Page 25 - UDYAMA FINAL final for web

great heights. Taking the initial
monthly sales of 200,000 packets
to over 4 million packets per
month.

This would never have been a
possibility, or these ideas would
have never come in the absence of
research.

Example - 4

The success story of Munchee;
Super Cream Cracker was also
advocated by research.

Cream Cracker was targeted
predominantly at an elderly cons-
umer who used accompaniments
such as bananas, cheese etc when
consuming the traditional Cream
Crackers. This market was very
small. Our research showed us
that the Sugar free cracker could
be promoted to all age groups.
This is when we launched the
Munchee Super Cream Cracker
targeted across all age groups
with the mention “accompani-
ments not required”. This was a
super differentiator from the
leader Maliban who owned over how one interprets the data. If taken on the lead role where
83% of the local Cracker market. Munchee looked at the Cream children are not only taught the
The market grew substantially Cracker Market as insignificant methodology of research but are
and Munchee immediately began when looking at the data this big required to go the field to do those
to gain share from the competi- Cracker revolution would never researches themselves and apply
tion. have been a possibility. We were themselves to a greater extent. I
able to read in between the lines urge the students to go out, talk to
Sailing deeper in to the market it and identify the opportunity. people, get their communication
was evident that a large segment right and make sure that they
of the local consumer base seeks a The fine examples depicted above understand the depth of research
convenient off the shelf food proves that if a Brand need to so the future of our country will
product in between the three main reach the pinnacle of success, be in the able hands of knowl-
meals. This insight gave birth to “Research “should be an impera- edgeable and skilful leaders who
the concept of Good for a small tive tool to face the competition. will be driving the cooperate
hunger. “Podi Badaginnata sector to a greater extent.
Super”. This took the brand Mun- It is also a well-known fact that
chee Super Cream Cracker from many researches worldwide are I urge the students to go out, talk
17% become the largest single done by university students. The to people, and get their views,
segment in the cracker market and products and services that come vibes and insights which will help
dominate with over 70%. out from those researches are you to acquire in-depth knowl-
today world famous. edge to develop yourself as skilful
It is also important to know that leaders.
whatever the research findings As a Sri Lankan, I’m delighted to
may indicate, it also matters in witness that universities have

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