Maliban Biscuit (Pvt) Ltd: Marketing and Functional Units Analysis

This report provides an in-depth analysis of the marketing strategies employed by Maliban Biscuit Manufactories (Pvt) Ltd. It begins with an introduction to the company, its history, vision, and mission, followed by an overview of its product range, resource utilization, and hierarchical structure. The core of the report focuses on the marketing concept, current and future trends, and the marketing mix utilized by Maliban. It examines the company's target market, product offerings, pricing strategies, distribution channels, and promotional activities. Furthermore, the report details the roles and relationships of the marketing department with other functional units such as R&D, finance, manufacturing, IT, and public relations, highlighting their importance to the overall success of the company. Finally, it concludes by summarizing the key takeaways and referencing the sources used in the analysis. This report provides valuable insights into how Maliban leverages its marketing efforts to maintain consumer relationships, increase brand value, and achieve its long-term objectives within the competitive biscuit market.

MALIBAN BISCUIT MANUFACTOURIES (PVT) LTD ROLE OF MARKETING AND ITS
RELATIONSHIP WITH FUNCTIONAL UNIT
Introduction
Range of products Utilization of Resources Hierarchical structure of a company Concept of
marketing, Current and Future Trends Maliban Biscuit Company's Marketing Process Maliban
Biscuit Company's Marketing Roles Collaboration with other departments Marketing
department's ineffectiveness References Questions Thank you very much. Introduction
ANGULUGAHA GAMAGE HINNYAPPUHAMY STARTED IT IN 1954. Maliban Biscuit Company
relocated to Rathmalana in 1960. The plant was constantly extended and modified with new
technologies. In the mid-sixties, Maliban expanded its operations into a number of countries.
Maliban produces products that are offered in over 100,000 outlets around Sri Lanka. There are
more than 35 countries spread over five continents. In a month, Maliban biscuit manufacturers
create 25 million biscuit packs. VISION “To be Sri Lanka's most successful and recognized food
company.” MISSION “To win consumers' hearts and minds by delivering food propositions of
excellent quality, safety, and value while being environmentally and socially responsible,
promoting employee satisfaction, and returning maximum value to stakeholders.” MISSION “To
win consumers' hearts and minds by delivering food propositions of excellent quality, safety,
and value while being environmentally and socially responsible, promoting employee
satisfaction, and returning maximum value to stakeholders.” National chamber of exporters –
2013 Asia Pacific quality organization – Global Performance Excellence Award (Maliban Biscuit,
2018) Range of Products The Maliban biscuit product line is distinguished by a variety of
consumer needs and desires (Maliban Biscuit, 2018). • Using flour, sugar, baking soda, food
coloring, and salt.
• Obtain the greatest possible contribution to the MATERIALS production process (Maliban
Biscuit, 2018)
• Updating their machinery with innovative MACHINARY technology to mix ingredients, cook
and pack biscuits, and check quality. Maximize the use of machines in the manufacturing
process. (2018, Maliban Biscuit)
• Employees are contributing at the greatest level to the production process and distribution of
production (Maliban EMPLOYEE / Biscuit, 2018). • Mainly distinct departments such as
manufacturing, packing, quality checking FACTORY / and operation
• Located in Ratmalana BULIDINGS
• Get the most out of your employees by separating departments (Maliban Biscuit, 2018)
HIRACHICAL STRUCTURE OF A COMPANY (Herath, 2018) CEO (chief executive officer) is a
term used to describe a person who is in AGM – Assistant General Manager GM – General
Manager RSM (Regional Sales Manager) is an abbreviation for Regional Sales Manager. ASM
stands for Area Sales Manager.
MARKETING CONCEPT & CURRENT & FUTURE TRENDS CONCEPT OF MARKETING IN
THE MALIBAN BISCUIT

Product Biscuit made under strict sanitary conditions. Considering the product's quality and
safety. Taking into account the freshness of the product and the packaging system's safety.
CURRENT & FUTURE TRENDS FUTURE TRENDS
. • Improving instant massaging applications in social media
• Using remarketing
• Opening online stores
• Research & Development staff for continually evaluating market changes
MARKETING MIX IN MALIBAN BISCUIT COMPANY
The target market is both international and domestic. Product - less than 7 ranges Product is
available in a variety of weights ranging from 25g to 500g.
Keeping the biscuits' quality and value in tact Price ranges that are affordable - Customer needs
are met while profit margins are maintained – cream biscuits, sugar-free biscuits, and savory
range biscuits From Rs.40 to Rs.550 Placing
Through distributors and sales force personnel, the product is distributed to every corner of the
local area as well as to 35 nations around the world. It is available at any retailer shop or
supermarket.
Promotions
Commercials on television, radio, social media, and newspaper adverts are all examples of
advertising. Peoples has introduced seasonal promotional cookie packs.
Obtaining feedback The best distributor or store received a prize. Employee incentives and
rewards Evidence in the Physical World
Members of the staff are held to certain standards. Maintenance of the factory and the
appearance of the location The production process is clean and transparent. Packaging of the
product and its appearance once it has been packaged Process: Recruiting the most qualified
candidate for the empty marketing department position; providing training on the biscuit product
and company overview; and evaluating their performance monthly and at the end of the year.
MARKETING DEPARTMENT AND R & D DEPARTMENT
Gather customer feedback and complaints. Obtain information about customer demands and
current market trends by analyzing and comparing the behavior of the major rivals in the market,
such as CBL new products, advertising tactics, and the most popular biscuit. DEPARTMENT
OF MARKETING AND DEPARTMENT OF FINANCE Set sales goals for the sales team, such
as a year's sales target; decide on biscuit pack price based on cost of production and profit
margin; budget for all advertising and promotion campaigns for the company; analyze sales

growth, financial performance based on sales target; compare sales volume with main
competitor
MARKETING DEPARTMENT AND MANUFACTURING DEPARTMENT
Produced high-quality products and developed new ones to meet current and future client
needs. Biscuits for health and safety, for example. Marketing-generated orders are produced
and delivered within the agreed-upon time frame. Products are fresh and have a distinct flavor
from competitors' biscuits. DEPARTMENTS OF MARKETING AND INFORMATION
TECHNOLOGY In the Maliban cookie factory, all of the production machines are new technical
machines that need to be connected to IT aware individuals in order to work or fix faults with the
machinery. All company information is available on the intranet, and customers may quickly
obtain information about the company by visiting the company's website. preserving the
company's data base
MARKETING DEPARTMENT AND PUBLIC RELATIONS DEPARTMENT
Create a positive image of the organization in the eyes of the general public. A distinct CSR
department exists at Maliban Biscuits. Many CSR projects are carried out by them. CSR project
in a blind school in Ratmalana, Ambethenna, for example. Vidyalaya in Tamil Project for a child-
friendly school
IMPORTANT OF MARKETING DEPARTMENT TO THE MALIBAN BISCUIT COMPANY
Maintain the company's and customers' relationships. The marketing person is the firm
representative in the market.
• The marketing department assists the developing consumer base of the organization by
dealing with customers or retail stores.
• Presents publicity activities, advertises, and collects customer feedback to help boost brand
value and name.
• Every new product introduction is based on the marketing team determining whether or not
consumer needs were addressed through market research.
• The marketing team does all market research, recognizing client needs and attempting to
develop the best solutions. For example, most people are concerned about their health these
days, hence Maliban Biscuits introduced "Sugar Free Biscuits." Market research was used to
identify these consumer needs. Marketing is at the heart of a company's efforts to build client
loyalty and retention. Increasing the brand's worth. Perform promotions and advertising, as well
as fulfilling the company's long-term objectives.

REFERENCES
Press Reader. (2016, February 28). Retrieved December 25, 2018, from : https:// Socity for
HRM. (2017).
Retrieved Dcember 15, 2018, from SHRM Web site: https:// Maliban Biscuit. (2018). Retrieved
December 12, 2018, from Maliban Biscuit Manufactories Web Site: The Island. (2018, June 06).
Retrieved December 25, 2018, from : http:// Herath, H. M. (2018, December 13). Area Manager
- Maliban Biscuit Manufactories (PVT) LTD. (H. H. K, Interviewer)