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Retail Strategies and Advertising Trends

The document discusses retail locations and advertising trends in Pakistan. It notes that outdoor advertising like billboards has been effective for fashion brands in the short term. It is estimated that traditional above-the-line advertising like television will account for 29% of advertising spending in Pakistan in 2020, while digital advertising will reach 49% by 2023. The document also touches on factors like location being important but not the only consideration for business success based on a case study of Dubai Mall.

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aq Greater
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5 views1 page

Retail Strategies and Advertising Trends

The document discusses retail locations and advertising trends in Pakistan. It notes that outdoor advertising like billboards has been effective for fashion brands in the short term. It is estimated that traditional above-the-line advertising like television will account for 29% of advertising spending in Pakistan in 2020, while digital advertising will reach 49% by 2023. The document also touches on factors like location being important but not the only consideration for business success based on a case study of Dubai Mall.

Uploaded by

aq Greater
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

11/2/2020

Retial mix

Retail location

CAM common area maintanence

23/11/2020

Chapter #15

Why do daraz and using more of tvc’s and all

 In Pakistan it is proven that for outdoor sites i.e fashion brands etc. it works for retail in short
term.
 Since billboards etc or outdoor etc are banned hence more of tvc’s coming on board.
 In Pakistan brands differ from brands like somebody like daraz spends heavily on this
 What are the predictions for Pakistan in terms of advertising like in 90’s the advertising used to
be above the line was 60% like tv etc and below the line would be 40% i.e outdoor. Direct mail,
sales promotion etc.
 In 2020 the estimated amount for advertising is estimated to be 29%
 While the digital would be 49% in 2023 while the remaining

30/11/2020

 Dubai mall was indeed a good location but not a great one
 So the major thing over here is that location is one of the most important perimeter of the
business but not the only perimeter. This was the basic premise of the Dubai Mall case.

Store manager responsilities

People intensive business is textile etc and not easier cause people are unpredictable

Capital intensive businesses are easier to handle because machines are predictable

Types of leaders

Store design objectives

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