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The "Marketing" of marketing

by Prasanna Perera, Chartered Marketer, CIM (UK)

You may be wondering about this strange heading. Why on earth do you need to carry out marketing of marketing ? In Sri Lanka, marketing as a discipline is a relatively new one, with a history of just over 20 years. Compared to other functional heavyweights such as Engineering, Finance and HR, Marketing is a younger brother. Hence, the importance of Marketing for business success needs to be marketed effectively, rather than left to evolve.

1. Where do we need to start?

The virtues of marketing, needs to be understood at a broad level i.e. ideally at a national level. There are many Sri Lankan products and services, that are badly in need of professional marketing, in order to be competitive globally.

Tourism, tea, rubber, handicrafts, gems and jewellery to name a few. Hence, marketing representation at policy marking levels should be made mandatory. Take for an example, tourism and marketing destination "Sri Lanka". A clearly developed strategic marketing plan would be required for sustainable development in tourism.

The plan should outline the competitive differentiation of Sri Lanka, in terms of the needs of existing and potential visitors and not purely the internal needs of Sri Lanka itself. (An outward inward perspective, rather than the other way about).

'How do we segment our markets.? Is it based on geography alone which is a broad brush old fashioned approach or utilizing a combination of psychographics and behaviourial aspects, which are more modern segmentation variables.

How is Sri Lanka positioned as a brand ? (Brand positioning). Is there a distinct positioning developed for Sri Lanka ? How does this positioning differentiate Sri Lanka from other competitive destinations ? These are some of the key questions that need to be answered positively, if Sri Lankan tourism is to prosper in the years to come. We have to move away from the short-term tactical orientation, to the long-term strategic orientation.

This may sound all too theoretical, but without getting the basics right, we will be left to keep fire fighting !! The economic prosperity of Sri Lanka as a nation, depends very much on how "destination Sri Lanka" is marketed. Here-in lies the crux of the marketing orientation.

2. Marketing in Sri Lankan business organizations

Whilst marketing is practised quite widely in the private sector, the same cannot be said of the public sector.

Many public sector organizations would benefit immensely if the marketing concept is practised. Take for an example the Health services and the level of service provided to patients.

Patients are the customers of hospitals. Hence they should be offered a good service. But what is the reality ? Transport services is another example, where the customer is treated like an essential nuisance ! One can argue that transport services are heavily subsidized and customers are enjoying good value. Whilst this is correct from a price perspective, it is not so from a service angle. The concept of customer care and satisfaction, needs to be marketed internally in public sector service organizations.

This means that employees in these organizations should be educated on the importance of marketing and customer satisfaction.

Moving onto private sector organizations, the appreciation of marketing has grown over the last 10 years. However, there are serious misconceptions about Marketing. The most common is the confusion that prevails between marketing and sales. Organizations employ sales executives and marketing executives, and they both carry out the same job !.

This clearly indicates a lack of understanding of the role of selling, within marketing, or what Marketing is all about.

The other common misconception is that customer care and service, is what Marketing is all about. It is no doubt vital to care and provide excellent service to customers, but there are many other aspects that have to be considered, within a Marketing framework.

It is my observation, that in private sector organizations, the "Customer's voice" needs to be represented at the highest level i.e. Board of Directors.

This will only be achieved if Marketing is marketed as an essential business discipline. (Marketing is business, business is marketing). Without marketing representation at board level, it is impossible for operational marketing staff to practise marketing effectively.

The marketing culture needs to flow through an organization, staring at and from the top.

Marketing professionals have a responsibility to earn respect for their profession and there is no better way than to demonstrate through work performance.

This will eventually lead to the understanding that Marketing representation at the highest levels will be beneficial to organizations.

In the pursuit of Marketing, Marketing a clear distinction needs to be drawn between the market or marketplace and marketing. Marketing is a specialist discipline and is what specialists carry out. The marketplace on the other hand, belongs to everybody in an organization. The principal player in the market is the customer and hence, the customer is everybody's responsibility. If this distinction is understood and practised, organizations would benefit immensely. Further, internal customer (employee) satisfaction levels would also be enhanced.

3. The building of world class Sri Lankan brands

The greatest benefit that Marketing offers, is the luxury of powerful brands. Take for an example Unilever and the strength of their brands such as Lux, Astra, Sunlight etc. In order to build world class brands, Sri Lankan organizations must appreciate the difference between export marketing and International marketing.

Exporting is essentially a trading activity and not a marketing activity. To practise international marketing requires investment in overseas markets and brand building. No doubt these require resources and a strategic perspective.

The reality is that there are no quick fixes, in building markets and brands, specially in a global context. Ceylon Tea or Sri Lanka Tea is undoubtedly the best opportunity we have, to practise international marketing.

For this purpose to be achieved, Ceylon Tea needs to be marketed and not sold, in prospective overseas markets. Investments to build the brand "Ceylon/Sri Lanka Tea" have to be made and a long term perspective needs to be considered.

Support sought from the business community

The 'Disabled' presently numbering over 10% of our population, have the same fundamental rights as their fellow citizens. At least a good 35% of them possess the merit for gainful employability as productive citizens. In fact with the possessing knowledge, skills and competence they are a valuable resource the country has, that can and must be harnessed towards national development.

However, even after ten years of their vociferous appealing, the critical issues concerning the disabled, such as access to physical environments, services and facilities, remain unresolved and overwhelmed. Ajith C. S. Perera, an eminent personality then in the business world, today as a wheelchair-user, is one of the worst affected amidst great merit he possesses.

Tragedy strikes

Bright and prosperous careers, one as a qualified Chartered Chemist in industry and the other as an eminent 'test match panel' senior cricket umpire', were just blossoming out simultaneously for him. Yet, his fate had hidden cruel plans in store.

His is also a tragic story, reminding us the lesson of impermanence of everything we fight to hand on in life, including positions and possessions.

Exactly ten years ago on a November evening, a huge wayside tree crashed on his moving car near the army security barricades at Bullers Road junction. Instantaneously he was left a paraplegic for the rest of his life. He then received neither compensations nor any caring assistance from the Insurance or State and even lost his own terminal benefits in the form of EPF.

Resourceful person

Take a good look. His is a story of excellence. What other wealth a man with equanimity and simplicity could dream of achieving than this, that too even before the age of forty years in his life? Yet, he too now remains marginalised with no right opportunities being afforded by our society, since being physically restricted with less mobility.

Academically and Professionally well qualified with B. Sc. (Honours) and a Masters degree from the Colombo University and fellowships of many reputed international bodies, over ten years of senior managerial experience with two multinational companies, professionally qualified (U.K.) training instructor with teaching experience at the University, fluency in Sinhala and English oral communication and presentation skills, a proven track record of overall competence and practical experience on these lines, National and International recognition won and the respect earned for impartiality and equality, honour and fame brought to Sri Lanka through his achievements and contributions with dedication and devotion, and many more to his laurel.

What is perhaps singularly remarkable is the fact that of achieving excellence simultaneously in two completely unrelated fields of Chemistry and Cricket. His cricketing scoreboard indicates an impressive innings 'still not out'! Yes Ajith Perera not only had good experience in playing even first class cricket and get involved with its administration, but went on to qualify both academically and professionally from the United Kingdom as a Cricket Umpire, a Scorer, a Training Instructor and an Examiner.

He was also afforded the rare opportunity to undergo sixteen-weeks of all-round training to acquire the vital practical experiences and gain the much-needed exposure to the game at higher level with the reputed England county Lancashire. Combined with his intellect, his incipient talent for teaching blossomed further with the two astounding literary contributions he on his own made to this game. The international recognition received by 'Thinking Cricket', his magnum opus, provides enough testimony to his all-round skills.

Ajith is still at the crease playing a straight bat to life's googlies, fighting courageously a daunting battle. As a direct result of giving a blind eye and a deaf ear for so long towards their critical needs such as social integration and conducive environments, Ajith and very many others in his position, are denied of opportunities to make use of their technical and managerial expertise and wealth of all-round experiences to lead a life productively and contribute effectively enough for the national development.

Vital question

On the 03rd of December we see the dawn of another yearly day declared by the United Nations to formulate and promote measures for the welfare of the disabled like Ajith Perera. The ultimate responsibility to open doors for the disabled lies with the Government. However, with the on-going lackadaisical attitudes, to make things happen the active support from every member of our society, especially from the business community in particular, must come unhesitatingly. "None are as blind and deaf as those who see and hear, but do not perceive!"

Technology to help focus on your customers

by Anura K. T. de Silva

As customer-focus, customer-driven were mantras in the past decade, giants in the business world made the customer their strategic centerpiece and gained strategic customer lock-ins by investing in Customer Resource Management tools. They realized that they had to treat their customers like how small businesses did, with the same personal attention to their needs and the same ability to customize a product or a service.

While big businesses used technology to stay untouchable, small businesses all over the world are now finding out they can use those same solutions to build their advantages with personal computers, advances in communication technologies and the Internet. Today's software solutions can help small businesses serve their customers better than ever, at the same time helping them improve their own productivity. There are software solutions that not only put the power of information technology at their fingertips, but also protect customers from the problems that systems can cause.

The challenge is how can technology give more touch and feel to average businesses, when it comes to customers, wherever they are and whenever they need. Simply, it is the application of technology used to cultivate the 'touch and feel in each of their customers', however much demanding they become, geographically remote they are and however many they may be.

Understanding

Customer-driven means that a business offers its customers products and services they really need, rather than presenting "a product that is in search of a market". If the quality and price is right, packaging and shipping is the way they want, they could respond to requests anywhere in the world 24 hours a day, they are ready to compete against the big boys. The most successful businesses will be the ones that would understand their customers well enough not only to see all this, but also to see what's coming around the bend.

It's never been an easy task. A business needs to know the customer base by market or geographic segment, but that's not enough. One needs to know the customer's individually and they need to feel that representatives of the business individually know their business and them as people.

For instance, to create winning proposals over and over again, a business needs to have customer's plans and history of the relationship at the fingertips not only buried in the finance department or in the CEO's filing cabinets. We're not only talking volume, credit history and the bottom line, but also the nuances of how you have worked together. Technologically, both the top down planning and the individual interaction requires a customer database: an information file on customers and their accounts - the notes, the phone discussion logs, the presentation and proposals. As the company grows, software tools can help maintain the professionalism and personal touch the company has been known for, reminding everyone in the company about important customer dates and events.

Responsiveness

Responsiveness on a day-today basis says the business is able to provide customers with the answers they need when they need them. Therefore, sales and service people -no matter where they are- must have instant, easy access to customer databases and the ability to transmit quotes, presentations, and even training programs to customer sites. Access can also be speeded by technology, for instance by enabling caller ID to bring up customer records before the sales or service person answers the call.

It doesn't matter what information the customer needs and how fast, there's a communication vehicle for getting it there. Hence, the business will have to use it all: e-mail, voice mail, fax, and overnight delivery. For instance, computer to fax is the fastest way to get a hardcopy to the customer. We're talking about hard copy sent from the computer that might contain a just-assembled combination of the latest promotions and product illustrations. Further, the customers should be able to access the systems to obtain the same information via email or 'fax on demand'.

Voice mail: it's the image, they say, and technology exists for any size company to make sure the company sounds right, responds quickly, and keeps a record of all communications, not for accounting purposes alone but to become a proactive service provider to customers.

Popularity of the Internet has redefined how people communicated, how they work, how they purchase things and how they access information. It is no surprise, then, that the ascendance of the Internet is affecting how consumers wish to communicate with the companies with whom they do business. This growing awareness of new forms of communication that is available due to new technologies means that businesses in a competitive marketplace can act quickly to incorporate these new channels of communication into their customer service repertoire.

This does not mean, however, replacing the traditional forms of communication for customer services. There are clearly some tasks that are better suited for the telephone than for the Internet, and vice-versa, and consumers reflect this in their preference for different modes of communication for different tasks.

Consumers want more choices in how to correspond with a company and the flexibility to do so by different means depending on their needs of the moment. They expect that the data and information conveyed to the company through these varied methods will flow seamlessly into an electronic 'customer file' that will keep the company up-to-date on every communication they engage in. Rapidly accelerating pace of new technologies provides means to deliver what customers expect: faster, more accurate responses than ever before.

Productivity

As businesses grow, if resources become strained, the business may find it difficult to stay customer-driven causing the bottom line to suffer. Therefore, as the customer base grows, ability to provide each customer with better products and higher levels of services to develop and retain close relationships with individual customers become the most critical strategic factor for a business. This can only be achieved if organizations transform themselves to share at least the relevant data with each other by integrating each other's value chains.

Therefore, while technology solutions noted above such as the customer and prospect database, word processor, email messaging and other communications tools become crucial productivity tools for an organization that allows the staff to be responsive to customers literally at the push of a button, strategically, businesses will need to consider how to share common databases.

While safeguarding the investments of new and older computing equipment, such tools must operate on all major computing platforms to improve ease-of-use. Although these tools provide win-win solutions for the front lines of a business- the people who plan and deliver what the customer's need, it is also important to note that, technology needs to be protected to safeguard the business, customers and solutions in the back office as a means to an end but not the end of it all.

How advertising is affected through perception

by Sampath de Silva

Advertising is all about giving an awareness and creating an interest about a product or service to an unclassified broader audience through mass media. Eg: Electronic media, Print media etc.

In marketers point of view advertising could be defined as any paid form of non personal representation of ideas, goods or services by a Sponsor.

What objectives to achieve and the most appropriate time for advertising 

In the process of Promotion mix, advertising plays an important role to a marketer. The advertising has become the most effective tool to comprehend the message to vast audience.

In this context, the subject matter would be taking into consideration at the very initial stage (introduction level) to launch any product or service to the market place. Perhaps, it could depend on the opportunity and macro economic condition of the country and competitors strategies.

Firms that are monetarily stabled and who maintain a dominant position or market leaders will not think twice with the cost factor.

The stalwarts in any trade go on spending lavishly to maintain the company's image, reputation and ego. The organizations that are not immensely steady in financial aspects are skeptical about weather it would be a utter loss or a waste.

One might argue the purpose of incurring substantially, will be able to recover or, what consequences they may face, if the product or service did not sustain for a considerable period of time with the potential buyers.

`Neither Giant nor a small company will be benefited leaps and bounds in the short spell, but all that depends on how you present, approach and position your message in the minds of the consumer.

If advertisement, conveys the clearer perspective about the product features and benefits will never face any adverse effects.

Otherwise, an absolute risk factor involves in this scenario.

With the proper guidance of media houses and agencies the marketer, is aiming to achieve certain set targets and objective of the company. Any business magnate must diagnose the vital time to publicize and give prominence to the product or service, than the competitors.

The time your competitors enjoy the enormous market share you might be reluctant to proceed further with the strategies, but it wouldn't be the wise decision taking the backseat and remain until time permits you to execute action.

Basically, considering the consumers presumption, what their main concern is a product or service to satisfy their needs and desires with better features and benefits.

As far as you are confident you could rely on the quality of your products or services will live upto the consumer expectation than the competitors with your maximum resources, you are in the right track to journey with advertising.

Clear the Following Constraints and bottlenecks before the launch 

Know your firms financial standpoint.

Identify the best presentation kit to grab the attention from the audience.

What is the best channel to convey the intended message.

First and foremost, the methodology, find a suitable advertising agency to meet your requirements effectively.

Negotiations and Surveys about market and competitor strategies has to be held at the grass roots level. Top priority has to be given for teething problems and resolve with the advice of consultants. Brief the agency clearly and precisely.

Be proactive with your entrusted work to the agency, reserve next best alternative if necessary to adopt changes.

What steps would you take or suggest, if there is a failure or setback.

Take maximum precautionary measures in this because it will be the driving force to the excellence. Be prepared how you can obtain the feedback from the consumers for analytical purposes. (Ideal if information cascade from own sales force and experts of advertising)

What steps would you take or suggest, if there is a failure or setback.

Channels suited impersonal communication

Television, Radio, Cinema, Print Media (Newspaper/Magazine Posters etc) Internet/web advertising.

In the process of visual communication it got to be more clearer, more impact, more memorable, should not clutter too much with text.

Your perspective should convince the end consumer or the target audience effectively with a purpose. Eliminate distortions or any other hassles the viewer generally experience.

How distortions take place

When the real meaning of a communication is lost. This occurs largely at the encoding and decoding stages.

Senders precise message is not accurately communicated.

The language used is not properly understood by the receiver.

Refrain from using technical jargons because the consumer will be confused. It may distract the viewer from the intended message, it will not stimulate the picture or the wording. Brief and condense the text to right point.

In the electronic media the vital area is the time, due to the time factor if you deliberately overload your message in a single impression, viewer will be comfiused again.

If the attempt is to persuade an audience of consumers, your aim may be to do with attitude change. 

Advertising, is it a waste or an asset to the company

Having accepted the fact that half or more of the advertising cost cannot be reimbursed in a short period of time in any form of a business.

Using celebrity personalities, is it a success?

Celebrity marketing has become a major promotional strategy in the current environment.

In this method the forceful brand positioning has caused stiff challenge to market followers using celebrity such as sports stars, beauty queens, filmstars and etc.

Using celebrities personal charisma and elegance is self-Inadequate to sustain or to penetrate in the marketplace.

In addition to that equally what is required is the persistent quality. Perhaps there could be instances where consumers might like the advertisement but dislike the product.

Deliver high product quality and win long term customer loyalty is the key ingredient to success

How Perception will effect advertising

This is a complex process by which people select, organize and interpret sensory stimulation into a meaningful picture.

From the multitude of stimuli constantly bombarding our sensory organs we select certain stimuli to which we attend.

We then organize their stimuli so that they become understandable.

But our interpretation of sensory stimuli involves more than just receiving and processing information. It is a dynamic process, and is much influenced by our attitudes, beliefs, motives, past learning, cultural differences.

Sensory of perception

Perception is not, however solely influenced by the direct input of immediate sensory data, but it is conditioned by the manner in which stimuli are presented.

It will mainly concern with our perception of light and sound, and with the way in which we organize the sensations brought to us through our eyes and ears.

Selectivity of perception

At any point in time our sensory organs are being bombarded by a multitude of different stimuli, yet few are already perceived. We are able to focus our Attention on only a selected number of stimuli, while others are either not perceived or only dimly perceived. Stimuli implant in the subconscious mind also reacts on certain occasions.

Repetition grabs attention

We become habituated every day, which we experience, or see regular advertisements and tend to pay more attention.

It will be a vital factor in gaining attention including intensity, size, position, contrast, novelty, repetition and movement. These are widely used in advertising to attract the attention of potential customers.

Intensity and size

Larger sizes and bright colours generally attract more attention than small sizes and muted colours. But doubling the size of an advertisement will only lead to a 50% of increase in attention.

Position

Role of position in advertising in newspapers and journals - it has been shown that cultural values involves reading the printed page from left to right, and the upper part of the page gains a greater attention.

Contrast

The dedicate use of contrast can be a useful means of capturing attention. The alternative use of large and small sizes, loud and soft tones and pastel shades can be most effective in advertising. Thus colour advertisements are generally more spectacular and effective than black and white adds.

Novelty

Anything that is different from what we should normally expect will tend to attract our attention.

Advertisers are constantly looking for new novel ways of presenting their products and services.

The problem is that once a new theme has been discovered other advertisers may also choose to exploit it. Consumers will tend to pay more attention to advertisements for products in which they have an enthusiasm. If the consumer has developed a brand preference then he will tend to notice advertisements for that product and may well overlook advertisements of competition products.

The marketer must always remember that perception is a process that is not only affected by direct sensory cues, but the whole episode influenced by individuals, past experience, learning and attitudes and cultural differences.

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