Professional Documents
Culture Documents
Bargaining power of customer Bargaining power of suppliers Rivalry among existing firms
PESTEL Factors
Forces Drive Impact on organization From the marketing manager's point of view Political Commodity of necessity Economical Price increase in raw materials Social Offering value for customers money Social Proper segmenting Ability to produce a quality product Price of the product will increase Customer satisfaction increases Customers will be dissatisfied
Ability to give out an Customer satisfaction quality product Good image will be increases Demand for the
of the company
Social Innovations
created
Variety of items increases
products increases
Both demand and satisfaction increases
Forces
Drive
Impact on organization
Social
Educational programs
Social
Promotional campaigns
Technological
Technological advances
Customer attraction increases Both demand and satisfaction increases Customers will be dissatisfied
Forces
Drive
Impact on organization
Legal
Should be
registered
Wont be able to
conduct business If not legal actions would be taken against the company and it will harm the brand name
Legal
Legal
Educate the
If the competitors
customers about the claim product is processes & healthiness of the product harmful the brand image will destroy
SWOT analysis
Strength of Marina High quality products and production process. 100% Sri Lankan ownership. Company produce products RBD processes carried physically without using chemicals. Weaknesses of Marina Availability of Marina oil is less. Positioning of Marina is not very much effective. Brand development is also not effective since the awareness is low Opportunities for Marina Trend for edible oil is increasing. People like to buy products which are being produced in their motherland. Threats to Marina Shortage of coconuts supply in the country this is a big threat to the company. If the competitors spread a negative word of mouth regarding the process Marina uses it will harm the image of the company
Consumer Surveys
Survey results Out of the sample of 40:
43% were Marina customers and 57% were non-customers 88% ranked the product above 5 out of 10 and rest of 12% ranked below 5 12% of Marina consumers were delighted, 76% were satisfied, 6% were simple satisfied and rest of the 6% were neutral 65% of the non-customers stated they are not aware about the product, 17% stated product is too expensive, 9% stated it is hard to find & rest of the 9% stated that the product is not healthy 53% preferred cooking oil, 27% vegetable oil, 15% olive oil, 2.5% palm oil & the rest 2.5% preferred soybean oil 68% of the sample are not aware about the nutritional benefits of Marina oil 27.5% preferred to reuse while 72.5% doesnt prefer to reuse 78% of the sample responded that the communication mean affect their purchasing decision while 22% stated that it does not affect
Competitor Analysis
Marina has two types of competitor: Branded oil & Non-branded oil suppliers Price Price of Marina oil is the highest when compared with the others and the price of non-branded oil is the lowest Product portfolio Marina & fortune has a vast range of products while NJoy & non-branded oil produce only coconut oil Target customers Marina targets middle and high income holders, Fortune & N-Joy targets average income holders Quality All the branded products are in good quality but Marina is ahead of them all Certifications Marina has obtained several certifications rather than the competitors Distributional channels Marina distributes their products mostly through super markets and some selected retail shops Promotional effectiveness Promotional effectiveness of Marina is not very effective Available quantities Number of quantities available in Marina is high
Segmentation
Influences by different bases in segmenting the market
Targeting
Measuring the attractiveness of the segment
Criteria Market size Market growth Segment 1 High High Segment 2 Medium Medium Segment 3 High High
rate
Market attractiveness Customers bargaining power Number of Medium Medium High Medium Medium High
competitors
Bargaining of supplier Company In line with the Not in line, might Not in line, power Low Low Low
objectives and
resource capabilities
resources
need
changes.
slight need
changes
slight
Positioning
How Marina occupies a place in consumers mind????? Positioning map
Marketing Mix
Product
Industry Market Product 01 Housewives and Culinary knowledge seekers Product 02
Price
Premium targeting higher and middle level income holders Whole sellers and retailers are benefited through a margin gain
Place
Distributed through super markets and general trade (selected no of retail shops)
Promotion
Facebook fan page TV advertisement Culinary TV programs and exhibitions Ex: Rasasaraniya
Recommendations
Branding and Packaging Simplicity - A simple way of conveying the message to the customers. Quantification of results in th- results of several researches
For 4 Ps
Product -Concentrate on producing other types of oil -Make some attractive changes to affect on immediate purchase. Price - Pricing the product in an affordable manner for all types of income holders.
Place - Widening up the distribution channel to all retails stores. Promotion -Telecast attractive advertisements to position the Product regarding the RBD process through celebrities. - Frequently update the Facebook fan page - Provide samples in culinary ehxibitions -Maintaining Point of sale displays in other locations of the shops.
List of References
Company Activities. 2014. Company Activities. [ONLINE] Available at:http://www.adamjeelukmanjee.com/cactivities.html. [Accessed 17 March 2014]. Marina Cooking Oil,Coconut Oil, Cooking Oil Producer Sri Lanka. [ONLINE] Available at: http://www.marinacookingoil.com/. [Accessed 17 March 2014]. Fortune Cooking Oil, Edible Oil, Vegetable Oil, Cooking Oil Brands, India. 2014. Fortune Cooking Oil, Edible Oil, Vegetable Oil, Cooking Oil Brands, India. [ONLINE] Available at: http://www.fortunefoods.com/. [Accessed 17 March 2014]. Industry Life Cycle - Encyclopedia - Business Terms | Inc.com. 2014. Industry Life Cycle Encyclopedia - Business Terms | Inc.com. [ONLINE] Available at:http://www.inc.com/encyclopedia/industry-life-cycle.html. [Accessed 17 March 2014]. Turkey Oil - East West Marketing . 2014. Turkey Oil - East West Marketing . [ONLINE] Available at: http://www.ewm.lk/?fmcg-sbu=turkey-oil. [Accessed 17 March 2014]. Segmentation, Targeting, and Positioning. 2014. Segmentation, Targeting, and Positioning. [ONLINE] Available at:http://www.slideshare.net/mehmetcihangir/segmentation-targetingand-positioning-presentation. [Accessed 17 March 2014]. 4 major factors that influence consumer buyer bahaviour - SuperProfesseur.com : spcialiste du soutien scolaire, des cours particuliers et de la formation professionnelle. 2014. 4 major factors that influence consumer buyer bahaviour - SuperProfesseur.com : spcialiste du soutien scolaire, des cours particuliers et de la formation professionnelle. [ONLINE] Available at: http://www.superprofesseur.com/19.html. [Accessed 17 March 2014].
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