The Sri Lanka Institute of Marketing (SLIM) recently conducted the Certified Professional Marketer Asia (CPM ASIA) evening forum titled ‘Spotlight – Asian Marketers in Action’. The objective of the forum was to discuss ‘the Dynamic Challenges in Emerging Asia’ with focus on making a strategic contribution to improve business confidence to win Asia, as well as to inspire the business community of the island.
The event held at the BMICH, witnessed a record participation including CPM/ PGDIP graduates, professionals, SLIM members and special invitees. Included in the panel were Ravi Jayawardena, the Group Chief Executive Officer of Maliban Biscuits, Dileep Mudadeniya, the Vice President of the John Keells Group and Head of Brand Marketing at the Cinnamon Hotels and Resorts, and Dulith Herath, the Founder/Chairman of Kapruka. The forum was followed by an interactive Q&A session.
SLIM, the National Body of Marketing, aimed to enhance the knowledge of the marketing fraternity through this forum. It was also instrumental in improving brand awareness of the Certified Professional Marketer (CPM Asia) qualification conferred by the Asia Marketing Federation (AMF). CPM (Asia) is the foremost recognition offered to a marketer in the region whose competencies of academic as well as practical understanding of Asia is highly comprehensive. As such, CPM qualified marketers represent the cream of the country’s first-rate marketing professionals. Often considered the passport to the marketing world, the CPM qualification is conferred by the prestigious Asian Marketing Federation, and is recognised in more than 18 Asian countries.
Ravi Jayawardena, the Group Chief Executive Officer of Maliban Biscuits who graced the evening as the keynote speaker, shed light on industry insights and shared interesting facets from his own career. “There are many opportunities available in the Asian region. Marketers should have positive energy to move forward and conquer the region, and beyond. Corporates should focus on building brands rather than working towards short-term goals. It is necessary to capitalise on your strengths and approach the target market accordingly. We should be willing to invest in creating brand equity, which is the key foundation of a brand.”
Panelist Dileep Mudadeniya, the Vice President of John Keells Group and Head of Brand Marketing at Cinnamon Hotels and Resorts enlightened the audience with valuable insights on current opportunities in the region. “With increased tourist arrivals to Asian countries, the façade of the region is rapidly changing, and thus the Asian countries are becoming powerful and affluent. By 2021, China will rank first in receiving the most number of tourists”, he said.
“The size of the Sri Lankan e-commerce market is about 250 million USD at present, while three years ago it was 80 million USD - the growth is tremendous. The major advantage of an e-commerce platform is that you can sell your products to a global market with no hassle”, added Dulith Herath Founder/Chairman of Kapruka.com.
Dr. Samantha Rathnayake, a Faculty Member/ Management Consultant at the Postgraduate Institute of Management (PIM) shared his views and experiences as the moderator of the forum.
Commenting on the forum, Suranjith Swaris, the President of SLIM, said, “Sri Lanka plays a vital role in the Asian region as an emerging economy. Therefore, grooming the local marketers in Sri Lanka to conquer the region is of paramount importance. Also, Sri Lanka has made great strides in the region in terms of brand excellence and innovation, which reflect the significant contribution of the country towards the growth of the regional marketing activities.”
SLIM is the national body of marketing in Sri Lanka and has been promoting marketing excellence, and elevating the status of marketing since 1970. It is a member of the National Chamber of Commerce of Sri Lanka (NCCSL), the Organisation of Professional Associations of Sri Lanka (OPA) and the Federation of the Chamber of Commerce and Industry of Sri Lanka (FCCISL).
Internationally it is affiliated with the Asian Marketing Federation (AMF) as a member of its board of management. SLIM organises national level events and forums such as Ignite 2020, NASCO, SLIM Brand Excellence, the SLIM Nielsen People’s Awards, SLIM Digis and the Effie Awards.