Challenge is identifying timely market opportunities

As marketeers our task is to ensure that we get the best Return on Investments (ROI) in the lines of consumer conversions. I need to see the impact of sales volumes. I always look at touch points by understanding the mindsets of my target audience. In my organization, I take a below the line approach with tailor-made approaches to meet the end consumer and to persuade them to use my product with firsthand experience, Delmege Marketing (Pvt) Ltd., Marketing Manager, Charaka Perera said. Here are his down- to-earth views.

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

A: To begin with the inspiration for marketing started for me from the home front. I can remember the days my parents pushing me to be an extrovert. It was these seeds which were thankfully planted by my family that got me to stand out different from others. The confidence I built from the roots led me to develop a passion to be creative, innovative and challenging, which are core characteristics of a marketeer.

I did not know the definitions of marketing at the age of schooling, but after learning it now I realize that I have practised marketing at school level to reach my goals. These were the primary sequences that inspired me to select marketing as a career. It was here that I learned and practised marketing in different capacities for eight years. I am now a fully qualified marketeer ready to take more responsibilities inspired by the profession itself and I do not have any regrets for my decision. The passion for marketing continues with unfolding chapters.

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

A: When you have been chosen to head the marketing; eventually you will be falling into the frontline. At this stance, management expectations are high for you to make an impact with marketing strategies.

The challenges are to identify the management expectations and to deliver results which will achieve top line or bottom line and brand objectives. To be a successful marketeer, communication at all levels plays a pivotal role. You could be the best qualified or for that matter the best practised marketeer, but if you do not understand the culture of the organization you work for and the expectations you will be barred from making a difference.

In the market place all marketeers are fighting for the market share for the products that they are assigned with. To be a very competitive marketeer one will have to update them with marketing intelligence. As marketeers if we do not capitalize on it someone else will grab it.

The challenge is to identify the timely market opportunities, the mindsets of the target audience and to execute the plan effectively faster than others. Ultimate success for me lies on how many consumer conversions are achieved on the marketing strategy that I have planted in the market place.

There are more challenges and one has to achieve synergy amongst the sales force that will be the final contact to our first customer. The other is to monitor the implementation of the marketing plan with consumer conversion. Marketing is a vast concept.

The rest of the challenges of my profession rely on how to create marketing solutions that will ensure smooth functioning, and profitable results to reach my destination - achieving marketing success. The upfront work is the secret to a million-dollar business, literally and figuratively.

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

A: If there is a crisis the marketeer's task is to convert the situation into an opportunity, because as marketeers we see things differently and that is why there is a profession called marketing. The current business that I am engaged in is the taxes from different levels deflecting from providing a better price to the end consumer.

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

A: A board meeting is to build interest amongst shareholders towards the business entity while showcasing the top line and bottom line performances. Board effectiveness is a combination of intelligence, creativity and practicality. Marketeers of a company play a key role behind the screen of board meetings for excellent performances, which are turned into financial numbers.

According to my point of view, why marketeers are not represented at the board meetings is that they feel that we do not know finance and I invite all my fellow marketeers to follow a financial course as well as marketing so then the marketeers could challenge the finance team for justifications and then the marketeers will also be invited to the boardroom. Eventually, there will be a well-groomed rounded person to rise the next level in the corporate ladder.

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

A: Commercials often create an emotional ambience that draws the customers into the advertisement and makes customers feel good. As marketeers our task is to ensure that we get the best Return on Investments (ROI) in the lines of consumer conversions.

I need to see the impact of sales volumes. I always look at touch points by understanding the mindsets of my target audience. In my organization I take a below the line approach with tailor-made approaches to meet the end consumer and to persuade them to use my product with firsthand experience.

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

A: The products portfolio which I currently handle has brand presence in 25 countries exceeding 45000 tonnes monthly. My task is to market a global brand in local markets. Global branding is becoming a bigger challenge as it grows day by day and the reason is that it is no longer possible to isolate a brand and its reputation. The Internet has enabled every consumer to access every piece of communication in the world.

The purpose of global brand management is to conceive of and control a brand's global direction, and this is done by defining and communicating the brand's core values.

Q: What do you think about local marketeers?

A: My opinion is that the local marketeers are practised marketeers and has a great opportunity to gift for them to perform to drive their horizon to handle more responsibilities in the corporate arena. If you achieve a difference to your organization you can rest assured that you will be a role model.