Overview

The Imperial Electric Co. (Pvt.) Ltd (IEC) was established in 1931 in Pakistan. Since its inception, IEC has always provided its clients with world-class products & services and our clients have relied on us for innovative and economical solutions to their problems. Over the years, the company has earned a reputation for excellence and professionalism for continuously striving to meet, even exceed standards which set the climate for a sustainable business relationship with its clients. IEC is a Leading OEM of Diesel Generating Sets. It manufactures diesel Generating Sets under the brand name of IMPAC, ranging from 09 kVA to 1250 kVA coupled with world renowned engines & alternators. IEC is also Pakistan’s premier EPC Contractor for Power Generation Projects and Airport Specialized Systems with extensive experience of more than 50 years.

Learning Objectives

The idea of analyzing a marketing case study is always associated with the image of a real-life brand puzzle and the story of the Imperial Electric Company perfectly suits this theme. What we are taught here is: Counterfeits were pouring into the markets- denting sales and endangering consumer confidence. To strike back, the firm focused on strategic learning and building trust. Some of the measures incorporated were placing information on LinkedIn, Instagram, and Facebook on how to identify real Schneider products against the cheap imitations. All the posts emphasized quality and safety and adherence to all the world standards. Professional photography, testimonial, and technical webinars were thrown in to demystify the brand and rebrand Schneider in the mind of customers as premium but reliable brand. When credibility is at stake, there is nothing like deliberately instructing the viewers with visual and undeniable evidence that can spare a name of counterfeits.