Client Name

Unilever Pakistan

Faculty Advisor

Dr. Irum Saba, Associate Professor, Department of Finance

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

The ELP falls under the Behavioral Studies thought of leadership domain at IBA's School of Business Studies (SBS). It probes the psychological, cultural, and social constructs that shape Gen Z’s consumer identity. We conducted In-Depth Interviews and Focus groups to identify the Gen Z perspective behind their choices and purchases of instant noodle brands in particular like Knorr, Shoop, Indomie, and Buldak.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This project aligns with the United Nations Sustainable Development Goal 9 which relates to betterment of industry, innovation, and infrastructure. By looking at how Gen Z chooses their food based on habits, lifestyles, and culture, this study would help Unilever Pakistan to come up with new ideas for their noodle’s portfolio. It supports the development of inclusive, demand-driven product offerings and communication strategies, helping the brand remain competitive and responsive in a rapidly evolving FMCG landscape.

NDA

No

Abstract

This project with Unilever Pakistan investigated how Generation Z (ages 13–28) in Pakistani cities are changing their eating habits, particularly when it comes to Knorr instant noodles. While Knorr brings back wonderful memories for millennials, it is having difficulty keeping Gen Z interested because they demand stronger, more individualized flavors, and healthier options.

To investigate this, an in-depth interview with fifteen participants was conducted followed by two group discussions. It was discovered that Gen Z's snack selections were heavily influenced by their mood, what they sew online, how easy something was to obtain, and what their peers consumed. They enjoy global trends such as Korean cuisine, but prefer them to be tailored to local tastes.

Looking at the numbers, a revenue forecasting was done based on national census data. The data revealed that with Gen Z, Knorr could sell more than 49 million noodle boxes each month, generating around PKR 2.45 billion per month.

The report offers a two-part strategy: retain what makes Knorr unique while adding new features that Gen Z would enjoy. Ideas included developing new tastes containing protein or vegetables, selling combo packs, and sharing brand stories on TikTok and Instagram. Knorr can maintain their competitiveness in Pakistan's instant noodle market by balancing familiarity with innovation.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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