With a steadfast focus on leading teams into uncharted territories and embracing digital evolution, Milinda Weerasinghe, the Group Head of Marketing at Maliban Group has not only shaped Maliban’s marketing strategies but also positioned the brand as a consumer-centric innovation.
Milinda reveals the innovative strategies behind one of their most groundbreaking marketing campaigns centred around the relaunch of their flagship product, Maliban Cream Cracker biscuits. He explains that the campaign was driven by a deep understanding of evolving consumer preferences. He notes, “We recognized a shift in how consumers perceive cream crackers. No longer just a staple it had transformed into a versatile indulgence for various occasions.” This insight prompted Maliban to enhance the product with a creamier texture, aiming to resonate with modern tastes and preferences. He elaborates on the campaign’s strategy, emphasizing the importance of consumer-centricity and differentiation in a crowded market. “We moved away from conventional marketing approaches, focusing instead on highlighting the ‘break moment’—when consumers pause to enjoy our creamier, tastier Cream Cracker,” he states. The campaign, which leveraged digital media extensively, successfully communicated this new positioning, reinforcing Maliban’s commitment to innovation and meeting consumer needs.
Moreover, Milinda discussed another initiative where Maliban pioneered the introduction of locally produced digestive biscuits in Sri Lanka. He explained, “Digestive biscuits were previously imported thus an expensive option. “We localized the product to suit local tastes, introducing innovative packaging for convenience.” This move not only addressed a gap in the market but also positioned Maliban as a leader in bringing global trends to Sri Lanka while catering specifically to local preferences in in highest quality.
Further to that Maliban was first in Sri Lanka to introduce groundbreaking “Less sugar” portfolio of its top end range for Chocolate cream, Lemon Puff and Ginger biscuits. “this is purely recognizing the journey of our consumers go through when making a purchase decision – where when consumers move up the age yet they seek the same indulgence like in childhood.” Hence Maliban believes in strong insights backed by consumer-centricity and differentiation in a red ocean market.
In his role, Milinda has been instrumental in fostering a culture of consumer-centric innovation within his team. Drawing from his extensive international experience, particularly his tenure at Unilever, he emphasizes the importance of deeply understanding consumer insights rather than merely satisfying surface-level demands. He explains, “Putting the consumer first isn’t just about delivering what they ask for; it’s about asking the “right questions to uncover their true unexplored needs and desires.”.
Under his leadership, this philosophy has permeated Maliban’s marketing strategies, notably in their recent campaigns such as the Cream Cracker relaunch. He points out, “The unique and untouched ‘break moment’ concept wasn’t just about mimicking existing ideas, it was about uniquely connecting our product with a relevant consumer insight.” This approach has enabled Maliban to differentiate itself effectively in a competitive market, aligning the brand’s message with genuine consumer behaviours and preferences while value add on basic product delivery.
Moreover, Milinda highlighted the importance of making the product itself the HERO of any marketing effort. He insists on maintaining high product quality standards despite cost pressures, recognizing that a superior product forms the foundation for successful marketing initiatives. “If your product doesn’t win against competition or exceed consumer expectations, marketing efforts won’t succeed” he asserts. This commitment to quality has been a non-negotiable at Maliban not only to maintain consumer trust but also it gives an opening to explore premium pricing strategies by product excellence.
Milinda navigates the intricate challenge of maintaining brand integrity across diverse business units within the company. With responsibilities spanning biscuits, chocolates, dairy & Agri, confectionery, bakery, healthcare & International Marketing, he emphasizes the critical need for cohesive brand management amidst such varied sectors. He explains, “Each unit operates through different channels & categories but ultimately targets the same Sri Lankan consumer base. This complexity necessitates clear well-defined brand guidelines”. There are mainly two aspects,
Establish a Unified Brand Strategy
- Centralized Vision: Develop a clear and cohesive brand vision that guides all business units. This vision should be communicated consistently to ensure that every unit understands and aligns with the overarching brand goals.
- Consistent Messaging: Ensure that all messaging, whether marketing or internal, aligns with the core brand values and positioning. This includes tone of voice, visual identity, and key message (Maliban Group has embarked on refining its brand messaging to suit modern communication channels i.e Social, digital & contemporary events and engagements)
- Create Brand Guidelines
- Brand Manual: Develop a comprehensive brand manual or style guide that outlines how to use brand elements, including logos, colors, typography, and imagery. This serves as a reference for all business units to ensure consistency.
- Flexibility with Boundaries: While maintaining core elements, allow some flexibility for business units to adapt the brand to their specific context or market while staying within the defined guidelines. (“We have established a corporate brand head and dedicated marketing managers across functions to uphold brand consistency. This structure guides our teams in aligning their marketing activities under the unified Maliban brand.”)
Effective corporate brand management helps ensure that a brand remains relevant, resonates with its target audience, and maintains a positive reputation in the marketplace
Moreover, Milinda draws parallels with global brands facing similar challenges in diverse markets, likening to that of Automobile, international markets demand for customization however competitive with cost and quality where maintaining brand coherence across different product lines is paramount.
He stresses the ongoing evolution of Maliban’s corporate brand architecture to accommodate its expanding portfolio across geographies, from its core biscuits to encompassing multiple categories like healthcare, dairy and shank confectionaries.
With the topic of sustainability, Milinda has spearheaded impactful sustainability-focused marketing campaigns that authentically reflect the company’s commitment to environmental and social responsibility. Rather than superficial gestures, he emphasizes embedding sustainability into the core of Maliban’s business operations. “In his view Sustainability is two pronged firstly its footprint in the core of the business and secondly what we do with wider stakeholders”
Milinda stresses that these efforts go beyond mere compliance with regulations, stating, “Our sustainability efforts are rooted in a long-term vision inspired by Maliban’s founder chairman’s moto of Quality and Inspiring Goodness” ensuring our practices today benefit future generations. This includes commitments to using natural ingredients without artificial additives, promoting healthier food choices for consumers and only a quality product from House of Maliban despite any tough encounter.” This is a true example for enduring sustainability at its core.
Moreover, Maliban is actively transitioning from single-use plastics to biodegradable alternatives, a move aimed at enhancing environmental sustainability and respecting consumer expectations for eco-friendly packaging.
In addition to environmental initiatives, Maliban’s sustainability strategy extends to impactful social programs under the banner of “Inspiring Goodness.” For instance, their “Maliban Kiri Abhya Dhan” program rescues cattle from slaughterhouses every month, providing them to local entrepreneurs and homemakers to generate livelihoods through milk-based products. Milinda proudly shares, “To date Over 3000 cattle have been saved through this initiative, fostering community engagement and economic empowerment.”
Milinda has embarked on a personal development journey focused on leadership and innovation, which has significantly shaped both his approach to marketing initiatives and the brand’s identity. His commitment to personal growth revolves around a core purpose he identified through introspection and workshops, termed “lead the unled.” This motto reflects his aspiration to lead teams and projects that venture into uncharted territories, fostering innovation and growth within the company.
A pivotal aspect of his personal development has been his emphasis on staying ahead of digital marketing trends and fostering emotional intelligence. Recognizing the rapid evolution of digital platforms, he ensures that his knowledge and skills are up-to-date, enabling him to provide clear direction and strategic guidance to his team across various marketing channels. Furthermore, his cultivation of emotional intelligence equips him to navigate diverse challenges effectively, ensuring that his leadership decisions resonate positively throughout the organization.
Milinda underscores the importance of innovation that not only introduces new products but also seed in to new demand spaces while enhances the brand’s value proposition. For instance, initiatives like introducing a 30% less sugar range in their products demonstrate Maliban’s commitment to both innovation and sustainability, responding proactively to consumer health concerns while maintaining product appeal.
Beyond product innovation, his team has directed strategic partnerships, such as the collaboration to establish Maliban’s presence in the Indian market. This initiative goes beyond mere exportation, emphasizing the localization of products to suit Indian consumer preferences. “We have co-created many new product developments bespoke to India market and many in the pipeline” This strategic move not only expands Maliban’s market reach but also solidifies one of Sri Lankas most loved local brand presence in one of the world’s largest consumer markets.
Overall, Milinda’s dedication to personal growth and innovation has not only enhanced his effectiveness as a marketing leader but has also shaped Maliban Group’s identity as a forward-thinking and consumer-centric brand. By continually pushing boundaries and fostering a culture of innovation and strategic partnerships, he ensures that the Maliban Group remains competitive and relevant in the dynamic local and global marketplace.