The intent of this study is to happen selling schemes to establish “ Srikas ” at Ceylon Biscuit Limited. The undertaking one revels selling procedure and benefits and cost of marketing orientation. The two conveying out how macro and micro environment influence the Srikas and cleavage of Srikas. The undertaking three express extended selling mix of the Srikas. Finally task four explains how ansoff ‘s matrix chart is applied to Srikas and how international selling differs from domestic selling.
Ceylon Biscuit Limited ( CBL ) is one of the fastest growth and largest pudding stones in Srilanka. Currently it manufactures and markets many taking trade names in biscuits, confectionery, cereal, organic fruit merchandises and many other classs globally. CBL Recognized as a engineering and invention leads manufacturer.
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Ceylon Biscuit Limited is traveling to establish a new assortment of french friess “ Srikas ” . It is conveying a new spirit which is non obtained in Srilanka. In the present universe the immature age group are more susceptible for developing diabetes Due to their life styles and nutrient wonts in order to avoid these wellness jobs and fulfill the consumers to hold healthy nutrient the company present the ‘Srikas ‘ . The ingredients added to do these is from Srilanka. It is full of protein vitamins and minerals to assist maintain childs active and healthy.
LO 2 ) Concepts of Segmentation, Targeting and Positioning
2.1 ENVIRONMENT FACTORS
Srikas face a broad scope of competition. The present rivals of Srikas are Lays, Pringles, Pop Pop and Tip Tip.
Marketing mediators help the company to advance, sell and administer Srikas.
The chief consumers of Srikas are kids.
The Srikas providers are mainly husbandmans and honey aggregators. They give high quality ingredients to do better quality merchandise.
The populace is one who has the possible involvement or impact on company ‘s ability to accomplish its aims. In publicizing the company must non misapply anything against the society so merely CBL maintain the trade name name. CBL has erected bud holds in order to derive good will of populace.
The company and all of other sector operate in a larger macro environment of forces that shape chances and pose menaces to the company. The factors are outside the control of the concern.
Pest analysis is really of import that company considers its environment get downing the selling procedure.
This refers to the authorities policies that affect concern such as authorities ordinance, denationalization policy etcaˆ¦
It is of import for CBL to hold good relationship with the authorities, and since the authorities controls statute laws such as importation and administering restriction and merchandise safety and etc. The company is in favor of the political environment under “ Mahinda Sinthana ” obtained machineries to upgrade Srikas.
This includes involvement rates, revenue enhancement alterations, economic growing, rising prices and exchange rates. High interest- It affects the concern because borrowing cost addition.
Inflation – It may arouse higher pay demands from employees and raise cost.
Tax – By paying National Development Tax the production cost will increase and monetary value war between rivals.
It ‘s really of import to be socially responsible because it fundamentally creates an image for the company and its trade names. At CBL takes this point as a chief consideration to turn out the clients with merchandises with the confidence of quality. Which besides comprise of demographic cultural facets of the macro environment, these factors affect the consumer demands and these size of possible markets. The cardinal factors are following:
Population growing rate
Age distribution ( kids )
Emphasis on safety
CBL has adopted technological alterations in Srikas including merchandise design and packaging. Consumer can order online and pay by recognition card when ordered on as a majority. Bing progress in engineering is really of import because it fundamentally help us overcome rivals, saves production cost, money, clip and etc. Hence by following the new engineerings will supply and overall company advantage.
CBL has high Experience
New spirit – This spirit is non available in Sri Lanka and universe broad
Knows how to pull off resources without wastage
High quality merchandise at an low-cost monetary value
Super- shop and mercantile establishments located all over the island.
Well trained work force – CBL engaged workers and name them after professional preparation
W – Failing
Communication / linguistic communication issues in supplying labels to the state ( CBL print on package in English which is hard to be read Singales and Tamils )
As it is new merchandise so high degree of borrowing cost and low rates of return
Undifferentiated merchandises ( in relation to the rivals )
O – Opportunities
Changing consumer gustatory sensation
Technological Advance – CBL utilizing the machineries produce more end product in a short clip
Less income revenue enhancement is paid because it is a new merchandise
Market tendency is favorable – ( most purchasers are affected by the fast nutrient so Srikas can accomplish the market because it is 100 % natural )
There is no exact replacement for the merchandise available in the market
Srikas face batch of competition in the market
High cost of production ( because it is freshly launched merchandise hence the gap cost is high )
Inflation in the economic system
Rivals have superior entree to channels of distribution
Consumer shift costs are high
Porter ‘s five forces
Menace of new entrants
Economic of graduated table exist
Menace of replacements
Brand trueness clients
High shift cost for clients
Power of providers
Raw stuff cost constitute more than 50 % of the sum disbursals
Rivalry among Existing house
Low profitability- ( as it is introduction degree )
Intense due to the entry of foreign house
Dickering power of clients
Increased pick – ( high bargaining power )
Combined purchase power of store, canteen and supermarkets
2.2 ) Market cleavage
A market is truly a mass, homogenous group of clients each desiring an indistinguishable merchandise. Market cleavage is a technique based on the acknowledgment that every market consists of possible purchasers with different demands and different purchasing behaviour. These different client attitudes may be grouped into sections and a different selling attack may be taken by an organisation for each market section.
The degree of marketing cleavage for the Srikas would be the mass selling which is the same merchandise in the same manner to all the clients. And the cleavage variables are as follows:
Srikas would be marketed and distributed all island since it ‘s in the debut degree, after betterment harmonizing to the growing rate the merchandise will be distributed to international market.
Target market is made harmonizing to the forms in which the people in the market unrecorded and pass their clip and money. Buyers in a market will differ in their wants, resources, locations, purchasing attitudes purchasing patterns and any of these variables can be used to split a market.
Males and females
Srikas marks chiefly for kids
Suitable for all race and nationalities
Everybody can afford to purchase it because it is 23/= so no demand to see income degree.
2.3 ) Target Market Strategy
Single section scheme
Since Srikas is on the debut degree. By concentrated on the individual scheme for it is served with one selling mix could salvage the cost of selling. Hence the Srikas reaches the adulthood phase the mark market scheme could be changed.
Selective specialisation scheme
In this scheme, several selling mixes are implemented in different section. The Srikas is marketed otherwise in different sections, which is why this mark selling scheme is besides known as differentiated scheme.
Srikas manufactured is customized and so marketed, so as to provide to different market sections.
Market specialisation scheme
In this signifier of mark selling CBL foremost finalizes the market section it wishes to provide to and so fabricate a assortment of merchandises entirely for this section. Srikas’a mark market is kids.
Full market coverage scheme
Srikas usage this scheme when it would be function the mass market. This means a individual selling mix combination can be used or even several selling mixes are used to provide to section made in this full market.
2.4 ) Buyer behaviour affects selling activities
Everybody can eat Srikas but the company ‘s mark is for kids. But now Srikas is traveling to increase the sale adolescents are different assortments.
Most of the people believe the french friess are non healthy nutrient but Srikas decidedly change the tendency of purchasers. Due to its natural ingredients added. To the outlook of people Srikas is less than other french friess.
A client ‘s purchasing behaviour is besides influenced by societal factors, such as the group to which the clients belongs and societal position. In a group, several persons may interact to act upon the purchase determination. The typical functions in such a group determination can be summarized as follows ;
Initiator- the Srikas consumers are kids
Influencer – a individual whose position or advices influence the purchasing determination
User- Srikas ‘s clients his or her all households used the loneliness
2.5 ) Positioning
CBL contains Halal certification, ISO criterion, SLS criterion and ace trade name award these give power of quality for their merchandises and give the client confident. Srikas differentiate in spirit ; packet coloring material and merchandise design from the rivals and build credibleness. Company website has more information about Srikas and clients can portion their remarks of the Srikas at Face book, Yahoo, and Twitter. In which helps to keep a good place in clients mind.
High Monetary value
High perceived quality & A ; criterion
Low perceived quality & A ; criterion
LO 3 ) Selling Mix
3.1 ) Merchandise
It is the complete package of benefits or satisfaction that purchasers perceive they will obtain if they purchase Srikas. It is the amount of all physical, psychological, symbolic and service. Srikas would be relatively the cheapest among the other competitory merchandises. Since it is the debut degree each package consists 16g being 1g more than the ordinary packages.
The quality of Srikas is ensured like all the other merchandises produced by Ceylon Biscuit Limited. CBL are trusted with high quality merchandises from the Srilanka. As for the srikas the quality assured by the Health Department throughout the production procedure itself.
The ingredients added to do Srikas is from Srilanka. The ingredients added are non merely tasty but besides gives energy. By eating these Srikas the kids are protected from other diseases because acrimonious guard is a good slayer of all sources. As such the company is doing usage of acrimonious guard in a particular manner. Black gm is used for energy Tapioca for gustatory sensation and honey for dulcifying.
The merchandise Srikas is manufactured under the well-known trade name CBL from Srilanka. This is celebrated worldwide for its superior quality and assortment of biscuit merchandises.
The merchandise of Srikas is packed in pink coloring material which gives an attractive force to the little kids and it does n’t foul the environment because it is made of paper.
The services are available merely to the retail merchants who will acquire free bringing of the merchandise and subsequently on harmonizing to the betterment of gross revenues will be provided with interior decorator ego and name board of Srikas.
The Core Benefit
The nucleus benefit – to fulfill the nutriment
Generic merchandise – Srikas
Potential merchandise – In future the company will add more fruits flavor illustration strawberry and Ananas comosus
3.2 ) Topographic point
The coverage of the merchandise would be developed country such as metropoliss but one time the merchandises has reached a higher market portion than the distribution could be take topographic point in rural country and sub rural countries. Srikas is available for all supermarkets, retailors shop and school canteens.
Manufacturer Retailer Customers
Srikas want better its distribution channel because now it is in debut degree after the growing phase it will increase the distribution channel and distribution coverage.
3.3 ) Monetary value
The Srikas would be incursion pricing because it involves the scene of lower, instead than higher monetary values in order to accomplish a big, if non dominant market portion. The Srikas would be 23/= . This scheme is frequently of import for the entry of new market to construct on a comparatively little market portion. This will merely be possible where demand for the merchandise is believed to be extremely elastic.
Penetration pricing, the monetary value for the merchandise is set unnaturally low in order to derive market portion. Once this is achieved, the monetary value could be increased.
Introducing different sizes of merchandise tins in different monetary values and local pricing schemes to get by up with the planetary rivals.
Monetary value must reflect the relationship of supply and demand within the market topographic point.
3.4 ) Promotion
Promotion is a really of import portion for the Srikas because it needs to make consciousness to make this broad scope of techniques could be used to pass on with Srikas mark market. CBL will be utilizing the follows publicity activities:
CBL uses celebrated cricketer Shangahara for its commercial advertizement as a kids are interested in cricket it encourages them to purchase the Srikas. Its advertisement will televise in Sirasha, Shakthi and MTV on Cartoon programme clip its day-to-day make really shortly among the younger ‘s they like to watch sketch.
Gross saless publicity
With each package complement package is attached. The complement packages are spines, spider adult male, Benton and babie. If 25 empty packages are sent to CBL a draw-lot is done and the first three are taken to ‘leisure universe ‘ kids ‘s park. These promote the kids to purchase more packages.
Public Relations: Doing imperativeness conferences and imperativeness releases of the launch and merchandise patronizing kids activities and such
Roll up the mail ID of costume and direct the item of productaˆ¦..
CBL provided some free gifts with little kits and any other kid foundationsaˆ¦ .
Ad on Facebook
Ad on facebook is a nice manner to present Srikasaˆ¦aˆ¦..
Poster is an easy for everyone. Because some peoples are do n’t hold clip to see a telecasting and newspaper but the posting are frequently read by more than one readeraˆ¦aˆ¦aˆ¦ . So CBL published colourful postings.
Promotional mix elements push and pull schemes, publicizing above and below the line including packaging, public dealingss and sponsorship, gross revenues publicity, direct selling and personal merchandising, stigmatization, cyberspace and on-line marketingPromotional Mix
Gross saless Promotion
3.5 ) Extended selling Mix
Making a strong powerful gross revenues squad, covering the whole island. Developing the relevant engineering among the workplace and mills, supplying the staff with the professional preparation.
Introducing on-line presence for each merchandise, to get down geting the relevant engineering.
CBL employees are have oning same uniforms and it ‘s refers the company name to the populace. CBL gross revenues vehicles are painted by company name.
LO4 ) Marketing Mix in different contexts
4.1 ) Ansoff ‘s Matrix
Marketing incursion – client ‘s value betterment ( Increase client satisfaction by diminishing cost to function and increase the merchandise quality.
Merchandise development – Adding value of bing increasing the merchandise quality
Market development – New client sections
Diversification – variegation into related concern.
CBL ‘s new merchandise Srikas is confronting broad scope of market in Srilanka. At present people expect different gustatory sensation and healthier nutrient in the new life style since the Srikas has natural spirit with different ingredients assorted together to give the clients a satisfaction on this merchandise. At the motion the mark market for adolescents. At present the Srikas monetary value is low as it is in the debut degree but the monetary value will increase at the growing degree. Srikas is being distributed all island broad. The spirit used in Srikas is non available worldwide but merely in Srilanka because all these ingredients are obtained from Srilanka from this the CBL will acquire an chance to come in the international degree. When the Srikas enter the international market the CBL will alter the selling mix. As such spirit is added for extra gustatory sensation and of course the monetary value will increase because of the competition in the international market.
4.2 ) Differences in selling merchandises and service to concern instead than consumers
B to C Market
This is concern to consumer selling ( B2C ) . A consumer determination procedure as holding five phases as follows ;
Problem recognition- as buying is a job work outing procedure
Information searching- the consumer may execute this hunt informally in footings of memory of past experiences.
Evaluation of options by the consumer- this should be reflected in the selling mix
Buying decision- the consumer decides which trade name or merchandise to purchase.
Post purchase evaluation- the company will be interested to cognize if the client is satisfied with the merchandise.
CBL is non straight marketed to their clients. It is distributed through the retailors.
B to B Market
Some house market merchandises to intermediary houses, instead than to ultimate clients. Therefore, the selling mix of the house should aim the intermediary house.
Benefits of B2B
Outsourcing the unprofitable parts of our concern
Rushing up our merchandise development activities –
Reducing clip to market
Improved concern and market intelligence.
Understanding our market better than our rivals
Cloning our concern in farther markets
Bettering the velocity of communicating
Facilitating communicating between our clients and providers
Reducing wastage through extra gross revenues channels
How does B2B selling differ from B2C
In B2B client relationship is more of import than B2C
The types of order will be different. B2B clients place bigger orders and there will be repeat orders
B2B clients will anticipate trade recognition whereas in B2B dealing recognition may non be given as clients are persons.
4.3 ) How international market differs from domestic market
International selling can be defined as the application of selling schemes, planning and activities to external or foreign markets. International selling is of effect to houses which operate in states and territories other than their place state, or the state in which they are registered in and have their caput office. The factors act uponing international selling are civilization, political and legal factors, a state ‘s degree of economic development, and the manner of engagement in foreign markets
The CBL is located in domestic market. Its follow srilankan policies and ordinance. CBL distributed Srikas in all island broad. Compare to the international market it face less rivals in domestic market it is chance to increase the market portion.
The Ceylon Biscuit Limited is a taking company in Srilanka. CBL ‘s new merchandise Srikas can accomplish the expect market portion. The assignment gives more information about Srikas. Now Srikas is in debut degree. The company satisfies the client through the Srikas. Srikas is being distributed all island broad but the distribution channel will spread out at growing degree.