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5.1 Break Even Analysis:......................................................................................10
5.2 Sales Forecast: ................................................................................................10
5.3 Expense Forecast: ...........................................................................................10
6.0 Controls: .............................................................................................................11
6.1 Implementation: ..............................................................................................11
6.2 Contingency Planning:....................................................................................11
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1.0 Executive Summary:
Olympic Industries Limited was founded in June 1979 as Bengal Carbide Limited, a battery
manufacturer. As they gained the trust of our consumers and witnessed changes in the battery
industry, they decided to diversify into products that could be a part of the consumers daily
lives. They saw significant opportunities in the biscuit and confectionery industries and imported
our first lines in 1996. Today, they are the largest manufacturer of biscuits in Bangladesh and
biscuits and confectionery products represent 95%+ of our annual revenue.
Over the last 30 years, Olympic has grown to be the one largest manufacturers, distributors and
marketers of fast moving consumer goods in Bangladesh. What makes Olympic so popular is the
quality of our products. They understand that customers have high expectations, and that their
loyalty depends on it. As the market leader in the biscuits industry, they have only been able to
achieve what we have by staying true to our core values and by focusing on the consumer. Since
the product is liked by the consumers so much, we have decided to expand it globally. And for
that we prepared a marketing plan. When establishing a marketing plan, every aspect of the
marketing plan has been critically examined and thoroughly researched. This consists of
examining market research, analyzing the current situation and carefully scrutinizing the biscuit
industry. Once Olympic industry has carefully analyzed the internal and external business
environment and critically examined the industry in general, the most suitable marketing
strategies will be selected and these strategies will be administered by effectively and continually
monitoring external threats and opportunities and revising internal efficiency procedures and
then planning on marketing tactics, finding out the costs associated with each activities and
finally implementing the ideas.
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2.0 Situation Analysis:
Even though Olympic industry is the largest manufacturer of biscuits in Bangladesh, they are
going to face a tough time trying to enter a foreign market. The potential markets we could find
for Olympic biscuit were India, Sri Lanka, Japan, China and Indonesia because of cultural and
geographical proximity.
This analysis led us to choose between the remaining two countries, India and Sri Lanka. Indias
biscuit consumption rate is 2.1 kg per capita and Sri Lankas biscuit consumption rate is 4 kg per
capita. While analyzing the two countries we found out that the tax rate for a foreign company in
Sri Lanka is relatively lower than that of India and the competition is also a lot less in Sri Lanka
than that of India. Hence examining thoroughly, we chose Sri Lanka and we are only moving
forward with our most prominent product that is Energy Plus biscuit.
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2.1.1 Market demographics:
The profile for the Energy Plus biscuit customer consists of the following demographic and
behavioral factors:
Demographics:
There is an almost equal ratio between male, female and children buyers
We are mainly targeting the middle class segment
Behavioral Factors:
Taste: We would introduce coconut flavored biscuits to match the taste of our Srilankan
consumers.
Quality: The quality of the biscuits will never be compromised even though being a
product for the middle class.
Affordability: For high affordability we will partner up with distribution channels in Sri
Lanka such as East West Foods.
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2.1.3 Market growth:
The biscuit industry in Sri Lanka is growing at a rate of 7.2% and is expected to rise even
further. So Olympic biscuit has a high potential to do well.
2.2.2 Weaknesses:
Limited group investment
2.2.3 Opportunities:
Rising middle class
2.2.4 Threats:
High market share of the top 2 competitors
2.3 Competition:
Ceylon and Maliban biscuit hold the largest market share in Sri Lanka at the moment with
Ceylon having 60% market share and Maliban having 25%. They have been operating in the
market for years now and have loyal consumer base.
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Market Share
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3.0 Marketing Strategy:
The key to the marketing strategy of Energy Plus Biscuit is to maintain high quality and still
managing to provide the product at a mid-level price that could be easily consumed by the
consumers even though being a total foreign product.
3.1 Mission:
Olympic Biscuits mission is to provide the customers with the finest quality of biscuits at a
moderate price. To be a high performing, fastmoving consumer goods company with leading
brands, operating across the globe in several selected emerging territories.
3.4 Positioning:
Energy Plus Biscuit will position their product as the high quality yet economic biscuit. Its main
selling proposition is that it can provide high quality products at a cheaper rate than Ceylon,
Maliban etc. This is much because of the fact that the products are manufactured here in
Bangladesh.
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4.0 Marketing Tactics:
The main objective, as said before, of Energy Plus biscuit is to place itself as the economic, high
quality product in peoples minds as it is in its domestic market. The first marketing tactic for
market programs will be to create an acceptance of the product in customer minds by advertising
the product. This is how we hope to succeed in the international arena.
The 4Ps of marketing, namely Product, Price, Place and Promotion, for Energy Plus biscuit are
listed below.
4.1 Product:
Olympic industries currently have huge range of biscuits under its name but we plan on to just
take its highest selling product that is Energy Plus biscuit global at the moment. And to match
the taste bud of Srilankan consumers we would introduce coconut flavored biscuits for them.
4.2 Pricing:
Since the biscuits will be manufactured in Bangladesh and later will be exported and distributed
a Srilankan local company, there will be extra charges to serve the supply chain.
4.3 Place:
Energy Plus biscuits will be sold in local retail shops all over Sri Lanka.
4.4 Promotion:
For promotion purpose we will be going for TVC in Srilankan language and to promote
acceptance we will be selecting a famous Srilankan person as our Brand ambassador.
Our ATL activities will also include digital marketing as almost all internet users have
access to Facebook, irrespective of location, age. Paid/Sponsored advertisements in
Facebook showing their recent products is a good way to attract people and make them
aware of products.
We will also be going for BTL activities such as going to different schools during tiffin
breaks and sponsoring various events
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5.0 Financials:
This section will offer the financial overview of Energy Plus biscuit related to marketing
activities. Energy Plus biscuit will address breakeven analysis and monthly sales forecast and
imply how the marketing strategies used have helped the change in sales volume.
Assumptions
Average per unit revenue 5.76
Average per unit variable cost 3.2
Estimated monthly fixed cost 1206000
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6.0 Controls:
The purpose of Energy plus biscuits marketing plan is to serve as a guide for the organization
regarding how to increase the acceptance of their product through promotions and increase sales
and hold on to their markets. The following areas needs to be monitored to measure the level of
success of this marketing plan:
6.1 Implementation:
How well the plans have been implemented can be seen from setting specific milestones and
recording when they are achieved. Each milestone should be achieved on time and every task
related to it should be finished on time.
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Reference:
1. http://olympicbd.com/about-us/
2. https://prezi.com/nv6k38ze4mqh/biscuit-industry-of-sri-lanka/
3. http://www.tandfonline.com/doi/abs/10.1080/09593969300000023?journalCode=rirr
20
4. http://www.worldometers.info/world-population/sri-lanka-population/
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