Professional Documents
Culture Documents
1. BUSINESS OVERVIEW
1.1 Back Ground Of Organization
Established in the 1860's, ADAMJEE'S as they are more popularly known has
become well known in its core business as a pioneer Manufacturer and Exporter of
Coconut Oil, Copra & Desiccated Coconut and thereby consistently maintained its
position as the largest Exporter of all Coconut Kernel products combined.
The Office, Warehousing Complex and the Processing Plant is strategically located in
the heart of Colombo, the commercial hub of Sri Lanka, within a 2 km radius to the
main Port.
Being in the business of food commodities, we believe that quality and observance of
strict specifications is a critical demand of any consumer (Buyer) worldwide.
Adamjee's have an unparalled reputation of being a reliable shipper with the emphasis
on quality goods. For this reason we maintain a fully equipped modern Laboratory in
house, to ensure 100% quality assurance.
Taking advantage of Colombo fast becoming a major hub Port of Asia, Adamjee's,
today, has grown to become an Entrepot Trader of Coconut Products and Spices in all
regions to its Buyers worldwide, trading in items such as Black Pepper, Desiccated
Coconut, and Copra from all regions besides Sri Lanka. Thus being in a position to
give our customers better value and to service their needs.
The history of Adamjee Lukmanjee and Sons Ltd can be traced back to the mid 19th
century (1860's) when Adamjee Lukmanjee set sail to Ceylon (Sri Lanka) from a
small town called Mandvi in the Kutch region of the west coast of India, in search of
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In 1934 the company received the highest award for best quality Coconut Oil and has
remained at the forefront of Coconut production, since.
1953 saw the company converting to a limited liability under the stewardship of a new
generation, which added new oil expellers and a steel drum manufacturing plant to its
assets. The company/family lost valuable real estate and plantation holdings. With the
introduction of socialistic laws in the 1970's with the stroke of a pen a majority of its
assets were nationalised. Despite these setbacks the company prevailed with its
trading and manufacturing activities retaining its reputation and reliability as a major
Export House.
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OUR VISION
Strive to maintain our position as a leading exporter
with an emphasis on quality and reliability through
continuous search for improvement.
OUR MISSION
To ensure improved service to our customers
and to ensure a higher profitability and improve
the return on investments of our shareholders.
To utilise the vessel of trade to promote and foster
better understanding amongst people and be able
to contribute towards the economic growth of our
People and country.
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Saviya cement
Adamjee's branded oil and cement have received the prestigious Sri Lanka Standard
Certificate.
This is the hallmark of quality certifications in Sri Lanka.
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APPEARANCE:
Natural white in colour free from yellow specks and other discolouration and any
other extraneous matter.
TASTE & SMELL:
Mild, fresh and sweet characteristics of coconut with no off-flavour or odour.
USE:
Desiccated coconut is perfect for use by various industries that require the natural
exotic taste of coconut. Widely used in the confectionery trade (as ingredient
specialties; fillers for candy bars; chocolate coated soft centers; etc) and Bakery trade
(as toppings for cakes and pastries; centers for buns; decoration for cakes etc.). It is
also popularly used in households for preparation of numerous dishes.
SPECIFICATION:
CHARACTERISTICS FINE GRADE MEDIUM GRADE
1. Moisture, per cent by mass, Max 3 3
2. Oil content, per cent by mass, Min 65 65
3. FFA (as Lauric) per cent by mass, 0.3 0.3
Max
4. So2 <50 mg/kg <50 mg/kg
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CONTAINER CAPACITY:
1x20' FCL- 12.25 MT or 1x40' FCL - 25 MT
PACKING:
Standard packing is 50 kg nett each kraft paper bags with an inner poly ethylene liner.
COCONUT OIL
DESCRIPTION :
This is a thick oil extracted from the flesh of copra (Coconut Kernel).
Sri Lanka, renowned for its superior coconuts, produces a special milling grade copra
which is suitable for the manufacture of "White" coconut oil. By the term "White oil",
we mean one which is pure, clean and fit for edible purposes, while retaining the
natural aroma of coconut oil. The fragrance is a unique characteristic of our oil,
produced from selected copra, utilizing a special expeller process, and finally double
filtered.
Adamjee's Double Palm Brand White Coconut Oil is a premium quality virgin
coconut oil. This oil does not undergo any chemical process during manufacture and
no preservatives are added.
USE :
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SPECIFICATION:
WHITE INDUSTRIAL
CHARACTERISTICS COCONUT COCONUT
OIL OIL
1. Colour in a 25 mm cell on the Lovibond colour scale
4 20
expressed as Y+ 5R, not deeper than
2. Relative density at 30 ºC 0.915 to 0.920 0.915 TO 0.920
1.4480 to
3. Refractive index at 40 ºC 1.4480 to 1.4492
1.4492
4. Matter volatile at 105 ºC and insoluble impurities per
0.4 0.5
cent by mass, Max.
5. Free fatty acids, calculated as lauric acid per cent by
0.5 5
mass, Max.
6. Iodine value 7.5 to 9.5 7 to 12
7. Saponification value 255 Min 248 to 264
8. Unsaponifiable matter per cent by mass, Max 0.6 0.8
9. Mineral acidity NIL NIL
CONTAINER CAPACITY :
1X20’ FCL- 16 MT (New Drums 200 kg) 1X20' FCL- 18.24 MT (Second Hand 190
kg Drums)
PACKING :
New or second hand steel drums of 200 kg or 190 kg in flexi tanks also available in
consumer packing form, ranging from 20 kg plastic cans to 680 gram metal tins to
500 ml pet bottles.
H.S. CODE:
1513.19.09 - White Coconut Oil
1513.19.00 - Refined Coconut Oil
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COPRA:
This is the endosperm of the coconut with the husk and shell removed, consisting of
the white meat with it's outer brown skin. This is split into two parts and dried to
specified moisture levels. Milling Copra is the raw material for the manufacture of
coconut oil. The drying can be simply sun drying or in a special copra
kiln or in dryers.
USE:
COPRA:
Milling Copra for Oil Milling & Estate No.1 & Edible Copra for human consumption.
Coconut Oil Cake is an ideal animal feed ingredient primarily used to feed dairy
cattle. It is also used as a poultry feed mixture.
SPECIFICATION:
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REQUIREMENTS
CHARACTERISTICS Edible (Estate
Milling
No 1)
1. Moisture content, per cent by mass, Max 6.0 8
2. Oil content, per cent by mass, Min 65.0 65.0
3. Free fatty acid (as lauric), per cent by mass, Max 0.8 2
4. Impurities, per cent by mass 0.5 3
5. Broken cups or chips, per cent by number, Max 2 20
6. Mouldy cups, per cent by count, Max NIL 20
7. Wrinkled and/or germinated cups, per cent by
5 30
count
8. Discoloured cups, per cent by count 5 n/a
CHARACTERISTICS REQUIREMENTS
1. Moisture per cent by mass, Max 10.0
2. Crude protein (Nx6.25), per cent by mass, Min 22.0
3. Ammonical nitrogen, per cent by mass, Max 0.5
4. Oil content, per cent by mass, Max 5.0 to 8.0
5. Crude fiber, per cent by mass, Max 13.0
6. Acid insoluble ash, per cent by mass, Max 1.5
CONTAINER CAPACITY:
PACKING:
H.S. CODE:
1203.0000.
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DESCRIPTION :
Coconut cream is the pure and natural extract of fresh, mature coconut meat with a fat
content up to 17%. Coconut cream & milk is made by passing processed coconut
pieces through a screw press to obtain the milk extract. It is then filtered and
standardized into milk or cream, pasteurized and homogenized prior to packaging.
The coconut milk can then be spray dried under strict hygienic conditions to produce
coconut milk powder. The result is a free flowing white powder without scorched
particles or lumps.
Domestic
Production % of the
Year Consumption*
Domestic Consumption
1998 2,522 2,053 81.40
1999 2,828 2,063 72.94
2000 3,096 2,126 68.66
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EXPORT QUANTITIES
Exports (MT) (1000 Nuts)
Cnut.
Year Coconut Cream &
DC Copra Fresh Nuts
Oil Milk
Powder
1998 2,667 45,235 8,992 2,397 17,535
1999 3,622 62,949 11,212 3,102 22,999
2000 4,656 82,735 14,563 3,834 29,025
2001 3,436 49,874 15,037 3,776 27,515
2002 2,585 28,557 13,281 4,064 23,679
2003 2,473 42,234 17,546 4,587 34,527
2004 2,095 54,098 15,050 5,366 41,356
2005 1,426 33,377 16,857 5,700 40,602
Estimate
2006 1,575 45,000 20,000
During the last decade, Sri Lanka’s main export has been Desiccated Coconut (DC)
and on average has been the second largest producer of DC in the world. In the year
2000 it emerged as the largest producer due to a bumper crop.
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COCONUT
D.C. SPICES COPRA COCONUT MILK
OIL
USA
ARGENTINA
CHILE
BRAZIL
UK
NETHERLANDS
GERMANY
FRANCE
SPAIN
PORTUGAL
RUSSIA
SYRIA
LEBANON
JORDAN
SAUDI ARABIA
U.A.E
OMAN
SOUTH AFRICA
KUWAIT
PAKISTAN
INDIA
BANGLADESH
AUSTRALIA
SOUTH AFRICA
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2. MARKET OVERVIEW
Marketing
Environment
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Marketing
environment
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Quality processes
& procedures
New, innovative
product
N-Joy White
Coconut Oil
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The most important elements of marketing performance, which are normally tracked,
are:
Sales analysis
TOTAL AREA UNDER COCONUT IN SRI LANKA - 442,402 hectares (Approximately 80%
bearing)
Domestic
Production % of the
Year Consumption*
Domestic Consumption
1998 2,522 2,053 81.40
1999 2,828 2,063 72.94
2000 3,096 2,126 68.66
2001 2,769 2,322 83.85
2002 2,398 2,089 87.11
2003 2,562 1,922 75.02
2004 2,591 2,082 08.36
2005 2,515 2,048 81.43
Estimate
2006 2,850 2,200
EXPORT QUANTITIES
Exports (MT) (1000 Nuts)
Cnut. Cream
Year
Coconut Oil DC Copra & Fresh Nuts
Milk Powder
1998 2,667 45,235 8,992 2,397 17,535
1999 3,622 62,949 11,212 3,102 22,999
2000 4,656 82,735 14,563 3,834 29,025
2001 3,436 49,874 15,037 3,776 27,515
2002 2,585 28,557 13,281 4,064 23,679
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The key ratio to watch in this area is usually the `marketing expense to sales ratio';
although this may be broken down into other elements (advertising to sales, sales
administration to sales, and so on).
Financial Analysis
3. MARKETING OBJECTIVE
The objective is the starting point of the marketing plan. Once environmental
analyses (such as SWOT, Five Forces Analysis, and PEST) and marketing audit have
been conducted, their results will inform objectives.
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All objectives should be SMART i.e. Specific, Measurable, Achievable, Realistic, and
Timed.
3. Promotional Objectives
To increase trail of N-joy coconut product from 2% to 5% of our target group by
January 2012.
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4. MARKETING STRATEGY
• Geographic variables
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Climate Hot,
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• Demographic variables
age
Soft drinks and aerated waters in the market will soon have to face competition from a
new brand -- tender coconut water packed in pet bottle.
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"Thambili", (King Coconut) short in stature and indigenous to that country and the
nuts of which its inhabitants regard as "a living pharmacy." And so do sell and
consume thousands of them on a daily basis.
A Sight of a king coconut palm in most of Sri Lankan home gardens is a common
thing. And bunches of king coconuts can be seen many wayside kiosks throughout the
country.
These nuts come in several varieties, the most commonly found being the 'Red Dwarf
(kaha Thambili, more commonly called 'Gon Thambili'.) Other varieties are the 'Ran
Thambili' a smaller and containing about 40 nuts a bunch. But it is the king coconut
that is really known as 'king of coconuts'. In the villages the more easily available,
cheap and popular drink is that of the green colored young coconut, the 'kurumba'.
The king coconut is also a hot favourite among visitors to Sri Lanka.
The water of tender coconut, technically the liquid endosperm, is the most nutritious
wholesome beverage that the nature has provided for the people of the tropics to fight
the sultry weather. It has a calorific value of 17.4 per 100 gm. the major constituents
of coconut water are sugar and minerals along with some fat and nitrogenous
substance. According to ayurveda-it is unctuous, sweet, promotes digestion and clears
the urinary path.
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5. Application on the body prevents prickly heat and summer boils and subsides
the rashes caused by small pox, chicken pox and measles etc.
10. Can be used as a blood plasma substitute because it is sterile, pyrogen - free
and does not produce heat, and does not destroy blood cells.
11. Aids the quick absorption of drugs and make their peak concentration in the
blood easier by its electrolyte effect.
'Fluid of Life'
King coconut water is the natural isotonic beverage with almost the same level of
electrolyte balance as we have in our blood.
Coconut water is the natural juice found inside the coconut. It is usually consumed
fresh, directly out of the coconut and is on of the most natural and refreshing of
drinks.
There are many brands of coconut water on the market: The majority of them artificial
in flavour. However, there are a few brands that contain tender, juicy pieces of young
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coconut pulp as part of the beverage. It is really quite different and entertaining to
drink the juice and feel the pieces of coconut in the mouth.
They are quite delicious and thirst quenching. The small pieces of coconut are a
definite enticement. Pick up one, two or a case of twelve at your local grocer.
Refrigerate, and enjoy this exotic, tropical treat! Avoid adding ice cubes, it will dilute
the real thing.
Avoid the tetra pack, for some reason or the other, after a certain period of time it
looses the taste.
Product name:
N-joy coconut water drink (Original)
Health food drink
Brand name:
N-joy
Packaging:
Standard 200 ml pet bottles.
Product label
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4.2. Price
The profits can be increased further if the market can be segmented with different
prices charged to different segments (referred to as price discrimination), charging
higher prices to those segments willing and able to pay more and charging less to
those whose demand is price elastic. The price discriminator might need to create rate
fences that will prevent members of a higher price segment from purchasing at the
prices available to members of a lower price segment.
Pricing method
Cost for king coconut (1l) 5/= + cost of pet bottle (200ml)2/= + labor cost per
person 1/=+ 1carton/48 bottle 1.25/=+ packing charge 1/= + distribution 2/= +
transport expense 1/= + space rent 1/=+ profit margin 11.75/=
Modern Traditional
trade trade
Consumer
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Distribution Strategy
4000
3500
3000
2500
200ml
ml
2000
1000ml
1500
1000
500
0
september november
month
Mineral water
Kist nector
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4.4. Promotion
Advertising
Direct marketing
Website:
The use of the internet is essential in providing information and access to <Business
Name>. A fully functioning site will be developed that will enable perspective clients
to see what accommodation is available as well as allow them to book online. The site
will have a virtual tour facility and links to the other attractions in the region.
Personal selling
Public relations
The week prior to opening, the major travel editors are to be invited for a overnight
stay and a chance to see and assess the new facilities. This is done on a free of charge
basis. Local restaurants are to be invited to participate by inviting guests for dinner
where <Business Name> will provide the wines for the evening.
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B C G matrix
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5. Budgets
Item Date Cost Measure of Success
Completion (Rs.)
Research on product 16th Feb. 25000 Good encouragement
Product design 7th March 30000 Good demand
Website build 21st March 7,000 Number of hits at 2,000 per month
Paid search engine 21st April 10,000 All sites listed carrying web link
advertisement to
increase exposure
Cost to pressure test 16th April 2,000 Smooth performance of B&B
operations
Five colour brochure 21st April 6,000 All sites carrying information in
printed and distributed prominent location
through out region
Newspaper 16th April 2,500 Featured on page 3
advertisement for local
paper
Site hosting costs 1st June 2,500 Secured and feature on first page
of Google search
Cost of publishers 25th April 7,500 One article written and published
evening x 3 over the next month in all major
travel magazines and paper
supplements
Advertising and 25th June 5,500 Feature article
editorial in Victorian
Garden Program
TOTAL 68,500
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6. Action Plan
Action Feb March April May June July Who
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