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NATIONAL INSITITE OF BUSINESS MANAGEMENT

Embark Sri Lanka


MARKETING MIX (4 PS)
SUBMITTED BY:
Name

Index Number

Mr. Chanuka H.N.P

HDBM-F-141022

Mr. Gunasekara O.W.M.P

HDBM-F-141053

Ms. Pathiraja W.P.T Hansanie

HDBM-F-141103

Ms. Perera B.T.P

HDBM-F-141112

Ms.Perera W.D.S.Y

HDBM-F-141115

Ms. Rajapakshe D.S.T

HDBM-F-141123

Ms. Rajasekara P.W

HDBM-F-141124

Mr. Shanthapriya Y.S.R.S

HDBM-F-141143

Mr. S.J Dilshan Silva

HDBM-F-141145

Ms. Stainwall-candappa S.A

HDBM-F-141146

MARKETING MANAGEMENT- HDBM 14.1

Abstract
The purpose of our assignment is to select a brand name and to prepare an assignment regarding
the marketing mix of that brand. For the completion of this task we selected Embark Sri Lanka, a
strong brand name in Sri Lanka which is selling under the Odel PLC.
This assignment is consists of 8 chapters. First two chapters will give the introduction about the
Company Embark operating under, and about the founder of Embark and also a clear image
about Embark brand.
Third chapter is focusing about the first P in Marketing mix which is Product. It explained the
product categories of Embark, levels of Embark product, product life cycle stage of Embark.
Pricing is the second P in marketing mix, and it describes in fourth chapter; here it gives the
reader the full idea of Embark Pricing objectives, and also about the Embark demand and market
type. It further explains the reader about the competitors of Embark internally and externally.
Third P, Place is in fifth chapter. This chapter mainly focused about the distribution strategy,
distribution system, and about the outlets of Embark in Sri Lanka. Additionally it also views the
global market of Embark as well.
The final P in Marketing mix, Promotion, will be explaining in sixth chapter. This chapter
explains the target audience of Embark and promotional objectives of Embark. This chapter
further explains the different channels used by Embark to promote their brand with examples.
The seventh chapter will give the reader the view of Embark Strengths, weakness, opportunities
and threats (SWOT Analysis). Final chapter is about the suggestions we gave as a team to
improve the 4 Ps of Embark.

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MARKETING MANAGEMENT- HDBM 14.1

Contents
1.

Introduction to the Company .................................................................................................. 4


1.1.

2.

3.

Otara Gunawardene .......................................................................................................... 6

Introduction to the Embark brand ........................................................................................... 7


2.1.

Vision Statement .............................................................................................................. 8

2.2.

Mission Statement ............................................................................................................ 8

2.3.

Objectives ......................................................................................................................... 8

2.4.

Embark Collection............................................................................................................ 9

2.5.

Recognition in the international market ........................................................................... 9

Embark Product .................................................................................................................... 10


3.1 Three Levels of the Embark Products ................................................................................. 28
3.2

4.

Product Life Cycle ......................................................................................................... 29

Embark Pricing ..................................................................................................................... 32


4.1 Objectives ........................................................................................................................... 32
4.2 Demand ............................................................................................................................... 32
4.3 Market ................................................................................................................................. 32
4.3 Competition......................................................................................................................... 33
4.3.1 Internal competition ..................................................................................................... 33
4.3.2 External competition .................................................................................................... 34
4.4 Pricing Strategy................................................................................................................... 35

5.

Embark Place ........................................................................................................................ 36


5.1 Distribution Channel ........................................................................................................... 36
5.2 Distribution Strategy ........................................................................................................... 37

6.

Embark Promotion ................................................................................................................ 40


6.1.

Identify Target Audience ............................................................................................... 40

6.2.

Determine Promotional Objectives ................................................................................ 40

6.3.

Designing the message ................................................................................................... 41

6.4.

Selecting Channel ........................................................................................................... 41

6.4.1.

Integrated Marketing Communication .................................................................... 44

7.

Embark SWOT Analysis....................................................................................................... 45

8.

Issues and Recommendations ............................................................................................... 46


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MARKETING MANAGEMENT- HDBM 14.1

1. Introduction to the Company


The concept of Odel began to take shape in 1989. It was when Otara Gunewardene started
selling clothes to her family and friends, from the boot of her own car. Although she stumbled
across the fashion retail industry quite by chance, Otara saw something only a few could see
the immense potential for retailing a range of stylish clothing to the fashion-conscious Sri
Lankan.
And then it happened in 1990. The launch of Sri Lankas most innovative brand Odel.
At Odel, they focus, on a lot of things in fact. Odel believes in and work consistently towards
ensuring that the merchandise, ambiance and management are not only effective, but also
evolving, in every aspect and every step of the way. And this has and continues to be the driving
force behind their success. The Company revolves around a simple, yet winning philosophy: a
relentless search for the highest quality products and services at affordable prices, together with
superior customer service that ensures consumer satisfaction and loyalty.
The flagship store at No. 5 Alexandra Place, Colombo-7, was launched in 1999.

Vision
To inspire the world

Mission
Our

mission is to provide a complete Mind, Body and Soul experience with an unparalleled

selection of fashion right and lifestyle products in an environment that is enjoyable and
welcoming.

Awards

2000 - The Golden Key Mercantile of the Year Runner Up

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2004 - Sri Lanka Institute of Marketing SLIM Awards, Campaign of the Year

2005 - Sri Lanka Institute of Marketing SLIM Awards, Print Ad of the Year

2006 & 2008 - Superbrands

2009 & 2010- Best Web Awards - Best E-Commerce and Most Favourite Sri Lankan

Website Gold

2009 - Asia Pacific Commercial Property Awards - Best Retail Development in the Country

2008 - Asian Marketing Effectiveness Awards, Harry Potter Magic Cup, Leo Burnett

Solutions Sri Lanka, Most Innovative Use of Media - Bronze

2010 - Chartered Accountants Annual Report of the Year, Trading Companies Sector Gold

2011 - CMO Asia Awards for Excellence in Branding and Marketing, Impactful Retail

Design and Merchandising Award

2011 - Animals Asia Welfare Awards - Outstanding Corporate Contribution

2013 - The Institute of Chartered Accountants of Sri Lanka, Annual Report Awards - Silver

Brands available at Odel

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1.1.

Otara Gunawardene

Otara Gunawardene, founder and CEO of ODEL has had a


colourful and successful career. Despite aspirations of being a
veterinary surgeon, she ultimately studied Biology before being
discovered as a potential model and was propelled to success
on the catwalks of leading international designers. She then
stumbled into the fashion retailing industry accidentally when
she started to sell clothes from the boot of her car to family and
friends. Her excellent eye for a trend and good quality clothing
saw her launching a range of stylish clothing in Sri Lanka in
1990.

Her brainchild, ODEL has grown from a tiny outlet on Dickmans Road to an absolute lifestyle
brand that is recognized internationally. Otara has been honored with a number of awards as a
leading businesswoman in Sri Lanka. These include; the SAARC Woman of Achievement
Award (2000), Ten Outstanding Young Persons (TOYP) of Sri Lanka (2000) Award,
Entrepreneur of the Year (2000), the Zonta Award for "Woman of Achievement" (2002) and the
most recently she was awarded the Ambassador of Earth Hour Sri Lanka (2014) to name just a
few.

Despite her success, she has remained true to her first love and has contributed to many
programs for animal welfare, before launching her very own initiative, Embark. She remains
involved in the day-to-day running of Embark, and is integral to the direction and activities of
the program.

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2. Introduction to the Embark brand


Established in 2007 as a brand with a cause, Embark has been instrumental in uplifting the life of
the street dog that may not have a home, but is undoubtedly part of our community.

Embark is relentless in their multi-faceted efforts of Adoption and Re-homing, Sterilization and
Vaccination, Saving the Injured, Education and Awareness programmes and igniting change in
the lives of street dogs throughout the island. In addition to the direct benefits to the dog, the
indirect benefits to society are immense.

The brand also offers a unique clothing line and merchandise that supports and advocates care
for street dogs such as womens clothing, mens clothing, kids ware, foot wares, jewelries, hair
accessories, bags, key tags, soft toys, stationary, accessories, mugs, pet beds, pet toys, leashes. A
portion of profits from the sale of Embark merchandise is used to fund welfare work; which is
provided to the public free of charge.

Through it all Embark has kept it 'Pashionable'. All operations are centered on the 'Pashionable'
Campaign - which works to change the hearts and minds of communities and their outlook
towards man's best friend. The campaign showcases the faithful Sri Lankan street dog; worthy of
respect and love, making them fashionable, giving them status and highlighting their own
inimitable style. Embarks ultimate goal of communities living in harmony with the Sri Lankan
street dog within a Rabies free Sri Lanka is slowly, but surely becoming a reality with increased
involvement and support from the public - each an ambassador for the cause, who epitomize
everything Embark stands for.Embark is undoubtedly making a change - one paw print at a time.

Over the past seven years, Embark as a brand has grown in leaps and bounds, which in turn has
allowed the welfare operation to grow bigger and reach further each year. Today, Embarks
impact has reached all corners of the country and beyond; from initiating new projects in Jaffna
and Sigiriya and working with new veterinary partners to reaching more than 20,000 people each
month with the Pashionable message, Embarks programme continues to broaden its horizons, in
every way.

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Embark has not only improved the lives of nearly 45,000 street dogs in Sri Lanka but has also
taken the Pashionable message global. The brand has attracted a large fan base, both locally and
overseas, that has adopted the edgy, youthful styles and animal-related cause with much
enthusiasm. The uniqueness of Embark lies in the fact that many customers go beyond simply
purchasing a product. They have taken on active roles like volunteering, fostering, adopting,
donating and became ambassadors for the brand with a cause

2.1.

Vision Statement

To provide a better life for street dogs Sri Lanka and give them the love, respect, and
home they deserve

2.2.

Mission Statement

We believe in igniting change, in the life of the street pooch that need it the most. Through our
endeavours of Adoption and Re-homing, Saving the Injured, Sterilization and Vaccination and
more, we encounter a variety of street pooches, each with their own unique personality, to whom
we strive to give the love, shelter and respect they deserve. Dogs have long been considered
mans best friend and they have certainly earned the title. In our island, the street dog performs
multiple roles; they have assisted the disabled, served the army, guarded us and faithfully
remained our loyal companions - and expect so little in return. The bond with a street pooch
begins the moment they come into your life and it never stops growing they will always remain
a Friend Fur ever. The work we do at Embark is fuelled by a commitment and passion to
provide a flicker of hope and a chance at happiness; we believe that we have the power to do a
world of good, even if it means to start one paw print at a time.

2.3.

Objectives

Embark has main four objectives. They are;


Vaccinating and sterilizing; to control the street dog population and eradicate Rabies
Re-homing pups, adult and special needs dogs to give every dog the home it deserves
Caring for injured street dogs to help them get back on their feet
Educating and spreading awareness to ensure the safety of our communities

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2.4.

Embark Collection

Embark funds projects from the profits of its successful and much sort after collection of
clothing and accessories. Embark has successfully
su
turned passion into fashion by developing
this line of merchandise which consists of highly trendy, yet surprisingly affordable clothing and
accessories for men, women and children, and substantially augments the Embark offering which
unites fashion with the cause of animal welfare. It is aimed to sell Embark merchandise
internationally and increase the exposure to animal lovers world-wide,
world wide, also bringing in more
funds for the activities here in Sri Lanka.

2.5.

Recognition in the international market


mark

Niko goes to bollywood was a step across borders, incorporating the spirit of Indias
cosmopolitan cities translated into colours and graphics, and embellished with Embarks
signature taglines and bold slogans. And also Embark was introduced to Denmark, Singapore,
also to Dubai.

Zampa zen- Rome


Embark in NDTV - India

Pet World Stores - Denmark

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3. Embark Product
Embark Sri Lanka is a brand that operates under the Odel PLC that consists of life style products
which include ready-made garments, home wear and other accessories. They are Consumer
products, that bought by the customers for personal consumption. Embark products can be
identified as Shopping Products where customers are willing to spend more time and effort when
purchasing the products.
When considering the whole Embark Brand Name, the Embark is consisting of three different
product categories. Namely;
Rozzy Collection
Niko Rocks
Pirate Collection
Further the customers can shop under different categories, they are;

Womens T-shirts
Womens Shorts & Skirts
Mens T-shirts
Mens Shorts & Pants
Kids Wear
Footwear
Jewellery
Wristbands
Hair Accessories

Customers can shop under different tokens also. Namely;

Bags
Key tags
Soft Toys
Stationery
Accessories
Mugs

Customers can shop for Pet Products too.


Pet Beds
Dog Toys
Leashes
The range of each product category is described below.

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Different colored Printed T-Shirts,


Shirts, a ribbed round neck, short sleeves and printed slogan on
front. These T-shirts
shirts are made with Cotton & Spandex material or Polyester Mixed Fabric.

Different Colored T-Shirts,


Shirts, has a ribbed
round neck, short sleeves & printed
Embark sign on front, Made with
Polyester & Rayon mixed material.

Different Colored T-Shirts,


Shirts, has a ribbed round
neck, short sleeves &and embroidered embark sign
on front, Made with Polyester & Rayon mixed
material.

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Different Colored Skinny top, has a round neck with tapping around it, Sleeveless with a slogan
print or Niko on front, Made with Cotton& Rayon mixed material or Cotton & Spandex Fabric or
Cotton Material.

Red and Hot Pink Linen Niko Shirts, has a collared neck, Long
Sleeves and buttoned placket with chest pocket, which made with
Linen Material.

White Polo Shirts has a collared neck, short sleeves and


embroidered Embark sign on front chest, made with Cotton
Fabric material.

Pink and Black colored draped sweater vest features a shawl


collar and ribbed sleeves, v pockets, stones Niko logo on front,
made with Cotton and Spandex material.

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Lurex Suit with the top & the short with embark print on the side of the
short. Feature solid contrast ribbing on sleeves and bottom.

Printed Pants, has an elasticated waistband with drawings,


with Embark Print, made with Cotton & Spandex mixed
Material.

Niko Polka Dotted Short has an Elasticated waistband with an adjustable


strap, made with Polyester & Spandex mix fabric material.

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Embark unleashed Gym Pants is sleek, stretchy, & slim fit


piece and keeps it shape. The comfortable waistband is also
flexible enough to handle activities such as Yoga or Pilates.

Gym Shorts, elasticated waistband with print,


made with Cotton & Spandex mixed Fabric
material.

Niko embroidered Skirt, adjustable


adjustable waist, front pockets with
embroidered Niko, made with Cotton fabric material.

Stylish dark green and black pleated tie and dye twill short
with front and back pockets, belt loops, front zipper, waist
button and designed back zipper.

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Round neck with short sleeves, come with blue


striped pocket on left chest or embroidered
Niko logo on left chest, made with Cotton
Fabric material.

Arm cut, has a round neck with tapping around


it, and comes with a printed design in front,
made with Cotton fabric.

Long sleeves shirt, Different colored, with collared neck, long sleeves and long buttoned
placket with front embroidered Niko on left.

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Polo Shirt, Made with cotton fabric featuring short sleeves, plain collared
neck with front buttoned placket and embroidered Nikko logo.

Embark winter jacket made with Cotton fabric, featuring long sleeves,
plain round neck with front buttoned placket and embroidered Nikko logo
on chest.

Printed Shirt, A round neck with tapping


around it, comes with a printed design or
a slogan on front
nt and made with Cotton
fabric material.

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Stylish different colored, mens


short comes with front and back
print.

Stylish beige colored Embark Twill Shorts has belt loops around the
waist, two pockets in front and two pockets in back.

The new Niko Rocks collection pant and 100% cotton, for a
comfortable fit. Embark gives a fetching look, perfect for any casual
occasion.

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Embark boys T-shirts,


shirts, different colored, has a round neck, short sleeves, and graphic dog print or
slogan print on front, and made with Cotton and spandex material.

Embark Girls T-shirt,


shirt, has a round plain neck with front pocket or front buttone
buttoned placket and
slogan print, made with Cotton and spandex material.

Stylish dark blue colored, five pocket style kids denim short
with elastic waist.

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Different colored slippers come with a slogan print


with shiny rubber straps.

Dog Paws print design, pink and brown bedroom


slippers.

This slip-on
on rubber slippers comes in a mixed of vivid colors
and features a molded rubber upper with a shock absorbing mid
sole and a durable rubber
ber out sole for a steady step.

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Stylish, multicolored and twisted,


Embark bracelet comes with gold
colored, small, hanging Niko.

Stylish, red stones


linked, gold colored
Embark
bracelet
comes with hanging
Niko tag.

Stylish, beads beaded, different colored


embark bracelet comes with hanging
Niko tag.

Stylish, Silver colored,


metal cubes beaded &
neon Code Embark
bracelet.

Neon
co
colored
beaded
elasticated bracelet with
orange, pink, and green
beads. The Niko face
pendent gives an extra
value; bracelet is stretchy
and will fit all wrist sizes.

Stylish,
Embark
bracelet with silver
colored, hanging Niko
tag.

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Stylish, wrapped and multicolored Embark bracelet comes with stones studded Niko
Tag.

Stylish, Embark tail up earings

Stylish, letter cubes, codes hanging,


different colored Embark bracelet.

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Printed slogan embossed.


Different colored, Rubber
Wristbands.

Printed slogan embossed,


colored, Slap Bands.

different

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Stylish, different
differe colored Embark hair
clips, Embark hair bands, Embark hair
slides

The Embark backpack features two main compartments, laptop sleeve for up to a 15
screen & deluxe organization. The backpacks have wide shoulder straps and a padded back
panel.

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The Embark Laptop bags has shoulder strap with a print,


print at the front and the back.

The Embark key Tags with dogs tag

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Some of the Soft toys from the collection of Embark

Stationery items
Collection

of

the

Embark

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Different Accessories available in Embark collection are listed below.

Printed slogan
Embark socks
Wallets

Dog Ornaments
Photo Frames

Water Bottles
Printed Cushion

Niko Watches

Neck Pillow

Caps

Phone Pouches
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Mugs and cups available with printed slogan or printed dogs paws

Dog Bed

Animal
Food
Holders

Dog & Cat Food


Bowls

Animal Toys

Dog Cookies

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MARKETING MANAGEMENT- HDBM 14.1

3.1 Three Levels of the Embark Products


Design of the products need to be focus on 3 levels. Here Embark products are described in
relation to the three levels of the product.
1) Core Level
It is the main need address by the Product. Embark Products are life style products that
includes ready-made garment, home wear and other accessories that will be needed by
customers for their day to day activities like, for wearing purposes, for pet care, for to look
trendy and fashionable etc. By purchasing Embark products people can donate for wellbeing
street dogs in Sri Lanka.

2) Actual Level
There 5 elements that need to consider in this level.

Features
Embark Life style products include, Womens wear, Mens wear, Kids Wear, with
different sizes like Large, Medium, Small, Extra Large, Extra Small, and Double Extra
Small. Colors from dark colors to light colors are available.
Other than clothing, Footwear, Accessories, Bags, Mugs, Soft Toys, Stationery and Pet
Products also included in Embark Collection.
So the customers can purchase different products under the same brand from Embark.

Design
Embark Products has a unique design when compare to their competitors. Their
products can be easily identifies as their products has unique slogans and unique
designs.

Branding
The identification of the products in Embark can be recognized from the Embark logo
as well as through the print of letters EMBARK. The name Niko, the most
recognized street dog in Sri Lanka also an icon and a symbol of the Embark brand.

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Quality
The main fabric used for designing Embark clothes is Cotton, other than that
Polyester, Spandex, rayon and Linen materials also used. The combination of above
mentioned fabric also may use in designing clothes.

Packaging
When visiting an Embark outlet, the shop keepers in ODEL will make it easy for
customers to find the product according to the consumer preference.

3) Augmented Product
Credit cards and Debit cards can be used for purchasing Embark Products. Other than that
teenagers can uses the ODEL Loyalty card to get discounts when purchasing Embark
Products. Further Embark Offers their customers the chance of online shopping, customers
can log in to www.odel.lk while at home and shop for Embark products online, and they will
deliver the products to their customers home. Customers also have the chance of buying gift
vouchers to gift their lovely ones on special occasions.

3.2 Product Life Cycle


There are four different stages a product goes through its life or its existence. The 4 stages are:
1) Introduction Stage
2) Growth Stage
3) Maturity Stage
4) Declining Stage
From these different 4 stages, The Embark brand is in its Growth Stage. The reasons can be
explained as below. The below reasons are explained with reference to the Embark annual report
2013-2014.
Embark was launched on March 2007, and over the past several years, Embark as a brand has
grown in leaps and bounds which it has allowed the welfare operation to grow bigger and reach
further year. Today, Embarks impact has reached all corners of the country and beyond: from
initiating new projects in Jaffna and Sigiriya and working with new veterinary partners to
reaching more than 20,000 people each month with the pashionable message, Embarks
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programme continues to broaden its horizons, in every way. The
The brand has attracted a large fan
base, both locally and overseas. The uniqueness of Embark lies in the fact that many customers
go beyond simply purchasing a product. They have taken on active roles like volunteering,
fostering, adopting, donating and became
became ambassadors for the brand with a cause
cause.
Most of the people in the country as well as in overseas are aware of this brand, and for the past
several years the percentage of the people were significantly increasing.
According to the 2013-2014
2014 Embark annual
annua report, the rate of increasing people awareness of
the Embark over the past years can be shown under following catergories.

Adoption Day
As it shown, when compared to the past
years the adoption of street dogs has been
increased significantly in this year. The
response toward adoption is being positive.

Saving the Injured


When comparing to previous
years the saving the injured street
dogs also have
ve a significant
increase.

Moreover the treatments also


showed huge increase in the fast
years.

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Sterilization & Vaccination
Following figure illustrate the comparison of total sterilization and vaccination service happened
in the past years through different districts in Sri Lanka.

Growth of Education & Awareness campaigns


Starting with just one Rabies Education Campaign in 2007, Embarks Education and Awareness
Campaign is now at its strongest. Their monthly reach extends to schools, via the television,
through English and Sinhala Newspapers, through the Web and on Social Media. Embark
incorporates a holistic approach to raising awareness. Over the last year, Embark together with
veterinary partners, held education programmes in several schools in Maharagama. These
primary and secondary school students are now experts on topics such as how to avoid dog bites
and why they should vaccinate their own pets. Embarks goal is to make sure tomorrows leaders
are also responsible pet owners.
Increasing the followers of Social Media
Embark Facebook fan page has reached 32,863 fans on the past year and Embark has 1,500
followers on twitter.

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4. Embark Pricing
4.1 Objectives
Embark mainly price according to their position in the market. As Embark brands main
objective is Puppy re-homing and emergency treatment care for puppies they need money.
Therefore the needed money to fulfill their brand objectives will be fulfilled through Embark
Products. Embark main Pricing objectives can be summarized as follows.
To promote well being of animals
To change the mind, attitude of the public
For the survival from the competition
To maximize current profit and to stable the market position
To be the leader in Product quality

4.2 Demand
Demand is a useful external factor when making pricing decisions. Embark products can said to
be in Relatively Inelastic Demand. That is a small change in price of Embark products will
result a relatively smaller change in quantity demand for Embark Products.

4.3 Market
According the products in Embark can categorize into Monopolistic Market that is a market
structure in which firms products are comparable rather than homogeneous. And this is a market
structure which combines feature of perfect competition and monopoly.
In this market there are,
Large no of buyers: In this market each and every human being buys cloths. Because it is
a basic human need.
Large no of sellers: we all know in Sri Lanka there are plenty of shopping outlets.
Nolimit, cool planet, romafour, fashion bug and house of fashion are few examples for
them.
Differentiated: all above mentioned shopping outlets sell clothes, accessories, slippers,
etc. To stand against other shops differentiate embark product from others is must in this
industry.

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Other than the above mentioned factors,


No barriers to enter and exit
Price taker
Earn normal profit. Above we mention monopolistic market they earn normal profit but
if you have good differentiate method you can earn abnormal profit.

4.3 Competition
Embark competitors can be identified Internally and Externally;

COMPETITION

Internal Competition

External Competition

Backstage

Glitz

LUV SL

Cool Planet
Romafour

4.3.1 Internal competition

1. Back stage vs Embark


Backstage is also a brand which is operating under ODEL. Though it is selling in same outlet
where Embark products are available (ODEL outlets) it can directly influence Embark brand.
Backstage is a modern fashion theme which targeted for fancy girls. Both Embark and Backstage
have variety of t-shirts, slippers, ornaments, accessories etc. When considering these two brands,
t-shirt prices are same in both brands. But Backstage accessories, ornaments and slippers are
much cheaper than Embark. But in the quality t shirts qualities are same in both brand but variety
of Backstage t- shirts are much higher than Embark. And slippers Backstage print is on slipper is

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more long lasting than Embark slipper print. But Embark slipper is much comfortable for the
foot.
From above comparison we can understand that the Backstage is brand which is equal level of
embark in the same ODEL outlets. But apart from these factors Embark brand can attract
customers over Backstage brand as the purchase of Embark brand is like a donation to save street
puppy to the customer heart.

2. Luv SL vs Embark
Luv SL is another brand which is selling under same ODEL roof. This Luv SL mainly target
foreigners because it is mainly emphasize the Sri Lankan heritage and inherent creatures of Sri
Lanka such as turtle, elephants, fish and etc. Luv SL has huge variety than Embark and it is
much cheaper than embark. Internally this is most selling brand in ODEL due to this low price.
Accessories and ornaments are not available under the Luv SL brand. It is a strong point for
Embark when comparing to Luv SL.

4.3.2 External competition

1. Glitz vs Embark
Glitz is an upward stretching product under Nolimit chain which is target to high income earners.
In Glitz branches they had introduced two different varieties of t-shirts which can influence
Embark brand. Those two brands are,

Singing fish
H&S

These two brands mainly produce T-shirts and slippers. But those brands are much cheaper than
Embark. But we know low price make big demand. If we talking about the variety it is not higher
than embark. But when come to customer the quality and price can be subjective to person to
person. And because of low price, more customers can attract to glitz brand.

2. Cool planet vs Embark


Cool planet is also high brand name. But in cool planet there is no variety of brands like
Embarks, Backstage, Singing fish etc. But mainly in the CoolPlanet they sell high quality
products. They import good quality brands for locals. Due to this some people buy branded
products other than buying local products like Embark and others. This is mainly happen due to
perception of the buyer. Normally CoolPlanet select their location very logically where the high
income earners live. Therefore they can target them with good branded products.
CoolPlanet can be a big external competition to Embark as well as for ODEL because customers
can buy everything not only clothes & slippers but also books, toys, kitchen appliances &
electrical equipments.
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3. Romafour vs Embark
Romafour is another high class fashion outlet mainly targeting party dresses. There is no other
place such as romafour. Because they have variety of salvas, frocks, sarees, kurthas and others
dresses which you cannot find from other shopping outlets. But talking about prices, clothes in
romafour is much higher than the other shops.

4.4 Pricing Strategy


Embark pricing method is Market skimming Pricing (High Price, Low volume). Skimming
Pricing means that Quality must support high price, enough buyers are willing to pay the price,
and cost of producing smaller volume cannot be high.
Embark products are averagely valued in the range of Rs: 500 to Rs: 3500. But Embark
customers are willing to pay this price for the products they purchase, because of the reputation
and the CSR activities Embark is performing in the society. By purchasing Embark products,
customers will support for street dogs without knowing. Because of these factors Embark is
using Skimming as their price strategy.

Mugs from 450 LKR


upwards
Womens T & Skinny from 975 LKR upwards

Soft toys from 650 LKR upwards

Backpacks at 3650 LKR


Mens T from 1250 LKR upwards

Further Embark can adjust their pricing strategy to psychological Pricing as Embark brand
Products valued at a high price. Therefore it will result the consumers to perceive the quality of
Embark products is high.

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5. Embark Place
This refers to how an organization will distribute the product or service they are offering to the
end user. The organization must distribute the product to the user at the right place at the right
time. Efficient and effective distribution is important if the organization is to meet its overall
marketing objectives. If an organization underestimate demand and customers cannot purchase
products because of it, profitability will be affected.

5.1 Distribution Channel


Two types of channel of distribution methods are available. Embark engage in Indirect
distribution.

Producer

Odel Warehouse

Retailer

Odel Outlets

Consumer

Embark
Customers

Embark has chosen Indirect distribution as their distribution channel because of following
reasons:
To attract new customers daily and increase their profits
To reach the Embark target customers conveniently
To position the location of the outlet as Customers favorite fashion destination

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5.2 Distribution Strategy


Depending on the type of product being distributed there are three common distribution
strategies available.
Intensive Distribution
Exclusive Distribution
Selective Distribution

Embark follows Selective Distribution as the distribution strategy. That is they use
intermediaries only in selected specific places, where consumers are willing to shop around and
where manufacturers want a large geographical spread based on population and the target
market. A small number of retail outlets are chosen to distribute the Embark products. Out of 20
outlets of Odel in Sri Lanka, Embark currently available in 15 distinctive stores, to date.
Strategically located in commercial and fashion hubs around the country, each store offers
customers its own distinctive shopping experience; in terms of product range, ambience and so
much more.

Alexandra Place

Maharagama

Battaramulla

Panadura

Mount Lavinia

Moratuwa

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Kohuwela

Katunayaka - Airport

KCC - Kandy

Ja-Ela Realty Plaza

Majestic City - Bambalapitiya

Wattala

Nugegoda

Kiribathgoda

K Zone Ja-Ela

Basically they have few outlets only around country but the objective is to widely distribute the
product locally and internationally which is representing the intensive strategy. But all of their
outlets are not profitable. Only the Alexandra place and Baththaramulla outlets are profitable
because their target market is high class and middle class customers and also foreigners, and
most of those customers are around the Colombo city.

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Almost every outlet is situated in or closes by to Colombo city.

To achieve ultimate company-objectives ODEL embark following Multi Channel Distribution


system. Customers can purchase the products through their website behalf of shopping. ODEL
currently has the delivery services. Rather than establishing new outlets ODEL has the choice to
supply products under the brand-name to selected locations so any customer can purchase their
products online. It will save customers time and reduce their cost so customers attracted to these
selling methods, because of that ODEL can increase their profits by selling more products.

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6. Embark Promotion
A successful product or service means nothing unless the benefit of such a service can be
communicated clearly to the target market.
Odel's Corporate Marketing Department is constantly creating positive relationships with
corporates and individuals to facilitate rewarding results for all. Based on company's needs and
strategy, the Embark team works closely with the potential partners to create a well-integrated
proposal offering promotional opportunities that are mutually beneficial.
Odel gives back to society through Embark and other CSR efforts because Odel is passionate
about making a positive contribution. When a company partners Embark's efforts it is associating
itself with a commendable cause that communicates a very powerful message.

6.1.

Identify Target Audience

A marketing communicator must start with a clear target audience mind. In this step target
market expectations are identified.
Embark brand identify their audience based on 03 criteria. They are:
Income Based Here Embark targets high and middle income earners.
Age Based Embark products are mainly designed and targeted the teenagers in the
society.
Celebrity One of the leading fashion icons in Sri Lanka is Niko and Otara
Gunawardana. For the people who loves Niko and who likes to dress like Otara
Gunawardana also one of Embark targeted audience.

6.2.

Determine Promotional Objectives

Embark Promotional Objectives can be listed as follows;


Embark main promotional objective is the well-being of street pooches and treating them
and re-homing street dogs
To promote and increase product awareness
To attract new customers as well as to retain their existing customers
To modify customer attitudes
To develop repeat purchase behavior
To differentiate Embark products
To face high competition

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6.3. Designing the message


Designing of the message can be done in Rational Appeal or Emotional Appeal. But in Embark,
they follow both Appeals to deliver the message to target audience. However they mainly focus
on Emotional Appeal.
Embark motivate their customers to purchase products by talking to their customers heart and
mind both. As Embark products are trendy, youthful, and stylish and also of the recognition of
the brand many customers will motivate to purchase the Embark products. This is Rational.
More importantly, the uniqueness of the Embark lies in the fact that many customers go beyond
simply purchasing a product. Purchasing an Embark Product on the other hand is like a donation
made for the well-being of street pooches. Because of this, and to save a street puppy many
customers again will motivated to purchase Embark products as it is a good cause. This is
Emotional.
Message Source
The message source is the tool that is used to attract and deliver the designed message to the
target audience. In Embark the message Source is a person and a street dog.
Otara Gunwardana is the celebrity person of Embark brand and also she is the founder
of Embark. She is one of the leading and successful business women entrepreneurs in Sri
Lanka; she is role model for Sri Lankans women.
Niko the most recognized street dog in Sri Lanka is a fashion Icon of Sri Lanka. Niko
inspired Otara to create the Embark brand.
But today; Embark message source also consists of another two street dogs, namely;
Rozzy & Bandit

6.4. Selecting Channel


The various channels that Embark has undertaken with the sole purpose of marketing its products
can be listed as,
Personal selling
Personal selling singles out those situations in which a real human being is trying to sell
something to another face-to-face. Embark uses a strategy of this type to promote
goodwill and demonstrate the product's commitment to society. It also provides
opportunities to strengthen relationships with customers and suppliers while at the
same time dramatically increasing product sales and building positive brand
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awareness in society. Personal selling has been conducted by Embark throughout
many of their promotional activities such as,
Embark Puppy Adoption Day (on the last Sunday of every month from
2.30pm to 5.30pm)
Sterilization and vaccination Campaigns
Embarks Education and Awareness Campaigns for school children
Street Pooch Pawty
Embark Products launch Fashion Shows
Advertising
This is any paid form of non personal presentation and promotion of ideas, goods, or
services by an identified sponsor. Embark runs regular printed advertisements on
local newspapers that are not only informative but creative in their own their right.
The core message of these advertisements is to share the joy of adopting a pet with
caring families who are willing to open their homes to a rescue pup.

Sales promotion
This means short-term incentives to encourage the purchase or sale of a product or
service. Sales promotion is one level or type of marketing aimed either at the consumer
or at the distribution channel in the form of sales-incentives. It is more closely
associated with the marketing of products than of services. It is used by Embark to
introduce all its new products and to lift sales temporarily. The chief tools of sales
promotion are discounts, distribution of samples and coupons, the holding of
sweepstakes and contests, special store displays, and offering premiums and rebates.
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All of these techniques require some kind of communication. Thus sales promotion and
advertising are difficult to distinguish.Embark has been successful in making use of
some of the most effective tools mentioned above such as:

Soul Mate contest ( organize for valentines)


Pooch Smooch Competition
Snap and win ( photo contest with your pets)
Street Pooch Pawty
Embark Passionable People(Winners of an owner Pooch Photo contest)
Seasonal Offers
Discounts on products for off-season

Direct marketing
This refers to direct communication with carefully targeted individuals to obtain an
immediate response. This tool is used by Embark to promote their products as well as
to create awareness about their CSR activities. Embark is engaging in Direct
Marketing in following manners;

Embark blog - embarksrilanka.wordpress.com

Direct emails for customers ( about newly launched Embark products)

Public relation
The variety of activities and communications an organization undertake to monitor,
evaluate, and influence the attitudes, opinions and behavior of groups or individuals
who constitute their publics. Embark mainly uses media to influence the attitudes,
opinions and behaviors of public. They can be explained as below:

Embark Magazine (Volume 2/2014)

Embark featured on NDTV

Little Enquirer

Event marketing and sponsoring


Embark sponsor or organize various events in Sri Lanka. Some of the events Embark
sponsored in previous years are:

Hall of Fame

UNLEASHED

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Social media
Embark closely interacts with fans via social media platforms that encourage
discussions on responsible pet ownership, compassion for animals and the importance
of sterilization and vaccination. The founder and owner of Embark, Mrs. Otara
Gunawardana also closely interacts with fans closely through social media.

Embark has more than 50,000 fans on Embark Fan Page

Embark on Twitter

Embark on YouTube

Embark on Google+
Embark on flicker
Embark on Instagram

6.4.1. Integrated Marketing Communication


Embark uses not only a single channel, but couple of channels to deliver a clear, consistent and
compelling message about Embark and its products. This helps Embark to deal with high
competition. The channels they are using are explained in the above section. (6.4. Selecting
Channel).
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7. Embark SWOT Analysis


STRENGTHS

Strong Management - Strong management can help Embark to reach its potential by utilizing
strengths and eliminating weaknesses.

Strong supply chain - A strong supply chain helps Embark to obtain the right resources from
suppliers and delivery the right products to customers in a timely manner.

Customer Loyalty - When given a choice, customers are loyal to Embark. Instead of targeting
all customers, they only need to target new customers in order to grow their business. This
qualitative factor will lead to a decrease in costs.

Brand Name - A strong brand name is a major strength for Embark. This gives them the
ability to charge higher prices for their products because consumers place additional value in
the brand.

Embark goes with Shop and Support, as the profits are used for a good cause, people will
tend to purchase Embark products.

WEAKNESSES

Weak distribution channels only a small outlets

Poor Customer Service -Weak customer hurts odelss reputation and causes customers to flee
to competitors who are more respond to customer Service (odel) is an easy qualitative
factor to overcome. So the investment will not have to spend much time trying to overcome
this issue.

Work Inefficiencies- An inefficiencies work environment means that Embark goods and
services are not being utilized properly

Cost Structure - A weak cost structure means Embark products prices are high in comparison
to their external competitors.

OPPORTUNITIES

High Loyalty among customers, It is a strong brand when compare to internal brands at Odel
Embark Products Profit is for a good cause

THREATS

External Competitors offers


The Competitors prices on products
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8. Issues and Recommendations


As for the assignment we do not find out any issues related to the Embark 4 Ps, that is Embark
Product, Embark Pricing, Embark Place and Embark Promotion. But in this chapter we would
like to give few suggestions for Embark brand to develop their 4Ps.
The suggestions we are giving here is based on a small survey we did with Embark customers.
For the survey, we randomly choose 20 individuals who are familiar with Embark brand and
gave 7 questions poles to answer. The information we gathered from the questions pole is
illustrated in following table.

Question

Yes (%)

No (%)

Qs 1: Do you familiar with Embark brand

100%

--

Qs 2: Do you think Embark prices are reasonable

50%

50%

Qs 3: Do you like the printed slogans on Embark clothing

90%

10%

Qs 4: If No for Qs 4: would you like to purchase the same --designed clothing without the printed slogan

100%

Qs 5: Would you prefer if Embark offer you the 100%


customization for Clothing

--

Qs 6: Do you satisfied with Embark new collections, trends 95%


introduced on time to time

5%

Question 6 was Reasons for purchasing Embark Products: and it was an open end question, the
details collected can be summarized as below;

Embark is good cause and for the image of the brand - 50%
High Quality 30%
Trendy collections 20%

When analyzing the survey, we found out that 100% of the survey sample prefers to purchase
customized T-shirts from Embark. As a suggestion we think it would be great opportunity for
Embark to engage in this activity. That is Embark can give their customers the chance of
customization of their own T-shirt. This will be valuable thing for Embark loyal customers and it
will be good factor to Embark as well.

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