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Case Study

This case study shows how Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study describes how premium packaged milk brand Olper's converted loose milk users in Pakistan by building a multichannel educational health movement across the country.

Case Study

This case study shows how CupShup, a tea creamer brand, was successfully launched in the Pakistani market by tapping into consumer habits.

Case Study

This case study shows how Horlicks, a health food brand, developed a game app to drive kids' pestering power and increase sales.

Case Study

This case study shows how Novella, a chocolate brand, used an emotional strategy to stand above its main competitor Dairy Milk in Pakistan.

Case Study

This case study describes how Knorr, a Unilever food brand, used a 360-degree promotion campaign to set its Knorr cubes as a meat substitute in the minds of Pakistani consumers.

News

KARACHI: Digital innovation and better measurement will help push out-of-home (OOH) advertising to the heart of media planning in Pakistan, a leading industry figure has said.

Article

This research by Ogilvy and Mather investigates the opportunities and challenges for brands in 12 developing markets.

News

KARACHI: E-commerce in Pakistan is growing fast, as the spread of 3G mobile technology has made it an attractive option for an increasing number of younger and rural consumers.

Case Study

This case study shows how Coca-Cola, a beverage corporation and manufacturer, managed to increase its visibility in Pakistan by focusing heavily on a digital strategy.

Case Study

This case study explains how Lifebuoy, the personal care brand owned by Unilever, promoted its shampoo brands in Pakistan with Mother's Day campaigns over two years.

Case Study

This case study describes how human rights organisation Reprieve/Foundation for Fundamental Rights set out to highlight and ultimately decrease the collateral damage caused by drone strikes in Pakistan.

News

KARACHI/DHAKA: Unilever, the FMCG multinational, regards Pakistan and Bangladesh as emerging markets with high potential for long-term growth, the company's CEO has stated.

Article

This article identifies some of the challenges faced by marketers in Pakistan, including short-termist focus on customer acquisition over retention and vanity metrics.

Research Paper

This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media.

Article

This article argues that western Europeans need to step outside of their highly secularised culture to understand better the values of other societies.

Case Study

This campaign for Lifebuoy Handwash was conducted across 12 markets in 2010 including most significantly India, Saudi Arabia, Pakistan and Argentina.

Research Paper

This article is a first and limited scope attempt at examining the market forces that are enabling the development of a mobile marketing ecosystem in a developing market such as Pakistan.

News

KARACHI: Global brand owners including Unilever and Nestlé see rural Pakistan as an attractive growth market, despite the ongoing political volatility in the Asian nation.

Case Study

Paddle Pop not only fights with other ice cream brands; it also has to compete with other snacks available for kids, and it is common for them to borrow famous characters to sell their products.

Case Study

This case study describes how Nestlé achieved ambitious growth targets in Pakistan for its packaged-juices by radically repositioning its brand, targeting a lifestyle market segment and creating the Fruita Vitals sub-brand.

Case Study

Changi Airport Group in Singapore was up against newer international air hubs such as Incheon, Dubai, Hong Kong, Beijing and Schiphol.

Article

In terms of the Muslim consumer, there are several important features that Western marketers should understand.

Case Study

ICI Paints was bought by AkzoNobel, one of the world's leading industrial companies, in 2008. The combined business is the world's leading global coatings manufacturer and the number one in decorative paints and performance coatings, as well as being a major worldwide supplier of specialty chemicals.

Research Paper

This paper looks at perceived impacts of telecommunication at the 'Bottom of the Pyramid' in India, Pakistan, Philippines, Sri Lanka and Thailand.