1st Keynote Session: Aziz Ur Rab

We have to think out of the box. The passive transfer of knowledge from the rostrum
to the students has ended. The job of todays teachers is to teach students how to
ask relevant questions. Ranking of any university isnt important, what is being
taught and discussed is important. The education which cant be used to help others
is not education at all. The way of measuring the place of companies has changed.

BOP marketing is a catalytic transformer, which can evolve lives. Is it worthwhile to

target these consumers in Pakistan? The BOP market has a desire to move up the
strata, and we provide them with products which enhance this desire to move up.
Base of the Pyramid has a lot of issues and problems, which need to be resolved by
our offerings. Our goal to tap the BOP market shouldnt be the large number of
potential consumers, which can lead to an increase in market share or profit, but to
fulfill the needs of these consumers and to address their problems, increase their
rasai (accessibility).

We need to connect marketing with a purpose and create value. Base of the
pyramid marketing should be done by people who have the passion to inspire. Only
when marketers imbed themselves in the lifestyle of the BOP and understand their
problems, can they become true BOP marketers and create value. The challenge in
todays job market is how fresh grads can be relevant. The answer to this problem is
the BOP. Big companies like Unilever and PnG dont need IBA grads, the BOP needs
them. Base of the pyramid marketer is a high velocity marketer. He has the power
to improve the lives of these BOP people. Green Star Social Marketing works for
these causes. Our contribution should be to help these BOP people. For example,
the many women dying in the BOP sector during pregnancies. We need to market
solutions for these problems. BOP marketing shouldnt be about profits, but more
about creating difference and value.