1. Business analysis of beverages at
plc
MN7235ES MODULE GUIDE
Marketing, Marketing
Communications and Operations
MODULE LEADER

2. CONTENTS
1.Introduction
2.Market Growth Analysis
3.Elehpant House going Global
4.Product Categories & Key Product
Segments
5.Value for Shareholders & Stakeholders
6.Data Collection Strategies
7.Pestel Analysis
8.Porters 5 Forces
9.SWOT Analysis
10.BCG Matrix
11.Ansoff Matrix
12.Value Proposition Canvas – EH Beverages
Leadership
13Traditional & Digital Marketing
14.Conclusion

3. INTRODUCTION
Ceylon Cold Stores (CCS), trading as Elephant House, is a Sri Lankan company
which produces carbonated drinks, ice cream and processed meat products.
Elephant Beverages remains the market leader in Sri Lanka.
Our vision is to deliver pleasure and nutrition throughout people’s
lives, whenever and wherever they choose to eat and drink
https://www.elephanthouse.lk/corporate/our-company/
Annual Reports:
Company Profile:
Our mission is to help Elephant House and its employees to implement
innovative responses to business challenges - creating a flexible corporate
culture that delivers positive business benefits
VISSION
MISSION
https://www.elephanthouse.lk/media-hub/financial-reports/annual-reports/
INTRODUCTION

4. MARKET GROWTH ANALYSIS
Rs. 13.05 Bn
Elephant House brand
value

5. For more than 150 years, Ceylon Cold Stores PLC, as the
manufacturer of the iconic Elephant House portfolio of food and
beverages, has endeavored to spread joy and laughter through our
longstanding belief in wholesome goodness and nutrition.
In 1980 we at Elephant House reached beyond Sri Lankan
boundaries to reach a global clientele, who share the same
enthusiasm for our flavors and trust us to deliver nutrition and
goodness.
With our strong push to increase our global footprint, Elephant
House is proud of our rapidly advancing progress and status as an
international brand that is synonymous with flavorful, wholesome
goodness delivered in every sip and bite.
Our range of beverages and frozen confectionaries including the
natural ginger flavored Elephant House Ginger Beer and our range
of naturally flavored ice creams, in particular, has become highly
treasured in foreign markets, shared among family and friends
alike at the dining room table.
Today we have reached beyond our neighboring markets, like India and
Maldives, and have reached much further afield towards the Middle
East including UAE, Qatar, Bahrain and Lebanon, the UK and Europe
including France, Germany, Italy and Switzerland, and even as far away
as Canada and Australia.
ELEPHANT HOUSE BEVERAGES GOING GLOBAL

6. Carbonated
Soda Drinks
Water
Fruit
Drinks
Fruit Flavoured
Tea
Flavoured
Milk
Beverages
PRODUCT CATEGORIES &
KEY CUSTOMER SEGEMENT
PRODUCT CATEGORY – BEVERAGES
TARGET CUSTOMERS –
• Upper and Upper Middle Class Adults looking for premium tastes
• Large Growing Segment of Health Conscious adults/Diabetic Consumers
• Delight for the kids as well as the movie geeks
Sweet Indulgence Studying snack after Indulgent consumes
Family Treat Hanging playing on a hot day a little special Occasion
out with Friends on a hot sweet indulgence dessert Dinner Parties fashionable
day after School snack on a date
Elephant House is a B2C company consisting a customer base with ages ranging from 3yrs to 60 yrs.
The Key customer segment is not focused mainly based on age demographics but primarily on customer’s tastes and
mind sets. EH comprised of products to fulfill these requirements based on all age groups as illustrated
Age 3-13
children Age13-30
Teenagers
Age 30-60
children

7. VALUE CREATION MODEL
VALUE FOR SHAREHOLDERS & STAKEHOLDERS

8. DATA COLLECTION STRATEGIES – EH

10. PORTER’S 5 FORCES
HIGH
MEDIUM
MEDIUM
HIGH
HIGH

11. SWOT ANALYSIS

12. Star
Cash
cow
Question
Mark
Dog
High
Low
Low
High
Relative Market Share
Relative
Market
Growth
Rate
?
$
BCG MATRIX FOR EH- BEVERAGES
The BCG matrix is based on the product life cycle
theory of a business unit. It’s a portfolio planning
model that can be used to determine what
priorities should be given in the product
portfolio.
EGB can be considered as a Star in the product
portfolio and its currently being exported to 23
different countries mostly in Europe & Middle
East
Recently Elephant House extended the range in
their premium beverages segment by introducing
products like water bottle, Twistee, frooti and
milk products as a product portfolio
They also introduced a fruit flavored green tea
beverage called Twistee to their Product
portfolio. Since these products are still quite
new, they don’t have a high market share, thus
can be identified as question marks.
Cream Soda, Necto & Lemonade as a Elephant
brand can be identified as Cash Cows since they
are in their maturity stage and already having
high market share
Kickcola and Orange barley are in the declined
state of their product lifecycle. Hence can be
identified as Dog and as they are in Dog stage
those products should be considered to be
discounted.
?

13. ANSOFF - MATRIX
ANSOFF - MATRIX

15. ELEPHANT HOUSE MARKETING COMMUNICATION

16. CONCLUSION
➢ Elephant House is a well established brand, in Sri Lanka and in other countries.
➢ The organization continuously improving their ascertained areas in product design, facility layout, process selection, inventory
management, and other key processes of OM
➢ And also by overcoming their weaknesses through implementing the above mentioned recommendations
I
list of regerences