Trends in Marketing Mix

Lanka Tiles PLC

Introduction to Lanka Tiles PLC• They are in the field for more than 35

years. • Market leader and premier manufacturer

in Sri Lanka. • Their designs and quality are second to

none. • Have capacity to produce about 2.3 million

square feet of tiles annually. • Productions conform ISO 13006 standards.

Vision “To be a leading producer of wall and Floor coverings and related products for the local and international markets”

Mission “The production and marketing of exceptional quality products at optimum affordability” “To manufacture and market quality ceramic products for comfortable living”

Key Efforts to Develop Export Markets • Commissioning of the first ever overseas

showroom in Bangalore to showcase the mainstream offerings under the LANKA TILES brand to the Indian market.

• Participation in the Coverings 2013 exhibition held in Atlanta, Georgia USA in a bid to penetrate the US and Canadian markets.

• Participation at the Cerasaie exhibition - 2013 in Bologna, Italy to help promote the brand in the European markets.

Marketing Plans Taken by LTPLC• Understanding corporate goals and objectives

of the company. • Making strategies for their actions in order to

meet the goals. • Budgeting. • Planning the actions. • Implementation of the actions. • Monitoring the progress. • Getting feedbacks.

SWOT Analysis Related to Sales and Marketing

Lanka Tiles PLC

Strengths• They have a strong distribution force all

over the country as well as in foreign countries.

• Their brand name is well known among the people globally.

• They mostly use machineries and raw materials with most advanced technology which are imported from Europe in order to maintain their higher quality.

Weaknesses• Moving to advanced technological changes

accordingly (Changing according to the rapid environmental changes).

• Getting adapted to the new changes of designs and fashions.

• Inability to allocate capital to make rapid changes in designs and fashions.

• Producing new styles immediately in order to beat the competitors.

• Incapability to fulfill the total requirements of the entire customers.

Opportunities• As African countries are in the developing

stage, there is a high demand for Lanka Tiles than their own productions (There is demand in countries such as Oman and Dubai also).

• In countries like India, the middle class people who are considered as the majority of its population mostly concern about foreign made tiles like Lanka Tiles.

Threats• The express changes and developments in

fashions and life styles of the customers. • Lack of availability of several raw materials for

their productions. In case of importing the raw materials from foreign countries, the cost tends to increase.

• Importations of foreign products reduce the demand for their products.

• Cost for energy sources such as fuel and electricity gets increased.

• Threat of new entrants into the current globalized market (Anyone can enter the market any time).

The Marketing Mix of LTPLC

The Marketing mix is mostly focused on the key 4P’s. They are;

• Product • Price • Place • Promotion

Product

Form of the product..•Tiles are durable product which can be used for long period of time for the consumer.•Lanka tiles product uses by both consumer and industrial categories. They have produce for individuals those who need and who come for their showrooms, and they have many sub dealers to sell their product to market.

• These tiles can be called as shopping product, because normally tiles are; Less buying frequency with compare to

convenience products. Customer involvement.

Levels of product

• Core-level - tiles can see and touch and identify the product.

• Actual level – In Lanka tiles they have many designs and

colors to fulfill the customer needs.Quality products which have the ISO 13006

standards.They do sponsors for sports, and other activates.They do promotions.

Product life cycle

• In Lanka tiles they have many products and all product have been past the introduction stage and some are in growth maturity stage,

• They do their marketing by their brand name; their brand name is in maturity level therefore they use to market their product by their brand name

Product mix

• They have doing the product mix based on demands.

• They have changed their sizes, designs for tiles.

Price

Which pricing strategy is using by Lanka tiles?• Lanka tiles is using market base pricing

strategy when they pricing.• They are not rely the cost• Some time they have to sell it on cost

price or some time they can sell it on good margin based on the market demand

What they want to know when they develop the product?• They have identify for whom to be produce• They have to know the customer’s willing• They have to product their market without

allowing the competitors

Is Lanka tiles customer satisfy their pricing?• Yes of course, that’s the only one reason for Lanka tiles

success

PlaceThis refers to how an organization will distribute the product or services they are offering to the end user. The organization must distribute the product to the user at the right time.

The Lanka tiles plc should concern with making products available when and where customer need.

Distribution Channels

producer

Whole seller

Retailer

customer

producer

Retailer

customer

customer

1.Dirct marketing

2.Indirect marketing

What channel of distribution will they use?Two types of channels of distribution methods are available .Indirect distribution involves distributing their product by the use of intermediary for example Lanka tiles selling to whole seller and then on to the retailer.

Direct distribution involves distribution direct from manufacture to he customer. For example Lanka tiles PLC selling tiles directly through showrooms. The advantage of direct distribution is that it gives manufacture control over their product.

Promotion

Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to target customers, companies must also communicate with their customers, to promote their product or service.

•Advertising Advertising media:-•broadcast media•print media•outdoor advertising•Online advertising

•Personal selling

Selling process:-•Identifying prospective customer•Target customer•Buyer trend•Approaching customer•Demonstration•Solution to customer•Order•Follow up

•Sales promotion

1. Identifying and winning new business opportunities .2. Developing a marketing team.3. Carrying out effective research and intelligence into competitor’s products.4. Overseeing and managing financial budgets.5. Constantly improving business development.6. Ensuring the achievement of a high standard of customer service.

Sales promotion tools include:-1. Money back guarantee2. Discounts3. Offers

•Public relations

•Helping to educational institutes e.g.- tiles architecture•Maintaining relations with local community•Sports e.g.- volleyball, cricket•CSR projects

Thank You