LUMS MARKETING EXECUTIVE CLUB

COLLOQUIUM 2017

LUMS Marketing Colloquium VIII - 2017

Collaborative Marketing: Value Creation Strategy or a Marketing Ploy
With the world rapidly moving towards digitization and going online, new uses for the internet
emerge every day. One trend in particular has been sweeping the globe, and has now made its way
into the Pakistani economy as well. Platforms such as Uber, Careem and OLX have ushered
in the age of the sharing economy, as more and more people are finding efficient ways to rent
and sell their assets. Additionally, companies are also directly engaging consumers in the sharing
economy model, with campaigns such as Mountain Dews Dewmocracy, which aimed to engage
consumers in the design and launch of a new flavor. The internet has therefore reduced the gap
and the timing between businesses and their customers, and it is now much easier for consumer to
get exactly what they want.

Pakistan is an ideal market for the launch and execution of such business models. As already
exhibited by the success of set-ups like Careem, there are a lot of gaps and unexploited
opportunities in the market. Many of these gaps are most efficiently dealt with through the use of
Sharing Economy models. It is very likely that the success of currently employed models might
attract more companies into the market who employ similar models. Ebay Pakistan has recently
been launched, and with start-ups like zameen.com and Jovago already in business, the entry of
players such as AirBnB might not be far off either.

With a rapidly expanding middle class and a growing percentage of people who own smart phones
and have access to internet, Pakistan is a highly lucrative market for more sharing economy
ventures to enter into. Additionally, currently existing players might also employ the model to their
benefit.

Keeping up with the pace of the environment, LUMS Marketing Colloquium has always strived
to provide a platform to discuss the changing landscape of marketing and the upcoming challenges
faced by marketers. The LUMS Marketing Colloquium 2017 aims to provide a unique platform
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for distinguished guest speakers from Pakistani politics, media, film industry, youth organizations,
businesses and academia to come together and advise on how businesses and marketers can tap
the secret recipe of building brands in Pakistan and reaching the consumer through the creative
touch points.

It will help both the professionals of today and the budding minds of tomorrow to find ways to
build top of mind in the consumers amid the throngs of new products, advertisements and
promotions. Despite the new theme, the end goal is age old - Touching the heart of the consumer.

Marketing Colloquium will also introduce various competitions and sessions based on the theme
of Collaborative Marketing: Value Creation Strategy or a Marketing Ploy. This will
provide the richest and the most insightful learning experience for the participants, both
theoretically and practically.

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Marketing Colloquium - The Event

The conference will include three competitions for the students, which will revolve around the
theme for the year, the winners of which will win exciting prizes. The details of the competitions
are as follow:

Brand Wars (a case-study based competition)

Brand Wars is a one-of-a-kind competition where students
from the top business schools of Pakistan will battle for glory
for developing innovative marketing strategies. This battle will
have teams working on real-time marketing issues faced by
various companies and then will be presenting their
recommendations to those very companies.

Brand Plan (an Integrated Marketing Communication Plan

Competition)
In this competition, the participants will have a unique opportunity to prepare a comprehensive
brand plan for the given brand, in respect to its target audience.
This competition is designed to test the marketing prowess of
the participants to the ultimate limit. An ATL marketing plan
will constitute an advertisement, a radio voiceover and tagline
amongst other marketing essentials. A BTL plan would include
brand activation, product sampling centers etc. In order to
maintain some semblances of balance, the appropriated
products would all come from a single industry. The plans
would be evaluated and shortlisted for the second section of this
event.

LUMS Marketing Executive Club-Lahore University of Management Sciences (LUMS)

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Ad-Effect Competition (an Advertising Battle)

Ad Effect is more than just a competition. It is designed to use
the creativity of our participants to exhilarate our judges and
audience. In this platform, LUMS Marketing Executive Club
gives participants an opportunity to experience what its like
to design script and create an advertisement, which will be
judged by a panel of advertising gurus and industry
representatives.

WHATS IN THE EVENT?

Speaker sessions
Panel discussions
Interactive workshops
Ad-Effect Competition (an Advertising Battle)
Brand Wars (A case study competition)
Brand Plan (A Marketing Plan Competition)
Marketing Debate
Entertainment Night

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LUMS Marketing Executive Club at a Glance

Who are WE?
LUMS Marketing Executive Club (LMEC) is managed by the LUMS MBA students. It is a
platform designed to unleash the students potential and enhance their marketing skills.

Vision
Our vision is to provide a platform to the students, corporate executives and other marketing related
entities to deliberate over emerging issues in the Marketing world.

LMEC Excellence
The seventh chapter of the LUMS Marketing
Colloquium was held at LUMS on 25th and 26th
March, 2016, revolving around the theme of
Collaborative

Marketing:

Value

Creation

Strategy or a Marketing Ploy. Bringing together

top business professionals, leaders of the academia
and students from all over the country, the event
proved to be the most successful student-managed
event in the MBA academic year. The two-day event
focused on the necessary ingredients needed for
taking things forward and overcoming the competitor
within the Pakistani market. It brought in success
stories of companies that have focused on pitching
products to customers by taking into account the different channels of communication available,
whilst maintaining traditional channels. Following on from its success last year, the club plans to
hold the Eighth LUMS Marketing Colloquium 2017.

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LMEC presents SAAD HAROON to Lahore

LMEC gave the fans of standup comedy in Lahore a chance to laugh till their stomach hurt
by bringing the world's second funniest man to LUMS, aka Saad Haroon. The event enjoyed a
full house audience on all three days, attended by outsiders and LUMS faculty, with the LUMS students
vying for floor space.

HO MAN JAHAN interacts with

Lahore through LMEC!

The team of Ho Mann Jaahan, a much-awaited

film with some of the most sought after faces
in the entertainment industry, came to LUMS
through LMEC to interact with their die-hard
fans and answer all their queries regarding the
upcoming movie. The day ended with the cast
giving their fans memories of a lifetime by
taking pictures with them.

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LAHORE UNIVERSITY OF MANAGEMENT SCIENCES

LUMS MARKETING EXECUTIVE CLUB (LMEC)

Saif Ullah Zahir

President
LUMS Marketing Executive Club
0323-8820654
17010033@lums.edu.pk

Hamza Islam
Vice President
LUMS Marketing Executive Club
0333-4280003
18010015@lums.edu.pk

LUMS Marketing Executive Club-Lahore University of Management Sciences (LUMS)

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