2. Analyzing the Brand Promotion Strategies for Building
Customer Loyalty of CBL Munchee Bangladesh (Pvt.) Ltd.

6. Broad Objectives:
The main objective of this report is to “Analyze the Brand
Promotion Strategies for Building Customer Loyalty of
CBL Munchee Bangladesh (Pvt.) Ltd.”.
Specific objectives:
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 Group.
To recommend against major Findings.

7. For the preparation of the report the flowing methods have been used.
Sources of data: The data has been collected from both primary
as well as secondary sources.
Primary sources: Data collect for the first is called primary data
which collected from the customer survey through questionnaire.
Secondary sources: The secondary data sources collected from
annual reports, books, websites and brochures of CBL Ltd. and
different publication.

8.  One major limitation is time constraint. Three month in CBL Munchee
Bangladesh (Pvt.) Ltd. of brand department is not enough time to acquire
proper knowledge.
 CBL Munchee Bangladesh (Pvt.) Ltd product has spread out into the whole
Dhaka City. The data are from only some Branches due to the resource
constrains.
 The data collection from customer is not easy because of the level of
customers’ awareness about brand.
 Not survey on the spot to the other company for comparison rather survey is
taken only in this company.
 Some essential data could not be gathered because of confidentiality concerns.
 Another limitation was the data gathered could not be verified for accuracy.

9. This report is focused on the overall Marketing planning,
specifically branding & Brand development activity of CBL
Munchee.
This report finds that most customers said that CBL Munchee
should focus on the digital marketing & Television commercial.
So that it will attract the customers and will know about this new
brand in Bangladesh.
This report recommends that CBL Munchee should increase
their promotional activities and decrease some of product’s price
to make sure that they can reach to the sales target and satisfy
their customers.

10.  In the 1930s Simon Arthur Wickramasingha (1902-1961)
acquired a small biscuit factory (which produced handmade
biscuits), in Dehiwela, from a local businessman called
Williams. In 1939 the company of Williams Confectionery
Limited was formally established (with a total of ten
employees).
 In 1957 the factory was upgraded and mechanized.
 Wickramasingha’s four sons, N. P. (Pali), R. L. (Ranjith), M.
P. (Mineka) and R. S. (Ramya) subsequently took over the
business, when their father died in 1961.
HISTORY of CBL (Ceylon Biscuits Limited)

11.  In the 1960s Mineka Wickramasingha make a contract with
Ministry of Education, which was assisted a US based
organization and provided school children with a cup of milk
and a bun as nutritional supplements to their midday meal.
 Mineka Wickramasingha identified this as an opportunity to
expand the company and successfully obtained the contract..
 In 1991 the company expanded into chocolate production,
under the brand Ritzbury.
HISTORY of CBL (Ceylon Biscuits Limited)

12.  In 2002 the company established CBL Foods International
(CBL Foods) in nearby Rannala.
 Facing detrimental tariffs and poor distribution arrangements
CBL dissolved Ritzbury India in 2003
 In 2014, CBL introduced their own Supermarket chain Star
United. As of 2014, there were 30 franchised supermarkets
within the country.
 At present this is one of the leading biscuit, chocolate and
confectionery manufacturer and marketer in Asia.
HISTORY of CBL (Ceylon Biscuits Limited)

13. Becoming the No.1 biscuit, chocolate and confectionary
manufacturer and marketer in Asia, while developing a
global presence and recognition.
Vision

14. Awards

15. Awards

16. CBL Bangladesh (Pvt.) Ltd
Ceylon Biscuits Bangladesh (Pvt.) Ltd, a wholly owned enterprise
of Ceylon Biscuits Limited was inaugurated in 2014. 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 this project was the decision of Mineka
Wickramasingha, Chairman Ceylon Biscuits Limited. The
company has invested around 03 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.

17. Brand
 The process involved in creating a unique name and image
for a product in the consumers' mind, mainly through
advertising campaigns with a consistent theme. Branding
aims to establish a significant and differentiated presence in
the market that attracts and retains loyal customers.
 A category of products that are all made by a particular
company and all have a particular name.
 A particular kind or type of something.
 A class of goods identified by name as the product of a single
firm or manufacturer.
 A characteristic or distinctive kind.

18. Brand Development
 The process of improving a brand or improving customers'
knowledge and opinions of a brand.
 The promoting of a product or service by identifying it with a
particular brand.

19. Brand Promotion Strategies
Segmentation: Dividing the marketing into distinct groups.
Targeting: Deciding which of these groups to
communicate with, and how to talk to them.
Positioning: How the product or brand should be perceived
by the target groups.

20. Brand Promotion Strategies
There are 7 key steps to effectively clarify your positioning in
the marketplace:
Determine how your brand is currently positioning itself.
Identify your direct competitors.
Understand how each competitor is positioning their brand.
Compare your positioning to your competitors to identify
your uniqueness.
Develop a distinct and value-based positioning idea.
Craft a brand positioning statement.
Test the efficacy of your brand positioning statement.

21. Marketing Mix of CBL Munchee
 Product
 Price
 Place
 Promotion

22. Brand Promotion Strategies
This kind of marketing is best for conversions and direct
response.
Event Marketing
One to one Marketing
Point of sales materials
Sales promotion
Personal selling

23. Brand Promotion Strategies for CBL Munchee

24. Brand Promotion Strategies for CBL Munchee

25. Brand Promotion Strategies for CBL Munchee

26. MAUNA, GAZIPUR
(FACTORY)
UTTARA, DHAKA
(WAREHOUSE)
DISTRIBUTOR

28. Question 1: Television Commercial are more effective for Promoting
CBL Munchee Products.
Interpretation: 64% strongly agree, 28% agree, 8% neutral, 0% disagree
& strongly disagree. Here, a large number of respondents agree with this
statement. So customer think Television Commercial are more effective for
Promoting CBL Munchee Products.

29. Question 2: Advertisement variations are satisfactory for brand
Promotion of Munchee products.
Interpretation: Here, 8% strongly agree, 64% agree, 25% neutral, 2%
disagree &1% strongly disagrees with this statement. According to the
result, large number of customers agrees with Advertisement variations
Satisfactory.

30. Question 3: CBL Munchee should focus on the digital marketing &
3D billboard or banner.
Interpretation: 34% strongly agree, 46% agree, 16% neutral, 4%
disagree and 0% strongly disagrees with this statement. Of As now its
digital time, CBL Munchee should focus on the digital marketing & 3D
billboard or banner. So that it will attract the customers.

31. Question 4: Brand promotion strategy for CBL Munchee is eye
catching.
Interpretation: 14% strongly agree, 18% agree, 42% neutral, 26%
disagree and 0% strongly disagrees. Here, large numbers of respondents
are strongly agreed about this statement.

32. Question 5: The Brand is prestigious, which makes the brand
Promotion strategy easier.
Interpretation: Here, 80% strongly agree, 12% agree, 7% neutral, 1%
disagree and 0% respondent strongly disagree with The Brand is
prestigious & it helps.

33. Question 6: TVC, RDC, Activation, campaigns, promoting through
Social sites are enough to promote the Brand.
Interpretation: Here, 48% strongly agree, 23% agree, 15% neutral, 4%
disagree and 10% strongly disagrees.

34. Question 7: Discounted price is offered on the Advertisement for
Brand Promotion.
Interpretation: 1% strongly agrees, 13% agree, 12% neutral, 45%
disagree and 29% strongly disagrees with this statement. So, large
numbers of customers are dissatisfied With CBL Munchee’s less discount.

35. Question 8: Providing free offers for Promoting the Brand in the
market is good for them.
Interpretation: Here, 70% customers are strongly agreeing, Agree 6%,
neutral 10%, Disagree 9%, strongly disagree 5% about free offers for
promotion.

36. Question 9: Satisfied with the promotional Activities.
Interpretation: Here, 40% strongly agree, 5% agree, 34% neutral and 9%
disagrees & 12% strongly disagrees about this statement. So we can see
that the customers are satisfied overall.

37. Question 10: Promoting the Brand through Activation in different
area was a great idea.
Interpretation: Here, 81% strongly agree, 11% agree, 5% neutral, 3%
disagree and 0% strongly disagrees. According to the result we can see
that large number of customers agrees that shows it’s a great idea.

38. Question 11: Products are available in the market.
Interpretation: 0% strongly agrees, 6% agree, 26% neutral, 46%
disagrees and 22% strongly disagrees. These shows Products are not
available in the market according to the Advertisement.

39. Question 12: TVC Advertisement is not available.
Interpretation: Here, 70% strongly agree, 30% agree, 0% neutral, 0%
disagrees and 0% strongly disagrees with this statement.

40. Question 13: Product information is available in Social media.
Interpretation: In this statement here, 52% strongly agree, 26%
agree, 14% neutral, 7% disagree and 1% strongly disagrees.
Customers are saying Product information is available in print
media.

41. Question 14: CBL Munchee should increase their promotional
activities.
Interpretation: Here, 40% strongly agree, 35% agree, 10%
neutral, 11% disagree and 4% strongly disagree. That means, a
large number of customers agree that CBL should do much more
than giving advertisement..

42. Question 15: Promotional Activity Maintained the International
standard which makes the Brand promotion very easy.
Interpretation: Here, 75% strongly agree, 15% agree, 10%
neutral and 0% strongly disagree CBL Promotional Activity
Maintained the International standard.

43. Customers think CBL brought an innovative test in our country.
According to customers of CBL Munchee TVC is the most
effective promotional tools.
Customers think, CBL Munchee's product is prestigious and trust
worth, which makes the brand Promotion strategy easier.
Customer said that TVC, RDC, Activation, Campaign, promoting
through Social sites is enough to promote the Brand.
Customers said Promotional Activity Maintained the International
standard.
According to the customers, CBL Munchee needs to focus on the
digital marketing & 3D billboard or banner.
Some Products are too much expensive.
Poor logistics is one of the biggest problems for this company.

44. According to the survey, Most of the customer said that CBL Munchee’s big
Strength is “Great Taste” & “International Quality” is Highlighting the brand.
The most of the customers said that the information mentioned in the print
media/ brochure is enough and price is mentioned.
Large number of customers thinks that the product Promotion of CBL
Munchee’s is not enough to introduce with such an extra ordinary product in
our country.
No Discounted price is offered on the Advertisement for Brand Promotion.
CBL Munchee is not telecasting TVC regularly to aware more people. But
nowadays TVC is the best way to reach customers.
Availability of product is poor.

45. CBL should make their product available everywhere in the
country. So they should increase logistics.
Some products’ Price should be more reasonable.
CBL Munchee should telecast TVC regularly to make people
aware.
As now it’s digital time, CBL Munchee should focus on the
digital marketing & 3D billboard or banner. So that it will
attract the customers. So the company should take initiative to
do that.
As most of the respondents said that CBL Munchee should
increase their promotional activities to make sure that they
can reach to the sales target of Munchee. So the company
should take initiative to do that.

46. CBL Munchee should relentlessly strive elevate the brand to become
the number 1 biscuits company in Bangladesh. CBL Munchee should
continuously increase distribution channels, and go on to train the team
to provide a personal touch experience that helps create lifelong
customer relationships. The slogan of CBL Munchee is to be known for
its standard quality, through a zeal for high standards, reverence for
diversity and commitment to creating outstanding opportunities for
professional growth so that associates can achieve their highest
potential.
Business is not everything for CBL Munchee; it also aims to bring
international quality product and innovative taste in biscuits, ethical
company that shall be emulated as a model of success. CBL Munchee
shall be synonymous for all things biscuits related.