Institute of Business AdministrationSubmitted to: Ms. Faryal SalmanSubmitted by: BBA-III Main CampusDate: 3rd Nov, 2011

Articles

Entry 1 Real-Time Affiliate Marketing Comes to In-Text Ads

Source: http://www.mediapost.com/publications/article/161102/real-time-affiliate-marketing-comes-to-in-text-ads.htmlDate: Oct 26, 2011Author: Laurie Sullivan

Skimlinks launched another revolutionary product last week. They call it SkimWords 2.0. It basically does what the products name says; converting dull in-text ads into something that the user is actually looking for. It transforms in-texts ads into price comparisons across multiple markets ranging from consumer electronic to fashion to beauty to automotive and lifestyle.Skimlinks latest acquisition of another company called AtmaLinks, which supports computational linguistics and semantic algorithms, is what that has made this new idea possible. This conversion into affiliate links is done using a database of 20 million products in real-time.The new technology makes all this possible by going through the content of the page and then making a real-time comparison using all the products in its database. All the user has to do is hover his/her mouse over the link and theyll have all the information they need. The CEO of the company while stressing on the flexibility of the new technology in terms of its ease of use said that people who use searches based on their interests are more likely to make purchases than people who do not. This new technology is going to change lives phenomenally. It will make the online shopping experience way easier by helping consumers save time on switching between different selling websites.This shows a new era where now internet companies are now cannibalizing older internet companies and taking over them with newer ideas. Its only after these companies make bigger conglomerates that they will be able to compete with the likes of the bigger sharks for example Google and Facebook. This technology has been developed but will only give an edge to bigger competitors in the likes of eBay, amazon, zappos, ToysRus and Wal-Mart which is a bigger danger looming for new competitors as they will not have access to such technology, and they need to buckle up for the ride.

Entry 2 Nokia reveals youthful global marketing strategy

Source: http://www.marketingweek.co.uk/sectors/telecoms-and-it/nokia-reveals-%E2%80%9Cyouthful%E2%80%9D-global-marketing-strategy/3031339.articleDate: Oct 26, 2011Author: Lara OReilly

Nokia Corporation is all set to launch another phenomenal product in the near future. They are using different marketing techniques this time to differentiate themselves from the competition by focusing more on social media and digital. The creators of this new phone are confident that consumers will be able to recognize this new look instantly. The company is so confident about this launch that they have invested triples the amount of what they have ever done in previous versions of nokia phones. New advertisement plans are in place for this new device which has never been employed by the telecom industry. The campaign for Lumia reflects a certain aspect of the phone. For example the vortex style digital displays represent the sliding pages and social integration of the phone. The company is confident about the success of this launch because they have treated the consumer as people not as a customer when designing this product which, they believe, is not being done by the competition.Nokia has been focusing on the youth for a long time but it has now realized that the main market for even the smartphone is the youth. They have always used the lower end phones to target the youth but this change has come at a time when Samsung and apple have taken the lead with faster and more convenient operating systems such android, and apples own software in terms of which windows have a long way to go which I do not think is a smart move.

Entry 3 The LOGO Remains Supreme

Source: Brands MagazineDate: Oct 12, 2011Author: Anthony Swart

The logo remains the essence of marketing. Even though the whole process of marketing, planning the tools and the product formation are equally important, but nobody would be aware of your product or service if you didnt market it properly. And your brand logo is the symbol of what you stand for.This article impresses upon us the fact that even though weve been lost in the hustle bustle of the market and all the millions of elements it tries to impose on our brain while making decisions, logos are what stands out and help both the company and the customers.So the making of a logo is key. And its easy to put up a logo with all your technical tools, but to create something to be remembered requires skill which major brands do have, while others fade away in the background.

Entry 4 Why Brands Need a Digital Customer Experience Strategy To Stay Competitive

Source: Brands MagazineDate: Oct 20, 2011Author: Paul Lewis

This article talks about the shift in the marketing world. Communication in the modern world is rapid due to globalization and even though were introducing all these new technologies so that we are on top of the game, we also need to educate our target market of the tools we use. If we use the best possible technology and nobody is aware of it, our plan loses its edge.And companies should plan the transition because even though the world is moving really fast, they adjust better to you if you give them a heads up on some big change.And lastly, over the years, companies have always sought to differentiate themselves and get a market edge over competitors. And they explore different tools to be positioned differently or have a different element in their product or service. And this is the new differentiating factor. Its the in thing and no one wants to be left behind!

Entry 5 Positioning A B2B Brand

Source: Brands MagazineDate: Oct 29, 2011Author: Neha Qadeer

This article talks about the shift in the marketing world. Communication in the modern world is rapid due to globalization and even though were introducing all these new technologies so that we are on top of the game, we also need to educate our target market of the tools we use. If we use the best possible technology and nobody is aware of it, our plan loses its edge.And companies should plan the transition because even though the world is moving really fast, they adjust better to you if you give them a heads up on some big change.And lastly, over the years, companies have always sought to differentiate themselves and get a market edge over competitors. And they explore different tools to be positioned differently or have a different element in their product or service. And this is the new differentiating factor. Its the in thing and no one wants to be left behind!

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Entry 1 Nandos

Type: BillboardLocation: Sindhi Muslim Commercial Housing Society, KarachiDate: Oct, 2011

Nandos is a food chain which is known for its witty comments on its sign boards. The billboard here is effective as it allows the customers to feel the spicy flavor it offers which is identified by the word flame on this billboard. The nandos billboards have their own identity and stand out of the clutter by using the same fonts and color schemes in every billboard. Also, their innovative comments makes the reader always read them and whenever they come across a nandos billboard or a print ad, they prefer to read it.

Entry 2 Nestle Fruita Vitals Berrylicious

Type: BillboardLocation: Boat BasinDate:Oct 28, 2011

This is a very established brand name with its own class and style. The fruita vitals ads are known for their colorful appeal and elegance. This billboard uses a very balanced color scheme but it will fail to stand out of the clutter because there isnt any innovation in this advertisement and is a form of classical advertising that fruita vitals have been doing for a long time. The viewer may view it because of the attracting red color, but will not be able to remember it for much long. Fruita focus has shifted to a niche customer segments which prefer their own unique flavours.

Entry 3 Pizza Hut: Flavours of the world

Type: Print AdvertisementSource: Dawn NewspaperDate Published: 15thOct, 2011Date (made use of): 1stNov, 2011

Pizza hut uses a good idea of advertising the diversity of flavors they are bringing in. People have long been eating the same tastes and now if pizza hut is bringing these new flavors then advertising them excessively would be enough. They dont need to bring in any creativity as pizza hut is a market leader of the pizza chains in Pakistan. So all in all, this advertisement is fair enough. They stick to the basic theme of advertisements by using the same theme and colours.

Entry 4 Simmons Jewellery

Type: Print AdvertisementSource: InternetDate: Oct 9, 2011

This ad uses the emotional appeal. They are marketing the product but at the same time marketing the non-profit organization that has been formed by them in Africa. So they are using a simultaneous approach towards advertising the product and getting customer attraction towards the cause they are working for. It is a good decent ad and serves the purpose it is supposed to fulfill. However, if sales are generated, they will be less because of the liking for green bracelet, and more because of the sympathy they are trying to generate for the African people who are involved in the diamond industry. Also, the font of the ads footnote is of such a size which requires the attention of the customer, and hence, creates a good recall.

Entry 5 Formula Toothpaste

Type: BillboardLocation: IndonesiaSource: InternetDate: 26thOct, 2011

This billboard can be considered effective advertising as it clearly gives the message. It is not only eye-catching but also very creative. Minimal use of colors yet a sort of advertisement that would make the customer look as it twice. It has an element of humor associated with it but that definitely helps getting across the purpose of the product. Such creative advertising is what can boost the sales of consumer goods.

Marketing Visits

About the company Red Bull The world famous energy drink giant red bull is growing phenomenally, which is reflected in the exponential growth of the consumption of their product. It has sweeped global energy drink's markets by taking a 70 percent share. In Pakistan, no other energy drink manufacturer even comes close to the wing-giver which takes 95% of the market share. It is present in over 160 countries all over the world.Red Bull has a clear market strategy they focus on people who want to perform at the peak of their physical performance by having a clear and focused mind. In Pakistan, Red Bull enjoys a very different place in the market. It is considered to be a premium brand which is why it is preferred by a lot of people. Products of Red Bull - Red Bull Energy, Red Bull Sugar free, Red Bull Cola, Red Bull Energy Shot, and Red Bull Sugar free Energy Shot, Red Bull Media House, Red Bull TV, and The Red Bulletin.

Visits Class A: Naheed Super Market Ebco Class B:Amis Mottas Chase-UpImtiaz SuperstoreClass C:Noorani General StoreErum StoreRehan StoreWholesale:Metro

Naheed Super Market:

The location of Naheed is shaheed-e-millat road which is central especially to those living in P.E.C.H.S, and Gulshan-e-Iqbal. The store has the advantage of being right next to Chase-Up and therefore, attracts customers due to the ambience provided. The difference in prices between the two is negligible max rs.10, which is used up in the experience provided to the customer while shopping in Naheed. No discounts are offered to regular customers but trade discounts are availed by the store because of bulk buying. Promotion within the store is present such as kiosk near the payment counter. The owner of Naheed knows its target market extremely well and therefore, has captured the customer by offering a completely different purchase experience- all this applies to RedBull. The 250ml can and the 355ml can have a difference of Rs.65, while there was Bangkok RedBull available for Rs.60 as well. Whereas, the competitor brands such as Boost and Speed were for Rs.70 and Rs.110 respectively. RedBull was placed in the chiller with all the drinks. Above it were non-alcoholic malts and below it were juices. Also, the quantity of RedBull was much more than that of the other energy drinks due to it being a popular energy drink. Extra supplies were also lying around the store. Date of visit- Oct 25, 2011.

Ebco Location: The Forum, CliftonPrice: Rs. 140 for 250ml, Rs. 200 for 350ml and Rs. 60 for Bangkok Red Bull. Prices were mentioned on the shelves and no discounts are offered to regular customers.Promotional Activities: Nothing as suchVariants: Red Bull Bangkok, and Sugar Free availableDrawback: It was only on the chiller, no where else.Placement of Red Bull: It was placed in the chiller with all the drinks, Barbican above it and coke below it. Customer convenience: Found in one place, with all the drinks in the chiller. Easily locatable. The store was air-conditioned. Date of visit- Oct 28, 2011.

Amis- It is located in Khadda Market, and attracts mostly the niche market usually from areas such as Defence and Clifton. Red Bull in this extremely congested store was placed in the corner of the store in a promotional kiosk box aside from all the drinks. The promotional box contained only the 250ml for Rs. 135 with some other competitor brands such as Boost, Speed, Powerfull in the same box. It was chilled and placed behind a pillar. Red Bull was in a greater quantity as compared to the other energy drinks. Whereas, the 350ml Red Bull was placed right next to the payment counter but it was not chilled. As the chilled Reb Bull was place in the corner of the shop, it is not easily accessible to the customer. There were no other variants of Red Bull available either. Date of visit- Oct 20, 2011.

Mottas Location: Central CliftonPrice: Rs. 135 for 250ml. Variants: Sugar Free Red Bull availableCompetitors: Boost 250ml for Rs.90Extra supplies were also lying around the storeThe owner informed that Red Bull is the most sold energy drinkPlacement: Near the exit, with all the drinks and chilled. In a Red Bull chiller box. Customer Convenience: Congested store with narrow lanes and thus not many customers stay for long.

Date of visit- Oct 28, 2011.

Chase-Up This store is located right next to Naheed Super Market on Shaheed-e-Millat road, and therefore faces tough competition from it but wins its customers over by offering a price reduction as compared to Naheed. It attracts customers from middle and lower-middle classes. Red Bull is available at the store and so are its variants. It was not placed with all the other drinks, and hence was difficult to locate. Only chilled Red Bull was available for Rs. 125 for 250ml. Red Bull Bangkok was also there along with Sugar Free Red Bull. Monopoly is enjoyed by Red Bull at Chase-Up as no other energy drinks are available. It could be said that Red Bull sells here due to limited choice to the customers. No promotional activity was present, also the chiller with Red Bull is placed right across the payment counter.

Date of visit- Oct 20, 2011.

Imtiaz Store It is located in a small lane in Bahadurabad but is very famous among lower middle class families. It is in a congested area, but is often seen crowded at the beginning of the month. The price of 250ml was Rs. 127, Variants were also present such as Red Bull Sugar Free. It was located with all the drinks, and was with the tinned cans of coke, Milo, different juices and Dr. Pepper. Simulation energy drink for Rs.105 was placed right next to it. No kiosks or promotional activities were present. The store is well maintained and provides the customer with a pleasing experience. The prices of Red Bull was lower compared to other stores as a margin of a private store is not added.

Date of visit- Oct 18, 2011.

Noorani, Erum and Rehan Store -

Location: Hussainabad

Red Bull was not present as the target market for Red Bull is not SEC C. Whereas, other energy drinks such as sting were present and that too, in large quantities as they quench the customers thirst and image of an energy drink. All these shops were congested with haphazard arrangement of all products. Therefore, these stores do not serve as a way for Red Bull to generate sales as the target market is entirely different. The ambiance was depressing and displeasing as well. Also, the stores arent attractive but they fulfill the needs of the local customers. No promotional activity is witnessed and isnt required as the customers in that area do not need such a product. Date of visit- Oct 21, 2011

Metro -

It is located on the university road, adjacent to safari park. It is a wholesale store and products are offered on lower prices. Customers who are looking for bulk buying are usually found shopping there. It is a huge supermarket with a huge variety of products available. The price of Red Bull 250ml was Rs. 119, and 355 ml was Rs. 189 which is very low compared to the other retail outlets. Competitors such as Speed, Bullet were also there. It was placed with all the drinks, which were placed In the corner of the store. Barbican and Perrier water were next to it. It was not chilled, but a promotional kiosk near the payment counter contained chilled Red Bull. Purchasing a single piece of Red Bull was not permitted by Metro, as the store is known for bulk buying. Music was playing and the store was air-conditioned.

Date of visit- Oct 16, 2011.