Re-Branding of P.i.a recommendations

1. Product & Brand Management

2. Group Introduction
• Zeeshan Asghar
• 08021220-025
• Muhammad.Usman
• 10012720-021
• Hassan Mushtaq
• 07010920-125
• Fakhar Gull
•

3. Outline
• Introduction of PIA
• Pakistan Aviation Industry
• Current Airlines of Pakistan
• Cargo Airlines of Pakistan
• PIA BRAND
• Problems of this Organization
• Problem Description
• SIX BUILDING BLOCKS approach

4. Outline (Cont..)
• Brand Awareness
• BRAND RECOGNITION
• Brand image
• Brand Knowledge
• Brand Elements and Differentiation
• Brand Equity
• Criteria for Choosing Brand Elements
• Brand Differentiation:
• Revised Vision Statement of PIA
• RECOMMENDATIONS for PIA

5. PIA’s Introduction
• Pakistan International Airlines Corporation, more commonly
known as Pakistan International Airlines or PIA (Urdu:
), is the flag carrier airline of Pakistan.
• Pakistan-based company -------- engaged in the provision of air
transport services.

6. Pakistan Aviation Industry
• Transportation sector is most important
sector of any economy and aviation industry
is major part of this sector. In Pakistan the
transportation and communication sector
holds more than 10% share in GDP.
• In 1993 Civil aviation Authority has open the
aviation sector for private investor in order to
boost the healthy competition for better
traveling services at low price fares.

7. Current Airlines of Pakistan
• Pakistan International Airlines
• Aero Asia
• Air Blue
• Shaheen Air International

8. PIA’s Network
Domestic Network International Network

9. Cargo Airlines of Pakistan
• Pakistan International Cargo
• DHL Cargo Pakistan
• Royal Air Cargo
• Star Air
• TCS Couriers

10. PIA BRAND
• The product that PIA offers is the transportation
routes (both domestic and international) for
passengers (seats) and for cargo (space). PIA is
basically an air travel service provider therefore
it fulfills the general characteristics of services

11. Problems of this Organization
• PIA is getting losses for many years. No serious
effort is done to get out it from losses. During
the last year Pakistan International Airlines (PIA)
has stained a loss of PKR13.4 billion ($207.5
million). Operationally, it was also blacklisted by
the European Union during the year, which hit
its bottom line along with its prestige.
• Losses for the year have widened slightly from a
loss of PKR12.76 billion recorded in 2006

12. Problem Description
• Lack of Brand Awareness
• Low scale advertisements and awareness
• Over recruitment
• De-motivated employees
• Political involvement during recruitment and
selection
• Maintenance problems
• Poor image
• Less technology advanced as compared to its
competitors

13. Brand Awareness
• Creating brand awareness is one of the key steps in
promoting a product.
• PIA is advertising its products (destinations) through
different mediums. PIA has advertised in News papers
(DAWN NEWS, THE DAILY NEWS, JUNG and planning for
other newspapers also,);. PIA is also advertising through
transports (painted corporate image of PIA on transport
sides). PIA is advertising its products (destinations)
through different mediums. PIA has advertised in News
papers (DAWN NEWS, THE DAILY NEWS, JUNG and
planning for other newspapers also,);. PIA is also
advertising through transports (painted corporate image
of PIA on transport sides).

14. Brand Awareness (cont..)
• How more effective awareness can be made
• TV ads
• Radio Ads
• Special news paper ads.

15. BRAND RECOGNITION
• PIA has high brand recall. It is recognized by
travelers all over the country. PIA is a national
airline, operating passenger and cargo services
covering eighty-two domestic and foreign. PIA
has earned the Satisfactory ranking in customer
satisfaction.

16. Brand image
• Brand image is The impression of a product held
by real or potential consumers.
• PIA paints the brand image of being the less
price taker and providing high quality to the
customers as compare to the competitors
• PIA positions itself as an ambassador of Pakistan
in the world. Pakistani expatriates residing
outside the country feels proud when they see
an airline of their own home- country carrying
the national flag.

17. How Pia can make strong Brand image in its
Customer mind?
• Management should ensure the punctuality of
flight, in flights services and their standard must be
world class
• Effective campaigning of the special interests
tourists’ packages for Pakistan to increase the travel
to Pakistan must be done.
• Cargo division must be responsible for supplying
both perishable and non-perishable goods in the
global market place.
• Modernizing the airline’s fleet is badly needed as
well proper maintenance of the fleet is required.

18. Brand Knowledge
• Brand Knowledge “is a function of awareness,
which relates to consumers’ ability to recognize
or recall the brand, and image, which consists of
consumers’ perceptions and of associations for
the brand.”
• PIA is very easily recognized and recalled
because it is named after the country's name,
has green logo and a very memorable slogan.
This will help to show a high level of awareness
about the brand

19. Brand Elements and Differentiation
• Name: Pakistan International Airlines (PIA)
• URL: www.piac.com.pk
• Logo:
•
•
• Slogan:
• Great People to Fly With
• Come Fly with Us
• Ba-Kamal loog Lajawab Service
• Color: Green
• National Flag on aircraft tail

20. Brand Equity
• The worth of a brand or A brand's power derived
from the goodwill and name recognition that it
has earned over time, which translates into
higher sales volume and higher profit margins
against competing brands .

21. Brand Differentiation
• Brand Differentiation:
• The brand differentiation is basically brought by
positioning of brands. Positioning is the place
which the brand makes in the minds of the
customers or in market.
•

22. Competitive Position of PIA
Differentiation
• Competitive Moves
• PIA is having 48.4% market share internationally and 65%
domestically, and PIA has the Market Leader Competitive Move
in Pakistan.
• Competitor Attack Strategy
• The attack strategy of PIA against its competitor Air Blue is
Flanking Attack Strategy.

23. Competitor Analysis
Competitive Advantages of PIA
• Reliability and safety
• Best engineering facilities.
• Best trained pilots.
• National flag carrier.
• Pakistani expatriates when step in the PIA plane they get they
homely feelings because of the national airline which plays a role
of ambassador.
• High linkage to the remote areas of Pakistan.
• State of art technologies and highly equipped engineering.

24. Existing Competitors of PIA
• PIA operates both domestically and internationally. So it has different
competitors on both scales of operations.
• Domestic Competitor
• International Competitors of PIA
• Thai Airline
• Ethad Airways
• Qatar Airways
• Singapore Airline
• Emirates Airline

25. Criteria for Choosing Brand Elements
• Memorobility: A necessary condition for
building brand equity is achieving high level of
brand awareness. PIA is very easily recognized
and recalled because it is named after the
country‟s name, has green logo and a very
memorable slogan.

26. Criteria for Choosing Brand Elements
• Meaningfulness: Brand elements can take all
kind of meaning, with either descriptive or
persuasive content.
• Likability: Criteria for likability is that brand
elements should be fun and interesting, rich in
visual and verbal imagery, and aesthetically
pleasing. PIA brand logo has a rich visual imagery
that evokes a sense of national connect in the
mind of the customer.

27. Criteria for Choosing Brand Elements
• Transferability: Transferability of brand
elements means they should be transferable
across product categories and across
geographical boundaries and culture. PIA‟s
name, slogan and logo suggest it is an airline, so
transferability across product categories is
limited.

28. Criteria for Choosing Brand Elements
• Adaptability: Brand elements should be flexible and
updatable. PIA has successfully been updating some
of its elements, for example slogan. The brand
name and logo is also easily updatable with a touch
of creativity.
• Protectability: Brand elements must be legally and
competitively protectable. The brand elements of
PIA are protectable both in terms of legal and
competitive sense, and are registered. Also, PIA is a
national flag carrier which makes its brand elements
legally and competitively protectable

29. Positioning of PIA
• Currently PIA positions itself within the following
positioning strategies.
• 1) Positioning by attributes.
• 2) Positioning by price and quality.
• 3) Positioning by product user.

30. Positioning of PIA
• Positioning by attributes.
• Reliability
Attribute
• Speed Positioning
• Safety
• Positioning by price and quality.
• Introduction of Additional Low Cost Flights
Quality-price
• “PIA express” Positioning
• Positioning by product user.
• An ambassador of Pakistan in the world.
User
Positioning

31. Vision Statement of PIA
• “To be a world class profitable airline, exceeding
customer expectations through dedicated
employees, committed to excellence
• Flaws
• Many years back PIA was the world class airline but
due to financial crisis and some other issues related
to the management, PIA failed to achieve the goal
of remaining the world class airline. So it is very
clear that Pakistan International Airline does not
fulfill the vision in its core sense.
• So it needs a revised vision statement

32. Revised Vision Statement of PIA
• “Company vision is to Cover more locations,
domestically and Internationally by being the
World best and most profitable airline
company. Also to be an airline carrier that has
the most dynamic workforce to guarantee the
best flight possible for every passenger.”
• The Revised Vision Statement is company
oriented.

33. RECOMMENDATIONS FOR PIA
• PIA should upgrade its fleet as it’s causing the
airline higher operating cost and PIA is incurring
loss .PIA should purchase new Airplane with twin
engines these will reduce the operating cost of
PIA Airline should focus on the customer’s
satisfaction, refund process should be quick so
that customer remains loyal to brand.

34. RECOMMENDATIONS FOR PIA
• Decentralization:
• PIA should decentralize its structure that would
lead to the easy management and increased
motivation

35. RECOMMENDATIONS FOR PIA
• Marketing policy:
• PIA should adopt good marketing policies so that it will
bring higher profit and maximum utilization of its
available resources, Business sector should be attracted
to operate at full potential.
• Modernizing the airline’s fleet is badly needed as well
proper maintenance of the fleet is required.
• Must take advantage of the increment in the air
transportation especially towards Middle East countries
and India.
• Better and modern functioning of training and
development department
• Need for accountability.

36. RECOMMENDATIONS FOR PIA
• Employee Empowerment
PIA should make efforts towards empowering the
employees that is going to lead to more employee
participation in the decision making process.
Overhead Costs
PIA should also reduce its overhead costs that are it
should mange its resources:
Two-Way Communication
The suggestions of the employees can prove to be very
effective in improving the operations as they are the
ones who manage them.

38. THANK YOU
Any Questions