Global changes have empowered the customer

Charumini de Silva

The standard of Sri Lankan marketeers is very high. Local marketeers have tried on many innovations even before marketeers in developed countries have tried out. Our marketeers are geared to take on the international market and already are, Etisalat Lanka Chief Sales Officer, Sanjeewa Samarasinghe said.

Here are excerpts of the interview.

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

A. Corporate Social Responsibilities (CSR) is a good way of getting closer to the end user. It is also a fine method of building confidence with the customers and helps the network to become closer to them. However, the way of approaching the society should be practical and should be meaningful.

Companies could properly use CSR for brand development, which is not mere philanthropy, but should be strategic CSR. Through CSR the community and the company could benefit.

Q. How do you align your marketing mix in line with global changes?

A. It is essential to know the evolving market. However, to align the price is a bit difficult as the prices are regulated now in Sri Lanka. However, in the years to come it will be services that would create the differentiation to the consumer.

The global changes have empowered the customer in a controlled environment with the use of technology.

The internet, virtual market and telecommunication technology has accepted all these activities within a short time frame. How we would look at our alignment to the marketing mix is that we align our brand intention and organizational values to deliver our promise to the customer.

All our thinking is revolved around the consumer. According to our tag line we have delivered values, which suits our customers. Further, we are also focused in the extended Ps as well. We give lot of attention to processes and people as well as physical evidence, where we could make Etisalat the best experience to the consumer.

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

A. A marketeer should be one step ahead of the respective industry operating in and should inform the rest of the organization of the potential opportunities and threats that might be encountered with. Hence, the knowledge and experiences of others is critical to identify the new trends and changes.

One should be always observant about the viable markets. We do engage in continuous research through formal as well as informal mechanisms to understand the pulse of the market whilst being vigilant about global trends.

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

A. At present re-design takes the lead while innovation and invention follows.

In an uncontrollable market, re-design is very important as the markets have many limitations and with re-design your product or service could attract the customers in a short time. Nevertheless the market is a mixture of innovation, invention and re-designs.

This creates a sense of moving forward and revitalization.

Q. Extent to which you consider customer orientation and innovation? What do you think is most important in Sri Lanka?

A. Innovations should be done , whilst keeping consumer at the centre of thinking. No innovation is worthwhile unless it is meaningful to your consumer. Therefore, it is a part of the same cycle so both are important.

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

A. At Etisalat we take all measures to ensure that our customers have enough touch points to receive the level of services they are expecting. Whilst our sales team take the product to the customer and provide the necessary services to customers, we as an organization provide many avenues for a customer to contact us since the relationship is a long-term one rather than a short-term experience.

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

A. We have developed our plans to gain market share and also to protect our customer base. Our strategies to protect our customers have paid off well as our retention levels are very high and also consumer feedback has been very positive.

The organization is continuously engaged in aligning the strategy to suit the situation in the market as our market is very dynamic and you can not hold on to one best strategy.

The faster you adapt to the environment, will be the best way to retain as well as gain share.

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. The standards of Sri Lankan marketeers are very high.

Local marketeers have tried on many innovations even before the marketeers in developed countries have tried out. Our marketeers are geared to take on the international market and already are.

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

A. It was my dream to become a marketeer and today I have successfully made my dream a reality.