GROUP ASSIGNMENT GROUP 1

REPOSITIONING STRATEGIES AND ISSUES FOR BABY CHERAMY

GROUP MEMBERS: ARCHCHANA VEKNESWARAN CB 003654 FATHIMA FARISTA JABARJAN CB 003753 KUGADHEP CHANDIRAKUMAR CB003721

INTRODUCTION TO HEMAS Hemas is one of the top diversified conglomerates in SL with 20 active subsidiaries. Operates in 5 different sectors FMCG, healthcare, transportation, power and leisure, started its operations in 1948 (Hemas Annual Report, 2009). MARKETING PHILOSOPHY
Adopted

societal marketing concept ECCD programs

PRODUCT PORTFOLIO

SWOT ANALYSIS
STRENGTHS Being a Sri Lankan company Long term sustainability Wide range of products Recognition through awards Being a market leader Lean manufacturing systems Financial Stability OPPORTUNITIES End of civil war in SL Rate of child birth Qualified work force accessibility Increase in consumer spending pattern WEAKNESSES Lacking back in certain segments Customer perception Lack of promotion Other brands located in B/C racks

THREATS Competition from imported brands Increases in taxation rate Environmental Pollution More recognition towards P/G and Unilevers
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PORTERS 5 FORCES ANALYSIS

STRATEGIC GROUP MAPPING

PRODUCT Variety Package Features Size PLACE Market Price Special schemes

PRICE

PROMOTION

Channel Reach Store Displays Online Shopping

Tag Line Tools

Hemas could adopt Image Repositioning and Product Repositioning.

IMAGE REPOSITIONG

Creating a strong brand image to combat competition stemming from the industry. Getting medical approvals that ensures that the brand is out of any harm to the skin conditions of toddlers - SL College of dermatologists Graduates to enhance the current ingredients to make it more effective on tender skin conditions. Celebrity endorsements in promotions.
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PRODUCT REPOSITIONING

Most of the customers are expecting more variety from Baby Cheramy. Hemas could improve their backward vertical integration. Hemas could also use organic and natural ingredients to their new varieties or could introduce a product range. Promotions.
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Get adapted to the evolving changes in the current market to be successful in the market. By using the strengths identified in SWOT, it could invest more in R & D and quality standards. Seek the unarticulated needs of their customers and should utilize its unique resources and capabilities to develop new products. Hemas could be able to develop marketing intelligence. By doing all the above it should be able to develop a customer centered culture which would lead to the success of the repositioning of the business venture.

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