Client Name

FrieslandCampina

Faculty Advisor

Dr. Nida Aslam

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This Experiential Learning Project (ELP) aligns with the Entrepreneurship and Innovation thought leadership area of SBS because it focuses on identifying growth opportunities and developing innovative solutions to address a real-world business challenge. The project investigated the decline of Omoré’s multi-serve ice cream segment and used consumer research, retail audits, and competitive analysis to generate evidence-based recommendations. These recommendations included the launch of a premium multi-serve sub-line, the introduction of a smaller tub format, innovative promotional campaigns such as “Flavour of the Week,” and improvements in distribution and in-store execution. By applying entrepreneurial thinking to create new value propositions and innovative market strategies within an established FMCG brand, the project demonstrates how organizations can adapt to changing consumer preferences, strengthen competitiveness, and drive sustainable growth.

The ELP required diagnosing a complex market problem and designing practical, data-driven solutions that could help Omoré regain market share and improve performance in the multi-serve category. Through extensive primary and secondary research, the project generated actionable innovations in product development, marketing, and retail strategy, making Entrepreneurship and Innovation the most appropriate thought leadership area for this work.

Aligned SDGs

GOAL 14: Life Below Water

Aligned SDGs Justification

This ELP aligns with SDG 8: Decent Work and Economic Growth because it focuses on identifying and addressing the factors behind the decline of Omoré’s multi-serve ice cream business and developing strategies to restore growth. Through consumer research, retail audits, and market analysis, the project proposes actionable recommendations to improve sales performance, strengthen distribution, enhance retail execution, and increase market competitiveness. By supporting the sustainable growth of FrieslandCampina Engro Pakistan Limited (FCEPL) and its network of distributors and retailers, the project contributes to economic productivity, business sustainability, and employment generation across the value chain. 

NDA

Yes

Abstract

This Experiential Learning Project (ELP) was conducted in collaboration with FrieslandCampina Engro Pakistan Limited (FCEPL) to investigate the decline in Omoré’s multi-serve ice cream segment and develop actionable recovery strategies. The study employed a mixed-methods research design comprising 122 consumer surveys, 5 focus group discussions, 20 in-depth interviews, and 60 retail audits across Karachi, supplemented by secondary research from industry and academic sources. The findings revealed that Omoré’s decline is driven by a combination of changing consumer preferences, increasing competition from Walls and Hico, distribution and availability gaps, weak in-store visibility, and the absence of a premium product offering. While consumers perceived Omoré’s quality to be comparable to competitors, the brand lagged behind in taste perception, preference, and purchase intent. Based on the integrated analysis, five strategic recommendations were proposed: launching a premium multi-serve sub-line, improving distributor reach in high-value territories, implementing a “Flavour of the Week” campaign, strengthening in-store merchandising and visibility, and introducing a smaller 400–500ml tub format. The project provides data-driven insights and practical solutions to support Omoré’s market share recovery and long-term growth in Pakistan’s evolving ice cream market.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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