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CONTENTS Issue: Second quarter 2014 10 34 42 COVERFEATURES 10 BUSINESS OF LUXURY: AFRICA The world’s top-end luxury brands used to see little opportunity in Africa. But a growing appetite for luxury goods is turning that perception on its head 14 BUSINESS OF LUXURY: EMERGING MARKETS Top-end luxury was once the preserve a single and 20 elite group of consumers. Now the infuence of 45 emerging markets is changing how luxury is defned 34 PRODUCT DEVELOPMENT 20 SUPPLY CHAIN MANAGEMENT Businesses must challenge their assumptions While the continent is modernising, the reality about designing and developing products for for marketers working in Africa is that enormous emerging market economies logistical challenges remain 42 COUNTRY FOCUS 38 MARKETING EDUCATION Angola’s strong growth makes it a potentially Marketing and the education of Africa’s marketers compelling opportunity. But don’t underestimate will play a key role in pushing the continent’s growth the challenges in the years ahead 45 COMMUNICATION CHANNELS While ‘new school’ digital marketing is all the rage, 24 is it wise to neglect tried-and-trusted ‘old school’ FEATURES channels in Africa? 24 AFRICAN SUCCESS STORIES 48 EMAIL MARKETING More than just another cup of coffee. Good African Some consider email to be dying as a marketing Coffee is a local start-up with global ambitions and tool. However, recent research indicates that it still a strong social conscience remains a powerful weapon REGULARS 28 ENTREPRENEURSHIP 52 DOING BUSINESS 6 ON THE WEB In Africa, connecting great business ideas with On a continent where most payments are in cash Interesting snippets of marketing-related news customers can be more challenging than elsewhere. and many remain unbanked, digital payment that have appeared on the African Marketing But many are succeeding … options could be a game-changer Confederation website recently 31 IN CONVERSATION 55 CUSTOMER LOYALTY 8 INTRODUCING THE A.M.C Prominent Namibian marketer, Margareth Gustavo, Customer loyalty programmes, particularly in the A look at the African Marketing Confederation on the state of marketing in the country and the retail sector, are increasing. But implementation and the members who make up this dynamic new challenges of a tiny market of a scheme is no guarantee of success pan-African marketing body 4 strategicmarketingafrica Second quarter 2014 Second quarter 2014 strategicmarketingafrica 5