IconomySA develops African strategy and marketing plan for an international cable company from Germany
IconomySA is a strategy & marketing business consulting company and a supplier of branded gifts, clothing, PPE and signage. The company is based in Meyersdal, South of Johannesburg.
The Goals of the Marketing Plan were to:
- Increase sales in Africa
- Create brand awareness in Africa
- Explore and create target reach and communication strategy for each priority country
- Generate sales leads through digital platforms
- Direct the sales in African markets and increase sales in priority countries
- Create distribution networks into the African market
- Build presence and partnerships amongst industries through the various sales channels including global contacts
- Embed the company’s Sales Effectiveness Program across Africa
Significant research was conducted to identify the products, countries, markets and industries to target.
The opportunities in Africa identified for the products were where there is a focused effort to beneficiate the resources in Africa as per the map below.
The country selection was based on the following criteria:
- improving economic and political stability
- size of the population
- size of GDP
- per capita GDP
- low base in terms of infrastructure
- high GDP growth > 4% pa
Active and future Projects in Africa were identified in the following sectors:
- Energy & Power
- Transport
- Real Estate
- Food & Agriculture
- Water
- Mining
- Oil & Gas
- Shipping & Ports
- Social Development
- Health Care
- Education
The funders of these projects were identified to determine who the customer to target was
- China – 28%
- Private/Domestic – 22%
- European Countries – 20%
- USA, UK and other Asian Countries – 12%
- Other African Countries – 2%
The best marketing approach was researched and determined – How to get to the customer
Marketing Campaigns
The marketing campaigns were developed along with the following criteria:
- Generic elements for Africa
- Country focus campaigns
- Industries, customers & channel to target in Africa
- Develop a separate marketing plan per region/country
Digital Marketing Campaigns:
- The following digital marketing campaigns were developed Website for Africa with microsites per country
- Search engine optimisation
- Social media marketing
- Email marketing
- Africa promotional company video scripting and creation
- Brand activation campaigns
Traditional Marketing Actions
The following traditional campaigns were developed, specifically for each country:
- Promotional supporting products
- Sales collateral
- Database sourcing
- Fairs, exhibitions & trade shows
- Company events, sports, science, educational & social
- Samples cases
- Print & digital adverts
- Radio adverts
- Public transport adverts
- Association memberships
IconomySA continues to do work with the South African operation of the Company and the company has been implementing the campaign on a phased basis in specific countries in Africa, growing its market share and increasing its brand awareness in Africa.
Contact details:
For further details on their products and services, please contact Jyoshtie or Keith at:
PHONE. +27 (0)11 867 5005
MAIL. jyoshtie@iconomysa.co.za / keith@iconomysa.co.za
WEBSITE. www.iconomysa.co.za
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