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Compact case
Subject category: Marketing
Authors: Kashir Asghar (MAJU - Mohammad Ali Jinnah University); Fizzah Hassan (MAJU - Mohammad Ali Jinnah University); Aamir Murad (MAJU - Mohammad Ali Jinnah University)
Published in: 2005

Abstract

The case is basically about the saga that Pakistan’s marketing industry is currently facing. The marketing industry suffers from a lack of creativity, ideas and self-confidence. Going with the concept of product differentiation, which rests upon the rationale that one player''s product is compulsively different from the other. Here it is pertinent to note that it is now common practice in the advertising scene to copy the logos, phonics, slogans and even scripts for specific purposes. This case basically tells how a copied logo can lead a multinational company like Mobilink into deep trouble. This case is intended as a learning exercise for marketing managers and students of marketing.

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Abstract

The case is basically about the saga that Pakistan’s marketing industry is currently facing. The marketing industry suffers from a lack of creativity, ideas and self-confidence. Going with the concept of product differentiation, which rests upon the rationale that one player''s product is compulsively different from the other. Here it is pertinent to note that it is now common practice in the advertising scene to copy the logos, phonics, slogans and even scripts for specific purposes. This case basically tells how a copied logo can lead a multinational company like Mobilink into deep trouble. This case is intended as a learning exercise for marketing managers and students of marketing.

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