AcknowledgementI express my sincere gratitude to all the Essay


I express my sincere gratitude to all the following individuals those contributed towards the success full completion of my Marketing assignment.

At the very beginning my gratitude goes to my parents as they provided necessary guidance and other facilities to follow my assignment.

Don't use plagiarized sources. Get Your Custom Essay on
AcknowledgementI express my sincere gratitude to all the Essay
Order Essay

I would like to express my special thanks of gratitude to Ms. J M N M Jayasinghe for her guidance and support in completing my assignment successfully.

Finally, I would like to thank to the staff of ESOFT as they provided necessary support during the period of assignment.


Table of contents


? Part A

? Introduction to Maliban Biscuit Manufactories LTD

• Maliban was firstly founded by Mr. Angulugaha Gamage Hinniyappuhamy

• Sri Lanka’s First Mechanized biscuit manufactories was Introduced by Maliban.

• Maliban is the leading biscuit manufacturer of Sri Lanka.

• Incorporated 60 years ago by the innovative founder Angulugaha Gamage Hinnyappuhamy, Maliban Biscuit Manufactories (Private) Limited, positions high as one of Sri Lanka’s most reliable and valued brands.

• Maliban manufactures a range of crackers, cookies and wafers, sold in over 100,000 provisions in Sri Lanka.

• Our global reach prolongs to more than 35 countries across 5 continents. We produce 25 million cartons of biscuits every month in our contemporary manufacturing capability under tough hygienic environments.

• Maliban is an ISO 9001, ISO 14001, ISO 22000 and OHSAS 18001 qualified company.

• We have won Sri Lanka’s admired National Quality Award on several events.

• Maliban is a privately held limited liability company and our team consists of above 1,250 employees.

• Our company is accomplished by a team of experts who head key disciplines.

• Vision

o To be most Successful and Respected food company in Sri Lanka.

• Mission

o To win hearts and Minds of consumers by delivering food propositions with exceptional quality, safety and value whilst environmentally & socially responsible. creating employee satisfaction and returning optimum value to stakeholders.

• Objectives and goals

o Strive to give the best to consumers where consumers differentiate what is good for them.

o Increase their customers and satisfy them by giving their best and gain profit through it.

? Introduction to Ceylon Biscuits Limited (CBL)

• William’s Biscuit factory, Sri Lanka’s initial biscuit factory owned by Mr. Williams was a small scale handmade biscuit scheme. In 1939, Mr. Simon Arthur Wickramasingha (1902-1984) developed this plant, launching ‘Williams Confectionery’ with just 10 workers. It was mechanized in 1957 with Baker Perkins streaks from the UK.

• In the 1960’s, ‘Williams’ together with the Sri Lankan Government and CARE International (USA), manufactured high-protein biscuits to enhance mid-day meals for school kids, based on a suggestion by Mineka Wickramasingha.

• The group’s advanced product range, high class standards and destructive marketing strategies have allowed several CBL’s brands to become market leaders in their particular categories.

• Ceylon Biscuits Limited (CBL) is one of the fastest developing and leading companies in Sri Lanka that manufactures and markets many prominent brands in biscuits, confectionery, cereal, soya based products, organic fruit products and many other sets globally.

• Certifications from internationally recognized organizations in keeping international standards through operations including wellbeing, quality and environment management.

• CBL is a limited liability company and our team consists of more than 2500 Employees

• Vision

o Becoming the No.1 biscuit, chocolate and confectionary manufacturer and marketer in Asia, while developing a global presence and recognition.

• Mission

o To be a market leader in the food industry in the next 10 years, ensuring every second biscuit consumed is proudly made by CBL.

• Objectives and Goals

o Earn Customer Satisfaction and Loyalty by providing high quality affordable food.

o To Become the international market leader.

? Marketing Mix

• It is a marketing tool that associates a number of modules in order to strengthen and coagulate a product’s brand and to help trade the product or service.

• Firms have to arise with strategies to sell their products, in addition coming up with a marketing mix is one of them.

• The 7Ps model is a marketing model that adapts the 4Ps model. The 7Ps is commonly used in the service industries.

• Marketing Mix is a group of marketing changes that the company syndicates and regulates, to produce the preferred reaction in the target market.

• It is a significant marketing tool that involves of all the elements which impact the demand for the products offered by the firm.

? The 7P’s of Marketing Mix

• Product

o A product is an item that is manufactured or created to fulfill the needs of a certain group of folks. The product can be elusive or tangible as it can be in the form of services or goods.

• Price

o The price of the product is fundamentally the quantity that a customer pays for to enjoy it. Price is a very significant module of the marketing mix.

o It is also a very important module of a marketing plan as it defines your organization’s profit and existence. Changing the price of the product has a big effect on the complete marketing strategy as well as critically affecting the sales and demand of the product.

o Pricing Methods

? Commonly there can be two types of pricing methods. When setting a price, it should be noted there is a maximum and minimum price. The company should manage to place the price considering other internal and external consideration within these limits.

o There are 2 methods of pricing

? Value based pricing

? Cost Based Pricing

• Place

o Place or distribution is a very important part of the product mix.Business have to locate and distribute the product in a place that is reachable to potential customers.

o This derives with a deep understanding of the target market. Understand them inside out and it will determine the most effectual positioning and distribution channels that directly speak with your market.

• Promotion

o Promotion is a very important component of marketing as it can boost brand recognition and sales. Promotion is comprised of various elements like:

? Advertising

? Sales Promotion

? Sales Organization

? Public Relations

• People

o Of both target market and people directly associated to the business.

o Comprehensive study is important to realize whether there are adequate people in your target market that is in demand for certain types of products and services.

o The firm’s employees are significant in marketing because they are the ones who convey the service.

o It is significant to hire and train the right people to deliver higher service to the customers.


• Process

o The schemes and processes of the organization affect the accomplishment of the service.

o So, the business has to make sure that it has a well-personalized process in the place to minimize costs.

o It could be the total sales funnel, a pay scheme, distribution system and other methodical actions and steps to confirm a working business that is running effectively.

• Physical Evidence

o In the service industries, there should be physical evidence that the service was provided. Moreover, physical evidence relates also to how a business and its products are apparent in the market.

o It is the physical evidence of a business’s presence and creation. A concept of this is branding. For example, when you think of “fast food”, you think of KFC.

7P’s Maliban CBL

Product Maliban always strive to give the best for their target customers and Maliban produces different types of products such as milk powders etc… but they mainly focus on the biscuit industry which is conducted internationally.

Maliban has consciously kept its product depth and products width limited. Maliban noted the behavior of the Sri Lankan consumer and provided a completely total different menu as compared to its competitors providing. Maliban should continuously develop its products per the dynamical inclinations and tastes of its customers. The recent sample is that the overview of the Chick Bits. Maliban bring with it a fabled brand, category biscuit quality and excellent customer specific product options


Cracker Range

Cream Range

Puff Range

Savory Range

Sweet Range

Gift Assortment Range

Health and wellness range CBL focuses on producing right product for the target markets which included Sri Lankan and foreign customers. It mainly focuses on Bakery related products, food items which are consumer products

CBL Produces different types of foods and some are:


Sweet Biscuits



Savory biscuits

Cream biscuits








Price Maliban’s pricing strategy is different from its competitors. That they produce from minimum price ranged product to the maximum range it’s because of the intelligence of the marketing department to increase revenue for an example, with the company’s image on the stall, Maliban offers small, attractable Maliban savory biscuit packets for very low price where even a small boy could afford to purchase. And the same products are packaged in Containers and packets in large volume in the perception of friendliness for high price. This leads to a perception that the Maliban is way near anytime to any set of customers. This is the only way that an organization can generate revenue through its marketing mix. This represents the amount of money charged for the product or service the company is offering. CBL charges the product in various ways for the Munchee biscuits. This is mainly due to survive in the long term, profit maximization with return on investment, to uplift the market share through various types of pricing, identify the cash flow, maintain the product’s quality, place an image and specially to retain the acquired customer bases and to relationship building.

Place The place in the main consists of the distribution channels. It’s important in order that the product is obtainable to the customer at the correct place, at the correct time and within the right quantity. Nearly 70,000 shops stock its product. The proper distribution means that proper accessibility of the product. This means to the ways in which the placing of company’s products is being done over distribution channels. CBL has a wide range of distribution channels to manage with its marketing operations. Since CBL is a place where a large number of customers and suppliers are interacting with, the need of such distribution channels is indeed a concern. That is the main reason why CBL desire indirect distribution channel over direct distribution channel.

Promotion The various promotion channels must be employed by Maliban to effectively communicate the product. A clear understanding of the customer, helps decide whether the value of promotion is price spending.

Maliban drive its promotion through television, hoardings and bus shelters for their regular products. They use print ads and also the television programs also are an important marketing medium for promotion.

Promotion is one among the important factors that produce a bond between the buyers and sellers.

CBL carries out seasonal promotions as well. During temple festivals, seasonal periods, company builds its sales outlets and provides goods at a percentage deducted price. One such example is the CBL outlet seen during Nallur temple festival season, in Jaffna

There are plenty of advertisements available for Munchee biscuits according to the variety.

Munchee promotes its products via advertisements in TV, radio, etc by enforcing its availability, famous, Sri Lankans food, etc. This ultimately results in the increased market and loyal consumers.



Physical Evidence


Still stressed from student homework?
Get quality assistance from academic writers!