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
Keywords
https://ir.iba.edu.pk/do/search/?q=Lucky%20Cement&start=0&context=8598587&facet=">Lucky Cement, Marketing strategy, Industry dynamics, Brand loyalty, Export market, Local market, Brand preference
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?
Recommended Citation
Haider, M. B., Khalid, M. T., Hanif, S., Irshad, S., & Irfan, S. Z. (2011). Comprehensive marketing strategy for Lucky Cement (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/183
