Sri Lanka Financial News | Sundayobserver.lk

Lux is a product from Unilever a leading consumer goods company. It is a beauty soap. It lathers very well and has good fragrances. With all the glamorous film stars they use for its marketing communications, it is certainly the most glamorous brand of soap in the market when compared with its competitors.

Thus the market has positioned Lux as a product from Unilever, good quality and more glamorous than others.

Markets either organisational or individual buy value in products, services or ideas and when buying such value propositions three important constituents play an integral part in the decision making process.

From whom, what value and is it better than others are the questions that markets ask of the brands before they acquire them. Ultimately the purchase decision is driven by market positioning and how well that positioning is delivered through the tactical components of the marketing process, namely the elements of the marketing mix.

In view of the foregoing, when positioning a value proposition one needs to be very concerned of the above three elements of positioning which can be known as the positioning triangle:

* Competitive Positioning - Competitors who offer alternative valueThe above are what companies or organisations must drive and if correctly done will result in Market Positioning where the market will position the value proposition as desired by the company.

In the final analysis what matters is the market positioning: from a reliable company, good quality, better than others and hence the choice. Mercedes is positioned as being `most prestigious' i.e. Mercedes owns the `most prestigious' position. Similarly Volvo owns the `safest' position and also `durable' position, whilst BMW `the ultimate driving machine'.

In reality a business would incorporate the company first and then develop and produce offerings. But what is first communicated is always the offering and not the company, thus at this stage it may seem a cart before the horse situation.

Often than not you would go with the offering to the market first and upon its success build the corporate image.

This is myopic, corporate positioning should be approached through PR and publicity route in the case of newly incorporated corporates. Media conferences, media releases and CSR programmes can provide the initial awareness and favourable image to the corporate.

Thereafter when value propositions are developed the corporate positioning programme must be initiated as matter of importance with community development and similar projects. Often corporate positioning is relegated to a secondary role.

Product positioning

Value proposition is the total value package promised by the company. The product is a vital element and the vehicle that delivers the value proposition.

The product embodies a service; an idea or offering that delivers value. In positioning a product companies need to go beyond a broad positioning as done in the case of corporate positioning.

Competitive positioning

Many marketers neglect competition when it comes to positioning. But it is most essential that they don't, purely because the threat of losing market share and revenue is to a direct or an indirect competitor. Problem for Coke is Pepsi, Fruit Juice, Water, etc.

Hence one must focus on competition. Positioning is the ultimate strategic element of the marketing process.

The positioning process must relentlessly focus on the positioning triangle - corporate positioning, product positioning and competitive positioning as they form the fabric of market positioning. Market positioning is not done by the business; it is done by the minds of the target market it serves. Market positioning will initiate, influence and drive market demand for a company's value propositions or even impact negatively to reduce demand.

To be continued

Janashakthi rewards excellence

Janashakthi Insurance recently rewarded over 150 top sales achievers at their Annual Awards for Excellence 2009, held on Tuesday March 24 at the BMICH.

The Awards were given for the 15th consecutive year since 1995, under the distinguished patronage of Chief Guest, Chairman W. T. Ellawela, Guest of Honour, Deputy Chairman C. T. A. Schaffter, Managing Director, Prakash Schaffter and the Janashakthi Board of Directors.

Top management, special invitees and selected staff completed the list of over 1200 invitees.

Honour high flyers

The awards are Janashakthi's springboard for excellence that recognise, reward and honour high flyers not only in sales and marketing but in several other areas including sports and athletics. Rewarding individual successes, outstanding team achievements as well as effective partnerships, they showcase Janashakthi's commitment to innovation and to delivering continuous service improvements.Janashakthi awards evening is the most spectacular ceremony in the company's calendar and one of the most notable events in the industry, and is eagerly awaited by staff from all over the island. Over 150 winners demonstrating the highest standards of best practice and innovative initiatives during 2008, vied for the much coveted title of Chairman's Club; only a select seven, the cream of the winners, were accorded the honour of membership in this prestigious club this year, P. K. A. S. Jayanath Alwis , W. T. Cassim, P. D. Chandrarathne, H. L. A. Harshana, L. A. N. Danushka, M. R. Fairoze, and K. M. Rajmohan.

MDRT

Two highflying members of the Life sales team qualified for the prestigious MDRT (Million Dollar Round Table) in 2009, G. S. Ruwan Kumara who is the fifth time qualifier of MDRT, and R. Azmeer, who qualified for the first time. The company also felicitated 18 IQA (International Quality Award) and 93 IAP qualifiers including 11 platinum qualifiers awarded by the world's largest life insurance research agency LIMRA

Help desk to fight Mealy Bug

In response to the emerging menace of the `Mealy Bug' (Piti Makuna), a virulent pest which is attacking many species of fruit and foliage plants, Hayleys Agro Products Limited (HAPL) has set up a special `Help Desk' to provide advice and assistance on combating this outbreak.

Company experts manning the Help Desk can be reached on 2688960-3 (office hours) and 077 2942736 or 077 2885079 (outside office hours) for free advice and guidance on steps to be taken to arrest the spread of Mealy Bug which has already destroyed plants in many home gardens in the Western Province and spread to several agricultural areas in other parts of the country, the company said.

Extension staff

In addition to the support offered through this Help Desk, HAPL has also deployed teams of extension staff to conduct educational campaigns through mobile units and has mobilised control measures such as spraying programs in 12 areas in the Colombo and Gampaha districts. The company is also working closely with the Department of Agriculture to fight the rampant Mealy Bug threat, its General Manager, Crop Protection Division S. M. Gamage said.

"As a specialist in agri-pest control and the biggest supplier of agri inputs in Sri Lanka, Hayleys Agro has the knowledge and the products to combat the Mealy Bug outbreak," he said. "We are happy to share our knowledge with the victims of the Mealy Bug as part of our commitment to agriculture and the community."

He said the company had identified the need for a help desk as it is not feasible for its extension teams to visit every affected area. However, wherever feasible, Hayleys Agro is also providing a chemical spraying service, Gamage said.

60 crops affected

About 60 crops that can be affected by mealy bug have been identified. These include milky sap plants such as temple trees, jackfruit, breadfruit, papaw, rambutan, crotons and other foliage plants and plants belonging to the citrus variety such as lemon in home gardens. The problem is rampant in the Western Province at present, but has also been detected in Chilaw, Ratnapura, Kegalle and Anuradhapura. The most visible sign of infestation is a white powdery substance mainly on the underside of leaves. The life cycle of a mealy bug ranges from 21-30 days, but due to high temperature the life cycle can get shortened to 7-15 days. Mealy Bugs can reproduce by laying eggs or by bearing live young. The female mealy bug lays around 500-600 eggs at a time and these eggs hatch in ten days. The nymphs, which are pale yellow, begin feeding immediately. The young nymphs remain in a `crawler' stage for short time. Gradually a white fluffy, waxy coating begins to form over their bodies. As the coating gets thicker, the nymphs' movements become sluggish.

Unique paint launched

A unique special effects paint that allows users to unleash their creativity to produce distinctively individual finishes that look and feel like wallpaper, has been introduced to Sri Lanka by Asian Paints.

Asian Paints users now can have fun with painting and enjoy a whole new experience with the launch of 'Royale Play' and 'Royale Play Matallics', a collection of innovative and ready to use special effects finishes for interior walls by the Sri Lankan unit of the India-based multinational coatings company.

These revolutionary designer paint products, introduced to Sri Lanka for the first time, allow users to create their own designs on walls by using specially designed 'application tools' also available at Asian Paints.

They enable users to create many eye catching special effects that give walls a distinctive look and feel. These include a soft and dappled effect, a vertical or horizontal brush effect that gives the walls an artistic finish, a fabric like finish with subtle or dramatic effects, an old fashioned look, a comb effect with vertical lines, waves, curves or horizontal stripes, a dramatic effect which is reminiscent of rough plastered ancient walls, sandstone wall or a rough stonewall, a colourwash effect that gives a crinkly, cross-grained finish or even a hand - painted effect.

Commenting on this latest introduction to the Sri Lankan market, the Director and General Manager of the Asian Paints Lanka Joseph L. Pulikottil said: "Our intention is to allow users to give free rein to their imagination and to be as creative as they like with new dimensions, textures, colours and hues. This will remarkably enhance the ambience of a living room, bed room, kitchen or even the verandah.

He said the product is user-friendly and has to be used with a base coat of Asian Paints Royale Luxury Emulsion followed by a topcoat of Royale Play or Royale Play Metallics.

"These products are already very popular in the Indian market, where it was launched about three years ago," he said.

Path to a British degree

Many students who get through their A/Ls with sufficient marks to enter the university are unable to secure a place for themselves at state universities due to the fact that only a limited number is selected for the annual intake. This leaves good many of student disappointed and frustrated as they are unable to realise their future aspirations of higher education. The Informatics Institute of Technology (IIT) offers a second chance for those students with adequate qualifications who have missed the opportunity to enter state universities through the unique scholarship scheme which enables them to obtain a degree in Software Engineering and Information Systems with Business Management from the University of Westminster, UK. This scheme is comparatively more cost-efficient than most other alternative higher education programs offered by the private educational institutes at present and it helps the deserving students to receive an affordable higher education and it also fulfils a national need by producing qualified IT professionals for whom there is a big demand in the island today.

Aptitude test

Associate Professor Alfred Perera said that this scholarship scheme has been specially designed for the benefit of those students who have done well at the A/L exam but have failed to enter a national university. All applications for the scholarship scheme will be collected at one central location and out of these applicants a certain number will be selected for an aptitude test which will be conducted by an independent body. Those who qualify through this test will have to face a viva voce. This oral examination will test certain factors such as their efficiency in using English language for effective communication etc. The final selections for the scholarship program will be made out of the students who pass through this viva process successfully.

Abans offer air tickets for 10 lucky customers

Abans offer 10 lucky customers air tickets for LG sponsored world 20-20 LG's five year sponsorship package to ICC makes them the principal sponsor of the World Twenty-20 2009 Cricket Tournament to be held in England in June 2009.

To celebrate LG's sponsorship of this great international event, Abans, sole agents for LG products in Sri Lanka will launch the "LG 20-20 Win Win" promotion where customers who purchase an LG product from any Abans Showroom between February 20, and March 1, will be eligible to enter a raffle draw where 10 lucky winners will receive return air tickets to England with accommodation and match tickets to cheer our Sri Lankan cricketers.

Quick service

With proven performance of guaranteed, quality products through decades in Sri Lanka, efficient and quick after sales service and a network of over 300 showrooms islandwide, Abans have made LG the No.1 brand of home appliances in Sri Lanka, reaching out to urban as well as rural folk. LG's range of products from Door Cooling Refrigerators, Flatron Televisions, Inverter Air Conditioners, Microwave ovens and Steam Tromm Washing Machines are market leaders in Sri Lanka, helping consumers to save electricity and money with innovative energy saving products that also help to protect family health and the environment.

World class products

Now, Abans offer you the opportunity of being a two-fold winner. When you buy any LG product from Abans Showrooms, you not only acquire a world class product with value for your money, but also stand a chance of a lifetime opportunity of winning a return air ticket to England with accommodation and match tickets to be present in person at the World Twenty-20 2009 Cricket Tournament to be held in June.The World Twenty20 England 2009 provides the opportunity to see the very best players in the world, representing their countries, showcasing Twenty20 cricket on a global stage.

It will be the second World Twenty20 with the inaugural event taking place in South Africa in 2007, when India defeated Pakistan in the final. A key feature of the 2009 event is that both the men's and women's tournaments have been integrated for the first time.

The majority of match-days will include two games showcasing four different teams. This double-header format allows spectators to view two games on the same day with the same ticket.

Prawn hatchery at H'tota

Freshwater prawns, typically found in coastal estuaries around Sri Lanka, will grow to six inches in length and are in high demand for local consumption. Excessive harvesting has significantly reduced the wild stocks and to meet local demand, the National Aquaculture Development Authority (NAQDA) recommends the culture of prawns in tanks and mud ponds in view of the fact that successful culture of freshwater prawns can open up an export market thereby improving the livelihoods of many prawn producers.

The limiting factor is the availability of young prawn larvae that are produced by adults spawning in a controlled environment with eggs being hatched and the larvae bred in tanks until they are of about one centimetre in length (called prawn post larvae) and are then released into tanks and mud ponds.

New hatchery

A new prawn hatchery for producing Macrobrachium rosenbergii post larvae has been constructed by the Food and Agriculture Organisation (FAO) of the United Nations in Kahandamodara, in the Hambantota district with financial support from the Italian government. NAQDA, the State authority promoting aquaculture activities in Sri Lanka has been operating the country's only freshwater prawn hatchery in Chilaw since 2003, until the new hatchery in Hambantota came into operation in May last year.

The post larvae produced by the new hatchery is supplied to farmer co-operative societies in the Districts of Hambantota, Moneragala, Ratnapura, Kurunegala, Ampara and Puttalam says Hatchery Manager Sirikumara. The construction of the freshwater prawn hatchery which includes 12 culture tanks was completed and handed over to NAQDA operating under the Ministry of Fisheries and Aquatic Resources in December 2007. The hatchery has the capacity to produce up to 20 million post larvae annually while operations are at a peak.

It has already completed two cycles of production since operations started in May 2008 and is currently in its third production cycle. So far some five million post larvae (in two cycles) have been produced. Macrobrachium rosenbergii is considered to be the most viable species for commercial production in Sri Lanka and the operations of the hatchery will make a significant contribution towards supplying quality post larvae to freshwater prawn farmers in the country. FAO's hatchery complex also includes a fully equipped microbiology laboratory to facilitate the analysis of water quality and to detect diseases in brook stocks as were as during post larvae.

Free to farmers

To stimulate the development of prawn culture industry the Government will be giving post larvae free to farmers through co-operative societies during the first two years of operation.

That the demand is growing is evident and prawn hatcheries are expected to proliferate and the future look promising, especially for farmers engaged in the trade.

According to NAQDA around 50000 families are expected to benefit through prawn hatcheries in the years to come.

AIS assists to streamline operations

The Association for International Standards (AIS), associated to the Ceylon Chamber of Commerce (CCC) has over the years assisted organisations to streamline operations, support internal thought leadership while developing strategies to promote products which in turn create continuous demand for products and services. It also drives organisations towards continued growth. Over the past 11 years, AIS has helped the business community by introducing and promoting international standards.

Seminars and workshops

During the past year AIS has had a series of seminars and workshops that have been target-oriented, at all levels from different sectors thereby enabling participants to relate to the issues at hand and work towards overcoming them successfully. The areas focused on have been Management for Efficiency Improvement, HACCP, Six Sigma, Clean Development Mechanism, ISO 9000, Social Accountability 8000, Introduction to ISO 22000, Budgeting in a Competitive Market Environment, Quality Management System for HR Managers, Training Need Analysis, Biz Etiquette, Journey from Fat to Fit, among others. Some of these workshops have been conducted in Sinhala as well. These programs have helped the businesses to be more competitive within both local and international markets.

Katunayake People’s Bank started new Sisu Udana bank corner in Adiambalama R.C. Primary school. Here Katunayake People’s Bank Manager Ananda Fernando addresses the gathering. (from left) Deputy Pradesiya Manager D. N. A. D. Joseph, Gampaha Pradesiya Manager K. B. S. Kulasinghe and (R) Principal Mala Padmasili pins the People’s Bank badges. Sales Development Officer Sudarma Manel Ranathunga Vice Principal Lalitha Panangama also participated.
Pic: Ivon Nissanka, (Divulapitiya group correspondent)

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