Abstract:
This report sheds light on the all the issues faced by Pakistan in developing its very own Mango brand. The report incepts with the bird‟s eye view of the mango industry. An account of detailed SWOT analysis of the industry is presented. Literature review with citations from internationally acclaimed researches gives ample ground for any future research work on these lines. The section included three distinctive segments of Agri-branding; Agri pricing and labeling; and Agri supply chain. This literature review gave the necessary direction and guidance for the formulation of hypothesis. Research methodology had both the qualitative and quantitative methodologies inculcated in it. A questionnaire in the light of generated hypothesis was formulated. This questionnaire was then sent to International organizations working in Pakistan, Pakistan‟s Government organizations, local mango farmer associations, Agri certification consultants, International consumer associations, and Mango exporters. The result of the survey was used to help testify the validity of the hypothesis. Conclusion was drawn at the end of the thesis.
