Marketing Placement: Choosing the Wrong Channel Leads to Launching Setback for Pak Arab Plastic Pipes and Fitting

The Pak Arab Company is Pakistan's largest manufacturer of plastic pipes and fittings, offering a complete system for any project. The company is a leading manufacturer with a total manufacturing capacity of over 10,000 million tons per annum certified by IS/ISO 9001: 2008. As a pioneer in the manufacturing of plastic pipes, the management decided to launch Pak Arab Jadeed Pipes to unleash the growing market and invested a substantial amount of about half a million USD to facilitate this plan. The launch, which was finalized by the middle of the year 2015, was considered one of the company's most ambitious projects, an epic to be added to the success of Pak Arab. However, the channel and sales terms remained the same and the company had to face an earlier setback followed by the loss of 10% of the total sales volume. The management began delving into the loss and was evaluating options to address the initial launch failure.