Beruflich Dokumente
Kultur Dokumente
From the beginning, TAABL is one of the most significant FMCG Company in Bangladesh. Since its
inception, our products been praised all over the country. On recent days due to high competition
from local & different multinational FMCG brands, current market of ACME is not stable like
inception days.
TAABL Brand team analyzed the overall industry & market and in this report presenting how to stand
out as other top local & MNC brands of the industry.
Major Goals
1. Increase major products sales & revenue.
2. Increase value to the retailers, distributors & mostly consumers,
3. Increase brand presence in all type of media tools.
4. Identify, research & start working on additional plan.
Moving forward: Brand Department is planning to utilize the 10% of total sales for blah blah.
2. Employee Discount issue: Employee of total ACME group can buy ACME products on
discounted price(TP) from their respective office.
Modern Trade Discount: ACME products must be available in Modern trades where free
sampling can be done.
Online Discount: ACME Products can be sold on discounted price in online platforms like
Chaldal, Meenaclick etc.
Sales Driven Campaign: Consumer will get on special price on different sales driven
campaign.
Target Market
Age: 12-35
Demographic Income: 12,000+
SEC A,B,C+
Want to feed himself/family packaged food
Psychographic Concerned about quality, Taste & hygiene more
than price
Meet Sabiha
Housewife
Sabiha is housewife. Her husband is a service holder. While managing
home, she also managing her two daughter. She lives in Khilgaon
Chowdhurypara with her sister-in-law.
Meet Babu
Student
Babu is this year’s HSC examinee. He loves playing football. According to his
Father, Babu should study Medical. While his dream to be Footballer. He is
thinking to admit in football coaching after HSC exam.
Branding Strategy
The parents company ‘The ACME Agrovet & Beverages Ltd.’ will be repositioned as premium & hygienic food manufacturer and it provide our target group
worthy & satisfying hygienic food in affordable price.
Campaign Idea
Safe
TVC,RDC, PC, Facebook, PR, Promoting Water as the Safest & Only Water of Bangladesh. The objective will be teaching
Water
BTL audience that ACME Water contains ZERO material except Drinking Water Elements
Campaign
Safe & Health Check-up Campaign (BP Checkup) on Different Park/public places/Outlets
TBTL, BTL, Facebook
Sound Health Tips to Retailer/Consumer & distributor
2. ACME Premium Juice:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Country’s First &
Most Mango Pulp Feels Premium Juice Premium Mango
ACME Premium used Drinks on Hand ATL, BTL, TBTL,
Drinks which actually ‘Go Man Go’
Mango Drinks Distribution Incentive
Tetra Pack to keep Healthy & Trendy contains Only Mango
the juice healthy
Campaign Idea
Sure
Aamer TVC,RDC, PC, Promoting Mango Classic 250 ml as 100% Mango based Tasty drinks. As we are providing our consumers better
Pure Facebook, PR, taste than any other brands and also offering better mango pulp & flavour, establishing market on surety will hit
Taste-250 BTL the top of mind of the consumer.
ml
As a part of being top of the mind of the consumer, Regular engagement of our ‘Surety’ is necessary. It’s possible to
Sure
BTL launch ‘Apni Sure To’ campaign where consumer will be encouraged to be a part of better society. Like- ‘Apni Ja
Campaign
khacche seta Healthy Sure to?’/’ ‘Apnar Shishu Sure To?’
Poribarer
1 Liter Juice is always preferred by Family. Utilizing family bonding & emotion and the cultural habit of
Sathe
TVC, BTL togetherness we offer to launch a AV of Poribarer Sathe ACME Classic Mango Drinks which enhance the beauty of
Classic-1
togetherness with Pure taste of mango.
liter
4. Flavored Drinks:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
LD/OD It relief your Thirst Relief Thirst Sweet Flavour Drink BTL
Campaign Idea
Selling Flavoured Drinks Randomly on different roads with ‘Muhurtei Thandaa’ branded T-shirt( Suppose in Dhaka,
LD/OD BTL
Mohakhali-PM office Road/Gulisthan Road)
5. Tasty Saline:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Product Improvement
Packaging Representing as Tasty Energy Drink (Not Saline)
Pricing Improvement
Place Retail Shop
WholeSale
HoReCa
Pharmacy
Process Renew ISO Certification
Promotion BTL: Onspot Selling Booth
TBTL:
Digital Media: Recipe/Part of a Family
Payment
Campaign Idea
Selling Tasty Saline Randomly on different roads with ‘Muhurtei Thandaa r recharged’ branded T-shirt( Suppose in
Sobtukui Dhaka, Mohakhali-PM office Road/Gulisthan Road)
TBTL, BTL
Energy
Merchandising display Kit
Just Like Aakher Ross Seller, we will launch hygienic version of this where Tasty Saline & OPD will be sold.
6. Tea:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Cost Effective Cost Effective No Added Colour একেু হানস, একেুকু
Tea ATL, BTL, TBTL
No Chemical Color Natural Cost Effective প্রকৃনির চা
7. OPD:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Relief Thirst
Better than any local
OPD It relief your Thirst Better than any local BTL, TBTL
brands
brands
Campaign
Selling Tasty Saline Randomly on different roads with ‘Muhurtei Thandaa r recharged’ branded T-shirt( Suppose in
Dhaka, Mohakhali-PM office Road/Gulisthan Road)
Sobtukui
TBTL, BTL
Energy
Merchandising display Kit
Just Like Aakher Ross Seller, we will launch hygienic version of this where Tasty Saline & OPD will be sold.
8. Sauce/Ketchup:
Product or Unique Selling
Features Benefits Support Spin Offs
Service Position
Sauce/Ketchup
Campaign
Acme
Sauce Na
TBTL, BTL Establish as Modern Trade Product
khelei
Loss
Campaign Plan-1
Product: ACME Tasty Saline & OPD
Objective:
Campaign Rational:
TAABL Brand Team is offering to establish a Refreshing van around the country. TAABL will offer this
vans under top distributors of the region & hire a person to handle the van. This juice van will sell
Tasty Saline & OPD mixed water to the regular publics on specific price.
Expenditure:
Reach:
Current Market Situation: No one is started this kind of campaign yet. Though Coca-Cola, Igloo Ice-
cream is selling their product like this on tri-van but it is a direct product whereas we are helping
consumer to taste our product directly.
Campaign Plan-2
Product: ACME Classic Juice 1000 ml
Objective:
Establishing ACME Classic Mango Juice 1000 ml in the top of mind of the consumer
Establishing MC as Family’s first choice
Creating the Pull market of MC 1000 ml
Campaign Rational:
Make it available on available stores & display to retail stores. Supplying display kit to 70,000 outlets
where it will be near POS. This is to create awareness about our ACME classic juice SKUs. Also
establishing the internet about 1000 ml juice.
Expenditure:
Reach:
From 70,000 outlets if just minimum 15 pcs of 1000ml been off-take (which is minimum) the sales
will be 10,50,000 Pcs
And from internet reach of 15,00,000 people just 15% people being converted to buy 1000 ml juice
sale will be 2,25,000 Pieces will be sold through internet which will result total sales of 12,75,000
pcs of off-take (value 66,30,000 Taka)
Current Market Competitor: No one in current market is selling tetra brick juice at this rate.
Utilizing the safety of Tetra Pack juice & Family bonding it’s possible to grab a good market share.
Campaign-3
ACME Bondhu Outlet
Objective: Create better relationship with retailers
Rational:
TAABL will provide merchandising gifts to retail outlet if that outlet lifts more than 5,000 taka
products on every month. On first month he will get Polo shirt. On second month he will get a clock.
From third month he will get branding support from ACME. After 4/5 months’ relation he will get
ACME Exclusive Outlet mark. From which he will get our offers regularly on phone also get Cricket
Match ticket & regular discount than other outlets. Our Target is to create 2000 loyal outlets within
6 months.
Campaign 4
Water 500 ml Expansion Plan
Objective: Expanding market size of Water
Rational: To Expand the market share of water TAABL is proposing to focus on HoReCa section water
supply on initially special discounted rate.
Inter district buses ( Everyday 10 bus 2,10,000 Pcs/Day 14,70,000 tk per day
company starting 30 buses on every route,
average 35 passengers on each bus) 10
company*30 bus*2 time*35 passengers
44,10,000 Pcs /Month 3,08,70,000 Tk
/Month
4,11,45,300 Tk
(Cuurent 9.33 Price)
Discount (1,27,53,000)
In case of bulk volume of 44 lac piece cost will be reduced more. Also ensuring market share of 10%
AD Making Comp
Objective: Creating brand Awareness among the next generation
Rational: Acme is popular among the public for its pharmaceutical products. Not for the FMCG
products. To popularize the TAABL among the young generation we have a plan to sponsor
university programs where return is brand awareness & new ideas from the students of IBA, NSU,
DU.
Return: Will get more than 200+ Contents, 24/48 BTL Campaigns & TVC Ideas from top-notch
university students
District Presence
Objective: Creating Awareness among the mass people. Also create trust among the consumers.
Rational: TAABL will gradually cover all District/City gates of Bangladesh. Beside branding those
gates also cover the near-by billboards. Our target to is to reach all district area gate. We will start
from 4 gates and start gradually covers all.
Return: To be in the top of mind of consumer and let the consumer know the presence of ACME all
over the country.
Objective:
Rational: Creating ACME Freshness Point in Dhaka & Chittagong food courts. Here people
will get Acme products made smoothie, juice. It will be like franchisee.
Reach: It can be another SBU for TAABL from which a good amount of profit can be gained
after certain time.
Rational: TAABL will move Branded tri-van throughout the country under the name of
‘ACME On Wheel’. The best part will be van will visit different areas outlet & offer our
products on special rate & help to open new outlets. Also it will sell our products on
different public place. The van will be designed so that the branding can be replaced
without hassle.
Return:
Brand Awareness
New outlet coverage
Wholesale Coverage
HORECA Branding
Objective: Reach out the Local Restaurants & expand Water sales
Rational: TAABL will offer Restaurants who will buy more than 5000 Pcs per month, table &
restaurant branding. Ultimate objective is to create better impression on consumers & Restaurant
owners is the main target here.
Expenditure: Based on Size & Location 25,000 to 2,00,000 Tk
Return:
Brand Awareness
Restaurant Coverage
Current Competitor: PRAN, Fresh, Uro is branding
aggressively
Mobile Fridge
Rational: TAABL will offer rural & potential outlets who will buy more than 300 Pcs per month, table
& restaurant branding. Ultimate objective is to create better impression on consumers & Restaurant
owners is the main target here.
Expenditure: Based on Size & Location 25,000 to 2,00,000 Tk
Return:
Brand Awareness
Restaurant Coverage
Current Competitor: Fresh & Pran
Gate Branding
Gate Branding
Current Competitor:
Cocacola, PRAN frooto, Aquafina, Fresh, Unilever all
active FMCG companies.