Courtesy the United Kingdom – with the Queen’s Diamond Jubilee celebrations going on with such oomph during 2012 and the ongoing paparazzi reports of Duke and Duchess of Cambridge and their uber-glam life – the world is once again rekindling its Romance with Royalty… and of course how could Pakistan be left behind on this bandwagon…
Is this what gave our advertisers the ‘royal’ idea …??
Whether the average person of Pakistan is dazzled by this ‘romance’ or not, remains a mystery (since I am assuming they are worried about things like electricity, security or even their next meal!) … my fellow marketing professionals and brands around as have definitely found the positioning USP and all of a sudden many brands around us are going Royal.
Here are some examples I have recently come across in Pakistan …
A juice makes you ‘Go Royal’ … really?
‘Go Royal’ billboards seen all over Karachi …
Belgian Chocolate Ice cream … positioned as “Royal Treatment”
Royal treatment for the online community … and others!!
Magnum Royal Moment for the average Pakistani family … how many Magnums do you foresee them buying?
For most of us it is still a choc-bar on a plate … what do you think?
The most Royal Brand in Pakistan … lifetime guarantee wala … Royal Fan !!
Questions that come to my sarcastic mind are:
- is it really such a smart brand positioning – especially when the products like a chocbar and juices are not really luxury items?
- is this just a gimmick to justify their insane pricing? (a Magnum is priced at Rs.85 after this Royal launch)
- will such branding make at common person in Pakistan buy these brands?
Would love you read your thoughts and comments on these campaigns …
For all the brand references, I agree. Its cause they want market to feel ROYAL when their product aint luxury. Its like selling 800CC car with tagline “Its Your DREAM RIDE”
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Lolz – dont sweat it, Magnum theme of royal treatment is 3 years old http://www.youtube.com/watch?v=WsAySgovhnM check the dates of the ad. Secondly the whole idea to give average consumer a royal treatment is to make them feel special and touch their emotional cords, sense of associations and a lot of Marketing jargon on which companies spend billions of $$ to find out what really “really” consumers want or desire – anyways coming back to your point – I guess it should be appreciated that companies spending millions to give consumers the experiences which they might not get otherwise. why do they do it? they generous ?? no they are not, now e.g if out of 98% non targeted consumers wish to spend royally one day out of a whole month which every body gets a chance to spend and magnum get that non buyers pulse sales of total of 2 % on average out of non consumers of 98% . It translate into 100% market growth. now you getting the hang of it? its HUGE in profitability and sales of brand which just did the relaunch.
anyways dont think they didn’t do the ROI and profit loss analysis before entering into such big massive investments…
trust me these brands are ran by smart people.
rgds
Let me take each of your point and respond:
- I know that globally the campaign is old – but does it make sense to launch it in Pakistan … And why now? Knowing how these brands and their agencies work it was probably just a ‘Let use this campaign’ move
- Giving consumers what they desire is exactly what my point is. Consumers of ice cream what to be able to afford a choc bar for their kids which as Rs. 85 most of them cannot. One photo in a royal outfit will not change that – neither will a Magnum party photo in Good Times or Sunday Times
- Lastly, these brands are usually have assistant brand manager & brand managers fresh out of grad schools, waiting for their chance to get out of Pakistan in an year … Not the smartest and most experience bunch you would be coming across. Trust me on that too.
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Thanks a lot … Appreciate the confidence
Our masses are not ready to accept the reality that we are a poor nation and multi-national are milking whatever meagre resources we have. This is no advertising. This Goeblism.
Intrigue my thought process… If I wear my marketing cap, then It seems to be that these compaigns as targeting very specific (2% – may be) of the society.
But as soon as I see this from brand prespective then going back to successful launch “Walls” , I have to say society may not be able to afford but surely knows how to get mesmerized and used there hard earned Rs. (about to say $) on theses products….Sadly!!!
Just to compete with 98%.
My two cents…
Completely agree but the pricing of the Magnum is like Rs 85 … not really mass driven pricing even when the masses do become ‘aware’ of the brand with such an extensive launch …
niice