The document proposes strategies for a new cream cracker brand to capture market share in Sri Lanka. It analyzes the biscuit and cream cracker market, identifying opportunities for growth. The largest supermarket chain, CGL, will launch the new rice-based cracker containing vitamins and minerals. Marketing strategies will position it as a healthy product that improves beauty through an organic nutritional composition. Within five years, the brand aims to achieve over 60% of the cracker market through competitive pricing, widespread distribution, and promoting the product's benefits.

3. Key ObjectiveKey Objective
• Presenting our proposed strategies to building
brand and activation programs to capture the
Cream Cracker market initially as the third
player in long term to be market leader in the
cream cracker category

4. Guide LinesGuide Lines
• Largest Supper Market Chain CGL will launch
the new product
• Find a potential in cream cracker biscuit domain.
• Positioning of a biscuit as just as confectionary
product is no more valid
• Should be Rice base Cream Cracker
• Must adopt Blue Ocean strategies

5. Market AnalysisMarket Analysis -- BiscuitBiscuit
• Sri Lanka has a population of over 50 manufacturers in
biscuit products
• Sri Lanka accounts for approximately 55,000 metric tons of
snack foods each year.
• Valued at around Rs. 9.3 billion annually.
• The market achieves a growth rate of between 10% and 15%
each year.
• Munchee accounts for 55% of the total biscuit market in Sri
Lanka

6. Market et Analysis Cream CrackerMarket et Analysis Cream Cracker
• Five players in the market
• Munchee is the market leader having Super Cream
Cracker (a vitamin-enriched biscuit,) and Kurakkan
Cracker (high fiber content has made it popular as a
health snack).
• Munchee enjoying 73% of cream cracker market,
Maliban is in the second place sharing the rest among
other four players.

7. Market PotentialsMarket Potentials
• The per capita biscuit consumption in Europe is 32kgs a year
while in Sri Lanka it is 2-3kgs. Therefore, there is much
potential for expansion
• Biscuit manufacturers to grow as biscuits are a low cost, high
energy product.
• At present customers are moving from sweet biscuits to semi
sweet and cracker type biscuits.
• Growth in the biscuit and cracker market as people snack
more due to their busy lifestyles which prevents them from
having meals in the afternoon.

8. INDUSTRY ANALYSISINDUSTRY ANALYSIS
Cost Leader
Possible Credit
Facility New VP
As CGL is the largest
Modern trade chain
Suppliers bargaining
power is still low
Establishing new plant
cost is very high
Lot of Substitute
available in the
market
Threat of
New Entry
Threat of
Substitute
Bargaining
power
of Supplier
Intense competition within
competitors in the biscuit market

9. PEST AnalysisPEST Analysis

10. SWOT AnalysisSWOT Analysis
Strengths:
1. Available input materials – (entire Raw materials of product Rice, Funnels and
Cummins are available locally)
2. Low production cost
3.Technological and marketing knowledge
4. Strongest distribution channel
5. Easy manufacturing process
6. Reasonable price (Persuade all the segments to perceive as Value added
Product than others)
Weaknesses:
1. It is easy to copy the idea by others ( product will be patented)
Opportunities:
1. Monopoly market
2. Large market
3. High demand
. Threats:
1.High competition in future by copying the idea
2.Entrance of new product
3.Alternatives are un avoidable in some segment
4.Uncertainty of launching a new

11. Opportunity CreationOpportunity Creation

12. DemographyDemography
20.2 Million population of Sri Lanka is
Distributed as below
Male 9.83M 48.5%
Female 10.34M 51.5%
Below 15 5 .22M 25.8%
15 to 59 12.56M 62.0%
Above 60 2.46M 12.2%

13. Common Problem of consumersCommon Problem of consumers
• Health Concerns and being beauty is spread across all the
segment in general
• People spending their time and money through two different
channels to be healthy and maintain the beauty irrelevant of
the gender.
• Beauty & Health. Products addressing above problems are
Beauty Care and Nutrition’s Supplements Products.
• All the beauty care products available in the market are for
external use, that means it is kind of pigmenting the skin,
Hair and nails

14. Draw backsDraw backs
(Beauty care products and Vitamins Supplements(Beauty care products and Vitamins Supplements))
• Research have revealed that nothing makes human body as beautiful on
the outside as feeding your inside with a healthy diet.
• Being the largest organ of the body, skin deserves to be nourished with
the right nutrients to sustain optimal health.
• Looking good need not cost a fortune, tastes great, doesn't require
painstaking effort or involve too much time!
• More expose to chemicals therefore tendency to getting side effects
are high
• Men also wanted to be beauty but reluctant to use beauty care product as
it was use by ladies
• There are enough cases registered for skin allergies due to external
application of cosmetic

15. Draw backsDraw backs
Cont,,,,,Cont,,,,,

16. Respond to the ProblemRespond to the Problem
• Required Vitamins and minerals to human body has a
greater chances to get absorbed in the form of usual
meal than the Supplement form
• Digestion metabolism activation is at optimal level in
specific frequencies for which it used to get foods for
digestion.
• Better digestion means better level of absorbance.
Completely digested minerals and Vitamins obviously
bring better results.

17. • Provide a Solution to the above identified
problem, there is a need for a product which must
be an Organic, healthy and enriched with
vitamins and minerals which are instrumental to
bring real and long lasting beauty at affordable
price
Respond to the ProblemRespond to the Problem

18. Background of the NPDBackground of the NPD
• Largest organ of Human body is skin it is a living, breathing, body-
cleaning organ. If you stop it up, you're in trouble. And it deserves to
be nourished with the right nutrients to sustain optimal health.
• Commercial creams, ointments and salves are not doing anything
more than removing the symptoms of skin excretion. Nothing makes
human as beautiful on the outside as feeding your inside with a
healthy diet
• Treating symptoms is just trying to fool Nature. Coating over the
body's cleansing efforts does not make you or your skin well.
• Radiant skin, shiny hair, healthy skin and beautiful appearance
suggests health and self-nurture, and gives humans a sense of
confidence when stepping out.

19. • An increasing number of studies have shown the benefits
of eating certain foods to enhance a healthy looking skin
and overall well being. And the best of all this? Looking
good need not cost a fortune, tastes great, doesn't require
painstaking effort or involve too much time!
• The ancient Greeks believed that if you were physically
beautiful you were in happy and harmony with the
universe, and that one’s own physical beauty was a
miniature representation of the cosmos
Background of NPD Cont,,,Background of NPD Cont,,,

20. Justification of Raw materialJustification of Raw material
• Silica—a bioavailable form of silicon, is called the beauty
mineral because it helps you grow lustrous hair and hard
nails, fast. It also helps maintain bone density and strength by
facilitating the deposit of calcium and other minerals into the
bone
• After the end of 20 weeks study , the women taking silica had
decreased skin roughness and less-brittle nails and hair,
showing that silica had a significantly positive effect on nails,
skin, and hair
• Silica is freely available in locally harvest RED RISE

21. Therefore CGL wanted to develop a product which
needed to be identified by customer as “100%
organic Rice base Cracker with specialized
Vitamin and Minerals concentrated for the true
and eternal beauty to Skin, Hair and Nail by
making people Healthy”.
Offer to the actual demandOffer to the actual demand

22. Marketing StrategyMarketing Strategy

23. Marketing strategyMarketing strategy
Vision
As a responsible organization towards the society, Making people
happy and harmony with universe by making them physically
beautiful through providing Organic, healthy and nutritious
Product as one’s own physical beauty was a miniature
representation of the cosmos.
Mission
Capture market presence by 10% in the first 1st
years, 2nd
year
25% and end of five years time CGL’s Cream Cracker should be
able to cater more than 60% of the Cracker Market by providing
100% Organic high nutrition and vitamins cracker made out of
Local rice, Funnels, Cummins and Black Cummins Seeds.

24. ObjectivesObjectives
 With aggressive marketing strategy and product positioning, New
Brand is poised to take the National lead in Cracker Biscuit
category in four years time.
 Gain advantage of the positive press on the Health and energy
benefits for beauty purposes which reduce level of exposure to
chemical for organic Cracker to boost the sales of its product line.
 To get 15% share of market for CGL’ New Brand Cracker in the
cracker biscuit market in one year.
 To stimulate trail purchase by 35% and repeat purchase by 13% by
offering incentives that encourage brand switching in 2014.
.

25. Strategy against CompetitorStrategy against Competitor
CGL adopt to black and white marketing strategy
Where CGL will keep a close eye on the competitors for certain time
period but not investing a lot in developing so called unique
competence,
All our financial strategies will be based on the basis that we will not
allow our product to be matured instead, before it reach its peak
come up with a new, updated or innovative product
by the time imitators copy our product and start penetrate to the dying
market.
CGL deliberately let the competitors to enjoy our obsolete cost and in
the mean time we will concentrate in growing with new product line

27. Brand buildingBrand building – 5 Steps– 5 Steps
1. Brand’s reasons-to-believe.
• Brand promise is irrelevant if the customers do not believe it.
• CGL promises potential customers that Organic Cracker is an
"intelligent choice for eternal beauty.”
• Three reasons-to-believe... 100% Organic product for healthy and
Beauty at the same time the product is value added additional
vitamins and minerals.
• Three reasons in essence define "intelligent choice" and clearly set
customer expectations. also give the company specific direction
for designing the customer experience through tangible customer
touch points

28. Brand BuildingBrand Building
2. Customer touch points.
• Each individual step in a business process contains a number of touch
points when the customer comes in contact with our brand.
Organization’s ultimate goal is to have each touch point reinforce and
fulfil our marketplace promise.
• How CGL generate customer Demand: By carry out an aggressive
brand awareness campaign, educate customer about the health
benefit organic raw materials used produce the biscuit and How
healthiness improve the beauty of the Skin, shine hair nail to
generate customer demand
• How customers can buy the Brand: Product will be made available
in nearly 700Supper markets and 85000 Retail shops for sale. Apart
from that it will also be sold through online

29. • How the customers need to the products: Through an
effective communication strategy company will educate
customers the occasions and times in which the new cracker
to be used
• Eg : people on the go, after meal as digest supporter and as
snack
• How provide after-sales support. Company will have close
repo with customer and continuously collecting feed back
with regard to the new Bran which help customer to express
their real experience and to company to do any updates or
changes needed.
•
Brand BuildingBrand Building

30. 3. The most influential touch points.
• All touch points are not created equal. Some will naturally
play a larger role in determining company’s overall customer
experience. For example, if your product is ice cream, taste is
typically more important than package design. Both are touch
points, but each has a different effect on our customers’
experiences as a whole.
• Performance of the product means, credibility organic
product’s product benefit to the improvement of health and
beauty will be key touch point. Taste, shape and colour of
packaging’s are other touch points
.
Brand BuildingBrand Building

31. 4. Optimal experience.
• Determine how to express each reason-to-believe at each key
touch point. For example, how can organisation reinforce beauty
through health improvement (a reason-to-believe) in product
design, at the dealership, and in marketing campaigns (the
influential touch points)
• Generate a high level Positive press about the benefits of organic
product and specially, how the ingredient of the Organic cracker
will improve the beauty of Skin and Shiny Hair and nails.
• Creative and intergraded promotional campaign to
communicate the USP of New Cracker
Brand BuildingBrand Building

32. Brand BuildingBrand Building
5. Align the organization to consistently deliver the optimal
experience.
• A holistic approach to align organization to consistently deliver the
optimal experiences of customers through the right people,
processes, and tools that drive each key touch point.
• The impacts of behind-the-scenes employees are less obvious but
no less important. Similarly, the impact of workflow processes and
tools (i.e. technology systems) on the customer experience may be
less intuitive but crucial to consistent delivery.
• Identify which activities don't align with envisioned customer
experience. Determine ways and means to address them so that
these components can be brought into alignment.
•

33. BrandingBranding

34. BrandingBranding
• Successful branding begins with a well-defined brand that
is RELEVANT to the target market.
• Until organization have infiltrated the brand into every
level of your organization and built the discipline of
CONSISTENCY into every behaviour, action, or
communication both internally and externally
organizations are not yet on the path to a successful Brand
Strategy
• Organization have to carefully considered and defined
ALL five of the key brand elements—position, promise,
personality traits, story, and associations

35. • The Brand Position is the part of the brand that describes
what the organization does and for whom,
• what is unique value is and how a customer benefits from
working with organization or its product/service.
• What key differentiation particular organization have
from its competition.
Brand Position.

36. • The Brand Promise is the single most important thing that
the organization promises to deliver to its customers
EVERY time.
• To come up with the brand promise, consider what
customers, employees, and partners should expect from
every interaction with the organization. Every business
decision should be weighed against this promise to be sure
that,
a) it fully reflects the promise,
b) at the very least it does not contradict the promise.
Brand PromiseBrand Promise

37. • Brand Traits illustrate what the organization wants its
brand to be known for.
• Think about specific personality traits company want
prospects, clients, employees, and partners to use to
describe the organization.
• BP should have 4-6 traits (5 is ideal), each being a
single term (usually an adjective).
Brand PersonalityBrand Personality

38. Brand StoryBrand Story
• The Brand Story illustrates the organization's
history, along with how the history adds value and
credibility to the brand.
• It also usually includes a summary of the products
or services.

39. Brand AssociationBrand Association
• Brand Associations are the specific physical
artefacts that make up the brand.
• This is the name, logo, colours, taglines, fonts,
imagery, etc.
• Brand associations must reflect the brand promise,
ALL of the brand traits, and support organization's
positioning statement.

40. BudgetingBudgeting

41. Price justificationPrice justification
• New Product brand will be sell at the same price as the
market price of other cream cracker.
• Though CGL’s New Brand is value added premium
product it can not mark a premium price as our Major
strength is modern chain network
• Modern trade networks in Sri Lanka is being
positioned for high quality product at lower price.
People go to super market to buy product at lower price
and not to buy expensive premium product

42. MarginMargin
• Higher Bargaining power of CGL over the supplier,
• Entire raw materials sourced locally
• Better advantage in making higher visibility
through CGL’s own outlets at low distribution cost
urge the products to adopt Cost leader ship,
• Trough the cost leader ship CGL create higher
margin

43. Budgeted SalesBudgeted Sales
Expected Sales(Per year) Packs (24 Biscuits)
First Year 4000000
Second Year 4500000
Third Year 5500000
Fourth Year 6000000
Fifth Year 8000000
Expected sales and growth for the coming five years:

44. Revenue ProjectionRevenue Projection
Item Year 1 Year 2 Year 3 Year 4 Year 5
Total Sales
200,000,000.00 225,000,000.0
0
275,000,000.0
0
300,000,000.0
0 400,000,000.00
Total Cost(-)
141,760,000.00 159,480,000.0
0
194,920,000.0
0
212,640,000.0
0 283,520,000.00
Total Profit 58,240,000.00 65,520,000.00 80,080,000.00 87,360,000.00 116,480,000.00
Discount +
Tax(-)
32,000,000.00 36,000,000.00 44,000,000.00 48,000,000.00
64,000,000.00
Promotional(-) 25,000,000.00 22,000,000.00 25,000,000.00 25,000,000.00 25,000,000.00
Net Profit 1,240,000.00 29,520,000.00 36,080,000.00 39,360,000.00
52,480,000.00

45. How to Achieve the BudgetHow to Achieve the Budget
Segmentation Profile
Segment Age Benefit Life style Occation Product Type
S1 Kids 8 to 14
Taste, Digestion, and Glowing
Skin
Happy and Sporty
Snack time and Tea
time
Rice + Funnels with
sweet
S2 Young Ladies 15 to 25
Taste, Digestion, Vitamin A ,
Glowing Skin, Shiny Hair and
Nails and anti aging
Happy ,Sporty,
Social and Out
going
while Studying, Get
to gather, leisure
time
Rice + Cummins
with Sour Taste
( Natural Tamarind)
S3 Young Males 15 to 25
Taste, Digestion, High Potassium
for Bone Strengthening Vitamin
A , Glowing Skin and shiny Hair
and anti aging
Happy ,Sporty,
Social and Out
going
while Studying, Get
to gather, leisure
time
Rice + Funnels with
Spicy Taste
( Natural Spicy )
S4 Adults M & F 26 to 55
Digestion, High Potassium for
Bone Strengthening Vitamin A,
Glowing Skin and shiny Hair,
Cholesterol Control and maintain
blood Pressure
sporty ,Working
and Normal
while Working, tea
time and after meals
Rice + Black
Cummins with
general cracker Taste

46. Value AdditionValue Addition
With core benefit of Silica CGL decided to offer four
different Value added product specifically targeting
above said segments. The value added properties of
Cummins Seed, Funnel seed and Black Cummins

47. Cummins SeedsCummins Seeds
• This is an excellent source of iron , a mineral that plays
many vital roles in the body.
• Iron is an integral component of hemoglobin, which
transports oxygen from the lungs to all body cells, and is
also part of key enzyme systems for energy production and
metabolism.
• Iron is instrumental in keeping the immune system healthy.
• Iron is particularly important for menstruating women, who
lose iron each month during menses.
• Growing children and adolescents have increased needs for
iron, as do women who are pregnant or lactating.

48. Funnel SeedsFunnel Seeds
• Fennel symbolizes longevity, courage, and strength.
• Its use as medicinal values, fennel has much health benefiting
nutrients, essential compounds, anti-oxidants, dietary fiber,
minerals, and vitamins.
• Fennel seeds indeed contain numerous flavonoid anti-oxidants
like kaempferol and quercetin.
• Removing harmful free radicals from the body thus protect from
cancers, infection, aging and degenerative neurological diseases.
• Fennel seeds are rich source of dietary fiber. Much of this roughage
is metabolically inert insoluble fiber, which helps increase bulk of
the food by absorbing water throughout the digestive system and
easing constipation condition.

49. Black SeedBlack Seed
• Super Powers & Health Benefits of Black Seeds
• Cancer Fighting, Immune Boosting, Anti Allergy, Opiate
Withdrawal and Anti Microbial properties
• Nutritional Value of Black Seed
Calories 22
Fat 1gm
Sodium 1mg
Potassium 91mg
Total carbohydrates 3gm
Dietary fiber 3gm
Protein 1gm

50. Value PropositionValue Proposition

51. Competitors VPCompetitors VP

52. Creating VPCreating VP

53. New Brand’s VPNew Brand’s VP
New Brand Of CGL is very clearly moved away from the
prevailing completion by setting itself unique Value
Preposition.
New Brand Promises a Biscuit which is made out 100%
Local and organic Raw Materials with full Nutritional and
Minerals which are very essentials for real Beauty of the
human Skin, Shiny hair and nails. Also it has some vital
minerals healthy life and anti aging properties.
New brand is in called Blue ocean where it has no
completion and it will be positioned as 100% Organic and
Healthy beauty product in form of Biscuit rather a Cracker

54. New Brand’s VP MappingNew Brand’s VP Mapping

55. Brand PersonalityBrand Personality
An individual looks very smart and happy all the time also
very charm. He/she never missed to do the right thing to
context. He/she always decides intelligently. This individual is
very conscious on organic foods, being very carefull about
pesticide and chemical fertilizer and also finding best vitamins
and minerals rich foods which are freely available in the
market. Because of his/her particular food habit he/she always
being healthy, this leads healthy Skin, Hair and nails to that
individual to be looked beauty/handsome. Further, Because of
his/her natural beauty /handsome that individual feels
enhanced Confidence when stepping out. He/she associates
with everyone and everybody likes him/her too to be friendly
with them.

56. New Brand’s VPNew Brand’s VP

57. USPUSP
The ultimate expectation through effective marketing is
convert the organization’s Value preposition in to cash by
changing potential customer in to acquired customer.
Through this process organization enjoy better sales and
as consequence a healthy bottom line.
A business can peg its USP on product characteristics,
price structure, placement strategy (location and
distribution) or promotional strategy. These are what
marketers call the "four P's" of marketing.

58. USPUSP

59. New Brand’s USPNew Brand’s USP
Product; a Cracker which is made out of 100% organic local raw
material with some unique Vitamins and menials which are vital for
the healthy life as well as eternal beauty of Skin, Hair and nails
Price; same price as other cream cracker available in the market in
the mean time the product offering better value to the marker price
than the competitors products.
Place; it will be available in all the super markets of around 800 out
lets in the island including CGL modern trade out lets and in another
80000 Domestic corner stores and boutiques across the island.
Promotions; When it comes to communicate the product to target
audience it is very important to have good name to the product
which should be able express the entire picture of the product.

60. Brand NameBrand Name
"What makes a good brand name?" judge the desirability of a
brand name upon three basic dimensions are that should have
ability of Memorable , strategic fit and legal protection
Brain is a busy machine, constantly computing information.
The easier you make it for people to memorize your name, the
more successful you will become. Let’s see what
characteristics our brain like

61. Brand NameBrand Name
Short names. should have two syllables. (Google,
Wal-mart).
Difference. As long as a name is different in its frame of
reference, our brain will go the extra mile to remember it.
(Kodak, Exxon)
Meaning. associate a mental image with your product/service,
it will remember it better. (Ford Mustang)
Emotions. Scientists prove that emotions enhance memory.
(Pampers)
Actionable tip #1: People name their dogs and babies and
they think naming a brand should be easy. Naming is a
deceptively difficult task.

62. Brand NameBrand Name
Organic CrackerHappy & Healthy

63. PackagingPackaging
Packaging plays an important role in the
marketing mix
As medium in the marketing mix
In promotion campaigns, as a pricing criterion,
In defining the character of new products, as a setter
of trends
As an instrument to create brand identity and shelf
impact in all product groups.

64. PackagingPackaging

65. KMA’s ofKMA’s of Organic CrackerOrganic Cracker

66. KMA’s ofKMA’s of Organic CrackerOrganic Cracker

67. KMA’s ofKMA’s of Organic CrackerOrganic Cracker

68. KMA’s ofKMA’s of Organic CrackerOrganic Cracker

69. KMA’s ofKMA’s of Organic CrackerOrganic Cracker

70. Promotional StrategiesPromotional Strategies

71. Promotional StrategiesPromotional Strategies
To acquire a strong position in the market
Need to give special emphasis on effective
promotional activities.
Use all four tools of marketing promotion.
Advertising through mass media will support a lot.

72. AdvertiseAdvertise
 Brand should clearly specify the product category
 Demonstrate how the product differ from competitor and
benefits for consumers
 Have to show what are our promises to the consumers
 For the initial stage will stick to below the line advertising
activities

73. AdvertiseAdvertise
IMC
Consistent communications of information using channels
include salespeople, advertising, public relations, sales
promotions and publicity.
Benefits
integrated marketing approach assure that the right target
market is reached at the right time through the right
channels with the correct message.
Critical Success Factors
Correctly identify market segments
Right target Markets and position

74. Sales PromotionSales Promotion
Provide short term incentives to
 Consumers
 traders
To encourage to purchase or trail the product at initial stage.
Pull Strategy –Consumer Promotion
Give free samples (supermarkets ,Sports events)
Price offs
Special offers –buy 2 and get 1 free

75. Sales Promotion Cont,,,,,Sales Promotion Cont,,,,,
Push Strategy -Trade Promotion
1.Quantity discounts up to 15%
2.Display Racks
3.Offer shop salesmen Incentives
4.Branded T-shirts, Caps for shop sales people

76. Advertise ObjectiveAdvertise Objective
 Informative advertising specific communication task to be
accomplished with a specific target audience at a specific period
of time.
 Primary purpose is to inform and build primary demand.
Objective
 First 12 Week Make awareness about the product
 Capture 10% of Cream Cracker market in first year and 25% market
share by Second
 year with sales volume of 400000 Packs/Month on the first year
 Reach 65% of our target audience by Mostly TV and News papers
and hoardings

77. Media PlanMedia Plan
In order to achieve above objective we will stick to clearly
define plan which will shows the
Channels & Paper having higher viewer rate particular
segment
Channels and News Papers having less comparative ratio
Airing appropriate programmed to reach target audience
Number of frequencies of an add
Suitable Places for placing hoarding
Budgeting for each elements of activity
Measuring Criteria for each activity

78. Media PlanMedia Plan

79. Media PlanMedia Plan
Channel Selection
TV – Sirasa, MTV, CSN, Shakthi TV ,Rupavahini, ITN,
Swarnawahini,
Radio –SLBC, Sirasa FM, Shree FM, Hiru FM, Y FM, YES
FM, Derana FM, E FM ,Shakthi FM ,Gold FM and Lite FM
News Papers –Lankadeepa, Rivira, Lakbima, Divaina (Sunday
& Daily), Daily News. Daily Mirror, the Nation, Sunday
Observer, Sunday Times, Tharunaya

80. Distribution planDistribution plan
Organic Cracker
Adopted Stage -2 & 3 Distribution strategy
Short Term (In first 6 Month)
GT - 45000 Outlets
MT - 800 Outlets
FS - 1975 Outlets
Long Term (Within 2 Years)
GT - 80000 Outlets
MT - All available
FS - All available

81. Distribution ChannelsDistribution Channels
GT -
DISTRIBUTION
MAP

82. Distribution ChannelsDistribution Channels
Main Towns of each Territories
Western Province
Central 1 - Kandy,
Matale,
Gampola
Central 2 - Gampaha,
Nittabuwa
North - Wauniya,
Jaffna
North Central - A’ Pura,
Puttlam
North Western - Dambulla,
Kurunegala
Kegalle
North East - Polonnaruwa,
Trinco
Hill Country - Nuwara Eliya,
Hatton
South - Galle, Matara,
Hambantota
Sabaragamuwa - R’pura, Awissawella

83. Financial AnalysisFinancial Analysis

84. Financial AnalysisFinancial Analysis
Three major criteria are evaluated.
Projected demand
Profitability
Return on investment
Initial marketing expenditures to build awareness and trial were
extremely high.
Companies with deep pockets and many successful brands at
different stages of the life cycle can sustain new products and
long-term viability and profitability.

85. CostingCosting
Our Price (MRP)
(24 Biscuits) Pack` - Rs. 50.00
Trade Margins
GT
Retailer12.00% - Rs. 6.00
ND 5% (from Trade Price) - Rs. 2.20
Rs.41.80
NBT 2% - Rs.00.84
Rs.40.94
Transfer Price (From Factory) - Rs.30.44
Selling & Distribution OH -Rs. 5.00
Total Cost - Rs.35.44
GP (Rs) - Rs 6.50
GP % - 18.37%

86. ActivationActivation

87. Brand ActivationBrand Activation
Brand Activation is the seamless integration of all available
communication means in a creative platform in order to activate
consumers. Activation means stimulating.
1.Interest 2.Trial 3.loyalty

88. Why Brand ActivationWhy Brand Activation
Shifts the focus to the core of marketing.
Stimulating the buying process.
Brand activation addresses the key issues in
marketing.

89. Brand Activation ofBrand Activation of Organic CrackerOrganic Cracker
I. Conduct a one week programme to offer a complementary Organic
Cracker Packet to all customers of CGL who do Purchase for minimum
Rs. 500.00
II. CGL’s entire out lets Chain will be design with Organic Cracker
Advertising materials for one week during the activation programme.
III. Sponsoring National Level inter school and inter universities Sports and
athletic Competition
IV. Gaining Mass level Press Benefit through a Press conference in
collaboration with health Ministry
V. Conducting a Miss. Organic and Mr. Organic Competition
VI. One month long Raffle Draw and offering return air ticket with entry
tickets to winners for an international beauty culture competition.
VII. Carry out intensive ATL and BTL advertisement campaign using
prominent celebrities and sports personalities.

90. Brand EquityBrand Equity

91. Brand EquityBrand Equity
BE is The value of a brand is defined by its ability to stand apart from
other brands.

92. Brand EquityBrand Equity
Differentiation is a brand’s ability to stand apart from others. It is the
degree to which the public finds a brand unique, different and
distinctive and is able to gain consumer choice, preference and
loyalty.
Relevance is a measure of appropriateness (is the brand meaningful to
me?) which relates to a brand’s appeal. Relevance reflects consumer
choice. Highly differentiated brands with low relevance can still be
very successful.
Esteem measures the degree to which the target audiences regard and
respect a brand – in short, how well it is liked.
Knowledge measures whether there is a true understanding of what
a brand stands for. Awareness is a sub-component of knowledge

93. Brand EquityBrand Equity
Brand strength is determined by differentiation and
relevance and relates to a brands future value rather
than it’s past.
Brand stature relates to a brands past performance
and is determined by brand esteem and brand
knowledge.

94. Brand EquityBrand Equity
Goal of branding is to properly analyze and
understand the current situation a brand finds itself in
and then to apply relevant branding solutions which
target the problems the brand is currently facing in
order to increase the brand’s equity.

95. Brand EquityBrand Equity
Relationship between the 4 dimensions in the 4 pillars of
brand equity model.

96. Brand EquityBrand Equity
1. Lower left quadrant.
Brands usually begin their life in this quadrant, where appropriate
differentiation strategies must first be developed in order to
establish their reason for being in the eye of the consumer.
2. Top left quadrant
Growing brands will initially focus on building brand strength by
differentiating themselves from their competitors and becoming
more relevant.
For brands targeting a mass market this stage represents the brand’s
emerging potential.
Niche brands can also be found in this quadrant and usually tend to
stay here.

97. Brand EquityBrand Equity
3. Upper right quadrant
Leadership brands are characterized by both high levels of brand
strength and high levels of brand stature.
Brands which find themselves in this position are very interested in
applying brand management strategies to maintain their competitive
edge.
4. Lower right quadrant
Declining brands are characterized by brands which fail to maintain
their brand strength.
In this stage brands become vulnerable to both emerging leadership
brands and discount brands, losing both loyal customers and
potential customers.

98. Action, Measurement and controlAction, Measurement and control

99. Action PlanAction Plan
3 Ws for the Launching of Organic Cracker
what ( Activity) Who When
Priority Results
Product Development R & D team July High OK
Pricing Finance Team Aug Medium OK
Budgeting Finance Team Aug High OK
Packaging Finalize Marketing Team Sep Medium OK
Finalize Marketing Plan Marketing Team Oct High OK
Test Market Sales & Marketing Team Nov Medium Will be
Launched
Complete Test Evaluation Marketing + Finance Team Jan Low Will be carried
out
Product Launch Whole Team Feb Medium Need to be
Done
Promotional Activity Marketing May High To be deployed
Post Product Launch Evaluation Marketing + Finance Team June Medium To carried out

100. MeasurementMeasurement
The balanced scorecard approach for monitoring company
performance
 The scorecard is a "strategic planning and management system
 monitoring overall performance and ensuring daily work is
focused on the strategic objectives.
 used to align business activities to the vision and strategy of the
organization, improve internal and external communications,
and monitor organization performance against strategic goals".

101. Measurement and ControlMeasurement and Control
scorecard system views the business from four external
perspectives to gain a more relevant approach to performance
metrics
 Learning & growth – How we are innovating and improving
to meet our goals
 Business process – How critical processes are measuring up
 Customer perspective – usually measured in terms of time,
quality, performance and cost
 Financial perspective – financial performance from the
stakeholder point of view

102. Key Performance IndicatorsKey Performance Indicators
Market share analysis
Sales analysis
Financial results
Market research
Marketing information
systems
For Organic Cracker
below metrics which determine success
 CRM - New customers
acquired retention
 Brand awareness
Competitor performance
Profitability

103. Organic CrackerOrganic Cracker PromisesPromises