Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Dr. Asim Shabbir, Assistant Professor and Program Coordinator MS Marketing, Department of Marketing, Institute of Business Administration (IBA), Karachi
Project Coordinator (External)
Syed Ahmed Raza
Client
Lipton Teas and Infusions
Committee Member 1
Dr. Asim Shabbir, Supervisor, Department of Marketing
Committee Member 2
Yaseen Ahmed Meenai, Examiner, Lecturer, Institute of Business Administration (IBA), Karachi
Project Type
MBA Research Project
Keywords
Out-Of-Home Channel, Channel Consumption, Tea Market, Tea Culture
Abstract / Summary
With the rising working class in Pakistan, Lipton has seen growth opportunities in the out-of-home (OOH) channel. However, despite having a strong position in the consumer segment, Lipton’s OOH channel is relatively weak with a meager share of 7% of the total revenue. The report explores Lipton’s OOH channel performance in Karachi to ascertain inefficiencies causing the lower sales. The research delves into the workings of the field sales team and analyzes the complex relationship between Lipton, distributors and clients. Interviews from higher level managers to field level Distributor Sales Representatives (DSR) are conducted to identify problems in the channel and recommend appropriate solutions.
Recommended Citation
Arif, I., Abbasi, A., Arshad, M., & Sameen Ferzan, S. (2024). How to Improve the Productivity of Out-Of-Home Channel Consumption (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/326
