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MARKETERS’ strategic marketing AFRICA PUBLISHING FROM THE EDITOR SUPPLIERS EXPO 2014 Publisher Desireé Johnson Brand Director Bulelwa Mtsali MASXPO EDITORIAL The macro- Editor Mike Simpson mike@mikesimpsonmedia.co.za Revolutionising brand exposure Deputy Editor Cara Bouwer Art Director Tamlin Lockhart Targeted Marketing Suppliers / Proofreader Sally Rutherford economics of Project Coordinator Sive Booi Exhibitors PRODUCTION  Catering Companies Reproduction New Media Repro Printing CTP Web  Conference Solutions marketing  Décor & Design ADVERTISING Barbara Spence  Event Planners & Management Avenue Advertising  Entertainment Companies Tel: +27 11 463 7940 Fax: +27 11 518 9936  Industry Associations Mobile: +27 82 881 3454 S WE WERE PUTTING THIS macro marketing environment. So we  Professional Speakers Email: barbara@avenue.co.za edition of Strategic Marketing immersed ourselves in the complex  Rental Companies EXECUTIVE DIRECTORS: A Africa together, there was some worlds of finance, investment and global economics to answer an important discussion around the lead feature: the  Special Event Producers MIKATEKO MEDIA emerging market slowdown and what it question: if emerging markets (of Bulelwa Mtsali, Desireé Johnson,  Staging, Lighting & Audiovisual Ingrid Jones means to Africa. Would this topic be which all African nations are a part) Companies AFRICAN MARKETING best left for other sections of the media are slowing down, does that mean the  Technical Services & Products CONFEDERATION to cover? Were we somehow morphing suffocation of the emerging African  Travel & Transport Helen McIntee (President) from a marketing publication into a middle class and an end to the new age  Promotional Gifts Gillian Rusike (Secretary-General) financial magazine? of African consumerism? Both are crucial Ganiyu Adesegun Koledoye (NIMN) questions for marketers and key to the  Corporate Clothing Ruth Ncube (MAZ) The macroeconomic ongoing development of the profession  Conference & Exhibition Venues Fredrick Chituta (ZIM) environment is vital to on the continent. Shola Safo-Duodu (CIMG)  Direct Marketing Jeremiah Siage (MSK) marketers in Africa Happily, the answer seems to be that  Exhibition Stand Builders & Nigel Tattersall (IMM) African countries will be less affected Designers AMC CONTACT DETAILS than many other emerging markets  Incentive Travel Atlas Studios, 33 Frost Ave These were questions we mulled over around the world and, while the outlook (cnr Owl Street), Braamfontein  Outdoor Advertising & Promotions Werf, Johannesburg; PO Box 91820, before deciding to go ahead, because isn’t quite as rosy as it was a few months Special Topical Discussions  Packaging & Printing Auckland Park, South Africa 2006 the reality is that the macro environment ago, our economies will by and large · Nurturing customer Loyalty  Point-of-sale Advertising Material Tel: +27 11 628 2000 in all its facets is vital to marketers in continue to grow and advance the cause Email: info@africanmc.org · Choosing the Right supplier Africa – possibly more so than on any of consumerism. Of course, the global · Spotlight on Zimbabwe – Thinking outside the box  Print & Electronic Media PUBLISHED ON BEHALF OF THE other continent. After all, an online economy is a fickle thing and individual AMC BY MIKATEKO MEDIA · Opportunities which lie in Marketing (for students)  Reproduction & Printing Companies marketer here can’t expect to succeed markets are always subject to the whims of an unpredictable world, but many if large numbers of his supposed target · Your Brand your CV (for Students)  Retail & Display Signage  Stationery | audience are unable to go online due to a experts believe that the continent’s  Training & Education Companies Mikateko Media, New Media House, lack of electricity or Internet connectivity. economic fundamentals are now strong PARTNERS 19 Bree Street, Cape Town 8001 Similarly, a marketer wanting to offer enough to withstand the short-term 20 – 21 March 2014  Telecommunications, Postal address: PO Box 872, to-your-door delivery won’t succeed if the buffeting of emerging markets. Green Point 8051, South Africa  ICT Companies transport infrastructure is inadequate and This is certainly good news Cresta Lodge, Harare, Zimbabwe  Motoring and Motor Cosumables Tel: +27 21 417 1111 there aren’t suitable roads for the courier and a reason for optimism among www.mikatekomedia.co.za company to drive on. Africa’s marketers. IN ASSOCIATION WITH Chartered Institute of Marketing, Ghana Growth potential and economic Happy reading! For site maps and stands bookings Contact Marketing Society of Kenya outlook are also a critical part of this Mike Simpson National Institute of Marketing of Nigeria IMM Institute South Africa Brought to you by Zambia Institute of Marketing 24 GLENARA SOUTH, Marketers Association Zimbabwe CONTRIBUTORS TO THIS ISSUE EASTLEA, HARARE, ZIMBABWE Brought to you by the African Marketing Luise Alleman; Jennifer Barassa; Cara Bouwer; Gaye Crossley; Johann Jenson; Jacinta Jonas; Phone: +263-4-747 051, 747 031 / +263 772 454 767 Confederation and Mikateko Media, Strategic Helen McIntee; McKinsey & Company, New York, USA; Nielsen Company, New York, USA; loreenc@mazim.co.zw / samanthak@mazim.co.zw Marketing Africa reflects an unbiased Andrea Rademeyer; Mike Simpson; World Economic Forum, Geneva, Switzerland. perspective of African and international www.maz.co.zw marketing trends and opinion without compromise, courageously and coherently. First quarter 2014 strategicmarketingafrica 3