Shahmir Khan Jadoon (1535241)

MBA-36E
Spring 2018
 Advertising plays crucial role on sales volume and success of
brand, in fact it is proved to be very essential factor in attractive
sales.

 Marketing is always a two way communication and organizations

alter their products over true consumer insight.

 Advertising means include ATL activities and BTL activities to cater

the market. Both of these have the major scope which provokes the
audience to turn into consumers.
 ATL activities is type of promotion that is targeted towards the
mass audience in order to gain broad exposure.

 BTL promotion is a direct communication between the brand

personal and the customer, this adds value to the customer and
engages customer with brands as well.

 Due to rapid growth of cosmetics industry, advertising trends are

changing as per requirements and latest trends.
 BTL activities offer many other benefits that keeps the customers
in knot such as Memorability, Loyalty, Familiarity, Premium image,
extension, Less Risks for consumers.
 BTL activities tend to be more effective for organizations as well
as they receive the feedback there and then.
 The purpose of this research is to explore the effectiveness of
Below the Line activities on consumer preference over the buying
decision of products in comparison to those brands that advertise
through BTL activities and those that doesn't.

 BTL activities are gaining popularity and is considered one of the

best mode of advertisement.

 The aim is to explore that how effective are BTL activities to

connect to consumers and how it effects the preference of
consumers when choosing beauty products.
 Following research questions have been addressed and discussed
in the study.

1. How effective are BTL activities to alter the consumer

preference for beauty products?
2. Why should beauty industry use BTL as market penetrating tool
to consumer market?
3. What edge does BTL activity has over other advertising
techniques of beauty products?
 To find out the effectiveness of BTL activities at malls and
supermarkets for beauty products.

 To find out effectiveness of direct customer interaction and product

testing as a tool to alter consumer preference.

 To find out the effectiveness and efficiency of BTL activities as

compared to other means of advertising of beauty products.
 Marketing agencies and brands may easily choose the mode of
advertisement when promoting the beauty products based on the
high number of responses in each mode of advertisement.

 As the beauty industry is facing fierce competition and increase

in variety of products that are offered, companies need to use
effective way of promoting their product.

 This research seeks to emphasize the overall effects that BTL

activities make over consumers for beauty products as compared
to other modes of advertisement.
 This research is designed to discover the effectiveness on consumer
preference of beauty products that promote through BTL activities in
comparison to those beauty products that use other means of
promotion.

 This research would help cosmetic industry to easily select the mode
of promotion they need to opt to gain more out of their promotional
tactics.

 The data would be collected in Karachi, Pakistan at different

shopping areas that has heavy footfall.
 Following constraints were encountered during the research
execution.

1. Time; the research needs to be completed in a time frame of 4

months.

2. Target Market was limited to Karachi, Pakistan.

3. Authenticity/accuracy of respondent’s answers as the shoppers are

mostly in a hurry or their concentration is more on shopping.

Topic Author/Year Synopsis

ATL Activities Pahwa, (2018) ATL activities consist of

promotional tactics that are
targeted to a large
audience and has a wide
reach.
BTL Activities Nedeljković-Pravdić, BTL activities assist the
(2010) firm in establishing a long-
term relationship with their
customers which
eventually results in high
market preference of a
product.
Topic Author/Year Synopsis

BTL Activities Sidiqi (2014) BTL activities help

consumers gain
experience of the product
or are made to feel closer
to brand itself.
Trend In Pakistan Euromonitor Report (2017) Decrease in the inflation is
giving rise to beauty care
product industry in
Pakistan and international
players are dominating the
industry.
Topic Author/Year Synopsis

Trend In Pakistan Sutirtha, (2012) Female employment in

health and skin care is
increasing, with this
increasing awareness,
the company selling
beauty products target
such ladies with the help
of BTL activities to gain
their attention.
Topic Author/Year Synopsis

Beauty Product brands in Dhar (2015) High market potential for

Pakistan a product along with BTL
activities in the targeted
region significantly lead
the company towards
financial stability.

Such marketing activities

increase their
preferences for the
product and shape up
their buying behavior
Research Approach Deductive approach

Methodological Choice Mono-method quantitative research technique

Research Strategies Questionnaire based surveys

Recent Publications through internet service

Time Horizon Cross-sectional

Sample size 384 respondents

Data collection Method Primary data from Closed ended Questionnaire based
surveys in Naheed Super Store, Imtiaz Super Store,
Hyperstar (Dolemen Mall Clifton and Lucky One Mall) and
Metro
Secondary data from recent articles, magazines and
case studies
Data analysis Quantitative data analysis Techniques (SPSS)

• Frequency distribution analysis

• Reliability Analysis through Cronbach Alpha
• Correlation analysis
• Regression analysis
 BTL activities are highly influenced by the consumers’ attitudes and
behavior after experiencing the products acquired through these
services.

 Adapting the trends to buy products through BTL services can

increase their profitability ratio while also promoting their marketing
strategies at the same time.

 Consumers least exposed to BTL activities influence these practices

and the interest level of consumers depends on the exposure of the
consumers to such activities.
 Marketing of beauty products and other cosmetics in Pakistan heavily
relies on various aspects and attributes retained by the customers
which includes;
Satisfaction level
Interest in local and international brands

Exposure to different aspects of BTL activities and

Adaptation of products availed through BTL services.

 The greater the number of satisfied customers and consumers with

BTL activities, the huge will be the advantages availed.
 Employment rate of females in sales departments of cosmetic
industries is increasing with the increased rate of ladies’ services in
BTL activities.

 Despite tough schedules in BTL activities, these services are

tremendously growing across Pakistan due to its cost effective
marketing trends.

 Due to progressive growth in cosmetics sector of Pakistan, cosmetic

industries require time and cost effective promotional activities to
gain larger share in local markets.
 Easy accessibility of products, promotional activities, efficient
customer services and other factors enhance the consumer
preferences for BTL services.

 BTL and ATL activities can be regarded as the major factor in

increasing the awareness for a specific brand.

 Due to direct communication practices with their customers, BTL

activities are preferred by cosmetic industries over ATL services.
 Following recommendations have been suggested for future researchers.

Sample size was adjusted to 384 and responses of 384 participants were
collected and evaluated. For better results, sample size of the next study
can be increased.

For future research in the same area, more diverse variables can be
designed to acquire results with different aspects regarding BTL services.

More locations can be targeted in future researches for data collection.

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 Figure 1 Source: BTL Adverstising set to overthrow mass media? (2013)

 Figure 2 source: BTL activities in Delhi (2014)