Description on Baby

Cheramy
Product : Baby toiletries and accessories
(Baby soap, feeding bottles, nappy wash
detergents, diapers, teats and cotton buds)

Catering to : Newborns up to one and a

half years old
Primary target audience : First-time
mothers in the upper-middle to lowerincome groups
Main Competitors : Unilevers Pears and
Johnsons Baby

Market Share
Baby Products Consumption in 2005 (Ref:LMRB)
Baby Cheramy
47%
Pears Baby
31%
Jhonson & Jhonson
19%
Other
3%

Market Share for Baby

Soaps
Baby Soap Market
Pears
49%
Baby Cheramy
34%
Hettigoda Industries'
Kekulu Brand
9%
Johnson's Baby
3%

SWOT Analysis
Strengths :
Strong brand image
47% of Market Share
Lean Manufacturing System adopted
Brand excellence
Vast range of products
Internationally recognized brand
ISO 9001 certification

 Weaknesses :
Poor advertising compared to foriegn
brands such as Jhonson & Jhonson.
Reduction in the investment rate of the
company
Lack of local and international
certification in regarding standards
Use of the same theme as the
competitors

 Opportunities :
Ability to enter into North and Eastern
markets
universities offer industry oriented
degrees which the company can adopt
Increased population of working women
Emerging international markets
Quality conscious customers

 Threats :
Customers preference on foreign products
High tax rates
More recognition Unilever and P & G has
Non eco-friendly polythene based packages
Threat from herbal products
Health and safety rules
Increasing inflation rate
Declining birth rate of Sri Lanka

Segmenting, Targeting & Positioning

Segmentation
grouping consumers by some criteria, such that those
within a group will respond similarly to a marketing action
and those in a different group will respond differently.
Geographic Segmentation
Islandwide Customer Base

Demographic Segmentation
New borns upto one and half years old
first-time mothers in the upper-middle to lower-income groups

Psychographic Segmentation
upper-middle to lower-income groups

Behavioral Segmentation

 Targeting
Baby Cheramy competes in the baby
toiletries and accessories market,
catering mainly to newborns up to one
and a half years old.
Its primary target audience is first-time
mothers in the upper-middle to lowerincome groups.

 Positioning
Baby Cheramy is a range of baby-care
toiletries and accessories specially formulated
and manufactured to help keep babies
protected, nurtured and healthy.
When in use, the products create precious
bonding moments between a mother and her
baby, giving rise to the brands concept of
creating precious moments between the two.
The brands core values reflect gentle loving
care and reassuringly trustworthy quality

 Baby Cheramy is in the market

leader position in the market of
toiletries with 47% (Colognes 35%,
Creams 54%, Talc 38%, and Soap
42%) and accessories for babies
(Super brands corporate website,
2011). It is in a healthy lead against
Pears.