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P a g e|11.0 INTRODUCTION1.1 Introduction To Elephant HouseElephant house is a company which produces carbonated drinks, ice creams and processed meatproducts. It was founded in 1866 by Arthur Von Possner as Colombo Ice Company, which imported thecountry’s first ice-cream machine. With an initial capital of £1900, two steam engines of 8 to 9 horsepower and a total of 22 employees, the company started producing ice on a commercial scale. In 1941 itwas renamed to Ceylon Cold Stores.Within this period lot of drastic changes happened such as the acquisition of Ceylon Cream Limited in1932 to distribute and produce ice cream and milk and also installing a carbonic acid gas plant tomanufacture carbon dioxide and dry ice. It was under John Keells Group in 1991. CCS has been inoperation for 153 years and is now a leading member company of John Keells Holding Group, Sri Lanka’slargest conglomerate. Soda and Lemonade were the first two carbonated drinks, Elephant house startedto produce. Elephant house is a leading soft drink manufacturer in Sri Lanka and they are currentlyexporting a major portion of the product portfolio to various countries like USA, UK, Switzerland and etc.[ CITATION Ele \l 1033 ]Organization behaviour and analysisC19Y1250 / C19Y/C19Y/C19Y/C19YBAIBF08006
P a g e|21.2 Introduction to Marketing Mix“A marketing mix is a mixture of a controllable marketing variable that a company uses to track thedesired level of sales in the target market” -Phillip Kotler-Marketing Mix is one of the most common analytical marketing mechanisms that businesses have used tomake more effective marketing and other decisions. Companies have focused on this as a source ofcompetitive edge on various marketing mix elements based on the strategy adopted by seniormanagement to achieve long-term goals and objectives. The marketing mix focuses on the below fourbusiness aspects,ProductPricePlacePromotionOrganization behaviour and analysisC19Y1250 / C19Y/C19Y/C19Y/C19YBAIBF08006
P a g e|3ProductA product is the thing which fulfills customer needs or wants. It could be an excellent tangible or anintangible assistance. If the product is very excellent and the consumers benefit, they will be sharing thereally good news.PricePrice is the money the client has to pay to get products or remedies. Cost is the one of all aspects of themarketing mix, which generates revenue – all the others are expenses. Clearly the cost of goods is amajor determinant of the value of the revenue produced.PlaceOnce a company makes location choices, they try to find out where to sell a product and how to bring it tothe customer. Business executives’ aim is often to bring their goods to customers who are most likely topurchase them.PromotionPromotion is an activity for bringing goods or solutions to the target market, creating consumer opinionsabout the seller or provide solutions. Marketing consists of the following components: advertisement,personal sales, and income promotion.

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Term
Winter
Professor
nameless
Tags
Marketing, ice cream, elephant house

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