Journal of Marketing Management and Consumer Behavior, Case Study (2016) 1-16

Launching Pompei Station – A case of

Entrepreneurial Marketing
Aisha Kamran Siddiqui a,*
a
SMEDA, Lahore, Pakistan

ARTICLE INFO ABSTRACT

This case is based on the complexities and problems
JEL Classification: faced by entrepreneurs and managers of small fast
M31 food restaurants in Pakistan. It requires strong
decision making insights and strategies to make sure
Keywords:
Marketing
that the new start-ups must survive in the fiercely
Services Marketing competitive fast food industry.
Entrepreneurship Pompei Station, located at a strategic location is a
Business Startup high end restaurant catering to the elites of Karachi.
Fast-Food With emphasis on high quality food supply chain,
Karachi
Pakistan
distribution channels, customization and superior
customer service, Pompei Station has created a
premium place in the industry. In order to expand
its operations, increase the sales and customer base,
Pompei decided to launch its delivery system with
the name ‘Pompei Station’. Even though Pompei
has increased its market penetration with its home
delivery service, it has also faced many new
challenges that require Pompei to come up with
innovative solutions to ensure the sustainability of is
home delivery service.

Journal of Marketing Management and Consumer Behavior

*Corresponding Author:
[email protected]

Journal of Marketing Management and Consumer Behavior publishes Case Studies to make the research easier
to the public at no charge for supporting a greater knowledge exchange.

Journal of Marketing Management and Consumer Behavior (ISSN-Canada: 2371-3615)

2 Siddiqui A. K. / Journal of Marketing Management and Consumer Behavior, Case Study (2016) 1-16

1. Introduction

Pompei, located in the Shapes Health Club compound, is a rustic and a high end restaurant
catering to the elites of Karachi. With emphasis on high quality food supply chain,
distribution channels, customization and superior customer service, Pompei Station has
created a premium place in the industry. In order to expand its operations, increase the sales
and customer base, Pompei decided to launch its delivery system with the name ‘Pompei
Station’. Even though Pompei has increased its market penetration with its home delivery
service, it has also faced many new challenges that require Pompei to come up with
innovative solutions to ensure the sustainability of is home delivery service.

2. Industry

The restaurant industry of Pakistan is moderately mature and highly competitive. The
economic downturn has significantly impacted the industry as consumers are becoming more
price-sensitive. However due to limited amount of entertainment available in Pakistan,
consumers have consistently opt for dinning out as a mean of entertainment, thus contributing
towards a positive growth in this sector. The restaurant industry is an important component of
our nation's economy, and employment opportunities in this sector should continue to grow
in the future as a direct result of the demographic changes taking place. The number of
restaurants in Karachi is rapidly increasing as a result of the changes in demographic and
economic factors which have a significant impact on the restaurant industry in Pakistan.
Increasing urbanization and rising disposable incomes are some of the factors that are
contributing to this growth. In addition, higher disposable incomes among consumers
particularly in the urbanized cities such as Karachi, Lahore and Islamabad the trend towards
eating out are combining with growth in organized retailing to fuel growth in the foodservice
sector. According to Dawn Newspaper, in the recent years Pakistanis have resumed their
spending habits, as a result of increasing income and awareness levels. People are less
concerned with economic difficulties and are willing to spend more on food and luxuries
while having greater awareness about what they buy and how they entertain themselves.

The restaurant industry can be divided into 3 segments: (1) Full Service, (2) Fast Food or
Quick Service, and (3) Managed Service. Full service is when the waiter service is provided,
and the order is taken while the patron is seated. In a fast food or quick service, the patron
generally orders at a cash register and pay before he/she eats. Managed service involves an
on-site food service or a food contractor.
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One of the greatest challenges facing the restaurant industry is creating differentiation and
maintaining a distinct image in the minds of the consumers. There exist hundreds of
restaurants in a single locality offering the same kind of food, ambience and entertainment at
similar price points. Successful Customer themes are easy to imitate and therefore consumer
demand is often short lived for such a service. In an attempt to successfully differentiate
themselves, restaurants opt for unique themes, variations in the menu offering, or exploring
new distribution channels or promotional activities.

3. Competition

A number of restaurants compete fiercely for market share and customer traffic. The industry
is moderately concentrated. Leading restaurants such as Arizona Grill, Roasters, Pompei,
Fuschia, and Okra, have captured significant market share with their superior quality of food,
unique product offering and immaculate customer service.

The restaurant industry is highly competitive with respect to price, value and promotions,
service, location, and food quality. There are a substantial number of restaurant operations
that compete with one another for customer traffic. However, it is very difficult to assess the
total number of restaurants in Pakistan as a large amount of unorganized setups also exist.
Restaurant establishments in semi-urban and rural areas, which may also include road-side
restaurants and dhabas on inter-city roads and highways, all compete for the same consumer
traffic. Therefore, in order to be successful, it is important for a restaurant to constantly
provide value for the amount of money that the consumers are spending in the restaurant.
This is done by incorporating high quality products, superior customer service and
satisfaction. Since consumers are highly focused on value and if the restaurants are unable to
promote and deliver a higher degree of value, the customer traffic levels suffer, thus
impacting revenues. There is a growing trend of road side cafes and dhabas. People enjoy
long drives and drive to far off places such as sea view or high way to enjoy road side food.
Another factor contributing to the road side dhabas is the economic value that they offer. The
high end restaurant chains are facing stiff competition from this segment of market as well.

4. Specific Trends

Emerging trends in the restaurant industry include an increase in awareness levels, the
popularity of healthy food, use of fresh and authentic ingredients, acceptance of new fusion
concepts and use of marketing tools for promotion. The changing lifestyles of Pakistani
consumers have also contributed to the robust growth in the restaurant industry. The
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awareness level of consumers has increased due to the exposure to western culture and
cuisine. Urban families consisting of working professionals with higher income levels and
busy schedules prefer ready to eat and takeout food, thus resulting in a growing fast food
sector in Pakistan. Along with that, an increase in number of working women, higher
disposable incomes, shrinking household sizes, rising young working population and the need
for convenience has resulted in a boost in the eating out culture thus increasing the demand
for dine out restaurants. Other leading trends include the expansion of quick service
restaurants, fusion concepts with a diverse range of cuisines, restaurants with a focus on
entertainment, and ethnic and regional cuisine restaurants.

The increase in buying power of Pakistani consumers is driving the growth in the foodservice
sector. Pakistan reported a 3.6% growth in the expenditure on food from 2007 to 2010. There
is a growing trend of menu diversification as high-income Pakistani consumers are seeking
variety in their choice of food. Urban consumers are aware of various international cuisines
(Continental, Chinese, Mexican, Italian, Thai and Japanese) and an increasing number are
willing to try new foods. The number of dual income households where both husband and
wife work is also increasing. Over 13 percent of the population of Pakistani women work
full-time and spend most of their time away from home; this has been an important factor
influencing the trend towards more meals away from home. - The size of the Pakistani
household has declined over the last few years (from 7.3 people per household in 2000 to 6.8
people in 2010), These households have higher disposable income per member and have a
greater propensity to spend on food.

Moreover, there is limited amount of entertainment available for Pakistanis, majority of

Pakistanis consider dining out as a form of only entertainment. Dining out on weekends
compensate for the lack of entertainment options in the country. Pakistanis celebrate all
occasions - including birthdays, anniversaries, graduation, religious festivals, etc by dining
out. Therefore there exists tremendous opportunities for entrepreneurs in this industry.
Pakistanis today consider dining out as a form of recreational activity. This gap represents an
important market and growth opportunities for entrepreneurs. Restaurants are trying in every
way to differentiate themselves and create a distinct position in the minds of the consumers.
This is done by spending a large sum on the physical evidence, the food quality, and location,
role of convenience and ambience of the restaurants. Restaurants are also incorporating
Pakistani tastes in their dishes and adding more spicy items in their menus in order to woo the
desi - palate.
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5. Pompei Restaurant

Pompei, located in the Shapes Health Club compound, is a rustic and a high end restaurant
catering to the elites of Karachi. Located in the historic railway club, Pompei Station offers a
casual atmosphere with warmth and character. As one would expect, the dishes are prepared
using the finest ingredients and the recipes have been created with the experience and
discerning taste of one of the leading and much loved restaurants of Karachi. Pompei has
already won the hearts of Karachiites. The place is small with a maximum capacity of 41
individuals at one time. One need to make a reservation before the visit as the place is quite
famous amongst the Karachiities.

Pompei Station only the highest quality ingredients are used and meals are freshly prepared
when ordered. No MSG (Chinese salt) or any flavor enhancers are used. The recipes are
designed to be low sodium and heart healthy. And only naturally brewed soy sauce and non-
synthetic imported vinegar are used in the recipes.

Cleanliness and proper hygiene practices are of utmost importance. Pompei follows the US
health and safety code for restaurants, as well as basic hygiene and employee guidelines. The
general manager at Pompei is extremely qualified and US trained with a great deal of
hospitality experience. The kitchen staff has received their PITHM diploma and certificate
for basic sanitation and food preparation. In addition, all employees are required to undergo a
health screening before employment and are trained adequately on maintaining and caring for
the restaurant.

Pompei has a casual ambiance for a enjoyable meal any time of the day. Whether you're in
the neighborhood after a workout at Shapes, need some tasty food delivered to your home or
just want to dine in a unique place where the parking is plenty and the vibe is relaxed,
Pompei has just what you need. We look forward to serving you at Pompei.

In 2003 when Pompei first opened, it was decided that Pompei would focus on Italian
cuisine. In staying true to the concept over the years, there were often many dishes and
recipes which could not be added to the menu. Over the years, many customers had requested
continental and Asian inspired cuisine, which brought the idea of establishing another outlet
closer to reality. It was decided that it would have many different types of cuisine but all done
right way, using the best ingredients and authentic recipes. When a space became available in
the historic colonial era building of the Shapes Health Club, the concept finally became a
reality. As homage to the Old Railways Club that once flourished on these premises, it was
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decided to name the restaurant Pompei Station. You can expect the high standards, superior
quality food and immaculate customer service from Pompei. Simple, authentic recipes made
with only the finest ingredients and delivered in unique take-away containers. Anticipate
great tasting food, innovative menu items, and prompt delivery combined with real value for
money. The dishes may be simple, but there is actually a wide range of choices, whatever you
are in the mood for.

6. Pompei Station: The Target Market

With emphasis on high quality food supply chain, distribution channels, customization and
superior customer service, Pompei has created a specific mark in the industry. It caters to the
top elite of the society, however due to its pricing Pompei’s customer base is pretty limited.
In order to expand its operations, increase the sales and revenue, Pompei decided to launch its
delivery system. Pompei is confident that the delivery channel would increase its sales.
Pompei has been focusing on delivering value to the customers at the same time maintaining
its premium image. The delivery system was launched by taking into consideration the
growing trend of take away meals, the boom in the fast food industry and the possibility of
catering to the huge customer base of Karachi. The objective was primarily to increase
Pompei’s customer base along with providing convenience to its customers. The changing
lifestyle of consumers is demanding restaurants to come up with innovative and convenient
ways of serving the consumers. Pompei Station’s home delivery system is a step towards this
innovation and an attempt by Pompei to increase its customer base by bringing Italian cuisine
to the costumer’s doorstep. However, Pompei Station’s home delivery service has been
recently inaugurated and is already facing a plethora of challenges that is increasing costs for
the restaurant and is eroding its profit margin. With customers demanding fresh hot food at
their homes or offices, restaurants are striving hard to sustain their delivery promises. Due to
these factors, Pompei delivery system has not received the expected response and is showing
a fickle reaction on part of the customers.

Keeping in mind the above trends, there exist a tremendous business opportunity in the
restaurant industry of Pakistan. There is a great future for regional Pakistani cuisine
restaurants. It is, however, important to note that the Pakistani consumer wants a mix of
international and desi food incorporating a certain level of spices.Pompei should modify its
dishes and add more flavor and seasonings to its dishes while ensuring that the original
flavors dish remains intact. So in order to be successful in the market, Pompei must take into
account this factor before designing their menu and product offering. An increasing trend of
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international cuisine restaurants serving Italian, Mediterranean, Thai, Spanish, Korean, and
other exotic cuisines also exist.

7. Pompei Station: Marketing Mix

Product: Pompei is an Italian restaurant that attempts to bring the Italian cuisine to the
Pakistani food enthusiasts. The dishes on the menu are mostly Italian however; the menu has
been modified to give the Italian food a local touch so that it can have a broader appeal in
terms of the number of people who prefer to dine out. Pompei early entry into the high end
restaurant segment has enabled it to establish itself as the premier Italian restaurant in
Karachi. This early entry into the high end restaurant segment has also enabled Pompei to
develop strong brand name recognition in the industry. The menu has exotic Italian dishes
and the menu contains brief descriptions of each food that help customers make a better
decision when ordering. The menu has a wide range of offerings, from soups such as the
Caprese to the traditional stuffed mushrooms. Pastas, Zeppoli and Bruschetta are also
traditional Italian dishes that are preferred by most visitors. Hence, Pompei has positioned
itself as a restaurant that brings a flavor of Italy to Karachi.

Price: Pricing is an important strategic issue for any restaurant because price determines the
type of customers a restaurant wants to attract. Pricing also determines the positioning of the
restaurant and has a major impact on the cost structure of the restaurant. For a consumer,
price is the monetary expression of the value to be enjoyed or benefits of consuming a
service, as compared with other available choices. Pompei, being a high end restaurant, has
positioned itself accordingly and therefore charges high prices for its food. The average price
for every food item is above Rs. 600 to Rs. 700, which is considerably expensive as
compared to other restaurants in the area. Most cafés and restaurants in Zamzama have a
price range of Rs. 350 to Rs. 450, but Pompei has chosen to target the higher income
customers. Therefore prices of Pompei are perceived to be higher compared to other
restaurants and hence only people with high disposable income usually visit this restaurant.

Place: Pompei is located in Shapes Health Club compound and Old Railway Club in Cantt,
Karachi. It is located in a slightly secluded and old Karachi area which adds to the mystic
vibe of the restaurant. The historic railway club compliments the ambiance and décor of the
restaurant and makes the dining experience more pleasurable. Even though the restaurant is
located in popular dining destinations such as Zamazama, boat Basin or Tariq Road, it’s
somewhat secluded location adds to its appeal of being exclusive and upscale. People who
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are not residents of Karachi may find it difficult to locate the restaurant, since they are not
familiar with old railway club in Cantt area. The secluded location of Pompei is viewed as a
favorable characteristic by its diners since the location provides the privacy as well as the
tranquility that one experience, when one is away from the noise of road traffic and the hustle
bustle of the streets. Thus diners can enjoy their meal in peace and the location of Pompei
compliments the cozy and comfortable atmosphere that the restaurant endeavors to deliver.

Promotion: Pompei is a high end restaurant and thus it endeavors to promote itself as a fine
dining experience through the use of traditional as well as new media. When Pompei was
initially launched, it invited local celebrities and television personalities along with news
channels to cover the event and televise the launch. Celebrities such as Pakistani models
actors, television hosts and music personalities were present at the launch. Reporters from
local magazines and newspapers were also present to cover the event. Pompei also placed its
billboard advertisements in Defence, Zamzama, Clifton and Tariq Road to promote its
restaurants. Initially there were ads in the life style section of Dawn Newspaper where
Pompei was advertised as the premier Italian restaurant in Karachi. The print ad was also run
in local magazines and in other English newspapers such as the Express Tribune. Pompei also
made its presence known on the internet by being on karachisnob.com, a popular local
website, as well as having its own facebook page, where users could write reviews or even
suggest new Italian dishes. But perhaps the best form of promotion for Pompei has been its
positive word of mouth advertising by people who have visited Pompei.

The captivating ambiance and décor, well-mannered staff, seating arrangement and most of
all the food, act as a forceful promotional tool for Pompei. According to most customers, the
most impressive aspect of the restaurant after its menu is the ambiance of the restaurant. With
its mud-plastered walls, it is a cool sight for tired eyes, especially in the heat of summer. Two
palm trees compliment the exterior backed with more greenery as the restaurant has seating
arrangement both inside and outside. Most visitors at night prefer to dine outside where the
patio opens up to a huge, lush green lawn. Low lightings and slightly secluded booths offer
privacy to diners and help create a very romantic atmosphere. With minimal decoration,
including a few lighted candles set on a single shelf slowly giving the walls a darkish brown
hue, the restaurant spells simplicity, romance and privacy. Light wooden chairs, set along
with a few cream sea-green colored comfy sofas, make for a hearty welcome.
Siddiqui A. K. / Journal of Marketing Management and Consumer Behavior, Case Study (2016) 1-16 9

People: It is vital for restaurateurs to have a good understanding on what exactly the
customers want. Identifying the specific expectations of customers, the dimensions of the
service quality, and their relative importance for customers for each specific segment of the
restaurant helps the restaurant in the challenge of improving the service quality. Therefore it
is not surprising to note that Pompei places high importance on the quality of service that it
provides to its customers. Pompei has a training program for its entire staff including the
waiters, busboys managers and chefs. The waiters and managers are trained in important
areas such as dining room service preparation, awareness, understanding, communication,
food and beverage knowledge, customer service and sales technique plate handling, computer
systems run-through, food service sanitary and safety guidelines plus an overall review of
restaurant customer service understanding. The chefs are trained to season specific Italian
dishes that are not prepared in other Italian restaurants and how to maintain hygiene and
safety standards in the kitchen. The managers are also trained in how to deal with difficult
customers and handle and problems that may compromise the dining experience of the
customer.

Processes: In order to assure best food quality Pompei wanted to develop a strong supply
chain and distribution network. The restaurant has selected local suppliers to supply them
with quality ingredients. Some ingredients such as exotic herbs are imported from Dubai
since they are not available in Pakistan. The suppliers have been trained by the Pompei
management and have to follow strict quality standards that are practiced by the restaurant. In
order to ensure that the supplies reach the restaurant on time, Pompei has developed a strong
distribution system in collaboration with its distributor, who manages the supply chain
process for Pompei. Superior quality meat and other perishable ingredients are obtained by
the suppliers and delivered promptly to the restaurants or are stored in the cold rooms for
future use. The supplier is also responsible for quality control, inventory management,
deliveries to restaurant, data collection, and recording and reporting. The cold chain also
helps the restaurant to reduce waste as meat and other perishable items can be easily stored in
cold rooms for future use. The restaurant also has a cold van that is used to transport meat
and vegetables so as to maintain its freshness and taste. Furthermore, the use of refrigerated
vans and cold room has helped the restaurant lower its food wastage as well as maintain the
freshness and quality of ingredients. Pompei also has an efficient billing system and accepts
cash as well as credit cards form their customers.
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Physical Evidence: A fusion of rustic and contemporary elegance and complimenting it with
unparalleled service is what makes Pompei truly unique from its competitors. The
atmosphere and décor are relaxed, focusing on comfort while maintain a sense of elegance
and sophistication. The dining booths are located on the west side of the restaurant, and are
perfect for people seeking a more private dining experience. Long tables are located at the
centre of the restaurant to accommodate large parties and small tables are located to the east
of the main room for small families. Visitors can also choose to eat outside on the patio,
which opens up to a vast lush green lawn of the old railway club. The restaurant is infused
with soft lighting and Italian music is played in the background, which is loud enough to
create a pleasant atmosphere. The walls are splayed with modern as well as traditional art and
tables are decorated with candle lights and flowers. The beautiful ambience of Pompei
enhances the dining experience of the customers.

8. The Way Forward

After being hugely successful among its target audience, Pompei Station has decided to start
its home delivery service to cater to customers who want Italian food but are unable to go to
the restaurant itself. But with customers demanding fresh hot food at their homes or offices,
restaurants are striving hard to sustain their delivery promises. The objective behind
introducing Pompei delivery service was to provide quick service and convenience to
customers, at the same time expanding Pompei customer base. There are large numbers of
people who find it difficult to travel so home delivery allows Pompei to serve these
customers along with increasing its market penetration. To place an order the customers have
to dialing (92-21) 3-200-2104, 3-206-8642 from any phone and the order will be directly
received by the restaurant personnel at the restaurant. The restaurant has trained and allocated
separate staff to take these calls and these calls are recorded and the agent records the order
on a computer. The order is then forwarded to the kitchen where the meals are then prepared.
Pompei does not charge extra for its home delivery as free delivery is made out to be an extra
benefit of ordering from Pompei. The delivery timings are from 12 noon till 11 pm in the
evenings with no minimum order amount. The delivery areas are Clifton, Defence, I.I.
Chundrigar and Shahrah-e-Faisal and the customer is asked to wait 45 minutes from the time
of the placement of the order to receive it.

The changing lifestyle of consumers is demanding restaurants to come up with innovative

and convenient ways of serving the consumers. Pompei Station’s home delivery system is a
step towards this innovation and an attempt by Pompei to increase its customer base by
Siddiqui A. K. / Journal of Marketing Management and Consumer Behavior, Case Study (2016) 1-16 11

bringing Italian cuisine to the costumer’s doorstep. However, Pompei Station’s home
delivery service has been recently inaugurated and is already facing a plethora of challenges
that is increasing costs for the restaurant and is eroding its profit margin. One of the
challenges is that with increasing urban population and deteriorating law and order situation,
the traffic jams in the city have increased which in turn cause a delay in the time it takes to
deliver the order. Delay in order translates into poor customer service and the cumulative
effect of delayed orders can cost Pompei its valued reputation. Another challenge facing
Pompei is their lack of promotion after the initial successful launch. Pompei has not invested
in advertising activities and relies mostly on word of mouth advertising and expects its
satisfied customers to promote Pompei Station. While positive word of mouth reviews are
very effective in convincing others to visit Pompei Station, the ability of word of mouth to
reach a vast customer base is less. Therefore Pompei Station needs to advertise using
billboards and give print ads in newspapers and magazines so that more people can be
targeted and greater brand awareness can be generated. The third challenge for Pompei
Station involves tailoring its menu to meet local flavors and tastes. Critics of Pompei Station
have complained of its food being too bland and spice less. Therefore Pompei Station needs
to develop a serious strategy to meet the challenges facing its brand.

In order to make the home delivery service more efficient, Pompei Station must narrow down
the areas where it can deliver food. For instance Pompei Station should only deliver food in
parts of Shahrah-e-Faisal that will be relatively closer to the restaurant. Also special hot units
(boxes placed on the motorcycle carrying food) should be used to deliver food to ensure the
food remains hot when it is delivered to the customer. To promote its restaurant and increase
brand awareness, Pompei Station should to advertise using billboards and give print ads in
newspapers and magazines so that more people can be targeted and greater brand awareness
can be generated. And finally, Pompei should modify its dishes and add more flavor and
seasonings to its dishes while ensuring that the original flavors dish remains intact. Pakistanis
are used to spicy food and do not like bland food, therefore Pompei Station needs to add more
seasonings and flavors to its dishes but at the same time Pompei Station must ensure that the
integrity of the dish is maintained and people get a true Italian experience, every time they
walk into Pompei Station.
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Exhibit: Pompei Station Delivery Menu

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14 Siddiqui A. K. / Journal of Marketing Management and Consumer Behavior, Case Study (2016) 1-16

Launching Pompei Station – A case of Entrepreneurial Marketing

A. TEACHING NOTE
B. Target Audience

This case is written for undergraduate students taking course(s) in any one of the subject area
namely Marketing Management, Services Marketing, Entrepreneurship.

C. Teaching Objectives
1. To understand the seven Ps of services marketing
2. To understand the process of differentiation and its importance in higher end
resultants.
3. To understand the segmentation and targeting for restaurants in Karachi.
4. To appreciate the importance of word of mouth as compared to expensive advertising
media.
5. To analyze the need for changing life style and the speed of change
D. Case Methodology

Case based teaching is one of the areas he practiced for over a decade. All facts and figures
used in this case have been taken from the secondary sources and all sources are mentioned
and appropriately acknowledged. This case is a teaching case and written solely for class
room discussion and academic purposes only. It doesn’t intent to illustrate either effective or
ineffective handling of managerial situation. Materials or statistics provided cannot be used
by third party as evidence. This strategy has been proved fruitful in describing fundamental
concepts through case study design in many other cases (Anjam & Siddiqui, 2013; Fahim &
Siddiqui, 2013; Husain & Siddiqui, 2013; Mangi & Siddiqui, 2013; Salman & Siddiqui,
2013; Siddiqui & Anjam 2013a; Siddiqui & Anjam 2013b; Siddiqui & Anjam 2013c;
Siddiqui & Fahim 2013). More recently the marketing concepts in Pakistan have been
illustrated through a single case study design in services sector (Siddiqui & Fahim 2014;
Sibghatullah, Siddiqui & Siddiqui, 2016, Latif, Sibghatullah, & Siddiqui, 2016).
Siddiqui A. K. / Journal of Marketing Management and Consumer Behavior, Case Study (2016) 1-16 15

E. Opportunity for student analysis (Board Plan)

Difference between Entrepreneurial Marketing & Intrapreneurial Marketing

Major Themes in Entrepreneurial Marketing

Entrepreneurial Marketing as strategic tool

16 Siddiqui A. K. / Journal of Marketing Management and Consumer Behavior, Case Study (2016) 1-16

9. References

Anjam, M., & Siddiqui, K., (2013). WAPDA-HUBCO Dispute: Corporate Governance
Failure, The IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 62-69
Fahim, S.M., & Siddiqui, K., (2013). Privatization of Habib Bank: Corporate Governance
Compliance, The IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 26-29
Husain,S., & Siddiqui, K., (2013). ZARCO Exchange: Corporate Governance Failure, The
IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 57-61
Latif, A.A., Sibghatullah, A., & Siddiqui, K.A., (2016). Repositioning Horlicks in Pakistan,
Journal of Marketing Management and Consumer Behavior, 1(2) pp: 44-53
Mangi, R.A., & Siddiqui, K., (2013). Privatization of PTCL: Corporate Governance Failure,
The IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 30-35
Pompei Station http://www.karachisnob.com/pompei_station_karachi.htm
Salman, F., & Siddiqui, K., (2013). Mehrangate Scandal: Corporate Governance Failure, The
IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 41-46
Sibghatullah, Siddiqui, & Siddiqui (2016). Repositioning Virtual University of Pakistan,
Developing Country Studies 5 (6), 98-108
Siddiqui, K., & Anjam, M., (2013a). Banker’s Equity Limited: Corporate Governance
Failure, The IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 47-51
Siddiqui, K., & Anjam, M., (2013b). NIB-PICIC Merger: Corporate Governance
Compliance, The IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 22-25
Siddiqui, K., & Anjam, M., (2013c). Privatization of MCB: Corporate Governance Failure,
The IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 36-40
Siddiqui, K., & Fahim, S.M., (2013). Khanani & Kalia International: Corporate Governance
Failure, The IUP Journal of Corporate Governance, Vol: XII, No. 4, pp 52-57
Siddiqui, K., and Fahim, S.M., (2014) Repositioning of DAWNNEWS Channel to Mass
Market (January 7, 2014). Rev. Integr. Bus. Econ. Res. Vol 3(1) pp 191-200