Company Background

 HNP is one of the largest companies in Sri Lanka

manufacturing herbal products
 HNP is a subsidiary of a large group of companies

 HNP factory is situated in the central part of Sri

Lanka
 They produced a range of herbal products such
as hair oil, soap, skin cream, medication for
influenza and headache



 Unique products by HNP

 Product named as “Cure”

 Instant product which can be used conveniently
attractive to the western drug
 Herbal product which was used modern
technology to produced
 The product was recommended for common
illnesses such as cold, cold related cough,
flue ,lack of immunity, headaches etc

 Cure’s Strategy & Market
 HNP follows the differentiation strategy for its
product range
 Cure is known as the ‘STAR’ of the BCG matrix of its
product range

STAR QUESTION MARK

Market Growth Rate
High

CURE
CASH COW DOG
Low

High Low
Relative Market Share
 Packaging
 Triple laminated package


 The logo “CURE” & “Instant herbal product” is

printed to identify product as a herbal
product


 Instructions of the usage



 Not biodegradable & No list of ingredients

printed in the background and
 Branding
 The branding conveys the attributes, benefits,
culture, value and personality of the product

 Brand name “CURE” which emphasis healing

 Powerful brand name for medicinal product

 Brand name helped to get the maximum
advantage in advertising and promotion

 Branding Strategy- Trade nameplus
name the brand
name


 PLC of the Product
 Growth Stage


 Profit are now accumulating



 Competitors are entering



 To be in the number position “CURE“ is

heavily advertising & promoting


 Identified future main threat-Indian

Competitor
Market
 Segmentation
 Behavioral factors
 Usage
 Response


 Demographic factors
 Income
 Occupation
 Positioning
 Objective was to position the product as a “high quality herbal
product which could be used like a Western medicine”.

 Focus is to get the major share of the western medicine consumers

 But they were not able to get that western medicine market share

 Only got a fair share of already existing herbal market share
 Even that market has few problems as product attributes

 Promotion
 ATLMediums
Television - 45%
Print - 25%
Radio - 30%

 BTLMediums
Sampling- 60%
Brand recall – 35%
Other promotional activities – 5%



 Criticisms
 CURE had to face criticisms due to their
advertising and promotions by:


 Western doctors reaction



 Competitors


 The general public

