Re-Launching strategy for similac mom


Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Coordinator (Internal)

Dr. Nasir Afghan

Committee Member 1

Dr. Nasir Afghan, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Abstract / Summary

The objective of the project is to understand the marketing strategy for fathers (buyer) for "Similac Mom" & develop a re-launch strategy of the same for abbott Pakistan. For the study, it is pertinent to understand the buyer (father') perceptions, doctors' perception on father's role and the product itself, trader's perception on buyers, constraints, response, emotions and cultural beliefs regarding the product, so that they can contribute their valuable inputs for better marketing "Similac Mom" in Karachi for the company. The role of buying decision maker (Fathers) in Karachi city was analyzed with respect to the survey in the localized hospitals of the city from fathers & from localizes traders/retailers/distributors/supermarkets.

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