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MARKETING PLAN MARKETING FUNDAMENTAL

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.

1.2. History Of Adamjees’

The Late Mr. Adamjee Lukmanjee

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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brighter prospects. He started from humble beginnings located in Pettah-the country's


main wholesale market for Spices, Sugar and Pulses. A move to the present location
at Grandpass in 1907 was concurrent with the expansion of the business into the
plantation sector thus becoming a Grower, Processor and Exporter of Sri Lanka's
three main agricultural crops, namely Tea, Rubber and Coconut. These premises
comprised of warehouses and the Mohomedia Oil Mill for the expelling of Oil from
Copra and other Oil seeds.

In 1934 the company received the highest award for best quality Coconut Oil and has
remained at the forefront of Coconut production, since.

Mohamedia Oil Mill - 1934

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.

To diversify and seek new avenues of Trade & Markets.


To achieve and observe the highest standards of
business principles and ethics set down by our
forefathers and leave a similar legacy for our
future generations, to uphold the traditions and
continue the name of ADAMJEE LUKMANJEE & SONS LTD.

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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Brands used in ADAMJEES’

Double Palm Brand White Coconut Oil

N-Joy White Coconut Oil

Saviya cement

Adamjee's Coconut poonac

1 Double Palm Brand White Coconut Oil


2 Saviya cement
3 N-Joy White Coconut Oil
4 Adamjee's Coconut poonac

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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1.3. Nature Of Products & Services


 DESICCATED COCONUT
 DESCRIPTION :
Desiccated coconut is the dehydrated form of white coconut meat cut into various
sizes and available in granular form of superfine, fine, medium & coarse grades and
also in fancy cuts such as chips, threads, and flakes. These can also be toasted and/or
sweetened. Generally DC is considered a full fat product. However a partially defatted
product, which is the by-product after extraction of the milk is also available and
commonly termed as “Low Fat DC”.

 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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5. Bulk density 350 g/l ± 30 355 g/l ± 30


6. Particle size, per cent by mass 95 Min< 1.7 mm 95 Min< 2.8 mm
20 Max>1.4 mm 20 Max>2 mm
7. Microbiological Limits - -
i. Total plate count < 10000 < 10000
ii. Yeasts & moulds < 100/g < 100/g
iii. Coliforms < 10/g < 10/g
iv. Salmonella 0/g 0/g

 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.

Optional - outer woven poly propylene bags.


Other pack sizes such as 1 kg, 10 kg, and 25 kg or as per buyers requirements.
 H.S. CODE:
0801.11.00

 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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Cooking, Hair and Skin application.

 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 / EXPELLER CAKE

 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.

 COPRA EXPELLER CAKE (COCONUT OIL


CAKE) :

By product of coconut oil manufacturing process, that is, the residue


left after the partial or complete removal of oil from copra. Protein value (23%), is
considered to have high by-pass value and also found to be highly palatable.

 USE:

COPRA:

Milling Copra for Oil Milling & Estate No.1 & Edible Copra for human consumption.

COPRA EXPELLER CAKE (COCONUT OIL CAKE) :

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:

Requirements for Edible and Milling Superior Copra.

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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

Requirements for Copra Expeller Cake

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:

1X20’ FCL- 10.75 MT (Edible) 1X40’ FCL- 21.5 MT.

 PACKING:

New Jute bags of 50 kg nett each.

 H.S. CODE:

1203.0000.

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 COCONUT CREAM / COCONUT MILK

 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.

1.4. Market Information

It is broadly estimated that between 70-80% of Sri Lanka’s coconut production is


used for domestic consumption and only a small balance is left as surplus for exports.
With domestic demand being very price inelastic even a 10-20% change in crop (due
to droughts etc.) can have a significant impact on exportable surplus of coconuts.
Thus, Sri Lankan prices of coconut experience severe price fluctuations and this has
also resulted in Sri Lanka switching to more value added exports such as Desiccated
Coconut and Coconut Milk Powder.

TOTAL AREA UNDER COCONUT IN SRI LANKA - 442,402 hectares


(Approximately 80% bearing)

TOTAL PRODUCTION & DOMESTIC CONSUMPTION


(In Million Nuts)

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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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

*Based on estimated usage per person.

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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Adamjees’ Marketing Countries

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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2.3. Situation Analysis

Orienting SWOTs to An Objective

• Strengths: attributes of the organization that is helpful to achieving the


objective.
• Weaknesses: attributes of the organization that is harmful to achieving the
objective.
• Opportunities: external conditions that is helpful to achieving the objective.
• Threats: external conditions which could do damage to the business's
performance.

• Internal factors – The strengths and weaknesses internal to the organization.


• External factors – The opportunities and threats presented by the external
environment.

Strengths Weaknesses Opportunities Threats

 Location of  Lack of  Developing  New competitors


organization experience market by internet
 Price war
 New international
located in the market  taxation
heart of Colombo,
the commercial hub
of Sri Lanka

 Quality processes
& procedures

 New, innovative
product

N-Joy White
Coconut Oil

 Skilled labours &


specialist
employee

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The most important elements of marketing performance, which are normally tracked,
are:

 Sales analysis

EXPORT QUANTITY OF DC REGION WISE IN YEAR 2005.

REGION QTY (MT)


EUROPE 7.724
AFRICA including UAR 7,324
MIDDLE EAST 13,567
ASIA 1,653
AMERICA 994

MAJOR MANUFACTURERS OF DC IN YEAR 2003.

SRI LANKA 46,142


PHILIPPINES 102,127
INDONESIA 40,000

TOTAL AREA UNDER COCONUT IN SRI LANKA - 442,402 hectares (Approximately 80%
bearing)

TOTAL PRODUCTION & DOMESTIC CONSUMPTION


(In Million Nuts)

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

*Based on estimated usage per person.

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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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

 Market share analysis


 overall market share
 segment share - that in the specific, targeted segment
 relative share -in relation to the market leaders
 annual fluctuation rate of market share
 Expense analysis

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

• gross contribution<>net profit


• gross profit<>return on investment
• net contribution<>profit on sales

Strength- market related, finance related, operational related, research and


development related, hr related.

Market related- product quality, packaging , advertisement, service, distribution


channel finance related- optimum debt/equity ratio, number of share holders,
inventory size , optimum use of the financial resources, low cost of borrowings proper
investment of the financial products.

Operational related- low cost, higher productivity, excellent quality, modernized


technology.

3. MARKETING OBJECTIVE

3.1. SMART Objectives

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.

o To enable a company to control its marketing plan


o To help to motivate individuals and teams to reach a common goal
o To provide an agreed, consistent focus for all functions of an organization

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All objectives should be SMART i.e. Specific, Measurable, Achievable, Realistic, and
Timed.

 Specific - Be precise about what you are going to achieve.


 Measurable - Quantify your objectives
 Achievable - Are you attempting too much
 Realistic - Do you have the resources to make the objective happen
(men, money, machines, materials, minutes)
 Timed - State when you will achieve the objective

Some examples of SMART objectives follow:


1. Profitability Objectives
To achieve a 20% return on capital employed by October 2010

2. Market Share Objectives


To gain 25% of the markets for ‘double palm’ coconut oil by September 2011

3. Promotional Objectives
To increase trail of N-joy coconut product from 2% to 5% of our target group by
January 2012.

4. Objectives for Survival


To survive the current ‘double palm’ coconut oil.

5. Objectives for Growth


To increase the size of our Desiccated coconut product from $200,000 in 2017 to
$400,000 in 2018.

6. Objectives for Branding


To make N-joy brand of bottled coconut juice the preferred brand of youth in western
province by February 2009.
There are many examples of objectives. They will not be SMART. However, many
objectives start off as aims or goals and therefore they are of equal importance.

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4. MARKETING STRATEGY

4.1. Segmentation, targeting, positioning


The process of segmentation is distinct from targeting (choosing which segments to
address) and positioning (designing an appropriate marketing mix for each segment).
The overall intent is to identify groups of similar customers and potential customers;
to prioritize the groups to address; to understand their behavior; and to respond with
appropriate marketing strategies that satisfy the different preferences of each chosen
segment. Revenues are thus improved.

Successful segmentation requires the following

• homogeneity within the segment


• heterogeneity between segments
• segments are measurable and identifiable
• segments are stable over time
• segments are accessible and actionable
• target segment is large enough to be profitable

Variables Used for Segmentation

• Geographic variables

 Region of the world or country, East, West, South, North,

 Country size/country size: Metropolitan Cities, small cities, towns.

 Density of Area Urban, Semi-urban, Rural.

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 Climate Hot,

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• Demographic variables

 age

 gender Male and Female


 family size
 family life cycle
 education Primary, High School, Secondary, College, Universities.
 income
 occupation
 socioeconomic status
 religion
 nationality/race (ethnic marketing)
 language

Market segmentation, targeting and positioning strategies enable an organization to


gain competitive advantage in the market. Market segmentation involves dividing the
entire market into groups containing identifiable consumers who seek similar benefits
from a product. Next comes the task of targeting and product differentiation. In this,
marketers must decide on the marketing mix to be adopted for their product so that it
stands out from the competitor’s product. Lastly, the marketers have to formulate a
positioning statement for the product. The same helps in creating a unique association
of the product in consumer’s mind.

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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4.1. The Product ‘KING COCONUT’

"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.

Why I Choose It?

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.

Benefits of the product

King coconut water - its Health benefits

Some of the medicinal properties of King Coconut water reported are:


1. Good for feeding infants suffering from intestinal disturbances.

2. Oral dehydration medium.

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3. Contains organic compounds containing growth promoting properties.

4. Keeps the body cool.

5. Application on the body prevents prickly heat and summer boils and subsides
the rashes caused by small pox, chicken pox and measles etc.

6. Presence of saline and albumin makes it a good drink in cholera cases.

7. Excellent tonic for the old and the sick.

8. Diuretic (a substance which tends to increase flow of urine).

9. Can be injected intravenously in emergency cases such as cholera and


dysentery when other pyrogen-free fluids are not available.

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.

12. Urinary antiseptic and eliminates poisons in case of mineral poisoning.

'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.

Composition of Fresh Coconut Water


Sugars in the form of glucose and fructose form an important constituent of King
coconut water. The concentration of sugar steadily increases from 1.5% to about 5.5%
in the early months of maturation and this slowly falls to about 2% at the stage of full
maturity.
Sucrose which is a non-reducing sugar appears in the late stages and this increases
with maturity. So tender king coconut water and 'Wewara' water do not contain
significant amounts of sucrose 90% of total sugar in mature coconut is sucrose and
hence the different taste of mature coconut water.
Minerals
King coconut water contains most of the minerals such as potassium (290 mg%),
Sodium (42 mg%), Calcium (44 mg%), magnesium (10 mg%), Phosphorus (9.2 mg
%), iron (106 mg%), and copper (26 mg%).

How I design the product

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.

About my new product

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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Product Mix & Line

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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/=

4.3. Distribution / Place


Company product

Distributors press T. V Radio

Modern Traditional
trade trade

Consumer

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september october november december


200ml 3500 3800 2200 1000
1000ml 2500 3700 3000 900

Distribution Strategy

4000
3500
3000
2500
200ml
ml

2000
1000ml
1500
1000
500
0
september november
month

Competitors for king coconut water

Cocacola 1. King coconut water


Sprite
Jupiter Agro-Exports (PVT) LTD
Elephant house drink
Saksel Natural Products Lanka
Pepsi
(Pvt) Ltd
Ole Edwards Plantation Management
(Pvt) Ltd
Sidajo International (Pvt) Ltd

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.

Search Engines Optimisation:


To maximise the discoverability of the website <Business Name> will arrange for
links with the key internet search engine sites.

 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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MARKETING PLAN MARKETING FUNDAMENTAL


B C G matrix

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MARKETING PLAN MARKETING FUNDAMENTAL

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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MARKETING PLAN MARKETING FUNDAMENTAL

6. Action Plan
Action Feb March April May June July Who

Research on product 16th


Product design 7th &
16th
Development of website 21st Thara
Prepare logo and brand – order 1st Thara
stationary
Link website to key business sites 15th IT Dev
Open website to public 15th IT Dev
Pressure test operation with family 16th Thara
and friends
Visit all local coconut board 15th – Thara
offices 21st
Place advert in Royal Auto and 21st 21st 21st 21st Thara
other key magazines
Introduce business to local groups 21st – Thara
and other businesses. Distribute 30th
brochure and special offers.
Prepare newspaper advert and 23rd Thara
place in local paper
Web specials to be released on 25th IT
sites
Invited writers and publishers 25th Thara
week -30th
Grand Opening of B&B for local 1st Thara
groups
Republish brochure 15th Thara
Web specials for feature days to be 15th Thara
offered

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