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Contents

1.0 Executive Summary: ............................................................................................3


2.0 Situation Analysis: ...............................................................................................4
2.1 Market Summary: .............................................................................................4
2.1.1 Market demographics: ................................................................................5
2.1.2 Market needs:..............................................................................................5
2.1.3 Market growth: ...........................................................................................6
2.2 SWOT Analysis: ...............................................................................................6
2.2.1 Strengths: ....................................................................................................6
2.2.2 Weaknesses: ................................................................................................6
2.2.3 Opportunities: .............................................................................................6
2.2.4 Threats: .......................................................................................................6
2.3 Competition: .....................................................................................................6
2.4 Product Offering: ..............................................................................................7
2.5 Keys to Success: ...............................................................................................7
2.6 Critical Issues:...................................................................................................7
3.0 Marketing Strategy: .............................................................................................8
3.1 Mission:.............................................................................................................8
3.2 Marketing objectives: .......................................................................................8
3.3 Financial Objectives: ........................................................................................8
3.4 Positioning: .......................................................................................................8
4.0 Marketing Tactics: ...............................................................................................9
4.1 Product: .............................................................................................................9
4.2 Pricing: ..............................................................................................................9
4.3 Place: .................................................................................................................9
4.4 Promotion:.........................................................................................................9
5.0 Financials: ..........................................................................................................10

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5.1 Break Even Analysis:......................................................................................10
5.2 Sales Forecast: ................................................................................................10
5.3 Expense Forecast: ...........................................................................................10
6.0 Controls: .............................................................................................................11
6.1 Implementation: ..............................................................................................11
6.2 Contingency Planning:....................................................................................11

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1.0 Executive Summary:

Olympic Industries Limited was founded in June 1979 as Bengal Carbide Limited, a battery
manufacturer. As they gained the trust of our consumers and witnessed changes in the battery
industry, they decided to diversify into products that could be a part of the consumers daily
lives. They saw significant opportunities in the biscuit and confectionery industries and imported
our first lines in 1996. Today, they are the largest manufacturer of biscuits in Bangladesh and
biscuits and confectionery products represent 95%+ of our annual revenue.

Over the last 30 years, Olympic has grown to be the one largest manufacturers, distributors and
marketers of fast moving consumer goods in Bangladesh. What makes Olympic so popular is the
quality of our products. They understand that customers have high expectations, and that their
loyalty depends on it. As the market leader in the biscuits industry, they have only been able to
achieve what we have by staying true to our core values and by focusing on the consumer. Since
the product is liked by the consumers so much, we have decided to expand it globally. And for
that we prepared a marketing plan. When establishing a marketing plan, every aspect of the
marketing plan has been critically examined and thoroughly researched. This consists of
examining market research, analyzing the current situation and carefully scrutinizing the biscuit
industry. Once Olympic industry has carefully analyzed the internal and external business
environment and critically examined the industry in general, the most suitable marketing
strategies will be selected and these strategies will be administered by effectively and continually
monitoring external threats and opportunities and revising internal efficiency procedures and
then planning on marketing tactics, finding out the costs associated with each activities and
finally implementing the ideas.

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2.0 Situation Analysis:

Even though Olympic industry is the largest manufacturer of biscuits in Bangladesh, they are
going to face a tough time trying to enter a foreign market. The potential markets we could find
for Olympic biscuit were India, Sri Lanka, Japan, China and Indonesia because of cultural and
geographical proximity.

2.1 Market Summary:


The biscuit market is very much saturated and the buying process is homogenous. So it was very
essential to analyze all the potential markets well to find the best country Olympic biscuit could
tap on. While analyzing China we found out that their biscuit consumption rate is 1.05 kg per
capita but they have high level of ethnocentrism and the trade barrier is high. Indonesias biscuit
consumption rate is 1.6kg per capita but then again are inclined to Malaysian or Indonesian
products. Japans biscuit consumption rate was relatively high making it 4.7kg per capita but
they are not open to foreign products because of nationalism.

This analysis led us to choose between the remaining two countries, India and Sri Lanka. Indias
biscuit consumption rate is 2.1 kg per capita and Sri Lankas biscuit consumption rate is 4 kg per
capita. While analyzing the two countries we found out that the tax rate for a foreign company in
Sri Lanka is relatively lower than that of India and the competition is also a lot less in Sri Lanka
than that of India. Hence examining thoroughly, we chose Sri Lanka and we are only moving
forward with our most prominent product that is Energy Plus biscuit.

Target market: Students, home makers, bachelors

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2.1.1 Market demographics:
The profile for the Energy Plus biscuit customer consists of the following demographic and
behavioral factors:

Demographics:

There is an almost equal ratio between male, female and children buyers
We are mainly targeting the middle class segment

Behavioral Factors:

Our target market normally looks out for affordability


High availability in the market is very important for them
They want to try out new products and look for uniqueness

2.1.2 Market needs:


Energy Plus biscuit provides its customers with everything they would be looking for right now.
In Bangladesh it has different types of biscuits under its name having different tastes. But in Sri
Lanka we are planning to go without most famous brand Energy Plus at the moment. And when
our foothold is established there, we could come up with the other brands as well such as Tip
Biscuit, Twinkle Twinkle Biscuit. Energy Plus Biscuit will try to fulfill the needs of Srilankan
consumers by:

Taste: We would introduce coconut flavored biscuits to match the taste of our Srilankan
consumers.
Quality: The quality of the biscuits will never be compromised even though being a
product for the middle class.
Affordability: For high affordability we will partner up with distribution channels in Sri
Lanka such as East West Foods.

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2.1.3 Market growth:
The biscuit industry in Sri Lanka is growing at a rate of 7.2% and is expected to rise even
further. So Olympic biscuit has a high potential to do well.

2.2 SWOT Analysis:


2.2.1 Strengths:
Close working relationship with international food process associate

High per capita business consumption

2.2.2 Weaknesses:
Limited group investment

Minimal R&D facility

2.2.3 Opportunities:
Rising middle class

Increased market consumption

2.2.4 Threats:
High market share of the top 2 competitors

2.3 Competition:
Ceylon and Maliban biscuit hold the largest market share in Sri Lanka at the moment with
Ceylon having 60% market share and Maliban having 25%. They have been operating in the
market for years now and have loyal consumer base.

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Market Share

Ceylon Maliban Others

2.4 Product Offering:


As the name Energy Plus suggests, the biscuits provide instant energy and are high on taste as
well as good for ones health mitigating ones instant hunger. The biscuits come in a blue
appealing packaging and come in small, medium and family pack sizes.

2.5 Keys to Success:


The keys to success are manufacturing and delivering the products as per consumer demand.
Thats why we have decided to introduce coconut flavor that would match Srilankan consumers
taste leading to consumer satisfaction. If consumer satisfaction is achieved, it will not be wrong
to say Energy Plus Biscuit will succeed in the Srilankan market leading to a profitable
sustainable company in Sri Lanka as well.

2.6 Critical Issues:


Being a foreign company, the critical issues for Olympic biscuit would be:

Ensuring acceptability by the Srilankan consumers


Matching to the taste bud of Srilankan consumers
Pursuing controlled growth
Constantly monitoring consumer satisfaction and ensuring never to compromise on
quality

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3.0 Marketing Strategy:

The key to the marketing strategy of Energy Plus Biscuit is to maintain high quality and still
managing to provide the product at a mid-level price that could be easily consumed by the
consumers even though being a total foreign product.

3.1 Mission:
Olympic Biscuits mission is to provide the customers with the finest quality of biscuits at a
moderate price. To be a high performing, fastmoving consumer goods company with leading
brands, operating across the globe in several selected emerging territories.

3.2 Marketing objectives:


Produce ATL and BTL advertisements, run campaigns to let people know about our
product.
Launch bundle/festive offers to attract more customers but do not decrease the quality.
Decrease customer acquisition cost by each day passing
Maintain a positive growth

3.3 Financial Objectives:


Maintain a significant research and development budget
Reach the break-even point in our expected time
Maintain the profit margin as that of it is in Bangladesh

3.4 Positioning:
Energy Plus Biscuit will position their product as the high quality yet economic biscuit. Its main
selling proposition is that it can provide high quality products at a cheaper rate than Ceylon,
Maliban etc. This is much because of the fact that the products are manufactured here in
Bangladesh.

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4.0 Marketing Tactics:

The main objective, as said before, of Energy Plus biscuit is to place itself as the economic, high
quality product in peoples minds as it is in its domestic market. The first marketing tactic for
market programs will be to create an acceptance of the product in customer minds by advertising
the product. This is how we hope to succeed in the international arena.

The 4Ps of marketing, namely Product, Price, Place and Promotion, for Energy Plus biscuit are
listed below.

4.1 Product:
Olympic industries currently have huge range of biscuits under its name but we plan on to just
take its highest selling product that is Energy Plus biscuit global at the moment. And to match
the taste bud of Srilankan consumers we would introduce coconut flavored biscuits for them.

4.2 Pricing:
Since the biscuits will be manufactured in Bangladesh and later will be exported and distributed
a Srilankan local company, there will be extra charges to serve the supply chain.

4.3 Place:
Energy Plus biscuits will be sold in local retail shops all over Sri Lanka.

4.4 Promotion:
For promotion purpose we will be going for TVC in Srilankan language and to promote
acceptance we will be selecting a famous Srilankan person as our Brand ambassador.
Our ATL activities will also include digital marketing as almost all internet users have
access to Facebook, irrespective of location, age. Paid/Sponsored advertisements in
Facebook showing their recent products is a good way to attract people and make them
aware of products.
We will also be going for BTL activities such as going to different schools during tiffin
breaks and sponsoring various events

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5.0 Financials:

This section will offer the financial overview of Energy Plus biscuit related to marketing
activities. Energy Plus biscuit will address breakeven analysis and monthly sales forecast and
imply how the marketing strategies used have helped the change in sales volume.

5.1 Break Even Analysis:


The breakeven analysis in the table below indicates that LKR 17,56000 will be required in
monthly sales revenue to reach breakeven point.

Break even Analysis


Monthly units break even 305000
Monthly sales breakdown 1756000

Assumptions
Average per unit revenue 5.76
Average per unit variable cost 3.2
Estimated monthly fixed cost 1206000

5.2 Sales Forecast:


The sales for Energy Plus biscuit will be low as of now. However, with the marketing strategies
developed and budget allotted for them, Energy Plus biscuit will have an increase in sales. The
monthly sales forecast shows the amount of sales the product is actually contributing for. This
will allow Daffodil Computers Limited to know which what changes they should make and how
to move further.

Monthly Sales Forecast

Sales 2018 2019 2020


Energy Plus Biscuit 756000 2958000 6287000

5.3 Expense Forecast:


The expense forecast will be used as a tool to keep the department on target and provide
indicators when corrections/modifications are needed for the proper implementation of the
marketing plan.

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6.0 Controls:
The purpose of Energy plus biscuits marketing plan is to serve as a guide for the organization
regarding how to increase the acceptance of their product through promotions and increase sales
and hold on to their markets. The following areas needs to be monitored to measure the level of
success of this marketing plan:

Increased levels of sale


Increased profit
Product diversification
Customer satisfaction

6.1 Implementation:
How well the plans have been implemented can be seen from setting specific milestones and
recording when they are achieved. Each milestone should be achieved on time and every task
related to it should be finished on time.

Milestones Start date End date Budget Manager Department


Marketing 02/04/17 24/04/17 LKR 0 Auntica Marketing
plan
completion
Opening a 05/05/17 25/05/17 LKR 45,000 Sadman Marketing
website in
Srilankan
language
Making of the 10/06/17 11/07/17 LKR Amrito Marketing
TVC 1,200,000
Carrying on 15/06/17 18/09/17 LKR 600,000 Kouschik Marketing
BTL activities
Total 1,845,000

6.2 Contingency Planning:


Difficulties and risks

Entering a market that is well unknown


Competing in a saturated market with already established brands

Worst Case Risks

Budget too low for competition, causing activities to stop.


Problems with distributors causing distribution of the product off.

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Reference:
1. http://olympicbd.com/about-us/
2. https://prezi.com/nv6k38ze4mqh/biscuit-industry-of-sri-lanka/
3. http://www.tandfonline.com/doi/abs/10.1080/09593969300000023?journalCode=rirr
20
4. http://www.worldometers.info/world-population/sri-lanka-population/

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