AURORA MAGAZINEnew marketing approaches

Shaharyar Zafar

Faiza Zia

Asad FaroukFarwah Iqbal

Atifa Zaheer

Abdullah Zain

Lay’s Chips Propaganda

Entrance: 2006; new player in Pakistani marketMarket share: 70% till April 2009Competitors: Super Crisp, Kurleez, SlantyTarget Market: Age group of 16-24 years; room for

expansion; penetrating priceControversy: April 2009, email from Dr. Amjad Khan, E631;

‘Haram’ ingredientJustifications: E631; plant material (tapioca starch), used in

other products; soups & chicken cubes, aggressive mass media campaign

Lay’s Chips Propaganda

Aggressive media campaign:Junaid Jamshed endorsing laysNegative publicity of Junaid Jamshed’s AdProvided the certificate of being HalalIssued by ‘South-African NationalHalal Authority’

Rohail Hayat

Pop star from vital singsCEO of pyramid productionsFrom writing scores for ‘Khuda ke liyea’Creating the musical phenomenon, Coke studio.Good understanding of advertising.

Coca-Cola; Coke studioCoca cola takes the

full advantage of the opportunity to bring new life to Pakistani music.

Associates singers and music with its brand.

•Lowest Call rates•Focus on the content •Target the youth of nation•Price Positioning•Better services than other networks

VS

DANGERS OF USING POP CULTURE REFERENCES

Popular culture is the breadth of ideas, perspectives, attitudes, images and other phenomena that are deemed preferred per an informal consensus within the mainstream of a given culture.

Pop culture binds people together and makes you feel like you belong to something uniquely your own and makes you “cool”..

DANGERS OF USING POP CULTURE REFERENCES Brands link their brands with pop culture in

hope of making a said brand more relevant to a certain segment

Use of right reference is necessary for that particular segment

Examples: NANDO’S ABL credit cards The Daily Show

• Nationwide Roaming•True Broadband up to 3.1 Mbps• Intercity Roaming•Plug & Play•Wide Availability•Reliable Connectivity

• Focus on complete portability• Access wherever mobile networks

are available• Wireless Internet• Very low rates for such high speeds

Make Consumer fall In love with the brand

BrandRolesBrand CentricSimilarity Between War and Brand?Relationship and Brand

Know YourselfKeep it fresh and personal Have a conservationActions Speak Louder than wordsRemember Trust

Make Consumer fall In love with the brand

Thank You

Questions???