bba students university of education

1.  Sameia Farhat
Sonia G.M
Fatima Mazhar
Sadia Zia
Saima Kausar

3. 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.

4. 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.

5. 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.

6. 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.

7. Use of Hi-Tech Products
High profile consumer in
Pakistan use products
iPod, iPhones, iPods, co
mputers and hi-tech
products in the
categories of household
appliances and
entertainment system.
Peoples worry about
career so they use these
products.

8. Marketer's Perspective
Marketer 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.

9. 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.

10. 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.

11.  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, Faisalaba
d, 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.

12.  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.

13.  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.

14.  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.

15. 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.

16. 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

17. 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

18. Marketer’s Perspective
Marketer 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.

19. 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.

20. 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.

21. 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.

22. 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.

24. 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

25. Advertising in 1970 to 1980
More colored ads.
More use of headlines
More 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.”

26. 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

27. 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

28. 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.

29. 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 .

30. 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.

31. 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.

32.  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.

33. 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.

34.  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

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

36. 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.

38. 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)

39. 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

40. 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.

41.  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.

42. 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, convenien
ce or financial.

43. 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

44. There are many ads
where marketers use
children even the products
are not for children.
LIKE; Surf Excel
These 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.

45. Difference

46. Difference
 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.

48. 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”

50. 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.

52. 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.