Date post: | 15-Apr-2017 |
Category: |
Business |
Upload: | atiqul-basher |
View: | 211 times |
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TIP BISCUIT
Md. Taimur Rahaman 23 51E
Md. Raisul Islam 12 52D
Abdullah Al Mahmud 20 52D
Md. Atiqul Basher 31 52D
2370 cr.
Industry value
100.
Automatic Manufacturers
4500.
Traditional Manufacturers
62203 mt.
Total Production
1.66%.
GDP Contribution
15-20%.
Growth
Romania
16%Olympic
10%Al-Amin
6%Pran
5%Nabisco
5%Globe
5%Danish5%
5%New Olympia
43%Traditional
Manufacturers
1982.
Started Operation
6
43
3
Biscuit Production Line
Confectionary Production Line
Ball pen Production Line
Dry cell Production Line91.67% 4.62% 3.71% Biscuit &
Confectionaryrevenue
Batteryrevenue
Ball penrevenue
Colorful
ShowsAs a healthy
and crispy Snack
Mediocredesign
No proof Of healthycontents
Not catchy
VagueTIP logo
VagueSetup
Models don’t strike as health conscious!
ProvideRelaxed feeling
Promotes humanity
Message isInconsistent
(Healthy choice message is ignored!)
Catchy, Promotes healthiness
Poor Animation!
Comical, But no information for target segment!
25%Energy Plus
22%Mr. Cookie
23%TIP Biscuit
4%Bongos Grand Choice
1%Pran Glucose
25%Other
67.532.520
1512.5
0 10 20 30 40 50 60 70 80
% OF RESPONDENTS
MO
ST IM
PO
RTA
NT
FAC
TOR
Brand Health Benefits Ingredients Price Taste/Flavor
96% 85% 9% 46.3%
11.4
37.2
40
11.4
0 5 10 15 20 25 30 35 40 45
% of Respondents
26.817.7
14.6
9.8
14.654
0 10 20 30 40 50 60
Category 1
Cant Recall Poor Chioce of Models Poor Tunes
Poor Graphics Boring Lacks Specific Theme
2.9% A snack for tea/coffee
20% A healthy Alternative
2.9% A Snack to entertain guests
17.1% A cheap snack
57.1%Other
A Healthy Alternative
Socially Responsible
Brand
A Reasonably Priced Product
Value For Money
Differentiated Product
Little Idea About the
Health benefits
Vague and Confusing Concept
Mostly Perceived as a Reasonably
Priced Product
Mostly Perceived as Value For Money
Perceived as generic brand
What TIP Wants To Be Consumer PerceptionGAP
Say
Confirm Do
No Unique Health Benefits
Price Is Reasonable
Not Differentiated In Terms Of Taste
Vague concept of Social Responsibility
Generic Brand
Good but Nothing Special
Poor Advertising Efforts
Consistency: Low
Low Brand
Integrity
A Healthy Alternative
Socially Responsible Brand
Reasonable Price
Value for Money
Differentiated Product
Most frequently followed by the health conscious people
Should be posted in frequently followed newspapers like:
Prothom Alo, Bangladesh Protidin and The Daily Star
Approximate cost:
6 inch column in front page of Prothom Alo –20,500 Tk.
12 inch column in front page of The Daily star –13,500 Tk.
Approximate cost:
Tk. 3,00,000 - 40,00,000/year
Factors to consider:
Billboard size, Location
- Initiate health campaign for morning walkers
- Create healthcare apps
- Create Facebook page on free health tips
Branding/Marketing Strategies
C O N T I N U O U S I M P R O V E M E N T
Feedback
Fact Based
Analysis
DetermineBudget &
TimingExecution
Track & Measure
THANK YOU!