cuit Making Co Limited (MBMCL)

In 1970 the island of Mauritius saw the establishment of MBMCL. The Company is widely recognized by its brand name ‘SUBANA’, whereby all its biscuits are marketed under that particular name. The mission statement of MBMCL is to produce quality biscuits for local and international market.

MBMCL started its commercial operation as from 1971 and the sole existing industry was at the head office located at Bell Village. In August 1971, the very first Subana biscuits were manufactured and marketing began as from November 1971 with a humble production of 1 ton per day. Gradually following a rise in demand for Subana biscuits, the organization expanded itself leading to an increase in its production capacity that of 4 tons daily in 1976, followed by 5 tons per day in 1982 and it kept on increasing. In this view a new plant was installed at Pailles in 1995. This new plant was specialised in salty biscuits, with a production capacity of 5 tons per day.

Over the years MBMCL has progressed and in 2003 Subana biscuits were ISO 9001:2000 certified. Currently with advancement in technology, MBMCL make use of fully automatic machines coming from United Kingdom, Italy and Austria. As a result this enables the organization to manufacture more than 15 tons of biscuits in different varieties per shift per day. MBMCL carry out its manufacturing process with immense care and in a clean environment in accordance with European standards. From time to time the services of renowned consultant are hired by MBMCL to further improve the quality of Subana biscuits. MBMCL take into consideration ethical values of consumer whereby its products are exclusively vegetarian oriented and they do not use any animal base ingredients.

With the ever changing tastes of consumers, MBMCL has a product range that covers more than 40 varieties (Refer to Appendix A for the different Subana biscuits). Although the main product of MBMCL is biscuit, they also manufacture Ice Cream Cones, Cookies and Chocolates products. Consequently MBMCL is found to be the largest biscuit company on the island with spare capacity of approximately 40% which can be easily used to meet export demand. It currently exports its products to Reunion Island, Madagascar, Seychelles, Comores, Kenya, Singapore, Uganda, Congo and South Africa.

3.4 The Marketing Mix Strategies at Mauritius Biscuits Making Co Ltd