Siddhalepha balm - marketing strategies
-
Upload
pervin-jayawardene -
Category
Marketing
-
view
125 -
download
6
Transcript of Siddhalepha balm - marketing strategies
![Page 1: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/1.jpg)
![Page 2: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/2.jpg)
SIDDHALEPA BALM
ANALYSIS OF MARKETING STRATEGIES
![Page 3: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/3.jpg)
Group members
• Pervin Jayawardena• Hesara Saranga• Sachin De Silva• Yashodara Sivalingam• Koshila Gunawardhana• Maheshi De Silva
![Page 4: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/4.jpg)
Content
• Introduction• Product • Price • Place • Promotion • Areas to be improved
![Page 5: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/5.jpg)
Introduction
![Page 6: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/6.jpg)
Siddhalepa Balm
• Siddhalepa Balm is a herbal formulation based on Ayurveda pharmacopoeia chronicled over 4000 years ago (2000 BC).
• The balm was researched and developed 60 years ago and introduced to traditional Ayurveda physicians for clinical trials in 1932.
• The balm was introduced to the market in 1934.
![Page 7: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/7.jpg)
Product
![Page 8: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/8.jpg)
Product mix
![Page 9: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/9.jpg)
Related type
• Consumer product -• Tangible product• Durable product
![Page 10: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/10.jpg)
Customer need addressed by the product
Curing Illness (Ayurvedic herbal medicine)
• Soothes sports related soreness.• Provides temporary relief from colds and flu.• Relieves common pains.• Aids in relieving rheumatic discomfort.
![Page 11: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/11.jpg)
Levels of the product
• Core level natural pain relief (Ayurvedic herbal medicine)• Actual level -Quality -Features and application -Ingredients -Branding -Design /appearance -Packaging or the wrapper • Augmented level oil and an inhaler
![Page 12: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/12.jpg)
Product life cycle stage
• Siddhalepa balm is in its maturity stage
![Page 13: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/13.jpg)
STP
Segmentation
Behavioral base
-Benefit sought -usage rate
Targeting -follows Mass Market Concept
-undifferentiated strategy
Positioning “The Ayurvedic doctor that should be in
every household”
![Page 14: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/14.jpg)
Price
![Page 15: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/15.jpg)
• Siddhalepa offers to the market different sizes of balm bottles under different prices.– 2.5g - Rs.25/=– 5g - Rs.40/=– 10g - Rs.65/= – 25g - Rs.155/=– 50g - Rs.240/=– 100g - Rs.500/=
![Page 16: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/16.jpg)
pricing strategies• Locally used pricing strategies are value based pricing
and competition pricing
• In the case of foreign market an additional strategy used is premium pricing to prove the quality of the product.
• Premium pricing comes as a result of considering the value and quality of the competitive products on the market. – Zandu balm – USD 10/-, Sewanti – USD 20/-, Siddhalepa –
USD 14/-
![Page 17: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/17.jpg)
Price allowances and discounts
• No discounts are provided usually for single pieces.• In foreign markets and online purchase, for 2 pieces 10% for 4 pieces 15% for 6 pieces 20% • In local markets when purchased in bulk discounts
are allowed accordingly.
![Page 18: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/18.jpg)
Competitors and the price comparison
wgt Rs
2.5g 25/-
5g 40/-
10g 65/-
25g 155/-
50g 240/-
100g 500/-
wgt Rs
15g 75/-
50g 200/-
Siddhalepa Balm
wgt Rs
3g 30/-
7g 50/-
20g 140/-
50g 250/-
Vendol Balm
Link Balmwgt Rs
5g 42/-
9g 70/-
20g 135/-
45g 250/-
Iodex Balm
![Page 19: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/19.jpg)
Place
![Page 20: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/20.jpg)
• Use both direct and indirect channelsFor the remotest villages
island wide distribution
![Page 21: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/21.jpg)
Hettigoda Industries (Pvt) Ltd
online through E-commerce web sites
![Page 22: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/22.jpg)
Coverage strategy
Marketers generally adopt one of the following three general market coverage strategies.– Undifferentiated Marketing– Differentiated Marketing– Concentrated Marketing
![Page 23: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/23.jpg)
• Currently Hettigoda industries an island wide coverage. Therefore among this coverage strategies most suitable undifferentiated marketing for the Hettigoda industries.
![Page 24: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/24.jpg)
Promotion
![Page 25: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/25.jpg)
• Promoting the brand both within the country and outside
• In Sri Lanka, the brand has invested more than Rs. 300 million over the past few years
• In Germany, it has invested over €1 million
![Page 26: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/26.jpg)
• The focus of its promotional campaigns has been on the natural value of its products.
• it is also known for its use of innovative marketing strategies.
Ex - pilgrimage cities such as Kataragama, Seenigama, Getabaruwa and Mahiyanganaya, a 24-hour free medical-service camp has been set up.
![Page 27: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/27.jpg)
• Currently available promotion methods - Education about the product is given through websites, through social welfare religious events, through environmental awareness, through developing hospitals temple, through radio newspaper internet advertisements)
![Page 29: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/29.jpg)
![Page 30: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/30.jpg)
![Page 31: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/31.jpg)
Social welfare religious events
![Page 32: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/32.jpg)
![Page 33: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/33.jpg)
Advertisements
![Page 34: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/34.jpg)
Social media www.facebook.com/siddhalepagroup/
![Page 35: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/35.jpg)
https://twitter.com/hashtag/siddhalepa
![Page 36: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/36.jpg)
Environmental awareness
![Page 37: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/37.jpg)
Areas to be improved
• Siddhalepa Balm stick or Siddhalepa sprayer.• Changing the packaging of the product. • Changing to a pleasant fragrance.• Introducing a new TV commercial .• Two products for both kids and adult.
![Page 38: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/38.jpg)
Introducing a new TV commercial
• Scene 1 - Two frames in which a family is explaining what they do briefly (one frame in which every family member explains and in the other we are viewing there experience.)
![Page 39: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/39.jpg)
• Scene 2 – They say that it’s really hard and not easy to balance all these work at once and they are facing with lots of aches and pains at the end of the day (two frames in one they are explaining and in the other we are viewing their daily routine where they finds it hard to balance and she is facing with lots of aches and pains.
![Page 40: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/40.jpg)
• Scene 3 - The frame settles in to one frame where the family concludes it that though it’s tough and really hard to balance all the work at once and though they are facing with lots of aches and pains them faces it with great ease.
![Page 41: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/41.jpg)
• Scene 4 - Concluding that in every aches and pains and every stressed situation they don’t missed to keep there one common friend closer to them the Siddhalepa balm (All the family members views the Siddhalepa balm individually in to the screen and the advertisement ends)
![Page 42: Siddhalepha balm - marketing strategies](https://reader033.fdocuments.in/reader033/viewer/2022061617/587332dc1a28ab596c8b6f1f/html5/thumbnails/42.jpg)
THANK YOU !!