2010

Submitted to: Mrs. Rekha H By: Anupam Singh -10171707 Donald Leslie - 10171804 Hitesh Goyal - 10171808 Rajeev Pariyarath - 10171383

[ASSIGNMENT 2 : LAUNCHING TATA “SWACH” IN SRI LANKA]
Assignment 2 is a group assignment, wherein we are asked to choose a product that needs to be marketed to a specific country. We have chosen Tata Swach , as this product is most essential to developing countries like India and Sri Lanka.

Assignment 2 : Launching Tata “Swach” in Sri Lanka Contents

2010

Executive Summary ................................................................................................................................................................ 4 Overview ................................................................................................................................................................................ 5 SRILANKA .............................................................................................................................................................................. 7 History ................................................................................................................................................................................ 8 KEY FACTS Of Sri Lanka .............................................................................................................................................. 8 POLITICAL ENVIRONMENT ..................................................................................................................................... 10 ECONOMIC ENVIRONMENT .................................................................................................................................... 11 Economic Performance ............................................................................................................................................. 11 Trade ................................................................................................................................................................................. 12 Prospects .......................................................................................................................................................................... 13 SOCIAL ENVIRONMENT ............................................................................................................................................ 14 TECHNOLOGICAL ENVIRONMENT ....................................................................................................................... 15 Market Audit And Competitive Market Analysis ................................................................................................. 16 Introduction ........................................................................................................................................................................ 16 Product ............................................................................................................................................................................. 16 PROFIT Analysis ........................................................................................................................................................... 18 Organizational Resources: ............................................................................................................................................ 18 Financial Resources: ........................................................................................................................................................ 18 Intellectual Resources Analysis: ................................................................................................................................. 19 Strength And Weakness ............................................................................................................................................ 19 Strength............................................................................................................................................................................ 19 Weakness ........................................................................................................................................................................ 20 Industry Analysis ......................................................................................................................................................... 20 BCG Matrix Of Tata Swach With Respect To Eureka Forbes And Industry Growth Rate............... 21 Marketing Mix .................................................................................................................................................................... 22 Segmentation ................................................................................................................................................................. 22 Evaluate The Product In Intended Market ............................................................................................................. 23 Competitor’s Analysis ..................................................................................................................................................... 25 Government Participation In The Marketplace.................................................................................................... 27 Marketing Plan................................................................................................................................................................... 28 Executive Summary .................................................................................................................................................... 28

MKT5708: International Marketing

Page 2 of 45

Assignment 2 : Launching Tata “Swach” in Sri Lanka

2010

Marketing Objective .................................................................................................................................................... 29 Promotion Mix............................................................................................................................................................... 30 Sale Promotion .............................................................................................................................................................. 31 Personal Selling ............................................................................................................................................................ 31 Retailers ........................................................................................................................................................................... 31 Methods Of Operation For Each Type (Cash/Credit).................................................................................... 32 Scale Of Operation For Each Type (Small/Large) .......................................................................................... 32 Wholesale Market ........................................................................................................................................................ 32 Markup For Class Of Products By Each Type ................................................................................................... 33 Methods Of Operation For Each Type (Cash/Credit).................................................................................... 33 Scale Of Operation (Small/Large) ......................................................................................................................... 33 Import/Export Agents ............................................................................................................................................... 33 Warehousing – Type And Location....................................................................................................................... 34 Price Determination.................................................................................................................................................... 34 Terms Of Sale ................................................................................................................................................................. 35 Budget ................................................................................................................................................................................... 35 Selling Expenses ........................................................................................................................................................... 35 Advertising And Promotion Expenses ................................................................................................................ 35 Distribution Expenses ................................................................................................................................................ 36 Product Expenses......................................................................................................................................................... 36 Annual Profit And Loss Statement For Year 1st Year ........................................................................................ 36 Resource Requirements ................................................................................................................................................. 38 Finances: .......................................................................................................................................................................... 38 Personnel......................................................................................................................................................................... 39 Production Capacity.................................................................................................................................................... 39 References ........................................................................................................................................................................... 40

MKT5708: International Marketing

Page 3 of 45

Assignment 2 : Launching Tata “Swach” in Sri Lanka Executive Summary

2010

After analyzing the market we have found out that there is huge market opportunity in Sri Lanka to sell water purifier. Due to low price there are more chances that Tata Swach can become the market leader successfully after some time because of many reasons such as low cost, already operation exist in Sri Lanka and due to climate condition. The water purifier market is growing by 25-28% annual. If we talk about local competition, it is very less. The local players get the help by the government also where the government has distributed free water purifier to households and started a project to provide water supply to those households. There is huge competition from outside because many multinational firms entered in this field to capture the market share in which Eureka Forbes is on the top. It is considered as market leader in many countries but still it has to earn market share in Sri Lanka. Some other firms are Philips, Kent, Godrej and Usha Ltd. In marketing mix if we talk about segmentation, we can segment our market base on income, geographic and physiographic bases. We can position ourselves in the market as new technology, low price and good quality. We can target the government where the government buy our product and distributed to households and we can also target by income level. Overall we want to say that before making a marketing plan a company should do marketing auditing which includes socio-cultural analysis of that country, industry analysis and competitor analysis which will help to make effective marketing plan.

MKT5708: International Marketing

Page 4 of 45

we want to present some startling facts that led us to choose a product which is the very need of the hour for many developing countries and the third world countries. A joint monitoring program by World Health Organization and UNICEF on water supply and Sanitation reveals that one is six people worldwide. In the world today. which is 894 million . Resettlement Recently completed on a nearby hillside.Assignment 2 : Launching Tata “Swach” in Sri Lanka Overview At the outset. about 88 per cent of diarrheal deaths are due to lack of access to proper sanitation and inadequate availability of safe drinking water. such as a water supply project for hundreds of homes in a re-settlement area in Thirukkovil Tsunami called the Mandanai Scheme. washing and cooking. the Thirukkovil Water Supply Project will make a huge difference in the lives of ordinary people. UNICEF has also worked with local partners on larger ventures. MKT5708: International Marketing Page 5 of 45 . (WWAP) United Nations indicates that each person needs about twenty 2010 to fifty liters of fresh water a day to meet their basic needs like drinking.don‟t have access to safe fresh water. diarrhea is one the serious cause of illness and death. (UN-Water) The cost of water in many under developed countries are higher compared to the price paid for water in the developed countries.

“I can't forget the tsunami. trade related information that are prerequisites of marketing Tata “Swach” to Sri Lanka." Five years on. (CIA. For Jayawathi it will be a reminder of her personal tragedy. Currently. dengue and chikungunya. MKT5708: International Marketing Page 6 of 45 .” she said.” Thawarasa said. But this anniversary will still be a hard one for many. he has to collect water from." (UNICEF. “The birth of my daughter since then has helped a little. a job that is made harder during the dry season. but there will always be the pain. life is certainly better for many thousands of families impacted by the tsunami. because of the loss of my son.a well located in the middle of the settlement. 2009) To throw more light into the political. I have to get up at 2 in the morning and go to the well. and water contact disease known as leptospirosis. economic.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Shopkeeper Thawarasa showed us the tap that will soon be flowing with water when the system is connected. 2009) We see a need in Sri Lanka as this place is widely affected with bacterial diarrhea and hepatitis A. “When the water is harder to pump. “It normally takes me three hours to get enough water.

which affect the business.Assignment 2 : Launching Tata “Swach” in Sri Lanka SRILANKA 2010 Before start any business in foreign country. MKT5708: International Marketing Page 7 of 45 . it is important to understand external as well as internal factor. We have done PESTEL analysis of the Sri Lanka. which will throw more light on the business environment of Sri Lanka.

KEY FACTS of Sri Lanka Full name Democratic Socialist Republic of Sri Lanka Capital City Colombo Government Type Democratic republic State Chief President Mahinda Rajapaksa Government Chief President Mahinda Rajapaksa Population 20.2 million Total area 65. the Dutch and then the British ruled Sri Lanka. The colonial European powers arrived in 1505.Assignment 2 : Launching Tata “Swach” in Sri Lanka History 2010 Sri Lanka's history has reflected its close links with the subcontinent and with South East Asia. Sri Lanka (or Ceylon.610 sq km Linguistics MKT5708: International Marketing Page 8 of 45 . The Portuguese. as it was then known) gained independence from Britain in February 1948.

6%). tea and spices. Muslim (7.2%). 70. emeralds. coconut products.1%). unspecified (10%) Major Religions Buddhist (69.9%). English is usually spoken in governmental and commercial institutions and there are other languages spoken which comprises of 8%.8 years (men). 76.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 The officially spoken language is Sinhala which comprises of 74%.6%). Hindu (7.1%).5%). Indian Tamil (4.2%). other (0. Sri Lankan Tamil (3. Tamil is considered as a national language which comprises of 18%.8%). Ethnic Composition Sinhalese (73. rubber manufactures.1 years (women) Currency Sri Lankan rupee Main exports Textiles and apparel. unspecified (10%) Life expectancy 73. diamonds. Christian (6. Sri Lankan Moors (7. rubies. fish GDP per capita $1050 MKT5708: International Marketing Page 9 of 45 .4 years (total population).

Privatized MKT5708: International Marketing Page 10 of 45 . Board of Investment operates as a sovereign legal bureau with investment in foreign countries as a focus. BOI possess the authorization to relieve any confinements on the FDI. but as time passed by it gave room for investment overseas in 1978. BOI is authorized to yield grants to organizations that meet the basic eligibility standards on minimal investment. employment and exports. Eleven huge privatizations were accounted for 34% of the FDI. When the organization fails to meet the standards then its projects have to be sanctioned by the respective departments of the government. island in the Indian Ocean. Nevertheless due to the instable political conditions and conflicting ethnicity the advancement on this issue is been decelerate for years. BOI also deals with the 10 zones of free trade.lk Geographical location Southern Asia. this includes the airports and banks. The president sketched out regarding anti-privatization economical scheme in his electoral pronunciamento known as „Mahinda Chintana‟.Assignment 2 : Launching Tata “Swach” in Sri Lanka Internet domain 2010 . Various enterprises of the state which designing itself to be privatized were not approved. south of India POLITICAL ENVIRONMENT Socialistic predilection in Sri Lanka was unswerving. which is known as the export-processing zones.

core industrialization. primarily the intensive labor textile industry and the advancement of domestic tea manufacturing hiked the growth rate of the economy. which has been diminishing in the years past. Economic Performance Though Sri Lanka has been facing ethnical dispute steadily. The well-disposed FDI policy of the government ensued the zooming inflows of capital. this comprises of the industry in tourism. The current fiscal obligates to cut back deficits. and the service industries. There are many industries that imparts in great value to the GDP that engages greater population of the manpower. Nevertheless constraining laws of labour and privatization forbiddance has hampered the investments of foreign countries. The curriculum of Liberalization of the Sri MKT5708: International Marketing Page 11 of 45 . it is the textile industry that yields greater sum of revenues in export. Subsequently there was a recuperation in the sectors of the industries that is impelled by a firm external demand and an increased growth rates in the sectors relating to service resulted in a sizeable enlargement of economical activities though the tsunami that hit the sectors of agriculture was critically damaged. ECONOMIC ENVIRONMENT Sound rates of growth has been steady in Sri Lanka despite if its intense violence on ethnicity. Rich private demand of requirements. it has gained commendable growth economically of 5. The deceleration in the global issues activated an acute condensation in the activities of the economy in the year 2001. Deficits in the fiscal aspects are an important issue to the government.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 organization was planned to be regulated by the government which will turn the loss into a profit-making organization. When taking industries into consideration. The Labor Unions opposed the idea of Privatization.2% yearly all through the 90s.

6% in 1992-2000 which calculated for 3 quarters of the GDP. tobacco and leather ware. Sri Lanka has consented to a bilateral investment with many countries. nearly 24. There was retardation in the economic activities due to the deceleration in the global economy. The textile manufacture increased by a yearly rate of 23% which accounted for 50% of the aggregate exports. they are beverage industry. They were various other industries that contributed to the GDP rate.3m was the aggregate measure of the exports. Medical instruments are allowed for a free import without any charges but the staples are taxed at 2. Duties on cigars and tobacco are greater starting from 75% . The quality of imports soared which was actuated with the aid of MKT5708: International Marketing Page 12 of 45 .5%. The demand in the private consumption increased to an average yearly rate which accounted to 13. The country has also consented to an isobilateral investment accords with Pakistan and India. $6.3% and the enforced agricultural duty was greatly increased to 22. Companies dealing in exports that are authorized by the BOI are usually exempted of tax and also freed on the defrayment of VAT. Trade The import tariffs are comparatively less in Sri Lanka that acts as an elementary trade policy tool. The moderate enforced non-agricultural duty is at the rate of 8. The continual declension of the Sri Lankan currency versus the dollar in US and the fringy appreciation in 2005 has assisted in sustaining the competition in exports in the years past.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Lankan government which bestowed importance to investments of foreign countries and liberalization in trade aided in the increase of the net FDI influxes from $48m in the 1991 to $430m in the year 1997. In 2005.5%.250%. The textile and the tea industries constituted 58.4% of exports. Sri Lanka has signed the South Asia Free Trade Agreement.

there is continual fear of militants in the country.9b. The aggregate value of importations in the year 2005 was $8. The need of the hour is to reconstruct the remains of the tsunami attacks.2%.7% accounts for India. Since LTTE is not in power. Prospects As far as Sri Lanka is concerned. Cutting back on financial deficit and the public liabilities and sourcing of sufficient resources that are necessary without taking into account the foreign lending‟s and concessions. it has come out of chaos and confusion that it had been confronted with for a very long time. Persistent unpredictability in the prices of petroleum and the MKT5708: International Marketing Page 13 of 45 .1%. Though LTTE has ceased in its existence. Fiscal management Act is the most apt stride that will be received for the advancement of the nation.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 goods like conveyance instruments. machines and crude oil. The government has enforced favourable FDI policies. Textile industry was confronted with competitions from various other low-priced manufacturers since the limit of production was put to an end in the year 2005. the country is expected to experience a commendable improvement. and it has increasingly subjugated taxing rules and decrees that has facilitated to promote commendable rates in terms of growth. When imports are taken into consideration. India and UK are also plays a part in this aspect which accounts for 12. Diversification of the exportation needs to be paid attention by the government of Sri Lanka to avert depending on the exports. Sri Lanka‟s most substantial export commercial is the United States which is computed at 31. 20. Now the panorama needs to be viewed differently for the development of the country in all its spheres. Tea industry has been confronted with competition from foreign countries and therefore it necessitates the government‟s initiative to facilitate increased productivity that is bound to add value to the product.

Meliorating the health service was the major aspect that the government undertook for the betterment of the country.9% and the Indian Tamils constitutes about 4. The vital aim was to meliorate 1 hospital in every district so as to cut back the unfairness meted out when the services are rendered.000. The pension schemes might obtrude a definite onerous position for the government which calls for prompt reforms.2%. SOCIAL ENVIRONMENT Sri Lanka holds a populace of 20.6%. The literacy value in Sri Lanka is commendably in a good state and is at 92.238.4yrs of the aggregate populace. The expected life span is 73.3%. The rate of dropouts in Sri Lanka is less than 1%. which was also set up free of cost for a student to MKT5708: International Marketing Page 14 of 45 . The parliament enforced compulsory education for the children belonging to the age of 5 to 14 years. of which Sinhalese constitutes about 74%. In order to ensure these services community meetings were conducted to ensure the involvement of the people in those areas. When religions are taken into consideration the Buddhists comprise a major share of 69. The health index of Sri Lanka is fairly good when compared to other countries in Asia. Sri Lankan Moors constitutes about 7.3% from the 4% of the aggregate GDP for medical expenses of the country. Sri Lanka is prominently a rustic area that holds 79% of the population.1%. Sri Lankan Tamils constitutes about 3. The government has an expenditure of 46.8% constitute for an age group of 65 and over. Educational system needs to be reformed to unfold sufficient facilitates to the areas where the revolt broke up in the country in the past years due to the LTTE. Special attention should be given to people who are impaired and aged.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 increasing deficits in trade are the vital considerations of the government for the betterment of the economy. The populace medial age is 30 and 7.

6 for every hundred populace. Utilization of mobile phones has become a necessity rather than a need. Act of Sri Lankan Telecommunication of 1991 founded the Sri Lanka telecom also known as the SLT. Usage of Internet services with the help of Broadband connections has worked out to a greater extent. The number of MKT5708: International Marketing Page 15 of 45 . availing scholarship facilities and providing uniforms. Nevertheless the regions in the North and the East still require attention as things have been worse when the revolt of the LTTE broke out. the government heralded regarding the constitution of fund program named Vishwa Grama in the year 2003. For the betterment of rural telephone. it awarded the permit to function in the global system. These schools had donors like the Asian Development bank and the World Bank who were interested in the betterment of the education system. Teachers were given free predilection programmes before handling any class for the year. Even though it is still in demand the government is offering well-disposable rates which are likely in increase in the years to come. The government catered to the basic needs of a student such as free school texts. The usage of mobile phone has increased to 18.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 get educated. Utilization of internet which is bound to be uncommon rural areas of Sri Lanka has shown steady increase. The Information and Communication Technology Agency has enforced “e-Sri Lanka‟ proposition which advances the usage of technological elements in the assuagement of impoverishment with the means of capital that involves humans and its sub structural development. TECHNOLOGICAL ENVIRONMENT The telecom sphere was improved to an incredible extent in terms of liberalizing right in the 90‟s. Usage of mobile phones was a greater achievement in the telecom market which has increased steadily.8 in the past years from 0.

logistics or transportation services and technology. which shows a rapid improvement within a span of 5 years. local competition.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 users has increased to 43902 from 62. (Cateora. buying behavior and logistics management. 2007) Market Audit and Competitive Market Analysis Introduction Over many decades. Graham & Salwan. 2008) If an organization wants to make its product or service successful in a particular country‟s market. which is target market. Source: Datamonitor. Base on that a company should make effective market plan then only it can sustain in market for long time. 2009) Product To complete this project we as a group has chosen „Tata Swach‟ which is the world‟s cheapest water purifier. due to rapidly change in resources. pricing and many other activities called International Marketing. which sources of advertising would be more effective to communicate to customers. logistic management. many multinational organization across the world have established closer contacts with each other to achieve the Economic of Scales and improve the relationship among countries. Tata Chemical Ltd. (Kotler & Keller. it should do proper market research such as is there any demand or need of that product. When an organization directly or indirectly provides its product or service to consumers in more than one nation and to make it successful in that particular market it does promotion activities. which is a SBU (Strategic Business Unit) of Tata Group has MKT5708: International Marketing Page 16 of 45 . They establish their production and operation units in other countries to use their natural resources which help to increase the productivity and profit.

The water purifier market has been growing by 35% annually and presently it is Rs. 2009) Tata has MKT5708: International Marketing Page 17 of 45 . They want to be healthy and protect their self. (CIA. So it is one of the most important factors behind of growth of this sector. (Business India. 2008) Therefore customers have become more health conscious.5 lakh people die in India because of drinking polluted water and water related disease.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 launched it in 2009 when they found there is huge demand and growth in water purifier market. Every day about 1.The World Fact Book. 1200 crore worth market.

38:1 and 1. 2009) Organizational Resources: Along with Tata Chemical. Due to this it has made positive image between customers. (Business India. It gives bonuses and dividends to its shareholders and employees every year. Tata Swach has already started its operation in 90 cities in India and it is available more than 25 Asian and African‟s countries. But after few years Tata Group sold its stake to Shapoorji Pallonji (SP) Group. The company holds annual award functions to reward its suppliers. (Tata Group. In the same way. (Current Assets/Current Liabilities) is 1. (Tata Group. Organizational. Financial. 2009) Reputation Resources: Being a part of Indian multinational group (Tata Group) it has great reputation among people because Tata is considered as a trust in India. 2009) Financial Resources: The current ratio and the quick ratio of Tata Chemical Ltd. Physical Resources: It helps organization to inform customers about their availability in several places. It has already given Franchise to about 500 dealers all over the country and it is also available all Tata‟s retail stores. Reputation. Tata Swach is the world‟s cheapest water purifier which is targeting low and middle level income consumers. Tata Group is considered as one of the most ethical companies in India and it reflects in all of its operations. Intellectual and Technological Resources. The company has maintained cordial relations with its dealers and distributors. 2009) PROFIT Analysis Profit Analysis helps companies to identify their availability of resources which include Physical. distributors and employees.3:1 which show they can convert their assets in to cash MKT5708: International Marketing Page 18 of 45 . (Tata Swach.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 started water purifier business in 1982 when they had tie-up with Sweden Company called Electrolux.

Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 easily and pay their current liabilities (Capitaline.9% in 2009 (The Financial Express. In the same way their working capital is $1. Their advertisement punch line “Promise of pure water and trust of Tata Group” created self image of the brand that other players were not able create in a short span of time. running water and boiling water. (Tata Swach. 26 million grew by 13. Revenue. 2009). 2009). so it helps them to get loan easily (Tata Chemical Ltd. Technological Resources: Tata is always recognize as great inventor such as Tata Nano and now this purifier which does not need electricity. 2010) Strength and Weakness Strength Brand image: Being a part of Indian multinational group (Tata Group) it has great reputation among people because Tata is considered as a trust in India.5 billion which shows that they have huge cash for daily bases operation and financial works. If we talk about their shareholder funds which include general reserve and equity share capital is $ 23 billion and total long term debt is $6 billion which is less than their capital. So base on the data. 2009). Intellectual Resources analysis: Tata Swach has separate R&D department which helps to increase market share. It invests a huge amount in direct and personal selling It has positioned it selves as most innovative and the world‟s cheapest water purifier. Revenues for Tata Chemical‟s 13 operating service areas for Q1 at Rs. we can say that company has strong financial management resources (Capitaline. MKT5708: International Marketing Page 19 of 45 . They invent the world‟s cheapest water purifier. 2009).

Due to this it has made positive image between customers. Therefore there is no need to make separate warehouse for Tata Swach. In the same way it also divided and decreases the logistics and distribution cost. Tata Croma and West life which help them to increase the sale and help to approach to customers easily. It has many SBUs like Tata Trent.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Effective pricing strategy: Tata Swach is the world‟s cheapest water purifier which is targeting low and middle level income consumers. Eureka Forbes. Operation in many countries: Tata Group has it operation and plants in many countries. Core Business: Water purifier is not a core business of Tata Group where as it is a core business of Eureka Forbes. Strong distribution Channel: Tata Group is also one of the big players in retail sector in India. So it is difficult for Tata Swach to gain market share. Weakness Huge competition: Tata Swach had just launched in the water purifier market where there are already many big players in the market such as Kent. It has plant in Sri Lanka also. and many others. MKT5708: International Marketing Page 20 of 45 . Eureka Forbes is the market leader with almost 70 % market share. Usha Ltd. Industry Analysis By the help of BCG Matrix we can analyze the industry such as what is growth rate where Tata Swach comes in and market leader. They entered in market by water purifier‟s products and it has almost 28 patents to protect its technology.

Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 BCG Matrix of Tata Swach with respect to Eureka Forbes and industry growth rate Market Growth Rate (in %) HIGH 35 0 LOW 17 Tata Swach HIGH 70x 50x 35x 20x 0. Eureka Forbes has about 65-70% market share where Tata Swach is just started rapidly earning market share.1X Relative Market Share In BCG matrix Tata Swach comes under question mark because by the help of Product Life Cycle it shows that it is just passing the introduction stage where Eureka Forbes is already in Maturity stage. Question mark is defined as when there is growth in market but your product do not have sufficient market share. Tata Swach MKT5708: International Marketing Page 21 of 45 .

Income: We segment the market according to income level also because Tata Group is the world‟s cheapest water purifier and its 25% population is under poverty line. Kolkata. We will launch it in tire-1 cities such as Colombo. Secondly we will target middle and low income level customers. When they launched successfully in this metropolitan cities. We are going to launch it in Sri Lanka because it is near to India and due to Free trade Agreement and less trade barrier. So there are more chances of water diseases and pollute water. then they launched it in tire-2 cities. Physiographic: We will also segment the market according to physiographic where as we will target those people who are more emphasize about their health.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Marketing Mix Segmentation Geographic Segmentation: In India Tata Chemical launched Tata Swach firstly in Mumbai then they launched it in Bangalore. we will target the government where as we will persuade them to buy our products by telling them the advantages that how can it is helpful to stop water disease and it is also cheaper than other companies‟ products. Kandy and Mannar. MKT5708: International Marketing Page 22 of 45 . Targeting: Firstly. Secondly Sri Lanka is a place where Monsoon takes place heavily and it is also surrounded by ocean. Positioning: We will position ourselves as best technology and innovative products and available at low price by using differentiation strategy and low pricing strategy. Delhi and Chennai.

Godrej. There will be only one risk and that would be use of the product. (Brandix and Deutsche Bank water filter project. We have to educate people to minimize this risk and train them to use successfully. Kent. Last year 12 million water purifiers were sold. One death out of six deaths is caused of polluted water. There is one complexity which can be faced by us is educate people about how to use our products. pure water available at low price. Eureka Forbes‟ Aquaguard (Kaushik. water is not pure and it results to spread numerous diseases in Sri Lanka. 2003). everybody can afford it and less water diseases. Due to monsoon and ocean. The market is growing by 25% per annual. Unilever‟s Pureit. The market size: In Sri Lanka there is huge potential market because of climate and geographical condition. 2008) But there is no local player in water purifier industry due to lack of technology and money. Complexity: People should have knowledge about product before using it then only they can use the product in proper manner. when to change the filter net and plate and other technological products. they are also run operation in Sri Lankan market such as. 2009) MKT5708: International Marketing Page 23 of 45 . Usha Brita etc. Most of the companies which have strong presence in the other Asian countries‟ water purifier market.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Evaluate the product in intended market Relative advantage and compatibility: There are many advantages by using Tata Swach over competitors and local players such as saving of electricity bills. Trail ability and observe ability: Our product can be purchased and used at minimal social and economical risk because it will be wildly available in the market and we will sell it by direct marketing and personal selling where we will send our employees to set up the purifier. Philips. (UNO.

Therefore customers buy local products because of low price. But to sell the water purifier every company more emphasizes on direct marketing such as event or trade show and personal selling. Watawala and Colombo to start our operation because these cities have already Tata‟s plant and tea warehouses so it will reduce the operation cost and these cities are nearby India so transportation cost also will be less. They tie up with local retailers to sale their products. We have chosen Mannar. It shows the strong presence of Tata Group in Sri Lanka. Customers do not prefer impulsive buying. They also drink supplied water which cost very low rather than to buy Rs. But the major part is handled by unorganized retail sector. Tata Steel has its plant in Mannar and Watawala which has already earned 555 market share in steel industry. MKT5708: International Marketing Page 24 of 45 . People are more concern about saving money rather than spending. It is an advantage for Tata Swach because of its cheaper price. 2000-3000 water purifier. Most of the companies are using dealership or franchise to sell their water purifiers. Retailing and wholesaling: Basically there are two types of organized retail formats in Sri Lanka: Supermarket and hypermarket which is follow discount and low price strategy.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Geographic region: Tata Group has already operations and manufacturing plant in Sri Lanka such as it has two hotels such as Taj Airport Garden and Taj Bentota which is established in 1984. 2008) News paper is the cheapest and effective mean to reach out to majority of customers. (CIA-The World Fact Book. Consumer buying behavior: In Sri Lanka Consumer buying behavior is almost as same as India. Tata Motors has started its manufacturing plant in 1961 therefore today Sri Lanka is the biggest market for them in South Asia Region. Advertising and sales promotion activities: The literacy rate is 92% in Sri Lanka which is considered as a good rate.

Philips. In spite of those companies there are many social communities. who provide safe drinking water in Sri Lanka such as Brandix and Deutsche Bank (Sri Lanka: Deutsche and Brandix Bank water filter project. CRRP programs under Red Cross and UNO (Wijesinghe. But the scenario of Sri Lankan market is different in the context of social. they are also run operation in Sri Lankan market such as. Hitachi technologies (Latest News : Katugastota Water Purification Plant Completed in Sri Lanka). Rational behind identifying the competitors: Analyzing the competitors is an essential component of corporate strategy. Knowing about the competitors and their profile will help the concerned organization in knowing its weaknesses that it may exploit. 2008). Eureka Forbes‟ Aquaguard (Kaushik. financial condition. its unique selling proposition. weaknesses. it tries to position its brand uniquely among other brands present in the market. Godrej. economical and cultural to Indian market. opportunities and threats of each of those competitors along with the industry structure itself. A detailed profile of the competitors. Kent. helps an organization in getting an in depth description of the competitor‟s background. Competitor’s products: Most of the companies which have strong presence in the Indian water purifier market. 2003). the products and the market share. its strategies. Unilever‟s Pureit. Usha Brita etc. 2009) and Global Medic team (Response to IDPs in Sri Lanka. 2009).Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Competitor’s analysis Importance of understanding competition: When a company launches its product in the market. Therefore it is critical to understand the strengths. This knowledge is important because it‟s the competition that helps us to own the unique benefit in our customer‟s mind that our competitors‟ have not addressed and cannot easily address in the future. MKT5708: International Marketing Page 25 of 45 .

1. Usha Shriram Brita is selling its products though door to door marketing in India and exporting these products in Sri Lanka as well. Our nearest competitor is Aquasure of Eureka Forbes and Pureit of HUL and their cost is much higher than ours. In the context of competitors promotional and advertising strategy for their water purifier product. 2009).195 to Rs. our product is design for the lower income segment which is 79% of total population of Sri Lanka. 1. 2004) MKT5708: International Marketing Page 26 of 45 . our product is the cheapest (Rs. if we compare our product with competitor‟s product. Competitor’s promotion and advertising methods: In its promotional and advertising strategy Eureka Forbes positioning its brand as an environmental friendly company and using a combination of varieties such as direct marketing. this group has already penetrated in the Sri Lankan water purifier market in 2005 (Usha Brita lines up water purifier systems. (Usha Brita‟s niche mall gathers new footfalls. 2000 (World's cheapest water purifier from Tata. Usha Brita‟s water purifier is one of the closest competitors in this segment in the Sri Lankan market because of two reasons. event marketing and many CSR activities (Eureka Forbes). Unilever is working its promotional activity as a CSR program with UNICEF in Sri Lanka such as safe water program in schools and day care centre. In this segment. 2004). 2005) and other one. 2010). it has lower range of product which cost Rs. it will work for its „Pureit‟ water purifier (Unilever).Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Competitor’s prices: In order to the market segmentation. which is above to Rs. they are using direct marketing tools and doing a lot of CSR activities because after Tsunami in 2004 Sri Lanka got noticed for its unsafe drinking water (Tsunami disaster in Sri Lanka.295 (Usha Brita Water Purifier Price List. first. 999 and Rs 749) water purifier in the market.

to provides good quality of water to public the government is helping local players to provide good quality of water at low price such as Ministry of Urban Development and Sacred Area Development distributed 2000 water purifier to public at free of cost. Government Participation in the Marketplace The government participation in water purification industry is very high. 2005). Usha Shriram Brita entered in Sri Lankan market in 2005 and exporting its products through India. 2005). Moreover. Eureka Forbes is an innovator of door to door selling concept and it has own distribution network which help to reach its customers directly (Eureka Forbes). As our target in the Sri Lankan market is lower income segment so we can say that our product has some benefits over competitors such as trust of Tata with cheapest price. On the basis of above mention data we can analysis that competition in Sri Lankan water purifier market is very high. India which enables it to export in Sri Lanka (Usha Brita lines up water purifier systems. Usha Shriram Brita has a production unit in Tamil Nadu.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Competitor’s distribution channels: Most of the Companies using zero-level (direct) distribution channel to selling their water purifier in Sri Lanka and exporting their product from India because India and Sri Lanka both are neighbor country. They gave permission to local water suppliers to start a project called Brandix and Deutsche Bank water filter project where they supply filter water to 2000 households every day. a product cannot be sold in to market. 2009) MKT5708: International Marketing Page 27 of 45 . (Brandix and Deutsche Bank water filter project. Unilever has strong network in Sri Lanka and selling many fast moving goods through its distribution network (Unilever. it is not only the presence of many competitors but also presence of many social communities. Every organization has to get approved their products by the government before selling to customers such as in India without ISI mark.

They spend huge money on R&D and pay millions of money to consultancy firms for marketing research and plan. They believed that consumers would prefer only those companies‟ products which are wildly available. To increase our sale and profit we will spend half of our advertisement budget on personal selling because by this only we can aware consumers about our products and persuade consumers to buy the products.(Kotler & Keller. 149784000. Companies are more sophisticated about selling product-support service. We have set the sale budget for next five year which is Rs. But in present scenario the delivery of quality in service and goods has become more precedence. 2009) MKT5708: International Marketing Page 28 of 45 . We as a group have learnt by this project that how to do marketing auditing and planning because the whole success of an organization is depends on marketing plan.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Marketing Plan Executive Summary In this project we as a group have made marketing plan for Tata Swach for next 5 years. It demonstrates that organizations were more considered about sale and profit rather than providing good quality and service. most of the organizations were production and sale oriented. In past scenario. They provide pre-purchase and post purchase service to their customers so customers will not switch to other company.

we will target the government where as we will persuade them to buy our products by telling them the advantages that how can it is helpful to stop water disease and it is also cheaper than other companies‟ products.Assignment 2 : Launching Tata “Swach” in Sri Lanka Marketing objective 2010 Target Market: Firstly. Our expected sale in five year from Sri Lanka is Rs. This figure is base on Eureka Forbes Sale. 5 billion. Last year. Secondly we will target middle and low income level customers. Product adaptation: We will also customize our product and service according to need and demand in the market such as if any customer want more than one year warranty then we will MKT5708: International Marketing Page 29 of 45 . factory overheads and selling and advertising expanses.12 billion water purifier in India and Sri Lanka but we want to sale Rs. we would try to achieve our targets. Last year the quarterly sale of Tata Swach was Rs. After analyzing all these cost they add profit according to their strategy such as if they want to become price oriented where their price will be less than competitor price then organization will set low profit because they want to make profit by selling more volume of products.5 million all over the world so by the help of this figure our main objective is to increase it up to Rs. 30 million by the end of this year all over the world. We are using same strategy where we will set only 40% profit in our cost so after five years if we achieve our sale in Sri Lanka then our profit will be Rs. they sold Rs. distribution cost. 2 billion. 5 billion only in to Sri Lanka. production cost. (Capitaline. 12. By the help of marketing plan. 2009) Expected Profit: Basically service oriented companies set the price according to their operation structure such as how much they are spending on warranty period. Expected sale: Our main objective of this marketing plan is to increase the sale by 3 times.

They establish a separate department which consider only on marketing communication channel operation because in present scenario spending on marketing communication mix is considered as a long term investment not as expensive which helps organization to improve their turnover and goodwill. personal selling and sponsorship. There are many sources for advertising such as: Print Advertisement: Newspaper advertisement is one of the easiest ways to convey the message to majority of the customers. English other than their national language because Tamil is the second most prefer language and then English. Broadcasting advertisement: We will also use TV advertisement because by visual ads we can show how it is used and what the advantages are by using it. Promotion Mix Today every organization spends billions of amounts on advertising. It is the cost effective way to promote the products and in the same way it is also highly accessible means it is only the way to reach out majority of the customers. sale promotion. 2009) Advertising Mix Advertisement is a paid form of promotion of ideas. They create the need and demand of new or existing product by telling the uses and the advantages of the products through Marketing Communication. On packaging and booklet we will use Tamil. (Kotler & Keller. goods and services by an identify sponsor.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 provide him but we will charge him extra money. MKT5708: International Marketing Page 30 of 45 . We will give advertisement in newspaper where most of the consumer can see our advertisement and in the same way we will also tie-up with famous branded and fashion magazine where we will give pastors and calendars where local celebrities will use our products. convince and sustain consumers for a long time which help them directly and indirectly to increase their sale and profit. direct marketing. Integrated Marketing Communication are the channels by which a firms inform.

This plan suits well with the smaller shops which doesn‟t have enough floor space to meet our requirement. In this process. Eureka Forbes is considered as Pioneer of personal or direct selling. Many companies are developing fully integrated marketing programs that include consumer and trade promotions. It has more than 12000 salesmen for personal and direct selling. a model “Swach” water purifier will be displayed in retail shops and then a toll free number is provided for placing the order. aware them about the advantage of the products and persuade them to buy the products.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Sale Promotion At last decade. free service we will try to increase our sale. For larger departmental stores the product will be placed on display and the benefits and the most importantly the low price and of the product will be highlighted. By the help of trade show. (Harvard Business School. As a start up plan. organizations had been spent huge amount of their promotion budget on advertising. MKT5708: International Marketing Page 31 of 45 . special offering such as free home delivery. the main type of retailers available in Sri Lanka are small conventional stores and these stores makes shopping easier for Sri Lanka due to the large availability. Most of the organization is using it to increase the sales and aware the consumer about the product. a salesman from company directly will come to meet consumers where he will educate consumers. But now due to increase the competition and change in technology many marketers there are many others effective and cheaper means of promotion by which company can promote their products more effectively. Sale promotion is a verity of short term incentive to encourage customers to purchase the products. Personal Selling Personal selling is one of the most important variance for water purifier industry. 2009) Retailers Type of retail stores and Retail markups for products in each type of retail store As mentioned earlier.

This table reconfirms that the smaller conventional stores will give more sales to the company than the larger supermarkets. MKT5708: International Marketing Page 32 of 45 . Methods of operation for each type (cash/credit) The main method of operation will be by providing incentives or commissions on product sold. The strategy that “Swach” have is to have a one main wholesaler who has got the maximum reach in the country and then tie up with the wholesaler for the distribution of the product. since “Swach” doesn‟t have a self line the product can be ordered at any point of time in the year. More first money cash is paid to retailers for shelf life and the policy of commission hold good even for big retailers Scale of operation for each type (small/large) The scale of operation planned is large. Beyond that for the display of the product in conventional stores as minimum one tine payment is made to the Shop keeper. The main entry into the market is via an awareness programmed which highlights the importance of usage of unadulterated water and also how “Swach” as a product can bring in the difference. The main USB is the price Wholesale Market As stated in the table Sri Lanka has a large number of wholesale r and retail distribution.The above mentioned information will help us in making a decision. No Credit policy is planned for the initial launch.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 The smaller and conventional stores can give the company a higher sale than the larger departmental stores.

Methods of operation for each type (cash/credit) The wholesaler‟s main objective is to deliver the product to the larger retailer within the shortest possible time by affective supply chain management Orders from smaller shops will be diverted to the nearest warehouse. Import/export agents “Swach” can be imported to Sri Lanka as part of Bilateral Free Trade Agreements (BFTA). Scale of operation (small/large) One of the main reasons for incurring a huge cost in warehousing and supply chain is to have a large scale of operation. “Swach “has tied up with one of the largest freight company to carry the product from the place of manufacture that is Chennai to Sri Lanka. As part of the agreement the freight company will provide a MKT5708: International Marketing Page 33 of 45 . As mentioned earlier in the retailer section.Assignment 2 : Launching Tata “Swach” in Sri Lanka Markup for class of products by each type 2010 Since there is only one model that is going to be available in the market there is no classification of different products. the objective is to connect 80% of the retailers directly or indirectly. Opting Chennai is also a strategic decision by keeping Sri Lanka market in mind and the product can be transported with less cost and time. The company pays the wholesaler for the storage and supply change function. The plan is to agree on a yearly payment contract with the wholesaler for availing the service. The Agreement provides for duty free as well as duty preference access for the goods manufactured in the two countries.

the cost of the product is not so high even though it is getting imported. but the cause is that the duration can vary depending on the demand. Warehousing – Type and Location As mentioned earlier. Price Determination The supply chain management cost which includes the transportation and warehousing cost will be considered as part of marketing plan. and Wharf age fees During transportation the transported goods are insured. If the duration of the shipment needs to be reduced. Actual information related to the shipping chares is not available as shipping charges vary due to the high number of variables. “Swach” had a tie up with the largest wholesaler of Sri Lanka and they in turn facilitate the warehousing facility for “Swach” and the product is moved to a ware house which is nearest towns and cities. All the Costs that are involved will have an impact on the Retail price but due to the relaxio0n of bilateral trade between India and Sri Lanka. this is part of export policy that “Swach” needs to adhere. From an Importing point of view. The duration of the shipment is agreed to be in duration of 12 days. then “Swach” needs to be pay additional charges to the company.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 provision for the storage of 100000 Units of Swach (dismantled) for a period of 10 days. it is the freight service which is providing the facility of conditional warehousing. Another set of expenses that are incurred are related to Loading and unloading charges. There is no custom duty involved in it because of BFTA. MKT5708: International Marketing Page 34 of 45 .

The advantage is the end to end handling of product with minimum damage Budget Selling Expenses Staff salaries. 3000000. and insurance of the goods is paid.00 Rs. Sales support and distribution staff expenses are included. One of the main reasons is the safe handling of the product. 2750000.00 Rs.00 Advertising and Promotion Expenses Radio Newspaper/Magazines Regional Television Ad Sales Promotion Customer Oriented Trade Oriented Rs .00 (Including Customer Awareness Program) Rs.00 Rs.5000000. the product is shipped from the host country and all the expenses till it reaches the exporter market is paid by the “Swach” All the charges related to unloading and transferring the product to warehouse is also taken care by the parent company. 2000000. 20000000. The total expenditure is Rs.Assignment 2 : Launching Tata “Swach” in Sri Lanka Terms of sale 2010 Free On Board or Freight On Board freight Policy is followed where in Swach pays for shipment and loading costs. 750000.00 MKT5708: International Marketing Page 35 of 45 .00 Rs.500000. As mentioned earlier.

Revenue Sales Expenses Promotion: INR Rs. Total expenditure is Rs.00 MKT5708: International Marketing Page 36 of 45 . Packaging. operating costs. 15000000.250.00 Advertising Rs.000.Assignment 2 : Launching Tata “Swach” in Sri Lanka Support Line TOTAL Rs. 3000000.00 2010 Distribution Expenses Distribution expenses include shipping and all associated charges including warehousing charges for freight Carrier Company and expenses for storage and distribution of the product within Srilanka.000. 25.00 Support Line Rs. 33. 800000.000 Product Expenses Product expenses include cost of Water Filters. Total expenditure on Distribution costs is Rs.00 Rs. 16700000.00 Sales Promotion Rs. 13.233.00 Rs.800 Annual Profit and Loss Statement for year 1st year The figures illustrated below are only estimations. 37446000. 900000.

26600000. 1000000. 18000000. 4400000.00 Rupees Rs. 11000000. 2400000.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Distribution* Rs. 149784000.00 Salaries *** MKT5708: International Marketing Page 37 of 45 .00 TOTAL PROFIT Annual Profit and Loss Statement for year 5th year Revenue Sales Expenses Promotion: Rs.00 Rs.00 Product** Rs.00 Total Expenses Rs. 4500000.00 Distribution* Rs.00 Cost of Production Product** Salaries *** Rs. 9900000.00 Rs.00 Cost of Production Rs. 45000000.00 Sales Promotion Rs. 49650000.10846000. 2250000. 4000000.00 Rs.00 Support Line Rs.00 Advertising Rs.

Salary expenses include: Administration staff.Assignment 2 : Launching Tata “Swach” in Sri Lanka Rs.00 Total Expenses Rs. marketing/sales staff and Support staff.00 TOTAL PROFIT  2010 Distribution expenses include shipping and all associated charges including warehousing charges for freight Carrier Company and expenses for storage and distribution of the product within Sri Lanka. Cost of production also increased due to the increase in sales that caused an increase in production.00 Rs. operating costs.  Note: Promotional Expenditure has increased due to an overall increase in sales and because of which more coverage of geographical locations required in. 67134000.   Product expenses include cost of Water Filters. MKT5708: International Marketing Page 38 of 45 . Research will be undertaken to compare and contrast potential credit facilities if more finances are needed. Packaging. Resource Requirements Finances: “Swach” is new to the market so the finance is solely depended on the sales of the product the expectations are very realistic. 82650000. 33000000. which has been concluded based on the research conducted in Sri Lanka.

product will be imported to Sri Lanka and later if the demand of the product goes higher than a plan to have a manufacturing Unit can also be considered. Production Capacity During the first year. Human Resources department and Maintenance and Customer care department The main responsibility of Country head is to make sure company is moving towards planned estimates of profit year on year. Customer care and Maintenance department mot is to take care of customer queries and handle water filet relater queries and maintenance activities.being of the employees and also to control employee activities. Sales and marketing department. Finance department to take care of budgets and other finance related activities. finance and administration. MKT5708: International Marketing Page 39 of 45 . This will result in better pricing of the product will result in more sales and Profits.Assignment 2 : Launching Tata “Swach” in Sri Lanka Personnel 2010 The personnel requirements for the Water Purifier product are as follows. The company consists of Country Head. if required take corrective actions and handle concerns and queries of stake holders in and outside the country. Human Resource department will look after the well. Sales and Marketing team is responsible to achieve the sales target and marketing department objective is to make the life of sales department easier by proper campaign and Advertising.

Retrieved January 18.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 References CIA. Mar . from Business Line: http://www. P. June 28). Chennai: ButterworthHeinemann. 2010.blonnet. from Unilever: http://www.unicef.com/efl-corporate/efl-profile. 2010.html.d.00..Aug 2009. (2009).html.eurekaforbes. Retrieved August 27. Retrieved January 18. N. Retrieved Januray 18.gov/library/publications/the-world-factbook/geos/ce. (n. Eureka Forbes to tap new export markets. from reliefweb: http://www.com/2003/06/28/stories/2003062802320200.com/products/es/news/sri_Lanka. (2003).hitachipt. 2010.). from Corporate: http://corporate. Hygiene & well-being.uk/gall/0.000 families.d. Retrieved January 18. (2009).htm Kusluvan. (2003. Retrieved January 18. Retrieved January 2010 Eureka Forbes. 2010. (n.com/news/idea-cellular-revenue-up-13.html UNICEF.reliefweb. December).). Managing Employee Attitudes and Behaviors in the Tourism and Hospitality. Retrieved January 18. 2010. (2006).1380679.org/wash/sri_lanka_52228. Latest News : Katugastota Water Purification Plant Completed in Sri Lanka.int/rw/rwb.nl/page/45841 Tsunami disaster in Sri Lanka. Services marketing management. Response to IDPs in Sri Lanka. from guardian: http://www. (n.cia.). (2004. 2010.co. (2008. August 31). Retrieved January 2010 Unilever. from Financial Express: http://www.php Idea Cellular Revanue.guardian. 2009. & Pirrie. New York: Nova Science Publisher Inc. December 15).. from hitachi pt: http://www. S. http://www. A.html Mudie.unilever.financialexpress. (2009).nsf/db900SID/MUMA7WE827?OpenDocument Sri Lanka: Brandix and Deutsche Bank water filter project provides safe drinking water for over 2. Profile. https://www. 2010. from irc: http://www. (2009. Retrieved January 18.com/sustainability/hygiene/ MKT5708: International Marketing Page 40 of 45 .d.9-pct/414357/ Kaushik.irc.

New Delhi: Prentice Hall of India Kothari.com/news/usha-britasniche-mall-gathers-new-footfalls/79287/0 Wijesinghe.com/efl-corporate/efl-profile. Profile. (2004. 2010.). Eureka Forbes to tap new export markets.ifrc.priceindia. & Keller. Retrieved January 18.asp World's cheapest water purifier from Tata. from Corporate: http://corporate. CRRP boost living standards in eastern Sri Lanka. from Unilever: http://www. New age international private limited. from Business Line: http://www. 2010. R. September 10).Marketing Management (13th ed). (2008).financialexpress. from The Financial Express: http://www. August 13).org/docs/news/09/09081301/index. Retrieved January 2010 Usha Brita lines up water purifier systems. from Priceindia: http://www.thehindubusinessline.com/bline/2005/09/10/stories/2005091001100200. Retrieved January 18.). from prlog: http://www. 2010.prlog. 2010. 2010.html. Unilever Environmental and Social Report.unwater. (2010. 2010. Retrieved January 18.unilever. from Business Line: MKT5708: International Marketing Page 41 of 45 . Retrieved January 18.org/statistics_san.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Unilever. Retrieved January 18.pdf UN-Water. June 28).d. from International Fedration of Red Cross and Crescent Societies: http://www.html Kotler. K. December 08). http://www. (2005). 2010. 2010. Retrieved Januray 18.in/consumer-electronics/usha-brita-water-purifierprice-list/ Usha Brita’s niche mall gathers new footfalls. (2009. (n. October 09). (2004). New Delhi Eureka Forbes. (2009.org/10443308-worlds-cheapest-water-purifier-fromtata.eurekaforbes. Retrieved January 18.php Kaushik. January 18).com/Images/Environmental_and_social_report_bkmks_tcm1339279. P. Research methodology (2nd edition). (2003.h tm Usha Brita Water Purifier Price List. (2005. (n. Retrieved January 18. N.d.

December).pdf Usha Brita lines up water purifier systems. Managing Global Business Strategies: A Twenty-first-century Perspective.).nl/page/45841 Tsunami disaster in Sri Lanka. (2008. from hitachi pt: http://www.in/consumer-electronics/usha-brita-water-purifier-price-list/ Usha Brita’s niche mall gathers new footfalls. 2010. Learned Publishing 72-73. from: http://www.com/sustainability/hygiene/ Unilever. 2010. (n. Retrieved January 18. Retrieved on July 2009 from Ebscohost: http://web.priceindia.). (2010.guardian.unilever.com/bline/2005/09/10/stories/2005091001100200. Retrieved January 18.d. (2004. September 10).00.reliefweb.htm 2010 Latest News : Katugastota Water Purification Plant Completed in Sri Lanka.1380679. 2010. 2010.blonnet. (2004. 2010. from Unilever: http://www. from irc: http://www. Unilever Environmental and Social Report. Retrieved January 18.000 families. Retrieved January 18.d.co. 2010. (2005.unilever. Retrieved January 18.html Markwood. P.h tm Usha Brita Water Purifier Price List.Aug 2009. (n. from reliefweb: http://www.com/2003/06/28/stories/2003062802320200.hitachi-pt.int/rw/rwb.com/products/es/news/sri_Lanka.com/Images/Environmental_and_social_report_bkmks_tcm1339279. Retrieved January 18. Retrieved January 18. from guardian: http://www.ebscohost. October 09). 2010.com/ehost/detail?vid=1&hid=3&sid=720a9062-56fa-4827-baece29f71a80c7a%40sessionmgr10&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=lxh&A N=45475789 Response to IDPs in Sri Lanka. August 31).uk/gall/0. from Business Line: http://www. 2010.. (2009. Retrieved January 18. Hygiene & well-being. December 15). (2005). January 18). Retrieved January 18. from Priceindia: http://www.Assignment 2 : Launching Tata “Swach” in Sri Lanka http://www. (2010). 2010.irc.nsf/db900SID/MUMA-7WE827?OpenDocument Sri Lanka: Brandix and Deutsche Bank water filter project provides safe drinking water for over 2.html Unilever.thehindubusinessline. from The Financial Express: MKT5708: International Marketing Page 42 of 45 . Mar .

G. Onkvisit. Retrieved January 18. from globalbrandstrategy. December 08). Cateora. (2009. John. E. from prlog: http://www.php Global Brand Strategy .. McGraw-Hill.Marketing Management (13th ed).d. C.html Cateora.prlog. (2005). New Delhi: Sage Publications. International Marketing. Tata McGraw-Hill.financialexpress. Weerawardena.org/10443308-worlds-cheapest-water-purifier-from-tata. K. from International Fedration of Red Cross and Crescent Societies: http://www. (2008). Baack. 2009. from Corporate: http://corporate.com: http://www. J.com/news/usha-britas-niche-mall-gathers-newfootfalls/79287/0 2010 Wijesinghe. International Marketing (13th ed. 2010.asp World's cheapest water purifier from Tata. & Graham.. C. R. (2000). & Keller.globalbrandstrategy.ifrc..). P. Research methodology (2nd edition). 2010. Profile. Kotler. & Salwan. Retrieved Sep 11. J. New age international private limited. Retrieved January 18. (2009).. Dorling Kindersley India private limited.). Sullivan-Mort. P. August 13).pdf MKT5708: International Marketing Page 43 of 45 .New Delhi: Prentice Hall of India Kothari.org/docs/news/09/09081301/index. International marketing “analysis & strategy” (3rd edition).com/marketing_mastermind_book_review. (n. P. 2010. CRRP boost living standards in eastern Sri Lanka. Integrated advertising promotion and marketing communication (3rd edition).Assignment 2 : Launching Tata “Swach” in Sri Lanka http://www. (2004). D’Souza. M. . (2007)... Dorling Kindersley private limited. D. Retrieved January 18.com/efl-corporate/efl-profile. Taghian.eurekaforbes.Book Review. (2008).). Graham. S. New Delhi Kenneth. (2009. P.d. L. (n. J. R. Global Marketing and Advertising. New Delhi Mooji. New Delhi Eureka Forbes. J.

.com/products/es/news/sri_Lanka.com/Images/Environmental_and_social_report_bkmks_tcm1339279. 2010. Retrieved January 18. Retrieved January 18. (2009.Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Kaushik. 2010. Retrieved on July 2009 from Ebscohost: http://web. Retrieved January 18. June 28). Mar . Retrieved January 18. Unilever Environmental and Social Report.html Unilever. Retrieved Januray 18.html Markwood. from hitachi pt: http://www.cia. Retrieved on 08-29-2009. Learned Publishing 72-73.hitachi-pt. Retrieved January 18.1380679.co.html#top Tsunami disaster in Sri Lanka.blonnet. from irc: http://www.Aug 2009.reliefweb. (n.000 families.gov: https://www. from Cia. (2008).nl/page/45841 The world fact book. from Unilever: http://www.nsf/db900SID/MUMA-7WE827?OpenDocument Sri Lanka: Brandix and Deutsche Bank water filter project provides safe drinking water for over 2.ebscohost.). Managing Global Business Strategies: A Twenty-first-century Perspective. August 31). P.d. from guardian: http://www. from reliefweb: http://www.gov/library/publications/the-world-factbook/geos/ao.d. (2004. (2003. (2008. 2010.h tm MKT5708: International Marketing Page 44 of 45 . from Business Line: http://www. (2005). Retrieved January 18.com/bline/2005/09/10/stories/2005091001100200.htm Latest News : Katugastota Water Purification Plant Completed in Sri Lanka. December 15). 2010.pdf Usha Brita lines up water purifier systems.com/sustainability/hygiene/ Unilever.uk/gall/0. Hygiene & well-being. Retrieved January 18.unilever. 2010. (n.irc.int/rw/rwb. December).com/2003/06/28/stories/2003062802320200. (2010). September 10).guardian. Eureka Forbes to tap new export markets. from: http://www.thehindubusinessline. 2010. 2010.). (2005.com/ehost/detail?vid=1&hid=3&sid=720a9062-56fa-4827-baece29f71a80c7a%40sessionmgr10&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=lxh&A N=45475789 Response to IDPs in Sri Lanka.00.unilever. 2010. N. from Business Line: http://www.

org/10443308-worlds-cheapest-water-purifier-from-tata. from Priceindia: http://www. December 08). R.financialexpress. 2010.ifrc.in/consumer-electronics/usha-brita-water-purifier-price-list/ Usha Brita’s niche mall gathers new footfalls. August 13).org/docs/news/09/09081301/index. 2010. (2004.html MKT5708: International Marketing Page 45 of 45 .Assignment 2 : Launching Tata “Swach” in Sri Lanka 2010 Usha Brita Water Purifier Price List. (2010. (2009. Retrieved January 18. Retrieved January 18. 2010.priceindia. from International Fedration of Red Cross and Crescent Societies: http://www.asp World's cheapest water purifier from Tata. 2010.com/news/usha-britas-niche-mall-gathers-newfootfalls/79287/0 Wijesinghe. October 09).prlog. CRRP boost living standards in eastern Sri Lanka. from prlog: http://www. January 18). (2009. from The Financial Express: http://www. Retrieved January 18. Retrieved January 18.

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer: Get 4 months of Scribd and The New York Times for just $1.87 per week!

Master Your Semester with a Special Offer from Scribd & The New York Times