1. 1
Task 01
1.1 Introduction
HEMAS is one of Sri Lanka s top diversified conglomerates, with a focus on five key
sector FMCG, Healthcare, Transportation, Leisure, power and Strategic investments.
They are publicly listed company with over 2000 employees. Their products and services
touch the lives of millions of people from new born babies to large international business.
They are working with their communities to create exciting learning environment for
future generations. Several recognizable brands including Clogard, Baby Cheramy, Diva
and Kumarika.
1.1.1 History
Founding of HEMAS (drugs) Ltd by Sheikh Esufally (MBE) in 1948
Commenced manufacturing toiletries in collaboration with a French multinational
in 1962
Started commodity exports in 1978
Travel sector accredited by international air transportation association(IATA) in
1982
HEMAS drugs Ltd, Renamed HEMAS HOLDING PLC in 1993
Investment in healthcare industrial complex for manufacture and warehousing of
cosmetic and pharmaceuticals at Welisara 1998
HUSEIN ESUFALLY appointed group CEO 2002
HEMAS holding listed on the Colombo stock exchange in 2003
Present non-executive chairmen is Husein Esufally
Present CEO is Mr. Steven Ensderby
Mr. Husein Esufally Mr. Steven Enderby

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1.1.2 Vision of the company
To transform into a consumer centric healthcare solution provider and be Sri Lanka
largest and most trusted healthcare products organization through sustainable partnership.
1.1.3 Purpose of company
To passionately deliver outstanding products and services thus enriching the lives of
our customer and creating superior value to our shareholders we achieve by:
Being national leader in personal care and healthcare solution
Investing growth industries with potential for superior value creation
Establishing a regional footprint through a team of passionate, capable and
empowered people

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1.2 Organization structure of FMCG
Health care Leisure Trans potation HEMAS power other
FMCG
GT MT
D/D

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1.3 FMCG
1.3.1 What is FGMC
This is the largest sector at HEMAS. FMCG is fast-moving consumer goods. FMCG is
involved in the development, manufacture, marketing and distribution of a vast range of
consumer product, most of which are the house hold name.
1.3.2 FMCG product
 In personal care consumer are loyal to product they trust HEMAS brands
encompass the entire spectrum of grooming products for both babies and adults in
hair care, skin care.
Example; Clogard
Clogard which is making Sri Lanka smile
brighter since 1992 is total oral care solution which
protects formula of Clogard toothpaste, which
includes hereditarily trusted clove oil and
scientifically tasted fluoride, is the first to be endorsed
by SLS and is also endorsed by the Sri Lanka dental
association. Clogard toothpaste will protect you entire
family from cavities. Strengthen enamel minimize
plaque and freshens breath. Contains the advance formula of clove oil and
fluoride. Protects entire family from cavities.Frist brand of toothpaste to have SLS
certification. Clogard toothpaste, tooth brush and mouthwash provide you with a
total oral care solution to provide heath oral hygiene for the entire family.

5. 5
a) Home care
HEMAS home care range is relatively new and consists of Diva detergent powder and
whiz house hold cleaners within a short time period has redefined. The Sri Lankan
laundry market and emerged as the market leader in the washing powder category.
Example: Diva
Dirty laundry is tedious, if you still use just soap Diva detergent powder is the more
economic and certainly more efficient means to clean, crispy fresh and delightfully
fragrant cloths. Available in arrange of pack sizes to suit you need and budget. Diva has
made a paradigm shift in the market place and has made a difference to the lives of Sri
Lankan housewives by offering a value for money detergent powder affordable to all.
b) Baby care product
Example: 2 Baby Cheramy
Baby Cheramy with a rich heritage over
year in serving the nation has been able to
build trust and confidence by enriching
the lives of mother and babies. The
brands main the lives are in the trust mother have as a true baby care brand in the country.
Baby Cheramy is Sri Lanka’s number one baby care brand. Baby Cheramy believes that
motherhood is the best job in the world.

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2.1 Theory of marketing mix
2.1.1 What is marketing mix
“Marketing mix is the set of controllable, tactical marketing tools that the firm blends
to product the response it wants in the target market”
(Philip Kotler-12th
edition)
2.1.2 History of marketing mix
 The term marketing mix was coined in an article written by Neil Borden called
“the concept of the marketing mix”
 THE marketer, E Jerome and Mc Carthy,proposed a four Ps classification in 1960
 Rober F.Laterborn proposed a four Cs classification in 1993
2.1.3 The traditional marketing four Ps
product price
place promotion
4 Ps

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2.1.4 4Ps & 4Cs
 Product - Customer/Consumer
 Price - Customer cost
 Place - Convenience
 Promotion - Communication
2.1.5 Extended marketing mix
2.1.6 7Ps & 7Cs
The 7 Ps organizations facing the 7Cs Customer facing
marketing
mix
Product
place
People
Physical
evidence
Price
Promotion
Process

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Product - Customer/Consumer
Price - Cost
Place - Convenience
Promotion - Communication
People - Caring
Processes - Co-Ordinated
Physical evidence - Confirmation

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a) Product: Product is anything that can be offered to a market for attention, acquisition,
use or consumption that might satisfy a want or need
b) Price: is the amount of money charged for product or service, or the sum of all the
value that consumers exchange for the benefit of having or using the product or service

10. 10
c) Place: includes all activities in order to make the product available to target
consumer in the “right place” and at the “right time”
d) Promotion: are the means by which an organization attempts to inform, persuade
and remind consumers directly or indirectly about the product they sell

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e) People: relates to all personal dealing with delivering the marketing experience to
the target audience
f) Process: all procedure, systems and policies a consumer needs to go through in
dealing with the organization
g) Physical evidence: deal with all aspect of giving tangibility to the intangible
service offered to the consumer

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2.2 Type of Clogard brand
Clogard toothpaste
Clogard mouthwash
Clogard toothbrush

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2.3 Clogard toothpaste marketing mix
a)
Product
New Clogard mint flavor
Clogard toothpaste spicy flavor
Pure white color toothpaste
Non fluoride
Many sizes
20g , 40g
70g
120g
160g & 200g
Cavity protection
Highs quality packing
SLS certificate
Clogard mouthwash
Brand value
Trust ingredient
Sri Lanka dental preparation certificate
Well dicing and very clear
Colure combinations very attractive

14. 14
b)
Price
Offer Clogard brand with various size for
various price
40g - 40Rs
70g - 70Rs
160g - 120Rs
200g - 135Rs
Price of product comfortable to all income group
Compare with competitors, Clogard get
everything (fluoride, clove oil, herbal) low price
Competitive rates as compare, Clogard
toothpaste price is law
Clogard Sensodyne Closeup
40g 40 Rs 195 Rs 65Rs
S.GR 12 1
Value for money

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 Manufacturing place is Dankotuwa
 Inside the Sri Lanka 106 agency
 Dealing with more than 8000 shop in all around Sri Lanka
 First branch is Welisar
 Sales takes place to retail and wholesale
 Conducting survey about the product and their preferences
Place

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 Campaign continues to use three generation grandmother, mother and grand son
 Creating product awareness through advertising and information on the web side
www.hemas.com/fmcg
 Introduction of new product at lower price ( Clogard mint flavor 40g- 45 Rs)
 Giving free sample and showing live demonstration of the product
 Well painting
 Distributer lorry with Clogard brand
 Hand leaflet and posters
 Dental camp
 Free sample
 Discount offer distributer agent and diving T-shirt for salesmen
 Board sales strip
 Seasonal promotion
 Using P.O.S.M method
Promotion

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 C.S.R project (dental camp) under the “MULA REKAGAMU APEKAMA
REKAGAMU”
Clogard promotion images

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Task 03
3.1 Understanding marketing environment
“A company marketing environment of the actors and forces outside marketing that
affect marketing management’s ability to build and maintain successful relationship with
target customer” - Philip kotler-
3.1.1 Marketing environment frame work
The macro environment
Technological
Ecological
Social
Ethical
Economic Political
Legal
Suppliers
Customer
The micro environment
Intermediaries
Competition
Publics
The internal
Environment

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3.1.2 The micro environment
What is micro environment
The micro environment is made up of actors close to the organization that affects its
ability to serve its customer. These actors are as follows.
Supplier: provide the resources needed to produce goods and services.
Intermediaries: help the company to promote, sell and distribute its good to final buyer.
Competition: those who serve a target market with similar products and services.
Public: those who serve a target market with similar products and services.
Customer: five types of market that purchase a company’s good and services.
Micro Environment
Suppliers
CustomerIntermediaries
Competition
Public

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PESTELL
3.1.3 Macro environment
The macro environment includes the major societal force that effect not only the
organization, but also on its competitors and on element in the micro-environment. The
macro environment tends to be harder to influence than the micro environment, but this
does not mean that organizations must simply remain passive; the inability to control does
not imply the inability to influence.
Organizations macro environment is commonly denoted by the mnemonic PESTEL
forces.
P – Political
E – Economic environment
S - Social and cultural and environment
T – Technological environment
E – Ecological environment
E – Ethical environment
L– Legal environment
Politic
al
Technological
Economic
Ecological
Social
Ethic
al Legal

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a) Political: marketer needs to monitor the changing political environment because
political changes can profoundly affect a firm’s marketing
b) Social: monitors population in terms of age, sex, race, occupation, location and
other statistics.
c) Economic: factors that affect customer/consumer buying power and patterns
d) Technological: becoming increasing rapid and marketers need to understand how
technological development might affect to market for product

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e) Ecological: how the organizations interacts with and affect the natural environment
or the ecology.
f) Ethical: ethic issue have been formalized through law and regulation to conform to
the standards of society
g) Legal: the legal environment sets the basic rules for how a business should operate
in society.

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3.2 Micro environment of clogard toothpaste
3.2.1 Suppliers ( clogard main ingrediant)
Natural clove oil - Sri Lanka
Water - Sri Lanka
Calcium carbonate - Sri Lanka
Sorbito - India
Titanium dioxide - India
Potassium citrate - India
Sodium benzoale - India
Fluoride - Sri Lanka
Manufacturing Dankotuwa it process
Development plane its bulk testing Production Packaging Price/Expire
date
Case
Product to customer suppliers

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3.2.2 Intermediaries about Clogard
Marketing intermediaries help the HEMAS Company to promote, sell and distribute its
Clogard toothpaste to the end users. Intermediaries include reseller, distribution firms and
marketing agencies.
Distribution process
Were house Sub agent Customers
Consumer
Manufacturing
WELISARA
Ware house
106 in
Sri Lanka
More than 8000
Shops
Consumer
Retailer

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3.2.3 Clogard toothpaste brand with other competitors
Brand name quantity Price Rs
Clogard 40g 40
Signel 40g 45
Close-up 45g 65
Sensodyne 45g 195
Sudantha 45g 50
Pirce in Athukoralaya super market kegalle (10.08.2015)

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3.2.4 Public thinking about Clogard toothpastes
 Forming toothpaste
 Cavity protection
 Taste of clove oil
 Mint past
 Verity of size (40g/70g/120g/160g/200g)
 Toothpaste with brush
 Trust about HEMAS
 All island available and visibility
 S.L.D.A. approval and SLS certificate

27. 27
ware house Sub Agent Wholesaler
RetailerConsumer
3.2.5 Clogard toothpaste with customer
Channel structure for Clogard toothpaste distribution

28. 28
3.3 PESTEEL of Clogard toothpaste
3.3.1 Political factors
 Tex policies:
Increase government tax it will affect (some of ingredient import from other
country)
 Environment policies and law:
S.LD.A certificate
S.L.S certificate
 Global political issue:
Well supporting Maldives country for Clogard toothpaste

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3.3.2 Economic factors
Affect in Economic factor diagram
 Economic factor do affect a company in negative and positive manner. When
Clogard increases its price Signal is always waiting to take competitive edge
Economic
development
Change
in
income
Key
Ecomonic
concerns for
Clogard
marketer
Change in
consumer
spending
patterns

30. 30
3.3.3 Social
 Value
Customer thrust HEMAS value
Value for money
 Attitudes
Customer likes to buy local toothpaste brand
Clogard toothpaste some profit goes to sociality as CSR project
100% vegetarian
100% vegetarian logo
 Life style
Most of time mother’s choose to buy Clogard toothpaste 200g tube
20g shushes pocket help for
Travelers
Hospital
Short time researches

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3.3.4 Technological using for manufacturing Clogard toothpeste
 Using international technology
 Super speed machine
 High quality packing system
 Quality libeling
Super speed machine
3.3.5 Environment factors of Clogard
 Clogard toothpaste include titanium because of that soil is not pollution
 HEMAS company start research more close with green product
3.3.6 Ethical factors of Clogard
 Clogard toothpaste some of profit using for “MULA DENADENA MULA
REKAGAMU” as doing protect social ethic. There is market volume they like to
purchase Clogard toothpaste

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3.3.7 Legal
 When the start manufacturing of Clogard toothpaste follow local government law.
 Doing advertising, promotion and distributing that kind of activity respect for
local law
 Employee ETF,EPF and basic salary making base on Sri Lankan government law
3.3.8 Analysis of PESTEEL for Clogard
Factor Attractiveness
Political Normal
Economic High
Social High
Technological Normal
Environment Normal
Ethical Low
Legal Normal
Analysis with SABARAGAMU province sales executive (25.08.2015)

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Task 04
4.1 Consumer buying decision process
4.1.1 Need recognition
 Clean teeth
 Fresh breath
 Prevention of tooth decays
 Prevention of plaque, tartar and the diseases
 Immediate can buy
 Low price
 Value for money
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Post purchase
Evaluation

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4.1.2 Information search
 Mainly consumer’s dentally recommended
 SLS certificate
 Family using
 What are the availability toothpaste in a market
 T.V advertisement
 Its value for my income
 Where I can buy
 What kind of toothpaste suitable our water ask from dental doctor
 What is mother company

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4.1.3 Evaluation of alternatives
About SUDANTHA no fluorite
Red color layer I don’t like, Signal it has
Signal is not local company
SENSODYNE is high price “my income is very low”
I can’t buy my village shop. not available in “SUMANAKA KADE”
What I looking for everything there. So choose Clogard
Fluorite included
Low price, every where available in Sri Lanka, High quality and High quality

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4.1.4 Purchase decision
The purchase stage, When the consumer chooses which product or brand to buy, is
mainly the outcome of the consumer’s evaluation of alternatives, but other factor have an
impact too. The closeness of alternative stores, attitudes of the sales staff, and product
availability can influence which product or brand is purchased. Thus, preferences and
even purchase intentions do not always result in actual purchase choice.
Always Clogard sells team very friend full with customer/consumer. Customer loyalty
with Clogard and they trust HEMAS. Sri Lanka all area available (8000 shop can buy
Clogard) so consumer choose to buy Clogard.
Consumer choose to buy Clogard

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4.1.5 Post- Purchase Evaluation
After the purchase, the buyer begins evaluating the product to check whether its actual
performance meets expected levels. If the product falls short of expectations, the
consumer is disappointed, if it meets expectation, the consumer is satisfied, and if it
exceeds expectation, the consumer is delighted.
Who purchase Clogard they are always enjoy their life. Smile with friend and face to
face talk with people.

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4.2 STP analysis of Clogard toothpaste
 Segmentation
 Clogard toothpaste market is very broad because all their product are of
need to most people so those people share a similar interest in product
needs
 Clogard uses a segmentation bases by knowing that certain group of
people need Clogard toothpaste for a specific similar reason like yellow
teeth, sensitive teeth or just teeth with cavities
 Clogard also use the family life cycle because they make toothpaste that
could use for grownups and children
 Clogard toothpaste made attract young children with deferent test
 Peoples like to use herbal toothpaste the volume market also attract by
Clogard toothpaste
 Who is using seawater their putting as one of segments
 Target group
 Max fresh: Clogard toothpaste target youth with the introduction of this
helps in refreshes breath
 Active salt: Elder people are targeted in this segment as it make teeth
stronger and provides protection from cavities
 Clogard total: Clogard total contains the antimicrobial ingredient triclosan,
which reduces the number of bacteria that cause gingivitis, cavities and
halitosis. Basically it’s for kids but mother are targeted as them are very
concerned about their kids. Clogard toothpaste safeguards teeth for 14
hours
 Clogard toothpaste sensitive: people who have sensitive teeth are targeted
in this segment who have problem in their gums
 Kids toothpaste: Often small children don’t like to brush teeth. so for them
this toothpaste was launched as mint flavor toothpaste
 Clogard whitening: toothpaste that is “clinically –proven to whiten in 14
day” ingredient is hydrogen peroxide, which gradually bleaches the teeth
focus is given on group of customer in this segment those who are already
suffering from plaque in their teeth

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 Targeting in sea area living people: that is reason made in non fluoride
Clogard toothpaste
 Who like to parches local brand name with high quality and low price
toothpaste product
 Searching for herbal toothpaste product
 Positioning
 Clogate toothpaste position itself that has the necessary fluorite, calcium
and minerals to provide decay protection and fresh breath
 Clogate toothpaste include with natural clove oil that test position
consumer mind
 Clogard repositions their products because with the way they market and
promote their product, consumers know that these product are way better
than other brand and competition that is out there
 Lately with competition from ingredients 100% vegetarian toothpaste
 Only one brand can buy in market high quality with low price
 Customers know HEMAS is local company. Trust HEMAS brand
 Some profit using for CSR project help for wellbeing society

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4.2.1 Brand image of Clogard toothpaste
Innovation is a process in which a company always tries to produce and introduce a
new and unique product in the market. Clogard always tries to create its image as
innovators. By introducing new product a product line Clogard try to defend its market
and create its image as innovators. The adoption is a set of successive decisions an
individual person or an organization make before accepted a new product.. Customer
know very well Clogard toothpaste include clove oil but it use to have a flavor which is
easily adaptable. It is easy for Clogard customers to adopt any new product without any
fear or hesitation. For the customer any new toothiest product easily spread throughout
the social system in a short period of time.
4.3 Reference
1. www.wikipidia.com access to 02.08.2015 - 28.08.2015
2. www. hemas.com
3.Hemas hot line 0779859859
4. PESTEEL analysis(page 32) with Sabaragamu province sales executive Mr Thilina
jayarathne,consumer@hemas.lk
5. www.google.com (all image downloads)
THE POWER OF THANKS
Our oral care brand, Clogard continued to strengthen it position on the “cavity
protection” platform through a futher enhanced formulation of the product with claim of
reducing 99% of cavity germs, A flavor variant, Clogard fresh mint, was also introduced
in mid 2014, designed to appeal to families with younger children with a preference for
milder, mint flavoured toothpaste, Clogard delivered a double-digit growth in 2014/2015
outperforming the market
HEMAS HOLDINGS PLC ANNUAL REPORT 2014/2015