Brand Audit PIA - GRP 3

BRAND MANAGEMENT
BRAND AUDIT REPORT

PAKISTAN INTERNATIONAL AIRLINES
SUBMITTED TO:
MS. YASMIN ZAFAR
SUBMITTED BY: GROUP 3 MBA- 4 (GRADUATING BATCH OF 2011

ADEEL AHMED [F092-MBA-10002] KHURAM AWAN [F092-MBA-10022]
MUHAMMAD MOHSIN JAVED [F092-MBA- 10031] RAJA IMRAN [FO92-MBA-10043]
MUHAMMAD HASAN [F092-MBA-10028) DATE: 11 APRIL, 2011

BRAND MANAGEMENT [BRAND AUDIT OF PAKISTAN INTERNATIONAL AIRLINES]
DEDICATION
This report is dedicated to our great mother land Pakistan, our beloved
Institute of Business Administration, Karachi, Our national asset

Pakistan International Airlines, our loving teacher Ms Yasmine Zafar,
to all the project groups members who devoted tremendous efforts and
time towards completing this report & to Greatest of all God Almightly
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Table of Contents
Dedication ………………………………………………………………………………………………………………………. 2
Table of Contents…………………………………………………………………………………………………………………………… 3
Executive Summary……………………………………………………………………………………………………………………….. 5
1 Introduction…………………………………………………………………………………………………………………………….. 6
1.1 Brand Audit……………………………………………………………………………………………………………………….. 6
1.2 Introduction To PIA……………………………………………………………………………………………………………. 7
1.3 Objective of Study……………………………………………………………………………………………………………… 8
1.4 Target Audience ………………………………………………………………………………………………………………… 8
2 Research Methodology…………………………………………………………………………………………………………….. 9
2.1 Introduction ……………………………………………………………………………………………………………………….. 9
2.2 Research Methodology……………………………………………………………………………………………………….. 9
2.2.1 Qualitative Element ……………………………………………………………………………………………….... 9
2.2.2 Quantitative Element ……………………………………………………………………………………………….. 9
2.3 Sample Design……………………………………………………………………………………………………………………… 9

2.3.1 Target Population…………………………………………………………………………………………………… 9
2.3.2 Sample Selection……………………………………………………………………………………………………. 9
2.3.3 Sample Size…………………………………………………………………………………………………………… 10
2.4 Research Instrument………………………………………………………………………………………………………… 10

2.4.1 Research Instrument Construction…………………………………………………………………………10
2.4.2 Instrument Reliability & Validity…………………………………………………………………………… 10
2.5 Procedures………………………………………………………………………………………………………………………… 11
2.6 Summary…………………………………………………………………………………………………………………………… 11
3 Industry Perspective ………………………………………………………………………………………………………………. 12

3.1 Core & Supplementary Services………………………………………………………………………………………. 12
3.2 Services Provided by Pakistan Airline Industry…………………………………………………………………. 14
3.3 Brand Model for Airlines…………………………………………………………………………………………………... 15
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4 Brand Audit & Service Quality……………………………………………………………………………………………….. 16

4.1 Introduction……………………………………………………………………………………………………………………. 16
4.1.1 Objectives of Brand Audit on PIA……………………………………………………………………….. 16
4.1.2 Scope of Brand Audit…………………………………………………………………………………………. 16
4.1.3 Service Quality Report………………………………………………………………………………………… 16
4.1.4 Industry Review…………………………………………………………………………………………………… 17
4.2 Consumer Analysis…………………………………………………………………………………………………………... 17

4.2.1 Needs & Wants……………………………………………………………………………………………………. 17
4.2.2 Trends & Motivation……………………………………………………………………………………………. 18
4.2.3 Perception & Attitudes………………………………………………………………………………………… 18
4.2.4 Segmentation & Targeting…………………………………………………………………………………… 18
4.3 Competitors Brand Analysis……………………………………………………………………………………………… 19
4.3.1 Competitors Brand Inventory……………………………………………………………………………… 19
4.3.2 Competitor’s Brand Strength & Weakness………………………………………………………….. 21
4.4 PIA Brand…………………………………………………………………………………………………………………………. 21

4.4.1 Brand Characteristics …………………………………………………………………………………………. 21
4.4.2 Pricing………………………………………………………………………………………………………………… 21
4.4.3 Distribution………………………………………………………………………………………………………… 21
4.4.4 Communication………………………………………………………………………………………………….. 22
4.5 Brand Inventory………………………………………………………………………………………………………………. 22
4.5.1 Brand Element ………………………………………………………………………………………………….. 23
4.5.2 Criteria for Choosing Brand Elements………………………………………………………………… 23
4.5.3 POP’s & Pod’s…………………………………………………………………………………………………….. 24
4.5.4 Core Brand values……………………………………………………………………………………………... 24
4.5.5 Signs, Slogans, Symbol, URL ……………………………………………………………………………… 24
4.6 Service Quality………………………………………………………………………………………………………………. 25

4.6.1 ServQual: An Introduction………………………………………………………………………………… 25
4.6.2 Service quality in Context of Airline Industry……………………………………………………. 25
4.6.3 ServQual Research Objective…………………………………………………………………………… 26
4.6.4 ServQual Results……………………………………………………………………………………………… 27
4.6.5 Conclusion from ServQual Analysis………………………………………………………………….. 31
4.7 Consumer Perspective & Recommendations………………………………………………………………… 32
4.7.1 What deeply held perceptions and benefits create the true meaning of brands and
products?.................................................................................................................. 32
4.7.2 Can set strategic direction for the brand……………………………………………………………… 32
4.7.3 Customer Based Brand Equity Model (CBBE)……………………………………………………….. 34
4.7.4 Limitations of the Research…………………………………………………………………………………. 33
4.8 Brand Exploratory…………………………………………………………………………………………………………… 36
4.9 Survey Questionnaire........................................................................................................... 67

4.10 Bibliography…………………………………………………………………………………………………………………… 68
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Executive Summary
PIA is the oldest airline and national flag carrier of Pakistan. It is a huge business
having high potentials for growth. The infrastructure is competitive and it has well-
maintained aircrafts. Due to its distinct image of national airline, PIA is able to
charge higher fares than other local airlines. It has several advantages over its local
competitors e.g. due to its business size it has more geographical coverage both
domestically and internationally, it operates in different classes thus able to target
different segments.
This Brand Audit & Service quality report serves an important objective of
evaluating the people`s perspective about PIA, Its brand, deeply held brand
perceptions, Its recall in its target Market, services. Simple research methods and use
of questionnaires have been employed as research tools for gathering the
opinionated people`s pole. It has been taken into importance that people all walks of
life shall be taken on board so that a macro version can be drawn.
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1 INTRODUCTION
1.1 Brand Audit:
Auditing is more of an accounting term. It is associated with review, check,

inspection, appraisal and assessment. Over time every profession adopts this
term to check efficiency or otherwise of their systems, professionals. As brand
begins to grow, it will be needful to conduct brand audit.
Brand audit helps to know when to invest in building the brand and when to
assess the impact of the brand investment. Brand audits also help to check brand
awareness, brand knowledge as well as visibility and perception. In addition to
the above brand audit will aid proper understanding of brand equity.
A brand assessment provides a breakdown of an organization's brand and its

brand management and marketing effectiveness. It assesses a brand's strengths,
weaknesses, opportunities, and threats. It identifies brand development
opportunities including those achieved by brand repositioning and brand
extension. The audit should result in recommendations to improve brand equity,
brand positioning, and brand management and marketing effectiveness.
We have chosen PIA for our brand audit report. It our national flag carrier and the
first connect of the Pakistan to the world. We will assess PIA on above mentioned
purpose. This will provide us with a comprehensive study of the deeply held
perceptions that are associated with PIA in its target market. We will also assess the
present condition of this brand and will recommend some solutions to the existing
problems with PIA as brand.
The report will cover following;
 Brand Audit of PIA

 Service Quality (ServQual Report) of PIA
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1.2 Introduction to PIA:
When Pakistan was founded in 1947 it comprised two territories on either side of the
expanse of India. It was in this unusual circumstance that Pakistan International was
formed. Despite wars and economic trouble, the carrier survived to grow and
prosper. Today it maintains a sizeable international route network, in addition to its
services closer to home, with a modern and expanding fleet
Pakistan International Airlines Corporation, commonly known as PIA, is the flag

carrier airline of Pakistan. The airline, with its head office on the grounds of Jinnah
International Airport in Karachi, is one of the most recognizable airlines in Asia and
operates scheduled services domestically and internationally. PIA has been ranked
as a 3-star airline by Skytrax, the world's official airline and airport reviewer.
Domestic Route Network:
Bahawalpur, Chitral, Dalbandin, Dera Ghazi Khan, Dera Ismail Khan, Faisalabad,
Gilgit, Gwadar, Hyderabad, Islamabad, Karachi, Lahore, Moenjodaro, Multan,
Nawabshah, Panjgur, Peshawar, Quetta, Rahim Yar Khan, Sialkot, Skardu, Sukkur
and Turbat.
International Route Network:
An Asian and Pacific Rim element to destinations including Bangkok, Beijing, Delhi,
Dhaka, Hong Kong, Kabul, Kathmandu, Kuala Lumpur, Mumbai and Tokyo; a
European element to destinations such as Amsterdam, Barcelona, Birmingham,
Copenhagen, Istanbul, Leeds-Bradford, London, Manchester, Moscow, Oslo and
Paris; a Middle Eastern element to destinations such as Abu Dhabi, Al Ain, Bahrain,
Dammam, Doha, Dubai, Jeddah, Kuwait, Muscat, Riyadh, Sharjah and Zahedan; and
a North American element with destinations such as Chicago, New York and
Toronto.
The airline's secondary bases include Peshawar, Faisalabad, Quetta, Sialkot and
Multan, from which it connects the metropolitan cities with the main bases, the
Middle East and the Far East. The airline is owned by the Government of Pakistan
(87%) and other shareholders (13%).
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1.3 Objective of study
PIA has glorifying history; it remained in top 5 airlines of the world from several
decades. It was known for its expertise, hospitality and excellent service, still today
our pilots and engineers are famous for their technical expertise. PIA has also
credited for the development of today‟s most successful airlines of world like
Emirates and Singapore.
People feel privileged to be associated with PIA. Most importantly it is the national
flag carrier, it was nation‟s pride. But for the past two decades both its service level
and popularity has been declined a lot. Today, people do not feel in the same way as
they did in the past. The nations pride became nation‟s burden.
The objective of this research report is to evaluate the people`s perception about the
brand PIA and its alternatives working in the air travel services in Pakistan to
understand sources of brand equity for PIA.
1.4 Target Audience
The target audience for this study includes people from all walks of like. It includes
corporate personnel, businessman, students, housewives or even a person who has
never travelled by PIA.
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2 RESEARCH METHODOLOGY
2.1 Introduction
The research methodology employed in this study is in accordance with standard
research studies. And due care has been taken to come up with valid results that can
be used to help build the brand.
2.2 Research Methodology
2.2.1 Qualitative Element
We had a focus group meeting with officials of PIA and had a brief conversation
about the branding of PIA.
2.2.2 Quantitative Element
Quantitative part of the research is based on questionnaires. The objective of the

questionnaire is to measure the Brand Exploratory features of the research.
*A sample questionnaire is attached at the end of the report for reference.
2.3 Sampling Design
2.3.1 Target Population
The target population includes people from corporate world, self

employed/business man and students.
2.3.2 Sampling Selection
Due to the shortage of time and lack of resources, the non-probability

convenience sampling is used in this study.
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2.3.3 Sample Size
To ensure the reliability of the data, the sample size of 30 respondents is

selected.
2.4 Research Instrument
2.4.1 Research Instrument Construction
A blend of qualitative and quantitative questions has been used to fully gauge
the perception and attitude of the target respondents for the Brand PIA.
2.4.2 Instrument reliability and validity
The instrument is reliable in that it contains specific questions for the required
objectives. The open ended questions do not lead the respondent to a
particular response and the closed-ended questions are provided with specific
categorical options. The validity of the questionnaire can be judged by the fact
that it is given to the potential respondents.
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2.5 Procedures
i. Data Collection and Screening Procedures
Data has been collected through research questionnaires. For this purpose 30
questionnaires, containing open-ended and closed ended questions, are
distributed among the target respondents.
ii. Data Entry and Re-checking Procedure
SPSS 17 software has been used to enter data. The data was periodically
entered into the spread sheet parallel to the data collection procedure. After
entering whole of data we made a thorough check for systematic and logical
errors.
2.6 Summary
In order to achieve the study objectives, a painstaking effort has been made to
construct a questionnaire in which every question corresponds to the
objectives. To have a full insight the questionnaire contains open-ended as well
as closed-ended question. Reliability and validity has been taken care of by
employing relevant procedures. In the end data is entered in and analyzed
through SPSS 17 software tool.
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3 INDUSTRY PERSPECTIVE:
What do we mean by a service “product”? A service product consists of two Components,

the Core Product and Supplementary Services. The core product is based on the core set of
benefits and solutions delivered to customers. These are usually defined with reference to a
particular industry like healthcare or transportation. Surrounding the core product is a
variety of service-related activities called Supplementary services. Supplementary services
augment the core product by facilitating its use and enhancing its value and appeal. The
supplementary services often play an important role in differentiating and positioning the
core product against competing services.
3.1 CORE PRODUCT & SUPPLEMENTARY SERVICES:
I) CORE PRODUCT:
The core product of the airlines industry is the service of transporting passengers and goods
to different destinations. This is supplemented by various other services mentioned ahead.
There are two main elements in Core services:
I. In Flight Services
II. Ground Services
The services provided inside the flight include the core service of travel, crew,
ambience and comfort, in-flight entertainment etc. This is highly variable across
competitors as per brand and different classes of travel.
The on-the-ground services include efficient service at reservation counter,

transport to the airplane, efficient checking of baggage, waiting lounges a convenient
airport with car parking facilities, , duty free' shopping quick and, etc. Although the
physical infrastructure part of the on ground services are usually maintained by the
airports authority.
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II) SUPPLEMENTARY SERVICES
Information:
Up to date information regarding flight schedules, ticket fares, promotion schemes, new
policies and systems, etc are available to customers.
Consultation
Airlines are suggesting and designing products like packaged tours to the customer. Also,
providing the customer with various options regarding the route of flight, in-flight cuisine &
benefits asks them to play a role of consultant.
Order taking
The order taking procedure is essentially the booking procedure of the airlines. The
important aspect to be noted here is that the procedure should be smooth, easily understood
and fast. Also provision of instantly updated information about availability of seats and
fares is required.
Hospitality & Caretaking
With the increased competition today hospitality has emerged as a key-differentiating

factor. It is tested right from the time of booking till the post flight help extended. It also
includes safeguarding the baggage.
Billing & Payment
Billing options available to the customer are plenty including credit card & travelers cheque.
Airlines use the open account system with their corporate clients. Frequent fliers are also
given special payment privileges.
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3.2 Services Provided by Pakistan Airline Industry:
There are three players in the local Airline Industry of Pakistan
1. PAKISTAN INTERNATIONAL AIRLINES

2. AIRBLUE
3. SHAHEEN AIR
They provide three main category services:
I. Air Travel
II. Cargo Services
III. Special Operations (Charter Services, Hajj & Umrah Operations, State Officials
Transportation)
Pakistan International Airlines Airblue Shaheen Air

Local Destinations 23 Local Destinations 5 Local Destinations 3
International Destinations 40 International Destinations 3 International Destinations 6
Core Services Cargo Services Special Services Core Services Cargo Services Special Services Core Services Cargo Services Special Services
Cabin Services Goods Hajj Operation Core Services Goods Charter Services Cabin Services Goods
E-Ticketing SpeedEX Umrah Operation Cabin Services E-Ticketing
Online Bookings Online Booking Charter Services E-Ticketing Online Bookings
E- Check In E- Check In E- Check In
3
3
5
Frequent Flyer State Offical Vists Online Bookings Catering 6
Catering Customer Care

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40
International Destinations:
Customer Care Lounges

Local Destinations:
Local Destinations:
News Papers Online Discounts

Local Destinations:
PIA Magzines
Vip Lounges
Vvip Lounges
Paid Protocol
Online Discounts
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3.3 Brand model for Airlines
Branding of airline industry has to be based on delivering on its promises, long term
customer engagement and continuous innovation in its services. For the airlines to
build a brand image consistent with these, the following brand model proposed:
1) Brand Expectation Making an authentic promise

2) Brand Experience Keeping the word
3) Brand Expression Engaging the customer
4) Brand Externalities Dealing with industry uncertainty
5) Brand Extensibility Staying consistent over time
6) Brand Awareness Advertisement and Marketing
7) Pricing Model Value for Money
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4 BRAND AUDIT & SERVICE QUALITY REPORT
4.1 Introduction
4.1.1 Objectives of Brand Audit on PIA
Corporate or Family Brand Tracking: PIA is an air travel service provides. The
target market of PIA is corporate/premium customers, up and coming
professionals and VFR traffic (from children to grandparents). Therefore the
objective of the brand audit is decided to track the perception and attitude of
the target market.
4.1.2 Scope of Brand Audit
 Target Audience: The target audience for the Brand Audit of PIA is
mostly young and mid-level corporate professionals in the age
between 25-35 years. Students, who will soon join the job market, are
also a large part of target audience. Veteran professionals and
housewives are also included in the target audience. The selected
target audience is consistent with the target market of PIA.
 Geographical Boundaries: Due to limited time and resources, the brand
audit is conducted within the Karachi city.
4.1.3 Service Quality Report:
As Airline industry is a service industry it is very important to measure

the services quality of the Services being provided by the airline
industry. SERVQUAL is based on the proposition that service
quality can be measured as the gap between the service that
customers expect and the performance they perceive to have
received. Respondents rate their expectations of service from an
excellent organization, and then rate the performance they perceive
they received from a specific organization. Service quality is calculated
as the difference in the two scores where better service quality results
in a smaller gap
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4.1.4 Industry Review
 Market Size
No study has been conducted ever to estimate the market size of
Pakistan airline industry. Secondly in order to evade taxes, the
local airlines and other small airline business don not show their
exact data, so the market size estimation is not possible at this
time.
 Market Structure
The air travel market in Pakistan consist of three major players
namely PIA, Airblue and Shaheen Air which provides scheduled
air travel services besides regular flights, they also provide
transportation for cargo. Besides these key players there many
small businesses in the country which provides charter flight
services.
4.2 Consumer Analysis
4.2.1 Need & Wants
In Pakistan much of the focus is on business travel and travel on vacation of

families to spend their holidays with their loved ones therefore it‟s a moment
stringent decision for a corporation providing air travel ticket to its employee
or the head of family to arrange economical vacation plan for his family
possible. A corporation would be looking for in time scheduled flight with
ideal no delays where as for a family guy preference would be more on
economy. Making things easier for the customer the airline have introduced
online flight booking system, which every local airline is providing, with the
help of which one can easily keep the track of flight schedules, bookings,
rates, seat selection and availability. PIA has the advantage over other local
competitors both in terms of number of flights and geographical coverage
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4.2.2 Trends & Motivation
With the advent of technological innovations like online booking, e-check in,
RFI baggage management, the trend is now shifting towards how easily and
at proper time the services are available and the consumer is now motivated
by the ease of availability and the safe and secure travelling, rewards program
is another motivational factor this because everyone wants to maximize
his/her benefits and needs some incentive, these programs also tend to
increase customer loyalty. PIA is on its way to streamline its processes in line
with IATA‟s standardized rules, now PIA is providing complete e-ticketing
and improved baggage tracking facility, reward programs of PIA are also well
known and PIA is far ahead in these terms from its local competitors.
4.2.3 Perception & Attitudes
With the operations of international airlines people expectations for airline

services are much high and today they are more aware of what services the
other global airlines are providing to their customers. Today local airlines are
considered to be average or below average service provider. Still PIA is
considered to be better-off than other local competitors.
4.2.4 Segmentation & Targeting
The consumer is segmented and targeted on the basis of demographics,

physiographic and behavior. In terms of demography the consumer is
targeted on the basis of income or occupation, in terms of physiographic the
consumer is targeted on the basis of business travelling, lifestyle, and tourist
and on the basis of behavior targeting in done on the basis of Hajj, Eid
festivals and loyalty. Being the flag carrier of Pakistan, PIA has the exclusive
rights to operate Hajj flights.
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4.3 Competitor Brand Analysis
4.3.1 Competitors’ Brand Inventory
 Airblue
Airblue is one of the two private-sector airlines in Pakistan; it

operates scheduled flights to three domestic destinations and
international services to Dubai, Abu Dhabi, Sharjah, Muscat and
Manchester. It carried 1.4 million passengers on domestic flights
in the year 2006-07. Its main base is Jinnah International Airport,
Karachi.
 Name: airblue
 URL: www.airblue.com
 Logo:
 Color: Blue
 Frequent Flyer Program: Blue Miles
 Fleet size: 7 (4 A319, 1 A320, 2 A321)
 Network: 3 Domestic (Islamabad, Lahore, Peshawar) and 5

International Destinations ( Dubai, Muscat, Sharjha, Abu-
Dhabi, Manchester)
 Cargo: (e-Cargo
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 Shaheen Air
Shaheen Air, formally known as Shaheen Air International, is a

private Pakistani airline with its head office on the grounds of
Jinnah International Airport in Karachi. Shaheen Air provides
passenger, cargo and charter services to the major cities of
Pakistan and Persian Gulf. It was established in December 1993
and on October 25, 1994; it was accorded the status of 'Second
National Carrier of Pakistan', by the Government of Pakistan. Its
main base is Jinnah International Airport (KHI), Karachi, with a
hub at Benazir Bhutto International Airport (ISB), Islamabad.
Besides serving major domestic routes i.e. Karachi, Lahore,

Islamabad and Peshawar, Shaheen Air has also been operating
flights to Dubai, Abu Dhabi, Al Ain, Kuwait, Doha and Muscat
from almost all the major international gateways of Pakistan.
 Name: Shaheen Air


 URL: www.shaheenair.com

 Logo:

 Fleet size: 12 (all Boeing 737)
 Routes: 4 Domestic (Karachi, Lahore, Peshawar, Sialkot)

and 8 International (Muscat, Al-Ain, Dubai, Sharjha,
Abu-Dhabi, Doha, Kuwait, Mashhad)
 Cargo: Shaheen Cargo
4.3.2 Competitor’s Strengths and Weaknesses
 Strength
 Low Cost
 Weakness
 Small business
 Less Geographical coverage
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4.4 PIA BRAND
4.4.1 Brand Characteristics
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 generic characteristics of services
(intangible, inseparable, variable, perishable and simultaneous) as well as it has
some tangible aspects in terms of newspaper/magazine, meals, in-flight
entertainment system.
4.4.2 Pricing
For the domestic routes cost-plus pricing method is applied whereas for
international routes IATA rules and regulations are applied. PIA considers the
following factors in determining the price for domestic flights; demand level, cost
incurred, competitor‟s price. IATA discourages any discounts on international
routes, tickets show full prices, the only way for an airline to offer discount is by
reducing its share of profit. PIA sets price on international routes by taking into
account competitors price, cost of operation and the type of aircraft used.
4.4.3 Distribution
PIA provides its services through online booking, designated booking office and
travel agents. The first two channels are zero level channels, because there is no
third party is involved between PIA and customer, it is also called direct
marketing channel. In one level channel PIA provides its services through travel
agent. 30 IATA approve agencies deals with PIA, these agencies can also sell
tickets of other airlines, and there commission is 9% for international and 5% for
domestic. There are also district sector agents who deal exclusively in PIA
services; there commission is 12% for international and 5% for domestic flights.
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4.4.4 Communication
PIA promotes its offers mainly through pamphlets, brochure, radio channels and
billboards; promotion through TV channel is minimal.
4.5 Brand Inventory
4.5.1 Brand Elements
 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
 Frequent Flyer Program: Awards Plus
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4.5.2 Criteria for Choosing Brand Elements
Brand elements are those trademark devices that serve to identify and differentiate
the brand. The main ones are brand names, URLs, logos, symbols, characters, slogan,
jingles, packages and signage.
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. The
research results show a high level of brand, slogan, and logo awareness.
Meaningfulness: Brand elements can take all kind of meaning, with either
descriptive or persuasive content. A very important criteria is that the brand
elements should provide
 General information about the nature of the product category

 Specific information about particular attributes of the product.
Pakistan International Airline provides the general information about the product
category as well as some specific information i.e. country of origin, but it does not
provide information about specific benefit by brand name, slogan or logo.
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. Also, the brand name style, and logo are aesthetically very
pleasing.
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. Also, as Pakistan is not enjoying a positive image
around the world at the moment, the brand elements transferability across
geographical boundaries and cultures is limited. For example, given the fact that
American culture presently dominates the world, American Airlines can successfully
operate in most countries if it wishes so. But at the moment Pakistan International
Airline cannot leverage the country name.
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
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elements legally and competitively protectable. The fact that the brand is named after
the country‟s name, it is unlikely that the brand name will be copied internationally.
4.5.3 POP’s and POD’s

 POP’s
 Schedule Airline and Cargo Facility
 Domestic and International Flights
 Economy Class
 Online Booking/e-Ticketing
 POD’s
 National values are strongly associated with PIA
 Domestic (All Major Cities)
 Economy Plus/Business Class
 Holiday Packages
 Boeing 777-200LR
4.5.4 Core Brand Values
Customer Expectations: Convenience, Care and Affordability
Service: Personalized, Courteous and Passionate
Innovation: New Ideas, Products and Value
Cohesiveness: Respect for Individuals, Teamwork
Integrity: Ethics, Accountability, and Transparency
Reliability: Loyalty and Consistency
Safety: Passengers, Employees and Environment
Social Responsibility: Welfare, Health and Education
4.5.5 Signs, Slogans, Symbols, URL of PIA: Our research results how that
the signs, slogan, symbol and URL of PIA are highly memorable, and
people are well aware with these. A large majority of the respondents
were able to recognize the slogan and logo of PIA, and associated air
travel with PIA. A majority is aware of the online services PIA is
providing through its URL, and finds online reservation very
convenient. People perceived social and fun loving people as being
PIA‟s customers. It shows the likability of the brand.
24
4.6 SERVICE QUALITY
4.6.1 ServQual: an introduction

As the importance and size of the service sector of the global economy grows, the study of
services and innovation are becoming increasingly important. Currently the most popular
and ubiquitous service quality instrument is SERVQUAL.
SERVQUAL is based on the proposition that service quality can be measured as the gap between
the service that customers expect and the performance they perceive to have received.
Respondents rate their expectations of service from an excellent organization, and then rate
the performance they perceive they received from a specific organization. Service quality is
calculated as the difference in the two scores where better service quality results in a smaller
gap. SERVQUAL employs a performance approach with five dimensions of customers‟
perceptions of service provider performance.
 Reliability
 Assurance
 Tangibles
 Empathy
 Responsiveness
4.6.2 SERVICE QUALITY IN THE CONTEXT OF AIRLINE INDUSTRY:
The airline industry is inherently unstable and highly competitive, where all
airlines have comparable fares and matching frequent flyer programs. In such a
scenario, service quality is a significant driver of passenger satisfaction, loyalty
and choice of airlines outlines airline service delivery mechanism.
Airlines need to have valid and reliable measures for a better understanding of
the variables likely to impact the perception of service quality being offered by
them. They need to measure not only customer perceptions but also expectations
of airline passengers. If significant variations are found in the perceptions of
airline passengers‟ vis-à-vis service quality on the different flights, changes in
the marketing mix need to be implemented to improve the perception of quality.
25
4.6.3 Servqual Research objectives:
The primary objective of the study was to examine the customer‟s perceptions
and expectations of service quality in domestic airline industry. Specifically the
study attempts to measure the:-
 Dimension of services valued by the passengers.
 Satisfaction levels of customers on various dimensions of services.
 Compare the quality of services on domestic & International flights of

PIA.
26
 Compare service expectations; perceptions and the gaps between them

using the SERVQUAL scale.
 Investigate the extent of applicability of the SERVQUAL instrument to

airline.
4.6.4 ServQual Results
To do the service quality analysis of air line industry of Pakistan we did a research
by keeping in view five factors. These factors included tangibility, reliability,
responsiveness, assurance and empathy. Under each heading we asked some
questions to the research participants. Firstly the participants were asked to give a
score within the scale of (1-5) to an ideal air travel industry on the basis of
expectations. Then the participants were asked to rate the Pakistan‟s air travel
industry on the basis of their perception within the scale of (1-5). The gap between
the rating in expectations from an excellent air travel industry and the customers‟
perception of Pakistan‟s air travel industry told us where Pakistan‟s air travel
industry is lying currently in the eyes of an air travel service user. Following are the
findings of the research.
I) Tangibility in PIA Service Quality
Survey Questions Gap ( Perception – Expectation)
Latest Technologies -2.03
Visually Appealing -1.83
Material / Pamphlets -2.00
Well Dressed -1.33
27
Service Quality Dimension Over All Gap
Tangibility -1.68
During the research we have found out that dressing aspect of Pakistan‟s air travel
industry has the lowest gap between the perception and expectations as you can see
in the above table. The score for dressing gap is -1.33. Similarly maximum gap
between the expectations and consumers‟ perception is seen at the area of usage of
latest technologies. Mostly consumers have the perception that Pakistan‟s air travel
industry isn‟t updated with the latest technologies. Visual appeal of facilities has a
gap of -1.83 between the score of expectations and perception of customers.
II) Reliability in Local Airlines Service Quality
Promise/Fulfill - 2.00
Problem Solving - 2.05
Early Service - 1.63
Service Performance - 1.98
Error Free networks - 1.50
28
Reliability - 1.83
Problem solving of customers from air travel has found the highest gap of -2.05
which is followed by promise fulfillment which had a gap in the score of -2.00.
III) Responsiveness in Local Airlines Service Quality
Telling exactly about time needed to - 1.40

perform a service
Good Service - 1.90
Help Customers - 1.98
Never Busy - 1.88
Responsiveness - 1.78
The gap in the score of helping attitude towards the customers has got the highest
gap of -1.98 followed by busy attitude employees having a gap of -1.88.
29
IV) Assurance in Local Airlines Service Quality
Building Customer Confidence - 2.13
Safe Transactions - 1.30
Good Behavior - 1.43
Appropriate Knowledge - 1.27
Assurance - 1.53
Building of customer confidence saw the highest gap i.e. -2.13 followed by good
behavior of employees.
V) Empathy in Local Airlines Service Quality
Individual Attention - 1.63
Convenient Service Hours - 1.08
30
Personal Attention - 1.43
Customer Interest at Heart of - 1.63

employees
Understanding Specific Needs of - 1.85

Customers
Empathy - 1.52
Understanding specific needs of customers saw the highest gap of -1.85 followed by
employees‟ attitude of having customer interest at their heart all the time.
4.6.5 Conclusions from SerQual Analysis
 Developing more channels
 Facilitating more interaction
 Periodic employee training
 Advertising
 Periodic customer need identification surveys
 Accountability
31
4.7 Consumer Perspective & Recommendations:
4.7.1 What deeply held perceptions and benefits create the true meaning of
brands and products?
According to our research results, the following deeply held perceptions and benefits
create the true meaning of PIA brand and product.
 PIA is the most expensive brand in Pakistan (Q2)

 PIA is the most comfortable airline in Pakistan (Q3)
 PIA is the safest airline in Pakistan (Q4)
 Most people think seat reservation is most convenient with PIA (Q7)
 Majority perceives PIA as both domestic and international airline (Q8)
 Majority believes PIA is the best airline in Pakistan (Q9)
 Only a few people see PIA as amongst the world‟s best airlines (Q9)
 Half the people think it is for the affluent only, and the other half thinks it‟s
for everyone (Q11)
 Majority thinks PIA‟s brand name is the most important aspect of PIA
followed by experienced/qualified crew(Q13)
 A major was satisfied with their experience with PIA, and an equal majority
was indifferent (Q22)
 Majority thought PIA was high priced, low quality, followed by those who
thought it has a right quality/right price mix (Q23)
 For international flights, a great majority chose Emirates over PIA as the
preferred airline(Q26)
 Quality and price are major reasons to fly with PIA (Q27)
4.7.2 Can set strategic direction for the brand
I) Are current sources of brand equity satisfactory
The following sources are satisfactory
 People associate air travel with PIA (Q1)

 Majority of people recognize its slogan(Q5)
 All the respondents associated national values with PIA(Q12)
 All the respondents recognized PIA logo (Q17)
 Most people know about the online services of PIA(Q21)
 Most people associated PIA to be a brand for social and friendly
people (Q24)
32
The following sources are unsatisfactory
 Majority is communicated about PIA and its services through word of

mouth(Q19)
 Most people see PIA as providing just air travel services and not
courier services (Q20)
 Majority of PIA customers are moderately loyal to not loyal (Q15, 18))
and wouldn‟t recommend PIA to others (Q16)
 Majority feels PIA staff is arrogant and unfriendly while a
considerable number was of the opposite opinion. (Q25)
II) Do certain brand associations need to be strengthened
i. People only see PIA a best choice for domestic travel, peoples
associations can be strengthened to make them see PIA as one of the
best choice for foreign travel too
ii. The associations can be manipulated to take those in the „indifferent‟
category to „satisfied‟ category.
iii. It‟s very important to note that many people thought PIA is a high
priced low quality airline, and the reason they chose it for domestic
travel is that they feel other domestic airlines are of still lower
quality. PIA must be positioned and improved to increase its quality
image.
iv. Majority of people have association with PIA through word of
mouth, which cannot be directly controlled by the airline. Effective
advertising campaigns must be launched to strengthen a more
maneuverable connect with the customer.
v. PIA must communicate its services other than air travel, like SpeedEx
that many people don‟t associate with PIA
vi. Better image of PIA staff, quality, competence in international travel,
and as a good value for money must be built to increase loyalty.
III) Does the brand lack uniqueness
i. No, rather, the brand has a very clear and sustainable uniqueness, i.e.
people‟s perception of it as the national brand. This uniqueness, along
with the image of competent crew must be further built.
IV) What brand opportunities exist
i. One great opportunity is to make it one of the best choices for

international travel
ii. Another one is to leverage the „national brand‟ association
33
iii. Another opportunity is to hire young blood, and train them to provide
excellent service and care to break the image of unfriendly personnel.
iv. A great opportunity exists to build the customer base via effective ATL
programs.
V) What potential challenges exist for brand equity
i. Research shows that the major challenge for PIA is to improve its
quality image. People go for it for the domestic travel for the reason
that it is relatively better and safer than existing airline, any good
international airline, if it decides to cater Pakistani customers‟
domestic needs by entering the market, can seriously hurt PIA.
ii. Another challenge is to rigorously train the staff to improve the

service perception of the customer.
4.7.3 Customer Based Brand Equity Model:
34
4.7.4 Limitations of the Research
VI) Because time constraint was there, we had to use convenience

sampling, so the majority of the respondents we happened to contact
were between 25-34 age group and were single. So the result may not
be representative of married and older age customers, which are more
likely to be business travelers.
VII) Time and financial resource limitation restricted us to keep the sample
size to the minimum acceptable number, i.e. 30. Including more
respondents may have given some more insights.
35
BRAND EXPLORATORY
36
1. When You Hear the word "Air Travel' Which Airline comes in your mind ?
Frequency Percent Valid Percent Cumulative Percent
Valid Airblue 1 3.2 3.2 3.2
AirBlue 1 3.2 3.2 6.5
Emirates 11 35.5 35.5 41.9
KLM 1 3.2 3.2 45.2
PIA 16 51.6 51.6 96.8
Qatar 1 3.2 3.2 100.0
Total 31 100.0 100.0
Inference:
PIA has a strong recognition in air travel industry in Pakistan. 51 % people associate
air travel strongly with PIA. It can be inferred that to people of Pakistan PIA means
air travel. However, we see that People also associate other foreign airlines with air
travel industry specially Emirates (35.5 %).
37
2. Which airline do you consider the most expensive airline in Pakistan?
..
AirBlue 2 6.5 6.5 12.9
Emirates 7 22.6 22.6 35.5
None 1 3.2 3.2 38.7
PIA 17 54.8 54.8 93.5
Qatar 1 3.2 3.2 96.8
Singapore Airlines 1 3.2 3.2 100.0
Total 31 100.0 100.0
Inference:
54 % people think that PIA is the most expensive air line in Pakistan. First inference
that can be made from this question is same as the first question, PIA is widely
recognized in air travel market. It could be so because most of the people have never
traveled any other airline than PIA. 22.6 % have opted for Emirates as most
expensive airline in Pakistan. It can be because of the perception of Emirates as
world class airline. PIA has a strong brand recall.
38
3. Which airline do you consider is the the most comfortable airline in Pakistan?
AirBlue 1 3.2 3.2 12.9
don't know 1 3.2 3.2 16.1
Don't Know 1 3.2 3.2 19.4
Emirates 8 25.8 25.8 45.2
None 3 9.7 9.7 54.8
PIA 13 41.9 41.9 96.8
Singapore Airline 1 3.2 3.2 100.0
Total 31 100.0 100.0
Inference:
In comfortable category, PIA also has the highest recognition. 41 % people have
opted for PIA as the most comfortable airline in Pakistan. The reason can same as of
the previous question that PIA has been the premier airline of Pakistan and people
strongly associate PIA with Air travel. Emirates airline the second best competitor
with 25 %.
39
4. Which airline do you consider as the safest airline in Pakistan?
AirBlue 1 3.2 3.2 16.1
Emirates 4 12.9 12.9 29.0
None 8 25.8 25.8 54.8
PIA 14 45.2 45.2 100.0
Total 31 100.0 100.0
Inference:
In safety category PIA also has the strongest perception. It is primarily due to the
fact the PIA has one of the lowest Air accident incidents round the world and in
Pakistan. It is also due to the fact that people have not experienced an other
international airline to compare its safety standards with PIA.
40
5. Do you know which airline has following tagline "Great People to Fly with" ?
Valid 1 3.2 3.2 3.2
Can't Recall 1 3.2 3.2 6.5
None 2 6.5 6.5 12.9
PIA 27 87.1 87.1 100.0
Total 31 100.0 100.0
Inference:
This question truly gauges the brand recognition of PIA and its penetration into the
minds of its target audience. 87 % people identify this tagline as of their national
carrier. PIA outstand its competitors in brand recognition.
41
6. How frequently do you travel with by PIA?
Valid 1-2 times a year 15 48.4 48.4 48.4
5 times or less in a year 5 16.1 16.1 64.5
10 times or less in a year 2 6.5 6.5 71.0
Infrequent Traveler 8 25.8 25.8 96.8
Not Traveled 1 3.2 3.2 100.0
Total 31 100.0 100.0
Inference:
As air travel is considered expensive service most of the people under survey sample
have travel 1-2 times a year. If we couple the previous question result with this one
than it is evident that PIA is first choice of almost 50 % people. This shows the brand
recognition of PIA.
42
7. For which airline company seat reservation is more convenient?
Valid Airblue 11 35.5 35.5 35.5
Airblue 1 3.2 3.2 38.7
Shaheen Air 1 3.2 3.2 41.9
PIA 17 54.8 54.8 96.8
others 1 3.2 3.2 100.0
Total 31 100.0 100.0
Inference:
In seat reservation category PIA is outstanding from others. This could primarily
because of the fact that till 1990‟s PIA had no competition. The only airline that
catered for national & International air travel. It had given PIA a chance to expand
its distribution network. PIA today has the largest network of Sales & distribution.
Coupled with previous experiences and today‟s online reservation and door to door
ticket delivery PIA has maintained it competitive edge.
43
8. In your opinion PIA is primarily a?
Valid Domestic Airline 11 35.5 35.5 35.5
International Airline 3 9.7 9.7 45.2
Both 17 54.8 54.8 100.0
Total 31 100.0 100.0
Inference:
PIA has strongly created its point of parity in National & International air travel
categories. Target Audience recognizes PIA strongly in the areas which PIA is
providing services. It may be because of the fact that PIA has not faced any
competition for almost 40 Years in air travel industry.
44
9. In your opinion PIA is ?
Cumulative
Frequency Percent Valid Percent Percent
Valid Among the best Airlines in world 1 3.2 3.2 3.2
Among the best Airlines in Asia 2 6.5 6.5 9.7
Amon the best Airlines in 18 58.1 58.1 67.7

Pakistan
other 8 25.8 25.8 93.5
National Values 2 6.5 6.5 100.0
Total 31 100.0 100.0
Inference:
58 % people have selected PIA as the best Airline in Pakistan. If we observe the
result of survey up till now it is evident PIA has above 50 % recognition in all
attributes in its respective category. It indicates the PIA‟s connect with Pakistani
market.
45
10. Which Human attribute do you associate with PIA?
Valid 1 3.2 3.2 3.2
Caring 10 32.3 32.3 35.5
Comfortable 1 3.2 3.2 38.7
Consistent 8 25.8 25.8 64.5
Dependable 5 16.1 16.1 80.6
Under achievers 6 19.4 19.4 100.0
Total 31 100.0 100.0
Inference:
This question gives us very important insights about the brand Perception of PIA.
PIA may have the highest brand recall in its category but brand perception may not
be good. Here 32 % people think PIA as a caring organization. 25 % people think it
as a consistent airline but another 19 % consider it as a under achievers. It may be
because of the deteriorated image of PIA in recent decade as a bureaucratic
organization which must have done better but have failed due to their
mismanagement and lack of vision.
46
11. What is your perception about PIA?

Valid Cumulative
Frequency Percent Percent Percent
Valid for elite and affluent 15 50.0 50.0 50.0
people
for everyone 15 50.0 50.0 100.0
Total 30 100.0 100.0
Inference:
It indicates that half of the people consider it as for elite and half consider it as for everyone.
47
12. what is the most important aspect of PIA?

Valid Cumulative
Valid qualified and 6 20.0 20.0 20.0
experienced aircrew
brand name 24 80.0 80.0 100.0
Total 30 100.0 100.0
Inference:
Majority indicates that most important aspect of PIA is its brand name, with some indicating
it to be qualified and experienced aircrew.
48
13. which values do you most associate with PIA?

Valid Cumulative
Valid national 30 100.0 100.0 100.0
values
Inference:
It indicates that majority has national values associated with PIA.
49
14. Please classify your association with PIA?

Valid Cumulative
Valid regular flyer 12 40.0 40.0 40.0
occasional user 18 60.0 60.0 100.0
Total 30 100.0 100.0
Inference:
Most of the PIA users are occasional travelers.
50
15. how long have you been associated with PIA?

Valid Cumulative
Valid 5-10 years 12 40.0 40.0 40.0
more than 10 18 60.0 60.0 100.0
years
Total 30 100.0 100.0
Inference:
Most of the people are associated with PIA for more than 10 years.
51
16. do you know which company's logo the following is?

Valid Cumulative
Valid yes 30 100.0 100.0 100.0
Inference
PIA’s logo is well recognized by the people.
52
17. How is your loyalty with PIA?

Valid Cumulative
Valid I would recommend to 9 30.0 30.0 30.0

others
indifferent 21 70.0 70.0 100.0
Total 30 100.0 100.0
Inference:
Majority of the people are indifferent to PIA’s brand loyalty.
53
18. If you could not get your seat with PIA, what would you do?
Valid Cumulative
Valid go to another 30 100.0 100.0 100.0
airline
Inference:
As indicated in earlier question that brand loyalty towards PIA is low, therefore people opted
to choose another airline, in case PIA’s seat is not available.
54
19. Through which medium you mostly hear about PIA?

Valid Cumulative
Valid newspapers and 21 70.0 70.0 70.0
magazines
word of mouth 9 30.0 30.0 100.0
Total 30 100.0 100.0
Inference:
People mostly hear about PIA through print media or word of mouth.
55
20. Which of the following services you relate with PIA?

Valid Cumulative
Valid air 30 100.0 100.0 100.0
travel
Inference:
Majority relates Air travel service with PIA.
56
21. Do you know about the online services of PIA through its website
(Ticket Reservation, Cargo booking & Courier
Cumulative
Valid a 24 77.4 77.4 77.4
b 7 22.6 22.6 100.0
Total 31 100.0 100.0
Inference
About 77 Percent of sample said that they know about the online services of PIA and the rest 23
percent said that they don’t know about the online services available.
57
22. How is your experience with PIA
Cumulative
Valid Highly Satisfied 1 3.2 3.2 3.2
Satisfied 11 35.5 35.5 38.7
Neither Satisfied Nor 12 38.7 38.7 77.4

dissatisfied
Dissatisfied 6 19.4 19.4 96.8
Highly dissatisfied 1 3.2 3.2 100.0
Total 31 100.0 100.0
Inference:
A large proportion of our sample is neither satisfied nor dissatisfied with the PIA but the second to
this is satisfied with PIA
58
23. What is your price perception of PIA
Cumulative
Valid High Quality High Price 2 6.5 6.5 6.5
right quality right price 10 32.3 32.3 38.7
Low quality High Price 18 58.1 58.1 96.8
Low Quality Low Price 1 3.2 3.2 100.0
Total 31 100.0 100.0
Inference:
About 58 percent of the sample said that the PIA is giving low quality but charging high price. This is
the normal perception we got from our data.
59
24. What is the perception about people flying with PIA? Tick all where applicable
Cumulative
Valid Famous 1 3.2 3.2 3.2
Busy 8 25.8 25.8 29.0
Expert 1 3.2 3.2 32.3
Social n Friendly 13 41.9 41.9 74.2
Others 8 25.8 25.8 100.0
Total 31 100.0 100.0
Inference:
A large proportion of our analyzed sample said that the people traveling through PIA are social and
friendly
60
25. What is the perception about PIA Staff
Cumulative
Valid Social, friendly & 11 35.5 35.5 35.5

accommodating
Knowledgeable, intelligent & 5 16.1 16.1 51.6

experts in their field
Arrogant & Inflexible 13 41.9 41.9 93.5
Others 2 6.5 6.5 100.0
Total 31 100.0 100.0
Inference:
Normally there is a perception that the PIA staff is arrogant and inflexible. From our sample it is also
apparent that most of the people have given the same opinion.
61
26. If you have option to travel internationally through following airlines, which
airline would you prefer?
Cumulative
Valid Emirates Airline 25 80.6 80.6 80.6
Etihad Airlines 2 6.5 6.5 87.1
PIA 2 6.5 6.5 93.5
British Airways 2 6.5 6.5 100.0
Total 31 100.0 100.0
Inference:
Huge portion of our survey sample have agreed upon to travel through Emirates Airline. Its
percentage is 81 percent in our survey.
62
27. Reason_to_travel
Cumulative
Valid Best Experience 1 3.2 3.2 3.2
Comfort 4 12.9 12.9 16.1
comfort, service 3 9.7 9.7 25.8
Food 1 3.2 3.2 29.0
Management 1 3.2 3.2 32.3
National 2 6.5 6.5 38.7
Quality 9 29.0 29.0 67.7
Reliable 1 3.2 3.2 71.0

Service 9 29.0 29.0 100.0
Total 31 100.0 100.0
Inference
In response to our question of option to travel, the people have responded that they prefer that
particular airline because of the Quality and service
63
28. What is your age?
Cumulative
Valid Upto 24 12 38.7 38.7 38.7
25-34 19 61.3 61.3 100.0
Total 31 100.0 100.0
Inference:
62 Percent of our sample is ranging from 25-34 in age.
64
29. What is your Maritul Status?
Cumulative
Valid Single 26 83.9 83.9 83.9
Married 2 6.5 6.5 90.3
Prefer Not to tell 3 9.7 9.7 100.0
Total 31 100.0 100.0
Inference:
84 percent of the sample in our survey is single and then about 10 percent of the sample has
preferred not to tell
65
30. What is your Education?
Cumulative
Valid Intermediate 1 3.2 3.2 3.2
Graduate 17 54.8 54.8 58.1
Post Graduate 13 41.9 41.9 100.0
Total 31 100.0 100.0
Inference:
Our large portion of survey sample has the education level of graduation.
66
31. What is your gross monthly household Income?
Cumulative
Valid Upto 50,000 4 12.9 12.9 12.9
Rs. 50,000 - Rs. 75,000 4 12.9 12.9 25.8
Rs. 75,000 - Rs. 100,000 9 29.0 29.0 54.8
Rs. 100,000 - Rs. 150,000 6 19.4 19.4 74.2
Above Rs. 150,000 8 25.8 25.8 100.0
Total 31 100.0 100.0
Inference:
29 percent of our sample has the monthly household income ranges from Rs.75, 000 – Rs. 100, 000
and then about 25 percent has the monthly household income above Rs. 150, 000.
67
Bibliography
Following references have been used in preparation of this report.
- www.google.com
- www.pica.com.pk/
- Previous Reports on PIA
- Service Quality Report for service Marketing
- Brand Research Reports
68

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BRAND MANAGEMENT

BRAND AUDIT REPORT

MS. YASMIN ZAFAR

SUBMITTED BY: GROUP 3 MBA- 4 (GRADUATING BATCH OF 2011

MUHAMMAD MOHSIN JAVED [F092-MBA- 10031] RAJA IMRAN [FO92-MBA-10043]

MUHAMMAD HASAN [F092-MBA-10028) DATE: 11 APRIL, 2011

Institute of Business Administration, Karachi, Our national asset

2.3 Sample Design……………………………………………………………………………………………………………………… 9

2.4 Research Instrument………………………………………………………………………………………………………… 10

3 Industry Perspective ………………………………………………………………………………………………………………. 12

4 Brand Audit & Service Quality……………………………………………………………………………………………….. 16

4.2 Consumer Analysis…………………………………………………………………………………………………………... 17

4.4 PIA Brand…………………………………………………………………………………………………………………………. 21

4.6 Service Quality………………………………………………………………………………………………………………. 25

4.8 Brand Exploratory…………………………………………………………………………………………………………… 36

4.9 Survey Questionnaire........................................................................................................... 67

1.1 Brand Audit:

Auditing is more of an accounting term. It is associated with review, check,

A brand assessment provides a breakdown of an organization's brand and its

The report will cover following;

 Brand Audit of PIA

1.2 Introduction to PIA:

Pakistan International Airlines Corporation, commonly known as PIA, is the flag

Domestic Route Network:

International Route Network:

1.3 Objective of study

1.4 Target Audience

2.2 Research Methodology

2.2.1 Qualitative Element

2.2.2 Quantitative Element

Quantitative part of the research is based on questionnaires. The objective of the

*A sample questionnaire is attached at the end of the report for reference.

2.3 Sampling Design

2.3.1 Target Population

The target population includes people from corporate world, self

2.3.2 Sampling Selection

Due to the shortage of time and lack of resources, the non-probability

2.3.3 Sample Size

To ensure the reliability of the data, the sample size of 30 respondents is

2.4 Research Instrument

2.4.1 Research Instrument Construction

2.4.2 Instrument reliability and validity

i. Data Collection and Screening Procedures

ii. Data Entry and Re-checking Procedure

What do we mean by a service “product”? A service product consists of two Components,

3.1 CORE PRODUCT & SUPPLEMENTARY SERVICES:

The on-the-ground services include efficient service at reservation counter,

II) SUPPLEMENTARY SERVICES

Hospitality & Caretaking

With the increased competition today hospitality has emerged as a key-differentiating

Billing & Payment

3.2 Services Provided by Pakistan Airline Industry:

There are three players in the local Airline Industry of Pakistan

1. PAKISTAN INTERNATIONAL AIRLINES

They provide three main category services:

Pakistan International Airlines Airblue Shaheen Air

Frequent Flyer State Offical Vists Online Bookings Catering 6

Catering Customer Care

Customer Care Lounges

News Papers Online Discounts

3.3 Brand model for Airlines

1) Brand Expectation Making an authentic promise