MOVE and PAS has rolled out the audience measurement system for OOH in Pakistan with an aim to provide outdoor measurement solutions to the advertising industry which has long been a pain point for the advertisers. The data is now available for advertisers use as of July 2015.
The Methodology:
MOVE ensures that accurate and holistic data is provided to the clients. To ensure this, measurement is done from three sources:
• Travel Survey: Determining the demographics of audience
• Traffic Count : Live traffic monitoring and Count
• Visibility Analysis
Data from these sources is input to a robust and intelligent system which then calculates the impacts, reach and GRPs for every site in the country. Various checks and balances are in place to ensure the accuracy and transparency of the data.
The attached report comprises of few such insights derived from MOVE (Out of Home Audience Measurement) Data, which the advertisers can look into, while planning and evaluating out home campaigns. (based on Total Audience-KLI).
Analysis by: Winning Solutions
Winning Solutions is one of the leading market research organizations in Pakistan with operations across different cities and a spread of outdoor media tracking in over 60 cities. The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated on monthly basis with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.
Ernst & Young the Luxury & Cosmetics Financial Factbook
The industry faces three main challenges in the year ahead:
• Manage demand worldwide — This year, the industry has been impacted by currency
volatility: many consumers have abandoned local markets and shopped abroad instead,
to benefit from pricing differences. Most dramatically, while domestic consumption
in mainland China dropped 3% in 2014, Chinese consumers increased their spending
globally by 8%. Luxury companies have started to re-think the idea of a consistent offer
throughout the world, to minimize further effects of currency variations. The choice
is between maintaining a consistent pricing policy without adapting to specific local
fluctuations, or presenting a variable price for each area, chasing exchange rates and
purchasing power.
• Define an omni-channel strategy — Most companies are refocusing their strategies on
the customer experience: omni-channel, flawless retail management, people excellence.
Brands are seeking to take control of their operations by managing a dedicated retail
network. In parallel, companies have to deploy their presence worldwide and thus
continue to develop their wholesale portfolio, focusing on the high quality of their
partners. Digital is increasingly important, both as a marketing tool and as a sales
channel. Companies can no longer focus on a single channel: they have to define a
consistent strategy for all distribution networks and adapt their DNA specifically for
each channel, including social media.
• Fine-tune the retail model — The muscular retail strategy carried out by the major
international brands in worldwide tier-one cities has lowered the return of top-line
growth that can be obtained by increasing direct distribution networks. Today clients
are well informed about what they want to buy because of a combination of continuous
on-line/off-line switches, word of mouth, social communities. This may lead to a partial
redefinition of retail strategies, with selected closures of less-performing retail shops,
focus on core locations and well-positioned flagships, reduction in the average size of
directly operated stores (DOS) to improve main sale ratios and reduce costs.
The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of spending in the Outdoor media by different advertiser in your category as well the overall market. The outdoor media ad-ex is calculated for the top 5 cities by visiting all the permanent assets as well as pole signs twice a month every month. Value estimates are collected from different major OMAs and average market rates are calculated accordingly.
MOVE and PAS has rolled out the audience measurement system for OOH in Pakistan with an aim to provide outdoor measurement solutions to the advertising industry which has long been a pain point for the advertisers. The data is now available for advertisers use as of July 2015.
The Methodology:
MOVE ensures that accurate and holistic data is provided to the clients. To ensure this, measurement is done from three sources:
• Travel Survey: Determining the demographics of audience
• Traffic Count : Live traffic monitoring and Count
• Visibility Analysis
Data from these sources is input to a robust and intelligent system which then calculates the impacts, reach and GRPs for every site in the country. Various checks and balances are in place to ensure the accuracy and transparency of the data.
The attached report comprises of few such insights derived from MOVE (Out of Home Audience Measurement) Data, which the advertisers can look into, while planning and evaluating out home campaigns. (based on Total Audience-KLI).
Analysis by: Winning Solutions
Winning Solutions is one of the leading market research organizations in Pakistan with operations across different cities and a spread of outdoor media tracking in over 60 cities. The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated on monthly basis with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.
Ernst & Young the Luxury & Cosmetics Financial Factbook
The industry faces three main challenges in the year ahead:
• Manage demand worldwide — This year, the industry has been impacted by currency
volatility: many consumers have abandoned local markets and shopped abroad instead,
to benefit from pricing differences. Most dramatically, while domestic consumption
in mainland China dropped 3% in 2014, Chinese consumers increased their spending
globally by 8%. Luxury companies have started to re-think the idea of a consistent offer
throughout the world, to minimize further effects of currency variations. The choice
is between maintaining a consistent pricing policy without adapting to specific local
fluctuations, or presenting a variable price for each area, chasing exchange rates and
purchasing power.
• Define an omni-channel strategy — Most companies are refocusing their strategies on
the customer experience: omni-channel, flawless retail management, people excellence.
Brands are seeking to take control of their operations by managing a dedicated retail
network. In parallel, companies have to deploy their presence worldwide and thus
continue to develop their wholesale portfolio, focusing on the high quality of their
partners. Digital is increasingly important, both as a marketing tool and as a sales
channel. Companies can no longer focus on a single channel: they have to define a
consistent strategy for all distribution networks and adapt their DNA specifically for
each channel, including social media.
• Fine-tune the retail model — The muscular retail strategy carried out by the major
international brands in worldwide tier-one cities has lowered the return of top-line
growth that can be obtained by increasing direct distribution networks. Today clients
are well informed about what they want to buy because of a combination of continuous
on-line/off-line switches, word of mouth, social communities. This may lead to a partial
redefinition of retail strategies, with selected closures of less-performing retail shops,
focus on core locations and well-positioned flagships, reduction in the average size of
directly operated stores (DOS) to improve main sale ratios and reduce costs.
The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of spending in the Outdoor media by different advertiser in your category as well the overall market. The outdoor media ad-ex is calculated for the top 5 cities by visiting all the permanent assets as well as pole signs twice a month every month. Value estimates are collected from different major OMAs and average market rates are calculated accordingly.
Analysis by: Winning Solutions
Methodology:
- Study covered over 5000 sites across 150 main arteries in top 5 cities of Pakistan.
- Data was collected only from Permanent OOH structures on the identified roads.
- Values are estimated with average market rates collected for different mediums across different roads and locations from various OMAS.
- Current report is OOH boards specific and does not include Pole signs in it these shall be covered in Jan report as data is currently being collected.
The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of annual spending by different advertisers in your category as well the overall market. The report is based on Top 5 cities namely Karachi, Lahore, Rawalpindi/Islamabad, Faisalabad & Multan. The value estimates do not include creative non-permanent branding like round-abouts etc. Pole Sign values are also shared separately.
The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of spending in the Outdoor media by different advertiser in your category as well the overall market. The outdoor media ad-ex is calculated for the top 5 cities by visiting all the permanent assets as well as pole signs twice a month every month. Value estimates are collected from different major OMAs and average market rates are calculated accordingly.
Global Programmatic Ad Spend Trends by TurnJoinville
Programmatic advertising data results published by Turn outline industries and their competition levels, spend during 2014, Jan-May, compared to 2013.
The results were provided using the global standard methodology for measuring the level of competition in the marketplace, to evaluate the advertising industry.
Read more: http://www.turn.com/proof#turninsightreports
Analysis by: Winning Solutions
The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated on monthly basis with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.
Analysis by: Winning Solutions
Winning Solutions is one of the leading market research organizations in Pakistan with operations across different cities and a spread of outdoor media tracking in over 60 cities. The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated twice a month with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.
Brief and Methodology:
• OOH Media census conducted from Feb’14 –April ’14 in top 5 cities of Pakistan.
Karachi, Lahore, Islamabad/Rawalpindi, Multan and Faisalabad.
• All permanently installed OOH mediums , in main cluster areas of each city recorded
• Each Site coded according to a systematic system.
• Each city divided into:
– Roads
– Each road divided into sections
– Each section further divided into important landmarks
• Each site coming under census recorded with its Image (one long shot one close shot) and GPS coordinates
Middle East is a cluster of regions: GCC, Levant and North Africa. This region is bound by a common language but is different demographically and economically
We all know that mobile is central to people’s lives and that the changing mobile landscape means that people are increasingly connected through a raft of mobile devices and solutions. A strategic medium for brands but ultra personal for users, mobile is reshaping customer relationships and leading marketers to focus on customers first, fulfilling their requirements and delivering what they want.
Mobile is with the customer at all stages of the purchasing path. So whatever your objective, (customer recruitment, customer satisfaction or customer engagement), you must deliver the best mobile consumer journey possible.
With straightforward tips and best practices to sharpen your marketing strategy, this webinar will introduce you to the golden rules of customer engagement and show you how to forge longlasting and meaningful mobile experiences to drive sales.
You’ll learn easy ways to embrace mobile:
Understand and know your customers
Build trusted relationships via mobile
Design relevant mobile marketing content
Implement key rules to run efficient mobile marketing campaigns
Re-envision the consumer path to purchase, to deliver an effortless journey that ends in a happy transaction
Register now for this webinar – a must for any successful mobile marketing strategy!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters: Stéphanie Viriot, Strategic Marketing Analyst, Gemalto
Live Webinar Date: January 16, 2014
Analysis by: Winning Solutions
Methodology:
- Study covered over 5000 sites across 150 main arteries in top 5 cities of Pakistan.
- Data was collected only from Permanent OOH structures on the identified roads.
- Values are estimated with average market rates collected for different mediums across different roads and locations from various OMAS.
- Current report is OOH boards specific and does not include Pole signs in it these shall be covered in Jan report as data is currently being collected.
The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of annual spending by different advertisers in your category as well the overall market. The report is based on Top 5 cities namely Karachi, Lahore, Rawalpindi/Islamabad, Faisalabad & Multan. The value estimates do not include creative non-permanent branding like round-abouts etc. Pole Sign values are also shared separately.
The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of spending in the Outdoor media by different advertiser in your category as well the overall market. The outdoor media ad-ex is calculated for the top 5 cities by visiting all the permanent assets as well as pole signs twice a month every month. Value estimates are collected from different major OMAs and average market rates are calculated accordingly.
Global Programmatic Ad Spend Trends by TurnJoinville
Programmatic advertising data results published by Turn outline industries and their competition levels, spend during 2014, Jan-May, compared to 2013.
The results were provided using the global standard methodology for measuring the level of competition in the marketplace, to evaluate the advertising industry.
Read more: http://www.turn.com/proof#turninsightreports
Analysis by: Winning Solutions
The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated on monthly basis with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.
Analysis by: Winning Solutions
Winning Solutions is one of the leading market research organizations in Pakistan with operations across different cities and a spread of outdoor media tracking in over 60 cities. The Outdoor Media Ad-Ex report is based on a site census done by Winning Solutions in Top 5 cities of Pakistan in 2014 which is updated twice a month with Ad-Ex data collection. We cover over 5000 permanent structures and over 4500 pole signs twice a month every month. The market rates are updated and reviewed every month and aligned with average market rates for each road, section, location as well as site.
Brief and Methodology:
• OOH Media census conducted from Feb’14 –April ’14 in top 5 cities of Pakistan.
Karachi, Lahore, Islamabad/Rawalpindi, Multan and Faisalabad.
• All permanently installed OOH mediums , in main cluster areas of each city recorded
• Each Site coded according to a systematic system.
• Each city divided into:
– Roads
– Each road divided into sections
– Each section further divided into important landmarks
• Each site coming under census recorded with its Image (one long shot one close shot) and GPS coordinates
Middle East is a cluster of regions: GCC, Levant and North Africa. This region is bound by a common language but is different demographically and economically
We all know that mobile is central to people’s lives and that the changing mobile landscape means that people are increasingly connected through a raft of mobile devices and solutions. A strategic medium for brands but ultra personal for users, mobile is reshaping customer relationships and leading marketers to focus on customers first, fulfilling their requirements and delivering what they want.
Mobile is with the customer at all stages of the purchasing path. So whatever your objective, (customer recruitment, customer satisfaction or customer engagement), you must deliver the best mobile consumer journey possible.
With straightforward tips and best practices to sharpen your marketing strategy, this webinar will introduce you to the golden rules of customer engagement and show you how to forge longlasting and meaningful mobile experiences to drive sales.
You’ll learn easy ways to embrace mobile:
Understand and know your customers
Build trusted relationships via mobile
Design relevant mobile marketing content
Implement key rules to run efficient mobile marketing campaigns
Re-envision the consumer path to purchase, to deliver an effortless journey that ends in a happy transaction
Register now for this webinar – a must for any successful mobile marketing strategy!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters: Stéphanie Viriot, Strategic Marketing Analyst, Gemalto
Live Webinar Date: January 16, 2014
Marketplaces & Classifieds - Presentation by Finn Age Hänsel, Managing Director of Movinga at the NOAH Conference London 2016, Old Billingsgate on the 10th of November 2016.
With over 77 million Asian-born people living abroad, Cartesian considers the opportunity for Asian MVNOs and Service Providers to serve these overseas communities.
The Outdoor media Ad Ex report offers you an in-depth and accurate estimate of spending in the Outdoor media by different advertiser in your category as well the overall market. The outdoor media ad-ex is calculated for the top 5 cities by visiting all the permanent assets as well as pole signs twice a month every month. Value estimates are collected from different major OMAs and average market rates are calculated accordingly.
Pakistan 2G 3G migration emerging market Challenges- business consultancy Ahtesham Ahmed
Over view of Pakistan Telco market prior to 3G spectrum auction in March 2014 and what business challenges the Mobile operators will face and how they should be tackled
Mobile marketing a new era in digital promotion v2013Véronique Filip
Digital is not only web, even web 2.0 or apps. You think you understand Mobile marketing or like to innovate ?
"Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”
But then..its scope of application ;-) is endless: just have a look at what's next
2. Professional Profile
Magdy Abdel Sattar Omar,
Location: Cairo-Egypt
Experience: 22 years of experience managing business unit and commercial
divisions, supported with Solid academic foundation (EMBA).
Educational background: B.SC degree in telecommunication coupled with
Executive MBA, major Marketing strategy’s formulation and
implementation
Business Specialties: Sales, Marketing, Business Development, Product
/Brand Management, Customer service, and Operation.
Business industry: telecommunications, household appliances, and FMCG
business in the Egyptian market.
Profile:
l Proven experience and knowledge of telecommunications, household appliances, and FMCG
business in the Egyptian market.
l 22 years of experience as professional Management at multinational environment .
l Fully competent and skilled in planning, organizing, controlling, and leadership.
l Proven experience in building new business from scratch in the Egyptian market.
l Reliable awareness of the Gulf area market "customers culture and habits" acquired during his 12
years living in Kuwait,
3. Agenda
l Objectives
l Market Overview
l Product mix and Market penetration
l Go-To-Market strategy
l Management Team
4. Objectives
l Annual Sales growth
l New clients acquisition
l New product sales
l Increase Average Order Size (AOS)
l Maintain profit margin
l Restructure territory/sales force
5. Business Descriptions
l A B2C business, Teleserve will exclusively distribute new mobile & tablet sets
under the brand of Eurostar, to penetrate low end customers.
l Teleserve selects a product which meets the following norms:
l Benefit to shop owners: Strong partnership relation and continues customer
support through dedicated sales and customer care teams.
l Benefit to customers: reliable Brand, customer care, and more convenient price
value relation.
l Benefit to Teleserve: penetrating new market, sharing the profitable pie, and
enhancing the global gross margin. Optimizing of Radio Talaat 200 assets and
distribution network,
6. Egypt market segments
Class A
Population 6 %
Average house
hold incomes
Over than 10,000
LE/month
Durables owned
Radio 91 %
TV 98 %
Fridge 78 %
Car 60 %
Class B
Population 8 %
Average house
hold incomes
3500 – 10,000
LE/month
Durables owned
Radio 91 %
TV 98 %
Fridge 78 %
Car 60 %
7. Egypt market segments
Class C
Population 40 %
Average house
hold incomes
1500 – 3500
LE/month
Durables owned
Radio 92 %
TV 91 %
Fridge 52 %
Car 35 %
Class D
Population 31 %
Average house
hold incomes
1000 – 1500
LE/month
Durables owned
Radio 88 %
TV 64 %
Fridge 11 %
Car 1 %
8. Egypt market segments
Class E
Population 15 %
Average house
hold incomes
Less than 1000
LE/month
Durables owned
Radio 80 %
TV 51 %
Fridge 5 %
Car 0 %
9. Mobile Market,
l The total number of mobile subscriber in Egypt is around 110 million. The total
number of fixed line subscribers is around 8.57 million.
l The total number of USB modem users was around 2.83 million by the end of
March 2011. Between 2011 and 2016 the overall broadband user base, which
includes USB modem, smart phones, and other portable device users are
expected to grow by 12.4 percent every year. By 2016 the total numbers of
broadband users are estimated to be around 8.276 million.
l According to Arab Advisor survey, which was conducted in September 2012,
smartphones constitute 8.4 percent of the total mobile handset. The survey also
revealed more than half of the smart phone users use applications out of which
around two third prefer apps in English language.
10. Mobile Market,
l The competition is severe, the mobile sets attributes value varies from one
competitor to another, and the competition comes in several forms.
l The only way we can hope to differentiate our self, is to define the vision of the
business to provide our Mobile in partnership with the retail shop owners in
excellent high quality service. We need to offer value against price.
l The mobile sets we will sell include many intangibles values: confidence,
reliability, knowing that somebody will be there to answer questions and help at
the important times.
l Unfortunately, we cannot sell the products at a higher price just because we
offer good values; the market has shown that it will not support that concept.
We have to also sell the sets with low prices and to compete with the quality.
11. Tablets market key facts & figures,
l Usability of tablets to govern commercial success.
l Worldwide tablet market was $32 billion in 2011.
l Worldwide tablet market was $50 billion in 2012.
l Worldwide tablet market to reach $181.5 billion in 2018.
l Tablet market to cover at 29% year-to-year.
12. Tablets Market,
l Tablets market to grow at healthy pace.
l Competition to intensify in tablet segment.
l Aggressive pricing, new model lineups & design change strategies to be used
extensively.
l Consumers to become more price conscious due to available options.
l Rapid adoption of technology by market leaders.
13. Product Mix & Market Penetration
l Roadmap
l Coverage
l Merchandising standards
21. What to sell?
l Eurostar Tablets and to start with 5 models:
l ET6543G-HM14
l ET7142G-B13
l ET7183G-B13
l ET9183G-HM14
l ET7008C-B13
l FLY by Eurostar Smart Phones and to start with 5 models:
l IQ 238
l IQ239
l IQ431
l IQ436
l IQ4406
22. Who to sell to?
Egypt is the largest single market
in the region, with a population
over 90 million, 51 % males and
48.9 % females, with a growth rate
of 1.9 %.
the core of Egyptian population
61.6 % are at the age of 15 to 64,
With their attractive
characteristics, big size, high
growth rate distributed all over
Egypt.
23. How to sell?
l Distribution channels:
1. Retail outlets
2. Wholesales dealers
3. Key accounts
4. GSM Telecom operators
5. Enterprise privet sectors
6. Governmental sector
7. On-line e-payments
25. Top management and steering committee
Chief Commercial
Officer
National Sales
Director
Indirect Sales
Director
Sales Strategy &
BD Director
Marketing & BD
Manager
Network Efficiency
Manager
Back office and CC
manager
IT Manager Financial Manager Logistics Manager
Personal
assistance
26. Direct Sales structure
Chief Commercial
Officer
National Direct
Sales Director
Cairo Area sales
manager
Alex Area sales
manager
Canal Area sales
manager
Delta Area sales
manager
NUE Area sales
manager
SUE Area sales
manager
Personal
Assistance
27. Indirect Sales structure
Chief Commercial
Officer
Indirect Direct
sales manager
Key Accounts and
Chains Manager
Areas Manager
Areas supervisors
Supper Dealers
Manager
Personal
Assistance
28. Supportive Functions
Chief Commercial
Officer
Financial Manager
Cairo accountants
(4)
Alex accountants
(1)
Canal accountants
(1)
Delta accountants
(1)
NUE accountants
(1)
SUE accountants
(1)
Logistics Manager
Cairo logistics (5)
Alex logistics (2)
Canal logistics (2)
Delta logistics (2)
NUE logistics (2)
MUE logistics (2)
Back office & CC
Manager
Cairo CC (4)
Alex CC (2)
Canal CC (2)
Delta CC (2)
NUE CC (2)
SUE CC (2)
Marketing & BD
manager
Merchandizing
(BTL) Supervisor
Brand (ATL)
supervisor
IT manager
Cairo IT supervisor
(3)
Network efficiency
manager
Cairo sales
coordinators (3)
Personal
Assistance
29. Branch Structure
Chief Commercial
Officer
National Direct
sales Director
Alex Area
manager
Direct sales
Supervisor
Sales reps (#)
Indirect sales
Supervisor
Accountant
Supervisor
Logistic
Supervisor
Back office & CC
supervisor
Personal
Assistance
30. Head count organization chart
Chief Commercial
Officer (1)
National Sales
Director (1)
Area Managers (5)
Direct supervisors
(5)
Indirect Sales
Director (1)
Channel Managers
(3)
Indirect Supervisors
(5)
Sales Strategy & BD
Director (1)
Marketing & BD
Manager (1)
Network Efficiency
Manager (1)
Back office and CC
manager (1)
CC supervisors (5)
IT Manager (1)
Supervisors (3)
Financial Manager
(1)
S. Accountant (3)
Logistics Manager
(1)
Personal assistance
(1)