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Sri Lanka's leading blue chip group Hayleys is in the process of setting up a Rs. 1.5 billion consumer products network.

This network will consolidate the marketing and distribution of leading global brands like Fujifilm, Baygon, Philips Audio, Video and Lighting, Daewoo, Daytron, Usha as well as Over-the-counter (OTC) and other pharmaceutical products of Bayer and several other international brands.

These brands have been marketed by companies in the Hayleys Group for many years, and the consolidated distribution network will make it one of the largest and most effective in the island, said Rizvi Zaheed who leads the Hayleys Consumer Grouping.

He said the new consumer products network represents a cumulative annual turnover of more than Rs 1.5 billion.

Under the concept of specialised trade marketing, Hayleys Consumer Grouping has also set up selective distribution channels to cover studios, super markets and hardware shops.A Trade Relationship Management (TRM) program is also planned with the objective of further strengthening the group's relationship with the retail trade, Mr. Zaheed said.

Together with this change initiative, the concept of customer need focused Business Unit Managers is being introduced.

This would mean five such customer focused business units i.e. Home Care, Consumer Lighting, Photo Imaging, Health Care and Consumer Durables. Each of these bottom-line focused units will further explore business opportunities within these customer need areas.

A National Sales Management Unit and a Business Support Services Unit will support these five business units.

With all these changes, Hayleys Consumer Products will further strengthen their market position by capturing higher market shares, higher profits and venturing into satisfying new consumer needs, Mr. Zaheed added.

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Copyright 2001 The Associated Newspapers of Ceylon Ltd.
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