Client Name

Ismail Industries

Faculty Advisor

Ms. Yasmin Zafar

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

From a thought leadership perspective, this project falls under Entrepreneurship and Innovation. By focussing on brand innovation, consumer-centric strategy, and competitive benchmarking, the study enhances understanding of how FMCG brands can adapt to changing markets, harness data-driven insights, and drive long-term company growth in emerging economies. The findings offer practical frameworks for innovation in product development, marketing, and retail execution, with larger implications for brand management and entrepreneurship.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

This project aligns with the United Nations Sustainable Development Goals (SDGs), particularly SDG 8: Decent Work and Economic Growth and SDG 9: Industry, Innovation, and Infrastructure, by promoting strategies that foster product innovation, market expansion, and sustainable business practices within Pakistan’s FMCG sector.

Considering SDG 8; The project helps boost manufacturing, marketing, distribution, and retail activities, employment opportunities among others and promotes new types of skills through recommending market expansion and product innovation strategies. further Adoption of the best practices in product development, branding, and retail execution further increases productivity and diversifies the FMCG in Pakistan that will enhance the sustainable growth of the economy.

Considering SDG 9; Focus on the upgrading of the package, new forms of products, and online interaction promotes the introduction of the innovative practices and technologies in the biscuit market in Pakistan with the help of the project.

NDA

No

Abstract

This report will give an extensive account of the brand equity, market penetration, the pricing and marketing strategy of a prime center-filled biscuit (Chocolatto) of Ismail Industries Limited (Bisconni Division) in Karachi, urban FMCG product market. The study uses a mixed design that is comprised of both qualitative research methodology (focus groups, in-depth interviews) and quantitative research methodology (surveys, willingness-to-pay analysis, sentimental analysis) to assess the consumer perception, emotional attachment, brand recall and preferred competitive positioning of Chocolatto. The most important implications are that though the brand has high awareness and trial levels, the brand encounters the struggle of maintaining consumer loyalty, distinction among its competitors, firstly, center filled biscuits and secondly, sandwich biscuits and also retail presence and pricing. According to the research, there are deficiencies in the areas of product innovation functions related to the product and packaging communication, the emotional branding elements, opportunities that are in terms of premiumization and retail execution. These gaps are addressed by offering strategic recommendations such as improving products and packaging, establishing price structure, strategic retailing and emotionally appealing brand campaigns. Considering bisconni positions chocolatto as a mass premium brand it still lacks in reaching that mass market through it's marketing efforts. The areas where marketing is done is not where the target consumer is which causes low engagement even though the efforts are high. The solutions and recommendations discussed in this report provide a guide to structuring the brand equity of Chocolatto and establishing its dominance in the premium biscuit competitive market.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

Notes

This Experiential Learning Project (ELP) is submitted to the School of Business Studies (SBS) as partial fulfillment of BS (A&F) and BBA by Maria Agha, Hareem Asif, Hamna Nasir and Laiba Mobin. Faculty advisor: Miss Yasmin Zafar (Visiting Faculty, Department of Marketing, IBA, Karachi). Corporate Client: Mariyum Sohail Taqi (Assistant Brand Manager, Bisconni-Chocolatto, Ismail Industries Limited).

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