LMD Readers’
MOST LOVED BRANDS
Q: What notable achievements or milestones has the brand attained in the past year?
A: It is creditable that the Motha brand continued to maintain and even grow its market share in 2023, notwithstanding unprecedented turbulence and economic challenges experienced in the course of the year.
This is a testament to the strength of the Motha brand, which has been built over six decades through our unwavering commitment to maintaining high standards in both quality and taste.
We salute our loyal customers for placing their continued trust in Motha products, which has enabled the organisation to be a dominant brand in Sri Lanka’s dessert and beverages mixes and cake ingredients market.
Q: How has the organisation’s brand evolved since its inception and what are some defining moments so far?
A: The brand ‘Motha’ was launched in 1960 with hard-boiled sweets and toffees. Soon after, jelly crystals were introduced; and since then, there has been no turning back.
Today, consumers enjoy a broader range of options to choose from, and have faster means to get to know about products and acquire them. We understand that our brand must be relevant to win them over. And we were able to connect with our customers across all touch points and win moments of truth.
Motha has used regular market surveys and customer feedback to introduce new products and carry out product line extensions from time to time, to cater to evolving customer needs and preferences. The introduction of local fruit flavours such as woodapple and rambutan flavoured jelly are a few such examples.
By adopting this ‘customer first’ approach, we have striven to form deep ties with our loyal customers while also attracting new ones. Our brand’s recognition in three categories is a good index of how the Motha brand has developed over time.
In addition, we were able to increase our export earnings in the period under review.
Q: How is Sri Lanka’s economic outlook impacting branding and brands in general?
A: The past year posed significant challenges amid extremely adverse economic conditions. Looking ahead however, the relaxation of import restrictions, appreciation of the Sri Lankan Rupee on the back of improved dollar reserves, and diminishing trends in interest rates and inflation point to a favourable operating environment conducive to business growth.
Nonetheless, the high cost of living and uncertainties associated with an election year may still exert a negative influence. For us, the way forward amidst these challenges hinges on our unwavering commitment to adaptability, agility and proactive strategies.
Q: In what ways should organisations maintain a balance between investments, innovation and financial performance against the backdrop of the prevailing business environment?
A: As we have done over the past 60 years, we will continue to invest in product development and innovation, taking a long-term view in line with our commitment to always provide customers with high quality products.
Concurrently, we will strive for greater operating efficiencies and productivity, and act with the financial prudence and fiscal discipline required to navigate the prevailing difficult business environment.
Q: How does the organisation adapt its brand and offerings to appeal to new customer segments?
A: We recognise that emerging customer segments may have different and distinct product preferences, and they also have numerous options and methods of obtaining their requirements, and fulfilling their needs.
By conducting consistent market research and gathering customer feedback, we closely monitor emerging trends and introduce new product solutions, to effectively and better meet their requirements and preferences. Offering a plethora of choices in terms of flavours and pack sizes and easy accessibility are our strengths.
Q: How do you maintain brand loyalty among customers in a competitive market?
A: Motha has established an enduring legacy built upon steadfast adherence to our core values. Our unwavering commitment to maintaining high product quality and ensuring a consistent taste has not only shaped our brand identity but also fostered trust among our loyal customers.
Q: What role does social media play in your overall branding strategy?
A: Social media has substantial influence and power across all demographics, notably among millennials and Gen Z. It helps in bolstering awareness, expediting connections and amplifying engagement, and fostering loyalty. Our active presence on all major social media platforms enables us to leverage feedback and keep up with customers’ preferences.
Telephone: 2433338 | Email: mothajelly@sltnet.lk | Website: www.mothalk.com