managing customer value

8/2/2019 Managing Customer Value

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GROUP ASSIGNMENT – GROUP 1

REPOSITIONING STRATEGIES AND

ISSUES FOR BABY CHERAMY

GROUP MEMBERS:

ARCHCHANA VEKNESWARAN – CB 003654

FATHIMA FARISTA JABARJAN – CB 003753

KUGADHEP CHANDIRAKUMAR – CB003721



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INTRODUCTION TO HEMAS

•Hemas is one of the top diversified conglomerates in SL with 20

active subsidiaries.

•

Operates in 5 different sectors –

FMCG, healthcare, transportation,power and leisure, started its operations in 1948 (Hemas Annual

Report, 2009).

MARKETING PHILOSOPHY

• Adopted societal marketing concept – ECCD programs



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PRODUCT PORTFOLIO



SWOT ANALYSIS

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STRENGTHS WEAKNESSES

• Being a Sri Lankan company•Long term sustainability•Wide range of products•Recognition through awards•Being a market leader•Lean manufacturing systems•Financial Stability

•Lacking back in certain segments•Customer perception•Lack of promotion•Other brands located in B/C racks

OPPORTUNITIES THREATS

•End of civil war in SL•Rate of child birth•Qualified work force accessibility•Increase in consumer spendingpattern

•Competition from importedbrands•Increases in taxation rate•Environmental Pollution•More recognition towards P/G

and Unilevers



PORTER’S 5 FORCES ANALYSIS

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STRATEGIC GROUP MAPPING

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PRODUCT PRICE

•Variety•Package•Features•Size

•Market Price•Special schemes

PLACE PROMOTION

•Channel•Reach•Store Displays•Online Shopping

•Tag Line•Tools

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Hemas could adopt Image Repositioning and Product Repositioning.



IMAGE REPOSITIONG

Creating a strong brand image to combatcompetition stemming from the industry.

Getting medical approvals that ensures that thebrand is out of any harm to the skin conditionsof toddlers - SL College of dermatologists

Graduates to enhance the current ingredients tomake it more effective on tender skinconditions.

Celebrity endorsements in promotions.

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PRODUCT REPOSITIONING

Most of the customers are expecting morevariety from Baby Cheramy.

Hemas could improve their backward verticalintegration.

Hemas could also use organic and natural

ingredients to their new varieties or couldintroduce a product range.

Promotions.

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Get adapted to the evolving changes in the currentmarket to be successful in the market.

By using the strengths identified in SWOT, it could

invest more in R & D and quality standards. Seek the unarticulated needs of their customers and

should utilize its unique resources and capabilities todevelop new products.

Hemas could be able to develop marketingintelligence.

By doing all the above it should be able to develop acustomer centered culture which would lead to thesuccess of the repositioning of the business venture.

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managing customer value

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