Distribution network vital for FMCG marketing

Charumini DE SILVA

A marketeer should be one step ahead of the respective industry he or she is 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, Hemas Consumer Brands Marketing Manager-Personal Care, Derrick Antony said.

Here are excerpts of the interview:

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

A:It is a good initiative. Corporates exist by having transactions that operates. So without the consumers, companies will not make revenues. It is the customers that bring good income for the companies. Therefore, it is necessary to share profits of the company with its patrons, where they have contributed immensely towards the company. However, this should be done sincerely and the situation and the industry also depend on it. I think all the corporates should do something valuable to the community.

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

A: Market challenges to build competitive advantage, product innovation, cost effective distribution methods, strong brand image for quality, value and integrity. We want our brand to be specific, which will be beyond the basic product.

Q: How do you align 4Ps (Price, Production, Place and Promotion) to suite global changes?

A: It is how fast you reach the customer and how fast you deliver the expectations. Aligning the four Ps is all about the speed and convenience, which we are experiencing in a rapidly changing global environment. However, the organizations need to sense what is happening around and formulate the respective plans

to capitalize on the opportunity, although many consider the global changes as threats. This must be done looking at the evolving consumer patterns and the environment. We offer products to cater to all segments from lower end to upper end customers. This helps the entire community to experience the same quality product with an affordable price according to their purchasing power capacities.

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

A: A marketeer should be one step ahead of the respective industry he or she is 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. We do a monthly tracking on consumer and market patterns, which is very comprehensive. We do observe and do research looking at the trends while we take a lot of advantage from the internet and media as well. The qualitative and quantitative research conducted on a regular basis is also important to ensure that we keep a close tab on what is happening in our own industry and your own customers.

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

A: All these three components are equally important. These factors provide much exposure to the market. With the huge competition in the market, innovation of products has to play a proactive role. Customers are much aware of the trends and they have a good knowledge about the products and the market. Therefore, it is vital for manufacturers to produce products that could stand among other competitive products in the market.

Differentiating the product is a must within a highly competitive market environment. To be highlighted among other products, redesign is important. So, it is a mix of everything that goes in a circle where all these factors are equally essential to sustain in the market while providing a best quality product.

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

A: Customer accessibility is a very important segment. If the distribution network is not strong as the production process, the products that a company manufacture is in vain. In this context, a high distribution network is vital to reach customers.

At Hemas we have increased the distribution network to over 80,000 outlets all island. Having accessibility to market is a major secret to the success. We have taken all measures to ensure that our customers have enough touch points to receive the products they are expecting.

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

A: I think it is the customer orientation. Manufacturing the correct product with innovative ideas, being different product and with high distribution extensive will definitely captivate many consumers.

Q:What is your view about global branding?

A: One should first establish their brand well in the local market before entering into the global arena. From an efficiency point of view it is good, but not viable in all extends. It is very subjective.

Customer requirements are evolving continuously. Therefore, the market and the customer changes should be looked at very frequently. Identifying the changes in the market, consumer patterns, culture and the adaptation of new market strategies are vital in global branding.

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

A: Compared to the marketeers which we had ten years back to the current marketeers, there is a tremendous improvement. There are many eminent marketeers who are doing extremely well in the global market. The recognition of the marketing field today has gained lot of weight as much as for the other professions, which is encouraging for new comers.

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

A: Well, I started with sales and foresaw the scope in the industry and decided to continue in this field. Today, I am much happy and content for what I have succeeded as a marketeer.