Client Name

Lucky Core Industries

Faculty Advisor

Tahira Jaffery, Lecturer, Institute of Business Administration

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

The project aligns with the Entrepreneurship and Innovation thought leadership area by introducing creative, insight-driven marketing solutions within the traditionally stagnant pharmaceutical sector. By developing multi-channel campaigns for Nilstat and Mucaine—such as influencer-led AR filters, khokha-based activation, and seasonally tailored content—I applied entrepreneurial thinking to bridge formal healthcare with informal consumer spaces. This aligns with IBA-SBS’s focus on Ed-Transformation, as the project transforms outdated marketing models through real-world innovation and research-backed strategy.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

The ELP directly contributes to SDG 3 by promoting responsible usage and increased awareness of essential medicines for oral thrush and digestive health. Through consumer education campaigns, HCP engagement, and trade-based interventions, the project addresses gaps in understanding, access, and adherence—ultimately supporting better health outcomes and improved patient well-being across underserved communities.

NDA

No

Abstract

This Experiential Learning Project (ELP) explored the challenges and opportunities in revitalizing the market presence of two pharmaceutical products, Mucaine and Nilstat, under the portfolio of Lucky Core Industries (LCI), one of Pakistan’s established healthcare companies. Both products serve medically significant purposes: Mucaine addresses symptoms of gastric acidity and indigestion, while Nilstat treats oral fungal infections such as candidiasis. Despite their clinical relevance, both have faced unique hurdles in maintaining brand relevance amid shifting consumer expectations and growing market competition. The core aim of this project was to examine these hurdles and develop actionable marketing strategies that could reposition the products more effectively in today’s evolving pharmaceutical landscape. The project adopted a layered, multi-method approach to data collection and analysis. Interviews were held with a diverse set of healthcare professionals, including general practitioners, dentists, pediatricians, gastroenterologists, and oncologists, to gather experiential insights on prescribing habits, awareness barriers, and promotional visibility. Parallel to this, online surveys were distributed to a wider pool of healthcare professionals and general consumers across major urban centers in Pakistan. This dual-track design ensured both qualitative depth and quantitative breadth, allowing for the triangulation of key insights from different stakeholder groups. Additional observational fieldwork in pharmacies and clinics helped assess real-world brand presence, visibility, and patient recall at the point of care. The research revealed a split narrative between the two products. Mucaine enjoys basic brand recognition among doctors but is increasingly viewed as outdated and undifferentiated, particularly when compared to competitors like Gaviscon. Doctors struggled to recall any recent promotional efforts related to Mucaine, and the product’s packaging and branding were described as uninspiring. Nilstat, on the other hand, showed stronger-than-expected consumer familiarity, especially among caregivers, despite low promotion and clinical visibility. However, this awareness was largely disconnected from professional guidance, and compounded by poor understanding of oral thrush symptoms, leading to underreporting and inconsistent treatment. Based on these findings, the project offers separate but complementary strategies for both products. Mucaine requires brand revitalization, including a visual refresh, modern communication tactics, and digital-first outreach that emphasizes accessibility and relevance. 9 | Page Nilstat, conversely, demands a condition-driven campaign rooted in public education and early recognition, supported by relatable visual tools like mascots and simple explainer content. These recommendations aim to improve not just product recall but health literacy and adherence as well. In its entirety, this project provides LCI with insight-driven, patient-oriented solutions that merge marketing innovation with behavioral understanding, offering a fresh pathway for enhancing product impact in an increasingly competitive market.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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