Group Members Sameia FarhatSonia G.MFatima MazharSadia ZiaSaima Kausar

Islamic Values Pakistani culture is actually a part

of the contemporary Islamic civilization which draws its value and traditions from Islam and rich Islamic history.

Majority of population comprises of Muslims and follows teachings of Islam, i.e., belief in one Allah, Prophet Hood of Hazrat Muhammad P.B.U.H, brotherhood, equality and social justice etc.

Marketer’s Perspective

As Islamic culture prevails in the country, so manager here will adopt such strategies which make the consumer realize that the specific product fulfilling their basic needs by considering their religious values.

For this, manager will introduce such product which relates the Islamic values to their lives such as, Abaya, Halal Food, etc.

National and Regional Languages

Pakistan is a large country which comprises of four provinces. All of these component parts have their own regional languages.

However, Urdu is the national language which is spoken and understood in all parts of the country.

Marketer’s Perspective

Here marketer see the regional language and according this introduce the new products in the market and according to the language advertise the product.

Marketers use different languages and symbols in different regions, so that consumers can understand the concept conveyed in advertising.

Use of Hi-Tech Products

High profile consumer in Pakistan use products iPod, iPhones, iPods, computers and hi-tech products in the categories of household appliances and entertainment system.Peoples worry about career so they use these products.

Marketer's PerspectiveMarketer is oriented towards information.There is a possibility for the marketer to develop a brand community .Managers gives most career opportunities through hi-tech products for peoples.

Mixed Culture

Practically speaking Pakistani culture is a beautiful blend of the Punjabi, Sindhi, Pathan, Balochi, Barohi, Seraiki and Kashmiri cultures.

Pakistani culture is rich in variety of dresses: The people of Punjab, the Balochi people and the Sindhi wear their own distinct dresses.

Marketer's Perspective

When Managers find variation in cultures they have a great opportunity to launch the different products.Like; Sindhi Ajrak, foke music These dresses are very colorful and prominent and give attractive look during national fairs and festivals.

Shopping As A Ritual Shopping is a popular pastime for many

Pakistanis, especially among the well-to-do and the thirty-million strong middle class. It is a ritual sorts, among both urban and rural Pakistanis.

The cities of Lahore, Karachi, Peshawar, Islamabad, Faisalabad, and Quetta are especially known for the great contrast in shopping experiences from burgeoning bazaars to modern multi-story shopping malls.

The type of buyers, the shops they buy from, and the products they purchase vary across geographical territories and the economic spectrum of the consumers.

Marketer’s Perspective As Shopping becomes a ritual rather then a

past time for the people of Pakistan, therefore marketers are providing the consumer with more bundle of the product choices they want.

Marketers have changed the Product’s position in the mind of consumers. They provided the consumers with a diverse range of Brands of just one product.

Marketer place their products in the Big Malls e.g., Hyper Star, Metro, Mall of Lahore etc rather than just placing it on one single glossary store.

Food Habits

Pakistani Cuisine is a refined blend of various regional cooking traditions of South Asia. Pakistani cuisine is known for its richness and flavour.

As Islamic Culture prevails in Pakistan so Here People follow the Islamic law that lists foods and drinks that are Halal and permissible to consume.

Marketer’s Perspective

Marketers introduce such products which add to consumer taste and food quality that drive from hygienic production environment and quality assurance.

Marketers are serving their customers with a wide range of foods and Species. When it comes to adding a temptation to relaxing moments in life Marketers always serve their customer with variety of cuisines.

Moreover, as people are now health conscious, so marketers also focus on nutritional aspects of their target market.

Customs & Traditions The customs and traditions of the

people of a country represents the history, faith, language and environment of a country.

The cultural patterns of Pakistan speak of our rich cultural heritage and traditions.

Pakistan are followers of Islam and Islamic traditions yet at the same time some local and foreign customs and traditions found a way in our daily lives and have now become a part of Pakistani culture.

Marketer's Perspective Several brands launch

different products according to the different events. Like Value Packages are offered during the wedding season, Basant etc.

They launch different products according to religious events like Shab-e-Barat, Shab-e-Qadar, Shab-e-Miraj, Eid-ul-Fitr, Eid-ul-Adha

Achievement Orientation Progress is linked to the

values reviewed earlier and the central belief that people can always improve themselves—that tomorrow will be better than today.

Progress often means the acceptance of change new products or services designed to fulfill previously unsatisfied needs

Marketer’s PerspectiveMarketer make ad’s in which adding attribute

about products change beliefs of consumer.Marketers use intrinsic and extrinsic

motivational factors in their brands. These brands reinforce a feeling of accomplishment in individuals and are perceived as rewards.

Family orientation In Pakistan families not only

includes one’s own family but also the extended family sibling , grand parents.

This logic work equally purchase and oneself and all family members.

The commitment of the male consumer to the family is such that he as chief wage earner supports the entire family and women's purchase the products for whole family.

Marketer view As there is only one earner for the

whole family the marketer launch products that are in easy access of consumers.

Consumer feel’s the need to economize the manager may also down the high priced products to the medium prices according to the situation.

E.g., Unilever launch such products which are mainly accessible by the middle class.

Saving Orientation

Saving is still an inherent of Pakistanis.

Most Pakistani Families have to depend on personal savings for their living after retirement and for their medical expenses.

Saving as a habit prevails in all sections of the society.

Marketer view Marketers offer low price

products for people. They provide products on

installments, so that consumer can split their purchase between traditional purchases like jewelry, and appliances required for a convenient living.

E.g., Tanishq is offering Gold on discount rate for the people who spend savings on purchasing jewelry.

Comparison Of The Ad’s Of 1980’s and Of Present Era

Advertising in 1960 Many ads were still in black and

white. Wide use of text. Images were mostly hand-drawn. People were conservative and Family-

oriented with traditional gender roles. The beginning of simplicity

Advertising in 1970 to 1980More colored ads.More use of headlinesMore creative use of images.The actors and actresses became

brand symbols and source of providing information.

The trademarks of the adds were the quality of pictures, and music themes of product

E.g “naz pan masla add mere muthe my band hai kya bata do na.”

Advertising in 1990 to 2000

Digital art becomes more effective.

Graphic design becomes sophisticated.

Branding becomes dominant.

From headlines to slogan.

Logo becomes dominant.

Recognizable product shapes.Bisconi bicusts

Advertising in today

Sponsored programs “commercials”

Unique Selling Propositions

Positioning

Brand equity

Segmentation

Advertising effects introduced with

visual effects. Celebrity endorsement and converted

into brand ambassadorship. Brand name, the consumer is

persuaded that the product being sold is of first-class standard

Advertising in today

Create a statement to their target audience e.g Pepsi and dew.

Modern advertisements promote the quality of the product

Presentation a logo complete with a slogan, the picture which gives the audience the impression that it is more realistic, more related to them.

Show different flavours of the products also helps to attract customers and suggest there are other alternatives Like; Nestle and Shezan.

Celebrity endorsement converted into brand ambassadorship.

The popular actors and actresses became the brand symbols and the celebrity endorsements became the new source of effective communication.Product is associated with a famous personality .

1980’s Era:

Celebrity in which is being advertised then it must be a good product because a super star would not just use any product; it must be of a high standard. Marketer use product development strategy and offer different colours and flavours.

Present Era:

Logo becomes dominant.More creative use of images.

There was still extensive use of text.

Having the image larger than life also makes it seem significant . This helps the consumer know from just a first glance what product it is that is being advertised.

1980’s Era:

Here the actual product become dominant.

Recognizable product shapes.

So just from looking at the brand name, product, the consumer is persuaded that the product being sold is of first-class standard.

Present Era:

1980’s Era:Marketers were not used children in their ads for push their sales.Pakistani children were not allowed to watch each and every ads in the television so marketers are not take advantages of it.So that marketer show only products in the ads even this products only for children.

Present Era: Marketers are using children in their ads to push their sales.Pakistani children are allowed to watch each and every ads in the television so marketers are taking advantages of it.After see the ads children to push their parents for particular products.For example ads of Horlicks

Present Era: Some of ads are very relevant to children to promote their products in the market otherwise they cant. For example ads of Johnson & Johnson.

Present Era:Many companies are raising money for charity.This is the one key benefit to the firm is enhancing its image.Customers who are under 30 especially purchase brands that are helping, improve the world.Nike raised million for cancer research by selling the million bracelets. Younger's think it is cool to wear a rubber bracelet to finance cancer research.

GUESS….!!!

Present Era:In 1980s era music/singing not use commonly in ads.But nowadays people attracting toward music/singing, mostly younger.Marketers are take advantages of it.Marketers use music as reminder in their ads, Like Wall’s music Tele-fun (090078601)

1980’s Era:In 1980’s and the era after that, Coke had the same target market. As They are targeting the Individual.

In 1980’s era, Coke Ad’s lays out how an individual enjoy consuming coke.

This Ad is conveying the message that As coke is delicious and refreshing so after having it you’ll feel yourself relax. And to Portray Relaxation marketer showed a lady relaxing on an easy chair while having coke.

Present Era:

Coke’s basic strength is its brand name and Coke’s strategy is not to change the brand name and logos which are in the consumers mind.

Now coke is creating an influence on the mind of consumer that By Having Coke you’ll be motivated to do things which will in return brought happiness to their life.

In other words, marketers are creating such strategies which convince the consumer that the particular product is purely made for them.

Service Shoes were usually designed and marketed at a domestic audience.

Mostly Ad’s were given during the period of sale on some Festivals.

Advertisements promote the quality of the product and describes the product type.

Service Shoes have now changed their view from individualism to family orientation. Their slogan is conveying the same message i.e., “Shoes For Everyone”.

By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial.

1980’s Era:

Many ads where marketers used only those personalities that was relevant to products.These types of ads not play with emotions of the customers.LIKE; Surf Excel, Super Nirma

Present Era:There are many ads where marketers use children even the products are not for children.LIKE; Surf ExcelThese types of ads only to win emotions of the customers.Using children in ads in Pakistan here many people cant afford the product but children force them to buy.

Difference

1980’s Era: Present Era:

Difference1980’s Era: Present Era:

Consumer have not awareness of smoking and health so they used cigarette.

Warnings and reminders should not be avoided but marketer not used reminders about cancer on some products/ads.

Marketers only push their sales.

Improved consumer understanding of the health effects of smoking.

further improvements could be expected from a ban on cigarette advertising.

Used reminder sign and warnings on products and this type advertising would have little effect on sales.

The trademarks of the advertisements in this era were the quality of pictures, selection of songs and music themes for the product recall.

The best trend ads of the time were produced for Dentonic: “Aik chutki Dentonic Ki Chutki bajatay hee”

1980’s Era:

The sports figures became icons and cricketers, hockey players suddenly started appearing in ads very frequently.

The competition level rose to high levels and succeeded in bringing such great ideas that could build campaigns.

Present: (2013)

Pepsi has now changed their trend of taking Sports celebrities in their ad’s.

They are now targeting the youngsters because as per the latest research, Youngsters are the largest consumer market, And to catch this particular segment, Pepsi is taking Media Celebrities and the Youngsters in their ad’s to create the essence that Pepsi is the product that they actually want.