CCS uses advertising media’s such as television, radio, news paper, magazine and posters in the promotion of Elephant-branded products. CCS also uses online advertising and social media advertising in social channels such as Face book and Instagram to create awareness of the brand. (Colombo Cold Stores PLC, 2017/18)
Sales promotions are also broadly utilized as devices to draw in new buyers but much emphasis is put on TV, since it is an appealing medium that complements the company’s marketing strategies, especially in positioning its brands. Kumar and Yehali Sangakkara were appointed as the brand ambassadors in 2013 to carry out the promotional activities of Jaykay marketing services (Pvt) Ltd which is a fully owned subsidiary of CCS.
Following are some of the promotional campaigns carried out by the company,
• Launch of “Athurupasa charithra” promotional campaign
• Sponsoring various events such as fashion shows, racing events, awurudu festival, kid’s events etc.
• Organizing the “super 17 cricket” tournament for the 3rd consecutive year.
• Elephant house is the official food ice cream and beverage of the current West Indies tour of Sri Lanka