This report is about a product (Carrot-Lite ice cream) that is to be introduced to the market and it analyses a marketing plan for the new product which is launching under the brand Cargills Magic. This includes SWOT and PEST analysis, Marketing research,

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GROUP ASSIGNMENT        MARKETING 

ABSTRACT

This report is about a product (Carrot-Lite ice cream) that is to be introduced to the market and it analyses a marketing plan for the new product which is launching under the brand Cargills Magic. This includes SWOT and PEST analysis, Marketing research, Market segmentation and Marketing mix of the product.

ACKNOWLEDGEMENT

We take this opportunity most respectfully & sincerely to thank all the people who help in many ways to accomplish this project a success.

Our most sincere gratitude & appreciation goes to Miss. Nilusha Gallage for giving her guidance & spending precious time with us through this project. And also our sincere thanks goes out to all lectures who gave their valuable knowledge, the APIIT library staff- providing us with all reference material & the APIIT computer lab staff for helping us in computer documenting findings.

Finally, our special thanks go to our beloved friends in DF0931BA batch & our beloved parents’ corporation by providing necessary information to make this project a success.


Table of Content

Contents

INTRODUCTION

With the need and wants of the customers are constantly changing, every company should always look to introduce new products and services which addresses these needs in order to survive and to be competitive. Thus “Carrot Lite’ Ice cream will provide an all new experience and taste to the ice cream loving consumers.

 “Carrot-Lite” is a nutritious vegetable ice cream with a unique taste of carrot, introduced for the first time in Sri Lanka under well known brand “Cargills magic”.  Customers will not only be able to taste the delicious milky carrot flavor with carrot topping but also will be able to get all the nutrition which a real carrot gives.

Overview of the company

Cargills Ceylon PLC is a well established company in Sri Lanka and it has become a trusted company for over 25 years. Cargills has the largest chain of retail food outlets in the island with Cargills Food City rated the Most Valuable Retail Brand in Sri Lanka. The retail chain is geared with over 100 outlets spread across the island covering 17 districts. Their widespread retail network coupled with their direct link with the agricultural community brings affordable and nutritious food to all Sri Lankans.

Cargills PLC concentrate on the following products and they use Cargills food city to reach the target customer with Cargills Magic Ice Cream, Cargills Meat, Cargills Kist, and Cargills Lanka Milk

Cargills Magic

Cargills Magic is rated as the fastest growing brand in Sri Lanka. Made from fresh milk produced by local dairy farmers Cargills Magic is a big part of the promise of bringing nutritious, quality food to consumers at an affordable price and empower the Sri Lankan dairy sector.

Around 4,000 dairy farmers located in Banduragoda, Hanguranketha and the coconut triangle directly supply fresh milk to Cargills Magic. At the Cargills Magic factory, the entire production process is automated with the high tech plant able to churn out as much as 3,200 litres of ice cream per hour.

Cargills Quality Dairies which manufactures Cargills Magic is the first dairy products processing and manufacturing company to be with accredited with ISO 22000 (Food Safety), ISO 14001 (Environmental Management system) and ISO 9001 (Quality Management System).

Breaking away from the norm Cargills Magic is trailblazer in its arena being the first Ice Cream manufacturer to introduce fresh fruit, indigenous flavors and festive collections to its product portfolio. (Cargills plc online)

Our customers

Cargills is in the FMCG (fast moving consumer goods) industry where their products are consumed by consumers in a daily basis. E.g.: food items. Therefore we plan to target the customers who shop at super markets and other retail outlets to purchase FMCGs and who are health conscious and at the same time would like to enjoy and taste ice cream.

The Marketing Philosophy – Societal Marketing Concept

The marketing concept to carry out Carrot-Lite ice cream will be Societal Marketing Concept. It is a marketing concept which focuses not only about the benefits which the company can gain but also the social welfare. Through this concept we will look into adding value to consumers in the short run addressing their needs and also their wellbeing in the long run

Vision

To be a Global Corporate Role model in Community Friendly National Development.

Mission 

Serve the Rural Community, our Customers and all other stakeholders through our core business – food with love – and other related businesses, based on our three main principles of 

  • Reducing the cost of living
  • Enhancing youth skills
  • Bridging regional disparities
  • By enhancing local and global markets.
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SWOT ANALYSIS

(Figure 1)

Strengths

  1. Carrot-Lite is introducing to Sri Lankan market by the brand Cargills Magic a core product of Cargills PLC which is a famous FMCG manufacturer who had grabbed consumers in Sri Lanka since 1844.
  2. This is the first time a vegetable ice cream is being introduced to the Sri Lankan market, so people who are extremely buying only the nutritious food items will get attracted to this Carrot-Lite.
  3. This is not like other flavoured ...

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