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

Client

HPH International

Project Type

MBA Research Project

Keywords

Gray market, Personal care, Phillips, Marketing, Grooming product

Abstract / Summary

The report discusses the issues HPH International faces in the wholesale channel of distribution for Philips Personal Care products in Pakistan, and how gray market product presence affects their business. These are sometimes genuine or copy products sold at cheaper prices through uncharted channels without guarantee or after-sales service. This paper focuses on how such gray market products would affect Philips's overall reputation in the market, consumer perceptions, purchase decisions, and loyalty to the brand.

The report also proposes a focused marketing strategy to increase consumer engagement and, consequently, revenues. The AIDA campaigns will be focused on the products. For example, this could be highlighted by explaining the unique features of the products-for example, the precision trimming and shaving function of the OneBlade, and long-lasting hair removal solutions provided by the IPL Lumea. This would reinforce awareness of and preference for Philips products among the consumers over gray market products. This will be accomplished through the marketing strategy by using digital and social media to provide maximum exposure for the brand, notably to the younger, tech-savviness of consumers who most likely act upon online messages. This campaign also involves partnering with influencers, product demonstrations, and running targeted ads highlighting the benefits of buying authentic Philips products through official channels.`

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Available for download on Thursday, November 01, 2029

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