Page 46 - SM Aug-Sep-2014

Marketing in africa elsewhere in africa for many years. By the effect of culture on the marketing however, understanding the continent is observing the mistakes of others, the strategies of multinational frms in Don’t try to impossible; you must understand each brewing giant learnt very early on not to nigeria was studied in 2001 by PP country individually.” try to force its brand on a country. for ekerete of the Department of Business force a brand West’s advice is to do your research. the company it is about managing local administration of the rivers state on a country “each country is very different. travel to brands and using local ingredients and University of science and technology. that country and live there for a month. suppliers wherever possible. for example, the examination of 20 multinational Walk the streets, talk to the people and local people are used in advertising frms’ subsidiary offces in Nigeria go to the local bars – not the fve-star campaigns and promotional items like found that culture had an effect on their operations, their promotions and hotels and restaurants. Understand t-shirts are also produced in-country. product offering, pricing, promotion products adapted to the environment”. what and where the people are buying. Dave Carruthers, marketing director and distribution. Over a decade later, the same Do not just depend on a research for saBMiller africa, says growing local The most infuential cultural remains true for sa companies looking house. It takes years to know a market, brands is about being conscious of the elements, the study said, are to enter the continent. as Behan says: it does not just happen overnight. When characteristics of the various countries. language, religion beliefs and ethnic “africa is not europe; nor is it asia. we started we put up our own posters, “for example, in nigeria and tanzania we values. It went on to recommend that It is unique and it takes time to get handed out our own pamphlets. Be are mindful of their Muslim populations. “multinational corporations should beneath the skin of a specifc market hands on. Be prepared to get your SABMiller has developed a core mainstream brand in each African country We respect their religion by providing embrace these marketing concepts in to understand it at a deeper level. hands dirty.” that is weaved into the culture. In Tanzania that brand is Kilimanjaro alternative beverages and minimising our activities over religious observances such In the early days, MultiChoice also as ramadan.” sent sa-based campaigns into other Beer, he says, is probably the most August–September strategicmarketing 45 countries. “We quickly learnt that the The East Coast local product of a country and often ‘we know best’ philosophy does not is polite and they part of its social fabric. “In terms of always work. today, although our big never say ‘no’ culture generally, traditional beer corporate campaigns are shipped to markets have evolved over many the continent, our local agencies do the years. You will fnd each country has a smaller campaigns.” countries, not only has the quality classic mainstream beer brand that is West points out that colour is of the content improved; there are representative of what made the nation important. “strong, bright colours work now multiple africa Magic channels what it is today. saBMiller has developed well; so does localising colour for a in english and vernacular languages. a core mainstream brand in each one specifc country. For example, in Nigeria the broadcaster promotes africa that is weaved into the culture. so in we use a lot of green and white (the Magic as being “dedicated to african tanzania the beer brand is kilimanjaro, colours of the national fag). We often programming made by africans – from in Uganda it is nile special and in Lesotho pull the country’s fag colours through a soaps and drama series to lifestyle it is Maluti. these brands therefore campaign to give it a more local feel.” shows and movies”. represent what the country stands for he emphasises good local media the company invested in local soccer and is famous for.” relations and understanding local in key countries the same manner, West the company has done the same with nuances and language. “In tanzania, says. “sport is a key driver in africa sport; linking a brand to the national team swahili very strong. But english is more and local soccer is very well supported, and the national league of that country. widely spoken in kenya, while in nigeria but the quality of the felds, timing of for premium brands, though, the you can use english with a bit of pidgin.” matches, etc was not very good. as marketing strategy can be more a major success for MultiChoice a company we invest in a number of multinational. “When we have taken has been the africa Magic tV channel, leagues, such as the nigeria Premier south african brands such as Castle which started off as a purely nigerian League. this allows us to ensure that Lager, stout and Lite and launched them channel but has now become an the matches start on time and that in other parts of africa, we have treated integral part of the wider DstV bouquet. the felds are in good shape.” The key them as premium products positioned While viewers loved the channel, the lesson, West emphasises, is not to go as regional or international brands. We content was not very good, he explains. and take advantage, but to invest. only do this if there is a gap in our brand PHOTOS: sUPPLIeD however, by investing in the local saBMiller is another south african portfolio and then we do it very carefully,” movie industries within african brand that has been operating Carruthers says. 44 strategicmarketing August–September 2014