MALIBAN BISCUIT

MANUFACTORIES

marketing
essentials

KUHADHARANI VASUDHEVAN

1
 Introduction of Maliban Biscuits Company

The Concept of Marketing

Current and future trends of the maliban

Marketing processes

Value and importance of the Marketing

Roles

CONTENT Marketing Roles and Responsibilities

How marketing influences and

interrelates with other functional
department
 INTRODUCTION OF MALIBAN
BISCUITS COMPANY

• Incorporated 60 years ago by the visionary founder Angulugaha Gamage Hinnyappuhamy, Maliban Biscuit
Manufactories (Private) Limited, stands tall as one of Sri Lanka’s most trusted and respected brands.

• Maliban is a privately held confined legal responsibility business enterprise and their group includes over
1,250 employees.

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

• Maliban manufactures a range of biscuits, milk powder, mineral water and baked snacks, sold in over 100,000
stores in Sri Lanka.
 Vision
Vision
To
To be
be the
the most
most successful
successful and
and
respected
respected food
food company
company in
in
Sri
Sri Lanka.
Lanka. products

Mission
Mission
• Cracker range
To
To win
win the
the Hearts
Hearts and
and Minds
Minds
of
of Consumers
Consumers by
by delivering
delivering • Cream rang

food
food propositions
propositions with
with • Puff range
exceptional
exceptional quality,
quality, safety
safety &
&
• Savoury range
value
value whilst
whilst being
being
• Sweet range
environmentally
environmentally &
& socially
socially
responsible,
responsible, creating
creating • Gift assortment range
employee
employee satisfaction
satisfaction and
and • Health and wellness range
returning
returning optimum
optimum value
value to
to
stakeholders.
stakeholders.
 Board of
directors

CEO

Marketing Research &

Chief Production Technical
and sales Gm HR GM development
Engineer GM manager
GM

Engineering Public Marketing

Brand Factory
HR Manager Department relations research Engineer
Manager manager
Manager manager manager

National Export
marketing HR Assistant Senior Production
marketing Analyser Researcher executive
manager Manager engineer Manager
manager

HR
executive executive executive Executive IT Assistant
Executive

Marketing Area sales Country HR Assistant Staff Supervisor

assistant manager representativ
e

Staff
supervisor

Sales person
Resources of Maliban biscuit company

Building
Employees House of Maliban is a large building is
over 1250 employees including their group spread out over 9 acres with all facilities.
Situated in Ratmalana.

Raw materials
Wheat flour, vegetable fat, sugar syrup, rice flour, Machinery
leavening agents(INS 503ii,INS500ii),salt, milk
Latest machinery with modern technology .
powder, vitamin premix
 THE CONCEPT OF MARKETING

• The Maliban company is most consider about product concept.

• They provide a best price for product
PRODUCT
CONCEPT • Maliban is offer a most quality products to consumers and customer
satisfy product.

Benefits of this marketing concept for company is

• Long term success
• Faster penetration
• High growth
• Best customer relationship
 CURRENT AND FUTURE TRENDS OF THE MALIBAN

1.Maliban is export their

products to Asian countries. 1.Innovate healthy products
Current 2.increase technological
2.Visual and printed
development and R&D.
advertisements.
Future
3.New attractive packaging.
3.Every range of product are
visible in supermarkets. 4.Export to Europe counties.

4.Rational price.
 MARKETING PROCESSES

IMPLEMEN
SITUATION MARKTING MARKETING TATION
ANALYSIS STRATEGY MIX DECITION &
CONTROL

Political Production and distribution licence.

Economic Growth in srilankan economy

Social Career selection

Technology Technic followed by the computer

Environment Halal certified products accepted by Muslim people

Legal Lower sales TAX.

 Strength Weakness Opportunities Threats

Maliban cream
cracker is the Younger
Maliban has a
Strong brand star product generation
larger supply
image while other attracted to fast
chain.
categories are food
slow moving.

Quality Increases the Growth in High local and

products and cost of food srilankan international
packaging. product economy competitors.
Product
MARKETING
• Quality packaging which has ability to
keep the food stuff for long time period. MIX
• Seven range of products DECITION
• Good in quality and taste
• Milk powder products.

Place Price Promotion

• Absolutely affordable price within the • Advertising with a brand new look
• The products stores at Ratmalana
range of normal customer
having the facility to store large • Maliban gold marie 80g is only RS.30
• Sales promotions with attractive
number of products. • Same price level has their competitors tag line is “inspired by goodness”.
• Cover almost the whole consumer • Focus on several pricing strategies, • Creating close long term
market for biscuits. retail price,discounts,wholesale price relationship with customers with
• Best and quality and bundling etc. the concept of tea.

Physical evidence Process People

• Attractive packaging. • State-of-the-art manufacturing • The company is managed by
• The famous Alphabet letter process a team of professionals.
biscuits. • Continues R&D process. • 1250 well experienced
• Soft and taste biscuits. • Strong supply chain. employees.
• Happy customers.
 MARKTING
STRATEGY

Segmentation
Maliban is consider about the generations.
Different product packages are also made keeping the income status of the people.
Customer usage rate.
Targeting
Maliban is do not depend in the traditional product lines: instead they introduce various new taste.
Positioning
• Maliban have clear image on the customer.
• Maliban position statement in “a crowing success”.
 VALUE AND IMPORTANCE OF THE
MARKETING ROLE

• The national sales manager Kapila Jayasinghe is a long-lasting employee serving the company for around 20 years as a
sales manager. He disclosed that the company has invested in new technology to improve productivity level of field
level staff: this as helped to improve sales and economic growth.

• Marketing role is an important in setting the correct price based on consumers expectations, company profit and
competitor pricing.

• Marketing role is important to promote the products in right way and providing in building a brand image of Maliban
company.

• The marketing team of Maliban is directly communicating with potential customers and they continuously monitoring
customers to determine their needs and expectations.

• They also contribute to that accurate and cooperate decision are made to enhance company growth and minimise
business losses.
MARKETING ROLE AND RESPONSIBILIES

Product Brand
manager manager

Market Marketing Sales

researcher roles manager

Public
relations Advertising
manager manager
 Marketing roles Responsibilities
Product manager Planning the new product , design, flavour and capacity of the product.
(Mr . Lalith Hemantha) Designing production work, process and establishing work standards.

Brand manager Carrying out market research with customer trends.

(Mr. Gotabaya developing strategies and marketing campaigns.
Attanayake) Analysing the success of marketing campaigns and creating reports.

Sales manager Achieve growth and reach sales targets by managing the sales team .
(Mr . Kapila Jayasinghe) Development and implementation of a strategic sales plan to expand the customer base of the company and
ensure its strong presence.
Recruitment management, setting of objectives, coaching and supervision of sales representatives.

Contact customers to understand and document business goals.

Market researcher Research and develop strategies for customer retention.

Advertising manager Getting the company’s messages across to target audience & determine the company’s image.

Public relations manager Development of a communication marketing plan including strategy,objectives,budget and tactics.
How marketing influences and interrelates with other
functional department
HR
department

Engineerin
Technology
g
department
department

Marketing
department
Research &
developmen Finance
t department
department

Production
department
• Marketing functions are part of maliban biscuit company. There is a close link between marketing
department with other functional departments.
• Marketing department plan and implement a marketing plan, then they needs support of other
departments.
• If the marketing team of maliban wants to offer a discount such as buy 2 get 1 free scheme, then the
marketing team needs to communicate with finance and production team then get permission of CEO the
board of directors to promote the offer.

Marketing department – finance department

Financing
• To price the products according to what the market will accept and the needs and
requireme
limitations that the finance department insist ahead. nts Planning
and
• Finance department analyze the company financial position and reporting establishing
financial results to Marketing team to planning, decision making and marketing
activities
establishing marketing activities.
Marketing department – production department

• When the marketing department crafts an idea to satisfy the customers so they discuss it with the
production department to execute the product.
Craft a
idea
Execute the
product

Marketing department – Research & development department

• R & D department research what customers need nowadays and they helps marketing department how to
keep customers satisfied all the time.
Marketing department – HR department
• Marketing department ask recruit new employees and train them accordingly to serve the service that
introduce by the marketing team.
Marketing department – Technology department
• Create attractive website of company which is provide information about products, quality and price to
customers.
Marketing department – engineering department
• Maintain the production quality and helps to keep company standards.
• Planning to modify the products introduce by the marketing team and identifying new raw materials and
equipment.
Marketing department – top management
• Before launching the new product, the idea have to be approved by the top management.
Conclusion

Maliban biscuit manufactories (Pvt) Ltd, a leading player in Sri Lanka’s biscuit market has gained a
significant growth this year. This report has concluded the importance of marketing in Maliban
biscuits company. The marketing functions of the Maliban company involves for the growth of
company. This assignment is about concept of marketing including current and future trends of
Maliban company. They focus on improving the company’s distribution network, energizing sales
staff and introducing new products. This report has explained the role of marketing functions and
interrelationship of other organizational function. All departments in the company are focusing one
direction. Satisfying the customer is not only the function of marketing department. every
department they work together to create value for the customer. This approach has helped them
immensely to achieve the company goals.
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QUESTIONS

?
THANK YOU!