Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Yaseen Ahmed Meenai
Committee Member 1
Yaseen Ahmed Meenai, Lecturer, Department of Mathematical Sciences, Institute of Business Administration (IBA), Karachi
MBA Research Project
Alpha Container Industries, Alpha Labs, Marketing plan, Purchase intention, Brand preference, Brand loyalty, Brand perception, Brand image, Multi-dimensional construct
Abstract / Summary
Alpha Container Industries (ACI) produces tubes (containers) for multi-national and large local manufacturers. ACI is the market leader in producing these containers. ACI has excess capacity in producing these tubes and hence have decided to launch their own brand in the face wash category. The launch strategy and marketing plan formulation are the major outcomes of this project along with the other insights. The methodology used is an elaborate one including; secondary research about the current skincare industry. Current brands in the market will be observed and analyzed with both primary (retail visits) and secondary (literature) data. Once the positioning of the product, its variants and specifications is decided, the product will be designed. Focus groups will be conducted to get insights into the target market to customize to the needs.
Link to Catalog Record
Baloch, A., Gulzar, F., Rehan, M. F., Tabassum, R., & Qureshi, S. N. (2020). New product launch – face wash (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/141
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