pcm.docx - SINGER SRI LANKA Prepared by September Contents ACKNOWLEDGEMENT.3 INTRODUCTION.3 1 Task One.4 1 1.1 Singer Introduction.4 1.2 Our Vision.4

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SINGER – SRI LANKA Prepared by September Contents ACKNOWLEDGEMENT ........................................................................................................................ 3 INTRODUCTION ..................................................................................................................................... 3 1. Task One ............................................................................................................................................. 4 1
1.1 Singer Introduction .......................................................................................................................... 4 1.2 Our Vision ........................................................................................................................................ 4 1.3 Our Mission ...................................................................................................................................... 4 1.4 Our Objectives ................................................................................................................................. 4 1.5 Product Categories .......................................................................................................................... 5 2. Task Two ............................................................................................................................................. 6 2.1 Marketing Mix ................................................................................................................................. 6 2.1.1 Product in the Marketing Mix of Samsung Galaxy ................................................................ 6 2.1.2 Place in the Marketing Mix of Samsung Galaxy .................................................................... 6 2.1.3 Promotions in the Marketing Mix of Samsung Galaxy .......................................................... 7 2.1.4 Price in the Marketing Mix of Samsung Galaxy .................................................................... 7 3. Task Three .......................................................................................................................................... 9 3.1 Consumer Buying Decision Process ................................................................................................ 9 3.1.1 Problem recognition: ....................................................................................................... 10 3.1.2 Information search: ......................................................................................................... 10 3.1.3 Evaluation of alternatives: .............................................................................................. 10 3.1.4 Purchase decision: ............................................................................................................ 11 3.1.5 Post purchase evaluation: ................................................................................................ 11 4. Task Four ......................................................................................................................................... 12 4.1 Importance of relationship marketing: ........................................................................................ 12 References ................................................................................................................................................ 13 2
ACKNOWLEDGEMENT As a matter of first importance I might want to pass on our sincere appreciation towards all our lecturers, during the short course Preliminary Certificate in Marketing, for their constant direction and force in passing on the ideas of marketing all through the time period. Furthermore, I would like to express gratitude towards all of them for advancing us all about the latest marketing trends and for always making the class interesting with lots of humor. INTRODUCTION This report consists of details about Singer – Sri Lanka. I have chosen three product categories from Singer. From those three product categories I have done a detailed marketing analysis on one of the product categories that I choose earlier. In this analysis I have mainly touched upon the marketing mix elements . “There after I have done a small analysis on Consumer Buying Decision Process ”. Finally I would briefly go through the importance of relationship marketing and how singer would benefit from it. 1. Task One 1.1 Singer Introduction Singer has been in Sri Lanka since 1877, when the first Singer sewing machines went on sale at a Colombo store. 3
Today, Singer (Sri Lanka) PLC. is a large, diversified company with unmatched presence throughout Sri Lanka. It remains a member of the worldwide franchise of Singer. Beginning with the sewing machine, Singer's product portfolio has diversified to encompass a highly successful multi-brand strategy combining products of top world marques with the company's own products across a range of household, industrial and financial categories. 1.2 Our Vision To be the foremost consumer durable retailer and foremost consumer financier in Sri Lanka. 1.3 Our Mission To improve quality of life by providing comforts and conveniences at fair prices. 1.4 Our Objectives To be the Market Leader in our Product and Market Segment. Provide our Consumers with the Best Service and Shopping Experience in the Island. Provide our Consumers with Products of latest Technology. Develop our Employees to achieve their real Potential.

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