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| Sunday, 9 October 2005 |
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Business |  |
| News Business Features Editorial
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Shopper
marketing will boost brands
by D. A. Wijewardena As economic stability manifests itself over the next few years in the form of steady growth,it is critical that ARC Worldwide Marketing Services and its client partners harness this trend by jointly creating an innovative marketing approach for local needs,said ARC Worldwide Asia Pacific President Charles Cadell at the launch of its 43rd office in Colombo at the Hotel Hilton on Tuesday. Cadell said that ARC Worldwide joined creative powerhouse Leo Burnett Worldwide to set up its branch. ARC Worldwide would find a truly global network and deliver inspired solutions across a gamut of fundamental marketing disciplines such as CRM,interactive,promotional and shopper marketing and public relations. He said that the ARC model was based on performing with one clear vision towards achieving inspired marketing solutions. This approach allows for a unique and holistic marketing communication strategy for clients. Cadell outlined ARC Worldwide "Shoppers Marketing Discipline" which was introduced to Sri Lanka for the first time. He explained that with Shopper Marketing ARC would be able to help marketers turn shoppers into profitable brand buyers. The Survey on consumer behaviour revealed that 75 per cent consumers make their buying decisions in the store. The average Fast Moving Consumer Goods (FMCG) would spend 65 per cent of their marketing budget at trade level," Cadell said. ARC Worldwide Sri Lanka General Manager Chrishani Kotalawela said that ARC Worldwide in Sri Lanka was comitted to provide integrated solutions and access to specialist experience and expertise in various disciplines to deliver integrated solutions to its clients. ARC Worldwide Sri Lanka was fully equipped with the resources,tools and training to render an impeccable service to its clients which included Odel,Sri Lanka Telecom,Hilton Colombo, Bank of Ceylon, Mobitel and Apollo hospital, she said. |
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