NABISCO is a Bangladeshi bread and bakery company that is seeking to re-establish its brand through effective marketing strategies. It currently has 900 workers and produces a variety of biscuits, breads, and snacks. Through market research, the company aims to develop new products and improve distribution to better meet customer demands across segments like children, urban housewives, and the rural middle class. The marketing plan involves strengthening the brand through increased promotions, capturing more market share, and regaining past success and customer satisfaction through quality products at reasonable prices.

1. Good Morning !

2. Marketing 202: Introduction
To Marketing
Report : NABISCO - ‘
Baking for the Nation ’

4. 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

5. 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 “

6. SWOT ANALYSIS

7. 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.

8. 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.

9. 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-
free
Active, modern Modern, settled Health conscious,
traditional
Settled, 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 High
Involvement 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 Medium
Products Cream Crackers
Chocolate Biscuits
Choco-chip Cookies
Fruits & Chocolates
Cakes
Breads
Wafers
Glucose Biscuits
Cream Crackers
Chocolate Biscuits
Choco-chip Cookies
Fruits & Chocolate
Cakes
Breads & Cakes
Dry Fruit & Nut
Biscuits
Wafers
Glucose Biscuits
Dry Fruit & Nut
Biscuits
Chocolate Biscuits
Cream Crackers
Digestive Biscuits
Vegetable Lexus
Fruits & Chocolate
Cakes
Toasts
Breads
Vegetable Lexus
Digestive Biscuits
Toasts
Breads
Dry fruits & Nut
Biscuits
Fruit Cake
Glucose Biscuits
Cream Crackers
Toasts
Dry Fruits & Nut
Biscuits
Fruit Cake
SEGMENTATION

10. 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.

11. “ 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

12. MARKETING MIX

13. 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

14. 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 35
Chocolate 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 10
Toasts 50-60 50 45
Breads 25-40 ~30 25
Fruit & Chocolate
Cakes
10-15 (Small)
~60 (Large)
10-15
~60
10
55
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.

15. 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.

16. PROMOTION

17. • 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 statementsPosters & Billboards
• Interesting gifts and toys. Sometimes giving scratch
cards or couponsGifts & 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

18.  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

19.  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

20. Conclusion