The document discusses Ceylon Biscuits Limited (CBL), a leading Sri Lankan conglomerate that manufactures biscuits, confectionery, and cereals. It focuses on CBL's new Karapincha Herbal Biscuit product. The biscuit targets older consumers with conditions like high blood pressure and diabetes by containing herbal ingredients. However, its specialist nature means it has a narrow target market. The recommendations are to broaden the market by changing the biscuit's taste, color, and shape using ayurvedic agents and appealing more to children. It also suggests lower-cost sachet packaging, advertising with ayurvedic doctors, and attending trade shows.

1. Herbal
Group No: 04

2. Introduction
Ceylon Biscuits Limited (CBL) is one of the fastest
growing and largest conglomerates in Sri Lanka.
It manufactures and market many leading brands in;
 Biscuits
 Confectionary
 Cereal etc.

3. The Ceylon biscuits limited company carries out 4 group
companies.
CBL FOODS INTERNATIONAL (PVT) LTD
CBL NATURAL FOODS (PVT) LTD
CONVENIENCE FOODS (LANKA) PLC
PLENTY FOODS (PVT) LIMITED

4. History
 CBL is Sri lanka’s first biscuit factory.
 It is owned by Mr. William.
 In 1939, Mr. Simon Arthur Wickramasingha (1902-1984)
acquired this factory with just 10 employees.
 In the 1960’s, ‘Williams’ together with the Sri Lankan
Government and CARE of USA

5.  Then was built on eight acres of rubber land surrounded by
green paddy fields in Pannipitiya in 1968.
 CBL’s commercial operations in the 1980’s recorded highest
growth rates in any industry in Sri Lanka.
 Today CBL have allowed the group’s innovative product range,
high quality standards and aggressive marketing strategies.

6. All
Natural
Biscuits Herbal Biscuits
Soups
Organic Cakes
Products
CBL Munchee
Karapincha
Herbal Chocola Biscuits
Porridg tes
e
Cereal
Jelly Product
Soya
Based s
Products

7. Customer Need
 New Karapincha Herbal Biscuit is a latest product in
Munchee range.
 The aim of promoting Karapincha Herbal Biscuit is Health
Conscious lifestyle.
 It controls high blood pressure, heart disease, diabetes and
high cholesterol levels.

8. Target Market
 Small scale Target Market.
 Why they are target their target market as adults and the
patients (older market) who have high blood pressure,
heart diseases, diabetes and high cholesterol levels?

9. Current Marketing
Mix Strategy

10. Product Mix
 CBL manufactures range of products with different varieties.
 CBL Product Line.
 Munchee Biscuits
 Even among biscuits CBL offers a wide range of biscuits to satisfy the
requirement of its varied customer worldwide.

11. Biscuit Varieties
Sweet Cream
Biscuits Biscuits
Crackers Marie
Puffs Herbal
Savory
Biscuits Wafers

12. Munchee Karapincha Biscuit
 Design
 Features
 Brand Name
 Packaging

13. Pricing Mix
 Since it’s a new to the market it is just
Rs.75.00 in Sri Lankan Market.
 As Munchee is exporting their biscuits to
worldwide customers, it is priced as
US$ 1.87 in International Market.

14. Promotional Objectives
 To support sales increases
 To encourage trial
 To create awareness
 To inform about a feature or benefit
 To remind
 To reassure
 To create an image
 To modify attitudes

15. Identify the arrears to
be improved with
justifications

16. Arrears to be improved
As a Karapincha biscuit the product is
specialist for specific
customers.Therefor they have narrow
target market. The main issue is
improving their narrow market to
large market.

17. Justification
 We can change the taste and the color of the
biscuit by Ayurwadic flavoring agents

18.  For change the taste of the biscuit:
 Cardamom
 Garlic

19.  For change the color of the biscuit:
 Shoe flower (Hibiscus)
 Turmeric

20.  For get the interest of the children we can
change the shape of the biscuit

21.  We can introduce shahe biscuit packets for villagers.
 To get the attraction of the customers we can change
the brand name and create the biscuit packet in a
creative way.
 Trade shows and conventions

22.  Advertise in the media by a ayurwadic
doctors.

23. Final Recommendations
1. Change the taste and the color of the biscuit:
Ayurwedic flavoring agents
 For change the taste of the biscuit
 Cardamom
 Garlic
 For change the color of the biscuit
 Shoe flower (Hibiscus)
 Turmeric

24. 2. we can change the shape of the biscuit to get the
interest of the children.
3. Introduce sachet biscuit packets.
4. Advertise in the media by an ayurwadic doctors.
5. Trade shows and conventions.

25. …End…