Internship Report On Branding & Promotional Strategies of Ceylon Biscuits Bangladesh (PVT.) Limited - IUBAT - Sahadat Hossain

Chapter 1
Introductory Part
A Study on Branding and Promotional Strategies of Ceylon Biscuits Bangladesh (Pvt.) Limited.
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1.1 Introduction to the Report:
As a student of Bachelor of Business Administration (BBA) everyone has to conduct a practical
orientation in any organization for fulfilling the requirements of the 3 Months Internship Program.
The main purpose of the program is to expose the students to the real world situation. This report
is done as a partial requirement of the internship program for the BBA students. This report is
prepared for the internship program consisting of marketing and branding promotional activities.
Practical knowledge is fundamental for the application of theoretical intelligence. Bearing this in
mind and internship program was being included in the BBA curriculum. The goal of this analysis
is to expose the student in the organizational work situation and also to provide an opportunity for
applying classroom learning in practice. There are some difference between theories and practice.
Internship Program is an essential and mandatory part for graduation program in the discipline of
Bachelors of Business Administration (BBA). The Internship in the final of the program gives the
way to practice what we have learnt. It enables students to apply their conceptual knowledge in
the practical situation and to learn the art of conducting study and presenting its findings in a
scientifically and systematic manner. The report has been prepared in partial fulfillment of the
requirement for the degree of Bachelors in Business Administration (BBA) at IUBAT
(International University of Business Agriculture and Technology), one of the best and first
Private University of Bangladesh. The present report has been prepared on the basis of experience
obtained throughout the internship period.
1.2 Research Aims:

To prepare a very standard report in my Internship project time of periods I had a Research Aim.
I was interested about the Marketing and event activation. That is why I always try to prepare this
report based on my topic “A Study on Branding and Promotional Strategies of Ceylon Biscuits
Bangladesh (Pvt.) Limited “which makes me more active in my works and helps to gather more
knowledge about execute the marketing activities and Brand promotion activities.
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1.3 Research Objectives:
The Research objective of the report can be viewed in two forms:
• General or Broad Objective
• Specific Objective
1.3.1 Broad Objective
The Broad objective of this internship report is to fulfill the Bachelor of Business Administration
(BBA) degree requirement and gather more knowledge about is to analyze a study on branding
and promotional Strategies of Ceylon Biscuits Bangladesh (Pvt.) Limited.
1.3.2 Specific Objective
More specifically, this study entails the following aspects:
• To analyze the stages of brand development strategies of CBL Munchee.
• To find out the important tools those are more effective for promoting the CBL Munchee.
• To analyze the brand activation of CBL Munchee product.
• To learn about the advertising and related activities
• To recommend against major Findings.
• To find out the pricing strategy
• To find out the location coverage
• To know if the Sales promotion policy of CBL Munchee is affected due to competitor’s
marketing strategy
• To know the Customer Satisfaction of CBL Munchee brand.
• To know if the promotional schemes have impact on products demand
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1.4 Scopes of the report:
Under internship program each student has to prepare a report on the particular topic related with
the organization. According to this requirement, I have already completed my internship program
from Ceylon Biscuits Bangladesh (Pvt.) Limited. On the basis of my practical experience as well
as theoretical knowledge, I have completed the report regarding A Study on Branding and
Promotional Strategies of Ceylon Biscuits Bangladesh (Pvt.) Limited”.
The main focus of my study is to analyze the Brand development and event activation. The scope
of the report is limited within Munchee Biscuits analysis, different advertisement, competitor
analysis, trade marketing through push and merchandising items for Munchee brand, market
research of international packaging with unique taste through the Branding and marketing
department of CBL Munchee. And for that reason that information was very much restrictive
within the organization as the Biscuits brands are going a very much completive Brands.
1.5 Methodology:
In order to generate this report, the primary and secondary data has been used. It is very important
to know how I gather data and information. So, the source that have been used to gather and collect
data is given below-
A. Selection of the topic:
Before choosing my Practicum Topic I was so much tensed that which topic is more interesting
and effective for my study and which is mostly related to my Major-Marketing. Then I met with
my Supervisor and this topic is suggested by him (Faculty Supervisor). And finally I choose this
topic. I think you also enjoy my topic.
B. Identifying data sources:
There are many ways to collect data and information. In my report I use primary and secondary
data sources. Only working in any institutions is not the major issue for the internship, it helps to
motivate to work, create communication with one to each other. Sometimes I Visit the market to
know the position of the company. The sources which I follow is given below-
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• Face to Face Conversations: The primary data are collected by
taking some interview and by discussion with the managers,
executives, and officer of Ceylon Biscuits Bangladesh (Pvt.)
Limited
Primary Data
• Observation: By observing I try to know about the Ceylon
Biscuits Bangladesh (Pvt.) Limited through spending three
months during the working hour. Here I observed the total
marketing and brand process of CBL Munchee.
• Annual Report on Ceylon Biscuits Bangladesh (Pvt.) Limited

from recent years
• Different written document of Ceylon Biscuits Bangladesh (Pvt.)
Secondary Data Limited
• Different Official files
• Some official Magazines
• Official Meetings
• Factory Visit
• Attending Training
• Web sites
Table 1: Sources of Data
C. Collection of data:
Primary Data are collected by Interviewing and Observing and the Secondary Data are collected
from various web-sites, Papers or Documents etc.
D. Field Work
For this research, I have collected information on branding and promotional strategies from
company personnel. And I also have collected customer opinion on the branding and promotional
strategies of CBL Munchee.
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E. Classification, Analysis, Interpretations and Presentation of data:
Some Graphical tools, Table, sign etc. are used in this report to identify the important things. I use
different colors to highlight the most Important point which helps to classify, analysis and
Interpretations also. I think this color should attract quickly which I want to say or which related
to this topic and it present well to the viewer’s eyes.
F. Findings of the study:
During the working time of period I find out various problems and try to recover those. Then the
recommendations are also made for the improvement of the current situation of Ceylon Biscuits
Bangladesh (Pvt.) Limited.
G. Final report preparation:
The final report is submitted after some corrections. I would like to thank my honorable Supervisor
to help always to make a standard report. I always try to consult with my supervisor and if any
correction needed then correct it.
1.6 Limitations of the study:

It was a great opportunity for me to work in Ceylon Biscuits Bangladesh (Pvt.) Limited as an
Intern and make a report on “A study on Branding and promotional strategies of Ceylon Biscuits
Bangladesh (Pvt.) Limited”. But the thing is that, every institution there has some restrictions or
they can’t share their internal information to others. In that case there were surely some
limitations while making this report. The limitations of the study which I was faced these are
given below-
 Schedule time span of the respondent of company was insufficient for getting answer of all
necessary questions.
 To continue study in such a vast are requires a big deal of time.
 Due to time and cost restriction, the study is concentrated in selected areas.
 As an internee I had only three months which is not enough for the study on my topic.
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 As a financial organization a company has some restriction to serve all the real data of the
sales to the general people as a result, the study is mostly depending on official files and
annual reports.
 Available data also could not be verified because of time limitations.
 The data and information’s are not available in the web-sites as it is newly started in
Bangladesh.
 I tried to contact with some high officials for more detailed information and consultation
but as it is multinational company most of the high experienced officers are in Sri Lankan.
 It is very tough to make a standard report after working in any institutions actively
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Chapter 2
Organizational Part
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2.1 Background of the Organization:
Ceylon Biscuits Bangladesh Limited a wholly owned enterprise of Ceylon Biscuits Limited Was
inaugurated in 2014. This is the first Sri Lankan owned confectionary company in Bangladesh
producing quality Biscuits, Wafers and Chocolate coated biscuits for the large consumer base of
the country. The factory located 35 km out of Dhaka City in the Gazipur District Sreepur, Mauna
had its soft Inauguration recently. Selecting Bangladesh and initiation of the project was the
decision of Mineka Wickramasingha, chairman Ceylon Biscuits Limited. During a visit, few years
ago with Foreign Minister Prof. G.L Pieris identified the potential in providing the Bangladeshi
consumer a good quality product in the way of CBL Munchee Biscuits & Chocolates. The
company has invested around 03 million US Dollars in its initial phase and plans to invest up to
10 million dollars in it expansion programs aiming at strengthening its dominance in the region.
Ceylon Biscuit Bangladesh (Pvt.) Limited (CBL) is a name which made its pride throughout the
past few decades. CBL was founded in late 1960s through a contract which was held between Sri
Lanka government and care international (USA) for manufacturing protein enriched biscuits for
the meals of school children. With the availability of excess production capacity seen at that time
the founders launched their own brand as Munchee and later to become the leading biscuit
manufacturer in the country.
From its very inception, CBL has been laying a thorough foundation on acquiring potential
customers. This later became as a marketing campaign and the activities in marketing were
governed separately as to ensure the proper sales and distribution process is in place.
Marketing strategy is normally referred to as 4 ps of marketing. 4 ps stand for product, pricing,

placing, and promotion receptively. These are main factor in which the productions of a particular
company are driven to the potential stakeholders and ultimately make the company’s goal.
This report is intended on describing marketing activities and branding activities of CBL in
succeeding its way being the best biscuit manufacturer of all time. The product, pricing, placing
and promotion are looked into separately and sub sectioned in order to make the readers more
comfortable. Various examples related to CBL depicting the scenarios more convincingly.
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Ceylon Biscuits Limited
Formerly Williams Confectionery Limited

called
Industry Food
Founded 1939 (Dehiwela)
Founder Simon Arthur Wickramasingha
Headquarters Pannipitiya, Colombo, Sri Lanka
Area served International
Key people Mineka Wickramasingha (Group Chairman)

Ramya Wickramasingha (Deputy Chairman)
Products Biscuits
Chocolate
Cakes
Jelly
Snacks
Soya based products
Cereal products
Organic products
Soups
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Brands Munchee (biscuits)
Ritzbury (chocolate)
Tiara (cakes)
Lanka Soy (soya products)
Nutriline (breakfast cereals)
Go Jelly (jellies)
Samaayu (herbal porridge)
Rasa Hari (soups)
Cecil (fruits and nuts)
Hi Tapper (treacle and jaggery)
Ramba (snack foods)
Website www.muncheelk.com
Table-2
Table-1 Company
Company Information
Information
2.2 History:
In the 1930s Simon Arthur Wickramasingha (1902-1961) acquired a small biscuit factory (which
produced handmade biscuits), in Dehiwela, from a local business man called Williams. In 1939the
company of William’s confectionary limited was formally established (with total of ten
employees). In 1957 the factory was upgraded and mechanized, with Baker Perkins manufacturing
lines imported from the UK. Wickramasingha’s four sons N.P (Pali), R.I (Ranjith), M.P. (Mineca)
and R. S (Ramya) subsequently took over the business, when their father died in 1961.
In the 1960s the ministry of education with the assistance of the US based organization, CARE,
provided school children with a cup of milk and a bun as nutritional supplement to their midday
meal, however due to the inability to maintain the quality of the bun CARE began assessing
alternatives, eventually setting on biscuits. Mineka Wickramasingha identified this as an
opportunity to expand the company and successfully obtained the contract.
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In 1991 the company expanded into chocolate production, under the brand Ritzbury, importing a
chocolate machine for individual chocolates and an enrobing plant to make chocolate coated
biscuits and wafers. The chocolate production business was further expanded to include chocolate
fingers following the acquisition of the maharaja Organizations Bakers Man Biscuit factory in the
mid-1990s.
In 2002 the company established CBL foods international (CBL foods) in nearby Rannala. CBL
foods enabled the company to establish a bakery line, producing cakes under the brand, Tigara.
The new factory commenced operations 2004.CBL also shifted its chocolate manufacturing to the
new plant.
Facing detrimental tariffs and poor distribution arrangements CBL dissolved Ritz bury India in
2003 and sold the manufacturing plant however in July 2004 CBL purchased Brakeman’s, based
in Patiala, once the third largest biscuit manufacturer in India, with a 13% market share. In 2014
CBL presented their own market chains star United. Starting at 2014, there were 30franchised
grocery stores inside the nation. At present this is one of the leading biscuit, chocolate and
confectionary manufacturer and market in Asia.
2.3 CBL Munchee at Bangladesh:

Selecting Bangladesh and initiation of this project was the decision of Mineka Wickramasingha,
Chairman Ceylon Biscuits Limited. During visit the Bangladesh a few years ago with Foreign
Minister Prof. G.L Pieris identified the potential in providing the Bangladeshi consumer a good
quality product in the way of CBL Munchee Biscuits &Chocolates.
The company has invested around 3 Million US Dollars in its initial phase and plans to invest up
to 10 million dollars in its expansion programs aiming at strengthening its dominance in the
region. Deputy Minister of Finance & Minister for External Affairs Dr. Sarath Amunugama and
the Secretary Finance Dr. P. B Jayasundera in the presence of senior officers from the Ministry
Of Finance & Treasury attended the occasion on the invitation of the chairman. The occasion was
also attended by the Group Managing Director of the company Ms. Sheamalee Weerasekera.
Company CBL due to the acceptance of the products manufactured in Bangladesh by the large
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consumer population in the country because of Parent success of the confidence in following, the
Managing Director of Ceylon Biscuits Bangladesh Pvt. Ltd.
CBL Munchee is an international brand having its footprint in 55 countries around the world with
a wide variety of products. By winning the heart of the people of aforementioned countries now
we are in Bangladesh.
With a motive to build Bangladesh through earning foreign currency by exporting product through
utilizing the manpower and resource, we have built our factory in Chawkpara, Mauna, Sreepur,
and Gazipur.
Brand Name : CBL Munchee, Bangladesh
Company Name : Ceylon Biscuits Bangladesh (PVT.) Limited
Mother Company : Ceylon Biscuits Ltd.
Web Address : https://www.cblmuncheebd.com
Face book link : https://www.facebook.com/cbl.muncheebd/
2.3.1 Corporate Information of the Organization:
Brand Name CBL Munchee, Bangladesh

Brand Color Yellow
Tagline Sader Rajjer Raja ( In Bengali)
Current Product Category Biscuits, Wafer, Chocolate Coated biscuits
Current distribution Dhaka, Savar, Gazipur, and surrounding area.
Distribution Channel General Trade & Modern Trade
Brand Positioning from the
Urban, SEC A & B, Across gender & age group
communication perspective
Price point Below SEC B
Company Name Ceylon Biscuits Bangladesh (PVT) Ltd.
Head Office House#05, Road# 10, Sector# 01, Uttara, Dhaka
Factory Chawkpara, Mauna, Sreepur, Gazipur
Table-3 Corporate Information of Bangladesh
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2.3.2 Corporate Structure:
CBL Munchee Bangladesh limited is the Multinational Company in this country. This company’s
leadership is partly attributed to the appropriateness of its organizational structure. A company’s
organizational structure influences management and leadership, communication, change, and other
variables critical to business success. CBL Munchee Bangladesh Limited succeeded because its
organizational structure grew with the business, enabling the company to optimize processes and
the quality of its goods and services. CBL Munchee Bangladesh Limited is trying to open stores
at places that were home to many opinion makers.
2.3.3 Corporate Culture:
CBL Munchee Bangladesh Limited Company’s organizational culture was one of the most distinct
characteristics of the organization. However, CBL Munchee Bangladesh Limited is where the
company’s organizational culture is most easily observable. The way employees work with each
other in the factory and how they interact with customers in the outlets are indicators of CBL
Munchee Bangladesh Limited organizational culture. Though CBL Munchee Bangladesh Limited
is the multinational company it maintains a friendly environment in the organization and well
distribution network communication. As in other markets, CBL Munchee Bangladesh Limited did
not advertise its locations heavily but relied on the word-of-mouth (peer) promotions by the
consumers.
2.3.4 Corporate Governance:

CBL Munchee Bangladesh Limited was established in 1939 in Sri Lanka as a small confectionary.
It was Came and placed under Bangladesh in 2014. Now it is the private company in Bangladesh.
This company is transformed into 55 more countries and now it having its footprint in Bangladesh.
Now a Country Manager of Bangladesh manages the company and takes all decision. And other
sovereign managers also took part as a great role for this company. They are-
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Management & Technical Team
Sri Somanaathan Sridharan
Country Manager
Nuwan Shalinda
Finance Manager
Athula Wellagiriya
Head of sales
Md. Ashraful Islam Durjoy

Brand Manager
Nadim Mahmud
Marketing Executive
Mr Omar Siddiq
HR Manager
Humaynur Rashid Shawon

Assistance Finance Manager
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2.3.5 Organizational Organ Gram:
MD
Group General Manager Country Manager

Marketing
BM Engineering Production
Dept. Manager Head Of Sales Legal Finance HR
ME RSM
MT Manager
Interns BP Sales Coordinator Merchandiser
SR
Figure- 1 Company Organ gram
2.4 Mission and vision of CBL Munchee:

2.4.1 Mission:
To win the hearts and mind of customers by delivering food proposition with exceptional quality,
safety and value being environmentally and socially responsible, creating customer satisfaction
and employee satisfaction.
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2.4.2 Vision:
Vision of the Ceylon Biscuits Bangladesh Limited is to become leader in confectionary in South
Asia with a global presence and recognition.
2.5 Product of CBL Munchee Bangladesh Limited:

CBL Munchee Bangladesh limited produce three types of product. Like-
• Plain Biscuits.
• Chocolate Coated biscuits.
• Wafer.
• Plain Biscuits:
SL Product Weight MRP

1 Milkaas 60g 10
2 Milkaas 130g 20
3 Gluco Milk 60g 10
4 Gluco Milk 130g 20
5 Ginger 65g 20
6 Ginger 145g 50
7 Chocolate Chip Cookies 80g 50
8 Chocolate Chip Cookies 240g 145
9 Ringo 120g 20
10 Nice 230g 30
Table-5 Plain Biscuit List
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 Chocolate Coated Biscuits:

1 Chunky choc 60g 30
2 Chunky Choc 100g 50
3 Chocolate Fingers 40g 20
4 Chocolate Fingers 100g 50
5 Choco Mo 100g 50
Table-6 Chocolate Coated Biscuits List
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• Wafer Biscuits:
1 Chocolate wafer Cream 100g 30
2 Chocolate wafer Cream 25g 10
3 Wafer Biscuits Chocolate Cream 18g 5
4 Wafer Biscuits Chocolate Cream 6g 2
5 Chocolate Coated wafer 25g 10
6 Chocolate Coated wafer 6g 5
7 Wafer Biscuits Gluco Cream 6g 2
Table-7 Wafer Biscuits List
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2.6 Biscuit Manufacturer:
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2.7 Porters Five Forces Model of CBL Munchee:
Porter's five forces analysis is a framework for analyzing the level of competition within an
industry and business strategy development. It draws upon industrial organization (IO) economics
to derive five forces that determine the competitive intensity and therefore the attractiveness of an
industry.
Porter's model depends on the concept of power within the relationships of the five forces.
2.7.1 Bargaining Power of Suppliers (Medium):
CBL Munchee is Multinational Brand. They have lots of opportunity to buy raw materials from
Suppliers. They are buying row material from existing suppliers also they buy materials lot
together.
Palm oil and wheat flour are purchased locally Wheat flour is coming from prima Sri Lanka
directly and price is local wholesale price of wheat flour. In the case of wheat flour as prima
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company is having government monopoly of selling wheat flour in the country, so bargaining
power of supplier is Medium.
2.7.2 Threat of Substitutes (High):
These forces especially threaten when buyer can easily find substitute products with attractive
prices or better quality and when buyer can switch from one product to another product or service
to another with little cost. The threat of substitute of CBL Munchee is high. Because this company
is offering Biscuits item and definitely customer can find substitutes of it from any other
competitors. Moreover, CBL Munchee is mainly emphasizing on quality so it is not compromising
with the price. When it comes to consider substitutes of products offering by the CBL group, there
is no direct substitute of biscuits in the market, but chocolate coated biscuits and wafer etc can be
considered as some kind of substitutes for biscuit. Problem here is instead of direct substitute
products of biscuits, cakes, chocolates and fruit drinks there are direct substitute brands are
available. So customers are having the option of choosing some other biscuits brand instead of
Munchee. So the threats of substitutes of CBL Munchee Bangladesh is very high.
2.7.3 Bargaining Power of Customers (High):
Customers have the power to demand lower price or higher product quality from industry
producers when their bargaining power is strong. Lower price means lower revenue for the
producers, while products usually raise production costs. The bargaining power of customer of
CBL Munchee Bangladesh is high. Since there are huge number of potential clients in the market
and also there are numerous contenders. The general public who can be considered as indirect
customer of the company is having very high level of bargaining power as there are another 50
small scale manufacturers dealing in biscuits manufacturing alone. So there is less opportunity for
the CBL to bargain with its customers.
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2.7.4 Threat of New Entrant/Competitors (Medium):
This force determines how easy (or not) it is to enter a particular industry. If an industry is
profitable and there are few barriers to enter, rivalry soon intensifies. At the point when more
associations seek a similar piece of the pie, benefit begin to fall It is essential for existing
organizations to create high barriers to deter new entrants. Profitable industries that yield high
returns will attract new firms. New entrants eventually will decrease profitability for other firms
in the industry.
CBL Munchee is having 60 agencies and 400 dealers distributing products over 80000 sales outlets
in the market. Setting up of this level of distribution network is also a difficult task and would be
barriers of new entrant.
-Strong distribution network required: Weak distribution networks mean goods are more expensive
to move around and some goods don’t get to good position in the market. Munchee has strong
distribution network for covering the entire industry. New barriers are present in terms of
distribution network. If somebody is investing heavily for a mass production biscuits or a cake
plant, efficient and large distribution network covering the entire industry is also needed.
-High capital requirements: High capital requirements mean a company must spend a lot of money
in order to compete in the market. Every year CBL has spent a lot of capital for building their
brand strong.
-Strong brand names are important: If strong brands are critical to compete, then new competitors
will have to improve their brand. CBL Munchee has strong brand popularity in the international
market.
2.7.5 Intensity of Existing Rivalry (High):
Few competitors mean fewer firms are competing for the same customers and resources. Now days
there are so many Biscuits company are grown up, so the completion among them are high in CBL
Munchee Bangladesh. Competitors use means such as advertising, introducing new products, more
attractive customer service and warranties, and price competition to enhance their standing and market
share in a specific industry.
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When industries are growing revenue quickly, they are less likely to compete, because the total
industry size is also growing. The only way to grow in slow growth industries is to steal market-
share from competitors.
In the biscuit industry Danish, Ifad, Romania, Gold mark and other local brands are other rival
biscuits manufacturers who directly compete in the market with the CBL Munchee brand. Other
than this, international and Indian biscuits companies as well as dozens of local small scale biscuits
manufacturers are also competing in biscuits industry.
2.8 External Analysis:
2.8.1 General Environment:
There are many companies the world over, that conduct PESTLE analysis on their brands in order
to ascertain strategies for the future or else to understand the market before launching them. It is a
fundamental tool of market planning and strategizing that must be carried out to comprehend
market trends and the systematic risks involved.
PESTLE analysis gives us an overview of the whole situation of our business might be in.
PESTLE, is an acronym in which each letter denotes certain factors for the study. These factors
affect the market in many ways and alter the way strategies are thought of and made. P stands for
political factors, while E stands for economic ones. S has to do with social factors in a country
where as T sums up all the technological aspects of the market. L denotes legalities of the
environment and E accounts for the environmental aspects and its influence upon the nature of the
trade you’re in.
Almost every major and minor organization tries to conduct this analysis, but with
regards PESTLE analysis example, I would cite an example of a real life case study in which
CBL Munchee, a beverage company carried out the PESTLE analysis over its brands. Such as-
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2.8.1.1 POLITICAL ANALYSIS:
Political analysis includes the factors which can influence the business. It is included the political
factor which includes the policy offered by the government to the specific sector. Here for this
sector government introduces the Ceylon Biscuits Bangladesh (Pvt.) Limited. The main aim for
the introduction of this policy is to fill the gap between the demand and supply of the Biscuit. To
maximize the production is also main activity is designed under this policy. To increase the
production up to million tons is also the main objective of the policy. Under this policy the
government is encourage to use the full opportunities available in the PRIVATE PATNERSHIP
(PP). With the growing industry the government is increased the sales tax also.
Globalization has resulted in the change in various pattern of doing business all over the world.
Taking into account the various countries’ political background and studying other related issues,
Ceylon Biscuits Bangladesh (Pvt.) Limited manage to expand its business and today it has
knowledge of almost 58 countries political pattern. CBL Munchee Bangladesh limited gets a great
opportunity for moving production facilities into Bangladesh for a low cost production in the
future. Following are the Political factors which affect in making a stable company system:
-Government stability and its type
-Laws, corruption and level of bureaucracy
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-The roll of press or social media
-Tax policies
-Employment legislations.
2.8.1.2 ECONOMICAL ANALYSIS:
The economic factor of PESTLE analysis for the biscuit company helps to determine the current
situation of the market place. It will be able to consider the position and shape of the market. The
primary goal of the PESTLE analysis will help in the financial institutions which contribute to the
present economic climate. Biscuit industry is concern to be a very booming industry from past
decades. Opening up with the various economies the foreign direct investment is occurring in this
sector, the various foreign players are interested to invest in the country. Under the various
economies schemes there is permission in advance licensing scheme which allows the duty free
imports of raw material for exports. There is huge gap between the demand and the supply of the
biscuit. Economic factor plays a vital role for this company because CBL Munchee biscuit and
chocolate coated biscuit is considered as a food product. If the interest rate increases, then it
directly affects the low level customer and their supplier’s various investment plans. This may
result in decrease in the sales and which ultimately affects expansion of the business. CBL is
having tremendous growth opportunities locally as well as regionally. Following are the important
factors which affects the economical food industry:
-The current economic growth
-Costs of labor
-Unemployment rate
-Change in economic environment
-Levels of economic distributions.
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2.8.1.3 SOCIO- CULTURAL ANALYSIS:
The socio culture is one of the important aspects in the analysis of the industry. It describes the
impact of the particular industry on the society. Ceylon Biscuits Bangladesh (Pvt.) Limited should
undertake some techniques or policies that help them to identify their potential local customers
and encourage them to come to the stores as frequently as possible. It will be able to determine
money related issues and the attitude of the market. CBL products coming under brand names such
as CBL Munchee are widely accepted in the market and also are recognized as brands of the year
few consecutive years. In order to sustain already created social image of better or similar manner
in the future as well. In the local society also there is a growing concern over natural or organically
processed food products. Therefore, in the future this social tendency should be considered.
Currently target market of CBL Munchee is young crowed in the market. Advertising and
marketing efforts are concentrated for the majority in the Bangladesh market, social trend in the
Bangladesh is that population of the country is huge. Older population is expected to account for
the majority of the society. So company should be conscious to address requirement of this
emerging market segment as well. Social factors do involve-
-The growth of population
-Health Consciousness
-Attitudes and the lifestyle changes of customers
-Health, Social mobility, population attitudes
-Changes in the socio-cultural changes.
2.8.1.4 TECHNICAL ANALYSIS:

The advancement of technology plays a crucial role in the food industry. It is essential for the
competitive advantages and proves to be a core driver for the globalization. Technology provides
a variety of quality services at reasonable rates. The traditional technologies are being used from
many years in the industry. There is no innovation in the use of the technique in the production
process. The CBL Munchee Bangladesh is developing the same technique by which the
encouragement is given to the trading of the Biscuits. CBL Munchee is in a process of upgrading
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the level of technology of its production machineries. Currently CBL is enjoying technological
superiority over its fellow competitors and machineries in CBL Munchee Bangladesh, dating back
to 1960s and technically out dated which comes from Sri Lanka. So in order to supply future
demands of growing market, further technological upgrade is desirable for the company. CBL
Munchee Bangladesh is connecting local and international customer through social network and
digital marketing. Technological factor does include-
-Technological transfer and its impact.
-Internet, remote working and communication costs.
-Rate technological change.
2.8.1.5 LEGAL ANALYSIS:
Legal factors leave a countless impact on the food industry. The trade structures, securities laws,
health laws, note regulations and various legal necessities help to confirm the legal frameworks
which are available in the market. It is best to make assured that these structured facilities the
commercial tools and are the reliable for the international economy. Government is introducing
the various rules and regulations of this particular industry. The government is about to paying the
more attention in the health policies of the employees which are working with the food industry.
Special health incentives and rules are introduced in the food industry and CBL Munchee
Bangladesh follows these rules strongly. The CBL Munchee Bangladesh is conducting its business
according to Government regulations and international rules and always following proper legal
procedure of the Bangladesh in the event of doing businesses. For the safe and secure biscuit
supply and procedures following are the legal laws which affect industry-
-Safety and health laws
-Discrimination laws
-Employment legislations
-Consumer laws.
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2.8.1.6 ENVIRONMENTAL ANALYSIS:
It is the final and last steps of PESTLE analysis which allows dealing with the environment
platform. To consider the environmental factors, they have to consider various locations and their
impact on the trading which is sponsored by the food industry. The climate changes affect the
company operations and most of the time proves to be a handle in many cases. CBL Munchee
Bangladesh also pay attention towards the various factors related to environment such as pollution,
disposal of waste, planning permission, etc. Food manufacturing business is not an environ tally
hazardous industry. Yet at CBL Munchee factory and company is located in highly residential and
industrial areas such as company is located Uttara Jashimuddin Dhaka Bangladesh and factory is
located in Sreepur Mauna Gazipur. The all leading industries are following the environmental acts
which are declared by the governments, though it is creating very bad impact on the environment.
Many industries are using the pollution control equipment and energy saving equipment but that
is not sufficient in the nature. The least importance is given to the environmental aspect. But the
Ceylon Biscuits Bangladesh (Pvt.) limited is encouraging the eco-friendly system, to reduce the
emission the co2 gas during the production process. The environmental factors include-
-Natural Disasters.
-Uses green products.
-Climate and weather changes.
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2.9 SWOT Analysis of CBL Munchee Bangladesh Limited:
2.9.1 Analysis of Strategic Factors (SWOT):
Strengths: Weakness:
• Strong corporate leadership. • Dependence on single suppliers for
• Well established sales and distribution critical raw materials (e.g.: Wheat flour)
network. • Insufficient production capacity of
• Strong brand images and “excellent sales some product ranges.
force”. • Low profit margin of some products
• Well established quality and environmental • Limited land availability of some other
management system countries.
• R&D capabilities. • ISO Certification.
• Setting up a management information
system.
Opportunity: Threats:
• Opening the branches in 55 countries. • Price competition for some product
• Free trade agreement with other country. categories in the local market.
• Brand equity. • Competitors can create to duplicate
• Penetrate into the other countries market. product.
• Growth in Sri Lankan economy. • Threats of losing existing customers.
• Unexplored market opportunities in • Space for new entrants to invade market
Bangladesh and cordial markets in the focusing particular market segments.
country. • Big global players like Nestle currently
• Growing demand for Biscuits products in in the country may venture into Biscuit
international market. market.
Table-8 SWOT Analysis
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2.9.2 Internal Factors Analysis Summery (IFAS):
IFAS: Weight Rating Weighted Comments

Score
Internal Factors:
Strengths
Well management and 10 5 50

environment
Strong brand image 15 4 60 It is higher in rate
Corporate leadership 10 5 50
Strong sales and 15 5 75 It is higher in rate
distribution network
Weaknesses
Weak Quality of some 15 4 60 It is higher in rate

products such as ginger.
Low profit margin 10 3 30
Insufficient production 10 4 40
capacity
Don’t get ISO certificate 15 5 75 It is higher in rate

because factory is under
construction.
Total 100 34 440
Table-9 Internal Factor analysis summery
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2.9.3 External Factors Analysis Summery (EFAS):
EFAS: Weight Rating Weighted Comments

Score
External Factors:
Opportunity:
International expansion 15 5 75 It is higher in rate
Growing Biscuit demand in 10 3 30
international market
Free trade agreement with 10 3 30
other countries
Brand equity 15 4 60 It is higher in rate
Threats:
Threat of losing existing 15 4 60 It is higher in rate

customer.
Price competition 10 3 30
Substitute Products 10 4 40
15 5 75 It is higher in rate
Intense Competition
Total 100 31 400
Table-10 External Factor Analysis
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2.9.4 Strategic Factors Analysis Summery (SFAS):
SFAS Weight Score Weighted Short Intermediate Long Comment
Score Term Term Term
S1. Well 15 5 75
established These will
sales and be
strengthen
distribution
the company
network for its future
15 4 60 growth
S2. Strong
brand image
and sales
force
W1. No ISO 15 5 75
certification.
ISO
certificate
could be a
possible
W2. Weak 15 4 60 weakness
Quality
O1. 15 5 75
International Biggest
expansion Opportunity
for the
company
O2. Brand 15 4 60
equity.
T1. Intense 15 5 75
Competition They have
to make
appropriate
strategy to
T2. Threat of cope up with
15 4 60
competition
losing
existing
customers.
Table-11 Strategic Factor Analysis Summary
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2.10 TOWS MATRIX:
EFAS
Opportunity(O) Threat(T)
O1. International
T1. Intense Competition
expansion
IFAS
T2. Threats of losing existing
O2. Brand Equity.
customer.
SO ST
Strengths(S) CBL Munchee is an Having well established sales and
international brand having distribution network and strong
S1. Well established sales
its footprint in 55 countries
and distribution network. brand image and sales force CBL
and having strong brand
image it can be penetrate Munchee can compete with other
S2.Strong brand Name into more than 55 countries brand and hold the existing
over the world.
customer.
WO WT
Weakness(W)
CBL Munchee can easily BY getting ISO certificate CBL
W1. ISO Certification.
make their more brand Munchee can compete with other
W2. Weak Quality image by getting ISO brand and reducing threat of
Certificate. losing existing customer.
Table-12 TWOS Matrix
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Chapter 3
Topic Part
36
3.1 Brand:
A brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these
items that companies use to distinguish their product from others in the market. Legal protection
given to a brand name is called a trademark. Unique design, sign, symbols, words or a combination
of these employed in creating an image that identifies a product and differentiates it from its
competitors. Over time this image becomes associated with a level of credibility, quality and
satisfaction in the consumers. Thus brands help harried consumers in crowded and complex
marketplace, by standing for certain benefits and value. Legal name for a brand its trademark and
when it identifies or represents a firm, it is called a brand name.
3.2 Brand Management:
Brands have a powerful influence on customer engagement, competition in the markets, and the
management of a company. A strong brand presence in the market differentiates a company’s
products from its competitors and creates brand affinity for a company’s products or services. It
takes years to establish a brand, but when it finally occurs, it has to still be maintained through
innovation and creativity.
3.3 Brand Positioning:
Brand positioning means a company’s decision about how a product is marketed in relation to its
products and to competitor’s product that includes everything from brand positioning to price,
supply chain, advertising, capital spending and quality is being reviewed. Brand positioning has
shifted with a new merchandising and marketing strategy.
3.4 Branding of Ceylon Biscuits Bangladesh limited:
Ceylon biscuits limited branded the products by singing these following elements:
 Brand name: The corporate brand name of Ceylon biscuits Bangladesh limited is “CBL
Munchee”.
 Slogan: The corporate slogan of the company is “Shader Rajjer Raja”.
 Logo: The corporate logo of CBL Munchee is-
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ENGLISH LOGO BANGLA LOGO
Figure 2- Logo of CBL Munchee
3.5 Brand Development:
One of the most important tasks involved in ensuring a brand’s success, is to develop an effective
branding strategy. To successfully position the brand above the competitor’s continuing fight for
the customers, company must develop a brand proposition that when conveyed in marketing and
advertising campaigns, will provide an attractive, unique, and relevant message to current and
potential customers. In addition, this proposition must be realized and consistently echoed by
senior executives, customer support, R&D teams, marketing staff, sales staff, and strategic
partners.
A brand development model is a diagnostic tool that integrates many proven metrics into a
framework that guides strategy. Marketers need to consider six stages of development for a brand,
each equating to a different marketing policy, starting with creating basic awareness and
concluding with building market acceptance.
3.6 Brand Activation
If marketing is the heart of a business then obviously branding is the soul of marketing, branding
and marketing is very important for a business because it helps to show whatever the business does
for the consumer and in a broader perspective for the society. Without showing off any business
cannot run for a long time. Branding has become a very important issue because today we have a
lot of media to show or highlight the brand. Branding is very important also because without
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branding products loyalty can never be enhanced. It’s about engaging consumers at an emotional
level and driving them to take action. Brand Activation a relatively new “term” in the industry,
there is much debate around the exact definition of Brand Activation. It’s pretty simple really; it’s
all about bringing the spirit of brands to life. The objective of Brand Activation is to make brands
active in their markets, building their reputations along with results. Most fundamentally, brand
activation contributes in creating trust between the customer, the society and the brand (i.e.
company). And trust is one of the key factors to create loyalty between consumers and brands.
“Brand Activation a natural step in the evolution of the Brands” Brand Activation, is the
Marketing/Brand activity that enables the consumers to live the life in the Brand Way.
Every brand has a core identity and extended identity. The brand also stands for proposition. You
take the brand identity and the proposition and blending those two you develop a brand
activity/program in which the consumers get to live their life in the way the brand promises life to
be.
3.7 CSR of CBL Munchee:
CBL Munchee takes it CSR efforts seriously and has conducted many a national level and
community level programs and schemes to support the varied requirements and groups. They have
endeavored to touch almost all aspects of CSR in our sustainability efforts including education,
arts and culture, sports communality development and corporate philanthropy. They take seriously
their responsibility for the lives of those employed by them and the environment in which they
operate. Within this mind, CBL Munchee biscuit company commits to ensuring it complies with
the human rights, acts and pays due regard to environmental impacts and ethical business practice.
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3.8 Brand promotion strategies of CBL Munchee:
Brand promotion strategies defines what the company stand for, a promise the company make, and
the personality the company convey about their brand. And while the company includes the
company logo, color palette and slogan those are only creative elements that convey the brand.
CBL Munchee Bangladesh follows the bellow brand promotion process-
 TV, Radio
ATL  Newspaper
 Magazines
 Outdoor
 Social media
 Internet
TTL marketing Consumer
 Email marketing
 Activation
BTL  Sponsorship
Figure 3- Brand promotion strategies process
3.8.1 Above The Line:
Above the line promotion is where mass media is used to promote brands and reach out to target
consumers. Above the line marketing include mass marketing strategies which are largely
untargeted and are focused on building the brand. This kind of marketing is best for conversation
and direct response. Such as-
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 TVC: Television commercial is a span of television programming produced and paid for
by an organization which conveys a message, typically to a market a product or service.
CBL Munchee made TVC based on their Milkaas biscuits and nice biscuits. They recently
launched their new TVC in 14 December 2017.
 RDC: They have also some radio Commercial too. Now a day’s FM radio is very popular,
that’s why CBL Munchee promoting their brand by radio.
 Newspaper: Although much of the focus in marketing has shifted to online and mobile
advertising. Still the newspaper advertising has a strong force in the advertising world.
CBL Munchee offers newspaper advertising to provide the marketing message to
consumers.
 Outdoor promotion: outdoor publicizes CBL Munchee products and services. Outdoor
promotion works well for promoting the campaigns product in specific geographic areas.
Figure 4- outdoor Promotion
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3.8.2. Through the Line:
Through the marketing involves marketers to create marketing campaigns which include both ATL
& BTL strategies. This strategic approach used by the CBL Munchee to allows their brands to
engage with a customer at multiple points. The advent of social media has blurred the line
segregating the marketing techniques. This Approach allows brands to engage with their customers
at multiple points and thus generate a solid perception regarding the company and the product.
Such as-
 Social Media: CBL Munchee place daily messages on social media such as: face book and
twitter to keep customers interested in their company products. They may even run
promotions, flash sales and discount just for their social media readers.
Figure 5- Social Media promotion
 Internet Marketing: CBL Munchee placing adverts on internet pages through programs
such as Goggles ad words.
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3.8.3. Below The Line:
Below the line promotion involves promotional techniques which aim to reach consumers more
directly and which are more within the organizations control. Types of below the line promotion
commonly include direct mail campaigns, trade shows and catalogs. This type of promotion tends
to be less expensive and more focused. Below the line advertising seeks to reach a consumer,
instead of a mass audience, directly rather than through an intermediary. It can be coupled with in
store to help explain the features of the product.
 Activation: CBL Munchee Bangladesh limited use the brand activation method to bring a
brand message to life through a strategic, integrated campaign that leverage the full
potential of a wide range of marketing communication tools in order to maximize results
and provide the greatest return on their customer marketing investment. CBL Munchee
Bangladesh does different kinds of activation like- School activation, caravan activation,
Cycle activation, Garments activation, Ijtema Activation corporate activation etc.
Figure 6- Activation Picture
 Email Marketing: CBL Munchee also focused on post and email. This involves sending
marketing to a named individual or organization. Company often buy list of names, email
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and postal address for this purpose. This can be highly effective when the direct mail
recipients are within the firm’s target market.
 Conference: A typically meeting of people with a shared interest, typically one that takes
place over several days. Actually, it’s an idea sharing forum and conservation that includes
experts who advice how to species in captivity. On last August and October CBL Munchee
arrange conference with their dealers and sales peoples. They are also going to be held
press conference. The news and pictures generally show on the newspaper.
 Sponsorship: In sponsorship CBL Munchee pays to be associated with a specific event.
Brand use event marketing environment reach consumers through direct hand to hand
sampling or interactive displays. CBL Munchee participating in giving prize ceremony of
a Mother’s Day campaign organized by the Daily Star and CBL Munchee at the daily star
center on May 26, 2017. CBL Munchee’s Brand manager and Country Manager were
present at the event, among others.
3.9 Factors in Brand Activation:

 Ideas- you need fresh and creative ideas, it may not be innovative all the time but it has to
be done in a different way so that audience can differentiate your brand.
 Going Digital- now a day’s everything is related to technology; it helps to connect quickly,
saves time and entertains.
 Being smart- people do not have endless time to see the brand; we have to be smart to
grab the attention and speak for the brand.
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 Giving quality time- giving a good experience is very important to the target audience,
providing them a quality time is very important.
3.1.1 Brand Interaction:
It is a stage where we make an interaction with people talk to them, making them aware about the
Brand There are some drivers to interact or to make an effective interaction: -
 First, we have to pretend that consumers actually do not know anything about the product
or do not even care about the brand, but we have to attract them, explain them.
 As it is a direct interaction with the audience, it is very essential to show them the proof
that whatever we are saying is true, we have to explain who we are, what we do, most
importantly it has to be authentic.
 Making a connection between the Brand and their daily life or luxurious life so that they
feel the need of the brand.
3.9.2 In Brand Activation there are four important things:
Playground
It is very important to know about the playground first, before entering in this playground we have
to reconsider the fact whether we can generate creative ideas consistently or not
Experience
The experience should be used to develop the activation strategy in future, learning from the
mistakes is important in Brand Activation.
Provider
The industry is very competitive and is there any chance in the future for growing, important to
understand what the Providers want.
Facilitator
Facilitators are very important here, they make sure that whatever you want to do they are possible
or not.
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3.10 Marketing mix of CBL Munchee:
The marketing mix is the set of controllable, tactical marketing tools that a company uses to
produce a desired response from its target market. It consists of everything that a company can do
to influence demand for its product. It is also a tool to help marketing planning and execution.
A planned mix of the controllable elements of a product's marketing plan commonly termed as
7Ps: product, price, place, and promotion, process, physical evidence and people.
These seven elements are adjusted until the right combination is found that serves the needs of the
product's customers, while generating optimum income.
3.10.1 Product:
CBL focus on produce right product for the target markets which included Sri Lankan and foreign
consumers. It mainly focuses on Bakery related products, food items which are consumer products.
Product mix of CBL can be described as a collection of width, length and depth. Here width refers
to the number of different product line as Munchee Plane Biscuit, Munchee Chocolate Coated
Biscuit and Munchee Wafer Category Biscuit etc. and length is total number of items in each mix
as shown in figure above. For example, CBL Company carries a long length for Munchee Biscuits
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compared to another brand. Also, Munchee produced in different sizes to fit the purpose of buyers
such as personal consumption and party needs. To get a proper idea of the product Mix we also
have to consider about the depth of each product category at the same time. Table below shows
some of the versions available in each product category:
3.10.2 Price:
This is the only way that an organization can generate revenue through its marketing mix. This
represents the amount of money charged for the product or service the company is offering. CBL
charges the product in various ways as described below for the Munchee biscuits. This is mainly
due to survive in the long term, profit maximization with return on investment, to uplift the market
share through various types of pricing, identify the cash flow, maintain the product’s quality, place
an image and specially to retain the acquired customer bases and to relationship building. For an
example, with the company’s image on the stall, CBL offers small Munchee savory biscuit packets
for very low price where even a small boy could afford to buy. And the same products are packaged
in Tins and packets in large volume in the perception of Hospitality for high price. This leads to a
perception the Munchee is way near anytime to any set of customers.
3.10.2.1 Pricing methods of CBL Munchee:
Commonly there can be many types of pricing. When setting a price, it should be noted there is a
maximum and minimum price. The company should manage to place the price considering other
internal and external consideration within these limits.CBL Munchee is managing a way of
integrating both ends and placing the price. Mostly the later method comes handy for them in this.
Competitor’s parity pricing: CBL Munchee used the term competitive parity to describe the
method of allocating a budget for promotional activities that depends on what competitors are
spending for similar activities. Competitor’s parity pricing of CBL Munchee spending is defensive
strategies that can help a business protect its brand or products competitive position in the
marketplace overspending. By using competitive parity pricing CBL Munchee assume the other
companies have the same marketing objectives and know what they are doing. In competitor’s
parity CBL Munchee also go through two more strategies-
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Point of parity pricing Strategy: Point of parity pricing refers to the way in which CBL
Munchee product offers similarity with its competitors pricing within an industry. In term
of offering similarities, CBL Munchee looks at the benefits and all the positive features of
the competitor’s product pricing and takes advantage from it. At the same time, CBL
Munchee also work on the negative aspects or even further enhance the positive features
of the particular product in order to achieve differentiation and take advantage from it.
Point of Difference Parity Pricing: point of difference refers to the factors of goods and
services that establish differentiation about product and pricing. CBL Munchee follows the
point of difference pricing to differ from its competitors. Such as: CBL Munchee produces
different kinds of chocolate coated biscuits. It is the positive benefit for the company. CBL
Munchee offers a different price from the biscuits industries standards or its competitors.
By offering lower price, it would attract customers to purchase and as their demand is likely
to be higher, when the biscuits price is lower. In terms of offering a higher price it also has
the effect for the CBL Munchee of drawing the attention from customers. However, in
order to take the advantage from offering a higher price CBL Munchee always focus the
quality of the product has to match the price, otherwise customer loose interests because
of not getting what they pay for.
3.10.3 PLACING
This refers to the ways in which the placing of company’s products is being done through
distribution channels. CBL has a wide range of distribution channels to cope with its marketing
operations. Since CBL is places where a large number of customers and suppliers are interacting
with, the need of such distribution channels is indeed a concern. That is the main reason why CBL
prefer indirect distribution channel over direct distribution channel.
3.10.3.1 Supply Chain of CBL:
CBL has a strong local and international distribution network, plants and sales force in
accommodating their marketing aspects. This is strength of CBL which gives them a boom in their
mass sale campaign year by year. When this refers to the channels we can identify two ends of
CBL which comes from the suppliers and goes to customers namely upstream and downstream
respectively.
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3.10.3.2 Upstream Channel:
CBL has a strong relationship with the customers which are a main factor in their success. CBL
has shown their intense knowledge to overcome the competition when it comes to build the
network for procuring suitable raw materials, work force and machineries
Raw Materials:
CBL purchases raw materials like grams, green grams, crown, rice, peanuts, etc in regular basis
for products. In order to supply these agricultural ingredients with required quality and quantity
CBL has established farmer’s network in Ampara and Wellawaya areas. CBL has appointed an
agro specialist in order to coordinate with this farmer‟ network and provide necessary information
of guidance and technology regarding selecting seeds and how to prepare the lands. This is by
ensuring both the CBL as well as the farmers are benefited. Thus, maintain the quality and price
standards. CBL Munchee Bangladesh collect flour from Bangladesh but all other materials are
collected from all over the world specially Sri Lanka.
Machineries:
In early days CBL used to import reconditioned production machineries from Europe. But in recent
times the CBL has started to procure brand new state of the art machineries from Japan and Europe
for its production process. At the same time CBL is modifying their old set of machineries to be
more energy efficient in consumption and production. These modernizations of equipment and
machines as well as technological innovation are key factors which lead CBL to a great success.
In addition to that CBL has established well.
3.10.3.3 Downstream Channels:
This refers to the channels where customers are interacting with the company. When it comes to
CBL, we can find a set of different types of customers. Well established sales and distribution
channel across the country as well as the globe is a trademark in their marketing campaign.
Distribution of CBL happens as its products through 60 agencies and 400 dealers located island
wide. Furthermore, their products are available in over 80000 sales outlets island wide
CBL operates very closely with foreign distributors in India and Singapore as well. This is to
export its products to 60 countries throughout the globe. Since the efficient management in the
49
distribution network, CBL has been able to widen its market share. The intermediaries in which
the company’s distribution is carried out can be explained as follows.
Company Sales Force:

CBL has thrived its way through almost every aspect in achieving its goals. CBL
announced its success at Distribution Convention and Sales Star Awards Ceremony stating
their achievement of impressive set sales target confirming the group’s current strong
financial position. Through this CBL could possibly reach every segment of the market
with a well-trained work force. These efforts inevitably made them to bag 6 awards at
National Sales Conference (NASCO) 2012.
Agents:
This is the intermediary who has the responsibility and the authorization to sell a product.
The local distribution operations of CBL are carried down through 60 agencies throughout
Sri Lanka. The company has totally outsourced its distribution of products. The distributors
and agencies bear the responsibility of proper flow of products matching the supply with
the demand.
Wholesalers and Retailers:
Wholesalers are who do not sell the products to the final customers but to the retailers.
Retailers are who have direct contact with the customers. CBL has a wide web of
wholesalers and retailers network identifying each segment of the market. In order to
promote their services on behalf of the company, CBL gives promotional allowances as
well.
Retailing of CBL is laid down through Convenience Stores and Specialty store when a
product is newly introduced Supermarkets and Factory outlets for the stakeholders who
visit the sites.
Distribution intensity of CBL can be described as Intensive Distribution as the CBL‟s
strategy to distribute its product through all available channels exists in a particular
segment of market. Sometimes CBL makes use of innovative distribution methods as the
trends flow. They use the social medias as well to keep inform the subscribers of their
products.
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3.10.4 PROMOTION:
Promotion is one of the important factors which create a link between the buyers and seller and
the product. Promotions influence the buyer to buy their product and it’ll increase the market of
their product demand dramatically. CBL Munchee Promotes its brand via many ways such as:
3.10.4.1 Advertising:
TV advertisements at the time of news and busy hours and sponsoring TV programs that are
watched by target markets. Also adds in radio, web sites, posters, labeled boxes, and also the
product will promote itself with the attractive packing.
Figure 7- Advertising
3.10.4.2 Indirect advertising:
By publishing wishing messages to their internal staff when winning awards, it indirectly
advertises their products to consumers and help to build a positive view on their products.
3.10.4.3 Digital Marketing:
CBL Munchee Bangladesh limited marketing the products or service using digital channel to reach
consumers. Their key objective is to promote brands through various forms of digital media. Like
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internet marketing advertising through the social media and different website like: face book,
Twitter, YouTube, Amazon, Instagram, Google etc. Because of they connect their customer by
digital media and by posting positive comments, feedbacks about their product, they can attract
new customers by the marketing agencies and marketing executive given posts, pictures and reply
the customer query and also communicate with them. Here is a post of digital marking activities
of CBL Munchee –
Figure 8- Digital Marketing (face book posts pictures)
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3.10.4.4 Public relations:
CSR (Corporate Social Responsibility) activities by the name of CBL Munchee are also built
positive view on customers.
3.10.4.5 Discount Offer:
CBL Munchee sometimes arranging discount offers for their customers. Such as Modern trade
offer Buy to get one offers.
Figure 9- Modern Trades Discount Offers
3.10.4.5 Personal selling:
Sometimes employee of this company and brand promoters of the agencies individually sell the
packages which is available in discount price. Sales People do it to achieving their sales target and
develop of longstanding client relationship. It is all about sales interaction between the firm’s
representative and a consumer on a one to one basis.
3.10.4.6 Sales promotion:
In addition to above CBL carries out seasonal promotions as well. During festivals, seasonal
periods, company builds its sales outlets and provides goods at a percentage deducted price. These
promotions designed to create a short-term increase in sales.
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3.10.4.7 LED Billboards:
LED Billboards means Light-emitting Diode billboards which is a device that produces a light
especially on electronic equipment use to show product. CBL Munchee use now a day’s LED
billboards in modern trades and super shops it is a cost-efficient way to advertise today.
Figure 10- Modern trades LED billboards
3.10.4.8 Branded Promotional Gifts:
CBL Munchee gives away functional gifts because it can be a more effective promotional move
than handing out simple business card. Put the CBL Munchee business card on a market, dairy,
key chain, cap, t shirt, and calendar. These are gifts that company gives to customers, employees
and brand promoters to promote the brand.
3.10.4.9 After-Sale Customer Survey:
CBL Munchee Do sometimes after sale customer survey for wants to know the customer feedback.
They contracting customers by telephone or through the mail after because it is a one kind of
promotional strategy that puts the importance of customer satisfaction first while leaving the door
54
open for a promotional opportunity. Skilled salespeople or brand promoters make survey calls to
customers to gather information that can later be used for marketing by asking questions relating
to the way the customers feel about the products and services purchased.
3.10.5 People:
Another of the marketing mix is people. People are the most important element of any service or
experience. Develop the habit of thinking in terms of the people inside and outside of business
who are responsible for every element of sales, marketing strategies, and activities. In CBL
Munchee it’s amazing how many people entrepreneurs and business people will work extremely
hard to think through every element of the marketing strategy and the marketing mix, and they pay
little attention to the fact that every single decision and policy has to be carried out by a specific
person, in a specific way. The company has the ability to recruit, select, hire and retain the proper
people with the skills and abilities to the job. As a new startup CBL Munchee started their business
with 26 peoples only in Bangladesh. Now they have a team with more than 400 peoples. CBL
Munchee maintain a cross culture where all the employees work in an open floor. Their employees
from different countries especially Sri Lanka and different back grounds come under a roof top
and build a better culture.
3.10.6 Process:
This element of marketing mix looks at the systems used to deliver the service. It means all services
need to be underpinned by early defined and efficient process. Because of that customer can
identify the effectiveness of the company. CBL Munchee Bangladesh follows a sequential order
of tasks that all the sales people and employee undertake as part of their job. Some people are
responsible for managing multiple processes at once. For example, RSM handle all the territories
sales people and sales coordinators at together. They monitor the performance of all the sales
peoples and sales coordinators and ensuing that processes are followed or not. They are also
expected to supervise the shopkeepers as well as distributors.
3.10.7 Packaging/Physical Evidence:
A pack is more than just a means of conveniently and safety conveying biscuits to the consumer.
It also allows the display of information about types, weight, contents, manufactures, price age etc.
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CBL Munchee would concentrate on different types of packaging used to attract consumers or
through creative packaging to enhance sales and product uniqueness from competitors. Biscuits
are fed into packing machines in continues stacks this is achieved through stacker which converts
free flowing biscuits into uniform. CBL Munchee use aluminum foil. They use three categories of
packaging like wrapper, box and tub. These materials provide adequate protection against moisture
retain the taste and aroma and are hygienic and safe for food contact.
As the physical evidence they maintain their factories and distribution centers which have lots of
machinery cleanly and friendliness manner for employees. And they also provide t shirt and cap
for their brand promoters.
3.11 Brand Identification Strategies
One of several brand identification options may be appropriate for a company. The major
identification alternatives are:
1. Specific Product Branding: The strategy of assigning a brand name to a specific product.
2. Product-Line Branding: This strategy places a brand name on a line of related products.
3. Corporate Branding: This strategy builds brand identity by using the corporate name to
identify the product offering.
4. Combination Branding: A company may use a combination of the branding strategies.
3.11.1. Budgeting Approaches
1. Affordable method: Top management may specify how much can be spent on promotion.
2. Competitive Parity method: Promotion expenditures for this budgeting method are guided
by how much competitors spend.
3. Objective and Task method: Management sets the communications objectives, determines
the tasks necessary to achieve the objectives, and adds up the costs.
4. Percentage of Sales method: Using this method, the budged is calculated as a percent of
sales and is therefore quite arbitrary. The percentage figure is often based on past
expenditure patterns.
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Part 4
Actual Task Part
57
4.1 Actual Task Part:
This report has been done as per the requirement for successful completion of the Internship
program. Exposure to the business world and acquiring practical work experience was the primary
objective of this report. According to the requirements, of course fulfillment I joined in Ceylon
Biscuits Bangladesh (Pvt.) Limited. As an internee on the date of 1st January, 2018. I have worked
for three months in Brand Department. In the period of my three months’ internship program, I
have learned many things. Although it’s a Multinational Organization all the stuffs of the
organization were very friendly and helpful.
4.2 Internship program:
I did my Internship at Ceylon Biscuits Bangladesh (Pvt.) Limited which is situated at Uttara
Jasimduddin Sector-1, Road no-10 House no-5, Dhaka, Bangladesh from 1st January to 31st March
2018.
4.3 My Daily Routine:
From the joining of my internship, I always try to maintain my regularity and be obedient as well
very sincere to know effective selling procedure. The main mission was to collect company
information, gathering experience practically, too familiar on selling and working environment
and procedure. My daily work started 9:00 AM in the morning to 6:00 PM in the afternoon 6 days
in a week. Unfinished work of my supervisor, I completed it according to his direction.
4.4 Internship Position:
I have worked for three months with different sections. During my Internship period of Ceylon
Biscuits Bangladesh (Pvt.) Limited I was gathered more knowledge which is related to my topic
and I also knew the information which is not related to my topic. Actually, Internship project work
is very important to the BBA students to grow knowledge and it helps to create more capabilities
and Confidence of works in any situation or any business. Three months Internship is not enough
time to learn everything of any business situation or anything on the other hand it is very effective
course of a student to learn more. So, in a sentence we can say that, it is nothing but everything if
I can learn or want to learn. Now, I would like to divide my all those learning is into two categories.
These are given below-
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1. Primary learning
2. Secondary Learning
Here, a short description about those learning is given below for your kind perusal:
4.4.1 Primary Learning:
In primary learning I just learn about some basic things like:
• Organizational culture.
• Time management.
• How to behave with Colleagues, Clients and others.
• How to maintain a good relationship with one to another.
• How to deal with clients in Business meetings.
• How to deal with RSM.
• How to deal with SR & SO.
• How to deal with Brand promoters.
Organizational Culture:
Organization culture of Ceylon Biscuits Bangladesh (Pvt.) Limited at Jashimuddin, Uttara is

quite different than other organization. The behavior of every staffs of Ceylon Biscuits
Bangladesh (Pvt.) Limited is so Kind. They always try to satisfy their work.
Time Management:
Time is a valuable asset. Time management is a strategy that people get into grape without
wasting time. That means utilizes their time according to preplan. The main theme of time
Management is completed right job at limited time. “Time management” refers to the way that
we organize and plan how long we spend on specific activities.
A better Professional.
Planning and Goal setting.
Productivity and efficiency.
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Structure for work.
Greater opportunities to achieve important life.
Ceylon Biscuits Bangladesh (Pvt.) Limited is very much strict about time management.
4.4.2 Secondary learning:
My internship organization Ceylon Biscuits Bangladesh (Pvt.) Limited is the private multinational
organization, so there are huge things and lot of works on various departments, so called they do
all kinds of working task under commercial departments. In this organization there are some
departments to work like sales department, brand department and Finance department. My
supervisor assigned me to handle and task of both brand and sales department. I worked different
kind of section of Ceylon Biscuits Bangladesh (Pvt.) Limited. All working activities are not
possible to show up because my working activities are depending on different situation. So some
exact working activities are shown below which was in my regular activities-
Market Visit:
During my internship period I have visited the different departmental stores and super shop
to see the market position of CBL Munchee biscuits & Chocolate also other brands biscuits
& Chocolate. I tried to gather information as much as I could be regarding the competitors
and their future goal that helped in so many ways to make CBL Munchee brand stronger
than other and also complete my report.
Competition Analysis:
During my internship period I have collected lots of data from market visit. After the
market visit I did Competition Analysis for Biscuit markets, Chocolate markets & Cookies
Market.
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Modern Trade Visit:
During the internship period I have visited Modern trade and Super shops to see how CBL
Munchee brand value to the customers and other competitor’s brands gives discount offer
to their customer.
Figure 11- When visiting Modern Trade
Activation Visit:
I often visited activation area to guide the brand promoters and activation activities. Than
I have to report the entire situation of the activation to my marketing executive and brand
manager.
Figure 12- When visiting School and Caravan Activation
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Activation Training:
Activation tainting is a crucial part for the branding departments. Before executing the
activation, brands department arrange a special training for brand promoters. In these
training companies marketing executive gives training to brand promoters where brand
promoters get all the important brand and company messages which they have to say in
activation. During my internship period I all the activation training and sometimes gives
speech to motivate brand promoters.
Figure 13- While attending Activation Training
Hard Dough & Soft Dough Market Survey:
In my Internship period I have done Hard Dough & Soft Dough Market Survey. In Biscuits
market has two types of Biscuits. One is Hard Dough biscuits another is Soft Dough
Biscuits. I did survey for those types of Biscuits which are existing in the market.
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Making SPSS:
I am doing a survey on some products of CBL Munchee with our regional sales manager
and area sales coordinators. There are more than 60 RSM and ASC for the survey purpose.
The RSM and ASC give different opinions. I asked them about the plain biscuits like Ringo
Old Flavor & New Flavor. I collect all the data and opinion and made a SPSS based on
their survey weights and made a final report.
Figure 14- SPSS survey sheet
World Biscuits Market Analysis:
The market for biscuit is very promising and is expected to continuous growth. Product
innovation is continuously changing of the biscuit market worldwide. So, I analysis the
world biscuit market to find out the new flavors, types, shapes, taste, and attractive
packaging and causing customers of all age groups to buy biscuits. This report based on
the global biscuits market is an analysis of the changing competitive dynamics.
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Making Price List of Another Brand:
During my internship period I made price list of all brands available in Bangladesh. This
list provides help to the company to find price of the desire things easily. This list contains
the name of the biscuits name, brand name, company name, trade price of the biscuit,
market rate price, weight of the biscuit, image of the biscuit and TVC of that biscuits.
Figure 15- Competitor Price List
Customer Survey:
I have conduct survey on their existing customer.
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Attending sales Meetings:
CBL Munchee arranges sales meetings in every month. All the sales people and marketing
and brand team attend that meeting. In this meeting sales people are motivated by their
respective managers to develop their skills and it will help them to achieve their targets and
goals. As I was here three months, for this I was get opportunity three times to attend that
meeting.
Figure 16 - Attend Sales Meeting
Design a Magazine:
Design of magazine covers, dissecting the cover and explaining the purpose of the different
components that make up the whole design. then covers the design process from start to finish
in Adobe InDesign, going on to show alternative workflows that exclusively use Photoshop
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and Illustrator. Each workflow shows you how to place and scale your image, position the
masthead, add cover text, and package the end result as a print-ready PDF.
Figure 17- Magazine Design
Makes Logistic Report:
During my internship period I made logistics reports. How much logistic hand in stock and
how much logistics material stock out. Logistic means- Branded T-shirt, Cap, Bag, Festoons,
Booth, Umbrella, Selling bag etc.
Figure 18- Logistics Report
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Makes Poster Allocation Updated Report:
During my internship period I made Poster allocation Updated report based on territories Area.
Figure 19- Poster Allocation Report
Product Merchandising:
In my Internship period I learned product merchandising. how to allocated product by

sequently.
Ideas & Plan Share:
In my Internship time I was given presentation before the festival activation. In that time, I am
share some ideas & Plan to my supervisor & Boss how to do the festival activation. I am
suggesting to my boss how to execute the plan.
Figure 20- Presentation before Activation
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Factory Visit:
During the internship period I have visited Ceylon Biscuits Bangladesh (Pvt.) Ltd Factory
which is situated Chokpara, Mawna, Gazipur to see Production process, Packaging, Using raw
materials & Distributions process.
Figure 21- CBL Munchee Factory Visit
4.5 Learning Experience:
As a BBA student I had to perform an internship in a business organization. I did my internship in

Ceylon Biscuits Bangladesh (Pvt.) limited. That was my first experience of working in professional
business environment. I was very much nervous as well as excited before joining in that company.
But surprisingly I have found out that none of the task is that much harder. My company supervisor
was very helpful to me at every task. He made my tasks so easy and comfortable through his advice
and suggestions. Everything was in proper order. The most important thing was to adjust with the
professional work environment.
While working that organization the most important thing I have found that interpersonal
communication is the most important factor to working corporate environment. I need to
communicate with different types of people from different social and cultural backgrounds. It is
not easy to blend in a corporate environment quickly. Positive attitude to word the job and
responsibilities are also important. In my academic life I did take very little responsibility along
with my study. In my personal life I don’t need to care about others but in an office environment
I consider everyone’s situation before taking a decision. I had to work hard in my academic career.
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But working in professional environment is even harder. Suddenly starting and 8-hour day job was
not easy. I need to develop a strong mental attitude for the successful performance in my internship.
Not all times my performance is appreciated but has learnt. I have learnt to keep patient approach
to handle any kinds of difficult situation.
Working three months as an intern in an organization was a very important experience for me. I
believe, it would help me to prepare to take the challenge of the real world under any
circumstances.
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Chapter 5
The Research Part
70
5.1 Problem Statement:
During my internship program at Ceylon Biscuits Bangladesh (Pvt.) Limited I had observed a
major issue which was more sensitive to give close attention. CBL Munchee is a new brand in
Bangladesh so customers are not connected with the brand properly. CBL Munchee was trying to
interact with their customer by promotional activities. My objective of the research is to find out
the brand positioning of CBL Munchee and feedback of the market about the brand. So, based on
the objects of my study I make a Hypothesis Testing to research on it and in this research, I find
out some relative Issues and give the solution for Ceylon Biscuits Bangladesh (Pvt.) Limited.
5.2 Background of the Problem:

Actually, Hypothesis is a prediction of expected outcomes and also the predicted answare. So,
based on my actual task part, I find out some problems which I already told in my problem
statement. To make a Hypothesis research, I use some graphical tools, tables, MS Word, MS Excell
and the formula about it. In graph, I try to show the percentage(%) of the respondents feedback
that how much agree, neutral or disagree to my statements.
The Scientific Method:
Ask Question
Research Existing Sources
Formulate Hypothesis
Findings
Recommendation
Draw Conclusion
Report Result
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5.3 Project Timeline:
Here, I make a Project Time Line & Gantt Chart to show a project time of period of my Practicum
report. The spending time to prepare my report is given below :
TASK Start Date Duration Ending Date
Topic selection 01-Jan 27 31-Jan
Information
02-Feb 12 15-Feb
Collection
Organizational Part 16-Feb 10 28-Feb

Project Part 16-Feb 12 31-Mar
Actual Task Part 01-Jan 75 10-Apr
Develop Hypothesis 01-Mar 34 10-Apr
Develop Hypothesis
Actual Task Part
Project Part
Organizational Part
Information Collection
Topic selection
01-Jan 11-Jan 21-Jan 31-Jan 10-Feb 20-Feb 02-Mar 12-Mar 22-Mar 01-Apr 11-Apr
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5.4 Budget Information:
SL. No Particulars Amount in

Taka(Approximately)
1 Transportation 4400
2 Mobile Bills 800
3 Internet 1000
4 Printing, Photocopy 1100
5 Others 500
TOTAL= 7800Taka
5.5 Research Methodology:
While I was conducting the study, I have collected various types of primary and secondary data.
Data has been collected through different sources like by taking interviews to the customers. The
questionnaire contained only liker scale. Secondary information has been collected through
different journals, books, research publications and organizational website.
5.5.1 Research Approach:
 Survey
5.5.2 Type of research:
 Quantitative.
5.5.3 Research Instrument:
 Questionnaires with Structure question.
5.5.4 Data Sources:
I collected my whole data based on two sources. These sources are given below
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Primary Data:
By observing three months Internship project time of period I collected the primary data from the
Employee and Clients of Ceylon Biscuits Bangladesh (Pvt.)Limited Through Structured
Questionnairs. How I collect my Questionnairs from them is given below-
Talk with the Boss and my Spervisor also

Discuss with the managers
Face to face conversation with the customers.
Conversation with the other people
Personal discussion with Salespeople and office employee.
Secondary Data:
Secondary data had been collected from various report like-
- website
- prospectus
- Published documents
- Some important files.
5.6 Population:
The population of this research project is defining as follow:
Elements:
Existing customers of Ceylon Biscuits Bangladesh Limited
Unit:
Individual employees and sales people of Ceylon Biscuits Bangladesh (Pvt.) Limited
Extent:
Head Office: Sector#1, Road-10, House# 05, Jasimuddin, Uttara, Dhaka Bangladesh.
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5.7 Research Design:
5.7.1 Sampling Plan:
After deciding my research approach I design a sampling plan on three decisions including
sampling Frame as follows-
Sampling Unit:
Individual clients, sales peple and employees.
Sample frame:
It is not possible to talk with all the employees of CBL Munchee for filling up the questions. So,
the Sample frame of this study has been consisted of the managers and employees including
marketing executives and sales team of CBL Munchee. The total population consists both male
and female.
Sample Size:
After preparing the sample frame, I requests to the Manager and my Supervisor to conduct my
research I need some respondents. I had taken my simple random sampling in a systematic way
and then a total of 40 respondents have been conducted, where customers and sales people of
Ceylon Biscuits Bangladesh (Pvt.) Limited were included.
Sampling Procedure:
The respondents should be choosen in different sources and the procedure was Probability
Sampling (Simple Random Sampling).
5.8 Research Limitations:

 The time was very short to research more
 Some customers didn’t give time to take interview with Qutionnaires
 Some employees didn’t give time to take interview with Qutionnaires

 Load at the work place
 Large-scale research was not possible due to time constraints.
 Lack of proper co-operation
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5.9 Data Analysis and Interpretation:
Individually I had analyzed the data by myself and I had made the comparison of data and explain
it through graph, chart, table etc. I have used MS Word, MS Excel to analyze data. Basic statistical
techniques have been used to do this research. As my sample size is 40 and obviously more than
30, I have used Z test for the studyof research. The following formula has been followed:
X 
Z test =
/ n
Where,
μ = mean value
n = sample size
σ = Standard deviation
X = Average
Based on my analysis I have made findings, limitation, recommendation and conclusion in the
conclusion part of my report.
Finally, I will present my research and explain in details-
Question’s Value:
The scale has been shown below:
Customer Opinion Weighted Score

Strongly Disagree 1
Disagree 2
Neither Agree nor Disagree 3
Agree 4
Strongly Agree 5
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5.10 Hypothesis Development Statement:
Some relevant hypothesis have been formulated which supported to my Objectives of the study :
H1: Product availability is sufficient in the market than other Brand.
H2: TVC advertisement is available of CBL Munchee.
H3: Promoting the brand through activation in different area is a great idea.
H4: Outdoor advertising of CBL Munchee is enough to promote the brand.
H5: The promotional schemes of CBL Munchee Stimulate the product demand.
5.11 Hypothesis Testing:
Likert Scale H1 H2 H3 H4 H5
1=Strongly Disagree 7 5 6 18 7
2= Disagree 15 22 5 5 2
3= Neither agree nor 4 4 2 2 2

disagree
4= Agree 8 3 7 7 8
5=Strongly Agree 6 6 20 8 21
Total 111 103 150 102 154
Average( X ) 2.77 2.57 3.75 2.55 3.85
Standard Deviation(σ) 1.351 1.24 1.52 1.64 1.52
Z-test value 1.26 0.15 5.2 0.02 5.62
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5.12 Graphical Representation:
Hypothesis no: 01
HO: Product availability is not sufficient in the market than another Brand.
HA: Product availability is sufficient in the market than another Brand.
HO: μ = 2.5
HA: μ > 2.5
n = 40
Since the sample size n > 30 so, I may use z - test.
Here 𝑋̅ = 2.77
σ = 1.351
Z cal= (𝑋̅ – μ)/ (σ/√n) = 1.26
At 5% level of significance, follows Z distribution Z0.05 = 1.645

Since Z cal< Z tab, value and accepted the null hypothesis. So, at 5% level of significance it can
be said that Product availability is not sufficient in the market than another Brand.
15% 17% Strongly disagree

Disagree
20% Neither agree nor disagree
Agree
38%
10% Strongly agree
Here, 15% people are strongly agree, 20% people are agree, 38% people are disagree, 17% people
are strongly disagree and rest 10% people are neither agree nor disagree with the hypothesis
statement.
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Hypothesis no: 02
HO: TVC advertisement is not available of CBL Munchee.
HA: TVC advertisement is available of CBL Munchee.
HO: μ = 2.5
HA: μ > 2.5
n = 40
Here 𝑋̅ = 2.53
σ = 1.24
Z cal= (𝑋̅ – μ)/ (σ/√n) = 0.15

SinceZ cal< Z tab, value and accepted the null hypothesis. So, at 5% level of significance it can be
said thatTVC advertisement is not available of CBL Munchee.
15% 12%
Strongly disagree
8% Disagree
Neither agree nor disagree
10%
Agree
55% Strongly agree
statement.
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Hypothesis no: 03
HO: Promoting the brand through activation in different area is not a great idea.
HA: Promoting the brand through activation in different area is a great idea.
HO: μ = 2.5
HA: μ > 2.5
n = 42
Here 𝑋̅ = 3.75
σ = 1.52
Z cal= (𝑋̅ – μ)/ (σ/√n) = 5.2
Since Z cal> Z tab, value and reject the null hypothesis. So, at 5% level of significance it can be said
that Promoting the brand through activation in different area is a great idea.
15%
Strongly disagree
Disagree
12%
50% Neither agree nor disagree
5% Agree
Strongly agree
18%
statement.
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Hypothesis no: 04
HO: Outdoor advertising of CBL Munchee is not enough to promote the brand.
HA: Outdoor advertising of CBL Munchee is enough to promote the brand.
HO: μ = 2.5
HA: μ > 2.5
n = 40
Here 𝑋̅ = 2.55
σ = 1.64
Z cal= (𝑋̅ – μ)/ (σ/√n) = 0.02

SinceZ cal< Z tab, value and accepted the null hypothesis. So, at 5% level of significance it can be
said that Outdoor advertising of CBL Munchee is not enough to promote the brand.
20% Strongly disagree

Disagree
45%
Neither agree nor disagree
18% Agree
Strongly agree
5%
12%
statement.
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Hypothesis no: 05
HO: The promotional schemes of CBL Munchee not Stimulate the product demand.
HA: The promotional schemes of CBL Munchee Stimulate the product demand.
HO: μ = 2.5
HA: μ > 2.5
n = 40
Here 𝑋̅ = 3.85
σ = 1.52
Z cal= (𝑋̅ – μ)/ (σ/√n) = 5.62
Since Z cal> Z tab, value and reject the null hypothesis. So, at 5% level of significance it can be said
that the promotional schemes of CBL Munchee Stimulate the product demand.
17% Strongly disagree
5% Disagree
53% 5% Neither agree nor disagree

Agree
20% Strongly agree
statement.
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5.13 Recommendation:
1. CBL Munchee should make their product available everywhere in the country. So they
should increase their logistics and CBL Munchee should increase their distributors more
in the different geographical location in the country so that customer can easily buy the
product.
2. In the present time TVC plays a major role toward brand preference. But CBL Munchee
less focus on TVC advertising and it is a new brand to Bangladesh. So to increase the brand
preference CBL Munchee should focus on TVC advertising more.
3. We have found out that large number of respondents agrees that activation is a great idea
and one of the most effective promotional strategies. All of the territories sales people now
want different kinds of activation especially cycle activation to increase their sales.
4. Outdoor advertisement are the most effective form of advertising and eye caching which
provide photographic information and build company reputation and product image. By
outdoor advertising brand message can easily transferred to customer which influence
customer to buy the products. So, CBL Munchee should focus more on outdoor advertising
of all the regional area to increase the sales and drawing customer attention. As it is digital
time CBL Munchee should focus on digital marketing.
5. The promotional scheme of CBL Munchee which indicated that try to involve more with
customers. CBL Munchee tries to focus their brand in front of the customers by their eye
catching branding to promote their products and increasing sales. Most respondents are
agreed that their product demands are increasing because of their promotional schemes.
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5.14 Conclusion:
CBL Munchee Bangladesh has been popularizing its operation of marketing in every field as to
maintain their state at the best position. CBL Munchee is showing the actual taste and International
quality products. The reason behind their success can be described through their efficient
marketing strategy. This strategy is described separately in the order of product, pricing, placing,
production and promotion in this report. CBL Munchee should relentlessly strive elevate the brand
to become the number 1 biscuits company in Bangladesh. Their aim is also to offer the people
convenience through establishment of a large and extensive dealer network throughout the country.
CBL Munchee is continuously increase distribution channels. The slogan of CBL Munchee is to
be known for its standard quality, through maintain high standards and commitment to creating
outstanding opportunities for professional growth so that associates can achieve their highest
potential. They are now focusing on developing their sales and brand positioning in the biscuit
market. They are now following some marketing strategy. Ultimately, their goal of doing these
activities to persuade people to buy their products. They need to promote their brand in various
ways. In order to become the market leader, they must develop their strategy. The company need
to focus on develop the sales as well as they need to promote their brand in radio, television,
newspaper and through other strategy. Their aim is also to bring international quality product and
innovative taste in Bangladeshi biscuits, ethical company that shall be emulated as a model of
success.
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Chapter 6
Appendix Part
85
6.1 Bibliography:
Books
 Kotler. Philip, Keller, K.L., Koshy, A. & Jha, Mithileshwar, (2008), “Managing Business-
to Business Customer Relationships”, “Marketing Management” 13th edition, Pearson
Education, Pearson, India, page no: 94, 95,102, 327, 366, 375, 381, 382, 389, 475, 476,
477, 516, 518, 529
 Naresh k. Malhotra &Satyabushan Dash. (2010) “Marketing Research: An Applied
Orientation”. 6th edition. Authorized adaptation from the United States edition publishing
as Prentice Hall.
 WHEELEN L. & HUNGER J. (2012) “Strategic Management and Business Policy.
Towards Global Sustainability”, 13thedition, Pearson Education, Inc., Prentice hall.
Websites:
CBL Munchee Mother Company’s information. Available at:

https://ep.m.wikipedia.org/wiki/Ceylon Biscuits Limited
Strategic Management Concept of CBL Munchee. Available at:
https://www.com/Strategic-Management-Practices-at-Munchee
Marketing Mix Concept of CBL Munchee. Available at:
https://www.researchgate.net/publication/ Ceylon Biscuits Limited 4 Ps of Marketing
CBL Munchee Brand information. Available at:
https://www.muncheelk.com/
Marketing Concept of CBL Munchee. Available at:
https://www.ukessays.com/essays/marketing/the-ceylon-biscuits-limited-marketing-
essay.php
Financial year Concept of CBL Munchee. Available at:
http://www.ft.lk/article/Ceylon-Biscuits-starts-new-financial
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6.2 Survey Quiestionnairs:
Dear Respondents,
I am Sahadat Hossain bearing ID# 13302019 student of BBA program Major in under College of
Business Administration at IUBAT- International University of Business Agriculture and
Technology. I am going to conduct a survey for the fulfillment of our Practicum Course BUS 490
on the TOPIC- “A Study on Branding & Promotional Strategies of Ceylon Biscuits
Bangladesh (pvt.) Limited”. Your response will not be use any other purpose and your details
will be highly confidential for your safety. So, your kind Co-operation is needed to fulfill the
Practicum Report. Thank You.
[Please Fill up or put the () tick mark in the specified Boxes of this Questionnaires and write
down your valuable commentsin the specific space.]
Gender:  Male  Female
Respondents Information:
Name of Participant:
Address: Cell No.:
Age: Proffession:
1. Product availability is sufficient in the market than another brand.
 Strongly Disagree
 Disagree
 Neither agree nor disagree
 Agree
 Strongly Agree
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2. TVC advertisement is available of CBL Munchee products.
 Disagree
 Agree
 Strongly Agree
3. Promoting the brand through activation in different area is a great idea.
 Disagree
 Agree
 Strongly Agree
4. Outdoor advertising of CBL Munchee is enough to promote the brand.
 Disagree
 Agree
 Strongly Agree
6. The promotional strategy of CBL Munchee provokes the product demand.
 Disagree
 Agree
 Strongly Agree
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Do you have any recommendation?
………………………………....................................................…………
………………………………………………………………………………………………………
……………………………..........................................................................
Thank you for your participation.
6.3 Abbreviation
ABBREVIATIONS ELABORATION
Ltd. Limited
IUBAT International University of Business Agriculture and Technology
CBA College of Business and Administration
BBA Bachelor of Business Administration
Pvt. Private
CBL Ceylon Biscuits Limited
MD Managing Director
BM Brand Manager
ME Marketing Executive
BP Brand Promoter
RSM Regional Sales Manager
SR Sales Representative
ASC Area Sales Coordinator
MT Modern Trade
HR Human Resource
MRP Market Rate Price
IO Industrial Organization
89
PP Private partnership
R&D Research and Development
CARE Cooperative for Assistance and Relief Everywhere
ISO International Organization for Standardization
CSR Corporate Social Responsibility
NASCO National Association of state Charity Officials
LED Light-emitting Diode
SPSS Statistical Package for the social Science
μ mean value
n sample size
σ Standard deviation
𝑿 Average
90
6.4 Photos:
91
92

Internship Report On Branding & Promotional Strategies of Ceylon Biscuits Bangladesh (PVT.) Limited - IUBAT - Sahadat Hossain

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Internship Report On Branding & Promotional Strategies of Ceylon Biscuits Bangladesh (PVT.) Limited - IUBAT - Sahadat Hossain

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Chapter 1

1.2 Research Aims:

The Research objective of the report can be viewed in two forms:

• General or Broad Objective

1.3.1 Broad Objective

1.3.2 Specific Objective

More specifically, this study entails the following aspects:

• To analyze the stages of brand development strategies of CBL Munchee.

• To analyze the brand activation of CBL Munchee product.

• To learn about the advertising and related activities

• To recommend against major Findings.

• To find out the pricing strategy

• To find out the location coverage

• To know the Customer Satisfaction of CBL Munchee brand.

• To know if the promotional schemes have impact on products demand

A. Selection of the topic:

B. Identifying data sources:

• Annual Report on Ceylon Biscuits Bangladesh (Pvt.) Limited

Table 1: Sources of Data

F. Findings of the study:

G. Final report preparation:

1.6 Limitations of the study:

 Available data also could not be verified because of time limitations.

Marketing strategy is normally referred to as 4 ps of marketing. 4 ps stand for product, pricing,

Formerly Williams Confectionery Limited

Founded 1939 (Dehiwela)

Founder Simon Arthur Wickramasingha

Headquarters Pannipitiya, Colombo, Sri Lanka

Area served International

Key people Mineka Wickramasingha (Group Chairman)

2.3 CBL Munchee at Bangladesh:

Brand Name : CBL Munchee, Bangladesh

Company Name : Ceylon Biscuits Bangladesh (PVT.) Limited

Mother Company : Ceylon Biscuits Ltd.

Web Address : https://www.cblmuncheebd.com

Face book link : https://www.facebook.com/cbl.muncheebd/

2.3.1 Corporate Information of the Organization:

Brand Name CBL Munchee, Bangladesh

Table-3 Corporate Information of Bangladesh

2.3.3 Corporate Culture:

2.3.4 Corporate Governance:

Md. Ashraful Islam Durjoy

Humaynur Rashid Shawon

Group General Manager Country Manager

Interns BP Sales Coordinator Merchandiser

Figure- 1 Company Organ gram

2.4 Mission and vision of CBL Munchee:

2.5 Product of CBL Munchee Bangladesh Limited:

• Chocolate Coated biscuits.

SL Product Weight MRP

7 Chocolate Chip Cookies 80g 50

8 Chocolate Chip Cookies 240g 145

Table-5 Plain Biscuit List

SL Product Weight MRP

Table-6 Chocolate Coated Biscuits List

SL Product Weight MRP

1 Chocolate wafer Cream 100g 30

2 Chocolate wafer Cream 25g 10

3 Wafer Biscuits Chocolate Cream 18g 5

4 Wafer Biscuits Chocolate Cream 6g 2

5 Chocolate Coated wafer 25g 10

6 Chocolate Coated wafer 6g 5

7 Wafer Biscuits Gluco Cream 6g 2

Table-7 Wafer Biscuits List

2.7.1 Bargaining Power of Suppliers (Medium):

2.7.2 Threat of Substitutes (High):