Descriptio

n
Competitiv
e
Classificati
on
Product
Descriptio
n

Hemas

Unilever

Sidhalepa

Challenger

Leader

Follower

Offer
products in
FMCG,
Healthcare,
Transportati
on, and
Leisure and
Power
sectors.
Organic
Beauty
Care
Products
Product
categories
range from
hair
care,
skincare,
bath
& spa, body
lotions,
deodorants,
fragrance,
makeup, lip
balms,
baby,
female &
male

Organic &
artificial
health &
personal
care
products&
food &
beverages
categories
range from
hair
care,
skincare,
body lotions,
deodorants,
fragrance,
soups,
sauces,
bouillons,
noodles, tea,
margarine
etc.
Brands : Lux,
Lifebuoy,
Dove,
Vaseline,
Lipton etc.

Target
Market

Broad market
ranging all
ages

Broad market
ranging all ages

Health
care
Peenas
oil, garlic
bees
honey,
sidhalep
a balm,
sidhalep
a oil,
Personal
care
Vishnu
eranda
boys
massage
,
neelayad
i
thailaya,
kekulu
soap,
visaka
soap,
subiriviki
thoothpa
st
Food
supplem
ent
Ayur vita
tea, ayur
immune
tea, ayur
breath
tea

Broad market
ranging all
ages

NaturessSeccre
t
Follower

Swede

Face wash
Natures
Secrets facial
washes,
creams and
lotions,
body care
products
Moisturizing
Lotions and
Body Creams
to Body
Scrubs,

Followe

phar
prod
care
med
and
prod
Pers
Swa
'Lad
bra
per
sho

Personal care
Almond
cream
Cucumber
cream

Broad market
ranging all ages

Broad m
ranging

Positioning
Strategy

Product
Benefits

ENRICHING
LIVES,
INSPRING
CHANGE

Adding Vitality
to Life

High quality
Affordable
Available
any place of
the Sri
Lanka

Distributio
n

Siddhalepa,
Ayurvedic
Products not
Harmful to
Human Beings
High quality
medicine
products
manufactur
Wide range
ed from
of selection
natural
Company
sources
creates new
safety and
products
efficacy in
annually
ayurveda
Creating
product
products that
avoid
keep pace
with changes
harmful
in consumer
side effects
lifestyles and traditional
that appeal
and
to individuals
authenticall
at all income
y ecolevels
friendly
consumerfriendly
natural
medicinal
products
Utilizes its
Own
own
distribution,
distribution
Short
network
supply
They have
chain
extensive
exporting
supply chain
management
system
Take
advantage of
profit
sanctuaries
in the
emerging
markets and
developing
countries
Unilever
products

This range is for

those who
deserve the
best.

To enliv
skin. To
invigor

Our herbal
product
range consist
of a range of
carefully
crafted
products to
treat all skin
types
keeping in
mind

Delivering to
customer
home
Exporting
Supplying to
chain
management

soul

Med
soa
Ava
Uniq
her
prod
Safe
harm

Dist
to s
mar
groc
pha
Exp
Own
dist
tran
and
man

available in
everywhere
Pricing

Promotion

Promote its
products
through print
media,
banners,
hoardings,
tv&radio
commercials,
social media
CSR projects
(educational
programmes)

Competitiv
e
advantage

products
are priced
at a
medium
rate with a
reasonable
profit
margin
promote
their
products is
via
community
service
social
welfare and
religious
events,
environmen
tal
awareness
mainly
media such
as
billboards
and mainly
via
magazines
and
newspapers

low pricing
and high
pricing
herbal items
high price
normal
product low
price

Natures

Secrets Body
Lotion

competitive
advantage
among all
of similar
products
A highly
experienced
and skilled
workforce in
the R&D
and the
manufacturi

campaign
Raffle draw
Buy one get

one free

Having its
own Plant
Research
Centre
dedicated for
advanced
research on
medicinal
plants in Sri
Lanka,
strongly
believes that
Sri Lankans
can be
innovative

Prod
are
affo
Hig
per

Pap
rad
adv
nt
Med
prod
prom
Prod
prom
y 10
get
free

skil
Dw
inno
new
prod
incr
eco
leve
opti
abo
med
long
pros
grow

ng segment

and
productive
and plays a
dynamic role
in uplifting
and
strengthenin
g the
national
economy