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Marketing education society as a whole, the internet opens Africa is a kind of fnal FMCG marketers Fast-moving consumer year by the Brand Council of south Africa up another opportunity for marketing consumer frontier goods will play an increasing role as indicated that employers in that country communications channels. Currently informal shopping gives way to more believed there was significant room for Africa has 16% internet penetration and formalised retailing, and chains such the improvement of employee skills. 167-million users; by 2025 this is expected as massmart, shoprite, Woolworths, According to the study: to rise to a substantial 50% internet Carrefour and others ramp up their ■ only 32% of companies think young penetration and 600-million internet users. while coming off a low base, is getting operations in the developing urban areas. marketers have suitable skills; Africa is desirable Given the general into the business of economic inclusion Retail marketers We are already ■ only 55% of companies believe the economic malaise in much of the and opening up – where there is no seeing shopping centres and malls, on marketing profession is of a sufficiently world, major corporations are looking better example than the east African par with anything in the developed world, high standard. to Africa as one of the last remaining community.” The latter refers to the taking hold in many of the major African Given that south Africa is arguably the untapped consumer markets – a kind nations of Burundi, Kenya, Rwanda, cities. They are bringing with them most sophisticated marketing economy of final consumer frontier. even though Tanzania and Uganda, which formed retailers like Burberry, Cartier, Cottonon, in Africa, it’s not unreasonable to suspect emerging markets have slowed, Africa their own east African Community Zara and others. that the situation may be worse in many has been relatively unscathed and Common market in July 2010 in an E-commerce marketers As internet of the newly emerging economies of international interest remains strong. effort to significantly boost trade and penetration rises, mobile money systems Africa. Global companies like Walmart, Carrefour, investments and make the region more make online payments easier and According to an international survey Burger King, Rolls-Royce, marriot productive and prosperous. congested cities become more difficult to published last year, Ceos, Cmos and Hotels and others are at various stages get around in, we can expect increasing marketing clients believe the following of investment and many more major What this means for the numbers of African consumers to is needed when it comes to marketing Fast-moving consumer goods will play an increasing role as informal shopping gives businesses are migrating northwards marketing profession embrace the idea of buying and paying for expertise: way to more formalised retailing from south Africa. Based on all of the above, i believe these goods and services online. ■ marketers must have a strong Intra-African trade it’s ironic that many are some of the key marketing skills we Mobile marketers mobile technology’s commercial/business foundation; African countries have greater levels are going to need in Africa in the next all-encompassing presence and vast ■ marketers must be able to harness big of trade with europe, Asia and north five to 10 years: reach in Africa mean that marketers data/digital data to obtain greater A body of high-level develop African-oriented programmes, America than with nations in their own Broad-based consumer marketers who can maximise its potential as insights; local knowledge including those aimed at solving backyard. But things are improving With consumerism taking hold in many a consumer marketing channel will be ■ digital marketing expertise is required; is vital in Africa marketing-related supply chain issues; slowly, and i quote dr Adrian saville, countries for the first time, or coming off highly sought-after. ■ relationship marketing expertise is ■ launch the AmC’s high-level, Chief investment officer of Cannon a very low base, any and all marketing Social media marketers Young required; and overarching marketing qualification Asset managers: “sub-saharan Africa, skills will be highly relevant. Africans, in particular, are emulating ■sponsorship marketing expertise is – a standard of excellence recognised their global peers in their passion for required. across Africa (Chartered marketer Facebook, Twitter, WhatsApp and the the right vehicle for this. if we want to Africa); and like. marketers with the expertise to What’s next for marketing succeed on our continent we need to ■ use the communications technology effectively tap into this growing audience education? start addressing the marketing needs now available to educate across should find ready jobs and entrepreneurial nobody knows Africa and its unique of our new, savvy and powerful African borders, and utilise the distance opportunities in Africa. challenges like Africans do. so, while consumer. Through the AmC’s vision to learning model as a way of reaching Supply chain marketers Given global marketing theory and practical “promote and maintain high standards marketing students all over Africa. that greater intra-African trade is an learnings are obviously important, these of professional skills, ability, ethics in closing, i again return to dr Adrian imperative, that current transport/freight can only be adapted to the African and integrity among African marketers saville, Chief investment officer of links are still developing and, despite environment by those who understand its through national marketing bodies”, much Cannon Asset managers, speaking at a urbanisation, many Africans still live in consumers, infrastructure, challenges and can be achieved. forum on Africa late last year: “it’s too far-flung areas, the need for highly skilled routes to market. more specifically, we can work soon to call it the African miracle, but we marketers to manage supply chain issues A body of high-level knowledge that through the AmC to: are on the cusp; the next 50 years could is obvious. embraces all of these aspects must be ■ develop marketing education be incredibly exciting …” built up as a matter of urgency, bringing programmes that meet the diverse implications for in as many local experts, case studies needs of the African continent; Nigel Tattersall is marketing education and marketing bodies as possible. ■ ensure our programmes have a sound the CEO of the IMM Group and Vice As present there is a significant Afrocentric courses of study must be commercial foundation emphasising President of the requirement for marketing education developed, standards set, and methods measurement, Roi, budgetary and African Marketing in Africa. Apart from the specific skills PHOTOS: ISTOCKPHOTO, SUPPLIED of dissemination of this knowledge reporting skills that resonate at Confederation. This article is based on a mentioned above, there is a need determined. board level; presentation given to enhance broad-based marketing it is my conviction that the African ■ incorporate new digital and social to Nigerian marketers Africa’s young and growing population holds great potential for marketers and is one of the reasons more multinational companies are seeking to do business here expertise among students and the newly marketing Confederation (AmC) – already media theory into the curriculum; in late 2013. graduated. A study published late last established but still in its infancy – is ■ gather African-based learnings and 40 strategicmarketingafrica Second quarter 2014 Second quarter 2014 strategicmarketingafrica 41