Course: Brand Management

Course Code: MKT465

Section: 02

Submitted by: Team Excellence

Name ID
Shariful Islam 1420492030
Nazmus Sakib Ul Islam 1722052630
Sornaly Ahmed 1611037030
Farzana Sultana 1611202030

Submitted to:
Omar Nasif Abdullah
Lecturer
Department of Marketing and international business
School of Business and Economics
North South University

Date of Submission
25th December, 2019
25th December,2019
Omar Nasif
Abdullah
Lecturer
Department of Marketing &
International Business, North South
University

Subject: Submission of Re-launching project on Nabisco Biscuits.

Dear sir,

With due respect, it is our great pleasure to submit the final report on Nabisco Biscuits. The
group members have left no stone unturned to collect data and other variable statement that
are significant. We have furnished almost everything what we have learnt during the course.
We hope this report will meet the standards of your judgment. We have tried our best to
make this report interesting, informative and better one. Any mistake or shortcoming in this
report would be apologetically considered as our fault.

We, therefore, pray and hope that you would kindly accept our report and

oblige thereby. Sincerely yours,

Shariful Islam

Nazmus Sakib Ul Islam

Sornaly Ahmed

Farzana Sultana
Executive Summary
Through secondary and primary researches on Nabisco biscuits and the biscuit industry as a
whole, the gathered information and data have been put together in the report which gives a
precise analysis of the current situation of Nabisco Biscuits. Being one of the early
manufacturers of biscuits and bakeries in Bangladesh, Nabisco enjoyed large portions of the
market share in the early days. However, currently they are not making any progress in the
capital of the country. Leading reasons behind that includes intense competition, and lack of
proper development. The paper comprises of competitor and industry overview giving a
broader picture of the current Bangladeshi biscuit market. Pricing strategies of Nabisco
along with their competitors. Based on our analysis and the current situation of the industry
we believe that Nabisco biscuits need a re-launch to make a spark in the market. The main
reasons given for re- launching the brand includes outdated image, growing demand for
biscuits and lack of presence in the capital. New marketing strategies and tactics have been
suggested along with new product categories, packaging and a new logo to give Nabisco a
new identity to compete with the current big players.
Table of Contents

Introduction to Nabisco ................................................................................................................... 1

Industry Overview ........................................................................................................................... 1
Competitive Landscape ................................................................................................................... 1
Reasons behind Re-launching the Product ..................................................................................... 3
Existing Marketing Tactics ( 4ps) ................................................................................................... 4
Existing Marketing Strategies (Segmenting, targeting, positioning) .............................................. 6
Existing Brand Resonance Pyramid................................................................................................. 8
Proposed Marketing Tactics (4ps) .................................................................................................. 9
Proposed Brand Elements ............................................................................................................. 12
Proposed Brand strategies( Segmenting, targeting, positioning) ................................................. 13
Proposed BR Pyramid ................................................................................................................... 17
References ..................................................................................................................................... 19
Appendices .................................................................................................................................... 20
Introduction

Nabisco is one of the oldest biscuit and confection company of Bangladesh. It was founded in
1953. Later on in 1983, Nabisco became privately owned company. Nabisco’s office and
manufacturing factory is located at 77 saheed Tajuddin Ahmed Sarani Tejgao, Dhaka. Nabisco
mainly sell biscuits, breads and candies. They manufacture more than 26 types of biscuits and
more than 10 different types of candies. Price of their biscuit start from 10 takas. Including top
management and hierarchy officers in total they have 60 staffs along with 900 employees/labors.
Although, they are one of the oldest company but because of their lack of strategical decision
and adaptation they have fall behind from many other company who came later on the market.
Now Nabisco sells their product mainly in the rural area. Since, they sell their product at a very
reasonable price it was easier for them to grab the rural consumer.

Industry overview

Biscuits has become very popular for snacks lately. The biscuit market has annual 15% growth
rate. The market is growing mainly because now people don’t like to cook that much and they
are always hunt for hygienically prepared foods. As a result, many company started producing
automated biscuit. The size of the biscuit and confectioneries market is $597-$717 million in
Bangladesh. The net export earnings for the first 6 months of this year is $80.41 million which
almost double compared to the last years earning. It is forecasted that the earning will be triple in
the next year. This biscuit industry contributes 1.66% of total GDP. In this industry almost 56%
worker is women. Thus, is industry is contributing toward women empowerment.

Competitor Analysis

As I mentioned earlier Nabisco sells more than 26 different types of biscuit and they also follow
low cost price strategy but still their market share is not that remarkable. Olympic Industries
limited came in the market after Nabisco. But with their marvelous marketing strategy and
product quality they managed to become the largest manufacturer, distributor and marketer of
biscuit industries in Bangladesh.

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 Auto Biscuit Business Market Share
16% 16%

14%

12%
10.10%
10%

8%
6%
6% 4.90% 4.90% 4.90% 4.90% 5.10%

4%

2%

0%
OLYMPIC AL-AMIN PRAN GLOBE DANISH ROMANIA NEW NABISCO
OLYMPIA

This chart shows the auto biscuit market share. From the chart I can see Olympic holds majority
of the market share then Al-Amin. PRAN, Globe, Danish, Romania, New Olympia and Nabisco
holds almost same market share.

CHART TITLE
Series1 Series2

15
PRAN

15
BANGAS

32
HAQUE FOOD

10
DANISH FOODS

13
OLYMPIC INDUSTRIES

2
 Nabisco’s major competitors are Olympic Industries, Haque Food Industries, Danish Foods,
Bangas, PRAN and other unorganized small and local producers. This chart shows the lowest
price of Nabisco’s major competitors. From this chart we can see everyone have higher price
than Nabisco except Danish food. Majority of Nabisco’s product price is 10 takas on the other
hand Danish Foods lowest product price is 10 takas.

Reasons Behind Re-Launching the Product:

Despite of less promotional activities, Nabisco was able to reach the heart of the consumers with
their varieties of biscuits. These still create a sense of nostalgia to the customers who recognize
Nabisco Biscuits. But Nabisco has lost its market position drastically over the years and getting
out of customer’s mind because,

Outdated Brand Image:

Nabisco did hold a strong brand image in past everywhere in the country. This Brand had
Duality both functional and emotional benefits. But as the market changed significantly and
competition increased. Nabisco is still maintaining their previous strategy which is completely
incapable to compete with the current market players.

Old Product Line:

As we have seen currently Nabisco is mainly offering 5 types of biscuits in the market which is
very less to compete with other brands in the market and also old in flavors and form are mostly
seen.

Zero Marketing Effort:

Biscuit is a very diversified product for the consumer as it’s low involvement product and
consumer can switch anytime. So, it is very important for the companies to constantly create
recall among the consumer so that they remember the brand they love. To do that the role of
marketing is very crucial and carefully crafted marketing strategies are much needed. If we look
at Nabisco they have given almost zero marketing effort from the beginning still they were able

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to create a relation with consumers but in this era of competition all the brands are hugely
investing money in marketing which letting them leg behind.

Rising Demand and Changing Market:

According to a report from The Daily Star published in 2017, the market has seen a growth pf
15% per annum due to a tremendous demand in the market. Also Quazi Touhiduzzaman an
industry specialist and a sales and marketing manager of Olympic Biscuits stated that the 5000
crore Tk industry is expected to keep at this pace for more than a decade.
Due to the modernization of technology now it is possible to provide high quality biscuits at a
comparative low price which most of the companies are doing so far. So Nabisco has a great
chance to stand out again in the market with proper marketing tactics and also by capturing the
market share of the capital city.

Existing Marketing Tactics

Product

Currently Nabisco is offering five different types of biscuits and cookies in the market. “Nabisco
Elachi Cream Biscuit”, “Nabisco Glucose Biscuit”, “Nabisco Pineapple Cream Biscuit”,
“Nabisco Butter Cookies”, “Nabisco Nut Cookies”.

Price
They charge lower price which is affordable for anyone. Price ranges from 10-15 Taka.

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Place

When Nabisco had a strong market share back in old days they had a very strong and vast supply
chain through which they used to supply the products in the urban, rural and suburban areas of
Bangladesh. But now they only supply in the rural and sub-urban areas’ grocery stores and Tong
with their existing products mostly.

Promotion

They don’t have any promotional strategy currently. Though they were always less concentrated
on advertising they had some creative advertisement back in old days.

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Existing Marketing Strategy

Segmentation

The existing segmentation strategy of Nabisco is followed by Geographically, demographically,

Psychographic, behaviorally diverse segments. The points they focused on these different types
segmenting processes are below:

Based on these segmenting criteria they segmented and found out their target markets.

Targeting

Nabisco is targeting the age group of 5years to 48 years. This brand is still well known in rural
and sub-urban areas as low priced product. They do some supply in urban areas too but in an
insignificant amount which caused unavailability, forgetting and lack of awareness. Still people
all over Bangladesh who knows about this brand and remember it as a cheap biscuit brand. They
target both males and females. Also they target Average income people, lower middle income
people and middle income people as their target group. They also look at the demand level and
level of loyalty level toward the brand of the consumers. These are the main strategies of their
targeting, the breakdown of the existing target market of Nabisco biscuits is shown in the table
below

6
Figure: Targeting strategies of current Nabisco biscuits

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Positioning
Nabisco biscuits’ current positioning Is low prized delicious biscuits which spread warmth and
pleasure. Their tag line says biscuits means Nabisco. Also throughout their other brand elements,
marketing strategies and tactics it reflects cheap and delicious image consumers’ mind.

Existing Brand Resonance Pyramid:

The relationship between consumers and brand is drawn by brand resonance model or BR
pyramid. The existing resonance model of Nabisco is very old fashioned which has been
discussed below:

Brand Salience:

It’s recalled and recognized as a popular biscuit brand of 80s and 90s.It has certain awareness in
Dhaka because of its head office and factory which are situated in this city. Currently their
biscuits have more awareness in rural and sub-urban areas than urban areas comparatively. Also
new generation lack enough awareness about it.

Brand Performance:

They serve tasty, energetic, rich and unique flavored biscuits at low price. Nabisco has been
more stagnant about their category and quality over the years. Because of it, Nabisco biscuits are
losing competitive edge with its competitor brands.

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Brand Imagery:

The company does not operate suitable and enough marketing strategies and most importantly
IMC tactics. But they try to showcase a traditional image of being loved and trusted throughout
their existing brand elements, strategies and tactics.

Brand judgement:

Their stagnant state is due to not being innovative, so their quality is moderate. Low involvement
product needs higher promotional activities and development to keep consumers’ preference
strong, which people do not see by them.

Brand feelings:

It gives a nostalgic feeling of childhood to 90s and 80s people and a traditional vibe to others to a
little extent. It provides feelings of warmth and pleasure but it lacks fun and excitement. It does
not figure out enough consumers’ touch points.

Brand Resonance:

Lack of active engagement in marketing and specially in promotional activities people fail to
connect with the brand which keeps Nabisco biscuits out of their evoked set most of the time.

Proposed Marketing Tactics

Product
As we are introducing a new brand of Nabisco our main focus will be designing new product for
the brand NCOOKIES. For the existing product of Nabisco Biscuit we will not bring any change
on products because it has become a cash cow for Nabisco and it is better to keep it that way
considering the emotional connection of customers with Nabisco Biscuits. But for the new brand
our proposed products will be:

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NCOOKIES Choco Mashup Assorted Cookies:

Every package will contain 8 different types of Chocolate flavored cookies including: Choco-
velvet, choco-butter, Choco-almonds, Dark Chocolate, White Chocolate, Choco-chip, Choco-
caramel, Chocolate Biscotti. This product will be available only in one size and there will be 8
piece of cookies in per packet which will weight in between 100 +/- 5 gm. Both youth and
millenials will be able to have this cookie as a light snack and also as a dessert.

NCOOKIES Sugar Free Oatmeal Cookies:

This sugar free oatmeal cookie will be available in one size containing 6 pieces per packet which
will weight in between 90 +/- 5 gm. This product will be offered for the people who have
problems with sugar and prefer high fiver foods. Because each cookies will contain a good
amount of oats which is really good for health and satisfies hunger easily specially for the senior
citizen group.

Price

The pricing strategy will be competitive as well as Value based. As, we have to look both at our
local and foreign competitor’s pricing so our price for Choco Mashup Assorted Cookies will be
149 Taka and Sugar Free Oatmeal cookies will be 99 Taka. Here we are also doing
psychological pricing to penetrate the market. We will be providing greater value through our
products to the customers which will give us a competitive edge in the market.

Place
For our newly launched brand we have to create a premium image in the market. So we have
decided to distribute our two new products only in Dhaka city. We will observe how the market
reacts at first and then we will think about other major cities. Our distribution channel will only
be the Super Shops like: Swapno, Agora, Meena Bazaar. We will have our own separate shelves
alongside the check out counters so that we can create brand awareness strongly with our newly
launched products. Also we will have store-within-store on some of the major super shop outlets
situated in major areas of Dhaka which will generate a Point-of-Difference.

Promotion

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Digital Banner Ads: As our products will be distributed only through Super Shops and their
websites so we will be giving digital banner ads on Super Shop’s websites and also on other
Online Retailer websites like Daraaz, chaldal etc.
Sponsored Ads of Facebook: We will be making short videos for our Facebook page frequently
and also will show OVC on the social media platforms to connect emotionally with the
consumers.

In Shop Posters and Danglers: The front part of the retailer stores will be decorated with our
posters to create Brand Awareness

Print Ads and Billboards: As our target group is not only the young generation we have to also
reach the other age groups. The easy way to reach them is through Newspapers and Magazines
Ad. So we will make separate print ad for both the Newspapers and Magazines. Also we will
make short videos for showing them in the digital billboard.

Public Relation: As we will be coming in the market as a new brand so it is really important to
create Brand Awareness and Communication with the customers. So, doing so from our launch
to marketing campaign we have designed in a way so that we can be in touch with consumers
constantly. As we will launch our new brand in Dhaka International Trade Fair 2020 that will be
the first point of our relationship building. Also our store-in-store and University Campaigns will
also be used to make constant communication with the consumer.

Celebrity Endorsement: As we want to come up as a premium cookies brand in the market we

will focus on similarity and likability of the celebrity endorser a lot. We will make TVC with
some celebrities like Tahsan, Bidya Sinha Mim who has a premium image in the market.

Sponsoring Bangladesh Women Cricket Team: Currently Bangladesh Women Cricket Team
is performing really well and also is on the spotlight. So we will be sponsoring Bangladesh
Women Cricket Team to earn both Consumer’s trust and attention.

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Proposed Brand Elements

To position Nabisco as a Premium Cookie Brand in the market will not be possible because it
has already a Brand Image of being cheap. So our target group will yo receive it as Nabisco
Premium Cookies. That’s why we will be launching a new brand under Nabisco which will serve
this purpose. To do so, The Brand elements will be for the new brand:

Proposed Name
The new brand name will be “NCOOKIES”. This brand name actually links with the mother
brand Nabisco with a ‘N’ at first. This name fulfills many category of landor’s brand name
taxanomy which is: Descriptive, Compound

Proposed Logo
Our new brand will come up with a new Brand Logo which is attched in the appendix part of the
report.(APPENDIX)

Proposed Tagline
For any brand a tagline is very important that stays along with the brand forever. For the new
cookie brand the tagline will be “Munch of Ultimate Delight”. This tagline communicates a feel
of premiumness to the targeted groups.

Proposed URL
Though Nabisco is not very active in online platform but one of our main goal while Re branding
Nabisco was is to increase it’s activities. To do so we will have a website (www.NCookies.com)
for our new brand. Where customer will be able to get new information about product and also
we will be able to track down our customer base and their engagement with us as a Brand.

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Proposed Marketing Strategy:

Proposed Segmentation:
The proposed segmentation strategy of Nabisco’s brand Ncookies is followed by Geographically,
demographically, Psychologically, behaviorally diverse segments as before. For both versions of
Ncookies we are proposing these strategies. Demographic and behavioral will add few layers.
Other two will remain same. The points we will focus on these different types segmenting
processes are below:

Based on these segmenting criteria we will segment and find out their target markets.

Proposed Targeting:

Nabisco’s Ncookies brand has followed few different and similar targeting criteria for both of the
version of extension they are bringing in the market. Ncookies which is consisting choco mashup
flavored cookies this is mainly for the younger demographic and sugar free oatmeal flavored
cookies is mainly for the behaviorally health conscious people. For education factor these time
we are focusing on the literate population who at least have certain level of education to
understand our communication motive. We are also focusing on the interest of people toward
unique flavor and healthy lifestyle particularly. These targeting strategies followed by
segmentation strategies. These are the main strategies of their targeting, the breakdown of the
new target markets for both of the versions of Ncookies are shown in the tables below:

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Figure: Targeting strategy for chocolate mashup flavored Ncookies

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Figure: Targeting strategies for sugar free oatmeal flavored cookies

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Proposed Positioning:

To position Nabisco’s new brand Ncookies we’ve applied some POPs and PODs with competitor
brands in the market for both of the products.

Point of parities:

Versatility:
Both items can be consumed as meal alternative, kept as travel companion conveniently for
school and outings at lot more.
Size and quantity:
We are not changing much about sizes and quantities than our competitor brands of premium
cookies for both of the product.

Point of differences:

Competitive psychological Pricing:

We planned to keep the price range of new premium versions of Ncookies from Nabisco at a
competitive stage by considering existing market for premium cookies in Bangladesh and
comparing with the local and foreign competitors. Here to grab customer interest and attention
we planned to use psychological pricing by keeping price of the assorted chocolate mashup
flavored cookies pack 149 taka and sugar free oatmeal flavored cookies pack 99 taka.

Ecofriendly packaging:

Many of our competitor premium cookies brands have not concerned about the environmental
issues by using metal and specially plastic packaging. We will be doing paper packaging for both
versions of Ncookies by keeping the environmental issues in mind, as papers are easily
disposable.

Unique flavors assortment:

We have seen many of our competitor brands having delicious flavors of cookies, here to have a
POD we have assorted different flavored cookies in single pack.
There are many chocolate flavored cookies available in the market so we planned to mash up
different ingredients with chocolate and different recipes to keep different type of chocolaty

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flavors and also in a single pack. Keeping the chocolate preference of our TGs, we planned to
keep chocolate as main ingredient in all cookies along with assuring unique flavors.
In sugar free oatmeal cookies we focused for the health conscious segment so we did not use
refined sugar, instead different oatmeal flavors having varieties of oatmeal flavors. Which is also
assorting unique tastes.

Distribution channel (store within store):

we will have store-within-store on some of the major super shop outlets situated in major areas
of Dhaka which will generate a Point-of-Difference.

Health and taste strudel positioning:

Thinking the nature of cookies many of our competitors did not emphasize on taste and health
ensuring at the same time in their marketing strategies and tactics but we will put light on this
fact in both of the versions of Ncookies. In case of the chocolate mashup flavor we’ll use whole
grain flour and quality ingredients. And in case of the sugar free oatmeal flavor we’ll keep
cookies refined sugar free.Oatmeal is very good for health and it will be consisting only natural
sugar at minimum level.

Proposed Brand Resonance Model:

It is the proposed BR model for the new brand NCookies which will be a brand of Nabisco.

Brand Salience:

Nabisco was well known for a long time among the 80s and 90s people but as now time have
changed and the generation has also been changed this new brand will be totally focus on
presenting Nabisco in a new way more like in premium way to the customers. A particular
segment already know about Nabisco so that awareness of the mother brand will be transfered to
the new brand and by enough distribution channel and proper presence in the market the new
brand awareness will be created for NCookies.

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Brand Performance:

The main focus of our brand will be giving quality cookies which will be healthy and tasty both.
If we look at our product offerings we are already offering a healthy oatmeal cookies and also
the chocomashup. Though this strategy is also followed by the mother brand but for a higher
price than that the performance will also be much higher.

Brand Imagery:

As our main goal is to present Nabisco as a premium cookie brand so the brand image for our
new brand Ncookies will completely fulfill that goal. We will create a new image on consumer’s
cognitive map which will portray NCookies as a premium and quality brand which will give both
functional and emotional benefit to the customers.

Brand Judgments:

As Nabisco is one of the most nostalgic brand of Bangladesh it has a good brand heritage. So we
will try to maintain that thing with the new brand by representing Nabisco in a modern way
which will be accepted and loved by this generation as it was loved by the previous generations.

Brand Feelings:

Nabisco is a brand that always got place in the heart of customer back in it’s time. For this new
brand our goal is the same. We also want to be accepted by the customers as Nabisco was. This
brand will ensure a sense of sophistication and delight through it’s product and will become a
part of their lifestyle.

Brand Resonance:

From the launching of the brand we will be ensuring customer engagement which will be in
DITF 2020. We have chosen that time to create a huge awareness so that the brand can stay on
top of the mind of customers. Also the 2 main products we are launching is based on market
survey and market need so the customer will surely react to the launch of this brand. If they see
we are a brand that listens to customers then it will create brand loyalty and brand resonance.

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 References:
1. Parvez, S. (2019). Biscuit market grows fast as demand rises. Retrieved 23 July
2019, from https://www.thedailystar.net/business/biscuit-market-grows-fast-
demand-rises-1381864
2. Academy, P. (2019). Marketing Theories - GE Matrix - Professional Academy. Retrieved
23 July 2019, from https://www.professionalacademy.com/blogs-and-advice/marketing-
theories--- ge-matrix

3. Nabisco Ltd, N. (2019). Nabisco Biscuit & Bread Factory Ltd. Retrieved 23 July 2019,
from https://www.facebook.com/Nabisco-Biscuit-Bread-Factory-Ltd-
1633817150163849/about/

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 Appendices

Survey analysis

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