
Volkswagen Group Africa continues creative partnership with Ogilvy
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
A.M.C. MARKETING CONFERENCE
By our News Team | 2022
Implementing a successful RTM strategy at scale is always a challenge, but companies cannot afford to fail, conference hears.
Within an organisation, where does responsibility lie for the successful implementation of the route-to-market (RTM) strategy lie?
According to Alex Goma, Senior Adviser to Grand Cereals Limited in Nigeria and its former CEO, it is not solely a sales responsibility and should involve all elements of the business. If not, it will fail.
Lucia Musau, CEO of Kenyan-based PR agency, African Elite Group Ltd, addresses AMC conference delegates. Photo credit: Dennis Mpofu
He was addressing delegates at the Inaugural African Marketing Confederation Conference 2022, held at Victoria Falls in Zimbabwe last week, on the topic ‘Route to Market in Emerging Markets: Designs and Enablers of Developing a Supply Chain Route to Market Strategy’.
Goma said implementing a successful RTM strategy at scale is always a challenge, but companies cannot afford to fail, as it “enables firms to fish where the fish are”. It has also increased in important with the growth of e-commerce, which relies on efficient movement of goods and timely deliveries.
Before spending money on marketing a product, the fundamentals – of which the route-to-market strategy is a foundation – need to be in place, he stressed.
“Having the right RTM strategy is the key enabler for winning the war at the point of purchase and playes a critical role in supporting the winning of the other two key battles – Mind of Consumer and Point of Usage,” Goma emphasised.
He listed several key challenges to designing an effective RTM in Africa:
“Having the right RTM secures winning at the point of purchase, reduces cost and supports innovation and speed to market of new products,” Goma said.
PR boss outlines online engagement strategies
Also addressing attendees from eight African countries on the third day of the conference was Lucia Musau, CEO of Kenyan-based PR agency, African Elite Group Ltd. She spoke on the topic ‘Integration of E-Commerce Activities in Marketing Strategy: Key Success Factors in Africa’.
African Elite Group is a boutique agency operating at the luxury end of the market with clients such as Hennessy, Moët & Chandon, Este Lauder, Clinique, Tom Ford and Radisson.
Musau explained how, during the Covid-19 lockdown in Kenya when her agency and its clients were unable to implement traditional consumer engagement strategies, they turned to hosting online events, conducted online customer training programmes for certain brands, and even got popular musicians to ‘entertain’ at online events by performing from home.
The aim was to create fun and enjoyable virtual experiences that allowed consumers to socialise and take a much-needed break from routine.
African Elite Group also assisted clients to enhance their engagement with e-commerce sites and, in doing do, were able to retain market share, Musau said.
The AMC’s inaugural conference, which attracted marketers from eight African countries, concluded on 22 October.
Find out more about the conference here or here. Also look out for additional News posts about the conference on the AMC website.
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
Nigeria reportedly has less than 4% of its cold chain capacity requirement. Much of Africa faces a similar challenge.
The latest issue of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is now available.
As African commercial aviation expands, Marketing 5.0 has a vital role to play in enhancing operational efficiencies and customer service.
Researchers find that the location of sales interactions may be just as important as crafting a clever sales pitch.
CM(A) is a high-level pan-African professional designation awarded to senior marketers in recognition of their experiences and skills.
Travel industry marketers and content creators now have data-backed info on how to act, express emotion, or place products in a video.
Strong and varied speaker lineup explores into this year’s theme of ‘Resilience and Growth Through Sustainable Marketing’.
Formula milk companies must ‘stop presenting incomplete scientific evidence and inferring unsupported health outcomes’ say WHO and UNICEF.
Experienced marketer moves up from her previous position as Head of Brand and Communications for the company.
Annual CMO Breakfast in Kampala hears that achieving success in the boardroom requires depth and an understanding of your ‘kingdom’.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.