MKT 2311 Marketing Management

Sustainable Marketing Practices
of
Maliban Biscuit Manufactories (Pvt) Ltd.
Course: MKT 2311 Marketing Management
Course Facilitator:
Mrs. A.D Shanika Lakmali
Group 02
(Monday Group)
Semester III
May 2021
Faculty of Management and Finance
University of Colombo

WORKLOAD MATRIX.
Registration
Number
Index
Number
Name Work Assigned
2019/MS/8861 8811 MADUWANTHI
W.V.G.I.
 Acknowledgement.
 Conclusion.
2019/MS/8862 8812 MAFKAR M.M.M.  Suggesting companies to collect
information.
 Suggesting subtopics for the report.
 Sustainable marketing practices and the
Maliban Company.
 Customer awareness on sustainable
products of Maliban Group.
2019/MS/8863 8813 MAHANAMA
G.L.S.D.H.A.
 Workload matrix.
 Marketing environment of the Maliban
Company.
 Sustainable marketing strategies.
2019/MS/8864 8814 MAHENDRARAJAH
V.
 Table of content.
 Customer awareness on sustainable
products of Maliban Group.
 Sustainable marketing practices and the
Maliban company.
2019/MS/8865 8815 MAITHREEPALA
A.M.N.S.
 Abstract.
 Benefits of sustainable marketing
practices.
2019/MS/8866 8816 MALLINGE
M.G.L.C.P.
 Suggesting companies to collect
information.
 Abstract.
 Benefits of sustainable marketing
practices.
2019/MS/8867 8817 MALSHAN W.A.S.  Acknowledgement.
 Conclusion.
2019/MS/8868 8818 MALSHANI
K.L.L.A.
 Cover page.
 Background of the Maliban group.
2019/MS/8869 8819 MAMPITIYA
M.A.V.A.
 Suggesting companies to collect
information.
 Cover page.
 Background of the Maliban group.
2019/MS/8870 8820 MANNAPPERU
M.M.S.S.
 Suggesting companies to collect
information.
 Suggesting subtopics for the report.
 Marketing environment of the Maliban
company.
 Sustainable marketing strategies.
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Acknowledgement.
The successful completion of this assignment – report would have not been possible if not for the
guidance and assistance from many individuals who contributed towards this assignment.
Firstly, we express our heartfelt gratitude to our course facilitator of MKT 2311 – Marketing
Management, Mrs. A.D. Shanika Lakmali for her encouragement and support mainly given by
providing an absolutely, useful theoretical foundation for the report. Thus, the Maliban website
also helps to get information on the company’s sustainable development.
This greatly aided us in compiling this report timely and meaningfully. Finally, we thank all the
group members whose collective efforts and dedication played a major role in completing the
assignment report.
Abstract.
Sustainable marketing practice can be defined as provide of environmental and socially friendly
and responsible products and services. at the present consumers consider a company’s impact on
the environment in considering where to purchase goods and services and are more likely to
purchase from companies that practice sustainable habits. Therefore, Sustainable marketing
practice more important to business organization
This report mainly focuses about Sustainable marketing practice of Maliban biscuit
manufactories (private)Limited. Maliban company is Sri Lanka ‘s pioneer biscuit maker.60 years
ago, And one of the most trusted and respected brands in Sri Lanka. Maliban is certified
company with ISO 9001, ISO 14001, ISO 22000, and OHSAS 18001.maliban is privately owned
limited company and present chairman is Mr. A.G.R. Samaraweera.
This report includes Marketing environment, Sustainable marketing practice, customer
awareness on sustainable product, Sustainable marketing strategies, benefit of Sustainable
marketing of the Maliban company
Key Word: Sustainable marketing practice, Sustainable marketing strategies
Table of content.
Workload matrix……………………………………………………………… 2
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Acknowledgement …………………………………………………………….3
Abstract……………………………………………………………….……… 3
Table of content ……………………………………………………………... 4
Background of the Maliban company…………………………………………. 5
Marketing environment of Maliban company…………………………………. 5,6
Sustainable marketing practices and the Maliban company…………………… 7,8
Customer awareness on sustainable products of Maliban company…………… 8,9
Sustainable marketing strategies………………………………………………. 9,10
Benefits of sustainable marketing practices…………………………………… 10,11
Conclusion ……………………………………………………………………. 12
References ……………………………………………………………………. 12
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Background of the Maliban Company.
Maliban is one of the most popular biscuit brands in Sri Lanka. It was incorporated over 60 years
ago by the founder Angulugaha Gamage Hinnyappuhamy. First, he opened a Maliban hotel in
pettah and his brothers A.G Wicramapala and A.G Jinadasa joined him to develop the business.
Then he started his bakery in Kotahena and with the success of that business, he expanded his
business as a Maliban biscuit company. In August 1957, Maliban biscuit company started its
operations as the country's first mechanized biscuit manufacturing company in Sri Lanka and
became an extremely popular and trusted brand.
The company was upgraded continuously over the years. Today Maliban biscuit company is
recognized as one of the best biscuit manufacturing companies in Sri Lanka. There are over 1250
employees work in this business. Maliban is an ISO 9001, ISO 14001, ISO 22000, and OHSAS
18001 certified company. For the past 40 years, the current chairman Mr. A.G.R Samaraweera
did a great job to make this business successful.
Marketing Environment of The Maliban Group.
The marketing environment is surrounded by businesses and it has internal factors as well as
external factors. Some factors of the marketing environment cannot be controlled, and the
organization must adapt according to the changes occur in those factors. The well awareness of
both internal and external factors of marketing environment helps to managers to achieve
organizational objectives. The marketing environment broadly can be divided into three
categories as follow.
 Internal environment. (Laboure, Inventory, Company policies, organizational culture,
Organizational structure)
 Microenvironment. (Employees, Customers, Suppliers, Competitors, The Public)
 Macroenvironment. (Demographic, Economic, Political, Socio cultural, Technological.)
Maliban group is a company that has expanded its brand not only in Sri Lanka but also in many
countries around the world. Maliban group has won numerous local and international awards for
the quality of its products. APQO-GPEA Awards 2018-world class, APQO-GPEA Awards 2016-
worls class large manufacturing, CNCI Crystal Award 2015, NQA 1996,2010 & 2015, NCE
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Exports Award-2013 and APQO-GPEA Awards 2013- Best in class are few of them (Maliban,
2021).
One of the factors that has helped the Maliban Group to emerge as a very strong business
organization in Sri Lanka for over 60 years is its good understanding of its marketing
environment factors. It has been a great strength for the Maliban Group to move forward in the
face of ever-changing marketing environment. Out of all marketing environmental factors
external environment factors have the most dynamic characteristics. The following PEST
analysis explains the external marketing environment factors of the Maliban Group.
Political environment: Political stability, tax regulations, foreign trade policy, labor law are key
factors in Political environment. Maliban Group is maintaining health activities to discourage
people to eat high-fat food. Legal Standard Weight and Measurement Act (1975), MRTP 1969,
Ceylon Standard Bureau Sri Lanka Standard Institute NO. 38 of 1980, Food Manufactures Act
no.26 of 1980 are some regulations that the Maliban Group is following. And, they have quality
certificates such as OHSAS 18001, ISO 22000/14001/9001 and SLS 143/965/251 (Maliban,
2021).
Economic environment: Employment & unemployment of the country, income level, inflation,
interest rates, tax rates and savings are economic environment related factors. The Maliban
Group makes a significant contribution to the employment of the country and they employ oner
1250 members.
Social & cultural environment: With the social factor a business can analyze the socio
economic of the market through features such as demographical differences, cultural barriers,
lifestyle attitudes and educated level. In career selection for the Maliban Group they try to full
fill their staff with a collection of different cultures. They offer some products with the Halal
certificate for their customers who require it such as Muslim people.
Technological environment: Technological environment factors are changing day by day. The
Maliban Group also follow the technological improvements to provide better service to their
customer and the nation as a leading food manufacture in the country. They use newly innovated
machines for their manufacturing purposes, well developed computer systems and they are
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maintaining good web strategies to ensure the convenience of the customer and other
stakeholders.
Sustainable marketing practices and the Maliban Company.
In order to become resilience to the changes happen in social, political, technology and economic
factors, many companies are focusing on developing sustainable marketing practices. As
companies engage in corporate social responsibility activities and related sustainability
initiatives, and as consequently resulted in numerous growths in employment opportunities. The
founder of the Maliban, Mr. A G Hinnyappuhamy was an extraordinary humanitarian. Sometime
before the expression "Corporate Social Responsibility" developed he took numerous drives to
elevate the lives of oppressed individuals. The organization has been adding to the public over
the most recent fifty years by assisting with building and update clinics, schools, sanctuaries,
temples, and public venues, and so on and completed various undertakings helping poor people
and the necessities around the area just as the nation over. Maliban brand has fused 60 years
prior as one of the confided in brand in Sri Lankan Confectionery industry which has a creation
limit of over around 3000Metric Tons each month with more than 74,000 outlets island wide.
Maliban manufactures range of wafers and biscuits which sold over the island and sold more
than 35 countries across 5 nations in worldwide market with the "vision, to be the most
successful and regarded food organization in Sri Lanka". Significantly Maliban is rivaling 40
brands of biscuit makers in Sri Lanka along with the market leader Munchee. Yet Maliban has
recognized as a conventional brand of biscuits in Sri Lanka with its recorded and well-known
market section of cream cracker.
Right now, the organization Maliban is confronting critical marketing issues because the heavy
competition organization looked towards the market leader Munchee. Because of those issues
company established a vital way method of acquainting new product in with the market as
differentiation in its product range as the Munchee isn't been tended to the portion cake market
segment up until this point also, to update the essential market tending to of the company
comparable to upgrade the upper hand of the organization and to increase the potential customer
to the brand for next two years in conveying value to the customer by growing the portion of the
overall industry. While considering the entire biscuits industry Maliban biscuit can be described
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as the second market Leader since it has 30 % of the share of the pie part from Munchee.
Positioning can be depicted as the buyer's view of a product in connection to its contenders.
Fruity cake bar is attempting to participate in situating itself as the tastiest& the top-notch divide
cake in Sri Lanka which is appropriate for all the ages. When considering the segment cake
contender CBL the products O'la, O'ye, Ah ha the bundling of the items is not to the norm to
keep the cake with freshness for the long period, before the expiry date it is producing a
disagreeable artificial odor albeit the cake is delicious.
Maliban has set the portions cakes (30g) for Rs.30 and he Maliban Fruity cake bar likewise has
evaluated for Rs.30. Maliban cake bar is under the new product advancement and differentiation
procedures additionally the product is under reasonable valuing technique. The new promotional
strategy of the organization focused on vacationers showed up in the country and all different
sections. Moral promotional missions will be introduced utilizing social media, broad
communications, and print media by utilizing famous characters from different industries.
Phrasings, mottos additionally will be refreshed in advancing the current products of the
organization brand was separated from rivalry and develop top line, the main concern, and
market share while conveying better purchaser esteem analyzed than rivalry by two years' time.
Maliban attempted to fortify the relationship with the customer by accentuating the predominant
quality and high-tech machinery & the manufacturing process by the senior resident
advertisement. Customer relationship officials will be particularly gathered and assess the
customer reactions through online media according to the maintenance of the moral business.
Maliban biscuits need to proactive and draw in with the cross-working group tasks in order to
accomplish the higher focuses inside two years of time. Since Maliban always tries to present
new products product customers will be constrained to attempt the product after the monstrous
advancement. New bundling materials will be utilized which are imported for the products and
change the organization of the promotional tools utilized into imaginative and new competitive
promotional tools as in normalizing the special missions of the organization during the two years
to offer the best customer esteem which lined up with the organization objectives.
Customer awareness on sustainable products of Maliban company.
Sustainable products are the products which ensure economic, social, and ecological aspects
while focusing on the betterment of individual as well as the environment. This has some
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characteristics such as customer satisfaction, innovation and improvements and environment
friendly throughout its lifetime. Through customers awareness the Maliban company educates its
customers on the sustainable products offered by the company.
The Maliban company offers products under various classification such as biscuits, tea, and milk.
These products have been sustainable on the market over six decades through fulfilling customer
satisfaction. The company has been continuously involved in improvising and innovating their
products to ensure they cover the market that they have captured in last decades. They have
ensured sustainability by providing products such as crackers, sugar free biscuits, nutritional
option milk named vitagen and health malt milk to ensure customer satisfaction and continuous
innovation. The company has been maintaining a sustainable value chain from obtaining of raw
materials for the products to distribution of final products. Even the CEO of the Maliban
company said that they ensure their sustainability in the market through innovation by which
they stay head in the competition. (Maliban company)
The Maliban company is the one and only biscuit company that has obtained gold awards at Geo
Responsibility Awards 2011 for its sustainable practices towards the environment. The company
has also obtained standards to make customer aware on the sustainable standards of products of
the company. The quality standard ISO 9001 explain the quality management of the company. It
certifies customer focus, motivation and continuous improvement and several aspects of the
products, the ISO 22000 ensures food safety, the environmental standard ISO 14001 which is
received for fulfilling the requirements of the environmental aspects and with OHSAS 18001
certification the company communicates that they have ensured occupational safety and health.
(ISO)
The company has been using various strategies to make customer aware on the sustainable
products. The media commercials, articles, and free trial station on the supermarket chains are
some of the examples for this. (Maliban company)
Sustainable Marketing Strategies.
Today consumers are becoming more aware about the impact of their consumption on the
environment and the society. That is why most of them are looking for not only for the quality of
the products of the affordability of the product but also for environmentally friendly products. In
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other words, Green products, and services. This is the place where sustainable marketing is
required. In sustainable marketing practices, businesses promote their products and services
without harming the future consumption. To turn the marketing practices green, the sustainable
marketing strategies must be needed.
Below are some of the sustainable marketing strategies that a business organization can follow.
1. Make sustainable marketing strategies in every business operation. Such as
manufacturing, packing, advertising as well as wastage management. And how the
company address a problem is centered on being green is also relevant to this matter.
2. Tell the story about the Brand. This is one of the most effective sustainable marketing
strategies that a business organization can follow. Businesses can use their official web
sites and social media platforms to bring their story to the public effectively. As an
example, the Maliban Group has published their relentless journey from the beginning to
the present in the Maliban Group official web page. And the Maliban Group give updates
about their significant achievements on their Facebook page.
3. Make the public aware how the firm is different. Following sustainable marketing
practices over a long period is not easy as we expect. The organization must engage with
some activities in ensuring sustainable marketing practices, that competitors usually do
not follow as a reason of additional cost consuming or any other reason. Therefore,
business organization should make awareness among the public as well as among the
stakeholders, how the organization successfully continue sustainable marketing practices
in a high-cost consumption environment. It can even the promote the company’s
reputation (Marketing-Insider, 2020).
Benefits of the sustainable marketing.
The concept of sustainable marketing that leads to sustainable development was first proposed
Sheth and Parvathiyar. Traditional marketing is primarily responsible for increasing
consumption. The main objective of sustainable marketing is to promote sustainable consumer
behavior and deliver appropriate products. Sustainable marketing involves environmental, social,
and economic sustainability. Consumers can reap various benefits from marketing. We can reap
many benefits from sustainable marketing.
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 Cost saving can be the biggest motivation for companies. The action taken is usually easy
to understand but the cost savings are only short term. Sustainable marketing offers
broader and more cost-effective variations that are easily achievable cost effectively.
General cot benefits can only be derived from energy.
 Reputation should be earned, and sustainability can earn companies a good reputation. A
company does not need to show their sustainability in many words. If sustainable
marketing is implemented properly, only the company or brand image can benefit and the
company can win the trust of their customers.
 New markets can be opened through sustainable marketing. Sustainability such as
environmental and social sustainability as well as cruelty free products attract consumers.
Often a product is purchased not only for the product but also for the company and brand
that represents the product. Sustainability can be something that a company can
distinguish from its competitors.
 Reducing risk is another advantage of sustainable marketing. Some natural resources will
become a fear in the future. Its price will rise as a result and supply will be uncertain.
This can limit a company`s production and increase product prices. Operating companies
are mitigating these problems and switching to alternative energy sources. Being resource
efficient can give the company a more competitive advantage in finding alternative
resources.
 Leadership can be gained through sustainable marketing. By making sustainability a part
of the business the company can improve their image and gain a competitive advantage.
Conclusion.
Looking at the sustainable marketing practice often used by the Maliban company and the
companies engage in corporate social responsibility activities and related sustainability
initiatives and as consequently result in numerous growths in employment opportunities.
Maliban brand has fused 60 years prior as one of the confided in brand in Sri Lankan
confectionery industry which has a creation limit. Of over around 3000 metric tons each
moth with more than 74000outlets island wide. The Maliban company offers product under
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various classification such as biscuits, tea, and milk. Those products have been sustainable on
the market over six decades through fulfilling customer satisfaction. The company used
sustainable marketing strategies to turn the marketing practices green. The Maliban
company’s sustainable marketing practices can bring benefits to customers in many ways.
Theis there must be benefits for companies as well as.
References
ISO. (n.d.). Retrieved from ISO standards: https://www.iso.org/standards.html
Maliban company. (n.d.). Retrieved from Maliban group.com:
https://www.malibangroup.com/sustainability/
(n.d.). Retrieved from https://www.malibangroup.com/sustainability/
(2016). Retrieved from https://www.academia.edu/42823636/Marketing_Maliban_Sri_Lanka
Marketing-Insider. (2020). Sustainable Marketing Strategies. Retrieved May 2021, from Marketing
Insider: https://marketing-insider.eu/sustainable-marketing-strategies/
Maliban. (2021). Maliban. Retrieved May 2021, from Maliban Biscuit Manufactories (Pvt) Limited:
https://www.malibangroup.com/
Mliban Biscuit Manufactories (Pvt)Limited. (2021). Maliban. Retrieved May 2021, from Maliban:
https://www.malibangroup.com/
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