Friday, 21 June 2013 04:21
-
- {{hitsCtrl.values.hits}}
Sri Lanka’s premier biscuit manufacturer, Maliban, now ranks No. 3 among Unlisted Brands, according to the latest LMD Brands Manual 2013.
Commenting on the success of the brand, Maliban Biscuits Sales and Marketing CEO Ravi Jayawardana said: “Our superlative marketing performance has elevated Maliban’s position to rank No. 3 in 2013 from 13 in 2012. The ranking is based on public opinion and their perception towards the Maliban brand. It is not evaluated on financial performance.”
He added that the management believes that the general trend of their businesses is gradually making inroads to leading positions in the respective categories of its product portfolio.
Among a host of food brands under unlisted brands, Maliban is the only one to qualify for a leading position in the Brands Manual edition 2013 compiled by Brand Finance and presented by Media Services. The methodology used by Brand Finance for the unlisted brands went through a stringent process including the screening of respondents to be eligible to participate in the survey, and selecting a proper sample size to establish a sufficient base from each district to have a valid base for brand scores.
The data collection took place through a structured questionnaire from which respondents were asked to rate brands on a 10-point scale. These responses were based on absolute consumer opinion.
Based on the consumer surveys conducted by Maliban in 2012, the company developed products based on consumer preferences and introduced innovative products to the market. These included Cheese puff, Premium Marie, Maliban Sugar-free Feel Good biscuit, and Spicy Crackers.
Meanwhile, the entire gift assortment range was revamped, and the popular Maliban Lemon Puff was re-launched making them softer to the palette using natural lemon oil sourced from UK, and given a youthful and vibrant look.
Maliban sources its raw material from specialised countries getting chocolate from Ghana and natural lemon oil from UK.
These products were the result of the successful completion of product research during last four to five years and extensive tests in Singapore and Western countries, and proven high quality. They are hygienically produced, safer in consumption and accepted for healthy living.
As a socially responsible corporate citizen, Maliban uplifts healthy living in keeping with the founder Chairman A.G. Hinniappuhami’s philosophy, ‘Quality in every product that goes out of the company gate’ always assure the goodness in its entire basket of products to the Sri Lankan consumer. The latest example is the introduction of Maliban Chocolate Cream Marie biscuits.
By ranking the third position Maliban is poised to continuously develop its product portfolio and bring in innovative products through R&D to the market, win hearts and minds of the consumer and regain confidence and market share in the near future. Maliban currently has a network of over 140 distributors making its products available in every nook and corner of the country. At the moment, the consumer demand is growing from strength to strength for Maliban products as they deliver what is best for the consumer through best ingredients, raw material and continuous R&D processes.
Exports of Maliban biscuits have also made a significant contribution to the upward trend in the company’s financial performance in the recent past. Of the exports, 80% go to developed countries such as France, UK, Canada and Germany and the balance to African and Asian countries.
The demand come from the developed countries is for the high quality and taste of the Maliban biscuits and this is one of the main credentials Maliban stands to date for its acceptance locally and abroad.
The Chairman and Board of Directors of Maliban express their gratitude and appreciation to their loyal customers who have contributed towards the successful growth of the company and for being their partners in progress over 65 years by making the Maliban flag fly high.
