A brand strategy paper aimed at reviving (and regaining some market share) a once popular chocolate brand in Bangladesh

2. REVIVING MIMI
D E S I G N E D B Y -
A Y E S H A S A B R I N A

3. CONTENT
• A blast from the past: The nostalgia around Mimi
• Why do we ‘reinvent’ Mimi
• Retelling Mimi’s story
• Shopping list

4. MIMI: A BLAST FROM THE PAST
Set footsteps in the ‘70s Unique flavor and
pricing helped growth
Foreign brands took
the market by storm
Product differentiation
and pricing led
competition
Taste and overall
quality- consumer
priorities are changing
Value seeking
consumers lead the
market

5. ANALYZING MIMI: SWOT
Strength
• Unique flavor
• Nostalgia
• Price
Weakness
• Packaging
• No clear brand
positioning
• Distribution
Opportunity
• Promote
alternative usage
• Growing
consumer
demand for
chocolate
Threat
• Switching cost is
low
• Wider availability
of imported
brands

6. MIMI’S STRUGGLE FOR SURVIVAL
Lack of
governance
Value
innovation:
Out of date
Visibility:
Declining
fast
Core
strength:
Unrealized
Quality:
Unfit

7. CONSUMERS ARE BUYING
CHOCOLATES MORE FREQUENTLY
• With increasing par capita income and spending propensity, chocolate is becoming a ‘frequently
purchased’ commodity now from gift item/ occasional buy.
30%
28%
21%
7%
14%
Market share based on
consumption
Kitkat
Mars/
Snickers/ Twix
Dairy Milk
Mimi
Consumers spend 21-60 Tk for a single
purchase of chocolate(s)
Packaging is a key factor evoking
purchase decision
Availability of a brand at ease determines
brand loyalty

8. BRANDS ARE HIGHLIGHTING &
REINVENTING “THE CORE” TO WIN
Milk Peanut Wafer
Between Brands
Within Brand
Texture Taste Packaging

9. WHILE BUSINESS IS SOARING, MIMI
IS STILL NOT PICKING UP
Areas
TG
What is chocolate?
Promotion
Innovation
Mimi
6-12 year old
Nutrition
Non-existent
Stagnant
Competition
10-30 year old
Celebration/ Lifestyle/
Indulge
Aggressive
Continuous

10. A TOUCH OF REINVENTION NEEDED TO
REVIVE MIMI
• 68.9% of the chocolate consuming Bangladeshis would like to taste Mimi
just like they used to as a child
• Mimi’s price range is well below consumers average basket size for
chocolates
• Key issue behind its decay is primarily related to its existence – in display
shelves and in people’s mind

11. (RE)INTRODUCING MIMI

12. THE IDEA
To rejuvenate the aging brand with higher consumer’s mind
share via:
Value re-invention
Promotion and placement re-invention

13. CORE VALUE
• Mimi rekindles your childhood- in ways more than one
• The simplest choice for ‘sweet’ celebration

14. CORE VALUE
• Nostalgia
• Affordable
• Simple- no added ingredients
• Resourceful
• Affordable

15. VALUE DELIGHTMENT/ NOVELTY
• Taste of childhood enabling a “feel-good” moment
• The taste is simple and affordable- craved by true chocolate lovers
• Playful packaging allows longer shelf life
• Unadulterated taste can be added to homemade delicacies –conveniently

16. 7 PARAMETER CHECKLIST
Parameter Re-invented Mimi Evaluation
Performance The goodwill of mimi, established with its good quality
is enhanced. Packaging is improved to ensure longer
shelf life. Excellent
Features It is a simple tasting chocolate-with all the goodness of
chocolate and orange essence to enhance its taste.
Excellent
Conformance Quality Chocolate can melt earlier compared to other brands
given its higher chocolate and milk concentration
Good
Durability Improved with packaging , still not better than
competition
Good
Serviceability Can be enjoyed not just as chocolate, as added
element in baking, deserts etc. Excellent
Style and Design Easy to carry and attractive packaging Excellent

17. HOLISTIC SELLING PROPOSITION
Sight
Smell
TasteTouch
Sound

18. TARGET MARKET
• 15-25 year old, urban and
peri-urban youth
• Low mid to mid income
group
• Foodies , fun loving

19. BRAND IDENTITY
That good orange packaged next door chocolate you can
repurpose for anything- a mood swing, a craving, a carousel, a
cooking ingredient

20. BRAND ELEMENT: COLOR
Black
• Elegant
• Visible
• Simple
Orange
• Playful
• Fresh
• Vibrant

21. BRAND ELEMENT: PROMISE
Nostalgia, simplified

22. BRAND ELEMENT: SLOGAN
The TASTE is BACK
• Builds on its goodwill for ‘quality’
• Unadulterated taste
• Builds on consumer sentiment – Good old days and Mimi
• Ensures availability- in mind space and shelf space

23. PRODUCT STRATEGY
• Packaging matching competition standard
• Easily visible and transferable
• Allows better heat protection
• Highlights the product ingredients – assurance of
taste and quality

24. PRICING STRATEGY
• Still maintaining penetration pricing strategy
• Added mark-up to cover increased cost – production,
promotion and packaging
16/- 20/-

25. DISTRIBUTION STRATEGY

26. IMC STRATEGY
• 360 degree ‘reminder’ – The Brand exists
• Focus on core value – nostalgia, simplified
• Subtle positioning of alternative usage

27. ATL ACTIVITIES: PRINT AD
• Major dailies – Bangla and English
• Youth focused pages – When and
Where
• Lifestyle tabloids including recipes

28. ATL ACTIVITIES: RADIO
MiMi...
• Radio Foorti / Radio
Shadhin
• Popular mass attracting
shows like Bhoot FM
• Highlight alternative
usage and ‘resurrection’

29. ATL ACTIVITIES: BILLBOARD
MiMi...
• Strategic locations to
reach TG
• Highway, Commercial
areas, University
campus and Shopping
centers

30. BTL ACTIVITIES: SPONSORSHIP
• Cooking shows on TV : Mimi presents
“Desh-Bidesher Ranna”
• “Send your best cake recipe” contest
run via print and new media

31. BTL ACTIVITIES: FOOD FESTIVALS
Product booth in Foodiez
festivals:
- Highlighting re-invented
Mimi
- “Ice your cake” Game show
- Free sampling

32. BTL ACTIVITIES: POS MARKETING
Mimi and more
Chocolate carts in DCC,
New Market, Office areas
(Gulshan,Agrabad)
Banners in convenience
stores

33. NEW FORMAT : FACEBOOK
101
• Product review/
feedback
• Continuous
engagement
• Bi-weekly events
(Share and win)
• Banners/ campaigns
to highlight
different festivals
(Eid, puja, valentines
day)

34. NEW FORMAT : INSTAGRAM
• Keeping in touch with
#InstaFood trend
• Visuals suggesting
alternative usage and
chocolate moments
• Food and tech savvy
consumer base
engagement

35. BRAND RE-BUILDING MODEL
Mind
space &
Shelf
space
360 degree
contact
Nostalgia
marketing
Value re-
engineering
Brand
Equity
Penetration
pricing
Distribution
revamp

36. BRAND RE-BUILDING MILESTONES
5% market
share
increase by
2018
360 degree
contact
Nostalgia
marketing
Value re-
engineering
71% growth in
monthly
revenue
Penetration
pricing
Distribution
revamp

37. BRAND REBUILDING MILESTONES
12.0
13.7
15.4
17.1
18.9
20.6
-
5
10
15
20
25
30
2016
H1
2016
H2
2017
H1
2017
H2
2018
H1
2018
H2
Millions
Growth projections for re-
invented Mimi
Time 2016 H1 2016 H2 2017 H1 2017 H2 2018 H1 2018 H2
Revenue 12,000,000 13,712,000 15,426,000 17,140,000 18,854,000 20,568,000
COGS 4,800,000 5,827,600 6,556,050 7,284,500 8,012,950 8,741,400
Gross Profit 7,200,000 7,884,400 8,869,950 9,855,500 10,841,050 11,826,600
Administrative expense 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000
Promotional cost - 959,840 1,542,600 2,313,900 3,110,910 3,907,920
Financial expenses 600,000 600,000 600,000 600,000 600,000 600,000
Net profit 5,400,000 5,124,560 5,527,350 5,741,600 5,930,140 6,118,680
Growth -5% 2% 6% 10% 13%

38. BUDGETING
BDT 11.84
million for re-
invention
Ditributor
extension
25%
Automation
and Repair
10%
ATL
Promotion
15%
BTL
Promotion
20%
Distribution
revamp
20%
Raw
material
10%
Budget Allocation

39. ACTIVITY TIMELINE
4-6 months
• Automation
• Packaging reengineering
• Hype buildup
6-12 months
• Pre-launch PR: Foodiez
festival
• ATL- Print Ad, Radio Ad
• New Format marketing
12-18 months
• Cooking show
Sponsorship
• ATL-TVC , Billboard
• Product line extension via
R & D

40. THANK YOU!