Marketing analyzing

(This is submitted as partial fulfilment of module 1-Fundamental of Marketing

Maharaja Institute of Management)
6th march 2019

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 TABLE OF CONTENTS
Introduction .................................................................................................................................................. 3
1. PESTEL analize .................................................................................................................................. 4
1.1Political............................................................................................................................................ 4
1.2 Economical..................................................................................................................................... 4
1.3 Social .............................................................................................................................................. 5
1.4 Technology ..................................................................................................................................... 6
1.5Environment ................................................................................................................................... 6
1.6Leagal .............................................................................................................................................. 7
2. SWOT analize...................................................................................................................................... 8
2.1Strengths ......................................................................................................................................... 8
2.2Weakness ........................................................................................................................................ 9
2.3Threats ............................................................................................................................................ 9
2.4Opportunities................................................................................................................................ 10
3. 4pS for tikiri marie .......................................................................................................................... 11
3.1product .......................................................................................................................................... 11
3.2Price............................................................................................................................................... 12
3.3Place .............................................................................................................................................. 13
3.4Promotions .................................................................................................................................... 14
Conclusion ......................................................................................................................................... 15

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 INTRODUCTION

CBL, Ceylon biscuit limited is one of the oldest food manufacture in Srilanka. People commonly
call Munchee. The founder of this company is Mr. Simon Arthur Wikramasingha. He acquired the
MR William’s biscuit factory and also together government and care international in USA. Then
they manufacture high protein biscuits for mid-day meal for school children. It was the proposal
by Mineka Wikramasingha, the current group chairman.

There are lots of brands under the CBL Munchee, Ritzbury, Tiara, Lanka soy, Go jelly Rasa Hari
and etc. The employee’s base of the Ceylon biscuit limited 5000 direct and indirect 10000 over.

Munchee tikiri Marie is the one of the most popular Marie brand in srilanka.it also under the CBL
family .tikiri Marie is very famous biscuits among the children at the tea time. This product is
always touching the children ‘s and elder’s heart in srilanka.”

This report is intended on describing pestel analyze, swot analyze and the 4 Ps .it helps to readers
for understanding this company.

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1. PESTEL ANALIZE
.

1.1POLITICAL
 Customs duty on sugar and raw material import
 Vat on biscuits
 Pricing regulation
 Political decisions
 Political instability

As a food manufacturing company they want lots of raw materials. They have above 45 suppliers.
If had a changing of the customs duty .It is not effects to the production process the reason is they
have bonds with the suppliers .But sometimes this reason harm to their production process.

Pricing regulation also maintain buy the society of the biscuits companies’ .As the market leader
of the biscuits industry they play a major role in the societies of biscuits companies. They have a
special chance for pricing desertions.

The political decisions in Srilanka is suddenly changing .sometimes it will not affect directly but
has the side effects .Example changing the prime minister by the president last November
2018...

And also eco test charging rate increasing it also effects like as a negative effect .the reason is
transportation chargers including this chargers.

1.2 ECONOMICAL
 Labor cost
 Globalization
 Unemployment rate
 Inflection rate

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Consider about the labor cost, the salary of the employee in this company low than the garment
sector. According to the economic situation in Srilanka people like earn more money so the
turnover rate is high.

Globalization, modern day people know well about everything, than the past people. There for
they want changing and new things but sometimes company can’t change the product systems
suddenly.

Last 3 months Srilanka faced the speedily dollar increasing situation .there for lots of companies
downed and the main suppliers of the CBL suffered with this problem. Example prima company
supply the flour and they have the 5 years bond with them, prima also faced this and it mean
CBL also faced.

1.3 SOCIAL
 class structure
 Attitudes (need for health eating habits)
 education
 cultural

Class structure also effects the biscuit industry the, people live in town. They always try maintain
their class level. So they eat pizza, burgers and they like show they are eating posh foods. Mid
class people use the biscuits for their tea time and rural people always like use the natural food.

Modern day people concern about the health habits. They inform the people about the good health
habits.so have a small trend for the natural foods.

Educated people know the artificial and natural way of the biscuits process, they have small
idea about it and lots of people know the CBL provide the quality products than others. Sometimes
company use the high value vitamin as an ingredient for biscuits .someone can understand and
someone can’t understand it well.

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As the result they are spreading the message biscuits are dangerous things. Culture depend on the
living areas. Most of urban area’s people know the brand product and them calling the product
with the brand name. But some people calling without the brand .reason is cultural barriers.

1.4 TECHNOLOGY
 Raise of social media
 Recent technology develops by the CBL competitors
 Technology impact on product offering(testing systems)

Face book, the main threat for everything like as the CBL also has a fear about that .the reasons
are if will be a mistake or any harmfully thing to the society or person by CBL. Face book users
spread it all over the world, mostly good thing and bad things also spread. Not only Face book,
WhatsApp, viber and etc.

Actually Maliban is the main competitor for the CBL (Munchee brand) they use new systems and
machines for productions process, sometimes it a too dangerous for CBL

Not only that modern day use new machines ,CBL can’t depend on the old machines ,but they
want depend it ,modern technology don’t give allow for that ,so have an overhead cost and etc.,

1.5ENVIRONMENT
 Laws regulating environment pollution
 Recycling
 Attitude” green concept”
 Attitudes toward and support renewable energy (source)

Industrial noise pollution, (order published under the Gazette notification no 924/12) and there
are lots of small and small thing establish for the protect environment .CBL always depend on this
and do this well but sometimes it’s not practical.

Lots of biscuits rappers are polythene the reason is pillow packing method is best way for protect
freshness. But polythene harm the environment and government and authorize partners buy force
them for recycle.

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Green concept famous concept in the world. So biscuits plants also maintain according to the
green concept. This a good concept but practically difficult main reason is want capital and can
change the labor mind according to the concept

In the past manufacture ring plant did not use the solar panel and they did not how recyclable the
water and also rain water this days have new systems and some solar panel store the large scale
of solar power and company can use it. Rain water also can store and use for various ways

Word is changing day by day .so everything must change .if cannot change can’t depend on modern
world.

1.6LEAGAL
 Discrimination law
 Employment law
 Health and safety law

Customers have their discrimination power than the past. Reason is customer buying power is high
and laws and regulations helps for that. Consider about the biscuit pack they should print the
information using 5 languages .CBL maintain that law correctly

Have a quality checker in food authority and they give the advices and information how do this
well and how maintain quality .some products are exported quality products.so should maintain
the quality.

Consider about the labors, company provide the ETF, EPF and enough salary for the labors, not
only that they give some medical and insurances for labors.

In Srilanka the major in Sinhalese then Tamils so name of the basic’s also print by using that
languages.

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2. SWOT ANALIZE

Internal factors

2.1STRENGTHS
 Marketing
a) Strong brand name
b) Diversified product range
c) Creative advertising
 Operations
a) Supply chain- well developed
b) Research and development
 Human resource
a) Employee
b) Investing in training employee
 Information system
a) New upgrade system
b) Use new SAP system

Strong brand name, Munchee brand can close the people’s day today actives.it has the brand
loyalty among the society. They create the creative advertisement using by the leading
advertisement companies. Example, Sakuge Kathawa, and also they spend large amount of
money for their marketing, radio, television and newspaper advertisements. Another reason is they
have diversified product range.so they are famous among the people. Chocolates, soya, go jelly
and etc.

They have strong supply chain system and it’s a so close system, sometimes they are saying its
accuracy is above 95%.and also they have back up supply chain system for emergency situation.

They use the German and Italy machines only. Lots of machines are Italy machines. The Italy
machines are the best and the maintain system also maintained by foreign specialists. And they
upgrade machines per 6 months.

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They have experienced and educated knowledgeable persons of the biscuits industry. The labors
also high trained and skilled persons.

Consider about the information systems. They use the modern systems Example SAP new upgrade
system.BI system (business intelligent system) and modern technology.

2.2WEAKNESS
 Union problems
 Lack of penetration in rural market
 Storage facility
Unions play a major role in the company. Sometimes they are controlled the all process in the
company and due to that reason company was close four or three days in the past.

And also they have not enough distribution network for the rural market they don’t consider about
the that rural areas .they have 3 ware house in Panipitiya ,Kurunagal and Mathara.all the
distribution parts dousing by this warehouses ,sometimes it’s a problem for distribution part
specially seasonal months.

External factors

2.3THREATS
 Foreign brands and competitors
 High level of buyer power
 Globalization
 Changing the customer attitude about the company
The foreign brand biscuits come to the Srilanka and people can buy that things actual the taste is
good than Srilankan biscuits. So they touch the people mind mostly this happen in high class
people.

This day’s buyers select what they want. Company can’t not select the customer’s chooses .so
customers don’t want buy it .product will reject. Example APPLE PUFF.

Sometimes customers change their attitudes about the company, main reason is Maliban conduct
the Maliban kiri Abaya Dana. It is getting the people attention about the Maliban brand name.

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Sometimes new generation like use the apps and select what they want .they don’t like shopping
so lack of attention about the products and new innovations.

2.4OPPORTUNITIES
 High consumer goods spending(brand loyalty)
 Exported market opportunity
 Modern health habits

CBL products has the brand loyalty .Tiyara ,Rizbury.Lanka soy and etc. people know if they will
introduce the new product to the market is a quality and healthy than other product in market.

Modern day people are so busy and they run for money .They haven’t time for prepare their own
food .so they depend on the fast foods and snacks with the brand loyalty of the CBL they can go
to the customers’ mind easily.

Munchee cream cracker and some biscuits export and has the demand in foreign country. They
have the new technology so they make the new product for aim the health factor.

Kothala Hibutu biscuits, Karapincha crackers and etc. consider about the machinery have the full
automated machines.

And lots of process are environment friendly so has not the big impact from the society

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3. 4PS FOR TIKIRI MARIE

3.1PRODUCT

Munchee Tikiri Marie is the famous Marie brand among the children and elders. IN the past this
product launched for the breakfast food for kids. That fulfill the hunger .hunger is a main need
for everyone.

Considering the main differentiation of this product .this core market is kids age 5-10 and can
taste with their parents .Tikiri Marie has the light sweetens .so people like and mostly use the tea
time.

Someone quite like eating it plain, but it’s also good when soaked in sugary milk tea.

They are always looking out for high quality suppliers of raw and food packaging material. As the
market Leader in Sri Lanka.

Tikiri Marie product helps for their brand name Munchee .Tikiri Marie spreads the Munchee
brand name to the society.

This tikiri Marie packing method is pillow pack and it’s protect the freshness of the product. And
yellow color cover shows the color of sunshine, happiness and hope. People can buy two size of
the tikiri Marie packs like 80g and 360g.

Consider about the Marie life cycle,

Tikiri Marie position is between growth maturity level the reason is day by day demand of the
tikiri Marie is increasing and it has the high level place in the market.

They launched the tikiri scholarships for the grade 5 scholarship examination pass students in
2003.now the results they could help 2 medical students and another university students.

This is the good strategy for the close with society. Then start helping for the schools by giving
the books. This all the good and valuable thing for the society and future generation and also best
strategies for develop their product.

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3.2PRICE

Tikiri Marie this name has the cute and different emotional when calling tikiri. This main target
is children so price also match for the mind set in children and Srilanka.

There are 2 types of basic concept of pricing

1. Pricing based on marketing consideration

2. Price based on cost consideration

Tikiri Marie use the price based on the cost, the strategies and methods talked about here are
basically cost-based.

They use the value for money concept. Value for money is based not only the minimum purchase
price, it means buyer has the full satisfaction about the product price. (Maximum efficient and
effectiveness)

Target market is children .if they are saying they want tikiri Marie parents can buy it and don’t
want to think too much about the price.

Munchee tikiri Marie biscuit packets for very low price where even a small boy could effort to
buy. And the same product packaged in packets in large volume in the perception of Hospitality
for high price.

And also the 80g –RS 35 (Srilanka rupee)

360g-RS 150(Srilanka rupee)

In the past 2001 they launched the tiki pack for the market. Price RS 5 (Srilanka rupee).but it was
the fail .the reason is people want the eat much of biscuits for their hunger.

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3.3PLACE

Tikiri Marie is making the Ranala biscuits plant. Then they send tikiri Marie lot to the Pannipitiya
.Pannipitiya ware house center is the main ware house for storing tikiri Marie. They use the indirect
distribution for their distribution system.

Pannipitiya

Mathara
Kurunagala

Kurunagala and Mathara ware houses are the large ware houses and distributers come to that
places and hand over to the sales representatives finally consumer. They have 285 distributers
and 335 Lorries for their distributions.

Leading supermarkets has the bond with them and they order large amount of tikiri marie.so people
can buy tikiri Marie in supermarkets, like Kells, Cargills, Laugh and etc.

Not only that people can buy it near shop if have a hunger. The some if distribution strategies are
maintain by the distributers and the Area managers. They have 15 Area managers.

If consider about the rural areas some Lorries are not transporting and cannot travel the huge
kilometers for small amount o sales. So the sales representatives use the village vehicle users and
give the biscuits from hand over the small shops in village.

so villagers also can taste the tikiri Marie. Sometimes they use their own shops for selling their
product Pannipitiya outlets is one of the example for that.

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3.4PROMOTIONS

Analyze about the promotional factor of tikiri Marie, they do advertise and publicity.

1.ATL marketing (above the line marketing)

2. BTL marketing (below the line marketing)

Widespread the brand name using the advertising by doing creative advertisement. Example new
tikir Marie advertisement Sakuge Kathawa

Below line marketing, they are searching and doing direct mail camping, trade shows and also
target engine marketing

ATL is the best way for the promote the product among the urban areas .the reason is television,
radio and internet are common .but BTLl is important for the get ideas in rural areas ,tikiri Marie
promotional team is doing the research customers base in rural.

Tikiri Marie is not provide the gift or any other things for consumer they provide benefits for
retailers and wholesalers.

Pull strategy concept in tikiri Marie, it customer towards a product. Main reason is tikiri Marie
has the strong bond and relationship with children and also parents. Parents trust the brand and
recommend it for others. (Word of mouth)

They are doing some programs for their publicity. Tikiri Shishyadara Program .its helps for the
studies of poor children’s but they haven’t money. And also Munchee brand is conducting the
volleyball and sponsor volleyball matches and New Year festivals. This days they did the project
Thrupath program.

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 CONCLUSION

In our opinions, the internal and external environments are extremely significant to be measured
concerning the performance of the company not to mention the efficiency .CBL has been able to
dominate the biscuit industry(confectionary) the reason is the company strictly applies all the
essential analyses. In our personal opinion of team members.

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 Group members

1. W.B.W.M.R.U.DUMEERA PRABATHE ALUVIHARE

2. M.A.CHAMUDIKA LAKSHANI MALLAWAARACHI
3. S.SANDESH SAGARA
4. R.M NAVODYA SULAKSHANI RATHNAYAKA
5. N.SUMEDHA DULANJALI
6. J.LASITHA DINUSHA SANDAKELUM

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