Digital Marketing
Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.
CORPORATE REBRANDING
Well-known Caltex brand being repositioned as Astron Energy
By our News Team | 2021
Start of mammoth rebranding operation that will take in hundreds of retail and commercial sites across Botswana and South Africa.
The Caltex fuel and service station brand has unveiled its new brand strategy as it rebrands to become known as Astron Energy.
This begins a process that will ultimately see more than 850 retail sites in South Africa and Botswana switching over to the new branding within the next few years. The rebranding will also apply to corporate offices, commercial sites, industrial facilities and port terminals.
The unveiling of the new logo and corporate colours, as well as the redesign of service station forecourts, is seen as an important step in the company’s ambition to become an even bigger player in the market. It is currently number two.
According to a media statement, the brand’s bold new colours were specifically chosen to allow Astron Energy to stand out in a largely undifferentiated market that tends to stick to the traditional colours usually associated with fuel brands.
Image courtesy of Astron Energy + Superunion Africa
“The rebrand is a milestone moment for us on our journey to reimagine and reinvent ourselves. We have been a trusted player in fuels for over a century,” said Astron Energy Interim CEO, Braam Smit.
“We are looking forward to stepping confidently into the future and welcoming all our customers to our exciting new-look forecourts and experiences.”
Rejuvenating the overall customer experience
The brand change will also see service stations place careful emphasis on the basics, including bathroom facilities and lighting, as part of rejuvenating the overall customer experience.
“A significant change to our motoring or fuel landscape comes around once every few decades and this is really something to be excited about as we look forward to the first forecourt rebrand in the new year,” General Manager for Marketing, Cambridge Mokanyane, said.
The name change and rebrand follows the 2018 change of ownership of Astron Energy and its exit from the Chevron group of companies. Since then, Astron Energy has been operating the Caltex brand under a licence agreement. The new corporate brand identity now sees all operations consolidated under a single, unifying brand.
Superunion Africa has been handed the challenge of looking after the repositioning and rebranding strategy.
“Identifying ‘stagnation’ as the brand’s enemy, we committed to imbuing all elements of the Astron Energy brand with a fresh, new energy aimed at inspiring and fuelling progress in our fast-changing world,” Superunion Africa explained in its own statement.
“Unifying around the idea of ‘New times, New energy,’ we envisaged a welcoming, genuine, and optimistic energy brand, endeavouring to simplify and streamline the lives of all their customers, be it a corporate CEO managing teams of vehicles across the country, or a mom dropping her kids off at school in the morning.”
E-commerce
E-commerce giant is yet another tech company that is finding the market increasingly tough. It has already cut 18,000 jobs.
Customer Data
Survey finds 60% of marketing leaders believe collecting customer data while balancing privacy and customer value is now more challenging.
Social Media Consulting
Charge as if you’re employing a small team. It’s not deception, it’s the money you will use to start hiring and scaling the business.
Consumer Health
It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.
Marketing Strategy
Absa Kenya CMO says the fundamentals of marketing remain unchanged, but the practical implementation of strategy is evolving.
INFLUENCERS
Some influencers, themselves sufferers of an ailment, give well-intentioned advice. Others are paid to do so. The consequences are concerning.
AMC News
High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.
Corporate Social Responsibility
Socially conscious companies walk a fine line. Excessive emphasis on perception management becomes ‘greenwashing’. Too little is ‘greenhushing’.
Industry Awards
Uganda Marketers Society and Uganda Advertising Association are to be joint custodians of the 2023 Silverback Awards.
Email Marketing
Analysis of more than 10-billion bulk emails sent over three years finds a ‘landscape fundamentally reshaped’ by events.