Client Name

Continental Biscuits Limited (CBL)

Faculty Advisor

Dr. Farah Naz

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This project is based on the thought leadership “Behavioral Studies”. It explores the consumer behavior of a growing target audience for any company, which is the GENZs; how do Genz spend their daily lives and where does snacking come in? This project makes use of Qualitative and Quantitative research tools to study behavior, perception, and attitudes. The theoretical frameworks used are also rooted in behavioral psychology.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This project links back to two Sustainable Development Goals which are:
1. SDG 8 (Decent Work and Economic Growth): These are the strategies that strengthen TUC’s commercial performance, and contribute to sustainable growth and employment within CBL
2. SDG 9 (Industry, Innovation and Infrastructure): Brand’s employment of innovative strategies across various channels directly translates into overall industrial innovation and category development

NDA

No

Abstract

This research project analyzes TUC’s brand potential to become a popular Gen Z snack choice which will attract urban Pakistani youth who currently view it as an old-fashioned snack. Our team focused on three main objectives, which involved studying how young people choose their snacks and their opinions about different product categories and their current understanding of TUC and how stores display TUC products. The research-based repositioning and IMC campaign delivered as the primary output unites consumer understanding with brand authenticity and product occasion relevance and retail distribution strategies. The research employed a mixed-method approach which included five focus group sessions and five in depth interviews and collected 198 valid survey responses and conducted 25 retail store inspections throughout IMT and LMT and General Trade and Kiryana retail locations. Research showed that Gen Z snacking patterns develop through their unpredictable daily activities and their practice of missing meals and their tendency to work or study at night and their need to pass time when bored and their screen usage and their social interactions. People select their snacks based on five primary factors which include flavor and convenience and product accessibility and cost and simple eating methods. The cracker category does not attract Gen Z consumers because they view these products as outdated and boring when compared to chips and chocolates and noodles and sweet biscuits. For TUC specifically, the study found a clear salience–consideration gap. The brand enjoys widespread recognition yet fails to generate strong customer attraction. Customers associate TUC with its lightweight structure and crunchy texture and simple accessibility but the brand receives poor ratings for its ability to generate excitement and its connection to young people and its personal customization options. The snack packaging creates problems because it produces crumbs and broken pieces and unclean eating spots which reduce its suitability for study times and bed snacks and late-night snacks. Research shows TUC products exist in stores but they fail to reach their full potential because they lack proper shelf branding and secondary display support and promotional activities stay irregular and older shoppers together with health-focused consumers seem to show greater interest in these products. TUC needs to avoid competing with chips by using loud sounds or intense flavors according to the primary finding. The organization needs to develop a new strategy which will transform their present capabilities of being light and familiar and silent into a valuable position which young people will identify with. The recommended repositioning is to move TUC from a fallback snack to a savory companion for everyday in-between moments, supported by the campaign idea “The Ones Who Stayed.” The campaign needs to develop emotional content which will replace functional information through social media activities and campus events and improved viii packaging and enhanced retail product display using endcaps and shelf strips and counter displays and occasion-based POSM. The campaign evaluation needs to move past reach and engagement metrics because it should track brand relevance and consumer consideration and occasion-based product associations and retail display effectiveness and sales performance.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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Available for download on Sunday, June 08, 2031

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