TASK ONE
Strategic Marketing Plan for Maliban Dairy & Agri
Products (Private) Limited
1. Executive Summary
This strategic marketing plan outlines the roadmap for the successful launch of a new Maliban
Dairy consumer brand for the financial year 2025/26. Aimed at achieve a minimum revenue of
Rs.500Mn and achieving 60% brand awareness by the end of the 1 st year, the plan identifies
market trends, competitors, and consumer demand to ensure a competitive edge. Strategies
consider about following, target marketing, product differentiation, and an optimized marketing
mix. The plan is limited to a Rs 200 million marketing communication budget while ensuring a
gross profit ratio of 50%. Positioned as a convenient, healthy, and tasty drink, the product
targets urban youth aged 18-30, focusing on their dual need for taste and nutrition. We propose
monitoring and evaluation mechanisms to ensure market leadership by 2030.
The strategic marketing plan is designed to achieve the following key objectives:
Generate a minimum revenue of Rs.500Mn in the financial fiscal year.
Achieve 60% brand awareness within the first 12 months of launch.
Capture a 15% market share in the functional beverage segment by the end of 2026.
2. Situational Analysis/ Marketing Audit
This section provides a detailed analysis of the internal and external environment to ensure the
successful launch of the fortified flavored milk drink. The insights help identify opportunities,
threats, market dynamics, and competitive factors critical to the launch strategy.
2.1 Introduction to the Company and Product Concept
Maliban Dairy & Agri Products (Private) Limited is an extension of the renowned Maliban brand,
synonymous with quality and trust. The company seeks to expand into the functional beverage sector
with a fortified flavored milk drink targeted at health-conscious youth. The product will offer a blend of
nutrition and taste, enriched with essential vitamins, minerals, and probiotics, packaged in convenient
200ml tetra packs.
This initiative capitalizes on Maliban's legacy of uncompromised quality and the growing consumer
preference for health-focused beverages. The fortified milk drink aims to fill the gap in the Sri Lankan
market for a competitively priced, nutrient-rich, and flavorful drink.
2.2 Nature of the Industry: Opportunities and Threats
Opportunities:
Rising health awareness.
Increasing demand for functional and fortified beverages.
Rapid urbanization and preference for convenience products.
Consumers' interest/passion for local products
preference for milk products in young children
Threats:
Price sensitivity among consumers.
Strong competition from multinational brands like Anchor and Milo.
Lack of trust in milk powder among some consumers
2.3 Nature of the Market, Market Size, and Structure
The functional beverage market in Sri Lanka is valued at approximately Rs.15Bn, growing at a CAGR of
8%. Key players include multinationals, with local brands holding a 25% share.
2.4 Nature of Demand and Influencing Factors
Factors Affecting Demand:
Health consciousness.
Brand loyalty.
Availability and pricing.
Elasticity: Moderately elastic; price reductions lead to significant demand shifts.
2.5 Nature of Competition
Main competitors include Nestlé, and Fonterra. Emerging startups and private labels also pose a
challenge. Price, product quality, and marketing efficacy are key competitive differentiators.
2.6 PESTEEL Analysis
Political: Stable governance supporting local industries.
Economic: Rising disposable income in urban areas.
Social: Growing health consciousness.
Technological: Advanced packaging technologies available locally.
Environmental: Demand for eco-friendly packaging.
Legal: Compliance with Sri Lanka Standards (SLS).
Ethical: Need for transparency in ingredients and health claims.
2.7 SWOT Analysis
Strengths: Established brand equity of Maliban.
Weaknesses: Lack of direct experience in beverage marketing.
Opportunities: Expanding the portfolio in a high-growth segment.
Threats: Aggressive multinational advertising and consumer loyalty to existing brands.
3. Sales & Marketing Objectives
a. Achieve Rs.500Mn revenue by Financial Year 2025/26.
b. Establish 60% brand awareness within the first year.
c. Secure a 15% market share in the functional beverage segment by 2026.
4. Marketing Strategies
4.1 Target Marketing Strategies
Focus on urban millennials (18-30 years) across Colombo, Kandy, and Galle, emphasizing
convenience, health, and taste.
4.2 Generic Strategies
Adopt a differentiation strategy, highlighting unique health benefits, fortified
ingredients, and premium taste.
4.3 Marketing Mix Strategies
Product:
Flavored milk drink in 200ml tetra packs.
Fortified with vitamins, minerals, and probiotics.
Price:
Retail price: Rs.100 per unit.
50% gross profit margin maintained.
Place:
Distribution through supermarkets, retail shops, and online platforms.
Promotion:
Integrated campaign combining ATL, BTL, and digital channels.
4.4 Growth Strategies
Expand product line with multiple flavors post-launch and explore export opportunities to
South Asian markets.
5. Tactics, Action Plans, and Budgeting
5.1 Tactics & Action Plan
Pre-launch:
o Market research and influencer partnerships (3 months).
Launch Phase:
o National media campaign (TVC, social media, radio).
o Sampling and PR events in urban centers.
Sustained Efforts
o Monthly social media engagement and targeted online ads.
5.2 Sales Budget
Annual sales target: 5 million units (average price Rs.100/unit).
5.3 Marketing Communication Budget
Digital: Rs.40Mn (SEO, PPC, YouTube, social media).
ATL: Rs.80Mn (TVC, newspaper, and radio).
BTL: Rs.60Mn (sampling, hoardings, PR events).
Contingency: Rs.20Mn.
5.4 Budgeted Profit and Loss Statement
Revenue: Rs.500Mn
Gross Profit: Rs.250Mn
Marketing Costs: Rs.200Mn
Net Profit Before Admin Costs: Rs.50Mn
6. Monitoring, Evaluation, and Control
1. Monthly sales tracking and brand awareness surveys.
2. Digital analytics (CTR, engagement rates).
3. Quarterly reviews to adjust marketing tactics.
7. Appendix
Market research findings.
Sample survey questionnaires.
Detailed competitor analysis.
Appendix Details with Suggestions
Market Research Findings
Table 1: Functional Beverage Market Overview
Aspect Detail
Market Size (2024) Rs.15Bn
Growth Rate 8% CAGR
Key Players Nestlé, Anchor, Milo, Private Labels
Consumer Preferences Fortification, convenience, flavor
2. Competitor Analysis
Competitor Strengths Weaknesses Opportunities Threats
Nestlé Established Higher prices Growing premium Emerging local
global presence segment brands
Anchor Affordable, Limited flavors Health-focused Aggressive new
trusted quality innovations entrants
Milo Strong brand Perceived as less Targeting fitness Price wars
equity, taste healthy trends
3. Sample Survey Questionnaire
Include a draft survey for gathering consumer insights. Example:
Demographics: Age, gender, location.
Purchase Behavior: Frequency of buying flavored milk drinks.
Preferences: Most important factors: price, taste, health benefits.
Brand Recall: Awareness of competitors.
Feedback on Concept: Interest in fortified flavored milk.
4. Demand Analysis
Table 3: Demand Elasticity Scenario Analysis
Price Change Expected Sales Change (%) Revenue Impact (Rs.)
5% Increase -8% Decrease of Rs.40Mn
5% Decrease +12% Increase of Rs.60Mn
5. PESTEEL Analysis Summary
Table 4: Key PESTEEL Factors
Category Factor Impact
Political Support for local industries Positive
Economic Rising disposable incomes Positive
Social Urbanization trend Positive
Technological Advanced packaging tech Positive
Environmental Eco-friendly preferences Neutral (needs adoption)
Legal SLS compliance Neutral
Ethical Transparency demands Positive
6. Marketing Communication Budget Breakdown
Table 5: Allocation of Rs.200Mn Budget
Category Activity Cost (Rs.)
Digital SEO, PPC, social media ads 40,000,000
ATL (TVC, radio) TVC production, airing 80,000,000
BTL Sampling, events, hoardings 60,000,000
Contingency Reserve funds 20,000,000