952 Bisconni Prime - Post Analysis & Way Forward - Bisconni Prime Launch

Client Name

Bisconni, Ismail Industries Limited

Faculty Advisor

Dr. Farah Naz Baig

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

Our ELP falls under the thought leadership area of Entrepreneurship and Innovation, as it explores brand innovation in a traditional product category and evaluates how local brands can improve their market position through premiumization. The project is about strategic decision-making, consumer behavior analysis, and the adaptation of global trends to local contexts, making it relevant to the broader discussion of innovation in emerging markets, especially within the premium biscuit segment.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

Our ELP project aligns with Sustainable Development Goal 9: Industry, Innovation, and Infrastructure. The project focused on evaluating Bisconni’s strategic entry into the premium biscuit category through the launch of Bisconni Prime, which reflects a broader shift toward value-added manufacturing and localized premium offerings. By assessing consumer perception, brand awareness, and future opportunities, our project directly supported Bisconni’s innovation-led strategy aimed at strengthening product differentiation and industrial sustainability.

NDA

No

Abstract

This report explores how Bisconni stepped into the premium biscuit space with the launch of Bisconni Prime, a new range created to offer a more enriching snacking experience to Pakistani consumers. The aim of the project was to understand how people are responding to this shift, from their awareness of the brand to what they think after actually trying the biscuits. It also looks at how Bisconni Prime compares to both local and international competitors and where there’s room for improvement.

To get a 360-degree view, we used a mix of research methods: surveys with 185 consumers, five focus group discussions, eight in-depth interviews, retail audits across 40 stores in Karachi, neuromarketing experiments, and a review of social media conversations. Each of the eight Prime SKUs (Mi Amor, Daydream, Divine, Eclipse, Delice, Flare, Butter Cookies, and Chip Hop) was evaluated across brand awareness, taste, packaging, advertising, and emotional connection.

Some products like Daydream and Divine stood out with strong consumer recall and appreciation for their packaging and flavors. Others, such as Delice and Flare, struggled with visibility and did not leave a lasting impression. Most people didn’t feel that the range was somewhat premium until they actually tried it. This gap between perception and experience became a key insight of our research.

On-ground retail findings showed similar patterns. Larger stores like Imtiaz and Chase Up had the full Prime range with attractive shelf placement. However, this visibility dropped in general trade stores, which ironically account for more than half of biscuit sales in Pakistan. In some cases, Prime products were placed next to mass-market biscuits, which made the premium positioning feel inconsistent. Online, only a few SKUs like Mi Amor and Daydream received meaningful attention, while others lacked digital presence.

Ad testing and neuromarketing showed that while some viewers liked the visuals, they could not connect emotionally with the ads. This was mainly due to storytelling that focused more on aesthetics than on the products.

To close the gap between what the brand promises and how it is perceived, we have recommended a range of ideas. These include a storytelling-led campaign titled “You’ll Know When It’s Prime,” PR boxes sent to food influencers, interactive social media formats like a “Prime Meter,” and in-store trials that allow people to experience the difference firsthand. We also propose premium gifting formats such as “Prime Bites” and packaging updates to reinforce quality and sophistication.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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