CeylonPharma LTD introduced a new herbal soap targeting families and ladies in Sri Lanka in the year 2018. It mainly followed competitive pricing strategy and undertook huge marketing promotion activities covering all areas in the country. It mainly executed few TV and Radio advertisements, but poster campaigns, events and discounts were applied to attract customers with the support of distribution channels throughout.However, marketing audit carried out by the company revealed that its market share growth is stuck, and net profit has been questionable due to heavy promotional cost.

Explainthe marketing philosophy /concept followed by the company so far and critically comment the drawbacks it has. Further, you are required toproposea suitable marketing philosophy/concept for the company with practical explanations on its execution.