A global marketing plan for Sri Lanka's Ceylon Cinnamon
UNIDO. Positioning, target markets and channels to protect an authentic product and grow its exports.
Sri Lanka
The question
Counterfeiting and international competition threatened the reputation of Ceylon Cinnamon. How could Sri Lanka protect its authentic product and grow exports to the European Union and other global markets?
Research and data
The work involved the Ceylon Cinnamon Geographic Indication Association, Sri Lanka’s Export Development Board, the Department of Export Agriculture, the Spice Council, and the Spices & Allied Products Producers and Traders Association.
The plan
UNIDO selected Inbwnd to develop a global strategic marketing plan setting out brand positioning, target markets and media channels, to guide international marketing over the following three to five years.
The result
The plan gave UNIDO and Sri Lanka’s government a unified roadmap to quadruple Ceylon Cinnamon’s export value and position one authentic brand globally.
Inbwnd client engagement for the United Nations Industrial Development Organization, 2020 to 2021.
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