Abstract:

Many of the companies in Pakistan are struggling as they started of copying what the leaders were doing in the market space and entitled themselves as a “me-too” organization in the end. Companies rather than focusing on creating a new market for themselves, indulge in activities that the successful organizations are doing at that time and ends up being a “me-too” company. This case is about how “Aik-Mint” adopted the concept of providing services at your door step, for the cosmetic changes that the household requires, but with a twist. Aik-Mint rather than copying the norms prevailing in the market space, devised a blue ocean strategic move for themselves. This strategy has helped them to cater the untapped market space and win over the competitors by converting the non-customers into customers.