Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Dr. Amber Gul Rashid, Assistant Professor, Department of Marketing

Project Coordinator (Internal)

Sumayyah Khurshid Khan, Lecturer, Department of Marketing

Project Coordinator (External)

Ali Salman Wazirali, Senior Brand Manager



Project Type

MBA Research Project

Abstract / Summary

The objective of this research is to identify the Segmentation, Targeting, and Positioning (STP) of Dettol Liquid Hand Wash in the Pakistani market and recommend a marketing strategy to help the brand grow. Dettol is a well-known brand in the Personal Beauty and Care category in Pakistan and experienced a surge in sales during the COVID-19 pandemic. However, the brand needs to sustain its growth spike and also increase the category of liquid hand wash with the settlement of the pandemic slowing it down.

The research explores consumer behavior and preferences toward liquid hand wash in Karachi, Pakistan. The study design of this research uses a mixed method approach which includes qualitative and quantitative data from secondary and primary sources. Among the primary research, market visits, participant observation, focus groups, online survey, and interviews were conducted to gather insights.

It was found that the market for liquid hand wash is highly competitive, with various players offering products at different price points. While promotions and discounts are significant motivators for customers, brand loyalty and price comparison are also prevalent. Fragrance and packaging are essential factors influencing consumer behavior. The research findings indicate that Dettol Liquid Hand Wash has strong brand recall and awareness among consumers, and the pandemic has shifted consumer preferences towards antibacterial products. Dettol Liquid Hand Wash is positioned as a premium brand that keeps hands clean and hygienic.

It was also identified that convenience, brand reputation, and effectiveness in comparison to bar soap are significant motivators for people to purchase liquid hand wash, while antibacterial properties, packaging, and ingredients are important factors in consumer behavior towards liquid hand wash. The research also highlighted the potential to convert bar soap users to liquid hand wash, as these users are price-conscious but still believe in the effectiveness of liquid hand wash and Dettol's reputation. Moreover, three distinct clusters of customers were also identified amongst which one was comprised of Generation X while the other two were of Millennials. The three distinct clusters identified represent attractive target markets for Dettol Liquid Hand Wash i.e., GEN-X BS (Generation-X Brand Seekers), YABs (Young, Ambitious Brand Seekers), and AHAs (Anti-Bacterial Hygiene Advocates).

Based on these findings, recommendations were made to help Dettol promote its Liquid Hand Wash effectively which included an integrated marketing approach that focused on multi-channel marketing. While bar soap is more affordable, Dettol's top-of-mind awareness among consumers could be leveraged ultimately resulting in the growth of the liquid hand wash category. Implementing these marketing techniques will allow Dettol to capture a larger share of the liquid hand wash market and maintain itself as the leading liquid hand wash brand in Pakistan. Additionally, Reckitt has the potential to grow the category size by converting bar soap users to liquid hand wash through promotions and active marketing. Improving convenience and ease of use, emphasizing brand reputation and product effectiveness, and designing attractive packaging with multiple variants can increase the importance and perceived value of the brand. Understanding consumer behavior and preferences can also help develop effective marketing strategies and product designs to meet the needs of consumers and create a competitive advantage in the market.

Available for download on Thursday, June 20, 2030