“Limited market share and low acceptability of Unilever’s brand CloseUp”

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.