The Pawn


“Are you the puppeteer or the puppet on the string?”


Happy 4th of July.




In light of the great Martin Luther King, Jr. and his revolutionary humanitarian efforts, I would like to take a time to pause and see how much we have advanced as a race since the Civil Rights movement. I would like to invite and ask yourself, “Who am I?”

I love to consider myself Mexican-American. I love my Mexican heritage, color, culture, norms, people. And I love the comforts of living in the United States.

At the same time though, I can’t truly relate with Mexican natives because we lived and live two completely different lifestyles. To them, I’m a gringo…a privileged folk who has it easy, who got lucky.

Well, maybe I can relate better with the White “American” people. Oh, wait…what? I’m just a beaner, wetback, border-hopper? I’m only supposed to amount to cutting grass and working in the fields? That’s all I’m good for? I see.

I’m not from here, I’m not from there. “Mexican” is not even considered a race/ethnicity in America, but when it’s valuable to the rich man…”yes, he’s one of us.” How can we turn a blind eye to this and other issues of the world? How can we pretend this atrocity is not happening and be happy? Why are we NOT given the choice to nurture our roots, but instead have an agenda constantly pushed on us…but instead made fun of in the media? How can we allow our heritage to slowly erode…especially while we are still being discriminated against? I don’t understand. Maybe I never will.

Freedom for all or freedom for no one.

I’m a Dreamer


The blogging experience was fruitful. Through the assignment, I learned about the beautiful culture of Egypt and its admirable young citizens fighting for a better tomorrow. The assignment further opened my eyes to the world and the lens I see them through to realize how much significant impact the culture here in North America has on the world. I had no idea. Globalization is real and it has never been so influential. As a marketing major it is easier for me to appreciate the genius strategies implemented in various marketing communication strategies; however, at the same time, it is scary to see how “one culture” the world is becoming due to businesses. The world is a business. Cultures are dissipating, McDonald’s are everywhere, and people are still being exploited/oppressed. My hope is one day to see a world not run by money, competition, greed . . . but by empathetic human beings “working” harmoniously together, helping one another, striving to be the best they can be.

Let’s own our money, not our money own us.

Furthermore, I learned various technical aspects of blogging I had not known before. For example, hyperlinking URL’s into a word(s) or linking articles to my blog site. This proved to be the most challenging part of my blogging journey as I tend to be quite passionate about my thoughts and writings and I just want to write and put it out there for the world to see and not care about things like that. But, I have learned it is best to back up thoughts and theories with facts. It adds credibility and validity to one’s statements. A definite plus for future writing endeavors. A definite plus if seeking to convince one what I am saying has truth behind it.

If given the chance to do this again, I would continue to spread awareness and knowledge the best I can. Obvious, in a working environment, I will maintain the professional appearance of the blog. Moreover, I will definitely be more confident maintaining a blog if my employer asks, given the experience I’ve gained from this assignment, but my drive will always be to share the wisdom I have, how ever small it may be. At the end of the day, it is what pays me the most and brings me more happiness.

As a matter of fact, I just might continue writing in my blog post BA 444. I sincerely like doing it. Many people have liked my blogs, I’ve gained a few followers, and even had one of my blogs re-posted. To me, if I am able to reach at least one person . . . teach them something empowering and enlightening, that is success.

Knowledge is power.



Young Digital World


Egypt’s youth is undergoing a technological revolution. Much of this youth’s free time is spent on the Internet seeking entertainment, a partner, or how to organize against its government.


Thus, since the Egyptian youth is our target it is only poetic justice we meet them halfway: the Internet. Establishing a well-organized e-customer relationship management (e-CRM) sector would benefit LIFESAVER and its target market. Here’s why:

An e-CRM organization allows the company (in this case, LIFESAVER) to better manage and provide higher quality customer interactions with its target market and potential buyers. Furthermore, this type of infrastructure would facilitate LIFESAVER to put-forth engaging messages that the target audience find valuable.


For example, LIFESAVER could invest in a social media campaign with the objective gaining key customer insights to then establish a relationship with the clientele and tailor the company’s services and products accordingly.





It’s been established in my previous blog entries a lot of people in the world as worse off than others. Much of the tip in the scale can be attributed to the marketing strategies implemented in various cultures and societies in pursuit of a business’s ultimate goal: profit.

It has also been established Egypt is in the midst of many crises; revolution, poverty, pollution. With that in mind, as a marketer, what strategy can one apply to – 1. Help a country in need 2. Be effective 3. Do so in an ethical manner.

So, what do we know so far about the youth in Egypt? Well, we know most the youth in the country is poor, we know most of them are political activists, and we know western culture has been playing a significant role in the shaping of their identity.

Now we mesh all of those characteristics together and what do we get? We get a youth culture hungry for change using what’s most prevalent in today’s world: technology.  Therefore, integrating a social media campaign into LIFESAVER’s e-marketing strategies, statistically, shows to be a very viable option in creating and extending opportunities in engaging prospect customers. Building LIFESAVER’s social media presence would help humanize the brand, build integrity, and turn those prospect customers into buyers.

An integrated e-marketing strategy would also allow opening new markets and increase active demand. This is vital in Egypt because the poverty rates are so high; the lower-classes are going to need help from prosperous companies (or government) in helping get the product into their hands.

Again, the e-marketing strategy must be designed with the customer in mind; how is one going to attain high engagement from the customer in a manner that is educational and empowering? More so, attempt to gain the attention of wealthy individuals (or corporations/governments) to help in the cause. Unfortunately, money makes the world go ‘round and capital will be necessary to help pull these poor individuals out of the “quicksand.”

Nurture PlantSource:


Why do they always send the poor?


It is evident by now Egypt is in the midst of crises; politics, environment, poverty. And although the LIFESAVER could, potentially, alleviate some troubles there are still a few barriers the company faces in order to penetrate the market.


Let’s begin with politics. As I have mentioned previously, Egypt is ongoing a revolution. A revolution their youth is playing a huge role in. Their minds are preoccupied with formulating strategies to overthrow their government, not a water bottle. In other words, generating awareness can be an issue with the target market; getting the attention of these young folks and having them be interesting in the product(s). However, hope is not lost. Egyptian youth is also ongoing a technological revolution. The youth is incorporating social media into their everyday life and the various channels available can be way to generate awareness.

Next, poverty. The majority of Egypt is living in destitute; a few dollars a day. Compare this statistic to the retail price ($185) of the LIFESAVER bottle, there is major discrepancy. Unless government or some other prominent source contributes to the donations of these products, it will be nearly impossible to get it into the hands of the poor youth. No matter how brilliant the marketing communications strategy is, without the capital in the customers’ hands, it won’t be sold. LIFESAVER will instead have to widen its marketing funnel onto a rich company in Egypt or the government and pitch how the item has value (fulfills needs, how the products aims to solve/alleviate pollution, poverty) for their country; possibly even giving leverage in their industry. However, convincing the rich to now, out of no where, help the workers they’ve exploited so long could prove to be an even bigger challenge…