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CREATE A WINNING BRAND THROUGH EXPANDING BRAND EQUITY

Prepared By

A.P Narasinghe

Reg No.

Driving Brand For Results
June 2013 Examination

Postgraduate Diploma In Marketing
SRI LANKA INSTITUTE OF MARKETING
Acknowledgements
I am heartily thankful to Mrs. Tharangi Wijethunga, whose encouragement, supervision and support from the preliminary to the concluding level enabled me to develop an understanding of the subject. I would also like to thank to Mrs. Indika and the supporting staff for their constant support and coordination of the course. I would like to thank my family and friends for their support. Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the project.

Content

Executive Summary

Introduction

The soap market in Sri Lanka is worth of 7 Billion rupees in the year of 2010(LMRB Data), which is the total market value of toilet soap and baby soap. The total tonnage of toilet soap and baby soap is 22,000MT in the same year (LMRB Data). Hence it is evident that most of the Sri Lankans use either toilet soap or baby soap for their bathing and other purposes. As result of the new technology & infrastructure developments in the country in last 3 decades demand & competition increased.

The toilet soap and baby soap marketers also started to get use of the opportunity and started to put more marketing effort to capture the consumers taste. The soap manufacturers used different marketing strategies to enhance their market share. Toilet soap marketers began to position their products as beauty soaps where the most female consumers got attracted. Almost all the toilet soap manufacturers enhanced the product characteristics to satisfy the female consumers. Varity of beauty soap brands can be identified in the Sri Lankan market, which consists of several multinational & local brands.

Today like all the other markets, soap market also has a huge tend to move for the herbal soap because most of the ladies move from beauty soap to herbal soap.

Company Profile

The story of the Siddhalepa Group of Companies goes back 150 years to the middle of the 19th century. In Galle, a small town on the southern coast of Sri Lanka lived Hettigoda Gamage Don Carolis de Silva, an agriculturist by profession. His talents however, were multifaceted. He excelled in the art of Astrology and was also well known as a skilled Ayurvedic physician. Of his two sons, Hendrick De Silva Hettigoda followed in his father's footsteps and studied Ayurveda and Astrology, while his younger son, the late Most Ven. Dr. Walpola Rahula, rose to fame as a world-renowned Buddhist scholar.

With a sum of RS. 2,500, Ayurvedic Doctor Victor Hettigoda began production of the balm in 1971. Hettigoda had spent 12 years under his father's tutelage learning the secrets of Ayurveda. His father in turn learned the trade from his own father. Hettigoda first sold the product by travelling around the country convincing boutique owners and small retailers that it was genuine. His business has extended today to other commercial sectors such as soap and toothpaste also.

Today the company has diversified businesses and leader of many of products in the respective fields.

Task One

Competitive analysis
Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment. Competitor analysis is an essential component of corporate strategy. It is argued that most firms do not conduct this type of analysis systematically enough. Instead, many...
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