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Revamping Mondelez\u27s E-commerce Footprint in Pakistan
No full textThis Experiential Learning Project (ELP) aims to devise strategic solutions for improving Mondelez Pakistan’s e-commerce performance, addressing the company’s current low contribution of digital channels to overall sales. While Mondelez enjoys a market-leading position in traditional retail within the chocolate confectionery segment, its underperformance in the rapidly growing e-commerce segment presents a critical growth limitation. The project’s primary objective is to inform key recommendations for Mondelez, which can accelerate its e-commerce trajectory and strengthen its market competitiveness in Pakistan’s evolving retail environment.
The research method was mixed, incorporating both secondary and primary research. Secondary data was gathered from industry reports, market studies, and scholarly literature to establish a comprehensive understanding of the e-commerce landscape in Pakistan, consumer behavior trends, and online grocery retail dynamics. Primary research involved conducting focus group discussions (FGDs) with Gen Z university students and deploying a Google Forms-based quantitative survey with over 200 respondents, targeting young digital consumers.
Key findings revealed a strong opportunity to leverage impulsive snack-buying behavior among Gen Z and millennials, who show high responsiveness to flash discounts, personalized product recommendations, and culturally resonant digital content. However, several challenges were also identified, including low trust in online platforms, dissatisfaction with delivery experiences, and a lack of engaging packaging or user-friendly platform design. Trust, user experience (UX), and localized emotional storytelling emerged as critical drivers of conversion and loyalty.
Based on these insights, the project delivers key strategic recommendations. These include adopting a 360° omnipresent digital campaign, forming partnerships with q-commerce platforms for rapid delivery and platform-based deals, deploying bundled offers to drive average order value, and initiating micro-influencer marketing to build authentic reach and reach the target audience. Additionally, an enhanced focus on seasonal gifting products, localized packaging aesthetics, and a mobile-first approach is proposed to boost engagement and sales.
The implications of this study are highly relevant to both industry practitioners and scholars. The findings reinforce the importance of consumer trust, UX optimization, and behavioral insight in e-commerce strategy, especially within emerging markets like Pakistan. Furthermore, the project aligns with Sustainable Development Goal (SDG) 9: Industry, Innovation and Infrastructure, as it advocates for improved digital commerce frameworks. It also contributes to Behavioral Studies within IBA’s Thought Leadership areas, analyzing how emotional triggers and platform experiences shape digital buying behaviors. By diagnosing key pain points and behavioral drivers, the project contributes actionable strategies for Mondelez and sheds light on broader trends shaping digital commerce in the country
Rebranding Paddle Pop
No full textKey deliverables included consumer insights and brand architecture recommendation. Research methodology included methodological triangulation involving both qualitative and quantitative methods. 4 focus groups, 45 survey forms (self-administered) and 20 retail visits were undertaken. Chocolate was the most preferred flavor, while multi-layered formats within sticks / cones were popular among children too. Ice cream was consumed primarily after school or in the evening, with 64% of children using pocket money to buy it, highlighting its appeal as an impulsive treat. YouTube was the top media platform (93% usage), followed by Snapchat (53%) and Instagram (51%), with children primarily watching funny content and short videos on mobile phones. Lifestyle trends showed declining outdoor play, a rise in digital consumption, and increasing health awareness (unique insight, no common). Core strategy recommendation to redefine brand architecture strategy to differentiate brand from its master brand and create a unique identity for portfolio recognition and associations for the brand and create, which could enable them charge premium prices. (1) Logo simplification and strengthening to ensure recognition rather than familiarity and create / recall desired associations, (2) mascot reinforcement across the product portfolio for portfolio recognition and desired association recall, (3) consistent packaging theme (standardized logos (size / distance, font, illustrations & orientation style) for desired meaning transfer and portfolio recognition and (4) portfolio reconfiguration highlighting need to completely own core equity driving formats were recommended to Paddle Pop
Peer Analysis - Banking Industry
No full textThis study evaluates the strategic financial decisions and performance of Habib Bank Limited (HBL) from 2020 to 2024 within Pakistan\u27s volatile macroeconomic environment. Through comparative analysis with peer institutions (UBL, MCB, Meezan, BAFL, and NBP), the research investigates borrowing trends, investment strategies, deposit structures, provisioning practices, and Net Interest Income (NII) management. The findings reveal HBL’s consistent risk-mitigated approach—emphasizing core deposits, measured repo borrowing, and asset-liability alignment. Despite interest rate shocks, inflationary pressures, and sectoral disruptions, HBL maintained financial resilience by leveraging forward-looking provisioning under IFRS 9, diversified funding, and digital transformation. The project highlights how robust financial infrastructure and innovation-driven practices support industry-wide resilience and financial inclusion. The research aligns with SDG 9 by examining how institutional innovation in banking fosters sustainable economic infrastructure and strengthens financial ecosystems in emerging markets
Islamic Banking for Students: A New Product Proposition
No full textThis report presents the findings of an Experiential Learning Project (ELP) conducted by the students of IBA Karachi in partnership with Meezan Bank. The primary objective of this project was to understand the financial needs, behaviors, and challenges faced by the university students in Pakistan, and design a Shariah Compliant Banking Product that not only better suits their lifestyle but also helps mitigate these challenges to foster a student centric economical banking environment. The team conducted surveys and focus groups with students from leading universities of Pakistan to get insights on their spending habits, banking preferences and issues with existing banking services.
The results revealed that students appreciate convenience, digital services, discounts and Islamic finance; however, many of them do not have appropriate knowledge about Shariah Compliant Banking. The proposed product is a student account that can provide monetary and non-monetary benefits and rewards, including discounts on canteens and ride hailing services, career support initiatives and augmented reality features- while aligning with Islamic finance principles. The report also includes competitor analysis and international case studies to support the product design. This project aims to help Meezan bank lead the student banking market by introducing an innovative, ethical, and student-centered banking solution
Pragmatism or betrayal?
No full textMirza Ghalib’s Dastanbu, his diary of the 1857 Rebellion, raises questions about his allegiances. Written in archaic Persian to limit its readership, the text praises the British while harshly condemning the Indian freedom fighters. Ghalib’s motivations seem personal—seeking royal favors such as the restoration of his pension and the title of Poet Laureate. His panegyric to Queen Victoria, celebrating the British conquest of India, further complicates his stance. While some scholars argue that Ghalib privately mourned the rebellion’s devastation in his letters, he never openly criticized the colonial rulers, perhaps seeing them as symbols of progress
Tooran Asif appointed as President & CEO of UBank
No full textPTCL Group has appointed Tooran Asif as the new President & CEO of U Microfinance Bank Limited (UBank). With over three decades of experience in digital and retail banking, Asif has held key leadership roles at Mashreq Bank UAE, Standard Chartered, Citigroup, and ANZ Bank. He previously served as CEO of KT Bank Pakistan Limited. Holding an Electrical Engineering degree and an MBA from IBA, Asif is expected to lead UBank’s growth and innovation. PTCL Group’s President & Group CEO, Hatem Bamatraf, expressed confidence in Asif’s leadership and commitment to financial inclusion
Country’s political system deeply flawed, says Dr Ishrat Husain
No full textAt a seminar organized by the Pakistan Women’s Foundation for Peace (PWFFP) for Women\u27s Day 2025, former SBP governor Dr. Ishrat Husain criticized Pakistan’s flawed political system, emphasizing governance failures and self-serving politics. He noted how Pakistan fell behind India economically due to institutional decline. Speakers highlighted gender disparities, with Pakistan ranking 145th in global gender parity. Discussions covered issues like women’s workplace discrimination, lack of representation in leadership roles, and challenges in governance. Experts stressed the need for electoral reforms and policy changes to improve governance and gender equality
All Pakistan Inter-University Archery Championship held at IBA Karachi by HEC
No full textآئی بی اے یونیورسٹی میں آل پاکستان انٹریونیورسٹی آرچری چیمپئن شپ All Pakistan Inter-University Archery Championship 2025 to be held at IB
IBA Karachi organized Annual Career Fair 2025
No full textIBA Karachi hosted its Annual Career Fair 202
IBA-CEE, CATI sign MoU to introduce diploma programme
No full textThe Institute of Business Administration\u27s Center for Executive Education (IBA-CEE) and the Civil Aviation Training Institute (CATI), under the Pakistan Airports Authority, signed an MoU to launch a Diploma Programme in Aviation Leadership and Management. The program aims to prepare professionals for the rapidly evolving aviation sector in Pakistan. The signing ceremony was attended by prominent figures from both institutions, emphasizing the growing need for strategic leadership and skilled management in the aviation industry