As we all know, the environment is not what it used to be. As it changes rapidly, to survive in this changing environment fishermen should be able to cope up with new trends, especially coming up with innovative ideas, and product features are required as it creates value for the customers. Moreover, they are required to identify what their customers exactly expect from them. As long as they continue what they did so far, it impedes their progress. Hence, as it was mentioned before innovations are the way to win the heart of the consumer. It does not mean that fishermen are required to do something new, merely adding an extra feature can work well for a better reap. In this context, value additions of fish products would play an important role in satisfying customers. needs and wants while attracting various sorts of new customers who seek the varieties.


Further, it could be identified that many small and medium scale entrepreneurs and various sorts of persons engaged in businesses in small and medium scale have lack of marketing knowledge and skills. Therefore, they are not capable enough to use sound marketing strategies in winning their customers and satisfying the needs and wants of their target customers.


SLIM has initiated the “Gamata Marketing” Programme with the main objective of making regional SMEs aware of marketing principles and its applications using relevant strategies and tools for effective targeting of customer segments focused on delivering more specific products and services which satisfy segments effectively and efficiently than its competitors. Further, they have implemented this programme as they believe that this knowledge based initiative would help uplift their business performance to next levels from where it stands now through streamlining their focus, attitudes and orientation towards market based product offerings. Therefore, this programme has become very successful and spread its roots to the public.


This will add value to the SMEs, rural enterprises and upcoming entrepreneurs whilst contributing to the development and boost to the Sri Lankan economy as SMEs generate major portion of the GDP and their contribution is vital to the marketing fraternity.



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