Table of Contents
EXECUTIVE SUMMARY..............................................................................................................3
1. INTRODUCTION.................................................................................................................4
2. MARKETING AUDIT.....................................................................................................5
2.1 Industry Analysis............................................................................................................5
2.1.1 Total market size, growth and trends......................................................................5
2.1.2 Product and prices...................................................................................................5
2.1.3 Physical distribution channels..................................................................................6
2.1.4 Target customer groups...........................................................................................6
2.2. Competitor Analysis......................................................................................................7
2.2.1 A list of competitors.................................................................................................7
2.2.2 Competitor’s products summary.............................................................................8
2.2.3 Competitor’s market share......................................................................................8
2.2.4 Products distribution and advertising methods of those competitors..............9
2.2.5 Competitor’s products capabilities........................................................................10
2.3. Strategic grouping of edible oil industry in Sri Lanka..............................................10
2.4 ANALYSIS OF PORTER’S FIVE FORCES MODELIN Marina................................11
2.5 PESTELD Analysis.....................................................................................................16
2.5.1 Political & legal......................................................................................................16
2.5.2.Economical.............................................................................................................17
2.5.3.Social......................................................................................................................17
2.5.4. Technology & ecological.......................................................................................18
2.6 SWOT/ TOWS Analysis For Marina Oil Company.........................................................18
3. CUSTOMER AND MARKET SURVEY FINDINGS.................................................................21
3.1 Current Marketing Situation.........................................................................................21
3.2 Identifying Strategic Gap..............................................................................................21
3.3. Poter’s Generic Strategies............................................................................................22
3.4 Competitor’s market share...........................................................................................23
4. CONSUMER ANALYSIS..............................................................................................24
4.1. Factors influencing consumer behavior.......................................................................25
5. SEGMENTATION TARGETING AND POSITIONING..............................................29
5.1 Segmentation................................................................................................................29
5.2. Targeting......................................................................................................................32
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5.3. Positioning...................................................................................................................32
6. MARKETING STRATEGY...........................................................................................33
7. RECOMMENDATIONS....................................................................................................34
7.1 Branding and Crafting...................................................................................................34
7.1.1Superior Quality......................................................................................................34
7.1.2 Innovation..............................................................................................................34
7.1.3. Customer Service..................................................................................................34
7.1.4 Brand performance................................................................................................35
7.2 Marketing Mix..............................................................................................................35
7.2.1. Product.................................................................................................................35
7.2.2. Price......................................................................................................................36
7.2.3.Promotion..............................................................................................................37
7.2.4Place.......................................................................................................................38
8.References...........................................................................................................................39
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EXECUTIVE SUMMARYThis comprehensive report is for an assignment requested to be conducted under the
subject area of strategic marketing Management. The respective groups were given a
chance to build up the marina oil brand specially concentrating on urban suburban
areas and strategies to capture 90 percent of the loose oil market. It is an evident that
most of the local consumers are concerning about the health benefits of eating and
drinking habits. Through the brand we are going to build up, the customer’s
psychological and physiological needs are to be benefited immensely. The company
identified a differentiation strategy and continued their work based on it.
Primarily, the group conducted a market research on “The Perception of Sri Lankan
Customers towards Branded oil products”. We used questionnaire paper to collect
information. The information collected was taken in to the study. On the other hand a
comprehensive macro and micro analysis with a SWOT analysis was done in order to
get the maximum benefit of the information available to the study. In accordance with
the information goals and objectives were set. The second concern was to segment,
target and position. A complete evaluation of the market was done and came up with
the suitable segment to be targeted and positioned and identified new segment to
dominate. The operationalizing of the brand was done under the 4Ps and all the
aspects in the marketing strategies were taken in to consideration
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1. INTRODUCTIONCherubium Lanka (pvt) ltd is a sub company of MNK Holdings (pvt) ltd. It has a long
history of reliability, quality and customer service excellence and is a member of a
Group which is the largest player in the Sri Lankan Edible Oil Industry.
The company Vision – “ to be the preferred choice of Sri Lankan consumers and
customers looking for any edible oil based product of high quality, safe in use and
delivering value for money.” And Company Missions are offer innovation in product
development, assure quality in manufactured products, state of the art production
facilities, Deliver high customer service in logistics from factory to shelf…etc. and
they have Immediate, long term and communicational objectives.
Their operations are integrated throughout the Edible Oil value chain from the
sourcing and processing of raw materials to the manufacturing and packing of their
wide product portfolio under the brand name MARINA. This integration gives
excellent customer service and tailor made solution possibilities to their valued
customers, enabling them to grow their business by securing a healthy, safe and
reliable product portfolio of over 30 items. Those are Vegetable cooking oil and
facts;Cooking Oil (RBD Palm Oil) Frying Oil, Frying Fat, Sunflower Oil, Soya Bean
Oil, Vegetable Ghee, Vegetable Butter, Products for bakery applications; Super
Cake Margarine, Premium Cake Margarine, Cup Cake Margarine, Pastry Margarine,
General Purpose Margarine, Baker’s Margarine, Marina Bread Compound, Bun
Compound, Bread Fat, Biscuit Dough Fat, Pan Lubricant, IcingSugar,Yeast.
Confectionery products; Ice Cream Fat, Cocoa Butter Substitute, Sweetened
Creamer, Coconut products; Physically Refined Coconut Oil, Desiccated Coconut,
Coconut Milk, Coconut Cream, Coconut Water, Coconut Drinking Milk, Marina
Butter.
Their primary business focus is to supply the Sri Lankan as well as the International
markets (exporting more than 25 counties) with high quality Edible Oils, Specialty
Fats and Margarine, catering to the requirements of consumers, hotels, restaurants,
bakery trade and food industries. Marina Company adopts environmentally friendly
manufacturing processes and is supported by ultra-modern laboratory facilities, to
ensure product safety and quality conformance. Marina product manufacturing
facilities have international accreditation of ISO 22000, HACCP, Halaal and GMP.
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2. MARKETING AUDIT
According to the Marketing Environment we consider about the Marketing Audit
analysis also. Therefore Marketing Audit is the systematic, periodic, independent
examination of Marina cooking oil products environment to view problem areas and
opportunities and recommending a plan of action to improve the Marina edible oil
company’s performance. There are many different tools we used to analyze Marketing
Audit of the Marina edible oil company.(Figure 1, 2 – Marketing Audit)
Under the Marketing Audit we analyzedmain four factors that most affecting to the
Marina Cooking Oil Products.(Figure 3 – Marketing Audit)
2.1 Industry Analysis
Under this factor we conducted analysis by considering several factors that affect to
the edible oil industry. Such as,
2.1.1 Total market size, growth and trends.
This refers to the size of the market. Sri Lanka has a relatively small market
when it comes to a worldwide platform but it has recognized as an “Emerging
market”. At present Sri Lanka needs over 100,000 metric tones of Coconut oil
per year, but the local manufacturers could supply nearly 80,000 metric tones
of coconut oil. In the current cooking oil industry, there is much edible
cooking oil under branded and non-branded names. Comparing to the overall
oil industry, the volume of branded oil market is approximately 10% of the
total market and remaining is loose oil market.
2.1.2 Product and prices.
In the current market, there are many cooking oil under branded and non-
branded names. Therefore, it is admitted difficult for consumers to decide on
which particular brand to purchase. They face a dilemma in selecting the most
trust worthy and hygienic brand. At times, they are misled and choose for the
wrong choice. At that point, “Marina Company” wants to build up a trust and
want to give the assurance of quality and goodness.
In looking at the prevailing market scenario, there are some critical issues
which we need to examine, are the food products purchased in the consumer
market safe to consume without any deleterious efforts on the human body,
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under what manufacturing conditions have they been produced and what are
the ingredients that have going in to their manufacture. Most of the Coconut
Oil does not meet the standard quality and hygienic conditions that are
required for a healthy life. According to that local coconut oil producers are
not getting a reasonable price for their produce. Therefore Marina developed
the healthiest coconut oil using the newest technology.
When buying a product it is important for consumers to keep these factors in
mind. And it is only then that they will have a proper understanding of what
they buy and consume to lead a healthy life.
Out of those customers, some bound to buy loose oil giving attention to its law
price, even knowing the unhealthy conditions it has.
2.1.3 Physical distribution channels.
Products can distribute in many ways from point of production to the point at
which they are made available to the customers.
Manufacturer/ Supplier delivers direct from the production point to the retail
stores, suppliers hold its products in a finished goods warehouse, a Central
Distribution Centre (CDC) or a series of Regional Distribution Centre (RDCs),
supplying production to National Distribution Centers (NDC), which are sites
run by the retail organizations, etc. Bellow diagram is shows the distributional
channels for transfer the products to the consumers.(Figure 4 – Marketing
Audit)
2.1.4 Target customer groups.
Edible oil industry mainly focuses three types of target customer groups. Such
as,
Primary Target- Housewives - Middle and Upper household income
holders, Consumers who are more health conscious and who seek high
nutrition level products, Consumers who seek high quality certified
products.
Secondary Target - Culinary art knowledge seekers specially
targeting towards all types of cooking segments including teenage
girls.
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Industrial Market - Food solution seekers with high concern about
the quality of the product rather than price (Hotels, Bakeries and
Restaurants, Biscuit manufacturers, Fast Food Chains - KFC)
2.2. Competitor Analysis
Competitor analysis is a critical part of the company marketing plan with this
evaluation. The company can establish what makes company product unique and
therefore what attributes organization play up in order to attract the target market.
Under the competitor analysis we discuss about the Marina’s competitors, competitors
strategies and objectives, competitor’s products summary, competitors market share,
product distribution and advertising methods of those competitors, their products
capabilities, competitors’ strength and weaknesses.
2.2.1 A list of competitors.
Marina edible oil has major challenge from loose oil market and also their other competitors. Such as, Turkey, Prima, Fortune, N-joy,etc.
TURKEY: - This brand (Turkey) distributes by EAST WEST MARKETING
(PRIVATE) LTD. This company distributes imported products and locally
manufactured products of their business partners. They also manufacture a range of
products through their own manufacturing facilities as well as joint ventures.Turkey
brand is also a popular brand of edible oil market in Sri Lanka as it has been extended
to other food categories as well.They have three strategic business units. Such
as,FMCG SBU, Confectionery SBU, Bakery SBU. Under the FMCG strategic
business unit they are distributing Turkey edible oil products. According to this
company Turkey Brand Cooking Oil is the No. 1 in Sri Lanka in the premium quality
bottled oil category.
PRIMA:- Prima Ceylon Ltd after introducing Cholesterol-free Prima Vegetable Oil to
the Sri Lankan market, they consolidated their position in this segment by focusing
initiatives, especially in the growing, modern trade sector. In the retail sector, Prima
offered a choice to the consumer by pioneering the novel concept of a refill oil sachet
to the Sri Lankan market, in addition to already available bottle. This innovation
proved to be a very popular as well as a very economical option for the housewife.
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Competitors Products
TURKEY N - JOY PRIMA
N-JOY: -Adamjee, Lukmanjee& Sons Ltd. is one of the largest trading houses in Sri
Lanka, specializing in the export of Coconut Products & Spices with affiliate
manufacturing/export facilities in Bangladesh. They say “We are proud of our
heritage as a prominent Trading Company in Sri Lanka”
2.2.2 Competitor’s products summary.
Coconut Oil Coconut Oil Vegetable Oil
Vegetable Oil Pure White Coconut Oil
Sunflower Oil Virgin Coconut Oil
Soya Beans Oil
Corn Oil
Canola Oil
Out of these three competitors Turkey’s offering lot of edible oil products than N-Joy
and Prima.When consider about those products Prima’s vegetable oil has higher
consumer demand than N- Joy’s products. But out of these three brands Turkey is the
brand that has more demand for vegetable oil product. According to our customer
survey, most of the customers prefer to use coconut oil, vegetable oil and sunflower
oil products than other cooking oil products.
2.2.3 Competitor’s market share.
Sri Lanka is estimated to consume about 100,000 metric tonnes of edible oil a year.
Of this about 30,000 is made with coconut.According to our customer survey we
recognized how big Marina’s competitors within the market. Out of 100 customers,
we recognized how many customers attracting for each of these brands and how many
customers consuming the loose oil.Only 1/3rd of the market share is held by branded
coconut oil. Therefore loose oil market has higher consumer attraction and secondly
Marina has 4% consumer attraction for their cooking oil products. And their
competitors also has some percentage of market share such as, Turkey 3%, N-joyand
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Prima brand products has 2% and 1% of consumer demand. Prima is the brand that
has lowest demand for their products.(Figure 5 – Marketing Audit)
2.2.4 Products distribution and advertising methods of those competitors.
In generally competitors using several distributions and advertising methods.
According to that we analyzed Marina’s main three competitor’s distributing and
advertising methods as well as their marketing activities.
Turkey: -As a leading distributing company in Sri Lanka they distribute imported
products and locally manufactured products of their business partners. They also
manufacture a range of products throughout their own manufacturing facilities as well
as joint ventures. The FMCG products distributes throughout the country using a large
sales force, whilst the confectionery division too has its own sales force distributing
their products island wide. Turkey distributes products of different local and foreign
business partners and the company’s own manufacturing units through the wholesale
and retail network in the country. They also ensure their presence in the different
modern trade chains of various groups.
Turkey has mainly two distribution channels that extend to all part of the island.
Those are,
Market Logistics
Physical distribution
There are several advertising methods they using to attract their target
customers. Those are TV, Radio spots are also using with some strategic, print
media advertising mainly in press, both broad sheet and tabloids.
(Attachments)
Prima and N-Joy: -Prima uses normal process to distribute their products.
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Prima Ceylon
Distributors
Retailers
Customers
Generally both of this companies use TV, Radio, News Papers and Internet like that
Medias to advertise their products.
2.2.5 Competitor’s products capabilities.
Under this factor mainly we discuss about Awards and Certificates of each competitor
and Differentiations of Competitor’s Products Packaging. (Attachments)
2.3. Strategic grouping of edible oil industry in Sri Lanka
(Figure 7 – Marketing Audit)
characteristics Loose-oil Focused group(specified
oil brands)
Value & premium
group(diversified oil
brands)
1.size & relative market
share
More than 60% Approximately 17% Approximately 25%
2.degree of geographic
coverage
Island wide Urban areas(specifically
western, southern ¢ral
province)
Urban areas(super
market channel)
3.market segment
served
low & medium
consumers(mass
market)
Low & medium as well as
upper-middle
consumers(micro market)
Upper-middle & high
end consumers
(differentiated & niche
market)
4.product quality Low quality Medium & high quality High quality
5.reputation Known
product(no
reputation)
Known product( less
reputation)
Known
product( medium &
high reputation)
6.market position
7.R&D capability Less or zero
capability for
R&D
Medium & high capability
for R&D
High capability for
R&D
8.cost structure &
behavior
Low cost due to
less quality
process
Low & medium cost due to
focus on one
segment(manufacture
Medium & high
cost(manufacture
process maintain
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process maintain quality
standards)
quality standards)
9.pattern of ownership Retailers(home
base product) and
small & medium
size(local)
manufacturers
medium size
manufacturers(either local
or international)
medium size
manufacturers(internati
onal brands & some
extend of local brands)
10.distribution channel Retailer channel Super markets &pharmacy
channel
Super markets
channel& direct deliver
11.technical position Home base
manufacturing or
less technology
usage
manufacturing
process
Medium & high
technology(ex:-physical
refining technology)
High technology (ex:-
physical refining
technology, RBD,
quality maintain
standards ...etc.)
2.4 ANALYSIS OF PORTER’S FIVE FORCES MODELIN Marina
The threat of substitute products
Buyer propensity to substitute
The demand for coconut oil in western province is declining due to high prices and
availability of alternative edible oils, especially palm oils, at very low prices. With the
per capita consumption of 12.5L a year, the demand for edible oils in the state is
estimated around 3.7 lakh tones
The demand from the urban (excluding western province) & rural area Markets for
the oil continues to clue the western provincial Market, as their requirements are met
through supplies from coconut triangle districts where coconut oil is available at
lower prices.
The main consumers of coconut oil are the middle class, while the rich prefer other
refined oils. The poor are the main consumer of palm oil, which is available at around
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Rs.90 - 120 per 500ml.Its demand is estimated at around two lakh tones. Many
coconut oil consumers have shifted to other vegetable oils, thus weakening the
demand for traditional cooking oil.
Relative price performance of substitutes
The major competitors of marina Oil are N-joy, fortune and prima. The price of major
competitors in coconut oil market is
BOTTLE SIZE – 500 ML RS.
n-joy Oil Rs.220
prima Oil Rs.230
fortune Oil Rs.220
Marina Oil Rs.215
Ordinary Oil Rs.110
Perceived level of product differentiation
It was “marina” who introduced the concept of golden colour of purity coconut
oil and its sweet smell. Now golden colour is perceived as the symbol of quality.
The major competitors are expressing their technology used for production.
Marina is using RBD (Refined, Bleached and Deodorized) technology.
The threat of the entry of new competitors
Economies of product differences
Coconut oil is differentiated on the basis of quality, price and colour. Ordinary
coconut oil is using milling copra purchased from the market. It is filtered using cloth
or canvas. It contains fungus. Also it reduces shelf life. But the price is low.
Marina coconut oil is made from dala copra, processed using RBD technology.
Marina Oil has high shelf and of premium quality. The prices also have some slight
changes according to quality.
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Brand equity
The name of “marina” coconut oil awarded as the best oil producer excellence by
SLIM in 2013. This accolade clinched by ‘Marina’ coconut oil is unique and so
special because it was the first-ever award won by a brand representing edible oil
industry in Sri Lanka.This shows the brand equity of marina coconut oil.
Learning curve advantages
Marina has almost 30 year experience in the coconut oil industry. This help to
introduce new methods and capture the market.
Government policies
Tax issues - The present tax on copra and coconut oil under VAT is a waste and the
Government has not benefited in any way. Collecting in-put tax on copra and
refunding the same by collecting out-put tax from sale of coconut oil has not helped
the industry either. Therefore, it should be abolished
The existence of Barriers to entry (Patent, rights, etc.)
access to distribution
Net switching cost
absolute cost advantages
The intensity of competitive rivalry
The major substitutes of branded coconut oil are ordinary coconut oil, palm oil,
sunflower oil, mustard oil etc. Only 1/3rd of the market share is held by branded
coconut oil. In this portion turkey coconut oil has almost 50% market share. Fortune
and n-joy coconut oil together hold almost 10% of market share and rest is hold other
branded oils (including marina and other branded non identified/import oils).
Rate of industry growth
Because of the high price of coconut oil and availability of other edible oils the
growth is coming down. In order to face this situation marina started the production of
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sunflower oil, vegetable oil, palm oil and soya beans oil , but now it is as
consignments.
Diversity of competitors
Marina is facing competition from substitutes i.e. other edible oil like palm
oil, other brands of coconut oil and ordinary coconut oil. For face this competition
marina also diversified their product portfolio of oil into different oil categories such
like mention earlier.
level of advertising expense
Advertising expense of marina Oil for the year 2008 – 2009 is Rs. 37 lakh.
Economies of scale
Marina coconut oil has considerable demand in the market. And the company is
using highly sophisticated Technology for production. The number of workers in
plant is low. These will help to increase production.
intermittent industry overcapacity
exit barriers informational complexity and asymmetry
informational complexity and asymmetry
Sustainable competitive advantage through improvisation
The bargaining power of customers
Degree of dependency upon existing channels of distribution
Marina is distributing product through different channels like department store,
multi store, shops etc. So the dependency on one distributor is low. Marina is
distributing all the products through same channel.
But the exporting is through only one company, Cherubium Lanka (PVT) Ltd which
is a sub company of NMK Holdings.
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Buyer volume
With the per capita consumption of 12.5L a year, the demand for edible oils in the
state is estimated around 3.7 lakh tones
Ability to backward and forward integration
In the case of edible oils backward integration is not possible, because the raw material
is a natural resource. But can collect raw material directly from suppliers by avoiding
department Centre’s and brokers. Forward integration is a good business opportunity.
The waste of copra i.e. cake is used for production of cattle feed of KSE Ltd. The oil
extracted from cake used for the production of soap of Chandrika Ayurvedics. The
coconut oil is used for production of food, cosmetics and medicine.
Buyer price sensitivity
The customers of marina are some portion of middle class people and some portion
of upper class people. Some portion Upper class of the society is using other costly
refined coconut oils. The poor and rural people are using ordinary coconut oil, and
other edible oils like palm oil.
differential advantage (uniqueness) of industry products
buyer concentration to firm concentration ratio
bargaining leverage, particularly in industries with high fixed costs
relative to firm switching costs
buyer information buyer switching costs availability
The bargaining power of suppliers
Marina is providing a good salary and benefits as compared to the industry.
The rate of purchase of raw material is based on the Colombo market rate and
demand and supply. Company does not compromise in the case of quality.
Cost of inputs relative to selling price of the product.
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The cost of coconut is based on the price of coconut oil.
Value of copra is based on the following formula
Value of copra = 62.5% of value of oil + 35% of cake value
supplier switching costs relative to firm switching costs
degree of differentiation of inputs
presence of substitute inputs
supplier concentration to firm concentration ratio
employee solidarity (e.g. labor unions)
threat of forward integration by suppliers relative to the threat of backward
integration by firms
This five forces analysis is just one part of the complete Porter strategic models. The
other elements are the value chain and the generic strategies.
2.5 PESTELD Analysis
PESTELD analysis is used to identify the uncontrollable variables in the external
forces that affect to the Marina edible oil. Through that we can identify marketing
opportunities and threats for our products and take actions to capitalize those
opportunities and take action for threats. Followings are analysis of a Marina’s
Political, Economic, Social, Technological, Environmental, Legal and Demographic
factors that can affect directly or indirectly to the Marina’s production and business
processes. (Figure 6 – Marketing Audit)
2.5.1 Political & legal
The government‘s new growth and transformation plan emphasizes the
importance of agricultural in the country’s overall growth and industrial
development. Hence, the government strongly promotes agro processing
industries such as edible oil.
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Enforcement of the new edible oil quality standards could also be an
opportunity for progressive and innovative enterprises in the edible oil
industry who can adopt new technologies that meet the standards or can create
trade links.
Low aspects in the legal sector in the registration formatting to the
international oil producers who locates their company franchises in the
country could be and threat as well as can make huge competition to the local
millers.
2.5.2.Economical
The recent devaluation in the rupee against major currencies is both an
opportunity for and a threat to branded oil producers as well as the loose oil
producers. With the decreasing value of rupee the price of imported oil
increases, implying increased market competitiveness to domestically produce
oil.
Differentiation and diversification in the income as well as occupation levels
can distract the attraction for quality and increase the attraction for price tags.
2.5.3.Social
Recently the incident happened in the milk powder industry instantly spread
out in to the other product ranges which are branded in international levels and
create a huge decrease in demand for international brands as well as low
perception in the consumers mind.
Most urban and suburban housewives in Sri Lanka tend to consider about
keeping the health through healthy products. Although considering the taste
and organic nature of the edible oil.
Most urban, suburban middle age people try to move with light product ranges
which they can keep their health as previously they had. This trend even
spreading in to the rural areas as well.
Information, attraction, perception and acknowledgement about the branded
products can be seen moving in to new considerable levels by matching with
urban areas.
Instead of above mention factors even the people buy oil’s, the phobia for
cholesterol can be seen among the middle age group people.
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2.5.4. Technology & ecological
Currently the edible oil market doesn’t consider about having a reasonable
technology to purify the oil with the standard quality. The most popular
technology is heating on scrubs and collecting oil for final production as well
as caustic soda and other primary chemicals which are not that much health
conscious to distract the oil from copra.
Milling facilities are located in backyards and operated in single rooms.
Usually without proper management systems.
2.6 SWOT/ TOWS Analysis For Marina Oil Company.
SWOT Analysis
Strength
1. Managing Director's Positive view regarding the Market and Country.
2. Sales manager's Attractive Promotional Ideas.
3. Positive Brand Image.
4. Consumer's trust.
5.Uses health platform
6. Oil has zero percent of cholesterol levels
Weakness
1. Limited market penetration in edible oil market.
2. Not available in certain Areas. (Company has a sales force close to 100.)
3.Price of product is slightly high that affect the demand.
Opportunity
1.Sharp increases in demand of branded oil.
2. The Brand Recieved ISO 22000, GMP, HCCPA for its process Excellence.
3. Health conscious people increasing.
Threats
1. The treats of low price competition.
2. A large number of domestic as well as Foriegn players.
3. Highly competitive industry, as 90% of Unbranded loose oil sale can be seen in the Market.
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TOWS MATRIX
ST strategy
Through their Effective, Sensitive and meaningful Advertising they can
create an awareness among customers regarding the RBD process which
some competitors like unbranded loose markets use chemicals to refine oil
and for not manufacturing under proper hygienic condition. This can be
used to prevent people from using harmful oils in the unbranded market.
which was already used by the company by "Thel kathawe atta netta
Innovative campaign". but still the company can use more Advertisng and
make them aware about this harmful situation and capture the rest of the
unbranded market. The company can use it's strength to minimize this
Threat.
SO strategy
The scientific findings on the coconut oil has showed many positives with
regard to the usage and health benifitsand Nutrition benifits to the human
body. It also has the ability to cure diseases such as Alzhimers and
Dementia. These facts which was found through scientific researches is
one of the best opportunities for these companies to discard the negative
attitude of customers towards Coconut oil and to make them more concern
towards using coconut oil for a better healthy life. Marina uses this
Strength or Health Platform to make aware that coconut oil is not bad for
health but it is a great source of many Healthy Benifits. marina got the
opportunity to sponsor for sri lankas one of the best and famouse cookery
shows "RASA SARANIYA" and they always recomment the viewers about
it's health benifits and how it helps to make food tasty. This is a
stregnth that company has used to build upon an Existing opportunity.
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WO strategy
Marina oil Company Recieving USDA (Organic certificate), JAS
(Japanese Organic Certification) , BRC( British Certified
manufacturer ) certificates Respectively from USA , Japan and Britain.
And it is the only virginCoconut oil Manufacturer in Sri lanka to Recieve
these Certifications. This opportunity can be used to reduce the weakness
of the situation where Marina oil Prices are Slightly higher than other
Brands but has more benifits and trustworthy compared to other
competitors. So the customers learn that it isnot a disadvantage for
spending more on this brand but outcome and Quality is more important.
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3. CUSTOMER AND MARKET SURVEY FINDINGS
3.1 Current Marketing Situation.
According to our survey, currently Marina edible cooking oil company has 4% of
market share from whole cooking oil industry. Therefore they are the leader among
branded oil companies. And Marian is in the growth stage on the company life cycle.
90%
4%3% 2% 1%
Markte Share Loose oil market
Marina
Turkey
N-joy
Prima
3.2 Identifying Strategic Gap
Strategic marketing planning is a courses of activities as How, When, Who will lose
the strategic gap. Therefore under this marketing planning Marina should focus on
target market and clear superior and relevant value proposition for the target
customers to be success in this field (edible oil industry).
To identify strategic gap, Marina should understand their ultimate goal and the
current position that they have in the edible oil industry. According to that Marina can
reach their goal when fulfill their strategic gap. That is the marketing/ strategic
planning.
Goal: - “To be the market leader in edible cooking oil industry within maximum 10
years from 2013.” (Figure 1 – customers & market survey findings)
According to our consumer survey currently Marina cached 4% of market share from
whole edible oil market. Loose oil market has 90% and other branded competitors has
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BrandNo. of
Customers(out of 100)
Loose oil market
90
Marina 4Turkey 3N-joy 2Prima 1
Porter’s Generic Strategies
Focus
Cost Leadership
Differentiation
6% market share. Marina edible cooking oil company has goal to be the market leader
by caching minimum 80% market share within 10 years onward.
Therefore Marina wants to achieve 76% market share to reach their ultimate goal. To
achieve their, goal they have several missions to complete. Such as,
Offer innovation in product development.
Assure quality in manufactured products.
State of the art production facilities.
Deliver high customer service in logistics from factory to shelf.
To support healthy living by developing products which are not harmful to
consumers and with assured product safety via stringent manufacturing
processes.
To be constantly attuned to consumers and customer needs and innovatively
deliver the requirements, through continuous research and development.
By using this kind of missions Marina Company can fill their strategic gap.
Therefore it is their strategic/ marketing planning. NMK Holding (Pvt) Ltd
Company’s ultimate goal is “To be the market leader in edible cooking oil
industry within maximum 10 years from 2013.” If they want to be the market
leader within 10 years, they should try to achieve at least one of those three
generic strategies (Poter’s Generic Strategies) to fulfill their strategic gap and
achieve their ultimate goal.
3.3. Poter’s Generic Strategies
According to our research, we think NMK Group of Company generally using “Focus
Strategy.” Because their business focus three narrow market segments, get to know
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them intimately and pursues either cost leadership or differentiation within the target
segment.
They differentiate their products packaging by introducing BIB (Bag In Box) package
and Oil Sachet (250ml) and they minimize their cost by cutting advertising cost.
Marina cooking oil Company spends very low cost for advertisements of Medias like
TV, Radio, Internet and Newspapers. Therefore they are doing cost leadership
strategy also to fill the strategic gap.
To success current market situation NMK Holding (Pvt) Ltd should identify and
concentrate about their target customer groups and clear, superior and relevant value
position for them.(Figure 2 – consumer & market survey findings)
NMK Holding’s manufacture their edible cooking oil products domestically and
internationally. Domestically they distribute their product all urban and rural areas but
mostly their products available at urban cities in our country. Internationally they
export their product to around 80 countries such as, India, Bangladesh, Nepal and
other SAARC countries. They assure their international stakeholders that their
products and services are with excellent quality with international standard certificates
of ISO 22000, HACCP, HALAAL, GMP and Organic certifications. Their diversified
product ranges of Edible Oils have the capability of suiting customer’s requirements
with exceptional results to increase their productivity.
Therefore as a leader of branded cooking oil category they have acceptable income in
domestically and internationally. And also they have to spend higher cost for
distribute, advertising and production.
NMK Holding (pvt) Ltd mainly competing with the loose oil market in Sri Lanka and
also they has another four branded competitors such as, Turkey, N-joy, Prima and
Fortune.
3.4 Competitor’s market share.
Sri Lanka is estimated to consume about 100,000 metric tonnes of edible oil a year.
Of this about 30,000 is made with coconut.According to our customer survey we
recognized how big Marina’s competitors within the market. Out of 100 customers,
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we recognized how many customers attracting for each of these brands and how many
customers consuming the loose oil.
Only 1/3rd of the market share is held by branded coconut oil. Therefore loose oil
market has higher consumer attraction and secondly Marina has 4% consumer
attraction for their cooking oil products. And their competitors also has some
percentage of market share such as, Turkey 3%, N-joy and Prima brand products has
2% and 1% of consumer demand. Prima is the brand that has lowest demand for their
products.(Figure 3- Consumer & market survey)
4. CONSUMER ANALYSIS
Edible oils as a cooking medium play a major role in preparing daily diet. At present,
there is a high substitutability of a wide range of edible oils in the domestic market in
Sri Lanka. Those are mainly coconut oil and other vegetable oils such as palm oil,
soybean oil, sunflower oil, corn oil, etc. Coconut oil production in Sri Lanka has been
declining over time and the importation of various edible oils has increased due to the
removal of trade barriers under liberalized economic policies. At the same time,
traders have begun to adulterate coconut oil with low priced imported palm oil. As a
result of quality deterioration of coconut oil has resulted reducing its consumption.
The purpose of this study is to examine the consumer buying behavior of edible oils.
More specifically it is aimed to study the factors affecting the consumer buying
behavior of edible oils and to find out the most popular edible oil in different
communities based on the monthly per capita oil consumption. The study was
conducted in selected keels super market channel and cargails food city channel in
Gampaha district. A questionnaire survey was carried out with 50 people who do
purchasing by interviewing. A binary logistic model was used in analyzing survey
data to study the factors affecting the purchase of edible oil.
The result revealed that 58% of the respondents have purchased coconut oil and 21 %
of them have purchased other vegetable oils, while the rest have purchased both
coconut oil and other vegetable oils. Even though, the consumers of the urban sector
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tend to use more vegetable oils than those of the other sectors, the binary logistic
analysis showed that the community, gender, price and monthly income have
significant effects on the purchase of coconut oil.
Mean per capita consumption rates of coconut oil were 0.49, 0.44 and 0.52
liters/head/month in urban, semi- urban and rural sectors respectively.
Based on the findings the study it is recommended to conduct further studies and to
create awareness among consumers about the present situation in edible oil market. It
is better to control the retail price of edible oil in domestic market and to adopt proper
marketing strategies in order to increase the efficiency of edible oil marketing.
4.1. Factors influencing consumer behavior
Culture
Traditionally Sri Lankan foods include edible oils, which the most famous oil is
coconut oil. On different religion festivals these oily fried food items are
common and passing from generation to generation.
Human psychology
Motives
Women’s focused on healthy/taste cooking to get more attraction towards her
(esteem)
Cooking women’s always try to get more attraction toward her through taste
meals. Fried food item at least include in one or two meals in their regular life.
Purified cooking oil usage can be seen increasing in this category.
Women’s care food “safety”
Perception
Emotional Sensitiveness for Advertisements
Most women’s are emotional sensitive for advertisements and twisting the
information which is got through the advertisements & come to decisions.
Sixty percent of women purchases are unplanned & most probably relate with the
first impression
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Attitudes
Modern & traditional women’s holds two corners of the attitudes.
Through the first impression (color & purity) women’s build their attitudes
towards the product.
House wives more sensitive for rumors and get in to decisions rather in deep
analysis.
Ability and Knowledge
Middle income family, most house wives are 1st focused on the price & use it as
an indicator of quality.
(Figure 7)
In marina,
Who pick Marina has been positioned as “smart housewives.” (Relate to increase
the Motivation level of particular consumers.)
The red color based logo is to denote it’s energetic. (Preference Groups , family
and friends )
Benefits under the theme “Massive six from Marina” will motivate the consumers
to purchase more marina oil products.
Physical refining process is used by marina which motivates customers to
purchase marina. The reason is people started looking for physically refined
coconut oil in the market.
Marina brand has obtained ISO 22000, GMP, HCCPA, USDA, JAS, BRC
certificates for its process excellence.
“Smart Choice” - housewives who select marina have been positioned as Smart
Housewives.
Marina brand have been used in culinary exhibitions, TV programs, Magazines
and publications. Which are watched and read by housewives and teenage girls.
“Rasasaraniya” is one of the most famous TV program.
The innovative marketing campaign was able to grab the attention of the
consumers and position the product in the best place without much effort.
After the scientific findings consumers learned the positives with regard to the
usage and the benefits of coconut oil.
According to the recent market visit done by marketing team it was found that
marina brand is still the most trusted among households.
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Marina brand has gain the trust of the consumers and it has become a brand which
is repeatedly purchased once used by a customer.
According to the finding by scientists coconut oil showed many positive such as
health benefits and nutritional benefits to the human body. This has created a
boom in coconut oil market.
Sociology
Family, roles & status : In today’s world in addition men , women and young
adults carry out “Cooking” sometimes as a leisure.(Family , Friends)
: Chefs and Bakers who use in oil their production and cooking in the industrial
markets. (Preference Groups)
Using Branded Oil in Urban Areas
• Use separate oil for Separate activities
• Cooking oil, Sunflower oil….etc.
• Expecting separate nutrition from each product.
• More concern about brand Image , Packaging
• Aware about new product & availability of many products in the market.
• Buying from Super markets
Using Branded Oil in Rural Areas.
• Housewives are more likely to use pure coconut oil for the cooking
• Buying from small mills & Shops or homemade oil
• Limited knowledge of Branded oil. Same oil use for the various activities e.g.
cooking, use as a hair oil, for the Ayurveda medicine, lamping.
• Other believes about Branded Oil e.g. artificial oil, unsuitable for health
Personal factors
Age & life cycle stage
Most of the age categories use edible oil for their daily consumption.
Age group between 45 and 90 or above reduces or exit in the edible oil market.
Traditional family life cycle stages use to avoid high branded oil products due to
unawareness proper information and traditional ethics & morals.
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Occupation
Occupation doesn’t affect to buying decisions of edible oil. But as it relate with
the income level, to some extend it can causes to the demand variations of the
edible oil.
Ex: - A carpenter may not buy branded oil product due to his less feelings about a
super market or pharmacy (“people who attain such places are high class people”)
that interrelate with his occupation, and have a direct interrelationship with the
income.
Economic situation
Upper-middle and high class people tend to focus on buying some known branded
oil.
Emerging market for edible oil (ex:-less fat oil) is developing in urban and
suburban areas through the category of lower-middle incomers.
Lower incomes are in use of low quality loose oil due to minimum living
facilities & conditions.
Life style
70 percent of the Upper incomers daily consumption includes non-fat oil used
food item
Healthy food products are more focused in most upper, upper-middle and middle
class society.
Trend for tasty fried home produce food products are increasing among teenagers
and younger generation and also they try to cook these foods themselves instead
of buying through faster food channels.
Recreation foods (precooked),such as foods that are only need to fry with a little
oil usage, are most popular among working women’s who live in urban &
suburban areas and reason of that they tend to focus on quality oil products which
include nutrition’s and low fat and which would not result any food poisoning
after consumption.
Ex:-Customer interests – Children and young generation demand more for oily
foods (Burgers, Pizza)
Personality &self-concept
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In marina,
Gender and Income: House wives, Middle and upper income holders, who
are more health concerned and who seek high quality certified products.
Marina oil is currently distributed to consumers through super markets. They
mainly concern their average customer group as Middle-High level.(Income)
Age, life style & occupation: Culinary art knowledge seekers, specially
targeting towards all types of cooking segments including teenage girls.
(Education Level and Gender)
5. SEGMENTATION TARGETING AND POSITIONING
5.1 Segmentation
Profile consists of major segmentation variables, demographic, geographic,
psychographic and behavioral characteristics of people who belong to each segment.
The segmentation bases have been identified as Geographic segmentation which is
urban, rural and suburban area, demographic-age, income, gender.
According to information gathered, there are four segment profiles altogether .Among
those four segment profiles company has already identified three segment profiles
respectively.
Detailed segment profiles under the selected segment base are explained below.
Segment 01
Geographic
Urban, suburban area
Demographic
• Age group between 26-50
• Income level vary between Rs.30000 to Rs.50000 and above
Specially the house wives.
Occupation: house wives, government and private sector job holders, other
high end and medium job holders.
Psychographic
Middle & Upper house hold income house holders
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Busy life style, fully stress
Health conscious product seekers, body shape maintainers
Emotional Sensitiveness for Advertisements : low, medium
Behavioral
Product usage : High, Medium, Light
Brand loyalty : Medium, High
Type of usage : Regular Use, Special Occasions, Culinary
Segment 02
Geographic
Urban suburban area
Demographic
Age group between 20-25
Higher education followers depends on parents(parents earn Rs. 30000 -50000
income)
Specially the all types of cooking segments including teenage girls.
Psychographic
Upper and middle income family class parents
Busy life style, attraction for instant spicy fried food items
Health conscious product seekers, body shape maintainers
Emotional Sensitiveness for Advertisements : high
Behavioral
Product usage : Light, Medium
Brand loyalty : None
Type of usage : Special Occasions, Culinary
Segment 03
Geographic
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• Urban, suburban area
Demographic
• Specially the bakery, Restaurants, biscuit manufactures, fast food chains
(KFC) & Hotels.
Psychographic
• Attractiveness for price; low
• Health conscious product seekers ; Food solution seekers Emotional
Sensitiveness for Advertisements : low
Behavioral
• Product usage : Medium , Heavy
• Brand loyalty : High
• Type of usage : Fast Food Chain, Regular Use, Culinary
Segment 04
Geographic
Urban area, suburban area, rural area
Demographic
Income level vary between 10000 Rs to 20000.
Specially the female gender(married & unmarried)
Occupation : house wives, daily job holders, part-time job holders(either
government or private sector)
Psychographic
Lower & Middle class
Busy life style, fully stress
Perception vary depends on the price of products
Emotional Sensitiveness for Advertisements : low
Behavioral
Product usage : Light
Brand loyalty : Low
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Type of usage : Regular Use
Through our survey we have identified there is an issue with unavailability of small
quantity of marina coconut oil bottle in the market. And also there is no more olive oil
product in the Marina’s products.
As a result, olive oil product is introducing for above segment 01, 02 and segment
03.And we have introducing a new “Marina Coconut Oil Poddha” with 250 ml small
bottle especially for the segment 04, lower and middle incomers in urban, suburban
and rural areas.
5.2. Targeting
For the current segments (segments 01, 02, and 03) there are two targeting strategies.
Those are “Product development strategy” for olive oil. The other one is “marketing
penetration strategy” for the existing products. And also new marketing developed for
“Market Development” strategy for catering the products for the market. (Figure- 08)
5.3. Positioning
Consumers are overload with information about products & services. To simplify the
buying process, consumer organize product, service & companies into categorize &
“position” them in their mind.
Marina cooking oil, with the slogan “Rasa-gunasuraki” is positioned as a
healthy lifestyle & heart friendly oil.
Through making the TV commercials, more interesting, energetic & dynamic,
Marina products has positioned their brand image to customer's mind.
Eg:-Rasasaraniya& TV advertisements.
For the new segment we are introducing, “Marina coconut oil Podda” with the
slogan
“SathutaiRasayai” is positioned as “Joyful & Healthy lifestyle” of the users.
6. MARKETING STRATEGY
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Corporate Level
Tactical Level
Operational Level
Business Unit Level Strategy
Corporate Strategic Plan
Functional Level Strategy
Operational Level Strategy
The company uses a Differentiation strategy where the product offering is
differentiated from other players and competitors in the market in terms of the product
technology used, the packaging used and even the promotions techniques used are
different to that of its competition. Not only that we also can explain about NMK
Holding’s marketing strategy by using three different levels of strategic/ marketing
planning.
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NMK Holdings (Pvt) Ltd. (Mother Company)Corporate
Level
Business Level
Food Manufacturing Companies
Trading Companies
Supply Chain Management, Shipping & Logistics
Non Food Company
Cherubium (pvt) Ltd.
Cherubium Lanka (pvt)
Ltd.
NMK Agro Industry (pvt) Ltd.
Naratha Enterprises (pvt) Ltd.
NMK warehouse & Logistic (pvt)
Ltd.
NMK Fiber Mill.
Manufacturing Marketing Exporting
Business Level
Functional Level
7. RECOMMENDATIONS
7.1 Branding and Crafting
Developing Brand values& Brand personality
7.1.1Superior Quality
Though marina already got the international certifications, still people tend to believe
products include chemicals. Company can increase trustworthiness further more by
acquiring SLS certification as because it is the national high grade standard and
acquire certification of “Mawbimalanka“ which is highly accepted by most of the Sri
Lankans as a reason it has the feelings towards the proud of the nationality of lions.
Marina coconut oil podda, the new product need to be fulfill all these certifications to
more attract the consumers.
7.1.2 Innovation
The company have already innovated oil pouch to cater in to the loose oil market
consumers. The recommendation is to convert the pouch in to 250 ml pet bottle under
the name of “marina coconut oil podda”.
7.1.3. Customer Service
Now a days having 24/7 customer hotline is not sufficient to compete with the
competitors. Company can improve brand under awarering program to the consumers
through sales representatives in super markets by conducting training sessions to them
about marina products values and benefits.
Brand personality has direct link with the brand values. Marina use so many thing do
convey the idea to the consumers that they are truly Sri Lankan. Most famous method
is the certification elaboration which the company already able to acquire. As mention
above in the brand value methods marina can use “Mawbimalanka” certification to be
strengthening the position in the consumers mind that the company is truly Sri
Lankan.
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7.1.4 Brand performance
For the brand performance it has main 2 categories. Such as,
Brand Awareness
For create more brand awareness the marina need tocreate number of
advertisements which are relate to the new product “marina coconut oil podda”.
Brand recognition
For marina the customers can visualize the “marina coconut oil podda” when they see
the slogan of “sathutairasayai” and also the logos.
7.2 Marketing Mix
Assessing current marketing mix strategies
1. product 2. price3. place 4. promotion
7.2.1. Product
Under marina oil category they provide coconut oil and cooking oil. This consists of
various forms of palm and vegetable oil. This product is using for cook. When
looking for marina edible oil usage and quality. Today marina stands for high quality
in edible oil market. Because marina removes harmful chemical and other substances
when they manufactured product and Marina has been the only brand which didn't
produce toxin in the human body when consumed. As well as marina have well
packing methods. And the brand has obtained the ISO 22000, GMP and HCPPA
certificates for its process excellence. In addition to that, marina is the only virgin
coconut oil manufacturer in Sri Lanka to receive USDA, JAS, and BRC certifications
respectively from USA, Japan and Britain. There for coconut oil showed many
positive with regard to the usage and its health benefits and nutritional benefits to the
human body.
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When looking for usage of marina oil. It can be reused for repeat frying even up to six
times without any change in the taste, color and the odor. When food is fried with
marina, it preserves the taste of the food and it doesn't cloud the food with the taste of
the oil. The foods also not absorb oil as much as it does with other oil products in the
market. This product is most of the focus house wife, teen girls, hotel industry,
bakeries, restaurants and international brand such as KFC.
Cooking is one of the activities women have engaged in time immemorial. Today in
addition men, women and young adults carry out “cooking” sometimes as a leisure
spending activity but most of the time as a must to do activity. In preparation of
meals, use of oils and fats is extensive and often the user of oils and fats is faced with
a dilemma; taste vs. goodness. Wholesome living involves consuming healthy food,
which is fortified with nutrients. But a major expectation of the consumer is taste. If
food lacks taste it is less fulfilling. Food which is unfulfilling cannot contribute to a
happy and healthy lifestyle. Marina aims to address this dilemma head on. The brand
represents taste and wholesome goodness, not one or the other, also to inspire the
chefs and bakers who use oil in their production and cooking in the industrial markets.
After that marina oil auto metical is a branded product.
The company uses a Differentiation strategy where the product offering is
differentiated from other players and competitors in the market in terms of the product
technology used, the packaging used and even the promotions techniques used are
different to that of its competition.
EX: - Brand values. (Superior quality, healthy living, innovation, Customer
Service)
Brand personality (Truly Sri Lankan, Healthy and Pleasant, young and
Energetic)
7.2.2. Price
When looking at marina edible oil. They provide different size of bottles. So
according to that they decide prices. In seasonal period marina give special price for
customers. The company has introduced a new packaging concept which replaces the
need to carry an empty bottle in purchasing coconut oil. The pouch developed by
Marina contains 500ml of coconut oil. It’s priced at LKR 200/- per pouch.
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The MRP of the product is LKR 210. Main thing is marina not provide loose oil. That
is why competitor’s price may be less. Current prices of oil categories are given
below.
7.2.3.Promotion
The brand Marina was launched in August 2009 with an innovative campaign under
the title “Thel Kathawe Eththa Neththa” (the real story behind oil). The real story
behind oil was an innovative campaign as it grabbed the attention of the market
without much effort. The objective of the campaign was to attack the non-branded
coconut oil market.
The company has run few advertising campaigns time to time highlighting various
benefits and features of the product. In one commercial it highlights the quality of the
product. An in another it talks of the “smart choice”, where the housewives who pick
Marina have been positioned as smart housewives. Another campaign carried out in
the recent past highlights the convenience aspect of carrying oil in pouches. The
campaign was created to highlight one of the package innovations carried out by the
company. One of the main issues in the loose oil market is the need to carry a bottle to
buy coconut oil. The company has introduced a new packaging concept which
replaces the need to carry an empty bottle in purchasing coconut oil. The commercial
depicts a situation where a child visits a boutique with a bottle in his hand and the
bottle drops on the floor and breaks into pieces. At this point the retailer highlights the
benefit of buying a pouch and he goes to the extent to say that bottle is no longer an
issue. The commercial ends with a super and a voice over about the product quality.
In addition to the above, the brand is also associated with culinary exhibitions and
culinary tv programs. ‘Rasasaraniya’ is one of the most popular programs watched
by many housewives and teenage girls. Also the brand goes on famous culinary art
magazines and publications.
According to edible oil market marina brand has been given enough visibility and
promotions inside super markets specially tying up with super markets for seasonal
promotions and price offs. This is the best time to promote the marina brand oil.
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7.2.4Place
As far as the general trade is concerned, the product is not available in certain areas.
The product is not only purchased by the retail consumers. It also caters to the
industry sector and bakery and hotel sectors. The product is purchased by all the key
hotels, bakeries, restaurants and international brands such as KFC. And marina
currently distributed to consumer via super markets and general trade.
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