‘Retaining base, new customers vital to capture market’

Sanjeevi JAYASURIYA

It is important to retain the existing base and reach new customers for any product or a service to capture market. With the key focus on two areas of core business and building scale, we believe that promoting inspirational values supported by multi theory attack will influence customer purchasing habits.

Innovation is a key strategy and the Elephant House was re-shaped by value for money perception to become the market leader in its product categories, John Keells Holdings - Consumer Food and Beverage Group President Jit Gunaratne said.

The new logo and re-alignment of employees in a new business culture enabled the Elephant House to extract true potential of its brands, he said at the 39th LBR LBO CEO Forum on ‘Leading Customer Centric Corporate Transformation’, held on Tuesday in Colombo.

The re-positioning strategy to enhance attached brand loyalty and brand proposition with change management structure and right attitudes supported the company in moving forward facing challenges.