Browsing by Author "Deshan, W.H.M."

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Economic Benefit of promoting Own Brand in Local Tea Industry
    (Uva Wellassa University of Sri Lanka, 2010) Deshan, W.H.M.; Gunarathne, Y.M.C.
    The purpose of this study was Exploring for the opportunities of promoting own brand in local tea industry. This study will help to the parties who are going to or hoping to promote their own brand in local tea industry. For the data collection in here, used method was direct interview method for primary data. For the secondary data collecting, used annual reports and publications. According to the research findings, it shows the promoting own brands is not effective and prove that, it was measured and compare with the local market portion and exporting volume of the tea industry. According to the findings it indicate that exporting tea or following other promotional methods are suitable than promoting own brand in a local market. In addition, it said that, most of the companies mainly base on the exporting market rather than doing operations in local market. Furthermore they mainly think about their exporting capacity and they are not like to spend more money to the creating own brand in to the local market. To promoting own brand, as constrain, they have lack of money. Giant companies like "Unilevers" spend huge money for the promotional campaign and they have more than 50% of market share in local market. When newly started firms are not in a position to face that much of risk in the market and also according to the annual reports of the companies who are having brand, most of the years they made loss from tea.
  • No Thumbnail Available
    Item
    Empirical Study on Economic Benefits of Promoting Own Brand in the Local Tea Industry in Sri Lanka
    (Uva Wellassa University of Sri Lanka, 2010) Deshan, W.H.M.; Gunaratne, Y.M.C.
    The purpose of this study was to explore the opportunities of promoting own brand in the local tea industry. The findings of this study will help the parties who want to promote their own brands in the local tea industry. Primary data were collected using direct interview method while annual reports and other publications were used to collect secondary data. The study revealed that the promoting own brand is not effective compared to the local market portion with the export volume of the tea industry. According to the study, exporting tea or following the other promotional methods are more profitable than promoting own brand in the local market. Further, it reveals that, most of the companies mainly based on the export market rather than local market. Furthermore, they mainly concentrate in their exporting capacity and they are reluctant to spend financial resources on creating own brand to the local market. The main constrain for promoting own brand was identified as lack of money. Giant companies spend huge monies for the promotional campaign to increase their share in the local market. When newly entered firms are not in a position to face that much of competition they would be unable to sustain in the local tea market. Keywords: Branding, Plantation Companies, Tea