In the light of the case and the accompanying case questions, the students should understand:1. The theoretical underpinnings of the brand positioning and brand repositioning.2. Critical evaluation of marketing communication material in the light of theoretical underpinnings.3. The nuances of operating in emerging markets in technology-driven sectors.4. The intricate link between the business goals and communication goals5. The application of the attention-interest-desire-action model and the brand media wheel when translating business strategies into communication strategies.
It was in June 2016, when Asad Haroon, the young head of brands at Ufone, a Pakistani originated telecom operating company, was posed with a challenge of dwindling subscriber identity module card sales, deteriorating average revenue per user and an exponential increase in customer churn. The telecom industry itself was in a flux due to various factors such as changes in the regulatory frameworks and technological shifts.Asad felt that the reason for the brand’s decline might be the lack of synergy between the business strategy and the brand’s communication strategy.Asad knew that he would have to make some unpopular choices and review his brand’s communication strategy which had not yet proved to create a harmony between communication goals and business goals. However, he was unsure about how and if at all he should go about changing a marketing legacy and the brand’s positioning which had reigned the minds of his peers and his customers for so long.
Complexity academic level
This case is aimed toward undergraduate students enrolled in courses of principles of marketing, marketing communications and corporate media strategy.
Teaching notes are available for educators only.
CSS 8: Marketing
The author sincere thanks to the protagonist, Head of Brands at Ufone, Pakistan and my students from the corporate media strategy and tactics module helping pilot run my case study in class.Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.
Taimoor, S., Wasti, F., Adil, Q.U.A., Raees, S. and Arshad, U. (2022), "Brand repositioning: a case of Ufone, Pakistan", Emerald Emerging Markets Case Studies, Vol. 12 No. 2. https://doi.org/10.1108/EEMCS-06-2020-0216
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