Client Name

FrieslandCampina Engro Pakistan

Faculty Advisor

Dr. Irum Saba

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our ELP focused on analyzing consumer purchasing behavior in response to Olper’s sales promotions during Ramazan and Eid. By combining sales data with field insights from retail visits, we assessed how consumer decisions were influenced by price changes, promotion timing, and in-store execution. The project highlighted behavioral trends such as stockpiling, brand switching, and sensitivity to external factors (e.g., tax changes and religious events), making Behavioural Studies the most relevant thought leadership area.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

Our ELP supported the promotion of Olper’s UHT milk—a safe, nutritious, and hygienic dairy product essential for daily health. By helping FCEPL improve the effectiveness of its promotions, especially during high-consumption periods like Ramazan, the project indirectly contributed to increasing access to quality nutrition, aligning with the broader objective of ensuring good health and well-being for consumers across Pakistan.

NDA

Yes

Abstract

This Experiential Learning Project (ELP), conducted in collaboration with FrieslandCampina Engro Pakistan (FCEPL), focused on evaluating the effectiveness of sales promotions for Olper’s 1000ml milk SKU across 2024–2025. The project combined data analytics with field insights to assess consumer response, sales uplift, and promotional ROI across various retail channels including Imtiaz, Metro, Carrefour, and Punjab Cash & Carry. Using Microsoft Excel and Python, we developed a dynamic dashboard and a chatbot to support faster, data-driven decision-making. Key findings highlighted short-term volume gains followed by post-promotion dips due to stockpiling and execution gaps. The project provides actionable insights and tools to optimize future trade promotions and align marketing investments with consumer behavior.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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Available for download on Thursday, June 18, 2026

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