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ON THE WEB THE FOLLOWING NEWS IT EMS HAVE ALL APPEARED ON T HE AFRICAN MARKETING CONFEDERATION (AMC) WEBSITE. BY VISITING THE SITE, AMC MEMBERS CAN ENJOY DAILY NEWS UPDA TES New visa a COVERING TOPICS OF RELEVANCE TO AFRICAN MARKETERS. GO TO WWW.AFRICANMC.ORG alone, the move will make it easier for boost for to the region. tour operators to sell attractive packages Over and above the cost-saving Responding to a changing marketing landscape joint tourism benefit, the associated ease of marketing movement between the three WHAT ARE THE MAJOR IMPERATIVES Rather, conversations and engagement attention than ever. Pressure is being countries will continue to build on the that point to how marketers need to are the name of the game as consumers brought to bear on brand owners by THREE EAST AFRICAN NATIONS – development of a strong regional brand, respond to a rapidly changing marketing become the voice of the brand. retailers, whose margins are being Kenya, Rwanda and Uganda – have allowing the participating countries to landscape in South Africa? Marketers need to acknowledge squeezed – as well as by shoppers who banded together to launch a single East leverage off cost savings and exposure This is the question that strategic that there is a shift towards values- are more restless, time-deprived and African tourist visa from 1 January 2014. at international trade shows. marketing efforts and streamlining tricky branding consultancy, Added Value, driven marketing. Popular culture demanding than ever. While previous Not only will the new visa put money The concept is, of course, not new, travel necessities like insurance. attempted to answer by conducting over is shifting from ‘personality’ to that generations of shoppers have only seen back in the pockets of travellers – and East Africa will have taken particular With international tourism becoming 100 hours of interviews with some of of ‘character’ and ‘integrity’, driven in merchandise when entering a store, significantly so for groups and families note of the effectiveness of similar increasingly competitive, reducing the country’s leading marketing directors part by a perceived lack of leadership, today’s shopper sees it as the opportunity – but it will ease administration and also schemes in other regional blocs around red tape while creating a financially across key industry sectors. character and values in today’s society. to use Twitter and Facebook to ask for effectively link the nation brands for joint the world. The 26 Schengen countries competitive destination is one strategy According to the consultancy’s CMO There is a need for truth, substance and product opinions from friends, or QR marketing and co-branding exercises. in Europe, for example, have used that tour operators have said in the past Report, marketing in South Africa is authenticity. Consumer expectations now codes to confirm prices and features. Just in terms of the financial benefit their joint visa as a way of maximising will help to boost visitors to Africa. in a state of transition. “Marketing, as go beyond a simple transaction of cash in The report concludes: “Dramatic a profession and a career, needs to exchange for a product with benefits. change is necessary and desirable; that is reinvent itself if it wants to play a bigger In-store marketing needs more the immutable reality of today’s marketing The Colonel KFC, which started life as Kentucky Quoted on the Yum! Restaurants commercial role, attract better talent and function. If marketing is going to shift from Fried Chicken in the US, now operates International website, Layzell reinforced re-establish its tarnished image in order Marketers must be orchestrator to conductor, it will require comes to 17 000 restaurants across 110 countries. the draw of the growing African middle- to restore some of the faith consumers able to show return more integration of its ideas, purpose and Kampala On average, it serves some 12-million class consumer: “Africa is undoubtedly have lost in brands,” it says. function across the organisation in order customers worldwide on a daily basis, one of the fastest growing regions Among the imperatives identified by on investment to realise its ultimate accountability – the company claims. globally and KFC is fully committed to the report are: business and brand growth.” GLOBAL FAST-FOOD CHICKEN CHAIN In response to KFC’s strategy and the harnessing this opportunity and building There must be a clear link between KFC opened its first outlets in Uganda entry of other global brands into Uganda, a sustainable business model on the marketing’s outputs and business recently. A part of Yum! Restaurants the country’s New Vision newspaper continent,” he said. performance. The commercial reality International, KFC is now closing in on ran a special feature late last year of many businesses is changing as 900 stores across Africa. unpacking the allure of Uganda’s growing consumers are increasingly coming Speaking at the time of the launch in middle class. In the article, journalist CONTRIBUTE TO under pressure. CEOs and CFOs will the Ugandan capital of Kampala, Bruce David Mugabe noted: “The entry of the OUR MAGAZINE lose patience with marketers if they Layzell, General Manager for New African uptown global fast-food giant (KFC) … is Strategic Marketing Africa is interested don’t have the ability and willingness to Markets at Yum!, described the opening testimony to the rising middle class and in hearing from industry experts, demonstrate clear return on investment as a “leap forward” and said it was the the quality demands of the market.” academics and journalists who may and tangible commercial value. The more company’s vision to sell its products He continued: “Uganda’s young be interested in contributing to the magazine by writing high quality marketing can link its outputs to business across the continent. population is the basis for massive performance, the more credibility it will Simon Schaffer, MD of Kuku Foods investment interest from global giants thought-leadership articles, columns and opinion pieces. command in the boardroom. East Africa, which also operates KFC such as Google and Samsung, [which] We are also happy to receive press Marketers must realise that restaurants in Kenya and Tanzania, said have recently found new and expanding releases, article ideas and other consumers are setting the rules of the opening would be the first of many markets in East Africa and Uganda information on marketing topics, as the game. The digital age is bringing outlets in the country. specifically. The population, according well as other topics of relevance to the increased power to consumers. No longer “We intend to open a total of four to experts, will form the cornerstone of African marketing community. are one-way brand messages broadcast PHOTOS: GETTY/GALLO IMAGES new restaurants in 2014, including one the economy in the not-so-distant future. Contact the editor by email: to a captive market able to keep control in Entebbe, which will bring our total Uganda’s population is estimated at strategicmarketing@imm.co.za or of, and retain, brand messaging within investment in Uganda to five restaurants 35,4-million by mid-2013, with more than mike@mikesimpsonmedia.co.za. the marketing department’s domain. by the end of the year,” he announced. half of the people under 30 years.” 6 strategicmarketingafrica First quarter 2014 First quarter 2014 strategicmarketingafrica 7