Degree

Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award

2026

Advisor/Supervisor

Mr. Qashif Effendi Adjunct Faculty, Department of Marketing, Institute of Business Administration (IBA), Karachi

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Consumer Behavior, Hand & Body, Brand Perception, Brand Launch

Executive Summary

Unilever is struggling to consolidate its position in Pakistan’s Hand & Body segment. With a number of local and international brands competing in the segment- adopting quick innovation techniques and new product launches- Unilever lacks the detailed data it needs to understand this space. Without proper insights into consumer behavior, preferences, and usage occasions, the organization risks investing in marketing campaigns that do not connect, leaving Vaseline one of its most recognizable names, unable to break through in this highly competitive category. Furthermore, Vaseline aims to fully launch its Gluta-HYA product line in Pakistana serum-based lotion with Glutathione and Hyaluronic Acid as critical ingredients, making it imperative that it understands the Hand & Body market dynamics, Vaseline’s existing brand perception, critical consumer insights and design its brand launch and marketing strategy around these findings. Based on our secondary research from credible journals and similar studies, from an organizational perspective, it is imperative that Unilever keeps ahead of evolving market trends and emerging as well as established competitors. This will be critical for Unilever’s product launches, brand marketing and overall segment presence. On a societal level, growing consumer awareness of skin health, sustainability, and ethical sourcing emphasizes the criticality of effective market and consumer research to gauge brand perception, desired product attributes and competitor strategies. In this regard, we conducted a comprehensive market research pertaining to the Hand and Body segment targeting the LSM 8+ income group and urban consumers between 18-45 years of age to garner detailed insights on the following research objectives; An in-depth exploration of the Hand & Body segment: The group conducted detailed secondary research exploring the socio-economic, demographic, psychographic behavioral and geographic dynamics of the H&B segment in Pakistan. This involved a critical analysis of the existing market players; both brands and product lines and significant contributors to their prevalent market performance. Furthermore, we analyzed existing market data, studied how retail stores placed lotions and creams, and observed how competitors are performing. Visits to retail and whole-sale outlets provided a real-world view of shelf placement, promotions, and consumer engagement. Primary research regarding lotions and creams: The group conducted 10+ in-depth interviews and 100+ surveys via questionnaires and focus groups involving Unilever’s target xiii market segment to understand consumer preferences regarding lotions and creams; their occasion of use, purchase behavior, brand preferences, lotions vs. creams usage and specific triggers or barriers of lotions/creams usage. Analysis of Vaseline’s brand perception and desired product attributes: Finally, the group conducted a thorough analysis of Vaseline’s brand perception among consumers via focus groups, in-depth interviews and brief questionnaires. By extension, a key focus of the group was also to gauge the consumer’s desired product attributes if Vaseline decided to launch a new lotion. This was followed by a brief description of Vaseline’s Gluta-HYA, the key product attributes it entailed and collecting the initial perception and product recommendations (including sizing, pricing, store placement etc.) regarding it. The data collected via the aforementioned strategies was critically analyzed using recognized tools for qualitative and quantitative- NVivo & SPSS. The final sequence involved placing the analysis in key strategic frameworks including SWOT, PESTEL, Porter’s Five Forces and BCG Matrix to develop an effective brand launch and marketing strategy for Gluta-HYA. It was concluded that Unilever must adopt a carefully structured launch strategy which must incorporate several critical factors including digital engagement, retail visibility and scientific credibility and emotionally resonant and relatable brand communication. By taking advantage of Vaseline’s existing brand trust and simultaneously repositioning the brand toward premium skincare innovation, Unilever can strengthen its competitive position within Pakistan’s Hand & Body market leading towards sustainable growth in the long-term. Finally, this research would be very useful for Unilever Pakistan with consumer insights and perception regarding the general hand and body market segment and specific actionable consumer insights, strategic direction, and evidence-based recommendations that can support the successful positioning, launch, and long-term penetration of Vaseline Gluta-HYA in the Pakistani market.

Pages

xiii, 209

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