elephanthouse kik cola marketing planing

P.T.M Subasinsana

KIK Cola Marketing Plan

Elephant House

by

Outline Compan

y

Marketing Objective

Market share and the competition Comparative analysis of competition SWOT Analysis

Sales Objectives

Product

Product Strategy

Price Strategy

Distribution Strategy Promotion Strategy Budget

Evaluation

Conclusion

Question and Answer

Company

Over 140 years of heritage

Main product categories - Ice-Cream and Soft Drinks Island wide distribution

coverage

Internationally distribution – UK, Switzerland, France

Product KIK cola – cola drink

Size - 200ml, 250ml, 300ml, 500ml, 1500ml

Distribution – Over 90000 outlet

Promotion – 360 degree campaign

Market share and the Competition

10% Market share

Main Competitors – Coca cola , Pepsi cola

Market leader – Coca cola

Secondary Competitors – Other soft drinks

Comparative analysis of Competitors

ProductAspects Coca Cola Pepsi Cola

Sizes 150ml, 300ml, 1500ml

150ml, 300ml, 1500ml, 2250ml

Variety diet Coke diet Pepsi

Packaging glass and plastic

glass and plastic

Comparative analysis of Competitors

Pricing Competitor based Pricing

Comparative analysis of Competitors

Distribution

Comparative analysis of Competitors

Promotion Push vs Pull Strategy

vs

SWOT AnalysisSTRENGTHS More than 140 years of company

heritage 

Sri Lanka Leading Soft drink producer

Well trained expert staff

Large Loyal Customer Base

Strong, Fresh and fashionable brand identity

WEAKNESSES Negative publicity

Shape of a bottle

Taste issue

OPPORTUNITIES Social Media marketing –

Facebook

Market expansion in globally by overcoming issues

Sponsor in many sports events

THREATS

Increase Multinational

companies competition

Increase Socio cultural problems for this kind of soft drink

Sales Objectives Increase Market share by 2% within the

2013-2014 marketing planning year

Achieving full market coverage in north province in Sri Lanka within 2013-2014 marketing planning year

Marketing Objectives Increase brand awareness by 80% within 2013/14 planning year

Secure brand preference by 5% within 2013/14 planning year

Increase product usage of existing customers by 15% within next planning year

Increase brand recognition amongst the age 10-35 group within 2013/14 planning year

Product Strategy

Packaging – bottle shape, glass and plastic

Bottle Sizes – 150ml, 300ml, 500ml and 1500ml

Quality level

Taste

Price Strategy

Premium segment is difficult

Competitive based pricing

Oligopoly market

Distribution Strategy

Distributors – 121 sales force & 375 distributors

Channels medium – wholesalers, retailers Best channel management

practices

Intensive distribution strategy

Promotion Strategy Push Strategy Sweepstakes to Channel members - Travel to bankok

Price offer Discount – free 1 for 10 case

Pull Strategy Billboards – 10 cities Sponsorships – sports such as cricket, volleyball and football

Contest to consumers – travel to bankok

Print media – banners, newspapers, strikers

TV advertising – CSN, Sirasa, ITN

Radio advertising - Y FM, Yes FM

Budget Budget

Income Notes Amount

Sales 6 406785000

Expenditures

Manufacturing Cost 1 345767250

Administration Cost 2 12203550

Selling and Distribution Cost 3 32542800

Finance Expenses 4 8135700

Other Expenses 5 4067850

Operating Profit 4067850

Taxes 7 406785

Net Profir on Sales 3661065

Evaluation Quantitative Measures

Return on investment

Return on Capital Employee

Market share

Sales Volume

Qualitative Measures Feedback from customers

Customer awareness in advertising message

Feedback from social media networks

Market research

Conclusion

Current market share – 10%

Main Competitors – Coca cola, Pepsi cola

Change the taste

Change the shape of a bottle

Reposition the brand

About the KIK cola

Suggestion and Tactics

Product Life cycle – Decline stage

Questions and Answers