INTRODUCTION TO TCS - TRANZUM

We all realize the importance of communication as well as the significance of its speed.
Identifying this niche in the market, TCS pioneered the concept of courier services for
urgent Air Express Delivery in Pakistan in 1983 for the very first time. Since then TCS
has been the acknowledged leader in domestic courier services and has become a generic
term for express courier services in Pakistan.

Ever since its inception TCS has continued to lead the courier & logistics service industry
in Pakistan through innovation, pioneering spirit, commitment & passion. Besides
providing tailor-made products & services and maintaining industry standards considered
as benchmarks, TCS has continually added products and services for its customers so that
it has become the complete delivery solution provider. Today they have the capacity to
handle all consumer requirements from the rapid delivery of a single envelope through
General Courier to cargo weighing hundreds of tones. TCS Pakistan has also largely
helped redefine the very path & direction for the entire industry to follow, by developing
the TRANZUM enterprise, offering services in diversified industries including express,
logistics, warehousing, distribution, gift delivery services, mail order, travel & tours, visa
drop box, management development, event management & publications. With its
corporate office in the Middle East (Dubai), the Enterprise has established regional
offices in across the globe including South Asia, North America, and Europe.

Today, TCS is the only courier company in Pakistan, which has its own dedicated fleet of
cargo aircraft. The aircraft operations of the company are independently owned and are
not dependent on any commercial airlines. This brings about a strategic business edge,
offering customers a level of service and value, hard to beat by competition. TCS can
now rightly claim to possess one of the largest and most advanced air cargo networks in
Pakistan giving it the option to alter its own schedule at short notice ensuring that
shipments reach destinations on time for the first delivery next morning. TCS ground
fleet features 1200 ground couriers with their modern bikes, fleet of vehicles, which
include trucks & vans, mobile service stations.

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TCS Express Centers at Jinnah International Airport, Karachi and Allama Iqbal
International Airport at Lahore make TCS the only courier company in Pakistan to offer a
comprehensive range of courier and logistics solutions all under one roof thereby
facilitating both the civil aviation sector and the airport.

Customers now have the choice of using any of the high quality services offered at over
245 TCS Express Centre. These outlets dot the landscape across Pakistan with the TCS
Local Network comprising more than 4700 passionate and professional people. On a
daily basis, customers all over Pakistan avail TCS Ready Booking & Pick up facilities
with strength of over 1500 Couriers.

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 HISTORY OF THE COMPANY

Considering the performance of the company in the past two years approximately, TCS
has been transformed form traditional to institutionalized system heading towards new
dimensions of progress and technological advancement.
In 2005, TCS formed its aviation in order to become totally self reliant. In TCS Aviation,
they have recently induced Boeing 737 in its air fleet with a capacity of 15 tons, which is
considered as a proof of quality through which TCS is coming up to all its commitments.
Followed by this, in 2006, TCS horizontally expanded there operation by forming the
Tranzum Group which offers services in diversified industries including express,
logistics, warehousing, distribution, gift delivery services, mail order, travel & tours, visa
drop box, management development, event management & publications. With its
corporate office in the Middle East (Dubai), the Enterprise has established regional
offices in across the globe including South Asia, North America, and Europe.
TCS opened the first of its kind TCS Mall in Karachi in March 2006. This mall was
inaugurated by Dr. Walter Kuemmerle, Associate Professor of Business Administration
and member of Faculty Group at Harvard Business School. This mall is providing all the
services offered by TCS and Tranzum group namely Sentiments, Visatronix, Octara,
Sentiments etc. under one roof, and also facilitating services like, ATM machine and
Nadra machine for the payment of utility bills for the sake of providing value and
convenience to its customers.
TCS also established Mail Management Solutions division & Print shop in 2006,
which only deals in bulk quantity of mails for there business clients. TCS is also qualified
for Printing & Logistics project of Election Commission of Pakistan for the year
2006-07.
It can be said that TCS has grown and has seen turned around situations in its revenue
growth during past couple of years and TCS continues to enter into more ventures to
maintain its market leadership status with its strong mission of expanding globally.

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SERVICE LINE

Tranzum enterprise now comprises:

1. TCS EXPRESS & LOGISTICS:

 Courier & Logistics Express

TCS provides express & logistics services to C2C, B2B & B2C. TCS operates
with 157 modern fully equipped delivery trucks, 245 point of contacts, 2000
off-site locations nationwide, 4 existing warehouse, 200 light & heavy
vehicles, over 1500 motorcycles & 6 dedicated aircrafts with Boeing 737 and
225 shipments processed per day.

 Overland Express
Overland Express Cargo Delivery Services where bulk shipments are
delivered door-to-door through one of the largest truck fleets in the organized
sector in Pakistan.

 Flying Warehouse
Offers complete warehousing & distributions solutions.

 Sentiments Express
A unique gift delivery service that brings an exclusive selection of gifts
chosen from the best sources, gift wrapped in exquisite packaging & delivered
with an exclusive greeting card having personal messages conveying heartfelt
sentiments.

2. INTIANA:

Intiana is a full service travel agency providing travel & tour packages and
ticketing services.

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3. VISTRONIX:

It’s a brand that provides visa drop box facilitation service in Pakistan, U.A.E &
Canada. It helps visa aspirants through the entire process from providing relevant
visa information to filling out visa forms & secures transport of passports to &
from embassies.

4. OCTARA:

Octara is a business unit dedicated to provide services to the corporate,

government & NGO sectors through management development training,
workshops, conferences & event management, publications and public relations
and media management services in Pakistan, U.A.E & Canada.

Range of services offered include Domestic Express Delivery Services, Overnight

Express Delivery Services, International Express Delivery Services, Overland, Logistics,
Cargo & E Logistics Services, Sentiments Express Gift Delivery Services, Customized
Courier Project Solutions, Dispatch Handling & Warehousing Solutions, Marketing &
Retailing Services, Drop Box Services and Aircraft & Ground Cargo Fleet Charters.

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 MAJOR COMPETITORS

1. DHL

These are the first letters of the last names of the three company founders, Adrian Dalsey,
Larry Hillblom and Robert Lynn. In 1969, just months after the world had marveled at
Neil Armstrong's first steps on the moon, the three partners took another small step that
would have a profound impact on the way the world does business. The founders began
to personally ship papers by airplane from San Francisco to Honolulu, beginning customs
clearance of the ship's cargo before the actual arrival of the ship and dramatically
reducing waiting time in the harbor. Customers stood to save a fortune. With this
concept, a new industry was born: international air express, the rapid delivery of
documents and shipments by airplane.

The DHL Network continued to grow at an incredible pace. The company expanded
westward from Hawaii into the Far East and Pacific Rim, then the Middle East, Africa
and Europe. By 1988, DHL was already present in 170 countries and had 16,000
employees.

Deutsche Post World Net and DHL Consolidation

At the beginning of 2002, Deutsche Post World Net became the major shareholder in
DHL. By the end of 2002, DHL was 100% owned by Deutsche Post World Net. In 2003,
Deutsche Post World Net consolidated all of its express and logistics activities into one
single brand, DHL. The DHL brand was further strengthened by Deutsche Post World
Net's acquisition of Exel in December 2005. The DHL expertise is pooled from a number
of companies acquired by Deutsche Post World Net. To name a few:

Exel: at the time Deutsche Post World Net acquired Exel in December 2005, it had
around 111,000 employees in 135 countries. Exel primarily offers transport and logistics
solutions for key customers.

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Deutsche Post Euro Express: in operation since 1997 through internal growth and
investments in leading European companies, network for parcel and express services in
more than 20 countries, market leader for business customers in Europe.
Danzas: founded in 1815, based in Basel, Switzerland, acquired by
Deutsche Post World Net in 2000, world leader in air freight and ranked second in ocean
freight. Overland transport and supply chain management complete the Danzas service
portfolio.
Air Express International: largest American air freight provider, integrated into the
Danzas group in 2001.

Services offered by DHL:

• Express Services
• Logistics Solutions
• Road and Retail Freight
• Shipping Tools
• Industry Solutions

2. FEDEX

FedEx is one of the world's great success stories, the start-up that revolutionized the
delivery of packages and information. In the past 30 years, we've grown up and grown
into a diverse family of companies - A FedEx that's bigger, stronger, better than ever.

FedEx provides access to a growing global marketplace through a network of supply

chain, transportation, business and related information services. FedEx - A worldwide
network of companies providing customers and businesses with the same "absolutely,
positively" zeal for service you've come to expect. Independently, each company offers
flexible, specialized services that represent the broadest array of supply chain,
transportation, business and related information services.

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Services offered by FedEx:

• FedEx Express
• FedEx Ground
• FedEx Freight
• FedEx Kinko’s – Office and Print Services
• FedEx Custom Critical
• FedEx Trade Networks

3. OCS

OCS was established in 1957 in Tokyo, Japan, when a consortium of newspaper

publishers formulated the concept of a worldwide speed delivery network for their
publications. Their invention was called "Overseas Courier Service Co., Ltd.

Since then, OCS has been providing premium quality express courier, freight forwarding,
transportation and logistic solutions worldwide. Major OCS corporate offices worldwide
anchor one of the most extensive international delivery systems ever developed.

It was in 1986 that OCS Pakistan (Pvt.) Ltd. first started operations as an independent
courier company in Pakistan. In the wee hours of a crisp winter morning, the first express
document was booked in Karachi. What followed is history. Today, OCS Pakistan
handles tens of thousands of shipments every single day. Within Pakistan, the OCS name
has become synonymous with dependability and quality. It has 212 pickup points and
more than 1500 delivery locations across Pakistan. Internationally it covers the globe
with the OCS network of over 240 offices in more than 90 countries around the world.

OCS is committed to provide high quality services that are reliable, time sensitive and
effective catering to all courier needs of both local and international customers.

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Services offered by OCS:

• Road & Rail

• Pickups
• Expressions
• Travel & Tours

4. TNT

TNT is the European market leader with a global reach in express, logistics and
international mail delivery services. They make sure your documents, parcels, freight and
mail are delivered safely on time using our integrated air and road networks. Their
networks are supported by sophisticated technology that helps us ensure service
reliability and provide real-time on-line information about the status of customers
consignments.

Services offered by TNT:

• Express Services
• Freight Management
• Express Mobile
• Express Manager
• Industry Solutions
• Express Shipper
• Express Connect

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 TCS MARKET SHARE VIS-À-VIS COMPETITORS

TCS EXPRESS

TCS Express - Domestic market share

6% 4%
14% TCS
Leopard
OCS
16% 60%
TNT
Others

Total market size: 26.5 million/annum (2008-09)

TCS LOGISTICS

TCS Logistics - Domestics market share

7%
9%
11%
TCS
Cargoline
55% PTN
22% OCS
Others

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 Total market size: 350 million/annum (2008-09)

TCS INTERNATIONAL

TCS - International Market Share

5% 3% 2%
7% DHL
FedEx
TCS
18%
65%
UPS
TNT
Others

Total market size: 5 billion/annum (2008-09)

INDUSTRY GROWTH CYCLE

Presently, the courier service industry is at its growing stage because there are many
other dimensions besides delivery of documents and parcel, for a firm providing courier
services. As, TCS has grown its business by developing a progressive master enterprise,
Tranzum, offering services in diversified industries including express, logistics,
warehousing, distribution, gift delivery services, mail order, travel & tours, visa drop box,
management development, event management & publications. Akin to TCS, there is a
great potential for other firms, to expand their business activities, as well.

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 EXTERNAL FORCES IMPACT

ECONOMIC ASPECT

As Pakistan is an emerging nation with a growth rate of 11.5% it has become an

attractive destination for the foreign companies to invest in. This trend is favorable for
the courier industry because new companies will start of their operations in Pakistan in
nearly every sector, form banks and automobiles to telecommunication etc, they will seek
courier services companies to carry out their processes because they want their bills and
other important documents to be delivered on time with a proof of deliveries. Besides,
GPD is also increasing with its direct impact on per capita income. Per capita income in
turn affects the disposable income. With the increase of disposable income the buying
power of the consumer also increases, making them switch form the Pakistan postal
services to courier service industry.

POLITICAL & LEGAL ASPECT

Stability of the government holds a very important position in the courier industry
because when the new government takes the charge, they develop new legal policies that
affect nearly all business environments. In the present government, the monetary system
and its activities are fully functional. Access to loans from the bank is now an easy
option, increasing the buying power of the common customer and is favorable for the
courier service industry.

SOCIAL/CULTURAL ASPECT

Celebrating mother’s day and Valentines Day in Pakistan is clear evidence, showing the
impact of highly influential American and European culture. Besides this, media and

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foreign channels are changing the life styles of the people, making it faster day by day.
Now customers demand quicker, faster and reliable services. With these changes in our
culture, the courier service industry has to keep pace with the new trends by offering
customers the required needs.

TECHNOLOGICAL ASPECT

Technology is changing on daily basis offering businesses new dimension to carry out
their operation. Similarly, in the courier service industry, technology is playing a very
important role in providing faster and reliable delivery services. Though these
technologies demands major investment by the company but in turn deliver productive
results in terms of profit and gaining competitive edge.

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 SWOT ANALYSIS

STRENGTHS

 First Pakistan based company to get the title of Super Brand.

 A strong reputation and brand name in the general public and among the
corporate sector as a reliable and timely source for delivery of goods. Besides
this, TCS has become a generic word for courier in Pakistan.
 TCS is presently the market leader in the courier services industry of Pakistan
with a market share of more than 60%.
 For the year 2005-06 TCS has a growth rate of 41% for its revenues and 35% for
its sales.
 TCS has its own air fleet comprising of six chartered aircrafts including Boeing
737 for delivering goods within the state boundaries (while FedEx relies on
commercial air lines).
 TCS has 157 vehicles equipped with satellite tracking, which helps the tracking
department to track any vehicle in any area of Pakistan.
 TCS has its own ware and tare garage for the repair and maintenance of its fleet of
vehicles.
 TCS is the first Pakistan based company to have a case study at Harvard Business
School for the best courier operating in South Asia.
 TCS is pioneer in developing it own TCS Mall, which provides value and
convenience to the customers.
 TCS is the first courier company in Pakistan to equip its employees with the hand
held terminals, which are directly connected to head office.
 TCS also provide printing facilities to its clients not offered by any of it
competitors.

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 It has a highly professional, dedicated and innovative workforce of 4700
employees.
 TCS has very strong core values.
 TCS employees not only listen but understand the customer problems without
being defensive and provide solution.
 TCS is highly adaptable and flexible in tailoring services to the needs of major
customers.
 TCS outlets are ideally located in the densely populated areas; trade areas,
industrial, residential and far flung areas, on main roads and in small streets where
major customer traffic is there.
 As compared to other local competitors, TCS has a wider operational setup. It
operates in four countries namely Pakistan, Canada, UK and UAE.
 Sentiments Express is very popular among masses and for many customers it is
the main source and reason for awareness and liking for TCS.
 A nation wide coverage consisting of 245 express centers allow wider
accessibility to the company and more convenience to the customer.
 All TCS outlets have glass walls on the outside allowing high POS advertising
and exposure.
 It is a highly recognized brand in Pakistan for bulk shipments among the
corporate customers. Among the masses its “Sentiments Express” is the main and
strongest source of brand recognition.
 All TCS outlets are air-conditioned and have adequate space for customers.
Keeping in mind the rush hours, many outlets have two waiting rooms and two or
more service counters.
 It has a regular participation and representation at major exhibitions and events
such as Expo Pakistan 2005 and Leader at Dubai 2006.
 TCS has the latest fax machines, printers and scanners available in each
department. Every employee has a separate PC to work on which are essentially
Pentium 3 or Pentium 4.

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 Each courier on the payroll has his own motorbike and cell phone provided by the
company. Thus he can easily and quickly contact the company at any time from
anywhere.
 The frontline workers are polite, courteous and cooperative with the customers.
 It operates an official website that is www.tcs.com.pk where all brands by the
company and the services offered under the particular brand name have been well
represented. Each of these brands has a separate web address such as for
Visatronix the web address is www.visatronix.com .
 There is an open door policy for communicating within the department and with
the top management. A grade seven employee can communicate directly with his
or her marketing manager or even with the CEO without having to follow any
hierarchical order.
 It has offered highly innovative service offerings such as “Express Tube” for
keeping the rolled architectural designs and blue prints.
 There are separate skilled couriers dedicated to specific sectors and to some major
corporate customers as well.
 TCS has a wide corporate customer base of 5000 companies which includes
Phillips, LG, Gillette, Reckitt & Benckiser Pakistan, Sony, Indus Motor Company
Limited, 3M Pakistan, Samsung, Dupont, Dell Computers.
 A customer database is maintained at TCS that allows booking of orders and
deliveries for these companies after the official hours by using the specific
company’s UAN number.
 For each of its brand, TCS has separate marketing departments solely working for
a particular brand.
 There are no employee unions at TCS.
 There is a separate department with the name “Voice of Customer” for conducting
research and consumer surveys.
 TCS has a sound financial status and because of it a wide capacity for offering
diverse services and for entering new markets or developing the existing market.
 It has the capability of providing overnight delivery.

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  TCS provides warehousing and distribution services to any bulk quantity of order
to anywhere in Pakistan.
 Information regarding the availability and non-availability of services at certain
locations, delivery options and timings are provided on the website in detail
which customers find convenient.

WEAKNESSES

 The prices of the services offered by the TCS are comparatively higher.
 Less marketing initiatives has been taken by TCS to promote all its brands.
 TCS is not involved in the transportation of products that require special handling
and/or security such as explosives, firearms, perishables, antiques, precious
metals and stones, jewelry and liquids while many of its competitors are involved
in transporting these goods.
 TCS has an air fleet that is used for within state movement of goods only. For
other countries it relies on commercial airlines and also through DHL as a
customer.
 Online brochures and catalogs of the services are not available on the website.
 Except for “Sentiments Express” and general shipment rates the price packages
are not given for other services.
 There is no information available on the website pertaining to the outlet location
addresses and contact numbers in different areas and cities of Pakistan.
 TCS has a limited operational setup in four countries including Pakistan while
DHL operates in 227 countries and FedEx operates in 211 countries.
 Despite an increase in the number of online customers for courier services, among
other industries, TCS does not provide online booking and payment facility. This
facility is available only for corporate customers and not for cash customers
 The departments handling different brands are not only totally isolated from each
other but also from the core departments such as retail and Human Resources in
terms of communication.

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  The incentive based employees (those who are paid on commission bases) are not
given company uniforms resulting in a loss of potential awareness and
acceptance.
 Apart from the core services and “Sentiments Express” there is a general lack of
awareness about other TCS brands among the walk-in/cash customers.
 It faces a strong competition in the international courier service industry.
 For many customers it is a Pakistani brand versus international brands such as
DHL and FedEx and for them the international brands are better simply because
these are foreign.

OPPORTUNITIES

 The major customers of TCS include Phillips, LG, Gillette, Sony, Indus Motor
Company Limited, 3M Pakistan and Samsung. The increase in the export and
import of raw materials and finished products by these companies increases the
revenue potential for TCS through bulk shipments. Also TCS can work on
capturing many potential corporate customers to earn maximum gains.
 As compared to other players in the industry TCS is completely non unionized
which is a great opportunity in terms of relative stability of labor costs.
 Reduced rates for utilities would decrease the cost of warehousing.
 The construction of Gwadar airport and the availability of own aircrafts
collectively present an opportunity for TCS to start shipping goods through its
own aircrafts outside the state boundaries.
 TCS can deal in the shipment of an even larger variety of goods of higher value
since the government now allows the goods up to the worth of $5000 to be
transported by the courier services.
 Lifting of ban on the import of arms and ammunition is another incentive for
TCS.
 TCS has an opportunity to deal in the shipment of liquids, antiques, precious
stones and metals and equipment requiring special handling.

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  TCS has a great opportunity in the form of Dubai Gold Festival. TCS has a wide
operational setup in UAE. The people who buy jewelry at this festival can be
convinced by TCS to send their purchases through TCS to their homes for
security purpose.
 WTO’s free trade agreements increase the potential for shipping to different parts
of the world.
 TCS being the domestic company is safe from the terrorist activities that may
happen against the multinational and international courier service firms.
 The increase in trend towards online booking and shipment is a major opportunity
to be availed by TCS.
 TCS may gain deeper knowledge about its target market by setting up geographic
information systems, which is not being practiced by its competitors on the
domestic level.
 Increasing the awareness of students express would increase its customers among
students.
 TCS presently does not deal in currency. There are many overseas Pakistanis who
can become its customers for sending money to their homes if it starts dealing in
currency.
 A continued representation in Expo Pakistan 2006 and in the following years, in
Dubai Gold Festival and other prestigious events and exhibitions would make the
people more trusting in TCS.

THREATS

 The rise in prices of diesel, petroleum and jet fuel both on the international and
national level is causing a rapid increase in the cost of energy for TCS.
 TCS has 1500 skilled couriers involved in delivery of goods all over Pakistan. A
future demand for higher wages and/or increase in facilities would again increase
the cost for TCS.
 Owing to the increase in the use of email, the demand for overnight delivery is
declining which is affecting the provision of this facility for TCS.

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  The prohibition of sending to P.O boxes causes a decrease in its service range and
in turn customers.
 Due to some robbers supposedly calling themselves as couriers the general
mistrust among the people may carry over to the TCS customers.
 The security and privacy fear related to providing account information on internet
may result in relatively low profits in the initial time periods.
 TCS promises overnight delivery but with the increase in the use of email and
online transfer, uploading and downloading of documents this promise may not
remain as important.

MARKETING MIX ANALYSIS

PRODUCT

TCS offers a wide variety of services under its different brands. It operates in 4 countries,
Pakistan being its country of origin; other countries are UAE, Canada and UK. For each
of these countries different brands are offered except for “Sentiments Express” which is
also offered in Canada, UK and UAE with the same brand name. In Pakistan it offers the
following brands:

 TCS Service Express

 Overland Express
 Sentiments Express
 Flying Warehouse

1. TCS Service Express:

The express service provides different rates for different packages going to different
locations & also requires the specific mode of service that the customer would want
his/her parcel to be delivered through. The various services offered by TCS Express are
as follows:

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The Fastest AIR Express Service:

 Same Day Express:

Rely on same day express to major cities country wide, provided booking timings
should be checked.

 Extra Special Express:

Rush delivery for urgent shipments, provided booking timings should be checked.

 Overnight Express:
It operates for next working day delivery of urgent shipments.

 Red Box:
The Red Box holds parcels weighing 2kg, 5kg, 10kg & 25 kg & provides delivery
of urgent & bigger shipments for the next working day.

 Second Day Express:

If it is not urgent, it is still important, so the second day express takes the second
working day parcel option – a 48 hour service.

 Third Day Overland Express:

The economical truck service for heavier and bigger shipments, delivers by the
third working day.

TCS International Express:

As the leader in domestic express delivery industry, TCS offers as an experience of 20 years.
TCS is widely trusted & acclaimed for reliability, speed & convenience. With its own
international HUB in Dubai, TCS brings its operations expertise to the customer’s doorstep,

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providing the fastest delivery times all across the globe. TCS now provides the fastest
connections worldwide from Pakistan.

Student Express:

The service delivers student documents to Universities & Colleges anywhere in the world.
Certain requirements need to be furnished at the time of document bookings.

2. Overland Express:

Overland Express Cargo Delivery Services delivers bulk shipments from door to door
with a fleet of 30 trucks and a staff of 160 people. There are service stations in 11 cities
of Pakistan namely Karachi, Lahore, Islamabad, Faisalabad, Multan, Hyderabad, Sukkur,
Rahim Yar Khan, Sahiwal, Gujranwala, and Peshawar and covers 127 cities. It is
integrated online with the corporate customers’ inventory systems. This helps in
managing automatic pickup and delivery as and when required by these customers.

Its major customers include Phillips, LG, Gillette, Reckitt & Benckiser Pakistan, Sony,
Indus Motor Company Limited, 3M Pakistan, Samsung, Dupont and Dell Computers.

Pharmaceutical companies are its main customers (a market share of 55% which can be
further increased if TCS starts dealing in the transportation of liquid chemicals. In the Hi-
tech and auto part companies it has a low market share of 15% and 10% respectively
mainly because TCS does not deal in the delivery of those equipment that require special
handling and such equipment are dealt in by these companies in bulk. Again in the
financial institution sector it has a low market share of 15%, as it does not deal in bullion,
currency and precious metals and stones.

Overland Express also provides JIT, Warehousing & Supply Chain Management to its
customers.

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Other materials that it does not accept for transportation includes:
 Liquids
 Plants
 Stamps
 Works of Art
 Fire Arms, explosives & drugs
 Jewelry
 Perishables
 Animals
 Antiques

3. The Sentiments Express:

It is the most popular brand of TCS and the main source of awareness for TCS among the
masses. It delivers gifts ranging from cakes, flowers, stuffed toys to personalized gifts. It
offers special gift packs for occasions such as Eid, Weddings, Ramadan, Valentine’s day,
Mother’s day, Father’s day, New Year’s, Holi, Diwali, Christmas etc.

 Mango Tango:
Making the best of the summer season & allowing consumers to send the king of
fruits “Mango” to their beloveds abroad in U.A.E & U.K.

 Wedding special packs:

Understanding the need for mitthai & cakes, the frangrance of flowers, tokra of fruits,
elegantly placed dry fruits, Nikah packs, little baskets of marzi pans, TCS Sentiments
Express gives hassle free delivery.

 Eid season:

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 The Eid season brings with it an array of products for customers to express their love
to their family & friends on the sensible occasion of Eid.

 Ramadan gift pack:

“Ramadan Gift pack” before Eid was a package introduced that included Ja-e-namaz,
prayer beads & almond dates.

4. Flying Warehouse:

It handles bulk shipments of the corporate customers and many times of walk-in
customers as well. It offers a central warehouse and regional warehouses for overnight
deliveries and also about 40 small storage locations. All these warehouses are equipped
with security and emergency equipment such as motion detectors and fire extinguishers.

It has implemented a web-based warehouse management system integrated with the

customers’ inventory system which allows the customer to track the delivery from his/
her destination and also provides support for JIT inventory system.

Flying Warehouse has 6 aircrafts with the latest induction of Boeing 737 and 104
vehicles at its disposal. However the number of couriers on payroll is comparatively
lower than needed.

PACKAGING

For documents two types of envelopes are available, a large brown colored one with TCS
logo and slogan on the top left corner and the web address and call center number on the
bottom left corner. The other one is relatively smaller, white colored with red colored
back closing flap and a red line border on the front bottom side and brand names under
TCS in watermark print above the red line, TCS logo on the top left corner and website
address on the top right corner and a space for recipient’s postal address in the center on

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the front and sender’s in the center top of the backside. The watermark print is not
attractive and not adequately visible.

For parceling two special types of packaging is available:

 Red box:
This is a special type of packaging used for the next day delivery of urgent and bigger
shipments available in the form of 2kg, 5 kg, 10 kg and 25 kg boxes.

 Express tube:
This is a special type of packaging used for keeping architectural designs and
blueprints and other large size documents without any folding markks. It is available
in 1 kg and 2 kg size tubes. You simply roll the papers and then put them inside. This
facility is available at selective express centers in 4 cities of Pakistan only namely
Karachi, Lahore, Rawalpindi and Islamabad.

PROMOTION

Previously TCS sales activities were driven by the operations but now they are sales and
marketing driven. For the purpose of promotion TCS divides its customers into two
segments; walk-in/ cash customers and corporate/ credit customers. The cash customers
are again divided into domestic and household customers and credit customers are
divided into banks and other companies. Promotional tools are used according to their
suitability and effectiveness for particular customer segments.

For corporate customers:

• Direct selling is the most utilized tool for promoting the brands to
corporate clients. The sales representatives of the TCS make phone calls to these

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 people and meet with them for informing them about the current and upcoming
service offerings and events.
• TCS Connect is the news letter of TCS provides coverage of the
happenings related to the company on national and international level. Besides the
employees they are also distributed among the majority of corporate clients to
keep them updated.
• Desk calendars are also distributed among these companies.
• TCS also has regular ads published in prestigious business publications
including Aurora, Harold, Pakistan & Gulf Economist, Friday times, Air World
and Business world.
• E-Marketing is another tool which is recently being heavily utilized for
communicating service, pricing and distribution information to them. Informative
emails, brochures and catalogs are sent to specific business organizations.
• TCS runs loyalty programs for key customers on a quarterly basis and
also sends some gifts annually and/or on special occasions.
• A wide representation in seminars and conferences and arranging
workshops, seminars and conferences in collaboration with the business partners.

For mass marketing:

• Point of sales advertising is the main promotional tool used for attracting
cash customers. Tools used are leaflets, signs, billboards, hangers and posters.
The outside walls of all the outlets of TCS are made of transparent glass which
allows exposure of the inside arrangement of the express centers including the
counter with the TCS logo painted on front. Posters are also pasted on these glass
walls. The highest visible promotion at these outlets is the maximum use of red
color which is the corporate color of TCS.
• Pena flex Billboards are also used to quite some extent for increasing
recognition.
• Fashion journal are also used for promotion purpose particularly for the
Sentiments Express.

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 • Vehicles painted in red with TCS logo on both sides, motor bikes with red
boxes on the carriers again with the logo and the standard uniforms of the couriers
are used to increase visibility.
• For new campaigns and services, ads are painted on the backdoors of the
TCS vans and Trucks.
• Stalls in exhibitions and trade shows such as ITCN, Lifestyle, Ideas and
Expo Pakistan.
• In case of major campaigns TCS goes for newspaper ads in Dawn, Jung,
News, Daily Times and Nawa-e-waqt. Regular ads are published usually on page
5 of Dawn Newspaper, for ordinary ads Jung newspaper and for major campaigns
and products page 1-3 of Dawn and Jung are used.

For internal marketing:

Boards and other material objects are used for employees. In the Sentiments
Express a MARCOM calendar is used to mention the upcoming events and
occasions of the year.

PLACEMENT

TCS services are available at Express Centers all over Pakistan. TCS has overall 250
point of contact all over Pakistan. All TCS outlets are air-conditioned and have adequate
space for customers. Keeping in mind the rush hours, many outlets have two waiting
rooms and two or more service counters.

TCS has an operational setup in four countries Pakistan, Canada, UK and UAE also
including Middle East and South Asia and has the ability of delivering in over 200
countries.

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The Overland Express has a ground fleet of 300 trucks and Flying Warehouse has 104
vehicles at its disposal. There are 1500 couriers all over Pakistan with their own
motorbikes and mobile phones. For shipment within the state boundaries TCS has its own
6 aircrafts, two of them bought from Russia. For overseas shipment TCS has a strategic
allowance with its major international competitor DHL.

The major areas within Pakistan under TCS coverage are Faisalabad, Gujranwala,
Hyderabad, Karachi, Lahore, Islamabad, Peshawar, Quetta, Multan and Sukkur. Each
area includes the regions located outside the city boundaries for example Gwadar, Pasni
and Thatta are considered a part of the Karachi area.

PRICING

TCS mainly focuses on Cost based pricing & Value pricing strategies when it comes to
the mode of transaction to use in exchange of providing its services. As a service retailer
TCS indicates “Quality-Service” to its consumers. As the company deals in consumer
requirements such as security & reliability, it guarantees quality-service & therefore is
more expensive than its competitors in Pakistan.

SpeedEx, FedEx & DHL being direct competitors have an edge over TCS regarding
lower prices. SpeedEx being a Government Organization and FedEx & DHL being
International Brands do not incur high costs as compared to TCS (being a private &
domestic organization). Therefore TCS charges are higher than its competitors.

TCS identifies its destinations in the form of zones & charges service fees according to
those specified zones. On the international scale, countries are also segmented into zones
& domestically cities are mapped into zones as well. Shipments within & outside zones
also depend on the weight of the goods being transferred. They have acknowledged

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standards regarding the weight of the goods being carried & devised pricing strategies
accordingly.

PHYSICAL EVIDENCE

The outlets all over Pakistan follow certain standards. All outlets have glass walls facing
outside and allow complete exposure to the people outside the outlets. The services
counters are red in color with a TCS logo on the front side and these counters are set up
facing the outside walls. On the left side from the entrance is a waiting area and after that
on the same side there is desk with brochures, leaflets and catalogs lying on the top and a
pen is also there for customers who may have a need for it. All the outlets are air-
conditioned. Cleanliness is strictly looked after in all the customer contacts center.
Employees are highly trained form greeting, welcoming, listening, understanding and
providing services to all its customers.

PEOPLE

The employees are divided into two levels; management and non-management.
The management level includes employees from grade 6 to grade 12. At and above the
seventh grade all the employees are given cars and other facilities. The non management
level comprises of employees below grade six and includes couriers. The couriers are
again categorized as incentive couriers and salaried couriers. The incentive couriers are
pain on commission basis per delivery. They are not given company uniforms and use
their own bikes. The salaried couriers are on the payroll of the company and are given
cell phones and motorbikes and the refueling of their bikes is also the company’s
responsibility.
The employees after hiring are given an orientation and for initial weeks or even a month
or two are sent to work in different functional areas to develop a basic knowledge of the
work pattern and style. However other such training is not given to an adequate extent.
Though the couriers are polite, well mannered, courteous and dedicated, additional

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training for enabling them to understand customers’ needs, requirements and moods and
delivering accordingly is lacking. Again, the couriers working on commission basis do
not wear the uniforms and no other signs indicating them to be the company’s employees
are there.
There is a general lack of information exchange across departments. Each department in
TCS is operating as an isolated business division and strongly competing with other
divisions.
The corporate customers often manage joint inventory systems with TCS. Continuous
updating of information from their side helps in ensuring JIT delivery of shipment.

PROCESS

In the outlets located in the areas with a large number of customers there are often two
waiting rooms and more than one counter. As soon as the second waiting room starts
being occupied a second counter is opened.
The process starts by greeting and welcoming the customer, taking the order, sending the
document or parcel at the ware house, then sorting of the parcels takes place, after that
the consignment are loaded on the specific air craft, after reaching the desired station
processing takes place, the couriers take the parcel to the desired location and delivers the
parcel with a smile.
All the couriers are given cell phones so that they can easily and conveniently contact the
company whenever required. Within the departments the company maintains an open
door policy. The employee can freely communicate with each other and with their heads
or even the CEO. However across department and across geographical location there are
some problems in communicating information but, an intranet is there for the employees
to interact with each other across different departments and divisions. Except for the top

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management an employee in the travel services is unaware of what is happening in the
retail or HR department even though many activities in these departments would have a
direct influence on their strategies. Another strategy that they are following is that they
have marketing managers for each brand that are working separately from the
department.
Within the head office all management level employees and many non management level
employees are also allotted individual PCs to work on. Latest printers, fax machines,
scanners and P3s & P4s are used.
TCS also uses warehouse management system for inventory management that is
integrated with the customers’ inventory systems to allow JIT and effective fleet
management system.
A complete database of corporate customers is maintained such that an order can be
booked even after the official timings by using the UAN number of the particular
company.

BLUE PRINT OF TCS

ACT 1

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ACT 2

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ACT 3

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TCS GAP MODEL

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 HIRING PROCESS OF TCS

TCS follows the below mentioned steps mot of the time while hiring employees for

their organization.

1. Establish Selection Criteria (Employer)

2. Advertise Vacancy (Employer)

3. Provide information to prospective candidates (position descriptions etc)

(Employer)

4. Respond to advertisement (Candidate provides CV, application form etc)

5. Shortlist (Employer)

6. Interview (Employer and Candidate)

7. Psychometric Assessment (Candidate)

8. Reference Checking (Employer)

9. Recommendation to appoint (Employer)

10. Negotiate and Agree Terms and Conditions of Employment

11. Employer and Employee commence employment relationship

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