Presented by

Saad Khan
 Introduction
 First of all we should know what is the Art of Marketing?
The science and art of exploring, creating, innovating and
delivering value to satisfy the needs of a target market at a
profit.
 Marketing as a science:
Marketing is a science because marketing is about
understanding and influencing behaviors. To understand
Psychology, the science of behaviors, studies how people react
to certain stimuli in predictable ways. Or we can say it is ‘The
action or business of promoting and selling products or
services, including market research and advertising.
 Findings of paper
 Any retailer that wants to compete effectively in this
consumer era must be able to appeal or target buyers of all
category that demand more than the brand, product, or
service.
 Shopping is now the modern form of entertainment
through which consumers seek both stimulation and
relaxation.
 Emotions that marketers should strive to activate are
1) well-being; 2) happiness; 3) order; and 4) control. Such
emotions can be activated through the senses of taste,
hearing, smell, vision, and touch and can all be under
control of the retailer.
How environment influence consumers?
 Environment create a sense of pleasantness that help
communicate the brand image and and its worth.
 Work by Milliman (1982; 1986) varied the tempos of
music in supermarkets, restaurants, or stores and found
that consumers would unknowingly change their behavior
in the retail environment, whether it be ordering more
drinks, or buying more or less groceries.
 The presence of pleasant ambient scent in shop increase
the likelihood of a positive response, even if the scent
itself has nothing to do with the product.
 Example Gio Morettis (Jeans shop) in Milan (Italy)
where customer rather then buying, spent more time
just because of artistic environment in shop.
 ARTISTIC APPROACH
 Think out of box.
 Produce creativity.
 Take care of consumer emotions.
 Change your strategies randomly.
 Entertain consumers.
 Show what they want to see.
 Play with the feelings/emotions of consumers.
 Produce attraction in your product.
 Brick and Mortar Concept
 Brick and mortar concept refers to a physical
presence of an organization or business in a building
or other structure. The term brick-and-
mortar business is often used to refer to a company
that possesses or leases retail shops, factory
production facilities, or warehouses for its operations.
 Bahria Town
Q# Why I select Bahria town Lahore to express art of
marketing?
 Bahria town is a good example of Brick and Mortar concept
and Art of marketing who attract their customers to come
and purchase property even if they don't need luxuries
houses or lifestyle yet, but when they enter in Bahria town
they are enforced by environment to come and stay here so
actually this is the art of marketing.
 Even If someone don’t have money in their pocket but they
still think for awhile that “ill struggle more & make it
possible”.
 Bahria Town
 Bahria Town (Private) Limited is base on privately
owned real-estate company which owns, develops and
manages properties across Pakistan.
 Bahria projects usually targets every living class of
Pakistan.
 Bahria town have their own private security,
maintenance, administration, electricity (producing
independent energy apart from any national grid
station), water systems.
How artistic approach and Sense made an
aid to Bahria Town customers.
 Bahria town is not only segmented for those people
who can afford it or high class people. It provide
opportunities to people of every class.
 Artistic environment attract property buyers they
invest in and earn high profit to fulfill the demands or
wants of customer such as maintain decorum of
environment, safety and all other senses that’s
cause to motivate their customer.
 Sense
 Senses mean how touch, taste, smell, sound, and
appearance effect customers relate to products on a
sensory level, and how small sensory changes can
make a huge impact.
 Customer Sense describes how retailer can use this
knowledge to improve packaging, branding, and
advertising to captivate the consumer's senses.
 Bahria town provide environment to all individual
according to their senses. what actually they want or in
which environment they want to live? What are their
necessities of life?
SENSE Applied by Bahria Town
Senses are better approach to capture consumer
attention, which are as follow :-
 Taste (Bahria Town innovatively target customers of
every taste and class by providing all necessities and
needs of basic life.)
 Hearing (Silence and clean from noise pollution)
 Smell (Pleasant odor and clean from unpolluted air
due to more greenery, trees and plants.)
 Environment ( Attractive, clean and unpolluted
environment)
 Vision ( First image is the last image)
Safe And Secure Living, Zero Crime
Rate
 Bahria town has its own security network that ensure
their resident to relax way of life. Bahria town provide
high security to their resident that is actually rare in
Pakistan. This positive point click in customer mind
and they are willing to stay here at any cost.
 Leisure And Entertainment
 As we know that the art of marketing is to develop
pleasure in product for your customer that changes
the emotion of customer as well as consumer. Bahria
town is a magical place where individual feel relax.
 Parks, amusement gardens, health clubs, shopping
malls, zoo, Grand hotels, Marques, Mosques, Sports
complex, School college and university are available at
bahria town.
 Hearing
 People never like noise and clutter. Customer prefer to
live where there is no extra noise. But if customer
wants some entertainment they can move to different
restaurant, club, recreational points etc. Bahria
management never allow anyone to interrupt piece of
others.
 Vision
 The visual aspect of a product is what a consumer
first connects to when purchasing product.

Civic amenities for the

entire community
including a convenient Clean and maintained
transport system, infrastructure with
commercial facilities, dependable utility
recreational options. supplies like electricity,
gas, telephone and cable
 Conclusion
- Bahria Towns whole staff is working as single entity towards
same goal( better and peaceful community).
-Bahria town firmly believes that “ our first responsibility is
towards our first family”. Which means bahria town is
providing secure and senseful environment to residents
and customers.
-In short this emotional aspect is actually the art of
marketing because a customer always prefer their family or
living standard on any opportunity.
-When customer feel his or her family is secure in this
environment and they will be living their lives in the
healthy and entertaining environment he or she will prefer
to stay in Bahria town .