BANG - 4th Edition ( Special First Year Anniversary Edition)
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BANG - 4th Edition ( Special First Year Anniversary Edition)

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The Official Marketing Knowledge Zine ...

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

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    BANG - 4th Edition ( Special First Year Anniversary Edition) BANG - 4th Edition ( Special First Year Anniversary Edition) Document Transcript

    • Editor’s MessageThe Changing TimesW e are living in challenging times. From Dilly led revamped SL cricket teamtrying to rebuild in hostile English conditionafter the controversial world cup finale deba-cle, to Sri Lankan government tactics againstDarusman Report and resurfaced Western al-legations , things are pretty much heated uparound us and it demands the constant at-tention to the environment as well as promptaction to stay in the game. In this context,marketing is never be the same again andit needs the up-to-date knowledge of muchmore wider spectrum of areas other thansales or selling which is synonymous whenit’s come to defining the subject marketingin Sri Lanka (Sinhala meaning of the wordmarketing itself provides the ample evidenceof this misconception), to be a successfulentity in these modern times. So the 4th is-sue of BANG – The Marketing Zine showsthe readiness for that challenge, the knowl-edge of our own undergrads and their skill ofseeking knowledge as well as putting themin to a mode of communication with a criti-cal point of view. This issue is the end resultof the constant persuasion of our lecturersin the department to put up our own stuffin this zine which is previously been used tocirculate the articles and knowledge whichare already published in renowned maga-zines around the world. So the BANG’s 4thedition will be a giant leap forward in thefaculty literature and the constructive criti-cism on these articles from both students aswell as lecturers will be much appreciated tostrengthen this effort for the future. Dinesh Gunaratne Editor of BANG issue 04
    • Changesays 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 humbleW 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 threatslightly annoying when it breaks the anymore but a part of world, where the early morning dia Britannica ap- peared in 15 officialflow of the ride, we all abide by its life, where customers “Blinking Yellow” lights prevail, editions throughoutrules ,thus, everything goes smoothly are the ultimate pot calling for a change agent (first the years. With thisbecause 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 clutteredCHANGE 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’ssystem employs the “Blinking” Yel- ties are common tolow lights only, indicating to drivers dustry and Night time again to work together on all and is no longer athat they must drive with commonsense. 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 anddrivers 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 wasone 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 Funkhappening in today’s business world, companies thrive to be first mov- & Wagnalls Standard En- 2
    • 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 localBritannica 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 thelack 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 Footthe Swiss and its businesses, which where one of my friends wrote about the inconsistency she faced with the customerfell victim to budget airlines like service personnel on their comment bookRyanair 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 theworld 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 wheresenger transportation, did not see the premiere restaurant (I forgot the name, these are all recurring topics of any Sriemergence and future of airlines like Lanka marketing related degree or di- Sorry) provided the customers with a giftBoeing, who have cut the travel time ploma program on which any person who voucher for dinner after they complainedfrom 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 thethe opportunity to remain the leader order. So there are couple of times when ter what the scale or the type of businessin 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 theya 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 experiencescar maker, is now sold to the Tata with customer services in Sri Lanka… you might have heard will not set off ourGroup 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 dissatisfactiona buyer for its Volvo brand (both caused by the bad customer service. dial their customers service hotline forbrands 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 asNikado company; the DASA compa- well as the good to go and buy next time. Wimax connection and it’s so annoyingny; the failing Maliban company anda lot more are going down the drain when you are trying desperate to get the internet line connected again. What about isß whshddue to their lack of foresight and in- World’s local bank HSBC, once when Iability to recognize what, when and walked in to Uthum Pathum at Nuge- goda, its manager was literally scoldinghow to change. the customer service agent in front of her 3
    • 3 E conceptFor improving your business in medium scale hotel and restaurant sectorHow you can search relevant information, How you incorporate qualitydimensions in to the service, How to deal with different customers...WORDS Poorna Manushka of having such leadership throughTWhat 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 shouldfor the success of different service information, new trends and new continuously find out or have aproviders especially in the medium technologies) quality dimensions sense of what happening in thescale hotel/ restaurant owners. (which factors may lead to empha- environment, in the business andThe concept indicates three criti- size the quality of your service), should have sound and up to datecal 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 complicatedemphasis of your own strengths/ attitudes/ values and perceptions) process including heavy interviewsabilities and positive, secondly you to improve your strengths, remove with customers, suppliers or otherhave 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 beare 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 theleadership without any obstacles. others... environment and its changes well. After achieving a dominant Become a giant among others... It is a simple process where youposition in the market, it is es- can obtain relevant information tosential to maintain the stability identify your good things and also
    • negatives by having simple discus- effort exceeds them. So yousions 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 amongmenting your own methods/ strate- the people while servinggies and tactics in accordance with them properly. Above dif-your knowledge as a self experi- ferent methodologies mightmental procedure, you can easily help you to collect a bunchunderstand the progress or devia- of relevant information, totions. Do not forget the fact that in understand the gap betweenorder to perform such thing, you the current position and theshould extract proper knowledge by expected level by customersreading 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 shouldby concentrating different adver- ensure that the speed of fulfillingtisements 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 isdealing 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 beare free to perceive that your main need, hunger and thirst. able to have an integrated chain ofcompetitors are hotels/ restaurants All of your efforts made will advantages. Quality leads to havewhich 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, satisfactionmajor 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 remainsnack items to the feet of custom- serve customers fast. Additionally, with your business. Quality is aers. Think for a while, such people you have to ensure that your forces competitive priority which leadsprovides quick solutions more than are working in the hotel with self to gain the competitive advantageyou 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 tophysical location. Thus, you must of competitive priority. Secondly, identify and understand whatfocus on the food quality, delivery you should focus on whether all different aspects might maketime and price level of such dis- relevant food items which were up quality concept in a hotel ortributors 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
    • responsibilities based on their per- people in the society for the pur- say that it is a continuous processformance, 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 inshier, bill preparer) plus back stage a amicable manner. Make surepeople (chefs, tea maker, buyer that you have a habit of doing bestof ingredients for making food, things in an ethical way for thecleaners), create an integrated success of your future.team with necessary empowermentand reward based on their perfor-mances. The level of consistencyof food quality, (level of nutrition,deliciousness) employees’ abil-ity to serve customers smoothlyand ingredients’ quality should bemaintained carefully. If you arein a position to start up a homedelivery service it will ensure theeasy accessibility of customers.You also need to create a physicalenvironment (an attractive externaloutlook of the building premises Your business rooted in awith a commercial value and fabu- society which consists of differentlous interior arrangements) that types of people. Therefore, youmakes customers feel better, offer must have different approachesconvenience and clears customers’ to reach different people. Withoutmind. You should understand that having customers or human be-people do not prefer to have a meal ings, how can you proceed withalongside with garbage. Finally, your business as a service provid-the management and employees er?. Until you provide a superiorneed to concentrate various tactics service, people will not visit thelike problem solving techniques premises. So that, every personto handle unusual situations like will definitely expect a good qual-the change in food taste, higher ity first expression from you, yourdemand situations with shortage in employees. Therefore, this is notsupply of food items or late deliv- a rocket science but it is a matterery. of your general understanding and common sense to deal with people. Your business in hotel or restaurantDealing with different sector can be categorized undercustomers appropriately... “hybrid nature” where it elicits a Just think, as a member of heavy requirement of creating andthe society, you are continuously maintaining profitable customersinteracting 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 withfirst you should correctly under- people is not a single day processstand people and then you are in and it will require a considerablea position to trust them as well as time period to grow up. BUT,share your emotions with them. a single day’s feeling, attitudeThe same social principle is ap- expressed by service provider willplicable for your business. The favorably lead to have a long termultimate 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
    • 7The“CONNECTED”ManWORDS 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 traditionalbile 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 thethey are to a greater extent rely on mobile technology. “Japura Kattiya”. That blog is open to graduates andFrom 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 toLankan scenario it is no more than two decades. It is online activities. When considering about the socialreally hard to imagine how the daily work had been networking and similar applications the concernsmanaged before the mobile phone was invented. In a about privacy seem to be declining. Connectedresearch 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 booklated without the mobile phone. When extending this itself now has more than 40 billion photos of itsargument to more contemporary issues it is clear that members. Connectivity provides individuals with thethe 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 technologytechnology, 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 officeis 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 ofcommunicate with others. There are no more cultural work. From a macro point of view China and Indiabarriers or geographical barriers; every connected are leading countries that have become successfulperson has equal opportunity in these forums. This has in exploring new business opportunities with digitalgone 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 hitor 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 socialconsume 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 mobileinformation and greater choice to choose between. For phones for two or three days? Is it possible or willan 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
    • Travelogue onLocal Travelling TrilemmaREVEAL THE FREEDOM, JUST LIKE A WAVIN’ FLAG!WORDS Priyan JayasuriyaW 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 everybodyOur normal options would be limited tions to the “Travelling Trillemma”.to cars, vans, busses and trains. Theyare all means of land transportation.That’s all we have, isn’t it? No! Thingshave changed. The newer alternativeoptions are cooler! What do you thinkabout airplanes, helicopters, ships and in Sri Lanka have ridden a boat, be- We all know what are our land cause we have many boat servicesair-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, Negombochanged into merriment with the dawn of general trains, which are the cheapest, lagoon, Nilaweli etcetera. But verypeace. Various kinds of businesses, which safest and one of the most enjoyable few must have had a chance to ridehad been contained in various extents due options. Trains provide several class a boat in the sea. Now the Sri Lankato the war are now grown into large busi- options such as “1st Class Sleepers”, Navy had provided us a much betternesses. 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 vesselZero” for innovations and the “New Sri addition to those options as “1st Class – “Jetliner”. I know that a journeyLanka” 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’sAll the new travelling ideas implemented try jestingly calls “The IIFA Train”. Its largest passenger vessel, which hadin the country are not “wholly new” ones, actual name is “Airport Express Luxury played a key role in the humanitarianthough they are new to us. They are avail- Train Service” and it is introduced by operations of the country. It is saidable 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, startingIt was the Sri Lankan war which had been June, 2010 at 1100 hrs. It is originally from 22nd January, 2010, with thedepriving the citizens of Sri Lanka from designed as an air-conditioned, enjoy- joint effort from Sri Lanka Navy andexperiencing and consuming these activi- able, hassle-free safe passage for the Sri Lankan Tourism Development Au-ties.
    • 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) Wenow 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 canalswould’ve thought a Sri Lankan would USD. for tourists. Why can’t we extend thehave the opportunity to say “I Do” in Finally, saved the best of the best for “joy-rides” a little bit more and utilizethe 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 ismanned 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 Hamiltonin par with the best in the industry. The Jet Ranger” could be used and for four canal. The Hamilton canal meets theNavy had introduced this new venture to seventeen passengers, a twin-engine Kelaniya River at its river mouth. If ato 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 thetenance cost. So far, they’re doing real possible to reach anywhere in the country BIA to Colombo. The eco-ride wouldgood. It’s considered as the most “hap- within just 45 minutes! While an interna- be more enjoyable than “The IIFApening crusade” in Colombo. The Jetliner tional charter would take around 72 hours Train”! The irrigation system wouldhas 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 ancouple of month’s long waiting list to get main feature of the helicopter charter is alternative for busses & trains for thea 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 areest travelling mode of all. If you want to WE DO? wavin’ across the country, we havefind out what does “Bird’s-Eye View” re- The most problematic area in land been lucky enough to be able to gainally 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. Onethis: The Air taxies & Helicopter Char- major cities, avoid towns in-between. It’s has to do it in style. For an example, Airters. 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’sthe Sri Lankan Airlines was established in the main roads like Colombo-Kandy or a whole new story for Sri Lanka. Onlythe country, a couple of years ago, even Colombo-Galle. But instead, according six months have gone since the firstbefore 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 TaxiesThe 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 atic airstrips to land and take-off. Flights “The IIFA Train” is a good example plane is cooler than a ship? Jetliner’scurrently run 16 destinations, which are for the development of the railway in- very expensive too! So what’s goingKandy (2 sites), Bentota, Nuwara Eliya, dustry. Opening a new parallel railway on? If it’s not good marketing, I don’tHingurakgoda, 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 theRatmalana, 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 andThe 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 coolthe main benefits of Air Taxies shown by method for long-distance travelers. prospects for the marketers. What wethe company is time saving, which we Sri Lanka possesses a wide-spread need to do is keep an eye open. (It isdon’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.
    • Who killed themessenger? 10Are we on the right path or bewildered in the maze? -Critical analysis of Sri Lankan AdvertisingWords by Dinesh Gunaratne“ Advertising is not an art form. It’s about selling more stuff more often to more people for moremoney. 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 brilliantprocess, and absolutely every single expenditure advertiser with a sound aesthetic appeal and knowledge can mix up those vital cultural elements and make such amust 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 suchof 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 issimplifies the narrow minded thinking of a typical market- even the aesthetically enriched advertisements tends toing manager who is turned out to be just a sales craving follow the same formula as their predecessors. The contentcrow rather than an individual with the aesthetic appeal. may be enriching but presentation and the structure willCan we justify his opinion? Is advertising is just a commu- remain somewhat similar in most of the advertisement. Inication of the usage/benefits/price of the commodities or think it’s time that we look out of the box and must go foris 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 achild 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 theget any help from his adults until his dad comes and break cities where the public who interacts with those creationsit 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 somedoesn’t communicate the interest rates or benefits of calories while dropping the automatic escalator, the slothaving the account to the parents or adults but it does machine like garbage dumpster where anybody can playcommunicate a good vibe about the brand to its audi- while depositing their old used up bottles- these are someence and as the Starbucks founder’s words go-“successful of the work which is incarnated by Fun Theory campaignbrands 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 benies, they are the ones who have destroyed the senses of manufactured in different ways. But most important thingour 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 tothe advertising industry as well as common businessman enlighten the people or at least the power to amaze thetend to think that the most important thing about the TV audience. If you can design an innovative way of doing thatspot or paper advertisement is to communicate the price it would be a great plus point and it will stand out fromand the benefits only using couple of boring words, im- the clutter without much effort while inspiring others inages 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 holdermula or the basic objective of advertising as we learned Sergio Zyman is the marketing guru behind several booksit? Yes we can… take a look at the first Dimo Batta ad- namely “The End of Marketing as We Know It”, “The Endvertisement which conveys the benefit of the Batta lorry of Advertising as We Know It” and also he’s the one who isin a very simplistic yet humorous way. But that particular responsible for the launch of “New Coke” – the one of theadvert is successful because it speaks to the common man, biggest new product failures in the history of marketing asthe characters specially the way policeman addresses and we know it. Think about it…how the vendor replies and the infamous Kopi Kade’s Abil-