Targeting success: Power Cement’s approach to brand recognition

Learning outcomes After completion of the case study, the students will be able to Case overview/synopsis 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. Complexity academic level This case study is suitable for undergraduate and graduate levels. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.