The Marketing Colloquium 2012 at LUMS

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The Marketing Colloquium 2012 at LUMS

April 18, 2012

Courtesy: Nadia Rauf

The Marketing Colloquium 2012 was a huge success, attended by over a hundred students from business schools all over Pakistan. The seats of the NIB Auditorium were all filled on Saturday April, 14 2012.

“Nahi cheez koi nikami zamaane mein

Koi bura nahi qudrat key karkhaney mein”

The Associate Dean of Suleman Dawood School of Business, Dr. Anwar Khurshid delivered the opening note stimulating the audience. To find opportunity in adversity was the message and it opened the forum for further discussion on the need for developing strategies in emerging markets. Prominent executives from different sectors had been invited to speak to the future marketers of the country. The ‘real challenge’ for a marketer as described by Inam Ur Rehman, CEO Lawrencepur, the Dawood Group Brand, was the bringing together of consumer, product and technology. When the Pakistani government was unable to supply clean drinking to the masses, the ground-work for bottled water was laid. The bottled water industry today is one of the thriving industries in Pakistan. Could the need for sustainable sources of energy and the current energy crisis be dealt in the same way it was question posed to the audience? Identifying an opportunity in the vast chasms of adversity was the need of the hour.

After tea, trumpets were blown in the auditoriums to signal the commencement of ‘Brand Wars’, the competition that had for years attracted the best marketing minds in Pakistan to converge at LUMS to battle and strive for glory. The sixteen teams were divided into four pools; only one from each was to emerge victorious and qualify for the next round. The students passionate and the judges brutal, the end of each presentation was marked by rigorous cross-questioning. The four teams to survive the strong tide were LUMS, COMSATS, Punjab University and Kinnaird College. These teams were given a new ‘twist’ in the case which they had to incorporate in their existing presentations. As the final four were ushered into the labs, the remaining contestants resumed their former positions in the NIB Auditorium where Badar Khushnood, Country Consultant of Google Pakistan, had captivated his audience shedding light on ‘Web 2.0 marketing’. Importance of maintaining relationships via social media even in countries like Pakistan was debated. The challenges faced by the Fast Moving Consumer Goods (FMCGs) sector were covered by Usman Bhatty, the Country Business Manager of Nestle Waters, who stressed upon the significance of getting inside the mind of the consumer. It was ensured by the organising committee that all sectors were represented via well-known executives to give the attendees a holistic experience. Yasser Effendi, Head of Aviation Fuel, Shell Pakistan was invited to share his experiences and learning in industrial marketing, and Naim-ul-Abd, the General Manager (GM) Marketing at Service Sales Corporation, discussed retail management.

As the focus shifted from retail management to textile marketing in the NIB, back in auditorium A6, Round 2 had begun. The host team outshone the rest. It crushed its competition in every possible way, from analysing the case to the presentation skills. The team from LUMS had the X-factor to impress the judges by confidently presenting their defense. Though it was a proud moment for all Luminites to see the young sophomores snatch away victory from masters and final year students of other business schools; it was noted for the future to not allow any host team to avoid any potential controversy.

The LUMS Marketing Colloquium 2012 had brought together renowned academics, top corporate executives and the brightest young minds from all over Pakistan. LUMS is proud of Marketing Executive Club President, Hamza Shahid; General Secretary, Muhammad Usman Tariq; Public Relations Manager, Usman Hanif Alvi; Vice President, Rashid Parvez and the dedicated team of directors including the Head of Brand Wars, Ahmad Shahzad; Hafsa Alqai; Hina Munir; Nida Iqbal and Assistant Directors including Atif Raza, Bilal Asim and Moiz Qadri for organising the event and to Adeel Shaffi who contributed with the camera as the events official cameraman. Lastly, but most importantly, special thanks to Umar Barar whose hardwork and support was pivotal in the event’s success.

Special thanks must be extended to our benevolent sponsors, Lawrencepur and Servis Sales Corporation, learning partner Manager Today and media partner City FM 89.