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Introduction

From the beginning, TAABL is one of the most significant FMCG Company in Bangladesh. Since its
inception, our products been praised all over the country. On recent days due to high competition
from local & different multinational FMCG brands, current market of ACME is not stable like
inception days.

TAABL Brand team analyzed the overall industry & market and in this report presenting how to stand
out as other top local & MNC brands of the industry.

Major Goals
1. Increase major products sales & revenue.
2. Increase value to the retailers, distributors & mostly consumers,
3. Increase brand presence in all type of media tools.
4. Identify, research & start working on additional plan.

Deadline & Milestones:


1. Monthly SKU-wise sales/revenue growth
2. End of year 2018
a. Achieving 5% market share of our major products
b. Better brand presence in major cities
c. Presence in different media
d. Increase market acceptability
3. End of Year 2019
a. Achieving 3% of FMCG market share
b. New marketing channel growth
c. Improved overall brand equity

Budget & Resources


Current: TAABL is spending BDT 5,00,000 monthly on assisting sales. As per visionary plan Brand
team is in search of effective places/outlet to advertise & undergoing experimentations

Moving forward: Brand Department is planning to utilize the 10% of total sales for blah blah.

Differentiation & Unique Value Proposition:


1. Practical & tactical
2. Standing out of one of the most competitive market with proven records
3. Brand Growth & recognition
4. SKU-wise nursing & approach
5. Responsiveness & customer support

Pricing, Discount & Sales Strategy


1. Current market pricing is competitive. But working on this SKUs can result better result.

Sl Items Price Competitor Analysis


1 Water 500 ml BDT 9.80 BDT 7.00- BDT 9.00
2 Tasty Saline BDT 4.65 BDT 2.50-BDT 3.40

2. Employee Discount issue: Employee of total ACME group can buy ACME products on
discounted price(TP) from their respective office.

Modern Trade Discount: ACME products must be available in Modern trades where free
sampling can be done.

Online Discount: ACME Products can be sold on discounted price in online platforms like
Chaldal, Meenaclick etc.

Sales Driven Campaign: Consumer will get on special price on different sales driven
campaign.

Target Market
Age: 12-35
Demographic Income: 12,000+
SEC A,B,C+
Want to feed himself/family packaged food
Psychographic Concerned about quality, Taste & hygiene more
than price

Meet Sabiha
Housewife
Sabiha is housewife. Her husband is a service holder. While managing
home, she also managing her two daughter. She lives in Khilgaon
Chowdhurypara with her sister-in-law.

Meet Mr. Khaled


Accountant
Mr Khaled is working in a accounting firm. Besides his wife & two children,
his father & mother also living with him in Mirsorai Chittagong.

Meet Babu
Student
Babu is this year’s HSC examinee. He loves playing football. According to his
Father, Babu should study Medical. While his dream to be Footballer. He is
thinking to admit in football coaching after HSC exam.
Branding Strategy
The parents company ‘The ACME Agrovet & Beverages Ltd.’ will be repositioned as premium & hygienic food manufacturer and it provide our target group
worthy & satisfying hygienic food in affordable price.

The products of TAABL will be under three sub-brands:

Category Brand Name Products


Juice, LD/OD, Water, Tea,
Beverage Item ACME
Tasty Saline, OPD
Sauce, Pickle, Spice, Curry
Kitchen Item/Ready to Cook Ranna-Me Powder, Mustard Oil, Lachcha,
Vermicelli, Noodles
Tetul Chutney, Fried Peas,
Fun Items/Ready to Eat Bitebox
Fried Daal,Chocolate

Proposed Product wise strategy:

1. ACME Premium Drinking Water:


Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
ACME Premium Most Pure Water of Country’s Most Pure ATL, BTL, TBTL,
Healthy, Refreshing ‘শুধুই পানি'
Drinking Water the market Water Distribution Incentive

Product Improvement  Introducing new 170/250ml SKU with chain system


 Change the current mound of 500 ml bottle & reshape it
Packaging  Special Packaging for mini SKU
 Special Design for Corporate Client
Pricing Improvement  Recalculate the price of 500 ml water
 Special price for corporate sales/big volume consumption
Place  Retail Shop
 Wholesale
 Modern Trade
 Corporate Houses/Community Center*
 HoReCa*
 Pharmacy*
Process  Renew ISO Certification
 Superbrand Certification
Promotion  ATL: TVC, Sponsoring TV Show, Highway Billboard
 BTL: School Campaign, Safe Water Campaign, Sponsoring Community Events
 TBTL: Scratch Card/Instant Discount, Outlet Signboard, Merchandising- Clock, Mini Display, Bucket for Recycling
bottle
 Digital Media: Safe Water Campaign
Payment  Credit Facility on lifting water on Primary & Secondary Data
 Distributor Heavy Weight Incentive on lifting and Sales of more than 3 lac taka

Campaign Idea
Safe
TVC,RDC, PC, Facebook, PR, Promoting Water as the Safest & Only Water of Bangladesh. The objective will be teaching
Water
BTL audience that ACME Water contains ZERO material except Drinking Water Elements
Campaign
Safe & Health Check-up Campaign (BP Checkup) on Different Park/public places/Outlets
TBTL, BTL, Facebook
Sound Health Tips to Retailer/Consumer & distributor
2. ACME Premium Juice:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Country’s First &
Most Mango Pulp Feels Premium Juice Premium Mango
ACME Premium used Drinks on Hand ATL, BTL, TBTL,
Drinks which actually ‘Go Man Go’
Mango Drinks Distribution Incentive
Tetra Pack to keep Healthy & Trendy contains Only Mango
the juice healthy

Product Improvement  Taste Improvement- Foreign Flavor


Packaging  Trendy Packaging
Pricing Improvement  Special price for corporate sales/big volume consumption
Place  Retail Shop
 Modern Trade
 HoReCa
Process  Renew ISO Certification
 Superbrand Certification
Promotion  ATL: TVC, Sponsoring Big Events
 BTL: College/University Campaign, Smartest Mango
 TBTL: Scratch Card/Instant Discount
 Digital Media: Smartest Mango
Payment  Credit Facility on lifting MP on Primary & Secondary Data
 Distributor Heavy Weight Incentive on lifting and Sales of more than 3 lac taka ( Including Water)
Campaign Idea
Smart
TVC,RDC, PC,
Juice for Positioning Mango Premium Drinks as Smart & Trendy Juice based on Target Group. As the price of MP250 ml is
Facebook, PR,
Smart higher than regular brands positioning as Youth & trendy mango drinks can help to grab the exact audience.
BTL
People
Smart
TBTL Smart Gandola for Urban Area Retailers.
Juice

3. ACME Classic Drinks:


Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Feels Classic
ACME Classic Most Hygienic & Taste ATL, BTL, TBTL,
Family Time Sure আমের Pure টেস্ট
Mango Drinks Tasty Mango Drinks Tetra Pack Distribution Incentive

Product Improvement  Taste Improvement- Foreign Flavor


Packaging  Family Friendly (1000 ml)
 Kid Friendly (250 ml)
Pricing Improvement  Recalculate the price of 250 ml SKU
 Special price for corporate sales/big volume consumption
Place  Retail Shop
 WholeSale
 Modern Trade
 HoReCa
 Pharmacy
Process  Renew ISO Certification
 Superbrand Certification
Promotion  ATL: TVC, Sponsoring Big Events, Billboard
 BTL: School Campaign, Sure Aam er Pure Taste, Poribarer Khusir Songi
 TBTL: Scratch Card/Instant Discount
 Digital Media: Recipe/Part of a Family
Payment  Credit Facility on lifting MP on Primary & Secondary Data
 Distributor Heavy Weight Incentive on lifting and Sales of more than 3 lac taka ( Including Water)

Campaign Idea
Sure
Aamer TVC,RDC, PC, Promoting Mango Classic 250 ml as 100% Mango based Tasty drinks. As we are providing our consumers better
Pure Facebook, PR, taste than any other brands and also offering better mango pulp & flavour, establishing market on surety will hit
Taste-250 BTL the top of mind of the consumer.
ml
As a part of being top of the mind of the consumer, Regular engagement of our ‘Surety’ is necessary. It’s possible to
Sure
BTL launch ‘Apni Sure To’ campaign where consumer will be encouraged to be a part of better society. Like- ‘Apni Ja
Campaign
khacche seta Healthy Sure to?’/’ ‘Apnar Shishu Sure To?’
Poribarer
1 Liter Juice is always preferred by Family. Utilizing family bonding & emotion and the cultural habit of
Sathe
TVC, BTL togetherness we offer to launch a AV of Poribarer Sathe ACME Classic Mango Drinks which enhance the beauty of
Classic-1
togetherness with Pure taste of mango.
liter
4. Flavored Drinks:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
LD/OD It relief your Thirst Relief Thirst Sweet Flavour Drink BTL

Product Improvement  Increase Sweetener


Packaging  Full wrapped Label
Pricing Improvement 
Place  Retail Shop
 WholeSale
 HoReCa
Process  Renew ISO Certification
Promotion  BTL: Border Haat Campaign, Onspot Selling Booth
 TBTL:

Campaign Idea
Selling Flavoured Drinks Randomly on different roads with ‘Muhurtei Thandaa’ branded T-shirt( Suppose in Dhaka,
LD/OD BTL
Mohakhali-PM office Road/Gulisthan Road)
5. Tasty Saline:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position

Energy Energy Drinks


Tasty Saline Most Tasty Product of Relief Thirst Taste সবেুকুই Energy BTL, TBTL
Market Healthy

Product Improvement
Packaging  Representing as Tasty Energy Drink (Not Saline)
Pricing Improvement 
Place  Retail Shop
 WholeSale
 HoReCa
 Pharmacy
Process  Renew ISO Certification
Promotion  BTL: Onspot Selling Booth
 TBTL:
 Digital Media: Recipe/Part of a Family
Payment 

Campaign Idea
Selling Tasty Saline Randomly on different roads with ‘Muhurtei Thandaa r recharged’ branded T-shirt( Suppose in
Sobtukui Dhaka, Mohakhali-PM office Road/Gulisthan Road)
TBTL, BTL
Energy
Merchandising display Kit
Just Like Aakher Ross Seller, we will launch hygienic version of this where Tasty Saline & OPD will be sold.

6. Tea:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Cost Effective Cost Effective No Added Colour একেু হানস, একেুকু
Tea ATL, BTL, TBTL
No Chemical Color Natural Cost Effective প্রকৃনির চা

Product Improvement Quality Improvement of BOP/Dust


Introducing Mini SKU
Packaging  BOP as per Family Requirement
 Dust as per Tong Requirement
 Premium as per Family Requirement
Pricing Improvement 
Place  Retail Shop
 WholeSale
 HoReCa
Process  Renew ISO Certification
 Superbrand Certification
Promotion  ATL:
 BTL: Onspot Selling Booth, AME Tong
 TBTL:
 Digital Media: Smile for a reason
Payment 
Campaign
Smile for
a Reason-
Facebook, Finest Regular Tea of Bangladesh which is the reason for your Smile. Utilizing the Smile position the tea to the
Premium
RDC, TBTL modern trades/Ecommerce
Tea
Campaign
Asol Introducing ACME Tong Franchise for Sotez & BOP Tea. Positioning Acme BOP & Dust as Tong er Cha is the
TBTL
Cha objective.

7. OPD:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Relief Thirst
Better than any local
OPD It relief your Thirst Better than any local BTL, TBTL
brands
brands

Product Improvement  Taste Improvement of Orange Flavor


 Introducing new flavors
Packaging  As per Fun product (Not Regular Tang Style)
Pricing Improvement 
Place  Retail Shop
 WholeSale
 HoReCa
 Pharmacy
Process  Renew ISO Certification
Promotion  BTL: Onspot Selling Booth, AME Tong
 TBTL:
 Digital Media: Ebar Shaad er Pani

Campaign
Selling Tasty Saline Randomly on different roads with ‘Muhurtei Thandaa r recharged’ branded T-shirt( Suppose in
Dhaka, Mohakhali-PM office Road/Gulisthan Road)
Sobtukui
TBTL, BTL
Energy
Merchandising display Kit
Just Like Aakher Ross Seller, we will launch hygienic version of this where Tasty Saline & OPD will be sold.

8. Sauce/Ketchup:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Sauce/Ketchup

Product Improvement  Taste Improvement


 Increase Density
Packaging  As per Fun product
Pricing Improvement  Need to work on 10 g sachet Price
 Recalculate all SKU Price
Place  Retail Shop (Sachet Only)
 WholeSale (All)
 HoReCa (Sachet Only)
 Modern Trade ( All)
Process  Renew ISO Certification
 Super Brand
Promotion  ATL: TVC
 BTL:
 TBTL:
 Digital Media
Payment 

Campaign
Acme
Sauce Na
TBTL, BTL Establish as Modern Trade Product
khelei
Loss
Campaign Plan-1
Product: ACME Tasty Saline & OPD

Objective:

 Reach Out the mass


 Establishing alternative & Hygienic form of Juice van (Like Aakher Ross)
 Establishing the pull market of ACME Tasty Saline

Campaign Rational:

TAABL Brand Team is offering to establish a Refreshing van around the country. TAABL will offer this
vans under top distributors of the region & hire a person to handle the van. This juice van will sell
Tasty Saline & OPD mixed water to the regular publics on specific price.

Expenditure:

Item Qty. Rate Expenditure


Branded Vans 30 1,50,000 45,00,000
Promoter/Van 30 10,000 3,00,000
Driver
Miscellaneous 2,00,000
50,00,000

Reach:

 Regular Sales of 10 Box Saline & 5 boxes of OPD/Van


 Branding of Tasty Saline to Mass public

Current Market Situation: No one is started this kind of campaign yet. Though Coca-Cola, Igloo Ice-
cream is selling their product like this on tri-van but it is a direct product whereas we are helping
consumer to taste our product directly.
Campaign Plan-2
Product: ACME Classic Juice 1000 ml

Objective:

 Establishing ACME Classic Mango Juice 1000 ml in the top of mind of the consumer
 Establishing MC as Family’s first choice
 Creating the Pull market of MC 1000 ml

Campaign Rational:

Make it available on available stores & display to retail stores. Supplying display kit to 70,000 outlets
where it will be near POS. This is to create awareness about our ACME classic juice SKUs. Also
establishing the internet about 1000 ml juice.

Expenditure:

Item Qty. Rate Expenditure Reach


Display Kit 70,000 8 5,60,000 70,000*70*30=
14,70,00,000
Internet 3,00,000 15,00,000
Media Buying
8,60,000 14,85,00,000

Reach:

From 70,000 outlets if just minimum 15 pcs of 1000ml been off-take (which is minimum) the sales
will be 10,50,000 Pcs

And from internet reach of 15,00,000 people just 15% people being converted to buy 1000 ml juice
sale will be 2,25,000 Pieces will be sold through internet which will result total sales of 12,75,000
pcs of off-take (value 66,30,000 Taka)

Current Market Competitor: No one in current market is selling tetra brick juice at this rate.
Utilizing the safety of Tetra Pack juice & Family bonding it’s possible to grab a good market share.
Campaign-3
ACME Bondhu Outlet
Objective: Create better relationship with retailers

Rational:

TAABL will provide merchandising gifts to retail outlet if that outlet lifts more than 5,000 taka
products on every month. On first month he will get Polo shirt. On second month he will get a clock.
From third month he will get branding support from ACME. After 4/5 months’ relation he will get
ACME Exclusive Outlet mark. From which he will get our offers regularly on phone also get Cricket
Match ticket & regular discount than other outlets. Our Target is to create 2000 loyal outlets within
6 months.

Expenditure on Each Outlet

Item Qty. Rate Expenditure


Month 1 Polo- Shirt 2 150 300
Month 2 Clock+2 Polo 1+2 250+150*2 250+300=550
Shirt
Branding/Display 5 150-300tk
Month ¾ Kits
SMS Offer 4 2 8 tk
th
From 4 Branding 500-2000 tk
Month Support &
Special Lottery
Offer
Special 1000
Gifts
Maximum 4100 ( total 5 months)
Where he lifted 25000 taka products
already

Phase 1 ( First 5 Months) 200 Shops


Phase 2 ( Second 5 Months) 600 Shops
Phase 3 ( Third 5 Months) 1200 Shops
Phase 4 (Fourth 5 Months) 1600 Shops
Phase 5 ( fifth 5 Months)-Recovery Period 1600 Shops
Phase 6 2000 Shops

Phase 1 200 outlets 8,20,000 (for 200 Outlet) 10,00,000 ( From


200 outlet)
Phase 2 600 Outlets 16,40,000 (for 400 30,00,000 (from 600
outlet) outlet)
Phase 3 1200 Outlets 24,60,000 (for 600 new 60,00,000
Outlet)
Phase 4- 1600 Outlets 16,40,000 (for 400 49,20,000
Including all outlet)
recovery period
Phase 5 2000 Outlet 20,50,000 (For 500 New 1,00,00,000
Outlet)
86,10,000 2,50,00,000
Return of almost 1,50,00,000 Taka and in long term monthly 1 crore from each outlet & offering
them just 5,00,000 (5%) of total sales.

Campaign 4
Water 500 ml Expansion Plan
Objective: Expanding market size of Water

Rational: To Expand the market share of water TAABL is proposing to focus on HoReCa section water
supply on initially special discounted rate.

Inter district buses ( Everyday 10 bus 2,10,000 Pcs/Day 14,70,000 tk per day
company starting 30 buses on every route,
average 35 passengers on each bus) 10
company*30 bus*2 time*35 passengers
44,10,000 Pcs /Month 3,08,70,000 Tk
/Month
4,11,45,300 Tk
(Cuurent 9.33 Price)
Discount (1,27,53,000)
In case of bulk volume of 44 lac piece cost will be reduced more. Also ensuring market share of 10%
AD Making Comp
Objective: Creating brand Awareness among the next generation

Rational: Acme is popular among the public for its pharmaceutical products. Not for the FMCG
products. To popularize the TAABL among the young generation we have a plan to sponsor
university programs where return is brand awareness & new ideas from the students of IBA, NSU,
DU.

Expenditure: 10,00,000- 15,00,000 lac Taka

Return: Will get more than 200+ Contents, 24/48 BTL Campaigns & TVC Ideas from top-notch
university students

District Presence

Objective: Creating Awareness among the mass people. Also create trust among the consumers.

Rational: TAABL will gradually cover all District/City gates of Bangladesh. Beside branding those
gates also cover the near-by billboards. Our target to is to reach all district area gate. We will start
from 4 gates and start gradually covers all.

Expenditure: 6,00,000 Taka/ Gate

Return: To be in the top of mind of consumer and let the consumer know the presence of ACME all
over the country.

Current Competitor: PRAN is branding aggressively


Freshness Point
Freshness Point

Objective:

 Creating pull consumer for our beverage products


 To be in the top of mind of the young generation consumers

Rational: Creating ACME Freshness Point in Dhaka & Chittagong food courts. Here people
will get Acme products made smoothie, juice. It will be like franchisee.

Expenditure: Per Outlet 2,00,000 Taka

Reach: It can be another SBU for TAABL from which a good amount of profit can be gained
after certain time.

Current Competitor: Fruitika started this kind of outlet at


Bashundhara city
Mudi On Wheel
Objective:

 Creating wholesale market


 To avail the product to all outlets of City

Rational: TAABL will move Branded tri-van throughout the country under the name of
‘ACME On Wheel’. The best part will be van will visit different areas outlet & offer our
products on special rate & help to open new outlets. Also it will sell our products on
different public place. The van will be designed so that the branding can be replaced
without hassle.

Expenditure: Per van 2,00,000 tk /Van

Return:

 Brand Awareness
 New outlet coverage
 Wholesale Coverage
HORECA Branding

Objective: Reach out the Local Restaurants & expand Water sales

Rational: TAABL will offer Restaurants who will buy more than 5000 Pcs per month, table &
restaurant branding. Ultimate objective is to create better impression on consumers & Restaurant
owners is the main target here.
Expenditure: Based on Size & Location 25,000 to 2,00,000 Tk
Return:
 Brand Awareness
 Restaurant Coverage
Current Competitor: PRAN, Fresh, Uro is branding
aggressively
Mobile Fridge

Objective: Reach out the rural area

Rational: TAABL will offer rural & potential outlets who will buy more than 300 Pcs per month, table
& restaurant branding. Ultimate objective is to create better impression on consumers & Restaurant
owners is the main target here.
Expenditure: Based on Size & Location 25,000 to 2,00,000 Tk
Return:
 Brand Awareness
 Restaurant Coverage
Current Competitor: Fresh & Pran

Gate Branding
Gate Branding

Objective: Brand Awareness


Rational: During different festivals ACME can brand different Shopping mall & restaurants of Dhaka,
Chittagong & Sylhet. It will create positive image among the consumers.

Expenditure: Based on Size & Location 25,000 to 2,00,000 Tk


Return:
 Brand Awareness
 Create pull demand

Current Competitor:
Cocacola, PRAN frooto, Aquafina, Fresh, Unilever all
active FMCG companies.

Corporate Gift Box


Objective: Brand Awareness, Increasing Brand Equity, Brand Establishment
Rational: During different events ACME can offer different corporate boxes to the organizations
including water, Juice, Daal vaja, Motor Vaja Etc.

Expenditure: Box based on size & order 80 tk to 300 tk.


Return:
 Corporate Sales Expand
Current Competitor: PRAN, AKIJ, ELSON, Square,
Unilever.