CHERRY BLOSSOM: INSIGHTS INTO SHOE POLISH

CONSUMPTION IN PAKISTAN

This Project Report is submitted to the Faculty of Business Administration as partial

fulfillment of Master of Business Administration
by
Muhammad Azhar (16782),
Muhammad Ghayas Uddin (05469),
Muhammad Rafey Khan (16776),
Muhammad Siraj Ur Rehman (05480),
Munira Ahmed (05561) and
Saroosh Zahid (03342)

Advised by
Dr. Syed Akhtar Mahmud
Visiting Faculty
Business Administration – Academic Affairs
Institute of Business Administration (IBA), Karachi

2022
Institute of Business Administration (IBA), Karachi,
Pakistan
 CHERRY BLOSSOM: INSIGHTS INTO SHOE POLISH
CONSUMPTION IN PAKISTAN

This Project Report is submitted to the Faculty of Business Administration as partial

fulfillment of Master of Business Administration
by
Muhammad Azhar (16782),
Muhammad Ghayas Uddin (05469),
Muhammad Rafey Khan (16776),
Muhammad Siraj Ur Rehman (05480),
Munira Ahmed (05561) and
Saroosh Zahid (03342)

Advisor:
Dr. Syed Akhtar Mahmud _______________
Visiting Faculty
Institute of Business Administration, Karachi

2022
Institute of Business Administration (IBA), Karachi,
Pakistan
Acknowledgements
For the project we would like to thank the Institute of Business Administration and
Reckitt for providing us the opportunity to conduct this research. This was a truly
insightful learning experience. A special thanks to our supervisor, Dr. Syed Akhtar
Mahmud, for continuously guiding us throughout the research process. Without his
guidance and motivation, we would not have been able to present our conclusive
findings. We are also thankful to Mr. Anas Mehmood, our representative from Reckitt
for considering us for the project and trusting in our ability. Lastly, we would like to
thank the IBA administration, especially Mr. Muhammad Zahid, for assisting us with
the entire process.

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Table of Contents
Acknowledgements.....................................................................................................................
Table of Tables...........................................................................................................................
Table of Figures........................................................................................................................
Executive Summary.................................................................................................................
Composition of the Study............................................................................................vii

Key Insights.................................................................................................................vii

Chapter 1: Introduction..............................................................................................................
1.1 Company Introduction.............................................................................................1

1.2 Problem Statement...................................................................................................2

1.3 Research Objectives.................................................................................................2

Chapter 2: Literature Review.....................................................................................................

2.1 Research Model........................................................................................................8

2.2 Hypothesis................................................................................................................8

Chapter 3: Methodology..........................................................................................................
3.1 Flow of the Study...................................................................................................10

3.2 Sampling Method and Sample Size.......................................................................10

3.3 Primary Data Collection and Analysis...................................................................11

Chapter 4: Industry Background..............................................................................................

4.1 Industry Background..............................................................................................14

4.2 Competitors............................................................................................................16

4.3 Current Industry Dynamics....................................................................................16

Chapter 5: Results....................................................................................................................
5.1 Interview Analysis.................................................................................................18

5.2 Retailers Analysis...................................................................................................20

5.3 Quantitative Data Analysis....................................................................................25

5.4 Statistical Analysis.................................................................................................29

Chapter 6: Discussion and Recommendations.........................................................................

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6.1 Marketing campaign centered around quality promotion and legacy of Cherry
Blossom........................................................................................................................32

6.2 Increase Focus on Digital.......................................................................................37

6.3 Product Availability on E-commerce Platforms....................................................39

6.4 Entry into new segments........................................................................................39

6.5 Cross Selling in Shoe Stores..................................................................................41

6.6 Product Adaption...................................................................................................41

Chapter 7: Conclusions and Further Study..............................................................................

7.1 Conclusions............................................................................................................42

7.2 Limitations and Further Study...............................................................................43

References................................................................................................................................
MBA Project Group Members’ Introduction...........................................................................
Muhammad Azhar........................................................................................................47

Muhammad Ghayas Uddin..........................................................................................47

Muhammad Rafey Khan..............................................................................................47

Muhammad Siraj Ur Rehman......................................................................................47

Munira Ahmed.............................................................................................................47

Saroosh Zahid...............................................................................................................47

Statement of Authors Contribution..........................................................................................

Muhammad Azhar........................................................................................................48

Muhammad Ghayas Uddin..........................................................................................48

Muhammad Rafey Khan..............................................................................................48

Muhammad Siraj Ur Rehman......................................................................................49

Munira Ahmed.............................................................................................................49

Saroosh Zahid...............................................................................................................49

Authorization............................................................................................................................
Appendices...............................................................................................................................
Client’s Representative Visiting Card..........................................................................51

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Interview Questionnaire...............................................................................................51

Quantitative Study Questionnaire................................................................................52

Interview Transcripts...................................................................................................55

SPSS Main Output Tables..........................................................................................169

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Table of Tables
Table 1 Composition of Interviewees.........................................................................11
Table 2 Composition of Questionnaire Respondents after Cleansing........................12
Table 3 Competitor Analysis......................................................................................16
Table 4 Pearson Correlation........................................................................................30
Table 5 Summary of Results.......................................................................................31
Table 6 Cost of Advertising........................................................................................34
Table 7 Spot division on TV........................................................................................34
Table 8 Spot division by Genre...................................................................................35
Table 9 Spot division by time of day..........................................................................35
Table 10 Media spend distribution..............................................................................35
Table 11 Social media reach and impressions............................................................36

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Table of Figures
Figure 1 Research Model..............................................................................................8
Figure 2 Study Flow....................................................................................................10
Figure 3 Percentage Share of Shoe Polish by Type....................................................14
Figure 4 Composition of Respondents as per age and Cherry Blossom Users in Each
Income Group...............................................................................................................25
Figure 5 Composition of Respondents as per Monthly Income and Composition in
each income group.......................................................................................................26
Figure 6 Type of Shoes primarily polished by each age group...................................28
Figure 7 Consumption of Shoe Polish during the Pandemic......................................29
Figure 8 Consumption of Shoe Polish after the Pandemic.........................................29

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Executive Summary
The study has been conducted in collaboration with Reckitt and Institute of Business
Administration, Karachi (IBA). The study focused on the brand Cherry Blossom and
the overall shoe care industry of Pakistan.
 The main problem statement the research aimed to focus on was Cherry Blossom
saw a major decline in sales of shoe care across Pakistan during the Covid-19
pandemic and how that could be addressed.
 The study also explored the factors impacting consumers’ purchase intention for
shoe polish, impact of the pandemic on the long-term consumption of shoe care
and how to address seasonal demand fluctuations for Cherry Blossom.
 Our primary research pointed out that the fall in consumption of Cherry Blossom
was directly related to the lockdowns across the country as offices and schools
closed due to the pandemic, and that there was no additional issue that had risen to
impact sales.
 Findings also indicated that the sales of Cherry Blossom should fall back to their
previous trend as lockdown restrictions lift across the country and normal work
and school routine ensue.
Composition of the Study
 The study comprises of qualitative and quantitative sections. For the qualitative
study we explored existing literature, conducted interviews and a retailer analysis.
For the quantitative segment, we distributed a 5-point Likert scale questionnaire
adopted from a published research model.
Key Insights
Qualitative Study.
 Brand recall was highest for Cherry Blossom and the brand is associated with high
quality in consumers’ minds. However, if Cherry Blossom was unavailable, they
were willing to purchase other available brands indicating strong competition in
the market.
 From the qualitative study we found the shoe polish is a low involvement product
in Pakistan. Price and Quality were found to be the two most important factors for
homemakers while Quality, Availability and Ease of Application were priority
factors for employees. Meanwhile the retailers looked at the category from
multiple fronts such as product offtake and shelf life, credit period, stock

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 availability and delivery lead time, brand strength, discounts, margins, and
customer recall.
 Cherry Blossom was generally purchased by parents initially and then their
children continued using it over the years.
 The brand is associated with higher price; however, this is in parallel to the brand
perception of high quality. The price differential between competing brands is also
not large.
 While performing retail audit it was observed in most stores that shoe care range
was placed with other household cleaning supplies like mosquito repellents,
sprays, and brushes. Cherry Blossom was found to be in all stores, but it lacks a
wider range as compared to competing brands. The brand also does not stand out
in terms of promotions or packaging.
Quantitative Study.
 In the quantitative study we investigated the factors that impacted the consumers
purchase intentions when purchasing shoe polish brands in Pakistan. The
quantitative analysis shows that the model holds true for our study since the
significant relationship was found between all the variables.
 We can conclude that perceived price, perceived quality, trust, brand image and
perceived value all are major factors that impact the consumer purchase intension
in Pakistan.
 Our recommendations considering above insights included an expansion in the
product portfolio of Cherry Blossom for color range and polish type, as well as
other categories like odor control.
 To maintain the quality perception and keep the brand at top of the mind, a
marketing and advertising campaign has been proposed centered around quality,
promotion, and legacy of the product with the tagline, ‘Mayaar jisper Abu ka bhi
bharosa’.

Keywords: Shoe-Care, Retailers, Customers, Purchase Intention, Perceived Value,

Perceived Price, Brand-Image, Trust, Availability, Quality, Promotion,

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Chapter 1: Introduction
1.1 Company Introduction 
Reckitt was formed around the year 1819 by two sibling entrepreneurs Isaac and Thomas
Reckitt, with a team of 25 engineers. Later the company turned into Reckitt & Colman by the
merger of two companies. Currently, its product line includes an array of brands with each
brand bring its own opportunities (Reckitt, Our story Our Heritage Our Future, 2022).
Today, Reckitt’s products are available in over 200 countries with leaders in many
categories. Their three main umbrella categories are Hygiene, Health, and Nutrition. Overall,
the company aims to make difference in people’s lives. The company’s main brands include
Airwick, Dettol, Calgon, Durex, Harpic, Mortein and of course Cherry Blossom. Reckitt also
makes OTC pharmaceuticals and products for hair removal, denture cleaning, and pest
control. Products are stocked by supermarket chains, and hypermarkets (Reckitt, Brands,
2022).
Each brand has a position all aiming to make a difference in the world. Together, they
protect, heal and nurture individuals, families, and communities, to live cleaner and healthier
lives through their products and educational initiatives (Reckitt, Brands, 2022).
Reckitt Pakistan was formed around sixty-nine years ago and has since been actively
engaged in marketing and Manufacturing of brands such as Durex, Disprin, Cherry Blossom,
Gavison, Strepsils, Veet, Mortein etc. It is a subsidiary of the Reckitt Group Plc (Tribune,
2013).
Salvatore Caizzone, said in 60 years celebrations in Pakistan that they had a positive outlook
for the country and the country is one of the important markets for the company because of
the age of population and its increasing spending power (Tribune, 2013).
Currently Reckitt is committed to making a positive impact in reducing its carbon
footprint in Pakistan and taking numerous steps for it such as investing green energy, taking
energy saving initiatives, ensuring recycling of waste etc. (Reckitt, Reckitt Pakistan Annual
Report 2020, 2021).
This study is focused on the shoe polish industry of Pakistan and how Reckitt can
brand and position its shoe polish brand in the light of the pandemic. The study is formatted
into seven chapters. In the current chapter we discussed the background which is followed by
the problem statement, research questions, model, and hypotheses. Then the literature review
is discussed followed by the methodologies that we used for this study. Next is an elaboration
on the industry background followed by the results of our study. Finally, the conclusion and

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the limitations of the study have been discussed. The questionnaires, results etc. are
mentioned in the appendices.
1.2 Problem Statement
Does the pandemic have any lasting effects on the consumption of shoe polish? Or the effects
will diminish as the pandemic ends? Has the change in the global ecosystem effected the way
people do buying for this category? And how will Reckitt handle the situation and what
should be the future marketing strategy of the company for its shoe care business?
Below are some relevant sub-questions that will help answer our overarching problem
statement in a holistic and effective manner:
 How can Cherry Blossom effectively leverage its brand name and reputation to justify the
premium pricing and further augment sales? 
 How can Cherry Blossom reposition its Shoe Polish to attract a wider customer base
through revised marketing strategies? 
 How can Cherry Blossom understand and effectively change perceptions of Shoe Polish
that are held by Pakistanis; who the decision makers in the household are? 
 How can Cherry Blossom leverage the changing trends regarding online school classes or
work from home trend, towards their advantage? 
 Can Cherry Blossom attract other consumer segments aside from the students? (Perhaps
on the premise of improved shoe durability)
 Should Cherry Blossom change its pricing strategies for the Pakistani market? 
 Can effective retail placement and availability help stimulate sales through enhanced
visibility? 
 Can the budding ecommerce market help bolster sales for Cherry Blossom?
How can Cherry Blossom address the challenges with seasonal demands of shoe polish to
maintain high sales figures throughout the year? 

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