New IMC plan for Mr cookie

JUGGERNAUT (G-10) IMC Plan of Mr. Cookie

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Problem Overview:

Haque Group of Industries Ltd. is one of the largest and oldest biscuit, confectionery, soap and

battery manufacturers. They are in this business since 1947 started as the distributor of famous

British biscuit giant Huntley & Palmers.

The company has a wide range of product range for biscuits and batteries. They produce about

16 types of biscuit brands which occupies more than 3% of the market share of biscuit industry.

Mr. Cookie is one of the major brands of biscuit of Haque group. Mr. Cookie has won the

Monde Selection Gold Medal several times for quality and brand reputation in the past years.

But for the last several years the market position of Mr. Cookie has gone under the radar due to

its poor marketing communication strategy.

We were instructed to integrate the marketing communication strategy of Mr. Cookie biscuit so

that the brand can revive and recapture its market share and retain its position in the market.

Marketing Objectives:

• Reposition the brand in the market

• Increase the market share of Mr. Cookie more than 50-60% of current share

• Brand recall for the former consumer

• Sustainable growth for the brand

• Effective marketing communication integration

• Create a better 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%


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SWOT Analysis:

Strength

• Unique quality and taste of biscuit

• 65 years of company experience

• Clean Brand Image

• Automated production facility

• Better supply chain/distribution channel

• Higher Brand recall

• Strong parent company (Haque Industry)

• Monde Selection Gold Medal for quality

and brand reputation

Weakness

• Smaller customer base

• Lack of advertisements

• Poor brand identity (association with

mother company)

• No integrated marketing communication

Opportunity

• To grab more market share through

proper advertising

• To integrate marketing communication

more effectively

• Opportunity to regain a major portion of

market share

Threat

• Strong competition from near

competitors

• Market leader may blow out the brand

by providing competitive pricing

Target Market:

The target consumer of Mr. Cookie biscuit are the urban families of higher social economic class

(SEC), specially the children of those urban families. Though the target consumers are families

but the target buyers for the biscuit are working ladies with age range of 21-55 years. Working

males are also potential buyers but the IMC plan is more focused on working ladies as they are

the more frequent buyers.


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Brand Association with Target Market:

Mr. Cookie is sugar coated coconut flavored crunchy biscuit which is light in nature. The target

markets are urban families who are usually busy people. They are also health conscious. They

have lesser time for cooking/making snacks for afternoon/evening or on the go. For those

consumers Mr. Cookie is perfect as it is light, easy to digest, healthy and tasty biscuit. Mr.

Cookie is medium priced and is a low involvement product so consumer are expected to buy

the product more frequently.

Market Competitors:

The major competition Mr. Cookie faces are from Olympic, Nabisco, Romania, Danish biscuit

etc. Those biscuits are slightly different in taste and look from Mr. Cookie but there is a biscuit

named “Cosmos” which is in same class with Mr. Cookie in taste, shape and flavor. This biscuit

is made by “Al-amin bread and biscuit” and is the major competitor of Mr. Cookie of Haque

biscuit industry.

Marketing Strategy:

� TVC:

Mr. Cookies primary target buyers are working class ladies so the TV advertisement should

be made based on those target audience.

TVC should be broadcasted on the major TV channels like ATN, ETV, SA-TV, NTV, RTV,

Channel-i, Channel 9, BTV and other major channels. Broadcasting time should be usually in

the early morning and evening during news presentation as most of the working class

follows news more frequently. Also during the daily soaps at night and during magazine

programs like “Ettadi” TVC should be broadcasted.

� Radio:

Radio advertising also might prove effective as many of the working women listens to the

radio during going to office or coming back from office. Due to the traffic jam, a major

portion of the day a working lady has to stay stuck at the road.

So Radio ad during the morning pick hour and at the evening pick hour should be

broadcasted to grab the attention of the working class. Major Radio Channels like Radio

Today, Radio Foorti, Radio Aamar, ABC Radio should be used for the advertising.


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� Print Media (Newspaper):

Newspaper Ad could be a major source for branding. It is obvious that the target market of

Mr. Cookie biscuit is definitely going to read the newspaper at least once a day.

So a newspaper advertisement will ensure maximum exposure to the target market. The

daily newspapers like “Prothom Alo”, “Daily Star’, “Ittefaq”, “Jugantor”, “Somokaal”, “Kaler

Kontho” etc could be used for print advertisement. The best position for the newspaper ad

would be in the front page or the last page of the newspaper which contains the major

news of the day. For cost minimization, ad could be posted on the business page or at the

entertainment page because these are the most read page after front and last page.

� Print Media (magazines):

Magazines are also effective medium for advertisement.

Working women are exposed to entertainment magazines like “Ananda Alo” or “Binodon

Bangla”. An ad on those magazines will expose the brand to the working ladies. Other

business magazines like “EBitz”, “Weekly Blitz” or “Brand Forum” also will get high

exposures. Other diversified magazines like “The Stars”, “Unmad”, “Computer Jogot” etc

also can be used for advertising.

� Online and Social Media:

With the development of internet and website, online and social media has become the

most popular form of advertisement.

Online portals like BDjobs, ProthomAlo jobs or news portals like BDnews24, DhakaTribune

etc are visited by million peoples each day. So online ad on the mentioned sites will get

maximum coverage. Buying/selling portals like “Cellbazaar”, “ClickBD” or “Bikroy.com” are

also frequently checked by our target segment. So these sites also should be utilized.

Social media like Facebook or Twitter enables us interact directly with the consumers. This

can help us get feedback from our consumers. So we have to actively post information and

promotional message in Facebook and Twitter fan page.


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� Public Relation and CSR:

For our Public Relations efforts, we will sponsor a fundraiser for the “National Institute for

Cancer Research and Hospital Bangladesh” for the research of breast cancer. Haque Biscuit

industry will donate 50 paisa for every 55 gm package and 1 Tk for 125 gm package sold in

the next one year after the re-launch of Mr. Cookie brand. Ads will be placed in all of the

selected magazines and newspapers mentioned earlier.

We chose this foundation since 99 percent of people diagnosed with breast cancer are

women. Since working women are our target audience, we wanted to choose a foundation

they felt strongly about and could relate with. And this cause also serves the purpose of CSR

or Corporate Social Responsibility.

� Billboard Advertising:

We will display advertisements on billboards along high traffic roads and highways, which

will increase our likelihood of reaching a large percentage of our audience. Reaching people

while they are in their vehicles will increase the possibility of immediate purchase.

For our product we have chosen places like Gulshan, Uttara, Banani, Dhanmondi, Farmgate,

Shahbagh, Science Lab area in Dhaka. For Chittagong- Agrabaad, Khulshi, Olonkar more,

patenga etc point should be covered. Other major cities like Khulna, Sylhet, Rajshahi,

Rangpur, Barishaal should be covered with billboard ads. As we are targeting the working

women, so our billboard ads should be confined within the city limit.

� Sponsorship:

As we already know our target market is working women so any association with women

related issue will help us with maximum exposure. Small and medium enterprise trade fair

and exhibition related with women empowerment should be sponsored by Mr. Cookie.

“Kutir Shilpo mela”, “Pitha Mela”, “Cooking competition” etc should be sponsored by Mr.

Cookie. Also in the national days like Independence day, Pohela Boisakh, Victory day Mr.

Cookie should arrange art competition for children or other women related competitions.


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Budget:

Mr. Cookie Yearly turnover: 30 Million BDT

Target Budget for IMC: 34% of yearly turnover for 1st

year or 10 million BDT

Budget Distribution:

Area of Investment Budget (BDT)

TVC 2 Million

Radio 0.5 Million

Newspaper Ad 2 Million

Magazine Ad 0.5 Million

Online/Social Media 0.3 Million

Billboard Ad 2 Million

Sponsorship 1.5 Million

PR and CSR 1 Million

Others 0.2 Million

Total 10 Million

Business

New IMC plan for Mr cookie