Marketing Report: Keells, Cargills, and Spars Campaign Analysis

This report analyzes marketing campaigns of Keells Super, Cargills Food City, and Spars supermarkets in Sri Lanka, focusing on the application of key marketing concepts. It examines how each supermarket employs market segmentation, target marketing, product positioning, differentiation, and customer-driven marketing strategies. The report provides a comparative analysis of these strategies, drawing conclusions about their effectiveness in the competitive supermarket landscape. The analysis includes a review of the campaigns' use of mass media and their approach to reaching different market segments. The report assesses the strengths and weaknesses of each company's marketing efforts, offering insights into how they can improve their strategies. The report also reflects on how the companies have adapted their strategies to the Sri Lankan market and highlights the importance of understanding consumer behavior. The report concludes with a summary of the key findings and recommendations for future marketing campaigns.

Consultancy Report for Supermarkets

Abstract
Marketing is important activity that contributes in promotion of goods and services in
market for the purpose of increment in their popularity. This has direct positive impact over the
sales of that particular products as marketing stimulates the demand through bring improvement
in their overall featuring. The three different organisation are considered under this who use
marketing campaign technique to improve the sales of their product. To analyse the effectiveness
of marketing campaign focus over the identification of the the method used for promotion of
same product. Facebook is determined as the most effective that help in wider promotion along
attraction of customers.

Contents
Abstract............................................................................................................................................2
TASK...............................................................................................................................................4
Market segmentation....................................................................................................................4
Target marketing..........................................................................................................................5
Product Positioning......................................................................................................................5
Differentiation..............................................................................................................................1
Customer Driven Strategy ...........................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................5
.........................................................................................................................................................5

INTRODUCTION
Marketing is the core activity of every business and with the help of this concept the
products and services are made available to the final users. It is very essential that decisions
regarding same are taken carefully and after analysing the other companies marketing strategies
that are dealing in the same industry so that competitive advantage can be achieved. Richlife
Dairies Sri Lanka, Fonterra and Chello Dairy Products are three private organizations and are
known retailers for yogurt. The following report will critically analyse how each of these
enterprises are doing the segmentation, targeting, positioning and differentiation in the marketing
practices for yogurt. How customer driven promotion strategies are formulated by different
companies will also be highlighted.
TASK
Market segmentation
This is a process of dividing the whole market potential customers into groups keeping the
similar characteristics as the basis. Those who are in same cluster react similarly to the various
promotion tactics that are used by the commercial enterprises (Wedel and Kamakura, 2012). The
following tables will do the comparison of how Richlife Dairies Sri Lanka, Fonterra and Chello
Dairy Products adopts different tactics for marketing of yogurt among customers.
Richlife Dairies Sri Lanka Fonterra Chello Dairy Products
This enterprise divides its
total customers on the
basis of what are the
purpose of customers
behind consuming
yogurts. Accordingly, it
has made the segments of
children youth and adults.
Different flavors are made
available which are
produced as per the taste
preferred by these
The segmentation of
Fonterra is done at global
level. Its segments have
equal number of teens, kids
and grownup school going
children. Company has its
customers from around 140
countries and everywhere it
has segmented on the basis
of age group.
This company has made different
segments of yogurt in which the
maximum share is covered by
anti-healthy devotees. The other
groups are of those who are seek
for health, lovers of the yogurts,
one who desire for taste. This
way the whole market is divided
into four segments and
accordingly ensure the
availability of the product.

segments.
Target marketing
In market there are numerous people but not all of them are the customers of company.
There is a group of people who are expected to purchase the goods and services that are offered
to them and they are the target customers (Weinstein, 2013). All the promoting strategies are
formulated keeping them in mind and this concept is referred to as target marketing.
Richlife Dairies Sri Lanka Fonterra Chello Dairy Products
The overall market is
targeted on the basis of
the income group as there
are lower, middle, upper
and middle class
customers for all the dairy
products. Maximum
attention is given to the
middle and lower group as
it offers more
opportunities to the brand.
This company in order to
maximize its sales targets the
infants, gym freak and
elderly people. According to
the present trend people are
more cautious for their health
and focus on maintain a
healthy lifestyle (Fonterra
moves with consumer trends,
2018) The referred to
enterprise focus on this
attribute and deliver healthy
yogurt so that they can
attract most of this targeted
market.
This company focuses on
maintaining high quality hygiene
and technology supported
manufacturing process.
Therefore, it targets the group
which is more concern with the
standards and do not
compromise with the quality
even if the cost is high (Chello
Dairy Products (Pvt) Ltd.-Chello
Yogurt, 2019). This way the
focused customers are the upper
class customers for whom cost is
not the concern but brand name
is.
Product Positioning
In order to differentiate own product from the other that are already existing in the same
field positioning is done (Kwak and Kim, 2013). Through this the promotion of product is done
by highlighting the benefits that are associated with the merchandise and this practice is known
as product positioning.
Richlife Dairies Sri Lanka Fonterra Chello Dairy Products
Positioning of yogurt by
this enterprise is done by
promising that the product
In order to capture maximum
market Fonterra position its
products by promising that
This brand position its product as
an elegant brand product which
is made using best technology

is healthy affordable and
is easily available
everywhere in the market.
they are environmental
sustainable, which are
concern for community and
delivering the healthiest
dairy yogurt possible
(Foneterra our markets,
2019). The other way
through which this brand has
position itself is through
designing attracting
advertisements very
carefully.
and is free from any kind of
unethical practice. It markets its
products by highlighting the
production process which is
followed at the sites and ensures
that no adjustments are done
with the product quality.

Differentiation
In terms of marketing, differentiation is about the process which help in distinguishing
the product from others. The main advantage associated with the usage of this technique in
marketing that make the products more attractive in particular target market. The application of
this approach is used to attain competitive advantage in market. In the process of its successful
application, organisations must focus over promotion of distinctive features that are different
from others exist in market (Houde, 2012). This will provide an opportunity to create unique
image in market along with attainment of determined targets. The different organisations
marketing campaign compared on the basis of this concept includes Richlife Dairies, Fonterra
and Chello Dairy products (Pvt) Ltd. These organisations are competitor of each other. There are
many products in which these organisations deal. In last 12 months of time period, all the three
organisations focus over the marketing of their one specific product “Yoghurt” to improve the
sales. To determine the effectiveness of their marketing campaign, comparison is done in
between all three organisations on the basis of the marketing concept of differentiation. Analysis
in respect to same is provided below:
Richlife Dairies Fonterra Chello Dairy products (Pvt)
Ltd
The medium of marketing
used by this organisation is
Facebook and local
newspaper. To justify the
aspect of differentiation,
management of this
organisation focused over
promotion of product by
mentioning that available in
two types drinking and set
yoghurt. So, it justifies the
requirement of every kind of
consumers.
The medium used by this
organisation for promotion of
their new offering is YouTube.
The new product introduced
by this organisation named as
New Anchor Newdale Mango
Blast Yoghurts. The
promotional campaign in
respect to this product on
YouTube justifies the concept
of differentiation. As
specifically information is
provided in context of the
The medium used in respect to
the promotion is same with
Fonterra i.e. YouTube. The
marking campaign of this
organisation specifically
provides the information that
they have two varieties of
Yoghurts such as set and
drinking. This depicts that no
one in market can be
disappointed with the
offerings. Also, featured in the
campaign that in context to the
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Secondly, focused over the
description of the features and
different varieties available in
both products. Drinking
Yoghurt comes in 6 different
flavours. This will help the
active and busy people in
satisfaction of their nutritional
needs and taste preferences.
Set Yoghurt is made from
100% cow’s milk which
containing the goodness of
natural dairy nutrition along
with creamy texture flavour.
The aspect of differentiation is
totally justified as proper
information is provided in
respect to qualitative features
along with various variants.
availability of flavoured
yoghurt which is good in taste
and have less added sugar
(Richlife Dairies Sri Lanka,
2019). So, this presents their
product different from the
competitors in organisation.
both variants number of
flavours are available. Set
yoghurt is available in 2
different flavours and number
of sizes i.e. Jelly fruit and
Kithulpeni. While, considering
about the drinking yoghurt 5
different flavours are present
i.e. Vanila, Mango, Strawberry
etc. So, the aspect of
differentiation is totally
justified from their marketing
campaign as all necessary
information is gathered in
respect to their offerings.
Customer Driven Strategy
In marketing, this is about satisfaction of the consumers through providence of all
necessary information about the product through the usage of the medium which is accessible
easily in daily life. All the three organisations which are analysed includes Richlife Dairies,
Fonterra and Chello Dairy products (Pvt) Ltd. On comparative basis their marketing campaign
adjudged in respect to the yoghurt that this justifies the concept of marketing or not. Analysis in
respect to this done below:
Richlife Dairies Fonterra Chello Dairy products (Pvt)
Ltd
The medium of marketing is The medium used by this The medium used is YouTube.
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used by this organisation is
Facebook and newspapers. On
the basis of the accessibility,
these has huge scope in market
(Fonterra, 2019). Facebook
easily help to get in touch with
the customers which are
technology friendly and
specially those which are
young in age. On the hand,
newspaper help to build
connection with consumers
that doesn't have much
connection with technology
i.e. old in age and working
over households. So,
determined that this
organisation has good ability
to build connection with each
type of consumers present in
market. The information
provided in respect to the
product like Yoghurt is
complete in nature i.e. all
information regarding feature
and variant is available.
organisation is YouTube. The
contribution of this
promotional medium has
significant coverage over the
consumers but less than the
Facebook and newspapers.
This is so because the market
of consumers who get the
information about the product
offline is more against to the
online (Fonterra - Anchor
newdale yoghurt, 2019). The
promotion of Yoghurt over
YouTube helps to build easy
connection with the consumers
which are technology friendly.
On the basis of the product
information including features,
organisation done good.
The accessibility of this is only
over to the consumers which
are active users of internet and
digital platforms. Not effective
in nature to provide
information to the large
segment of consumers that
focused over offline
advertisements to know about
the offerings of the
organisation (Chello Dairy
Products (Pvt) Ltd. 2019).
In respect to the information
about the features of product,
organisation is done good and
able to provide all effective
information.
CONCLUSION
It has been concluded from the above analysis that all the organisations are doing good in
market. The approach used for marketing by the Richlife is more competent in nature as covers
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the both online and offline segment. This will improve the reach and help in satisfaction of each
and every concept of marketing. Otherwise, the two organisations use YouTube that limits their
scope to the technology friendly consumers. Still, able to justify many aspects of the marketing.
Apart from this it is also found that how by positioning and segmenting differently the different
organisations are able to cover maximum market share. It shows that to achieve the competitive
advantage the market tactics should be well planned and decided after doing complete analysis of
the business environment.
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REFERENCES
Books and Journals
Wedel, M. and Kamakura, W.A., 2012. Market segmentation: Conceptual and methodological
foundations (Vol. 8). Springer Science & Business Media.
Weinstein, A., 2013. Handbook of market segmentation: Strategic targeting for business and
technology firms. Routledge.
Kwak, M. and Kim, H., 2013. Market positioning of remanufactured products with optimal
planning for part upgrades. Journal of Mechanical Design. 135(1). p.011007.
Houde, J.F., 2012. Spatial differentiation and vertical mergers in retail markets for gasoline.
American Economic Review. 102(5). pp.2147-82.
Online
Fonterra moves with consumer trends, 2018. [Online]. Available through
<https://agrihq.co.nz/topic/genetics-and-science/research/first-nz-capital-upbeat-on-
delegat>.
Foneterra our markets, 2019. [Online]. Available through
<https://www.fonterra.com/nz/en/about/our-markets.html >
Richlife Dairies Sri Lanka- richlife yoghurt, 2019 [Online]. Available Through:
<https://www.facebook.com/richlifelk/>
Fonterra - Anchor newdale yoghurt, 2019 [Online]. Available Through:
<https://www.youtube.com/watch?v=JAKQjMC4LNU&feature=youtu.be>
Chello Dairy Products (Pvt) Ltd.-Chello Yogurt, 2019 [Online]. Available Through:
<https://www.youtube.com/watch?v=Gums8fcq7qk&feature=youtu.be>
Richlife Dairies Sri Lanka, 2019 [Online]. Available Through: <http://www.richlife.lk/>
Fonterra, 2019 [Online]. Available Through: <https://www.fonterra.com/lk/en/about-fonterra-
srilanka.html>
Chello Dairy Products (Pvt) Ltd, 2019 [Online]. Available Through:
<http://www.chellodairy.com/>
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