FUTURE OF MARKETING

MARKETING MANAGEMENT
ASSIGNMENT
 FUTURE OF MARKETING

The industry we have selected is Pakistani film industry.

REASON:
Being young, movies helps us live in the fantasy world we all wish for. Therefore, we have
selected this particular industry so that we all work with interest, passion and not consider this
assignment as a burden. Everyone takes part in a meaningful discussion without getting board.

Secondly, in Pakistan this industry is neglected and no one likes to focus on that.
Bollywood and Hollywood has been flourishing for many years Pakistani film industry was in its
horrific downfall but now it’s reviving and is trying its best for the survival. Now this industry is in
its initial stage of developing and prospering. The film makers have started to think strategically,
focusing on marketing but still there is room for improvement.

We selected this industry because it can never obsolete. Entertainment is needed in every
phase of life. The desire for being entertained can never be diminished as its human nature to be
relax and get some refreshment. So, we can never deny the importance of movies for getting the
joyful lifestyle.

CURRENT STRATEGIES:
As the success of every industry depends upon marketing and that’s what Pakistani cinema is
now a day’s focused on. Although the promotions are not occurring at a very high scale as the
industry is in its revival stage but still it’s using a lot of catchy promotional strategies to attract its
consumer.

 Television advertisement is very common and effective method for promotion. In Pakistani
film industry the trailer is on aired before release of the movie on television. The actors
appear on different morning shows and share their experience, give hints regarding movie
stories to increase the suspense and share their funny moments on the sets with the public.
Actors appear on the reality shows, play different games, perform signature steps of the
movie and engage with the public. This tempt the viewers to watch film.
 Another marketing strategy is that on television the song of the movie is played, along with
the ticker (scrolling electronic display) on which comments and reviews of people are
displayed. In this way people can know about the public opinion and if reviews are good
people interest will increase, they will go and watch movie.
 The social media is considered one of the most successful and cost effective marketing
strategy. Pakistani film industry is also promoting through social media. They have made their
own film pages where they release trailers. Share pictures, photo-shoot, bloopers and behind
the scenes to arise the interest of its audience. Upload movie songs and different dubsmash.
One of the interesting strategy they are using on social media is they make videos of
themselves dancing on some signature step of song or saying dialogue and challenging their
co-stars and the public to do the same. This has been really successful strategy as a lot of
general public has shown their interest by accepting the challenge and uploading their videos.
Thus, these promotional strategies on social media prompt the youngsters and adults.
 As large population of Pakistan comprises of youth. To target youth the movie stars visit
different universities and interact with the students. There is a questioning answering session
where actors do live conversation with the students, answer their concerns regarding the film
and perform on the songs with the students. It certainly have positive response
 In order to pool a great number of viewers mostly the movies are released on festivals, events
and weekends. As on occasions every member of family is at home and they mostly plan a
get-together. So, to attract them and make film a must watch event, movies are released on
occasions.
 Another promotional strategy is that the directors are casting those stars who are already
well-established and famous. New talent is taken for side roles. They believe that by casting
well famed and recognized actor their movie will be a big hit as the public, who are already
fan of that star, will surely want to watch them perform and in this way they can earn a
handsome amount. Once this business start thriving they will definitely encourage new
talent.
 Bollywood stars are really famous in Pakistan and we love watching them. So, directors
sometime, to appeal public, cast Bollywood stars. These Bollywood actors appear on different
 shows and share their experience. This promote the movie to Indian viewers also and increase
the rating of films.
 Most of the citizens read newspapers and magazines. Pin-ups, posters, pictures, and different
photo-shoots regarding films are published in the newspaper and magazines. It’s one of the
most attraction grabbing and cost effective method of marketing. Poster are made with
creativity and as they are hung or published it creates a desire in its viewers to watch the
movies.
 A few days before the release of the movie posters are displayed outside the cinemas so, the
people who normally visit cinemas know about the latest movie and come to watch the movie
along with their family and friends.
 Pakistani film industry is in its revival stage so to attract more and more of its viewers the
movies, after few months of its release, are premiered on the television. Most of the public
does not visit cinemas because of our cultural hindrance, so, for those television are given
rights to be premiered. This will help to increase culture of movie watching and creates
interest in people to watch movies in cinemas.
 Leading brands sponsor our movies. Thus, the brand have keen interest in advertising the film
and promoting through creative advertisement. In this way the people who use and trust that
brand become aware of the movie and interest is developed to watch that movie. The movie
also advertise that brand/product. Thus, it’s a two way benefit situation.

The Pakistani film industry is investing a lot in marketing and promoting but still there’s a lot
room for upgrading and development.

FUTURE STRATEGIES
The film industry of Pakistan will experience tornado of significant marketing strategies in the
future. These would not only contribute towards the growth of the industry but also proof to be
attractive for Pakistani film viewers.

 One strategy that will be used by the production team of the movie would be to create an
intense thirst and curiosity among the viewers for the movie. They will start promoting the
movies several months before the release some may even promote along with the production
 of the film. They would follow ‘‘three look’’ strategy of the movie that is they will start with
releasing the ‘’teaser’’ and then after few months the ‘’promo’’ and then again after few
months the final ‘’trailer’’. In this long duration more viewers can be made aware of the movie
and eagerness for the movie can be aroused in them.
 The marketing team of the movie cannot only rely on morning shows or other T.V shows for
promoting the films in the future. The need for organizing proper promotional events with
press conferences would arise. These events can be made innovative in different ways like
the star-cast can perform on different dialogues of the movie, different song of the can be
launched, etc. in this way the promotion of the movie would reach to a larger audience.
 The advertising and promotion of the film may take a new turn in the future. A new concept
of ‘’movie content and script related promotion’’ will be implemented. In this way, the star-
cast will promote the movie keeping the story-line in view, for example, the stars may interact
with local people by getting dressed up in the way the character is in the movie, for mystery
film clues can be given to audience to solve a certain mystery, etc.
 A more innovative approach of out-door media will be used in the future. There will be
screens and electronic scrolling displays on the top of the building in commercial area where
comments of the star-cast, pictures, teasers of the movies etc. can be placed. This commercial
advertising will be useful as the person who continuously watch the screen while driving or
shopping will have an imprint on his mind and his interest in watching the movie will increase.
 An innovation that will occur in the Pakistani film industry is the introduction of the first
Pakistani ‘’super-hero’’. This has never happened before in the Pakistani film industry and
would be appealing for the viewer’s of Pakistan.
 As smartphones have become an essential part of our lives, so, in near future Pakistanis will
also start using phones for advertising. The film makers will customize mobiles having film
related themes and mobile cover. Furthermore, film related shirts, gadgets or toys (mainly
for fictional and super-hero movie) would also become a source of promotion of the movie.
 Any marketing strategy is dependent upon one essential thing and that is the product. If there
is no product, then there is nothing to market. Product of the film industry is the film being
 offered, so there must be improvement and innovations in it to enhance the sales in future.
These can be the following:
 New genres will be explored by script writer and directors. Apart from currently
focused genres of comedy and romance, new genres will be presented for the
viewers. For example action, fiction, horror, etc. in this more consumer segment who
preferred different genres can be targeted.
 The quality of film element will improve like better action and stunts, songs, dances,
etc. will be included in the movie. Those will make the movie more worthwhile for the
consumers.
 There will be introduction of better technology, cameras in film making and even
better quality drones may be used for making shoots.
 The directors will become more risk takers and promote the new talent through the
lead roles in the movie. Hence, there will something new for the viewers in the terms
of cast.
 For the sustain growth of the industry there needs to be surety of human resource
supply. Hence, there will be introduction of more academies for example acting,
dancing, action, singing, film marketing and different reality showing. So, new talent
can acquired regarding different dimension of film.
 The insertion of 3D effects into the films will make Pakistani films more appealing for
the audience. Related to this is a promotional strategy that 3D posters of the movie
will also be made.
 As improved versions of a product are more awaited by the consumers, in the same
manner the sequels of different hit movies may create more enthusiasm in the
viewers. So, making sequels is another promotional strategy that can create buzz in
the viewers.
 As far as the placing of the movie is concerned, the film industry along with the local/domestic
distribution will have contracted with more international distributor also. In this way Pakistan
films will be placed in more foreign countries. This will open new routes and opportunities
for the marketing team of film to conduct a promotional campaign internationally.
 In future more focus will be on engaging with the viewers. Thus, viewers may be more inclined
towards film industry. This can happen in many ways like:
 Actors being more active on social media thus, creating anticipation among viewers.
They can use countdown trick.
 Different competitions, online quizzes regarding films or stars will be organized.
 A ‘’viewer’s choice’’ award function will be introduced. The public can select the
winner through voting. Apart from engaging viewers this will also act as research
strategy too.
 More film festivals will be organized in future. This will be a wise strategy to promote
the industry.

In near future government will give this industry a status of an industry, some portion of national
budget will be devoted to growth of this industry. Cultural ministry will make policies in regard
to make this industry flourish like cheap loans, tax holidays, etc. Thus, we believe that this
industry will be at a whole new level in near future.