Company called Sri Lanka and its marketing strategy

This is the second edition of the ‘Company Called Sri Lanka’ article range in store and finds it is the most appropriate time to express the marketing strategy for tourism in the backdrop of the Sri Lanka Economic Forum, where they will be arguing about positioning Sri Lanka in the world market.

Sri Lanka as a country is not different to a company in terms of its marketing strategy, but the only issue is to have a national policy and integrated marketing strategy to be agreed upon. This company has many products and services to offer the world market, but are we in unison in its efforts to market to the right segment and brand them in such a way to find an equitable benefit to all participants of a single line of product or service.

Just compare the marketing strategies of Unilever or Nestlé and how they have umbrella branded its products without cannibalising the same categories but catering different market segments successfully.

Let’s take the Sri Lanka Tourism as a category. We need to ask the question what is the unique selling proposition in the eyes of the prospective customers? Not about how good we had been in doing something or a brand like ‘Miracle of Asia’ or something like that.

It does not matter to the prospective client who we are, but what matters is what value they will get by visiting Sri Lanka as a tourist. Say, if we talk of beaches, Maldives or Thailand offers the same. And if a country’s branding is positioned with the main focus on beaches it creates displeasure in the other players who has different experiences to offer, such as Kandalama Hotel.

Let me quote what Dominique Moïsi who was the Senior Adviser to the French Institute for International Relations (IFRI) and Global Expert Finder contributor stated in the ‘foreign affairs’ (Jan/Feb 2007) as: “The United States and the Europe are divided by a common culture of FEAR. On both sides one encounters, in varying degrees, a fear of the future, and a fundamental anxiety about the loss of identity in an increasing complex world. But much of Asia displays a culture of HOPE.”

The above statement which said in 2007 has come to past now and we are living in it at the moment. This is clear evidence to which market that ‘Company Sri Lanka’ should be marketed to.

There are different types of tourist a country attracts, such as high spenders, MICE or pilgrims, etc. How can a country brand itself in the tourist space with a single minded branding which is unique and has a competitive advantage over its competitors? Even Singapore was struggling how they should be branded and some of the slogans they came up were ‘A Garden City’ or ‘A Water City’ or ‘Where East Meets West’.

From Sri Lanka point of view and looking at the future potential markets closest to us, what do they really want? People from tropical countries like to experience different climatic conditions in the West such as the four seasons (Spring, Summer, Autumn and Winter).

Come to think of it Sri Lanka has all four seasons throughout the year. Then how about a branding and a slogan such as ‘4 Seasons 365’. This can be a unique selling proposition for Asian countries to experience a season of their choice or all four seasons in a short period of time.

Sri Lanka has the coastal beaches or Polonnaruwa which meets the summer climes, then the Winter or ‘little England’ Nuwara Eliya, Autumn/Spring maybe Bandarawela, Kandy, Matale and the Knuckles mountain range can be compared. This gives equitable access to all players in the country and will be benefitted by the national promotional campaigns.

However, performance matters in branding and any under delivery can be irreversible to the country brand in future. Are we as a country really ready to take on the world of tourism and do we know why the tourist come to Sri Lanka as oppose to other countries.

Have we done adequate quality research to understand the above concerns? If the answer is ‘yes,’ then finding a unique selling proposition will not be an issue.

Whilst the country is forging ahead with many infrastructure developments and positive sentiments in some aspects, negative sentiments have taken the upper hand as usual and the perception in the outside world is not in favour of the country in the current context.

Hence, the company needs to realise this sooner rather than later to address these negative sentiments such as the human rights issues, media freedom, corruption and any other pressing issues as soon as possible. Although the power is shifting in the global arena from West to East, but still West is and always will be a major force in the market place.

Whilst emphasising the need to brand the country to benefit all participants alike, we should get the company’s act together for an integrated marketing strategy and communication strategy for all products and services on offer.

The garment industry had realised this and collectively the players had formulated ‘Garments without Guilt,’ which works well for them. How will the company be if we do the same for the rest of the sectors?



(The writer, FCMA(UK), FIB (SL), MBA (UOC – Marketing), CGMA, CCM(SEC), is a banker by profession with over 22 years in the financial sector and is the Head of Business Planning (SME/Retain Sectors) for a leading commercial bank in Sri Lanka. He could be contacted on [email protected]. This article contains the personal views of the writer.)