After completion of the case study, the students will be able to
understand the cement industry: students will gain insights into the global and Pakistani cement industry dynamics, including its challenges and opportunities;
brand analysis: students will analyze Power Cement Limited’s (PCL) brand strengths, weaknesses and current market position, understanding how to conduct a comprehensive brand audit;
consumer research and analysis: students will learn the importance of qualitative and quantitative research methods for understanding customer behavior and preferences;
marketing strategy development: students will develop a marketing plan tailored to PCL’s specific needs, considering the target audience, competitive landscape and available resources; and
strategic decision making: students will learn to identify and prioritize key challenges, develop actionable solutions and make informed strategic decisions.
This case study focuses on PCL, a leading cement manufacturer in Pakistan’s Southern region. Despite its strong performance in the institutional segments, PCL struggled to penetrate the retail and housing market due to low brand awareness and competition from established brands like Attock Cement and Lucky Cement. The case follows Syed Ali Salman, the aspiring assistant general manager sales and marketing, as he leads a team to evaluate PCL’s brand position and develop a marketing strategy to increase brand awareness and market share in the retail sector. The timeframe for this case study was January 2023 to December 2023.
This case study is suitable for undergraduate and graduate levels.
Teaching notes are available for educators only.
CSS 8: Marketing.
