Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Mr. Faisal Jalal, Visiting Faculty, Department of Management.
Project Coordinator (External)
Mr. Imtisal Abbasi - Managing Partner
Client
IAL Saatchi & Saatchi
Project Type
MBA Research Project
Keywords
AI-driven marketing, Marketing challenges, Digital tools adoption, SMEs (Small and Medium-sized Enterprises), Cost-effective.
Abstract / Summary
Playmaker is the name of the project for an AI-powered marketing application designed by IAL Saatchi & Saatchi to support small and medium-sized enterprises (SMEs) in Pakistan with affordable, accessible marketing solutions. Recognizing the significant role of SMEs in Pakistan's economy, Playmaker addresses their reluctance to engage with traditional marketing agencies due to high costs, complexity, and a lack of digital marketing expertise. Through primary and secondary research, including interviews with 43 SMEs across diverse sectors, the study uncovers challenges faced by SMEs in marketing and highlights the unique potential of Playmaker.
The app would be operational on a freemium model, allowing SMEs to access essential marketing tools for free while offering premium options for more advanced needs. Playmaker differentiates itself from competitors by offering a broader range of tools than local platforms, which focus mainly on influencer marketing, and by being more accessible than global alternatives catering to larger enterprises.
A strategic roadmap is proposed to ensure a successful launch and sustainable growth, including feedback from early adopters, ongoing improvements, and a targeted marketing strategy. With a rising demand for digital tools in Pakistan, Playmaker is expected to grow its user base through its cost-effective and user-friendly approach. This report concludes that Playmaker has the potential to empower SMEs to effectively manage their marketing, drive business growth, and establish a strong presence in the digital market.
Recommended Citation
Tariq, S., Khan, O. M., Shahab, A., & Hassaan, M. (2024). Playmaker: Evaluating the financial viability and commercial potential for an AI-Powered Marketing App build for SMEs (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/324
