IMC Plan of a Struggling Brand: Mr. Cookie

Team JUGGERNAUTArif Rahman 48D, Roll 07Kazi Ali Tamaddun 48D, Roll 45Sadman Prodhan 48D, Roll 47M Hishaam Hossain 48D, Roll 52Salman Hossain Khan 48D, Roll 56

Company Background

Parent Company: Haque Group of Industries Inception: 1947 No of brand types: 16 Share of Haque in overall biscuit market: 3%

Marketing Objectives

Reposition brand Increase market share by more than 50-60% Brand recall for the former consumer Sustainable growth Effective marketing communication integration Improved brand image Reduce the gap between brand image and

brand identity

Financial Objective

Increase revenue of Mr. Cookie about 70-80% through AIDA approach

Cost minimization by executing effective IMC strategy

Profit maximization of about 90-100%

SWOT Analysis

Strengths Weaknesses

Unique quality and taste Smaller customer base

Clean Brand Image Lack of advertisements

Automated production facility

Poor brand identity (association with mother company)

Strong parent company (Haque Industry)

No integrated marketing communication

65 years of company experience

SWOT Analysis

Opportunity Threat

More market share throughproper advertising

Strong competition from near competitors

Integrate marketing communication more effectively

Market leader may blow out the brand by providing competitive pricing

Opportunity to regain a major portion of market share

Target Market

Urban families of higher SEC Children of moderate to high income urban

families Working ladies with age range of 21-55 years. Working males also potential buyers IMC plan is FOCUSED on working ladies

Brand Association

Coconut flavored Sugar-coated & crunchy biscuits Light, easy to digest, healthy and tasty Medium priced Low involvement product

Competitors

Olympic Nabisco Romania Danish biscuit Al Amin’s ‘Cosmos’ competes in every aspect

o Tasteo Shapeo Flavor

Packaging Change No change from inception Launching a different package with the IMC

campaign Highlighting nutritious factors:

Light easy to digest, Crunchy & Coconut Flavoured

Marketing Strategy

TVC Radio Print media (Newspaper and Magazine) Online and Social Media Public relations and CSR Billboards Sponsorship

TVC

Audience-based TV advertisement Broadcast on major TV channels (ATN, ETV,

NTV, RTV, Channel-i, BTV etc) Strategically broadcast TVC

o between daily soaps at nighto during magazine programs like “ittadi” o when potential audience of the target group is

maximum (morning and evening news hour)

Radio

Useful medium to target working women Broadcast ads during

o morning peak hour o evening peak hour

Use major radio channels (Radio Today, Radio Foorti, Radio Aamar, ABC Radio)

Newspapers

Major source for branding. Ensure maximum exposure to the target

market. Place ads in daily newspapers like Prothom-

Alo, Daily Star, Shamakal etc. Front or last pages for maximum viewership For cost minimization, post ads on business or

entertainment sections

Magazine

Target market is working class females Use magazines that feature high on readership

by females Entertainment magazines (Anondo Alo and

Binodon Bangla) Business magazines like “EBitz”, “Weekly Blitz” or

“Brand Forum” Miscellaneous magazines like “The Stars”,

“Unmad”, “Computer Jogot”

Online and Social Media

Growth in use of online media Online portals (BDjobs, ProthomAlo jobs) News portals (BDnews24, DhakaTribune) E-commerce portals (Cellbazaar, ClickBD or

Bikroy.com) Social media enables direct consumer

interaction (Facebook, Twitter) Convey information and promotional

messages regularly

Public relation and CSR

Fundraiser for National Institute for Cancer Research and Hospital Bangladesh (NICRH,B)

Donate o 50 paisa for every 55 gm package soldo 1 Taka for every 125 gm package sold

Why NICRH,B? 99 % of breast cancer victims are women Also serves the purpose of CSR

Billboard Billboards along high traffic roads and highways,

Provides possibility of greater reach Improves immediate purchases

Nationwide advertisement Dhaka

Gulshan, Uttara, Banani, Dhanmondi, Farmgate, Shahbagh, Science Lab area in Dhaka.

Chittagong Agrabaad, Khulshi, Olonkar, Patenga

Khulna, Sylhet, Rajshahi, Rangpur, Barisal Confine to city limites to keep focus on working class

females

Sponsorship

Association with women related issues ensures maximum exposure.

Sponsor SME trade fair and exhibitions “Kutir Shilpo mela”, “Pitha Mela”, “Cooking

competition” Arrange art competition for children on

Independence day, Pohela Boisakh, Victory Day Arrange special programs on Women’s Day

Budget

Yearly turnover: 30 Million BDT Target IMC Budget: 10 million BDT (one-third

of annual turnover)

Budget Distribution

Area of Investment Budget (millions of BDT)TVC 2.00Radio 0.50Newspaper 2.00Magazine 0.50Online/Social Media 0.30Billboard 2.00Sponsorship 1.50PR and CSR 1.00Others 0.20TOTAL 10.00

Thank you !

Questions ...