Higher diploma in business management National institute of business management Marketing management Presentation

2. SIDDHALEPA BALM
ANALYSIS OF MARKETING
STRATEGIES

3. Group members
• Pervin Jayawardena
• Hesara Saranga
• Sachin De Silva
• Yashodara Sivalingam
• Koshila Gunawardhana
• Maheshi De Silva

4. Content
• Introduction
• Product
• Price
• Place
• Promotion
• Areas to be improved

5. Introduction

6. Siddhalepa Balm
• Siddhalepa Balm is a herbal formulation based on
Ayurveda pharmacopoeia chronicled over 4000 years
ago (2000 BC).
• The balm was researched and developed 60 years
ago and introduced to traditional Ayurveda
physicians for clinical trials in 1932.
• The balm was introduced to the market in 1934.

7. Product

8. Product mix

9. Related type
• Consumer product
-
• Tangible product
• Durable product

10. Customer need addressed by the
product
Curing Illness (Ayurvedic herbal medicine)
• Soothes sports related soreness.
• Provides temporary relief from colds and flu.
• Relieves common pains.
• Aids in relieving rheumatic discomfort.

11. Levels of the product
• Core level
natural pain relief (Ayurvedic herbal medicine)
• Actual level
-Quality -Features and application
-Ingredients -Branding
-Design /appearance -Packaging or the wrapper
• Augmented level
oil and an inhaler

12. Product life cycle stage
• Siddhalepa balm is in its maturity stage

13. STP
Segmentation Behavioral base
-Benefit sought
-usage rate
Targeting -follows Mass Market Concept
-undifferentiated strategy
Positioning “The Ayurvedic doctor that should be in
every household”

14. Price

15. • Siddhalepa offers to the market different sizes
of balm bottles under different prices.
– 2.5g - Rs.25/=
– 5g - Rs.40/=
– 10g - Rs.65/=
– 25g - Rs.155/=
– 50g - Rs.240/=
– 100g - Rs.500/=

16. pricing strategies
• Locally used pricing strategies are value based pricing
and competition pricing
• In the case of foreign market an additional strategy
used is premium pricing to prove the quality of the
product.
• Premium pricing comes as a result of considering
the value and quality of the competitive products on
the market.
– Zandu balm – USD 10/-, Sewanti – USD 20/-, Siddhalepa –
USD 14/-

17. Price allowances and discounts
• No discounts are provided usually for single pieces.
• In foreign markets and online purchase,
for 2 pieces 10%
for 4 pieces 15%
for 6 pieces 20%
• In local markets when purchased in bulk discounts
are allowed accordingly.

18. Competitors and the price comparison
wgt Rs
2.5g 25/-
5g 40/-
10g 65/-
25g 155/-
50g 240/-
100g 500/-
wgt Rs
15g 75/-
50g 200/-
Siddhalepa Balm
wgt Rs
3g 30/-
7g 50/-
20g 140/-
50g 250/-
Vendol Balm
Link Balm
wgt Rs
5g 42/-
9g 70/-
20g 135/-
45g 250/-
Iodex Balm

19. Place

20. • Use both direct and indirect channels
For the remotest villages
island wide distribution

21. Hettigoda Industries (Pvt) Ltd
online through E-commerce web sites

22. Coverage strategy
Marketers generally adopt one of the
following three general market coverage
strategies.
– Undifferentiated Marketing
– Differentiated Marketing
– Concentrated Marketing

23. • Currently Hettigoda industries an island wide
coverage. Therefore among this coverage
strategies most suitable undifferentiated
marketing for the Hettigoda industries.

24. Promotion

25. • Promoting the brand both within the country
and outside
• In Sri Lanka, the brand has invested more
than Rs. 300 million over the past few years
• In Germany, it has invested over €1 million

26. • The focus of its promotional campaigns has been
on the natural value of its products.
• it is also known for its use of innovative
marketing strategies.
Ex - pilgrimage cities such as Kataragama,
Seenigama, Getabaruwa and Mahiyanganaya, a 24-
hour free medical-service camp has been set up.

27. • Currently available promotion methods -
Education about the product is given through
websites, through social welfare religious
events, through environmental awareness,
through developing hospitals temple, through
radio newspaper internet advertisements)

28. Websites
www.siddhalepa .com

31. Social welfare religious events

33. Advertisements

34. Social media
www.facebook.com/siddhalepa
group/

35. https://twitter.com/hashtag/siddhalepa

36. Environmental awareness

37. Areas to be improved
• Siddhalepa Balm stick or Siddhalepa sprayer.
• Changing the packaging of the product.
• Changing to a pleasant fragrance.
• Introducing a new TV commercial .
• Two products for both kids and adult.

38. Introducing a new TV commercial
• Scene 1 - Two frames in which a family is
explaining what they do briefly (one frame in
which every family member explains and in
the other we are viewing there experience.)

39. • Scene 2 – They say that it’s really hard and not
easy to balance all these work at once and
they are facing with lots of aches and pains at
the end of the day (two frames in one they are
explaining and in the other we are viewing
their daily routine where they finds it hard to
balance and she is facing with lots of aches
and pains.

40. • Scene 3 - The frame settles in to one frame
where the family concludes it that though it’s
tough and really hard to balance all the work
at once and though they are facing with lots of
aches and pains them faces it with great ease.

41. • Scene 4 - Concluding that in every aches and
pains and every stressed situation they don’t
missed to keep there one common friend
closer to them the Siddhalepa balm (All the
family members views the Siddhalepa balm
individually in to the screen and the
advertisement ends)

42. THANK YOU !!