The Project

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.

Department of Marketing, Faculty of Management and Finance, University of Ruhuna is engaged in this endeavor of implementing “Gamata Marketing” Programme with the collaboration of Sri Lanka Institute of Marketing (SLIM), basically with the aim of amplifying the performance of fishing community in Matara. Moreover, the Department of Food Science and Technology, Faculty of Agriculture, University of Ruhuna and the Faculty of Fisheries and Marine Sciences & Technology, University of Ruhuna are eager to extend their hands to make this event successful. The prestige of the event will be enhanced by the support of the Matara Chamber of Commerce and Institute for Development of Community Strengths (INDECOS).

Further, we believe that those who are engaged in fishing industry will be more strengthened as this offers them an opportunity to stand on the shoulders of the giants.

Objectives of the Project

  • Spurring innovations as it assists value creation process.
  • Making regional fish community aware of marketing principles and its applications.

Project Outline

Action Point Timelines Responsibility Status
Select 40 households from Matara fishing community (Selection criteria: Based on recommendation given by Institute for Development of Community Strengths -INDECOS). Dec Department of Marketing (DOM), University of Ruhuna Completed
Train the selected candidates with new technology and skills and make them aware on how to produce innovative products from fish Jan to Aug Department of Food Science and Technology, Faculty of Agriculture, University of Ruhuna Completed
Provide them marketing related knowledge. Specific areas: Product Strategy (including Packaging, Labeling, Branding) and Pricing Jan to Aug Department of Marketing, University of Ruhuna & SLIM Completed
Fish Bonanza, Fish expedition (It is expected to organize this event in Matara beach. In this event trained people will introduce these innovative products to the public. Further, it is expected to open this event for the interested parties such as foreigners and hotels etc. in Matara area). 6th Sep Department of Marketing, University of Ruhuna & SLIM In Progress