Marketing & sales

PUM experts support businesses with hands-on advice in communications, marketing, and sales. They help turn strategy into action through tailored plans—aligned with company goals or focused on product or service positioning—always in close collaboration with local entrepreneurs.

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Communications & marketing is an essential ingredient for the survival and success of any business. For every business, it is key to find and keep its customers, and to communicate with them. Without communications & marketing, a business may offer the best products/services in the industry but none of its potential customers would know about it.

Marketing & Sales as accelerating skill

At PUM, we support SMEs in core industries of the food and non-food industries—such as horticulture, hospitality, healthcare, and ruminants.

We also offer accelerating skills in cross-cutting areas like business strategy, technical assistance, eco and social transition, and learning & development. These are not standalone services; instead, we apply them where relevant to strengthen projects within a core industry.

For example, we don’t offer general marketing support to a marketing agency, but we do assist a tourism or food processing business improve its marketing efforts. This approach also boosts collaboration across sectors and business ecosystems, driving broader, more sustainable growth.

Marketing & Sales is a crucial skill concerned with anticipating the customers’ future needs and wants, often through market research. It covers a wide variety of activities including strategic communications planning, public relations, marketing, sales, advertising and branding. Businesses with limited resources may choose to engage only in a few of these activities. This makes effective communication and marketing for these types of businesses even more important.

PUM experts support businesses by collaborating on translating corporate strategies into operational communication and marketing plans for SMEs in our core sectors. Such plans may focus on corporate objectives, or support the market positioning and categories of specific individual products. Our experts can advise on the use of traditional and technology- enabled marketing communication tools and assist in building the conditions for their successful introduction and implementation.

Areas of expertise

Strategic Marketing & Branding

Marketing strategy development
Branding and positioning (B2B and B2C)
Market research and product evaluation
Marketing planning and implementation

Communication & Promotion

Corporate communications (internal and external)
Product promotion and public relations
Advertising and campaign development
Service information and customer contact (incl. call centres)
Mass media engagement (radio and television)
Public affairs and stakeholder engagement

Sales & Customer Engagement

Sales strategy and planning
Personal selling and direct marketing
Sales promotion and loyalty building
E-commerce strategy and implementation
Online marketing and digital channels

Lulama City Cycle Industries

Sri Lanka

“We are immensely grateful to have had the opportunity to work with Mr. Richard, a distinguished marketing expert from PUM. His invaluable guidance has been a beacon of light on our journey towards marketing excellence. On behalf of everyone at Lumala thank you for your invaluable support and wisdom. We look forward to a continued relationship and to making the most of the lessons you’ve imparted.”

Professional people for positive impact

Looking to grow your business or organisation sustainably and build a brighter future for your community? Contact one of our representatives in your country for criteria, more information and guidance on the application process.