HTC to launch mini version of HTC One

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Jul 2, 2013

By Ufaq Ashfaque

HTC is rumored to launch the mini version of its popular HTC One in the third quarter this year.

HTC’s mini version of the popular HTC One is targeted towards the middle class segment of the society that wish to become part of the brand but cannot pay a high price. It is packed with the latest features and software that makes it popular phone to wait for.

Through the launch of this miniature world-class mobile device, it would bring more customers to the brand in order for them to enjoy the benefits of having an HTC Smartphone within their budget. Furthermore, with the launch of HTC One’s mini version, the brand would be able to reach more people.

There has been buzz around the Smartphone industry that big names such as Samsung and Huawai are also launching mini versions of their Smartphones in the industry. However, with a strong position in the market, HTC is anticipated to make instant progress with the launch of the HTC One mini.

The company has managed to take over the Smartphone industry, bringing more consumers to the brand. With unique features and a memorable appearance, HTC now manages to continue producing world-class Smartphones.

Wi-Tribe launches new ‘Double Volume’ service

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Jul 2, 2013

WiTribe launches new Double Volume service

By Ufaq Ashfaque

JULY 2, 2013 -Wi-Tribe launched a ‘Double Volume’ internet service which capitalizes on current customer-base and targets potential customers as well.

The new ‘Double Volume’ internet service is aimed at subscribers that have used the Basic Package of the company’s services.

This service promises to help company to expand in terms of revenue and would also bring in more customers to the brand.

It is a promotional offer, which would raise the 12GB download limit to 24GB, giving users more memory to download their desired services online.

The ‘Double Volume’ package was reported to be active from the month of May this year.

In addition to this exclusive service, people using Wi-Tribe, who have purchased the promotional deal, will automatically receive this package.

With the launch of innovative packages, products and services the company moves towards sustained brand position. Such services would not only improve the company operations, but would also bring in more clients to the brand, expanding their operations.

Tang creates ‘What’s your flavor?’ application

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Jul 2, 2013

Tang creates Whats your flavor application

By Ufaq Ashfaque

JULY 2, 2013 – Global non-soda beverage Tang has managed to strengthen its online presence with the launch of ‘What’s your flavor?’ application. The brand collaborated with Cartoon Network that would target kids and the youth. As part of launching their Jug Pack, this application helped Tang established itself as an interactive brand, allowing users and people to communicate with different users through digital media.

In the application, users are given a set of personality related questions. The answers would reveal a Tang flavor that matches the user’s personality, along with a cartoon character. Tang looks forward for establishing a competitive position using the digital media in the Pakistani market and also plans to capture the attention of current and potential customers.

Tang has recently entered the advertising scene, around the arrival of Ramadan. This strategic move will bring success and popularity to the brand and also help people develop association with the brand. Tang’s ‘What’s your Flavor’ application will help Tang develop its position in the mind of the consumer, resulting in increased sales and more customers joining Tang in Pakistan.

Q & A with Shamaeel Ansari

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Jul 1, 2013

Shamaeel Ansari, famous Pakistani fashion stylist and designer, sheds light on the ever-booming fashion industry of Pakistan and more specifically on the role of Fashion Pakistan Council (FPC).

Shamaeel Ansari has to her glory 24 years of successful work in the fashion industry. Her classic label is available at popular boutiques in India, Dubai and throughout Pakistan.

Synergyzer: Tell us about the Fashion Pakistan Council.

Shamaeel Ansari: Fashion councils around the world are created to provide service to the fashion industry and to promote designers who are council members.

Countries like UK, France and India adopted this concept early on, in Pakistan it is relatively new, since our industry developed much later due to the lack of organization present in the textile sector.

Currently, there are two registered councils in Pakistan, the Fashion Pakistan Council (FPC), which operates from Karachi and for which I am the Chairperson and Maheen Khan is the CEO, and Pakistan Fashion & Design Council (PFDC), which exists in Lahore and is headed by Awais Mazhar Hussain and Sehyr Saigol.

Like any other fashion council, these are run by seasoned professionals having more than 15 years of experience in the fashion and textile industry and provide members a platform to find opportunities domestically and abroad and to collaborate with the textile sector.

Additionally, as a council we provide our members the opportunity to gain international exposure and pass on that experience to our young designers. We also look for opportunities to collaborate with the textile industry. The Board of the council performs entirely voluntarily.

What is important here is that the purpose of a council like FPC is to promote the business of fashion, so that it gets developed as a profitable and thriving industry.

Synergyzer: Do designer collections get critically acclaimed in Pakistan?

Shamaeel: Maybe not on a major scale, but critical acclaim is definitely there. Xposé and Visage evaluate designer collections for every fashion week that happens in Pakistan.

These magazines, as well as Diva and a number of newspapers with fashion segments write about the ongoing season’s trends and colors, prints, newest fads as well as including reviews on the latest designer collections.

Synergyzer: There was a gap of almost two years between Fashion Pakistan Week 2 and 3, leading people to think that the council had become non-operational. What steps did you take to put to rest the rumors that almost wrote FPC off as a fashion council?

Shamaeel: I admit that after FPW 2, we did run into certain issues. When I took over as the Chairperson, we registered the council as a Section 42 company that involved a lot of paperwork and putting systems into place, which delayed things too.

To put all such speculations behind us, I have talked to the press at length by giving interviews to different journalists, especially from the fashion and lifestyle genre publications, like Images, Tribune etc.

Besides these, what should clear everything is that we have held one fashion week this year and are about to hold another one, the FPW 4.

Synergyzer: What will be the focus of FPW 4?

Shamaeel: Our focus is going to be on inviting people interested in buying, stocking and selling designer brands, as opposed to making our show entertainment-driven.

We will invite Pakistani, as well as regional clients and retailers from Dubai, India, Singapore etc. – countries that have a market for South Asian fashion. Similarly, the media and sponsors are also going to be those who cater to the Asian market and can provide us with effective coverage.

I believe it is not cost effective for our councils to spend on people from Australia, UK or USA for such events, since their demand is Western fashion, and our designers currently do not have the capacity to product in bulk for them.

Synergyzer: Can China be considered a market for Pakistani fashion?

Shamaeel: China can only be a market for Pakistani fashion if one of our brands starts to promote Western clothes produced in Pakistan or some other form of clothing that becomes popular over there.

However, there is huge potential for industrial collaborations and they are already being carried out.

Synergyzer: How can designers become a part of FPC?

Shamaeel: There are different categories for which designers can apply for memberships with FPC.

Those who have exhibited once can apply for the Student category, those with eight years of experience or five years of experience plus a degree in fashion can join the Associate category and those having ten years of experience with fashion shoots and ramp experiences can be a part of the Executive category.

All applications received are reviewed in terms of the designer’s sense of design, sellability and wearability, appropriate production scale, and the necessary legal documentation.

Designers who do not have catwalks to their credit, but are selling well are also encouraged to apply.

Synergyzer: What do you think is important to build fashion brands and make them stand out from the clutter?

Shamaeel: It is the twist; to have a certain style and essence that makes a brand stand out on the ramp. Also, there needs to be a little bit of drama, with a delicate balance of availability, so it doesn’t look like an installation.

A designer should be able to personify their brand and make it unique and sellable by constantly innovating, so that customers can feel exclusive when they wear a particular brand.

For me, a designer provides a point of difference by setting trends and demonstrating to people what’s in fashion and what will look good on them.

Synergyzer: Do you provide any training to your members in brand building?

Shamaeel Ansari: Yes, we do have senior designers who help young designers grow by imparting trainings and consultations on maintaining books of accounts, approaching and putting themselves forward in the media, giving them legal guidance, as well as helping them develop and market their brands.

Synergyzer: Are you also working on exchange programs with other countries to enhance the fashion segment in Pakistan?

Shamaeel: Yes, we have contracts with several design councils internationally, like Miami Fashion Week, Malaysian Fashion Week and Dubai Fashion Week, where our designers have displayed and gotten international exposure.

Also, we have a contract with the Indian Fashion Council, but we still have to work out diplomatic issues before we can display there.

FPC also partnered with the London Fashion Week, with the help of the British High Commission and British Council, who are very supportive of Pakistani talent, and displayed in the Pakistan Fashion Week London.

Synergyzer: What kind of media partnerships and promotional tools do you employ to generate impact of your activities and events?

Shamaeel: We have a media partnership with Hum TV and Style360, which broadcasts our fashion shows nationally, and our PR agency manages the rest of the media coverage and helps create brand awareness, locally and internationally.

We have been covered and talked about in newspapers and magazines like The Guardian, The Independent, The Times, Vogue and Elle Magazine.

The fashion week is in itself a huge machinery, which creates hype and naturally generates word of mouth.

Synergyzer: How do you think the FPC platform can be expanded?

Shamaeel: I believe the platform will expand if we continue to impart trainings and support to the younger generation of our designers and continue collaborating with international fashion outfits for projection.

Apart from above, creating liaisons between designers and our textile industry as well as fashion and design schools is an essential role of the FPC.

All this creates a movement in itself. Also, I strongly feel it is important to document the fashion industry in terms of its figurative value, the business its generating and other details involved.

Synergyzer: Apart from fashion shows and exhibitions, what other marketing tactics does a fashion brand need to employ?

Shamaeel: Your brand needs to be present on retail shelves and in the media through fashion shoots etc. in order to reach the wider audience. To establish your brand, you cannot limit yourself to the high-end market, only.

However, fashion shows and collection exhibitions are important machineries that establish you a designer.

They allow you to be in the media, being talked about and bringing acclaim to your work, which are significant PR exercises that provide you an edge in the fashion industry.

The Legend Leads

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Jul 1, 2013

Synergyzer sits down with EBM ‘ s brand whiz Mr. Shakeel Akram, Marketing Manager, and Mr. Zahid Iqbal, Group Brand Manager, to talk about their recent forays into the premium biscuit market with the launch of Peek Freans Farm House Cookies.

Innovation: The key to Brand success

Innovation by definition is the successful exploitation of new ideas. Incorporating new technology, taste, design and best practices is the key that enables any business to compete effectively in the industry. The challenge for companies is to bring to the market a stream of new and improved value-added products and services that enable the business to achieve higher margins and thus profits to re-invest in the business. This can be done solely through consistent innovation.

Like all others, the biscuit industry is just as sensitive to innovation and change. EBM being the largest biscuit manufacturers in Pakistan has for over 45 years been playing its leading role in research and development and as a role model subsequently led the way in product and production innovations in the country for other to follow and emulate. True to its tag-line of “The Legend Leads” the company has many industry “firsts” to its credit. The marketing team at EBM is working diligently towards keeping up with this tradition.

EBM today enjoys the enviable position of market leadership in the biscuit industry. EBM’s corporate philosophy and values have been the guiding principles on which the foundations of the business are based. “Belief in leadership, entrepreneurship and innovation” as part of a corporate ethos is one such value.

Ever since its inception EBM has believed in being creative and introducing fresh and superior products into the market. Products like Marvell, Rio (two-creams), Sooper, Peanut Pik, Whole Wheat Slices to name a few are testimony to EBM’s commitment and resolve towards innovation in products and technologies.

The recent launch of Peek Freans Farm House Cookies is yet another innovative initiative by the marketing team at EBM in segmenting the market and offering the local consumers with a product that is at par (if not better) than any other international brand on all aspects be it taste, quality or other attributes.

Conquering challenges and creating opportunities

When asked about what challenges EBM is facing, Mr. Akram said “Escalating input costs in the form of raw materials prices pose the biggest challenge that are shrinking our margins exponentially. So, surviving in this sort of atmosphere requires an in-depth understanding of the micro and macro economic dynamics of the country. We firmly believe that in a competitive environment, opportunities exist. Even if they don’t, a strategic mind creates them through creative thinking”.

According to Mr. Iqbal, “In the context of the local biscuit market it is unfortunate that all types of biscuits whether plain or value added such as sandwich creams or nuts sell at more or less the same price points. That’s wrong because every different product demands and commands different pricing strategy. We decided that establishing a premium price segment should be our main objective and we arrived at this decision after careful analysis of our challenges and objectives. Through this method, we have successfully established a new price point for Peek Freans, and moved away from the conventional Rs. 10-20 price points”.

Mr. Iqbal says, “We focused on the spending patterns of the target market particularly on biscuits. We realized that the ideal target market is niche and generally prefers imported biscuit brands. Our opportunity clearly lay in somehow capturing this market by giving them something that the imported products were not giving…comparable quality and taste at an affordable price for those set of affluent consumers”.

EBM thoroughly researched the imported biscuits market and identified the following problems:

– Imported biscuits are usually not fresh and what’s worse is that most of the times, they are being sold close to expiry dates. Local retailers usually put these products on sale when the expiry dates are close which is extremely harmful for customers

– The supply of these products is extremely sporadic; certain retail outlets might have the product while others won’t, while sometimes the product might not be available for long periods.

Peek Freans Farm House Cookies: Creating Marketing Ripples

As EBM spent time on trying to create the perfect personality for Farm House Cookies, EBM’s brand team decided to position it simply on its best features; taste and freshness. “We literally wanted to take its name and all its associating connotations of farm freshness and incorporate the image in the mind of consumers” said Mr. Akram. EBM has met and superseded all their internal and external objectives that they set for Farm House Cookies.

To really understand the marketing success that Farm House Cookies has been through, we’ll see in detail how each element of the Marketing Mix has been utilized to establish a strong positioning:-

1. Product: Innovative flavors and premium quality

Farm House Cookies were actually launched 18 years ago, but it had a completely different personality and image. Mr. Iqbal says, “A lot of brand equity was garnered in those long gone years and we felt that the right move would be to capitalize on that equity with an entirely new marketing mix. The only thing that has remained unchanged is the name of the product itself. The biscuits are ‘new’, not improved; the price has changed, the distribution strategy has changed; the promotion is new as is the brand’s positioning”.

2. Price: A pricing strategy for the premium segment

Farm House Cookies established a new segment entirely, the premium segment. Mr. Akram claims that “This new segment creation will help the biscuit industry grow as a whole. It’s extending the playing field even more“.

Mr. Akram was quick to explain that “Price segmentation, only works when it is linked with consumer needs & unique selling propositions in terms of product innovations. Premium pricing strategy must be backed by product differentiation hence it was necessary to offer products to the consumers for which they would be willing to pay price premiums. In order to enter this segment and charge price premiums it was necessary to subsequently develop and introduce a gourmet range that best addressed the consumer’s need of premiumness, variety & innovation and would be considered at par with any of the imported alternatives available in terms of its quality and overall product offering ranging from packaging, product, pricing to promotion”.

The target market is the upper class, affluent and English speaking, they are exposed to international biscuit brands. “It is this premium segment who allows us to price the product higher.”

It is important to evaluate pricing relative to other products. Farm House Cookies are gourmet cookies that are bigger and thicker in size compared to other biscuits, richer in terms of ingredients, have the best and most expensive imported ingredients and at par (if not better) in taste than any imported brands available in the market. Similar imported brands in the market containing 9 biscuits are currently retailing at nothing less than Rs 170/-. For the middle tier consumers who generally consume regular biscuits and not imported ones, the pricing is premium though.

3. Promotion: Breaking the clutter

The promotional strategy for Farm House Cookies, its competitive framework, brand point of reference, etc. were all inspired by imported products. As EBM wanted to take a different route with the entire marketing campaign, they decided to keep a no frills TVC that played on selected channels. However, they kept the airing minimal and spent the budget using medium which the target market is exposed to, after studying their lifestyle. Mr. Iqbal gave us an insight into the thought process of the premium segment “These people don’t like being pushed, pushed, and pushed into buying something. They want to make the decision based on authentic justification themselves”. Another psychological effect was that they only used English in the TVC which instantly associates Farm House Cookies as being something of premium quality.

Mr. Iqbal tells us, “Even our communication strategy was targeted towards the educated lot. Traditionally biscuit brands focus on TVCs a lot with absolutely no focus on the print medium. We felt that we needed to reach out to our target market through print as well because they are educated and they read”.

Moreover, Farm House Cookies billboards were the talk of the town with the barn shaped attraction that broke through clutter.

However, the star attraction in the entire campaign was Farmhouse’s BTL activities. Trial Generation/sampling was a big part of their campaign. It was another first by EBM; to have the biggest trial generation campaign in the Pakistani biscuit industry. The entire campaign was thematic as well. “We continued to expand upon the imagery of Scottish Farms to re-emphasize the fact that the main ingredients in each flavor of the cookies are imported. We showed all of this through the outlook of the brand ambassadors, the farm setup in the decoration, etc.”

EBM’s PR also played a tremendous role in helping them forward their purpose. They did sampling for which they made especially designed wooden crate boxes that had the product inside to reaffirm the message of farm freshness. Mr. Iqbal said, “We strongly believe in WOM. Media came along late March, during the Cricket World Cup. But by that time we were already getting rave reviews because we had strategically been sampling our product at various targeted locations such as Bombay Dreams premiere, Park Towers, Forum, etc.”

4. Place/Distribution: Reaffirming the premium feel

Another important tactic was keeping a strict control on the distribution channel. EBM started with only 8 metropolitan cities but has now spread out to 15 towns as well. In these initial 8 cities, they didn’t just place the biscuits at any retailer’s outlet. Instead they focused on the KROs, MTOs and A+ outlets only. Mr. Akram proudly tells us that “instead of pushing our product on to the retailer, we focused on creating demand for the product first. The retailers that we didn’t reach out to initially are now contacting us to stock the products.”

EBM’s future: Reaching even greater heights

“We’re always thinking about innovation,” said Mr. Iqbal, “We have to live up to our reputation. We feel that in the last few years, our brand image has been strengthened by the right marketing moves and decisions. We’ve evolved as even more of a market leader. Perception, equity parameters, etc. are all working for us.”

EBM is coming up with a lot of innovative products. It is establishing new segments and expanding the existing ones. New products will be introduced for all segments, not just the premium segment. Each benchmark they set surpasses the last one and goes higher and higher.

Maybelline Baby Lips hits UK

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Jul 1, 2013

By Ufaq Ashfaque

Maybelline Baby Lips, a popular cosmetic known to the female population, finally made it to the United Kingdom.

The Maybelline Baby Lips guarantees the transformation of a woman’s lip structure in just seven days.

This is because of the delicate combination of shea butter, SPF 20 compound, minerals and moisturizer combined together. These popsicles claim to change the texture, look and feel of one’s lips.

It has the ability to moisturize lips and provide long-lasting cover.Maybelline Baby Lips is bound to work wonders for those living in London. As much has been positively anticipated regarding the brand, it is is set to give competition to local and international brands altogether.

The product has been launched into six different categories, which are Peach Kiss, Cherry Me, Intense Care, Pink Punch, Mint Fresh and Hydrate.

The product is reported to hit stores in the month of July, just in time for the International Kissing day that is being widely celebrated in UK. Company authorities anticipate acceptance which will make way for notable success, followed by instant acceptance by cosmetics lovers in the United Kingdom.

White Castle approaches Sprite to send Cravers to Hip-Hop Awards 2013

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Jul 1, 2013

By Anum Saeed

White Castle, a popular food joint decided to partner with globally popular soft drink brand Sprite.

The Ohio-based family restaurant was operating since 1921 and has over 400 physical establishments in twelve states across the United States. With Sprite’s collaboration with the restaurant, it would give a boost to the restaurant and earn the loyalty of its customers.

As a result of this partnership, a celebration party was arranged. The restaurant revealed that fizzy drink cups will be swapped with special 30 oz. cups of Sprite.

In addition to these benefits, White Castle will also provide its customers – referred to as Cravers – free music downloads, free White Castle Food and also give a chance to participate in a competition and win a chance to attend the 2013 BET Hip-Hop awards.

To receive any one of the two benefits of music and free food, the cups supplied will come with a secret code attached at the bottom. This code will give customers oppurtunity to receive free food or music downloads sitting in the restaurant.

Customers will also have the chance to enter a special lucky draw and win a chance to go the BET Hip-Hop awards this year. For both brands, summer is a festive occasion and that their collaboration is sure to add colors to their customer’s service experience.

Disney launches clothing line for adults

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Jul 1, 2013

Disney launches clothing line for adults

By Ufaq Ashfaque

NEW DELIH, July 1 – Disney launched its new clothing line under Disney Consumer Products in New Delh.
The brand comprised of clothing featuring cartoon characters of Disney but is designed to cater the adult segment in India.

The company anticipates that Disney’s new collection would contribute 40% of sales within the following two years.
Disney’s clothing line for adults and grown-ups is expected to bring more customers and clients to the brand. With the launch of this exclusive line of apparel, people will enjoy their favorite characters such as Mickey, Minnie and other famous characters of Disney.

In addition to this, the company has also managed to broaden its consumer base, moving from kids to adults, resulting in accelerated sales and profit margins.

Company officials say that this strategic move will not only create more opportunities but also to be in a position to tap into the development and the establishment of a memorable brand environment.
Disney has been in the entertainment industry for a long-time period, with its entry into fashion and apparel industry, Disney intends to establish a solid footing in India.

Accenture collaborates with Scottish police

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Jul 1, 2013

Accenture collaborates with Scottish police

By Ufaq Ashfaque

JULY 1, 2013 – Accenture is assisting Scottish federal agencies and law enforcement institutions, in order to develop and maintain a new system of information transfer and dissemination.

Scottish police gave a ten-year contract to the IT service giant to build the National Information Management System, known as the i6 that would help digitize the entire police administration.

Accenture was approached when eight forces of police joined together to form the Police Scotland.

Scottish police anticipates a positive outlook as the i6 would be favorable in terms of cost-efficiency and a sustainable, modern and flexible ICT solution.

In addition to this, premium features and the latest technology shall be employed to further accelerate information processing from one hub to another.

The i6 comprises six major divisions that the Police Standard will monitor. These six divisions – criminal justice, custody, crime, property related cases, kidnapping and vulnerable individuals – will be carefully addressed during Accenture’s contribution and creation of i6.

With more than half (80%) of Police Scotland’s activity revolving around these heads, it would strengthen the Police Standard and their operations around the country.

Accenture’s collaboration with governmental agencies and federal institutions will enable it to contribute towards safeguarding the lives of people.

Accenture, in collaboration with P&G, wins the “Most Innovative” Outsourcing Excellence Award

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Jul 1, 2013

Accenture in collaboration with P&G wins the Most Innovative Outsourcing Excellence Award

By Ufaq Ashfaque

JULY 01, 2013 – Accenture and P&G secured the ‘Most Innovative Outsourcing Excellence Award. This award was given by the Outsourcing Center, the leading organization involved in circulating information related to the best and the most contributive practices adopted by important players in the industry.

The award was given to acknowledge P&G and Accenture’s joint collaboration and efforts on a commercial service program.

During this collaboration, Accenture supported P&G by managing with different marketing strategies that the parent brand had attempted to execute.

These included digitized marketing campaigns, content for promoting electronic commerce and virtual reality centers.

Amongst the most valuable services Accenture rendered to P&G included PMaaS, which regards Project Management as a service, “Decision Cockpit” and Reporting Management Services.

PMaaS regulates the virtual reality centers that sync all services using 3D store environments. On the other hand, the “Decision Cockpit” is designed to for the purpose of spreading and communicating a large amount of information across P&G’s business units, departments and establishments across the company.

Other important aspects that cover Accenture and P&G’s collaboration include digital marketing services for P&G, managing and initiating campaigns based on digital media and also establishing brand websites across the globe.

Such collaborations are not only worth recognizing, but also their ability to produce excellence beyond par is highly commendable.

Carrefour expands Express Brand after agreement with two Romanian retailers

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Jul 1, 2013

By Naveed Zafar

French retailing giants Carrefour has recently signed agreement with Romanian Supermarkets chains, Rost Com and Traditional Ecologic which are based in Brasov and Bucharest-Ilfov, respectively.
According to the agreement, five shops of traditional Ecologic chain will undergo alteration while Carrefour’s logo will be added to 15 stores of Rost Com chain. This is the first time that Carrefour has expanded beyond Bucharest.

A timeline for re-branding is yet to be issued by the companies involved.

Carrefour plans on expanding all its existing formats in Romania according the company’s General Director of Carrefour Romania, Francois Melchoir De Polignac in June.

This deal only comes soon after another agreement between Carrefour and another supermarket Operator, Gulliver. Gulliver supermarkets re-opened in Bucharest under the brand of Carrefour Express, under this agreement.

Carrefour Romania is following its suit of partnering with local supermarket and retailers to expand its own brand. Their initial franchise agreement was with Romanian retailer and meat producer Angst in 2011.
Currently, Carrefour Romania has been operating in 27 proximity stores, 67 Supermarkets and 24 Hypermarkets. Also in 2012, Carrefour Romania posted a Turnover of EUR 987 Million.

The Evolution Of Corporate Lifestyle in Pakistan

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Jul 1, 2013

The Evolution Of Corporate Lifestyle in Pakistan

In the last decade or so, lifestyles in Pakistan have been changing rapidly.

Be it the influx of new housing schemes and gated communities, modern retail stores, to the growth of smaller hotels, banks and business centers, a glimpse of this new emerging Pakistan can be seen today when you drive through urban areas.

In this same vein, the corporate community itself has been evolving steadily.

As is natural, this increased exposure to international business brings more change and better practices to the local industry.

Internationally, to address the need for higher performance levels in corporate circles, a lot of businesses started looking inwards at what they could do to enhance their organizations’ productivity and invested in corporate research firms to find an answer.

One facet soon became evident with many independent researches in the US (2006) concluding that workplace designs, work satisfaction and productivity were positively correlated.

In fact research showed that high tech office design supported the flexibility needed to accommodate organizational change.

It can be conducive to new technology integration – factors which impact profit margins in a positive way . A rough estimation was made by executives, which showed that a company’s performance may enhance by almost 22 percent if the offices are well designed .

Organizations abroad thus started paying more attention to the design of office spaces with the idea to create such workplaces that allow teams to work intelligently, increasing productivity and efficiency.

Some global practical examples of this concept are Google, McLaren, Red Bull and Williams Group, often considered among the most design savvy and advanced office spaces in the industry.

The Googleplex is seen as a dream office by many people in the world, located at 1600 Amphitheatre Parkway in California, United States. Google ensures there are sufficient cafes/restaurants, Fitness centers; massage areas, sleeping pods, doctors, laundry and cars for travelling at their offices.

They look to provide their employees the benefits of an ‘Escape the office experience’, within the office itself to increase efficiency and speak innovation.

At the Red Bull HQ in Soho, London, UK, there are roof terraces, table tennis tables and slides to take you from down one floor to the other. But beware that not all offices are as ‘fun’ or ‘arty’ as the aforementioned.

There are those that focus more on architectural design: A lot of new corporate buildings and spaces have a glass exterior – this is deliberate to allow for sun and light to penetrate through – known to improve the general workspace environment and temperament.

Courtesy – Synergyzer

Found this article interesting? Stay posted for ‘THE EVOLUTION OF CORPORATE LIFESTYLE IN PAKISTAN – CONTINUES’

National Foods launches ‘Made Easy’ Application for Smartphones

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Jul 1, 2013

By Ufaq Ashfaque

JULY 1, 2013 – Pakistan’s largest spice brand National Foods enters the Android industry with its new National Foods’ “Made Easy” application. This app leverages the cook to scroll down a recipe card and make a dish rather than flipping magazine to look for ingredients and their composition. Also, in addition to this, a user can also look through videos of dishes that the user would view and learn the steps to make the recipe.

National Foods made a massive comeback with the launch of this application. With the intervention of digital marketing campaigns combined with the cultural heritage of the brand, National Foods is expected to revive their position in the minds of the current and potential customer. Also, with this campaign, National Foods now stands as the pioneer in the category of launching food-centric applications for helping consumers in the kitchen.

National Foods competes with other competitors in the industry, packed with a unique variety of flavors and blended spices that are popular all over Pakistan. With this novel and unique strategy, the Pakistani spice brand has integrated a traditional product with digital media for targeting the right audience and gaining more momentum with similar initiatives.

The Future of Pakistani Fashion on Social Media

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Jul 1, 2013

Pakistani fashion has come a long way in the last 5 years. From being limited to local magazines and newspapers, our fashion brands now have access to a global audience of over a billion through social media.

Being a part of the digital media team at Team::ants, I have gotten exposed to managing a number of fashion brands.

EGO

One of the first brands to sign up with us was EGO, a casual-wear brand that has grown from 2 outlets in Karachi to 22 outlets across Pakistan in the last 4 years. Since social networks are inherently global, this has resulted in growing international presence – resellers and franchises are signing up from places like Dubai, Chicago & Toronto.

ASIM JOFA

Another fashion brand that is pushing ahead with full force is ‘Asim Jofa’. A relatively new entrant to the fashion scene, Asim has captured the ‘conversation space’ not only through his interesting campaigns, but has also built a powerful (and growing) following on Facebook.

With over 500,000 fans, the AsimJofa brand has an audience that goes abroad, beyond Pakistan’s borders.

A lot of people see, but don’t comprehend, the significance of these new numbers that social media makes possible. In order to send a single newsletter through mail, it would cost a brand Rs. 7.5 million to reach 500,000 people.

In the current socially connected scenario, you can do it at no cost once they already follow you. To be able to talk to the same audience again and again and turn them into advocates, that is priceless.

SANA SAFINAZ & HSY

Pakistan’s acclaimed fashion leaders, Sana Safinaz and HSY, have engaged their followers and potential customers through social media as well.

For such fashion brands, it was natural to become a part of this new media form. They were already creating new styles and photographing them – they took the same content and placed it in front of a larger audience online.

Facebook became a fashion magazine and Pakistani women inside and outside Pakistan were hooked to old and new designers.

HOME-BASED FASHION HOUSE

Facebook hasn’t just pushed the larger brands into new markets. It has also created a home-based fashion industry that is booming. These mini-fashion houses maybe small, but their combined size is huge and getting bigger.

They are reaching out to the local audience and also partnering with expat Pakistanis to sell abroad. Pakistani brands that want to become internationally recognized have to, paradoxically, focus on the local audience.

The pattern is clear: Involve the local audience, and through them reach expat Pakistanis, who further aide in connecting with the larger global audience. Any other route may get more expensive and less likely to succeed.

Our fashion industry is going through an evolutionary phase, which is expected to get more exciting. In the coming two years, Pakistani fashion brands will become more and more global. Their products will sell in significantly larger numbers in markets like India, Bangladesh, Sri Lanka and also UK, Canada, United States and the Middle East, wherever there is a demand for Pakistani style.

Social media itself is evolving very quickly. The Facebook that you use today is not the same as the Facebook that you used 3 or 4 years ago.

Pinterest and Tumblr are becoming increasingly important. Niche social networks for fashion, like RNKD, are coming up. Mobile apps like Pose are changing the way fashion photography happens – now everyone is a model!

For people like me, one of the most exciting things about working in the social media space is that it changes every 6 months, with something new coming up every now and then. The other reason is that we love seeing our brands capture the imagination of our populace, and hopefully soon, the world.

Courtesy – Synergyzer

The Rise of the Urban Consumer

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Web Desk

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Jul 1, 2013

There is a major shift in consumer spending in the urban retail environment, in recent times. The question that comes to mind is that, where have all these new consumers come from? Who are they? What influences them to purchase brands? And how have the dynamics in the retail environment prompted them to see the shopping experience differently?

Before we attempt to answer the above questions, we need to review some basic parameters of urban Pakistani consumers.

For instance the rise of the nuclear family structure has brought many changes in lifestyles, such as independent living, smaller family size, focus on education and careers, increased social consciousness, desire to associate and express through the rich and famous, influencing ideas from Hollywood and Bollywood.

Another significant aspect is the massive growth of cell phones and the steady increase of internet usage, clearly suggests how information reaches consumers at great speed.

In fact, this only substantiates a comment made by a senior telecom expert, who said, “Countries like Pakistan may be a bit late at acquiring technology; however, once it’s there they leapfrog and catch up with the developed world”.

Coming to the consumers and identifying the changing environment and influences, one does question as a marketer if there is enough research being done on profiling them. Perhaps, some large companies have commissioned research to profile their own customers, yet I am unaware of any independent research that is available to marketers for specific consumer insights.

I feel that the time is ripe for Pakistani marketers and certain trade bodies to take up the project and conduct a thorough analysis of what, where and why about this sizeable and affording segment.

In this context, I would like to share with you, top lines, of a recent research on SEC classifications, done by The Market Research Society of India (MRSI).

In this study, there is an addition of four new consumer classifications thereby increasing the total number of SEC’s from 8 to 12.

The beauty of the research is that it was simple as it was based on two variables i.e. Education of chief earner and number of ‘consumer durables’ (from a defined list of 11 items) owned by the family.

The results seem to be quite effective as it has improved specific SEC classification, creating greater focus on consumer type. Furthermore, it is less subjective as they are not using occupation as a factor. On a mass scale level it has also evolved into a single system for both urban and rural India.

Taking this idea further, if we review the urban consumer lifecycle (as highlighted to me by an expert researcher); we need to perhaps formulate age based profiles of these customers.

Though I am not proposing to trash the SEC based profiling, which is currently in use, there is merit in seeing customers through a different lens of lifestyle habits, which changes with age. Perhaps, this is the right time to develop consumer profiles that can be categorized as Tweens, Teens, Young Adults, Nuclear Families, Middle Aged Bread Earner Families and Empty Nests.

These titles are just basic starting points but they can be changed or further sub-classified.

In our normal routines and standard business practices we do tend to miss out on the subtle changes that take place in the short-term which can magnify into substantial changes in the medium term.

To quote some examples, the recent addition of Atrium Cineplex and its adjoining food court has a major impact on movie viewing, shopping and dining habits of customers frequenting the mall.

Similar tendencies are observed where hyper-markets (modern trade) have brought in large number of customers in malls and generated high footfall for other brands and stores within the premises.

Though one can argue that these examples do not cater to very large number of customers, yet one is forced to see this as a growing phenomenon.

Another very fast changing scenario is the mushroom growth of food home delivery businesses, which are simply serving a customer need. In the fast paced lifestyle of urban cities, customers are quite responsive to being served at home; offering great potential for groceries and other low involvement level products/brands to experiment here.

This is only the tip of the iceberg. In order to excite customers, we really need to keep a regular track of what is affecting their decisions.

Taking the first step is always the most difficult; however, once the journey begins it has its own experiences and memories which will make the effort worthwhile.

So my two pence worth of advice to all stake holders is – take a plunge and commit some serious money in profiling your customers, as it will save you a lot in the medium and long-term.

Ali Raza Merchant is a seasoned Marketing Professional with a unique blend of experience in core Brand Marketing as well as Advertising and Communications. He is a brand strategist with a versatile understanding of traditional and new media. He is presently Executive Director at Synergy Group and pursues marketing actively, always willing to discuss his ideas with Professionals and Students. Courtesy – Synergyzer

Shangrila’s Bus Branding

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Web Desk

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Jul 1, 2013

By Ufaq Ashfaque

JULY 1, 2013 – Shangrila Foods have been in the business of making condiments, seasonings and juices that have become popular all over Pakistan. Their products and the corresponding advertisement have brought attention to the brand.

With a unique variety of spices and products at a budget, Shangrila Foods have managed to succeed a strong name in the industry.

One of the most important ways that Shangrila has managed to develop itself is through outdoor advertising. Shangrila has been seen doing bus branding, where metro buses are roaming around cities in Pakistan. The overall strategy, use of bright, catchy colors and memorable taglines give Shangrila the share of mind of the consumer. In addition to this, billboards also contribute towards the company’s strong position in the sauces and condiments industry.

Shangrila’s Bus Branding is a unique concept; not any other brand can be seen in competition with what the brand has put together in the country. Bus branding is one unique way to tap consumer attention and holds immense locking power with creative taglines and products placed on these vehicles. Shangrila is packed to make further progress and earn the attention of both current and potential customers.

Facebook – Time For Some Face Off

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Web Desk

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Jun 30, 2013

By Ufaq Ashfaque

Facebook was recently accused of promoting abusive campaigns that promoted violence, abuse and rape against women, Reuters reported.

The issue was highlighted by a non-profit organization called ‘Women, Action and the Media’. The primary objective of the owner, Jaclyn Friedman, was to ‘gain the support for the cause by taking the help of both advertisers and Facebook’.

To view the overall impact of the act, the campaign managed to bring up to 5,000 emails, drawing the support of 60,000 posts on Twitter. An estimated 15 companies associated with Facebook openly narrated their distress and discomfort with the havoc Facebook had created and were adamant to end their relationship and association with the brand name.

Mark Zuckerberg faced massive trouble as the company managed to lose clients and associations with major brands when violent content was explored promoting violence, rape and abuse. The social media networking website, even though usurped the lives of millions around the world, seems to have become much more consumed with societal issues.

Users have started to now focus on Facebook’s influence upon the plagues in society. The website faces immense defamation resulting in losing its associations with some of the top brands such as ZipCar, Dove and Nissan.

Even though brands have been thinking to limit their associations with their Facebook, Nissan plans to re-connect with Facebook, should the website stop its violation and hate speech promotion against women.

Violence and maltreatment against women has been issue of grueling importance and according to Friedman taking a big step such as challenging Facebook and setting certain boundaries is essential.

AT&T develops content tracking system

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Web Desk

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Jun 30, 2013

By Ufaq Ashfaque

JUNE 30, 2013 – AT&T now braces itself to launch a remarkable content tracking system that would help correctly trace content exchange and dissemination by receiving a patent for each download.

Different varieties of risks and possible threats can be deterred, with its new system of tracking content.

AT&T systems revolve around the circulation of files and data in the P2P tracking systems.

AT&T is focusing on RSS feeds and also top priority search engines, which would help identify the variety of content that is being downloaded, searched for and scrolled over by a user.

Through this system, the kind of people and the audience downloading a certain content category will also be highlighted and identified, giving the brand information regarding the demand of data files or ‘torrents’ that are being downloaded. Furthermore, with the P2P system operational, it could be used in ASIC’s, computer hardware or even general purpose computers in a household.

To look at the cons of this tracking system, one issue that could be experienced are spam files or corrupt data.

This would not only influence individual understanding of content but would also cause viruses to enter a system and paralyzing it.
However, AT&T looks ahead to combat this issue with its efficient patent performance.

The Enduring Power of Print Media

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Web Desk

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Jun 30, 2013

As history has been apt in conveying, the printed word has been used as a weapon and a shield time and again.

In the most brutal of times, during the siege of Baghdad, the invaders flung books after books from the famed Grand Library of Baghdad into the River Tigris, making the river run black for days with the ink that ran off the books.

Events like these are testament to the power of the printed word and through the centuries this has held true.

With the evolution of technology and mankind’s quest to make life simpler and easier, books also were printed with apparent ease.

According to an online poll, one of the most influential medium in the world is magazines, with Time Magazine as the topmost influential magazine.

It is through forums such as these that companies and agencies have began marketing their product, certain perfume brands resorting to samples being inserted in fashion magazines and others.

One of the greatest mediums of print advertising has been newspapers. As per a research conducted in the USA, newspapers get the biggest share of advertising revenue in that country. Almost 22% of all ad dollars go to newspapers. Over 85% of that money is spent by local advertisers.

There are over 1,600 daily papers in the US with a circulation approachikng 58 million. There are over 7,000 weekly papers with a circulation of over 50 million. Statistics like these are living proof to stability of newspapers as a print medium.

However, it is imperative that advertising in a newspaper be run continuously for a long time to ensure sales increase since newspapers have a one day life span and contain a clutter of advertising.

Currently, with the adaptation of literary works in a format which can be viewed on smart phones and dedicated readers such as Kindle, the power of the printed media has been diluted substantially, but has not mitigated entirely.

Rather, this has led to the evolution of print media. With the introduction of e-readers such as the aforementioned Kindle.

This media form has the potential to emerge as one of the most powerful forms of communication, if brands realize the massive potential that this new technology offers. Also, global markets are not at an even keel, with developing countries still a strong market for print media.

It will be interesting to see what marketers think up of next while being faced with the dual possibility of enriching their product offering by utilizing both print media and its technology driven adaptations.

Courtesy – Synergyzer

Gala goes literal in its ads

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Web Desk

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Jun 30, 2013

The new campaign ‘Mere des ka biscuit Gala’ successfully made its mark in the mind of the consumer. Whether the mark was positive or negative remains debatable

One must realize that irrespective of how many tactics that are being used for promoting a product, these ‘noisy’, ‘hula hooping’ jingles, packed with monkey-like creatures dancing, with an innate purpose to raise the dead, is not exactly my or any mature consumer’s cup of tea.

Pakistan is massively and notably under transition. Yes, there might be times and places where appreciation of jingles and need is rightfully needed, but for most part, humor works better, in comparison to music.

The average Pakistani who is exposed to ads and any marketing stunt is much more mature than before.

While people still prefer the use of music and dance to allure consumers, companies require to focus on improving the overall experience rather than shoving, the product being launched, in consumers face.

Be it a ‘dancing Noor’ or ‘talking langoor‘ consumers do not like to be pushed.

In real terms, maybe ‘getting noticed’ is the sole objective of marketers. In doing so they seem to kill the purpose of advertising which talks about giving out a message which the audience wants to hear.

Such haphazard advertising encourages the audience to ignore your message altogether, leading to disintegration of customer’s relationship with the brand.

It is true that constant bombardment of ads will make the consumer remember the ad, fulfilling the rule that ‘Share of Mind = Share of Wallet’.

However, marketing has transformed substantially, relying on the 4 E’s rather than the 4 P’s. marketing gurus have evolved Product to Experience, Place to Every place, Price to Exchange and Promotion to Evangelism.

It could be considered a concept for nerds, but when marketers position their product as an experience, offer the product at an exchange instead of just a meager price, distribute their offer everywhere rather than just a place and infuse evangelism into people rather than just promote the product, I do not see anything wrong in it.