Sri Lankan brand to score in Asian markets

The Sri Lanka Institute of Marketing (SLIM) said last week it would be introducing the ‘Effies’ – an internationally recognized awards scheme allowing Sri Lanka to participate at a regional level in the context of its advertising awards.
SLIM President Sarath Fernando, who made these comments during the course of the launch of SLIM Brand Excellence 2007 to be held later on this year, didn’t give details.

Referring to SLIM’s involvement in international bodies, Fernando said Sri Lanka was once given the Presidency of the Asian Marketing Association.

“Are we going to stop there?” he asked, adding that the President of the World Marketing Association had already appointed a SLIM Sri Lanka member, to the Steering Committee of the WMA, to spearhead its revival.

Fernando, who commented in a press release on the launch, said Asia is very important to Sri Lankan brands. “Asia is very young. If you take the population of Asia, more than 50% are below 20, which means there’s a lot of opportunity for Sri Lankan brands to enter the Asian market first, which is two-thirds of the world’s population, and earn profits and make the Sri Lankan mark in the region.”

The SLIM Brand Excellence awards are to be held in October under the theme “Brand custodians” who are being asked to prove themselves.

Local and international brands that are currently marketed in Sri Lanka are eligible to participate in the competition along with Sri Lankan brands that are marketed internationally.

The main awards of the event are Product Brand of the Year and Service Brand of the Year, with the highest scoring from the above being awarded the prestigious Brand of the Year. This year also the new category Small Business Brand of the Year will be available to give exposure to companies with an annual turnover of less than Rs. 50 million.

Among the other awards are the Innovative Brand of the Year, which is awarded to the brand that has showcased exceptional innovations, and Turnaround Brand of the Year for the brand that has overcome an adverse performance, downturn or crisis situation, and come out favourably. Another award is for the Local Brand of the Year. This is to recognize a true Sri Lankan brand that has been developed and marketed locally and made its mark.

The International Brand of the Year will be awarded to a home-grown brand that has made headway in the international arena. An opportunity for recognition awaits new brands that have been in the market for two years or less, that have performed exceptionally well, as the Best New Entrant Brand.

This year Imal Fonseka, Director/General Manager, Sales and Marketing, Chevron Lubricants Lanka Ltd, will be presiding as Chairman for the panel of judges while local marketing guru Dr. Uditha Liyanage will be an advisor.