Client Name

Saeed Ghani 1888

Faculty Advisor

Dr. Farah Naz

SBS Thought Leadership Areas

Other

SBS Thought Leadership Area Justification

This project contributes to thought leadership in the area of Consumer behavior and Marketing Innovation by examining the gap between brand awareness and purchase conversion in the facewash category. Through consumer research, we explored different switching behavior in the facewash category and explored brand perception, emotions relevance and consumer expectation towards the category. By understanding consumer concerns, we proposed a strategic repositioning and an integrated marketing campaign for Saeed Ghani 1888 facewash range. The findings highlight the importance of aligning brand identity with contemporary needs while also leveraging existing brand strength.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

Saeed Ghani's herbal, halal-certified formulations are a responsible nature-based way of personal care. The brand's commitment to clinically validated natural actives (such as neem, tea tree, niacinamide and hyaluronic acid) is designed to ensure safe and effective skin care products without the presence of synthetic toxins. They claim to be safe and thus care for customers' wellbeing.

NDA

No

Abstract

This report encompasses a thorough, research-based brand and consumer strategy for Saeed Ghani 1888's product line of face wash. This study leverages six different kinds of research to gain deep consumer insights, understand key gaps in the brand and offer strategic recommendations on three key levers advertising, packaging redesign and in-store experience, both in Saeed Ghani's own experiential stores and across third party retail outlets including modern trade, general trade and pharmacy chains. From the research conducted, it was noticed that the brand has a strong unaided recall, with 52% of consumers considering the brand as ‘herbal’. However, the challenge emerged when it was observed that this recall percentage is not being translated into continuous purchase, particularly in their emerging categories such as facewash. Only 12.7% of consumers were observed to keep continuing purchasing their facewashes, highlighting a significant gap between consideration and actual buying behavior. This disconnection presented us the opportunity to explore the reasons behind why the brand has low customer retention and to develop a stronger and more effective brand strategy that strengths not only sales but also brand perception and consumers connection as a whole.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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