Strategic Marketing Planning

Assignment Topic “Formulating a Strategic Marketing Plan”

Student Name M.A.M. Musnik

Reg. No. 0000022973

June 2017 Examination

Postgraduate Diploma in Marketing

Sri Lanka Institute of Marketing

1.) Executive Summary

2.) Situational Analysis(Marketing Audit)

2.1) BACK GROUND OF THE COMPANY

2.2) Product Range of Rich Life Dairies
2.3) Customer Base of Rich Life Dairies
2.4) PESTEL Analysis
2.5) Competitor Analysis

2.6) Internal Analysis

2.7) SWOT Analysis
3) Vision, Mission, and Corporate Objectives
3.1) Vision Statement
3.2) Mission Statement
3.3) Corporate Objectives for Rich Life Dairies
4) Marketing Objectives
5) Marketing Strategies
5.1) Ansoff Matrix
6) Segmentation, Targeting, and Positioning
6.1) Segmentation
6.2) Targeting
6.3) Positioning
6.4) Value Proposition

7) Marketing Mix Strategies for Rich Life Dairies Fresh Milk Range
7.1) Product
7.1.1) Branding Rich Life Dairies Fresh Milk Cream Range
7.1.2) Quality of Rich Life Dairies Fresh Milk Cream Range
7.1.3) Product Line & Product Depth
7.1.4) Packaging of Rich Life Dairies Fresh Milk Cream Range
7.2) Price
7.3) Place
7.4) Promotion
7.4.1) Advertising
7.4.1.1) ATL Advertising
7.4.1.2) Outdoor Advertising
7.4.1.3) PopUp Advertisements
7.4.2) Sales Promotions
7.4.2.1) Customer Sales Promotions
7.4.2.2) Traders Sales Promotions
7.4.3) Sponsorships
8) Implementation Plan
9) Budgeting
10) Monitoring and Controlling
11) Conclu
12) References

1.)
 2.) Executive Summary

Marketing Plan has been developed in order to Change as per new Market trends
where performance could be improved. As the Marketing Consultant of Rich Life Dairies
which is a one of the trusted local entity in dairy industry of Sri Lanka in the country,
identification of new trend to change its course of action was faced with dynamic
environment. Changing the course of action in the view of improving performance was
compared in this marketing plan report.

The marketing plan captures the essence of increased consumption pattern of fresh
milk ranges and innovative alternative strategies to improve performance. Further this report
covers internal, external and competitive analysis. Organizational strengths and weaknesses
were identified through internal analysis. This ensured that the company was aligned with the
organizational corporate objective as well as it could be achievable and be successful.
PESTEL & Porter’s five forces were used to identify competitor position in the market as
well as the possible gaps in the market which could be utilized in aligning with market trend.

High quality products are offered to market with variety of choices. This is expected
to target the product range is expected to be differentiated through quality, brand trust and
product elements. The current level of employee capability, organizational culture and
interdepartmental structure are expected to be challenging in implementing the marketing
plan. The success of the marketing plan would improve on the current performance as well as
stabilizing the new diversified new trend which rarely occupied by brands in Sri Lanka.
 2) Situational Analysis

2.1) Background of the company

A marketing audit is a systematic review and appraisal of

environment and the company’s operation. Kotler and Keller (2006)
defines marketing as; “A comprehensive, systematic, independent
and periodic examination of a company or business unit’s
marketing environment, objectives, strategies and activities with a
view of determining problem areas and opportunities and
recommending a plan of action to improve the company’s
performance”

Rich Life Dairies limited were established under the patronage of Renuka Holdings
PLC as a Board of Investment (BOI) entity. Renuka Holdings engage in diversified business
sectors such as FMCG, Agro based products, Automotive, etc. Renuka Holdings entered the
dairy industry to cater rising demand of dairy products as an essential consumer good. Rich
life’s healthy shelf stable food products contain natural goodness and richness of nature's
finest food-fresh milk and fresh fruit, hygienically collected from local dairy farmers and fruit
growers across the country.

The project earned the approval & recommendation of the ministry of industries, as a
'pioneering' venture utilizing advanced technology – UHT treated Tetra pack Aseptic Food
processing technology. The international Standard Organization (ISO) certified state of the
art manufacturing plant is located in a serene environment in Molligoda, Wadduwa, 40 km
south of the capital city, Colombo. Rich dairies merely provide employment opportunities to
350 individuals and contribute to the live hood of 5000 dairy farmers, 200 distribution points
across the island.

The current financial status has increased to a level where it is considered to be one of
the top rated entities in the country. Over the past financial year the Renuka Group has
generated revenue of 461 Million Rupees. Rich Life Dairies has highly contributed on it.
 2.2) Product ranges

As mentioned the organization has its presence in many industries and offer variety of
product ranges to market. The brand is considered to be high quality and well established
brand among local customers. Rich Life dairy liquid range varies from Ultra-Heat Treated
(UHT), Non-flavored milk, pasteurized non-flavored milk, pasteurized flavored milk, which
comes in different packaging formats tetra packs, bottles, sachets, etc. Product range offered
to market is as follows,
 UHT Tetra/Pasteurized FRESH MILK
- Full cream fresh milk
- Non-fat range
- Low-fat range

 Flavored Milk
- Vanilla
- Strawberry
- Chocolate
- Iced coffee

 Yoghurt Range
- Curd
- Set Yoghurt
- Jelly Yoghurt

 Drinking yoghurt Range

- Vanilla
- Strawberry
- Orange
- Mixed berry
- Mango
- Classic
2.3) Product Life Cycle
Rich Life Fresh Milk Range

Accordingly Fresh Milk Range of Rich Life dairies are currently at the later part of Growth
after spending huge sum of promotional expenditure in Introduction stage. Further strategies
are implemented to reach maturity stage being the market leader for overall dairy industry.

2.4) Customer base

Rich Life dairy products are consumed by wide customer base across the island. Consumers
prefer to purchase Rich Life Dairy products as a locally originated brand possessed with
corporate reputation. Rational and knowledge based consumers are increasing among Sri
Lankan population. Consumers are willing to buy health & quality conscious products. Rich
Life Dairies these criteria. Thus, consumers are willing to premium price for premium quality
products.
 2.5) PESTEEL Analysis
PESTEL Elements
Factors
Political  Increase of tax on
Super Markets by 12%
 Political stability and
favorable investment
opportunities.
(Economical outlook
Sri Lanka, 2011)
 Free trade agreement
Economical  Increasing inflation
(Average inflation of
8.4%)1
 Increasing fuel cost
 Slow industry growth.
Implication on the organization Impact
 Super markets are key touch point for the product. This results in High
low stocking margin of slow moving brand/ products. (source-
Sri Lanka Inland Revenue Department)
 Opportunity to widen the business operation to new areas in the Low
country.
 Opportunities for new local investment to focus on dairy Low
industry. (Increase of competition and decreasing market share
of Rich Life)
 Invasion of global brand (Competition and price war) Low
 Free access to market by global brands and global investments High
 Decreasing consumption quantity High
 Increasing raw material price (Fresh milk)
 Increase of production, distribution and storage cost High
 Lesser opportunity for widen the market Low

Social  Change in consumer  Influence by premium products and premium brands. (Anchor) Low
cultural life style
 Consumer behavior  Opportunity for new product development High
change on trying new  Increase in outgoing and partying teenagers and young adults
products
 Individual consumption  Opportunity in the impulse segment Medium
pattern
 Decreasing disposable  Drop of sales High
income
Technology  Technological  Improve production efficiency High
improvement in  Improve production quality
production
 Technological  New communication medias (Expansion of Social Media) Medium
improvement in
communication
Environmental  Climate change  Increasing the demand for the product Medium
andnew environmental  Increase the demand for new environmental friendly packaging.
protection acts (Recyclable packaging)
Legal  New health and safety  Loosing competitive edge over competitors on taste of the Medium
laws (Reducing sugar product and the quality of the products
content in consumer  Opportunity for health conscious products (Sugar-free & Diet)
goods)
http://www.healthedu
.gov.lk/web/images/p
df/msp/food_safety_
and_the_consumer.p
df
2.6) Competitor analysis
Rich Life once used to occupy a prominent place in the market as a local dairy brand.
With the introduction of open market policies, the dairy industry had new players. As a result
of this severe competition exist in local dairy industry.

Competitor Description Key Strengths Impact

Ambewela Ambewela operates under the  Market leader for fresh High
products (pvt) Ltd. patronage of Lanka Milk Foods. milk range.
Contribute to collect 9.5 Million  Posses with a modernized
litres of milk per annum which is to manufacturing plant.
be doubled in future.

Kotamale Kotmale Holdings PLC is a  Owns the largest integrated High

Holdings PLC subsidaiary of Cargills Quality dairy manufacturing plant
Foods. Contribute to collect merely in Sri Lanka.
45,000 litres of milk per day.  Extended investment
capacity and distribution
network incorporation in
with Cargills.
 Contribute to enhance
dairy farmers live hood
under “Cargills Sarubima”

Fonterra Brands Leading multi-national firm with  Market leader among Moderate
Lanka (Pvt) Ltd. high investment capacity operates overall dairy brands within
under the patronage of Fonterra Sri Lanka.
group of companies, Newzealand.  High brand awareness on
Anchor as a flanker brand.
 2.7) Internal Analysis

Internal analysis was defined by Kotler et al, (2005) as; an audit which is conducted
by the group of working people within an organizational framework.
The section would be vital as it identifies the internal strengths, weakness, resource
capability, organizational structure and other key component which would be useful in setting
new strategic plan.

2.7.1) SWOT Analysis

Internal Environment External Environment

Strength Weakness Opportunities Threats
 First mover advantage as a  Top down  Severe  Increase in the substitute
UHT dairy milk management competition products (Soft drinks)
manufacturer.  Resistance to among firms  Invasion of global brands
 Thick creamier milk in nature change within industry (Nestle)
 Engage in diversified  Comparatively  Favourable  Increase of local
business sectors. limited product government competitors.
 Financial backing by the range. policies to  New product development
Renuka group  Low ATL empower by competitive brands
 Products covering various promotional domestic dairy  Slow economic growth and
consumer groups (Low campaigns industry inflation
fat/Non-fat)  High wastage  Manufactured  Low disposable income
 Island wide distribution chain (Product returns) using Real Sri has influenced to
 Committed work force Lankan milk consumption quantity.
 Quality maintenance and  Increase of health  Increasing raw material
quality assurance conscious prices
 Technological development consumers (Ideal  Low market growth rate
in manufacturing process to be served with
low fat and no
fat)
 Changing
consumer trends
and rising fresh
milk
consumption
 2.7.2) Porter’s 5 Forces Model

Threat of new entrants – Buyers power – Supplier power – Threat of substitute - Industry inter rivalry –
LOW HIGH HIGH MODERATE HIGH
1)Startup & H 1)Switching cost for L 1)No of suppliers L 1)Switching cost for L 1)Switching cost L
operational cost buyers H among competitors
2)Switching cost buyers
2)Access to H 2)Number of buyers 2)Industry growth M
M 3)Availability of L 2)Price of M
distribution channels to sellers substitute input substitutes 3)Relative size of
M
3)Existing competitors L 3)Substitute products H competitors
4)Strict rules of H 4)Volume of buyers
4)Important of 3)Acceptance of 4)Number of
H H M M
operation 5)Product input quality for substitute by the competitors
L
5)product L differentiation buyers buyers 5)Product L
differentiation 6)brand loyalty L differentiation
6)Switching cost for L 6)Market share of M
buyers competitors
H
7)Exist barriers

3) Vision, Mission, Corporate Objectives for Rich Life Dairies

3.1) Vision of Rich Life Dairies

“To be a leading Sri Lankan food & Beverage company, making food you love.”
3.2) Mission of Rich Life Dairies

Mission statement of Rich Life dairies depicts,

 Build relationships with clients and colleagues, on honesty and trust.

 Generate superior long term financial performance for our shareholders.
 Becoming a leading local entity

3.3) Corporate Objectives for Rich Life Dairies

 Becoming market leadership by ensuring that we work on high quality sustainable
competitive advantages to infuse innovation, value addition, quality and service
excellence to serve customers at its optimum.
 Increase net profit by 3% year on year
 Re-launch of Fresh Milk range with unique attributes.
4.) Marketing Objectives
The following marketing objectives for Rich Life dairies are aligned with corporate
objectives. Marketing objectives are set for the period one year.
 Increase the market share for fresh milk range by 7.5%. By the end of 2017
 Launching new range of flavoured fresh milk to market within year 2017
(Almond Fresh)
 Contribution of 5% sales revenue through the new product line within 2016.

5) Marketing Strategy

Dibb et al (2006), defines marketing strategy as, ‘a strategy indicating the

opportunities to pursue, specific targets, and the types of competitive advantages that are to
be developed’

Through findings from Marketing Audit it is identified that the current performance
of Rich Life Dairies should be improved with the current trends in the market/ industry.

5.1) Ansoff Matrix (1958)

According to the Ansoff Matrix, it is identified that any organizational strategic can
occur in 2 dimensional area. An organization can change strategy based on the product which
they supply to customers and the market where the products are catered to.

MARKET
EXISTING NEW

MARKET MARKET
EXISTING
PENETRATION DEVELOPMENT

PRODUCT

PRODUCT
NEW DIVERSIFICATION
DEVELOPMENT
 The ideal strategy for Rich Life Dairies is to launch a new fresh milk range Almond
Fresh to market it would be ‘Product Development’. Extending the product line extension is
more effective to cater existing customers with new product range for Rich Life Dairies as
with concern of increasing product depth.

6.) Segmentation, Targeting and Positioning

6.1) Segmentation
Dibb et al, (2006) defines Segmentation as, ‘The process of grouping customers in markets
with some heterogeneity into smaller, more similar of homogeneous segments.

The segmentation criteria for Rich Life Dairies “Fresh Milk Range” are as follows.

Segmentation
Bases

Consumption
Age Geodemography End user
place

 Age
Age is one of the key Segmentation criteria as the product “Fresh Milk Range” is
marketed and targets a certain age grouped consumers in the market. Age category helps
identify the product elements to cater certain age group to maximize performance. The
segmentation on age criteria has been identified in the above mentioned table.

Classification Description
5 -10 years Children under parents care and supervision preferred to flavours

11 – 22 years School children, undergraduates, sportsmen, etc. to be energetic

23 – 30 years Professionally engaged bachelors who spent busy life pattern

31 – 45 Married mid aged population with responsibilities of satisfying

family members who depend on them
45+ Senior citizens who are most conscious about spending and health
 Geo demography (Geography + Demography)
Geography segmentation combined with demography elements of income level and
affordability has been identified. This segmentation would provide wider range of
understanding on determining the marketing mix for Rich Life Dairies “Fresh Milk Range”.
This would ensure that the product would be served to the right set of consumers with the
consumption capabilities.

Geography Demography Description

Urban  Highly populated and most developed area in the country

Most Affluent  High educational level and income of 100 000 LKR per
month
 Highly brand conscious
 Highly health concerned
 Western lifestyle
 Highly populated and most developed area in the country
 High educational level
Affluent  Income level of 75 000 LKR - 100 000 LKR per month
 Brand and quality conscious
 Health concerned population
 Westernized lifestyle
 Environmental concerned community
Sub Urban  Medium populated and rapidly developing part of the county
Mid High Affluent  Medium level of education
 Brand and Quality concerned but not totally brand conscious
 Income level of 50 000 LKR – 75 000 LKR per month
 Medium populated and rapidly developing part of the county
Mid Low Affluent  Acceptable level of education
 Quality – Price concerned. (Not total price concerned
community)
 Income level of 20 000 LKR - 50 000 LKR per month
 Minimum health concerned population
Rural  Minimum developed part of the country
Low Affluent  Scattered population with low accessibility for basic needs
 Mostly farmers with traditional lifestyle
 Income level of 12 500 – 20 000 LKR per month.
 Highly price concerned
Estate  Least developed part
Least Affluent  Least level of primary education
 Mostly works in tea estates
 Highly price concerned and bargain seekers
 Lowest level of income of 12 500 LKR per month
6.2) Targeting

Kotler & Amstrong, (2008) defines targeting as;

The method of evaluating the attractiveness of each market segment and selecting one or
more segment to enter

A product cannot be everything to everyone; it should be something to someone.

The new ‘Fresh Milk Range’ should identify the target segment which the brand needs to
concentrate to maximize the opportunities and minimize the effect on resource wastage.

Targeting

AGE Geo-demography End users

Health conscious
13 - 19 Urban- Affluent
consumers

Semi urban- Mid Quality concerned

20 - 25
high affluent consumers

Semi urban- Mid

low affluent

The figure above identifies the ‘target segment’ for Rich Life Dairies ‘Fresh Milk Range’,
which has been identified as best and attractive set of segment where the brand could perform
well with the changing trends in the market. The rational for selection of the selected target
audience is based on the product attributes, marketing mix of the ‘Fresh Milk Range’ and the
marketing objectives set upon the initiative. Information from marketing audit has also
influenced on targeting of the selected target audience. Such elements are as follows.

 Changing consumer trends and consumption pattern towards westernization

  Increasing trend among teenager and young adult for night life, parties and school/
college events.
 Increasing health conscious consumers.
 Low market growth and inflation in the country
The above mentioned elements have its impact on the organizational selection of targeting
the selected target audience for Rich Life Dairies “Fresh Milk Range”.

6.3) Positioning

Kotler and Keller (2006), defines competitive positioning as;

The act of designing the company’s offer and image so that they occupy a meaningful and
distinctive position in the target consumer’s mind

The Rich Life Dairies “Fresh Milk Range” has been positioned as a high quality, high priced
product in the Impulse market. Price, Quality
perception (High)
Ambewela

Rich Life Dairies “Fresh Anchor

Milk Range” Kotmale

Highland

Nutrition & Energy (Low) Nutrition & Energy

(High)

Price, Quality
perception (Low)

6.4) Value proposition

Nutritionally
Enriched

Premium
Quality

Health &
Hygienic
 7) Marketing Mix Strategy for Rich Life Fresh Milk Range

7.1) Product

7.1.1) Branding of Rich Life Dairies “Fresh Milk Range”

The branding would feature the colour element of Rich Life Dairies which
is the Blue and White which clearly depict dairy to bring Real Richness to life
being recognized local brand. Branding of “Fresh Milk Range” other attributes
which is positioned as, 100% Sri Lankan Milk which promotes consumer
ethnocentrism.

7.1.2) Quality of Rich Life Dairies “Fresh Milk Range”

Maintaining the high quality as well as projecting the premium quality to the
quality seekers who is a target audience for the product. Quality can also be reflected
through branding and packaging. This also justifies the high pricing as well.

7.1.3) Product line & product depth

Full Fresh Milk, Non-fat Milk, Low-fat Milk offered to market in 1000ml Tetra
packs while flavoured range such as Vanilla, Chocolate, Strawberry and Ice Coffee are
served in 200ml Tetra pack with unique taste.

7.1.4) Packaging of Rich Life Dairies “Fresh Milk Range”

In order to project a premium quality and justification for pricing strategy, the
packaging would be different from the existing packaging materials. The packaging would be
comprised of eco-friendly material manufactured from corn starch to minimize carbon foot
print and landfills.
 7.2) Pricing
Price is often regarded as the least interesting aspect of marketing mix, but it is in fact
is crucially important to the firm to set the right price for the product. Hence pricing the
“Fresh Milk Range” would be critical in order to maximize the value proposition as well as
achieving marketing objectives.

Market orientation pricing aligned with competitor’s price would be beneficial for
Rich Life “Fresh Milk Range”. As mentioned the quality conscious rational consumers
increased pricing will not influence much on them. Therefore market skimming pricing is
ideal as the product to highlight and reach consumers as Premium quality to Premium Price.

The new product is considered to be high quality and the packing materials are
considered to be environmentally friendly. This wouldn’t harm on profitability and market
share as the brand has its value among Fresh Milk consumers in Sri Lanka.

7.3) Place

The product mainly focused on impulse buying behaviour of consumers. This is

mainly chosen considering the target audience and their behaviours in mind. Rich Life
products are distributed across the island through 200 distribution point.

Distribution
Company Wholesaler Retailer Consumer
Agent

Conventional/vertical system

Hence intensive distribution could be implemented for the product range. Super
markets, high end convenient stores and selected eateries are mostly associated with the
urban and semi urban area customers who are targeted though the product. Eateries and
restaurant would be selected with the popularity level among the selected aged groups who
tend to have an outgoing tendency with changing cultural shift towards westernization.

The intensive distribution justifies the pricing strategy as well as product attributes towards
the consumer group.
7.4) Promotion

7.4.1) Advertising
Advertising is one of the important and useful communicational tools to communicate
the product to the potential customers. ATL would be used in a way that communicates the
promotional objectives (DRIP). Other forms such as outdoor advertising and pop ups would
be used as communicational tool for “Fresh Milk Range”.

7.4.1.1.) ATL Advertising

 Advertisements would be aired through televisions and radio which are well
associated with the target audience. Television networks such as Sirasa TV, Hiru TV,
TV Derena, etc. would be ideal for advertising as these channels are mainly
associated with overall target audience in the demographical segment. Reality show
and sport events specially cricket and rugby would be chosen as the main airing
occasions apart from regular airing during the time period of 7-11 pm in which most
of the Tele-dramas and News Bulletins are being telecasted.
 Publishing Full page advertisement on a weekly basis Newspaper.
 Frequent updates on Social Media

7.4.1.2.) Outdoor advertising

Display hoardings in selected geographical areas to attract and persuade the target
audience. Hoardings would also be placed in special places such as main cities of the island,
cricket stadiums, rugby football facilities and vicinity of schools/ colleges with attracts the
selected target audiences.

7.4.1.3.) Popup advertisements

Popup advertisement would be used in a manner which doesn’t over do with potential
customer interest, which is one of the major concern with popup advertising.
 7.4.2.) Sales promotion

The sales promotion targets both customers and the traders. Consumer sales
promotions and trade sale promotion would be implemented as follows.

7.4.2.1) Customer sales promotion

 Extra fill and money offs would be implemented at selected outlets as seasonal offers
in order to increase customer base.
 Offering 200ml pack free for value pack which contains 1000ml 3 packs.

7.4.2.1) Trade sales promotion

 Trade allowance and dealer loader would be effective promotional tools for
trades to stock up and get them to display the product to the potential
customers. This would be essential as this ensures that the availability of the
product is up to the expected limit as it has few selected distribution and touch
points for customers.
 Offering chillers and Name boards for selected loyal dealers.

Public Relations

 As a part of Corporate Social Responsibility (CSR) project encourage dairy

farming among community.
 Contribute to achieve Environmental Sustainability though promoting Eco-
friendly packaging materials among public.

7.4.3) Sponsorship
 Appointing a leading local celebrity as a brand ambassador.
 Sponsoring for national level and school level tournaments.
 Sponsoring for reality shows, matches, educational programmers, etc.
 8) Implementation plan

The following implementation plan identifies key task related to the re-launch of
“Fresh Milk Range” with timescale for implementing.

2015 2016
Task Q3 Q4 Q1 Q2 Q3
Approval from BOD
Undertake marketing audit

Recruiting of new employees for

implementation
Training and conducting workshops
Product development and market testing
Packaging and branding decision
Selecting key touch points
Setting new distribution channels
Initial trade promotion
Pricing strategy implementation

Pre-launch campaign
Grand launching of “Fresh Milk Range”

Sales and other promotion

Reminding communicational campaign

Monitoring and controlling

9.) Budgeting

Tasks related to the launch of “Fresh Milk Range” Budget

involved
(LKR)
Training and workshops 1 150 000
Market auditing 500 000
Product development 2 000 000
Designing packaging and branding 1 080 000
Setting up distribution channels 900 000
Pre-launch campaign 4 800 000
Grand launch 1 400 000
Promotional and reminding campaign 2 300 000
TOTAL BUDGET FOR THE LAUNCH OF “FRESH MILK 14 130 000
RANGE”
+/- 10% would be allowed in order to accommodate future changes in the cost on the
selected marketing plan for Rich Life Dairies.
10) Evaluation
Following is an overview of evaluation and controlling methods relevant to
effectiveness of implemented marketing strategy campaign for the year 2017.
Period Activates

Before Campaign -Identifying target market

-identify the intermediaries.
-Developing Objectives, Strategies and
measurement criteria’s
-planning to create awareness.

During campaign -Measure actual performance with expected

-Strategies need to modify according to the
output measured during campaign.
-Unsuccessful methods need to be stopped and
new methods should introduce to continue the
Campaign.

After campaign -Need to find out succeeded strategies and

failed strategies, for future planning.
-Need to assess the expenditure versus
outcome and expenditure versus budget.
11.) Conclusion

With the provided analysis on internal, external and competitive environmental

elements in the market space, it is recommended for Rich Life Dairies to introduce a new
range of Fresh Milk and Re-Launch existing with new products in order to maximize the
opportunities prevailing in the market as well as maintain a steady market share in overall
dairy industry.
 References
- Annual Report, Renuka Holdings PLC.
- Kotler, P. and Keller, K.L. (2006) Marketing Management, 12th edition. Prentice
Hall, Englewood Cliffs, New Jersey.
- Lilien, G. L., Rangaswamy, S. & De Bruyn, A. (2007) Principles of marketing
engineer. Vancouver BC, Trafford Press.
- Porter, M. E. (1985) Competitive Advantage; Creating and Sustaining Superior
Performance. Free Press, New York.
- Colin Gilligan and Richard Wilson, M.S., 2012, Strategic Marketing Planning,
Second Edition, Routledge, Abingdon

Anchor Sri Lanka. 2017. Anchor Milk | Official Website for Anchor Sri Lanka. [ONLINE]
Available at: https://www.anchormilk.com/. [Accessed 20 May 2017].

Richlife Dairies Sri Lanka - 2017. | Richlife Dairies Sri Lanka. [ONLINE] Available
at: https://www.facebook.com/richlifelk/. [Accessed 20 May 2017].

Renuka | Dairy. 2017. Renuka | Dairy. [ONLINE] Available

at: http://www.renukagroup.com/dairy/index.php. [Accessed 20 May 2017].