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Marylou Andrew starts with explaining how the marketing landscape has totally changed over the last
decade. The definition of marketing and it͛s application. Branded goods have increased resulting in a
marketing clutter. Due to this radical change, brands are rethinking their business models. Consumers
are no longer willing to silently accept any marketing tactic. These changes have resulted in loss of
control of the marketer. To adapt to the change the following need to be considered:

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 the definition of marketing has changed from the
simple one which says that marketing is about selling products and services to that which
focuses on creating
 

  




Brand creation is
not done by pointing out on the USPs and product attributes any more. It is now only created by
building a ͚spark͛ or a ͚connection͛. According to a study, the number of brands has increased
from 15% in 1999 to 60% in 2010. Everything including milk, oil and even telephone connections
are now branded. Differentiation is no more the optimal strategy, brands must find new ways of
͚connecting͛ to consumers.
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  consumers have become more sophisticated
and frugal with increased access to technology, expansion of media and devaluation or rupee.
With so much abundance of choice and lack of time, consumer is no longer brand loyal or sitting
at home watching TV, consumer is out in restaurants and malls. The new exposed consumer
seeks value differently; they have become ͚empowered by information͛. This value is measured
in intangible ways: convenience, health, the impact on the environment.
3.| ʹ The brand manager is no more in control,
instead it͛s the consumer who is more in control. With more access to technology and more
media choices consumers are more empowered about how goods and services are marketed to
them. Social media and websites have contributed in giving the consumer this power. An
example lies in Youtube. It has given the consumer the power to make or break a brand.
Another example lies in ͚Gap logogate͛. The brand launched it͛s new logo after more than 20
years but with consistent dissatisfaction of consumers over it expressed through facebook and
twitter, Gap had to turn back to it͛s old logo. A recent telecom company also came up with a
new ad on it͛s internet services but as the consumers found it to be unethical, expressing
through social media, the company trashed the campaign within days.
4.| ʹ Traditional marketing has been dealing with a
major blow over the last decade since 1999. Pakistan now has numerous TV channels, various
newspapers and radios. There is now brand activation, ambient marketing, social media, blogs,
instore promotions and loads of other options. There is more need of investment in research,
reaching the target audience, making a connection with the consumers via experiential
marketing. In conclusion, Pakistani marketers need to rethink their strategies. Consumers are
real people and they want real conversation with brands to mean something to them. The new
decade is all about what consumers want and which brands are best able to deliver that.

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