Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Ayesha Javed, Visiting Faculty, Department of Marketing

Project Coordinator (External)

Muhammad Aqib , Shahryar Nawaz



Committee Member 1

Ayesha Javed (Visiting Faculty) Business Administration - Academic Affairs Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Abstract / Summary

Black N White, a young clothing brand based in Karachi, Pakistan, is planning to launch its products online through its ecommerce website. Fashion retail landscape in Pakistan is highly competitive and fragmented due to the presence of strong local brands and international brands. E-commerce in Pakistan is evolving with a market value of $4 billion in 2020 (Store Ranking & Overview, 2020). The fashion industry, representing 70% of the total ecommerce revenue in Pakistan, with a market value of US$ 2.8 billion in 2020 (Store Ranking & Overview, 2020), offers huge potential for young brands such as Black N White to create and capture value. Digital advertising in 2020 represents 23 % of the total share of the Advertising spend. Though TV is still the most dominant form of representing 44% of the total share, digital spending has increased from 10.5 billion PKR in 2019 to 13.65 billion PKR in 2020 (Aurora Magazine, 2021)

Black N White will focus on digital marketing to reach its targeted customers who are millennials and generation Z, representing 63% of the total population of Pakistan. Around 22 million Pakistanis use Facebook (Usage and Population Statistics, 2020). Other platforms such as, Instagram, Snapchat, and streaming platforms such as You Tube are popular in Pakistan. 81% of all the connected Pakistani consumer research online before purchasing and 55% of them search for a product and then use YouTube to learn more presenting opportunities for marketers to reach customers on these platforms. (Lars Anthonisen, 2020)

The objective of the project is to devise a comprehensive digital marketing strategy for Black N White to reach its targeted customers. In this project we will identify the customer segments and their personas. We will use Consumer Journey Decision Making Model to identify various touch points in the customer journey for online shopping and recommended a digital strategy at each level for Black N White. We will use online tools such as google key words planner, google trends and sentimental analysis to get key insights and trends about the online fashion Industry in Pakistan. We have already done extensive literature review to understand the industry and key players in the industry.

Available for download on Tuesday, July 13, 2027