The document provides an integrated marketing communications plan for Mr. Cookie biscuits to help revive the brand's market position. The plan includes objectives to reposition the brand, increase market share and brand recall. TV, radio, print, online and billboard advertising are proposed, along with public relations activities like charitable sponsorships. The target market is urban working women ages 21-55. A budget of 10 million BDT is allocated across different communication channels over the first year to help boost sales by 70-80% through improved brand awareness and image.

1. JUGGERNAUT (G-10) IMC Plan of Mr. Cookie
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Problem Overview:
Haque Group of Industries Ltd. is one of the largest and oldest biscuit, confectionery, soap and
battery manufacturers. They are in this business since 1947 started as the distributor of famous
British biscuit giant Huntley & Palmers.
The company has a wide range of product range for biscuits and batteries. They produce about
16 types of biscuit brands which occupies more than 3% of the market share of biscuit industry.
Mr. Cookie is one of the major brands of biscuit of Haque group. Mr. Cookie has won the
Monde Selection Gold Medal several times for quality and brand reputation in the past years.
But for the last several years the market position of Mr. Cookie has gone under the radar due to
its poor marketing communication strategy.
We were instructed to integrate the marketing communication strategy of Mr. Cookie biscuit so
that the brand can revive and recapture its market share and retain its position in the market.
Marketing Objectives:
• Reposition the brand in the market
• Increase the market share of Mr. Cookie more than 50-60% of current share
• Brand recall for the former consumer
• Sustainable growth for the brand
• Effective marketing communication integration
• Create a better brand image
• Reduce the gap between brand image and brand identity
Financial Objective:
• Increase revenue of Mr. Cookie about 70-80% through AIDA approach
• Cost minimization by executing effective IMC strategy
• Profit maximization of about 90-100%

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SWOT Analysis:
Strength
• Unique quality and taste of biscuit
• 65 years of company experience
• Clean Brand Image
• Automated production facility
• Better supply chain/distribution channel
• Higher Brand recall
• Strong parent company (Haque Industry)
• Monde Selection Gold Medal for quality
and brand reputation
Weakness
• Smaller customer base
• Lack of advertisements
• Poor brand identity (association with
mother company)
• No integrated marketing communication
Opportunity
• To grab more market share through
proper advertising
• To integrate marketing communication
more effectively
• Opportunity to regain a major portion of
market share
Threat
• Strong competition from near
competitors
• Market leader may blow out the brand
by providing competitive pricing
Target Market:
The target consumer of Mr. Cookie biscuit are the urban families of higher social economic class
(SEC), specially the children of those urban families. Though the target consumers are families
but the target buyers for the biscuit are working ladies with age range of 21-55 years. Working
males are also potential buyers but the IMC plan is more focused on working ladies as they are
the more frequent buyers.

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Brand Association with Target Market:
Mr. Cookie is sugar coated coconut flavored crunchy biscuit which is light in nature. The target
markets are urban families who are usually busy people. They are also health conscious. They
have lesser time for cooking/making snacks for afternoon/evening or on the go. For those
consumers Mr. Cookie is perfect as it is light, easy to digest, healthy and tasty biscuit. Mr.
Cookie is medium priced and is a low involvement product so consumer are expected to buy
the product more frequently.
Market Competitors:
The major competition Mr. Cookie faces are from Olympic, Nabisco, Romania, Danish biscuit
etc. Those biscuits are slightly different in taste and look from Mr. Cookie but there is a biscuit
named “Cosmos” which is in same class with Mr. Cookie in taste, shape and flavor. This biscuit
is made by “Al-amin bread and biscuit” and is the major competitor of Mr. Cookie of Haque
biscuit industry.
Marketing Strategy:
TVC:
Mr. Cookies primary target buyers are working class ladies so the TV advertisement should
be made based on those target audience.
TVC should be broadcasted on the major TV channels like ATN, ETV, SA-TV, NTV, RTV,
Channel-i, Channel 9, BTV and other major channels. Broadcasting time should be usually in
the early morning and evening during news presentation as most of the working class
follows news more frequently. Also during the daily soaps at night and during magazine
programs like “Ettadi” TVC should be broadcasted.
Radio:
Radio advertising also might prove effective as many of the working women listens to the
radio during going to office or coming back from office. Due to the traffic jam, a major
portion of the day a working lady has to stay stuck at the road.
So Radio ad during the morning pick hour and at the evening pick hour should be
broadcasted to grab the attention of the working class. Major Radio Channels like Radio
Today, Radio Foorti, Radio Aamar, ABC Radio should be used for the advertising.

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Print Media (Newspaper):
Newspaper Ad could be a major source for branding. It is obvious that the target market of
Mr. Cookie biscuit is definitely going to read the newspaper at least once a day.
So a newspaper advertisement will ensure maximum exposure to the target market. The
daily newspapers like “Prothom Alo”, “Daily Star’, “Ittefaq”, “Jugantor”, “Somokaal”, “Kaler
Kontho” etc could be used for print advertisement. The best position for the newspaper ad
would be in the front page or the last page of the newspaper which contains the major
news of the day. For cost minimization, ad could be posted on the business page or at the
entertainment page because these are the most read page after front and last page.
Print Media (magazines):
Magazines are also effective medium for advertisement.
Working women are exposed to entertainment magazines like “Ananda Alo” or “Binodon
Bangla”. An ad on those magazines will expose the brand to the working ladies. Other
business magazines like “EBitz”, “Weekly Blitz” or “Brand Forum” also will get high
exposures. Other diversified magazines like “The Stars”, “Unmad”, “Computer Jogot” etc
also can be used for advertising.
Online and Social Media:
With the development of internet and website, online and social media has become the
most popular form of advertisement.
Online portals like BDjobs, ProthomAlo jobs or news portals like BDnews24, DhakaTribune
etc are visited by million peoples each day. So online ad on the mentioned sites will get
maximum coverage. Buying/selling portals like “Cellbazaar”, “ClickBD” or “Bikroy.com” are
also frequently checked by our target segment. So these sites also should be utilized.
Social media like Facebook or Twitter enables us interact directly with the consumers. This
can help us get feedback from our consumers. So we have to actively post information and
promotional message in Facebook and Twitter fan page.

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Public Relation and CSR:
For our Public Relations efforts, we will sponsor a fundraiser for the “National Institute for
Cancer Research and Hospital Bangladesh” for the research of breast cancer. Haque Biscuit
industry will donate 50 paisa for every 55 gm package and 1 Tk for 125 gm package sold in
the next one year after the re-launch of Mr. Cookie brand. Ads will be placed in all of the
selected magazines and newspapers mentioned earlier.
We chose this foundation since 99 percent of people diagnosed with breast cancer are
women. Since working women are our target audience, we wanted to choose a foundation
they felt strongly about and could relate with. And this cause also serves the purpose of CSR
or Corporate Social Responsibility.
Billboard Advertising:
We will display advertisements on billboards along high traffic roads and highways, which
will increase our likelihood of reaching a large percentage of our audience. Reaching people
while they are in their vehicles will increase the possibility of immediate purchase.
For our product we have chosen places like Gulshan, Uttara, Banani, Dhanmondi, Farmgate,
Shahbagh, Science Lab area in Dhaka. For Chittagong- Agrabaad, Khulshi, Olonkar more,
patenga etc point should be covered. Other major cities like Khulna, Sylhet, Rajshahi,
Rangpur, Barishaal should be covered with billboard ads. As we are targeting the working
women, so our billboard ads should be confined within the city limit.
Sponsorship:
As we already know our target market is working women so any association with women
related issue will help us with maximum exposure. Small and medium enterprise trade fair
and exhibition related with women empowerment should be sponsored by Mr. Cookie.
“Kutir Shilpo mela”, “Pitha Mela”, “Cooking competition” etc should be sponsored by Mr.
Cookie. Also in the national days like Independence day, Pohela Boisakh, Victory day Mr.
Cookie should arrange art competition for children or other women related competitions.

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Budget:
Mr. Cookie Yearly turnover: 30 Million BDT
Target Budget for IMC: 34% of yearly turnover for 1st
year or 10 million BDT
Budget Distribution:
Area of Investment Budget (BDT)
TVC 2 Million
Radio 0.5 Million
Newspaper Ad 2 Million
Magazine Ad 0.5 Million
Online/Social Media 0.3 Million
Billboard Ad 2 Million
Sponsorship 1.5 Million
PR and CSR 1 Million
Others 0.2 Million
Total 10 Million