KARACHI: Bulls Eye DDB launched on Tuesday the second edition of Brand Elections 2013, a book that compiled results of consumers’ polls held to rate brands in Pakistan. Lux snatched the number one position followed by Sooper and Dawlance, respectively.
The company launched the book in collaboration with the Bulls Eye Communications and IPSOS Pakistan.
Shoaib Qureshy, chief executive of Bulls Eye DDB, said that they had adopted democratic approach of research to rate brands. For the purpose, around 15,000 people across the country were approached to rate brands in over 60 categories, including financial, household care, personal care, transportation, communication, durables, food drinks, food household and food-impulsive.
The idea of adopting the research methodology was conceived in 2004 after he found brands fulfilling their promises with the consumers unlike politicians, and the peoples’ representatives in assemblies did, he said.
“Politicians never fulfill their promises … No body care for us. I can do nothing about politicians,” he said. “We are in the business to seek needs of consumers and brands are doing better job in serving the people than politicians.”
Brands’ managers and people in business always fulfill their promises with the consumers, and one day, many of them will represent people of Pakistan in the national and provincial assemblies, he said.
“Asad Umar, former chief executive officer and president of Engro Corporation, is one such example of his dream came true.”
“My dream is simple. People sitting here (in the hall where event was organised) will be in the assembly in Islamabad,” Qureshy said, adding that the idea is gradually be picked up at the regional level and soon the idea will be launched in the Middle East.
Abdul Sattar Babar, chief executive officer of IPSOS, the organisation, which conducted the research, shared some very interesting facts found during research.
He said that the use of internet in Pakistan is very low. Only one percent people use internet in rural areas of the country, and three percent in the urban areas. “Many of the MBA students have replied me that almost everyone is using internet in the country, its penetration vary between 50 percent 100 percent.”
Similarly, only one percent people use frozen meat in rural areas and two percent in the urban areas.
Of total split air-conditioners installed across the country, around 31 percent were installed in the rural areas, he added.
In his keynote address, Najam Khawaja, executive chairman of DDB Gulf, (a Middle East-based advertising agency), spoke at length about Apple Inc and ambitions of its former chief executive officer Steve Jobs.
When people used to ask Jobs as why he has given a fruit name to his technology company and what is the relationship between a fruit and a technology company? He used to reply that he has named apple because the fruit contains energy.
Khawaja said that Apple Inc was all about ‘innovation’ and ‘design’. He said that innovation by Apple Inc and / or Steve Jobs was always meant to make the process of using the technology simplified. “Now children aged between five and seven years can use the technology,” he said.
“There is an apple (energy and idea to do something different) inside all of us,” he said. It is not easy to bring the idea out from inside. To do so, one has to be crazy.
Representatives of top three winning branding of Brand Elections 2013 also spoke on the occasion. They included Sabeen Fazli, head of personal care at Unilever, Zulfiqar Ansari, head of marketing at English Biscuits Manufacturers, and Hasan Jameel, head of sales at Dawlance Group.