Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Dr. Asim Shabbir, Assistant Professor, Department of Marketing


AGP Pvt Ltd

Committee Member 1

Asim Shabbir Assistant Professor Business Administration - Academic Affairs Institute of Business Administration (IBA), Karachi

Project Type

MBA Research Project

Keywords">Nutraceutical, Kosnate D, Vitamins, Cough, Marketing, lifestyle, healthy, promotions, sales

Abstract / Summary

We were given the task to perform an overview of the Nutraceutical market in Pakistan and then propose the suggestions to AGP (Ali Gohar Pharma). We were told to investigate the local as well as international nutraceutical markets and their offering. AGP’s Team really helped us in getting the desired local data we wanted Via IMS data. We were then told to look into detail regarding the best performing nutraceutical category and propose AGP how to proceed in the future.

We started our project with secondary data i.e., looking into what’s happening all around the world and we got to know that nutraceutical industry globally is growing at a CAGR of 18% and more. There is so much research and development going on all around the world. We then looked into our local Pakistani market, and we got to know that Pakistani market is also growing at a good rates, the only differentiating factor was that in Pakistani there were few categories which were growing since we are not aware of the benefits of this nutraceutical sectors. The categories growing in Pakistan was Vitamin E, IV Leave and multi vitamin category.

Our primary data which was interviewing doctors and pharmacies also indicated these categories. We also did literature review on the whole nutraceutical category and many great writers have written good articles on this topic. We then applied our research on the offering offered by AGP, we got to know that AGP is currently offering Multi vitamins and IV leave syrup but as per IMS data, AGP was not performing well. We then conducted through research on why they were not performing well. We then got to know the issues they were facing which includes bad marketing, bad nutraceutical sales team, low availability, and other reasons.

After doing all the analysis, we proposed the following

  1. Re launch Cofif (IV Leaf syrup)
  2. Re launch Kosnate D (Multivitamins)
  3. Launch Vitamin E capsule

The following proposals and the reasons behind them are all well explained in the report below.

Available for download on Thursday, July 15, 2027