Building rural market share


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Brands & branding, Rural market, Products

Executive Summary

The project aims to build a rural sales model that would enable and empower consumers to have wider access to Unilever's products, whilst also helping to build skills and income levels in rural areas through livelihood generation.The report provides an analysis and evaluation of the opportunities and challenges for creating rural market share for Unilever in Pakistan. Methodology: The project was conducted utilizing a dual strategy involving two facets of research, literature review followed by qualitative and quantitative research.

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