Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Project Coordinator (External)
Mr. Mohtashim Hussain, Assistant Brand Manager
Committee Member 1
Atif Murtaza Lecturer Department of Marketing Institute of Business Administration (IBA), Karachi
MBA Research Project
eCommerce, Virtual Perfect Store, Online Shopping, Lifebuoy, Antibacterial Cleansing
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:
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.
Rasheed, M. A., Obaida, M. F., Hamid, M., Ramzan, R., Khan, S. A., & Jaffar, T. (2022). Lifebuoy virtual perfect store (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/246
Available for download on Monday, July 19, 2027
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