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The Vision for 11WC Corporation was straightforward, select a product in the targeted segment, support it with maximum resources, utilize the latest marketing tools and run down the competition. The company had a serious allergic reaction at the mention of its rivals, and this had been ingrained at all levels from its founders 55 years ago. Mr Hakim Ali, Chairman and CEO of the Group ensured that this message is repeated in every meeting and not to miss it out at any point in time. As the largest privately-owned conglomerate, 11WC had been a pinnacle of success and a case study for every aspiring entrepreneur dreaming to get into the FMCG business in Pakistan.
Today, they were debating launching their own brand of carbonated drinks with the introduction of “Run Cola”. The idea was floated by Zaem Ali, the 24-year-old son of Hakim who had returned a year ago after completing his MBA from the Wharton School of Business in the US. A Bachelor’s Degree in Economics coupled with an MBA from one of the top Business Schools in the World prepared him well to take on his lineage in strides and move the organization to the next level. However, the foundation of 11WC had been entrenched with the name of Azeem Ahmed, the dynamic Marketing Director that the firm had nurtured for the past 18 years and in turn, he provided his blood and sweat to ensure that…
