Once you have a competitive advantage here's how to keep it : By Roy Osing

A competitive advantage is hard enough to create; it's even more difficult to keep.

It's inevitable. Once you carve out your uniqueness in the market, the "competitive hordes" see it and copy what they like.

Everyone loves benchmarking the best, so once you step out and lead the pack, expect others to dissect what you've done and pick out their favourite morsel.

There is no preventing this. It's one of the few things in business that CAN be predicted with certainty.

Once you're "done" your work, it's not over. You have to keep your feet moving.

You need to put in motion actions that will sustain your market position.

These 7 tactics will help.

1. Monitor the execution of your strategy monthly. Be obsessed with your performance. Dig into the revenue numbers. If you fall short, determine EXACTLY why. And then take immediate action to resolve (and monitor that).

2. Assess the value you provide. Is your value proposition still relevant 

Are you continuing to address a real compelling need your target customer group has expressed? 

Many companies have died by becoming complacent and assuming they continue to be relevant. They see margins decline and see it as a cost problem. It rarely is. It's a revenue problem. They slash and burn their organization but spend no time assessing relevance. 

They often cut out service and marketing capabilities that are sorely needed to rebound.

3. Create a strong social media presence to monitor what people are saying. Act immediately on any concerns raised over your performance. 

4. Test your competitive claim with both customers and employees. Successful organizations have a clear statement of how they are different than their competitors. They answer the question "Why should I buy from YOU and not your competition?" in a compelling way. 

Your positioning statement must meet the test of "Is it relevant?" (does it continue to address the high priority needs of the target group) and "Is it true?" (do you actually do what you claim?).

5. Stay close to your main competitors. Their actions in the market are useful in assessing if there are actions you need to take to sustain your momentum. Look for any activity they have had with your customers.

6. Continue to bear down on delivering memorable experiences for your customers. Competitive advantage is more about how people FEEL about you than the cleverness of your product. 

"Emotional" experiences produce unforgettable memories which translate into your customers never wanting the exit door to find someone better.

7. Review your marketing plans and programs to ensure you are moving inexorably to "ME" (http://www.bedifferentorbedead.com/blog/item/832) and away from flogging to the masses. A focus on the individual drives you to create unique solutions for them personally. Catering to the masses dilutes your customer attention rate and your brand; heroes for people earns the right to do business with them for a long time. 

Keep the move to "ME" going!

Driving your competitive stake in the ground is merely the beginning of a never ending journey of continual renewal. 

Stay with it.

Wasim Akram is the Brand Ambassador for Novo Nordisk’s Changing Diabetes ® initiative in Pakistan By Karachi Chronicle

The key to control diabetes pandemic in Pakistan is awareness. If proper awareness drives are not conducted throughout Pakistan to educate people about diabetes, by 2040, Pakistan may have the eight highest diabetic affected population. Such high prevalence calls for continued efforts to improve public awareness regarding the disease. Therefore, in line with its commitment to improve the quality of life for people with diabetes, Novo Nordisk Pakistan has signed Wasim Akram as Brand Ambassador for Changing Diabetes® initiative in the country.

Rashed Rafique Butt and Wasim Akram are delighted to enter in a partnership for creating 

awareness about Diabetes   

”We are very much hopeful that this campaign will go a long way to control the increasing prevalence of diabetes in the country by creating awareness among masses”, said Rashed Rafique Butt, General Manager Novo Nordisk Pakistan.

He reiterated the need of awareness on the importance of a healthier lifestyle to curb the high prevalence of diabetes in Pakistan and shared his optimism. The Danish Ambassador to Pakistan, H.E Rolf Holmboe and Dr Abbas Raza, Consultant Endocrinologist / Diabetologist were also present at the occasion.

Wasim Akram expressed his gratitude for Novo Nordisk Pakistan’s ‘Changing Diabetes’ initiative by taking a lead to promote the importance of a healthier lifestyle which is critical for diabetes management. 

“The public must however also plays their part by knowing the risk factors, leading healthy lifestyles and encouraging others to do so as well. As diabetes couldn’t defeat me, it cannot stop anyone from achieving their goals. Together, we can promote healthy communities and protect the future generations of Pakistan,” reiterated Wasim Akram. 

Wasim was diagnosed with type 1 diabetes at the age of 31, but this ailment unable stop him from becoming one of the most fearsome fast bowlers in cricketing history. His success, despite diabetes, makes him a major inspiration for people with diabetes and therefore, a perfect fit for the Novo Nordisk Pakistan’s patient outreach efforts. For the past many years, Novo Nordisk has been actively involved to increase diabetes awareness in the country, with stronger efforts each year. Changing Diabetes® is Novo Nordisk's response to the global diabetes challenge. Under the newly launch campaign of Changing Diabetes® with Wasim Akram, Novo Nordisk Pakistan will run public service message to create disease awareness along with multiple public awareness programs.

The whole nation should come on one platform to drastically reduce the rise of this cumbersome disease

Will Parchi be able to blow the minds of cinema buffs? By: Khurram Zia Khan

Parchi starring Hareem Farooq and Ali Rehman Khan in lead role will be released worldwide this winter

Makers of Janaan are behind the creation of this movie which is expected to enthrall the cinema goers.

Hareem Farooq not only playing lead role in the movie but is also its producer. Previously she has shown her capabilities in her area of expertise in Janaan and due to that critics are expecting a good performance from her this time as well.

In her last movie, Hareem played the role of a suffering housewife in her debutant film Dobara phir Se but from the teaser of Parchi, it looks like as if she is coming out as a gangster in her upcoming one.

We normally don’t have an active female gangster in movies so may be her performance in Parchi will set a new trend and prompt other movie makers to include similar character in their future ventures also

Azfar Jafri the director of this movie has already given Sayyah and Janaan to Pakistani cinema industry and this time also a cimematics are expecting a stupiendous performance from them.
Moreover Osman Khalid Butt will be showing his choreography skills for the first time in Parchi. Aside from that Ali Rehman Khan is also appearing as a gritty gangster in this film.

Parchi is an Urdu word meaning slip. This was a spine chilling word for the business community of Karachi and also for doctors, Engineers and other professionals as few years ago, these people were regularly receiving extortion slips with the threat that if the demanded amount is not paid in the stipulated time frame, slip receiver or his family may face dire consequences.

It was so unfortunate that some political parties and other powerful people were involved in running the Parchi sending networks.

This will be the first time that some producer and director showed courage to touch base this topic of Parchi.

Although the title suggests that it will be an intense movie but Azfar Jafri said that Parchi will be a romantic comedy.

Shooting of Parchi is nearly completed and it is expected to hit cinemas worldwide this winter either in the month of December or in January.

I am anxiously waiting for Parchi’s release to see that what the makers of Paarchi have in store for and how this movie blows the minds of cinema fanatics.

Parch is a joint venture of ARY Films and IRK Films.

Sambhal Sambahl from Verna - Treat to entice excitement in cinema goers By Karachi Chronicle

First song Sambhal Sambhal from the upcoming movie Verna has been released. This movie is written, produced and directed by Shoaib Mansoor who is famous for his unique footprints in Pakistan drama and movie industry.

Song is picturized on Pakistan’s iconic actress Mahira khan and newbie Haroon Shahid.

Haroon Shahid first drew the public’s attention as the frontman and lead vocalist of the pop-rock ensemble, SYMT. Haroon performed as a vocalist on Coke Studio’s 5th and 9th season. Verna will be Haroon’s debut movie as an actor in which along with singing, he will also exhibit his acting abilities
Earlier this month, Verna’s teaser was released which depicts Mahira as an angry woman. On the contrary, in this song she is like a cuddly young lady who is always on the lookout for fun.

Movie buffs have to wait till 17th November, the day this movie is releasing worldwide to know about the two extremes of Mahira’s characters

Sambhal Sambhal for Verna is sung by Haroon Shahid and Zeb Bangash.

The lyrics of the song are good and music is soothing for listeners. In my view, pace of this song is slow. An excellent location selected to picturize this song. Mahira is looking amiable in this song but first look of Haroon Shahid did not create any excitement.

First look of the song generated mixed reactions from the movie critics as some like this song and other consider it as an average effort.

Sambahal Sambhal is promoted as a love anthem. Initial look of the song in my view was not justifying this claim but who knows may be after the release of this movie, this song makes it way in the popular love anthems of Pakistan.

Verna possess a strong team and I am expecting it to be a blockbuster movie from this team which will help in strengthening the ongoing revival of Lollywood.

2017 has seen a plethora of flop Lollywood movie. The trend of producing flop movies is halted by Punjab Nahi jaungi, which has so far grossed Rs.45 million globally and heading in the direction to earn 50 million soon. Moreover Namaloom Afraad 2 also did good business in the box office.

I am expecting that along with the above mentioned movies, the upcoming movies like Verna, Parchi, Parwaaz Hey Junoon and few others also get massive success in the showbiz industry and after a highly unsuccessful first half of the year, Lollywood will be able to close the year with a bang.

Shaniera Akram joins the Dettol Family as the Official Spokesperson By : Karachi Chronicle

One of the world’s leading consumer household and pharmaceutical manufacturing company, Reckitt Benckiser (RB) has announced Shaniera as the official spokesperson for their leading brand Dettol. She will also be one of the key ambassadors of their national campaign Hoga Saaf Pakistan, RB’s pledge for a healthier, cleaner Pakistan.

Shaniera Akram is an active philanthropist and has been involved in a number of socialist activities for The Akram Foundation (TAF).  She also actively takes part in discussions on street littering, road safety, and access to clean water in Pakistan, and also posts about these issues on her social media handles. She is the wife of the cricket legend, Wasim Akram, and decided to settle in Pakistan after her marriage and has truly proved an asset to the country through her welfare activities. Through her efforts, she hopes to bring a positive change in the society, and has earned her the love and appreciation of the people of Pakistan.

Dettol will be celebrating Global Handwashing Day on 15th October 2017, and they are reaching out to rural schools to educate them about the importance of hand washing and to provide them with a germ-free environment. 

Speaking about becoming the spokesperson for Dettol, Shaniera Akram said: “I am thrilled to be a part of the Dettol family and firmly believe in Dettol’s mission to create awareness amongst children in remote areas and provide them with clean surroundings in which they can prosper. I am an active mother myself and having raised two boys and now a little girl, I understand how important it is to teach children how to be clean. I would say cleanliness is imperative to a child’s health and development. I would feel lucky if I could bring even a small change in the lives of children living in rural areas.

Fahad Ashraf, Marketing Director at RB, stated, "This year Dettol’s Global Handwashing Day theme is “Give Life A Hand” and we are on a mission to spread awareness about the importance of hand washing with a soap. There is a need to develop this habit in young children as they are the future of any country. By reaching out to the schools in rural areas and equipping them with the basic handwashing facilities, the objective is to make a difference in their lives. Milke lagayenge jaan to Hoga Saaf Pakistan!”

RB is a company with a history of over 150 years and is a manufacturer and marketer of branded products relating to health, hygiene and home, operating in nearly 200 countries of the world. In 2015 it was ranked number 4 on Newsweek’s ranking of Top 10 Green Companies of the World, ranked on corporate sustainability and environmental impact.

In Pakistan RB started its operations in the late 1950’s and for 3 generations of Pakistanis many of RB’s brands have been household names, trusted for their quality and efficacy. These brands include Dettol, Harpic, Mortein, Clearasil, Strepsils and Veet.

ARY Digital Network chosen as the official Media Partner of T-10 Cricket league By Karachi Chronicle

The cricketing world just got a whole lot more exciting with the launch of The T-10 Cricket League, a blazingly fast new format  that will change the face of the sport.

President and partner of league, Mr. Salman Iqbal along with Shaji Ul Mulk the Chairman of the league unveiled the details of this league.

This fast paced new blend of cricket will feature nearly one hundred of the finest athletes from various parts of the world, some of the most prominent names in the league are Shahid Afridi from Pakistan, Kumar Sangakkara from Sri Lanka, Shakib Al Hasan from Bangladesh, Virender Sehwag from India and Eoin Morgan from England and many more. The T-10 Cricket League which is approved by both the ICC and Emirates Cricket Board, will feature 6 teams competing in 90 minute long matches of 10 exhilarating overs. 

The competing teams in this league are:

Maratha Arabians

Team Owners: Sohail Khan, Parvez Khan and Ali Tumbi

Team Celebs: Kriti Sanon and Sara Loren.

Pakhtoons

Team Owners: Habib and Tajeeud din Khan

Team Celebs: Zarine Khan and Fahad Mustafa

Brand Ambassadors and Captain: Shahid Afridi

Kerala Kings

Team Owners: Hussain Adam Ali and Dr.Shafi Ul Mulk

Team Celebs: Iniya and Meera Nandan

Brand ambassadors: Eoin Morgan and Raika Khan

Bangla Tigers

Team Owners: Rizwan Sajan, Anis Sajan, Neelesh Bhatnagar

Team Celeb:  Waqar Younis

Punjabi Legends

Team Owners: Inzimam Ul Haq and Intizar Ul Haq

Accompanied by: Jonita Doda, Kashish and Misbah Ul Haq

Colombo Lions

Sri Lanka board represented by: Asanka Gurusingha (Manager Sri lankan Cricket Board),

Kashif Shahzad, Vijay Vyas, Mohomed Morani

Accompanied By: Mehwish Hayat and Humayun Saeed

Tournament will Commence from 21st of  December with the finale scheduled on the 24th of December

ARY Digital Network,the official Media Partner will air matches live from Sharjah Cricket Stadium 

Shoaib Mansoor’s Verna is all set for release in November 2017 : By Karachi Chronicle

The Mahira Khan starrer Verna’s release date has finally been revealed, and it is all set to release on 17th November, 2017 worldwide.

Verna is written, produced and directed by Shoaib Mansoor, known for his highly acclaimed films Khuda Kay Liye and Bol. Mansoor is known for introducing new faces in his movies. He introduced Mahira Khan and Atif Aslam in Bol, Fawad Khan and Eman Ali in Khuda Kay Liye, and this time he will be introducing Coke Studio sensation Haroon Shahid, who has sung hit songs like Baliye, Tum Kaho and Koi Labda, in Verna. Shahid will be starring opposite Khan while the rest of the cast includes Zarrar Khan, Naimal Khawar, and Rasheed Naz.

The first video look of Power Di Game, a rap track sung by the Islamabad based musician Xpolymer Dar, was released recently. It is a powerful track which will surely give you goose bumps. The lyrics of the song are written by Shoaib Mansoor and gives out a strong message.

Mansoor stated, “I believe in meaningful cinema. Subject of all my films are very close to my heart and Verna is no different. It is my ongoing effort to educate both men and women… women to stand up for their rights and men to accept women as their equals.”

The story revolves around Sara (Mahira Khan) who is happily married to Aami (Haroon Shahid) until their lives fall apart when they are faced with some extraordinary circumstances.

The film will be distributed under the banner of HUM Films. Sultana Siddiqui, President of HUM Network, stated, “Verna gives out a strong message to the society, and we at HUM feel honoured to be signed up as distributors for this movie. Shoaib is not only one of the most gifted directors of our time but also a personal friend.”

Hum Films is a film production and distribution company based in Karachi, Pakistan, working under the Hum Network Group. It was launched in September 2014, with trend setting film Na Maloom Afraad to release domestically. The banner now operates in Pakistan, USA and UK releasing films directly in these markets.

Shoman Productions is a Pakistani media production company which was founded in 2000 by Shoaib Mansoor. Company produces motion pictures, television serials and music videos. It is known for the hit motion pictures; such as the 2007 film Khuda Kay Liye and the 2011 social blockbuster movie Bol; which have been directed, produced and written by Mansoor himself. He is set to release his third film Verna in 2017.