Degree

Master of Business Administration

Faculty / School

School of Business Studies (SBS)

Advisor

Syed Atif Murtaza, Qaiser Lecturer and Head of Career Development Centre (CDC), Department of Marketing

Project Coordinator (Internal)

Mr. Najeeb Agrawalla, Reviewer, Adjunct Faculty, Department of Marketing

Project Coordinator (External)

Unilever

Client

Unilever

Project Type

MBA Research Project

Keywords

Trade Promotion Optimization, SKU Performance Tracking, Personal Care  Industry, Green-Amber-Red Framework, Sales Uplift Modeling, Retail Analytics, Trade Spend Efficiency, B2B Marketing Strategy

Abstract / Summary

Unilever's Personal Care division operates in a highly competitive space, contending with both multinational giants and agile local competitors. In such an environment, refining trade promotion strategies becomes essential. This project aims to help Unilever maximize the impact of its trade promotion investments by pinpointing the most effective promotions and identifying those that delivered limited returns or could not perform well. It also focuses on how trade spend is distributed across different Stock keeping units ensuring smarter allocation of resources. By categorizing trade promotions on SKUs into Green, Amber, and red categories based on performance, the company can make more informed decisions. The goal is to prioritize high impact initiatives, eliminate wasteful spending, and boost overall efficiency. This approach not only drives better sales and higher ROI but also supports more agile market responses and stronger promotional outcomes. Implementing the recommendation and proposition will allow Unilever to enhance budget discipline, sharpen its competitive edge, and adapt quickly to evolving consumer demands. As a result, the company can reinforce its leadership in the Consumer-Packaged Goods (CPG) industry, particularly across both mature and emerging markets. The approach was to analyze the data and hear the actual market voice through retailers and wholesalers to support Unilever to understand its business better and do effective decision making.

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Available for download on Monday, February 28, 2028

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