Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Syed Akhtar Mahmud, Visiting Faculty, Department of Marketing

Project Coordinator (External)

Ms. Sarchina Kumari, Business Solutions and Insights Lead



Committee Member 1

Akhtar Mahmud Advisor Department of Marketing Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Keywords">Direct-to-Consumer, Online Shopping, Perceived Customer Value, Fast Mover Consumer Goods, COVID-19 Impact

Abstract / Summary

Reckitt is a multinational organization and one of the leading FMCGs in Pakistan. It is interested in the feasibility of Direct-to-Consumer as one of the retailing channels for its hygiene category which includes Mortein, Harpic, Robin Blue, and Cherry Blossom.

FMCGs around the world are showing a growing interest in Direct-to-Consumer (DTC) because of the various challenges such as increasing retail pressure, especially during the current pandemic. Retail giants and Store Chains continuously bargaining for higher margin which puts pressure on FMCGs to either raise their prices or to settle with a smaller share for themselves. Another reason to pursue the Direct-to-Consumer model is that it allows organizations to better understand their customers, generate first-hand data on them, and use it to provide them a better experience thereby strengthening the bond between customer and organization.

It was concluded that Direct to consumer model has a rising potential in the Pakistani landscape. The primary research showed the feasibility of the DTC model of 41%. However, considering the development and growth of other supporting industries such as FinTech in Pakistan, it is assumed that Direct-to-Consumer will be a profitable channel in the future.

The recommendations presented at the end are based on if Reckitt decides to move ahead with the execution of DTC. It is important to note that these recommendations are formulated based on our limited knowledge gathered over the years, therefore it is suggested that Reckitt hires a trained professional to corroborate the presented recommendations and successfully execute them.

Available for download on Saturday, July 17, 2027