New Zealand trade with Sri Lanka

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New Zealand trade with Sri Lanka

• Anchor
• Carlsberg

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Locations
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Country Overview
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Country Overview Cont..
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Country overview Cont..
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Country Overview Cont..
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Country overview Cont..
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Trade between NZ and SL
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Some characteristics of Sri Lankan Culture

• Respect for elders teachers/family/superiors
• Class system eg Master /Madam/Sir
• Relationship oriented/ Family oriented
• Very hospitable
• Smiling, caring, emotional
• Hard working with few lazy ones
• Values education, family ties

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Anchor Products in SL

• Anchor powdered Milk
• Export bulk powder from NZ
• packed in Sri Lanka
• Anchor Butter
• Export in user packaging

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Extended product lines

• UHT milk
• Whipping cream
• Growing up milk powder

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Volume of Anchor Exports VS. Market Volume

• 30,000 tons of Milk Powder exported
• Total market volume 50,000 tons

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Communication Strategy for Anchor (In SL)

• Based on emotions and love (mothers love)
• Anchor milk is the best milk a mother can give
  her child

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Why?

• Anchor comes only from NZ
• NZs reputation - best dairy producing
• The milk comes with a guarantee from NZDB

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Communication Strategy for Anchor (In NZ)

• Based on Nutritional value
• Educating the target market

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History of Anchor In SL

• Anchor was established as a brand in 1983
• Originally, Nestles was the main player in the
  market
• Anchor market share is over 50 currently

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Carlsberg in Sri Lanka

• Brewed at a local brewery
• Considered as a premium drink
• Targets a niche market
• Distribution mainly to hotels, clubs, super
  markets and urban areas

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Communications Strategy for Carlsberg in SL

• No localisation of marketing campaigns
• Restrictions on the availability of advertising
  media (No TV or Radio advertisements)
• Marketing campaigns based on sponsorships of
  premium musical shows and rugged sports (Rugby)

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Communications Strategy Cont..

• Use of promotional material and high marketing
  budget