Prepared by: Moiz Instructor: Dr. Kamran Siddiqui
The purpose of this brand audit is to analyze the brand Jang Newspaper and determine the true personality of the newspaper. The brand audit covers the key attributes that are associated with Jang, the specific needs that the newspaper caters to and which particular the target market that it serves. Finally the audit has CBBE model that identifies the equity of the brand and certain recommendations for the brand.
The audit is mainly based on Internet research and consumer insights.
Jang newspaper is regarded as a premium brand in Pakistan with readership coming from a wide variety of socio-economic and demographic readership. It started as a tabloid newspaper in Dehli in 1939 but since Pakistan’s independence has established itself as the premium Urdu newspaper in the Pakistan. The newspaper has presence in all the major cities of Pakistan including Karachi, Lahore, Islamabad, Quetta and Multan. Besides Jang newspaper has strong readership in UK for over three decades now. World Press Trends has rated Jang among the top 100 newspapers of the world.
It is estimated that 60% of the nation’s urban population are newspaper readers. The circulation of daily newspapers in Pakistan is around 2 million 1 (Figures of 2008). Some of the leading newspapers are: Urdu Newspapers Daily Nawai-e-Waqt Family Magazine The Daily Express Frontier Post Daily Ummat Karachi Urdu Point The Daily Pakistan The Daily Waqt Lahore Daily Khabrain Nidaimillat English Newspapers Dawn (English) The Express Tribune The Nation (English) Pakistan Times The News (English) Daily Times
The top of line Urdu newspapers from these are The Daily Express and Nawai-e-Waqt based on circulation and quality of reporting. 1
NEEDS AND WANTS
Credible, Authentic, Updated and Timely news in Urdu
SEGMENTATION AND TARGETING
Segments: Authentic news in Urdu even for a higher price Target Market: The main target market is the readers seeking news is Urdu mainly from SEC A and SEC B.
Name: Jang Logo: Characters: Mir Khalil ur Rahman URL: http://www.jang.com.pk/
CORE BRAND VALUES
At the core of Jang’s values are informing and updating its readers through news and in-depth analyses on issues pertaining to politics, government, policies, social issues, sports, entertainment and many more. Being the newspaper for a large segment of the populace, it tries to capture and reflect the emotions and behaviors of the readers.
BRAND PORTFOLIO ANALYSIS
Wednesday and Sunday Magazines covering host of issues pertaining to arts and culture, women, sports and fashion to name a few. Friday Islamic publications
POP (EXPRESS/NAWAI WAQT)
Urdu language Own television channels Own English newspapers Large circulation and reader base
PODS (EXPRESS/NAWAI WAQT)
History and heritage Acclaimed Internationally Most Credible and Authentic Acclaimed for the most breaking news
BRANDING STRATEGIES (EXTENSIONS (LINE EXTENSION, CATEGORY EXTENSION) The Jang Group has extended into various other related and unrelated fields that include: The News: Daily English newspaper that caters to the SEC A/B that are in search of authentic news in English URL: online availability of the news with regular updates GEO TV: extension into the television media which has further enhanced the reputation of Jang newspaper. MKRF: Mir Khalil Ur Rehman foundation is an NGO in the name of the founder of the Jang group Jang newspaper has been actively seeking promotional activities. In 2000, it organized the first IT conference and exhibition. It was involved in co-branding with Citibank in their credit card launch in 2002. Besides Jang’s active engagement with cricket fans with their fantasy cricket world cup and...