High demand for local marketeers overseas

Charumini DE SILVA

Sri Lankan marketeers are performing quite well in the international arena. Our marketeers have the knowledge and the expertise. That is one of the reasons why our marketeers have a good demand in the Western countries especially in the UK. Sri Lankan marketeers are geared to take on the international market, Odel Marketing Head Upendra Gunawardhana said.

Here are his frank views.

Q: As a marketeer what is your perception about using CSR as a marketing tool?

A: I think it is a better initiative and it is more ethical. Using CSR as a marketing tool is effective than advertising in a colourful manner.

Q: How do you align four P's (Price, Production, Place and Promotion) to suit global changes?

A: Odel is well established as a brand. We are providing best quality products for our customers. We produce both high street and designer brands to cater to various customer flavours. Our products are high in quality and branded. The structure of prices have also been considered in that manner as our brand has an international linkage too. The placements of our branches are also unique. Odel is a module for all fashion retailers. There is no one-stop fashion retail mall like Odel even in India. So as Sri Lankans we should be proud of entrepreneurs like Odel.

Therefore, we are much concerned of our brand and always maintain the image, which we have gained. At Odel we balance the image as well as the international link since it is equally important to know the change in the fashion industry. Some even try to imitate us, but we are far ahead.

Q: What are the mechanisms used to identify the new trends and changes in the markets in both locally and internationally?

A: We monitor almost all the trends in the world. Fashion is changing very rapidly. Therefore, we are persistently on alert of the global fashion trends. Not only the global trends and fashions, we also consider the local trends. We pick some selective trends in global arena and design it according to our culture. We offer products that suit our tradition. Our buyers are also concerned about both local and international fashion trends.

Q: From your point of view, what is the importance of innovation, invention and re-designing in marketing?

A: Being in fashion industry itself is innovative. We are ahead of the other fashion retailers. We believe innovation was the key to our success. Odel always consider in innovation and it is in our main pillar too. We innovate, which suits mostly to our image and the local market. Innovation has to be done with awareness. You cannot produce for the sake of innovating. Odel flagship is also an invention.

Q: How do you consider customer orientation and innovation? What do you think is most important in Sri Lanka?

A: Both are equally important factors, but we at Odel give priority to our valuable customers. However, we also monitor the continuously evolving fashion trends and lifestyles of people to offer the ideal products according to your needs.

Q: How far can you be satisfied with the customer accessibility of the product or service?

A: Odel have started expanding its branch network. We first built a flagship and then after feasibility study only expanded our branches. We are strong in the Colombo region. So, our customers have accessibility to our products and I am satisfied with customer accessibility of our products.

Q: What are the strategies and policies taken to protect the market share of the firm?

A: Our strategy is to offer the best products to our customers.

Main point is to provide high quality, value added products. We not only provide products, but also provide the ambience and the shopping experience.

Q: What is your view about global branding?

A: Global branding is important, but before entering into the global arena it is vital to establish in the local market. First the brand should have a position in the local arena.

Then it could gradually expand into the international market.

Q: Where do local marketeers stand in the international market?

A: Sri Lankan marketeers are performing well in the international arena. Our marketeers have the knowledge and the expertise. That is one of the reasons why our marketeers have a good demand in the Western countries especially in the UK. Sri Lankan marketeers are geared to take on the international market.

Q: If you did not select marketing as your career, where would you stand today?

A: I always wanted to be in the marketing field. I first started in the advertising firm and then became a brand manger to where I am today. I am indeed quite happy and contend for what I am and for my career.