The Official Marketing Knowledge Zine A Publication of The reMARK Team Department of Marketing Faculty of Management & Finance University of Colombo Sri Lanka. 2011 all rights reserved

1. Editor’s Message
The Changing Times
W e are living in challenging times. From
Dilly led revamped SL cricket team
trying to rebuild in hostile English condition
after the controversial world cup finale deba-
cle, to Sri Lankan government tactics against
Darusman Report and resurfaced Western al-
legations , things are pretty much heated up
around us and it demands the constant at-
tention to the environment as well as prompt
action to stay in the game. In this context,
marketing is never be the same again and
it needs the up-to-date knowledge of much
more wider spectrum of areas other than
sales or selling which is synonymous when
it’s come to defining the subject marketing
in Sri Lanka (Sinhala meaning of the word
marketing itself provides the ample evidence
of this misconception), to be a successful
entity in these modern times. So the 4th is-
sue of BANG – The Marketing Zine shows
the readiness for that challenge, the knowl-
edge of our own undergrads and their skill of
seeking knowledge as well as putting them
in to a mode of communication with a criti-
cal point of view. This issue is the end result
of the constant persuasion of our lecturers
in the department to put up our own stuff
in this zine which is previously been used to
circulate the articles and knowledge which
are already published in renowned maga-
zines around the world. So the BANG’s 4th
edition will be a giant leap forward in the
faculty literature and the constructive criti-
cism on these articles from both students as
well as lecturers will be much appreciated to
strengthen this effort for the future.
Dinesh Gunaratne Editor of BANG issue 04

2. Change
says the amber One! where the early morning “Blinking ers (since this strategy is, in most
Yellow” lights prevail, calling for a cases, the Best) and marketers are
change agent (first mover or pioneer) called to be change agents.
to make the move and then, as in the In the global and local
day time, the Red, Yellow and Green scenarios, many a company has
operate to guide the entire indus- fallen due to lack of “recogniz-
try and Night time again calls for a ing” when to change and many
change in trend. a company has thrived by doing
This is a marketing era where exactly the opposite.
giant multinationals are the pow- The story of the tragic fate
erful and wealthy guardians and of Encyclopedia Britannica is a
rulers of society, where market classic example. Since its humble
W
niches spring out incorporation on
hen driving down the everywhere search- “ the 6th December
roads and highways of
the Metropolitan, we pass
ing for untapped “ This is the same phenomena in 1768, the once
gaps, where competi- happening in today’s business popular Encyclope-
many a traffic light and although tion is not a threat
slightly annoying when it breaks the anymore but a part of
world, where the early morning dia Britannica ap-
peared in 15 official
flow of the ride, we all abide by its life, where customers “Blinking Yellow” lights prevail, editions throughout
rules ,thus, everything goes smoothly are the ultimate pot calling for a change agent (first the years. With this
because everyone is told exactly of gold at the end of mover or pioneer) to make the success and promis-
what to do; STOP for the Red, a rainbow cluttered
CHANGE for the Yellow and GO for with competitor traf-
move and then, as in the day ing performance, the
then growing Micro-
the Green. Yet, in the early mornings fic, where ethics and time, the Red, Yellow and Green soft approached Bri-
and late nights, the Colombo traffic social responsibili- operate to guide the entire in- tannica in the 1980’s
system employs the “Blinking” Yel- ties are common to
low lights only, indicating to drivers
dustry and Night time again to work together on
all and is no longer a
that they must drive with common
sense. With no orders and guidance,
differentiator, where ”
calls for a change in trend. a CD-ROM ency-to
clopedia, but due
a lifetime’s business the anti-change and
drivers have to decide on their own achievements can flow out of the anti-technology attitude of Britan-
and pray to the heavens that every- window in less than a day. nica’s management, this offer was
one has similar states of minds. In this highly dynamic and fe- declined. Yet, Microsoft did not
This is the same phenomena rocious competitive environment, give up but went to Funk
happening in today’s business world, companies thrive to be first mov- & Wagnalls Standard En- 2

3. cyclopediato create what we know Are marketers to blame, or customers in the shop via phone. Bank
today as Encarta.When Encarta customers, or the economy, the name was revealed later after overhearing
her conversation with the shop’s assis-
came to the market in 1993, it government, or natural evolution tant. It was regarding some mistake in the
became a must-have in every orga- itself? Whatever the answer, it amount charged for the credit card. Even
nization and computer, and Britan- all comes down to using “sense”, when you consider the fact that people
nica saw its doom in the blink of “foresight” and “pro-change atti- who are working in customer service are
also humans and they tend to make mis-
an eye. Although later on they did tude” at the blinking yellow lights. takes as well as they have bad days here
respond with their own CD-ROM and there, yet it’s appalling to see so many
version and later their own online WORDS Ruwandi Perera cases of dissatisfaction which you here
version, it could not reach even from your friends, relatives relating to Sri
Lankan businesses. Even when you go for
the outskirts of the Encarta empire a grocery shop or kade, you have to see
and eventually went into financial all the “katayams” of the mudalali before
loss and was bought over by Swiss getting your stuff. You can go for another
financier Jacob Safra for $135 mil- shop, but what if it’s also the same. Sri
Lankans are not all good at customer ser-
lion, only a tiny fraction of Britan- vice I guess… it’s kind of South Asian cul-
nica’s book value. They not only tural trait I guess. They tend to get over
lost the opportunity and the market boiled in pressure situations as well as
but also lost the promising partner- being naturally lethargic on how other’s
think or behave and reading the situation.
ship with Microsoft, which would Most of the time, I think that everybody
have been the corner stone of its who are doing business, from small kade
success today. All this was due to to big banks should pay more attention
their short sightedness and inabil- to customer service and must learn how
to handle it properly as well as retain the
ity to recognize change and when quality of the service. If not they should
to change. hire personnel who have knowledge about
Along with Encyclopedia isß whshdf.a it... with so many preaching in our local
Britannica there are quite a few
column tl
marketing wisdom, it’ll be all time wast-
ing crap if we don’t practice the theory.
companies who have failed due to One bright, silver lining in the
lack of recognizing how and when to Customer Service… black cloud is the professional print-
change. Swissair, once the image of ers SOFTWAVE in Thimibirigasyaya
My Foot
the Swiss and its businesses, which where one of my friends wrote about the
inconsistency she faced with the customer
fell victim to budget airlines like service personnel on their comment book
Ryanair and EasyJet; Cunard Steam- and next day she got a call from man-
ship Lines of Liverpool , once the
S ervice quality, services excellence, ager apologizing and explaining that the
world leader in Transatlantic pas- relationship marketing, personalized person who was on duty was in fact new
service, customer satisfaction and delight, and on training. Another instance where
senger transportation, did not see the premiere restaurant (I forgot the name,
these are all recurring topics of any Sri
emergence and future of airlines like Lanka marketing related degree or di- Sorry) provided the customers with a gift
Boeing, who have cut the travel time ploma program on which any person who voucher for dinner after they complained
from days to hours, and thereby lost is working with business or in business about the rudeness of the person who
must be thorough at. But in here no mat- took the order and delay in bringing the
the opportunity to remain the leader order. So there are couple of times when
ter what the scale or the type of business
in transportation and is now confined is, most of the Sri Lankan businesses tend the management do take the action ac-
to the cruise shipping business with to lose their plot on customer service and cording to the book and sometimes they
a few cruise liners; Jaguar, once a providing a memorable service to their have to take the employees side because
customers to satisfy and retain them. of some troubling and nosy customers.
major British Brand and European But these few positive cases and stuff
Lots of people have bad experiences
car maker, is now sold to the Tata with customer services in Sri Lanka… you might have heard will not set off our
Group while Ford, the precious child Take DIALOG Axiata for example which negative thought and action towards cus-
of Henry Ford is now looking for is bragging about their customer service tomer service in Sri Lanka because of so
but you know what happen when you many bad experiences and dissatisfaction
a buyer for its Volvo brand (both caused by the bad customer service.
dial their customers service hotline for
brands not seeing the future of eco- a need… you have to wait and listen to So we have to take necessary steps,
nomic cars, market failures and the Britney Spears and Ricky Martin for ages as management to empower the employ-
rise of the East); in Sri Lanka, the before somebody picks up your call. It ees with the right way to do things and as
happened to me several times with Dialog customer by informing the bad to avoid as
Nikado company; the DASA compa- well as the good to go and buy next time.
Wimax connection and it’s so annoying
ny; the failing Maliban company and
a lot more are going down the drain
when you are trying desperate to get the
internet line connected again. What about
isß whshd
due to their lack of foresight and in- World’s local bank HSBC, once when I
ability to recognize what, when and walked in to Uthum Pathum at Nuge-
goda, its manager was literally scolding
how to change. the customer service agent in front of her 3

4. 3 E concept
For improving your business in medium scale hotel and restaurant sector
How you can search relevant information, How you incorporate quality
dimensions in to the service, How to deal with different customers...
WORDS Poorna Manushka
of having such leadership through
T
What is the concept of 3 E ? Making senses through
he concept of 3 E is not a different strategies. In this scenario, “Research”
strange, complex and hard you should focus on crucial aspects The term research reflects the
methodology to practice like research, (habit of looking for simple meaning that you should
for the success of different service information, new trends and new continuously find out or have a
providers especially in the medium technologies) quality dimensions sense of what happening in the
scale hotel/ restaurant owners. (which factors may lead to empha- environment, in the business and
The concept indicates three criti- size the quality of your service), should have sound and up to date
cal activities to be performed to and proper relationships with information relating to the in-
reach the peak of your industry. different customers (the appropri- dustry. Therefore, think simply.
First critical activity relates to the ate means of dealing with peoples’ Research is not a complicated
emphasis of your own strengths/ attitudes/ values and perceptions) process including heavy interviews
abilities and positive, secondly you to improve your strengths, remove with customers, suppliers or other
have to eliminate all sort of weak- negatives and reach a peak. related parties and heavy question-
nesses identified carefully. These naires with critical questions to be
are two primary functions that Emphasize your value to others...
answered.
strongly lead to entertain market Try to differentiate yourself from
You must be aware about the
leadership without any obstacles. others...
environment and its changes well.
After achieving a dominant Become a giant among others...
It is a simple process where you
position in the market, it is es- can obtain relevant information to
sential to maintain the stability identify your good things and also

5. negatives by having simple discus- effort exceeds them. So you
sions with your friends, customers, have to tackle such parties’
and relations. They will communi- business strategies careful-
cate what they exactly need from ly. Also, you have to con-
your hotel. While you are imple- sider the reputation among
menting your own methods/ strate- the people while serving
gies and tactics in accordance with them properly. Above dif-
your knowledge as a self experi- ferent methodologies might
mental procedure, you can easily help you to collect a bunch
understand the progress or devia- of relevant information, to
tions. Do not forget the fact that in understand the gap between
order to perform such thing, you the current position and the
should extract proper knowledge by expected level by customers
reading latest business magazines, or industry.
industry related research articles,
by interacting with the peers, (other Enhancing com-
service providers in the same field) petitive advantage tion they are in. Also, you should
by concentrating different adver- ensure that the speed of fulfilling
tisements aired or published by
through “Quality”
When it comes to the ser- the order is at satisfactory level.
higher level hotel segments and by Even though, your accompanying
vices, the concept of quality is
dealing with your employees’ views food items are in good condition,
totally distinguishable from physi-
in an appropriate way. what is the point of a late delivery
cal products. If there is quality in
As a middle level person, you without caring for peoples’ basic
your hotel/ restaurant, you will be
are free to perceive that your main need, hunger and thirst.
able to have an integrated chain of
competitors are hotels/ restaurants All of your efforts made will
advantages. Quality leads to have
which are similar and around to be put in to the garbage bin by a
a value, value then leads to satis-
you. No, it is not the case. Your dissatisfied customers. Thus, you
faction of consumers, satisfaction
major competitor is the person who must filter out the most feasible
leads to customers’ loyalty and fi-
brings all bakery items, meals and people as your employees who can
nally loyal customers will remain
snack items to the feet of custom- serve customers fast. Additionally,
with your business. Quality is a
ers. Think for a while, such people you have to ensure that your forces
competitive priority which leads
provides quick solutions more than are working in the hotel with self
to gain the competitive advantage
you do. You have to wait till cus- interest for their jobs. Speed and
in the market place.
tomers’ interested to walk to your on time delivery is an integral part
It is very much crucial to
physical location. Thus, you must of competitive priority. Secondly,
identify and understand what
focus on the food quality, delivery you should focus on whether all
different aspects might make
time and price level of such dis- relevant food items which were
up quality concept in a hotel or
tributors to ensure that your service ordered will be served or not. The
restaurant segment. These consid-
erations that you need to focus on completeness of an order at once
the quality are also known as criti- gives around 25% of satisfaction
cal dimensions relating to services to your customers. Thirdly, the
quality. In simple terms, these different ways of treating custom-
are the factors you should con- ers, behavior patterns of employees
centrate on heavily. Sometimes which are conducive and persua-
these dimensions are vital to other sive for customers to deal with
service providers also irrespective employees in a friendly manner
of the nature, scale of the business are most important to emphasize
activity. First of all you must en- on your strengths. Even a single
sure that the waiting of customers positive word or a friendly discus-
should definitely be reduced up to sion with customers or a nice smile
the acceptable level or eliminated is enough to win peoples’ mind
completely because you are not rather having nothing for custom-
aware about the tolerance level ers. You should properly train your
of them, what emergency situa- employees to deliver the service in
an efficient manner, assign relevant

6. responsibilities based on their per- people in the society for the pur- say that it is a continuous process
formance, communicate the vital- pose of satisfying their physiologi- of searching for up to date infor-
ity customer satisfaction to front cal needs. mation, practicing quality dimen-
stage people (waiters, chief ca- sions and dealing with people in
shier, bill preparer) plus back stage a amicable manner. Make sure
people (chefs, tea maker, buyer that you have a habit of doing best
of ingredients for making food, things in an ethical way for the
cleaners), create an integrated success of your future.
team with necessary empowerment
and reward based on their perfor-
mances. The level of consistency
of food quality, (level of nutrition,
deliciousness) employees’ abil-
ity to serve customers smoothly
and ingredients’ quality should be
maintained carefully. If you are
in a position to start up a home
delivery service it will ensure the
easy accessibility of customers.
You also need to create a physical
environment (an attractive external
outlook of the building premises Your business rooted in a
with a commercial value and fabu- society which consists of different
lous interior arrangements) that types of people. Therefore, you
makes customers feel better, offer must have different approaches
convenience and clears customers’ to reach different people. Without
mind. You should understand that having customers or human be-
people do not prefer to have a meal ings, how can you proceed with
alongside with garbage. Finally, your business as a service provid-
the management and employees er?. Until you provide a superior
need to concentrate various tactics service, people will not visit the
like problem solving techniques premises. So that, every person
to handle unusual situations like will definitely expect a good qual-
the change in food taste, higher ity first expression from you, your
demand situations with shortage in employees. Therefore, this is not
supply of food items or late deliv- a rocket science but it is a matter
ery. of your general understanding and
common sense to deal with people.
Your business in hotel or restaurant
Dealing with different sector can be categorized under
customers appropriately... “hybrid nature” where it elicits a
Just think, as a member of heavy requirement of creating and
the society, you are continuously maintaining profitable customers
interacting with different types and converting unprofitable cus-
of people. Before incorporating a tomers in to profit making cus-
long term relationship with them, tomers. Proper interaction with
first you should correctly under- people is not a single day process
stand people and then you are in and it will require a considerable
a position to trust them as well as time period to grow up. BUT,
share your emotions with them. a single day’s feeling, attitude
The same social principle is ap- expressed by service provider will
plicable for your business. The favorably lead to have a long term
ultimate objective of providing a relationship or will adversely af-
fect to impair the relationship.
service related to food and bever-
age is to deliver a superior value to In conclusion, I would like to 6

7. 7
The
“CONNECTED”
Man
WORDS Eranjana Kathriarachchi
Advantages and Implications of Rapid
. Digitalization in The Modern Times...
I
t was really a hard day. I was on my way home af- technologies like on line groups and blogs other
ter a function. Just for a moment a strange feeling than the social networking. The diversity of the
came to my mind. What would happen if the mo- social relations will be extended from the traditional
bile phone was not in existence? It was really hard to relationships of family, friends and colleagues.
imagine such a situation. People are so connected that, One such interesting blog that I came across is the
they are to a greater extent rely on mobile technology. “Japura Kattiya”. That blog is open to graduates and
From personal relations, businesses to administration undergraduates from the University of Sri Jayawar-
all the activities are interconnected with the mobile denapura. The blog facilitates knowledge sharing,
technology. publishing news and current affairs and even there is
It is the general understanding that the mobile a career corner.
phone came in to existence very recently. In Sri Privacy is a major concern when it comes to
Lankan scenario it is no more than two decades. It is online activities. When considering about the social
really hard to imagine how the daily work had been networking and similar applications the concerns
managed before the mobile phone was invented. In a about privacy seem to be declining. Connected
research conducted recently it was revealed that 52% people are willing to share their personal informa-
of the college graduates in US feel that they are iso- tion such as friends and personal interests. Face book
lated without the mobile phone. When extending this itself now has more than 40 billion photos of its
argument to more contemporary issues it is clear that members. Connectivity provides individuals with the
the current population has gone even far beyond from opportunity to project themselves to the others. Actu-
the mobile phone. ally your FB page is a top tool in branding yourself
Now we are connected with more sophisticated as one of my learned colleague said the other day.
yet desiring technologies. Especially with the internet With the development of digital technology
technology, the average person is now free to commu- more novel business formats are coming in to light.
nicate as he or she wishes. There are number of av- Whether it is BPO or KPO, simply what has hap-
enues on internet to stay connected. Social networking pened is that no longer you are inside an office
is that kind of a popular avenue. Now individuals have cubicle and there is nobody to direct you. The con-
different forums to freely express their opinions and to nected man decides the hour of work and the way of
communicate with others. There are no more cultural work. From a macro point of view China and India
barriers or geographical barriers; every connected are leading countries that have become successful
person has equal opportunity in these forums. This has in exploring new business opportunities with digital
gone so far that they feel as if they are isolated if they technology.
didn’t have access to these mediums at least for a day Alvin Toffler extensively argues that we are hit
or two. by the THIRD WAVE of social transformation. I am
There are several important implications of this sure that the next wave to come is the digital technol-
modern connectivity. A connected man will have to ogy, which currently shows the potential of a social
consume high levels of digital information in a given transformation.
period of time. As consumers there will be lot of Meanwhile shall we switch off our mobile
information and greater choice to choose between. For phones for two or three days? Is it possible or will
an example, WALMART already handles more than you feel isolated? That is a challenge to the “CON-
1 million sales transactions every hour. That clearly NECTED” man.
explains the economic value of the digital information.
There are different kinds of social collaborations

8. Travelogue on
Local Travelling Trilemma
REVEAL THE FREEDOM, JUST LIKE A WAVIN’ FLAG!
WORDS Priyan Jayasuriya
W
Unlike before, now, while there are tourists, from the Bandaranayake In-
e all love to travel; to have
wavin’ Sri Lankan flags throughout the ternational Airport to Hilton Corner in
treks & trips. The first ques- Colombo, with no intermediate stops.
whole liberated country, the complete
tion raised before arranging “Travelling Trillema”, which is land, air But the locals can also have a “sip”
a trip would be “Where to?” Then the and sea, is open for the local travelers. of it for just 1500 SLR.
next question will come- “By what?” This article is about the newest addi- I believe that almost everybody
Our normal options would be limited tions to the “Travelling Trillemma”.
to cars, vans, busses and trains. They
are all means of land transportation.
That’s all we have, isn’t it? No! Things
have changed. The newer alternative
options are cooler! What do you think
about airplanes, helicopters, ships and in Sri Lanka have ridden a boat, be-
We all know what are our land cause we have many boat services
air-conditioned luxury trains?
transportation alternatives are. In addi- around the country in places like
Thirty years of misery in Sri Lanka has
tion to cars, vans & busses, we have the Hikkaduwa, Bolgoda lake, Negombo
changed into merriment with the dawn of
general trains, which are the cheapest, lagoon, Nilaweli etcetera. But very
peace. Various kinds of businesses, which
safest and one of the most enjoyable few must have had a chance to ride
had been contained in various extents due
options. Trains provide several class a boat in the sea. Now the Sri Lanka
to the war are now grown into large busi-
options such as “1st Class Sleepers”, Navy had provided us a much better
nesses. With the breakdown of boundar-
“1st Class Observation Cars”, 2nd & option than a mere boat. It’s the coun-
ies, country had turned into a “Ground
3rd class seats. Now, there’s a newest try’s most popular passenger vessel
Zero” for innovations and the “New Sri
addition to those options as “1st Class – “Jetliner”. I know that a journey
Lanka” has now become a great place for
Air-Conditioned Seats Cars”, which are in the Jetliner is not just a ‘boat trip’,
the marketers.
available in a limited number of trains because recently I also had a chance
Local travelling industry is one of
only. to ride this luxury “floating party are-
the industries which had quickly reacted
The hottest addition to the land na”.
to the emerging marketing opportunities.
transportation is what the whole coun- Jetliner is the Sri Lankan Navy’s
All the new travelling ideas implemented
try jestingly calls “The IIFA Train”. Its largest passenger vessel, which had
in the country are not “wholly new” ones,
actual name is “Airport Express Luxury played a key role in the humanitarian
though they are new to us. They are avail-
Train Service” and it is introduced by operations of the country. It is said
able and had been already available in
the AASL – (Airport & Aviation Services that it could carry over 3000 person-
most of the countries around the world.
Sri Lanka). Its first trip was run in 10th nel at once! After the war, starting
It was the Sri Lankan war which had been
June, 2010 at 1100 hrs. It is originally from 22nd January, 2010, with the
depriving the citizens of Sri Lanka from
designed as an air-conditioned, enjoy- joint effort from Sri Lanka Navy and
experiencing and consuming these activi-
able, hassle-free safe passage for the Sri Lankan Tourism Development Au-
ties.

9. thority, the Jetliner has started a whole we have to do. Where it would take three we be able to use it for travelling pur-
new role as a local cruise ship, under the hours for a car to go from Colombo to poses rather than using as a “weed-
theme “Visit Sri Lanka 2011”. The ship is Kandy, it would take only 35 minutes for bed”? (Example- Hamilton Canal) We
now used for holding corporate events an Air Taxi! Different packages are avail- already have small companies provid-
and even onboard weddings! (Who able from an affordable 50 USD to 200 ing boating-trip facilities in the canals
would’ve thought a Sri Lankan would USD. for tourists. Why can’t we extend the
have the opportunity to say “I Do” in Finally, saved the best of the best for “joy-rides” a little bit more and utilize
the middle of the sea?!) The ship is re- the “end of the last”. Helicopter Charters. them for permanent transportation?
dressed and well-equipped to cater the This one’s better than the Air Taxi “Ces- As an example, the Katunayake Ban-
needs of the new clientele. The ship is sana Caravan” planes, because of its daranayake International Airport is
manned by a well disciplined and highly ability to provide customized services. For situated near the Negombo Lagoon,
trained professional naval crew who are four or less passengers, a “Bell 206 B3 which is connected to the Hamilton
in par with the best in the industry. The Jet Ranger” could be used and for four canal. The Hamilton canal meets the
Navy had introduced this new venture to seventeen passengers, a twin-engine Kelaniya River at its river mouth. If a
to both earn a profit from the currently- “Beech 1900” aircraft could be used. The proper transportation system is estab-
unutilized multi-million-dollar resource helicopters are able to travel in a maxi- lished, the tourists can be given low-
and to cover the extremely high main- mum speed of 425 km/h, thus making it cost transportation facilities from the
tenance cost. So far, they’re doing real possible to reach anywhere in the country BIA to Colombo. The eco-ride would
good. It’s considered as the most “hap- within just 45 minutes! While an interna- be more enjoyable than “The IIFA
pening crusade” in Colombo. The Jetliner tional charter would take around 72 hours Train”! The irrigation system would
has a huge demand in the country and to schedule, a local trip would only take not just be useful for foreign travel-
it is said that one would have to bear a two hours of prior notice to schedule! The ers. It would be able to be used as an
couple of month’s long waiting list to get main feature of the helicopter charter is alternative for busses & trains for the
a reservation! its ability to land and take-off from any- locals. It would obviously increase the
where. It would just need a 15x25 meter efficiency of internal transportation
area to land. If it’s large enough, you may system. It’s not an impossible task
get into the helicopter from your own to do. The Navy already do so in the
back yard! Wellawatta – Nawala area, providing
WHAT ELSE CAN a remarkable service.
Saved the best for last. It’s the cool- While the flags of freedom are
est travelling mode of all. If you want to WE DO? wavin’ across the country, we have
find out what does “Bird’s-Eye View” re- The most problematic area in land been lucky enough to be able to gain
ally means, it’s the best travelling form. transportation is “traffic”. In modern access to the whole “Travelling Trilem-
There are two options available under countries, most main roads which link ma”. Getting access isn’t enough. One
this: The Air taxies & Helicopter Char- major cities, avoid towns in-between. It’s has to do it in style. For an example, Air
ters. a good strategy for Sri Lanka to adopt. Taxies had already been around for a
The Air taxi service, introduced by We do not possess the ability to re-do couple of years now. But the jetliner’s
the Sri Lankan Airlines was established in the main roads like Colombo-Kandy or a whole new story for Sri Lanka. Only
the country, a couple of years ago, even Colombo-Galle. But instead, according six months have gone since the first
before the end of the war. But it was not to the resource availability, we could un- trip. But look at the results! It is do-
fully functional in the past as it is now. dertake smaller projects, such as the new ing ten times better than the Air Taxies
The small 8-seater “Cessna Caravan” time-saving access from Hekitta in Wat- have done in throughout the years!
planes use waterways, lakes and domes- tala to Modara in Colombo. Doesn’t common sense tell you that a
tic airstrips to land and take-off. Flights “The IIFA Train” is a good example plane is cooler than a ship? Jetliner’s
currently run 16 destinations, which are for the development of the railway in- very expensive too! So what’s going
Kandy (2 sites), Bentota, Nuwara Eliya, dustry. Opening a new parallel railway on? If it’s not good marketing, I don’t
Hingurakgoda, Galle (Koggala), Weer- line for the coastal line is another one. I know what it is! It’s not just about tak-
awila, Ampara (2 sites), Katunayake, believe Sri Lanka’s adaptation of bullet ing the chance; it’s about taking the
Ratmalana, Trincomalee, Katukurunda, trains shouldn’t be very far in the future. chance while blowing a French horn!
Sigiriya, Dickwella and Anuradhapura. It would obviously enhance the quality of Many untouched resources and
The air taxi is not just to be used for “joy life of the general public, by providing a unseen opportunities surround us.
rides”. It is in-fact, a flying taxi. One of hassle-free time-saving transportation They provide really hot & really cool
the main benefits of Air Taxies shown by method for long-distance travelers. prospects for the marketers. What we
the company is time saving, which we Sri Lanka possesses a wide-spread need to do is keep an eye open. (It is
don’t have much relative to the work network of rivers and canals. Wouldn’t even better to keep both eyes open.
You’ll be able to see twice as much.

10. Who killed the
messenger? 10
Are we on the right path or bewildered in the maze? -
Critical analysis of Sri Lankan Advertising
Words by Dinesh Gunaratne
“ Advertising is not an art form. It’s about selling
more stuff more often to more people for more
money. Success is the result of scientific, disciplined
ing who escorted the policeman and slowly gets away from
the scene after the truth is revealed - these all are pretty
much what we have grown up with and only a brilliant
process, and absolutely every single expenditure advertiser with a sound aesthetic appeal and knowledge
can mix up those vital cultural elements and make such a
must generate a return”
successful advertisement as well as only a shrewd, knowl-
This is the quote of a former director of marketing
edgeable marketer can understand the value of an such
of Coca Cola, Sergio Zyman which gives the opening for
advert and approve it as their campaign.
the book “1001 advertising tips”. Looking at this quote, it
One thing I noticed about Sri Lankan Advertising is
simplifies the narrow minded thinking of a typical market-
even the aesthetically enriched advertisements tends to
ing manager who is turned out to be just a sales craving
follow the same formula as their predecessors. The content
crow rather than an individual with the aesthetic appeal.
may be enriching but presentation and the structure will
Can we justify his opinion? Is advertising is just a commu-
remain somewhat similar in most of the advertisement. I
nication of the usage/benefits/price of the commodities or
think it’s time that we look out of the box and must go for
is it much more than that? Does advertising have an aes-
innovative ideas and strategies before the clutter over-
thetic importance or is it just a crook’s way of living only?
whelms us. Take for an example 2010 Cannes Lions award
Take a look at the new Commercial Bank Arunalu
winning Volkswagen Fun Theory campaign (http://www.the-
Children’s Savings Account advertisement. It depicts a
child with an urge to break his clay till where he doesn’t
funtheory.com/) where the brand initiated artists and other
activists to design certain meaningful installments in the
get any help from his adults until his dad comes and break
cities where the public who interacts with those creations
it and only to find that the child wanted to break the
engages in something meaningful while enjoying the ex-
till to save an insect that has fallen in to it. This advert
perience. The piano stairways – healthy way to burn some
doesn’t communicate the interest rates or benefits of
calories while dropping the automatic escalator, the slot
having the account to the parents or adults but it does
machine like garbage dumpster where anybody can play
communicate a good vibe about the brand to its audi-
while depositing their old used up bottles- these are some
ence and as the Starbucks founder’s words go-“successful
of the work which is incarnated by Fun Theory campaign
brands are the brands which convey the good feelings to
which promotes the company image while giving some-
its customers”.
thing good back to the community in an innovative way.
But when we speak about the multinational compa-
Advertising messages in different mediums can be
nies, they are the ones who have destroyed the senses of
manufactured in different ways. But most important thing
our audience by feeding the crappy formula type adver-
to remember is to make a good advertisement while keep-
tisements and dubbed Indian adverts. Because of them,
ing its aesthetic value and it should have the power to
the advertising industry as well as common businessman
enlighten the people or at least the power to amaze the
tend to think that the most important thing about the TV
audience. If you can design an innovative way of doing that
spot or paper advertisement is to communicate the price
it would be a great plus point and it will stand out from
and the benefits only using couple of boring words, im-
the clutter without much effort while inspiring others in
ages or frames.
the field and in the business.
Can’t we do a good advertisement using the old for-
One last thing… the article’s opening quote holder
mula or the basic objective of advertising as we learned
Sergio Zyman is the marketing guru behind several books
it? Yes we can… take a look at the first Dimo Batta ad-
namely “The End of Marketing as We Know It”, “The End
vertisement which conveys the benefit of the Batta lorry
of Advertising as We Know It” and also he’s the one who is
in a very simplistic yet humorous way. But that particular
responsible for the launch of “New Coke” – the one of the
advert is successful because it speaks to the common man,
biggest new product failures in the history of marketing as
the characters specially the way policeman addresses and
we know it. Think about it…
how the vendor replies and the infamous Kopi Kade’s Abil-