Nabisco Marketing Plans & Strategies(sample)

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PRESENTATION

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Marketing 202: Introduction To

Marketing

Report : NABISCO - ‘ Baking for the

Nation ’

NABISCO‘ Baking For The Nation ’

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 “

Current Situation

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.

Company’s Objectives

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.

Segments Children Young Adults Urban Housewives Senior Citizens Rural Middle-ClassAge (Years) 5-12 13-25 23-50 Above 60 20-50Income Low Medium Medium To High Low To Medium MediumLifestyle & Value Fun, outgoing care-

freeActive, modern Modern, settled Health conscious,

traditionalSettled, traditional

Benefits sought in product

Sweet, tasty Tasty, healthy Tasty, affordable, healthy

Healthy, tasty Affordable, tasty

Price Sensitivity Low Low to Medium Medium to High Medium Medium to HighInvolvement Low Medium High Medium Medium Knowledge of Product

Medium Medium to high Medium to High Medium Low to medium

Occasion of Consumption

Breakfast, snack-time

Breakfast, snack/tea time

Breakfast, snack/tea time

Snack/tea time Snack/tea time

Loyalty Status Medium Medium Medium to high Medium to High MediumProducts Cream Crackers

Chocolate BiscuitsChoco-chip CookiesFruits & Chocolates CakesBreadsWafers

Glucose BiscuitsCream CrackersChocolate BiscuitsChoco-chip CookiesFruits & Chocolate CakesBreads & CakesDry Fruit & Nut BiscuitsWafers

Glucose BiscuitsDry Fruit & Nut BiscuitsChocolate BiscuitsCream CrackersDigestive BiscuitsVegetable LexusFruits & Chocolate CakesToasts Breads

Vegetable LexusDigestive BiscuitsToastsBreadsDry fruits & Nut BiscuitsFruit Cake

Glucose BiscuitsCream CrackersToastsDry Fruits & Nut BiscuitsFruit Cake

SEGMENTATION

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.

“ 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.

POSITIONING

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

Products Current Price in Taka Competitors Price in Taka

Customers’ Perceived Price in Taka

Recommended Price in Taka

Glucose Biscuits 10 10-15 ≤15 12

Digestive Biscuits 15 15-25 ~25 18-20

Cream Crackers 35 ≤40 ~40 35Chocolate Biscuits ≤45 40-50 40

Choco-Chip Cookies 60-80 50-70 55

Dry-fruit & Nut Biscuit

35-50 ~40 40

Wafers ~15 10-15 10Toasts 50-60 50 45Breads 25-40 ~30 25Fruit & Chocolate Cakes

10-15 (Small)~60 (Large)

10-15~60

1055

Vegetable Lexus ≤80 (Medium) 60-70 60

We would try to reach a Break-Even Point for setting the price of our products. So that products are affordable and profits reasonable.

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 group of people, children or celebrities. Repetitive advertisements specially during peak-hours and in popular channels

Television & Radio Commercials

• Eye-catching photos or statements Posters & Billboards

• Interesting gifts and toys. Sometimes giving scratch cards or coupons Gifts & Vouchers

• Smart and interesting advertisementsNewspapers

• Animated, Pop-up or Paid-in advertisements in popular social media, websites and blogs. Also using SEOs (Search Engine Optimization)

Online Marketing

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.

Action Programs

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.

Controls

We pray to the Almighty for the success of the NABISCO company, and hope that our marketing strategies and implementations work as expected. Furthermore, we would like to follow strict guidelines for our actions and controls, and try to make our customers more involved with the company. So, we can meet the consumers’ demand, provide them with tasty, healthy products at a reasonable price and get the maximum possible market share.

Conclusion