- Introducing New Sanitizer Product to the

Market -

Name -: N N Peirisyalage
Student ID -: 0000041045
Subject -: Marketing Environment Planning (MEP) | Stage III | 2022 | Intake II
 SITUATIONAL ANALYSIS

What is the NATURE of this INDUSTRY???

• Sanitizer products were available in the market for a long period of time but only because of the pandemic, the
demand for these products started to increase.

What is the NATURE of this MARKET???

Market Size Market Structure Demand

There will be a Monopolystic Factors affecting

considerable competition demand.
growth during market.
2020-2026
 SITUATIONAL ANALYSIS contd..

What we found through the COMPETITOR Market???

• There are number of competitors in the market because barriers to entry to the market and to exit the market
are low

Current Competitors Possible New Entries

• Lifebouy Hand Sanitizers. • Lux Hand Sanitizers.

• Dettol Hand Sanitizers. • Siddalepa Hand Sanitizers.
• Hi-Care Hand Sanitizers. • Nature Secrets Hand Sanitizer
• Safeguard Hand Sanitizers. products.
• Medisafe Hand Sanitizers.
 SITUATIONAL ANALYSIS contd..

Findings from the MACRO ENVIRONMENTAL Analysis!!!

Political Environment -:
• Political Stability - Sri Lanka ranks 114 among 194 countries.

Social Environment -:
• Among the total population of 21,495,539, 18.7% are living in the urban areas.

Technological Environment -:
• Sri Lanka is initiating digitalization in many different sectors with a high literacy rate of 92% and 25.7% of computer
literacy rate.
• People are familier with Social Media Platforms and E-commerce Platforms.

Legal Environment -:
• ISO 22000 series and to the health & safety regulations stipulated by the European Community.
• Every Alcohol based sanitizers in Sri Lanka needs to have SLS 1657 certificate.
 SITUATIONAL ANALYSIS contd..

STRENGTHS and WEAKNESSES...

- STRENGTHS - - WEAKNESSES -

• Company has a good reputation in the FMCG Market. • No experience in Hand Sanitizer market.

• Has a good plan about STP.
• Having a decent financial condition.
• Ability to market online and offline
• Was a bit late to introduce this new product and now the
competitors have gain a good market share.
• Difficulty in catering to the all-island demand.
SITUATIONAL ANALYSIS contd..
OPPORTUNITIES and THREATS ...

- OPPORTUNITIES -
- THREATS -
• High demand in the market.
• High Competitiveness.
• Growing health consciousness lifestyle in the society.
• More attractive advertising campaigns.
• Tedency to buy poducts online.
• Growing demand for fragranced & organic hand
• Increasing consumer awareness and Covid-19. sanitizers.

• Huge sanitizer requirements from companies since the • Increasing influence on the internet-based end users
employees have started to report to work. purchasing behavior

• Current market trend for Alcohol based sanitizer

products.
 The Sales and Marketing OBJECTIVES

• Increase Brand Awareness by 60% after the 2nd quater of the financial year
2022/2023.

• Achieve Rs.100Mn turnover by the end of the financial year 2022/2023.

• Increase the Distribution Network with 20% in the beginning of the 3rd quater
of the financial year 2022/2023.

• Increase the number of daily enquiries generating from the market

communications activities by 30% each quarter of 2021/2022 annual year.
What are the MARKETING STRATEGIES we can use???

GENERIC Strategies!!!

Differentiation Strategy

How can we gain the competitive advantage???

COST LEADERSHIP STRATEGY -:
ECONOMIES OF SCALE ?? ?

Focus Strategy
What are the MARKETING STRATEGIES we can use??? Contd..
SEGMENTATION and TARGETING
People age between 21 to 45 in Western,
Students between age 16 to 21 in Western, Southern and Central provinces who are
Southern and Central provinces who depend 4
1 using Online Shopping applications when
on the money get from parents and are purchasing products.
conscious about Covid-19.

People age between 21 to 35 in Western, POSITIONING

2 Southern and Central provinces who are High Price
trendy.

Low High
Business organizations in Western, Southern Quality Quality
and Central provinces with at least 50
3
employees which are conscious about the Hand Sanitizer
health of their employees. from Soapby

Low Price
What are the MARKETING STRATEGIES we can use??? Contd..
Marketing Mix Strategies!!!

Product Price Place Promotion

• Modern Trade ATL

100ml - 200/= • Outlets • TV/Radio Commercial
500ml - 875/= • Online stores (E- • Newspapers
commerce platforms) • Sponserships
BTL
• Hoardings
• Vehicle Branding
People Process Physical Evidence • Samples & Leaflets
TTL
• Manufacture the • Social Media
product in the factory • Boosting + SEO + PPC
and releasing them to • Youtube videos
outlets and deliring for
online orders.
What are the MARKETING STRATEGIES we can use??? Contd..

GROWTH Strategies!!!

Market Penetration Strategy

Diversification Strategy

Market Development Strategy

Product Development Strategy

RISK will be high...

TACTICS and ACTION plan
TACTICS and ACTION plan Contd...
SALES budget MARCOM budget..
MARCOM Budget

TV Advertistment 4,575,000

Radio 3,625,000

Social Media 1,170,000

PR 420,000

Hoardings 1,000,000

Sponserships 10,400,000

Propaganda Vehicles / Leaflets 6,300,000

SuperMarket Promotions 12,510,000

TOTAL 40,000,000
Budgeted P&L Statement

Budgeted profit and loss statement

Turnover 100,000,000
Cost of Sales -40,000,000

Gross Profit 60% 60,000,000

Deduct

Total expenses -40,000,000

Profit = 20,000,000
Evaluation and Control

If the evaluated performance didn’t meet the objectives then the marketing team should take the relevant
control mechanisms. And it could be an Annual Control, Profitability Control, Efficiency Control or Strategic Control
as well.

CONTROL Process

Setting
Reviewing Performance Corrective
objectives and
performance diagnosis actions
goals
ANY QUESTIONS???

- THANK YOU -