A way of life: Mug-ing your way into business

A new way for entrepreneurs to make name for themselves.

FAISALABAD: For a company to ‘really connect’ with consumers, it has to make its importance felt --- maybe even make its product a way of life.

This is the final step in brand connectivity -- to engage with the customer in every facet of their daily routine. One of the facets that companies are concentrating on is customer’s crockery, specifically the coffee mugs and teacups that they constantly carry.

As a result, young entrepreneurs in Pakistan have found a way of making handsome returns by taking advantage of an increasing desire by companies to register themselves in the buyers’ eyes.

These entrepreneurs have entered the business of promoting products by crafting pictures, monograms and company insignia on teacups and coffee mugs. There sales are expanding as companies seek to create ever stronger connections between their customers and their brands, according to one entrepreneur.



With the passage of time, modernisations in advertisements have brought new opportunities for these young entrepreneurs. This is just an affordable solution for companies which are either trying to make their gifts look unique or those which are looking to promote or advertise their brand, said Shahid Masood who works in the mug printing industry.

The concept of mug printing is to produce a reasonably priced solution for a low budget campaign, he added. “The companies realise this and engage with the mug printers,” said Masood.

Companies can use varying designs and cup sizes, from a large selection of simple coffee cups, mugs and goblet mugs. The cost of printing a mug ranges from Rs300 to Rs1,000, according to Masood, while the total investment required to set up a mug printing business is Rs100,000, which the investor can recover within a span of two to three months.

These types of cups are not merely appealing in terms of style but also are affordable and durable. “It truly is the mark of a successful advertising campaign,” Masood added.

“Mug printing is simple, effective, and a very affordable marketing campaign.

Every business can get benefit from the promotional campaign and modified mugs for advertising,” said Nadeem Ashraf, another entrepreneur who recently established the mug printing setup.

Because of the low costs, this particular method of marketing attracts both high end customers looking for a large outreach, and smaller customers looking for a personal touch.

According to Ashraf, major customers vary from manufacturing companies, to colleges, universities and students.

“The printing firms have professionals who can help you to ensure your design is the best for the promotional of your business,” said Husnain Shah, a customer who is using this technique as advertising campaign of his business.

Printing personalised photos on a mug to give to your customers is a unique way of attracting others, said Yaseen Shakar, a customer, while talking to The Express Tribune. These mugs are cheap, versatile and something that can be used on various occasions, he adds.

Published in The Express Tribune, December 17^th, 2013.

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