IMC

1. IMC Plan of a Struggling Brand:
Mr. Cookie
Team JUGGERNAUT
Arif Rahman 48D, Roll 07
Kazi Ali Tamaddun 48D, Roll 45
Sadman Prodhan 48D, Roll 47
M Hishaam Hossain 48D, Roll 52
Salman Hossain Khan 48D, Roll 56

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

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

4. 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%

5. 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

6. SWOT Analysis
Opportunity Threat
More market share through
proper 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

7. 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

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

9. Competitors
 Olympic
 Nabisco
 Romania
 Danish biscuit
 Al Amin’s ‘Cosmos’ competes in every aspect
o Taste
o Shape
o Flavor

10. Packaging Change
 No change from inception
 Launching a different package with the IMC
campaign
 Highlighting nutritious factors:
Light easy to digest, Crunchy & Coconut Flavoured

11. Marketing Strategy
 TVC
 Radio
 Print media (Newspaper and Magazine)
 Online and Social Media
 Public relations and CSR
 Billboards
 Sponsorship

12. 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 night
o during magazine programs like “ittadi”
o when potential audience of the target group is
maximum (morning and evening news hour)

13. 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)

14. 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

15. 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”

16. 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

17. 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 sold
o 1 Taka for every 125 gm package sold
Why NICRH,B?
 99 % of breast cancer victims are women
 Also serves the purpose of CSR

18. 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

19. 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

20. Budget
 Yearly turnover: 30 Million BDT
 Target IMC Budget: 10 million BDT (one-third
of annual turnover)

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

22. Thank you !
Questions ...