Organization Kelani Valley Cannaries Ltd (KVC) Limited Product KVC fruit nectar Stage of product life cycle

le Introduction Key Issues; 1. Brand awareness is low and brand name is not properly maintained. 2. KVC is the first fruit nectar without artificial additives, in Sri Lankan fruit nectar market, but KVC does not use this fact as a differentiator to impress the customers to choose it over competitors. 3. The biggest competitor Kist, and other competitors (Smak and MD) have super distribution channel management, where KVC does not have. 4. Global players such as Coca cola are also enjoying 30% market share in the fruit juice market so its a barrier for KVC. 5. KVC has overestimated the sales, and did not reach the target sales level even after 6 months. Solutions; 1. Above the line promotional strategies should be developed to increase the brand awareness in all KVC products. 2. Positioning the brand as a Healthy ready to serve drink without artificial additives. 3. Make the product available especially in urban areas. 4. Improve the product with new recipe to differentiate from competitor products. 5. Conduct a proper market research to examine the customer preference in beverage and fruit juice sector.