Client Name

ASAIA Private Limited

Faculty Advisor

Dr. Nida Aslam

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This project aligns with Entrepreneurship and Innovation through the development of a comprehensive six-month go-to-market strategy for Canbebe Baby Cosmetics, a new category launch by ASAIA Private Limited. The project involves strategic market entry planning, channel-wise forecasting, influencer engagement, and competitive benchmarking, all of which are core elements of new venture and product innovation.

It also aligns with Behavioral Studies through structured consumer research targeting premium Tier-1 parents in Karachi. The research investigates brand perception, price sensitivity, trust barriers, trial willingness and purchase triggers — providing deep insight into consumer psychology and decision-making behavior in the baby care category.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This project supports SDG 9 (Industry, Innovation, and Infrastructure) by bringing fresh ideas and modern processes to the local baby care market. It achieves this by using smart AI tools to save budget and resources during the launch, and by following a well-planned, step-by-step go to market strategy.

Additionally, by expanding the brand's offerings from diapers into a new line of high-quality baby cosmetics, the project drives product innovation. This gives parents a safe, premium choice locally, reducing the market's dependence on expensive imported brand.

NDA

No

Abstract

This Experiential Learning Project (ELP) was carried out in partnership with ASAIA Private Limited to support the launch of baby diaper company ASAIA's strategic brand extension Canbebe Baby Cosmetics into baby personal care. The main goal of the project was to create a detailed go-to market (GTM) plan for the launch of the four new baby products, Canbebe Baby Shampoo, Baby Lotion, Baby Oil and Baby Bath Wash for a six month period The project aimed to analyse consumer acceptance, consumer category behaviour, market opportunities, competitive situation, and develop effective strategies for entering the market to ensure successful launch of the product.

Both primary and secondary research were used, and a mixed method research design was used. Structured Surveys of parents (Tier-1) (100), In-depth Interviews of mothers (10), Store Audits across eight retail outlets in Karachi, and e-commerce pricing analysis as part of primary research methods. Secondary research was done using market reports, industry publications, case studies from around the world and competitor benchmarking. The study included purchase triggers, package preferences, retail execution requirements, pricing sensitivity, and consumer perceptions and brand trust.

The results showed that when it comes to products, parents care more about product safety, dermatological credibility, ingredient transparency, and product performance, than about traditional advertising or influencer endorsements. Mothers became the leading decision makers when it comes to baby care product purchases, and trust in scientific validation was much greater than trust in social media promotions. Results also showed a willingness to receive a trial of Canbebe Cosmetics as a result of the positive brand equity in the diaper category. But, consumers needed to be convinced of safety, transparency and quality before they made a complete shift from their favourite brands. Competitive analysis also revealed that Canbebe could appeal to the premium value positioning between international high value brands and value local brands. The project formulated a six-month GTM plan, including positioning, pricing strategies, distribution priorities, influencer engagement frameworks, content strategies, experiential activations and channel-specific marketing interventions.

The project suggests that Canbebe adopts the marketing strategy of trusted, transparent, emotionally relevant and premium quality, affordable baby care brand. The results offer a roadmap for ASAIA Private Limited to successfully expand their category as well as understanding consumer behavior and innovations in the Pakistan baby care market.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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