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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.

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 purpose of this study is to analyze hybrid nanofluid (MWCNTs+Ag+Kerosene oil) over a stretched cylinder. Flow analysis is carried out in presence of stagnation-point. Features of heat transport are examined via melting conditions.

Governed expression (partial differential equations) for flow and heat transfer are transmitted into ordinary differential equations (ODEs) via applying adequate transformations. For solutions development shooting method (bvp4c) is used on these non-linear coupled ODEs.

Comparative observation among hybrid nanofluid (MWCNTs+Ag+Kerosene oil), basefluid (kerosene oil) and nanofluid (MWCNTs+Kerosene oil) are performed. Influences of physical parameters on heat transfer rate, velocity, skinfriction coefficient and temperature are visualized graphically. Higher values nanoparticle volume fractions, curvature parameter, melting parameter and velocity ratio parameter lead to intensification in the velocity profile. The temperature of the fluid reduces with higher values nanoparticle volume fractions, curvature parameter and melting parameter. The surface friction coefficient is minimized via a higher melting parameter and velocity ratio parameter. Heat transmission rate intensifies with velocity ratio parameter, nanoparticle volume friction and curvature parameter while it reduces gradually with larger melting parameter. During comparative study performance of hybrid nanomaterial (MWCNTs+Ag+Kerosene oil) is outstanding and is proceeded by nanomaterial (MWCNTs+ Kerosene oil) and basefluid (kerosene oil).

In the presented study authors have analyzed the flow of hybrid nanomaterial (MWCNTs+Ag+Kerosene oil) by a stretching cylinder. The further cylinder is subjected to stagnation point and melting condition. The authors believe that all the consequences of the presented study and numerical technique (bvp4c) are original and not published before.