Beruflich Dokumente
Kultur Dokumente
Group-Oracle 1
Introduction to LMF &
“Lakspray”
The flagship brand of the Lanka Milk Foods Group
has a history of more than 45 years.
2
3
Vision and Mission
4
Main Products
5
Environmental Analysis
6
SWOT Analysis
7
SWOT Analysis
Weaknesses
Dropped market share within the last decade.(by
12%)
8
SWOT Analysis
Opportunities
Immense opportunity exists to grow market share in the
Million )
Continuous investments in technology, talent and
infrastructure
Export Potential.
9
SWOT Analysis
Threats
Intense competition in the dairy industry with huge
variety of products.
10
PESTLE Analysis
11
PESTLE Analysis
SOCIAL TECHNOLOGICAL
12
STP
Segmenting
Segment 4 – Supplements
13
Positioning
Segment Positioning Strategy
Kids’ Nutrition “Mothers Trust for generations” as the main positioning strategy where
the enhanced nutritional facts will allow the brand to get the mothers’
attention over other brands.
Low fat “For health conscious families who respect for tradition” would be the
positioning strategy as this would be the superior local brand with
enhanced nutritional facts for people who values Sri Lankan products.
Tea Whitening ” Sri Lankans”` only traditional taste for tea” as the strategy for
positioning where the customer will select the brand as it is more closer
to their preferred local taste.
Low fat People who are heath conscious and Redesigned Lakspray Non Fat milk
need to reduce weight with dieting powder with superior taste and enhanced
purposes. calcium.
Tea Young and adult market that prefer to Two products would be developed for
Whitening drink milk tea. local and international market with a
unique taste to close them with their
traditionally preferred taste.
Supplements For senior citizens and adults above 50 New product will be developed with
years to give them additional nutrition. Calcium and other minerals
Income Lower income market that are looking for Smaller packages such as 50g,
differences budget packs. 100g,200g for different economical
classes to grab the low income market.
15
Marketing Mix(4Ps)
16
Marketing Mix – Issues
Identified with “Lakspray”
Product
Introduced “Trim” as the only new product and remained with
the same old product with no innovation
Price
Price of the product is affected by distribution plan. i. e. product
is not available everywhere like Anchor or Maliban milk powder
Place
Zero investment in modern trade visibility (Anchor and Ratti
invest heavily on MT Gondolas
Promotion
No in store visibility campaigns were conducted by Lakspray
(Anchor/Raththi conducted many display drives, paid shelf
campaigns)
17
BCG Metrix
18
BCG Matrix
Competitor Market share Market share
36%
32%
Anchor 36%
Raththi 32%
Lakspray
Growth rate
8.82 % -38.24% -14.71% 11.76 -8.82%
Growth Rate
20.00
10.00
-
2012 2013 2014 2015 2016 2017
(10.00)
(20.00)
(30.00)
(40.00)
(50.00)
Group-Oracle 21
Porter’s Five Forces
4. Threats of substitutes
Medium Pressure
24
Ansoff Matrix
Ansoff Matrix at current Level
25
Suggested Ansoff for New BDP
26
Recommendations
27
28