Marketing
CREATE A WINNING BRAND THROUGH EXPANDING BRAND EQUITY
Prepared By
A.P Narasinghe
Reg No.
Driving Brand For Results
June 2013 Examination
Postgraduate Diploma In Marketing
SRI LANKA INSTITUTE OF MARKETING
Acknowledgements
I am heartily thankful to Mrs. Tharangi Wijethunga, whose encouragement, supervision and support from the preliminary to the concluding level enabled me to develop an understanding of the subject. I would also like to thank to Mrs. Indika and the supporting staff for their constant support and coordination of the course. I would like to thank my family and friends for their support. Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the project.
Content
Executive Summary
Introduction The soap market in Sri Lanka is worth of 7 Billion rupees in the year of 2010(LMRB Data), which is the total market value of toilet soap and baby soap. The total tonnage of toilet soap and baby soap is 22,000MT in the same year (LMRB Data). Hence it is evident that most of the Sri Lankans use either toilet soap or baby soap for their bathing and other purposes. As result of the new technology & infrastructure developments in the country in last 3 decades demand & competition increased. The toilet soap and baby soap marketers also started to get use of the opportunity and started to put more marketing effort to capture the consumers taste. The soap manufacturers used different marketing strategies to enhance their market share. Toilet soap marketers began to position their products as beauty soaps where the most female consumers got attracted. Almost all the toilet soap manufacturers enhanced the product characteristics to satisfy the female consumers. Varity of beauty soap brands can be identified in the Sri Lankan market, which consists of several multinational & local brands.
Today like all the other markets, soap market also has a huge
Prepared By
A.P Narasinghe
Reg No.
Driving Brand For Results
June 2013 Examination
Postgraduate Diploma In Marketing
SRI LANKA INSTITUTE OF MARKETING
Acknowledgements
I am heartily thankful to Mrs. Tharangi Wijethunga, whose encouragement, supervision and support from the preliminary to the concluding level enabled me to develop an understanding of the subject. I would also like to thank to Mrs. Indika and the supporting staff for their constant support and coordination of the course. I would like to thank my family and friends for their support. Lastly, I offer my regards and blessings to all of those who supported me in any respect during the completion of the project.
Content
Executive Summary
Introduction The soap market in Sri Lanka is worth of 7 Billion rupees in the year of 2010(LMRB Data), which is the total market value of toilet soap and baby soap. The total tonnage of toilet soap and baby soap is 22,000MT in the same year (LMRB Data). Hence it is evident that most of the Sri Lankans use either toilet soap or baby soap for their bathing and other purposes. As result of the new technology & infrastructure developments in the country in last 3 decades demand & competition increased. The toilet soap and baby soap marketers also started to get use of the opportunity and started to put more marketing effort to capture the consumers taste. The soap manufacturers used different marketing strategies to enhance their market share. Toilet soap marketers began to position their products as beauty soaps where the most female consumers got attracted. Almost all the toilet soap manufacturers enhanced the product characteristics to satisfy the female consumers. Varity of beauty soap brands can be identified in the Sri Lankan market, which consists of several multinational & local brands.
Today like all the other markets, soap market also has a huge