USJP 4th year seminar presentation

3. COCO-BEAMS
COCO-BEAMS
Roofing suppliers (PVT) Limited.

4. I.V.Kalani Nayanthika
AS2012163
4th year.
Marketing Plan for
Roofing Timber
supplying
Company.

5. Content…
 Executive Summary
 Current Marketing Situation
 SWOT Analysis
 Company Goals and Objectives
 Marketing Strategies (Marketing Mix)
 Budget plan
 Future targets
 References

6. Roofing timber industry in Sri
Lanka.
 Mainly the industry consist of small scale suppliers.
 Main timber species in the industry are,
– Coconut.
– Jack.
– Alastonia.
– Rambutan.
– Kempus.
 In the traditional roofing industry timbers like Dawata,
Milla, Halmilla, palu, Kumbuk are also used.
 Scarcity of the conventional roofing timber is common in
the most part of the country.
 Now most of the roofing timber species in Sri Lanka are
coming from the home gardens.
 Imported timbers encroaching the market.

7. Roofing timber industry.

8. Coconut as a roofing timber.
• Most common and highly available roofing
timber species – Coconut
• Splitted coconut timber is used.
• In most of the case preserved with surface
application of tar oil.
• Appearance is not good.
• Durability is low.
• Cant be used in finished roofs.

9. Company
Analysis.

10. Company profile…
Name - Coco beams Roofing suppliers (pvt) limited.
Establishment - 2016
Location -Kirindiwela
Scale -Medium scale
Capital investment for 1 year – Rs 9300000.00

11. Vision.
To be the premier finished roofing beams and rafters
manufacturer in the Nation through innovation, state of
the art technology, top quality products and team
member excellence,
By ensuring
the satisfaction of our customers, suppliers, and
shareholders.

12. Mission..
Coco-Beams (pvt) Limited
is committed to excellence in the
manufacture of finished beams and rafters
for the roofing industry. Excellence means providing
a consistently superior product—on
quality, on quantity, on time. As we do this
we serve the needs of our customers,
our employees, our suppliers and our
community.

13. Staff.
 Two Owners.
 Permanent;
1 Clerk – office.
3 machine operators.
Chain saw operator – For logging
2 helpers.
Driver.
 Temporary;
 2 laborers – for logging

14. Fuel wood Fuel

15. Market
Analysis.

16. Market…
Conducted a market survey.
30 participants,
Competitors.
Customers.
What are the Current and Future customer trends within next 10
years
What are the customer preferences
Factors which are considered by customers when buy rafts and
beams
What is the market share for coconut

17. Results of
survey.
85%
15%
Customer preferences for
cococnut finished roof.
yes no
Rambutan
17%
Coconut
8%
Imported
timber
75%
Market shares of different
timber species for finished
roof.
Rambutan
Coconut
Imported timber
10%
40%
50%
Customer preferences of
different timber species for
finished roof.
Rambutan
Coconut
Imported timber

18. • With appropriate promotion and extensive
Marketing,
• No doubt, coconut wood will find a wider market
share in the local market as a unique and
environment friendly roofing material

19. Suppliers.
tree fellers in villages.
Individual tree owners.

20. Competitors.
Major – Imported timber (Kempus)
Non timber alternatives – concrete, steel, and aluminum.

21. BEAMS RAFTERS
(Price per feet)
Rs
(Price per feet)
Rs
kempus 230 178
Thulan 230 178
Eucalyptus 220 170

22. Customers.
Main target customers.
Direct individual consumers
- Middle class rural & semi urban individuals
Construction companies.
-Wajira House, Sewana holdings…..
Government projects.

23. Customers.
Others(For byproducts)
Firewood
Bakeries
 Madusanka bakers,
 Delowita Bakers,
 Karawdeniya Bakers.
Households
Sawdust
Mushroom cultivators.
Garment factories.

24. S.W.O.T
Analysis

25. Opportunities…
Expanding construction industry of the
country.
Newly emerging trend towards finished
roofing.
Readily available raw materials.
Absent of similar industries in the area.

26. Threats…
Imported timber.
Non wood roofing materials(Steal, Aluminum)
 Steel is described as the environmental choice due to its
high level of recycled content
Competitors are currently spending large amount of money
for advertising campaigns.

27. Strengths..
Low pricing.
Customers attitude on coconut timber.
Supply chain.
High technology.
Permits are not required.

28. Weakness…
High capital.
New Business.
Temporary labours.
High maintenance cost.
Processing difficulties.
Certification.

29. Objectives and Goals…
To Establish a good brand name in the market within next
three years.
To Increase our sales more than three times over during next
three years.
To increase by 50 percent the number of customers who
rank Coco-Beam’s quality as being excellent.

30. Marketing
Mix(4p’s)

31. 1. Product…
Available in different lengths.
Its versatility, durability, and sturdiness can
be compared with conventional hardwood.
Thoroughly sawn, seasoned & treated
coconut timber can expect an extreme
performance.
Have an unique grain and natural
appearance, coconut wood has been proven
to be a good material for decorativeness of
finished roofs.

32. 1.Product…
 Quality.
-High density property.
- Strength of beams.
 Durability.
-Moderate durability.
-The wood can withstand insect borers.
 Finishing.
-Can be obtain attractive finish.

33. 2.Place…
Gampaha District- Adjacent to the Colombo-Kandy road.
Location- Kirindiwela.
Continuous coconut log supply.
Minimize the transportation cost.
Easy customer access to the place.
Developing area-High demand for the construction timber
In our own land.

34. 3.Price…
Price is set according to the
- Competitive imported timber prices in roofing market.
- Production cost.
Discounts.

35. coconut timber. Competitors.
RAFTERS BEAMS
Total length Price
per
feet
Total
length
Price
per
feet
6 70 6 100
7 75 8-9 125
8 85 10 135
9 - 10 90 11 140
11 95 12-13 145
12 100 14-15 150
BEAMS RAFTERS
(Price per
feet)
Rs
(Price per
feet)
Rs
kempus 230 178
Thulan 230 178
Eucalyptus 220 170

36. 4.Promotion…
Promotion is mainly done by advertising.
Posters
Banners in populated areas
Television advertisements
Newspapers
Leaflets in hardwares.
 Through construction companies.
 Participated to the related exhibitions
E.g.: Architect
 Through e channels
Website
Facebook
Twitter
COCO-BEAMS
(PVT) LIMITED.
COCO-BEAMS

37. Promotion…

41. Friendly, loyalty and supportive service
Good communication with customers, suppliers and employees.
Discounts for customers.
Free delivery within 5km.
Quick and faithful responses for complaints.
Continuous attention for market.
Establish a system for monitoring results in each
month.

42. Budget plan…
Value (Rs)
Survey cost 1000
Chain saw × 2 80000
Truck 1450000
Band saw 95000
Wood planer 1100000
Computer 25000
Wood edge cutter 58000
Safety 30000
Other Equipments 10000
Establishment 12000
Total 2861000
Fixed cost.

43. Cost for 1st year.
Value (Rs)
Bill payments 420000
Maintenances 120000
Labor payments 1680000
chemicals 1287
Raw materials 4200000
Total
6421287

44. Income of 1st year.
Income Value (Rs)
Beams 3250000
Rafters 6750000
Ceiling panels -
Saw dust -
Firewood -
Total
10000000

45. Future targets…
Diversify our products.
 Wooden flooring
 Decorative poles
 Furniture
 Enter to the world market