'Focusing on vital aspects important':

Marketeers optimistic about the future

Charumini DE SILVA

As marketeers we are positive about the future and I believe that for any organization the future is marketing. Some local marketeers do not reflect on the big picture, which needs particularly needs focus.

Marketeers have a clear understanding about the entire process of marketing without focusing on one aspect of marketing. It is vital to focus on the overall aspects, Emerald International (Pvt) Ltd., Brand Manager, Chaminda Hewage said.

Here are his down-to-earth views:

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

A: I started my career as a salesman and after some time I realized that sales are one aspect of marketing.

However, it was my dream to become a good marketeer one day as I selected Commerce subjects for the Advanced Level examination. For me, marketing is a science, since it is all about strategies.

Marketing is very challenging and innovative. There is something new every day, which makes marketing more interesting.

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

A: The world is growing and the market is developing. The market is evolving very fast compared to the buying patterns of consumers which are also changing rapidly.

As a marketeer, the biggest challenge I have is to meet the mindset of the consumers and the evolving market environment at the same time.

There are several challenges that a marketeer has to face and one is to generate revenue for the company, high competition, effective communication and motivation to get the team to achieve the targets.

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

A: There was a direct impact especially since Emerald is into textile business and it affected the textile industry as a whole too.

The company foresaw that such a situation will occur with the economic crisis and was ready to overcome this situation. Steps were taken and with due pre-planning the company kept the momentum of the business unlike other companies that had to wind up.

At present, we are very optimistic about future prospects.

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

A: I beg to differ. At present, most companies are headed by marketeers and they know the importance of marketing to a company. Earlier it was a financial sales era, but now the entire business world has identified that strategic marketing is the key to success. Today is the branding era.

It is all about how well the marketeers develop the brand, product and marketing mix which will generate more profits for the company.

It is important to have a versatile person to head the company and make decisions. This will enable the company, the brand and the employees to benefit. As the top level of the company is marketing oriented they understand the importance of marketing to sustain in the industry.

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

A: Emerald is very seasonal as an industry. Most of our brands are mass marketing. Therefore, our communication strategies are based on Above the Line (ATL) and Below the Line (BTL). During the season we adopt the ATL strategy and BTL is adopted throughout the year to support the ATL and to keep the recall level positive to generate sales.

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

A: A brand should have a substantial equity and in achieving this target the marketeer has to be very strategic and focused to compete in the global arena.

There are a few brands still remaining in the global arena and some companies market their products under their local brand.

It is important to have a huge fund to attract foreign customers and markets. Making an impact on the international market is not an easy task for a local brand, but our company was lucky to be in the global market too.

The company has to focus on external macro situations such as competitors and other issues concerning the international market.

Q: What do you think about local marketeers?

A: As marketeers we are positive about the future and I believe that for any organization the future is marketing. Some local marketeers do not reflect on the big picture, which needs particular focus.

Marketeers have a clear understanding about the entire process of marketing without focusing on one aspect of marketing.

It is vital to focus on the overall aspects such as cost reduction, continuous quality assurance, expansion in the distribution network, effective communication and increase the profitability of the company.