Client Name

Mondelez International

Faculty Advisor

Dr. Nasir Afghan

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

This project is closely linked to behavioral studies as it examines how both retailers and consumers make decisions within the General Trade environment. Through retailer interviews and store observations, we explored how factors such as profit margins, trade incentives, brand relationships, cultural preferences, product visibility, and pricing influence stocking and purchasing decisions. Additionally, the project highlighted the importance of trust-building and effective communication when interacting with retailers, demonstrating how human behavior, perceptions, and motivations shape business outcomes and market dynamics.

Aligned SDGs

GOAL 17: Partnerships to achieve the Goal

Aligned SDGs Justification

This project aligns with SDG 17: Partnerships for the Goals because it involved collaboration between academia and industry, bringing together IBA, Mondelez Pakistan, distributors, retailers, and students to generate meaningful market insights. The project demonstrated how partnerships among different stakeholders can facilitate knowledge sharing, problem-solving, and data-driven decision-making, ultimately contributing to more efficient distribution systems, stronger retailer relationships, and sustainable business growth.

NDA

No

Abstract

This Experiential Learning Project (ELP) was conducted in collaboration with Mondelez Pakistan to analyze the performance of Cadbury Dairy Milk within Karachi’s General Trade (GT) retail landscape. The project aimed to assess distribution effectiveness, retailer perceptions, merchandising practices, competitive positioning, and brand presence across various retail outlets.

The research involved conducting extensive retail audits and structured interviews with retailers, store owners, distributors, and merchandisers across multiple GT stores. Data was collected on key factors including product availability, shelf visibility, hotzone placement, trade margins, promotional activities, assortment depth, pricing, and competitor performance. Particular attention was given to understanding the relationship between retailers and distributors, as well as the factors influencing retailer stocking and recommendation decisions.

The findings revealed that while Cadbury Dairy Milk enjoys strong consumer demand and brand recognition, retailer preferences are often influenced by trade margins, service quality, and promotional support offered by competing brands. The study also highlighted the importance of effective merchandising, cooler compliance, and strategic product placement in driving impulse purchases. Additionally, cultural and behavioral factors were found to play a significant role in retailer interactions and brand preferences.

The collected data was compiled into structured dashboards and analytical frameworks to identify trends, opportunities, and execution gaps. Based on the findings, recommendations were developed to strengthen Cadbury’s in-store visibility, improve retailer engagement, enhance distribution effectiveness, and optimize trade marketing initiatives.

Overall, the project provided valuable insights into Pakistan’s FMCG retail ecosystem while bridging the gap between academic learning and practical business application.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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