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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: Y

Y Ê  YÊY

ÿeople working (doing jobs) either in public or private organizations (mostly


in MNC¶s)

Y 4  Y

ÿeople working in government sector (ÿublic Servants /Secretaries / etc)

Y ? Y
Y

ÿeople working in armed forces

Y ‘   YY

ÿeople 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).
  

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Y 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 0 & N, Nestle, Olpers, Coke,
Dalda etc, have a major influence in the market advertisements and promotions.

Y ow end brands like embassy cigrates, continental biscuits, ÿakwan, ÿasand, 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.

Y 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.

Y 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).

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

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

Y 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.
Y 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 ÿ and G and Olpers and these companies are offering discounts and
promotion schemes. (ÿ & G provides 5 % payback scheme to these shops and returns
5% money on total sales of ÿ & G items in a month).

 
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Y 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.

Y 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.

Y Tea Max¶s advertisement campaign which personifies ³dabang´ 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.

Y There are also some economical shops/ Dhabas which offer ³Dhai bhallys´, Roll
ÿarathas´ Milk Shakes, ³Juices, Soups, ³ Sharwama´etc and their placement is on
the front side of the Markaz right next to the main road.

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Olpers, Coke, ÿepsi, 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
ike policeman¶s poster. This is not the class which lives in this market segment.Y Y
?
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2.Y Brand Name 4) All

Y Y YY Y Y
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Õ.Y Nestle ) Olpers
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