Author - Akshana Sivakumar HND in Business Management

1. Acknowledgment
First and foremost I would like to thank the Lord for the wisdom and skills that he had
given to me that enabled me to successfully complete this report to the best of my
abilities.
Secondly, I would like to thank my all lecturers of HND/MSBP Mrs.Sashikala for his
vital encouragement and support towards me in conducting my research for this
project. I would also like to extend my gratitude towards my family and friends who
helped in making the completion of this report a possibility.
Thank You,
S.Akshana

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Executive Summery
The demand for biscuit is increasing day by day. The life style and living standards are
dynamical our country is supplied with smart set culture. The actual fact issue is that,
these days during this fact generation several of the changes take an area. Particularly
within the field of biscuit through it had been not a new product for individuals. however
it's a crucial characteristic it should never loses it market, as a result of the word
“biscuit” itself has a deep- unmoving which means that no customer will uninterested
from consumption biscuit. Trying to the interior and increase in export demand, there's
a decent scope for beginning new producing units in numerous elements of the
country. Dubai is in a Middle East Country, wherever an oversized range of employees
started producing units. The demand for quality product is increasing. Therefore there's
a scope for an additional ten to fifteen new units once a year. The staple needed for
the manufacture of biscuit out there and a few material additionally exported from
foreign. The biscuit trade is profit creating and self-performance area unit rising year
once year. The biscuit business includes a large verity of biscuit. The corporate have
smart brand regionally in Dubai a decent base to expand. The trade has sensible
producing facilities providing glorious quality product. The business includes a well
knowledgeable and technically qualified well and succession business set up. The
biscuit trade has wide market network with established consumer base. The biscuit
industry has complete visibility less than the most important player chance within the
market in the Dubai Mall and across the country. A decline within the capability
utilization of biscuit would result in major negative impact on the biscuit sales
parameters within the market, thus new creative thinking and innovation within the
business is required. The manufacturers face threats from the competition of
alternative biscuit company who manufacture biscuit and sell to the consumer. Flour
and sugar are basic raw material for the biscuit trade and their costs are expected
upward within the future, thus these are one among the threats of biscuit business.

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Table of Contents
Acknowledgment ....................................................................................................... 1
Executive Summery................................................................................................... 2
List of Figures............................................................................................................ 5
List of Tables............................................................................................................. 6
1. Project Initiation.................................................................................................. 7
1.1. Globalization Impact on the Developing the Maliban Biscuit Company’s
Promoting multinational level ................................................................................. 7
1.2. Purpose of the Project:................................................................................ 7
1.3. Business Case Study .................................................................................. 7
1.3.1. Background of the Business:................................................................ 7
1.3.2. Benefits of the project:.......................................................................... 8
1.4. Budget for the Project.................................................................................. 8
1.5. Project Objectives ....................................................................................... 9
1.6. Scope of the Project.................................................................................... 9
1.7. Project Deliverables (Outcomes)................................................................. 9
1.8. Risks ......................................................................................................... 10
1.9. Assumptions.............................................................................................. 11
1.10. Project roles and responsibilities............................................................ 11
2. Initial Project Planning...................................................................................... 12
2.1. Work Breakdown Structure........................................................................ 12
2.2. Gantt Chart................................................................................................ 13
2.3. Milestone Chart ......................................................................................... 13
2.4. Project Control .......................................................................................... 13
2.5. Quality Control .......................................................................................... 13
3. Research Planning ........................................................................................... 14
3.1. Market Research of Middle East consumer’s perceptions in Sri Lankan
Biscuit Products. .................................................................................................. 14
3.1.1. Background of study of research........................................................ 14
3.1.2. Research objectives........................................................................... 14
3.1.3. Research questions............................................................................ 14
3.2. Literature review and conceptual framework ............................................. 15
3.3. Research Methodology.............................................................................. 15
Sampling .......................................................................................................... 15
Data Collection Method .................................................................................... 15
4. Project Execution and Control Stage ................................................................ 16
4.1. Research Data Analysis and Presentation................................................. 18
5.2. Conclusion from Research analysis and presentation ............................... 21

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6. Project Closure................................................................................................. 22
Project concritical evaluation and reflection on out come ..................................... 22
7. Recommendation ............................................................................................. 23
References.............................................................................................................. 24

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List of Figures
Figure 01 16
Figure 02 16
Figure 03 17
Figure 04 17
Figure 05 18

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List of Tables
Table 01 07
Table 02 10
Table 03 12

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1. Project Initiation
1.1. Globalization Impact on the Developing the Maliban Biscuit Company’s
Promoting multinational level
1.2. Purpose of the Project:
Analyzing the impact of the globalization how its effecting the Marketing field of Maliban
Biscuit Company. And identifying the effects or problem Maliban Company facing from
the Promotion level and finally recommending Comments as a solution to Develop the
Promotion Multinational Level.
1.3. Business Case Study
1.3.1. Background of the Business:
The Maliban Biscuit Manufactories limited is a legendary biscuit maker with an exciting
new vision. Maliban biscuits have been a part of the culture for over 3 generations.
Now, as they began to meet the increased demands of a brand new era, Maliban do
therefore confidently in their ability and vision a vision to serve Sri Lanka, in this era
and the next. With several new products to bolster the traditional lineup of Maliban
classics, range of goodies is currently wider, stronger and additional dynamic than ever
before. remembering what their roots, and looking to the longer term, Maliban steps in
to this new generation with the confidence gained from fifty years of giving Sri Lanka
the very best in biscuits. (Maliban Biscuit, 2018)
The company the purchased a plant from Baker Perkins and on five August 1954
Maliban Biscuits commenced full scale production. The bakery section of Maliban
Hotels Ltd was subsequently converted into a limited liability company, Maliban Biscuit
Manufactories Ltd. In 1965, the company's operations were shifted to a new factory
complex, that was constructed on a 4.1 ha (10 acres) site in Ratmalana. The company
also has the distinction of being the first food company to achieve the National Quality
Award in 1996. (maliban products, 2017)
Maliban is that the pioneer biscuit manufacturer of Sri Lanka. Incorporated 60 years
ago by the visionary founder Angulugaha Gamage Hinnyappuhamy, Maliban Biscuit
Manufactories (Private) limited, stands tall as one of Sri Lanka’s most trustworthy and
respected brands. Maliban manufactures a variety of crackers, cookies and wafers,
sold-out in over 100,000 stores in Sri Lanka. Their international reach extends to over
35 countries across 5 continents. They manufacture 25 million packs of biscuits each
month in their progressive producing facility below demanding hygienically conditions.
Maliban is an ISO 9001, ISO 14001, ISO 22000 and OHSAS 18001 certified company.
Maliban Company have won Sri Lanka’s prestigious National Quality Award on multiple
occasions. (Maliban Biscuit, 2018)

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1.3.2. Benefits of the project:
∙ Guides company communication with current and potential customer
∙ Helps to minimize risks
∙ Uncovers and identifies potential problems
∙ Helps to establish company market positioning
∙ Can find the compromise
1.4. Budget for the Project
Table: 01
Consumer
Perception Allocated Budget
Consumer analysis 10,000
Travelling 5,000
Expanding Distribution 15,000
Promoting 10,000

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1.5. Project Objectives
A specific result that an individual or system aims to attain among a time-frame and
with accessible resources. Present and future performance of a business depends on
the extent to that that company has succeeded in setting their objectives.
Such objectives should be specific, measurable, achievable, and realistic and should
have a correct period of time. These objectives may be financial and strategic. Though
Maliban is that the pioneer biscuit manufacturer, their peer competitor Munchee has
managed to be the Market leader recently. Therefore it's important for Maliban to line
their objectives during a way to regain their former Market position. Due to extremely
volatile environment they tend to limit their future coming up with horizon only to 3 or
4 years and following are the strategic objectives set by Maliban to ensure their growth
and sustainability in the market.
∙ To increase market share by 1 Chronicles each year.
∙ To introduce 2 new Products to the market once a year.
∙ Continuous maintenance of products’ quality standards because of the quickly
ever-changing consumer preferences it's higher to come back up with two new
products every year that best match with customer insights to grab new market.
∙ Coming up with new promoting ideas and increasing the sales 25% in next 2 years.
∙ From above objectives finally attracting the overseas customer through new
promoting methods
1.6. Scope of the Project
Increasing the Products Exports of Maliban Biscuits Company through making
multinational level promotion by new ideas and overseas People’s
expectation/satisfaction on single biscuits.
1.7. Project Deliverables (Outcomes)
Outcomes of this project is Great Opportunities to demonstrate the skills required for
managing implementing a project. Also it will undertake independent research and
investigation for carrying out and executing a business project which meets appropriate
business aims and objectives. It is important to know the varied Consumer's wants and
desires, expectation how impacting on the business. From analyzing the
overseas/foreign customer's Exceptions Tasty mentality on biscuits products, could
help implement the new promoting concepts to develop the exports on international
level. Its supports to achieve the objectives in 4 years.

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1.8. Risks
Following the proper procedures to provide a relevant study doesn't insure the results
of analysis are 100% correct as there is forever the potential that results are wrong.
Because of the risks related to research, marketers are cautioned to not use the results
of marketing research as the only input in creating marketing decisions. Rather, good
promoting decisions need considering several factors, together with management’s
own judgment of what's best. However being cautious with how analysis is used
shouldn't diminish the necessity to conduct analysis. Whereas creating choices while
not analysis input may match generally, long-term success isn't possible to happen
while not regular efforts to gather information.
Maliban Biscuits products are exporting to 25 countries but there are no even 80%
consumers are purchasing it. Its only keep in the showroom of Asia Food shops which
are located in foreign countries

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1.9. Assumptions
 Financial - Basic financial assumptions such as budget for the different marketing
activities.
 Resources - Key talents of employees that has to be available and availability of
products.
 Schedules – Dates and the time period that need to be met for the organizational
strategy to succeed.
 Customer - Assumptions about customer needs, perceptions and purchasing
behavior. This can be included as an assumption after the Target Market
Analysis.
 Competition - How competitor and the market conditions effect the Sales.
 Technology - Technology assumptions such as the accessibility of a technology or
its success in the market.
1.10. Project roles and responsibilities
Table: 02
Roles Responsibilities
Product manager
Understand the customer needs
and document marketing
problems
product architect/ Technical
Leader
Design Solutions
Sales Manager
Pre Sales and Post-Sales
Support
Product Marketer
Develop Market plan and
Materials
Programme Project Manager Keep Project on Track
Develop Team, Operations Build the solution, Manufacturing

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2. Initial Project Planning
2.1. Work Breakdown Structure
1. Initiation
Phase
2. Planning
Phase
3. Executive
Phase
4. Closeout
Phase
1.1
Requirement
Gathering &
analyzing
2.1 Project
plan
development
3.1
Brainstorming
Marketing
4.1
Contract
Closeout
Define
Process
scope
statement
Prep work
4.2 Launch
Project
Review
work
breakdown
structure
source
selection
Analyze
requirements
4.3
establish
process for
achieving
project
data
Procurement
planning
Primary market
research tool
development
Create
Requirement
Documents
project
schedule
plan
3.2 Executive
Phase
Approval
achieve
documents
1.2 Project
Charter
Development
resource
management
4.5
closeout
phase
approval
Business
case
2.2 Planning
Phase
Approval
project scope
1.3 Initiation
Phase
Approval

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2.2. Gantt Chart
2.3. Milestone Chart
Primary Data Collection – Data which are using to do a market improvement has to
be up to date. Expired details or outdated details may lead the business to failure.
Promoting the Products - According to some of the customers, not trustable to them
compare with the some of the other brand.
2.4. Project Control
∙ Market Analysis – based on the marketing research the activities are planned and
proceeded. The control over the project is extremely high with market research. If
the market analysis conveys a false scenario upon the consumer, the entire
process created on Market, could fail because of dependent details.
∙ Customer Relationship – on the project is on-going the evaluation on the analysis
should be created because the consumer preferences changes as per to the new
options of substitutes. To prevent this case, the organization should maintain an in
depth relationship with the Facebook customers to understand what they're
expecting and to satisfy their expectation. It’s simple to spot the consumer count
with the Facebook as it includes the count of likes and reviews.
2.5. Quality Control
Table: 03
Quality Standard Description
Benchmarking: mondelezinternational -
Global brand
montage
OREO Biscuits Products
Primary Data Collection
Sri Lankan Biscuit Consumer
Analysis
Analysis of Distribution Keyline
Expanding Distribution
Promotions
Advertising
Social Media Analysis
Primary Research
Evaluation Week
1st 2nd 3rd 4th 5th 6th 7th 8th

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3. Research Planning
3.1. Market Research of Middle East consumer’s perceptions in Sri Lankan
Biscuit Products.
Consumer behavior refers to the mental and emotional process and the observable
behavior of consumers during searching, purchasing and post consumption of a
product or service. Consumer behavior involves study of how people buy, what they
buy, when they buy and why they buy. It blends the elements from psychology,
sociology, socio psychology, anthropology and economics. It also tries to assess the
influence on the consumer from groups such as family, friends, reference groups and
society in general. In the Marketing Context, the term “consumer” refers not only to the
act of purchase itself, But also to patterns of aggregate buying which include pre-
purchase and post-purchase activities. Pre-purchase activity might consist of the
growing awareness of a need or want, and a search for and evaluation of information
about the products and brands that might satisfy it. Post-purchase activities include
the evaluation of the purchased item in use and the reduction of any anxiety which
accompanies the purchase of expensive and infrequently-bought items the knowledge
of consumer behavior helps the marketer to understand how consumers think, feel and
select from alternative brands of biscuits and how the consumers are influenced by
their environment. (Kothalawala, 2017) (Library, UOM, 2016)
3.1.1. Background of study of research
Expanding the Distribution level of Maliban Biscuit Products to whole area superior
market in Dubai.
3.1.2. Research objectives
∙ To collect details about the customer expectation in biscuits products in 21 days.
And get the feedback about the Sri Lankan biscuit products.
∙ To expand the distribution in one month by identify the different ways of distributing
level, distribution methods.
∙ To do the Promoting activity in great level in 3 weeks which, likes attract the
customers to consume the Maliban products.
3.1.3. Research questions
∙ What’s your perception on Sri Lankan Maliban Biscuit?
∙ What are the factors that will increase the demand for Sri Lankan biscuit?

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3.2. Literature review and conceptual framework
In the present competitive marketing scenario, the consumers are the king of markets.
Without consumers no business organization can run successfully and not able to
achieve its desired goals. Consumer buying behavior has become an integral part of
strategic market planning. In order to develop a framework for studying the consumer
behavior towards Maliban Biscuits, it is helpful to characterize and differentiate the
various perspectives on consumer behavior. The authors highlights various important
factors that affecting the behavior of the customer consuming Biscuits like packaging,
pricing, availability, quality, brand etc. and also through light on how the different
categories of different brands effect the behavior of the customer. In their research,
authors administered survey questionnaire on a sample of 100 customers. The
collected primary data has been analyzed by applying statistical tools like chi-square
and Likert scale. The consumers of Biscuits are very sensitive about their availability,
followed by brands and quality as shown by the results of Likert scale.
Price
Quality
Taste
Brand
3.3. Research Methodology
Sampling
Selecting 100 People from Middle East country – Dubai Mall and getting reviews on
the Biscuit Products will give a broad idea on the Customers expectation and what can
be developed on the product.
Data Collection Method
∙ Internet
∙ Official Website of the Organization
∙ Annual report of the Organization
∙ Industrial Reports
Consumer
Perception of
Srilankan
Biscuits in
Dubai

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4. Project Execution and Control Stage
The Project Execution part is that the third innovate the project life cycle. In this part,
can build the physical project deliverable and present them to maliban consumer for
sign-off. The Project Execution section generally the longest introduce the project life
cycle and it typically consumes the foremost energy and also the most resources. To
change for observe and control the project throughout this part, the company got to
implement a variety of management processes. These processes assist company to
manage time, cost, quality, change, risks and problems. They additionally assist to
manage procurance, client acceptance and communications. (clarizen, 2018)
(method123, 2018)
 Perform Time Management:
This Project Time Management method describes the way to monitor and control time
spent among a project. It describes every of the Time Management procedures
stepwise, explaining a way to use Time-sheets and Time Management Logs to record
time spent. It refers to a part of overall project management within which a timeline is
analyzed and developed for the completion of a project or deliverables. (time
management, 2017)
 Perform Cost Management:
Cost management is that the method of estimating, allocating, and dominant the costs
during a project. It permits a business to predict returning expenses so as to scale back
the possibilities of it going over budget. Projected costs are calculated throughout the
planning part of a project and should be approved before work begins. Because the
project set up is executed, expenses are documented and tracked thus things keep
inside the cost management set up. Once the project is completed, expected prices
vs. actual prices are compared, providing benchmarks for future cost management
plans and project budgets. (cost management, 2018)
 Perform Quality Management:
Project quality management encompasses the processes and activities that are
accustomed discover and succeed the standard of the deliverables of a project.
However, quality will be an elusive word. Quality is just what the consumer or
stakeholder wants from the project deliverables. By keeping the definition tied to the
consumer or stakeholder, quality management will have a narrower focus, which
suggests it’s additional possible to attain its goals.

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 Perform Change Management:
The change management process is that the sequence of steps or activities that a
change management team or project leader follow to use change management to a
modification so as to drive individual transitions and make sure the project meets its
supposed outcomes. The below components are known from analysis as key
components of a productive change management method. (metho123, 2018)
 Preparing for Change
 Managing for Change
 Reinforcing Change
 Perform Risk Management:
Project risk management is that the method of characteristic, analyzing and so
responding to any risk that arises over the life cycle of a project to assist the project
stay on the right track and meet its goal. Risk management isn’t reactive only; it ought
to be a part of the design process to work out risk which may happen within the project
and the way to manage that risk if it indeed happens. (method123, 2018)

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4.1. Research Data Analysis and Presentation
1. What age group are you?
Figure: 01
2. Which flavor of biscuit do you usually eat?
Figure: 02
10%
45%25%
20%
AGE GROUP
13 - 18 19 - 25 25 - 35 35 < 50
58%23%
10%
9%
Chocolate Cookie Vanilla Other

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3. How much Consumer willing to pay for Biscuits? [EUR]
Figure: 03
4. Where you will buy biscuits?
Figure: 04
10%
55%
30%
5%
*0 - 10 *10 - 25 *25 - 60 No response
26%
53%
16%
5%
Food Courts Super Markets Bakeries Others

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5. How much you rate for Sri Lankan Biscuit Products? [ out of 10 ]
Figure: 05
30%
40%
10%
20%
*0 - 4 *5 - 8 *8 - 10 Never Tasted

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5.2. Conclusion from Research analysis and presentation
In conclusion, people who are between the ages gaps 19 - 25 has been taken part in
this analysis. Double amount of people who are between 13 to 18 has been
participated in the age group of 35 to 50. Most of their favorite biscuit flavor is
chocolate. Nearly vanilla and other flavors liked by very few people. Also most of the
consumers in mall who took participation in this analysis were willing to pay €10 - €25.
Few people did not want to rate it. Double of these few people priced it between €1 to
€10. Triple of this priced between €25 to €60. Most of them wanted to buy the product
from supermarket and few of them have no idea. Others as usual like to buy it from
food courts and bakeries. A maximum for a Sri Lankan biscuit is can score in Dubai is
5 - 8. Quarter of this participators has given the score of 8 - 10. Double of this
participators never tasted the product. Randomly participators given the score of 0 - 4.

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6. Project Closure
Project concritical evaluation and reflection on out come
As a project author he/she should have goal to hold out the work of the project for the
aim of meeting the project’s objectives. Each project features a starting, a middle
amount throughout that activities move the project toward completion, and an ending
(either successful or unsuccessful). A customary project usually has the subsequent
four major phases (each with its own agenda of tasks and issues): initiation,
planning, implementation, and closure. Taken along, these phases represent the trail
a project takes from the start to its finish and are usually observed because the
project “life cycle.”
Initiation phase
During the first of those phases, the initiation part, the project objective or would like
is identified; this will be a business downside or chance. An acceptable response to
the requirement is documented in a business case with suggested answer choices.
Planning phase
The next part, the planning phase, is wherever the project answer is additional
developed in as much detail as attainable and therefore the steps necessary to fulfill
the project’s objective are planned. In this step, the team identifies all of the work to
be done.
Implementation (Execution) phase
During the third part, the implementation section, the project set up is place into
motion and also the work of the project is performed. It’s vital to keep up control and
communicate as required throughout implementation.
Closing phase
During the final closure, or completion part, the stress is on emotional the ultimate
deliverables to the consumer, returning project documentation to the business,
terminating provider contracts, cathartic project resources, and human action the
closure of the project to all stakeholders.

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7. Recommendation
Although globalization has reduced production prices in some sectors of business, the
trend to supply elements and services from out of house suppliers has created the
availability chain manager’s responsibilities so much broader. The value of maintaining
economical offer Chain Management is negligible, in comparison to the value of its
failure. To the quality/value thinking, different authors have had same concepts.
Healthier demands, and a spotlight from the government on healthier and outdoors
activities, drive the marketplace for healthier manufacture such a brown bread. By
showing the buyer the advantages of the brown bread, they'll be able to faucet into a
differentiated market and gain a competitive advantage. The results of all the efforts
and budget place into promoting includes a direct impact on the market share and
stock costs. when understanding the present state of affairs and facts and figures
associated with complete awareness and complete purchase intentions, it becomes
imperative to do an apt quantity of Advertising analysis and an estimate of Competitive
advertising.
Based on this report, maliban product is at a growing stage that expertise sharp
increase in profit and strengthening of consumer relationships. Besides that, the 3 level
of a product like core, actual and increased product explains the advantage of the
biscuit to customers. This section would part confirm the post-purchase solution on a
consumer. Consumer Perception is that the next section whereby it happens 3 ways
in that which is flavor, occupation, and age/life cycle satisfaction. Company can then
target the customer perception market and position it.

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References
clarizen, 2018. project objective management. [Online]
Available at: https://www.clarizen.com/objectives-of-project-management/
cost management, 2018. [Online]
Available at: https://www.method123.com/cost-management.php
Kothalawala, S., 2017. Consumer Perception. [Online]
Available at:
https://www.researchgate.net/publication/321579518_Analysis_of_Consumer_Perceptions
_for_Purchase_Decision_Making_on_Fruit_Beverages_in_Sri_Lankan_Supermarkets
Library, UOM, 2016. infulence of consumer buying behaviour. [Online]
Available at: http://dl.lib.mrt.ac.lk/handle/123/868
Maliban Biscuit, 2018. [Online]
Available at: http://www.malibanbiscuit.com/
maliban products, 2017. [Online]
Available at: http://www.island.lk/index.php?page_cat=article-details&page=article-
details&code_title=177237
metho123, 2018. [Online]
Available at: https://www.method123.com/change-management.php
method123, 2018. execution of project. [Online]
Available at: https://www.method123.com/project-execution-phase.php
time management, 2017. [Online]
Available at: https://www.clarizen.com/what-are-project-objectives-in-project-
management/