ConAgra Foods is considering expanding its Healthy Choice Fresh Mixers line to Sri Lanka. Sri Lanka represents an up-and-coming market with a growing middle class and knowledge economy. The largest competitors are Ceylon Foods, the largest processed food exporter, and KC Marketing Services, a manufacturer and trading company. Entry barriers include taxes and lack of familiarity with foreign brands. A potential joint venture partner is East West Marketing, a major Sri Lankan food manufacturer. The proposed product is a microwavable meal containing white rice, a main curry, and a side curry in fish, beef, or vegetarian options. It would provide enough protein and fiber for one-third of daily

1. Healthy Choice
Fresh Mixers
ConAgra Foods move to an
International Market

2. Sri Lanka
Priyanka Ramdas

3. Situation Analysis
•Up and coming stable market
o low inflation
o knowledge economy
o reducing complicated tax structure
o allowing the purchase of stocks
•Wages on rise
•Moving from agricultural to educational

4. •Ceylon Foods
o Processed food exporter in Sri Lanka
o Largest contributor to processed food
industry
•KC Marketing Services
o Manufacturer
o Trading Company
o Agent
Competition

5. Entry Strategy Barriers
•Taxes
•Familiarity
•Building relationships and communicating with
the street vendors

6. Joint
Venture
•East West Marketing LTd
o Major food manufacturer
o Have knowledge and presence in Sri Lanka

7. Our Product
Jordan Simonson

8. Product
•Our product will consist of an entire meal
o white, basmati rice
o main curry
o side curry
•Three Options
o fish, beef, and vegetarian
•Gluten-free and Dairy-free
•The rice will already have water in the packaging and it will be packaged
in a microwavable container
•Edible by hands
o hand-wipe tissues
•Future expansion strategies

9. Product Advantages
•Main Dish: Curried Rice
Options: Veggies, Fish, or Meat
•Steamable
•Enough protein and fiber for one third of daily
intake
•Contains wheat and soy for a
balanced diet
•Easy and on the go

10. Market
Maureen Slavin

11. Market Analysis
•High demand for processed food in urban areas
•Higher responsiveness to known companies
•Target Market attracted by street vendors
•Target Market looking for easy lunch at work

12. Target Market
•Sri Lankan Middle Working Class
o 15% of the population, 315,000 people
o Mid 30s and working in offices
•Targeting two major cities:
o Colombo
 Capital city
 economic center
o Kandy
 center of island
 point of Sri Lankan culture

13. Implementation Plan
Danielle Scodellaro

14. Price
•296th out of the 300 most expensive places to
live in the world.
•GDP per capita in Sri Lanka: $4,500
•GDP per capita in USA: $46,000
•A typical combo meal at McDonalds in Sri Lanka
costs $5.67
199 Sri Lankan
Rupees ($1.79)

15. Place
•Street side vendors
o establish relationships through our Joint
Venture partner
o incentives to sell our product
•Colombo
o head office
o warehouse
•Eventual move to India
•Just in Time storage strategies
o fresh product available to the vendors everyday

16. Promotion
•Cricket
o Healthy food targeted at young families or
bachelors
o Cricket player as the face of our product
o Stands at cricket games and sponsor the
national team
•Responsible brand
•Street Side Vendors
•Made by Sri Lankans, for Sri Lankans

17. Healthy Choice
Fresh Mixers

18. We would now like
to open the floor
for questions.