2024
Digital Simulation
Phrase-01
PREPARED FOR,
Niroshan Music Centre (PVT)Ltd.
Bachelor of Business Management Honors in
Digital Marketing
For Group Assignments
Digital M
Subject Digital Marketing Simulation
Subject Code BDMK 41234
The course Lecturer Mr. Nipun Hewapathirana, Mr. Theja Bandara , Ms. Gimhani
Ekanayake
Students Details
No Group Name
Student Name Student Number Signature
1 H.K.S. Kavindi BM/2019/399
2 W.P.S.H. Fernando BM/2019/262
3 W.M.S.A. Fonseka BM/2019/370
4 W.K.H.H.M Jayaratne BM/2019/167
5 M.D.S. Neeliya BM/2019/312
6 S.R.R. Tharuprabha BM/2019/234
7 S.A.M.R.S. Jayathilaka BM/2019/303
8 M.D.S. Prarthana BM/2019/165
9 J.A.I.S. Jayakodi BM/2019/268
10 W.S.N. Thamil BM/2019/125
11 K.P.G.C.S. Dewmini BM/2019/235
12 K.D.H.D.I. Amarasinghe BM/2019/217
13 K.H.A. Kandewaththa BM/2019/161
14 G.D. Dilshan BM/2019/135
15 G.S.C. Navodya BM/2019/325
16 K. Dhanushan BM/2019/129
Nature of the Assessment Report
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Assignment topic Digital Marketing Simulation – Phase 1
Learning Outcomes
Word count 2657
Due date / Time 29/03/2024
Group Declaration
We (Group) certify that the content of the above assignment is one of our original works and
not copied from any of the published or internet-based documents. Without references we have
not used any of the other person’s original work or ideas. So, the report or the work we have
done is free of plagiarism.
Group leader’s H.K.S. Kavindi Date 29/03/2024
Signature
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Table of Contents
1. Product Mix ........................................................................................................... 4
1.1 Product ........................................................................................................... 4
1.2 Price................................................................................................................ 5
1.3 Place ............................................................................................................... 6
1.4 Promotion ....................................................................................................... 7
2. Target Group ......................................................................................................... 8
3. Competitor Analysis ............................................................................................. 11
3.1 Competitor Identification ................................................................................... 11
3.2 Competitive Analysis .......................................................................................... 12
3.3 SWOT Analysis.................................................................................................. 16
3.4 Recommendations .............................................................................................. 18
4. Current Sales Value and Volume ........................................................................... 20
5. Digital Feasibility Analysis .................................................................................... 21
5.1 Key Highlights ............................................................................................... 21
5.3 Challenges ......................................................................................................... 23
5.4 Goals ................................................................................................................. 23
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1. Product Mix
1.1 Product
Niroshan Music Center (Pvt) Ltd is an established Music Instrument selling company in
Kurunegala. This Company sells new and used Musical Instruments and Accessories including
school band and orchestra instruments, plus guitars, Keyboards, and accessories at reasonable price.
In addition, they have an on-site repair department.
Brands; (Yamaha, Cassio, LMG)
Category Instrument
String Instruments Violin, Guitar, Sitar, Piano, Cello
(Producing Sounds by the vibrations of strings)
Percussion Instruments Drums, Bass Drums, Darbak, Bongo, Cajon,
Bummedi, Clappers, Congo, Cymble, Djmabe,
(Producing Sounds by being struck, hit or
Dolak, Dolkey, Geta bera, Raban, Tabla,
rubbed)
Thammattam
Keyboard Instruments Organ
(These musical instruments played using
keyboards)
Brass / Wind Instruments Mouth Organ, Saxphone, Clarinet, Combu
nala, Shruthi Box, Flute, Hakgediya,
(That produce sound by means of the vibration
Horanewa, Melodica
of air)
Other Speakers, Stands, Stationary Items, Stiks,
Stools, Toys, Recorders
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1.2 Price
Niroshan Music Center (Pvt) Ltd, incorporating Sri Lankan pricing:
New and Used Musical Instruments:
I. Guitars:
Entry-level acoustic guitars: LKR 15000 - LKR 40,000
Electric guitars: LKR 25000 - LKR 80000
Professional-grade guitars: LKR 850000 - 100000
II. Keyboards:
Beginner keyboards: LKR 20,000 - LKR 40000
Intermediate keyboards: LKR 40000- LKR 150000
III. Drums:
Starter drum kits: LKR 40,000 - LKR 200000
Intermediate drum sets: LKR 100,000 - LKR 300,000
Professional drum sets: LKR 300,000+
IV. Brass and Woodwind Instruments:
Student-grade instruments: LKR 20,000 - 60000
Intermediate-level instruments: LKR 60,000 - LKR 150000
Professional-grade instruments: LKR 200000 +
V. Accessories:
Strings, reeds, drumsticks: LKR 350 - LKR 2,000 per pack
Cases, stands, maintenance products: LKR 1,500 - LKR 10,000+
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On-Site Repair Services:
Basic repairs (e.g., restringing, cleaning): LKR 350- LKR 5,000
Complex repairs (e.g., instrument adjustments, component replacements): LKR 5,000 - LKR
20,000+
Restoration services (e.g., refurbishing vintage instruments): Prices vary depending on the extent
of restoration required, typically ranging from LKR 10,000 to LKR 100,000+.
1.3 Place
Currently they run their business as physical stores in Kurungela and Narammala.
Physical Store: Maintain a centrally located physical store in Kurunegala with an inviting
atmosphere where customers can browse and test instruments.
Suggestions
Online Store: Establish an easy-to-navigate online store with comprehensive product listings,
allowing customers from remote locations to access the company's offerings.
Partner Stores: Collaborate with local schools, music academies, and community centers to supply
instruments and accessories, creating a network of distribution points.
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1.4 Promotion
Currently, company is using Company banner as the main communication platform but not using
any digital communication technology
Suggestions
Social Media Marketing: Utilize platforms like Facebook, Instagram, and YouTube to showcase
product demonstrations, tutorials, and customer testimonials. Engage with followers by posting
regular updates about new arrivals, promotions, and events.
In-Store Events: Organize workshops, jam sessions, and instrument demonstrations within the
store premises to attract potential customers and foster a sense of community among musicians.
Partnerships: Collaborate with music influencers, bands, and local artists to endorse products and
reach a wider audience. Offer sponsorship for music-related events and competitions to increase
brand visibility.
Referral Programs: Implement a referral program where existing customers are rewarded for
referring new customers to the store. This incentivizes word-of-mouth marketing and encourages
customer loyalty.
Seasonal Sales and Discounts: Offer seasonal promotions, bundle deals, and discounts during peak
times such as back-to-school season or festive holidays to stimulate sales and attract bargain-
seeking customers.
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2. Target Group
To get a better understanding about Target group we had a thought on creating different three types
of buyer persona based on their goals/objectives, personal characteristics and buying intentions.
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3. Competitor Analysis
Niroshan Music Center, located in Kurunegala, Sri Lanka, caters to musicians and music
enthusiasts in the area. They likely offer a variety of musical instruments, music accessories, and
potentially music repair services.
The purpose of this competitor analysis is to gain a deeper understanding of the competitive
landscape for Niroshan Music Center in Kurunegala. By analyzing their competitors, we can
identify potential strengths and weaknesses of Niroshan's offerings, pricing, marketing strategies,
and overall customer experience. This information will be valuable in formulating strategies to
improve Niroshan's competitive advantage and ensure their continued success.
3.1 Competitor Identification
Through research, we identified the following music stores as potential competitors for Niroshan
Music Centre:
● Sarangee Musical Kurunegala (Main Competitor) l
● Susara Music Kurunegala
● Twins Music Kurunegala
● Musical Stores Kurunegala
● Kalaa Music Center
● Star CD World
● Nadeeshani Musical
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3.2 Competitive Analysis
Product Analysis
1. Product Range:
• Niroshan Music Center offers a wide range of both eastern and western musical
instruments, including darbuka, keyboard, guitar, trumpet, violin, mandolin, tabla,
flutes, cymbals, melodica, professional headphones, microphones, studio monitors,
amplifiers, mixer, JBL products, Bluetooth receiver, and drums.
• Sarangee Musical Kurunegala also offers a variety of instruments but specializes in
Yamaha products. Their range may be limited compared to Niroshan Music Center
in terms of diversity.
• Kalaa Music Center focuses more on eastern instruments like tabla and violin,
which may limit their appeal to customers looking for a broader range of
instruments.
2. Brand Strength:
• Sarangee Musical Kurunegala's affiliation with Yamaha gives them a strong brand
advantage, especially among customers looking for Yamaha instruments.
• Niroshan Music Center's diverse range of instruments may attract customers
looking for variety and specific brands other than Yamaha.
• Kalaa Music Center's focus on eastern instruments may appeal to a niche market
but could limit their appeal to customers looking for western instruments.
3. Repair Services:
• Niroshan Music Center offers instrument repair services, which can be a significant
advantage, especially for customers looking for a one-stop solution for buying and
repairing instruments.
• It's unclear if Sarangee Musical Kurunegala or Kalaa Music Center offer repair
services, but if they do not, this could be a competitive advantage for Niroshan
Music Center.
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4. Product Quality:
• Niroshan Music Center should ensure that the quality of their instruments and repair
services is competitive with or better than that of their competitors to maintain
customer satisfaction and loyalty.
• Sarangee Musical Kurunegala's affiliation with Yamaha may imply a certain level
of quality associated with their products.
• Kalaa Music Center's focus on eastern instruments may appeal to customers
looking for authentic and high-quality eastern instruments.
5. Market Positioning:
• Niroshan Music Center can position itself as a one-stop shop for a wide range of
musical instruments, catering to both eastern and western music enthusiasts.
• Sarangee Musical Kurunegala can emphasize its association with Yamaha and the
quality and reliability of Yamaha products.
• Kalaa Music Center can focus on its expertise in eastern instruments and cater to
customers looking for specialized eastern musical instruments.
6. Customer Service:
• Niroshan Music Center should focus on providing excellent customer service,
including knowledgeable staff and a welcoming atmosphere, to differentiate itself
from competitors.
• Sarangee Musical Kurunegala and Kalaa Music Center should also prioritize
customer service to retain customers and attract new ones.
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7. Marketing and Promotion:
• Niroshan Music Center can leverage its diverse product range and repair services
in its marketing efforts to attract a wider customer base.
• Sarangee Musical Kurunegala can highlight its association with Yamaha in its
marketing campaigns to attract customers looking for Yamaha products.
• Kalaa Music Center can focus its marketing efforts on its expertise in eastern
instruments and cater to customers interested in eastern music.
Musical Stores Kurunegala has FB page but their digital presence is not strong enough. They
uploaded several pictures, but that pictures not quality photos or eye catchy when compared to
their competitors.
Susara Music Kurunegala, Twins Music Kurunegala, Star CD World and Nadeeshani Musical are
other competitors of Niroshan Music Centre. But they do not have a digital presence.
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Competitor Analysis based on Competitors’ Digital media experience and the Exposure.
1. Facebook
Follows Like Share Comment Overall Overall
Custome Engagemen
r t
reaction
Sarangee Music 1.6K 1.5K 1-10 1-6 Positive Medium
Kurunegala
Susara Music No FB page
Kurunegala
Twins Music Kurunegala No FB page
Musical Stores No FB page
Kurunegala
Kalaa Music Center No FB page
Star CD World No FB page
Nadeeshani Musical No FB page
Other Findings
• Other companies are not using Instagram.
Based on the information provided, it seems like Sarangee Music Kurunegala has a decent number
of Facebook followers (1.6k) and positive reviews as well. The other listed music stores in
Kurunegala have either no Facebook page or negligible presence on social media platforms like
Instagram.
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3.3 SWOT Analysis
Strengths ● 18+ Years of Experience: This extensive experience allows Niroshan
Music Center to offer deep product knowledge, potentially build trust
with customers, and develop a reputation for quality service.
● Competent Staff: Knowledgeable and helpful staff can provide excellent
customer service, product recommendations, and build customer loyalty
● Loyal Customer Base: Established customers are more likely to return and
recommend the store to others, providing a strong foundation for the
business.
● Wide Selection of Instruments: Offering a diverse range of instruments
caters to a broader customer base and increases the chance of making a
sale.
Weaknesses ● No business Partnership: Lacking a partnership with a major brand like
Yamaha could limit access to some popular instruments and potentially
put Niroshan at a disadvantage.
● No Digital Media Presence: In today's digital age, not having a website or
social media presence can make it difficult to reach new customers and
showcase products online.
● Limited Marketing Strategy: Relying solely on word-of-mouth promotion
might limit customer reach compared to competitors with a broader
marketing strategy.
● Limited Online Sales Options: Not offering online sales could restrict
customer convenience and put Niroshan music center behind competitors
who leverage online platforms.
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Opportunities ● Develop a Digital Media Presence: Creating a website and social media
profiles allows Niroshan music center to showcase products, connect with
customers online, and potentially run targeted advertisements.
● Expand Product Selection: Offering a wider range of instruments and
accessories can attract new customers and cater to diverse musical
interests.
● Offer Online Sales: Implementing online sales can expand Niroshan
music centers reach beyond Kurunegala and provide customers with
convenient purchasing options.
● Partner with Local Music Schools: Collaborating with music schools
could open doors to new customers and offer instrument rental or repair
services.
● Host Events & Workshops: Organizing workshops or events like
instrument demonstrations or jam sessions can attract customers, build a
community, and showcase Niroshan music center's expertise.
Threats ● Online Retailers: Online retailers like daraz, ikman and other local stores
who have a digital presence and online sales can offer competitive prices
and a wider selection, potentially impacting Niroshan music center’s
sales.
● New Competition: The emergence of new music stores in Kurunegala
could increase competition for customers.
● Economic Downturn: Economic difficulties could lead to decreased
customer spending on non-essential items like musical instruments.
● Shifting Musical Trends: Changes in popular music genres might affect
demand for certain instruments, requiring Niroshan music center’s to
adapt its product selection.
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3.4 Recommendations
After analyzing the competitors of the company, we want to give some recommendations to
improve Niroshan Music Center’s performance.
1. Expand Product Range Further:
While Niroshan Music Center offers a wide range of musical instruments, consider expanding the
selection even more to cater to niche markets or specific customer preferences. This could include
rare or unique instruments, specialty accessories, or items related to specific music genres by
understanding the demands and preferences of local musicians and music enthusiasts, then adjust
the product range accordingly to meet their needs.
2. Provide Demo and Trial Opportunities:
Set up dedicated demo areas within the store where customers can test various instruments and
equipment before making a purchase.
Offer trial sessions or rental options for expensive or specialized instruments, allowing customers
to experience the products first-hand and make informed decisions.
3. Introduce Trendy Products & Regularly Refresh Product Displays:
Stay updated on emerging trends and innovations in the music industry and introduce new products
or technologies that align with evolving customer preferences. Consider stocking items such as
digital musical instruments, electronic accessories, or music production equipment to attract tech-
savvy musicians and stay ahead of the competition.
Keep the store layout and product displays dynamic by regularly updating and rearranging
merchandise to maintain customer interest and encourage exploration. Highlight featured or new
arrivals prominently to draw attention and stimulate sales, while ensuring easy access to all product
categories for a seamless shopping experience.
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4. Develop a Comprehensive Social Media Strategy:
Create a social media strategy outlining specific goals, target audience, content themes, and
posting schedules for Facebook and other relevant platforms. Allocate resources and manpower to
manage and maintain active social media profiles, ensuring consistent engagement with followers
and potential customers.
5. Run Promotions and Contests:
Launch promotional campaigns and contests on Facebook to incentivize engagement, attract new
followers, and reward existing customers. Offer exclusive discounts, giveaways, or special deals
to Facebook followers to encourage loyalty and drive sales both online and in-store.
6. Collaborate with Influencers and Partners:
Partner with local musicians, music teachers, or industry influencers who have a strong presence
on social media to promote Niroshan Music Center's products and services. Arrange collaborations
or sponsored posts with relevant partners to expand reach, increase brand visibility, and tap into
new customer networks.
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4. Current Sales Value and Volume
Niroshan Music Center Pvt Ltd is a Music Instrument Shop. They have two branches at Kurunegala
and Uhumeeya.
Locations for the branches
Kurunegala : https://maps.app.goo.gl/AiUBJRJVz6zVjUiQ8
Uhumeeya : https://maps.app.goo.gl/CR3SHBKX7UFUpfrS8
Current Monthly Sales Volume of the branches
Kurunegala : Nearly 15 lakhs
Uhumeeya : Nearly 10 lakhs
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5. Digital Feasibility Analysis
5.1 Key Highlights
• The fact that this music center is only accessible offline indicates that it lacks a strong
online presence. It only has a Facebook page but now it is also disabled.
• After talking with the owner, we discovered that there are clients outside of Kurunegala
who are yearning for digital engagement. The shop has received calls from potential
customers requesting online delivery services.
• In addition, after speaking with the store owner, we discovered that sales have significantly
decreased over the past few years.
• Around Kurunegala, there is tough competition among music centers. It falls within the
category of competitor analysis.
• We discovered that the competitors were engaging in effective digital marketing activities
thanks to their distinctive branding strategies. Thus, it will be possible to make the effort
to learn about this project.
• When we discussed what we could do for the owner in terms of digital marketing, they
ultimately stated that it would be better to establish a digital presence for the brand and
draw customers to physical locations.
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5.2 TG analysis
Preferred Personas
Target Audience (TG) - 16-60 years old
Current Situation - Offline sales only
Proposal - Implement digital Marketing and sales strategy.
Why This Can be done?
Rapid Digital Adoption
• Sri Lanka has a high mobile and internet penetration rate, especially among the young
target audience (Digital outlook 2024). this makes digital marketing a viable option.
• E-commerce in Sri Lanka is on the rise, indicating a growing comfort level with online
shopping. (Digital Outlook 2024)
• Digital marketing can significantly increase brand awareness and reach a wider audience
throughout Sri Lanka compared to a single physical location.
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Digital Marketing channels
Recommended Platforms – Website, Facebook, TikTok and Instagram
According to Digital outlook Sri Lanka 2024, Sri I Lanka younger consumers most preferred
Social Media platform is Facebook (23.85%). And Sri Lanka older consumers most preferred
social media platform also Facebook (34.04%).
5.3 Challenges
1. A website needs to be developed to allow Direct Order placements (No access to place
online orders)
2. Declining sales and footfall
3. Inflation and costs are getting high.
4. Social media needs to be updated.
5. Lack of instruments in store with recent government restrictions
6. Not updated Google photos
5.4 Goals
1. Create brand awareness.
• Create awareness about the brand and the repair service.
• Have an online brand presence.
2. Increasing Incremental revenue
▪ Increase footfall.
▪ Increase in appeal: School students, Music teachers, Band players, and
People who do music as a hobby (mainly based in Kurunegala and people
who are looking for rare instruments island wide)
▪ Customer retention (Loyalty programs)
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