Академический Документы
Профессиональный Документы
Культура Документы
Prepared By
U. Yogachandran
Slim Kandy
July 2012
Acknowledgements
My sincere thanks my lecturers Mr. Bharatha Herath, Ms. Perly Liyanage and Ms.
Tharangi Wijesooriya, for guiding me to complete this assignment.
Its my duties to thank Ms. Indika and all other staffs of SLIM-Kandy, for providing an
excellent environment to study.
I wish to sincerely thank Mr. Sanath Piyawardhana (General Manager-Sales & Marketing,
OLCL), for guiding me to follow PCM and giving instructions to complete this
assignment and inspiring me.
Also I wish to thank Ms. Shiromy Liyanage (Asst. Quality Manager-OLCL), Mr.Ikram
(Area Sales Manager - Expack) and my colleagues of PCM for giving me assistance for
this assignment.
I would fail my duties if I do not specially thank my beloved wife for encouragement
given to me to complete this assignment.
Contents
Product
Marketing Mix
Well blended
Levels of Products
Core Product
Basic Product
Augmented Product
Limitation
Executive Summary
To
:
The Examiner
From
:
PCM Student
Subject
:
The Importance of Understanding The Buyer Behaviour And The
Success
Date
:
06.06.2012
As an application of Marketing Mix elements in B2C, I have selected Anchor Full Cream
Milk Powder for analyzing application of Marketing Mix elements for the organisational
success.
I have selected B2B buying behaviour towards Expack Corrugated Cartons (Pvt) Ltds for
understanding the importance of the buyer behaviour.
I used tables, figures and pictures in this assignment, in order to describe my assignment
easily.
Introduction
I have selected Fonterra Brands Lanka (Pvt) Ltd and Expack Corrugated Cartons (Pvt)
Ltd as B2C and B2B companies respectively in task 01.
In task 02 I analyzed the Marketing Mix Elements of Anchor Full Cream Milk Powder,
which is marketed by Fonterra Brands Lanka (Pvt) Ltd.
In order to complete the task 03 I selected the OLCLs buyer behavior towards Expack
Methodology
I have done this assignment on understanding the Buyer Behaviour and Marketing Mix, in
task 01 I selected Fonterra Brands Lanka (Pvt) Ltd as B2C Company and Expack
Corrugated Cartons (Pvt) Ltd as B2B Company. I gathered data from internet and field to
introduce those companies and its product portfolio.
I select Anchor Full Cream Milk powder to for my detailed analyze of Marketing Mix, I
gathered Data to analyze from Mr. Sanath Piyawardhana, an Ex Sales Manager of
Fonterra Brands Lanka (Pvt) Ltd.
I Selected Orient Lanka Confectionery Private Ltd (known as OLCL)s buying process of
master cartons from Expack Corrugated Cartons (Pvt) Ltd in task 03 for understanding the
buyer behaviour towards to the B2B Company, I gathered data from Mr. L.P.L. Hemantha
(General Manager-Operations-OLCL), Ms. Shiromy Liyanage (Asst. Quality ManagerOLCL) and Mr. Ikram (Territory Manager-Expack Corrugated Cartons Pvt Ltd).
In task 04 I have analyzed product levels of Anchor Full Cream Milk Powder, I gathered
data from Mr. Sanath Piyawardhana, an Ex Sales Manager of Fonterra Brands Lanka (Pvt)
Ltd for analyzing it.
As a summary I have gathered primary data from consumer research, market observation
and discussion with respective company staffs, and for secondary data I referred web
sites, previous marketing related researches, brochures and magazines.
Task 1
1. Product
I have selected Fonterra Brands Lanka (Pvt) Ltd as B2C for my assignment. Fonterra
Brands Lanka (Pvt) Ltd is the market leader in the milk products in Sri Lanka, which is
started 30 years ago.
Following products are marketed by Fonterra Brands Lanka (Pvt) Ltd in Sri Lanka under
the brand name of Anchor. Anchors product portfolio as follows.
Product
Target Market
children.
Anchor 1+
Specially developed for children between the
Anchor Pediapro
Targeting children between the ages of one
and three.
feeding mothers.
Anchor Shapeup
For those who want to keep slim and healthy
Also Fonterra is marketing products under the brand names of Newdale, Anelene and
Ratthi.
I have selected Expack Corrugated Cartons (Pvt) Ltd as B2B Company for my assignment.
Expack is an ISO certified, award winning manufacturer and marketer of printed
corrugated cartons to both the local Sri Lankan and export markets.
Product
Description
Laminated Boxes
Special Laminated boxes which is a
Other Packaging
As a part of Ex-Packs go Green concept,
Task Two
2. Marketing Mix
I have selected Anchor Full Cream Milk Powder for my detailed analysis of
Product attributes
Marketing
Description
Mix Elements
Variety
2 varieties, Anchor Full Cream Milk Powder
Created TOP of the
Design
Greenish New Zealand mountains with blue
the customers.
Customer
buys
Anchor
for
Quality
Always gives consistent
quality, made with
a
local
milk
Features
Highlights about the nutritional factors.
powder.
Brand Name
Separate family name and it positioned in the
Packaging
Immediate container with aluminum foil to
informative.
Sizes
Anchor Full Cream Milk is having 75g, 250g,
Services
Gives warranty to its customers by giving 2
b) Price attributes
Marketing
Description
Mix Elements
List Price
Retail prices
Anchor 75g
Rs.
58.00
& high quality strategy
Anchor 250g
Rs. 165.00
when
comparing
with
Anchor 400g
Rs.
325.00
its
competitors.
Anchor 1Kg
Rs. 810.00
Strategies
Physiological pricing strategy, Price is
powder
as
a
fighter
Lankan
name,
with
Discounts
To the trade are starts with Rs. 18.00 per
lesser
price.
While
Anchor
Payment
Trade - Cash and cheque.
its
premium
pricing
Terms
Distributor Cheque
Credit Terms
7 to 10 days credit to distributor
c) Place attributes
Marketing
Description
Key Unique Feature
Mix Elements
Channels
Detailed diagram of distribution channels
They
not cover entire
Coverage
Approximately cover around 40,000 outlets
directly.
and
consumer
demand,
product reach
almost all
Locations
Placed it in all possible outlets
potential outlets.
Transportation
Distributor/Direct Dealer has to provide
for that.
Figure 2.1 Distribution Channels diagram of Anchor Full Cream Milk Powder.
Company
Distributors
Retail Shops
Customer
d) Promotion attributes
Marketing
Description
Key Unique Feature
Mix Elements
Advertising
Always promoting with the theme of
Always
targeting mothers
emotional
relationships
with
her
child,
also
Personal
Shop to shop visit
Selling
highlighting
nutrition
Public
Special activities for mothers and
Relations
children.
because
Fonterra identified
Sales
Promotions in modern trade, specially
Promotions
Best Buy promotions in Cargills Food
decision
makers,
when
City
purchasing milk powders.
Anchor matches customer needs, always researching on consumer attitude changes, life
styles, sales promotion & advertising, with that Fonterra maintaining Anchor marketing mix
of Full Cream Milk Powder as per the customer needs.
The marketing mix of Fonterra is always matches its corporate resources, Fonterra pre plans
the marketing mix with its corporate resources.
Anchor Full Cream Milk Powder having the competitive advantages with its marketing mix.
This is the reason for Anchor Full Cream Milk Powders success in Sri Lanka.
d) Well blended
Anchor Full Cream Milk Powders Marketing Mix is well blended with correct percentage,
which gives superior value for customers.
Task Three
I have selected buying process of master case cartons, marketed by Expack Corrugated
Cartons (Pvt) Ltd, which required by Orient Lanka Confectionery (Pvt) Ltd (known as
OLCL), producers of Maam Biscuits. They purchase master cartons from Expack
Corrugated Cartons (Pvt) Ltd, to store their biscuit packets.
Table 3.1 - Detailed Analyses of Buying Decision Process of Slotted Case Cartons
Problem Recognition
Expack found a problem in the Orient Lanka Confectionery
(Pvt) Ltd (OLCL), which is they need to store their new biscuit
Manager of OLCL.
General
Needs
OLCLs general needs descriptions of cartons are
Description
Transportation provided
Product Specification
Technical team OLCL expecting the following from the carton.
3 flute material
carton.
Supplier Search
Proposal Solicitation
OLCL has invited selected 3 suppliers to produce a proposal for
Supplier Selection
OLCLs decision maker satisfied and decided to purchase
Product quality
Order
routine
OLCL agreed to generate an order for every 30 days and Expack
Specification
Performance Review
OLCL having monthly performance review meeting about their
Expack has identified the DMUs of OLCL, in order to purchasing the cartons. They are
given in table 3.2.
DMU Unit
Selected Buying Center Member
Initiator
General Manager Production
User
Production Manager and Packaging Materiel Stores Executive
Influencer
Quality Manager
Buyer
Purchasing Executive
Decision Maker
Director Operations
Approver
Managing Director
Gate Keeper
Receptionist
Task Four
4. Levels of Products
Core Product
Basic Product
Expected Product
Augmented Product
Potential Product
I have selected Anchor Full Cream Milk Powder to analyze the levels of a product.
Core Product
Core Product of Anchor Full Cream Milk Powder would be a mean of thirsty and
nutrition.
b) Basic Product
The basic product benefits of Anchor Full Cream Milk Powder as follows
Aluminum foiled inner pack, which is protecting from sunlight, humidity/moisture, and
contamination, which helps to keep the milk powder in good condition for long period.
Inner pack is certified for food grade. Outer package is covering the inner pack from
damaging and also it gives very important details of the product such as weight, price,
date of production, date of repack, date of expiry, usage details, customer care details,
nutrition level and barcode.
Full of protein, vitamins and minerals to help keep kids active and healthy.
Nutritional values such as Vitamins, Milk Protein, Milk Fat, Carbohydrate, Riboflavin,
Folate, Vitamin B12, Calcium, Sodium and Potassium.
Consistent quality
Source is from New Zealand, which is very popular for pure and healthy milk.
d) Augmented Product
The Augmented product benefits of Anchor Full Milk Powder are as follows.
Every Drop is Guaranteed and 125 years of Proven Nutrition are the guarantees
given to consumers.
Giving more milk protein and more milk compare with other milk powders.
Agglomerated milk powder, which helps it to dissolve very well with water, which
enables to no lumps in milk.
Potential Product
The potential product levels to Anchor Milk Powder are given below.
Introducing a small milk bag for a single glass of milk, similar to that the tea bags are
in the market, which helps customers for individual consumption.
Even though Sri Lanka is a small country, Can introduce geographical segmentation,
such as a special milk for the peoples of coolest part in Sri Lanka and a special cool
milk for the peoples of the hottest part in Sri Lanka.
I found that success of Anchor Full Cream Milk Powder in Sri Lanka is because of the
effective Marketing mix by Fonterra.
Understanding the organisational buying process is the vital part of the success of a B2B
organisation.
References
http://www.fonterra.com/
http://www.island.lk/2010/02/25/business6.html
http://anchorpediapro.com/
http://www.expack.lk
http://www.anchorinstitute.com
http://sundaytimes.lk/120101/BusinessTimes/bt17.html
th
Limitation