Abstract:
This research thesis examines the stealth marketing method highlighted in the movie “The Joneses” (2008) and establishes feasibility of it in the Pakistani markets for FMCG products. This movie revolves around a very different theme of marketing of products, where people are paid to spread word of mouth in their neighborhood for products they use, presenting themselves as convinced users of that brand/product (without the target customer knowing that they are selling the product to them through pretense), has some potential to be looked at as a means of marketing a product by companies here in Pakistan. This thesis on [Feasibility of Stealth Marketing Method in “The Joneses” movie for FMCG products in Pakistani market] is written and completed by Amna Shabbir on 15th March 2012 in supervision of Mr. Zeeshan M Khan. The problem statement for this thesis is Can Stealth Marketing technique be used to market products in neighborhoods, societies/schools and the like in markets like Pakistan. The conclusion is listed below: The questionnaire results and the focus group interviews suggest that stealth marketing is very much a concept that can be looked into for implementation for high-end-complex products to target upper-class of Pakistan to either generate trials for new products or create awareness and 4 build aspirations within the high class society for whom spending is not done through calculation.
