Marketeers can do wonders :

Consistency of quality, volumes - the biggest challenge

Marketing is a dynamic field, which enables marketeers to do wonders in their endeavours.

CIC Agribusiness (Agri Technology/urban Agriculture) Marketing Manager Sunil Gunatillake said that Marketing rules the day for any commercially viable business and any other matter stems from Marketing.

Here are his down-to-earth views.

Q: What inspired you to select marketing as your career?

A: I am a Marketing Manager in the field of Agri Technology. Being in the field of Agriculture I associate with rural farmers and assist them to achieve high levels of productivity through usage of modern technology. Marketing is not only a profession; it's a way of life in many ways. One has to be fast and strategic and not "Slow and Steady" when the obvious results are to decide your sustainability in the field when failures are not rectifiable. A stimulated dividend in my career during many years has been the best factor for me to be contented.

Q: Being a frontliner of the company, what are the challenges you face in the field of marketing?

A: Like any other consumer product, the common threat like new entrants and changing lifestyle are ongoing threats.

In addition not only the products, when it comes to inappropriate technology application with a lower price tag, consumers are attracted by the price tag itself, being unaware of other disadvantages such as cost of management and ineffective systems. The constraint of high cost of technology transfer to farmers for a prolonged period and the unsteady market for agricultural products also pose a major threat.

Q: What is the impact of the current global economic crisis on your organization?

A: Our main business of Marketing Fertilizer has a negative impact. Being involved in Agribusiness is in fact a strategic change of focus from the previous business of fertilizer, which has driven us from strength to strength in facing the current economic crisis.

Our accreditation of many International Certifications has also opened many avenues for our organization for the international market.

Large-scale commercial cultivation for export - the proposed 6,000 ha banana cultivation for export in the East is one of the main ventures in the pipeline. This is with the use of extensive technology to be on par with the international standard in quality and productivity. The present crisis has pushed us forward by many leaps.

Q: In many companies we often see that marketeers are not represented at boardroom meetings. What is your view?

A: I would not attest to this. It is not the representation that counts in a board meeting, it is the agenda. I have not heard of any downward communication consequent to a board meeting, which has not emphasized Marketing. Marketing rules the day for any commercially viable business. Any other matter stems from Marketing.

Q: What are the advertising strategies that you employ in your organization?

A: The common advertising tools used by the consumer products market would be absolute within a short period of time. We are very consistent in our advertising.

Being in Agribusiness -the main and the most important advertising we carry out is the Management of our own farms. This is a clear demonstration of our products - Extensive usage of Technology; Strategically efficient farming practices; Management strengths; Quality maintenance; Resource Managements and Accreditation of International Certification. These are among the fields we excel in.

Q: What are the challenges you see when it comes to global branding?

A: Being in the Agriculture Business our main export products would be food items and planting and live plants. The biggest challenge in this field is the consistency of quality and volumes while being competitive in pricing. Unstable cost transportation is the main constraint.

Q: What do you think about local marketeers?

A: "Consistency Breeds Credibility"- is the fact of life for marketeers. Continue learning the subject and be consistently innovative.