Client Name

FrieslandCampina Engro Pakistan Ltd.

Faculty Advisor

Dr. Yasir Mansoor Kundi

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

Our project aligns with Entrepreneurship and Innovation by supporting the launch of a new SKU—Olper’s 130g FCMP—which is an innovative product designed to penetrate price-sensitive and underserved markets. We recommended sachet-based retail visibility, trial-sized packs, and e-commerce optimization, all of which are strategic innovations to boost market adoption.

Example: Suggesting counter-hook sachet placement in general trade to trigger impulse buying.

Aligned SDGs

GOAL 12: Responsible Consumption and Production

Aligned SDGs Justification

SDG 12: Responsible Consumption and Production
The project encourages more sustainable dairy consumption by promoting packaged milk, which ensures quality control and reduces wastage. It also explores packaging innovation and consumer awareness regarding environmental impact.

Example: Recommending research into eco-friendly sachet packaging and understanding consumer willingness to pay for sustainable options.

NDA

No

Abstract

This Experiential Learning Project (ELP) was conducted in collaboration with FrieslandCampina Engro Pakistan (FCEPL) to assess the market landscape and strategic potential for the newly launched 130g SKU of Olper’s Full Cream Milk Powder (FCMP). The primary objective was to evaluate the product’s visibility, competitiveness, consumer awareness, and overall positioning in Pakistan’s powdered milk segment. The project also aimed to identify key challenges and opportunities that could inform Friesland’s future marketing and distribution strategies.

The research followed a multi-method approach, combining retail audits, in-depth consumer interviews, and e-commerce and digital tracking to gather insights from both physical and online channels. Retail audits were conducted across 40 modern and general trade outlets in Karachi, while interviews were carried out with nine consumers from diverse socioeconomic backgrounds. Supplementary data was collected by analyzing competitor activity across platforms like Instagram, YouTube, FoodPanda, and KraveMart.

Key findings revealed that although Olper’s holds strong brand equity in the liquid milk category, its FCMP variant suffers from low consumer awareness, limited shelf visibility, and minimal promotional activity. Price sensitivity, SKU preferences, and usage occasions (e.g., desserts or tea) emerged as major themes from interviews, underscoring the need for targeted messaging and better in-store placement. E-commerce tracking also highlighted gaps in online availability and discoverability compared to competitors like Nido and Bunyad.

Based on these insights, the project recommends a low-cost integrated communication campaign to improve FCMP’s positioning, alongside improved merchandising strategies in general trade stores and expanded SKU options to attract trial. Strengthening digital visibility and ensuring consistent supply on e-commerce platforms were also identified as crucial for building consumer trust and driving adoption.

Overall, this project provided FCEPL with a comprehensive view of the challenges and growth opportunities surrounding Olper’s FCMP 130g launch. By addressing visibility, awareness, and pricing barriers, the brand can more effectively position itself as a competitive and accessible dairy solution in both urban and underserved markets.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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