Marketing

Pakistani Consumer Market

When it comes to the overall literacy situation in the country, Pakistan ranks amongst the lowest in the world. The major Pakistani cities of Karachi, Lahore and Islamabad, along with the provincial capitals, i.e. Quetta and Peshawar account for the major literate population of the country. If we are to look at the marketing potential in Pakistan, this statistic is of prime importance because the market segment to which a product is being marketed to, is one of the most important aspects of a marketing campaign and is the essence which determines if a certain advertising campaign will be able to achieve its targets of an increased sale. 

There are a number of multinational companies currently operating in the county. Multi-National Enterprises or MNCs as they are more commonly referred to are the major signs of how globalisation has in effect created organisations that make products which are then sold the world over and thus their marketing campaigns also target consumers which belong to diverse, multi-ethnic backgrounds. Even though Pakistan is one of the poorer countries of the world, there are currently approximately 170 million people living in Pakistan. This represents a significant market size that these MNCs want to take advantage of. This is what accounts for their presence in Pakistan. These MNCs spend a considerable amount of capital and other resources into developing extensive marketing campaigns that can target people belonging to all social classes of the country. As the economies of the world are currently facing double-dip recessionary periods, what matters most to these MNCs now is to tap into newer, less explored markets in order to increase their profits. If a company operating in a certain market is not profiting from a presence in that market then its entire business model is a failure and the business cannot run properly. In order to earn profits day in and day out, a company’s marketing campaign needs to be...