1.

Executive Summary

2. Introduction
 3. TASK 01

3.1 Introduction

Ceylon biscuit limited is a well establishing company in Sri Lanka. CBL stated its
operations in Sri Lanka since the biscuit manufacturing in 1968.CBL is a Sri Lankan food
manufacturer, the maker of Munchee biscuits and one of the oldest biscuit makers in Sri
Lanka. CBL owns 60% of the domestic market share in Sri Lanka and also they entered to the
foreign market as a Sri Lankan food manufacturer. CBL has more than 50 food products and
they dedicate high standard of quality, innovation, continuous production line.
The company was started 1939 and the founder of CBL Simon Arthur Wickramasingha. In
the 1930s acquired a small factory that produced handmade biscuits from a local businessman
called Williams. After that 1968, CBL has been operating. Its Started when the CARE
(Cooperative for Assistance and Relief Everywhere), USA and the Sri Lankan government
authorized the company to produce a protein enriched biscuit for as a mid-day meal for
school children. The Concept was created by Mineka P Wickramasinghe.

·Vision of the CBL is “to be the most valued brand of confectionary in Sri Lanka”
·Mission of the CBL is “to win the hearts and mind of consumers by delivering
confectionary propositions with exceptional quality and value whilst being environmentally
responsible with a satisfied workforce and deliver value to shareholders”
And also they mention their values as follows,
˃ We are committed to deliver customer satisfaction
˃ Quality is our religion
˃ We value and respect our people
˃ We have integrity and personal accountability
˃ We have the will to win
˃ We are committed to foster corporate social responsibility

CBL offer number of products items to the market like biscuit, chocolate, cakes, jelly,
snacks, and soya based products, cereal products, organic products, soups. And also they
have number of brands like Munchee, Ritzbury, Tiara, Lanka soy, Nutriline, Samaposha,
etc….

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Ⅰ Munchee Biscuit products

• Cream cracker
• Lemon puff
• Hawain cookies
• Tikiri Marie

Ⅱ Ritzbury Chocolate products

• Chocolate fingers
• Chunky choc
• Bubble milk chocolate

Ⅲ Tiara Cake products

• Swiss roll
• Layer Cake

Ⅳ Lanka soy products

• Chicken flavored soya
• Mutton flavored soya
• Vegetarian flavored soya

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4. TASK 02
4.1 What is Marketing Mix ?

Marketing Mix is the set of controllable, tactical marketing tools that the firm blends to
produce the response it wants in the target market.
(Philip Kotler – 12TH Edition)

• Product • Place
Variety Channels

Design Coverage

Quality Assortments

Features Locations

Brand name Inventory

Packaging Transportation

Marketing
• Promotion Mix • Price
`
Advertising List price
Personal selling Discounts
Public relations Strategies
h
Sales promotions Allowances
Direct marketing Payment terms
Credit terms

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4.2 Product
» MUNCHEE MARIE

A Marie biscuit is a type of biscuit similar to a rich tea biscuit. And also famous and
almost every country has their own version, with this style enjoying a slightly maltier falvour.
In 1997 Munchee launches the award winning “Munchee Tikiri Marie” campaign for
Munchee Tikiri Marie biscuits. This vitamin enriched Marie biscuit is enriched with vitamins
and minerals and is a firm children’s favorite. The company has introduced many types of
Marie biscuits Tikiri marie, Chocolate marie, Lite marie, Ceylon marie and Rice marie. Also,
amoung these biscuits brands, Tikiri marie biscuits is still leading the main role.

• Design
The biscuit is round and usually has the name embossed upon its top surface, the edges
of which are also embossed with an intricate design.

• Quality
Marie biscuit is regarded as a healthy biscuit and is suggested by dieticians for persons
who are watching their calorie intake. Due to the sugar and wheat flour content of marie
biscuits, diabetics are advised to take them inmoderation.

• Brand Name
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.

4.3 Place