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, today (2 March) at the Galadari Hotel from 5 p.m. to 8 p.m.
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 programmes 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 keynote speaker of this forum veteran marketer Prof. Uditha Liyanage, Director, Postgraduate Institute of Management, 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 Shaheen Cader, Managing Director, The Nielsen Company Lanka (Pvt) Ltd. 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 Siddeeque Akbar, Manager, Corporate Communications and Strategic Marketing, Amana Investments Limited. The panel itself includes eminent marketing practitioners such as Imal Fonseka, Managing Director, Hemas Consumer and Srikanth Selladurai, Marketing Director, GlaxoSmithKline Consumer, who will contribute to the forum with their view on the discussion while sharing their success stories and experiences.
Tharaka Ranwala, Deputy General Manager at Sampath Bank PLC and Sajith Gunaratne, Senior Business and Marketing Manager, CAI, Prima Group will share case studies of how decisions driven on consumer insights have helped them to introduce game changing strategies.
The Steering Committee Chairman Ahamed Aroos, Senior Brand Manager, Reckitt Benckiser (Lanka) Limited stated: “The experience at this forum will be unique and different. It’s infotainment-based and I suggest marketeers take the maximum advantage of this opportunity.
This evening will also create an experience sharing opportunity and case studies of well-known professional experts will also be shared.”
This forum on identifying the new ‘mod-tradi’ consumer will no doubt help marketers in Sri Lanka better understand their consumers while enabling them to make informed and research based strategic business decisions.