Client Name

Ismail Industries Limited

Faculty Advisor

Dr. Noureen Ayaz

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This ELP aligns with entrepreneurship and innovation as the team had to go beyond diagnostic research to develop a commercially viable brand and product strategy for Candyland Marshmallows. The project identified white-space opportunities – an under-exploited SKU (Mello), unused purchase occasions (Eid gifting, lunchbox packs, cake decoration) and a first-mover digital advertising gap – and translated consumer insights into a tangible repositioning framework, new SKU ideas and an implementation plan. This captures the entrepreneurial, opportunity-led mindset.

Aligned SDGs

GOAL 12: Responsible Consumption and Production

Aligned SDGs Justification

This ELP is primarily associated with SDG 12 (Responsible Consumption and Production). This ELP is primarily associated with SDG 12 (Responsible Consumption and Production). The research exposed a live consumer trust gap on ingredient transparency as a consequence of a viral halal misinformation rumour and suggested clear front-of-pack labelling of the SANHA halal certification and beef gelatin sourcing. The research exposed a live consumer trust gap on ingredient transparency as a consequence of a viral halal misinformation rumour and suggested clear front-of-pack labelling of the SANHA halal certification and beef gelatin sourcing. The project also called for a reduction in artificial colours and flavours in view of parental health concerns and packaging on occasion basis (e.g. lunchbox mini packs, Eid gift tins) that is designed to right-size consumption rather than encourage indiscriminate purchasing. The project also called for a reduction in artificial colours and flavours in view of parental health concerns and packaging on occasion basis (e.g. lunchbox mini packs, Eid gift tins) that is designed to right-size consumption rather than encourage indiscriminate purchasing. Collectively, these recommendations encourage more informed, transparent and responsible consumption practices for the brand and its consumers. Collectively, these recommendations encourage more informed, transparent and responsible consumption practices for the brand and its consumers.

NDA

No

Abstract

The experiential learning project was based on the brand of Ismail Industries Limited, Candyland. This project explores the possibility of repositioning Candyland Marshmallows to influence the purchase behavior of kids (6-14 years) in urban Pakistan. The study employs a qualitative-primary research design with eight focus group discussions (five with children, three with parents), a physical retail audit of six Karachi outlets and a digital e-commerce audit of five online platforms.

Results show Candyland is almost universally recognized as a brand but this recognition does not translate into consumption: marshmallows are not among the snacks children spontaneously think of, with chips and chocolate topping the list. Two major threats: a social media rumour about the product’s halal status; and cannibalisation from the Jammin SKU competing with the flagship Twister on trial and awareness. Conversely, the Mello variant has a clear opportunity with the highest preference of consumers in all sessions, although it has a low receistatus and advertising support. Parents identified purchase occasions that remain untapped including birthdays, Eid gifts, school lunchboxes and cake decoration.

The study uses CBBE by Keller and brand equity by Aaker. Candyland diagnosis is high at salience and low at imagery, judgment and loyalty. It proposes a repositioning platform, ‘Soft. happy. Yours.” based on kids’ own sensory language, with integrated recommendations including brand messaging, packaging redesign, retail execution, “Yours” ital commerce fixes. The report ends with an implementation roadmap and KPI framework to help Candyland go from category salience to true brand resonance.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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