1. Elephant House
by
P.T.M Subasinsana

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

7. Comparative analysis of
Competitors
 Pricing
 Competitor based Pricing

8. Comparative analysis of
Competitors
 Distribution

9. Comparative analysis of
Competitors
 Promotion
 Push vs Pull Strategy
vs

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

13. Product Strategy
 Packaging – bottle shape, glass and plastic
 Bottle Sizes – 150ml, 300ml, 500ml and 1500ml
 Quality level
 Taste

14. Price Strategy
 Oligopoly market
 Premium segment is difficult
 Competitive based pricing

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

20. Questions and Answers