elephanthouse kik cola marketing planing
DESCRIPTION
KIK cola Marketing plan presentationTRANSCRIPT
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 –
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
