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LONDON SCHOOL OF COMMERCE

COLOMBO CAMPUS SRI LANKA
MBA FOR EXECUTIVES

MODULE ASSIGNMENT: Marketing Management

Student Name

Lakna Weerakoon

Student Registration No.

0020CHHCHH1214

Module Lecturer

Mr.Anand Walser

Module Tutor

Ms. Nilusha Gallage

Date Submitted

07th May 2015

Total Word Count

5040 words

Executive Summary
Harischandra is a seventy years renowned brand name for the natural and nutritious products.
The profit generated for year 2014 is hundred and seventy two million seven hundred and twenty
seven rupees. Furthermore, the company is dealing with products such as soaps, coffee, noodles,
gingelly rolls, coconut vinegar, instant products, flour, papadam, pickles and kithul trickle. The
products and product range is basically stick in to the identity of Sri Lankan culture.Currently,
Harischandra is the market leader for noodles, coffee, kurakkan flour, ulundu flour and has a
satisfactory market share for rice flour, laundry soap and blue washing soap(Annual Report,
2014 ,p 5).In this report the fuel and lubricant products are not consider in to the account which
belongs to HarischndraMills distribution Ltd.
Noodles are very popular product among the kids in Sri Lanka. But more than Harischandra,
Maggie and Prima havegain more attraction of youth and working people because of its shape,
size, and physical structure and packs size. Considering the time factor, mothers cook instant
noodles which have mini packs for their children to eat in the school. However, busy people are
also going for competitor’s noodles products to save their time.
When considering about current situation, people are paying more attention on the healthy and
fast cook products due to their busy life styles. Therefore, it is a solution to introduce instant rice
noodles which completes the balance diet requirements and suits to busy life styles. Further,
Harischandra has good reputation of giving natural and nutrition food products over the seven
decades of period and also most of the competitors are manufacturing the wheat flour noodles
and it is a deviation to Sri Lankan life style. Sri Lankan’s are used to have rice and curry for all
three meals. Hence, developing a product which suits to customer expectation would help to
capture high market share by targeting people who have busy life styles including university
students and health conscious people. Working women are targeted as mother will select the
foods for their children and other family members. Additionally, the packaging sizes are planned
to be changed to the scale of one person, two people, four people and six people.
The marketing campaign is proposed to develop based on cricket and select Kumar Sangakkara
as a popular cricket star to do the promotions campaign. Other than that, scratch and win offers,
Money back offers and Sponsor for school quiz and inter school cricket matches can make the
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awareness of the product. The targeted segment is less price sensitive to obtain the quality
product which suits to their busy life styles. Therefore, “premium” is the pricing strategy which
creates company to provide different pricing strategies.Harischandra Noodles products are easily
can find in traditional groceries and supermarkets. The estimated budget for the implementation
is three million rupees. The expectation is to achieve twenty five percent of market share for the
product within three years of launch.

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. Title Page No...................................................................................1: Market Segmentation…………………………………………………………………16 Table 6..........................6 2.................................................................................0 Situational Analysis.. Marketing Action Plan.................................................................................................................................................................................................6 2.......................25 List Of Tables No.....1:Barriers to entry..........4 Marketing opportunity.1..........1: Marketing Action Plan……………………………………………………………….... Table 2.......................................................1 Market Segmentation.................... Title Page No.................................................2:Rivalries for products..........0... Implementation........................................Table of Contents No...........................................................................15 4............................................................................ Value proposition.............3...............................................................8 2.............0 Introduction.....................................................................................................................................................................................................................................................24 3 .................................................. Conclusion................1 Internal Environment..............................................23 6.................................................0............................2 External Environment............ Marketing Mix.15 4.................6 Table 4..............................14 3..................................... Marketing Strategy......16 4.........0.....................0 References..............................................................................................................................0. SWOT Analysis.....................3...................................................................................................................5 2.............................................................4 Table 2............................ Customer Experience.....................23 8.17 5.........15 4...........24 7.........................................................................0 Marketing Objectives.................................................................................................................0........2............ 1................................................................13 2..................................................................24 9..17 6. Target Market......................................

.......: Product Life Cycle…………………………………………………………………......2:Distribution channel for Harischandra noodles………………………………………20 Figure 5.3: Product Advertisement………………………………………………………………23 Figure 6..........…24 4 ..List Of Figures No..18 Figure 5..7 Figure 5........................ 2012).....1:Marketing Budget…………………………………………………………………...............1: Product Life Cycle(Botha......... Title Page No.... Figure 2........

coffee. In this report the fuel and lubricant products are not considered in to the account which belongs to Harischandra Mills distribution Ltd.0 Introduction “Harischandra” name was born over seventy years ago at the down south area as a house hold brand name. Furthermore. kurakkan flour. Currently.1. 2014. pickles and kithul trickle. laundry soap and blue washing soap (Annual Report. introduce a product which is targeting the teenagers and young people would make more profits to the organization. coffee. When considering about the buying behavior of customers. because of their good reputation of giving natural and nutrition food products over the seven decades of period. Therefore. It is a renowned name for the natural and nutritious products over seven decades in customers’ mind.p 5). instant products. it shows that most of the young people and young adults are not much aware with the Harischandra product range. The products and product range is basically stick in to the identity of Sri Lankan culture. These days’ people are paying more attention on the healthy and fast cook products due to their busy life styles. coconut vinegar. Furthermore. the company is the market leader for noodles. papadam. gingerly rolls. 5 . Because all the marketing tools. Hence. noodles. most of the noodles manufacturers are dealing with the wheat flour but Sri Lankan culture has designed to eat rice for all three meals. The profit generated for year 2014 is hundred and seventy two million seven hundred and twenty seven rupees. introducing instant rice noodles which completes the balance diet requirements and suits to busy life style is an opportunity for Harischandra. Harischandra products can get the opportunity of providing instant rice noodles which suits to Sri Lankan culture. flour. Therefore. identity of the product and product range is basically focuses on adults. ulundu flour and has a satisfactory market share for rice flour. the company is dealing with products such as soaps.

2. p. external opportunities and threats (Vrontis and Thrassou .134).1 Internal Environment BCG Matrix BCG matrix will categorize the company’s product requirements in terms of impending cash requirements and cash expenditure requirements.2. BCG Matrix Market share High High Low Stars Question marks Cofee Pickles Flour Papadam Noodles Kithultreackle Instant products Soaps Low Cash cows Dogs Coconut vinegar Gingelly Rolls Market growth 6 .2006.0 Situational Analysis Situational analysis will critically review “where are we now” and the analysis will identify the company’s strengths weaknesses.

Harischandra is providing handmade gingelly rolls provided only to own two outlets and supermarkets only. white) and it should mixed with the hot water and the competitors product should mix with the normal water. instant products and Noodles require a capital expenditure to maintain the market position.In the short term basis coffee. Under the instant products Harischandra is providing string hopper flour (red. Moreover. Harischandra is the only kurakkan flour manufacturer in Sri Lanka. customers are more prefer with the competitors product. gingelly rolls and soaps are in the category of dogs. flour. Product life cycle 7 . Therefore. the product should develop to compete or should allow dying. Hence. The instant products have the issue of competition among the rivals and they step down because of the easiness of the competitor’s product. Coconut vinegar. Pickles. With the time ‘stars’ will become ‘cash cows’ and ‘cash cows’ can be used to finance the ‘starts’. papadam and kithul treackle are in the category of question marks. but these products can generate high returns in the future. sales are not at a considerable level.

coconut vinegar. coffee. The activities conducted in the company was milling of rice. 2. Additionally. kurakkan and other grains. In year 1983. Harischandra mills PLC is in its stage of maturity for long span of time period. when it consider as individual product such as soaps. Growth stage has started in the year 1952 by expanding into various fields including the milling of coconut oil. In this stage company has generated the improvement of profit development. laundry soap and blue washing soap. instant products. Initial sales are used to expand the business by adding new premises and equipment. kurakkan flour. pickles and kithul 8 . noodles.Figure 2.1: Product Life Cycle(Botha. coffee. company has started to position in the maturity stage and in the same year it has listed in the Colombo stock exchange. the company is the market leader for noodles. gingelly rolls. papadam. flour. Sales has been increased rapidly when the brand name get popular among the early majority. ulundu flour and has a satisfactory market share for rice flour. Currently. 2012) The Company is introduced in the year of 1943 with the initial capital of twenty five thousand rupees.2 External Environment Porter’s five forces Barriers to entry Entry barrier is not so high.

flour. Noodles Medium It needs capital to invest for machines and staff. and kithul trickle. gingelly rolls. The reason for the high demanding of 9 . Papadam low Very less capital is required. self-employed people are highly engage with this business.trickle. Gingelly rolls low Small scale. homemade coconut vinegar is prepared and can start with a less capital. homemade pickles are prepared and very less capital is required. Pickles low As a self-employment. coconut products. Coconut vinegar low As a self-employment.1:Barriers to entry Product Barriers to entry Reason Soaps Medium The machines and considerable level of capital is required. Flour Medium Considerable capital is required for machines. Instant products Medium Considerable capital is required for machines and staff. Kithul trickle Medium Suppliers are less compared to other product items. Bargaining power of suppliers is high for products such as coffee. There are no special rules and regulations for the entry in to these markets. Table 2. There is a high level of threat from new entrance of multinational companies. instant products. Coffee Medium It needs considerable capital to run in large scale. But still enough suppliers can find to start a business.

2:Rivalries for products Soaps Hemas manufacturing (Pvt. Sri Lankan’s basically depend on rice for all three meals but for the breakfast and special occasions. Barakath Essential Ayurvedic Export Products. hoppers. The rivalries among existing firms are become strong in the point of individual product wise. ulundu wade and thosei. The main supplier for the final customer is retail super markets chains such as Cargill’s food city. Sri Lankans basically use tea as a substitute for coffee and in some of the situations soft drinks also count to the account as a substitute. Furthermore.) Ltd. Nestea and Nescafe are playing a prominent role in the market as a substitute for coffee. Customers have the variety of imported and local brands to select the most prominent and suitable product to consume. Bargaining power of customers is high for the products such as soaps. noodles. 10 .. Bee honey and pol paney (coconut honey) are the Sri Lankan substitute for Kithul trickle. coffee.) Ltd.) Ltd. Ceylon natural and organic enterprise. Arpico super centers and keels super markets.steward MFG (Pvt. Vendol Lanka Co Ltd. because of the influence of substitute such as face washes and body scrubs are more consumed by young people.supplier is because of the low barriers to entry. because of the rivalry in the market suppliers has more bargaining power. Gingelly rolls are considered as a traditional sweetmeat for Sri Lankans and sweetmeats like milk toffee and pol toffee are playing the role of the substitute... The threat from substitute is different for different products and for some of the products have no substitutes that exists. Unilever Sri Lanka. Table 2. Swadeshihearbel industrial (Pvt. energy . Gingelly rolls and pickles.. people are more practiced in to use noodles or instant products which can use to make string hoppers. In the current scenario the products such as soaps are more consumed by the adults. Furthermore.

. C.. Prima Ceylon Limited.. CICAgri Produce Exp. Ltd..) Ltd. Island coffee (Pvt) Ltd. East west foods.. Raigam Marketing Services (Pvt. Ltd. Services (Pvt.Samagi product... Lanka Canneries Ltd.) Ltd. (Pvt) Ltd.) Ltd. D. Gingelly rolls Nikado Group Gingally rolls- of Companies. Cargills (Ceylon) PLC. Risirasa sweets. Serendib flour mills (Pvt.. Hansa Ceyloncoffee (Pvt. Noodles Nestlé Lanka MDK Food Product PLC. Convenience foods Lanka (Pvt.Coffee Nestle Raigam Lanka Marketing PLC.. 11 . Jaykay marketing services(Pvt. (Pvt. Plenty foods Flour (Pvt. Unilever liptonceylon ltd... Lanka Canneries Ltd..) Ltd. de silva and sons Pvt Ltd..t) Ltd.) Ltd. MC tit associates.) Ltd. Instant products Prima Ceylon Limited..) Ltd. Delmege Forsyth & Co. Harischandra Mills PLC.Allicompany (Pvt. AigamMarketing Services (Pvt. Prima Ceylon Limited.) Ltd. MDK food products (Pvt..) Ltd.) Ltd.) Ltd.) Ltd. Raigam Marketing Services (Pvt. Jaykay marketing services (Pvt.. Delmage Forsyth & Co.) Ltd. Uma thalakarali Coconut vinegar ThambapanniCocos (Pv.

Cargills (Ceylon) PLC. East west foods (Pvt. 12 .. Jaykaymarketing Pickles services (Pvt.. (Pvt.3 percent growth rate (Central Bank of Sri Lanka 2014. in the year 2014 there is a 4.. Harischandra soap manufacturing factories also have the impact of that.4 Percent unemployment rate in the country. hock seng food(Pvt.) Ltd. Lanka Canneries Ltd. In the year 2012 country has a 6. PESTEL Analysis The political scenario of Sri Lanka is going through some changes and after the period of post war in Sri Lanka. Other than that. CBL canneries (Pvt..) Ltd..) Ltd. Alli company (Pvt..3 percent GDP growth rate and 2013 it has a 7. The Economic factors are basically consisting with the income level of Sri Lanka is growing fast and the country is having a growing GDP from year to year.Papadam Elephant papadam co. Enrich Tea & Food Exports (Pvt. Kithul trickle Enrich Tea & Food Exports (Pvt.. But when compared with the other entities in the country it is a very less amount of influence that effects to the Harischandra mills plc. p1).) Ltd...) Ltd.) Ltd. Because of the power obtained by the political parties. Nikado Group of Companies.) Ltd.Edinborough products (Pvt) Ltd.) Ltd. Ceylon kithul institute (Pvt. ecological and environmental issues are impact to the mills which produce the coffee and flour. Furthermore.) Ltd Food (Pvt. Politically.) Ltd. Agro SevillaAceitunas Coop.Lanka Canneries Ltd. politicians are interfering with the businesses in order to change the policies or to stop the operations.. Vinegarforbes and walker fine foods.

Huge amount has invested to keep upgrade the technological level in the business. The life expectancy rate of the country is 75 years which is close figure to the developed countries’ life expectancy span. under the Sri Lankan labour law it has clearly specify the age limits . In the recent period of time Sri Lanka has many significant changes in its legal system which effect to the organization’s behavior. age and disability discrimination. Sri Lanka has a very complex legal system which is highly mixed with the several law systems. 2015) Furthermore. “Harischandra mills PLC is joined with the business and biodiversity platform to contribute to the conservation of bio diversity and natural resources of Sri Lanka” (Harischandra mills PLC. Poverty head count ratio is 12.6 percent and 0. a greater requirements for firms to recycle are directly impacts to the organization’s operating process (Scribd . The importance of environmental policies is increasing and the sustainability practice has created the value inside the entity.2 percent of the total poor population in Sri Lanka is less than 25 years of age (Department of Census and statics 2009/2010) Currently. However.8 percent total active participate labour force and quality of life style is increasing as the purchasing power is also increasing. The technology is a really important factor which leads the development of the products.As a social factor. all the machines are keep upgrading and they take steps to train the staff with new equipment and machines. in every five years they change their vehicles and not only that. Moreover. Additionally. prohibition of child labour and industrial safety. the amount and the commitment used for the research and development are not at a satisfactory level. 2015).8 percent population has increase during the period of 2012 to 2013. working hours .8 percent and 50. all the quality assurance and quality control people look for the technological aspects of the business. Country has 53. All the manufacturing works are conducted in the Matara district and now it’s not an issue of not locating in the capital of Sri Lanka because southern highway is completely finished with its work and transportation is not a big issue. In Harischandra mills PLC. These legislations have more impact with legal factors in the operations of Harischandra mills PLC. After the introduction of legislations related to increase in minimum wages. the environmental factors have high impact on organizational actions. Sri Lanka has a high literacy rate which is 95. Legal conditions have a high influence on the organization’s operational scenario for the long term basis. 13 .

Soap sales have increased by 17. ulunduflour. Therefore. The basic advertising campaigns are conducted by neglecting the youth in the society and that will negatively impact to the products like noodles and coffee. The new segments like kids. The paid attention for product development is not satisfied with the identity of the organization. kurakkan thosai mix. instant products (string hoppers. Most of the product features are remaining constant from the introduction stage of the product life cycle. Flour (rice flour. hopper mix. Other than that artificial preservatives and flavors are not added to the products.3.2. Organization runs without a single loan issued from a bank or financial institute. kithul trickle and coconut vinegar makes customer more convenient to stay with Harischandra name. Noodles . that to provide the natural quality. SWOT Analysis Harischandra is a pioneer brand name of Sri Lanka over the seven decades of time period. Unexploited rural market is available for Harischandra to introduce their name and product 14 . The emotional relationship with the customer for providing natural and nutrition products with the Sri Lankan identity is a positive factor to company. thosai mix).5 percent and operations profit has increased by 55 percent comparing to lower input cost.8 percent and that has resulted to 3. youth and working women are available for Harischndra to go for repositioning or launching of a new product.7 million rupees of profit. people are looking for healthy products which fulfill the natural and nutrition requirements. coffee.kurakkan flour) . When consider about the current trends and situation of the country. the risk occurs from liabilities are very low. Sale of food products has increased by 1. The trend of having convenience food level is going upwards due to the busy life style of the people. Moreover. machines and staff is completely operate through cash in hand concept. gingelly rolls. All the premises vehicles. Papdam. Moreover. pickles. All the products are unique to the organization and wide product range such as soaps. the country-wide strong distribution channel is work as strength to the company. The products only have limited number of scales which can lead negative impact to the organization in a long term period. Customer loyalty for the brand is directly bonded with the emotional factors which provide the brand loyalty. there is indeed opportunity for Harischandra to introduce new products and enter to new market which influenced by international trade. Harischandra is not providing strong marketing campaigns which targets to youth of the society.

size. To establish new modern trade channel during 2015/2018. These days’ people are paying more attention on the healthy and fast cook products due to their busy life styles. To launch instant rice noodles 2015-2016. Additionally. Therefore. The high end marketing campaigns organized by competitors such as Maggie. and physical structure and packs size. Furthermore. Moreover. Hence.0 Marketing Objectives Marketing objective reveals what the business wants to achieve from its marketing actions.within one year.      To increase company sales by 20% by 2016. because of their good reputation of giving natural and nutrition food products over the seven decades of period. It’s important to obtained marketing objectives to support the overall business objectives.range. coffee and flour. noodles. 15 . Maggie and Prima has more youth attraction because of its shape. But more than Harischandra. the changes in the government will introduce the new rules and will make the amendments to the existing rules and regulation will make organization to change its policies. Harischandra meals can get the opportunity of providing instant rice noodles which suits to Sri Lanka. well known international products are also entering to the market and create highly competitive market condition for some of the products such as.4 Marketing opportunity Foods come with noodles category are very popular product among the kids in Sri Lanka. 3. To increase the percentage of customers who rate product quality is excellent by 5%. The new entry to the market is very high from the individual product basis and it is a threat to the organization. 2. Prima and Nescafe is a threat to the organization in long term process. The level of country’s income is increasing and that will make positive impact on customer buying behavior. To achieve a market share of 25% for instant rice noodles within three years of launch. most of the noodles manufactures are dealing with the wheat flour but Sri Lankan culture has designed to eat rice for all three meals. introducing instant rice noodles which completes the balance diet requirements and suits to busy life style is an opportunity for Harischandra.

business will choose the group which they want to enter. product appearance and flavor should be changed. positioning is conduct to develop the product image in the consumer’s mind. Age is a factor which should consider for noodles products. ingredients and pack size has to be varied. Other than that Youth and kids are also targeted because kids and youth are more convenient of eating instant products than eating rice and curry for all three meals. and university students. House Wives Sex –Unisex Income – < 70. Basically Harischandra is providing a family pack which is suitable for main meal. p. Semi Urban. “Companies must decide precisely how and where in targeted segment to aim product or products and brand or brands”.2.0. Rural Occupation. flavor. the size of the package. according to the eating habits and life style of the people . Target Market Primary target market is people who have busy life styles including.1 Market Segmentation Market is segmented in to age.Working Professionals. Therefore. Additionally. their children and other family members have to go for her choice. In some of the cases it can also include improving customer’s to choose the product or service. But after considering the busy life style of different age groups. Self-employed. the strategy of “dividing the group of consumers or segment in a homogeneous group” with distinct needs and wants is called segmentation (Goyat.000 per annum 16 . 2007. Marketing Strategy Segmentation in the marketing refers grouping various customers into segment that reflects common need or they will similarly respond to the marketing action. University Students. After segmenting. Working women are giving their priority for time saving and healthy products due to their busy life styles. eating habits and Life Style. cooking time. Market Demographics Region – Urban. 4. 2011). (Dibb and Warwick.4. After conducting the targeting. 4. working people.7). Furthermore.

Value proposition Harischandra is the pioneer of providing the rice noodles which gives with natural quality. Table 4. Every day. This newly introduce noodles has the product quality which gives minimum negative effects to health. With this newly introducing instant rice noodle will save the time by fast cooking (2 minutes). this new rice noodles can eat with a single curry as string hoppers. for the first time. after boiling. With this new product.0. two people.Social class. 17 . Rural depends on the temporal aspects of the consumer’s life.et al. Hence. MSG (Monosodium Glutamate) is not included in the Harischandra noodles products and the wax. and year). month. included in the sauce maker consist with natural quality and it includes required nutrition for the complete balance diet with the rice noodles. Further. Harischandra is providing the noodles with a sauce maker. has described marketing mix is a set of tools that use to create a proffered response from targeted market. The boiled noodles will give the closer feeling of eating string hoppers. Marketing Mix Marketing mix is the different choices that organization has to introduce their product or services to the market. 5. All the ingredients. Furthermore. The product is basically designed by considering the life style and the taste of the Sri Lankan people.3.Middle and upwards Behavioral Occasions –Regular. Harischandra has entered to different scale pack size for noodles which suits to busy life styles. coated on the other instant noodles products has not coated on the Harischandra noodles.1: Market Segmentation Segmentation Age Eating Habit Life Style Targeting People who have busy life styles Health conscious people Positioning Easy to cook Two minutes rice noodles Taste Health Complete balance diet 4. noodles are coming with different scale of packsize which is sufficient for one person. (varied usage in terms of time of time day. Moreover. According to Kottler. week. (2008).user urban. four people and six people.

Product This introducing noodle is developed to enhance the healthy conditions for the people who have busy life styles. This noodles is comes under the instant noodles group but with the positive health conditions. 2012) Development stage is the most important stage which needs to develop the product with the current requirement of the customer. the introduction of the noodles is planning to launch in the year 2016. (Refer the pg 15 for product features) Introduction stage After conducting the development process for the Harischandra instant rice noodles.5.2: Product Life Cycle (Maxi-Pedia. This is the most important 18 . Product Life Cycle Figure 5.1. Only the fulfillment of the required features will lead product to the introductory stage.

 It should be made to full fill the complete balance diet requirements. Features This new product consists with easy to cook concept which takes ten minutes to cook and comes with a sauce maker inside the pack. youth and working women.  It should be made with red rice and white rice.  Only two minutes will take to cook the noodles. According to the schedule in the year 2016 the product should launch by targeting the kids. Furthermore.stage which needs to promote the product initially. 158 g pack for two people. Generally product will have high life span in this stage.  Source maker should be made to MSG free -Monosodium Glutamate. At this stage it’s highly required to spend the money to make Harischandra instant noodles as a household name in Sri Lanka. 308g pack for four people and 420g for six people. Growth stage Product will start to grow and it needs large amount of money to spend for the advertisement. fish.  Any kind of wax should not coat on the noodles. Maturity stage This stage is comes after passing the introductory and growth stage. In this stage it’s possible to get great deal of competition in the market by entering the international products such as Top Ramen which has large market share in Indian market. chicken and cheese on the preference of consumer. Packaging  The noodles packet should be come up with 84g pack for one person.  Taste of the sauce maker could be made to change by adding vegetable. 19 .

Even though. Harischandra Noodles products are easily available in traditional groceries and supermarkets. Price The objective of launching the instant pasta is to achieve the high product quality with the Sri Lankan identity. The colour of the packaging should be changed. Therefore. It should introduce single agent per city including rural areas. Organization has limited penetration in rural areas. the comparison of the price can do with the competitors such as Maggie. Raigam is providing rice noodles and but it’s not an instant noodles product. Price discounts will offer for trade customers based on the policies of the organization. product cannot go for higher price compared to competitors because of the high competition. Prima. Additionally. 5. MDK and Raigam. comparing prices among competitors will not give the fair balance. Therefore. The targeted segment is fewer prices sensitive to obtain the quality product which suits to their busy life styles. But still there are some locations where the distribution channel is not established. Nikkado. premium is the pricing strategy which creates company to provide different pricing strategies. In the current situation. direct retailers should give the freedom to deal with any wholesaler Harischandra factory Factory warehouse Agent Distributors 20 .3. Place Harischandra Distribution Channel is established in all over the Sri Lanka. 5. On the other hand it will not provide a complete balance diet.2.

21 . Therefore. its more prefer to get a cricket star to endorse the advertisement campaign. Celebrity endorsement Popular cricketer “Kumara Sangakkara” can select as a celebrity for the advertising campaign TV advertisements and print media should use to introduce the product. Other than that. without going for complete Sri Lankan meal. The program can develop by giving a chance to a customer who has most innovative recipes and can publish it as a book. young professionals and university students.Wholesalers Direct Retailers End customer Figure 5. Television events Harischandra “Rasamedura” telecast on every Sunday at 11. People like to enjoy snacks when they are watching the cricket match.30am which is providing innovative recipes for Harischandra products by a professionals. Also the people who would like to go for instant meal. it is propose to move away from Harischandra family approach.4 Promotion This product is targeted for people who have busy life styles such as women who are working.2:Distribution channel for Harischandra noodles 5. Suggested future advertising campaign With the introducing of instant rice noodles.

 Scratch and win offers  Money back offers  Sponsor for school quiz and inter school cricket matches can make the awareness of the product. We only ask 2 minutes for healthy life (Instant Rice 22 .

getting customer feedbacks. Based on the results gain from the market research the production should carry and the launching should carry out. Finally to give a good customer experience trained the employees to give their maximum.3: Product Advertisement 6. the creating commercial advertisements. Implementation For the implementation first it’s required to do the research and development for the new product by adding all the new features and it’s required to conduct a feasibility study and then focus for market research. Afterwards. contribute to the sponsorships will increase the market share of the company. 23 .0. The estimated budget for implementation is three million rupees.Noodles     Easy to cook Two minutes rice noodles Healthy Equal to complete balance diet Figure 5. designing promotions.

1:Marketing Budget 6.1.1:Marketing Action Plan ID Activity 1 Do the Responsible Party research and Production development Duration manager. 210 Days development for new product Production Manager 2 Conduct a feasibility study Finance manager 29 Days 3 Carry out a market research Marketing manager. Marketing Action Plan Table 6.Markerting Budget 3% 9% 3% 8% News papers Consumer magazine Trade publication Radio Television Direct mail Onine promotions Trade promotions Market research Direct Markerting Public relations Bill boards Sponsorships Other 3% 7% 2% 2% 3% 12% 21% 14% 9% 4% Figure 6. Sales manager 29 Days 24 .

123 days 10 Trained to give a proper Finance manager.Production 30 days manager. sales manager 6 Commercial advertisements Marketing manger 261 days 7 Customer Feedbacks Human Resource Manager 245 days 8 Promotions Finance manager. 123 days 9 Giving Sponsorships Finance manager.Marketingmanager. Production manager 25 .Marketing manager. Human resource 245 days customer experience manager.4 Production Production manager. Product 100 days development manager 5 Launching the product Marketing manager.

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7. Even the partnerships are matters in some of the circumstances. it should do in a professional manner and there is a situation where the employee has to work in a friendly environment. Hence. Further.5) 23 . where employees directly meet the final customer. it is suitable to conduct surveys. Customer’s satisfaction is also depends on the factors like physical evidence that they experienced with the employees of the company. issues such as waiting time will make negative impact on customer’s mind. Therefore as a method give a satisfactory customer experience.0. customer should have the good impression about the surrounding. In Harischandra mills PLC. Then only customer will satisfy with the product. (Refer the pg 11for objective no. and they can be the source of positive word of mouth. Therefore. When the customer is buying the product. building a strong system that can provide the required service to the customers and improve customer relationship management as it is an essential factor to consider. Furthermore. there are two outlets in Colombo and Matara. in the process of handing over the product to customer. it’s essential to recruit the right candidate for the right job. the agents who are meeting the trade customers also should give a proper attitude and training to gain the customer satisfaction which impact to the final sales outcome because they reflect the brand image. Customer Experience This describes the overall experience customer gets with the interaction of business entity and its product. customer feed backs and do the amendments based on that. When there is a formal document submission.

after considering all the above factors it’s proposed to develop a product which suits to the busy life style. The marketing campaign is proposed to develop based on cricket and select Kumar Sangakkara who is a popular cricket star to do the promotions campaign. the targeting market for product was a limited group of people.8. scratch and win offers. Further. The marketing tools in the organization are not powerful to compete with the competitors’ marketing practice. The expectation is to achieve twenty five percent of market share for the product within three years of launch. and targeting the kids. youth.Harischandra Noodles products are easily can find in traditional groceries and supermarkets. 24 . The estimated budget for the implementation is three million rupees. working women. Premium is the pricing strategy which creates company to provide different pricing strategies. In the same time customers have the faith on Harischandra products for their quality of natural and nutritious aspects. four people and six people. Conclusion Harischandra Mills PLC shows the quality of the products with their Sri Lankan identity. But most of the products are developed for the family concept and targeting the adult market. Other than that. two people. Additionally. The product is an instant rice noodles which fulfill the complete balance diet requirements. the packaging sizes are planned to be changed to the scale of one person. Therefore. Harischandra has not carried out an extensive study for kids and youth. The expectation is to achieve twenty five percent of market share for the product within three years of launch. people who are adopt to busy life style and health conscious people.0. Money back offers and Sponsor for school quiz and inter school cricket matches can be used to make the awareness of the product.

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