hemas holdings
Sri Lanka Institute of Information Technology
Strategic Brand Extensions
Project Proposal
Business Project 2012
Submitted by:
1. BM11783336– Pasan ganegama
2. BM11783268– Randika Geeganage
3. BM11784258– Sajith Chinthaka
4. BM11783954– Sahan Chathuranga
5. BM11775270– Amila Weerakoon
Submitted to:
Ms.Chathurini Kumarapperuma
..........................................
Mrs. Mano Weligodapola
Supervisor 's Signature
2012.08.04
Executive Summary
The Sri Lankan marketing geography changed drastically after the open market economic system introduced in the 1970’s. Afterwards the turbulent and the prosperous era of new consumers emerged. Untapped potential was soon discovered by the national as well as multinational organizations around the world. Among the first businesses to cater for the Fast moving consumer goods sector (FMCG) was “Hemas’.
Hemas was founded in 1948 and its’ registered office is in Colombo. It is a public quoted company and serves FMCG, transport and leisure markets. Hemas is the second biggest player in the FMCG category. It is the home for sixteen leading brands in the Sri Lankan market. And each brand owns high brand equity and a loyalty. Some brands act like the generic name for the product.
It’s growth happens in leaps and bounds and the It was among the pioneers in consumer care, Although the returns are relatively unharmed the competition was fierce. New niche markets are identified and brand extensions and product extensions are done by the analysts in the company.
This report initially analyzed the business process and by thus identified the lapses in the value-chain, further by explorative analysis and the in-depth interviews allowed us to discover the current lapses and the identified gaps in “Kumarika face wash” and the report elaborates it in detail.
Finally in the analysis we are giving the optimal solutions for the current lapses and gaps with in the current
Strategic Brand Extensions
Project Proposal
Business Project 2012
Submitted by:
1. BM11783336– Pasan ganegama
2. BM11783268– Randika Geeganage
3. BM11784258– Sajith Chinthaka
4. BM11783954– Sahan Chathuranga
5. BM11775270– Amila Weerakoon
Submitted to:
Ms.Chathurini Kumarapperuma
..........................................
Mrs. Mano Weligodapola
Supervisor 's Signature
2012.08.04
Executive Summary
The Sri Lankan marketing geography changed drastically after the open market economic system introduced in the 1970’s. Afterwards the turbulent and the prosperous era of new consumers emerged. Untapped potential was soon discovered by the national as well as multinational organizations around the world. Among the first businesses to cater for the Fast moving consumer goods sector (FMCG) was “Hemas’.
Hemas was founded in 1948 and its’ registered office is in Colombo. It is a public quoted company and serves FMCG, transport and leisure markets. Hemas is the second biggest player in the FMCG category. It is the home for sixteen leading brands in the Sri Lankan market. And each brand owns high brand equity and a loyalty. Some brands act like the generic name for the product.
It’s growth happens in leaps and bounds and the It was among the pioneers in consumer care, Although the returns are relatively unharmed the competition was fierce. New niche markets are identified and brand extensions and product extensions are done by the analysts in the company.
This report initially analyzed the business process and by thus identified the lapses in the value-chain, further by explorative analysis and the in-depth interviews allowed us to discover the current lapses and the identified gaps in “Kumarika face wash” and the report elaborates it in detail.
Finally in the analysis we are giving the optimal solutions for the current lapses and gaps with in the current
References: * Waterson, M (2010). The Impact of Multinational Enterprises. [Online]. Last accessed 23 July 2011 at: http://www.bized.co.uk/virtual/dc/copper/theory/th18.htm 5.0