MARKETING

PLAN

REF: 201902-PDIB1-MM-HX5T04
ID NUMBER OF THE STUDENT: 15DKEDKE1018
NAME OF THE STUDENT: DENESH DHAMMIKA DISSANAYAKA
Introduction to Tokyo Cement Company (Lanka) Plc

 Established 30 years ago with a Sri Lankan

origin.
 Currently the market leader in the cement
manufacturing.
 Strong Financial stability and higher
Profitability over the past five years.
 Innovation is the key of their success.
 Leading in the construction industry by
delivering high quality range of products
with excellent market recognition.
 Market segmentation has immensely helped
to market the product and product
differentiation.
STRENGTHS
Highly experienced, talented management and
potential employees.
Continuous financial stability and performances over
the previous years.
Effective Product positioning and market
segmentation has been created an excellent brand
loyalty.
Innovative product portfolio.

OPPORTUNITIES
Continuous and rapid growth in the Sri Lankan
economy.
Growth in the per capita income in Sri Lanka
caused to increase consumers buying power.
 Continuous Boom in the construction industry.
Government favorable policies for attracting
foreign direct investments.
WEAKNESSES
Group is reinvesting its excess funds in the
loss making subsidiaries, rather change their
business strategies.
 Higher operating cost caused lesser net profit.
 Less interest to cope with new technologies
THREATS
Currency depreciation has been badly affected
to increase cost
Higher interest rates has obstruct their
expansions and higher financial cost
 Political instability in Sri Lanka
Lack of long-term development policy in Sri

Lanka.
 Political insatiability in the country has been badly affected to the organization success and
POLITICAL this had been led to ample deviations with the planning, budgeting and future forecasts.

ECONOMIC Constantly Change in economic policies are badly affected to continuation of the business
and with the current government economic policies all the key economic indexes has been
deteriorated and ultimately consumer buying power has been considerably decreased with
the higher inflation and interest rates.
SOCIAL Developing countries like Sri Lanka, social factors are always changing and it can be
treated as one of the key area that management should focused to promote business
activities. Different cultures, beliefs, environmental concerns and religious practices are
also affecting with their sales strategies and have to considered with the cooperative
planning.
TECHNOLOGICAL Rapid changes in the technological field and also obsoletes in technology should take into
account with the cooperative planning in order to lead the market and gain competitive
advantages.
ENVIRONMENTAL There is improved concentration on environmental protection both by the government as
well as community in Sri Lanka. There are lot of laws and regulations are emerging for the
protection of environment especially by avoiding plastic and polythene usage and protect
the natural beauty of the country.
LEGAL Legal background includes government rules and regulations, corporate governance and
listing rules for listed companies gestation in the country.
Marketing objectives of new product

Objective 1
To achieve sales volume of 500,000 packs of the innovative

product “Tokyo Home pack” by the year ended 30th June 2020
by selling the product in Western province in Sri Lanka.

Objective 2
To achieve sales volume of 1,000,000 packs of the innovative

product “Tokyo Home pack” by the year ended 30th June 2021
by selling the product in Western province in Sri Lanka.
STP Analysis
SEGMANTATION
•Divide customers into sub groups with common needs. Segmentation can be done based on
Demographic, Geography, Psychographic, Behavioral
•This allows organization to provide tailormade customer requirements with cost effectively
•With the segmentation of market, organization can get more competitive advantages and lead the
market with high market share

TARGETING
•Find the most attractive segment in the market and Check the profitability of each segment. Based
on the profitability of the each segment, management can allocate more resources to the high profit
segment and gradually increase the market share in other segments also with the market researches.
•Evaluate less profit segments with the PESTAL analysis and identify barriers.

POSITIONING
•How to place the product in the market to target most valuable customer segments in the market.
Based on that marketing mix can be decided to maximize profits and resource utilization.
•Identify unique selling preposition and create a positioning map to understand each segment
contribution.
Marketing mix
Cont’d,
 Product – Whatever goods or services that organization cater
to the customers. A unique product always gives more
success.
 Price – Supply, demand and marketing strategy are the price
determinants.
 Promotion - This refers to mix of different promotional
activities used by an entity to generate sales & increase
demand for products and services.
 Place – Put the right product at the right place at right price
and right time.

Cont’d…
Cont’d,

 The product - named as “Tokyo Home pack”, which is a

mixture of sand and cement to be instantly applied for small-
scale home-based repairs with 2KG and 5KG packs.
 Pricing - would be initially at LKR 50 per 2KG pack and
LKR 140 per 5KG pack as an introduction price to penetrate
the market.
 Place - Tokyo Cement Company (Lanka) Plc intends to
market the product in Western province in Sri Lanka
 Promotion - company intends to use advertising and public
relation activities with special focus on western province of
Sri Lanka.
12 months Sales forecast
12 months income forecast (LKR)
 Growth stages Ansoff’s matrix

Initially with the new product launch to

the market, it should be developed by
strengthening the marketing mix with
product, price, place and promotional
strategic for the growth of the business
and penetrate the market. Later on, Tokyo
Cement has to develop the product of
“Tokyo Home Pack” with the
diversification strategies in order to
increase the market share.
Subsequently develop the Home Pack
with new features, new ingredients and
different packings and with the new
developments. With that penetrate the
market with different pricing strategies, in
order to keep the sustainability of the
business and profit maximization and
remove the competitors from the industry.
 Strategies to improve company position in the industry/market

 Supply innovative and unique products and services that competitors

can’t imitate or supply substitutes.
 Always more focus on products and services which market is having
in-elastic demand.
 Pricing strategies has to be penetrated the market which competitors
can’t be afford.
 Differentiate the product with the market requirements.
 Segment the market by different customer ranges.
 Always analyze of PESTAL factors.
 Evaluate the target audience
 Value proposition
 Develop unique selling strategies
 Provide additional information's with regard to the product or service
 Well Understand the competition
Perceptual mapping for new product

 With the new launch Home Pack Cement, it can be seen that
average target market product user realize the positioning of
competing products in the market and map customer perception
with their feelings.
 By evaluating consumer mapping, Tokyo cement group can clearly
see that how average consumer perception for the product
utilization and their satisfaction. With that mapping, management
can do the product developments, add new features and packings,
supply of different varieties can be evaluated for profit
maximization and increase in market share by market penetrating
strategies.
 Home pack according to the perceptual mapping, high quality with
higher price and low quality with low price can be mapped.
Recommendation for Generating New Brands

 Recruit a new product development and designing team

 Develop a highly qualified and experienced team to discover
new products, new niche markets and product developments
 New sales strategies, distribution channels to increase product
availability in the market
 Increase customer satisfactions more that the price they paid
 Introduce new technologies to the Tokyo group
 Increase product quality
 Attractive packaging
Alternate revenue Streams Conclusion

 Product differentiation – differentiate the product with

different geographical segments can have different prices and
it caused to bring more revenues.
 Initially keep a low profit margin with the Home pack in order
to get more sales and gradually with the customer accustomed
to the product, increase the price.
 Give promotions, discounts for large quantities, excellent
promotional campaigns may caused to increase sales
References
 Kotler, P.. and Keller, K.. (2012), Marketing Management, 14th ed. Pearson Education, Inc.:
New Jersey.
 Kotler, P. (2017)., My adventures in Marketing: The Autobiography of Philp Kotler. IDEA
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 Kotler, P. Marketing 3.0: from products to customers to the Human spirit. Hoboken: NJ: John
Wiley and Sons, Inc..

 Wheelen and Hunger, (2012), Stratefic Management and business policy. Prentice Hall: USA.

 David, F.R. (2011), Strategic Management: Concepts and cases. UK: Pearson Education:.

 cse.lk (2019), Annual Reports of Tokyo Cement Company (Lanka) Plc from 2014 to 2018,
[Online], Available at: https://www.cse.lk/home/company-info/TKYO.N0000/financial
[Electronically accessed, 04th April 2019].

CONT’d
 
References
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CONT’d
References
 Kotler, P. and Gary A., (2005), Principles of Marketing.
Upper saddle River: Prentice Hall.
 Kotler, P. (2003), Marketing Insights A to Z: concepts
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