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Name Hettiyahandi Uditha Madusanaka De Silva

Batch Number 24
ICBT ID :
Student ID Cardiff Met ID : st20245948
ST/CARDIFFMB/24/25
Scheduled unit details
Unit code MBA 7003
Unit title Marketing Assignment WRIT 2

Assignment Details
Nature of the Assessment Assignment 2
Topic of the Case Study GIVEN
Learning Outcomes covered YES
Word count 2000 words
Due date / Time 7 September 2022
Declaration
I certify that the attached material is my original work. No other person’s work or ideas have
been used without acknowledgement. Except where I have clearly stated that I have used some of
this material elsewhere, I have not presented it for examination / assessment in any other course
or unit at this or any other institution
Signature Date 19/09/2022
Result (Assessor use only)
Marks by 1st Name & Signature of the 1st
Assessor Assessor Agreed
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Marks by IV: Name & Signature of the IV
For Office use only (hard copy assignments)
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date
TASK 01

Sri Lanka's toothpaste industry

Local herbal toothpaste markets and global markets like Signal, SR, and Close up are the two
main components of the Sri Lankan toothpaste market, respectively. We discover that several
numbers of local herbal brands produced by small and medium-sized indigenous producers are
quickly posing a threat to products marketed by international corporations.

In regards to volume, Signal and Clogard have the largest customer base in Sri Lanka.

The creation of customers' purchase intentions, or KPD, is recognized to be significantly

influenced by customer satisfaction. The term "customer satisfaction" is used frequently in
marketing.

Buying Patterns of Customers

In the past, researchers and marketers have spent a lot of time studying consumer buying habits.
Consumer behavior has been the subject of several studies for several numbers of reasons. The
way consumers behave now has a direct bearing on how well businesses function as a whole.

Important Purchasing Criteria (KPD) In this day and age, the majority of industries are
attempting to globalize their markets. Given that it is one of the primary determinants of
purchasing decisions, customer happiness is widely recognized as an important component in the
development of consumers' purchasing behavior.

Marketing Strategy of Sensodyne

Sensodyne goods were made available through a variety of distribution channels to clients.
Additionally, the business is well recognized for its TV, print, and other marketing campaigns.
The brand's tv ads have remarkable results in terms of promoting awareness of the company and
its products. Sensodyne also runs public relations and advertising campaigns.
Additionally, Sensodyne is highly active in digital networks. Through its social media platforms,
such as Instagram and its website, the business will keep in touch with its customers and makes
any changes there. The company also places online ads. Additionally, Sensodyne collaborates
with several dentists who refer their patients to the company's goods. Many dentists play an
important role in the company's TV commercials and market the goods to customers from their
professional opinion.
Many dentists play an important role in the company's TV commercials and market the goods to
customers from their professional opinion.

Solving Problems
Sensodyne arrives to address this issue and provide relief. The brand entered the market focused
on and tackling extremely common tooth discomfort from the beginning.
The entire product line of the brand was developed with this concern in mind and demonstrated
how readily people with sensitive teeth may use oral hygiene products with a variety of features,
advantages, and objectives. Sensodyne wants to improve people's lives and provide them the
freedom to enjoy life without worrying about their teeth.

Social Acceptance
GlaxoSmithKline plc (GSK), the firm which owns Sensodyne, places a high value on gaining
public favor, just like any other corporate industry.
The Caregiver brand concept has been embraced by Sensodyne. This archetype represents
caring, protection, and assistance to others.
TASK 02

The epidemic of COVID-19 Entering the digital sphere is an excellent method to support
conventional marketing initiatives. Any business that wishes to increase earnings and attract new
clients must have a well-rounded digital marketing strategy.

A team of experts in digital media is required to implement a unified digital marketing plan that
unlocks the myriad of new prospects that digital marketing offers. All businesses are making
every effort to stay up with the changing and evolving nature of current technologies.

As more individuals turn to the internet for their purchasing and socializing needs, more people
are embracing self-isolation.

It is the only practical way to avoid waiting in line at the bank, the grocery store, etc.

Develop Your Brand Through Digital Marketing

1. Recognize Your Audience

Understanding your audience is essential to any marketing approach.

You may develop a successful plan by being aware of your target audience's requirements and
problems, where they hang out, and other relevant information.

2. Finding and Engaging Your Online Target Audience

The big question right now is: "How do you better understand your audience?"

For your digital marketing approach to be effective, Search Engine Journal highlights five crucial
measures to understanding your audience.

• Carry out market analysis

To learn about the demographics and psychographics of the KEELLS audience, nothing beats
simple market research.

Using market research, you can learn as much as you can about your potential customers.

But most importantly, you may use the data you've gathered to create buyer personas.

• Find influential people in your niche

Without a doubt, influencers may aid in increasing brand exposure and sales.
2. Make a list of the objectives you want to accomplish.

Before now, we talked about how important goals are for formulating a successful approach.

Examples of Keells Business Objectives: Boosting Sales, Raising Revenue, Increasing Profits,
Increasing Brand Awareness, Hitting New Audiences or Demographics, and Securing Funding

3. Determine Which Tools Will Help You Achieve Your Objectives

Having the right tools is important before, during, and after a campaign.

There are numerous digital marketing tools available that make putting your strategy into
practice simpler.

4. Review Your Online Presence Currently

How are things going right now with your online presence? Do potential customers find you on
search engines like Google?

Without spending money on advertising, are you getting enough leads? Do your rivals appear for
popular keywords?

A full analysis of your online presence, including your website, editorial content, social media
profiles, etc., will show you exactly where you are now.

5. Produce High-Quality Material Now that you have a better understanding of your channels, it
is essential to assess current content to create an editorial calendar that is well-informed.

6. Start, Review, and Relaunch

It's the occasion for which every Keells has been preparing. After finishing the aforementioned
procedures, it's time to execute your strategy.

In reality, more than 3,000 marketers who participated in CoSchedule's annual State of
Marketing Strategy Survey
TASK 03

INTRODUCTION

All marketing actions involved in a marketing planning process are methodically and thoroughly
analyzed in a marketing audit (Wilson, 2002).

When businesses felt the need to evaluate their marketing efforts, the concept of marketing was
born.

The value of a marketing audit includes an in-depth image of the company.

• Establish a solid working relationship between the organization's upper management and the
workforce.

• Analyze the climate of competition in which a firm operates. • identify potential prospects.

The retail food industry in Sri Lanka has recently faced certain challenges, according to Arpico
Super Centers.

MACROECONDITIONAL ANALYSIS (PEST)

Understanding purposefully significant, indirectly controlled relationship-affecting segments

requires an analysis of the macro environment. It is possible to employ tools like PEST and
Porter's five-stage model.

1. Politics as it relates to Arpico Super Centers

Fluctuating Value Added Taxes (VAT) • Exorbitant transportation costs for delivering fresh
produce from Sri Lanka's Central Province to other provinces and districts • Government
restrictions on the transportation of timber and other prohibited materials • Extremely high
import taxes on products like fresh produce, canned goods, and processed goods • High food
safety laws and quality certification standards in the nation

Economic factors include the hyperinflation of Sri Lanka's economy, rising consumer prices, and
rising purchasing power.

SOCIAL FACTORS • Customers' lifestyles vary from one district to the next.

Innovative payment methods and online buying are technological factors.

Factors in the Micro Environment Affect Business

Customers

Customers are the core of every business since they tend to draw in and keep the majority of
customers, which produces revenue.

Competitors An organization's competitors may directly affect its business tactics. The company
must understand how to do a competitive study of its rivals and possess a competitive edge.

For instance, Arpico Supercenter competes with companies like Cargills FoodCity, Keels,
Sathosa, and others in the retail market.

Personnel Professional employees can aid a company in achieving its aims and objectives.

Suppliers

The marketing mix strategy of an organization will be impacted if the supplier raises the pricing
of the fruits and vegetables they sell to Arpico, which will ultimately result in a price increase.
So maintaining a good relationship with a supplier might provide a business an advantage over
rivals.

Shareholders

Social media and the media

Some organizations keep a public relations department that handles events and communicates
with the media on the company's behalf to preserve good ties with the media.

Arpico Super Center SWOT Analysis Strengths

• Product diversity gives us a competitive advantage.

Weaknesses

• Not present in rural regions

Threats include rivalry between businesses (Keells, Cargills)

Opportunities

• Arpico supercenters have been built in nearby cities.

TASK 04

A major problem with product strategy is branding. Any marketer's primary goal is to develop
brand loyal customers.

Branding resources

The widespread misperception is that advertising creates brands. People and TV stations indeed
viewed comedies, dramas, and commercials with essentially equal attention. However, some
people don't watch television. Because of this, marketers are turning to different means to
promote their companies. The marketing mix refers to a group of instruments used to offer
services or goods to a particular demographic.

01. Promotion

Customers are told about goods and services in a paid, indirect manner via radio and television.

Through its TV advertisements, Unilever introduces pears baby soap, which instructs parents on
how to care for the mother and the baby.

Newspaper and magazine articles that are strategically placed can draw a lot of attention to
brands.

02 sales and promotion

Coupons, buy-one-get-one-free deals, payback offers, rebates, and more are all examples of sales
marketing tactics. Because it moves the goods, sales marketing is less expensive and needs less
funding.

• Make pears bedtime baby soap multipack available.

70g*5 is more affordable to purchase than just one bar of baby soap.

• The pears were first introduced as a consumer reward scheme. The Millionaire initiative seeks
to reward returning customers with kids under the age of 10.

Safe-Hand Fund for Pears

This project is self-funded, and everyone who buys Pears v. Baby soap unintentionally donates to
the fund.

3. direct selling

The classic form of marketing communication is when salespeople speak with potential
consumers directly to explain the goods and services they provide.
In the Cagills Food City, Keels Food City, and other food markets, we may observe salespeople
from the Unilever firm interacting with customers.

04 Public Relations 

Social media has developed into one of the most significant channels for PR initiatives.

Safe-Hand Fund for Pears

This project is self-funded, and everyone who purchases Pears Baby Soap unintentionally
donates to the fund.

created a plastic-free, eco-friendly packaging for its well-known care soap brand, Pears Baby.

Fifth, direct marketing

Thanks to technology, businesses may contact potential customers directly through email, faxes,
and mobile phones without involving a third party.

It is more crucial than ever to guide prospective clients through their decision-making process,
especially during this inflationary period. using the AIDA model

1. Awareness

Pears Baby Soap uses TV commercials to promote its product primarily.

2. Interest How can we pique their curiosity? available social proof to support our reputation.
Egon website, client testimonials

3. Desire

what makes our service or product appealing? How do we personally interact to establish an
emotional connection? Instagram feed

4. Action

Where should we put the call to action.

TASK 05

STP marketing: What Is It?

A marketing strategy known as segmentation, targeting, and positioning (STP) reconsiders how
and to whom you should market your goods. It enhances the emphasis, relevance, and
personalization of your marketing communications for your intended audience.

Segmentation

Setting up audience segments is the initial step in the procedure. According to their needs,
desires, and interests, you will divide them into several categories.

While you can divide your audience into different groups based on whichever factors work best
for your company, the most frequently used criteria are location, demographics, and behavior.

Targeting

Choosing which of the segments you produced during the segmentation process is worth
pursuing is done at this stage. When selecting your targetable categories, you should preferably
take into account factors like size, difference, reachability, profitability, etc.

Positioning

The STP model's positioning phase is when you decide how to market your product to certain
audience segments using the knowledge you've gathered through segmentation and targeting.

Positioning is about your product from the standpoint of the client, whereas segmentation and
targeting are about the customers. At this point, you should conduct a competitive study,
determine your value proposition, and present it to your target audience.

McDonald's

The phrase "happy dinner" conjures up pictures of a family with children enjoying hamburgers,
fries, and Coke. McDonald's deliberately avoids the upscale fine-dining industry in favor of
 appealing to low- to middle-income segments by positioning itself as an approachable, cost-
effective brand. A McDonald's can be found in almost all major cities, indicating its
accessibility.

In addition to dividing its customer base into income-based groups, McDonald's also does a good
job of geographic segmentation. It makes its cuisine more appealing to its target audience groups
by customizing it for each country based on cultural preferences.

Comparaison with a competitor : Burgher monarch We think it could be beneficial to compare

McDonald's sales figures to those of Burger King, its closest rival.

APPLICATION OF STP TO ACHIEVE REVENUE GROWTH,MARKET SHARE

PERFORMANCE

 It allows to increase sales by defining a precise target market and then positioning products
directly at these segments.

 It helps to identify gaps in the market.

 It helps you avoid wasting money by advertising to the whole market.

 Improved engagement: Because you're targeting precise audience segments with

personalised messages, your audience finds you relevant and is more likely to engage and
convert.
  Reduced marketing costs: Since you're going after only those segments with a high
potential return on investment, you're no longer wasting your budget on channels and
segments that don't work.
 More robust product: Because you know precisely whom you're pitching your product to,
you can make improvements based on feedback from that audience segment, fostering
focused product innovation.

References

Wilson, W.W. and Dahl, B.L., 2002. The Logistical Costs of Marketing Identity Preserved Wheat (No.
1187-2016-93663).

Kumar, V.S., Renganathan, R., VijayaBanu, C. and Ramya, I., 2018. Consumer buying pattern analysis
using apriori association rule. Int. J. Pure Appl. Math, 119(7), pp.2341-2349

Rechsteiner, M. and Rogers, S.W., 1996. PEST sequences and regulation by proteolysis. Trends in
biochemical sciences, 21(7), pp.267-271

Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International journal of
research in marketing, 34(1), pp.22-45.

Leventhal, R.C., 1996. Branding strategy. Business Horizons, 39(5), pp.17-24.

Moore, K. and Pareek, N., 2006. Marketing: the basics. Routledge.

Kampamba, J., 2015. An analysis of the potential target market through the application of the STP
principle/model. Mediterranean Journal of Social Sciences, 6(4), pp.324-324