Good Morning !

Marketing 202: Introduction

To Marketing

Report : NABISCO - ‘
Baking for the Nation ’
 Current Situation
NABISCO became a privately owned company in 1983 after the independence of
Bangladesh. The company is situated at Tejgaon Commercial Area and consists of about
900 labors/workers and 60 staffs. We try to offer a variety of wholesome and tantalizing
biscuits, breads and other snacks to our customers at reasonable price. NABISCO had
been a well-known Bangladeshi bread and bakery company. However, due to some
external and internal situation, the company is now at a declining stage. Recently
political and social unrest and fluctuating economy have been the major obstacles.
However, there is a recent trend in the consumer market for snack time products
preference. Moreover, there are few potential market segments like : Children, Urban
Housewives and Rural Middle-class in Bangladesh, that can have high impacts on re-
establishing the NABISCO brand again in Bangladesh with the slogan “ Baking For The
Nation “
 Company’s Objectives
Our goal is to re-establish the NABISCO brand in Bangladesh using effective and fruitful
marketing strategies and implementations. At first, we would focus on the customer
demands across different segments through market research. Then we would develop
new products and improve some of the old products. Finally, we would increase our
promotion and strengthen our distribution channels to reach maximum customers and
capture more market share and regain NABISCO’s past glory.

 MISSION : Offering variety of wholesome biscuits and snacks to our customers that
are healthy and tasty at a reasonable price.

 VISION : “ Acquire Customer Satisfaction through Qualitative Production “

SWOT ANALYSIS
 Strength
 Nabisco has a good brand image in Bangladesh.
 The production costs are comparatively low, so the products
are affordable.
 The products are tasty as well as affordable so that there is a
good customer preference for Nabisco products.

Weakness
 There is a lack of promotion and advertisement of the brand.
 Fewer varieties of NABISCO products.
 Inadequate product supply and availability across the country.
 Lack of financial investment, modern infrastructures and
production machineries.
 Opportunities
 New and emerging market for snacks & baked products.
 Now customers are looking for more snack time products.
 Several potential segments of the population yet to be
penetrated.

Threats
 Rise in price of raw materials. Ex- Flour, Sugar.
 Established companies like PRAN-RFL, HAQUE, BISKFARM etc.
with variety of products and large market share.
 Unstable economy and other political and social unrest in the
country.
 Increasing fuel and electricity cost.
 SEGMENTATION
Segments Children Young Adults Urban Housewives Senior Citizens Rural Middle-Class
Age (Years) 5-12 13-25 23-50 Above 60 20-50
Income Low Medium Medium To High Low To Medium Medium
Lifestyle & Value Fun, outgoing care- Active, modern Modern, settled Health conscious, Settled, traditional
free traditional
Benefits sought in Sweet, tasty Tasty, healthy Tasty, affordable, Healthy, tasty Affordable, tasty
product healthy
Price Sensitivity Low Low to Medium Medium to High Medium Medium to High
Involvement Low Medium High Medium Medium
Knowledge of Medium Medium to high Medium to High Medium Low to medium
Product
Occasion of Breakfast, snack- Breakfast, snack/tea Breakfast, snack/tea Snack/tea time Snack/tea time
Consumption time time time
Loyalty Status Medium Medium Medium to high Medium to High Medium
Products Cream Crackers Glucose Biscuits Glucose Biscuits Vegetable Lexus Glucose Biscuits
Chocolate Biscuits Cream Crackers Dry Fruit & Nut Digestive Biscuits Cream Crackers
Choco-chip Cookies Chocolate Biscuits Biscuits Toasts Toasts
Fruits & Chocolates Choco-chip Cookies Chocolate Biscuits Breads Dry Fruits & Nut
Cakes Fruits & Chocolate Cream Crackers Dry fruits & Nut Biscuits
Breads Cakes Digestive Biscuits Biscuits Fruit Cake
Wafers Breads & Cakes Vegetable Lexus Fruit Cake
Dry Fruit & Nut Fruits & Chocolate
Biscuits Cakes
Wafers Toasts
Breads
 Targeting
To capture a good market share , the main goal is to target the segments with
more potential and the ones making maximum purchases. So, we would like to
target the three segments –

I . Children : They are most influential segments in the market as they influence
their elders to buy their favorite products.

II . Urban Housewives : These days, Urban Housewives make most of the

purchases for their families.

III . Rural Middle-Class : Bangladesh is developing into a middle-income

country, so there is a rising number of Middle-class population in the Rural areas,
they can have a greater impact on establishing our brand.
 POSITIONING
“ Delightful Snack Time ”- Anytime , Every time

At present, it has become a worldwide trend of having snack-breaks between

the three major meals. Moreover, the condition in Bangladesh is no different.
Biscuits and other bakery products are the most sought out and preferred food
items for the snack time. So, we would like to position the NABISCO’s range to
products to provide our customers with a “Delightful Snack Time” anytime,
every time. Our products can be easily differentiated from the competing
brands, since NABISCO products would be both healthy and tasty as well as
being affordable.
MARKETING MIX
 PRODUCT
 Prioritizing on qualitative products that are tasty and affordable, launching new products
and improvising some of the old ones.

 Using healthy and good raw materials; modern and digitally efficient equipment and
hygienic production environment.

 Standardized and enticing packaging, and informative labeling (Maintaining International

Quality Standards).

 Acquiring ISO Certification, so our products will be known for their quality and health
benefits as well as for their taste and reasonable price.

 Range of Products : Glucose Biscuits, Digestive Biscuits, Chocolate Biscuits, Choco-

Chip Cookies, Dry-fruit & Nut Biscuits, Wafers, Toasts, Breads, Fruit & Chocolate
Cakes, Vegetable Lexus, varieties of Cream Crackers
 PRICE
We would try to reach a Break-Even Point for setting the price of our
products. So that products are affordable and profits reasonable.
Products Current Price in Taka Competitors Price in Customers’ Perceived Recommended Price
Taka Price in Taka in Taka

Glucose Biscuits 10 10-15 ≤15 12

Digestive Biscuits 15 15-25 ~25 18-20

Cream Crackers 35 ≤40 ~40 35

Chocolate Biscuits ≤45 40-50 40

Choco-Chip Cookies 60-80 50-70 55

Dry-fruit & Nut 35-50 ~40 40

Biscuit
Wafers ~15 10-15 10
Toasts 50-60 50 45
Breads 25-40 ~30 25
Fruit & Chocolate 10-15 (Small) 10-15 10
Cakes ~60 (Large) ~60 55

Vegetable Lexus ≤80 (Medium) 60-70 60

 PLACE
 Digitalizing our Production Infrastructure and Environment.

 Focusing to reach both the Urban and Rural customers by building dedicated
supply chains.

 Strengthening our Distribution Channels by improving our relationships with the

wholesalers, retailers, local stores, and setting up efficient and integrated supply
system.

 These days, a lot of buyers do their purchases at Megastores and Super shops. So
we should form partnerships with retail outlets like: Swapno, Agora etc. They can
help in promoting and increasing sales of our products at a large scale.
PROMOTION
 • Attractive and motivating advertisements by a
Television & Radio group of people, children or celebrities. Repetitive
Commercials advertisements specially during peak-hours and in
popular channels

Posters & Billboards • Eye-catching photos or statements

• Interesting gifts and toys. Sometimes giving scratch

Gifts & Vouchers cards or coupons

Newspapers • Smart and interesting advertisements

• Animated, Pop-up or Paid-in advertisements in

Online Marketing popular social media, websites and blogs. Also
using SEOs (Search Engine Optimization)
 Action Programs
 Market Research & Business Analysis : Finding out the potential market segments, ongoing
trends and business opportunities.

 Financing & Partnership : Investing in the company and making partnerships with other brands
and intermediaries.

 Purchase and Manufacturing : Buying raw materials and equipment. Product manufacturing and
packaging process.

 Product Development : Producing new products and improving old ones as per market demand.

 Promotions : Promoting our range of products through various media platforms and increasing sales.

 Strengthening Distribution Channels : Improving relationships with retailers and wholesalers by

setting up profit percentage, building strong supply system. Partnering with Megastores and Super
shops to increase sales and promotion.

 Taking Customer Feedback & Suggestions : Launching Integrated company website. Using
SEOs (Search Engine Optimization), texts and/or call from toll-free phone numbers.
 Controls
 By the co-operation of the Public Relations, Research & Development and Sales &
Marketing Departments, we would do a thorough market research and business
analysis to get a clear idea about the current market situation and consumer
demands.

 Analyze the customer feedbacks and preferences to add/remove products from the
production line.

 Quarterly Sales and Revenue Evaluation by the Finance & Accounting and Sales &
Marketing Departments.

 Evaluate the effectiveness of the promotions and the media by the sales and
Marketing Departments.

 Annual financial analysis on cost of production. Promotion, distribution etc. to set up

prices and sales targets.

 Examine and integrate the whole production and distribution process to make the
procedures more efficient, products more qualitative and employs more dedicated
and duteous.
Conclusion