Marketing Plan for
Prima Plain Flour
1kg Pack
Group - A3
1
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basic marketing plan for floor manufacturing product
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2018/2019
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Marketing Plan for
Prima Plain Flour
1kg Pack
Group - A
Introduction
- Singapore based company
- Prima Ceylon (Private) Limited comes under Prima Group,
established in 1977
- Advanced Swiss technology, high efficiency grain milling capacities
- Prima had a monopoly in milling until mid 1990s until Serendib
Mills was set up.
Situational Analysis
SWOT Analysis
Market leader with overall market share of 75%.
Trustworthiness through 40 years of brand image
Island wide distribution network. (Availability)
Easy to use
Fresh and Hygienic
Higher Durability than scoop flour
Market leader with overall market share of 75%.
Trustworthiness through 40 years of brand image
Island wide distribution network. (Availability)
Easy to use
Fresh and Hygienic
Higher Durability than scoop flour
Strengths
SWOT Analysis
Increase in the fast food consumption with the busy life
style
High concern on hygienic flour.
High profit margin
Increase in the fast food consumption with the busy life
style
High concern on hygienic flour.
High profit margin
Opportunities
SWOT Analysis
Government price controls for flour.
Threat from the substitute products
Less healthier (Ex-Rice flour is more healthier)
Price gap with scoop flour and other competitor flour.
Competition from local competitors with Sri Lankan identity.
(No Emotional relationship)
Government price controls for flour.
Threat from the substitute products
Less healthier (Ex-Rice flour is more healthier)
Price gap with scoop flour and other competitor flour.
Competition from local competitors with Sri Lankan identity.
(No Emotional relationship)
Threats
Market Demographics
Region - Families across the country
Age - Age group between 10 -
Gender โ Male/Female
Income class โ Middle and upper middle
Marketing Strategy
Target Markets
Positioning
Marketing Mix
Segmentation
- Geographic - City areas (Super Markets) - Sub urban areas (Main retail shops)
- Demographic - Middle class - Upper middle class
- Psychographic - Hygienic concern households
- Behavioral - Benefits - Potential uses - Positive attitudes
Positioning
Prima Plain Flour 1kg as a premium product
in terms of,
o
Hygienic
o
Quality
o
Easy to use
Positioning Statement
Positioning through Marketing Mix
4Pโs strategy for Plain Flour 1kg
o
Product
o
Price
o
Place
o
Promotion
Price
o Premium price โ Price effects the quality (โ high price high quality โ)
o
Special price for Self Employed food makers
o
Mentioning โ Cleaned flour โ logo (Piripahadu Karana Lada) to show the
price is reasonable. (Use cooking experience when advertising)
Place
o
Super Markets โ to capture the target market
o
Main Retail shops โ to enhance the availability