Interview

Hyundai not hit globally - Marketing Manager

Shirajiv SIRIMANE

The biggest challenge in my career was when business magnate, Nahil Wijesuriya gave me executive powers - to either sell or keep ETV.

“I was then the Marketing Manager of ETV and then I negotiated that the company be sold, said Marketing Manager, Hundai Lanka (Pvt) Ltd, Manori Attanayake Jayakody.

Having started work as a telephone operator with Three Acre Farms, she was appointed Sales Supervisor the following year. “The passion for media drove me to several private TV stations including ETV.” “Since I wanted to be an all-rounder I worked with Sumathi Publications to be in charge of a newspaper.”

“It was the love for gold that drove me to this job with Hyundai,” she said. Commenting on the car market, she said that local sales have come down. “However, globally, Hundai has not been affected,” she said.

Here are her down-to-earth views.

Q: What made you select the marketing field as your profession?

A: I have always had a passion for the media. It is a very dynamic field. One has to be ahead of everything and we have to be proactive always. Having being closely associated with the media for a considerable time, I thought of using all that knowledge for the success of a brand.

Therefore, when the opportunity came my way to take over the marketing functions of Hyundai motor vehicles, I accepted the challenge with a lot of enthusiasm. Marketing activities for motor cars are always a great challenge because of the emotional values attached to buying and using the product.

Q: What are the challenges you see as a marketeer from your competitors?

A: The marketing environment for motor vehicles is constantly changing. Every time when a competitor launches a new model, add new features, offer special option packages or even when they come with an attractive pricing structure or leasing packages we have to take them on.

If we stay still, competitors will capitalize on such situations. Purchasing motor vehicles are not impulse buying.

One ponders over a period of time before making the decision.

Therefore, marketeers will have to keep campaigns running on a regular basis and have to also use both above the line and below the line methods effectively. You cannot let them forget you.

Q: What are the marketing strategies that you use in the organization?

A: We do a lot of direct marketing activities to selected target groups. Our goal is always to ensure the maximum market coverage at the lowest possible cost to the company.

In addition, we keep print media activities going to create awareness amongst the gray areas unknown to us and as reminders to the groups already covered.

Customer Relationship Management is also a key area that goes hand in glove with Marketing activities. Working together in these two areas can create a healthy level of communication to the target groups.

Q: How does advertising influence your customer?

A: In motor vehicles, advertising serves more as a tool than creating awareness and shows prospects rather than directly influencing them. Sales play the biggest role in getting customers to make the buying decision.

Q: Is the global industry/crisis a challenge to your products/market?

A: The Global Financial crisis is affecting all products and services. However, in our country as well as globally, when consumers are financially affected, the first decision they propose is upgrading/buying cars and so-called luxury items. That is why all over the world car sales volumes have drastically dropped resulting in Leading Motor Companies going in for major retrenchment, closing down factories and accepting stimulus packages. Sri Lanka is no exception and the situation is even worse as we are one of the highest import duty levied countries for motor vehicles in the world.

Q: How is your industry in Sri Lanka?

A: At an all-time low. Many players are all fighting for a piece for a small pie.

Q: What are your goals in life?

A: I personally would like to achieve what we have set out to achieve with Hyundai. I would like to play my part in making Hyundai a market leader in Sri Lanka. Even globally despite all the problems, Hyundai is gaining ground on the first four leading automobile manufacturers from their position of being fifth of the Global Top Ten.

Q: What is your flagship brand?

A: Hyundai, of course.

Q: How important is branding to your organization?

A: Branding is important to all products and for motor cars it is no exception.