Tranzum Courier Services (TCS) A Live Case Study Principles of Marketing Submitted by: Anadil Mohammad Amna Fasih Ahmad Siraj Faizan Basit Submitted to: Ejaz Mian Date: 19/5/2012 This report talks about the leading domestic courier service in Pakistan, in light of marketing concepts. Table of Contents Initial Limitation .................................................................................................................. 4 Introduction ........................................................................................................................ 5 Origin ............................................................................................................................... 5 Milestones ....................................................................................................................... 6 TCS Today ........................................................................................................................ 8 Vision Statement ............................................................................................................. 9 Mission Statement ........................................................................................................ 10 Core Values: .................................................................................................................. 10 SWOT Analysis................................................................................................................... 11 Strengths ....................................................................................................................... 11 Weaknesses ................................................................................................................... 12 Opportunities ................................................................................................................ 12 Threats........................................................................................................................... 12 Key Elements of the Marketing Strategy .......................................................................... 13 Target market ................................................................................................................ 13 Consumer Buying Behavior ........................................................................................... 13 Business Class ............................................................................................................ 14 Private Class ............................................................................................................... 14 One of the best Supply Chain ........................................................................................ 15 Marketing Mix ................................................................................................................... 16 Product .......................................................................................................................... 16 Promotion ..................................................................................................................... 19 Page 2 Print Media ................................................................................................................ 20 Radio .......................................................................................................................... 20 CSR initiatives by TCS ................................................................................................. 20 Pricing................................................................................................................................ 22 Geographical Pricing ..................................................................................................... 23 Uniformed Pricing ...................................................................................................... 23 Zone Pricing ............................................................................................................... 23 Freight Absorption Pricing ......................................................................................... 23 Dynamic Pricing ............................................................................................................. 24 International Pricing ...................................................................................................... 24 Pricing problems............................................................................................................ 24 Recommendations ............................................................................................................ 25 Conclusion ......................................................................................................................... 26 Contribution Statement .................................................................................................... 26 Works Cited ....................................................................................................................... 27 Page 3 Hence. and giving our own suggestions to the company by which it can further enhance its success and reap both a large market share and profits. Due to this and the fact that Sentiment’s Express’s image was backed by the image of the leading courier service. TCS did not see the need to promote one of its subsidiary services much. analyzing it by using topics and methods covered in our marketing book. Its major revenue comes from other service department like domestic courier service which is still the flagship business in Pakistan despite the existence of competitors like DHL and FedEx. TCS (Tranzum Courier Services). Page 4 .Initial Limitation Initially we wanted to focus on sentiments express as we realized it was not marketed well despite its huge demand. This we show in our report through a thorough primary and secondary research on TCS. we decided on shifting our attention away from Sentiment’s Express and focusing more on the success of its sister company. The management of TCS told us that TCS is the largest domestic courier service in Pakistan while Sentiments express only deals with the gift delivery service. Pakistan Post Office. or better known as TCS Express. He then set out to establish Pakistan’s very own first courier service company. is to provide valuable service to customers which will not only contribute towards the consumer’s success. to operate locally and allowed them to carry out only international courier services from within Pakistan. wanted to exploit the opportunity. Furthermore. TCS Express’s mission.Introduction Tranzum Courier Services Express. as described by Jamil Janjua. Origin TCS Express was born in 1983 as a domestic courier company after PIA Engineer. Khalid Awan. Group CEO at Tranzum TCS Express Worldwide. Khalid Awan. before the advent of TCS. such as DHL. realized that there was a gap in the Pakistani market for courier services. TCS’s operations were restricted to the handling of inward and outward transmission of Page 5 . this service was infamous for its slow deliveries and other bureaucratic inefficiencies. is a service-oriented company based in Pakistan which specializes in the dealing of carriage-able goods and documents. in collaboration with DHL. but also towards the profits of the company. with his brother Sadiq Awan. This gap was created due to the Government of Pakistan not allowing foreign courier service companies. However. realizing the huge potential of a domestic courier service. He undertook intense training at DHL and worked at its country manager for some time. TCS Express’s operations start from the doorstep of the customer and end at the desired place through the most secure and reliable services. the only player in the Pakistan market when it came to domestic courier services was the state monopoly. However. All of this was needed to service the huge demand created by the Pakistani banks. cyclists and delivery vans. Sentiment Express (Gifts & Greetings) 1990s Emerged as the leading courier company in Pakistan (High Growth Years) 1992-96 Page 6 . TCS took up the responsibility and this caused a growth in the company on a large-scale: a 200 percent increase in the network of couriers including foot runners.business-related documents. TCS has been able to achieve many milestones over the years of its operations. These milestones have indeed set quality standards and benchmarks for the express courier service. with 12 stations & 25 booking first day 1985 Countrywide Network Expansion to over 100 locations to meet Pakistan Banking Council need 1989 Established Unique Gift Delivery Service. TCS got its first break when Pakistani banks looked to TCS for help to handle the clearing of outstation cheques after they were bring threatened of privatization by the Pakistani finance minister. Mahboob-ul-Haq. Milestones Through investing into its business model and realizing customer needs and expectations. The consequent result was TCS’s nationwide recognition and this helped TCS in opening its branches/outlets across Pakistan. 1983 TCS was found in Pakistan. But soon. due to some inefficiencies in the banks’ clearance process. High commission of India. Page 7 . Embassy of Spain. Formed Travel & Tour Company (INTIANA & VISATRONIX). Italian Consulate Karachi. Formed TCS Management Development Services Company (OCTARA). Formed TCS Air & Sea Freight Division. Acquired non-resident visa facilitation rights for Embassy of South Africa. 2006 Established Mail Management Solutions division & Print shop. Diversification (Air Cargo and Trucking) 1997-2000 International Expansion (UAE & Canada) 2001-02 Major Investments and Re-structuring of domestic operation 2002 Formed TCS Aviation in order to become self-reliant International Expansion (UK) Formed Road Transport Company (Renamed TCS Logistics in 2006) 2003 Recognized in Harvard Business School’s Case Study 2004 Ground Breaking of TCS customized operations and corporate office at Karachi Airport. Total Area: 5400 sq yards. Acquired non-resident visa facilitation rights for the embassy of Canada. Established Visatronix. The company provides both domestic and international services to consumers. TCS awarded Brand of the Year award. 2009 Acquired non-resident visa facilitation rights for Embassy of Egypt. Through investing into its business model and realizing customer needs and expectations.2007 TCS awarded Super-Brand title. Acquired non-resident visa facilitation rights for Malaysian Embassy Karachi. SMEs and households and is now the biggest network in the country. TCS won 1st Telecom Excellence Award. Completed 25 years. Acquired non-resident visa facilitation rights for Embassy of Malta. corporate. Brands Icon of Pakistan. Won the Logistics & Printing project of Election Commission of Pakistan. but also in the Middle East and North America. These milestones have indeed set quality standards and benchmarks for the express courier service. Implemented ISO 9001:2000 in TCS Logistics. Following are some relevant figures regarding the operating scale of TCS: Page 8 . TCS has been able to achieve many milestones over the years of its operations. 2008 Brands of the Year Award. TCS Today Today TCS is known for its trust and reliability element and has a strong presence not only in Pakistan. and knowledge based logistics/services enterprise. Monthly pickups and deliveries: 6 million Offices: 155 Continent of operations: 5 Professionals working with TCS: 7000 Express Centers: 530+ On-line and off-line locations: 2000 Satellites tracked delivery vehicles: 250 Chartered planes: 2 Couriers: 3000+ Employees: 6000+ Destinations: 3500 Currently. TCS embeds internet based technologies into its internal operating structures and as business solutions for customers. profitable information. TCS operates with seven registered companies: five in Pakistan and one each in the United Kingdom (UK) and United Arab Emirates (UAE). near the Hajj Terminal at the Karachi Airport. with customer. TCS is the only logistics company in Pakistan that flies its own aircraft and also operates a 24/7 call center. employee and shareholder interests at Page 9 . innovative. TCS is headquartered in Karachi. and provides express and logistics services in the following segments: Consumer-to-consumer Business-to-business Business-to-consumer Vision Statement “TCS will be recognized and respected as professional. Core Values: The goal set by TCS’s Management is to continually strive to achieve excellence . demonstrating a clear concern for ethical conduct and good corporate citizenship. with the diversification aimed at achieving excellence and industry leader status in the new areas. Justice Justice to be the guiding principle of TCS people. with the objective of growing into a regional and global player. Mission Statement “To direct all our organizational efforts at building upon the existing organizational strengths and brand recognition to achieve enhanced levels of profitable growth in the core business.the core of its operations. Profitability through Efficiency Efficiency will be the hallmark of TCS people to optimize profitability and growth. The TCS People will however be encouraged to be open to unconventional ideas and services and recognize new trends at very early stages". Europe and North America". and diversify into new areas that compliment and supplement the core business. with emphasis on the Middle East.both on and off the job. Ethics Nothing unethical shall be practiced by TCS people in relation to our customers and the world at large. Following are the core values of TCS: Quality TCS people should direct every effort to deliver maximum value and satisfaction to our customers. Page 10 . Exemplary Conduct Inspirational and motivational in everything that TCS people accomplish. SWOT Analysis Strengths Independent and self-reliant cargo operations Owns own fleet of trucks. vans and motorcycles Country-wide branches Independent planes and their licenses More than 55% share in the domestic Pakistani market 7% share in the international market More than 50% share in Overland express More than 60% share in Sentiments express Coverage of more than 200 countries through operations Owns 5 major 24/7 sorting hub facilities Owns a highly trained workforce Heavy advertising in the domestic market Has sufficient funds to fund itself Internal generation of cash in the company is strong High growth rate since inception Has management control of the joint ventures in Canada and UAE Page 11 . Threats Legislative barrier like the Post Office Act of 1898 Pakistan International Airlines (PIA) has also started its own courier services Page 12 . so do the size of TCS’s profits since this means more business for the company TCS can benefit from the tax benefited leasing law in Pakistan and lease equipments to support its growth Since TCS is the biggest in its industry. TCS can easily start its own domestic airline service as it has all the resources needed to start one (experience pilots.T Support System Does not own expert I. it can easily instigate several price wars in order to eliminate small competitors. TCS can also establish its own set of sea terminals at ports for high shipments. flying experience and license).T systems and support Relies in international partners for overseas operations Family issues between the founding brothers have caused several problem in the company Employee turnover is high and these employees eventually join competitors Opportunities TCS can easily expand its international operations and gain subsidies from the Pakistan government under the name of foreign exchange The industry in which TCS operates has high barriers of entry As Pakistan industries grow in size.Weaknesses Lack of formal contacts with delivery persons Has not been able to continue point of delivery I. As it has developed its own fleet of airplanes. the two major target areas for TCS are banks/financial institutions and export/import sector. Banks and financial institutions are the major target markets which generate a large percentage of its revenue. It attracts businesses by offering different sized packaging and ensuring a safe and timely delivery of their goods. agreements etc. TCS has traditionally remained dominant in this sector as it provides timely and speedy delivery. The main product is DOX in order to send drafts. The corporate sector. For example its students express and sentiments express targets customers looking for a quick and economical way to deliver goods or documents to places inside and outside their locality. TCS also targets consumers. Another major target market of TCS is the export/import sector. the business class and the private class. The major reason why TCS is the market leader in the courier service is Page 13 . The other competitors of TCS are experienced and have vast amounts of cash available to them TCS has been an almost victim to corruption from favors instigated by the Pakistani politicians A constant obstacle to TCS has been government bureaucracy Key Elements of the Marketing Strategy Target market The services offered by TCS are such that they are required by all nearly all businesses weather large scale or small scale. Consequently TCS target market consists of the business market or the corporate sector. Consumer Buying Behavior The typical customers are categorized into two classes. cheques. Many people in the class trust players that are reputed. The effective distribution in international arena is limited to certain countries. Page 14 . The typical consumer perception varies from category to category. Firstly we will be discussing the typical buying behaviour of the business class clients.because of the perception that is associated with its brand. Also for international deliver TCS’s charges are higher than its competitors. TCS was the pioneer in the courier service provider category. the main reason why people choose TCS over other courier service providers is because of the trust-bond they have come to associate with TCS. they outsource their courier needs to TCS. TCS is perceived as a value for money. Also the rate of the services provided is much lower than those of its competitors. This visibility gives TCS a great edge over competitors like DHL and OCS. this is one aspect that appeals to the profit oriented organizations. these very same ‘profit-oriented’ organizations choose DHL or FedEx as a courier service provider over TCS because of the fact that TCS has relatively lesser visibility in the global arena. and have been providing such services for the longest time period. this is the biggest reason many private customer use TCS over other service providers. Private Class In the private class category. efficient and timely method of sending things through courier services. Business Class This class usually consists of organizations. The main reason why they outsource their courier services to TCS is because of the timeliness factor coupled with the largest network a courier service has. Also many consumers that represent the younger generation associate innovation with TCS. if summarised the business class is an active customer class for TCS that is affected by the prices they charge for their services. But there’s a flip side to the rosy coin. All in all. in international courier services. 200 vehicles. The most important aspect of the TCS supply chain is that it has established a value delivery network. By installing a customer friendly distribution system. TCS today provides express and logistics services in the C2C. it has over 350 retail outlets and over 2000 service locations worldwide. The new state of the art building is located near the port making TCS more efficient (Kotler. through delivering their packages on time. 2008). Having a vast number of outlets throughout Pakistan has enabled TCS to minimize time lags to a bare minimum and this has helped attract customers by earning their trust. It has a wide network of 140 offices. B2B and B2C segments. One of the best Supply Chain TCS has established one of the most remarkable supply chains in the courier service industry. It has a fleet of 5 planes. Many people are swayed by the timeliness of the service by TCS when compared with OCS and other courier service provider. Page 15 . making it the biggest courier of the country. TCS has achieved a leadership position in the express courier industry in Pakistan and is adamant to expand globally too (Kotler.The various event based promotions is seen as an innovative step by many young consumers and hence they like to try TCS products and services. In addition. 3000 bikes and 6000 employees to facilitate its operations. 2008). Headquartered in Karachi. other than Pakistan. Things can be sent to residents in UK. But this service is not for domestic goods. it offers excellent speedy and fast delivery services internationally and covers about 3500 destinations across the world through its extended international network. books clothes to shoes or other accessories. Moreover customer clearance is also provided. convenient and also cost in effective. Product 1) International express services TCS operates in UAE. Price. UK and Canada. Its international express services include: Freight plus This offers delivery of less urgent and large size shipments within 10-12 working days.Marketing Mix The marketing mix consists of four elements: Product. its exclusive for export shipments. Promotion and Place. Canada and Far East. TCS has gone out of its way to help customers show their loved ones how Page 16 . Red box TCS has come up with a red box to help customers safely deliver anything they want to from toys. USA. We will talk about each one in light of TCS’s marketing strategy. The box is simple and. packages. and cargoes within Pakistan. This has allowed TCS to operate as the only end to end solution provider in the category with the largest delivery network in Pakistan. Everything from its red attractive color to its material helps make the delivery service unique and safe. universities and other educational institutions anywhere in the world. TCS imported state of the art printing and sorting technology from the best suppliers in Europe and Asia pacific. Students express This service is especially for students. Page 17 . It delivers their documents to colleges. 2) Domestic express services TCS is known as the most trusted name for delivering a wide variety of documents. The box is available in two different weights ten kg and twenty five kg. This includes: MMS Mail management solution MMS ensures continuous delivery of value. To avail this service the student has to submit a copy of his/her id card along with the documents to be sent and the rest is taken care of by TCS.much they care with the innovation of the red TCS bx. parcels. TCS saw that these customers did not have an easy and cheap way to deliver gifts to their near and dear ones. adding more meaning to people’s celebration. Overland express TCS overland express is the market leader in door to door goods transportation in Pakistan by land through forty to fifty containers. It was started when the management realized there was huge demand from consumers wanting to celebrate various occasions like Eid or birthdays with their friends. floral bouquets. Sentiments express TCS sentiments express handles the gifts delivery service. to various other gifts wrapped in a unique and attractive way . and colleagues residing in a different city. This is especially suitable for Page 18 . family. Same day express Overnight express Red box 3) Logistics services TCS rightly saw potential of supply chain management in Pakistan and introduced its logistics wing as a registered company in 2002. So TCS came up with sentiments express which makes it easy for customers to deliver personalized high valued gifts safely. TCS offers a wide array of gifts ranging from gourmet cakes. also promoting itself on billboards has not being effective in the past. • Built-in insurance of Rs 100 per kg Ware house and distribution The W&D division provides total logistics and supply chain solutions in Pakistan. But even those advertisements were discontinued. Promotion TCS does not indulge into mass promotional activities like DHL does. it has one of the most modern and efficient tools in warehouse management and out of the box distribution models. Moreover packaging facility is also available. On the other hand to create awareness of Page 19 . The only TV commercials that TCS does are for special occasion like Father’s Day etc. The main product offering are: • LCL (Loose container Load) • FTL (Full Container Load) • Hub to Hub delivery • Hub to Door delivery • Pallet boxes of 50 Kgs.companies that have to transport goods or merchandise in bulk to different cities all over the country within three days. since the cost incurred was greater than the actual outcome of the advertisements. The reason that TCS does not invest in mass marketing is because of its loyal customer base. CSR initiatives by TCS TCS takes customer social responsibility very seriously. The main concern is cost. whereby we saw that TCS ads started appearing on Facebook and other popular websites. Also TCS is investing itself into e-marketing. The major reason being cost. Another activity that TCS employees carry out is that they attract new clientele through radio. TCS has worked in collaboration with a lot of NGOs and governmental organizations such as SIUT. This is an effective method of promoting its products and services. as it pin-points the targeted consumer effectively. The cost incurred is lesser than running promotional content on TV. give-ways are given as prize to random people who take part in a contest being held by TCS through radio. 10th young leaders conference 2011 This 6 day conference was an activity based event. Print Media The infrequent nature of occasions makes way for advertising only for a limited time at a specific time of the year. This saves the overall cost as compared to having a TVC running all year round. Radio Another media that is extensively used by TCS is radio. it has made it a fundamental part of its business. On selected events.its occasion based schemes. The main idea was to make young aspiring minds to think creatively on Page 20 . is the concept of giveaways. The cost incurred in having a print advertisement and radio commercial is lesser than running an advertisement on TV. drug enforcement cell among others to work towards a peaceful and prosperous society. media such as radio and newspaper are used extensively. SOS village. In essence the discussion led the young generation to believe that there is a bright future possible for Pakistan. to work towards rehabilitation of oppressed people of Swat. Page 21 . Also TCS has placed donation boxes for PUKAR throughout its network across Pakistan. TCS and PUKAR relief work TCS joined hand with PUKAR an NGO. TCS joins hand for relief work TCS joined hand with leading media partners to work towards relief work for those affected by the recent floods in Pakistan. In essence it is working towards the rehabilitation of the internally displaced people.the current issues of Pakistan. TCS accepted donations in the form of cheques and cash for this noble cause. and established relief donation boxes across its entire network within the country. 175). 1997. Loyal customers are insensitive to price changes.Pricing This section will delve into the pricing strategies adopted by the Tranzum Courier Services and will critically analyze their efficacy in the domestic and international context. pricing is very important for the organization which will not only help it to attract new customers. unlike the case of TCS where one business may want to send a parcel to Kazakhstan and at the same time a consumer may want to send a parcel within Karachi. 2009. thus. However. Kenneth. the advent of numerous local and international players in the global Courier service industry has affected the consumer loyalties worldwide and customers are more likely to switch between service providers than ever before (Boronico. Achieving and maintaining a high market share and a high price premium through attracting and retaining a loyal customer base is particularly significant in a business-to-business and business to consumer market (Rauyruen. the firm is operating in a developing market with an escalating consumer base. but also allow it to sustainably retain them. Thus the pricing model needs to be completely different from that of traditional product manufacturers or service providers since the nature of their products and services is fixed. Moreover. in TCS’s case. A significant way of achieving high profitability is to retain existing customers who contribute to the service provider’s revenue by continuously purchasing and paying more for products and services and building brand equity to the provider. The service it provides differs because TCS’s services vary from the type of customer to the level of service to be offered and the geographical proximity of the service. & Groth. which is also the case with TCS to some extent. 80). Page 22 . TCS practices three different kinds of pricing strategies due to different nature of the business. Pricing is very important tool of any marketing mix and even more important in Pakistan’s courier service industry which is monopolistically competitive. p. p. Geographical Pricing TCS practices extensive geographical pricing and the extent of it can be comprehended by the types of geographical pricing it has adopted. TCS has adopted five different types of geographical pricing strategies. TCS too practices Geographical pricing which is quite evident from the TCS rate list attached in the appendix 1. As it can be seen from the TCS rate list in appendix 1. Zone Pricing Zone pricing is mostly practiced in international courier services. the international prices are categorized into different zones and each zone has a different price from other zones. Page 23 . Uniformed Pricing Uniformed delivery pricing is mainly practiced in Sentiments Express in which the cost of cake with its delivery will remain the same no matter to and from which location it is sent. The price stays the same no matter which location in the zone courier is sent. TCS have adopted numerous pricing strategies for different business units and consumer & business groups. The most important ones from them are uniformed delivery pricing and zone pricing.To cater all these deviances in the extent of services provided due of the nature of the business. Freight Absorption Pricing Sentiments express also uses freight absorption pricing to some extent as the products offered by sentiments express are not charged for freight charges. Now whether the freight charges are included in the price or TCS intentionally absorbs them to penetrate market is another case. Just like all the travel and courier business in the world. It can be deduced from the data that TCS’s international prices are not very different from the FedEx international prices. For example. if Mr. then the basic rate is Rs. the mail delivery service is simultaneously used by business and other individual consumers and it is extremely implausible to differentiate between them with respect to marketing. Pricing problems TCS is currently serving both B2B and B2C customers consecutively without any differentiation. TCS also practiced international pricing strategy as it operates in many other countries other than Pakistan along with major industry players like FedEx. which will deliver it same day rather than on the next working day (TCS. TCS offers a basic rate and then rates of specific different services can be added to the basic rate if the consumer wants to avail services that are not being offered in the basic rate free of cost. For example. International Pricing It is very important for companies that operate internationally to set prices that are reconciled with each and every individual country.Dynamic Pricing The essential characteristic of dynamic pricing is that prices are adjusted continually to meet the characteristics and needs of individual customers and situations. however an additional surcharge is added if the mail is to be sent by ‘same day express’. Appendix 2 & 3 show the prices of TCS that are aligned with the international prices of major multinational companies. 2012). This pricing is mostly practiced in domestic & international mails and parcels. A wants to send a mail from Karachi to Lahore. There are separate services offerings for consumers Page 24 . DHL etc. 140 per kg. The most important price determinant in the international courier industry is the existing prevailing prices in the industry. Recommendations TCS have good pricing policies in practice. 2004). TCS should work more on promotion in order to improve the perception of their reliability. Appendix 4 shows the rate list of Leopards Courier Services. Thus TCS should continue with this strategy as the loyalty of customer will be based on service rather than pricing. Page 25 . It can be noted from the comparison of Appendix 2 & 4 that TCS has quite high prices than its competitor because TCS believes its services are of better quality and does not believes in competitive pricing on cost of quality compromise. Currently they charge the highest price domestically. This will not only incur profits for TCS but also help it in gaining a greater market share. which is the biggest competitor of TCS in Pakistan. DHL rejuvenated its promotional efforts by introducing this "the ultimate outdoor media vehicle" (Trickett. This is one of the issues TCS faces with respect to pricing. A very good and cutting edge method of promotion is to utilize the fleet of vehicles that is used to deliver couriers. The strategy it should use is to focus on its core services and expand into other related chain of services such as starting its very own domestic or international airline services. TCS does not practices competitive pricing which is evident from the comparison of TCS rates with that of local courier services.and businesses but on many occasions directly go for the consumer service being offered. TCS should capitalize on its strong domestic market to target the international segments. A study of similar strategy used by DHL would be useful. Even though they have a good service currently. but a lot needs to be done to meet international standards. however TCS can hold onto the market share by improving the quality of their service. Recommendations. UPS and TNT. Contribution Statement Amna Fasih: Initial Limitation. Lastly.Conclusion TCS Express is not only the biggest network of express and logistics operating within Pakistan. as mentioned previously in our report. expansion into new markets will not be possible if the workforce of a company is not willing to do so. SWOT Analysis & Conclusion & Recommendations. However. but is also the only courier service to operate its very own aircrafts. Supply Chain Analysis. Thus TCS should also make sure that its strategy is one that can defend it in times when competition is tough. We believe. This would reap instant profits since TCS would be saved from incurring initial set-up costs such as hiring engineers and pilots as it already possesses all these. Thus. TCS should invest heavily into its workforce and strengthen them by training them for expansion and any future operations. Introduction Target market. Page 26 . Ahmad Siraj: Marketing elements: Consumer Buying Behavior. Introduction. TCS should not forget that it still faces competition from several other courier services such as DHL. that TCS should use this facility to its advantage and look into the possibility of operating its very own domestic passenger airline service. Marketing Mix: Promotion Faizan Basit: Marketing Mix: Price. Marketing Mix: Product & Marketing Mix: Placement Anadil Mohammad Initial Limitation. com/pages/login. P. Retrieved May 19... 175-186. from TCS Pakistan: http://www. E. Retrieved May 19.tcscouriers. (1997). P. Journal of Services Marketing . November 8). (2008). (2009). pp.com/pk/Services/ServicesDetail. pp. Postal service pricing subject to reliability constraints on service quality. 80-93. New Delhi: Pearson Education. Rauyruen. Pricing Strategy and Practice . from PR WEEK: http://www. (2012). Principles Of Marketing: A south Asian Perspective. J. 2012. & Groth.aspx?returl=/inside-themix/article/50961/&pagetypeid=28&articleid=50961&accesslevel=2&expireddays=0&ac cessAndPrice=0 Page 27 . Kotler. 2012. S. (2004.prweekus.Works Cited Boronico. Overland Express.aspx?ServiceId=19&CategoryId= 4 Trickett. 5 (2). B2B services: linking service loyalty and brand equity. M. Inside the mix: The ubiquity of DHL's delivery trucks played an important role during its recent relaunch. Kenneth. E. TCS. M. Appendices Appendix 1 1 Appendix 2 1 Page 28 . Appendix 3 1 Page 29 . Appendix 4 1 Page 30 .