Cosmetics And Salons In Pakistan Case Study

Investigating the increase in sales and trend of Cosmetics and Salons in Pakistan

1. Description of the main idea

Despite the economic conditions of the public, people are more inclined to enhance or alter the appearance of the body. This can be attributed to competitive prices of cosmetic products, better quality products, more awareness, advertisement etc. Our investigation of the trend is not limited to these factors but also the different types of products such as demand of whitening, aging, acne and others in Pakistan.

2. Literature Review

Understanding the behavior of consumers is a source to the victory of business organizations. Marketing personnel are continuously investigating the patterns of buying behavior and purchase choices to

Unilever, Colgate Palmolive, Procter and Gamble Pakistan, Olivia Pakistan (Bleach Cream) and L’Oréal Pakistan. The rest is much sectioned with number of companies demanding to acquire the part in the market. The existence of a huge grey market and a lot of forged products is also the reality of the toiletries and cosmetics market.

According to the Euromonitor International, 2006 had reported the reasons of consumer buying behavior towards the cosmetics industry that the intensifying media exposure, deeper consumer pockets, beauty awareness and increasing hygiene, growth in retail fragment and wider accessibility and availability, larger product preferences, due to shifting lifestyles and demographics.

THE estimated domestic market for cosmetics and beauty-care products including the huge informal and grey segments exceeds Rs150bn and is expanding at an average rate of 15pc annually. The size of the market is derived on the basis of scattered commissioned reports by marketing research companies and Unilever Pakistan’s projected Rs80bn market for branded personal care products in the country. There was no mention of this sector in the Pakistan Economic Survey 2014-15. There was no research material available on the internet that would define even the broad contours of this

The sector is fragmented, with no cosmetic manufacturers’ association. My observation is that the high-end dealers and shopping malls and superstores stack the products of multinationals and big brands, while we cater to the middle and lower middle classes through the network of medium and small retailers across the country,”

6. Methodology to be used

For this project, our initial step would be to design a survey to gather data. For elements of the survey, we rely on the expertise of Dr. Sadia Anjum who has worked in the sales of cosmetics and now runs her own clinic. For the survey, we will target the Salon managers. This would allow us to gather accurate data with the minimum number of surveys. The reason being that the managers of these Salons would be able to provide us a better insight based on the preferences of all the customers rather than individual customers.

7. Practical implication of the research

The research can be used by brands such as Unilever, Obajee, Dermalogica etc. who wish to analyze the trend and inclination of the Pakistani nation towards cosmetics.

7. References

http://www.ijtef.org/papers/107-F504.pdf