A symbol of quality and freshness
First of all I would like to pay my Thanks to ICBT City Campus for giving me the opportunity to do this project. Then I would like to thanks Ms.Inoka Gunaratne for guiding as well as helping me in doing this project. In the same time I would like to thank all the lecturers for keeping my knowledge up.
At last but not the least I would like to thank My friends, My mother and my Sister for helping me in doing this project.
This report is all about launching a new product under the frozen foods category. The product is named as “Gram balls” which is being introduced by NEL FARM for the first time in Sri Lanka.
This report will be telling the reader what are elements used in the marketing process and how they impact when they make the marketing decisions.
The cost and benefits are also being explained in terms of the new product and how the micro and macro environmental factors impact the marketing decision.
Further, a segmentation criteria is proposed and the targeting strategy which is to be applied to cater the customer segments.
The buyer decision making process and the buyer characteristics are also explained in detail when the consumers are going to purchase the product.
A positioning and the marketing mix, that is the price, place, promotions and product is being proposed in order to cater the product to the whole market.
This report also explains the difference between the B2B marketing and the B2C marketing and in conclusion to this, the product is being planned to export to China and to be exported what are the changes that need to take place in the domestic marketing mix.
Table of Contents
2) Definition of Marketing
3) Marketing Process Overview
4) Costs and benefits of launching the new products
5) Impact of Micro and Macro Environment
6) Segmentation Criteria...