Textbook / Case Number: Real Case Study: Telus Corporation Case Name: HighProFile: Redefining Progress by Provoking Your

Profile Group Number: Group Member Names: Imran Khan,

I want to discuss a real case study of recently launched magazine, HighProFile, with the slogan Redefining Progress by Provoking Your Profile. In its ideation, conceptualization and immersion, it has gone through dramatic changes. How this venture became successful is really interesting to be shared with others to see different strategic management techniques in action.

TELUS CORPORATION
Telus Corporation assists businesses in gaining dramatic advances in speed and versatility, top-line growth and profitability, and cost-management through the intelligent application of Marketing & Advertising.

MISSION & PURPOSE:

We provide advertising solutions that contribute to the success of businesses. By creating solutions and opportunities for our clients, we help them to achieve their goals.

MISSION STATEMENT:
"Telus mission is to be the premier global Advertising Company which leads its clients from conception to implementation for all of their advertising needs."

PURPOSE:

Providing the most cost-effective and efficient solutions to our clients by using innovative advertising solutions and experienced professionals. Support clients and business partners in meeting their critical advertising needs for the current as well as for the future. Maintain trust and long-term relationships with clients, in the spirit of partnership. Establish a culture of innovation and provide the very best working environment and growth potential for its highly valued employees.

CUSTOMER FOCUS:
The core objective of the company is to assist its clients in obtaining a clear competitive edge through the development and implementation of cutting-

edge advertising. The client is treated as a valued partner and the company philosophy puts a premium on establishing long-term relationships rather than looking for short-term gains. . Telus believes that our clients success is our success. Thus, we take pride in leading our clients from conception to implementation and beyond.

CULTURE:

Telus culture is a product of our core valuesintegrity, wisdom and service excellencedelivering economical solutions on every promise and applying world-class expertise coupled with a solid understanding of our clients strategic goals. We believe that demonstrating our values is only possible through employee empowerment. We strive to become the advertising partner of choice for every client we serve. To achieve this, we recognize that we also must be the employer of choice for our employees. We believe that working and living by our values is instrumental to our success. Our mission embraces a philosophy that celebrates personal and professional growth to create a company where individual differences are appreciated. We encourage individual growth and recognize the benefits of helping others grow and develop. It isn't just what we do - it's who we are.

FUTURE:
What lies on the horizon? Our primary goal at Telus will always be to give our clients true value with the most effective advertising solutions currently available, while seeking ever better alternatives for the future. While it may be impossible to know precisely what the future will bring, we take pride in our work ethic, business acumen, and professionalism, believing we have the foresight to identify products ideally suited to our customers. Providing true value - quality products at competitive pricing and commitment to customer service - is how Telus remains vibrant and able to grow.

WHY TELUS?
Because we believe that YOUR success is ours. Quality is the crux of everything we do, and influences every decision that we make...from conceptualizing to finalizing. Our path to the completion of the product is defined by client specifications. We not only ensure, but Guarantee product quality, and functionality. We believe that working and living by our values is instrumental to our success. Thus our behavior is guided by fundamental values that flow from a total commitment to integrity. What makes us stand out from the competition is quite simple - our singular focus on the client and his/her needs. No cookiecutter solutions here. At Telus, the client and their interests are first and foremost, and we are committed to understand every client's unique needs and provide the best solutions. Providing true value - quality products at competitive pricing and commitment to customer service - is how Telus remains vibrant and is able to grow.

BRANDING & MARKETING:

Branding, very much a buzzword today, is often confused with "corporate identity" or "corporate image." They actually have very different meanings: Corporate identity refers to a company's name, logo, tagline -- its visual expression or its "look." Corporate image is the public's perception of a company, whether that perception is intended or not. Corporate branding, by contrast, is a business process -- one that is planned, strategically focused and integrated throughout the organization. Branding establishes the direction, leadership, clarity of purpose, inspiration and energy for a company's most important asset, its corporate brand. Telus specializes in helping companies understand, craft, measure and express their corporate brands. Our approach to corporate branding transforms the way companies conducts business. We use objective measures and proprietary methodologies to create superior brand intelligence. We analyze critical data that allows us to relate branding efforts to bottom line financial performance. Telus specializes in accommodating in the clients following advertising needs:

Bill Board Signs One-way Window Graphics Logo Designs Brochure Printing / Designing Banners (Vertical / Horizontal Steamers), Indoor Signage Shop Facials (Back-Lit Signs) Vehicle Graphics Outdoor Mopies (Scrollers) Event Management Newsletters

Focus Towards Outdoor

We are pleased to introduce ourselves as one of the leading outdoor signage companies of Pakistan. Through a well-established network of outdoor signage facilities in all cities of Pakistan, our objective remains to explore the possibilities of introducing innovative advertising display systems, according to the dynamically changing needs of our clients. These are primarily carried out through our various advertisement options such as Panaflex Billboard Displays, Pole Signs, Temporary Hoarding and Banner Displays as well as general options such as Clocks, Directional Boards and Panaflex Back-lit Shop Signs. Our parent concern in the field of advertising M/s Sign -O- Tech Associates has remained the sole advertisement contractors for the Lahore Cantonment Area for over 7 years.

Our dedication towards quality, service, after sales support parameters and innovation in all areas of outdoor signage, will reflect from the prestigious portfolio of clients we possess i.e. Mobilink Pepsi Cola / Raiz bottlers Unilever Pakistan Ltd. Nestle Pakistan Ltd. CDL Foods Ltd. Telenor Tapal Tea (Pvt) Ltd. World Call Multimedia Technologies. Standard Chartered Bank. Faysal Bank Ltd. Soneri Bank Ltd. PICIC Commercial Bank. Askari Commercial Bank Ltd. Bank Alfalah Limited Bata Industries Ltd. House Building Finance Corporation. Telefast (Pvt) Ltd. Global Telecom (Pvt) Ltd. Gillette Pakistan Ltd. Bahria Town Housing Schemes. Sun Tv. Sayyed Engineering (Pvt) Ltd. ICI Paints Ltd. Star Technology. Sahir Associates China Center Pace Prime Bank

In addition, our in house graphic designing capabilities have helped us in developing an understanding of the clients requirement, which is a foundation of our competitive strength in the field of outdoor advertisement.