Client Name

Unilever Pakistan Limited

Faculty Advisor

Dr. Farah Naz Baig

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Key deliverable included consumer insights & brand architecture recommendation both pertaining to behavioral studies discipline marketing.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

Unilever Wall's Paddle Pop intends to bring about innovation to drive consumer relevance basis the deliverable.

NDA

No

Abstract

Key deliverables included consumer insights and brand architecture recommendation. Research methodology included methodological triangulation involving both qualitative and quantitative methods. 4 focus groups, 45 survey forms (self-administered) and 20 retail visits were undertaken. Chocolate was the most preferred flavor, while multi-layered formats within sticks / cones were popular among children too. Ice cream was consumed primarily after school or in the evening, with 64% of children using pocket money to buy it, highlighting its appeal as an impulsive treat. YouTube was the top media platform (93% usage), followed by Snapchat (53%) and Instagram (51%), with children primarily watching funny content and short videos on mobile phones. Lifestyle trends showed declining outdoor play, a rise in digital consumption, and increasing health awareness (unique insight, no common). Core strategy recommendation to redefine brand architecture strategy to differentiate brand from its master brand and create a unique identity for portfolio recognition and associations for the brand and create, which could enable them charge premium prices. (1) Logo simplification and strengthening to ensure recognition rather than familiarity and create / recall desired associations, (2) mascot reinforcement across the product portfolio for portfolio recognition and desired association recall, (3) consistent packaging theme (standardized logos (size / distance, font, illustrations & orientation style) for desired meaning transfer and portfolio recognition and (4) portfolio reconfiguration highlighting need to completely own core equity driving formats were recommended to Paddle Pop.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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Available for download on Friday, June 15, 2035

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