Market success of Doreo: a premium brand from Danish Foods Limited

Abstract

It is very much important to concede the academic knowledge with the practical one. Keeping this view in mind, BRAC Business School makes proper arrangement of practical orientation (internship) each semester for the students of MBA program. To fulfill this orientation, I have joined Partex Star Group at Danish Food Limited as an internee where I have worked in accounts & finance department. As an academic requirement, I have gone through a study on “Doreo”, a premium biscuit brand from Danish Food Ltd. Partex Star Group is one of the largest private conglomerates in the country that own several business units where one unit is Danish Food Ltd., one of the leading food and beverage producing and marketing company. Danish Food produces different brand of biscuits and has got good market response from the consumer. Among these brands, Doreo is one of the premium brands which feature as creamy chocolate biscuits wafer. It was first launched in the market in 2005 and a very short span of time it has achieve 40% market in country despite competing with international market of biscuit brand Oreo. To analyze the market success of Doreo, I have conducted a research through survey questionnaire which is mainly focus on its target consumer. When collecting data from the consumer, some of them were reluctant to answer the questions mainly the women. I have collected data both from parents and young people to know my brand current market situation and also its market success. I have found that it has less in quality than Oreo and people mainly buy it for price reason. So I recommended Danish Food Ltd to focus more on quality, taste as well as price has to be control so that it can give a good fight with Oreo. Lastly I can say this brand Doreo has a good future in the Bangladeshi Market as it has strong brand and promotional strategy to gain more market share as well as fight with an international biscuit leader. I think our consumer will prefer our brand which will provide a country made tasty and less price premium biscuit without compromising quality.