Promotion

Promotion is a term used frequently in marketing and is one of the market mix elements. It refers
to raising customer awareness of a product or brand, generating sales, and creating brand loyalty.
LTL adopted promotion is comprised of various elements like:

Sales Organization
Public Relations
Advertising
Sales Promotion

LTL has to face tough competition in tenders. Typically, there are 30-40 bidders mostly from India
and China in every tender which offers low cost proposals. So, LTL has to rely on better quality
although its prices are higher than Chinese or Indian. LTL transformers are produced to the designs
of ABB, a global electrical giant, through a technology transfer agreement. So, the quality of LTL
products over the price has been addressed by LTL throughout their business encounters. LTL
have exported more than 4500 transformers during the last five years with no in-field failures
reported during operations so far and this is a direct indication of the high quality and by promoting
their success in the global market, LTL has become a very well-known global brand for
transformers. Here are some sales Promotion and Public Relation Principles adopted by LTL

Adaptability is the key to our success we cater to not only the Sri Lankan market but other
Asian countries as well as Africa. The secret to our success is our study of local norms and
cultures, which help us maintain a smooth client-contractor relationship.
We offer our clients the most competitive rates due to our ability to offer quality
engineering services by our world-class engineers. We are able to deliver the best products
and services at competitive rates, which is why we are the most trusted producers.
One of the most important aspects of our business is that we take constant efforts to cause
minimum effects to the environment as possible while executing our projects.
Even with all our success we have never forgotten our basics. This is why we pay great
attention towards humanitarianism and ensure that we uplift the quality of lives of the
locals in the areas our projects are implemented. We go above and beyond contractual
obligations to ensure that people of those areas prosper. That is our commitment.
Process

The systems and processes of the organization affect the execution of the service. Adopting a well-
tailored process in place to minimize costs while retaining the product quality is the best possible
way. Systematic procedures and steps to ensure a working business that is running effectively is a
must to minimize costs and maximise profits.

Research and Development wing of LTL has been painstakingly and continuously working to
develop new products, better and improvised manufacturing processes, use of modern technology
and better materials for the benefit of customers. This would not only be economical in terms of
cost and energy, but would also give an all-time superior product, providing total satisfaction to
the end user.

Innovation is something that LTL consider as of the upmost importance. They are always working
towards improving their existing products to make them even more efficient and sustainable. One
of the key features of the products manufactured by LTL is that, wherever and whenever possible,
the company uses local raw material. At present, LTL is researching the use of eco-friendly
coconut oil, to replace the imported mineral oil currently used for the transformers.

LTL always employs best business practices, which is evident with the superior quality of their
products. In all procedures, LTL maintain the highest standards starting from environment quality
to the occupational health and safety of the workers. Their manufacturing procedures are fully
complied with ISO standards with regards to Det Norske Veritas certified requirements and
maintain streamlined project management that help us deliver their products, services and contracts
on time. They are determined to deliver their products to the customers on-time delivery.

The Companys State of the Art transformer production facility manufactures very high quality
distribution transformers, special transformers & package substations conforming to international
standards. LTLs transformer factory at Angulana, Moratuwa today looks like a battle zone.
Transformers destined to be installed in many countries are being produced almost round the clock.

The Hot Dip Galvanizing Plant of LTL is one of the most technologically advanced in South East
Asia and provides superior quality galvanizing to steel structures, suitable to withstand corrosion
ensures the highest possible global standards of quality.
People

When a particular business finds customers who genuinely believe in the products or services that
the particular business creates, then employees of that business too will perform the best they can.
Theyll be more open to honest feedback about the business and input their own thoughts and
passions which can scale and grow the business. Internal competitive advantage a business can
have over other competitors which can inherently affect a businesss position in the marketplace.

LTL with the mission of To implement the best possible projects on time, satisfying the clients
requirements within their budget and to continuously increase our knowledge, experience, and
other qualifications that would qualify LTL to participate in International Bids.

Almost 99.5% of Sri Lanka has been Electrified. So, the opportunities of investments for LTL in
in Sri Lanka are getting less day by day. By understanding this trend LTL has now focussed on
overseas projects. LTL now expanded to over 20 countries, with clients from as far reaching as
South Asia, Africa, Kenya, Uganda, Tanzania, Oman and Bangladesh. Millions of people in rural
Africa today have access to electricity due to LTLs timely move to African countries with low
electricity. LTL has been firmly entrenched as a reliable power infrastructure provider in these
nations. Over 50% of LTL production is now exported. This ensures foreign exchange earnings,
technology transfer and generates employment in Sri Lanka.

The companys employees are important in marketing because they are the ones who deliver the
service. To outwit low labour costs of LTL competitors from China and India, LTL has managed
to improve productivity of its factory employees. Each time LTL finishes with their export orders,
LTL provide all the employees with a special productivity bonuses. LTL employees adheres to
high standards and constantly train and update their knowledge with global trends and overseas
exposure. LTL encourage and ensure continuous assessment and consultation from specialist
German technicians for their professional development.

LTL is therefore justifiably proud to bring honour to Sri Lanka, proving once again that given the
correct environment, training, teamwork, perseverance and hard work, Sri Lanka can aspire to be
world class.
Physical Evidence

In the service and production related industries, there should be physical evidence that the service
was delivered successfully. Additionally, physical evidence pertains also to how a business and its
products are perceived in the marketplace. Physical evidence refers to everything customers see
when interacting with a particular business.

LTL Holdings started as a joint venture of the Ceylon Electricity Board (CEB) and the large
multinational world famous ABB of Norway. This resulted in LTL enjoying the combined
advantage of the stability of a state sector organization with the efficiency of the reputed private
sector. LTL organization culture exemplifies the qualities of a successful private and public
partnership which has proven that state controlled entities do not have to be inefficient, slow and
loss-making businesses, but that with the right leadership and management any company can excel.

By winning the Gold Award for the Best Independent Power Producer (IPP) 2008 in the Asian
Region and the best Engineering Organization in the infrastructure development sector at the 2008
Engineering Excellence Awards ceremony organized by the Institute of Engineers, Sri Lanka, LTL
has retained its Trade name high among the customers all over the world.

Last year 30 container loads of transformers had been shipped to Jordan and Ethiopia for
electrification projects funded by the World Bank and African Development Bank. These orders
are for more than 1,800 transformers in less than six months of production time. This order alone
accounts for sale of Rs. 1.1 billion and sales to CEB now accounts for less than 50% of its turnover.
By its pioneering efforts to move off shore the power plant & transmission management expertise
of Sri Lankans LTL has firmly put Sri Lanka on the international power map.

LTL has provided opportunities for generations of talented Sri Lankan engineers and technicians
to innovate and they have employed more than 500 young blood engineers and a good number of
them are now doing extremely well in Australia or Canada or UK having secured well paid
employment due to the experience they gained in LTL. The company is proud that it has been able
to capture a sizable section of the international market, earning substantial foreign exchange to the
country. The access to European technology and maintenance of high quality and safety standards
assisted by lower operational costs has helped LTL Transformers have an edge over many of its
competitors in the international transformers market.
LTL Marketing Mix with 7P Concept

Figure 2: LTL deals with African Nations People Figure 1: LTL Substation equipment - "Products"

Figure 4: LTL Paper Advertisement- Promotion Figure 3: LTL Workshops- "Physical Environment"

Figure 6: LTL winning awards - "Physical Evidence" Figure 5: LTL transformers to Ethiopia - "Place"

Figure 7: LTL Production - "Process"

Conclusion

The heart of any business success lies in its marketing. Most aspects of business depend on
successful marketing. The overall marketing umbrella covers advertising, public relations,
promotions and sales. Marketing is a process by which a product or service is introduced and
promoted to potential customers. Marketing mix plan plays a vital role. It is important to devise a
plan that balances profit, client satisfaction, brand recognition, and product availability. Marketing
mix adaptation of LTL holdings have so many advantages in following areas.

For new product development

Pure marketing mix for the LTL products
Helps to increase the product portfolio in product line and length
Physical Evidence provides a guide to improve the market share.
Can analyse and differentiate the marketing mix of Competitors.
Helps for the company to be dynamic in any sort of scenarios.