This document contains an integrated marketing communications (IMC) plan proposal for the Olympic Nutty biscuit brand in Bangladesh. It includes details of the brand's distribution network and SWOT analysis. It then proposes positioning the brand using a character called DODO and focusing the campaign on visual elements. The proposed IMC plan budget is 10 million TK or 34% of annual turnover. Tactics proposed include social media, website improvements, and public relations. Results would be measured through surveys. The goal is to increase awareness, market share and sales for Olympic to maintain its position as market leader in Bangladesh.

1. Team
Sarafina1. Bente Fatema 1711953630
2. Md Meheraj Bin Islam 1511236030
3. Mridul Saha 1711627030
4. Yasir Ahmed 1712576030

2. Nutty is one of the most broadly sold biscuits in Bangladesh and is
chief constituents of .
Olympic has one of the most extensive sales and distribution networks in
Bangladesh, with 1,887 sales representatives across all 64 districts of the
country. Building on the resources of our 754 strategically positioned
distributors, our products are available at over 1,000,000 retail outlets
across Bangladesh.

3. Strengths
 Brand building capabilities
 Diversified product range
 The depth of distribution
 Low and mid price range of the products
 Industry catering to masses
SWOT
Weaknesses
 Dependence on retailers and
grocery store
 Lack of technology upgradation
Opportunities
 Bangladesh Biscuit Manufacturers Association
(BBMA estimates annual growth of around in
next couple of years.
 Growing demand of Sugar free cream crackers
& diet biscuits.
 A package of fiscal incentives provided by
government
Threats
• Fluctuations in the prices of raw
materials, transportation costs
&distribution
• Entry of ITC very good distribution
channels) into biscuit industry)
• Emerging local bakery products

5. Identify the problem/s of the brand in terms of
communication.
 Message appeal
 Competitors
 Not a single standard form for Response /
Feedback

6. Who are target Customers?
 families of higher social economic class (SEC),
 specially the children of those urban families.
 the target consumers are families but the target buyers for
the biscuit are white collars both male and female with age
range of 21-55 years.
 but the IMC plan more focused on white collars as they are
the more frequent buyers

7. Olympic Nutty’s current positioning strategy/strategies
their current positioning strategies are
1. Positioning by product class
2.Positioning by use or application

8. Olympic Nutty’s current positioning strategy/strategies
their current positioning strategies are
1. Positioning by product class
2.Positioning by use or application

9. The new proposed positioning by our team is Positioning by brand
character/
adding a brand character will boost
 Visual marking
 Personalization
 Stylistic support
 Product voice and tone
 Emotion and interest trigger
 Aesthetic satisfaction
 Long-term strategic potential
 Diversity of usage
 Element of virality
 Element of consistency

10. Since we are altering or changing the positioning of a brand, repositioning is a must.
Because of anticipated opportunities in other market positions, this is a to be strived.
We will be Updating the tagline
Which will give nutty a more real, fancy, premium look
FROM TO

11. P Political
political unrest leading to price hike of raw materials and hamper overall production
E Economical
Economic growth, employment rate, inflation rate, monetary policy
S Social
Increasing emphasis on healthy lifestyles, increasing cultural diversity, wealth gap
T Technological
to create packaging, food labels, and the production of food in new and easier methods.
E Environmental
Regulation and restrictions, attitudes of customers
L Legal
THE PURE FOOD ORDINANCE, 1959, Bangladesh Standards and Testing Institution Ordina
nce, 1985 as amended in 2003,The Consumer Rights Protection Act, 2009 , National Food
Policy Plan of Action (2008-2015)

12. INDIRECT
HEADLINE
HEADLINE
BODY copy
VISUAL elements
Only
15/tk

13. 1. Our major selling idea
Finding the inherent drama-
Inherent drama is able to-
1. Make an Impression
2. Ability to make the Customers role Models
3. Scope of trying new things and keeping up the trend

14. 2. Message Strategy
advertising message will be a combination of animation and personification,
where our central character or personality symbol which we call DODO will
deliver the advertising message
Justification:
 Low cost
 Easy to execute
 Appealing message
 Great retention ability
 Attracting wide attention and so on

15. 3. Means and end theory
Product
attribute
Consumer
benefit
Leverage point Personal value Tagline Execution style
Crunchy biscuit
rich in Protein &
Minerals found
in Peanuts.
Tasty, gains
energy and
courage
Nutty gives the
strength to crack
the tough
obstacles in a
nutcase way
Self-
actualization,
Confidence,
strength
Because NUT TY
makes you
NUTS
Animation

16. 4. The dominance of image in the campaign: Verbal or
visual? Why?
The dominance of image campaign is in the visual form. Because we can see
DODO overcoming the obstacles step by step. This story clearly delivers the
message that we will be putting in dominance throughout the campaign.
5. Advertising Appeal: Which one and why?
Combination of rational and Humor appeals.
6. Advertising execution: Which one and why?
Combinations of Personality symbol, and Humor

17. 1.Chosen channels to communicate
 Television
 Radio
 Sponsorship
 Online and social media
 Public Relation and CSR
2.Reach and frequency
3. Chosen newspaper, magazine and billboard

18. let’s assume that target budget allocated for IMC is 34% of
yearly turnover for 1st year or 10 million TK.

19. 1.Objectives
 Generating & sustaining awareness
 the awareness is an ongoing process, keeping in mind
what the contestants are doing, and knowing that
public memory is small.
 Striving to be accepted by the numerous people.
 Creating a bond of trust.
 Earning recognition.

20. 2. Tactics (events, sponsorship, Facebook page,
website, press release, CSR etc)
 Improving the Effectiveness of our Social Media
Communications
 Improving the Effectiveness of our Website
 Improving the Effectiveness of our Email
Communications

21. 3. Execution: How, when and where?
how and where
• Owned Media
• Paid Media
• Earned Media
When
• PR is a progressing technique and not a coincidental
assignment. Much the same as notoriety building, it
can require a significant stretch of time to get results.

22. Marketers with small Promotional budgets like the brand Nutty, for PR, the
best choice is support media, such as Outdoor advertising, Mobile
Billboards, In-store Media, Yellow Pages, Promotional Products and so on.
here is why
 wide coverage of pr activity of local markets
 high frequency
 geographic flexibility (can be placed anywhere)
 creativity in pr
 ability to create awareness through pr
 efficiency, effectiveness and timeliness
 production capabilities (modern tech, reduced production times, digital,
changed whenever)

23. Other communication tools:
UGC- because UGC can be a huge asset to us if leveraged
properly, here is why
 Exploit Content Curation
 Lift Social Media Reach and Growth
 Gain Audience Insights
 Discover Unique Content
 Increment Personalization

24. How do you know that your proposed solution/s will
solve the problems?
 Attracting audiences
 Grabbing their attention
 Giving strong incentive for purchase
 Integrate purchase decision
 Breaking the clutter
 Standing out in midst of competitors
 Building brand loyalty
 Fulfilling organization such as increasing market shares sales
and revenue and so on

25. How are you measuring the results
The result was somehow matched our hypothesis that we have assumed, most of the audiences found our proposed
advertisement more appealing and clear, capable enough to break the clutter as it was in their previous
advertisement.
6%
51%
33%
10%
Question 1: have you had this
biscuit before?
o Yes, often
o Yes, rarely
o no, rarely
o no, never
17%
83%
Question 2: which one can
you decode?
A (PROPOSED)
B (EXISTING)
24%
76%
question 3: which one do
you like more?
A (PROPOSED)
B (EXISTING)

26. These factors are following :
 Scheme delivery should be in perfect determining time.
 Some places distributors are not able to cover some particular area.
That should be improved.
 Scheme facility should be regular as much as possible.
 Small pack also should be in the market.
 Always collect the views of retailers. It gives psychological effect
on the retailers by manufacturing company.

27. Over the last 30 years, Olympic has grown to be the one largest
manufacturers, distributors and marketers of fast moving consumer goods
in Bangladesh. What makes Olympic so popular is the quality of our
products. We understand that customers have high expectations, and that
their loyalty depends on it. With the goal of being the market leader in the
biscuits industry, we believe that with our IMC plan, we will be able to
achieve our objectives and stay true to our core values.

28. Thank You
1. Bente Fatema 1711953630
2. Md Meheraj Bin Islam 1511236030
3. Mridul Saha 1711627030
4. Yasir Ahmed 1712576030