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CONTENTS

Issue: 4 2016

COVERFEATURES 20

10 MOBILE MARKETING 46 MILESTONE MARKETING

In parts of Africa, mobile-based marketing remains Milestone marketing – leveraging an organisation’s
relatively small and unsophisticated. But the massive achievements as a way to market the brand –
uptake of mobile phones creates huge potential is a strategy often used by large corporations

16 MOBILE RESEARCH 50 SUPPLY CHAIN

Africa is proving to be a breeding ground for As supply chains get more complex and legislators
innovation in mobile-based research. We detail a demand greater transparency, companies must
breakthrough retail study undertaken in Nigeria ensure their operations are squeaky clean

30 GENERATIONAL MARKETING 52 COUNTRY FOCUS

Today they’re youngsters. Tomorrow they’re your South Africa’s financial system and regulatory
customers. An analysis of what marketers can frameworks still make it attractive as a
expect of Africa’s Generation Z consumers business destination

34 THE DISRUPTORS 56 TOURISM STRATEGY

Airbnb is disrupting the global hospitality Despite a slowdown in many economies, the
industry by enabling ordinary people to rent continent’s tourism marketing potential continues
out their private homes to attract new investors

FEATURES REGULARS

20 AFRICAN ISSUES 6 ON THE WEB

Ease of doing business is a challenge in Africa Interesting snippets of marketing-related news
and impacts everything from export/import to the from the AMC website and the magazine’s
willingness of retailers to operate in some regions social media pages

24 INTERNATIONAL MARKETING 8 INTRODUCING THE A.M.C.

Taofick Okoya made headlines when his African A look at the African Marketing Confederation
dolls outsold Barbie in Nigeria. Now he is focused and the members who make up this dynamic
on North America and the rest of the world pan-African marketing body

26 Q+A: AFRICAN ENTREPRENEURS

Initially rejected by the franchisor of a children’s
cooking school concept, ‘One’ Modisane didn’t give
up and aims to take her business further afield

38 CULTURAL AWARENESS

International brands doing business in a notably
different country such as Ethiopia require a higher
level of cultural awareness

42 FAST-FOOD MARKETING

Since returning to the continent in 2014, global
fast-food chain Pizza Hut has accelerated its
African expansion strategy

Issue 4 2016 strategicmarketingafrica 5