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Proceedings of the IOARP International Conference on Management, Leadership, and Entrepreneurship

Consumer Marketing Engagement and Segment Multimedia Strategy for Launching a Beverage Product in Pakistan


Adnan Ashraf, Yousaf Raheel, Muhammad Adeel, Asghar Hussain


Soft drinks market is the third largest revenue participant of Central Board of Revenue in terms of sales tax and excise duties. Pakistani beverage market has been growing since its inception. With several local and international companies interested in this lucrative business, this paper attempts to provide a much sought-after insight into various aspects of Pakistani consumer market by providing a consumer engagement and segment multimedia strategy for a future beverage product as a case study. The theories on consumer engagement and their application in perspective of Pakistani society, and a detailed analysis of considerable factors in consumer engagement in context of segment multimedia strategy are the highlights of this work. Although focused on Pakistani market, this case study is perfectly applicable in context of other Asian and African countries with similar socio-culture environment. 

Marketing Engagement Strategy, Segment Multimedia Strategy, Beverage Industry, Theory of Reasoned Action

Proceedings of the IOARP International Conference on Management, Leadership, and Entrepreneurship 2017
9-10 December 2017
London, United Kingdom
Proceedings of the (IOARP ICMLE 2017) IOARP International Conference on Management, Leadership, and Entrepreneurshi
31 January 2018
1 - 9
IDL-ICMLE17-001
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