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From the President oF the AFricAn mArketing conFederAtion A busy time as the AMC gains traction nce again, i am delighted and multinational corporations scrambling i also wonder who is losing out as the and proud to present this, to enter the high-potential markets luxury goods market share grows. are O our fourth issue of Strategic that seem to be exploding all over the these items purchased in addition to, or Marketing Africa. i believe the publication continent, i wonder whether these goods instead of, other less luxurious items? is is going from strength to strength and am will maintain their status and desirability casio or Swatch suffering losses because heartened by the positive comments we or, as more and more people acquire of the growth in tag heuer or Omega are receiving. them, whether there is not the risk of sales? this would certainly make for an there has been much activity in the ‘luxury’ products in fact becoming a less interesting case study! african marketing confederation office sought-after ‘commodity‘? changing tack slightly, modern africa since our last issue, as we plan for our as a marketer i have always been is very much a continent alive with hope first amc Summit to be held at Victoria interested in the psychology behind and the conviction that things will get Falls in Zimbabwe during October. We are consumer purchases of cheap ‘knock better. Our african Success Stories feature also soon to be launching our chartered offs’ of famous luxury brands, so i article on page 24 – which outlines the marketer (africa) professional qualification wonder what impact this actually has remarkable journey of good african coffee (more details on both exciting events to on the genuine goods? Perhaps the from the hills of western Uganda to the follow shortly). manufacturer shouldn’t really mind if a supermarkets of Britain – is truly inspiring in addition, we were recently very person wears a phoney Rolex or buys a and a tribute to marketer andrew Rugasira’s pleased to host the President, mr fake Prada handbag, as they now have determination to make a difference by Koledoye, and the Registrar, mr Olokesusi, access to a huge market that cannot following a philosophy rooted in the african of the national institute of marketing of afford the real thing, and while Rolex or spirit of Ubuntu. Be sure to read it. nigeria (nimn). i would like to thank them Prada don’t collect the income, they do this issue is packed with worthwhile both for their enthusiasm and input into have a walking advertisement! articles i trust you will enjoy. i would also our amc projects. not that i in any way condone like to remind you that any comments or i personally find all the articles in the selling of imitation products, but contributions would be very well received. this issue of Strategic Marketing Africa perhaps it is a means whereby luxury Yours in marketing extremely interesting, but my favourite goods manufacturers can turn a negative Helen McIntee – and the one i found most fascinating into a positive? after all, the counterfeit Ba mBa (Wits) cm (Sa) iod (Sa) – is the topic of luxury goods. With the market is not going to disappear President: african marketing confederation marketing industry experiencing huge anytime soon and the need for status director: institute of marketing growth levels, and product manufacturers is ever present. management (Sa) Second quarter 2014 strategicmarketingafrica 1 AMC_ad_A4_17April2014 C.indd 1 4/17/14 12:00 PM