Page 4 - SMA-2nd-quareter_Neat

THE FIRST EVER INDUSTRY ENDORSED strategic marketing aFriCa FROM THE EDITOR Publishing Publisher Desireé Johnson Brand Director Bulelwa Mtsali DUAL MARKETING QUALIFICATIONS editOrial The formative Editor Mike Simpson mike@mikesimpsonmedia.co.za Deputy Editor cara Bouwer Art Director tamlin Lockhart IN GHANA Proofreading wordworks stages of a Project Coordinator Sive Booi PrOduCtiOn Reproduction new Media repro Printing ctP web luxury trend advertising Barbara Spence IN PROUD avenue advertising PARTNERSHIP WITH Tel +27 11 463 7940 Fax 086 518 9936 Mobile +27 82 881 3454 n a continent where the pyramid and, in turn, seek luxury Email barbara@avenue.co.za there are still far too many consumer goods of their own. O ‘have nots’, big spending by the role of marketers is to meet this eXeCutive direCtOrs: the ‘haves’ can be a controversial issue, need, while at the same time being MiKateKO Media Bulelwa Mtsali, Desireé Johnson, particularly when it is of the ostentatious mindful to develop innovative products DEGREE AND PROFESSIONAL QUALIFICATIONS ingrid Jones kind. But there’s another side to this, too. and services that are suitable for lower- the reality is that luxury brands level consumers, particularly those at aFriCan MarKeting COnFederatiOn won’t take the step of setting up in the base of the pyramid. helen Mcintee (President) africa for a mere handful of mega-rich i trust you’ll enjoy our special insight The IMM Graduate School of Marketing has provided industry-endorsed, distance Gillian rusike (Secretary-General) people who can well afford (and may into the Business of Luxury; i found it Ganiyu adesegun Koledoye (niMn) ruth ncube (MaZ) It’s a vote of fascinating and was intrigued by the learning marketing qualifcations for over 65 years. With more than17000 graduates Fredrick chituta (ZiM) broader emerging market perspective Shola Safo-Duodu (ciMG) confdence from on luxury; a more in-your-face definition in Southern Africa, IMM GSM alumni work in top positions in pan-African, multinational Jeremiah Siage (MSK) hard-nosed businesses that’s at odds with the understated, nigel tattersall (iMM) corporations as diverse as telecommunications to fnance to FMCG. The IMMGSM aMC COntaCt details ‘quiet’ approach that we see in the older and more developed markets. neither of atlas Studios, 33 Frost ave prefer) to travel to Johannesburg, Dubai, these approaches is ‘right’ or ‘wrong’, of continues to expand its African footprint in partnership with the Chartered Institute (cnr owl Street), Braamfontein London or new York to do their high-end course – just different. werf, Johannesburg; Po Box 91820, and while marketers of top-end goods of Marketing, Ghana by offering the opportunity to obtain degree and professional auckland Park, South africa 2006 shopping. instead, what we’re seeing concentrate their efforts on selected Tel +27 11 628 2000 is the formative stages of a trend; the Email info@africanmc.org qualifcations concurrently. development of an affluent group at the metropolitan areas, other marketers Published On behalF OF the top of the middle-class pyramid. have a different reality: that of bringing aMC bY MiKateKO Media what we’re also getting, of course, their goods to market in africa’s many is a vote of confidence in africa from small towns and far-flung rural villages. CONTACT US FOR MORE INFORMATION REGARDING HOW YOU CAN OBTAIN BOTH hard-nosed businesses which believe these marketers face a complex set of Mikateko Media, new Media house, that, with time, this affluent group will challenges and work in often difficult DEGREE AND PROFESSIONAL QUALIFICATIONS AT THE SAME TIME 19 Bree Street, cape town 8001 broaden its base and demand for luxury circumstances with poor infrastructure Postal address Po Box 872, products will increase even more. this and limited resources. with that in mind, Green Point 8051, South africa Tel +27 21 417 1111 will happen as the rest of the middle class i’m sure many of you will find our Supply www.mikatekomedia.co.za finds its footing in rapidly developing chain Management article something of Chartered Institute of Marketing, Ghana 4th Floor, NCR Building in assOCiatiOn With national economies and those individuals an eye-opener. happy reading! Tel: 233-0302-241156 Opposite Roxy Cinema chartered institute of Marketing, Ghana with sound attitudes, ambitions and Mike Simpson entrepreneurial flair work their way up Marketing Society of Kenya Tel/Fax: 223-0302-241160 On the Kwame Nkrumah Avenue national institute of Marketing of nigeria Mobile: 0244 405010/020 8177752/0244 585208 P.O. Box GP 18235 iMM institute South africa COntributOrs tO this issue Zambia institute of Marketing Accra-Ghana Marketers association Zimbabwe Danette Breitenbach; cara Bouwer; Gaye crossley; Mandy de waal; Prof. David Dubois, Brought to you by the African Marketing insead Business School, Fontainebleau, France; Bill & Melinda Gates Foundation, Seattle, Confederation and Mikateko Media, Strategic USa; Margareth Gustavo; Jacinta Jonas; helen Mcintee; McKinsey & company, new York, Marketing Africa refects an unbiased USa; nielsen company, new York, USa; tielman nieuwoudt; Jon Pienaar; Mike Simpson; perspective of African and international marketing trends and opinion without nigel tattersall; wharton School of the University of Pennsylvania, USa. compromise, courageously and coherently. The IMM Graduate School of Marketing (IMM GSM) is registered with the Department of Higher Education and Training (DHET) as a private higher education institution under the The IMM Graduate School of Marketing (IMM GSM) is registered in the Republic of South Africa with the Department of Higher Education and Training (DHET) as a private higher educa Higher Education Act, 1997. Registration certifcate number 2000/HE07/013.tion institution under the Higher Education Act, 1997. Registration certifcate number 2000/HE07/013. Second quarter 2014 strategicmarketingafrica 3 Ghana IMM GSM SM ad.indd 1 2014/03/18 9:33 AM