TABLE OF CONTENTS

Executive Summary

1. Introduction

2. Methodology

3. The Products Selected

Introductory Stage Product

Munchee Karapincha Biscuit

Growth Stage Product

Signal Herbal Toothpaste

Maturity Stage Product

Highland Milk Powder

4. What is Marketing Mix

Marketing Mix of Munchee Karapincha Biscuit
Marketing Mix of Signal Herbal Toothpaste
Marketing Mix of Highland Milk Powder

5. Conclusions and Recommendations

Appendix

References

EXECUTIVE SUMMARY

In this assignment describe three products in introductory, growth and maturity stages in
the PLC curve.

I paid my emphasis to through select Munchee Karapincha biscuit, Signal herbal, and
highland Milk Powder as the Introductory, growth and maturity stage with describing 7 ps
each product.

1. Introduction

I created this assignment marketing module in DBIT course as the name product plan
and development.

This assignment have three different stages in plc curve with applying product, Price
,place, Promotion, people, physical environment and process in marketing mix.

2. Methodology

First I planned how to do this assignment.

Secondly I choose the three products and collect the information about those
products.
Then I went companies for get more information about these products.
Next I categorized information with each product and typed.

Finally adding pictures and printed.

3. The Products Selected

3.1 Introductory Stage Product --

Munchee Karapincha Biscuit

3.2 Growth Stage Product --

Signal Herbal Toothpaste

3.3 Maturity Stage Product --

Highland Milk Powder

History of Cleon biscuit company

Since 1968 Ceylon biscuits limited started. They manufacturing a high protein biscuit
to supplement mid-day meals for school children under program jointly handled by
Care Organization USA and the Sri Lankan Government begin Commercial
Production of biscuits under the brand name munchee.

Awarded of CBL Company

Food awarded excellence in confectionary
National Quality awarded 2005
Brand of the year for consecutive years(Awarded by Sri Lanka Institute of
marketing)
Winner of Gold for Innovative Brand of the year(awarded by Sri Lanka
Institute of marketing)
National Awarded for export Excellence(Awarded by Ministry of Trade and
Commerce)

Certifications of the CBL Company

SLS 251 Product Certification

ISO 9001:2000 Quality Management System Certification
ISO 14001:2004 Environmental Management System Certification
HACCP food safety Management Certification

History of Milco Company

This institution was established in 1956 as The National Milk Board under the purview
of the Ministry of Agriculture. It commenced operations with a single Factory in
Colombo commissioned under the Colombo Plan.
Today it boasts of a wide network of milk collection, production and sales centers
administrated through out the island and continue to contribute towards the enhancement
of the rural economy while providing the much needed nutrition to the entire nation. This
institution was established in 1956 as The National Milk Board under the purview of
the Ministry of Agriculture. It commenced operations with a single Factory in Colombo
commissioned under the Colombo Plan.

Awarded and Certificates of Milco Company

Ambewela spray dried milk factory was awarded with ISO 22000 Food Safety
Management System Certificate in the year 2007, by Sri Lanka Standards
Institution
ISO 22000: 2005.
HACCP

 What is Marketing Mix

Marketing mix is combination of Price, place, product. Promotion and marketing tools.
Marketing mix defined in two ways.

The traditional marketing mix

The extended marketing mix

The traditional marketing mix include

1)
2)
3)
4)

Product
Price
Place
Promotion

The extended marketing mix include

5) People
6) Physical evidence
7) Process

Marketing mix Variables

Price
Allowances
Payment terms
Credit terms
Strategies

Product

Place

Design
Quality
Features
Brand name
Packaging
Sizes

Coverage
Assortments
Locations
Inventory

Marketing
Mix

Promotion
Advertising
Public relations
Sales promotions
Direct marketing

4. 3.1

Introductory Stage Product --

Marketing Mix of Munchee

Karapincha Biscuit

Product mix

Munchee, the marketer leader and the largest exporter biscuit in Sri Lanka, introduced
Karapincha biscuit to the market as the first step towards launching herbal range for the
benefit of consumers. Although Karapincha leaves are used in almost every meal in Sri
Lanka, this is the first time a biscuit has been manufactured using it as an ingredient.

Quality-

In the new innovative karapincha biscuit product who finished by high quality in CBL.
they not only taste fresh and scrumptious they make fantastic healthy snacks, especially
these aromatic leaves are commonly know to posses healing properties that help lower
high levels of cholesterol.

Design

This natural product is designed by attractive and very well. This product is including
by nature products categories in CBL. They hope to launched this innovative product to
faced to competitors and improve the green products in their product mix. In the Sri
Lanka who introduced fist time made biscuit in Karapincha leaves by CBL. They used to
out of pack in crumbling material, so it healthful not only protect environment but also
motivate competitors to produce green products.

Brand name

Karapincha biscuit brand name is Munchee and owned to Ceylon biscuit company.
Munchee is very famous brand not only Sri Lanka they export their products to world
market. Its easy to enhance this product in widely area. Conversely Munchee is most
popular brand whose know the biscuits and eat biscuits. SLIM brand excellence in 2009
munchee won the product brand and local brand of the year. Its cause easily to achieving
their goals with consumer preferences to this product.

Package

The CBL company produce not only innovative products but also they produce new
package too. Because the reason is this product package like a gift box. In the marketing
we defined package is silent salesman. Then we can understood how is important about
package. This package is developing that theory and increasing important about the
package. When this product in super market or shop suddenly eye catch up and attractive
to that because its pack Surface used to Karapincha leaves and applied green color to
recognition this is a some kind of nature product. In this package inform ingredient exe
Date manufactory date price and easy to separate other products by using Munchee logo

Warranties

Ceylon Biscuit Company

SLS 251 product certification
ISO 9001:2000 Quality
Management system Certification
ISO 14001; 2004
Environmental Management System
Certification
HACCP food safety Management
Certification
.

Price mix
Price is the only element of the marketing mix which generates revenue and most flexible
element of the marketing mix.
When the company introducing innovative product they have to spend lot of cost know
the product among the customer. Mainly they used to promotion. Especially it relevance
for introductory stage products. Because the reasons are following as,
I.
II.
III.

Have to do high promotional

Before the product producing doing market research
cost
Get the popularity among the consumer they gave
allowances and free trail, so they have to bear the
cost.

This karapincha biscuit cost is Rs.75 and available in 100grm packets. .Many customers
buying this product because it is some kind of medicine biscuit and nature product too.

Promotion mix

When the introducing innovative product company have to bear high promotional cost to
famous their product among the consumer.
The CBL Company used promotes Karpincha biscuit by using,
I.
II.
III.
IV.
V.
VI.
VII.
VIII.

Advertisements
Banners
Cutouts
Through the internet
Posters
Allowances
Free trail
sampling

Place mix

In the world every company target to distribute their products in any place any where and
any shops.CBL company also try to that, they distributed their products not only
supermarkets many shops too.CBL company using distribute to karapincha biscuit by
vans and containers.

The company mainly used to two distribution channel to distribute their products, they are
given below,

Distribution channels

Munchee
factory

Whole seller

Retailer

Customer

Munchee
factory

Agent

Retailer

Customer

People

People mean when the company have good employs, its mean consultant, courtesy,
delight and satisfying customers.

Physical environment

Physical evidence intend when the supply service or surrounding attract to customer.
They including interesting external environment, internal plan and air conditioned.
For example- Karapincha biscuits stored in shops or supermarkets attractive and regular.

Process

In the market world process is increasing day by day, process mean after sales services.
The CBL Company fulfilled their process after sales service.
For e.g- customer care

Marketing Mix of Signal Herbal Toothpaste

Product mix

Signal herbal toothpaste manufactured by unliver company its now in growth stage
product. When the product in growth stage they have many competitors. However they
try to achieving maximum sales in this stage.

Quality

The unliver company produced by high quality in using herbal plants and scientific raw
materials. Signal herbal toothpaste combination of eight traditional herbal plants which
used to protects teeth. It contains o.13% calcium glycerophosphate, 0.8% sodium
monofluorophosphate.
In the new trend among the people every time they try to used green and herbal products.
It is opportunity for herbal toothpaste and customer buy this product to protect and strong
their teeths.

Package

Signal herbal tooth paste package is crumbling material and its suitable for protect our
environment. They used to green color informed to customer this is a nature product and
suddenly eye catching. On the surface package they have some kind of herbal plants to
attract consumers. This product have primary and secondary package, this tube very
comfortable and attractive. Expire date, manufacture date, maximum price and brand
name intend the package.

Brand name

This product name is signal herbal, so consumers can easily recognized this is herbal
tooth paste among the other tooth pastes. Signal is very famous brand in the market and
owned by uniliver company.

Sizes

This product available in three sizes.

Small Size

60 gram

Medium Size

80 gram

Large Size

120 gram

Warranties

Signal brand approval by FDI World Dental Federation (FDI)

Price Mix

In the growth stage products anticipate price to gain market share. So they estimate the
cost and try to do get maximum profit. When the selecting a pricing method they
emphasis three Cs model for Pricing setting.
1. Customer demand
2. Cost
3. Competitors Price
Uniliver Company decides their pricing them following two pricing objectives.

1. Survival
In the world every company dream is to be a survival, so it can be achieve by pricing.
2. Maximizing current profit
First they recoup their expenditures after that they try to be successful in maximizing the
current profit by demand based pricing.

Promotion mix

In the growth stage product they mainly try to recoup their expenditures. So they promote
less than when the product in introductory stage.
However uniliver company promote their Signal herbal product by using

a.
b.
c.
d.
e.
f.
g.

Advertisements
Leaflets
Banners
Cutouts
Through the internet
Posters
Allowances

Palace mix
Uniliver company distributed their products not only supermarkets many shops too.
Uniliver Company using distribute to Signal herbal by vans and containers.

The company mainly used to two distribution channel to distribute their products, they are
given below,

Distribution channels

Uniliver
factory

Whole seller

Retailer

Customer

Uniliver
Factory

Agent

Retailer

Customer

People

People mean when the company have good employs, its mean consultant, courtesy,
delight and satisfying customers.

Physical environment

Physical evidence intend when the supply service or surrounding attract to customer.
They including interesting external environment, internal plan and air conditioned.
For example- Signal herbal tooth paste stored in shops or supermarkets attractive and
regular.

Process

In the market world process is increasing day by day, process mean after sales services.
The uniliver Company fulfilled their process after sales service.
For e.g- customer care

Marketing Mix of Highland Milk Powder

Product Mix

Highland Milk Powder manufactured in Milco Company much time ago. This product is
maturity stage in the PLC. When the maturity stage product company have to do
diversifying brand and model.

Quality
Milco Company paid their high attention to manufactured highland milk powder than
other competitors.
Manufactured with rich creamy fresh milk no chemicals are added to make highland milk
powder instantly soluble.
Nutrition information
Per 100g

per one pack

Fat

26.00g

104.00g

Protein

26.40g

105.60g

Lactose

38.70g

154.80g

Vitamin A

205014mcg

820014mcg

Vitamin D3

20814mcg

83214mcg

Potassium

1085 mg

4340mg

Phosphorous

697mg

2788mg

Calcium

930mg

3720mg

Sodium

387.50mg

1550.00mg

Magnesium

100.75mg

403.00mg

Energy

497cal

1988cal

Brand name

Highland is very famous brand among the Sri Lankan peoples and them producing milk
packet, yogurt, ice cream, fresh milk and lot of things.
This milk powder brand name is Highland and owned to Milco Company.

Package

This milk powder including primary package and secondary package. milco company
paid their maximum attention to create this attraction package with manufactured date,
maximum price, expire date. Certifies and trade mark. Highland milk powder is available
in 400grm packets.

Warranties

ISO 22000:2005
HACCP

Price mix
Before the selecting a pricing method they emphasis three Cs model for Pricing setting.
1. Customer demand
2. Cost
3. Competitors Price
In the maturity stage profit is not high so first they try to do recover the cost and get more
profit by unit.
However the milco company following pricing objectives for to be,
1. Survival
2. Maximizing current profit

Promotion Mix

In the maturity stage product they mainly try to remind and reinforced Highland Milk
powder. So they promote by using,

a.
b.
c.
d.
e.
f.
g.

Advertisements
Leaflets
Banners
Cutouts
Through the internet
Posters
Allowances

Place Mix

Milco Company distributed their products not only supermarkets, especially government
sector shops and many shops too.

The company mainly used to two distribution channel to distribute their products, they are
given below,

Distribution channels

Milco
factory

Whole seller

Retailer

Customer

Milco
factory

Agent

Retailer

Customer

People

People mean when the company have good employs, its mean consultant, courtesy,
delight and satisfying customers.

Physical environment

Physical evidence intend when the supply service or surrounding attract to customer.
They including interesting external environment, internal plan and air conditioned.
For example- Highland milk powder stored in shops or supermarkets attractive and
regular.

Process

In the market world process is increasing day by day, process mean after sales services.
The Milco Company fulfilled their process after sales service.