2. Company
Outline
Product
Market share and the competition
Comparative analysis of competition
SWOT Analysis
Sales Objectives
Marketing Objective
Product Strategy
Price Strategy
Distribution Strategy
Promotion Strategy
Budget
Evaluation
Conclusion
Question and Answer
3. Company
Over 140 years of heritage
Main product categories - Ice-Cream and Soft Drinks
Island wide distribution coverage
Internationally distribution – UK, Switzerland, France
4. Product
KIK cola – cola drink
Size - 200ml, 250ml, 300ml, 500ml, 1500ml
Distribution – Over 90000 outlet
Promotion – 360 degree campaign
5. Market share and the
Competition
10% Market share
Main Competitors – Coca cola , Pepsi cola
Market leader – Coca cola
Secondary Competitors – Other soft drinks
6. Comparative analysis of
Competitors
Product
Aspects Coca Cola Pepsi Cola
Sizes 150ml, 300ml, 150ml, 300ml,
1500ml 1500ml, 2250ml
Variety diet Coke diet Pepsi
Packaging glass and plastic glass and plastic
10. SWOT Analysis
STRENGTHS WEAKNESSES
More than 140 years of company heritage Negative publicity
Sri Lanka Leading Soft drink producer Shape of a bottle
Well trained expert staff Taste issue
Large Loyal Customer Base
Strong, Fresh and fashionable brand identity
OPPORTUNITIES THREATS
Social Media marketing –Facebook Increase Multinational companies
competition
Market expansion in globally by overcoming
issues Increase Socio cultural problems for
this kind of soft drink
Sponsor in many sports events
11. 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
12. 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
15. Distribution Strategy
Distributors – 121 sales force & 375 distributors
Channels medium – wholesalers, retailers
Best channel management practices
Intensive distribution strategy
16. 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
17. 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
18. 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
19. Conclusion
About the KIK cola
Current market share – 10%
Main Competitors – Coca cola, Pepsi cola
Product Life cycle – Decline stage
Suggestion and Tactics
Change the taste
Change the shape of a bottle
Reposition the brand