WELCOME TO

THE

Presentation On,
“Marketing Plan”
‘Energy Plus Biscuit’
MKT 201, Section: 01

Group Name: The MISFITS

Members:
1. Md.Shihab Khan (1930819)
2. Mahmudul Hasan Avee (1821724)
3. Mst. Shazida Islam (1920225)
4. Shafat Saleh (1621596)
Contents:

 Executive Summary  New Version of the product

 Current Market Situation  Target Market
 Assessment of 4Ps  Market Segmentation
 Market description (Target market)  Targeting strategies
 Competitive review  Positioning
Executive Summary:

 Olympic Industries is the leading biscuit manufacturer in

Bangladesh.
 With some of the most famous and popular brands in the
country, such as Energy Plus and TIP, Olympic has a large
variety of biscuits which caters to all occasions and
persons.
Current Market Situation:

 Energy Plus biscuits’ annual production is only

about 3,000 ton.

 On the contrary, the total annual production of

biscuit is around 65,000 ton.

 Currently this product is only valuable to some

rural areas.
Assessment of 4Ps:
 Product Strategy:
 Qualitative products that are tasty and
affordable
 Using healthy and good raw materials
 Standardized and enticing packaging,
and informative labeling
 Health benefits
 Taste and reasonable price
 Pricing Strategy:
 Low-cost strategy
 Promise of high quality
 Retain its position as a market leader
 Focuses on a volume strategy
 Able to reach a huge audience
 Place Strategy:
 Widely available
 Strong distribution network
 Depot agents expanding the
distribution network
 Products are present in every place
 Wide distribution and availability
 Promotion Strategy:
 Uses media like TVC, print, online
ads etc.
 Incorporated qualities like fun and
joy
 Started promotions on a national
level scale
 Been active when it comes to
promotions, tv advertisements or
campaigns
 Attractive and distinct packaging
 Innovative marketing campaigns
Target Market:

 They look after their Niche Market

 They look after their existing
customers
 They look after their segmentation
 They understand their Features And
Benefits
Competitive review:

Competition from already established

brands is a major factor. Key competitors
are:

 Haque Biscuit Industries Ltd

 Bongos Biscuit
 Nabisco Biscuit Factory
 Horlicks Biscuits

 Fit Biscuit
Best competitors of our product ‘Energy
Plus’:

Competitor Weight Features Price

Olympic 120 gm Single Flavor 15

 
Haque 130 gm Multi Flavor 18

Bongos 125 gm Single Flavor 15

Fit 145 gm Single Flavor 32

Horlics 130 gm Single Flavor 22

Nabisco 140 gm Multi Flavor 30

New Version of ‘Energy Plus Biscuits’:
Target Market:

 We will understand our Niche Market

 We will look after our existing customers
 We will look after our segmentation
 We will look after competition
 Will understand Features And Benefits
 Lastly, We will go for paid ads on our Target Market
Market Segmentation:

 Demographic segmentation:

 Age

 Gender

 Income

 Education

 Family

 Social Status

 Occupation
Target marketing strategy

Strategy Target Market

Mass marketing Everybody everywhere

Differentiated marketing Large groups within the total market

Niche marketing High penetration within smaller, specialized segments

Micromarketing Individual customers or localized microsegments

Positioning:

For the positioning of our new product we

will use 4ps:
 Product Strategy
 Price/Pricing Strategy
 Place & Distribution Strategy
 Promotion & Advertising Strategy
References:

 Olympicbd.com. 2020. About Us – Olympic Industries Limited. [online] Available at: <http://olympicbd.com/about-us/#:~:text=Today

%2C%20we%20are%20the%20largest,moving%20consumer%20goods%20in%20Bangladesh.> [Accessed 19 September 2020].
 Coursehero.com. 2020. Mkt Project - OLYMPIC ENERGY PLUS BISCUIT MARKETING PLAN 1 COURSE NAME PRINCIPLES OF
MARKETING COURSE TITLE MKT 201 SECTION 02 Prepared By Mishkat Uddin | Course Hero. [online] Available at:
<https://www.coursehero.com/file/16812154/mkt-project/> [Accessed 19 September 2020].

 Word-of-Mouth and Referral Marketing Blog. 2020. Define Your Target Market In 6 Simple Steps (With Examples) - Word-Of-Mouth
And Referral Marketing Blog. [online] Available at: <https://www.referralcandy.com/blog/how-to-define-target-market-examples/>
[Accessed 20 September 2020].

 Courses.lumenlearning.com. 2020. Targeting Strategies And The Marketing Mix | Principles Of Marketing [Deprecated]. [online]
Available at: <https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-targeting-and-the-marketing-mix/?
fbclid=IwAR1xeHcOsZiSUb7knKyIOcAzRCLtzPpr_wddPF4yvhkOIqT_nZfFGJNv31Y#:~:text=Using%20the%20Marketing
%20Mix%20to,best%20fit%20for%20reaching%20them.&text=The%20targeting%20strategy%20is%20where,approach%20for
%20each%20target%20segment> [Accessed 20 September 2020].
Thank You
Everyone
