For Ceylon Tea:
MTI selected to develop strategy
The Sri Lanka Tea Board (SLTB), after a yearlong competitive
evaluation process have selected MTI Consulting to develop their
marketing strategy for Ceylon Tea.
Sri Lanka Tea is the second largest export earner next to apparel,
contributing three percent of the country’s GDP, with a global tea
export market share of around 19 percent.
SLTB Chairman Lalith Hettiarachchi signing the agreement with
MTI Sri Lanka Country Manager Susanthri Abeysundera. SLTB
Director Hasitha de Alwis, MTI Regional Consultant Dhanushka
Jayakody and MTI Director Suraj Deen look on.
Speaking at the contract signing ceremony the Sri Lanka Tea Board (SLTB)
Chairman Hettiarachchi said: “Tea is Sri Lanka’s key export and critical
to our national economy.
In a highly competitive and branded global market, the marketing and
branding functions are key drivers of the industry’s success. We need to
scan the global markets, assess the challenges and formulate our
strategies, which is the very purpose of this project.”
He said that The prime objective of the study is to enhance value
addition for Ceylon Tea and formulate pragmatic strategies to support
Sri Lankan brands. MTIs Bahrain-based CEO outlined the process that MTI
will use to develop the Ceylon Tea Strategy:
“Our process starts with an intensive global scan that will cover
consumers, the demand chain (HRIs), channels, supply chain, brand owners
and tea producers, including relevant cross-industry leanings. Based on
the scan, the strategy formulation process will begin, with active
involvement by the industry and will evaluate all the strategic routes
available to SLTB and Ceylon Tea. Sustainability as a strategy driver
will be an integral part of this exercise.