Client Name

Continental Biscuits Limited

Faculty Advisor

Dr. Nida Aslam Khan

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

This ELP strongly aligns with IBA SBS’s vision for Entrepreneurship and Innovation. It applies real world consumer insights and creative thinking to develop flavor innovations for a FMCG brand. By identifying a gap in the market, proposing new product variants and designing innovative marketing campaigns, this project successfully demonstrated entrepreneurial problem-solving. Moreover, this ELP also reflects the SBS’s mission to equip students with practical innovation skills.

The outcome of this project also has broader implications for this thought leadership area. It demonstrates how fresh business grads can lead innovation in established industries, how research can be translated into real-life marketable solutions and how innovation isn't just limited to startups, in fact, it is vital in revitalizing renowned brands so that they stay relevant in a competitive industry. Through this way, our ELP strengthens IBA SBS’s commitment to building innovation ready business leaders who are capable of creating an impact. To conclude, this project has succeeded in bringing fresh and market driven ideas into existing businesses.

Aligned SDGs

GOAL 9: Industry, Innovation and Infrastructure

Aligned SDGs Justification

The objectives and deliverables of this project strongly align with Goal 9 of the United Nation’s Sustainable Development Goals: Industry, Innovation and Infrastructure. Through the launch of new TUC Flavours and use of new and creative ways to reach the target audience across both online and offline platforms, we will successfully achieve Goal 9. From QR Codes to retail strategies, our plan brings innovation to how snacks are created, marketed and sold. This plan also includes out of home advertising like billboards and sampling booths. By combining digital tools, modern retail and physical marketing, this strategy builds a more connected and modern shopping experience. This is exactly what Goal 9 encourages: better infrastructure and smarter, more sustainable business practices by using innovation and research to improve products and consumer experiences, especially in developing markets like Pakistan.

This project contributes to Goal 8 by fostering economic activity through retail expansion, job creation, and promoting micro-entrepreneurship in kiryana stores. It introduces structured incentive programs for small retailers, develops skill-building opportunities through promoter training, and creates new digital commerce touchpoints with QR-linked engagement tools. These efforts generate employment and upskill labor across general and modern trade ecosystems.

NDA

No

Abstract

TUC Biscuit is one of Pakistan’s most iconic cracker brands, known for their salty taste, crunchy and crispy texture. However, evolving preferences in taste and competition, especially from more flavor intense snacks has led to a decline in TUC within the savory snack category. This Experiential Learning Project aims to aims to address the challenge of declining consumer preferences of TUC within the savory snack category and develop a strategic plan for revitalizing a heritage brand through introduction of new flavors to cater to a diverse audience. The flavors include 1- Sour Cream & Onion, 2-Cheese 3-BBQ in the sam, original TUC format. This project aims to not only expand the share of TUC within the cracker category, but also expand the cracker category itself by taking features consumers enjoy in savory snacks like greater flavor variety and stronger taste and incorporating them into a heritage brand like TUC.

To meet these objectives, a number of research methods were used. The primary research included surveys, multiple focus groups and taste testing activities to gauge consumer preferences and perception around TUC biscuits. Additionally, field visits were done across multiple channels such as general trade and modern trade to understand retail level performance, shelf placements and consumer preferences. Secondary research included prior research done on TUC biscuits and reports containing flavor snacking preferences.

The key findings of the research revealed a strong preference for chips as the go-to-snacking format with a strong preference for bold flavors. Research also revealed that despite high brand awareness, strong shelf visibility and high market share of 70% for TUC, (Kamran, 2019), the lack of flavor innovation and bland taste made in unappealing, especially to younger consumers. Primary research revealed that buyers would be more inclined to try TUC if it came in different flavors.

Based on the research and insights, this report proposes a multi-phase launch strategy for a campaign aimed to promote TUC’s 3 exciting new flavors. This launch strategy includes brand-centric online marketing, QR Code integration, gamification and trade strategies including bundling and in-store sampling. The recommendations provided in this report are aimed to generate trial and increase the share of the cracker category itself, while creating emotional resonance with a younger audience. The mix of consumer insights, product innovation and integrated marketing communications presented in this report will help bridge the gap in the savory snacks market and revitalize TUC from an old heritage brand to modern brand for aspirational consumers.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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