Nutri rich diabetic biscuits: evaluating launching communication activities

Abstract

Partex Star Group is one of the largest business conglomerate of Bangladesh. They have more than 20 companies. Danish Foods Limited is an independent business unit of Partex Star Group. Danish Foods Limited is one of the largest food producers, marketers and exporters of Bangladesh. Different types and brands of biscuits are the main product of Danish Foods Limited along with Chanachur, Candy, Spice etc. Danish have a large factory situated at Narayangonj with machineries imported from abroad to produce biscuits. Whole Bangladesh is a good market for biscuit products. People prefer biscuits for different small family occasions, gatherings, meetings etc. There is a market gap in the biscuit industry and the gap is related to diabetic patients. According to Bangladesh Diabetic Association, currently there is more than 8 million diabetic patients in Bangladesh. And the diabetic patients cannot eat normal biscuits as the sugar of biscuit will increase the sugar level of diabetic patients. So, they need biscuits specially made for them. There is some sugar free biscuits is available in the market for them, but Danish developed a special biscuit called Nutri Rich for diabetic patients which is not just sugar free but a complete nutritious biscuit. After testing the biscuit at their laboratory Bangladesh Institute of Research & Rehabilitation in Diabetes, Endocrine and Metabolic Disorders (BIRDEM) certified Nutri Rich as very healthy for diabetic patients.Nutri Rich has been launched in Bangladesh’s on 14th October, 2014. Several launching activities and marketing communications have been done by Danish to make Nutri Rich a successful brand, create retailers and consumers awareness and generate good sales. And it is necessary to analyze the launching marketing communications and measure their effectiveness at both retailers and consumers end to evaluate if the taken marketing actions are helping to create retailers and consumers awareness. This report is the outcome of this necessity. For Evaluating the launching activities and marketing communications with the objective to gather information from the field level and generate useful suggestions and recommendations about future brand planning of Nutri Rich, both primary and secondary data has been used. For primary data both retailer and consumer survey have been conducted using structured questionnaire. Secondary was collected from Danish’s data resources, websites etc. Using all the collected data the analysis has been done to understand how successful the brand launching of Nutri Rich is.Launching communications have been found successful at the retailers end and seventy eight percent retailers already know about Nutri Rich. But further communications are needed to clarify the brand offerings to the retailers. But at the consumers end, marketing communications have not been found successful. Only twenty three percent consumers know about this biscuit. So, lots of above the line and below the line marketing activities should be taken to make the consumers aware about this brand. Without creating brand awareness and generating large base of brand loyal consumers a product cannot be established as a recognizable brand.