Monday, 23 May 2011

New Target Market ..?

After doing a case study on Mobilink (in Marketing Management) I had an overview of the telecoms industry. And I thought Telecoms industry has reached the saturation level in terms of Market segmentation. With that thought still fresh in my mind, I saw an Ufone ad, targeting Farmers.. My initial reaction was ..  Hmmm..  Interesting..

The problem of course for telecoms is that they have targeted every possible group there is.. 
  • Women (Ladies Package, Ladies First ) 
  • Youth (Djuice, Glow)  
  • Businessmen/Corporate  ( Persona, Indigo) 
  • Locals in a City or people living out of Country

They have done it all, so the telecoms have to come up with new and innovative ideas to target an audience in whom they see potential.

Ufone has done that, they are the First telecoms to target Farmers in Pakistan. Having said that it is nothing but a marketing stunt. Simply put, there is nothing KISAN about Kisan package aside from Rewards; which include tractor, motorbike etc. Every thing else is similar as other packages they offer. 

It is hard to say whether it will be a success or not and I am not sure whether to praise Ufone or criticize it..  
What's your opinion about targeting Farmers, Kisan package and are there more potential groups waiting to be tapped by Telecoms..? 

Sunday, 15 May 2011


Every thing evolves over a period of time.. Same is the case with products.. But some products evolve prematurely.. And this is what happened in the case of SOAPS..
SAFEGUARD : continued with SAFEGUARD "COMPLETE 5" for a while but with LIFEBUOY breathing down their neck they came up with the new SOAP; "TOTAL 1O" to get some leverage over their competitor.

NOW I am confused... EITHER humans are becoming more vulnerable to germs.. OR the GERMS are becoming more capable due to the advancement in technology (or something like that).


I understand what they are trying to execute here, giving consumer a new reason to buy SAFEGUARD .. But then there is the problem of availability. The reason that arrow is going back to SAFEGUARD complete 5 is that even though TOTAL 10 is being advertised, it has not yet fully reached the market, old stock is yet piled up.

So WHY would YOU buy an outdated product,which cannot protect you from 10 diseases..
 let me explain it to you VIA illustration


=  TOTAL 10

One thing about SAFEGUARD is that they put in SOME effort into thier marketing campaign.. But same could not be said of LIFEBUOY.. if SAFEGUARD  is giving 10%..LIFEBUOY  is giving 1%
As I dont feel like writing.. I will try to potray the picture of LIFEBUOY..



LIFEBUOY   seems to be travelling on the fast lane and is evolving too much.. making the consumer look DUMB.. they felt that they had to counter SAFEGUARD and came up with a new campaign..

JUDGING by the speed at which these anti bacterial soaps are evolving.. SOON there will 100 diseases that could be prevented by a simple handwash..

And as GERMS are getting Dangerous day by day.. we shall need "SAFEGUARD..TOTALLY COMPLETE 100" and "LIFEBUOY..ADVANCE and ACTIVE 1000" to protect us from them..
Or may be not.. Some day consumers will understand these tricks..
So the question is.. have Anti bacterial soaps missed their mark or are they SPOT on...??

If YOU  feel like watching the ads.. here are the links..