HSBC powered CIM Talking point:

'Lanka requires marketeers at national level'

The HSBC powered CIM Talking Point for 2010 commenced with respected opinion leader in Sri Lanka Head of Portfolio Development at the United Nations Operations (UNOPS) Rohantha Athukorala who discussed the '14 key challenges for Sri Lanka post to a power packed business community that included senior marketers, policy-makers from the Government and the diplomatic community at Galle Face Hotel Colombo.

Athukorala who has served the country in very senior positions in the private and public sector prior to been invited to join the United Nations said, 'What Sri Lanka requires is professional marketers serving and supporting key strategic industries like tourism, tea, apparel industry, export marketing and climate change so that it gives strength to the existing public sector champions to make each sector marketing driven'.

Given that the speaker has served the country for over three years as the Chairman of the Sri Lanka Export Development Board and the pivotal policy-making body of the country the National Council for Economic Development (NCED) under two Presidents of Sri Lanka, insisted that the talent base in the public sector being better than the private sector but agreed that it lacks marketing input to drive home a competitive advantage.

"This is where each of you come into the picture to shoulder some responsibility for the country without complaining from the outside," Athukorala said.

The first point that was highlighted and discussed in depth was the Sri Lanka tea industry. The speaker said Sri Lanka is the only country in the world to be awarded 'Ozone friendly ethically manufactured tea' but Sri Lanka finds itself not being able to cut out of the ebb of efficiency due to the lack of funds and support to drive home a consumer oriented approach required.

"Today anyone in the world can pack tea and add some Ceylon tea and then market to the world on the theme of Ceylon Tea and very little can be done legally," Athukorala said.

He went on to say that "Sri Lanka needs to invest at least a 30 million dollars on global marketing if we are to practice serious marketing but, the reality is that we are investing just around half of that with the State only contributing a one million dollars that tells one the gap in professional marketing that exists."

The second point highlighted was the tourism industry. Here Athukorala said "We must not just go after a 1 million tourists in the near future but to make tourism promotions help Sri Lanka build a new image for the country.

After almost a year after the war we are yet to agree on the tag line that leave a mark in a consumers mind after seeing an advertisement" but commended the great work done by the Tourism Ministry which he has been apart at different capacities.

He said that competitive countries are investing on multi million dollar campaigns like 'Incredible India', Malaysia -truly Asia or for that matter Sunny Side of Life the Maldives and its time that Sri Lanka have a clear strategy in the future.

However, Athukorala said these are issues that can be corrected with support from pushy professional marketers who will support the excellent talent that exist in the Tourism Ministry.

The third point highlighted by the speaker was the apparel industry where he said that Sri Lanka can position itself as a 'Ethically Manufactured fashion apparel of the world' but once again said this requires dedicated professional marketers to do so.

Athukorala who masterminded the recently concluded Sri Lanka Design Festival for the country and linked the private sector with the public sector said that in his view the resources are there in the ministry but once again highlighted the need for professional marketers supporting the public sector to drive this strategy globally.

It's not about organizing fashion shows but linking the other facets of the industry like the Designers, Ethical push to the work, the supporting industries like dying and bleaching as well as the world class labeling and accessories business of the country.

"We have demonstrated that Sri Lanka is a total solution provider, said the speaker passionately. He went on to say that the Industry has proved to the world that with internal reforms it can stay competitive and we need commend this great industry," said Athukorala.