Title

TUC - Feasibility analysis for launch of new flavor of crackers

Degree

Master of Business Administration

Faculty / School

Faculty of Business Administration (FBA)

Project Coordinator (Internal)

Dr. Nasir Afghan, Asad Ilyas

Project Type

MBA Research Project

Abstract / Summary

TUC has a huge opportunity to extend its product offering from just plain crackers to flavored crackers. TUC has the advantage of being the market leader in the cracker category and brand with very high equity. It can leverage this advantage to ensure that they beat out Cheers and create ripples in the chips and savory category. The purchase decision that consumers make used to involve no thought process but with increasing concerns over hygiene and health amongst the youth, the consumption of branded goods in increasing as is the emphasis on the health factor.

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