Marketing

TABLE OF CONTENTS

Executive Summary

1. Introduction

2. Methodology

3. The Products Selected

Introductory Stage Product - Munchee Karapincha Biscuit

Growth Stage Product - Signal Herbal Toothpaste

Maturity Stage Product - Highland Milk Powder

4. What is Marketing Mix

Marketing Mix of Munchee Karapincha Biscuit

Marketing Mix of Signal Herbal Toothpaste

Marketing Mix of Highland Milk Powder

5. Conclusions and Recommendations

Appendix

References

EXECUTIVE SUMMARY

In this assignment describe three products in introductory, growth and maturity stages in the PLC curve.

I paid my emphasis to through select Munchee Karapincha biscuit, Signal herbal, and highland Milk Powder as the Introductory, growth and maturity stage with describing 7 ps each product.

1. Introduction

I created this assignment marketing module in DBIT course as the name “product plan and development”.

This assignment have three different stages in plc curve with applying product, Price ,place, Promotion, people, physical environment and process in marketing mix.

2. Methodology

First I planned how to do this assignment.

Secondly I choose the three products and collect the information about those products.

Then I went companies for get more information about these products.

Next I categorized information with each product and typed.

Finally adding pictures and printed.

3. The Products Selected

3.1 Introductory Stage Product -- Munchee Karapincha Biscuit

3.2 Growth Stage Product -- Signal Herbal Toothpaste

3.3 Maturity Sta ge Product -- Highland Milk Powder

History of Cleon biscuit company

Since 1968 Ceylon biscuits limited started. They manufacturing a high protein biscuit to supplement mid-day meals for school children under program jointly handled by Care Organization USA and the Sri Lankan Government begin Commercial Production of biscuits under the brand name munchee.

Awarded of CBL Company

Food awarded excellence in confectionary National Quality awarded 2005 Brand of the year for consecutive years(Awarded by Sri Lanka Institute of

marketing) Winner of Gold for Innovative Brand of the year(awarded by Sri Lanka

Institute of marketing) National Awarded for export Excellence(Awarded by Ministry of Trade and

Commerce)

Certifications of the CBL Company

SLS 251 Product Certification ISO 9001:2000 Quality Management System Certification ISO 14001:2004 Environmental Management System Certification HACCP food safety Management Certification

History of Milco Company

This institution was established in 1956 as “The National Milk Board” under the purview of the Ministry of Agriculture. It commenced operations with a single Factory in Colombo commissioned under the Colombo Plan.

Today it boasts of a wide network of milk collection, production and sales centers administrated through out the island and continue to contribute towards the enhancement of the rural economy while providing the much needed nutrition to the entire nation. This institution was established in 1956 as “The National Milk Board” under the purview of the Ministry of Agriculture. It commenced operations with a single Factory in Colombo commissioned under the Colombo Plan.

Awarded and Certificates of Milco Company

Ambewela spray dried milk factory was awarded with ISO 22000 Food Safety Management System Certificate in the year 2007, by Sri Lanka Standards Institution

ISO 22000: 2005.

HACCP

What is Marketing Mix

Marketing mix is combination of Price, place, product. Promotion and marketing tools.

Marketing mix defined in two ways.

The traditional marketing mix

The extended marketing mix

The traditional marketing mix include

1) Product2) Price3) Place 4) Promotion

The extended marketing mix include

5) People 6) Physical evidence 7) Process

Marketing mix Variables

Price

Allowances Payment terms Credit terms Strategies

Product

DesignQualityFeatures Brand namePackagingSizes

Promotion Advertising Public relations Sales promotions Direct marketing

Place

CoverageAssortmentsLocationsInventory

Marketing Mix

4. 3.1 Introductory Stage Product -- Marketing Mix of Munchee

Karapincha Biscuit

Product mix

Munchee, the marketer leader and the largest exporter biscuit in Sri Lanka, introduced

Karapincha biscuit to the market as the first step towards launching herbal range for the

benefit of consumers. Although Karapincha leaves are used in almost every meal in Sri

Lanka, this is the first time a biscuit has been manufactured using it as an ingredient.

Quality-

In the new innovative karapincha biscuit product who finished by high quality in CBL.

they not only taste fresh and scrumptious they make fantastic healthy snacks, especially

these aromatic leaves are commonly know to posses healing properties that help lower

high levels of cholesterol.

Design

This natural product is designed by attractive and very well. This product is including

by nature products categories in CBL. They hope to launched this innovative product to

faced to competitors and improve the green products in their product mix. In the Sri

Lanka who introduced fist time made biscuit in Karapincha leaves by CBL. They used to

out of pack in crumbling material, so it healthful not only protect environment but also

motivate competitors to produce green products.

Brand name

Karapincha biscuit brand name is Munchee and owned to Ceylon biscuit company.

Munchee is very famous brand not only Sri Lanka they export their products to world

market. It’s easy to enhance this product in widely area. Conversely Munchee is most

popular brand whose know the biscuits and eat biscuits. SLIM brand excellence in 2009

munchee won the product brand and local brand of the year. It’s cause easily to achieving

their goals with consumer preferences to this product.

Package

The CBL company produce not only innovative products but also they produce new

package too. Because the reason is this product package like a gift box. In the marketing

we defined package is silent salesman. Then we can understood how is important about

package. This package is developing that theory and increasing important about the

package. When this product in super market or shop suddenly eye catch up and attractive

to that because it’s pack Surface used to Karapincha leaves and applied green color to

recognition this is a some kind of nature product. In this package inform ingredient exe

Date manufactory date pri ce and easy to separate other products by using Munchee logo

Warranties

Ceylon Biscuit Company

SLS 251 product certification

ISO 9001:2000 Quality

Management system Certification

ISO 14001; 2004

Environmental Management System

Certification

HACCP food safety Management

Certification

.

Price mixPrice is the only element of the marketing mix which generates revenue and most flexible element of the marketing mix.When the company introducing innovative product they have to spend lot of cost know the product among the customer. Mainly they used to promotion. Especially it relevance for introductory stage products. Because the reasons are following as,

I. Have to do high promotionalII. Before the product producing doing market research

costIII. Get the popularity among the consumer they gave

allowances and free trail, so they have to bear the cost.

This karapincha biscuit cost is Rs.75 and available in 100grm packets. .Many customers buying this product because it is some kind of medicine biscuit and nature product too.

Promotion mix

When the introducing innovative product company have to bear high promotional cost to famous their product among the consumer.The CBL Company used promotes Karpincha biscuit by using,

I. AdvertisementsII. Banners

III. CutoutsIV. Through the internetV. Posters

VI. AllowancesVII. Free trail

VIII. sampling

Munchee factory

Whole seller Retailer Customer

Munchee factory

Agent Retailer Customer

Place mix

In the world every company target to distribute their products in any place any where and any shops.CBL company also try to that, they distributed their products not only supermarkets many shops too.CBL company using distribute to karapincha biscuit by vans and containers.

The company mainly used to two distribution channel to distribute their products, they are given below,

Distribution channels

People

People mean when the company have good employs, it’s mean consultant, courtesy, delight and satisfying customers.

Physical environment

Physical evidence intend when the supply service or surrounding attract to customer. They including interesting external environment, internal plan and air conditioned.For example- Karapincha biscuits stored in shops or supermarkets attractive and regular.

Process

In the market world process is increasing day by day, process mean after sales services.The CBL Company fulfilled their process after sales service.For e.g- customer care

Marketing Mix of Signal Herbal Toothpaste

Product mix

Signal herbal toothpaste manufactured by unliver company it’s now in growth stage product. When the product in growth stage they have many competitors. However they try to achieving maximum sales in this stage.

Quality

The unliver company produced by high quality in using herbal plants and scientific raw materials. Signal herbal toothpaste combination of eight traditional herbal plants which used to protects teeth. It contains o.13% calcium glycerophosphate, 0.8% sodium monofluorophosphate.In the new trend among the people every time they try to used green and herbal products. It is opportunity for herbal toothpaste and customer buy this product to protect and strong their teeth’s.

Package

Signal herbal tooth paste package is crumbling material and it’s suitable for protect our environment. They used to green color informed to customer this is a nature product and suddenly eye catching. On the surface package they have some kind of herbal plants to attract consumers. This product have primary and secondary package, this tube very comfortable and attractive. Expire date, manufacture date, maximum price and brand name intend the package.

Brand name

This product name is signal herbal, so consumers can easily recognized this is herbal tooth paste among the other tooth pastes. Signal is very famous brand in the market and owned by uniliver company.Sizes

This product available in three sizes. Small Size - 60 gram Medium Size - 80 gram Large Size - 120 gram

Warranties

Signal brand approval by FDI World Dental Federation (FDI)

Price Mix

In the growth stage products anticipate price to gain market share. So they estimate the cost and try to do get maximum profit. When the selecting a pricing method they emphasis three C’s model for Pricing setting. 1. Customer demand 2. Cost 3. Competitors Price Uniliver Company decides their pricing them following two pricing objectives.

1. SurvivalIn the world every company dream is to be a survival, so it can be achieve by pricing.2. Maximizing current profitFirst they recoup their expenditures after that they try to be successful in maximizing the current profit by demand based pricing.

Promotion mix

In the growth stage product they mainly try to recoup their expenditures. So they promote less than when the product in introductory stage.However uniliver company promote their Signal herbal product by using

a. Advertisementsb. Leafletsc. Bannersd. Cutoutse. Through the internetf. Posters g. Allowances

Palace mixUniliver company distributed their products not only supermarkets many shops too. Uniliver Company using distribute to Signal herbal by vans and containers.



People

People mean when the company have good employs, it’s mean consultant, courtesy, delight and satisfying customers.


Physical evidence intend when the supply service or surrounding attract to customer. They including interesting external environment, internal plan and air conditioned.

For example- Signal herbal tooth paste stored in shops or supermarkets attractive and regular.

Process

In the market world process is increasing day by day, process mean after sales services.

The uniliver Company fulfilled their process after sales service.

For e.g- customer care

Marketing Mix of Highland Milk Powder

Product Mix

Highland Milk Powder manufactured in Milco Company much time ago. This product is maturity stage in the PLC. When the maturity stage product company have to do diversifying brand and model.

Quality

Milco Company paid their high attention to manufactured highland milk powder than other competitors.

Manufactured with rich creamy fresh milk no chemicals are added to make highland milk powder instantly soluble.

Nutrition information

Per 100g per one pack

Fat 26.00g 104.00g

Protein 26.40g 105.60g

Lactose 38.70g 154.80g

Vitamin A 205014mcg 820014mcg

Vitamin D3 20814mcg 83214mcg

Potassium 1085 mg 4340mg

Phosphorous 697mg 2788mg

Calcium 930mg 3720mg

Sodium 387.50mg 1550.00mg

Magnesium 100.75mg 403.00mg

Energy 497cal 1988cal

Brand name

Highland is very famous brand among the Sri Lankan peoples and them producing milk

packet, yogurt, ice cream, fresh milk and lot of things.

This milk powder brand name is Highland and owned to Milco Company.

Package

This milk powder including primary package and secondary package. milco company

paid their maximum attention to create this attraction package with manufactured date,

maximum price, expire date. Certifies and trade mark. Highland milk powder is available

in 400grm packets.

Warranties

ISO 22000:2005

HACCP

Price mix

Before the selecting a pricing method they emphasis three C’s model for Pricing setting.

1. Customer demand

2. Cost

3. Competitors Price

In the maturity stage profit is not high so first they try to do recover the cost and get more profit by unit.

However the milco company following pricing objectives for to be,

1. Survival

2. Maximizing current profit

Promotion Mix

In the maturity stage product they mainly try to remind and reinforced Highland Milk powder. So they promote by using,

a. Advertisementsb. Leafletsc. Bannersd. Cutoutse. Through the internetf. Posters g. Allowances

Place Mix

Milco Company distributed their products not only supermarkets, especially government sector shops and many shops too.



People

People mean when the company have good employs, its mean consultant, courtesy, delight and satisfying customers.


Physical evidence intend when the supply service or surrounding attract to customer. They including interesting external environment, internal plan and air conditioned.

For example- Highland milk powder stored in shops or supermarkets attractive and regular.

Process

In the market world process is increasing day by day, process mean after sales services.

The Milco Company fulfilled their process after sales service.

Documents

Marketing