‘Marketing is team work’

Shaikh says one should first understand the basics of the business before moving on to devise a marketing plan for it.

LAHORE: Marketing is not a one-man show. Team work is key to devising a successful marketing strategy, Shell Lubricants general manager Omer Sheikh on the opening day of the International Marketing Colloqium 2011 on Saturday. The event is underway at the Lahore University of Management Sciences (Lums). Twenty teams from across the country are participating.

Shaikh said one should first understand the basics of the business before moving on to devise a marketing plan for it.

“The aim of organising the event is to promote globally recognised practices while keeping in view the needs of the domestic market,” said organiser Muhammad Umer Brar. He is a faculty member at Lums. He said there was a need to revaluate and improve marketing practises of some of the top brands in the country. The event, he said, would provide students an opportunity to interact with the professionals and learn from their experience.

Dr Arif N Butt, the Suleman Dawood School of Business dean, said a company takes birth because because there was a need in society and that the employees could be successful by matching their interests to that of the company.

Engro presented case studies  of Olpers, Omore,Tarang and Owsum brands.

The Torque chief turning officer Umair Jaliawala one should be able to think outside the box to cover all aspects of the campaign.

Unilever Homecare marketing manager Farhad Nadeem emphasised the importance of consumers’ wishes while presenting the case study of the launch of Surf Excel.

Nestle marketing manager Saadi Mansuri said the benchmark for a successful marketeer was to ensure consumers’ loyalty towards the brand. “If they start repurchasing the product, you’ve achieved your target,” he said.

Speaking on Corporate Social Responsibility, Dr Azlan Amran said the marketing strategy should be such that it catered to the society’s needs. This approach, he said, would help benefit the society beside helping the company grow.

Warda Khawar, a team member from COMSATS, said the sessions were very interactive and that the case studies of the companies helped her witness firsthand what she had until now read in textbooks.

Lums Marketting Club president Hammad Kazi said they wanted to provide students a platform to develop a better understanding of the art.

Published in The Express Tribune, February 27^th, 2011.