Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)


Dr. Kamran Siddiqui

Project Coordinator (Internal)

Dr. Nasir Afghan

Committee Member 1

Dr. Kamran Siddiqui, Institute of Business Administration, Karachi

Project Type

MBA Research Project

Keywords">Branding, Fresh fruits, Pakistan, Target market, Concurrent validity

Abstract / Summary

We, the students of MBA IV from IBA, are very pleased to perform a comprehensive feasibility study on the Branded fruits aspect of Pakistan. This project is certainly one of a kind and comprises of various activities that will aid in analyzing the Future of Fruits branding. This report has been developed using five years of extensive knowledge in vast subject areas offered by the IBA. The report elicits information about the client that is Roshan Enterprises which started in 1985 as a supplier of agricultural produce in the local markets. In 1988, Roshan Enterprise managed to ship its very first container of Potatoes and Onions to the United Kingdom. Since then the client has been in the exporting business of perishables. Roshan Enterprises is a parent company that is also very much active in the packaging industry with Roshan Packages giving a great competition to Packages Ltd. The project is composed of two main deliverables: Feasibility Analysis of the Fruit Branding Fruits Branding Plan This is the final report comprising of the analysis of fruit branding in Pakistan. This report covers the literature review from international fruit branding perspective and local response to the branding concept. The international fruit branding was reviewed through journal case studies and articles while the data and analysis of the local fruit industry was done through company executives’ interviews and through online databases. For the purpose of primary consumer research, the team identified major areas within the city and set out to collect response. The tools used for collecting data were Focus group interviews and Survey questionnaires. Due to the fact that the concept of fruit branding does not exist in Pakistan, visual questionnaires were designed to collect responses. The collected data was summarised and was statistically evaluated for inferences. The data was checked for validity and reliability and was processed through the SPSS to draw results. Tools such as cross tabs and descriptive analysis were used in SPSS to analyze the various variables and their impact and relationship with other variables. The significance of the relationships derived was also determined. The analysis of the consumer insights and various market variables lead to designing of a marketing and branding plan which includes tools and techniques for actual implementation of the project and the marketing mix of the proposed brand including the pricing, positioning, packaging, placement and promotional strategies that the company can undertake as part of this project. This plan includes a complete implementation and communication plan for the launch of branded fruits in Pakistan. The findings from the data conclude that Karachi is a mix of diverse profile of customers. We proposed different mediums of purchase along with different types of packaging and so were able to establish different distribution strategies for the different market segments within the same city.

Available for download on Monday, February 01, 2027