom and execution of many Ulamaa.
    • After Partition – The Deobandi Ulamaa have remained politically active in the subcontinent after partition in their respective countries. They strive to give the religiously conservative Muslims a voice in their politics and represent Islamic interests in the lawmaking and governing of their country.
  • Deviant Sects – The Deobandi scholars have also been vigilant in refuting deviant sects and erroneous thought.
    • Shia – The Deobandi Scholars have been active in countering the efforts of Shiaism in the subcontinent and therefore adopted love of the Companions as one of their principles.
    • Qadyaanism – A special division (al-Majlis al-Aalami li Tahaffudh Khatmin Nubuwwah) was created to refute and eventually erase Qadyaanism and other false religions of its type from the subcontinent.
    • Shirk and Bidd’ah – As mentioned earlier, Hinduism had an effect on the Muslims. This manifested itself in the shape of shrines, tombs, grave worshipping, and other practices of Shirk. Sufism had also introduced many corrupt thoughts and innovations into the Muslims. The Scholars of Deoband have worked hard to combat these evils in Muslim communities.
    • Modern thought and Hadith rejection – This was a Fitnah that slowly transformed over time. It began with the erroneous interpretation of Ahaadeeth and criticism of Sahaabah. This later developed into “reason over obedience” and eventually took the form of all-out Hadith rejection.
Final Thoughts
  • The Deobandi movement and particularly the Dar-ul-Uloom system were established to provide structure in the areas of education and politics for the Muslims of the subcontinent. Emphasis was placed on Hanafi Fiqh because it was the Fiqh of the majority. Strict adherence to Fiqh was encouraged to create religious discipline in a people that had been corrupted for centuries, as mentioned above, and who were now pray to new unorthodox ideologies.
  • However, there was not a uniformed Aqidah for the scholars of Deoband. There has always remained a difference of opinion among the Deobandi Ulamaa in regards to certain issues such as, Aqidah, flexibility in Fiqh, Tasawwuf and other spiritual routines. These differences have remained until now and have influenced some of the Dar-ul-Ulooms in certain aspects and in some institutions have enriched the academic experience by providing an array of ideas and thoughts due to the variety of the teachers and scholars. This has no doubt caused some issues in certain parts of the world, especially in current times; nevertheless this approach has served the Deobandi movement well.
  • The structure and simplicity of the educational system that the Dar-ul-Uloom is based upon is a remarkable and potent combination. It has proven for over a century that it can produce results very efficiently. Likewise it can be recreated anywhere, at any time with wondrous results.
  • Memorization of the Quran has remained an integral part of the educational curriculum in Deobandi institutions.

Famous Deobandi Scholars –

  • Qasim Nanotwi (d. 1879)
  • Rasheed Ahmed Gangohi (d. 1908)
  • Mahmoodul-Hasan (d. 1920)
  • Khalil Ahmad Saharanpuri (d. 1928)
  • Anwar Shah Kashmiri (d. 1933)
  • Ashraf Ali Thanwi (d. 1943)
  • Ilyas Khandhalwi (d. 1944)
  • Ubaidullah Sindhi (d. 1944)
  • Shabbir Ahmed Uthmani (d. 1949)
  • Mufti Kifayatullah (d. 1952)
  • Hussain Ahmed Madani (d. 1957)
  • Yusuf Khandhalwi (d. 1965)
  • Idris Khandhalwi (d. 1974)
  • Mufti Muhammad Shafi Uthmani (d. 1976)
  • Yusuf Binori (d. 1977)
  • Mufti Mahmood (d. 1980)
  • Tayyeb Qasmi (d. 1980)
  • Zakariyya Khandhalwi (d. 1982)
  • Habeebur Rahman Azami (d. 1992)
  • Manzoor Numani (d. 1997)
  • Umar Palanpuri (d. 1997)
  • Abul Hasan Ali Nadwi (d. 1999)
  • Abdur Rasheed Numani (d. 1999)
  • Yusuf Ludhyanwi (d. 2000)
  • Mufti Rasheed Ahmed (d. 2002)
  • Mufti Rafi Uthmani
  • Mufti Taqi Uthmani
  • Fadhlur Rahman Azami
  • Sulaiman Moola
  • Tariq Jamil

Critical Analysis:
        I.            Deoband Movement no doubt contributed greatly to preserve Islamic rituals, customs and Islamic civilization but neglected the contemporary modern subjects. Thus the syllabus of Deoband could not meet the requirements of the modern age.
      II.            In the syllabus of Deoband, the disciplines of Philosophy, Logic and rhetoric were over-stressed. As a result renowned orators were produced but the demands of the scientific age were neglected.
    III.            The Deoband Movement due to its severance of link with the English language could not conform itself to the requirements of the modern age.
    IV.            Persian and Arabic languages and literature continued to enjoy a prominent position in the syllabus of Deoband whereas the practical utility of both these languages had ceased due to the official status of English Language.

Deoband, in fact, was a movement which focused on Islamic teachings rather than materialism. The pioneers of Deoband Movement were against the Aligarh movements of Sir Syed and considered him a materialistic who was imparting only modern knowledge to the Muslims and drifting them away from Islam. That was why; the Deoband Movement was started parallel to Aligarh Movement to adorn the Muslim lives with the Islamic teachings. This movement also raised Muslim consciousness in a superb way who later on demanded for a separate homeland for Muslims in India and read Jamia Milia Islamia 

Friday, November 4, 2011

PTCL History

History of PTCL
From the beginnings of Posts & Telegraph Department in 1947 and establishment of Pakistan Telephone & Telegraph Department in 1962, PTCL has been a major player in telecommunication in Pakistan. Despite having established a network of enormous size, PTCL workings and policies have attracted regular criticism from other smaller operators and the civil society of Pakistan.
Pakistan Telecommunication Corporation (PTC) took over operations and functions from Pakistan Telephone and Telegraph Department under Pakistan Telecommunication Corporation Act 1991. This coincided with the Government's competitive policy, encouraging private sector participation and resulting in award of licenses for cellular, card-operated pay-phones, paging and, lately, data communication services.
Pursuing a progressive policy, the Government in 1991, announced its plans to privatize PTCL, and in 1994 issued six million vouchers exchangeable into 600 million shares of the would-be PTCL in two separate placements. Each had a par value of Rs. 10 per share. These vouchers were converted into PTCL shares in mid-1996.
In 1995, Pakistan Telecommunication (Reorganization) Ordinance formed the basis for PTCL monopoly over basic telephony in the country. The provisions of the Ordinance were lent permanence in October 1996 through Pakistan Telecommunication (Reorganization) Act. The same year, Pakistan Telecommunication Company Limited was formed and listed on all stock exchanges of Pakistan
PTCL launched its mobile and data services subsidiaries in 2001 by the name of Ufone and PakNet respectively. None of the brands made it to the top slots in the respective competitions. Lately, however, Ufone had increased its market share in the cellular sector. The PakNet brand has effectively dissolved over the period of time. Recent DSL services launched by PTCL reflects this by the introduction of a new brand name and operation of the service being directly supervised by PTCL.
As telecommunication monopolies head towards an imminent end, services and infrastructure providers are set to face even bigger challenges. The post-monopoly era came with Pakistan's Liberalization in Telecommunication in January 2003. On the Government level, a comprehensive liberalization policy for telecom sector is in the offering.
Last Year, in middle of 2005 Government of Pakistan had decided to sell at least 26 percent of this company to some private agency. There were three participants in the bet for privatization of PTCL. Etisalat, a Dubai based company was able to get the shares with a large margin in the bet.
Last year when Government was going to privatize the company there was country wide protest and strike by PTCL workers. They even disrupted Phone lines of some big Government institutions like Punjab University Lahore and many lines of public sector were also blocked. Military had to take over the management of all the Exchanges in the country. They arrested many workers and put them behind bars. The contention between Government and employees ended with a 30% increase in the salaries of workers.
There have been various changes in the company due to privatization. Such examples include the VSS (Voluntary Separation Scheme for its employees), ERP (SAP based), restructuring, B& CC (Billing and Customer Care Software) etc. Another seemingly minor change was change of brand identity (logo) that will present PTCL's new face after privatization, with greater focus on customer satisfaction and bringing about of new advancements in telecom for Pakistani consumers.

Tuesday, November 2, 2010

Advertising Plan Outline

I. Executive Summary
A. Premises--summary of information presented in marketing plan
B. Summary of advertising objectives
C. Summary of advertising strategy
D. Budget summary
II. Situation Analysis
A. Company's (or product's) current marketing situation
1. Business or industry information
2. Description of company, product, or service
a. Stage of product life cycle
b. Goods classification
c. Competitive or market positioning
3. General description of market(s) served
4. Sales history and share of market
5. `Description of consumer purchase process
6. Methods of distribution
7. Pricing strategies employed
8. Implications of any marketing research
9. Promotional history
B. Target market description
1. Market segments identified
2. Primary market
2. Secondary markets
4. Market characteristics
a. Geographic
b. Demographic
c. Psychographic
d. Behavioral
C. Marketing Objectives
1. Generic market objectives
2. Long-and-short-term sales target objectives
D. Marketing mix for each target market--summarized from marketing Plan
1. Product
2. Price
3. Plan
4. Promotion
E. Intended role of advertising in the promotional mix
F. Miscellaneous information not include above
III. Advertising Objectives
A. Primary or selective demand
B. Direct action or indirect action
C. Objectives stated in terms of advertising pyramid
1. Awareness
2. Comprehension
3. Conviction
4. Desire
5. Action
6. Repurchase reinforcement
D. Qualified expression of objectives
1. Specific quantities or percentages
2. Length of time for achievement of objectives
3. Other possible measurements
a. Inquiries
b. Increased order size
c. Morale building
d. Other
IV. Advertising (Creative) Strategy
A. Product concept--how the advertising will present the product in terms of:
1. Product or market positioning
2. Product differentiation
3. Life cycle
4. Classification, packaging, branding
5. FCB Grid purchase-decision position
a. High/low involvement
b. Rational/emotional involvement
B. Target audience--the specific people the adverting will address
1. Detailed description of target audiences
a. Relationship of target audience to target market
b. Prospective buying influences
c. Benefits sought/advertising appeals
d. Demographics
e. Psychographics
f. Behavioristics
2. Prioritization of target audiences
a. Primary
b. Secondary
c. Supplementary
C. Communications media
1. Definition of media objectives
a. Reach
b. Frequency
c. Gross rating points
d. Continuity/flighting/pulsing
2. Determination of which media reach the target audience best
a. Traditional mass media
(1) Radio
(2) Television
(3) Newspapers
(4) Magazines
(5) Outdoor
b. Other media
(1) Direct mail
(2) Publicity
c. Supplemental media
(1) Trade shows
(2) Sales promotion devices
(3) Other media
(4) Off-the-wall-media
3. Availability of media relative to purchase patterns
4. Potential for communication effectiveness
5. Cost considerations
a. Size/mechanical considerations of message units
b. Cost efficiency of media plan against target audiences
c. Production costs
6. Relevance to other elements of creative mix
7. Scope of media plan
8. Exposure/attention/motivation/values of intended media vehicles
D. Advertising message
1. Copy elements
a. Advertising appeals
b. Copy platform
c. Key consumer benefits
d. Benefit supports or reinforcements
e. Product personality or image
2. Art elements
a. Visual appeals
(1) In ads and commercials
(2) In packaging
(3) In point-of-purchase and sales materials
b. Art platform
(1) Layout
(2) Design
(3) Illustration style
3. Production elements
a. Mechanical considerations in producing ads
(1) Color
(2) Size
(3) Style
b. Production values sought
(1) Typography
(2) Printing
(3) Color reproduction
(4) Photography/illustration
(5) Paper
(6) Electronic effects
(7) Animation
(8) Film or videotape
(9) Sound effects
(10) Music
V. The Advertising Budget
A. Impact of marketing situation on method of allocation
1. New or old product
2. Primary demand curve for product class
3. Competitive situation
4. Marketing objectives and strategy
5. Profit or growth considerations
6. Relationship of advertising to sales and profits
7. Empirical experience
B. Method of allocation
1. Percentage of sales or profit
2. Share of market
3. Task method
4. Unit of sale
5. Competitive parity
VI. Testing and Evaluation
A. Advertising research conducted
1. Strategy determination
2. Concept development
B. Pretesting and post-testing
1. Elements tested
a. Markets
b. Motives
c. Messages
d. Media
e. Budgeting
f. Scheduling
2. Methodology
a. Central location tests
b. Sales experiments
c. Physiological testing
d. Aided recall tests
e. Attitude tests
f. Inquiry tests
g. Sales tests
h. Other
3. Cost of testing

Thursday, June 17, 2010

Strategies and Programs Coke IMC

IMC Strategies and Plans
By taking into consideration all the key elements involved in the Developing of an IMC campaign strategy such as, deciding on the mix and level of different IMC ingredients as advertising, sales promotion, publicity and direct marketing.
In IMC Plan there are three campaigns which would be carried for the whole year by Coca-Cola. The IMC strategy for Coca-Cola would depend on the nature of market and focus on the social responsibility or societal marketing. Secondly, it will focus on the fun and entertainment perspective in order to motivate youngsters to purchase Coca-Cola and generate more sales. Whole IMC will be developed to communicate the message to the target audience to raise funds to help the earth quake victims and to attract their attention and alter their decision on the basis of its taste and quality. Following are the details of the whole IMC for Coca-Cola.

Element of IMC mix
This depends upon not only on the nature of the product and also on the objectives. In IMC mix there are three different types of media that will be used like “TV advertising” and “Print advertisement”, and “banners advertisement”. The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message to the target audience.

IMC Activities for Each Target Segments
In IMC the target market of Coca-Cola is the whole nation especially teenagers, families and all those people who consume Coca-Cola. So by using different types of media we will give a message to our target customer that we are here to help the victims of earth quake.
Objectives of Each IMC Activity
  • In order to reach the maximum target customers, newspapers are best media suited for reaching to very large audiences. It is a cost effective way and it has more frequency of distribution. The newspapers being selected for this purpose are Nawa-e-Waqt, Jung, Dawn and Express. All the campaigns ads will be given on these newspapers whole year.
  •  Another media being selected for giving ads of Coca-Cola is using television as a medium because young generation watches television very much. It also reaches mass media, and it does so during a short period of time. So every one can be reached in the very short time period by using the television media. It also covers a large number of people and delivers a good message to the customers more effectively.
  • The channels being selected to give ad on television are Geo News, Express News, ARY Digital and PTV Home. These channels are watched a lot in Pakistan and Geo comes on the first rank on the basis of its viewer ship around the globe. Similarly Express News channel is watched with keen interest by the viewers being authentic source of providing information.
  • Since there are many television stations and channels in Pakistan, so by using television media all the diverse people can be addressed at the same time to give them emotional message about the Coca-Cola campaign.
  • Television media also have the ability to convey your message with sight, sound and motion, to their targeted customers. And get the desire result by using such type of media.
  • You can easily reach targeted audiences. Children can be reached during cartoon programming, housewives during the afternoon soap operas, and insomniacs after midnight.
  • Similarly, another medium being selected for giving advertisement of Coca-Cola are billboards. The reason of giving ad on billboards is that they are considered to have high impact on the people passing through the highways and roads.
  • Billboards create more exposure towards the ad leaving an impact on the people. They are hard to ignore and are use for the purpose of creating reminder in the minds of the people about Coca-Cola existence.
  • The advertisement given on billboards is also having a long-life with least expensive as many people are exposed towards the message when they pass from that particular place and path.

Objectives of Communication Mix Tools
Create Awareness: This objective deals with creating awareness among people about Coca-Cola. In the first campaign Coca-Cola is associating itself with society welfare. It means that it had used a creative theme of making an emotional appeal, by attracting people to drink coke in order to help the people who are being affected by earthquake in Pakistan. While, in the rest of campaigns it is focusing on fun and entertainment. This shows that how to attract the young generation towards purchase of Coca-Cola.
Brand Image: The main focus of this campaign is to create an excellent image in the minds of the people through working for the welfare of the society. Secondly, the campaigns going to be carried out in the remaining year will focus on creating a brand image by symbolizing it as a source of life through fun and entertainment message. 
Fund Raising: There is a two fold benefits of this campaign. Besides increasing sales of the company, it will also create a good image in the minds of the customers.  The objective of the company is to get the maximum fund from the people for the victims of the earthquake by selling their coke.
Reach the Target Audience: By using all the media’s, they want to reach the maximum people to communicate their message to the target audience.
Building Company Image: Through using this media they want to build a good image of the company in the mind of the customers. The campaigns are also good way to create a good image in the mind of the customer.
Helping the Poor: The first campaign is being carried out in order to help the victims of the earthquake and provide them full support.

Media Objectives
Earthquake Campaign
Listen: When people listen about the Coca-Cola campaign they will motivate toward the help of earth quake victims people. 
Speak: This campaign also connect the people with Coca-Cola and give them a chance to speak.
Energize: The purpose of this campaign is also to boost the sale of Coca-Cola by using this media.
Support: The purpose of this campaign is also to motivate the people to support and helped them on this time of crises.
 Embrace: On the time of cries, Coca-Cola is also showing concern by being with all of those victims and helping them on this time.

Fun and Entertainment Campaign
Listen: Besides the campaign of earth quake, when people would listen about the Coca-Cola campaign of addressing the youth according to their preference and style of life like daring life and drinking it in winter also due to its strong taste as compared to its competitors they will be motivated towards the purchase of Coca-Cola. 
Speak: This campaign also connect the people with Coca-Cola and give them a chance to speak.
Energize: The purpose of this campaign is also to add an element of fun and entertainment and how to live life bravely and energetically by motivating people which in return will increase the sales of Coca-Cola by using different mediums.
Support: The purpose of this campaign is also to motivate the people that what can make their lives full of pleasures and happiness by addressing their youth nature and showing care and support for them.
 Embrace: Coca-Cola is trying to show its care for the youngsters and the target market by showing them that what is the meaning of life and how they can add pleasure to their happiness.

Detailed Execution Plan for Each IMC Activity
Advertisement on Television:
In the first campaign, the concept of “Join Hands with Coca-Cola to Rise again” is being used in order to show their great concern for the people suffering from earth quake. It signals that Coca-Cola is working for the social welfare of the society through use of this creative idea of associating its brand with life rebuilding. In the rest of campaigns, the concept of “The Life of Coca-Cola is full of fun and entertainment” deals with the fact of relating life to Coca-Cola in the form of adding colors to it through its strong taste. Similarly it is associating itself with the element of enjoyment and delight. Basically all this advertisement will be conducted by using television as a medium of supporting the whole IMC Campaign and activities. On the successful completion of this IMC objective, similar activities will be carried out after a short period of time. It will be seen by the company that how much this advertisement had affected the people by motivating them to drink Coca-Cola and increasing market share of the company. According to that scenario and the budget available to the company, the channels, the spots and the frequency of showing the advertisement on television will be chosen.
For running an advertisement of Coca-Cola one time on television, the duration, number of channels, colors, and details is seen. The ad will be shown on 4 channels which are having a lot of viewer ship including Geo News, ARY Digital, PTV home, and Express News. The ads will be shown all around Pakistan for duration of about 30 seconds. The corporate color of Coke is red which attracts and motivate youngsters to drink Coke.
Advertisement using Print Media:
The media being selected is newspaper. The advertisement will be using this medium because newspapers are published on daily basis due to which it is an economical way to give ad on it. The first campaign basically will focus on use of soft-sell approach by emotionally attracting the target audience. Second campaign will focus on fun and enjoyment element. The ads will be given in leading newspapers like DAWN, Jang, Express, and Nawa-e-Waqt which are selected on the basis of their frequency and reach. These types of newspapers are also widely distributed in Pakistan as well as have wide viewer ship so; it will prove to be more effective

Creative Message Strategy Coke

The Big Idea
Behind every effective advertisement there is a big idea or a creative concept that implements the advertising strategy so that the message is both attention getting and memorable.
A big idea is one that is expressed both visually and verbally. Here the big idea about Coca-Cola brand in which earthquake campaign is the main point of concern and it is given as follows:

“Come and Join hands with Coca-Cola to re-establish people of Peshawar and of northern areas of Pakistan and make them to rise again”

This big idea for Coca-Cola is that the Coca-Cola brand is going to help the earth quake victims who are striving for their lives and for better future as well. This will also creates the positive image for Coca Cola brand as well as for its company.
There is a public message to use Coca-Cola drink to quench their thrust. This message will motivate the people that if they buy one Coca-Cola bottle, than they will contribute in  saving lives and building up the future of earth quake victims of northern areas of Pakistan.
This approach will motivate not only the new customers to purchase it but also switch the other customers towards Coca-Cola Soft Drink. The Pakistani Nation is quite emotional, so this message will definitely touch their souls and will have strong feelings.
For the second campaign to be carried out for the rest of year, the big idea is as following:

“The Life of Coca-Cola is full of fun and entertainment”

This big idea focuses on the enjoyment side of life. This means that the ads shown will be delivering a message of pleasure. It is symbolizing the Coca-Cola with fun of life with an indirect message of enjoy the ice before it melts. Similarly life is a great gift from nature to human beings. The target market being selected for this purpose is also youngsters who know the true meaning of life and want to enjoy it in all circumstances in order to get maximum benefit from it. So in order to motivate the target market and make life pleasurable these campaigns will be carried out. 
This message will further be used in the whole IMC plan and will be added with audio video and graphical programs.

Hard and Soft Sell Strategies
Hard sell is an information message that is designed to touch the mind and create a response based on logic. While the soft sell uses the emotional appeal or image to create the response based on attitudes, moods, feelings etc.
Here in this IMC plan our goal is all about the Soft Sell approach and from the previous advertisement of the Coca-Cola is also revealed that the company uses soft sell approach in their messages as well.
Above mentioned big idea is all about the soft sell which will create an emotional appeal among customers and motivate them towards its usage.
Head & Heart Strategy
After setting the objectives to guide the message, second step is to define the hard sell, soft sell and head and heart strategies.
The think and feel dimensions sometimes also referred as head and heart strategies. It has two types of essence like xyz rational essence and xyz emotional essence. But according to our Big Idea for Coca-Cola will be having heart strategy which is about emotional dimension.
This is further explained as well.
Coca-Cola Emotional Essences: More feelings, emotional attachment, social welfare, motivation, feelings of pleasure and happiness.

Selling Premises
Above discussion about the message strategies and its objectives all are about emotional appeal. But the selling premises are all about the logic behind the sales offer. It is usually a rational approach. It identifies the reason that why this appeal or motivate the customers to respond in a defined manner. It focuses on the benefits, promise, reason, and USP which are explained one by one:
Benefit: The taste of the Coca-Cola is very good and people of the Pakistan are enjoying it a lot. So the benefit is obvious but at the same time by buying this brand they will feel happy internally through its taste and socially because they will feel that they practically participate in the welfare of their own country.
Promise: Here the promise means that the Coca-Cola brand is saying to help the northern areas people so they will do it in actual and that fund raising will defiantly used for their help.
Reason Why: Coca-Cola brand advertisement has a clear answer to the question that why customer uses this brand instead of others. This brand offer the core benefits like quench the thrust and is of good taste quality brand but the additional benefit that is to offer its participative role for the well being of earth victims of northern areas of Pakistan. By this they will get clear answer that why they should use this product.
USP (Unique Selling Proposition): Here the unique selling preposition is the sense of joining the hands with Coca-Cola to raise them again. Means come and join this brand that is helping the northern people of earth quake victims
This product also distinguishes itself from others as, that no any one else soft drink brand playing this role for the earth quake victims. . Similarly, Coca-Cola is using another campaign to address the other aspect of life by using the idea of “The Life of Coca-Cola is full of fun and entertainment” which shows that how to enjoy life in true spirits and what is the meaning and importance of life for anyone.

Image Advertising (soft sell): Association
The familiar brand Coca-Cola is recognized for its positioning as fun and entertainment. It makes its associations with the fun and entertainment nut. According to IMC objective the brand will create its “association with the earth quake victims of northern areas of Pakistan and of Peshawar region”.
Similarly it will also create association with young generation by showing them “Mazay ka Naam Coca-Cola”. This means that how young generation can enjoy their lives with true fun. This creates an association with target market by focusing on the strong taste and enjoyment element as Coke is having how much concern related to their happiness. This is motivating the youngsters to buy coke.
Coca-Cola’s association with the earth quake victim will be prove very effective strategy to win the hearts of nation of Pakistan because the people of Pakistan are very emotional and they will understand this theme in more appropriate way.  Coca-Cola’s new association theme will give it new strength and it will become more trustworthy with strong brand image.

Message Approach
Societal role: Here is the most important element which is the approach of the message. The message approach is societal marketing. That is well being of the society which is always desired from the organization and usually organizations ignore this aspect. Brand Coca-Cola is playing its social role as fund raising for the well being of the earth victims in Pakistan.
Marketing Role: Coca-Cola is playing its marketing role like its competitors do but in a different way. During all of the campaigns being carried out whole year it is not only focusing on the selling of the company’s product but also is trying to play with emotions of people through helping the earthquake victims. This builds a good image of its company in the minds of its customers and other people also.
Communication Role: Coca-Cola is also trying to play its communication role by using different mediums in order to address all the perspectives of customers’ pleasure and satisfaction by touching their emotions. It is using print media, television and billboards for delivering its message.

The Creative Brief Coca Cola

It is a form of document that describes a creative strategy and the key execution details of the marketing and advertising strategy. It includes problem to be solved, advertising objectives, creative strategy, target market, desired behavior positioning strategy and execution of advertisement.

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola came to Pakistan in 1953. Initially it was a different structure, now it is an altogether new structure. In the start we had franchise bottling system in Pakistan. In 1996 the company decided to come to Pakistan and take over the bottling system. The process is now complete. All the plants are now owned and operated by the Coca-Cola Company in Pakistan, by the name of Coca-Cola Beverage Pakistan Limited.
The Coca-Cola System in Pakistan serves over 2 lack customers/retail outlets. The Coca-Cola System in Pakistan employs 2500 people working continuously for the company. During the last two years, The Coca-Cola Company in Pakistan has invested over $145 million (U.S) and coke has successfully provided 54 years of dedicated service to its customers in Pakistan.

Problem to be solved
There are a lot of problems that coke is facing presently. But the main problem faced by it is having less market share in Pakistan as compared to Pepsi one of its big competitors. To address this problem, Coca-Cola will be using a differentiation strategy in order to attract new customers and retain old ones. The main thing which Coke will keep in mind is that it will use soft-sell approach in order to create a psychological appeal in the minds of the customers.

Advertising Objectives:
The objectives of the advertisement of Coca-Cola are not only increasing market share in Pakistan but rather building long-term relationship with customers through the use of emotional strategy. Another objective includes increasing demand of coke by increasing its liking among people.

Creative Strategy:
The advertisement had shown that coke is having a great concern for people who are being affected by earthquake and it is working for the social welfare of the country. People of Pakistan can play their role in helping the people being affected by earthquake by purchasing coke. This is a creative approach towards selling the coke by capturing a lot of market.

Target Market:
The target market chosen by coke through this advertisement is the entire nation, especially young generation. The main reason for it is that the young generation if becomes a regular user of coke, it can serve their life-time value to the company.

Desired Behavior:
Coke expects from its customers and target market to purchase it more than its competitors brands. It is motivating its customers through usage of soft-sell approach.

Positioning Strategy:
There is a minor difference in the taste of coke and its competitor’s brands and all of them are used for the same need of removing the thirst of people, so coke is trying to differentiate itself by linking an event of earthquake in which it shows a great regard for suffering people. It is trying to capture market on the basis of creating emotional appeal for its products in the minds and hearts of it customers.

The execution of the advertisement shows the way it is being presented. This advertisement is using a friendly tone to address with its customers. It reflects their emotions and attitude towards target market in order to create an evoked set by positioning itself on the highest place in the minds of its customers.

Copy Platform
Print copy: Headline is considered a key element in print advertising. The print copy includes direct headlines and indirect headlines.
Direct headline: In direct headlines coke is saying “Join hands with Coca-Cola to rise again”
Indirect Headline: Indirect headline of coke says” Support life, by drinking Coca-Cola”.
Body Copy: It is the text of the ad and its primary role is to maintain the interest of the reader. Coke is using a different way to address with target market which is given below:
“Life is not the end.
Have you ever witnessed people?
Struggling for their life during a natural disaster,
In which the earth moved as never before,
Bridges were torned, Roads were ripped apart,
Mother Nature brought down everything causing many people to die,
Many survived but just barely, faces were enough to tell the story, leaving no where to go,
No shoulders to lean against, even clouds looking distant and hopes being dashed,
Some were too innocent to know, too alone to share anything, too pained to cry,
There were endless hands raised for demanding help from your side?
(If you have seen them, drink the Coke)
Most drinks are made to sell you beverages that quest your thirst only,
But this brand will satisfy the thirst of your soul, so “Join Hands with Coca-Cola to rise again”.
T.V Copy: Video, Audio, Music, Sound Effects
For the earthquake victims, a video is made in which different pictures are shown to the audience in order to tell them a different scenario in which people that are being affected by the earthquake are shown giving a message to the target market, like youngsters, businessmen and the user of Coca-Cola. This ad will be of short duration in which sound and music effects being used are sad in order to create an emotional impact on audience according to the situation of the earthquake just in few minutes.
For fun and entertainment