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Critical analysis of Mimi chocolates marketing strategies

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Presentation on theme: "Critical analysis of Mimi chocolates marketing strategies"— Presentation transcript:

1 Critical analysis of Mimi chocolates marketing strategies

2 Group Members Samia Sultana Jhorna (11310010) Razuan Robin(15304111)
Md. Atiful Hoque( Shamim Ahmed( )

3 Introduction Consumers Reviewed product position Purchasing behavior
Taste, preference,packaging,brand loyalty and pricing

4 Chocolate Market in Bangladesh
Very low Very few local company Scarcity of raw materials Less demand

5 Company Profile and Background
Aziz group of industries Mimi chocolate company LTD. Established in 1965 Did a great business in 1990’s competitors are: Cocola, nestle and other international brands.

6 Vision, mission and values of Mimi chocolate Bangladesh LTD. Company
Healthy ingredients Fair and affordable pricing High quality chocolate Junk free Vision: Positioning their brand Become the most wanted chocolate brand in Bangladesh Value: People and consumers Quality and goal oriented Satisfying customers Continuous improvement

7 Consumers Perceptual Mapping
Price: Product: criteria Mimi chocolate Cocola gems Munch roolz safari price 3 4 5 criteria Mimi chocolate Cocola gems Munch roolz safari product 2 4 5

8 Consumers Perceptual Mapping
Place: Promotion: criteria Mimi chocolate Cocola gems Munch roolz safari place 2 5 criteria Mimi chocolate Cocola gems Munch roolz safari promotion 1 4 5

9 Brand performance Definition – Increasing the sales keeping the cost under control Mimi is the product of Aziz Food Products Limited Started their journey with only one type of chocolate Extended the number of products gradually & became the market head Mimi ,candy, lolipop are in declining stage at present Profit is very low at present.

10 Competitive Scenario Chocolate company Price Strength/ Weakness
Five Star Cadbury 30 tk Good quality, moderate price Safary 25 tk Moderate quality, low price Cocola Gems 5 tk Low quality, low price Perk Low quality, moderate price Munch Rollz Nestle 6 tk Good quality, low price

11 Target Segments Children. Teen Agers.

12 Uniqueness Price Compared to Quality. Products Mimi Cocola Jems Safari
Munch Rolls Dairy Milk Average Price 3 4 5

13 Recommendations & Conclusion
Improving the Product Quality. Making the product available. Adjusting the price with quality. Promoting the product. Improving the packaging.

14 Questions????

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