Consumer Behaviour
CONSUMER BEHAVIOUR | Mehreen NoorHira AminSadia Arooj Presented to: Sir Sikandar Aziz |
INTRODUCTION
As management team members of a marketing company, we are asked to introduce and market a product in Pakistan and use different persuasion and marketing techniques to convince the people about the effectiveness and usability of that specific product. In this context, we have selected a purely Pakistani brand CAPRI by ZIL industries Ltd. It started in 1954; the Ali family started its soap business operations in the factory located at Hyderabad. To cater to the growing demand, the capacity needed to be increased; therefore, the Ali family bought a defunct factory by the name of Zulfeqar Industries Ltd in November1980. This name was thereby adopted, making its official on November 6, 1986, after which it was registered on Karachi and Lahore Exchange. The company’s portfolio consists of renowned brands which make it the leading soap manufacturing and marketing companies in the country. This is the reason that we have chosen it for developing marketing strategy.
CAPRI
As a Pakistani origin brand, with a long standing history in the beauty industry with their famous soaps, Capri has been caring for Pakistani women since 1969. Over the decades, Capri’s name has become synonymous with beauty and care and the brand prides itself for taking the natural routes to beautiful and young skin yet never failing to take advantage of technological innovation wherever it can serve to improve its quality further. Throughout its seasoned history Capri has
maintained its commitment to affordability, accessibility and genuine care for the concerns of Pakistani women which is resonant in the Capri tagline “Change your world beautifully!”
Capri’s forty year old legacy, which had initially started as a soap manufacturer, has grown organically with time and expanded its portfolio by
INTRODUCTION
As management team members of a marketing company, we are asked to introduce and market a product in Pakistan and use different persuasion and marketing techniques to convince the people about the effectiveness and usability of that specific product. In this context, we have selected a purely Pakistani brand CAPRI by ZIL industries Ltd. It started in 1954; the Ali family started its soap business operations in the factory located at Hyderabad. To cater to the growing demand, the capacity needed to be increased; therefore, the Ali family bought a defunct factory by the name of Zulfeqar Industries Ltd in November1980. This name was thereby adopted, making its official on November 6, 1986, after which it was registered on Karachi and Lahore Exchange. The company’s portfolio consists of renowned brands which make it the leading soap manufacturing and marketing companies in the country. This is the reason that we have chosen it for developing marketing strategy.
CAPRI
As a Pakistani origin brand, with a long standing history in the beauty industry with their famous soaps, Capri has been caring for Pakistani women since 1969. Over the decades, Capri’s name has become synonymous with beauty and care and the brand prides itself for taking the natural routes to beautiful and young skin yet never failing to take advantage of technological innovation wherever it can serve to improve its quality further. Throughout its seasoned history Capri has
maintained its commitment to affordability, accessibility and genuine care for the concerns of Pakistani women which is resonant in the Capri tagline “Change your world beautifully!”
Capri’s forty year old legacy, which had initially started as a soap manufacturer, has grown organically with time and expanded its portfolio by