Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing

Project Coordinator (External)

Mr. Mohtashim Hussain, Assistant Brand Manager



Committee Member 1

Atif Murtaza, Lecturer, Department of Marketing, Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Abstract / Summary

Perfect Store is a concept coined by Unilever Pakistan. The vision of perfect store is to provide the best in-store experience to the shoppers where they find the right product, at the right place. Virtual Perfect Store is the adoption of the concept of brick-and-mortar Perfect Store philosophy for the e-retail channel aligned with the “6 Ps” of marketing. One of the key outcomes of this project is to define KPIs of the Virtual Perfect Store for Lifebuoy. To achieve this, exploratory research was conducted to map out the existing online presence of Lifebuoy and its competitors. Secondary and Primary research was conducted to find out the realistic future strategy over 9 major e-Commerce platform that are categorized into 3 main tiers.

1. Pure play

2. Omni channel

3. Now commerce

The presence of lifebuoy over e-retail outlets were assessed on five key dimensions:

1. Availability

2. Visibility

3. Content

4. Promotion

5. Pricing

Based on our findings and analysis, we came across the results that online availability, visibility and promotions are the areas of improvement for the brand over e-Commerce. To overcome this and to develop Virtual Perfect Store, we have proposed future strategies that can be implemented on every flagship store of Lifebuoy over different e-Commerce platform.

Available for download on Monday, July 19, 2027