SLIM presentation to strengthen marketeers:

Mod-tradi 'hybrid consumer' revealed

The Sri Lanka Institute of Marketing (SLIM), the country's national apex marketing body has continuously encouraged the best marketing practices of research, branding, sales and advertising to ensure that marketers of the country are equipped with the right tools to make informed business decisions. In line with the vision of 'leading the nation's efforts towards economic prosperity' SLIM will be conducting a consumer insights forum to identify the new 'mod-tradi' consumer, on March 2, 2011 at the Hotel Galadari from 5 pm to 8 pm.

With the mission 'to establish marketing as the driving force, which enhances business and national value,' SLIM President Rohan Somawansa stated "as the national body of marketing, we want to encourage best practices within the fraternity in terms of research, marketing, branding and sales which are the key drivers of a business entity. Understanding the importance of these key pillars, SLIM has programs to discuss and enhance each of these areas at a national level. This initiative is aimed at encouraging marketers to be more research biased in their marketing decision making."

The key note speaker of this forum veteran marketer Prof Uditha Liyanage, Postgraduate Institute of Management Director will highlight the importance of marketing decisions being biased on research based facts while explaining how the 'mod-tradi' is a mix of modern culture and traditional values. He stated "Over a period of time we have observed a new consumer emerging in the market. This was a fusion of the modern culture with the local values. Understanding the new consumer, the 'mod-tradi' consumer is very important for marketers since these trends should decide the marketing strategies. It is essential that marketers understand this if they are to be a success." The other two main presentations will be made by The Nielsen Company Lanka (Pvt) Ltd Managing Director Shaheen Cader on consumer insights and Bathiya and Santhush who will share their revolutionary journey in the music industry and how they conquered the hearts of Sri Lankans by using principles of marketing.

The presentations will be followed by a panel discussion moderated by Amana Investments Limited, Corporate Communications and Strategic Marketing Manager Siddeeque Akbar. The panel itself includes eminent marketing practitioners such as Hemas Consumer Managing Director Imal Fonseka and GlaxoSmithKline Consumer Marketing Director Srikanth Selladurai will contribute to the forum with their view on the discussion while sharing their success stories and experiences. Sampath Bank PLC Deputy General Manager Tharaka Ranwala and CAI, Prima Group Senior Business and Marketing Manager, Sajith Gunaratne will share case studies of how decisions driven on consumer insights have helped them to introduce game changing strategies.

The Steering Committee Chairman, Reckitt Benckiser (Lanka) Limited Senior Brand Manager Ahamed Aroos stated that "the experience at this forum will be unique and different. Its infotainment based and I suggest Marketeers take the maximum advantage of this opportunity. This evening will create an experience-sharing opportunity and case studies of well-known professional experts will also be shared."