Abstract:
This dissertation covers the objective of the project i.e. to provide us with an insight into
the practical implications of methods of research. I have chosen “Close Up” a well-known
brand of Unilever, Pakistan as a research study for my thesis.
I’ve first of all given a complete introduction of the company’s business and with what
vision the company operates in the current market. This information is necessary to give
an understanding of the utility of these concepts for this organization. Close Up is a brand
of Unilever and has strong backing of a strong MNC. Despite of which it has not been
able to capture a substantial market share in comparison with its competitors. Hence, I
have taken up the project to find out the reasons hindering the growth in the market share
of Close Up in Pakistan.
The thesis then covers an overview of the brand “Close Up”, it’s past & present strategies,
target market, SWOT analysis, competitor analysis and my conclusions drawn from the
research that I have conducted. In the end I’ve given some key recommendations.
