Lanka Monitoring commences online delivery

Hot on the heels of the reports that UN had pushed Sri Lanka its Competitiveness Index follows the news that Lanka Monitoring, a specialised monitoring company is set to provide competitor news and advertising over the Internet.

Internet based

The service sends out scanned clippings of the latest competitor news and ads within 48 hours of appearing in over 45 local newspapers, magazines, and tabloids.

Since it is internet based, the information is accessible by any number of authorised persons, unlike before, when the physical cutting limited access is just one at a time.

Competitor information is vital for marketers of rival brands to design products with higher acceptability to consumers. The UN had considered the online submission of customs declaration forms pioneered by e-Services Lanka as a key indicator of Sri Lanka's competitiveness.

Lanka Monitoring has already begun monitoring five industry sectors - banking, leasing, insurance, mobile services and automotives.

Monitoring

Dilrukshi Samaranayaka, Head of Monitoring at Lanka Monitoring said that monitoring of these sectors commenced two years ago at the request of certain clients in these sectors. `We are now opening our service to all players in these sectors', she said.

Plans are underway to increase sectors monitored depending on the demand. Placidus Gomez, General Manager, Lanka Monitoring said that in a dynamic market, information of competitor activity is essential for effective decision making.

Imagine devising a new marketing package for a product or brand only to realise that it is not as good as the competitors' offers. To me at least, it's obvious that other sectors, particularly FMCGs, Electronics, Computers, Education and Healthcare will find this service equally helpful, he said.

Current information about what new features are present in competitor propositions is essential to prepare a more attractive offer. Since this information is available through Lanka Monitoring within 48 hours of publishing, it's my belief that marketers will find this service very useful, he said.

Relevant news

The clipping service monitors 32 newspapers, 10 magazines and 5 tabloids published in the three languages per month. They include all the popular national daily and national publications, assuring that important news is not missed.

Samaranayaka, who is a Library Science Diploma Holder felt confidently said that brand information of the sectors she monitors is almost 100 per cent accurate.

The tricky bit is in seeking our news that's relevant to the industry or sector- for instance an increase in port charges will affect companies who import or export - so for the automotive sector this is vital news. Lanka Monitoring also provides this service, she said.