Sri Lanka’s global tea marketing campaign to commence on the 25th in Russia
Sri Lanka’s proposed global tea marketing campaign is to be launched on September 25th with the first promotional activity scheduled to take place in Russia.
This would be followed up by the second promotion in Ukraine in October, Director Promotions, Sri Lanka Tea Board, Pavithri Peiris has told Sri Lanka’s state owned newspaper, Daily News.
Peiris has noted that according to the plan Japan has been earmarked as the third country for the global promotion, which would take place in March next year, followed by China.
She has made these observations to the newspaper on the sidelines of the National Chamber of Exporters (NCE) awards that was held at the Shangri-La Hotel in Colombo recently.
The total promotional budget for the three events would be around Rs. 600 million, out of which, around Rs. 350 million would be utilized this year.
According to reports, the Sri Lanka Tea Board (SLTB) would also participate in the World Food Expo in Russia on September 25 and would also hold meetings and promotions with leading super market chains in Moscow to promote Sri Lanka tea.
“In addition, meetings would also be held with key decision makers/ influencers in Russia,” Peiris has said.
Russia remains the third largest importer of Ceylon Tea up to October this year and this would be the start of the Rs. 4.5 billion global tea promotion campaign, while nine other countries have been identified.
“However, UK is not in that list as we see better prospects in promotions in other countries,” the Director Promotions has said.
The campaign is expected to create awareness of the Ceylon Tea brand, particularly among the younger generation and to differentiate the authentic Ceylon Tea product, which would help Ceylon Tea reposition itself as a top brand, among quality tea drinkers.
“Though the global tea marketing campaign was announced last year, it did not take off as planned, due to various reasons and Minister of Plantation industries Navin Dissanyake played a key role to get the necessary approval for the campaign,” Peiris has added.
OSL take:
Sri Lanka’s tea sector has been recording a continuous growth with increased recorded in the exports sector as well. The proposed global tea marketing campaign would definitely provide a further boost to Ceylon Tea. The government of Sri Lanka has also offered many incentives to promote the country’s tea industry. Foreign businesses/investors could explore business/investment opportunities in Sri Lanka’s tea industry.
| Article Code : | VBS/AT/09092019/Z_3 |