Defense Advertisements; How Best to Market the JF-17?

[Flash_Ninja]

Governments account for lots of things when purchasing defence equipment, so I dont think tv advertisements are going to sway them.

That being said I like the idea of marketing the JF-17 in Africa and beyond, but mainly to push the 'Pakistan' brand rather than sell fighters.

 

[StormBreaker]

With the JF-17 Block III around the corner, and the Block I and II JF-17 being "Battle Proven", Pakistan needs to drop the Low-Cost Mantra, because 1. at 30+ Million these jets are no longer "Low-Cost" and 2. We can't market them with all the bells and whistles and not have the customer think he's being cheated because the JF-17 was suppose to be "Low-Cost", while they are perfectly fine paying premium prices for Flankers and Gripens.

What Should the new slogan be; especially as we move to promoting the new baseline model; The Block III?

What would be the best Marketing Campaign?

We have DCS to create easy 3D videos in quick order, so that element should be simple.

Here are some Historical Defense marketing:
https://www.instagram.com/m.a.d.men/

The Deka Ironworks video was decent to show off the capabilities of the JF-17

Maybe we need a story line / scenario the way the Swedes market the Gripen to show a "real world application" in a customer's context.

Considering Nigeria only bought 3, we may try to market the Block III to them. We may want to customize the marketing to an interesting soundtrack that may play well in Nigeria and the region. Something like the following: (Song starts at 2:54)

Perhaps a Story of an Nigerian Pilot enforcing An African Union led peace agreement, using sonic booms to show rebels that they are there are ready.

This is the current state of music video for the Nigerian Air force

Documentary on Nigerian Air force

On a serious note,
More Feb 27 scenarios, sell it to countries involved in active wars, and most important of all, make professional CGI videos, documentaries with aggressive performance and multiple scenario simulations, Display them at major platforms.

 

[Old School]

Affordability implies something negative about the customer, that they are Poor. The Gripen, which is the most affordable Western Fighter, doesn't come out an say Affordable directly, but more like "lower life cycle costs", "low flight hour costs" and "resource efficient". We should use words like Competent. Competent Light Fighter.

If we want to be bold with JF-17 we can call it a Competent "Knife-Fight" Dogfighter; Battle Tested - Export Ready, Fully Operational,

The Mig-29 use to be called that in the late cold war and early post cold war era ; Competent "Knife-Fight" Dogfighter). https://nationalinterest.org/blog/b...r-could-be-your-very-own-super-fighter-107466



You're right, Real results speak louder then words ever could. Having said that, PAC will have to market based on the situation the "higher ups" left them in.

Affordability implies something negative about the customer, that they are Poor. The Gripen, which is the most affordable Western Fighter, doesn't come out an say Affordable directly, but more like "lower life cycle costs", "low flight hour costs" and "resource efficient". We should use words like Competent. Competent Light Fighter.

If we want to be bold with JF-17 we can call it a Competent "Knife-Fight" Dogfighter; Battle Tested - Export Ready, Fully Operational,

The Mig-29 use to be called that in the late cold war and early post cold war era ; Competent "Knife-Fight" Dogfighter). https://nationalinterest.org/blog/b...r-could-be-your-very-own-super-fighter-107466



.

This is a fact that poor countries will buy it. There is nothing to be ashamed of being poor. Gripen is not a real battle tested and it will never become one because of the attached conditions.
Selling a fighter jet is not the same as selling an Android device. Civilians shouldn't bother about it. Leave it to the professionals.

 

[Foxtrot Delta]

Short term gain for long term pain. We need good relations with the world, we are not like those countries to be causing that kind of trouble and not expecting blow-back. The blow back will be detrimental to our civilian commercial businesses. Hence the slogan "Thunder, The Peacekeeper" implies customized and minimum credible defense.

I was being sarcastic

 

[FuturePAF]

I was being sarcastic

Ooooohhh, yeah I missed that, thank goodness, lol

 

[Maxpane]

JF 17 is not cheap but a cost effective