THE COMPANY

Bombay Sweets & Co., Ltd. (BSCL) is a name associated with consumers for snack food for more than 5 decades. It made its modest start in the beginning of way back in 1948. Gradually it increased its popularity amongst the consumers in meeting their demands. Within 20 years time, BSCL had 28 outlets throughout the country. Initially the company served its customers from their own outlets. In the new millennium, Bombay Sweets is a leader in the snack food industry. It continually introduces products needed to satisfy everchanging appetites and tastes. BSCLs full line of quality snacks currently consists of more than 20 items which includes categories of chips, Confectionery, Ethnic snacks/Nankeens, and Frozen food. These are 100% vegetarian products and produced in a modern plant with high level of automation and untouched by hands. It tries to maintain the highest standard of service to our retail customers through our dedicated sales force. BSCL is registered with US Food & Drug Administration (USFDA). The company is associated with TRICEPACK LTD. provides the company with finest packaging materials, FUJI

CHEMICALS LTD. provides printing inks for packaging materials, and KULIACHAR DAIRY COMPLEX provides dairy products to the company. Bombay Sweets snacks are already being imported by buyers in several countries such as Nepal, Bhutan, India, Pakistan, Korea, Middle East, Far East, Spain, Australia, to name a few.

2. WHERE ARE WE NOW

What has prompted this communication strategy?

Mr. Twist is one of the very 1st chips of BSCL, and one of the most popular chips in Bangladesh. However, due to some technical problem, the production of Mr. Twist was stopped in 2005-2006. The product is back in the market again in 2008 but the come back could not hold the market share it had earlier. The sales are low, the distribution is not even and the supply is very less. Currently, there are many brands available in market and foreign brands are most preferable to the customers. Even BSCL has many other popular chips in its portfolio.

CORE PRODUCT DESCRIPTION

History: 1st launched in 1999-2000. Since its birth, Mr. Twist is same as it was. The packet color is red, on which twisted chips and a cartoon with a hat are the main symbol that represent Mr. Twist. Its twisted shaped chips are unique. Since its birth, Mr. Twist has just one flavor which is TOMATO PAPRIKA FLAVOR. Ingredients: Mr. Twist uses potato powder, modified potato starch, native potato starch, refine vegetable oil and seasoning. Cost Structure: Currently it is available at Tk. 15 which is a gm packet. It started with Tk. 8

MANUFACTURING
Production of mr. twist is done in the factory of BSCL which is in Alibahar,Shyampur and the technical assistance provided by N.P.Foods LTD. , Osaka, Japan.

DISTRIBUTION
BSCL sell in a bulk to the wholesaler in several targeted areas. These wholesalers or distributors sell the products to the retailer. Thus final consumers get the product from retailers.

KEY ISSUES FACING THE BRAND

Mr. Twist is a local brand and already has gained moderate Brand awareness. The product is back in 2008 after a shut down in production due to some technical problem. So, the main problem it faces is the low profile image since its re-introduction. One of the most popular brands of the past decade is fighting for a place in the self of the stores. This is because the re-introduction was pretty nave. The company did nothing to promote it and relied on Mr. Twists previous brand image. There is almost zero promotion for Mr. Twist (we are saying zero because the company confirms that there is advertisement but runs very small) . In the past history also, there was hardly some promotion campaign. The past campaigns are even lost in its loyal customers mind. The result is lack of awareness among the new customers which are the young kids. A very small survey shows that 4 out of 10 kids do not know about Mr. Twist. That proves that Mr. Twist is overshadowed by its competitors and mostly by the foreign competitors. Along with less effort in promotions, the company is facing problem with its distribution network. The distribution network is so week that Mr. Twist is not available in every retail stores. A small survey regarding this shows that only 3-4 shops in an area has Mr. twist in its selves. The main reason is less supply. After the technical shutdown, the company is in recovery position in terms of its production capacity of Mr. Twist. Moreover, there are no incentives offered to the retailers. The sales are also less which is another reason that some retailers do not want to keep Mr. Twist as they hardly get some profit from it. As mentioned earlier, there is a significant increase in the no of competitors both local and foreign brands. Whatever brand we pick up, has many flavors to offer to customers. They are modifying their products (i.e. packaging, taste) in order to satisfy the customers in every way they can. Mr. Twist is falling behind in this section also. Mr. Twist has no other flavor or modified packaging to offer. Mr. Twist was launched way back in 1999-2000. Currently it is in maturity stage (confirms by the company). It has experienced success since it was launched.

Market
After its comeback, Mr. Twist has lost its market shares due to above mentioned reasons. As mentioned earlier, among the foreign brands lays capture the greatest market share, though they are not our direct competitors. Among the local brands, potato crackers capture the most market share followed by Meridian chips. Mr. Twist has only 8% in the market.

COMETITORS

Among its many competitors, here are some: Meridian Food Ltd: Meridian Chips- meridian currently offers 2 flavor which are chicken and shrimp. Each are available at Tk. 15. It also has Potato crackers which is also available at Tk. 15. Bombay Sweets & Co., Ltd: Alooz- available in chili chatka, magic masala, spansh tomato, golgappa. Each are available at Tk. 15. Ring chips- 1 flavor available at Tk. 6. Potato Crackers- available at TK. 10. Akij Food & Beverage Ltd.: Park Food Industries Ltd.: Ispahani Food Ltd.: O Potato Chips Tomato chips

Snacks food

SWOT ANALYSIS
Strength: Goodwill- earlier it was one of the most popular chips. Its in maturity stage- doing any strategy will be easy and can be implemented quickly. Available in both rural and urban areastargeted for all possible retailers across Bangladesh. Cost advantage- not expensive.

Loyal customers- it is still very much liked among its old customers.

Weaknesses: Poor distribution channel- currently Mr. Twist is not available in every retail stores.

 Only 1 flavor available- TOMATO PAPRIKA FLAVOR No publicity campaign- results lack of awareness among young children Poor marketing effort- the company has no initiative for this.

Opportunities: Can introduce new flavor to capture market share Can re-modify brand image

Threats: Market gap- after its re-introduction, capturing market will be tough as the marketing strategy might need to be remodified. Competitors- need to face stronger and even bigger competitors

3. WHERE WE WANT TO BE

OBJECTIVE
We believe that given the quality and the price of our product we can satisfy our customers to purchase them more of it. We have many loyal customers but unfortunately we have not been able to attract the new customers which are the young children. There are certain points which, if we can improve, then we can attract these customers to purchase more. Therefore, our main objective is to

OBJECTIVE TO ATTRACT 100,00 NEW CUSTOMERS WITHIN A YEARS

ATTRACT 100,00 NEW CUSTOMERS

WITHIN A YEARS SALES BY 15% WITHIN 2 YEARS

4. WHAT ARE WE DOING TO GET THERE

By bundling the brand:

We will offer bundle pack 3 packet of Mr.

Twist only for Tk. 40 and 5 packets of Mr. Twist only for Tk. 65. We believe this would attract the chips lovers to buy more. BRAND PRICING By simply maintaining the brand price: which is Tk. 15. this would By offering incentives to the wholesaler, retailers: more sales. BRAND DISTRIBTION By opening up new distribution channel: distribution channel. to make Mr. Twist more available in every possible retail shops we will open up new

attract the agents to buy or keep more of Mr. Twist which will generate

5. WHO DO WE NEED TO TALK

TARGET GROUP:
AGE: 5-19 & YOUNG ADULTS: Our target group is in the age group of 5-19 who are the most frequent buyers of snack food. We believe that we need to attract them in order to increase our sales as they are the largest customer group of chips. We also believe that our loyal customer will remain with us as we are only trying to improve the product by making the product line wider. We will not change the old flavor or the old packaging. So we expect that our current loyal customer will stay with us. HEAVY USERS: expect to buy more. SOCIO ECONOMIC CLASSES: our product is mainly targeted to the As our product is not expensive, it can be

consumed many times in a day. So we target the chips lovers and

upper middle, middle class and lower middle class group which means B onwards. However, due to its previous goodwill image, we believe that even A class also can be targeted.

SALES BY 15%

6. HOW WILL WE KNOW WEVE

ARRIVED

CHANGE IN SALES: After this ad campaign, we will compare our first quarter sales with previous years sales of the same quarter. Also we will do a market survey to see how many new customers have started purchasing Mr. twist. CHANGES IN MARKET SHARE: We will also compare the market share of the previous year with the market share of the year after the ad campaign.

7. PRACTICALITIES

Some practical issues regarding this project: TIMING: We will be launching the new flavors in June 2013. Hence we would like to start the campaign from June. BUDGET: Our budget is BDT 30 lakhs and we want the campaign to run about 3-4 months.