An authentic study in domain of marketing, economics and brand management in Pakistan.

1. Morven
-
Brand
Dilemma
A Case Study

2. Production Price
Rs.32.48 / Packet
Retail Price
Rs.38 / Packet

3. Market Price (Islamabad)
Rs.40 / Packet
5% Extra
Market Price (Peshawar)
Rs.45 / Packet
18% Extra

4. Consumer Behavior
Cigarettes are more smoked in
Summer than Winter throughout
Pakistan.
Affirmative Action
As a consumer-friendly and brand-conscious
company, Philip Morris
(Pakistan) Limited must intervene in
favor of consumers of Morven Gold
who pay 18% extra price in
Peshawar.

5. Discussion Credits
Q: Is it fair to write on cigarettes?
A: Cigarette brands are legal products in
every society.
Q: Is this case study example of price
discrimination?
A: No. Philip Morris has clearly printed
retail price on packets. This is called
brand manipulation by retailers.
Q: Should Philip Morris take action?
A: As a brand owner and TQM follower,
Philip Morris must take positive action
in favor of consumers.
Q: Will sale of Morven Gold increase in
Peshawar after taking action?
A: Slightly yes.
Sajid Imtiaz: Member Pakistan Society of
Criminology, Member Advertising Age
Feedback: sajedimtiaz@hotmail.com