Business, Marketing

Marketing success means satisfying both external customers and internal customers (employees)

The satisfaction of the employees (internal customer) and the satisfaction of the buyers are equally important for a successful business entity , according to a veteran marketer.

Ravi Jayawardena, CEO, Sales and Marketing, Maliban Biscuit Manufacturers (Pvt) Ltd expressed this view at the Ceylon National Chamber of Industries (CNCI), Achiever Awards 2015 launch held last week in Colombo.

He explained how they won Gold at the Achiever Awards in the last two years and elaborated how they gained their market share. The biscuit market grew by 8 per cent while Maliban grew by 15 per cent in the past two years.

He said that the judging criteria of the CNCI Achiever competition helped them to enhance all the company performances as they are a 100 per cent local company unlike multinationals who could bring in inputs from outside.

Though they had ups and downs during an existence of 60 years, in the last two years they have performed excellently well and, he said, that this is why were able to win the CNCI Gold Awards. He said “If you take the bottom line of the profitability, despite the costs going up and the overheads, the raw materials, etc – all going up, our bottom line has seen steady growth”.

Gamini Gunasekera, Chairman, CNCI and Abeyratne Muthugala, Secretary General, CNCI elaborated on the details of the competition. Prof L M Dharmasiri, Chairman, Central Environmental Authority made the keynote address at the launch.

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