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)
Asfandyar Kohati, Assistant Brand Manager
Client
Fine Daily
Project Type
MBA Research Project
Keywords
Personal Care, Brand Awareness, Consumer Analysis, Trade Marketing, Marketing Strategy
Abstract / Summary
This research explores the competitive landscape for KRONE, a men’s personal care brand by Fine Daily Private Limited, specializing in body sprays. KRONE’s two product ranges, Noir (non-gas) and Xtreme (gas), compete within Pakistan's intense market for men’s body sprays, dominated by both local and international players, alongside informal grey-market sellers. This study seeks to identify strategies for KRONE’s sustained growth in this challenging market.
A mixed-method approach was adopted, encompassing qualitative and quantitative research. Market visits in Karachi’s urban areas, such as Gulshan-e-Iqbal and North Nazimabad, examined KRONE’s retail presence across 300 general trade stores and 50 modern trade outlets. Focus groups provided insights into consumer behavior, which informed survey design and model development. Data was then gathered from 300 consumers to evaluate awareness, preferences, and purchasing behavior regarding body sprays.
Findings reveal that KRONE competes with brands like Bold, Fogg, Axe, and Rassasi, chosen largely for their scent, longevity, and packaging. While brand awareness is moderate, purchase intent remains a challenge. Based on these insights, a comprehensive marketing strategy was developed, incorporating ATL, BTL, trade marketing, and SEO to bolster KRONE’s market share. This approach also includes retailer incentives to enhance product visibility.
Fine Daily can use these insights to assess KRONE’s market positioning and implement a roadmap to strengthen brand recall and market penetration.
Recommended Citation
Siddiqui, K., Ehtisham, R., Ahsan, S., & Agha, W. (2024). Krone’s Current Market Position and Growth Strategy (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/331
