Client Name

Ismail Industries Ltd.

Faculty Advisor

Madeeha Omer Lakhani, Lecturer and Head of Experiential Learning Project (ELP), Department of Finance

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our project aligns with the Behavioral Studies thought leadership area by focusing on how consumer behavior influences brand perception and product choice. Through interviews, surveys, and focus groups, we explored why Choc-Oh struggles in the market despite being affordable and backed by a known brand. We found that packaging, brand visibility, and misconceptions (for example, fat blooming being mistaken for spoilage) significantly impacted consumer decisions. These behavioral insights helped us recommend practical solutions such as rebranding, improved placement, and targeted marketing, demonstrating how understanding human behavior can drive better business outcomes.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

Our project aligns primarily with SDG 9, Industry, Innovation, and Infrastructure. By identifying barriers to the success of a local product like Choc-Oh, we aimed to support domestic industry growth and product innovation. Our recommendations, such as improved packaging, marketing strategies, and flavor extensions are geared toward making Choc-Oh more competitive against imported brands, thereby strengthening local manufacturing and reducing reliance on foreign goods.

NDA

No

Abstract

This report is based on our Experiential Learning Project with Ismail Industries Limited, focusing on their chocolate spread brand, Choc-Oh. Although the product has been in the market since 2020, it has not been able to gain much popularity. Our goal was to understand why Choc-Oh has not performed well, what consumers think about it, and what can be done to improve its presence in the market.

To find answers, we did a mix of research. This included visiting stores across Karachi to observe how Choc-Oh is displayed, priced, and stocked compared to other brands. We also spoke directly to consumers through interviews and focus group discussions to get their honest opinions about the product. Alongside that, we studied market reports and similar product categories to get a broader picture. What we found was that while Choc-Oh is affordable and has a decent taste, it struggles with low brand awareness, a name and packaging that do not appeal to all segments, and negative perceptions around fat blooming.

From these insights, we’ve suggested some practical steps: update the packaging to make it look more premium and clearer, highlight the Candyland brand more visibly, start marketing campaigns (especially on social media), and educate buyers about product concerns like fat blooming. This project helped us connect what we’ve learned in class to a real business problem and gave us valuable exposure to how branding, consumer habits, and product strategy work in real life.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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