A Battle for Sweet Success in the Dessert Premix Category in Sri Lanka: With Special Emphasis on Brand Equity Perspective

The Sri Lanka’s Fast-Moving Consumer Goods (FMCG) sector has embarked upon in practicing different marketing management elements, given the fact due to, stiff competition prevails in the industry sphere. This paper endeavors to look at the importance of building brand equity in managing a brand with a practical perspective by considering the dessert premix category. This looks at what has made Motha reign as an undisputed leader in the concerned category over competition. Colossal amount of prior research articles has provided ground reviewing theories on the notion of brand equity, but this case study article attempts highlight the practical notions attentive to dessert premix category in Sri Lanka. The author has conducted one on one personal discussion with concerned professionals in the organization. However, since there weren’t any direct articles found related to branding in dessert premix, writer has gone through previous related articles, research data to ascertain certain information to the best of ability.