Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Dr. Shahid Qureshi, Professor, Department of Management

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas


ICI Pakistan

Committee Member 1

Dr. Shahid Qureshi, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">Brand name product, Retail management, Distribution management, ICI Pakistan Limited

Abstract / Summary

The core objective of the project is to develop and execute a comprehensive brand plan for a new line of contact adhesives in the Specialty Chemicals segment of ICI Pakistan. The project involves a thorough market research for extracting insights from retailers and distributors to develop a feasible brand plan. Subsequently, in the execution phase, the project spans over various aspects of brand development such as brand name, logo design, promotions and pricing. Both exploratory and descriptive research elements have been used to get the market insights. The study involves gathering data from various retailers in Karachi and then organizes, tabulates, depicts, and describes the data collection. It uses visual aids such as graphs and charts to aid the reader in understanding the data distribution; when in-depth, narrative descriptions of small numbers of cases are involved, the research uses questionnaire as a tool to organize data into patterns that emerge during analysis. Those patterns aid the mind in comprehending a qualitative study and its implications. Cementex, because of its quality and lower price, rules the adhesive markets in Karachi while Elephant dominates Lahore due to the same reason. Both the market leaders evidently have the best recipe that provides them a competitive edge over other players. Other smaller players in the market, besides the imported adhesives such as Euroflex and Bison Kit, are Shark, Victor and Golden Bell. Carpenters are the leading consumers of the adhesives while shoe makers and carpet makers also have a considerable share of consumption. Adhesive market is highly price sensitive because the consumption is mostly industrial and a fluctuation in prices as far reaching impacts on the businesses of the consumers. Quality is another major driver. However, the Brand Development Plan For Contact Adhesive Executive Summaiy consumers are not willing to pay higher prices for better quality imported product since the local manufacturers i.e. Cementex and Elephant have provided the same in lower price. ICI Pakistan should come up with a product that is competitive in quality as well as cost. Special emphasis should be put on the packaging to ensure that the product uses the shelf space efficiently and reduce the waste. Furthermore, promotional incentives and loyalty programs should be initiated to motivate the retailers for product recommendation.

Available for download on Tuesday, December 31, 2030