PROFILE

Sayerlack

Q: What is your assessment of branding in Sri Lanka?

A: We have seen a consumer shift in the decision-making process where price takes precedence over quality while being primarily concerned with short-term gains over long-term advantages.

As marketers however, it is crucial for us to prioritise brand building with a long-term perspective instead of simply reducing costs. Under these circumstances, brands that have consistently delivered exceptional quality without making compromises emerge as winners.

Q: How do you leverage digital marketing and social media platforms to strengthen your brand presence?

A: Sayerlack primarily targets carpenters, painters and homeowners. We have effectively utilised social media platforms to raise brand awareness and activations.

During the COVID-19 lockdowns for instance, having identified a massive shift in digital usage amongst our target audience, we introduced the ‘Sayerlack Sathkaraya’ programme on Facebook, which provided valuable technical and practical assistance to painters facing obstacles in completing pending projects. Another approach involved sharing informative videos that offer technical guidance on product usage.

Furthermore, we employed social media as a means to accept orders and ensure product delivery, amid the pandemic and fuel crisis.

The JAT loyalty programme is fully embedded on a digital platform where we interact with over 140,000 customers on a daily basis while driving promotional activities and offering technical support, and rewarding loyal customers.

Q: How should organisations look at brand investments to accelerate business recovery?

A: Organisations must prioritise brand building and embrace innovative strategies to promote the brand while considering the long-term effects of brand investments. At JAT, we implemented a brand investment funnel where investments are assessed at various levels considering factors such as estimated return on investment (ROI) and the impact of the investment on a wide range of stakeholders.

Identifying market trends, we invest heavily in digital in comparison to traditional media as it offers a better ROI. Despite the challenging business environment, JAT has invested in a range of brand building initiatives including a loyalty programme, and an R&D facility that has helped innovate new products and launch them in the market in a short period of time.

We are now in the process of constructing a binder plant for manufacturing raw materials for the wood coating and emulsion sectors while exporting excess production to retain capital in the country. Through backward vertical integration, cost efficiency and unwavering quality, JAT aims to provide unparalleled value to its customers.

Q: How does your brand impact financial performance?

A: Sayerlack has become the consumer brand of choice for two consecutive years, proving that customers trust our brand  for the quality and satisfaction it provides. As JAT’s flagship brand, it contributes 70 percent of the total revenue recorded by the group. Due to its popularity as the most valued consumer brand, it has achieved a year on year average of between 21 to 25 percent sales growth.

Q: How do strong brands contribute to increased customer loyalty?

A: A strong brand consistently delivers on its promise. In addition to delivering our promise of quality, we continuously seek ways to deliver beyond customer expectations. The JAT loyalty programme is one such instance where we have gone beyond a rewarding mechanism and built it as a platform to change the lives of painters.

Our loyalty base has reached 140,000 customers who enjoy priority enrolment in the JAT ‘Pintahroo Shilpee Abhiman’ programme, offering an internationally recognised NVQ qualification.

Over the years, JAT has conducted over 70,000 training programmes for painters.

Through JAT tech and experience centres, customers can explore over 100 finishes, experiencing superior products. When a brand touches a customer’s life, it strengthens brand equity and also garners long-term loyalty.

Q:  How has your brand contributed to the upliftment of the sector and its long-term survival?

A: As the market leader, JAT has taken on the responsibility to grow the category, product and brand while positively impacting all stakeholders.

JAT is also at the forefront of introducing new technologies to the category such as UV coatings, which is the future of the wood coating sector. JAT is committed to driving positive change and raising the bar in terms of quality, sustainability and sectoral standards.

Telephone: 4407700 | Email: info@jatholdings.com | Website: www.jatholdings.com