Gents shirts and

gents trousers

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Introduction
Until

foreign forces invaded our fair isle, we

were a nation second to none because we were
self sufficient in our staple food, rice. Rice was
not only our staple food but was also the base
for many a short-eats and sweetmeats.
With the commencement of the foreign market
forces, the degradation and regression of our
nation started with the introduction of imported
rice in place of our own, wheat flour, and milkpowder of multinationals that made us
malnourished and lethargic
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Considering the present situation,

there is a new trend being designed
for fast foods made out of rice flour in
Sri Lanka.This is due to the growing
demand for fast foods which are very
healthy since a person has got health
conscious. Driven by this demand for
Healthy Fast Foods , many a
companies have emerged to supply
the growing need of the people with
many a Rice based products.
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Industry Analysis
FastRice
Wheat
foodflour
inflour
SriProducts
Lanka
Products

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RICE PRODUCTION TRENDS WORLDWIDE

The

2011/12 global rice production forecast was raised 2.65 million tons in
the month of March 2012 to 465.4 million tons (milled basis). The crop is
almost three percent above a year earlier and the highest on record.
Australia, Bangladesh, China, Egypt, the EU, India, Indonesia, Pakistan,
and Sri Lanka account for most of the projected year-to-year increase in
global production in 2011/12.
In contrast, production is projected to be substantially lower in 2011/12
than a year earlier in Argentina, Brazil, Burma, Ecuador, Peru, the United
States, and Uruguay. By region, production was record-high in Asia, but
down sharply in the Western Hemisphere.
The bumper global rice crop is largely the result of expanded area. At
160.2 million hectares global harvested area in 2011/12 is up 2 percent
from a year earlier and the highest on record. South Asia accounts for
most of the projected increase in global rice area 2011/12. The average
global yield of 4.33 tons per hectare (rough-basis) is fractionally above a
year earlier and the highest on record.
(Information courtesy, ERS/USDA andwww.wherefoodcomesfrom.com )

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Reasons for new product

Food is an essential aspect for maintaining life. Rice
in particular provides many nutrients essential for
life. In Sri Lanka 99% use this for day to day life.
The purpose for developing new Rice Murukku
products could be due to:
A gap in the market, e.g. Wheat flour food products
New consumer pressures, e.g. economic crisis
Drop in customer loyalty or loss of market share
New ideas or technology
An emerging consumer demand, e.g. convenience,
health or indulgence.
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Sooriya Product (Pvt) Ltd

Sooriya

Product will produce manufacture, package

and distributor of local food products.
Sooriya Product will be an Indigenous appreciates
and environment-friendly company dedicated on
sustainable development and corporate social
responsibility, as a service to society and
preservation of nature.
Sooriya Product is going to make the best quality
Rice products from using the best local ingredients.
Rice Products will go to make, with using advanced
technology and many different flavors for utmost
customer satisfaction.
Sooriya Product headquarter will be situated in
Katunayake.
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Mission
MISSION
To

be a leading producer of fast

food based on dedication to
nature, corporate and process
Hygiene, dynamic leadership and
commitment to our partners and
stakeholders.

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Vision
To

be Sri Lankan Premier fast food

Company,
offering nutritious & superior quality
tasting foods to its consumers.
By 2018 we aim to achieve 30% of Market
Share, and while doing.
it we would be the best in terms of
consumer
value, customer service, employee talent,
and
consistent and predictable growth.
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The strength of Sooriya products Rice

Murukku
Present

rice production in Sri Lanka is around 4.8 million M/T

and this industry sustains about 880,000 farmer families.
Year round price-stability for local rice will be an incentive
and assurance for our rice farmers ameliorating their living
standards.
Getting the general public use to eating rice-Murukku in place
of more familiar wheat flour Murukku will substantially reduce
the import of wheat flour thereby saving foreign exchange.
One of the main reasons for diabetes, a major health hazard
we Sri Lankans are facing today is due mainly to the
consumption of wheat flour.
It will be a revolutionary project to free us from the present
servile economy.
At the same time it will be the beginning of a new food
culture. (SS)
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Why this Product?

Factors Driving Demand for Our Product

1)

Changing age profile- A relatively larger share of

young population which has the ability to spend on

fast foods
2)

Increase in income- The middle and upper middle

income groups growing at a faster rate than in

developed countries resulting in higher spending on
food
3)

Social changes- Increasing number of working

women

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Why this Product?

4)

Life style factors- Increasing

health consciousness and need

for convenience fruit drink
5)

Availability of Organized Retail

outlets- These provide the much

needed forward linkages
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Target Market
Primary

Market

Kids Fond of Sweet

Teens More experimental
Youth Experimental and more buying power
Working People
Housewives
Elderly people

Secondary

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Market

Travel Industry
Airlines, Railways and Local Transport Systems
Recreational
Movie Theatres, Malls, Amusement Parks.
School, Colleges
Hotels, Restaurants, Bars etc.
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Market Segmentation
Market

segmentation is the process in

marketing of
dividing a market into distinct subsets
(segments) that
behave in the same way or have similar
needs
Variables Used for Segmentation

1)
2)
3)
4)

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Geographic variables
Demographic variables
Psychographic variables
Behavioural variables
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Market Segmentation
Variables
Geographic Demo
By

leveraging the benefits of

liberalization and
integration of the markets of
the world, FP will
seek to serve both domestic
and international
customers.
Metropolitan Cities, major
cities/towns of the
states.
Density of Area: Urban,
Semi-urban, Rural.
Climate: Tropical
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Demographic
Age all age group
Gender Both Male and
Female
Family size - doesnt matter
Education - doesnt matter
Income middle & hi end
consumer
Occupation student,
working and retired people
nationality/race doesnt
matter
language - doesnt matter
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Market Segmentation
Variables
Psychographic
Personality
No
Lifestyle
Yes
Value
Yes
Attitude
Yes

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Behavioural
benefit

sought
product usage
rate
brand loyalty
profitability
income status
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Major Competitor Analysis

MGM

DISTRIBUTORS &
CO

RAIGM

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FOOD

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SWOT Analysis
INTERNAL

STRENGTH

Weakness

Adequate

Seasonal

availability of

Rice flour

raw
materials
Price,

a competitive

advantage
Natural
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availability of

Product.

Brand

acknowledgement
Late

entry into the

market.
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SWOT Analysis
EXTERNAL
Opportunity

THREATS

Participation with a growing

Cut throat
industry.
Competitive advantage over
competition
Wheat flue products
Success of incredible Sri
Unstable government
Lanka
campaign
policies
Possible deal with
Rising Global
government

Warming
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Marketing Mix (4 Ps)

Product: Rice

Murukku is a Fast food its made by

100% Local Rice flour
which will be produced and marketed by the
Sooriya Products Ltd.
Brand Name is Rice Murukku.
However, customers requirements change
over time.
In order to meet these changes, Different
taste (hot, sweet, chicken.) Different
shapes and Different size.
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Our Product variation

Chicken
flavored

Garlic
flavored
sweet
flavored

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chili
flavored
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Place: -

Sooriya Products they used

outsourcing rice flour for their
products .Then they manufacturing And
packaging of Rice Murukku, under
Sooriya Products brand.
Use white and red rice flour for the
product.
Rice flour would be purchased from local
farmers
Mode of Transport: Road Transport

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Price: As

a new comer Rice Murukku pricing

strategy is to introduce our products in the
market at lower prices so as to create huge
demand in the market and then compete
with other competitors. First price 200g is
Rs:100

As

we come up in the demand, we will

increase our prices and will provide more
efficient and affordable Rice Products.

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Promotion:Sooriya

Products mainly focus is on nationalist group

and health conscious people,

We

can Increase nationalist advertising by using TV and

Radio Commercial.

At

Sooriya Products the prime focus is on targeting

children. In happy meals too which are targeted at
children small toys are given along with the product.

As

we are in the Introduction phase, our objective is to

create brand awareness through Informative Advertising.

Use

of Print Media, Radio Advertisement, Hoardings in

Public Spots, Sample Distribution, Organizing Events, TV
Commercial etc.

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Promotion:Tie

Up with major Cinema halls to promote our

products during Intervals.

In-film

advertising, in its most effective form, is

about a brand being a part of the cinema's content

Web

Marketing:

Social

Networking: In order to reach out to the TA

and ensure that they feel more connected with the
brand it is necessary to start making conversation.

By

using face book and twitter we can create a

community and Fan page

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Direct Channel
Sooriya

Product will have a simple

distribution network. In evaluating possible
channels,
the business will first analyze the distribution
channels used by area competitors.
The business distribution channel will consist
of the use of local distributors, wholesalers,
and retailers.
The professionals at Sooriya Product will
shop online wholesalers for the purchase of
Products. Stylists will use local distributors and
retailers for the purchase and resale of hair
products, accessories, and supplies.
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5 Year Planning
Target

of capturing 5% of the market share

within a year and
30% by 2017-end
Initially we would be outsourcing the
processing of Rice, but
after 3 years we would check the feasibility
of starting our own
Farming processing plant.
We would open Satellite Branches in Major
Cities to facilitate
product training & improve on Market Share.
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References

Armstrong, G. & Kotler, P. (2009). Marketing: An introduction (9th ed.). Upper Saddle River, NJ: Pearson
Education.

business concepts. (2014).domestic marketing. Available: http://www.mbaskool.com/businessconcepts/marketing-and-strategy- erms/7283-domestic-market.html. Last accessed 07 Nov 2014

businesscasestudy. (2013) international market. Available: http://businesscasestudies.co.uk/businesstheory/marketing/international-marketing.html#axzz37G6p6xTL. Last accessed 20 Nov 2014

buyer behavour. (2014).buyers behaviour. Available:

http://www.cim.co.uk/marketingplanningtool/tech/tech1.asp. Last accessed 11 Nov 2014

economic times. (2014). positioning. Available:

http://economictimes.indiatimes.com/definition/positioning. Last accessed 11 Nov 2014.

Kerin, R. A., Hartley, S. W., Berkowitz, E. N., & Rudelius, W. (2009). Marketing (9th ed.). New York, NY:
McGraw Hill.

Kotler, P. & Keller, K. L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice-Hall.

learn marketing. (2014). microenviroment. Available:

http://www.learnmarketing.net/microenvironment.htm. Last accessed 07 Nov 2014

LSS. (2014).marketing mix. Available: http://www.lsst.ac/docs/hndb/Marketing%20Principles.pdf. Last

accessed 11 Nov 2014.

marketing. (2014).marketing mix Available: http://www.marketingdirecto.com/actualidad/checklists/las-7p-del-marketing-de-retencion-de-clientes/. Last accessed 20 Nov 2014

Mcdondalds . (2014 ).marketing. Available: http://www.mcdonalds.co.uk/ukhome.html. Last accessed 07

Nov 2014.

Perreault, W. D., Cannon, J. P., & McCarthy, E. J. Jr. (2009). Basic marketing: A marketing strategy
planning approach (17th ed.). New York, NY: McGraw Hill.

promotional activities . (2014). promotional activities. Available:

http://www.business.qld.gov.au/business/running/marketing/marketing-basics/choose-promotionalRice Flour Murukku
3/11/16 Last accessed 20 Nov 2014.
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activities.

Thank YOU

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