Symposia & Conferences
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10216
Browse
2 results
Search Results
Item SWOT ANALYSIS OF FAST MOVING CONSUMER GOODS COMPANIES – A CASE STUDY ABOUT PATANJALI AYURVED IN INDIA(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sen, S.; Rajagopal, K.When a society becomes more conscious and concerned about nature, organizations have to modify their business processes in an attempt to capitalize on the needs of the society. This requires a voluntary exchange, which benefits both the seller and buyer mutually. Green marketing and value pricing for premium quality products are the realms attached to one of the revolutionary Indian brands in the name of Patanjali. Its products have been highly talked about owing to the medicinal value, herbal nature and economic utility. The paper deals with a Strength-Weakness-Opportunity- Threat (SWOT) analysis of Fast Moving Consumer Goods (FMCG) companies with reference to Patanjali Ayurved Limited. This would lead to understand how a brand as young and nascent as Patanjali can create a strong competitive position amongst the established market-players like Hindustan Unilever, Proctor & Gamble, Colgate-Palmolive and Dabur. The research study also looks for deeper insights on how Patanjali influences and impacts consumer perception in India.Item RAISING BRAND AWARENESS THROUGH SOCIAL MEDIA MARKETING STRATEGY (WAM - WORLD AROUND ME APP - CASE STUDY).(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Gancho, S.This article presents an in-depth case study on how an unknown small start-up tech company with several augmented reality apps transforms itself into an award-winning best-selling app company by raising awareness through a cross-platform social media marketing strategy. Interacting with costumers and potential costumers in different social media platforms helped the company’s portfolio brand raise awareness, engagement and increase interaction with its different audiences. The study focuses on one of the company’s portfolio brand, an augmented reality app that enables you to explore the world around you. Study results show that having an online presence in social media platforms greatly benefited the company’s app sales and helped increase brand awareness. Interacting with costumers directly with an in-house design strategy, in different social media platforms, helped raise awareness for the app, generated engagement with costumers and potential costumers and increased interactions with its audiences which helped increase sales as well. The social media marketing strategy also helped create “buzz” within the tech community and allowed for more partnerships and investment.