In July, 1991, Irfan Mustafa, West Asia Area Vice President and Chief Executive Officer of Pepsi Cola Pakistan Incorporated (PCI), faced several dilemmas. First, as part of the 7-Up acquisition, Mustafa had to convince the remaining Pakistani 7-Up bottlers to sell their plants to PCI bottlers and oversee the resulting integration. Second, Pepsi Cola International had shifted focus to its global brands, and since acquiring 7-Up International in 1986, had withdrawn all marketing and technical support for Pepsi's local yet successful Pakistani brand, Teem. In light of the focus on global brands, Mustafa needed to determine the role of each brand in his portfolio (Pepsi, 7-Up, Teem, and Mirinda), with particular focus on 7-Up and Teem. Lastly, in an effort to distinguish 7-Up from Teem, formerly competitors, PCI had developed Cloudy Teem-a milky colored lemon-lime soft drink. Mustafa had to assess whether Cloudy Teem had major growth potential and if so, figure out how to role it out across Pakistan despite resistance from his bottlers. This case explores Mustafa's dilemmas, also touching on urban versus rural marketing and distribution challenges.

In early January 1989, Irfan Mustafa, General Manager, Personal Products and Market Research, Lever Brothers Pakistan Limited, was wondering what action to take regarding the marketing of the laundry detergent bar RIN, which had been introduced to the Pakistani market in April 1984. The product was specially formulated and promoted as a fabric washer. Mr. Mustafa felt the sales volumes for RIN had reached reasonably satisfactory levels in 1988. However, a recent survey confirmed his suspicion that RIN was primarily being used for dish washing.

In January 2016, Mr. Tahir Raza Mian, Assistant Sales and Marketing Manager at the Avari Hotel Lahore (until 1994 known and operated as the Avari Lahore Ramada Renaissance Hotel), was concerned about the average room rate at the hotel. For the first time since operations began in Lahore, Avari's average room rate has fallen below that of its main competitors, Pearl Continental Hotel, The Nishat Hotel, or Heritage Luxury Suites. Tahir felt that he needed to re-evaluate Avari's current pricing policy in order to develop a plan to remedy the situation before the beginning of the new year.

In late June 1987, Mr. Asad Ali, proprietor of Regal Electrogas, was confronted with an important decision regarding the pricing of his company's desert coolers. The market price for this product had risen by approximately 5% in the wake of new taxes introduced in India's national budget, which was announced two weeks earlier. However, the taxes had recently been rescinded in response to public pressure following the announcement. Given this backlash, Asad wondered whether he should reduce his prices immediately.