Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Fawad Mahdi, Visiting Faculty, Department of Marketing
Client
L’oreal Pakistan
Project Type
MBA Research Project
Keywords
Top of Mind, Brand Loyalty, Brand Awareness, Customer Buying Behavior, Customer Preferences, Unique Selling Point, Price Sensitivity, Customer Engagement
Abstract / Summary
The project report analyses the methods used by Pakistan's exceeding competitive shampoo market, which is used by L'Oreal Elvive to raise top-of-mind (TOM) awareness and grow market share. With a 99% shampoo penetration rate and a PKR 85 billion haircare market in Pakistan, there is huge growth and a lot of opportunities in the beauty industry, specifically in the haircare sector. Even though there is high competition and significant advertising investments by leading brands, there remains a considerable amount of potential for L'Oreal Elvive to increase its market presence. The Key elements impacting customer buying behavior sourced through primary and secondary research, include price sensitivity, brand reputation, product performance, and promotional offers. To understand better on how they affect customer decisions, buying barrierssuch as brand loyalty and price sensitivity were carefully examined. The study also showsthe huge impact that in-store promotions, digital marketing, and TV commercials have on the purchasing habits of consumers. It was concluded that in order to raise brand awareness and customer engagement, various communication methods and on-ground events were crucial. In accordance with the landscape study, an extensive number of businesses are investing a lot of money in advertising and promotional offers. Potential waysthat L'Oreal Elvive could have a USP (unique selling point) was to discover by analyzing the methods of its competitors. A detailed strategy for L'Oreal Elvive was made with the help of the study insights, which offered information about market dynamics and consumer preferences. It was recommended to focus on advertisements and in-person events for new product launches. Moreover, launching new products while targeting various categories of consumers could lead to higher sales volume as of reaching a wider audience whose hair care issues are being solved. To strengthen brand memory and TOM awareness; investing in focused marketing activities, particularly through digital and social media platforms should be done, hence, by using strategic ideas, both market share and TOM awareness can expand. Customers' intent to buy can be increased by Offering attractive trade promotions and various incentives can be given to retailers to promote Elvive’s sale volume. By using various tactics Elvive will become the go-to brand for Pakistani customers. The combination of creative products, effective marketing, and customer engagement tactics will drive sustained growth and brand loyalty.
Recommended Citation
Nehal, S., & Naviwalla, A. M. (2024). L’oreal Elvive: How to gain market share and increase tom in a highly competitive shampoo category of Pakistan (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/339
