Marketing Plan for the Company-"Gonuts with Donuts" Sri Lanka

1. Introduction

1.1 Company History

“Gonuts with Donuts” is a member of L.M Jinasena & company,(LMJ), a privately owned group of companies, owned by Sri Lankan designer Lalin Michael Jinasena.

The company identified an unsatisfied market in the comfort food segment since there were no other specialized outlets that sold donuts in the Sri Lanka thus far. Thus “Gonuts with Donuts” became the pioneer in donut cafes in Sri Lanka by opening up five outlets on March 9th 2009 in the following locations:

• Crescat Boulevard-Galle Road Colombo 3

• Odel-Alexandra Place Colombo 5

• Fashion Bug-Colombo 3

• Nugegoda-Kohuwala junction

• Forbs building-Nawam Mawatha

However the company centralized to one outlet in Castle street in the year 2011 and currently maintains a drive through to serve its customers.

Although the company started out with a wide range coffee, cappuccino, espresso, hot chocolate and a variety of teas to go with the donuts, it currently solely focuses on donut making in its castle street drive through. Their mission is “To make Sri Lankans go Nuts over Donuts!” and they have been immensely successful in doing so since it has been able to secure a loyal customer base who have indeed “gone nuts” over the crisp and light donuts with delectable toppings that have been created by Lalin Jinasena, the founder of Gonuts , and his team of expert pastry chefs.

The company strives to become the premier donut provider in the country which has the largest product range with a donut flavor that is able to win the taste buds of any consumer- young and old. It provides a sweet range for the sugar lovers and a savory for the more calorie conscious consumers, all at very reasonable prices.

1.2 Market Opportunity

Through the mini survey conducted by the company it was concluded that the business has an appealing market opportunity for success due to the following reasons:

• Revelation that almost 39% of the sample population in the western...