Super Malt-Group for the university students for the

university students

1. Marketing Management - BACC 21652 Group 01 Super-Malt Department of Accountancy Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka

2. Group Members BM/2020/001 K.N.T.N Kalupahana BM/2020/003 A.F.V.J. Fernando BM/2020/025 K.P. Rathnaweera BM/2020/158 H.P.I. Sandaruwan BM/2020/200 H.B.T. Shavindi BM/2020/253 P.H. Bogahawatta BM/2020/319 E.A.N. Navodya BM/2020/340 G.D.S. Ayeshani BM/2020/421 G.N. Nimsiluni BM/2020/437 L.A.W.M.P.M.B. Athapaththu

3. Product Identification Super Malt by Ceylon Food Holdings PLC Ingredients high in nutrients Energizing and Sustaining Delicious Flavor Versatility in use Nutritional Supplement Convenience

4. Issues and Solutions Tentative Slogan Head hunting by Unilever for Horlicks Unattractive Package Including branding components. Market Research emphasize the advantages of the product. Analyze competitors Interact with customers. Paying close attention to the slogan. Pay close attention to marketing tactics. To make our UPS stronger.

5. Slogan Package & “Savor the Oats Enjoy the Malts ”

6. Microenvironment Analysis 01 Competitors 02 Suppliers Customers 04 05 Nestomalt Viva Horlicks Milo Maliban Malt Children Adolescents Health-conscious individuals Athletes and fitness Enthusiasts General consumers Local Farmers Import Suppliers

7. Competitor Analysis Nestomalt 58% Viva 22% Horlicks Milo

8. Strengths Weaknesses Opportunities Threats Providing unique flavor from our products Negative feedbacks (Super Malt package looks dull) Getting more media availability High no of competitors in malted Providing nutritional benefits and high value Lower visual identity of our company Lower no of competitors in Oats mix Competitor’s actions Having well trained employees Low research and development Providing new packages Change in consumer preferences and taste Going to established newly Strategic business unit   Online store & delivery facilities  

9. Porter’s Five Forces Model 01 Threats of new entrants 02 Bargaining power of suppliers 03 Bargaining power of buyers 04 T hreat of substitute products. 05 Intensity of competitive rivarly

10. STP Strategies

11. Market Segmentation 01 02 03 Geographic Density Urban Rural Demographic Age 08-16 years 50-70 years Psychographic Culture Behaviorol Cultural Free Style Benefits Healthy Quality

12. Market Positioning High Price Low Price Low Quality High Quality

13. Branding Strategies Unique value positioning Super Malt is a malted energy product with oat-mixed nutritional value. Brand Identity Since there are certain matters about the slogan, package, etc. we create a new package and recognizable slogan representing the quality of the product.   Product Packaging   We create a new attractive package for the Super-Malt. Consumer Engagement   We hope to advertise our product on social media and give promotions to the customers. Also, we are going to be launched on a higher scale via our newly established SBU.   Continuous Innovation   We are going to add new flavors and going to make some cookies by using the same ingredients.

14. Place Promotion Price Marketed Brand; Super Malt Marketing Mix PRODUCT PRICE PLACE PROMOTION Sizes; 180ml , 250g, 400g Ingredients; Barley 43%, Wheat 17%, Wheat malt 2%, Milk solids 18%, Oats 10% Package type; Cardboard Box, Paper Bottle 180 ml – Rs.110/- (Ready To Drink) 400g- Rs.850/- 250g- Rs.500/- Co-op City Supermarket Online Shop Social Media Campaign TV advertising Promotions Social events

15. Place Price Marketed Organize skill development program. For the Marketers Marketing Mix PEOPLE PROCESS PHYSICAL EVIDENCE Organizing the program think about company culture and brand personality. Hire’s professionals for design and developing. Forces on customer relationship management Get customer feedback. Friendly distribution H ire vehicles to distribute our products. We use the customer feedback for the product development. Using our logo for staff, our building & our distribution vehicles We use social media to get reviews. We establish our product banners in all areas

16. Advertising we have created TV commercials ads and decide to telecast it through various medias (Television, radio, billboards)   Sales promotion Offers the chance to win cash or merchandise Provide sachet packets and free trials Buy one get one free concept.   Event and Experiences Sponsor for sports events G ive some commitment to the community or on social issues. S ponsor to the hit TV shows, musical festivals, art shows MARCOM Tools 01 02 03 04   Social media P romote our product though the you tube Chanel. Influencer marketing (google ads, you tube ads) C onduct a TikTok dance challenge to spread our brand name  

17. MARCOM Tools Public relations Developing rating system Publishing articles, magazines   Direct marketing Direct marketing through email Catalog distribution   Mobile marketing Creating mobile app to our product to shop online. Personal selling We have decided to use a personal sales strategy to sell our Ready to drink (RTD) product

18. THANK YOU!