Company Profile 31y73

Company Profile CBL Group is a Sri Lankan conglomerate specializing in the food industry. The Group manufactures a wide range under their flagship brands. Most of the products today enjoy the coveted position of being market leader in their respective category in Sri Lanka. Ceylon Biscuits was founded in 1968 to manufacture high-protein biscuits to supplement mid-day meals for school children under a t programme of Care Organization, USA, and the Sri Lankan Government. In the mid eighties the company ventured aggressively into commercial operations and recorded one of the highest growth rates in any industry in Sri Lanka. The success story was the company’s dedication to high quality standards, constant innovation of the product line, aggressive marketing and high focus on research and development. Munchee is an award winning food brand with many coveted awards to its credit, including the National Quality Award 2005, Product Brand of the Year for four consecutive years, Brand of the Year for two consecutive years and National Award for Export Excellence. Munchee products are backed by many local and international quality and standard certifications such as SLS 251 product. Certification, ISO 9001:2000, Quality Management System Certification, ISO 14,001:2004 Environmental Management System Certification and HAC Food Safety Management Certification. Today the Group has expanded its manufacturing to India and enjoys an international reach with distribution channels in over 32 countries, spread over virtually every continent

Products and Services Munchee

Biscuits & Wafers

Tiara

Cakes and Swiss Rolls

Ritzbury

Chocolates & Specialty Chocolates

Cecil

Natural Fruit Juices in ready to drink packs, Dehydrated Fruits

Lanka Soy

Flavored Soya Meat Products.

Plenty Foods

Energy Foods and Herbal Foods

Canneries

RTD & RME

1 MSC-11-01-08

Customer Segmentation and Profile

Geographic

Demographic

Behavioral

Psychographic

Region Climate Age Group Gender Income Group Family life Cycle Occasion Benefits sought Brand Loyalty Readiness to buy Convenience to buy Importance of Availability Usage Rate Status Social Class Opinion Value Health consciousness Figure/Weight consciousness

Munchee Super Cream cracker Urban and non rural village Any Kids, teenagers, adults / Age 10 to 65 Male & female High, medium, low All Regular & special healthy & fat free snack, affordable price High High High High Medium All Economical Can be Relax from hunger by keeping near always Good for small hunger Medium and Low Medium & Low

Industry and Competition 60 60 50 40 30 20 10 0

50 40 30 20 10 0

Biscuit - Key Players

Munchee Maliban

Other Cracker biscuit Market Share

2 MSC-11-01-08