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Group Members | Ameer Taimur Ali, Anum Iftikhar, Ali

Butt, Natasha Farooq, Sadaf Ikram
11/25/10
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Abstract

A monument is a type of structure either explicitly created to commemorate a person or

important event or which has become important to a social group as a part of their
remembrance of past events. They are frequently used to improve the appearance of a city or
location. Cities that are planned such as Washington D.C., New Delhi and Pakistan are often
built around monuments. Older cities have monuments placed at locations that are already
important or are sometimes redesigned to focus on one. The purpose of monuments is very
often to impress or awe. In English the word "monumental" is often used in reference to
something of extraordinary size and power.

Pakistan is very famous for its monuments which bring thousands of dollars in tourism, a
great tourist attraction but lately monument preserve and protection industry is moving
MARKETING
MANAGEMENT
MONUMENTS
downhill, things are the worst ever theft, abuse & tampering is been done to these historical
landmarks so far there is no government interference or laws to safeguard these relics and
instability have driving tourists & archeologists out of Pakistan therefore using marketing &
management skills new strategies and experimental methodologies will be provided to boost
their popularity and get the attention, sponsorship need for their protection in the end some
recommendations followed by questionnaires and conclusion

History And Background Of Lahore Fort

Lahore has been seat of every successive government in India and specially the Punjab.
Therefore one comes across a
plentiful of structures and
monuments that dot the
landscape of Lahore. But two
specimens of Mogul
architecture cannot escape the
eye of anyone entering Lahore
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from Rawalpindi on the Grand Trunk Road; the Badshahi Mosque and the Shahi QIlla or the
Royal Fort.

The fort was initially constructed in 1566 AD by the Mughal Emperor Akbar, on the ruins of
a mud fort which existed as early as 1021 AD. The Fort is rectangular and is located in the
north western corner of Lahore, adjacent to the Walled City. It has 13 gates. The main gates
are located alongside the centre of the western and eastern walls. Located centrally in the city
of Lahore, the Lahore Fort is a magnificent fortified palace complex. Its elaborate Mughal
architecture is straight out of a storybook of
the Mysterious East. The impressive twin-
domed entrance leads into elaborately
decorated courtyards and pavilions with
water features, some with still intact
sumptuous wall decorations of inlaid
semiprecious stones and painted designs. It's
large enough to allow several elephants
carrying members of the royal family to enter at one time. There are a flight of stone steps
specially built for ceremonial elephant processions.

The fort as it stands today is not what it was

when it was initially constructed in 1566. Every
successive Mughal emperor besides the Sikhs,
and the British added a pavilion, palace of wall
to the Fort. Jahangir, Shah Jehan and later

Aurangzeb added modifications of massively

fortified walls. Akbar got the Diwan-i-Aam
(Hall for Commoners) built in the traditional
Iranian style, all constructed in red sand
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stone imported from Rajistan. Shah Jahan also constructed the Diwan-e-Khas, that
overlooked Ravi, in 1631-the same year he started the Taj Mahal. Shah Jahan also
constructed Moti Masjid (Pearl Mosque) and his own sleeping chambers. Emperor Jahangir
extended the gardens and constructed the palaces in the Jehangir's Quadrangle.

The famous Sheesh Mahal or Palace of Mirrors, located in the north-east corner of the fort, is
the most beautiful palace in the fort and is decorated with small mirrors of different colours
set. Sheesh Mahal was constructed by Shah Jahan in 1631. The Sheesh Mahal is the
luxurious place of resort particularly during summer months with rest rooms of a long hall at
its either end, opening on to the brilliantly dazzling Veranda that looks at the marble paved
quadrangle with a fountain in the middle side.The mirror reflects the stars and the bedrooms
presents, in its ceiling, the panorama of a star lit Sky. The exterior wall of the Sheesh Mahal
one can see the beautiful mosaic paintings that depict everyday sport of the Mughal princes
for the enjoyment of the people who used to gather below the fort not only to have a view of
the emperor sitting in the Jharokha but also to admire the brilliance of colours on the wall.

From Sheesh Mahal one can have a magnificent view of the Badshahi Masjid built by
Aurangzeb on a spot regained after the river Ravi
shifted further away and the Minar-e-Pakistan.

In 1846 the fort was occupied by the British and

was closed for general public in 1853. In 1927 the
British handed over to the Department of
Archaeology after demolishing a portion of the
fortification wall on the south and converting it
into a stepped form thus de-fortifying the fort.
After the creation of Pakistan in 1947, when the
Colonial Rule came to an end in the Indian
subcontinent, the fort was reopened to general
public on 11 November 1949 - 96 years after its closure by the British.
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The Symbol of Struggle for Pakistan

Minar-e-Pakistan

Minar-e-Pakistan in the lqbal Park, Lahore

was constructed to commemorate the famous
Lahore Resolution which on 23 March 1940, in
which Pakistan Muslim League, the single
representative political party of all Muslims of
the India in its historic 34 annual session
unanimously demanded the creation of a
separate homeland for the Muslims of this
sub-continent. The Minar is a blend of
Mughal and modern architecture and has
been very boldly designed. The foundation
stone was laid on 23 March 1960 by the
governor West Pakistan Mr Akhtar Hussain in
the Minto Park, which was later renamed as
Iqbal Park, after poet Dr Iqbal who first gave
the idea of a separate Muslim country for the Muslims of the British India.

The minar was architectured by Naseer ud Din Mira'at Khan

who was a graduate of St. Petersburg University and
originally belonged to Daghistan, USSR. He came to
Pakistan and married here. From 1953-58 he was consultant
to the Government of Pakistan on construction and was the
man behind the designing of Police Training College, Sihala,
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Qadaffi Stadium Lahore and many other buildings. It i s said that in early 1963,President
Ayub Khan called Mr. Mira'at in governor house Lahore and took out fountain pen from his
pocket and placed it vertically on the table and asked Mr. Mira'at that he wanted a monument
"burj (the word he used)" like this to be build. The design approved by the President was
built under the personal supervision of Mr. Mira'at by Mian Abdul Khaliq and Company. The
Minar was completed on 31 October 1968 at an estimated cost of Rs. 7.5 million. The money
was collected by imposing additional tax on the cinema and horse racing tickets

The base of the tower is raised approximately

4 metres from the ground. It rises up to
approximately 13 metres. forming a sculpted,
flower-like base. From this point it tapers as it
rises. The base platform is shaped like a 5-
point star and it encloses crescent shaped
pools. The overall height of the monument is
approximately 60 metres. It is constructed in
reinforced concrete, all poured in-situ. The
floors and walls are rendered in stone and
marble. From base to some 181 feet height,
concrete and steel has been used, while the
top 16.5 feet portion is made of stainless steel
to avoid it from corrosion. The lower portion /
base is made of coarse marble, indicating the
initial rough days of independence, while
walls and upper portion have smooth marble showing gradual development and prosperity.
On the base, all around the Minar are ten marble slabs of seven feet tall and two feet in
width, on with 99 names of Allah have been written. Other inscriptions include excerpts from
the speeches of Mr. Muhammad Ali Jinnah, the founder of Pakistan related to ideology of
Pakistan, in Urdu, Bengali and English, besides the National Anthem in Urdu and Bengali
and a verse from Dr Allama Iqbal. Some Quranic verses (Surah Baqarah, Surah Al e Imran,
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Surah Myedah and Surah Ra'ad) have also been inscribed. On the main entrance "Allah o
Akbar (Allah is the Greatest) and "Minar-e-Pakistan" are inscribed.

here are 324 stairs to go to the top, besides a lift. The first balcony is 30 feet high, second at
50 feet. There is a separate "Chabootra" abou 12 feet high some distance away from the
Minar, on which Quranic aya "Allah al mashriaq wal maghrab" is inscribed. The resting
place of Hafeez Jalandhari, the writer of the national anthem of Pakistan, is also in the
courtyard of the minar. The Mianr was initially named "Yadgar-e-Pakistan" but was later
rightly renamed as "Minar-e-Pakistan". For architectural details,

Badshai Mosque

Entering Lahore from the Grand

Trunk (GT) Road from the north,
two landmarks of Lahore come to
the view - the Minar-e-Pakistan
and the grand Badshahi Mosque,
displaying their splendours and
majestic architecture to the on
lookers. It is one of the city's best
known landmarks, and a major tourist attraction, and a reminder of the beauty and grandeur
of the Mughal era architecture.
This grand mosque with the biggest
courtyard of any mosque around the
world was built by the Mogul emperor
Aurangzeb in the 17th century (1674 to
be exact). Its construction was
completed in a record time of two and
a half years. Aurangzeb built the
mosque which is bigger than the Friday
Mosque in New Delhi, built by his
father Shah Jehan. The mosque is
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entirely made of marble and red sand stone. Its main entrance measures 21.33 meters in
length and a courtyard of 161.5 x 160.6 meters. The marble domes cover seven prayer
chambers, surrounded by four minarets at the four corners of the mosque, each with an outer
circumference of 20 meters, soaring up to 54 meters. The walls and roofs of the prayer halls
have tastefully decorated with Islamic calligraphy, traditional Persian tile sheathing and
fresco. The use of stone and marble for exteriors and interiors lends the mosque a solid
monumentality.

At the time
of its construction, and even many years later, the famous Rover Ravi skirted the ramparts of
the Mosque and the Lahore Fort just in front of it. A stream still flaws there and is known as
the "Buddha Darya" or the Old River. During the Sikh rules, when Lahore was ruthlessly
plundered, many a gems and decorative and ornamental plates both from the Badshahi
Mosque and Lahore Fort were removed and sent to Amritsar for the construction of the
Golden Temple. In the chambers above the gate of the mosque (above center), are housed
relics attributed to Muhammad (PBUH), the Muslims' Holy Prophet, His Daughter and His
Son-in-Law and are said to have been brought to the sub-continent by Amir Taimur. Owing
to the religious sensitivities and respect, photography of the relics is strictly prohibited.
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Outside the Badshahi Mosque, near its steps lies the tomb of the poet-philosopher Dr Sir
Allama Muhammad lqbal. The mausoleum is a mixture of Afghan and Moorish styles of
architecture and is constructed entirely of red sandstone, which was brought from Rajasthan.
The tomb near the entrance of the mosque was constructed as a mark of respect and pay
homage to this great man who gave the very concept of a separate Muslim state for the
Muslims of the British India

Description of the background

Historic monuments are living documents of bygone times. They reflect the architectural,
structural and constructional achievements of past time. They also reflect the cultural,
religious and social organizations of the respective times. Historic monuments are also in
most cases functional spaces being used by current occupants. Historic monuments are also
constantly decaying. Deterioration or decay is a law of nature. Due to this, historic buildings
are constantly subjected to decay and distress. The decay and distress can take various forms
and as a result, safety of the building itself could be in question. They as historical
monuments, in any country, present a complex problem for all concerned. It is the duty of
current generation to preserve the historic monuments passed to us by our ancestors and give
them to the future generations.

Using marketing research process we will identify the problem causing area and then provide
remedies for it

 Define the problem

 Develop the research plan
 Collect the information
 Analyze the information
 Present the findings/statistical figures
 Make decisions/ providing solutions

Description of Problem
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Lahore is the city of Mughal heritage in the true sense of the word. Grand buildings with a
delicate touch of landscaping express the story of a splendid era of building construction.
Some chapters of this monumental architecture have been torn or distorted by subsequent
rulers and others are fading away due to the aggressiveness of the environment but still stand
as a witness of Mughal grandeur. This paper describes the impact of aggressiveness of the
environment on the gradual destruction of the three gems of Mughal architectural treasures:
Lahore Fort, Badshai Mosque, Minar-e-Pakistan and Shalimar Gardens. The main emphasis
is on structural damages. Out of the three aforementioned sites, two, the Lahore Fort and
Shalimar Gardens, were declared UNESCO World Heritage Sites in 1981, but this status is
depleting swiftly due to the ill-planned rehabilitation works funded by UNESCO. This
negligence in the refurbishment is aggravating the destruction by environmental agents and
these buildings are still struggling with the fate keeping a hope of reappraisal of its past in the
form of restoration

Pollution's Impact on Historical Monuments

Pollution effects are not confined to the environment. The potential for damage to historical
monuments has already been realized. Some damage, such as from wind or rain, is
unavoidable. However, pollution contributes additional risk factors that can increase the level
of destruction. The effects may be minor, such as a blackening of the surface of monuments
due to dust. Other impacts can have permanent consequences.

Significance

Pollution negatively impacts historical monuments and buildings around the world, from the
Shesh Mahal in Lahore to the Shalimar Gardens. The threat is in the risk of losing these
irreplaceable structures forever. Many of these monuments have cultural and aesthetic value
that is beyond price.

Acid Rain
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One of the more destructive forms of pollution is acid rain. Acid rain occurs when fossil fuel
emissions containing sulfur dioxide combine with moisture in the air to form acidic
precipitation. When acid rain falls on historical monuments of limestone or marble, a
chemical reaction takes place which has a corrosive effect on these structures. The reaction
dissolves the material, leading to permanent damage.

Global Warming

According to the National Climatic Data Center, global temperatures have risen during the
past century at a rate of 0.11 degrees Fahrenheit per decade. The concern with historical
monuments lies in the temperature impacts on the chemistry. Heat acts as a catalyst, speeding
the rate of chemical reactions. The fate of historical monuments becomes more uncertain,
and the urgency to take action increases. Global warming occurs when greenhouse gases
such as carbon dioxide trap radiant heat at the earth's surface, which causes temperatures to
rise.

Contributing Factors

Other factors contribute to the rate of damage to historical monuments. An increase in

humidity provides the necessary environment for corrosive chemical reactions in the absence
of rain. Likewise, changes in sun radiation can temporarily raise temperatures on the surface
of monuments, mimicking the effects of global warming on a specific site.
Develop the research plan

Considering the current market situation and the deteriorating situation of the monuments by
both social and natural sources the best thing left to do is conduct how much people are aware of
the current situation. The following methodologies were used to gather information

 Qualitative marketing research

 Quantitative marketing research

 Observational techniques
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We further divided the research into

 Surveys
 Focus group
 Personal interviews
 Observations
 Field trials

We used more than one research design. It starts with secondary research to get background
information, then conduct a focus group (qualitative research design) to explore the issues.
Finally we might do a full survey (quantitative research design) in order to devise specific
recommendations for the issue, then in the end we observe the targeted group and conduct a field
trial

Analyze the information & Present the findings/statistical figures:

1. Do you visit monuments in Lahore?

a. Yes 40%
b. No 60%

Even inhabitants of Lahore don’t visit their local cultural & heritage sites, the major chunk of
population don’t visit due to lack of time & those who they only do it when someone from
outside Lahore comes to visit, or rarely on weekends

1. How often do you visit these monuments?

a. Never 16%
b. Rarely 37%
c. Often 9%
d. Usually 2%
e. All the time 1.75%
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2. From a scale to 1-10, how well do you think they are maintained?
a. 1
b. 2
c. 3
d. 4
e. 5 majority of the answers fell into the median range of
f. 6 5,6 and 7. Perhaps because many admitted to not having
g. 7 visited the monuments in a long time.
h. 8
i. 9
j. 10
3. Is government providing any sort of funding to thee monuments for repair?
a. Strongly agree
b. Agree
c. Disagree most people believe that the govt did not
d. Strongly disagree contribute to preservation of the places.
e. Not sure the mean answers fell in the c and e range.

4. According to you what is the current situation of these monuments?

a. Excellent
b. Good most answers fell in the ‘good’ and ‘bad’ range. Showing
c. Fair that lack of information led people to choose the extremes
d. Bad however there were more who believed them to be in good
e. Worse shape then in bad shape.
f. Don’t know
5. Monuments in Lahore
a. Awesome…………………………….Pathetic
b. Well Maintained…………………………………….Ruins
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c. Secure……………………………………………..Abandoned

The median of answer fell in the negatives range. People believe the monuments to be in a state
that is deplorable at best. Over 60% of the answers fell into the purely negative set. However
12% believed that the monuments were rather well preserved.

6. How important is their survival

a. Extremely important
b. Very important the majority of answers fell into the e. important

c. Somewhat important and v. important range. People expressed their

d. Not very important sentiments that the monuments were an integral
e. Not at all important part of our cultural heritage.
7. Do you think these monuments represent Pakistan’s cultural heritage?
a. Yes
b. No almost all answers were yes (over 90%) but there were
c. Don’t know a few that stated no and believed other things were more
Important in defining pakistans cultural heritage.

8. In the near future where do you see these monuments

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There were varying answers, but a common theme observed in the answer was the
expression of concern about their deteriorating state.

9. In your opinion what need to be done in order to safeguard these monuments?

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a. ----------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------

The answers were again generic, mostly suggesting increased govt funding for their
preservation.

10. In order to promote, creating awareness about these monuments what should be
done?
a. ----------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------

This was a difficult or confusing question for the majority of people. They did not
seem to know what to say. Many answers suggested hosting public events and
concerts at these venues. These were the intelligent answers.

11. As an individual what role can we play?

a. ----------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------
Again a confusing question for the majority of people, most suggested
speaking out. A few good answers, ie, helpful answers suggested a media
platform focused on the monuments might do good.

12.
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Where is this?

Majority of people were able to recognize the lahore fort

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13. Where is this? And foe what this place is used for, how well preserved is this place?

Again the majority of people were able to identify the Badshai mosque accurately.

Make decisions/ providing solutions:

After conducting in-depth research we have come to this conclusion that the very first step is
to create awareness among the targeted market audience so we will be using marketing mix
in order to attempt to define, communicate, control and add value to what we can offer to
customers, businesses and Schools

Marketing mix

Pricing
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Price is one of the most important and visible elements of the marketing mix. When setting
prices it is important to take into consideration all of the following:

(1) Business And Target Market Objectives;

The businesses aimed at exploiting the hole left in the tourism service industry, with regards to
tours of the monuments and landmarks of Lahore. As such it should be noted that it will be one
of the only firms on the barren industry for sometime before rival can appear. With the proper
promotional activities, this position can be exploited by charging slightly higher prices than
would be charged were rival present. To the firms’ credit, its plan consist of providing a
complete and extra value added service to the clients so the higher prices might just be justified.
The market research conducted during the questionnaire ad through onsite mini interviews, tells
us that the average person would be willing to pay PKR 700-1200 for a full day trip of Lahore
monuments with all the perks included.

(2) The Full Cost Of Producing, Delivering And Promoting The Product;

The ideas to attract a horde of clients who can then be grouped together for tours on the same
day, this way the cost of the agency will be minimized and the target price of 700-1200, will
allow them to retain a profit. At such a price, individual tours might not be feasible to company’s
profit earning goals. Delivering the product must also be a sure thing, otherwise the agency’s
reputation will be tarnished. It might have to have extra cash lying around in order to back up for
emergency failings of suppliers or other firms the agency depends on for services, for instance
meals in the trip.
The promotion has been discussed. It will most likely be targeted towards schools or towards
large summer or vacation groups. As such it might be placed in newspapers or pamphlets.

(3) The Willingness Of The Target Market To Pay For The Product Or Service You Provide;
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The product has been geared towards schools, especially private, and towards vacation groups
because both segment have funds. The schools will look to parents to pay for their childs field
trips and vacation groups are mostly prepared for tour fees and other contingency plans. The
enticement will have to be sufficient however to encourage the clients to invest in the agency’s
tour package and that can be done through promotional activities.

(4) The Economic Climate (Local And National);

This is a big deal. Pakistan has been lately facing difficulty with tourism due to the Taliban
presence. Safety factors must be considered and reassurance given to potential clients to
encourage the spirit of exploration and historical indulgence. Plus while deciding its own budget
and plan, the agency will have to look towards the economic climate to decide if this indulgent
or luxuries service will be in demand or not

Product
The products that tourism businesses provide are recreational experiences and hospitality. The
factors that create a quality recreational experience often differ among people.

Recognizing that a recreational/tourism experience includes five elements trip planning and
anticipation, travel to the site/area, the experience at the site travel back home and recollection.
The agency must look for ways to enhance the quality of the overall experience during all phases
of the trip. This could be accomplished by providing trip planning packages which include maps,
attractions on the route and on site, and information Regarding lodging, food and souvenirs and
mementos.
The ‘monuments of Lahore’ should be pitched as a grand experience, one that lets client travel
into the past and immerse themselves in the local culture. The trip should be planned beforehand,
the agency will offer a readymade tour package that give set timings and duration of the
excursion and will offer tailor made tour packages for a reasonable fee as well. The agency will
take care of reminders and updates if the trip is set for a large group or is set in the future. The
agency will give tips and pointers to registered clients to help them makes their experience more
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worthwhile. Will offer the opportunity to get photographs taken and will offer meal packages if
the trip is day long.
The complete service (product) is offered with travel to the site in buses for big groups and small
vans for smaller groups.
The trip to and back from the monuments will consist of two different routes, which will allow
the clients to witness the cultural richness of the rest of Lahore as a byproduct of their trip.
The trip will be accompanied with the provision of special route maps that will highlight the
routes the spots and the other special notable areas of interest and attractions on the tour.
The trip can also be accompanied with an optional video diary souvenir, which will have to be
applied for beforehand. This will allow client to keep a memorable account of their experience.

“To Travel Is To Discover That Everyone Is Wrong About Other Countries”.

Monuments are the treasure of this city which even after so many decades has not been explored
by many. Monuments come under tourism and therefore provide a service to entertain people.
Our purpose is to represent our product in such a way that even with its bad points attached to it
the customers/tourists are compelled to visit it at least once. These are historical buildings and
we cannot change its architecture to make them look more innovative. Therefore we are going to
make our strategies more innovative which are going to present these monuments in a
completely fresh manner. For this industry the competitors are going to be all the leisure service
providers. Cinema industry can be one such example.

A recreational/tourism experience includes five elements: trip planning and anticipation; travel to
the site/area; the experience at the site; travel back home; and recollection. We are going to offer
our customers all of these facilities on customized basis. This could be accomplished by
providing trip planning packages which include maps, attractions en route and on site, and
information regarding lodging, food and quality souvenirs and mementos.
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We are also going to view their service/product in generic terms. Thinking of products/services
in this manner helps focus more attention on the experiences desired by customers and also the
facilities, programs and services that will produce those experiences.

We are now going to look at some the physical features of the product.

Lahore Fort

First of all we are going to look at the Lahore Fort. It is also known as the Shahi Qila. The third
Mughal emperor, Akbar, transferred his capital from Agra to Lahore and laid the foundation for
a typical Mughal citadel. The royal residences, Akbari Mahal and Jahangiri Mahal, were
constructed in red sandstone imported from Rajistan. Later, Akbar's grandson, Shah Jehan,
transformed many existing buildings with the addition of white marble. He also built a palace,
the Turkish Bath, and one of his most glorious monuments, the Moti Masjid with its beautiful
decorative designs in precious stones set in marble. This small mosque was in the usage of the
royal women.

However, Shah Jehan's choicest building is the Shish Mahal, the Mirror Palace. It is one of the
most brilliant creations and shows the height of Mughal luxury. The Shish Mahal, or palace of
mirrors, is a favorite of Pakistanis and foreign visitors alike. The little palace is a spectacle of
glass, colored mirrors, gilt, marble, and fretted screens for windows. From the Shish Mahal one
has a magnificent view of the Badashahi Masjid built by Aurangzeb; on the left side is the tomb
of Allama Iqbal.

Badshahi Mosque
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A short walk from the public entrance to Lahore Fort - probably no more than several hundred
yards across the Hazuri Bagh square - is the Badshahi Mosque. It was built during the reign of
Aurangzeb (1673) and it is regarded with pride by the Pakistanis as one of the Islamic world's
largest places of worship. The courtyard can accommodate 100,000 people. From the mosque's
minarets there is reputed to be a superb view of the city and its environs.

Like the character of its founder, the mosque is bold, vast and majestic in its expression. It was
the largest mosque in the world for a long time. The interior has rich embellishment in stucco
tracery (Manbatkari) and panelling with a fresco touch, all in bold relief, as well as marble inlay.

The exterior is decorated with stone carving as well as marble inlay on red sandstone, especially
of loti form motifs in bold relief. The embellishment has Indo-Greek, Central Asian and Indian
architectural influence both in technique and motifs.

Recently a small museum has also been added to the mosque complex, which contains relics of
Muhammad, his cousin, and his daughter, Hazrat Fatima Zahra.

Minar-e-Pakistan

Minar-i-Pakistan is located near the walled city of Lahore in a large park known as Iqbal park.
Minar-i-Pakistan is one of the most important national monuments of the country. The site where
the Minar-e-Pakistan is built is the exact place where the historic Pakistan Resolution was passed
in 1940.

The Minar expresses the spirit of that movement. It is one of the few additions to a
conglomeration of old monumental structures that are in Lahore that were mostly built
by Mughals. The base of the structure takes the shape of a five point star and is enclosed within
crescent shaped pools. The overall height is approximately sixty meters and the entire structure is
constructed of reinforced concrete and furbished with stone and marble walls and floors.

Placement
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Our marketing is centered around the national historical monuments situated in Lahore, Pakistan.
As it is a service (tourism), the placement is much different than that of a product. That is the
‘place’, is fixed. As such the marketing plan needs to be geared towards increasing the awareness
of the space where the monuments are located, and promoting them.
The thing that must remain paramount in the minds of marketers is that it is all about location
and accessibility.

Placement must recognize the role in improving travel to and from their areas. Not only focus
instead on servicing the customer once they arrive at the site/community. A bad experience
getting to or leaving an R/T site can adversely affect a person's travel experience. Ways to help
prevent this include:

(1) Providing Directions And Maps;

Maps to the Lahore fort, locally referred to as Shahi Qila, located in the northwestern corner of
the walled city of Lahore, maps to the basmati mosque the star attraction of Lahore and maps to
the Minar e Pakistan located in the Iqbal Park in Lahore.

(2) Providing Estimates Of Travel Time And Distances From Different Market Areas;

Detailed information regarding travel time should be provided to all potential visitors, especially
those from out of town, for instance, visitors should be made aware of the potential frustration
that can be encountered while attempting to gain entrace to the walled city. The pollution and
traffic that must be faced when visiting the minar e Pakistan, which is located in between a very
busy intersection of circular road and multan road.
The badshahi mosque is enormous in size. Visitors should be informed of the minimum required
time it would take to receive a proper tour, so that they can calculate return times or else plan out
visit with a tourism agency.
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(3) Recommending Direct And Scenic Travel Routes;

Lahore is a city rich in cultural diversity. It is full of heritage and as such is universally
acknowledged as Pakistan cultural centre. It has also been developing quickly, and can now
boast new landmark spots along with the historical ones. The maps and the guides should be able
to plan out routes for the visitors that would allow them to peruse these additional spots as well.
Tourism agencies should be able to work out routes that would not only allow efficient timings
but also allow for the pleasurable experience of traveling through a scenic and visually
stimulating journey.

(4) Identifying Attractions And Support Facilities Along Different Travel Routes; And

The main failing of many tourism businesses in Pakistan has been the inability to look ahead for
their clients. Many clients are out of towners who have little or no idea of what to expect when
exploring a city like Lahore, which is not only vast but busy and confusing. Visiting monuments
in suh a city can overwhelm and even scare tourists who might be attempting do it yourself
methods of exploration. The agency needs to be able to advise the clients of the required things,
they may have need for, such as money, food (if the agency is not already providing it), clothing
according to the weather, protective glasses, proper footwear etc.the clients must not have the
need for a guidebook they will constantly need to consult to discover interesting aspects of the
monuments. In fact the agency must guide the client through the entire experience so that they
are left fulfilled and feel as though they have perused every inch of the historical marvel and
have had an adventure.

(5) Informing Potential Customers Of Alternative Travel Methods To The Area Such As Airlines
And Railroads.

Enthusiastic travellers might be coming to Lahore for he sole purpose of experiencing the
landmarks. In such situations (which an agency must anticipate) they should look ahead and
work out route toward facilities such as hotels , airports, railways, bus services etc.
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The point of marketing effectively with placement in mind is, to create a complete experience for
the client. If the client is happy to have their moment with a piece of history, instead of
wondering what they have gotten themselves into, it will give them an incentive to return or to
recommend the place to others, which will doubt less result in revival of this failing industry.

Promotion
We have established that the problem with this industry lies mostly in the lack of awareness
people and potential history buffs and travel hounds have of the amazing historical landmarks
that reside in Pakistan. This could be because of many reasons, bad publicity that Pakistan has
received due to the Taliban presence. But it is not the sole factor.
The landmarks are a product, an experience of history that needs to be offered to people. They
need to be told of its continued existence, and need to be offered a deal that would allow them to
easily explore this piece of history.

The Lahore fort, the Badshai mosque and the minar e Pakistan, are all present within Lahore. As
such they can be promoted as the national landmarks of Lahore. Their restored glory can be
experienced by people from all over.

Promotion provides target audiences with accurate and timely information to help them decide
whether to visit your community or business. The information should be of
importance and practical use to the potential or existing visitor and also accurate.
Misrepresentation often leads to dissatisfied customers and poor recommendations. Don't
make claims that cannot be lived up to.

Developing a promotional campaign is not a science with hard and fast rules. Making decisions
regarding which type or combination of promotion types to use (personal
selling, advertising, sales promotions, or publicity) is not always easy. If, however, you follow a
logical process and do the necessary research, chances for success will be improved. It will be
necessary to make decisions regarding:
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(1) Target Audience---The Group You Are Aiming At;

The target audience here is not only out of towners, but also the existing ‘clients’ that is the
residents of Lahore. The landmarks can be pitched to them as aworthwhile family trip for the
weekends. Or a get in touch with your heritage experience.

(2) Image---That Which Your Community Or Business Wants To Create Or Reinforce;

The image the agency will want to go for must include the yearning for experience. To be a part
of the history that has been physically planted in our midst. Every corner of the landmarks is to
be presented as a spot of great historical and cultural significance. But the agency must also
remember that they must also pitch themselves as a group of service providers who truly wish
for their clients to have a complete experience. That they really care.

(3) Objectives---Those Of The Promotional Campaign;

The campaign mus first and foremost focus on spreading awareness. After doing so, there must
be historical importance that needs to be attached to the landmarks that make them an irresistible
spot that tourists have to experience. For instance the minar e Pakistan was that point where the
Pakistan resolution was passed. The badshai mosque is infamous as having the largest courtyard
space for worshippers in the world. The Lahore fort boasts all the glory of the androon Lahore.

(4) Budget---The Amount Of Money Available For Your Promotion;

A promotional budget must be able to cover all the aspects that the campaign is thought to
require. And them it must have enough to cover unforeseen expenses and cover for delays.any
marketing promotional activities planned must fall into the decided budget otherwise the plan
will always disappoint and fall short of an overblown vision perhaps.

(5) Timing---When And How Often Should Your Promotions Appear;

In the case of the mouments, it is a continuous, occasional effort to revive the awareness factor.
For instance in Islamabad the streetlights are marked with pictures of the landmarks, as a
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constant reminder of their existence.but during high seasons of vacations or special holidays,
advertisements or documentaries should be played to revive interest.

(6) Media---Which Methods (Television, Radio, Newspaper, Magazine) Will Most Effectively
And efficiently communicate your message to the target audience;
In the case being discussed, visual cue are very important to capture interest of the potential
clients. Tv and color advertisements in newspapers might be the best way to go
Customer relationship management
Event and experience
One-to-one marketing …..

Consumer behaviors: cultural factors

Why segmented marketing?

Local marketing

Geographic segmentation (in Lahore and nearby cities)

Customer relationship management

Is defined as the process of carefully managing detailed information about individual customers
and all customer touch points to maximize customer loyalty.

In this case, we are applying it in the sense of maximizing loyalty to local cultural and historical
landmarks. Promotional activities have been initiated with the intent of creating awareness and
interest in the areas that have been chosen, ie, the Lahore fort, the badshai mosque and the minar
e Pakistan.
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Extensive research is the prerequisite of any successful and effective marketing and promotion
plan, especially if it is to have any long term effects. That research is analysed extensively and
that analysis doubtless ends up in groups of people being sorted into segments and the company
making a decision how to pitch a product to a particular segment.

Through the information collected, companies manage their customer relationships. Ie they get a
picture of a type of customer from the ones they already have. They can look at their past and
present preferences and develop their offerings and promotional plans accordingly.

Event and experiences.

In customer relationship management, the firms offers or pitches a new and exciting event to a
customer they wish to capture. They do this by presenting them with the promise of a novel
experience. Which the customer absolutely must try. This is the enticement given to the potential
clientele.
The firms will focus on customer touch points to capture loyalty to their cause, be it selling a
product or a service, or in our case ensuring enduring awareness and interest in the great
monuments of Lahore.

One to one marketing.

In customer relationship management. The concept of one to one marketing emphasises the
importance of personalizing promotional activities for specific types of customers instead of
trying to fit everyone into the same category and trying to capture their interest with the same
message.
In the process it is essential to identify the prospect and customers.
Our case targets the school going crownd and the tourist visitors crowd.
Promotion is geared towards schools and high schools. Where there would be interest in field
trips and such of large crowds. School is also a loyal segment. It is easy to capture and keep the
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interest of children by varying the marketing tactics and offerings. So return trips with their
parents gives an added plus to targeting schools and kids.
The tourist are mostly out of towners. The idea of Lahore as a cultural hub is what attracts such
people so marketing activities geared to spreading the message tha a vist to the monuments is an
essential part of their Pakistani experience is a good idea.

The target markets are differentiated as well. The targeting towards school kids requires the use
of attractive discounts and fun experience. Where as to the tourist it must be a experience that
allows them to revisit a part of history. The promotion hence needs to be window dressed
appropriately.

Consumer behavior
Cultural factors.

The idea of this case study is to analyze the consumer behavior towards the offering. And find a
way to make it a positive attitude and make it a perpetual one.

Cultures, subcultures and social class are a very huge influence on the behaviors and attitudes of
people in Pakistan. The monuments of Lahore are a part of Pakistan’s cultural heritage and as
such should be itched to the people as a necessary way to get in touch with their heritage.

The areas to focus on are presenting adults, especially educated sect, with the impression that
awareness of Pakistan’s historical heritage is the responsibility of every Pakistani. Or that it is a
necessary part of being educated.

Subculture allow further identification. Art buffs and the intellectual sect will realize this if it is
pitched to them convincingly enough.
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Social responsibility can be used as a good motivation to promote the monuments of Lahore.
They are a generally ignored aspect of pakistans history. Their deplorable state is due to
ignorance not only on the part of its care takers but the lack of interest of the people.

Why segmented marketing?

Market segmentation is the prerequisite for selective market operation. It means splitting
consumer markets into homogenous subgroups of consumers. There are two fundamentally
different concepts of market segmentation. The first is criterion segmentation. This departs from
a predetermined criterion such as purchasing volume and loyalty. In a priori segmentation, the
marketing objective determines how to divide markets into smaller units. The second concept is
similarity segmentation. This rests on the assumption that subgroups in a consumer population
are homogeneous in terms of motives, attitudes and/or activities. This mental and behavioral
homogeneity is likely to make them react to product offerings and promotional efforts in a
similar manner. Market segmentation, applied to tourism is the division of the tourist market into
more or less homogenous subgroups, or tourist market segments, based on a certain common
characteristics and/or behavioral patterns.

Local and domestic marketing

Tourists in the 35-54 age group are the most likely to go on holiday, and the most likely to visit
local attractions. This may be due to the fact that this age group is consist of parents, whose
children may put some restraints on the choice of holiday destinations. The domestic market is
segmented based on people’s core values and definitions of quality. Value-based segments will
differ in their brand choice, behavior, lifestyles, leisure activities and interests and so a deeper
understanding of their purchasing behavior, inclination to travel and general views on life can be
achieved.

Another thing to consider is the state of economic affairs in the country. Many families and
school are reluctant to plan expensive family trips or field trips because the cost are high.
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However this is a window of opportunity for local attractions and as such should be exploited to
any extreme. The monuments of Lahore can be touted both as a family trip and as a great
learning experience.
It should be marketed as the a sensible way to spend leisure time and also as a requisite aprt of
experiencing local history.

Geographic segemntation.

Geographic segmentaion of the market for monuments is a a good idea. Many places in Lahore
and nearby cities and towns for instance Gujranwala are a mere two hours drive away. Which is
not a very long way to come for a weekend trip or even a short day trip.

The monument sof Lahore need to be advertised as an experience worth the trip. It is in an
accessible vicinity. It is a worthwhile experience. And it offers a piece of history to those who
take time out to get it.

As such we will be focusing on nearby places such as Gujranwala, raiwind ans shiekhupura.

Implementation
Many well designed marketing plans fail because they are poorly executed. Businesses, agencies,
and communities can increase the likelihood of successful implementation if they:

(1) Identify specific tasks which must be accomplished;

We have to first of all market our product in a new and innovative way. The first impression of
any place a foreigner gets is from electronic media. We are going to create awareness about these
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monuments through electronic media and other modes of advertising. The specific tasks that are
to be done are as follows:

 We have to prompt singers and multinationals to conduct their events at these locations.

 Create a new site which provides:

1. Information on destinations, environments, activities, accommodations, food,

2. Meals, dates, prices, discounts on prices, and fun.

3. Highlights on the activities and the places to visit which travelers generally show
great interest.

4. Clear differences in these destinations that are unknown to most people, if

applicable.

5. Information on safety and security issues, procedures and precautions, how your
company will protect the travelers' safety, inoculations, first aid & medical
emergency.

 Locate our agents at the five star hotels to attract customers.

 Sales personnel to be sent to schools and corporate groups.

(2) Assign people or departments specific responsibility for different tasks;

The IT department is going to be assigned the task of making a new innovative site which is
going to fulfil all the requirements stated above.

The marketing department is going to come up with different ways though which the product can
be advertised through different mediums like television commercials, brochures, billboards etc.
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The Human Resource department is going to provide us with the employees that can be deployed
to different areas where our potential customers are present. Like shopping malls to attract
families, five star hotels to attract tourists. Also recruit employees which have speaking abilities
to convince the school heads and corporate groups.

(3) Provide employees with information on the marketing plan (rationale, objectives, strategies);

Each employee is going to be made aware with his/her job description. For instance the sale
personnel is going to be told of his tasks and goals that are to be accomplished.

(4) Develop time lines and deadlines;

They would be asked to accomplish their tasks within a certain limit of time. Time lines and
dead line are going to be assigned to different departments depending on their nature. For
example sales personnel would be given deadline that within this time period they have to come
up with these many customers.

(5) Adhere as much as possible to the budget; and

A proper channel is going to be followed when it is going to come to the allocation of the
budget. Since we have to create awareness to the general public, a generous amount is going to
be allocated to the marketing department.

For the sales employees to work efficiently, commissions are going to be given to them.
Therefore, some of the amount should be allocated for this purpose as well.

(6) Regularly monitor and evaluate progress.

Once all of the strategies have ben implemented we are going to keep a check and balance of the
progress and compare it with the past trend to see where we stand. Frequent checks can be kept
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during the peak seasons for instance, progress should be monitored after a selected period. We
can also evaluate our strategies by taking the feedback from the cutomers.

Questionnaire
 P a g e | 36

1. Do you visit monuments in Lahore?

a. Yes
b. No
2. How often do you visit these monuments?
a. Never
b. Rarely
c. Often
d. Usually
e. All the time
3. From a scale to 1-10, how well do you think they are maintained?
a. 1
b. 2
c. 3
d. 4
e. 5
f. 6
g. 7
h. 8
i. 9
j. 10
4. Is government providing any sort of funding to thee monuments for repair?
a. Strongly agree
b. Agree
c. Disagree
d. Strongly disagree
e. Not sure

5. According to you what is the current situation of these monuments?

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a. Excellent
b. Good
c. Fair
d. Bad
e. Worse
f. Don’t know
6. Monuments in Lahore
a. Awesome…………………………….Pathetic
b. Well Maintained…………………………………….Ruins
c. Secure……………………………………………..Abandoned

7. How important is their survival

a. Extremely important
b. Very important
c. Somewhat important
d. Not very important
e. Not at all important
8. Do you think these monuments represent Pakistan’s cultural heritage?
a. Yes
b. No
c. Don’t know
9. In the near future where do you see these monuments

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10. In your opinion what need to be done in order to safeguard these monuments?
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11. In order to promote, creating awareness about these monuments what should be
done?
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12. As an individual what role can we play?
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13.
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Where is this?

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14. Where is this? And foe what this place is used for, how well preserved is this place?

a. ----------------------------------------------------------------------------------------------
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1. Questionnaire