Professional Documents
Culture Documents
Prepared by
M.G.L.P.B.Dayawansa
0000015902
Integrated Research Project
Sri Lanka Institute of Marketing
Research problem & Scope
Full cream milk powder market in Sri Lanka is really
competitive and over the past several years imported
brands dominated the market. (Anchor & Raththi
60%, Lakspray 12%, Nespray 8% and Maliban 12%)
After the arrival of DCD in to the market total picture
was damaged. Especially customer perception was
damaged related to the product category
DCD issue hit Fonterra massively and total
consumption of Fonterra brands were dropped from
85,000MT( 2012)to 46,000 MT(2013).
Other major issue was most of the available imported
FCMP brands obtained milk from Fonterra.
This situation creates huge boost for local brands and
created a different perception towards the product
category
Corporation
Importance 4 1 2 3
Product benefits is the most important variable has an average mean value
of 3.87 regarding powdered full cream milk brands.
Regression analysis clearly indicated that customers have positive
perception towards brand association variables regarding all the available
milk powder brands.
But regarding indicators wise customers have different perceptions
towards available powdered milk brands
Majority of customers who are consuming Anchor , Raththi, Maliban
and Nespary have positive perception towards product availability,
product awareness, product quality, packaging, nutrition, product
value , user convenience , food safety , CSR and recognition of the
corporation.
Anchor and Raththi are two main flagship brands of Fonterra. But
under product attachment most of the respondents who consume
Anchor have very negative perception towards product trustworthiness.
At the same time respondents who consumed Raththi have positive
perception towards trustworthiness of the product.
It is clear majority of the respondents have very negative perception
towards imported milk powder prices.
Respondents who are using Highland have very positive perception
towards product price, trustworthiness, nutrition and food safety. But
they have negative perception towards product awareness , availability ,
creaminess level.
Majority of customers who are consuming Nespray brand belongs to
high level income category.
Out of seven brands Raththi is the most highlighted brand with more
positive perception.
Recommendations
DCD hits Anchor brand massively and there is something wrong with
trustworthiness of that brand, Therefore Fonterra must engage in activities
where they can build that trust among the people.
Higland can be seen as best brand if they focus on those negative
perceptions regarding brand association.
Majority of the Highland users do not have positive perception towards
product creaminess level. It means company will have focus on it also.
Pelwatte is the brand which got more attention after the DCD issue, but
simply they cannot meet the demand with their product distribution. So if
they want to make alive in the market they should more focus on 4Ps.
Time has come for Lakspary to rebuild their positive brand image among
people. The company will have to focus on their weak areas in order to
compete with other brands
Raththi and Anchor are main brands of Fonterra Brands Lanka. These Two
brands are going under line branding. This method helped Raththi to
prevent from DCD issue. Because majority of the people recognized
Fonterra as the Anchor company. So Fonterra should strategies there
brand planning separately
Raththi and Anchor are main brands of Fonterra Brands Lanka. These
Two brands are going under line branding. This method helped Raththi
to prevent from DCD issue. Because majority of the people recognized
Fonterra as the Anchor company. So Fonterra should strategies there
brand planning separately.
Nespray is one of the most famous FMCG brands in the world. They
will have to communicate their brand well and it will help them to
attract more customers.
At the end of this research study researcher was able to accomplished
research objectives .
Thank You &
Have a nice day