Professional Documents
Culture Documents
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 money-
making 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 I’m 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 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.
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
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.
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.
Prosport Herbal Hair Gel.
This unique, 100% natural gel gives hair extra body and texture. Prosport Herbal Hair
Gel is actually good for your hair, unlike commercial gels that contain alcohol and
plastics. Use it daily for contoured smoothness, sleek styles, or powerful hold.
• No artificial ingredients
• 100% natural
• Certified organic aloe vera as the number one ingredient
• No animal testing
• Contains no parabens, chemical additives, or synthetic preservatives.
Complete Ingredients:
Directions: Scrunch or slick into wet hair, depending on the look you are seeking. Either
let dry naturally or use a blow dryer with a diffuser for a softer look.
4). Marketing objectives.
SMART.
.
1. Specific: Not vague statements.
The product life cycle goes through many phases, involves many professional disciplines,
and requires many skills, tools and processes. Product life cycle (PLC) has to do with the
life of a product in the market with respect to business/commercial costs and sales
measures; whereas product lifecycle management (PLM) has more to do with managing
descriptions and properties of a product through its development and useful life, mainly
from a business/engineering point of view. To say that a product has a life cycle is to
assert four things: 1) that products have a limited life, 2) product sales pass through
distinct stages, each posing different challenges, opportunities, and problems to the seller,
3) profits rise and fall at different stages of product life cycle, and 4) products require
different marketing, financial, manufacturing, purchasing, and human resource strategies
in each life cycle stage.
• cost high
• sales volume low
• no/little competition - competitive manufacturers watch for
acceptance/segment growth losses
• demand has to be created
• customers have to be prompted to try the product
• Profits are non existent.
• No awareness.
• Large amounts of advertising.
• The most critical stage.
2. Growth stage
3. Mature stage
• Costs are very low as you are well established in market & no need for
publicity.
• sales volume peaks
• increase in competitive offerings
• prices tend to drop due to the proliferation of competing products
• brand differentiation, feature diversification, as each player seeks to
differentiate from competition with "how much product" is offered
• Industrial profits go down
• Geographic variables
• Demographic variables
age
gender Male and Female
family size
family life cycle
Education Primary, High School, Secondary, College, Universities.
income
occupation
socioeconomic status
religion
nationality/race (ethnic marketing)
language
• Psychographic variables
personality
life style
value
attitude
• Behavioral variables
benefit sought
product usage rate
brand loyalty
product end use
readiness-to-buy stage
decision making unit
profitability
income status
Geographic – International and local customers.
Positioning.
In marketing, positioning has come to mean the process by which marketers try to create
an image or identity in the minds of their target market for its product, brand, or
organization. It is the 'relative competitive comparison' their product occupies in a given
market as perceived by the target market.
The growth of high-tech marketing may have had much to do with the shift in definition
towards competitive positioning.
High price
High quality.
9). Strategies that you are going to adopt in order to achieve the set marketing objectives
with the reasons for selecting the particular strategy.
• Product –
1. branding
2. packaging
3. USP
4. quality
5. product line
Budget.
Estimated sales 12/31/2008 100,000,000
Transportation 2,500,000
Administration 8,000,000
Promotions 12,000,000
Other 2,500,000
Action plan.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Marketing
research X X X X X X X
Service introduce. X X X
Advertising X X X X X X X X X X X X
Direct marketing X X X X X X X X X X X X
Sales promotion X X
• Promotion
The Prosport hair gel will be advertised on these TV channels..
The Prosport hair gel will be advertised on these newspapers.
Below the line
Billboards.
Posters.
Banners.
Brochures.
Hand bills.
Celebrities / Brand Ambassadors.