Conference Specifics
ISBN:  978-0-9860419-7-6
Conf. Updates

29th IBIMA Conference
Vienna, Austria
3 - 4 May 2017 



Javaid Ahmed




The media industry in Pakistan is rapidly growing. Their core business is to plan, negotiate, buy and release advertisements for clients. Rivalry is moderate and there are many new players. Supplier power is under pressure and buyers can easily switch. Services offered are relatively undifferentiated. Profitability is eroding under competitive pressure. Traditional competitive strategy is creating a zero sum game of the typical red ocean.
By adopting a reconstructive approach to strategy, Starcom MediaVest, looked at some non traditional industry offerings and created a different value proposition. Researched based media planning replaced assumption based buying. Agency commission replaced retainer fee and in house management trainee hiring replaced reference based hiring.

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