Client Name

Unilever Pakistan Limited

Faculty Advisor

Mr. Kamil Yousuf

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

Our project aligns strongly with the Thought Leadership area of Innovation by proposing disruptive yet strategically grounded changes across product, packaging, and brand experience for Cornetto Disc. Through data-driven insights, we introduced culturally relevant limited-time flavors, a youth-led packaging redesign initiative, and immersive experiential marketing such as the “Premium Courts, Premium Disc” padel activation. Each initiative reimagines how a traditional FMCG product can stay relevant for Gen Z in a saturated market. By integrating digital-first strategies, user-generated content, and premium cues, the project demonstrates how innovation can elevate a legacy product to meet the evolving aspirations and behaviors of today’s consumers.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

Our project directly contributes to the 8th UN Sustainable Development Goal - Decent Work and Economic Growth - by identifying actionable strategies to enhance product performance, increase retailer profitability, and stimulate category growth within Pakistan’s FMCG sector. By addressing systemic retail inefficiencies, improving supply chain reliability, and recommending margin enhancements for small business owners, the project promotes fairer trade conditions and sustainable employment. Through data-driven recommendations, we aim to boost consumer demand and unlock new economic opportunities across the ice cream value chain — from production to retail.

NDA

No

Abstract

This Experiential Learning Project (ELP), conducted in collaboration with Unilever Pakistan, aimed to craft a comprehensive marketing strategy to enhance the market performance of Cornetto Disc, an “accessible premium” ice cream offering within Pakistan’s competitive snacking landscape. The core objective was to examine the misalignment between Cornetto Disc’s intended positioning and its actual consumer perception, particularly among Gen Z.

The project employed a mixed-methods research approach, combining secondary data (industry reports, digital trend analysis, competitor benchmarking) with primary research, consumer surveys (n=200), focus groups, in-depth interviews, sentiment analysis, price point analysis and a retail audit of 200 Karachi outlets. Insights informed a 360° marketing plan tackling key challenges such as weak packaging differentiation, low repeat purchase rates, and limited retail visibility.

Key deliverables: (i) A research report incorporating primary and secondary research (ii) A holistic marketing strategy tailored to Gen Z behaviors (iii) A Power BI dashboard visualizing quantitative data (iv) Actionable recommendations to reposition Cornetto Disc as a culturally relevant, socially shareable premium dessert (v) Supplementary Documents

Findings indicate that while Cornetto Disc benefits from brand recognition, it lacks the distinctiveness and value perception to compete with aspirational brands. The proposed strategy addresses this gap through upgraded packaging, limited time culturally inspired flavors, and emotionally resonant youth marketing. Broader implications include improved brand clarity, enhanced consumer engagement, and long-term differentiation in Pakistan’s evolving premium snacking category.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Notes

© 2025, Ashar Shariq, Burhanuddin Jeevanjee,

Fatima Rafique, Faizan Rasheed

All rights reserved.

This report is the intellectual property of the authors and may not be reproduced, distributed, or used in any form without prior written permission from the authors.

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