Coca-Cola Slims Down and Spotify’s up!

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Jul 9, 2013

By Anum Saeed

JULY 9, 2013 – Coca-Cola came up with a slim line 250ml can in the UK and co-branded with Spotify, attracting consumers to engage with its Coke Placelists which help consumers to tag wherever they are listening to music while having their Coke beverage.

Coca-Cola new slimmer cans are rolling out across the company’s MyCoke portfolio which includes Coca-Cola, Diet Coke and Coke Zero that are the latest in the soft-drink giant’s unique marketing initiatives ranging from personalized bottles to shareable cans that can be twist apart.

“Through the small can we are really trying hard to find the right connection,” GM Coca-Cola for the UK and Ireland Jon woods said.

He further said that the new can being offered in the market is “our most affordable pack ever.”

Woods’ false allegation that the new can targets children is rather encouraging 16-24 year olds and on-the-go group. The sweet spot for the brand’s tie-up with Spotify, in which Coca-Cola has invested around $10 million, has been leveraging to engage Facebook users.

Coca-Cola introduced its social music app, ‘Placelists’ on Spotify’s free streaming music platform in the month of June, enabling users to search Spotify’s catalogue that comprise of over 20 million tracks and then link songs to places or events.

Users can also zoom in on different locations, can add tracks to the existing Placelists and can even vote for songs.

“Our ambition is to have a Placelist which is associated with everywhere Coca-Cola is enjoyed. We’re putting our developer hats on and treating Placelists like a product with a soft launch followed by gradual iteration as momentum and behavior build,” Belliotti said.

The Placelists app displays a red map of the world with tags that click through to specific songs people wish to listen across the world and consumers can also ‘Blip’ the new can by using Blippar in order to unlock any feature to access more music tracks.

Nando’s brings Ramadan deal

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Jul 9, 2013

By Ufaq Ashfaque

KARACHI, JULY 9 – Pakistan’s popular chicken expert Nando’s is now looking ahead to capture the market during the festive month of Ramadan.

Nando’s has developed Sehri and Iftar deals to appeal to the fasting segment. It would cater to different groups of people during the time of Ramadan.

The Sehri Deal offers people a fulfilling meal, designed to last during the day and appeal to the Pakistani appetite.

The Iftar deal has been designed to offer a meal when people break their fast. Three separate courses, made 4, 6 and 8 persons targets people to relish in their favorite restaurant.

While the meal and the items of food kept in the deals appear sufficient, the prices could act as a repellant for people choosing to go to Nando’s for Iftar.

The chicken expert has received mixed reviews regarding their food quality, which has reduced significantly. However, Nando’s now looks ahead to the month of Ramadan for a revived image and continue working on its product quality.

Nando’s now plans to create brand reach and also to strengthen the brand during the festive month of Ramadan.

Spurring negativity: SCB Celebrating 150 years in Pakistan

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Jul 9, 2013

Spurring negativity SCB Celebrating 150 years in Pakistan

By Ufaq Ashfaque

Standard Chartered Bank is a popular name in the banking industry. They have been targeting both consumer and corporate banking and offering services that would help individuals become sharply associated with the bank.

However, with their recent billboard, they have spurred controversy regarding their standing in the market.

The tagline mentioned on the billboard ‘SCB Celebrates 150 years in Pakistan’ clearly shows the disorientation, leading to a negative image of the bank.

According to their claim, Standard Chartered’s first branch started operations in the year 1863. However, with historical records, Pakistan was founded in the year 1947, making it only 66 years old.

Had they mentioned their operations since Pakistan was born, it wouldn’t have been spurring any information, but act positively for the brand.

To put simply, even though their claims are trustworthy, they still require understanding the nature and their understanding towards historic information.

Stoneage Jeans: Unzipped

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Jul 8, 2013

Babar Rashid Khan, Associate Vice President – Strategy and Creative, StoneAge Jeans Co., tells us how the company has retained its positioning as the leading retailer of Western-styled clothing in Pakistan.

Synergyzer: Why did Crescent Bahuman diversify towards an apparel line like StoneAge Jeans Co.?

Babar: Being a leader in the denim export business, it was a natural progression for us to explore the retail dynamics of Pakistan.

With a strong technical backend, we saw immense potential in creating a brand that would offer world class denim to this region as well as sizes geared towards the Pakistani body types.

Synergyzer: What perception has StoneAge created about its expertise in the minds of customers?

Babar: We are primarily known for our expertise in denim.

Synergyzer: What business model is being employed at StoneAge Jeans Co.?

Babar: We have a ‘customer comes first’ approach to business: Psychographic segmentation takes priority over a blanket demographic analysis of our customers.

Synergyzer: How do you expect your brand to evolve in the Pakistani market?

Babar: Our brand, like any other, is following a natural process of evolution. With technology and heightened levels of awareness in today’s youth, we have shifted our stance from a functional proposition to an emotional one.

There needs to be truth-telling instead of advertising, and promise-delivery as opposed to selling.

Synergyzer: How, in your opinion, have the customers evolved in recent years in terms of expectations?

Babar: With the onset of social media, the world has shrunk.

Customers are evolving at an exponential rate and demanding more value for the same price, owing to the global recession. Also, depending upon the brand they are buying, their demands are both aesthetic and functional.

Synergyzer: What is your method to defining and designing and evolving your collection?

Babar: We hold focus groups, style sessions and strive to create unique designs to stay abreast of the latest fashion trends.

We tend to do almost all of our work in-house, including the strategy and design of both the fashion and the marketing. This gives us a broader control over our creative and also makes for more effective campaign planning and deployment.

In many ways, we see ourselves as the vanguard of Western clothing in Pakistan, given that we were one of the first retailers here for this category.

You have to reconcile global trends to suit your market and our design endeavors with everyday practicality and local dynamics.

Synergyzer: How do you segment your customers?

Babar: Psycho-graphically. We have seen increasing similarity between mindsets as opposed to age brackets.

Synergyzer: In a market where many are of the opinion that the best quality jeans are found at international outlets, what strategies has StoneAge Jeans Co. employed to instill a perception that products made and retailed in Pakistan are of similar premium quality?

Babar: Ironically, most of the high street fashion garments found in London, NYC, Milan and Paris are made in the Subcontinent.

To drive home the point of similar premium quality, we focus on our displays, fixtures, materials and cuts to ensure they are up to the mark – if not better – than global brands.

Synergyzer: What marketing techniques does StoneAge Jeans Co. employ? Are you employing digital media in any way for your communication?

Babar: We employ a 360 degree communication model with viral and buzz tactics at the core.

The best marketing technique we have is our product. We firmly believe that if you invest time and effort into making a superior garment, the consumer will respond to it proportionately.

We employ digital media in both our branding and retail endeavors and have one of the fastest growing social media pages in Pakistan, with Facebook fan count exceeding 195,000+.

Synergyzer: There was a certain campaign that StoneAge Jeans Co. ran showing various models in a provocative manner which caused an outcry by individuals having a more conservative perspective towards advertising. What was the rationale behind such a campaign?

Babar: As far as I can remember, there was no major hue and cry over any of our campaigns. Fashion, to set a precedent, is inherently edgy and provocative.

It is by design unconventional and aims to make some sort of a statement. With that being said, we have always been very diligent about the advertising we put out and how it reflects with our brand image.

Synergyzer: Do you evaluate the impact your advertising creates?

Babar: Yes, we have several feedback mechanisms apart from pure sales to gauge the effectiveness of a campaign. They range from social media barometers to consumer feedback and general organically generated industry buzz.

Synergyzer: What are your comments on the market for e-retailing apparel in Pakistan currently?

Babar: We feel that online buying needs to be supplemented with the right logistics. Currently, Pakistan is experiencing an informal small business boom.

There are umpteen numbers of individuals in major metropolitans who have creatively initiated businesses, but can’t afford the overheads of a brick and mortar presence.

Very few, if any, of the larger courier services have extended their cash on delivery payment facility to these businesses but given time, this could become a very large chunk of retail revenue.

Synergyzer: Your website already has the online buying option. Does it cater to the Pakistani market or abroad?

Babar: Both. Our online customers are from the same gamut as our core audience. Some are experimenters while the others are familiar with our sizes and fits.

Synergyzer: Where does StoneAge Jeans Co. envision itself to be 5 years from now?

Babar: We prefer to let our actions do the talking.

Dark Marketing: To do or not to do

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Jul 8, 2013

Dark Marketing, as sinister as sounds, is not that bad. It is a term used to refer to way of marketing, brand building and advertising that is opposite to traditional, in-your-face kind of ways.

Dark marketing is covert, secretive, and coy. It is in direct defiance of the traditional advertising definition, which states that advertiser/ sponsor should be clearly identified.

Dark marketing is communicating through avenues where consumer gets the message but cannot actually see the advertiser. According to Wired Magazine’s Jargon Watch, Dark Marketing is “Discreetly sponsored online and real-world entertainment intended to reach hipster audiences that would ordinarily shun corporate shilling”.

Marketers are now moving towards more covert techniques specially targeting the young audience who dislike the blatant marketing communications.

The intention is to create content without identifying the advertiser. The content has to be intriguing and appealing, which would incite the viewer’s curiosity and urge him to find out who created the content.

Nike created a viral video with Taylor Momsen, a Gossip Girl starlet, running away from paparazzi photographers. The brand name was not used in the video. Only hint regarding the brand were the blue trainers, which werefocused once as Taylor started to run.

Another form of dark advertising was done by McDonald’s through an online game called The Lost Ring – an Olympics related theme game. The campaign wasn’t that dark, as McDonald’s logo was clearly marked in the game materials and the terms of use, which were sent to 50 bloggers before the Beijing Olympics.

Yet another covert advertising technique was used by Covergirl Cosmetics, when they placed URLs in a young adult fiction novel “Cathy’s Book”. Those URLs led to Covergirl ads, spiking a controversy that the novel cannot be termed as a true fiction book due to the placement of discreet marketing material. The URLs were subsequently removed from the paperback edition of the book.

The reason marketers are able to opt for dark marketing techniques is the use of invisible (in terms of spending) and unregulated media. This can include face to face communication with unsuspecting consumers on roads, or paid bloggers talking favorably about a certain product. It can be in form of any of the above mentioned examples as well.

Dark marketing can be confused with guerilla advertising, but the difference is that of the brand name being apparent in guerilla advertising and discreet in dark marketing.

The world of marketing is changing and Dark Marketing is a vast arena being experimented. As long as covert marketing displays do not take over the consumer’s decision making, it stays within the lines of being ethical.

Samsung gives a new face to the ‘cost-effective’ android phone market

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Jul 8, 2013

Samsung gives a new face to the cost-effective android phone market

By Rasheeda Sohail

Galaxy Star is the cheapest Android phone from a reputable company like Samsung. The most unique aspect of the phone happens to be its features that may not be the most exquisite in terms of quality but do get the job done.

Most phones use redundant technologies but this phone has Jellybean, the latest addition in android technology.

Galaxy Star has good battery life of up to 14 hours and features a 2.1 megapixel camera. In poor light the images and video are not going to have a very impressionable output. This could be covered up with the many photo editing applications available.

Another important feature is the ease with which Gmail, Facebook and IM work on the phone. At such a low price the applications and their working seems like a fair bargain.

The presence of Jelly Bean makes it easy to keep a check on the most popular application but the problem only arises when using navigational applications, due to absence of GPS service.

The phone has a simple interface that gives it a subtle look. The screen is small but in terms of colours it is quite adequate. The outer covering of the phone is made of glossy plastic; there is an added plastic frame with faux metal finish around the screen and a small ring around the camera. It has a far superior finish than the phones sold by local OEMs.

The browser in the phone does not work fast enough which is bothersome for the users expecting a faster browsing experience in general terms. It supports multi-tasking but the RAM space which means that apps running in background are eradicated to create room for the active apps.

The screen resolution is not effective when viewing texts in the applications and low in terms of viewing minute texts.

On the whole Samsung has given the android market an affordable phone which has certain flaws but the benefits are still there.

Unpixelating The Digital Sphere

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Jul 8, 2013

Where there are more than 30 million internet connections in the country, according to an estimate by the Internet Service Providers Association of Pakistan (ISPAK), the number of registered cellular connections has crossed the 120 million mark, based on data provided by Pakistan Telecommunication Authority (PTA).

The numbers may vary from source to source since estimates keep fluctuating due to continuous growth in these sectors and even blocking of unregistered SIMs. It’s interesting to note that 15 million internet subscribers avail the medium through their mobile phones due to low priced mobile internet data plans. This highlights the effort being put into acclimatizing the masses, primarily youth, to the digital medium.

Although, the use of smartphones is limited to only 5% of the population due to the affordability factor, the gap is being filled by mobile apps that can be used on low cost cellular devices.

Facebook, Twitter and the local social network, Pring, are thriving examples.

Between November and December 2012, Facebook recorded a growth of 8.96% Pakistanis signing up for the social network, making us the 8th nation most swiftly adopting the medium, owing to mobile based internet growth.

While there does not seem to be any user statistics for Twitter that can be attributed to a source, yet according to the blog, Asia Society, it was a Twitter message that alerted the nation of something unusual happening on May 2, 2011 in Abbotabad.

The world learned later on that Osama Bin Laden had been killed in a covert US military operation that went seemingly undetected by the Pakistan armed forces. It is examples like these that are shaping and defining the use of digital media in this country.

Brands, having realized the importance of our nation’s need to share, connect and exchange information, have resorted to digital-based brand engagement with their consumers.

Nokia Pakistan and Ufone are two prime examples that have strategically targeted their consumers with meaningful engagement through Facebook, gaining over 1 million ‘fans’ in the process, including sizeable interactions.

This process is aided by digital insight agencies that gather and provide data based on demographics and detailed psychographics of users and prospective users, defining the right time, circumstances and tools to target them.

According to Effective Measure, a provider for digital audience profiling and measurement solutions in emerging markets, the most used value-added feature of social websites is sharing local content – 59%.

Both Ufone and Nokia Pakistan create local user engagement through sharing information and content related to local events like cricket tournaments and special days, pictures, jokes and contests, besides giving out information about their products and services.

Besides these highly utilized digital and social mediums, there are other social media forums and websites like Foursquare, Pinterest etc that are engaging customers with their unique social interaction models.

Foursquare is a location based service application for tablets and smartphones that allows users to locate and share venues, get peer recommendations and get to know about activities and deals at a particular venue.

Pinterest is a ‘visual bookmarking’ website that allows users to manage theme based collections of pictures, videos, discussions and products, in a pinboard-style format. It connects people based on their interests by allowing users to browse through other pinboards and even linking them to other social sites.

Although these social forums are not being used to their potential in Pakistan, a lot can be achieved by brands and businesses through these.

For instance, Butter Lane, a cupcake shop in New York City – USA with a focus on pure ingredients, offered customers who checked in through Foursquare one free cupcake for every two they bought for a limited time.

Small scale businesses, also announce new and seasonal offerings and recommend nearby food outlets to their followers through the social site and app.

Similarly, a number of retail, food and other businesses upload their brand and product pictures and related information on Pinterest. Users are drawn to the personalized feel and numerous ideas that they get while browsing through pinboards, providing interactive access to brands in the process.

Bergdorf Goodman, a luxury goods department store in New York City, USA, posted a question on Facebook and pinned responses to a board on Pinterest, creating interaction between the two social sites, while promoting its products.

Similar techniques can be used by businesses and brands in Pakistan to engage users; educating, informing, entertaining and even rewarding them in the process.

Stories and meaningful experiences based on what users are thinking and doing at the time, communicated through the right forum including social sites, blogs and other digital media, yet aligned with brand objectives, is what is required.

As Deanna Brown, CEO – Federated Media Publishing, put it, “Content has always been king. Only it should always be in the right context.”

Courtesy – Synergyzer

Telenor launches Mini Budget offer

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Jul 8, 2013

By Ufaq Ashfaque

JULY 8, 2013 – The Norway-based telecom giant Telenor launched an exciting offer ‘Telenor Talkshawk Mini Budget’, for their Pakistani customers.

It is designed to cater to the calling needs and texting demands in times of economic crisis and inflation growing exponentially in the country.

With subscriptions to the new package, a consumer would receive 100 calling minutes, 3MB of internet browsing and 300 text messages.

The brand not only plans to touch more people in the market but also bring in more people to avail this opportunity for being active on their mobile phone which is pocket friendly.

Telenor serves as one of the fastest growing companies operating in Pakistan.

For nearly a decade, the company has devoted its efforts to analyze the trivial details of how the sector functions in the country.

The activation of this package can be done via SMS. That way, the consumer willing to avail the package would neither have to call or visit the Telenor Service Center for registrations.

Telenor is giving the call rates on these packages so that customers can choose packages that best suits their needs and budget.

With multiple popular services delivered by the company, the Mini Budget promises to gain immediate acceptance from the people of Pakistan and also make way for capturing more customers and profits in the long-run.

J&J Launches Innovation Center in Boston

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Jul 8, 2013

J&J Launches Innovation Center in Boston

By Ufaq Ashfaque

The world’s leading child care brand Johnson & Johnson (J&J) launched its innovation center in Boston. The center was on the agenda for the brand since long, which was successfully put into action this year.

This innovation center was created in order for the company’s Research and Development (R&D) department to have a platform for testing and experimentation, within the boundaries of its organization.

J&J’s innovation center comprises a set of competent individuals, belonging to different fields of expertise such as science, business and other areas. These people will be collaborating with organizations and companies that have recently established themselves and are showing consistent development and expansion in the city.

The center will subject to contributing towards four major areas. These include therapeutics, medicinal aid and assistance for the treatment of inflammatory bowel disease (IBD), advancing research into Biosciences and also to expand its Janssen Labs to contribute to the city on a macro level.

With the constant efforts of these individuals, J&J anticipates to make connections to aid its firm establishment, allowing it to create a strong market presence, along with gaining confidence of other companies existing within the surrounding of the center.

Dell entering the smart watches industry

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Jul 8, 2013

Dell entering the smart watches industry

By Ufaq Ashfaque

Dell, the world’s global computer hardware giant is looking forward to way for creating and establishing name in the Smartwatches industry and modufy its current portfolio of desktop computers.

With the initial foundation laid down in this particular aspect, Dell now looks ahead to test its core competencies and expertise in this area and also makes way for making substantial progress.

Companies in the desktop industry have begun to feel the brunt of the deteriorating technologies becoming obsolete. The dramatic shift to mobile and portable devices from desktop computers, although some people still use it, is bringing the business of personal computer (PC) down.

There has been massive development and hype around global markets and the international business community regarding the wearable technology.

Even though the concept is unique and novel, the philosophy and the execution of such devices and gadgets is not far from real. With Dell’s intervention into the Smartwatches category, it would provide the right boost for the brand to continue operations and revive its position in the market.

National Ketchup enter Ramadan

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Jul 8, 2013

By Ufaq Ashfaque

JULY 08, 2013 – Pakistan ‘ s popular condiments brand National Ketchup spurs paparazzi with its new, exciting advertisement.

Their new slogan ‘National Ketchup Zaruri’ shows exactly how important is ketchup in our routine lives. The condiment brand looks ahead to revive its name among customers.

The ad shows the various spots and places where National Ketchup is needed. While no direct connection has been shown with reference to the festive season of Ramadan, the timing of the ad shows exactly the pitch that National Ketchup is trying to make.

Even though the ad has been placed rightfully, Ramadan is one season where all brands try to post the biggest sales as compared to all around the year.

With a zestful variety of food and edibles served to people, National Ketchup penetrates as a necessary item complementing the Ramadan table of treats.

With unique, catchy lines used and National Ketchup shown as a common household name, the brand aspires to appeal to the audience on grounds of locality and earn the attention of the mass audience

With Ramadan arrived, it is surely to put many brands towards a strong position and also make way for progress.

DellBerry: Could this be real?

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Jul 8, 2013

By Ufaq Ashfaque

JULY 8, 2013 – Blackberry could use the support of Dell and vice versa, should both the brands invest into creating a profitable partnership in the IT and mobile industry at the same time. Both companies have had a history of to create a long-term, sustainable brand name and also are rather keen to continue operations without having a support structure.

Blackberry has been in the business of creating a strong position in the mobile market, targeting the corporate and professional segments in the business sector. Their philosophy of sophistication earned them good points and also increased their fan following. However, with the failure of their Z10 mobile, the company arrived at a time when Smartphone has become much more common among people, falling late to target an audience.

On the other hand, Dell has been in the business of providing some of the most robust personal computer hardware packages, playing on features of performance and robustness and durability. Looking forward for multiple aspects that have been monitored, Dell has managed to establish itself as a popular brand, but also provides for targeting potential individuals and clients that are looking for reliable, quality-centric and durable products.

To compare and analyze both strengths, it could be considered a healthy option for both the brands to combine their energies and boost themselves for a strong position together as a brand in the both the computer hardware and Smartphone industry.

The Forbidden Love of Turkish Drama Serials

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Jul 7, 2013

The Forbidden Love of Turkish Drama Serials

Not long ago, Pakistanis gaped at their television screens as they saw flawless beauties speaking Urdu in a most disturbing manner, with their lips shaping up in an O and the voice-over saying “aap”.

In a time, where drama serials are all about sappy stories of deception and family secrets being exposed, generic themes and few actors, being used like a mopping cloth, spread across the TV drama scene of Pakistan.

The monotony was in all honesty getting on the nerves of some.

With viewers looking for a change and something new and refreshing, on came a channel and did something which some call revolutionary and while others call a shameful act that will damage the market of local Pakistani drama.

A channel called “Urdu 1” suddenly sprung up in 2011. Nobody knew where it came from but it came, it saw and it conquered….”the aunties”.

The ideology they had was to dub different foreign TV shows in Urdu and In a HD like picture quality. They started off with a few Indian and European dramas while keeping intact a few locally produced TV dramas.

The channel soon realized there unique selling proposition (USP) which was Turkish dramas and it was in this category that they excelled in.

From a common understanding of a Pakistani person, Turkey has just about the right level of secularism and fashion trends which a liberal Pakistani would want to be a part of.

In brief, Turkish dramas are a fantasy version of what the viewers would want to be. Another reason for this instantaneous connection to Turkish dramas was the similarity of names, social issues and storylines.

Completely unheard of Turkish dramas, most importantly Ishq-e-Mamnu, attracted the masses like a magnet which left sour taste in the mouths of many local producers. They were seen protesting against TV channel which preferred to air Turkish dramas over their own and most of the bigger firms willing to pay handsomely for commercial airtime on Urdu 1.

The drama Ishq-e-Mamnu is so popular that one if its episode is the only Drama episode of any drama serial in Pakistan that features on the highest viewership charts for a day in 2012.

The trend is now seen to be spread far and wide with more and more Turkish dramas being aired on TV channels like Express Entertainment, Geo Kahani and Geo TV.

Only time will tell if the local producers will continue to cry or come up with excellent content which sidelines dubbed dramas

Toyota launches Innova Chrome edition

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Jul 7, 2013

By Anum Saeed

With the successful launch of Toyota Innova in the country, Toyota launched yet another exciting automobile that has gained momentum and hype in the industry.

The new Toyota Innova auto-car has been brought to the Indian automobile industry, standing out with its unique chrome kit for this popular multi-purpose vehicle.

The chrome kit will start beginning to sell for Rs. 31,000 that would add chrome touches onto different areas of the vehicle.

Amongst the most targeted areas include door handles, side mirrors, arches of all four wheels and the front grille that would provide for adding to the efficiency and the performance of the car.

The Chrome Kit will work on both diesel and petrol –based cars and offers top-of-the-line VX versions of this kit, adding more life to the car.

The parent brand anticipates positive aspirations with the launch of the new Chrome Kit in Toyota Innova. With 400,000 units sold of the Toyota Innova, the Chrome kit has been added as a celebration for customers to enjoy the benefits of automation.

Attributes Of A Successful Brand

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Jul 7, 2013

Apple, Facebook, Google, Pepsi, Nestle, Marlboro. Everybody, literally everybody knows these leading brands. These giants have been catering successfully to the needs of the people right from the time they emerged.

As they continued meeting all expectations, they not only stayed on top, butfurther climbed the ladder of excellence. The question which arises is that whatcharacteristics of these brands enabled them to become global market leaders.

Firstly, the most successful brands have always been the most well defined brands.

Secondly, these brands are unique and stand out from other brands of a similar category to catch attention.

Therefore, it is relevant to the needs of the customers in order to convince them to buy the brand for their own satisfaction. For this reason, the brand is preferably promoted as a ‘customer centric’ brand, which has its first priority set in pleasing its customers to win their trust.

Thereby, the brand generally maintains a soft apologetic tone in its campaign. This is to make up for the short comings its clients have to face. It further wins their appreciation by giving the customers a higher say in the making and running of the brand.

This not only gives its clientele a sense of ownership but knits it into a mutually beneficial community, which is the aim of every sensible person.

However, along with listening to its customers, the brand is united in its workforce, where from the CEO to the sweeper of the company, all share the motivation and feel connected to their aim.

Moreover, the brand doubtlessly is easily accessible for purchase.

In addition, a well known band is always globally recognized and required. Thus such a ‘glocal’ brand makes a local as well as an international appeal, mesmerising the target market from all over the world, leading to maximum sale and publicity.

Dew sets to give consumers a VIP experience

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Jul 7, 2013

Dew sets to give consumers a VIP experience

By Ufaq Ashfaque

Mountain Dew launched an online campaign named‘fuel the tank’ to further enhance the product experience and engage consumers.

Mountain Dew users can show their appreciation through liking the page on Facebook and ‘fuel the tank’. Due to alluring posters and taglines, the brand managed to spur curiosity on the social networking websites.

Global beverage brand Mountain Dew launched an interactive campaign on Facebook as it understood the importance of social media platforms. The instant traffic that any promotional activity receives on the medium is unmatchable.

The campaign not only mobilized the brand’s current consumers, but with a tree-like network created, it also managed to bring in more potential customers to Mountain Dew. With such interactive campaigns being launched by the brand, Mountain Dew continues to lock the attention of its consumers and make way for further strengthening its standing in the virtual world.

Mountain Dew positioned itself as a soda beverage for individuals that are adventurous, daring and wish to achieve greater things. Brand has earned immense popularity since its arrival and seeped through the beverage industry.

Wal-Mart halts expansion in India

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Jul 7, 2013

By Ufaq Ashfaque

INDIA, July 7 – World’s largest retail grocery chain Wal-Mart cut out plans to expand in India. Reuters confirmed sources that the Arkansas-based establishment would not be opening in India until March 2015.

One of the primary reasons that were highlighted in the news is due to the government intervention, heavy investigations and documentations that would be required for a Greenfield venture to take place.

Last year, India had proclaimed and formally announced that it would permit international supermarkets and hypermarket chains in the country, injecting foreign direct investments (FDI’s) into the economy. However, the proposal was put on hold on the part of the international retailer as investigations and detail scrutiny are in order.

On the other, Bharti Enterprises, a local establishment and partner of Wal-Mart, has shown approval of Wal-Mart setting in India. The Indian group has not shown any agreement regarding their dismissal of their agreement with Wal-Mart and is positive of Wal-Mart’s entry into India. The international grocery chain, even though had been extremely positive towards their entry into the Indian market; with the sudden change in plan, it spurred curiosity among market watchers and players in the industry.

NAVIGATING AIRWAVES

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Jul 6, 2013

“The ability to listen has the most retention, and radio spots should be produced creatively and exclusively for radio, and should not just be voiceovers of TV commercials”, Shahzad Qureshi, Chief Operating Officer, Apna FM Network.

Synergyzer: How long has Apna FM Network been operative in Pakistan?

Shahzad Qureshi: Apna FM Network has been in the industry since 2003, when we started with Apna Karachi FM 107, providing 8 years of music and entertainment the Karachiite style.

Recently, in 2011, we acquired a radio station in Multan and transformed it into Apna Multan FM 88. Also, we launched Apna Lahore FM 107.4 and are about to commence operations in Islamabad soon.

Synergyzer: What uniqueness has FM 107 brought to the industry with its programming?

Shahzad: When ApnaKarachi FM 107 was launched, only FM 100 and FM 101 were in the industry. FM 107 catered through its taglines, “Karachi Ki Awaz” and “Sub se alag…sub ke saath…ApnaKarachi FM aik sau saat”, introducing programming with the uniqueness of regional touch that reflected Karachi’s culture. ApnaKarachi initiated traffic updates and was one of the pioneers to broadcast live cricket commentary amongst FM channels.

Synergyzer: Please define your listenership profile.

Shahzad: Our listenership profile varies depending on the city or region we are operating in. Yet, everywhere our Bull’s eye is male listeners belonging to SEC A, B and C. Women usually fall in our extended listenership profile.

Synergyzer: Please give some facts about the radio industry.

Shahzad: Radio is still young and growing rapidly all over the world. In Pakistan, it’s still in its growth phase and has huge tendency to evolve. Growth of radio sets in Asia is approximately 430% in less than 30 years. Radio is one of the most effective means of infotainment in the disaster affected areas as it may be the only medium available and has a high reach.

Synergyzer: Is it feasible to operate a radio channel?

Shahzad: A radio channel is not as inexpensive to operate as perceived by many since there are many hidden expenses. Yet, compared to TV it is less costly. The radio business is especially economical for stations airing back to back music, since programming requires huge investments. The licensing charges for major cities according to recent biddings are between Rs. 30 to 50 million, which are expected to increase in the future.

Synergyzer: What are the issues being faced by the radio industry?

Shahzad: At this point in time, the biggest issue being faced by Pakistan’s radio industry is that advertisers and media planners don’t understand the real worth of the medium and the value it can add to a brand. The ability to listen has the most retention, and radio spots should be produced creatively and exclusively for radio, and should not just be voiceovers of TV commercials.

Besides this, lack of talent and understanding of the industry, and quality of tracking ad spend add to the issues being faced by the radio industry in this market.

Synergyzer: Please elaborate on the ‘quality of tracking ad spend’ as an issue that you just mentioned. Do you find the mechanism used satisfactory?

Shahzad: We require better and improved mechanisms for tracking ad spend to accurately judge and evaluate the standing of each radio channel. Currently, only a few companies are operating in Pakistan and the mechanism lacks efficiency and accuracy.

Synergyzer: Is there any mechanism for tracking listenership internationally? If yes, why is it not available in Pakistan yet?

Shahzad: There are many international mechanisms for tracking listenership, but unfortunately they are not available here. I believe that it’s our fault as we need to make sure that such technology is imported and implemented to increase efficiency.

Synergyzer: Are there any advertising campaigns that are advertised on radio only?

Shahzad: There are a number of advertisers who advertise on radio only like Nando’s, IFG undergarments or small stores like Naheed Supermarket who have smaller advertising budgets.

Here, I would like to mention that radio cannot compete with TV as it is a supporting medium, yet it’s very effective during crisis such as load-shedding etc., as well as traveling.

Synergyzer: What are the opportunities that Apna FM Network presents for advertisers, other than running traditional campaigns?

Shahzad: Firstly, advertisers have the leverage of informing us half an hour before the time they want to run their advertising campaign, and we accommodated them. Secondly, we produce radio commercials for our advertisers as we have professional voice over artists and one of the finest production departments in the industry. Also, we provide live coverage to advertiser events during any campaigns and otherwise too, if required.

Synergyzer: Are there any programs for training talent for radio?

Shahzad: Yes, there are certain programs & courses to educate people on radio skills, but there is no official place yet that teaches radio presenting or about the industry and its mechanism.

In Pakistan, people working in the radio industry usually learn presenting, about listener preferences, content that sells etc. through their experience over a period of time.

I would like to add that at Apna FM Network, we hold regular training sessions to ensure that our presenters get well versed in these areas and learn the tricks of the trade to excel in what they do.

Synergyzer: Why is there a mushrooming of radio stations when the industry is getting only 5% share of advertising from the total spend?

Shahzad: This seemingly small share is contributing to good results in terms of revenues.

Yet, the radio budgets are decreasing and causing problems to the industry. To eliminate such threat it’s important that radio businesses unite and come up with strategies as a team. Team work has always been lacking in this industry and now is the time to overcome it.

Synergyzer: Why is there hardly any focus on new types of programming?

Shahzad: I would not agree here, rather we are continuously trying to develop attractive programs for our listeners while improving existing ones, keeping in mind regional touch and taste. We acknowledge that listeners are attracted towards innovative shows so we ensure new idea development to avoid stagnancy.

Synergyzer: How do you promote yourself?

Shahzad: Apna FM Network promotes itself through digital marketing by our Facebook Fanpage and SMS campaigns. Also, we place billboards when a new or important event or activity is about to come. We carry out float activity during Ramadan in which we go to different places and create hype by distributing giveaways to listeners through contests etc., which helps in strengthening our bond with listeners.

We also align ourselves with movie shows, theatrical plays and Cricket matches. Also, we are the pioneers in introducing an application on the Nokia OVI store that enables listeners to tune in to FM 107 live from any where in the world.

Synergyzer: What is the kind of mileage does FM107 get out of these promotions?

Shahzad: Most of our listeners mention if they notice the presence of FM 107 at any event or in any magazine, usually on the transmission. These promotions have proved instrumental in increasing our listenership base.

Haleeb Foods: Entering the Profit Phase Again

By

Web Desk

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Jul 6, 2013

Haleeb Foods, the company which has been prominentlyabsent from the market, recently made a comeback but not with its signature brand Haleeb Milk but with a new dairy liquid brand called ‘GroAur’.

Moving ahead, Haleeb Foods are thinking of refurbishing its brands and operations. They also plan to re-launch Haleeb Milk with an addition of more goods in its dairy and beverage assortment.

Being the pioneer of the dairy industry in Ultra High Treatment (UHT) milk, Haleeb foods remained a market leader of UHT milk in Pakistan by capturing 52 % share for quite some time.

Nestlé’s Milkpak and Engro’s Olpers were the two tough competitors, in the year 2008 to whom Haleeb Foods lost its share in the market, They even borrowed an enormous loan to turn round their misfortunes but the competitors were far more vigorous with their marketing campaigns and therefore their share kept on increasing very smoothly.

Finally after years of struggling, Vision Mega Fobs Group Limited bought a major chunk of shares in Haleeb Foods in 2011. They rationalized and revamped Haleeb foods with an all-new young and fresh management and launched GroAur.

Haleeb Foods Limited started off with their business in July 1984 with a total capital of Rs. 46 Million. Initially the company was under the name of Chaudhry Dairies Limited which was later renamed as CDL Foods Limited. They introduced their first product Haleeb in 1986.

Junaid Jamshed introduces Eid Collection 2013

By

Web Desk

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Jul 6, 2013

Junaid Jamshed introduces Eid Collection 2013

By Ufaq Ashfaque

Junaid Jamshed (J.), a popular Pakistani clothing giant, is pacing to launch its Eid Collection in the month of Ramadan. This clothing line has been positioned as part of the celebration for Eid and the following festivities that come with it.

Heavy embroideries and heavy machine work are features that are expected to make Junaid Jamshed popular in the Pakistani market.

Junaid Jamshed, like other lawn brands in the market, is making its presence by launching its Eid Collection for the second time this year. The brand has been popular by playing on the more-for-less value proposition, making it a favorite among Pakistani consumers.

By setting physical establishments all over Pakistan, Junaid Jamshed stands as an important brand for the people of the country, offering vibrant, summery colors and cuts to appeal to all.

The brand was launched by popular Pakistani singer Junaid Jamshed. However, with his transformation and entrance into the clothing industry, J. now exists as a brand that keep people close to Junaid Jamshed’s identity and being associated with his clothing collection as well.