Pediasure: children’s health problem now a history!

Author Affiliation

Farah Naz Baig is Lecturer at the Department of Marketing, Institute of Business Administration (IBA), Karachi

Faculty / School

Faculty of Business Administration (FBA)


Department of Marketing

Was this content written or created while at IBA?


Document Type


Source Publication

Emerald Emerging Markets Case Studies




Accounting | Business | Business Administration, Management, and Operations | Econometrics | Economics | Education | Finance | Social and Behavioral Sciences


The case is positioned at the beginning of the course. Case overview: The case aims to help the students in understanding the concepts of push and pull marketing in the nutritional supplement category which is different from the FMCG sector in terms of the decision-making process and consumer behavior. The brand is bought by the mother, consumed by the kids and endorsed by the doctors. The brand manager faces the dilemma of budget division on push vs pull marketing considering the previous back lash from the doctors when the company shifted toward pull marketing. By the end of the case, the students should have understood the following concepts: push versus pull marketing, decision-making unit, decision-making process and customer acquisition vs retention efforts.

Indexing Information

HJRS - Y Category, Scopus

Publication Status


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