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September 6, 2011

Can Product Naming and Branding Revitalize Sri Lanka's Cinnamon Industry?

Here is a fact I bet you did not know - Sri Lanka (formerly Ceylon) produces about 70% of the world's cinnamon and has 85% of the world's market share. Think about that next time you shake some on a latte!

Now, the Sri Lanka Export Development Board is branding their cinnamon as "Pure Ceylon Cinnamon" to get the fragrant product the kind of cache that Pure Ceylon Tea has.

Said one executive recently, "Branding of Pure Ceylon Cinnamon and promoting it as a global brand in target markets is very important to highlight the main characteristics of Ceylon Cinnamon and differentiate Cinnamon from Cassia to gain the competitive advantage.

Accordingly, Ceylon Cinnamon will be introduced to the international market as a branded product which reflects a combination of several intrinsic characteristics."

Sri Lanka sold $85 million worth of cinnamon to the world last year and has since seen a whopping 32% growth in the industry.

The biggest problem the cinnamon industry faces in meeting this ever increasing demand is a shortage of skilled peelers. Because of this peeler shortage, they are trying to capitalize on the equity of the Ceylon name. In other words, brand name equity will make up for more production.

Should more peelers be attracted to the industry thanks to the value of the brand name (and the attendant high wages) the country could double its production without planting a single new tree. The Sri Lanka Export Development Board thinks it can increase export earnings from products and services to $15 billion annually through careful management of the brand and the production of more product.

But cinnamon peeling is an art that has been handed down for generations in Sri Lanka. The country produces 16,000 tons of cinnamon annually, while providing the livelihood for 260,000 families.

And the biggest buyer? Mexico, who claimed 49% of it in 2010.

The Sri Lanka Export Development Board planned two Pure Ceylon Cinnamon brand promotion events in the USA and Germany in 2011. The first one was at the International Food Technology Fair in New Orleans last month, the next will be in October during the ANUGA Trade Fair in Germany.

I think that this is an interesting move. The name "Ceylon" is already understood in the US and connotes exoticism. Also, this brand name initiative might help employ thousands more people and bring an ancient art to a new generation in this tiny island nation.

Technorati Tags: Cinnamon, Ceylon Cinnamon, Cinnamon Branding, Product Naming, Sri Lanka Naming, Export Brand Naming

Posted by William Lozito at September 6, 2011 9:19 AM
Posted to Brand Naming | Branding | Food | Industry | Linguistics | Marketing | Naming | Product Naming

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