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IntroductionChocolate industry in Bangladesh has not been that evolved as chocolate is considered to be an expensive product here in our country, which is to some extent true. But the reason behind this is because chocolate products from other countries are gradually getting the market.Once there was a time when some locally produced chocolates captured the heed of the people due to its price and mostly the taste. Mimi chocolate was one of them. Mimi chocolate is a product of Tabani Beverage ltd which is situated in the busiest intersections of chocolate and biscuit factories, which is Nabisco,tejgaon. Tabani beverage factory was declared closed in 24thJanuary, 2008 but in recent times they have taken a new new factory in Tejgaon to runtheir business and thus they have started suppling mimi chocolates in the market once again. Mimi chocolate in the 90s and early 2000 had a loyal consumer base but lack of supply and promotion and that mainly because of the tabani crisis in 1998 and in 2004 made mimi chocolates very rare to found and thus this wonderful chocolate lost its charisma and craze among people. History and Current Issues1
Mimi was a well-known chocolate brand in Bangladesh till the millennium and is a government-controlled company, which was established in 1963. But it went into production in the year of 1965.It started its journey with 8 items which no other of its competitors even thought about. But todaythe situation is not as bright as it was. Within its entire lifetime the only TVC they had was withSadek Ali as their model & used a simple tagline “mami aseni kintu mimi esheche”. Story line wassimple and straight forward. Story line was “mama (uncle) went to his sister’s house. His nephewthought that their aunt would come as well. But mama used tagline as the answer. It was asuccessful TVC of that time. Besides that they had never made any TVC. Though several print adswere seen during 90s but that’s it. There promotional strategy was limited to that pointThere branding strategy was simple. There was no official recognized competitor when theyactually started their journey late in 1970. They positioned this chocolate as a fun making thing.Their distribution channel was good enough for that time but not for today. They do not have anybudget for promotion. They are just surviving now. They are running their business on a simple strategy of “No profit No loss”. Their distributionchannel is vulnerable. They have to use credit policy to sell their product. The distributor givesthem the money only when they can sell the products. This is happening because no productdevelopment is done so far. It’s still the same from the beginning. Their production methodology is simple. They collect sugar and milk from Bangladesh and all other