Abstract
At present, competition within market place is in a higher level than previously. Therefore, industries need to find for effective ways to survive within the market. As an effective way, they can come up with suitable marketing strategies by persuading customers to engage with them. The objective of this literature review is to identify previous scholars’ investigations on how marketing strategies; Visual Merchandising (VM), Premium Pricing (PP) and Ethnocentrism, used by various industries in an effective way in Sri Lankan context. This paper has been divided into three sections. First, outline an introduction including definitions of VM, PP and Ethnocentrism. Then, a methodology of literature review has developed based on previous scholars’ work for strategies; VM in apparel and supermarket industries, PP in tea, tourism and organic food industries and ethnocentrism in Fast Moving Consumer Goods (FMCG), handloom and milk powder industries. Finally, the conclusion outlines comparison of strategies to the marketing effort and discussion on future directions.
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