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The Sri Lanka Institute of Marketing announced that due to numerous requests they were extending the deadline for receipt of entries to 5 p.m. on November 5. Entries should be submitted on the forms provided in the entry kit and submitted to the Brand Excellence Secretariat at the Institute's office in Colombo 3.

The SLIM clarified that the judging process will take place in three rounds, the first one being an eligibility check where completeness of entries as well as supporting information and documents would also be checked. Arising from various queries, SLIM indicated that performance data submitted should be up to the financial year ended December 2002 or March 2003 depending on the financial year followed by the company. Market research and tracking data on market-shares, consumer satisfaction measures etc. may be submitted to cover the above cut-off dates.

In the second round the judges will review the written entries and give marks for the strategies and results as outlined in the entry.

The appropriateness of the product, pricing, promotional and distribution strategies to achieve the stated market and corporate objectives will be the key aspect judged. Marks will also be given for proven effectiveness of the strategies in terms of verified financial, market share and consumer satisfaction results. The top five entries in the Product Brand of the Year and the Service Brand of the Year, as well as the top three entries in each of the Special Awards categories will then be short-listed for a verbal presentation.

These categories seek to recognize innovation (Innovative Brand of the Year), success in overcoming a downturn (Turnaround Brand of the Year), successful indigenous brands (Local Brand of the Year), Sri Lanka's flag-bearers in international markets (International Brand of the Year) and promising brands that are less than two years old (Best New Entrant of the Year).

The final round of judging is scheduled to take place on November 21 and 22 where the companies that have got on the short-list will be requested to make a verbal presentation highlighting the execution of their strategies and answer questions from the judges panel. These half-hour sessions will entail a 15-minute presentation followed by questions.

This will be the opportunity for the brand custodians to verbally retell their brand's success story and show all visual material such as packs, ads, promotional materials, TV commercials etc. and convince the judges that they have effectively executed their strategies.

A list of eminent marketing professionals is being finalized to form the panel of judges. Several companies have shown interest in participating in the Awards, which is now in its second year.

The Awards Ceremony will be held as a dinner event at the Trans Asia Hotel on 30th November. The Main Sponsors of the Awards are Hayleys Consumer with Philips, DSI and National Savings Bank.

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