Selected Market Introduction

The selected market for this assignment is I-8 Markaz Market. I-8 Markaz market consists of
many retail outlets (that sell FMCG goods, bakery items etc), pharmaceuticals/drug stores
Banks, Real Estate Offices, Book Stores, Gift Shops, Beauty Salons, Restaurants, Barbar
shops etc. Among the branded outlets there is Masooms outlet, Gourmet outlet, Banarsi
outlet and many restaurants.

I-8 Markaz market serves almost a

homogeneous set of customers. As
80 % of the households
(customers) in the vicinity of this
market can be categorized into
just 4 segments:

 Corporate Class

People working (doing jobs) either in public or private organizations

(mostly in MNC’s)

 Bureaucrats

People working in government sector (Public Servants /Secretaries / etc)

 Armed Forces

People working in armed forces

 Entrepreneurs

People having own businesses (entrepreneurs)

Most of the people living in the vicinity of this market are high end customers belonging to
upper middle class, and have an average family size of 5-7 family members, as the survey
conducted for this assignment shows this fact (see appendix for detailed demographics
profile).
 Location

The market is located in the hub of sector I-8 in Islamabad.

Selected shops

The selected shops include Buy Best Store, Hop and Shop,
Dolce and Dolce, Gourmet, Habibi Restaurant and Masooms.

Both Hop and Shop and Buy Best have a spacious outlet where
they sell almost every article of daily use from necessities to
luxuries. In this regard they are providing convenience to their
customers, as they are in the hub of the sector I-8 (in
Islamabad each sector is on average in the range of 2
kilometres to the respective Markaz market). Moreover these shops
are also positioning themselves on the basis of sales as they are offering sales
promotions and offers to their customers.

AIOD of the Segment Catered (see appendix)

The activities, interests’ opinions and Demographics of the served segment class can be
categorized as follows.

 Activities
o Most people in a household have a 9-5 routine. As a
result they have a habit of going out in the evening.
o Most of the male members go on work whereas most of
female members of the family are house wives.
o Male members go for walk in the morning whereas female
members go for walk in the evening, some male member even go for gym/ club
on return from work and job.
o People like to attend functions, social gathering, parties and hangouts.
 Interests
o Newspaper: Most male members read newspaper daily. The papers read
include The News, Dawn, Business recorder, Jang and Nawai Waqt. Some
females also read newspaper but not regularly.
 o TV Channels: Most males watch News and sports channels (like Geo News,
Aaj News, Ary News, Express News, Geo Super). Whereas, females watch
channels like HUM TV, Masala TV, Star Plus, Geo TV
o Females read magazines like Fashion, She, Images, etc whereas males read
magazines like times, readers digest etc. Whereas males use magazines like
aurora, times, readers digest.
o Most youngsters of this area use social networking websites
like youtube, facebook and have a networking craze on
internet.

 Opinions
o Brand Conscious: people of I-8 sector are highly brand
conscious and brand loyal
o Health Conscious: Most of the peoples of I-8 are health conscious as
they regularly do walk, go to gym or do exercise.
o Quality Conscious: Majority of people of I-8 Sector are very health conscious
and take care of their health in all walks of life (diet/ exercise/ choosing
products).
o Follow Opinion leader: Majority of people of I-8 follow opinion leaders as a
reference group.
o High Deal of Sophistication: People exhibit high level of sophistication and
are very class/ status conscious.

VALS of the Segment Catered

According to Values attitudes and Life styles people of I-8 sector can be categorized into
innovators and achievers (as they have high resources and take only calculated risks)

Conclusion

The Market serves a very sophisticated segment and refined class of customers. Most of the
people coming to this market belong to SEC A (high end customers) and live in the vicinity of
I-8 Markaz (I-8/2, I-8/3 and I-8/4). These customers are highly band conscious and quality
focused. This segment is health focused as evident from the daily walk routine. They follow
opinion leaders and experts and are doing high profile jobs or they are self employed
(entrepreneurs).
PART 2: Selected sponsorships in market

The specific brands of different companies that are sponsoring

themselves in I-8 Markaz market include Olpers, Coke, Tapal,
Lipton, Tarang, Dalda, Olfrute, Moblink, Pepsi, Dalda, Express
Power, Brite, Head and Shoulders, Tapal Mint Tea etc. They are
sponsoring themselves in their own unique ways like

 Flyers
 Posters
 Wall branding
 Shop hangings
 Separate branded shelf space

There are also Kiosks activities that different brands often run in this market. Tapal
is currently having the mint tea kiosk activity outside Buy Best
outlet.

Olpers and its target audience

Olpers position’s itself as high end dairy brand.

It has a positioning philosophy of all purpose milk and is rightly targeting
its audience in this market. Olpers uses family focused marketing
campaigns using emotional appeal in its ads and targets high end
customers. Olpers has mostly sponsored itself in I-8 Markaz and is majorly
visible in this market. Their main philosophy of strong family unit is getting
strengthened by advertising in this market. All variants of Olpers like
Olfrute, Owesome, Trang, Olwell in all sizes are available in I-8 Markaz
market. Most shops have given them a separate shelf space for their promotions. The
company pays all these outlets for providing them with a separate shelf space in the form of
free stock or extra credit limit.
Coke and its target audience

Coke positions itself as a sophisticated and family

oriented brand. In this market coke is sponsoring
itself majorly which is exactly in line with the
brand positioning of coke, as I-8 Markaz market
exhibits sophistication and strong family
orientation.

Most of shop boards / shop hangings of I-8 Markaz

market are sponsored by coke. Moreover coke is
also using flyers, posters and wall branding in some
shops. Coke is also providing the big retail outlets
like buy best and Hop & Shop with separate chillers
as in a part of its marketing strategy which contains
coke all variants like regular coke, diet coke, coke 1.5
litre, coke cans and other drinks etc.

Coke is also sponsoring the restaurants like Habibi & Hot Plate in I-8 Markaz. The target
market of these restaurants is corporate sector and their family orientation is again
strengthening coke’s brand value of sophistication.

Dalda and its target audience

Dalda is purely positioning itself based on mother like

care and love philosophy. Its target market are the
mothers who value the health of their children above all
else. The brand is a high end brand. In this market
Dalda has all its premium products like cooking oil,
ghee which have in their posters depicted a mother
and her love. Dalda proudly promotes its quality and
health focused products which are exactly aligned with the mind sets
of this target market. Dalda also has prominently placed its flyers and posters at the
entrance of most of the retail stores, which reinforces the brand values of quality, love and
care in the minds of the customers.
Comparative analysis of the market audience and brand audience

 There is a big influence of corporate world in the market and market setup is
therefore highly formalized. There are a lot of corporate offices in the Markaz that’s
why the brands which are being sold and offered in the market are high end brands
targeting the upper tier. The market audience is highly health conscious, brand
conscious, and quality focused. That’s why brands like K & N, Nestle, Olpers, Coke,
Dalda etc, have a major influence in the market advertisements and promotions.

 Low end brands like embassy cigrates, continental biscuits, Pakwan, Pasand, Meezan
oil are not being advertised here. The market’s main focus is on family, thus the
family and household is mainly being targeted by brands like Olpers, tarang and
dalda etc.

 Market audience is usually looking for convenience that’s why there are big retail
outlets like Buy Best and Hop and Shop which offer one stop shop for customers.
That’s exactly why there are no small shops and utility stores in this market.

 In telecom sector companies like Ufone, Zong and Telenor are not visible in this
market, whereas moblink and warid with their corporate focus are strongly visible in
the market. Even the bill board of Moblink/ Jazz and Warid showcase the ease and
convenience for corporate world (like billing offers/ online payments etc).

 The market also has several dine in places with their family and corporate focused
ambience like Habibi, Hot Plate, Rayyan’s (for youngsters).

 Banks rightly have a high presence in the market like HBL, NIB, UBL, Bank Alfalah
etc. Their presence provides convenience and value for high end corporate
professionals which are working in their offices in this market.

 In addition to FMCGs the retail outlets have also placed high value items like
branded perfumes, branded cosmetics. Their main focus is women and they have
given high and separate shelf space to these products.
  The shops like Buy Best and Hop and Shop are offering convenience as well as sales
promotions to their customers. They have provided separate shelf space to the
companies like P and G and Olpers and these companies are offering discounts and
promotion schemes. (P & G provides 5 % payback scheme to these shops and returns
5% money on total sales of P & G items in a month).

Not effective Sponsorship Example

 Surf excel has not been targeted here even though it’s a high tier brand and most
sales of shops in detergents category comes from this brand as told in the interview
by the Buy Best shop owner and salesman. Bright and Express power have
incorrectly done their sales promotions in this market and offered discounts.

 Again Nestle a high end brand in dairy industry has not advertised itself properly in
the market. Especially the filtered water which is health and quality focused does not
show proper presence in the market in terms of advertisements.

 Tea Max’s advertisement campaign which personifies “dabang” type policeman in

the flyer and posters is wrongly place and promoted in this market having no link
with the targeted customers and their preferences.

 There are also some economical shops/ Dhabas which offer “Dhai bhallys”, Roll
Parathas” Milk Shakes, “Juices, Soups, “ Sharwama”etc and their placement is on
the front side of the Markaz right next to the main road.

Conclusions

Olpers, Coke, Pepsi, Dalda, Moblink and Warid have rightly positioned and placed their
advertising material in all forms in the market. All these brands strongly show their presence
in I-8 Markaz market, and there positioning goes with the segment they are serving in this
market. Some brands like surf excel and Nestle are relatively less vibrant in the market.
Moreover telecom sector is also not majorly present in this market.

Some Brands like Tea Max have wrongly sponsored themselves in this market with a Dabang
Like policeman’s poster. This is not the class which lives in this market segment.
 Appendix
Questionnaire

Age _______________ Gender_______________ Occupation _______________

What is your income range?

1) Below 25000 3) Between 25000 – 35000

2) Between 35000- 50000 4) Above 50000

What is your family size?

1) 2-3 3) 5-7
2) 3-5 4) 7-9

What are your routine activities?

1) Morning Walk 3) Gym/ Walkout

2) Parties/ Social Gatherings/ Hangouts 4) All
5) Any other

What are your hobbies/ Interests?

1) Reading Newspaper 3) Watching TV

2) Watching Movies 4) Using Internet (facebook etc)
5) Hangouts with friends

Which TV channels you watch the most ?

1. News Channels 3) Fashion Channels

2. Sports Channels 4) Entertainment Channels
5) Cooking Channels

What traits do you look for in products?

1. Quality 3) Health focus
2. Brand Name 4) All
Which brand you prefer to purchase in packaged milk?
1. Nestle 3) Olpers
2. Haleeb 4) Others

Why you purchase this brand _______________________________

Which brand you prefer to purchase in carbonated drinks?

1) Coke 4) Mountain Dew
2) Pepsi 5) Sprite
3) Fanta 6) 7 Up

Why you purchase this brand _______________________________

Which brand you prefer to purchase for cooking purposes?

1) Dalda 4) Sultan
2) Habib 5) Kausar
3) Kashmir 6) Pakwan

Why you purchase this brand _______________________________

 Sample Demographics

Age bracket of Sample

45%
40%
35%
30%
25%
20% 40%
15% 30%
10%
5% 10% 10% 10% 0%
0%
20-25 25-30 30-35 35-40 45-50 Above 50

Sample Gender Orientation

80%
70%
60%
50%
40%
30% 70%
20%
10% 30%
0%
Male Female

Sample Income Brackets in Rs.

60%
40%
20% 43%
29% 29%
0%
Below 25000 35000-50000 25000-35000 Above 50000
 Sample Family Size

60%
50%
40%
30%
50%
20% 40%
10%
0% 10%
0%
2-3 3-5 5-7 7-9

Activities of Sample

Anyother 20%

morning walk + parties+other 10%

parties + gym 20%

Morning walk+parties 20%

Gym/ walkout 0%

Parties/ Gathering 20%

Morning Walk 10%

0% 5% 10% 15% 20% 25%

 Interests and Hobbies of Sample

Movies/Internet/ hangouts 10%

TV+Movies+Hangouts 10%

Reading News+Internet 10%

Newspaper + TV 30%

Hangouts 10%

Using Internet 0%

Watching TV 10%

Watching Movies 10%

Reading Newspaper 10%

0% 5% 10% 15% 20% 25% 30% 35%

Media Profiles (Orientation)

Fashion + Cooking 20%

Sports + Entertainment 10%

Sports + Fashion 10%

News+Sports 30%

Cooking 0%

Entertainment 0%

Fashion 0%

Sports 10%

News 20%

0% 5% 10% 15% 20% 25% 30% 35%

Sample’s Product Purchasing Consideration

Quality
20%

All
40%

Brand Name
30%

Health Focus
10%

Sample’s preference in Dairy Category

Nestle
30%

Olpers
70%

Reason for above preference

Brand Name Local Brand

11% 11%
Good Taste
22%

Quality
56%
 Sample’s preference in Carbonated Drinks
70%
60%
50%
40%
30% 60%
20%
10% 20%
10% 0% 0% 10%
0%
Coke Pepsi Fanta Mountain Sprite 7 Up
Dew

Reason for above preference

Brand Name
20%

Its Good
10%

Taste
70%
 Sample’s preference in Cooking Oils

Habib
5%

Dalda
95%

Reason for Above preference

Ads Quality
10% 10%

Purity
10%
Family Orientation
70%