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1. Introduction In Marketing Management, branding, segmentation and targeting, positioning, and other marketing strategies play unique but very critical roles. The interconnection of these key elements makes role of a brand in the contemporary market a success or a failure. This report has being prepared on the theme “Are they doing right?” to survey about a brand that can be found in the Sri Lankan market and look into those factors with regard to that brand. The report also shall provide a brief insight to the terms and bring out the examples from the selected brand. Therefore the best biscuit brand in Sri Lanka “Munchee biscuits” has been selected for the survey. Munchee biscuits are a collection of biscuit products under the company named CBL or Ceylon Biscuits Limited. CBL markets its prime product – biscuits, under the brand name Munchee & is the dominant market leader, of the biscuit industry in Sri Lanka, with a market share in excess of 50%. 2. Product Line Product line is a marketing strategy of offering several related products for sale. A product line can comprise of related products of various sizes, types, colors, qualities or prices. There are many products under the brand name of Munchee. The main product lines are Munchee Sweet Biscuits o Hawain Cookies - Munchee's crusty; golden-rectangles with the irresistible toasted-coconut taste are baked using a generous helping of local coconuts. o Munchee Nice - soft and light with scalloped edges. o Tikiri Marie - Lightly sweetened and baked & milky. o Ginger - Baked using 100% natural local ginger. o Milk Short Cake - A soft buttermilk exterior, rich milky taste. o Gem - baked with a rich helping of milk and butter and are mini lip-smacking delights o Chocolate Marie - Soft, smooth and chocolaty brown. Munchee Cream biscuits o Lemon Puff – lemon flavored cream sandwiched between two biscuits. o Chocolate Cream - Baked with rich thick chocolate. o Chocolate Puff - covered with drops of sugar are crispy and creamy. o Milk Cream - thick milk-cream soft centered munchies. Munchee Savoury Biscuits o Cheese Buttons - small round and full of a sprinkling of natural cheese. o Snack Cracker - Baked until the enticing crusty surfaces turn golden-yellow. o Savoury Nuts - Baked in the shape of cashew nuts. o Onion Biscuits - deliciously aromatic and promise a distinct flavor. Munchee Cracker Biscuits
Munchee Cookies o Cookie Dane Assorted . two layers of cream. In this case. 3. Chocolate Rounds. Gift Packs o Tea Time Assortment . thick milk chocolate.light and smooth cracker offering a one-of-a-kind flavor. Munchee is successfully covered almost all the country with its products & also all the products of the Munchee are not specific user oriented instead they can be used by anybody. o Kurakkan Crackers . Lincoln Biscuits and Chocolate Rounds. Munchee Tiffin o Tiffin Original . For an instance. In this scenario. The targeted consumers are more generally the people who are dealing with the market usually. When considering the geographical segmenting. Nice Biscuits. For example. o Gift Assortment . Of course they are targeting the youth by introducing various novel products to keep the popularity in the top. Munchee has to do a vital process to .Baked with sugar. the priority is given for general public. savoury nuts. Wafers o Munchee wafers . the introduction of Tiffin.Three thin and crisp wafer biscuits. it uses the technological segmentation on developing products. and local vanilla essence. Chocolate Squares. 1. milk. In this process. o Super Cream Cracker . the marketers should identify the segment of market withwhich the product or band is competed. Positioning Strategy Positioning is the process which is used to build an image and self-identity in the minds of the target market by the marketers of an organization. Which means the demographic segmentation is a wide band covering all the ages.Layers of rich creamy flavourful flaky textures pressed together.rice and the fruity zing of raisins. Munchee launces several brands which are relevant to various group of customers. As well as their competitors also launched a product that has similar kind features with Munchee Chocolate biscuits also. onion biscuits made the taste of biscuits into a novel way. Lincoln Biscuits and Flat Finger Biscuits. Nice Biscuits.include – Hawaian Cookies. chocolate chips.unique savoury onion flavor.baked with a slightly salty and slightly sweet flavor.include – Hawaian Cookies. When it comes to targeting the market. Daintees. instead they introduce various new tastes into the consumers. munchee biscuit is targeting the general public. o Tiffin Onion . as it is rather new product when comparing to Maliban. Segmentation & Targeting When concerning Munchee brand. Munchi Chocolate biscuits products are mainly targeted for the children and youth. They do not depend in the traditional product lines. Because Munchee is a consuming product which is being used in day today life very often. o Rice Raisin .
“A crowning success” is the Munchee Positioning statement. the competitors. retail price. 2. Because of that. It simply means that why consumer should by that specific product and what additional services and better solving problems mechanisms provided than other similar product offerings are. Munchee exports their products to other countries like Australia and Guyana. As mentioned above. styling. public relations and publicity etc. Munchee drives the minds of customer to consume their products by carving the best quality of their product than the competitors. They do not market to the supreme class of the society but the middle and lower classes. One of main fact is that nearly all the popular Munchee biscuits products have the same price level as their competitors. sales promotions. brand. packaging and warranty etc. They use visual and print . Munchee has several agencies which are attached to their distribution centers located in Anuradapura and Kurunagala like cities. So they remain their prices with competitors and increase the quality of the products. benefits than other offerings and reason to believe (proof that this products give what it promises. Marketing mix strategy Marketing mix strategy. distribute to these centers which are having the facility to store large number of product. After organization has to evaluate how their advertisements and promotions are effective to customers for positioning. Positioning statement is some of a description of the target audience to whom brand is directed and it should make a clear image on the customers’ mind about how the marketers needs to customers to view the brand. They mainly focus on the best quality of their products with doing a number of quality testing and experiments. As well as they use the ingredients and chemicals approved by the government in a proper methodical manner. In addition to that. The positioning statement should describe that the target audience. coined by Neil H. In Price. decision. Munchee has several promotional campaigns like advertisements. The concept of Value proposition describes that what the benefits that customers get by consuming that particular product. Munchee facilitates customers by offering several services with better quality than its competitors. Borden in the late 1940’s means that combination of the key elements which affect to marketing process in a correct manner. wholesale price and bundling etc. safety. In 4 P’s concept. It is necessary that all the significant marketing decisions should be supported by the positioning statement without any inconsistencies. Munchee has lots of concern about the quality and safety of their food stuffs. Munchee launched several big advertising campaigns for introducing new products (Tifin. The product stores which are manufactured in Pannipitiya and Ranala.establish their image on the targeted group of customers. Savoury biscuits). they focus on several pricing strategies. first P is to refer the product elements like quality. They use attractivepackaging which has ability to keep the food stuff for a long time period. It consists with 4 P’s and 7 P’s concepts. They use the best quality corn flavor. Then the organization has to collect information about the perceptions of product and its attributes by a sample of customers. they have to identify the effectiveness of these customers. Milk short cake biscuits) and promoting the existing products (Chocolate. manufactured by Prima (Trincomalee) to make the mixer of the biscuits. So they should have several transportation channels like shipping and cargo services. discounts.
As the physical evidence. musical shows and seminars for the staff. education equipment’s to students and donating to the religious centers and schools to improve the good will of their company/brand. As well as they do some welfare services like granting scholarships. That is how they preserve the Peopleof 7P’s. They do lots of relaxing programs like trips. The sixth P. Strategies for Competition The main strategy of Munchee for the competition is providing the best quality products to customer with the market price level as much as possible. For marketing services. . the 7 P’s concept which has three additional features than 4 P’s is used. CBL uses a proper recruiting and training mechanism for their staff.Medias to advertise their products. company gives 2 week training to them inside the factory before working. After recruiting.Introducing new products and reintroducing the existing products in distinct manner is also one of the strategies they used. process is used by Munchee by providing a very efficient delivering service to every city in Sri Lanka and other countries with the usage of their transport agencies. they maintain their factories and distribution centers which have lots of machinery cleanly and friendliness manner for employees. Munchee improves their market share by acquiring 57% of the biscuits market in Sri Lanka. By using those strategies. 3.
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