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 !
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