Guest Speaker Session: Shahroze Nasir, the Business Excellence Lead at Unilever
On December 8th, 2022: Shahroze Nasir, conducted a session on the topic 'Returns on Brand Investment' on the special invitation of Dr. Nida Khan, Assistant Professor, Department of Marketing IBA, SBS Karachi.
Marketing/brand investments may take the form of television commercials, digital media campaigns, retail activations, out-of-home ads, and more. The decision about 'where to invest must be made after considering factors such as financial goals and targets, brand objectives, return on investment of different channels, and customer lifetime value analysis of key RFM customer segments.
All in all, the session provided valuable insights about the FMCG sector and how companies in this sector sell products and build brands and emphasized the importance of long-term investments in building sustainable brands. The session concluded with a vote of thanks from Dr. Nida.
