The market leader of beverage sector in Sri Lanka. This includes the management strategy and organizational structure of DCSL.

1. ( DCSL )
DISTILLERIES COMPANY OF SRI LANKA
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2. GROUP MEMBERS
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• Thiwanka Nawarathna
• Thejana Dharmappriya
• Sangeeth Botheju
• Nalinda Mathalage
• Chamila Ekanayaka

3. CONTENT
• Company background
• Products
• Types of customers
• Competitors
• Pricing strategy
• Organization structure
• Marketing strategy
• Future directions
• Challenges
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5. COMPANY BACKGROUND
• The company was started in 1913.
• In 1989, it convert in to the private sector.
• Situated in Seeduwa.
• Change into new technology methods.
• Able to distribute the products in all over the Sri
Lanka.
• Exports also started .
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6. PRODUCTS
Traditional served with pride
• Old Arrack
• Coconut Arrack
• Double Distilled Arrack
• Special Arrack
• Extra Special Arrack
• Sri Lankan Arrack
• Narikela
• Whit Label Arrack
• Very Special Old Arrack (V.S.O.A)
• Blue Label Arrack
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7. World class blends, distinctly Sri Lankan
• White Rum
• Thillsder Whisky
• Black Opal
• House of Tilbury
• Petroff Vodka
• Apple Arrack
• Galerie
• Franklin
• Flinton Lemon Gin
• Mango Arrack
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8. TYPES OF CUSTOMERS
• Daily users
• Bars and hotels
• Foreign customers
• Super markets
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10. COMPETITORS
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Direct competitors
• Hingurana Distilleries PVT Ltd.
• Imported foreign brands,
Eg: Jonny Walker
Rockland
Bakardi
Absolute Vodka
Sky Vodka
Askot

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Indirect competitors
• Beer companies such as,
Strong
Carlsberg
Lion
Special Brew
Anchor
Three coins
Heineken

12. PRICING STRATEGY
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• pricing is done under government tax decisions.
taxes prices
taxes prices

13. ORGANIZATIONAL
STRUCTURE
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C.E.O
Top
Middle
First level
Workers
Finance Transport & logistic H.R Production

14. MARKETING STRATEGY
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Product
• Consumer, routing good.
• (DCSL) strong brand name.
• Move through the consumers using the brand name.
Price
• Under government decisions price will be change.
• Taxes affect for the pricing strategy.

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Place
• Sales in a high volume.
• Distribute all over the country.
• Channels of distribution are retailing and wholesaling.
• Using market push strategy to motivate channel members
to sell their products more.
Promotion
• Promotion campaigns not allow under government rules.

16. FUTURE DIRECTIONS
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• R & D team is planning to introduce new products
for the market.
• Planning to increase the demand in tourist
market.
• Management is ready to face the challenges
which are willing to come true.

17. CHALLENGES
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• Government high taxes
• Local competitors
• Foreign competitors

18. SUMMARY
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19. QUESTIONS ?
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20. THANK YOU…!
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