Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Dr. Shahid Mir, Assistant Professor, Department of Management

Client

Unilever

Project Type

MBA Research Project

Abstract / Summary

Pakistan's premium beauty and personal care market is the main focus of this project. Significant growth has been seen in the beauty industry, but the potential and allure of the premium segment remain largely unexplored. The project's driving question is "How attractive is the market for premium beauty and personal care products in Pakistan?" The study will delve into identifying the specific consumer segment and their preferences, assessing market size and growth, uncovering factors that affect purchasing decisions, and evaluating the competition within the industry. Surveys and interviews with consumers were part of the primary research in our methodology, along with industry reports and literature review as our secondary research. The key findings highlight consumers valuing product quality, brand reputation, and packaging, resulting in a growing demand for premium products. However, price sensitivity remains a challenge, as consumers are hesitant to pay a significant premium without perceived value-additions. To capitalize on the market opportunity, businesses should focus on product differentiation, effective marketing strategies, competitive pricing, and educating consumers about the benefits of premium products. Collaborations with local influencers and utilizing digital platforms for marketing and sales is a recommended strategy. In conclusion, there is untapped market potential for the business to invest in premium beauty brands, however grey channels for imports are making it difficult to compete on price.

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Available for download on Monday, August 12, 2030

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