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Company Overview:
Mimi has been one of the popular and most well-known brands in the history of Bangladesh.
Once it created a huge market share and buzz among people through its strong association
with the consumer due to the first mover. The company used to produce mainly two major
flavors such as: Mimi chocolate orange and Mimi chocolate milk. It was the major local
brand since around 1985 to 2005. But later than 2006 their sells were falling in a very huge
rate. The main reason behind their sells fall was the new companies in the market with their
new & better products than Mimi chocolates. Their main manufacture ring plant of the
company is in, Mimi Chocolate Limited, 255, Tejgaon, 1/A, Dhaka - 1208, Bangladesh. From
2000s the company started to lose their position gradually in the market. But now the
company wants to come back strongly as they were in the past.

Product Details:
Product: Mimi Orange Chocolate
Ingredients: Cocoa Powder, Cocoa Mass, Milk Solid,Cocoa Substitute, Sugar and Lecithin.
Net weight: 33gm
BSTI: BDS 1348
MRP: 16 tk
Manufacturer: Mimi Chocolate Limited, 255, Tejgaon, 1/A, Dhaka - 1208, Bangladesh.






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SWOT analysis on Mimi:





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Porters Five Model on Mimi:








The previous constituent of Michael Porter's five forces study to be applied to the Mimi
Chocolate which is the force created by the Bargaining power of buyers, Bargaining Power of
Suppliers, Threat of Substitutes, Threat of New Entrants and offshore Industry Rivalry. The
analysis is been analyzed in below mentioned way:

Bargaining Power of Buyers: Very High
In case of Mimi bargaining power of the Buyers is very high as they have big target market.
There are pricing issues, competitor issues and others as well. So buyers can switch whenever
they wish. So the bargaining of the buyers is very high.
Bargaining Power of Suppliers: Moderate
The distribution channel is not so strong of Mimi. But as they have good historical
association with customers so the channel can be improved. So here, bargaining power of the
suppliers is moderate.
Threat of Substitutes: Low
The product type itself is unique. There may be different competitors but no substitute. So the
threat of substitute is low.

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Threat of New Entrants: Moderate
New company can come into the picture but the possibility of coming is not high. There are
already foreign brands which are having strong hold in the market. In this situation Mimi can
come with Strong positioning and other strategies.
Industry Rivalry: Low
As the condition of the Industry is not huge in the country so the chance of local brand
competition is low. As a result in the five forces the Industry Rivalry is low for Mimi
chocolate.

Competitor analysis:
There are several local existing competitors in the local market.
1. Savoy Milk Chocolate
2. Savoy Mimi
3. Yoko [Racing Car Chocolate]
4. Aziz Mimi
5. KIDKO Milk Chocolate [Raven Foods]

Existing Product logo and Packaging:







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Reasons for failure as a brand:
1. Quality
2. Inadequate Promotional Strategy
3. Conflict of Management
4. Competitors

1. Quality:
For food product quality comes first. Mimi chocolate was not the up to the mark.
They produced Mimi with lower quality ingredients which could not satisfy the
customers. They did not do the research of the product quality so the quality of the
product deteriorated day by day. As a result the sales declined and faced losses.

2. Conflict of Management:
Conflict of Management is the prime reason for being the Brand as dying brand.
Conflicts of Management hampered production, distribution and promotional
activities of the company. Conflicts of Management hamper the integration and
coordination of a brand which is very essential part of the brand.

3. Losing market due to Competitors:
By identifying the huge market numerous new competitors came into the market.
Haque and Aziz entered the market and launched Mimi with good quality with a low
price. So, Mimi Company gradually decreased the market share.

4. Inadequate Promotional Strategy:
Promotional activities are very much important for the success of a product. The
company did not take adequate promotional strategies. They did not go for TVC, New
Paper and radio advertisement. So, they failed to create the awareness of the product
to the market. As a result, the sales declined.



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The New Comeback Strategy for Mimi:
Market/Product Expansion Grid:

Existing
Product
New Product
Existing Market Market
Penetration
Product
Development


New Market Market
Development
Diversification

Mimi Chocolate will serve the existing market with their existing product. This means a
market penetration strategy will be in order to define market penetration

Target Market:
Primary Focus: We primarily focus on Young adult (21-35 ages) people. Because this
people know the brand name and they have strong emotional feelings on MiMi. So re-
branding the MiMi we primarily focus this target group and take the promotional strategy
on the basis of this.
Secondary Focus: We all know Kids and teenage (5-20 ages) people like Chocolate. So that
our secondary market segment is Kids and teenage

Big Idea:
Chocolate is an Integral part of our life. It can be used to express emotion, feelings for one
another, celebrations, as a companion, or just as a simple delicacy. Example: if you are sad
you need just a MiMi to refresh your mind, if you celebrate any occasion MiMi can give
extra happiness in your celebration, If you want to take some tasty sweet Mimi give you that.
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Tagline:
All you need is MiMi
Because of our big idea you can relate our Tag line with our promotional activity. We take
our Strategy on the basis of that.

Promotional Strategy:
Outdoor Branding: In our outdoor branding we are using billboards, lamp-post and
umbrella. We have selected some locations which are crowdie places such as,
Mohakhali, basundharagate, Bijoy shoroni, New Market etc.
Newspapers: in case of newspaper we have selected some main and most popular
daily newspapers such as, The daily star, daily Prothom-Alo etc.
Online: The online sources can be, Facebook page, online newspapers, Youtube,
Twitter etc.
Activation: in case of activation we will follow the followings:
I. Concerts
II. Affiliation with some juice bar to sell MiMi Shake
III. Drawing Competition in various Schools

Line Extension
As Mimi chocolate is following a market penetration strategy, line extension has a significant
role. When Mimi makes its comeback in the market, it will bring two products that are, Mimi
Original (orange flavor) and Mimi Strawberry Chocolate. After 4-6 months of operation
Mimi chocolate will bring 2 other flavors in the market, namely, Mimi Mango Chocolate and
Mimi Sugar Free Chocolate.

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Point of difference (POD)
Point of difference is the attributes or benefits that consumers strongly associate with a brand.
For Mimi chocolate the points of difference are:
Most people of the target group is aware of the product
An emotional attachment exists towards the product
Unique Flavor (Orange, Strawberry, Mango, Sugar free)

Point of Parity (POP)
Points of Parity are the characteristics that are not unique to brands but may be shared with
other brands. For Mimi chocolate the points of parity are
Taste
Quality
Packagin

Distribution Channel:
Company will produce Mimi Chocolates and distribute through the dealers to the retail shops,
super shops and dedicated Mimi store. Only the dealers who are interested will get the
dealership and will distribute to the retail shops of the entire region. The customer can get
Mimi chocolate from the retail shops.






Factory in Tejgaon Dealer
Consumers
Retailer/
Superstore
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Conclusion:
In this whole project we have tried to given a plan to re-branding the existing MIMI
chocolate for which we have heavily emphasized on promotion, activation and product line
extension. We hope that after implementing this whole idea we will be able to make MIMI
the top most brands in our playground, Bangladesh and can occupy a significant space in the
mind of people. Our vision is to see that situation while people will feel our power idea which
is, All you need is MIMI.