Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Advisor

Dr. Kamran Siddiqui

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas, Salma Mirza

Client

Lucky Cement

Committee Member 1

Dr. Kamran Siddiqui, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

The project was to develop a comprehensive marketing strategy for both the local and export markets. For the local market, we had to do primary research through development of questionnaires and for export market, country wise studies were prepared through secondary research using the internet. Objectives and Targets set on the basis of Research are as follows: 1. Position Lucky Cement as the Best Brand 2. Increase Brand Awareness by 15% 3. Devise a strategy enabling Lucky Cement to be sold at premium prices 4. Improve brand image and brand loyalty of Lucky Cement 5. Determine the brand image of lucky cement (relative to competitors) in the minds of consumers, i.e., how many of them consider it as a premium brand and are they happy with the price they are paying for it. In other words, does price justify the value that they associate with the brand?

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