brand analysis of olympic tip biscuit

TIP BISCUIT

Md. Taimur Rahaman 23 51E

Md. Raisul Islam 12 52D

Abdullah Al Mahmud 20 52D

Md. Atiqul Basher 31 52D

2370 cr.

Industry value

100.

Automatic Manufacturers

4500.

Traditional Manufacturers

62203 mt.

Total Production

1.66%.

GDP Contribution

15-20%.

Growth

Romania

16%Olympic

10%Al-Amin

6%Pran

5%Nabisco

5%Globe

5%Danish5%

5%New Olympia

43%Traditional

Manufacturers

1982.

Started Operation

6

43

3

Biscuit Production Line

Confectionary Production Line

Ball pen Production Line

Dry cell Production Line91.67% 4.62% 3.71% Biscuit &

Confectionaryrevenue

Batteryrevenue

Ball penrevenue

Colorful

ShowsAs a healthy

and crispy Snack

Mediocredesign

No proof Of healthycontents

Not catchy

VagueTIP logo

VagueSetup

Models don’t strike as health conscious!

ProvideRelaxed feeling

Promotes humanity

Message isInconsistent

(Healthy choice message is ignored!)

Catchy, Promotes healthiness

Poor Animation!

Comical, But no information for target segment!

25%Energy Plus

22%Mr. Cookie

23%TIP Biscuit

4%Bongos Grand Choice

1%Pran Glucose

25%Other

67.532.520

1512.5

0 10 20 30 40 50 60 70 80

% OF RESPONDENTS

MO

ST IM

PO

RTA

NT

FAC

TOR

Brand Health Benefits Ingredients Price Taste/Flavor

96% 85% 9% 46.3%

11.4

37.2

40

11.4

0 5 10 15 20 25 30 35 40 45

% of Respondents

26.817.7

14.6

9.8

14.654

0 10 20 30 40 50 60

Category 1

Cant Recall Poor Chioce of Models Poor Tunes

Poor Graphics Boring Lacks Specific Theme

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

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

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

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.

Approximate cost:

Tk. 3,00,000 - 40,00,000/year

Factors to consider:

Billboard size, Location

- Initiate health campaign for morning walkers

- Create healthcare apps

- Create Facebook page on free health tips

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

DetermineBudget &

TimingExecution

Track & Measure

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