Brand Analysis of Olympic TIP biscuit

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Information about Brand Analysis of Olympic TIP biscuit

Published on June 7, 2016

Author: AtiqulBasher1

Source: slideshare.net

1. TIPBISCUIT

2. Md. Taimur Rahaman 23 51E Md. Raisul Islam 12 52D Abdullah Al Mahmud 20 52D Md. Atiqul Basher 31 52D

3. 2370 cr. Industry value 100. Automatic Manufacturers 4500. Traditional Manufacturers 62203mt. Total Production 1.66%. GDP Contribution 15-20%. Growth

4. Romania 16% Olympic 10% Al-Amin 6% Pran 5% Nabisco 5% Globe 5% Danish 5% 5% NewOlympia 43% Traditional Manufacturers

5. 1982. Started Operation 6 4 3 3 Biscuit Production Line Confectionary Production Line Ball pen Production Line Dry cell Production Line91.67% 4.62% 3.71% Biscuit & Confectionary revenue Battery revenue Ball pen revenue

6. Colorful Shows As a healthy and crispy Snack Mediocre design No proof Of healthy contents Not catchy

7. Vague TIP logo Vague Setup Models don’t strike as health conscious! Provide Relaxed feeling

8. Promotes humanity Message is Inconsistent (Healthy choice message is ignored!)

9. Catchy, Promotes healthiness Poor Animation! Comical, But no information for target segment!

10. 25% Energy Plus 22% Mr. Cookie 23% TIPBiscuit 4% Bongos Grand Choice 1% Pran Glucose 25% Other

11. 67.5 32.520 15 12.5 0 10 20 30 40 50 60 70 80 % OF RESPONDENTS MOSTIMPORTANTFACTOR Brand Health Benefits Ingredients Price Taste/Flavor

12. 96% 85% 9% 46.3%

13. 11.4 37.2 40 11.4 0 5 10 15 20 25 30 35 40 45 % of Respondents

14. 26.8 17.7 14.6 9.8 14.6 54 0 10 20 30 40 50 60 Category 1 Cant Recall Poor Chioce of Models Poor Tunes Poor Graphics Boring Lacks Specific Theme

15. 2.9% A snack for tea/coffee 20% A healthy Alternative 2.9% A Snack to entertain guests 17.1% A cheap snack 57.1%Other

16. A Healthy Alternative Socially Responsible Brand A Reasonably Priced Product Value For Money Differentiated Product Little Idea About the Health benefits Vague and Confusing Concept Mostly Perceived as a Reasonably Priced Product Mostly Perceived as Value For Money Perceived as generic brand What TIP Wants To Be Consumer PerceptionGAP

17. Say Confirm Do  No Unique Health Benefits  Price Is Reasonable  Not Differentiated In Terms Of Taste  Vague concept of Social Responsibility  Generic Brand  Good but Nothing Special  Poor Advertising Efforts Consistency: Low Low Brand Integrity  A Healthy Alternative  Socially Responsible Brand  Reasonable Price  Value for Money  Differentiated Product

18. Most frequently followed by the health conscious people Should be posted in frequently followed newspapers like: Prothom Alo, Bangladesh Protidin and The Daily Star Approximate cost: 6 inch column in front page of Prothom Alo – 20,500 Tk. 12 inch column in front page of The Daily star – 13,500 Tk.

19. Approximate cost: Tk. 3,00,000 - 40,00,000/year Factors to consider: Billboard size, Location

20. - Initiate health campaign for morning walkers - Create healthcare apps - Create Facebook page on free health tips

21. Branding/ Marketing Strategies C O N T I N U O U S I M P R O V E M E N T Feedback Fact Based Analysis Determine Budget & Timing Execution Track & Measure

22. THANK YOU!

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