Hassaan Assignment

HEMAS BABY CHERAMYPure Love

Stakeholder MarketingOption- 2

Membership number- 14781145

1 MEMBERSHIP NUMBER- 14781145

Table of Contents

Audit report

1.1) Using Mendelow’s Power Intrest matrix to show the level of influence and impact of stakeholder groups relevant to Hemas PLC.....................................................................................................................4

1.2)Showing Hemas current relationship with the three stakeholder groups with the most influence and impact using Relationship Life Cycle Model..........................................................................5

1.3) Hemas current marketing mix and how it meets the needs of the three most important stakeholders with specific reference to corporate social responsibility an ethical issue..................................................5

Presentation on Hemas Stakeholder group

Slide 1 Front page…………………………………………………………………………………………………………………………………..8

2.1)Slide2 Defining who is a stakeholder……………………………………………………………………………………………………..9 Why stakeholder management is important to the company……………………………………………………..9 Names of stakeholders….................................................................................................................9

2.2)Slide 3 Evaluation of how Mendalows Matrix enable organization to identify their potential influence of

its stakeholder…………………………………………………………………………………………………………………………..10

2.2.1) Slide 4 Catergorising of stakeholder into internal, connected and external groups………………………………12

2.2.2) Slide 5 Evaluation of how this method enable organization to identify the potential influence of

stakeholder……………………………………………………………………………………………………………………………….13

2.3) Slide 6 An Explanation on Relationship Marketing……………………………………………………………………………….15 An explanation on Ladder of Loyalty Relationship marketing model…………………………………………15

2.3.1) Slide 7 An evaluation of Hemas current relationship with each of its three most important stakeholder

group using the Ladder Loyalty Relationship marketing model…………………………………………………16


2.3.2) Slide 8

An explanation on Relationship Life Cycle Model and Hemas three most important stakeholder groups using Relationship Life cycle Model………………………………………………………………………………18

End slide………………………………………………………………………………………………………………………………………………..20

Report 3.1) Justify why CAA was selected the most important stakeholder to the company……………………………21

3.1.1) The mission statement of CAA and the specific interest CAA has in social responsibility program.22

3.1.2 How the social Responsibility programe of CAA has link to Hemas directly or indirectly……………….22

3.2) Recommends for changes to the current marketing mix that would enable Hemas to more extensively meet the needs of CAA, in terms CAA interest in corporate social responsibility and ethical issue, while at the same time no adverse effect on consumer/customer...................................................5

3.3) Evaluating the impact on the above changes would have on Hemas current relationship with CAA including their potential to give Hemas a competitive advantage..............................................................5

3.4) Challenges Hemas face in gaining organization support and funding for the above recommendation done report 3.2...........................................................................................................................................5

Appendix

Background to the companyProducts of HemasPosition of the company in the marketCustomer groups of Baby Cheramy


Audit report

1.1) Using Mendelow’s Power Interest matrix to show the level of influence and impact of stakeholder groups relevant to Hemas PLC

Mendalow’s power interest matrix attempts to classify stakeholders in relationto the power they hold and the extent to which they are likely to show interesting in supporting or opposing a particular strategy. The matrix indicates the type of relationship which organization typically might establish with stakeholder groups in different quadrants.

High

Power

Low Intrest High Fig-1.1

Keep satisfiedGovernmentGovernment need to be keep satisfied to decrease their influence to Hemas through various laws and regulation which should be undertake by the organization.

Keep informedCommunitiesIn supporting sustainability we work in each sector of Hemas is involved in activities that uplift the communities or protect the environment. Through these initiatives we also hope to improve awareness of our employees on the responsibility of humans to the greater society.

MediaMedia need to be keep informed inorder to communicate our companies changes and updates taking place to all our stakeholders (change in directors, New product launch, Promotions etc……)


Keep satisfied Government Consumer Affair Authority

Manage closely Management team Large shareholders

Monitor Competitors

Keep informed Suppliers Media Pressure groups Employees Communities

Pressure groupsPressure groups can influence our company in many ways therefore we need keep inform our company changes made to them inorder maintain better relationship.

Employees Employees need to be informed on companies any management decision made, Product changes made , new appointments took place etc… inorder put them self inwork to meet the companies objectives.

Manage closelyLarge shareholdersShare holders must be manage closely because shareholder are part of companies decision making and there experience , skills and investments help the company to move forward

1.2)Showing Hemas current relationship with the three stakeholder groups with the most influence and impact using Relationship Life Cycle Model

Relationship marketing is often seen as involving more than just relationship between buyer and seller but also suppliers and other infrastructure partners Involve in exchanging something in value. Relationship marketing shares with number of other discipline a concern over strategic alliance partnership and strategic networks. It embraces intra- and inter Organization relationships as well as relationships between organizations and individual (Allan Wilson 2006)

Relationship Life Cycle ModelThe customer relationship life cycle 1(RLC) illustrate how the relationship between an organization and its three stakeholders moves through a series of seven stages.

Low engagement Engagement with Involve with

1 RLC- Relationship Life Cycle


AwarenessknowledgesatisfactionLoyaltyAdvocasyPartnership

The company the company Fig- 1.2

Consumer Affair Authority > Satisfactionary Stage in Relationship life cycle modelConsumer Affair Authority is the policy of the government of srilanka to provide for the better protection of consumers through the regulation of trade and the prices of goods & services and to protect traders and manufactures against unfair trade practices and restrictive trade practices. Hemas is inline with laws and regulation put forward by the Consumer Affair Authority therefore company maintain satisfactionary relationship with CAA.

Suppliers > Satisfactionary Stage in relationship life cycle model Company currently maintain satisfactionary relationship with the suppliers. As Hemas purchasing in bulk quantity from the suppliers regularly for business purpose. Therefore they are happy to supply for our company since Hemas is in the highest position in the market therefore they have an increase of goodwill inorder supplying to Hemas.Employees > Loyalty Stage in relationship life cycle modelCompany currently maintain loyalty relationship with our employees. We have communicate to all our employees about the background of our company, product and services, mission, vision, goal and objective of Hemas. There fore they have an advance knowledge about the company and its product and services so they will promote and recommend our companies product (Baby cheramy) to the customers and their family, friends how good the product was and its beneficts which results in increase in sales there by greater market share.

1.3) Hemas current marketing mix and how it meets the needs of the three most important stakeholders with specific reference to corporate social responsibility an

ethical issue.4Ps Suppliers Employees CAA


Product New product are developed and designed co-operatively with suppliers.

Product augmentation is not done properly therefore employees find difficult to promote the product this has been the reason behind the decline of employees salary for last couple of months

Hemas baby cheramy manufactures its cheramy products with quality ingrediants without harming the soft skins of babies and to fullfil the customer satisfaction through being inline with CAA regulation therefore CAA will find less complains on companies baby cheramy products



4Ps Suppliers Employees Pressure groups

Price

Place

Promotion

As we are purchasing in bulk quantity from our suppliers. We are getting high discounts on suppliers price which help us to gain high profit margin when setting the price

Suppliers must avoid the risk of distributing through more channels than are realy necessaryWithin given region since too many channels for too few customers can negatively effect the sale

Through increasing advertisement of baby cheramy products sales will gradually increase there by suppliers will get more orders from Hemas.

We are delivering high demanded and quality products to the market with fair price to the product. This help employees to promote the prduct easily.

We provide employees a pleasant working environment(new equipment, modern technology etc..) which help them to enhance their skills and knowledge towards delivering the quality products

CAA will regularly monitor on our price marking for products our pricing for products are much fair equal to competitors there fore we don’t find any issues on pricing the product

The totall distribution process of the product will operate with different channels there fore the totall distribution network should comply with regulation put forward by CAA if it fail to comply when the final product deliverd to consumers the total image of hemas will get affected. If this happens by hemas which they are fail to fulfill their corporate social respnsibilty.

Notes 2.1 Any group or individual who can affect or is affected by the achievement of

the organization objectives (Freeman 1984)

Stakeholder power has always been an important aspect in a company’s Stratergy formulation more so because it affects the total image of the company and affects its performance in an indirect manner and also in todays context company are under pressure to focus in maintaining and managing their relationship with important stakeholder.

Example-: 1. McDonalds USA did not manage concerns of parents with regards to ingredients use causing obesity amongst their children’s. A parent sued McDonalds 400 million dollars and won the law sued which cause a massive decline of the share price of the McDonalds.

Name of the stakeholders which have an influence on our company Government Suppliers Competitors Communities Management team Pressure groups Employees Large shareholders Media


Notes 2.2

Mendalows Matrix For Hemas PLC

High

Power

Fig-2.1Low Intrest High

Manage closely Management team


Keep satisfied Government Consumer Affair authority

Manage closely Management team Large shareholders

Monitor Competitors

Keep informed Suppliers Media Pressure groups Employees Communities

Management team which includes finance department, Marketing department, HR department etc…need to be manage closely inorder to update On information or the happenings of the company which includes top management decision made , any new baby cheramy product going to be launch, any top management recruitment have been made and various other updates which will have an impact on all the department of our organization.

Keep informed Media

Media is one of Hemas major stakeholder whom we need to keep informed regularly of our companies updates which want to be reach to all our stakeholders of our company. Media is a tool where our company can use it for its success in operating the business locally or globally while it provide the opportunity for the company to advertise its baby cheramy products using social media channels such as Twitter, Facebook, Pinterest, youtube, podcast etc…which will reach the customers in all its possible ways.Also Media helps our company to identify the complains raised to our products and also helps the company to overcome the isues that are raised on our Baby cheramy products and to our company to move forward in the market . As far as we keep inform about our products to the customers using medias (How its used, what are the beneficts we can gain through using the Baby cheramy products etc…) where it will help to reduce the issue raised on Hemas baby cheramy

Pressure groupsPressure groups influence to our company make difficult to run its business activities therefore we need to keep informed on all our companies changes made which enhance to maintain a smooth relationship to reduce there influence to our organization.


2.2.1 NOTES


EXTERNAL STAKEHOLDERS Media

Government

competitors

Pressure groups Communities

CONNECTED STAKEHOLDERS

Suppliers and Shareholders

INTERNAL STAKEHOLDERS

Employees, Management tet

NOTES 2.2.2

Internal Stakeholders Employees

They are internal stakeholders of our company as their involvement in achieving organization objective, when executing the plan, to meet the target set by senior management.

Connected stakeholders Suppliers

They have connection to our company through supplying their products and rawmaterials in bulk quantity on time to meet market demand. We can build longterm relationship with suppliers through fair treatment and pricing and they are not involve in companies operation activities.

Shareholders Shareholders are in 02 types1) Ordinary Shareholders2) Preference Shareholders


Ordinary shareholders are few when compare to preference shareholders as their internally involve in organization activities such as Top management decision making, setting mission , vision and targets that should be achieved by middle and lower level management.

- Preference shareholders are in large numbers they have connecetion to our organization(They have voting power) but not involve in organization activities. The devident should given first to preference shareholders and than to ordinary shareholders.

External stakeholders Government

They are not connected or involve in Organization activities but they externally influence on all department of our company through implementing various laws and regulation that should followed by Hemas (Consumer protection act, Ethical labour practice, Environment friendly product, ISO standards etc…). Most of the time government entities make decision that can significantly impact on companies operation.

CommunitiesCommunities are closely tied external stakeholders, companies operate within communities. Business pay taxes but they are also informally expected by residents to operate ethically and with environment responsibility. Communities also lyke to see business get involved in events and local charitable giving.

MediaWe recognize that consistant, effective, open, honest and timely communication is important to help us to convey our aims, objective and policies and to endorse our credibility as a publicly quoted company. We provide corporate information through number of channels including traditional media and through digital channels (facebook, twiter, youtube, websites,) we ensure all times that our communication convey Hemas beliefs and values as a external stakeholder.


NOTES 2.3 Relationship marketing is the practice of building longterm satisfying relationship with

key parties suppliers, distributors, employees, inorder to retain their long-term preference and business.The ultimate outcome of relationship marketing is the building of a unique company asset called a marketing network. A marketing network consists of the company and all of its supporting stakeholders: suppliers, retailers, distributers, employees, advertise agencies and others with whom it has built mutually profitable business relationships.The operating principle is: Build a good network of relationship with key stakeholders and profits will follow. Philip kotler (9th Edition)

Ladder of loyalty relationship marketing model Christoper present a different five stage model which they term as ladder of customer loyalty. The role of relationship marketing here is to advance relationship up the ladder.Partners work to gather for mutual benefit and advocates are so deeply involved in the organization that they are very loyal long term purchases but they also influence others through positive word of mouth. Moving customers up the ladder how ever not a simple task. Organization need to know how they can continue to offer additional value and satisfaction that will differentiate their offering. Essentially this is through exceeding expectation.


NOTES 2.3.1 Partner

Advocate

Supporter

Clients

Customers

Prospects

Suspects

Employees > Advocates in ladder of loyalty relationship marketing modelThey are advocates for our company in the ladder of loyalty relationship marketing model we have communicate well in advance about our company(PESTEL and SWOT), Our business, and our product and services.They will promote our business and companies products to the customers their friends and family members where it will led the company towards the growth of its market share.


Suppliers > Clients in ladder of loyalty relationship marketing modelThey are clients for our company in the ladder of loyalty relationship marketing model. Building a relationship with suppliers is essential to our business good health and growth and also building relationship with suppliers is much like growing a client base. In order to improve our relationship with suppliers:-

We are giving suppliers a much lead time as possible on our orders. When developing our lead times it helps to be knowledgeable about our supplier’s production methods and needs.

We usually visit to our supplier’s office many times and we include them in our strategy meeting, inviting them to our office parties and picnics inorder to build our personal rapport with them.

We share information about our business, keeping suppliers loop about changes in key staff, new product lines and special promotion. This lets suppliers know that we value the relationship.

Consumer Affair Authority > Prospecting relationship in ladder of loyalty relationship marketing modelWe maintain prospecting relationship with Consumer Affair Authority in the ladder of loyalty relationship marketing model. They use to monitor regularly on our price marking, labeling and packaging of our goods and also many aspect in distribution of the goods. As a organization we need to take into consider the standards and specifications relating to goods because they are the authority will inquire into complaints raised by consumers when they are consuming our goods .


NOTES 2.3.2 Customer life cycle is a term used to describe the progression of steps a customer goes

through when considering, purchasing, using and maintaining loyalty to product or service. In Laymen’s term this means getting the potential customers attention, teaching them what we have to offer, turning them into paying customer and then keeping them as a loyal customer whose satisfaction with the product or service urges other customers to join the cycle. In the figure 3.3 it is explained how the company (HEMAS) currently maintain its relationship with each of its three most important stakeholder group.

Low engagement Engagement with Involve withThe company the company


Awarenessknowledge

Suppliers

Our company currently maintain satisfactionary relationship with our suppliers in RLC model.They use to supply in bulk quantity regularly for hemas they are paid on time and treated fairly for their supply of various products and rawmaterials. They are highly satisfied by Hemas as they getting orders back to back and increase of there goodwill in supllying for Hemas as we maintain high position in the market. The great advantage for our company is our suppliers are supplying for market demand and on correct time


REPORT20 MEMBERSHIP NUMBER- 14781145

To:- Marketing Manager of Hemas PLCFrom:- Marketing AssistantSubject:-How Hemas build a better relationship with Consumer Affair Authority

IntroductionHemas PLC having conducted an audit for the stakeholders plans on improving the relationship with CAA2 (Consumer Affairs Authority). This report includes the main Mission of CAA, changes to current marketing mix that would enable Hemas PLC to meet the needs of CAA, the impact these changes would have on Hemas PLC current relationship with CAA and challenges the company face in gaining the organization support and funding for the change in marketing mix.

NoteAs cited in audit about three stakeholders out of that Consumer Affair Authority was selected as Hemas PLC most important stakeholder gr

3.1) Justify why CAA was selected the most important stakeholder to the company. CAA is the organisation which provide for better protection of consumers through the regulation of trade and the prices of goods and services and to protect traders and manufactures against unfair trade practice and restrictive trade practice. Moreover it is expected to promote competitive pricing where ever possible and ensures healthy competition among traders and manufactures of goods. Therefore CAA is selected as the most important stakeholder to the company and Hemas needs to develop an advance relationship with CAA because it is important to Hemas in the future.

2 CAA- Consumer Affair Authority


3.1.1) The mission statement of CAA and the specific interest CAA has in social responsibility program

The Mission statement of CAA “Safeguard consumer rights and interest through consumer empowerment, regulation of trade and promotion of healthy competition”

Consumer Right day program (As Social responsibility program) The theme of consumer right day as declared by the consumer international was “Our Money Our Rights”. CAA conducted a mobile awareness campaign in all districts in Srilanka on rights day theme, Services of consumer affair authority, Selection of a safe reliable financial institution to fulfill the require and related institution working to protect the consumers etc… The CAA used leaflets and brochures to educate the consumers an the leaflets were distributed to the consumers in public places such as bus stands, railway station, market, near the school, banks and government institute etc..The CAA obtains the assistance of central bank too. CAA has taken steps to educate around 15000 consumers through out the country. More over steps were taken to educate the consumers through electronic media. A TV program was conducted by CAA with assistance of the central bank on the world day theme. News papers supplement was published on the theme “Our Money Our Rights”.

3.1.2) How the above Social responsibility program of CAA has a link to Hemas directly or indirectly.

From the outcome of Social responsibility program of CAA it can have direct or indirect influence with company’s which can cause positive and negative impact.As per the above awareness program which educates overall 15000 consumers on how they want to select the product which therefore through the outcome of the program if the consumers found themselves a great value from the product than the amount(cost) they spend on the product then there will be positive impact on the selection of the product and thereby to the company.

At the same time if consumers found less value from the product for what they are paying then there will be a negative impact through consumers not picking the product.When we take into consider on baby cheramy brand which has an extended product portfolio such as soup, cologne, cream etc… and the ingredients that are included in baby cheramy products such as most preferred fragnance of-


- mothers, mildness of the product, moisturizing etc…where its having great value. The ingredients which have key feature and benefits that most mothers loved to have on baby product and at the same time Hemas are charging fair price for the baby cheramy products when compare to its competitors therefore after the awareness campaign of CAA most consumers will pick the baby cheramy products as they found positive and a direct advantage from the product when consider with the value they gain from the baby cheramy products also compare to its fair price.

3.2) Recommends for changes to the current marketing mix that would enable Hemas to more extensively meet the needs of CAA, in terms CAA interest in corporate social responsibility and ethical issue, while at the same time no adverse effect on consumer/customer.

Introduction The main objective of CAA, the stakeholder being selected are to protect consumers and maintain fair competition in the market. Maintaining a good relationship with this stakeholder is very vital for Hemas and for its baby cheramy brand therefore Hemas should always consider in lining with CAA expectation on any decision on changing of marketing mix of cheramy products.

Products As sited in the audit 1.3 about manufacturing of baby cheramy products company want to be more cautious in adding ingrediants to the product there fore the following recommendation is suggested.

When Hemas adding ingredients to baby soap in order to maintain the moisturizing ability. The ingredients what their saying should be included in the product as it is.When they decide the ingredients they should be cause on selecting the right ingredients which has no negative impact to the consumers. Because CAA will continuously be watchful on above to determine whether Hemas uses the right ingredients which has no side effects or harmfulness to the consumers and also has they carry right quantity and quality of the ingrediants as it is promisedor being approved by CAA.

Price


As sited in the audit 1.3 CAA will monitor on Hemas price marking therefore sudden price increment is not allowed there by the following recommendation is suggested

1} Many factors can influence the price and which makes Hemas to push the price in order to meet their profit margin. The several factors are When the rawmaterial prices increase we are intend to increase the price

of the product. When electricity and transport expenses increase. When employee’s wages was push to increase will affect the pricing.

Therefore sudden price increment is not allowed in order make the price increment for the product it should be made with the approval of CAA.

2} In the event of a new product being launched in a specific area/region by a small player in order to kill them Hemas should not come up with unethical promotion campaigns such as huge price offs for a longer period or sudden price reduction etc.. These activities can affect the relationship between Hemas and CAA which is not good for the business health therefore Hemas should focus on not to launch above stratergy and thereby help maintaining fair competition in the market.

Place

Mothers like to purchase baby products where its available in clean environment outlets also CAA will monitor that the companies placing their products in right/suitable outlets therefore company should distribute the products in right outlets, channels etc…Baby products: Pharmacies, supermarkets and outlet which can have clean good environment. Not in hardware or dry fish shops etc… which can cause negative impact and destroy the image of companies products not only with CAA but also with consumers

Promotion

For baby products the target customers are mothers therefore the advertisement what the company plan to telecast in television or providing information through social medias such as youtube, podcast, facebook, twitter should be ethical and it should show the relationship of how mothers caring there childrens in a positive manner to win the hearts of mothers and should be inline with CAA rules and regulation. Also advertisement should not promis something which your product cannot deliver hemas should always promis what it can deliver there by to protect customers.


3.3) Evaluating the impact on the above changes would have on Hemas current relationship with CAA including their potential to give Hemas a competitive advantage.

IntroductionAs sited in 1.2 in the audit the relationship the company has with CAA is average and its currently only at satisfactionary level of the RLC 3 model. The recommended changes above would have the following impact on the current relationship Hemas have with CAA.

. Relationship Life Cycle Model Consumer Affair Authority

Low engagement Engagement with Involve withThe company the company

Product

As cited in the audit 1.2 hemas currently maintaining satisfactionary relationship because its delivering the cheramy products continuously with promised quality and quantity(ingredients) in line with CAA rules and regulation which it will create confident to CAA on baby cheramy ingredients that the company including and the final quality of the product. Through increasing the confident with CAA company can enhance the relationship with CAA. This results Hemas to gain many competitive advantage in the future such as.

CAA want double check on our products of its each stage of the process. As CAA is confident customer want hesitate to pick the product regularly

for their babies. Brand image will raise as Hemas delivering high quality baby products

Promotion 3 RLC- Relationship life cycle


Awarenessknowledge

All promotion material of Hemas should ensure to communicate only what its product can deliver to consumers and thereby Hemas can comply CAA regulation of not misleading consumers through false promises. Also should be more selective on there communication mediums because they deal with baby products which are very sensitive to handle. These adaptation will enhance the relationship of Hemas with CAA there for it will not be an issue for Hemas to market their product in future. Further more they also can seek help of CAA for their promotional campaign(to include CAA name in packaging to give more confident on the product to consumers) as an when required this will create a greater competitive advantage for Hemas resulting in increase in sales.

Place

Hemas changes to the above recommendation to take necessary to maintain standard recommended procedures by CAA through out distributional channel(Manufacture-Consumer) such as :- recommended temperature, recommended stacking height etc..Through this hemas can ensure protecting consumer by giving them the product in the same quality from where its manufactures. This will create consumer loyalty for Hemas baby cheramy products and there by greater confident with CAA therefore it will be good competitive advantage for Hemas to reach more consumers who will not hesitate to purchase hemas baby cheramy products as CAA is confident on that.

Price

As mention in the report 3.2 many factors will influence pricing of the product because of those factors hemas cannot increase the price suddenly as it is not allowed by CAA. Inorder to get the approval it need to provide the case which including

Increase in the cost rawmaterial compare with last year to this year Increment in the transportation cost Increase in tax in importing goods Increase in promotional cost

And also company need to provide marketing audit report to CAA. After Hemas providing these information with approval of CAA if Hemas increase its price there want be any issues from CAA for Baby cheramy products therefore through being comply with CAA rules and regulation hemas can build its relationship forward with CAA and consumers will also pick the product with not only for the brand loyalty also Hemas has increase the price with the approval of CAA and this will be a competitive advantage for the company as consumers will pick the product without any issues on pricing of the product


---being made.

3.4) Challenges Hemas face in gaining organization support and funding for the above recommendation done report 3.2

Convincing other department within the organization Supply department

When Hemas tries to improve the quality of the products which they produce and ensure that the same is maintained in order to ensure the consumer receives the agreed quality. It mostly depends on the ability to get the best quality of rawmaterial through out for the production which is the responsibility of supply department. Since they would have got used to routine purchasing pattern of rawmaterials and needed material to produce the product, if Hemas need a change to improve the quality supply will see this as a difficult task and more over they would not be happy to change the way that they were handling their job just because of marketing people requirement, therefore this will be a challenge for us to face with.

Acounting departmentAccounting department need to release the funds to get the rawmaterials and the correct Ingrediants to improve the quality of the product there fore they also will face certain issues inorder to release the funds. The issues are

They will face a situation in loss in margin inorder to fund for the recommendation made in the report 3.2

They will face a cashflow issue They will face a net revenue issue etc…

Logistic departmentLogistic need to be carried out effectively and efficienly, through the most appropriate allocation of resources along with supply chain. Inorder to improve the quality of the product It need be supplying the right products to the right place at the right time therefore the challenges can be faced are to improve the quality need to be more focus, need to be strictly compliance of required standard etc…

Resistance from employees Employees will resist sudden changes in manufacturing the product (To improve the quality of baby cheramy products) where they will need to change the skills and pattern their working to improve the quality of the product such as:-


Employees will be specialize in current working style as for the sudden change

they will need to change their working style where they might feel it as an extra burden.

Sudden change will force the employees to work for extended working hours where they need to put more efforts inorder to improve the quality of the product.

As the employees are dealing with baby products already they are focus in delivering the quality product for babies without harming their soft skins There fore inorder to improve the quality of the product they need to be more forcus.


Background to the companyHemas group founded by sheikh Hassannaly Esufally (MBE) as phamacuetical and trading entreprice commencing operation in 1948 is listed in CSE. Based in srilanka, Hemas takes pride in offering affordable, practical and high quality products and service in its specialized of FMCG4, Pharmaceutical, Hospital, Transportation, Liesure and Power. Involved in manufacturing, import and export and distribution products. Hemas have introduce several reputed brands to market. They offer quality and reliable services in every possible way. Our commitment to customer is reflected in hemas unparalled service offering which are backed by the vast expieriance and solid expertise of our competetent team.

Products of Hemas Hemas FMCG strives to your life style via innovative trusted and exemptional products that offer greater satisfaction in every day use. A leader in personal care sector, Hemas brand encompass a range of products for babies and adults in hair care, skin care, Toiletries, fragnace and oral care

Hemas brandsCatergory Product Mix Personal care Baby cheramy, Clogard, Dandex, Pro, Kumarika, Gold, Goya,

Paris, Fems, Capri Home care Diva Skin care Cheramy touch Paper Products Nimex Personal wash Velvet Traded brands Godrej, Paracetol

Table-1

Position of the company in the marketHemas has strong competition and challenging market condition sector maintained its market position through continous efforts to offer trusted and exceptional products that offer greater satisfaction to consumers. Timely management intervention and focus on basics enabled the company to overcome the challenging environment.

4 FMCG- Fast moving consumer goods


Company Baby soap brands

Hemas Baby cheramy Unilever srilanka Pears baby soap

CIC holdings Johnson & Johnson Nature secret Panda Baby soap Siddhalepa Kekulu Baby soap

Table-2

Hemas Unilever CIC Holdings Nature secret Siddhalepa012345

Column2

Figure-1

Customer groups of Baby CheramyBaby cheramy competes in the baby toiletries and accessories market, catering mainly to new borns upto one and half years old. Approximately 340 000 babies are born each year in srilanka

Its primary target audience is first time mothers in upper middle to lower income groups.

Customers

Middle IncomeLower IncomeUpper IncomeOthers

Figure-2


Hassaan Assignment

Documents

Transcript of Hassaan Assignment