Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Syed Akhtar Mahmud, Visiting Faculty, Department of Marketing

Project Coordinator (Internal)

Dr. Wajid Hussain Rizvi

Committee Member 1

Mr. Akhtar Mahmud, Advisor, Visiting Faculty Faculty of Business Administration, Institute of Business Administration (IBA), Karachi

Committee Member 2

Dr. Wajid Hussain Rizvi, Director-Business Administration Programs, Department of Marketing, Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Keywords">Philips, Electronic manufacturers, Portfolio, IMC, LMT, Steam iron

Abstract / Summary

Philips is ranked amongst the leading electronic manufacturers in Pakistan. The company has a diverse portfolio which varies in the different countries in which it operates. One of the key products that the company offers is irons. Across the world, dry irons have become obsolete with the more advanced steam versions taking their place. In Pakistan however, Philips is facing a challenge. 80% of the country relies on dry irons but in sync with global changes, the company will discontinue 7 out of its 10 variants in the country. It is a race against time for Philips Pakistan to convince customers and influence them to shift towards steam irons.

The major deliverable for the project was to devise a plan for Philips to make an impact on consumer mindset in a way that can be sustainable and allow the company to expand its market footprint in the country. For the company, lack of local presence, relatively high-priced products and strong competition in the market are major factors hindering progress in terms of convincing customers to buy their products.

The secondary research was supported by primary research in the form of questionnaires and focus groups conducted for both customers as well as retailers. While the former are beginning to switch towards steam irons gradually, they stated high prices and lack of Philips advertising as the main reasons behind not opting for the brand. For retailers on the other hand, absence of local service centers and high prices for Philips products were key behind low sales.

In this regard, a number of recommendations have been made to the company. Firstly, Philips needs to revise its digital marketing strategy focusing on social media as well as instore branding. The company has to make its products more readily available through IMC and LMT. Philips also needs to target commercial consumers like dry cleaning shops to opt for their advanced products in order to create more efficient operations.

Available for download on Saturday, December 05, 2026