Marketing and selling in favourable economic conditions:

Need for marketing in Sri Lanka

Prasanna PERERA

Besides the commercial marketing activities of products and services, there are many other aspects that need to be marketed in Sri Lanka.

As much as motorists are being educated, there is a need to educate pedestrians as well. We observe pedestrians crossing the road, when the colour lights have turned green for traffic! (And the light is red for pedestrians!). This is clearly a lack of understanding and awareness, which must be addressed, thereby avoiding unnecessary traffic jams and accidents.

Pedestrians and Motorists

Pedestrians cross the road everywhere and anywhere, making our roads look like circuses. They should be educated of the dangers of crossing roads haphazardly and thereafter fined. After all, if motorists are fined, pedestrians should also be liable for their mistakes.

Another aspect is that pedestrians cross the road, as if they are taking a walk in the park. Here again, marketing is required to educate them, that a crossing is merely a place to cross the road and it should be done speedily, with due consideration to other users of the road.

Many parents are seen walking along roads with children on the outer side of the main road, instead of the inner side. This is a dangerous situation as the child can easily stray on to the road. Here again, consumer education, awareness and appreciation is required to be created.

Many motorists do not know the basic road rules. Appropriate media should be utilized for education purposes and awareness building. Lane driving is poor in Sri Lanka and many motorists keep crossing between lanes, resulting in accidents and traffic snarls. Another menace is the unnecessary tooting of horns by motorists, demonstrating a lack of road etiquette and common sense.

Certain motorists hog the road, talking to others in the vehicle.This shows a total lack of concern for other road users.

Another menace is talking on mobile phones and texting whilst driving. Although some marketing efforts have been made in this regard, there is further room for education and awareness building. The long term solution is to cancel the driving licenses of such motorists, given the grave danger posed to all road users.

Consumers and retailers

There are many areas of importance relating to consumer education about products and services. For example, many consumers are not aware of the ingredients in certain food products. They are unaware that ingredients are listed in order of their proportions. Packing requirements and laws should be highlighted to consumers through seminars, media and effective word-of-mouth campaigns.

When it comes to services, specially non-profit related, the consumer awareness levels are very poor.

For example, many women in Sri Lanka who are battered and bruised suffer in silence, not knowing that there are organisations that can help them. Many villagers commit suicide unable to cope with domestic disputes, unaware that help is available. Charity and social services organisations must co-ordinate campaigns to rationalize expenditure and create the necessary impact.

Many retailers are not aware of the legal and regulatory issues, governing the industry. As such, they get caught-up unawares, resulting in penalties and fines. The necessary authorities, should conduct seminars and workshops for retailers and thereby a win-win situation can be achieved.

There are many potential local investors who are interested in the equity market. They lack the knowledge and skills to operate successfully in such markets.

The relevant authorities should not only conduct seminars and workshops, but also have information kiosks islandwide to assist prospective investors.

Green Activists

Green consumerism is growing in Sri Lanka and many Sri Lankans are environmental conscious and willing to support green causes. There is no central location that provides all the required information about green projects and initiatives and also for further consumer education.

There are many Sri Lankans that have not ravelled the depth of Sri Lanka. This is a real shame since, Sri Lankans need to promote the country. While the entire focus seems to be on the external tourists, domestic tourism has been forgotten.

Sri Lankans need to be encouraged to travel the country and experience the natural beauty and hospitality. This is one way to reduce the brain-drain, and create love for the country.

Many Sri Lankans have migrated over the past 30 years. The majority of them would like to either return to Sri Lanka permanently or at least visit the land of their birth regularly. Marketing campaigns need to be targeted towards this segment, encouraging them to visit and experience the Sri Lanka they may have not known. Valuable foreign exchange can be earned through these initiatives.

Senior Citizens

The Sri Lankan population is aging rapidly and hence, the senior citizens segment is growing. These citizens need to be educated about the various services available to them and where to obtain them. A "Senior Citizens Hotline" is ideal with all three language choices available.

Many of them are not aware of their rights and privileges. Necessary awareness programmes need to be conducted and any queries addressed promptly.

The unified "Sri Lanka" concept should be marketed to them, so that a strong Sri Lankan identity is created. Let us not always focus on our customers but towards all stakeholders of brand "Sri Lanka".