Maliban Biscuit Manufactories, the country’s premier biscuit manufacturer, added yet another accolade to its name, when the company was awarded the FMCG Food Brand of the Year at the SLIM-Neilsen People’s Awards 2011.
A reflection of the pulse of the people, the Award demonstrates the trust and confidence placed on the Maliban brand by Sri Lanka’s public. Since its establishment over 60 years ago, Maliban products have grown into household names and have gained wide recognition both locally and internationally for its high quality. With the consumer at the heart of its business, Maliban regularly conducts extensive consumer research in its processes. The People’s Award will further strengthen the company’s presence in the local and international markets as it adopts more consumer-focused strategies in continuing to offer its consumers world-class products that have been trusted for generations.
Speaking on the award, Ravi Jayawardena, CEO of Sales and Marketing of Maliban explained that this is a significant achievement in Maliban’s journey. Expressing his gratitude, he said, “I would like to thank all our consumers, for their confidence in our brand year after year, which has helped take Maliban to a higher pedestal, our dealers for their commitment and hard work, the Chairman and the Board of Directors and the senior management for their support and guidance and the sales force and the entire Maliban team for their continuous effort and dedication. He further added that the non conventional techniques used by the Marketing Department has really worked to achieve this via consumers”
Hashan Haputhanthri, Marketing Manager, Maliban Biscuits added, “This is something we can all be proud of. The Award recognises Maliban’s efforts and commitment to quality and innovation processes as well as the wide recognition accorded to our brand by the people. The non conventional strategies what we adopted have re-defined the marketing game planning in the sector. We reached the consumer by using cost effective techniques and carried the message forward. We have set new trends and created a new vision for the consumer. We believe that consumer is the king and that we must crown them first, especially when we achieve success. We will continue to maintain these same standards and vigour in the future.”
An initiative by the Sri Lanka Institute of Marketing (SLIM) and the leading research company, Nielsen Company Lanka, the People’s Awards seeks to recognise brands and personalities who have made a significant impact on the nation. It is based on a large sample survey conducted island wide by the research company over a period of five months from September 2010 to January 2011.
The respondents of the survey were asked to name their favourite brand / personality in over 30 categories ranging from food to beverage, personal care, household care, telecom services, banking and finances as well as film, advertising and tele drama. The spontaneous responses provided were recorded and the five brands that received the highest percentage for each category were nominated for the respective award. The brand with the highest percentage in each category was recognised as the winner.
Maliban was also nominated for the People’s FMCG Brand of the Year alongside Anchor, Sunlight, Lifebouy and Signal. Hashan Haputhanthri further said that he’s jubilant about Maliban’s nomination. He further added, “People have recognised us in the biggest category. I salute my consumers.” He said, he was thankful to the Executive Committee of the Sri Lanka Institute of Marketing (the National Institute for Marketing in Sri Lanka) and AC Nielsen Company Lanka for this super initiative.
With emphasis on value, quality and safety, Maliban achieved phenomenal success in 2010, marked by increased volume growth. The year also saw the relaunch of the popular Cream Cracker and Bran Cracker, which have grown into household names, rebranded as Smart Cracker and Real Bran Cracker. Building on this success, Maliban has set ambitious targets for 2011 as it seeks to achieve new heights.