Many avenues to develop business Sri Lankan marketeers second to none

Charumini DE SILVA

We have talented and skilled marketeers who are second to none in the world. At present many school-leavers choose marketing as their career and I think there are many opportunities for marketeers if they select marketing as a profession, as it provides various avenues to develop business in an innovative manner, which will help to increase and create new job opportunities for youth in the country, Kelani Cables PLC Marketing Manager, Anil Munasinghe said.

Here are his down to earth views.

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

A: I selected marketing as my career because many of my friends joined different companies as marketeers. My father was a marketeer too. I entered the marketing field having a marketing family background. I started my career as a sales representative. I am very glad that I selected marketing as my career for what I am today. I found marketing to be very innovative and exciting. There is something new every day with modern techniques of marketing, which makes marketing interesting and to meet people engaged in different industries.

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

A: Kelani Cables PLC provides a safety product, where we promise our customer with safety and a quality product. One of the main challenges I face is to generate revenue for the company and collect money on time for the products as many of the cheques that we get from customers bounce. During the conflict in the country the Government could not pay the contractors for the development projects due to the high expenses incurred on the war, but with the dawn of peace the Government could pay the funds on time. Another challenge was that during the end last year interest rates were high and people did not build many houses or buildings. Due to that we did not have much business in electricity or cable business.

Q: What was the impact of the economic downturn on your organization?

A: There was no impact on Kelani Cables PLC since our Managing Director by no means did let us know that there was a downturn in the economy.

We did all our regular work and also conducted special studies on brand developing and other factory expansion programs during this time. The company paid the standard additional benefits to the employees and none of the employees lost their jobs.

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

A: Still there is a truth in that, but in our company we work closely with the board members, as it is vital to share the ideas, strategic plans and information.

Although we are not represented at boardroom meetings our ideas are discussed at boardroom meetings and since our Managing Director being a marketeer himself it is easy to convey our ideas to the board members and work with him.

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

A: Kelani Cables PLC communication strategies are based on both Above The Line (ATL) and Below the Line (BTL). We conduct many BTL campaigns and research.

At each touch point of selling, the strategy has to be addressed through communication. Our marketing strategies are not only focused on creativity but also the medium. Advertising will provide awareness to customers that they build on the brand equity. We also do sales promotions to motivate our sales force as they play a vital role selling the products and recommending our products.

By offering the safest and the best quality products to our valued customers we have captured their attention.

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

A: When it comes to global branding, a company has to compete with the global giants in the industry. With so many brands it is highly competitive.

The company has to invest a huge sum of money over a period of time and we have to communicate this to the target audience at the correct time. To sustain in the global arena is not an easy task and only a few brands compete globally in different industries.

Q: What do you think about local marketeers?

A: We have talented and skilled marketeers who are second to none in the world.

At present many school-leavers choose marketing as their career and I think there are many opportunities for marketeers if they select marketing as a profession, as it provides various avenues to develop business in an innovative manner, which will help to increase and create new job opportunities for youth in the country. Local marketing institutions also promote marketing in the country.