Client Name

GroupM

Faculty Advisor

Dr. Ubedullah Khoso,Assistant Professor at Institute of Business Administration, Karachi

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The gist of the project lies in the ability to recognize and affect the consumer buying behavior, the issue of the trust, and the adaptation of the marketing messages to the cultural and social peculiarities. The study also explores such concepts as price sensitivity, digital literacy, cart abandonment, and the psychological consequences of brand perception (e.g., boycott attitudes). Through understanding consumer behavior in relation to their engagement with digital channels, their response to various promotional strategies and the extent to which they can be loyal to Harpic, the project will establish effective behavioral interventions to promote online adoption and retention of Harpic.

Aligned SDGs

GOAL 6: Clean Water and Sanitation

Aligned SDGs Justification

The current Experiential Learning Project (ELP) directly supports Sustainable Development Goal (SDG) 6: “Ensure availability and sustainable management of water and sanitation for all”. The project helps to leverage the efforts of wider public health efforts and sanitation behavior change by creating measures to increase the availability and marketing of hygiene products such as Harpic using digital mediums in a market such as Pakistan where hygiene education is extremely important. The relevance of the project concerning changing the behavior of consumers so that they could buy hygiene products online and overcome the problem of trust in relation to the preferences and usage of the products leads directly to the achievement of better sanitation.

NDA

No

Abstract

This report presents a thorough e-commerce plan of Reckitt, with the main focus on Harpic in the Pakistani market, made as a part of an Experiential Learning Project (ELP) in partnership with GroupM. The principal deliverables in this project were Competitive analysis of Harpic, platform-wise strategies, consumer outreach mechanisms, and performance monitoring models. The work consisted of a multi-phased research project, the first stage of which was a thorough market and competitive analysis to evaluate the current Reckitt digital presence and position. The study approach was a mix of both primary (interviews, survey, focus groups) and secondary (industry reports, case studies) research. Based on the project, the following behavioral and structural issues were deemed to affect Harpic online presence; low e-commerce penetration, high price sensitivity, lack of trust, and poor digital literacy levels among Pakistani customers.

The strategic approach involves incorporating the world-best practices into the local environment, covering a wide range of sales channels, including social commerce (Facebook Marketplace, WhatsApp Business) and other B2B models. The core of the approach is platform-specific optimization tips on large e-commerce actors such as Daraz, Pandamart, DealCart, Kravemart, Bazaar, and Naheed, as well as a sophisticated approach toward smaller retailers. One of the main discoveries made through interactions with retailers was the presence of consumer boycotts based on socio-political perceptions which in turn forced the need to shift to more direct consumer-facing digital campaigns based on cultural alignment. The report presents a powerful content marketing model, focusing on Top-of-Funnel (TOFU) storytelling, user-generated content (UGC) campaigns, and culturally-sensitive messaging that establishes a linkage between cleanliness and religious values and social values. The proposed framework involves performance monitoring and key performance indicators (KPIs), such as Return on Ad Spend (ROAS) maximization with the use of data-driven Meta Ads, and geo-targeting. The detailed plan would help to shift the market presence of Harpic in Pakistan, which is currently offline-dominant to a sustainable online ecosystem, promoting the digital brand equity and the formation of long-term buying behavior within the changing Pakistan e-commerce environment.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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