Client Name

Unilever Pakistan

Faculty Advisor

Dr. Ubedullah Khoso

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This ELP aligns with Behavioural Studies as it focused on understanding consumer and shopper behavior through consumer connects, ethnographies, and retail audits. By observing real-life usage habits, purchase journeys, and in-store decision-making, the project generated insights into the factors influencing category choice and brand preference. These learnings were then used to identify growth opportunities and inform strategic recommendations for the brand.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This ELP aligns with SDG 9 by leveraging consumer and market insights to identify opportunities for innovation and sustainable business growth. Through consumer immersions and retail audits, the project generated data-driven recommendations to strengthen market competitiveness, improve go-to-market effectiveness, and support the development of innovative strategies that can drive long-term growth within the FMCG industry.

NDA

No

Abstract

We would like to express our sincere gratitude to everyone who supported us throughout this Experiential Learning Program. First and foremost, we thank our faculty supervisor, Mr. Ubedulla Khoso, for his continued guidance, constructive feedback, and encouragement at every stage of this project. His academic oversight helped shape the direction and rigor of this research. We are equally grateful to Mr. Salman Sajid at Unilever Pakistan, who served as our industry point of contact. His willingness to engage with our work, share ground-level perspective, and provide access to the brand context was invaluable in grounding our research in real business challenges. We also extend our appreciation to the Career Development Centre (CDC) at IBA Karachi for facilitating this ELP from start to finish. Their coordination between the university and industry partners made this learning experience possible. Finally, we acknowledge the consumers and retailers who gave their time during our Consumer Connects and Retail Audit. Their candid responses form the foundation of this report.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Notes

This ELP aligns with SDG 9 by leveraging consumer and market insights to identify opportunities for innovation and sustainable business growth. Through consumer immersions and retail audits, the project generated data-driven recommendations to strengthen market competitiveness, improve go-to-market effectiveness, and support the development of innovative strategies that can drive long-term growth within the FMCG industry.

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