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JOURNAL OF FROM THE IMM

PUBLISHER Marketing comes to the fore in tough times
Mike Simpson Media on behalf of the
Institute of Marketing Management (IMM) WELCOME TO THE FINAL EDITION OF THE IMM downturns and recessions. The Tekkie
Journal of Strategic Marketing for 2016. It has Town chain of 300-plus footwear stores
Publishing Project Manager Jeanette Simpson been a busy and difficult year for the marketing which was recently bought by the giant
Tel: 011 609 9222 profession as the near-zero growth in the South Steinhoff group in a multi-million rand deal,
Email: strategicmarketing@imm.co.za African economy robs individual consumers, for example, was founded in the midst of the
jeanette@mikesimpsonmedia.co.za as well as commerce and industry, of the 2001 recession – when the economy was in
necessary confidence to invest or to consume a more difficult place than it is now.
EDITORIAL products and services.
Editor Mike Simpson As this issue’s cover story reminds
Tel: 011 609 9222 But the current difficult economic us, an efficient and cost-effective supply
Email: strategicmarketing@imm.co.za environment does remind us of how important chain strategy is also key to achieving
mike@mikesimpsonmedia.co.za marketing is. Business doesn’t stop in tough competitive advantage in a tough
Art Director Tamlin Lockhart times, it merely slows. So those organisations business environment.
that have effectively branded themselves,
PRODUCTION differentiated their offerings and successfully Please enjoy this issue of the magazine,
Reproduction Tamlin Lockhart understood the needs and wants of the which will enrich your knowledge and
Printing Business Print marketplace, will outperform their competitors understanding of the marketing environment.
and be better placed to take advantage of the
DISTRIBUTION inevitable upswing when it arrives. We wish you well for the festive season and
Print edition RNA, Ezweni and summer holidays, and look forward to the
Media Support Indeed, there’s something to be said for pleasure of your company again in 2017.
Digital/PDF edition IMM the philosophy of ‘refusing to participate’ in
Nigel Tattersall
SUBSCRIPTIONS
RNA Ramsay Media Subscriptions Helen McIntee
Tel: 0860 100 204
FROM THE EDITOR
ADVERTISING
Barbara Spence Winning the battle for supply chain excellence
Avenue Advertising
Tel: 011 463 7940 WITHOUT ADEQUATE DISTRIBUTION, A in certain instances, thanks to investing in
Fax: 086 518 9936 marketing strategy is doomed to failure local manufacturing.
Mobile: 082 881 3454 and the cleverest of ad campaigns and
Email: barbara@avenue.co.za brand activities will not succeed. The article makes for absorbing reading and
details a battle for market ascendency that
IMM INSTITUTE OF MARKETING Indeed, as consumers become more deman- takes place far away from the glamour of TV
MANAGEMENT ding and the increasing pace of our connected ad campaigns and in-store promotions.
Director Nigel Tattersall world creates expectations that everything
Director Helen McIntee will be ‘delivered tomorrow’ or ‘available Meanwhile, in the pharmacy sector there’s
yesterday’, the often-forgotten member of another fascinating battle taking place that has
IMM CONTACT DETAILS marketing’s four Ps – Place – comes more nothing to do with medicine and everything to do
Atlas Studios, 33 Frost Ave to the fore. with retailing and marketing. The local chemist
(cnr Owl Street), Braamfontein Werf, that was open all hours, knew your name and
Johannesburg; PO Box 91820, As our cover story (pg 8) emphasises, your family history, and offered home deliveries
Auckland Park 2006 achieving supply chain excellence can be make- is rapidly passing into history.
Tel: 011 628 2000 or-break for retailers. Updating stock once or
www.imminstitute.co.za twice a year – particularly in the competitive Instead, pharmacy chains aligned with the big
www.joinimm.co.za apparel sector – is a thing of the past when the retail groups and able to leverage their buying
IN ASSOCIATION WITH likes of Zara can get a product from design to power to offer more products at cheaper prices are
manufacture and delivery in three to four weeks, the name of the game. See our article on pg 14.
Brought to you by the Institute of Marketing while SA’s home-grown TFG can do the same
Management (IMM), The IMM Journal of Strategic Happy reading!
Marketing reflects an unbiased perspective of local Mike Simpson
and international marketing trends and opinion
without compromise, courageously and coherently.

October 2016 – January 2017 strategicmarketing 1