EXECUTIVE SUMMARY. As the in attendance marketing manager of Hemas pvt ltd the Chief Executive Officer of the company has asked me to frontward a marketing plan on the topic of the launch of the new product. In this marketing plan I have mentioned all the main areas that I have paid my interest to before the launch of this product which I think is going to be one of the main moneymaking reserves that the company has done in the earlier period and in the nearby times gone by. I have in brief explained the atmosphere information of the association, nature of the group, nature of the product. I have also done a SWOT analysis and a BCG portfolio analysis of the in attendance goods of the company. Ecological analysis on the topic of the launch of the new product is also finished. The lay down marketing objectives for the product is undoubtedly brought forward in this marketing plan. A marketing research has been done to examine the surroundings. PLC of the selected product is explained. Segmentation, targeting and positioning of the market and also a very apparent competitor analysis of the outstanding competitors and the share market is brought ahead. Strategies that Im going to agree to in array to achieve the marketing objectives are evidently brought ahead. The marketing mix which is an important section is also thoroughly explained. Marketing mix. Product. Price. Place / distribution. Promotion. Budget distribution for the future year and also the action plan is finished at the closing stages of the marketing plan along with the control and evaluations which is suggested.
Hemas is one of Sri Lanka's Top-10 conglomerates, with a focus on five key sectors FMCG, Healthcare, Transportation, Leisure and Strategic Investments.
We are a publicly listed company with 1400 employees. Our products and services touch the lives of millions of people from new-born babies to large international businesses. Hemas strives to enrich people's lives by delivering excellent and innovative products and services. Hemas is a diversified conglomerate with 20 active subsidiaries organized into five key sectors - FMCG, Healthcare, Transportation, Leisure and Strategic Investments. The Group, which commenced operations in 1948, is listed on the Colombo Stock Exchange. Consolidated revenues in 2006-2007 were $108 million (Rs. 11,778 million) and profits amounted to $9 million (Rs. 1006 million). Shareholder funds for the year were $48 million (Rs. 5,274 million). The Group was founded by Sheikh Hasannally Esufally (MBE) as a pharmaceuticals and trading enterprise. Over the ensuing decades the organisation has transformed itself into one of Sri Lanka's largest and most respected firms. The Group has several recognisable brands including Baby Cheramy, Clogard, and ProSport. Over the last decade the Group has been singularly focused on growth - a strategy that enabled us to emerge as leaders in several of the sectors that we are involved in. As we look to the future we are committed in our determination to widen our product and service range, expand into the international marketplace, attract the best minds, and to improve our processes. Our performance is guided by our core values - our passion for people, an obsession with quality, our drive for innovation and our concern for our community - values that are our moral compass as we progress on new and exciting business ventures and ideas.
Sectors: FMCG - This is the largest sector at Hemas. FMCG is involved in the development, manufacture, marketing and distribution of a vast range of consumer products, most of which are household names. Healthcare - Hemas has been involved in the healthcare sector for over 60 years and currently represents over 30 multinational companies from around the world. Leisure - Diethelm Travel Sri Lanka (formally known as Hemtours), Hemas' destination management company is one of Sri Lanka's leading tour operators, with long term relationships with many leading travel companies in Europe and Asia. Hemas' three hotels are popular with tourists, and are located at strategic tourist destinations. Transportation - The transportation sector offers a diverse range of services. It has the largest market share in Sri Lanka for airline representation, and is also involved in travel retailing, freight management, and courier services. Strategic Investments - Hemas foray into the power generation sector through its investment in Heladhanavi, a power plant has proved to be successful. The Group is now exploring opportunities in the area of mini-hydro power generation. Hemas is involved in the property sector through Hemas House, which is owned and managed by Hemas Developments. Hemas House is a multi-storey office building with modern facilities. Our mission.. We are committed to delivering to our shareholders the best ever returns a listed company has given over the first seven years of listing. For our employees, we are committed to creating exciting new opportunities and a rising share of wealth. For our business partners, we will be a winner to grow with. To our customers, from all quarters, we will deliver excellence every time. We are responsible corporate citizen close to the lives of the community. To the state, we are a future winner with the nation at heart. Our Core Values Passion for Customers Obsession for Performance Driven by Innovation Concern for People
Strength Strength of the company was well established in everyway. i.e Financially, Intelligent personalities and with a vision. Weakness Weakness skilled man power, transport facilities available and a communication net work to have dealt with the agents and the customers all over the country. Opportunities Opportunities as it were the beginning of a new era. There were number of opportunities to commence. People were being changed from their simple life to a somewhat complicated life. Threats Threats locations for industrial and business premises and security measures, issues related to the environment and some legal boundaries which had been implemented by the then governments BCG / portfolio analysis. Portfolio (finance) In finance, a portfolio is a collection of investments held by an institution or a private individual. In building up an investment portfolio a financial institution will typically conduct its own investment analysis, whilst a private individual may make use of the services of a financial advisor or a financial institution which offers portfolio management services. Holding a portfolio is part of an investment and risk-limiting strategy called diversification. By owning several assets, certain types of risk (in particular specific risk) can be reduced. The assets in the portfolio could include stocks, bonds, options, warrants, gold certificates, real estate, futures contracts, production facilities, or any other item that is expected to retain its value. The model assumes that investors are risk averse, meaning that given two assets that offer the same expected return, investors will prefer the less risky one. Thus, an investor will take on increased risk only if compensated by higher expected returns. Conversely, an investor who wants higher returns must accept more risk. The exact tradeoff will differ by investor based on individual risk aversion characteristics. The implication is that a rational investor will not invest in a portfolio if a second portfolio exists with a more favorable risk-return profile i.e., if for that level of risk an alternative portfolio exists which has better expected returns.
Relative market share
Market growth rate
PEST analysis stands for "Political, Economic, Social, and Technological analysis" and describes a framework of macro environmental factors used in the environmental scanning component of strategic management. It is a part of the external analysis when conducting a strategic analysis or doing market research and gives a certain overview of the different macro environmental factors that the company has to take into consideration. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations. The growing importance of environmental or ecological factors in the first decade of the 21st century have given rise to green business and encouraged widespread use of an updated version of the PEST framework. STEER analysis systematically considers Socio-cultural, Technological, Economic, Ecological, and Regulatory factors.
Political and legal forces. Monetary and fiscal policies Social legislation and regulations. Government relationships with individual industries. Legislation specifically related to marketing. The provision of information and the purchase of products
Social and cultural forces. Marketers are faced with changing social cultural patterns, life styles, social values and beliefs. Changes that have significant marketing implications: Emphasis on quality of life. Changing gender roles. Attitudes towards health, nutrition, and well being Impulse buying Desire of convenience and a premium on time Technology factors: Include ecological and environmental aspects and can determine barriers to entry, minimum efficient production level and influence outsourcing decisions. Technological factors look at elements such as R&D activity, automation, technology incentives and the rate of technological change. Modern technology is used to produce all our products and services We are handling web sites for providing information to our consumers 3). About the service that you are going to select for the plan.
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