Maliban Detox final Strategic Plan
FACULTY OF GRADUATE STUDIES
UNIVERSITY OF COLOMBO
EXECUTIVE DIPLOMA IN MARKETING
SUBJECT: PRINCIPLES OF MARKETING
MARKETING PLAN FOR
MALIBAN TROPICAL DELIGHT
1. Executive Summery
This marketing is prepared for Maliban health products that are to market new brand of natural detoxification beverages in Sri Lanka market. The product is to be marketed under brand name “Maliban Tropical Delight” and will cater as a natural detoxification drink that will remove environment toxins in body which are responsible for many cancers, neurological diseases, heart diseases, strokes, etc.
2. Company Background
Maliban health products are a subsidiary of Maliban Group of companies, and are engaged in marketing of health food products marketed by the company. Maliban Group commenced business in early 1900 as a tea kiosk. Today the company has grown into one of the largest biscuits manufacturers in Sri Lanka exporting it products to over 20 countries. Company is also engaged in marketing Milk foods in Sri Lanka market under its subsidiary Maliban Milk foods. Maliban health products are a new subsidiary company formed under group umbrella to market various health food products to Sri Lanka and foreign markets. Vision of the Maliban Group is to be Sri Lanka’s number 01 food company in the country.
3. Situational Analysis
3.1 Macro Environment Analysis (PESTEL Analysis):
After 30 year of war Sri Lanka market has ‘has now hit the growth stage. Economy is witnessing rapid growth. People are increasingly health conscious. Consumer spending power is increasing.
Political environment is stable. People feel more secure.
Health products, are gaining increasingly popular among younger generation as well as elders. People are becoming increasingly health conscious, and fitness conscious. They want to look young, have beautiful smooth skins, look slim and lose weight. Products which can cater these needs have god market potential. Technological factors such as changes in
UNIVERSITY OF COLOMBO
EXECUTIVE DIPLOMA IN MARKETING
SUBJECT: PRINCIPLES OF MARKETING
MARKETING PLAN FOR
MALIBAN TROPICAL DELIGHT
1. Executive Summery
This marketing is prepared for Maliban health products that are to market new brand of natural detoxification beverages in Sri Lanka market. The product is to be marketed under brand name “Maliban Tropical Delight” and will cater as a natural detoxification drink that will remove environment toxins in body which are responsible for many cancers, neurological diseases, heart diseases, strokes, etc.
2. Company Background
Maliban health products are a subsidiary of Maliban Group of companies, and are engaged in marketing of health food products marketed by the company. Maliban Group commenced business in early 1900 as a tea kiosk. Today the company has grown into one of the largest biscuits manufacturers in Sri Lanka exporting it products to over 20 countries. Company is also engaged in marketing Milk foods in Sri Lanka market under its subsidiary Maliban Milk foods. Maliban health products are a new subsidiary company formed under group umbrella to market various health food products to Sri Lanka and foreign markets. Vision of the Maliban Group is to be Sri Lanka’s number 01 food company in the country.
3. Situational Analysis
3.1 Macro Environment Analysis (PESTEL Analysis):
After 30 year of war Sri Lanka market has ‘has now hit the growth stage. Economy is witnessing rapid growth. People are increasingly health conscious. Consumer spending power is increasing.
Political environment is stable. People feel more secure.
Health products, are gaining increasingly popular among younger generation as well as elders. People are becoming increasingly health conscious, and fitness conscious. They want to look young, have beautiful smooth skins, look slim and lose weight. Products which can cater these needs have god market potential. Technological factors such as changes in