Nutri rich diabetic biscuits: evaluating launching communication activities
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Date
2015-08Publisher
BRAC UniversityAuthor
Biswas, Sadman ShariarMetadata
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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.