Client Name

FrieslandCampina Engro Foods Limited

Faculty Advisor

Dr. Yasir Mansoor Kundi

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The selected thought leadership area, Behavioral Studies, aligns seamlessly with the core focus and outcomes of our Experiential Learning Project (ELP) with Omore. The project sought to uncover how consumer attitudes, perceptions, and contextual triggers shape behavior across the frozen dessert category in Pakistan. At its heart, this ELP was an investigation into why consumers choose, recall, and remain loyal to certain brands, requiring a behavioral lens to analyze decision-making beyond surface-level preferences.

Frameworks such as the Theory of Planned Behavior (TPB) were used to decode purchase intent, while the CBBE Model helped evaluate emotional and cognitive gaps in brand recall and engagement. For example, the study found that while Omore enjoyed high awareness, it struggled with brand stickiness and emotional connection, pointing to behavioral inconsistencies between trial and loyalty. Similarly, in-store behavior was assessed through retail audits, understanding how visibility, POS cues and sales force interaction shape impulsive purchases.

By grounding the project in behavioral diagnostics, we were able to propose tactical, psychology-backed interventions from emotional storytelling to ritual-based branding and sensory-driven packaging. Thus, the ELP not only aligned with but also contributed to applied behavioral marketing knowledge, offering FrieslandCampina actionable insights grounded in human psychology.

Aligned SDGs

GOAL 12: Responsible Consumption and Production

Aligned SDGs Justification

This project is closely aligned with SDG 12: Responsible Consumption and Production, which calls for sustainable business practices and more conscious consumer engagement.

  • The ELP emphasizes improvements in supply chain efficiency and reduced waste through initiatives such as:
  • Freezer maintenance and exclusive stocking, preventing product spoilage.
  • Optimized SKU placement, ensuring only fast-moving and locally relevant products are prioritized.
  • Educating consumers on what goes into their desserts via packaging transparency, addressing the confusion between dairy-based and non-dairy frozen treats.
  • Seasonal campaign tie-ins to manage demand peaks, avoiding overproduction.

Moreover, the research promotes data-driven retail strategies and ethical marketing that empower consumers to make better choices, aligning with the broader agenda of sustainable production and consumption patterns.

NDA

Yes

Abstract

This Experiential Learning Project (ELP) was undertaken in collaboration with FrieslandCampina Engro Pakistan, with the core objective of helping Omore, their flagship frozen dessert brand, strengthen its consumer relevance and retail footprint. The central aim was to explore consumer behavior and purchase triggers across different frozen dessert formats (SKUs) and optimize channel strategies to increase brand repurchase, visibility, and conversion.

The research adopted a mixed-methods approach, combining quantitative survey responses from 145 respondents, qualitative focus group discussions with final-year marketing students, and a retail audit across 25 GT and MT stores.

Key findings revealed that while Omore enjoys moderate awareness and affordability perceptions, it significantly lacks emotional resonance, signature brand assets, and consistent retail visibility. Consumers associated stronger emotional bonds with competitors like Walls (nostalgia, joy) and Sweet Cream (indulgence, novelty), while Omore was perceived as functional but forgettable. Texture dissatisfaction (e.g., soggy cones), weak recall, and lack of storytelling further weakened its consumer loyalty loop. In terms of retail, Omore suffered from limited freezer presence, SKU misalignment across channels, and inconsistent retailer relationships.

The ELP team proposes a strategic roadmap across three key verticals:

  1. Brand Communication: Introduce emotionally led campaigns like #OmoreMoments, develop signature rituals (e.g., “The Omore Swoop”) and build platform-native content for TikTok and Reels.
  2. Retail Strategy: Deploy branded freezers, execute a channel-fit SKU strategy, and roll out retailer loyalty programs, merchandising kits, and tactical campaigns (e.g., “Cool Break with Omore”).
  3. Portfolio & Innovation: Reformulate core SKUs, especially cones, launch indulgent premium cups for Q-commerce, and innovate with seasonal or limited-edition flavors.

This study underscores the urgent need for Omore to move from transactional positioning to becoming a top-of-mind emotional brand. With consistent retail execution, emotive storytelling, and SKU relevance, Omore has the potential to reclaim market ground, deepen consumer repurchase, and scale sustainably in the highly competitive frozen dessert landscape

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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