azizalmajid
azizalmajid
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azizalmajid · 5 years ago
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Target the right customer
In thinking of an example for this I asked friends “What ads worked on you?” one friend shared the Kindle ad from 2012 ( ) and said “before this ad ended I purchased one.
Retailers want to get into the head of the right consumer. To do so they rely heavity on carefully planned advertising campaigns. Typically this is done through touching the consumer’s “pain point” and making him/her feel they need your product. In my friend’s case, the ad made him feel that Kindle would make him read more - it would solve his problem of “I wish I had my book right now!” 
This is true even when thinking about “difficult topics” retailers must be careful not to provoke anyone - however, they care even more about their key target segment(s). It is given that advertisers must adhere to clear societal guidelines (discrimination by all of its sorts) - however, these lines could get blurry from one region to the other. An example here is detergent ads in egypt. Those ads are heavily targeted towards mothers. This might seem contreversial for some - but it is proven to work given the current generation of mothers. In other words, advertisers must continue to study their target segment(s) and their prefrences and tweek their ads accordingly. This is done not only by region, but in some cases by culture. 
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azizalmajid · 5 years ago
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Together We Soar
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Living in Dubai for 4 years - Nothing compares to emirates terminal 3. I flew emirates on average 6 times a month. Emirates has a superior experience mainly for its frequent flyer members - being able to go from entering the airport to my seat on the flight in less than 15 minutes. Even after I sold my soul for EK points - I would avoid flying Saudia or any other airline since it will be out of terminals 1 or 2 (For refrence terminal 3 is the main hub of all EK flights and terminal 1 is usually used for other well known airlines - while terminal 2 is used for local second tier airlines) 
When doing the reading I kept making comparisions of SIA vs Emirates. If I were to pinpoint what made Emirates special: 
1) Frequent flyer program that is embedded in everyday life in the UAE
2) Ground handling/ airport services: Being as clumsy, I have left headphones, laptops, and other personal items on planes and in the airport (I have recovered all with ease on my next trip)  - this video shows Emirates Terminal 3 
3) Clear goal: Emirates on its own is not a profitable operation - however, looking into the impact it has created on Dubai’s tourism - Emirates is achieving huge impact
4) Brand - for me I began associating emirates with going home. Once I started hearing the landing promo I honestly felt “Yes, I am home” - this is captured by their latest COVID-19 advertisment. https://www.youtube.com/watch?time_continue=1&v=IRoAQ3dmOUw&feature=emb_logo
5) Their IFE - ICE https://www.youtube.com/watch?v=gm1-42P7Js0
Looking at the Emirates example - sustaining customer centric value is done mainly through making sure every effort that is taken has an element of enhancing customer service. From the layout near the check-in counters, in-flight surveys to polaroid pictures for children during holiday seasons.
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azizalmajid · 5 years ago
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Play your strengths
When deciding on a strategy – Concha Y Toro should play to its strengths – the more price competitive yet great quality Chilean wine. As moving away from their idnetity could risk not only not being able to correct the current struggles but creating new ones.
Concha Y Toro should adopt top-down strategy. Since Chilean wine is knows to be a good bargin – Concha Y Toro should focus on dominating the basic segment. This is especially, true because of its strong distribution network that would allow them to capture economies of scale. Once they have established their top-down strategy they could focus on the lower end segments.
An important facrot in selecting this strategy is that majority of wine consumption is driven by perception – this is made evident in the Texas A&M wine study – where people picked France first, California second, and Texas third ,despite the wine being the same Texan wine. Particularly the New world producers always face not only the product but the image of the old producers (e.g. elegance, class…etc) – this is driven by the typical wine consumer. Wine drinkers tend to be older – more routine driven. Not your young crowd who is willing to try different things. Made in Chile was important, since studies show that a wine’s country of origin is influential on its perception. Even price wise – e.g. French wines could get higher prices than Chilean wines. Additionally, Chilean wines have developed a value for money reputation, especially given their most recent quality improvements.
#2020mitsloanbrandingb
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azizalmajid · 5 years ago
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Winning in Digital Retail
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The reading looks at behavioral economics and how to utilize proven facts in nudging consumer behavior is a digital wrold. 
The world has already become digital - those who did not embrace it were left behind (moment of silence for all empty shopping malls). Given my professional background in digital/retail consulting,  I kept thinking of digitization in the world of retail. I have worked with clients in traditional grocery retail as well as some running some of the biggest malls in Dubai. I will offer an opinion that might be the oppsite of how could brands use a digital nudge - I will discuss how can Malls (which I argue are brands in of themselves) can use digitzation. 
Digitization has forced a whole industry to redefine itself. Shopping malls no longer represent a “shopping” experience, but instead to succeed they must offer an experience to different segements. Take Dubai mall, which gets north of 90 million visitations a year. To reinvent itself in a growingly digital world it had to: Offer something for everyone (from fancy coffee shops to VR arcades); Continously expand and change its array of offering (the goal is to have every known brand with a store in Dubai malls fashion avenue); Offer low cost experiences (Souk AlBahar and the Dubai Fountain) 
This does not mean that it did not embrace digitization - in fact all leading malls are focusing aggressively on “digital analytics” and expanding the consumer relationship to pre and post mall visits. An example here is monitoring shoppers habits through offering free WiFi and then offering customized gifts and sales. The next step is to collabrate with inidvidual stores to offer mall-wide e-commerce and potentially launching “online-malls” 
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azizalmajid · 5 years ago
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How Careem took on Uber
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While reading the Intel-Intel Inside case the story of Careem came to mind. Careem is a ride-sharing app startup in the Middle East; Started by two ex-McKinsey consultants in 2012 and eventually bought out by Uber for ~3.1 billion USD in 2018 ( $1.7 billion in convertible notes and $1.4 billion in cash). The way Careem managed to take on Uber in a market that is not known for startups is incredible (more so when you realize that their funding is approximately ~3% of Uber’s)
As someone who used both extensively, I can tell you they are both the same. In fact most drivers simply switched from one app to the other. However, similar to Intel - Careem simply had the first mover advantage when it statred a website dedicated for corporate bookings. While Uber was taking on too many challenges across the globe (ending with their pulling out of Russia and China) Careem focused solely on the Middle East; resulting in Careem operating in over 120 MENA cities while Uber operated only in 20.  Additionally, Careem capitalized on its cultural advantage specifically, in that the ride-sharing market is heavily influence by the culture of each city. So by knowing the market well, and being focused Careem managed to compete with Uber.
Intel similarly relied on using its marketing campaign to ensure every customer cared about what’s inside of their computer and how important it is. The main factors behind the success of the campaing is the aggressive and wide spannig aproach coupled with having a superior product.
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