Client Name

Abbott Laboratories (Pakistan) Limited

Faculty Advisor

Dr. Nida Aslam Khan, Assistant Professor and Chairperson - Marketing Department, Institute of Business Administration (IBA), Karachi

SBS Thought Leadership Areas

Behavioural Studies

SBS Thought Leadership Area Justification

Our project applies psychological, sensory, and digital behavior principles to diagnose barriers and motivators around a public health product. The segmentation and recommendation framework in this report is built upon consumer decision making models and emotional branding paradigms, making it highly relevant to the field of applied behavioral strategy. For example: We found out what characteristics an ideal consumer of Mospel possesses.

Aligned SDGs

GOAL 3: Good Health and Well-being

Aligned SDGs Justification

This project contributes directIy to SDG 3: Good Health and Wellbeing, particularly by addressing goal which aims to “end epidemics of communicable diseases.” Preventive solutions like repellents are a first line of defense in limiting mosquito -borne illness outbreaks. By making repellents more accessible and desirable, Mospel’s repositioning can contribute to health resilience at a grassroots level.

NDA

Yes

Abstract

This Experiential Learning project (ELP) investigates the strategic enhancement of the reach and visibility for Mospel, a mosquito repellent product by Abbott Laboratories, within Pakistan’s rapidly evolving consumer market. Despite consumer’s longstanding trust in Mospel as a DEETbased repellent, the brand has become less visible and less relevant among its key audience segments lately. The major goal of this research is to identify the behavioral, perceptual, and market -level elements contributing to Mospel's deteriorating reIevance and to give evidence-based strategic recommendations. The study used a mixed methods approach, emphasizing qualitative techniques (focus groups, in-depth interviews) to reveal unbiased consumer opinion, while a well-structured quantitative survey produced measurable insights on adoption drivers, trial barriers, and consumer cIusters. These were supplemented by Secondary research, which included pricing audits, market intelligence studies, and competitor analysis. At the request of our point of contact at Abbott Laboratories (Pakistan) Limited, we have kept key trends and findings of our report confidential. Key findings reveal that while Mospel is a recognizable name, its legacy brand value has failed to translate into active usage. Findings from consumer insights revealed key sensory, emotional, and digital engagement challenges. Specific insights have been withheld due to confidentiality. Competitors like Mortein and Nextol have successfully captured market share by addressing these exact pain points through design-led innovation, influencer driven awareness, and product diversification.

Behavioral segmentation from the research identified four key personas. The profiles and motivators remain proprietary. Mospel’s current offerings do not sufficiently appeal to any of these cohorts in its present form. This report recommends a comprehensive turnaround strategy organized into four phases: product diversification (including child safe and lifestyle SKU), digital rejuvenation through influencers and SEO content in-store and online visibility improvements, and emotionally resonant brand storytelling integrated with public health and CSR efforts. Anchored in the Behavioral Studies leadership theme and aligned with Sustainable Development Goal 3: Good Health and Wellbeing, this ELP project provides a roadmap for Abbott laboratories to reposition Mospel not merely as a functional insect repellent, but as a health conscious lifestyle product that resonates emotionally with modern consumers. Through a mix of qualitative depth and quantitative breadth, the report not just diagnoses the brands core challenges but also offers a replicable strategic framework adaptable across fast-moving consumer health categories in Pakistan.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Notes

This version of the report has been redacted at the request of Abbott Laboratories (Pakistan) Limited. Proprietary insights, consumer data, and strategic findings and action points have been removed or summarized to ensure confidentiality. We have presented a complete version of our research and findings to our point of contact in Abbott Pakistan, Ms. Wajeeha Badar, and to our ELP instructor, Dr. Nida Aslam Khan. This submission is strictly for academic evaluation at IBA Karachi.

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Available for download on Thursday, June 15, 2028

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