communication & marketing . key factors for development...

communication & marketing . key factors for development & digital participation conceptual draft IRGIB / matthias hoelkeskamp

cotonou

NOV 2017

about

(based on working hypotheses)

• Ilumination of the Beninese communication and marketing situation

• Insights into the German marketing and communication reality

• Discussion about Benin relevant, strategic marketing & communication perspectives

Leading to …

this topics offensive strives for …

about I nomenclature I situation I strategy I outlook

about

• Enhancing the understanding of Marketing & Communications as cross-disciplines and success factors for any business activity

• Contributing to the economic and social development of Benin

• Strengthening the professionalism u. competitiveness of Beninese companies

• Helping to provide the necessary communication and marketing surrounding for a thorough digitization of Benin

• Supporting IRGIB graduates of any courses (founders of technical, health and other areas are explicitly co-addressed) to master professional challenges by marketing & communication competences

• Promoting the start-up culture in the IRGIB university environment

• Strengthening IRGIB in national and international competition between the universities to win talented minds, sponsors, partnerships and other resources

this topics offenisive strives for …


“with faith in god and fraternity, we learn to rise,

we rise to defeat under-development.” IRGIB UNIVERSITY

content

I. About II. Nomenclature III. Situation IV. Strategy V. Outlook

• Idea Beauty 360°

• Idea Food Delivery

• Idea Tourism


marketing. brand. marketing communication

„Who wants to climb a tree, begins below, not at the top.“ Ghana

„If you want to converse with me, first define your terms.“ Voltaire

in forehand some explanations ...


nomenclature

… includes all economically motivated activities of market development.

• So not only sales and sales support measures and strategies, but also those of supply and process design, and in particular the development and maintenance of relationships with customers and stakeholders.

• Marketing is insofar effective both outside and inside!

marketing …


nomenclature

Definition of marketing by Heribert Meffert (1977)

" Marketing means planning, coordination and control of all company activities directed towards the actual and the potential markets. The business objectives are to be achieved through a permanent satisfaction of customer needs.”

marketing …


This definition goes back to the 60s when a shift from

providers to buyers dominated markets took place in

Germany. In this context, 1968, the first chair of

marketing led by Heribert Meffert was created in Münster

(today:.. http://www.marketing-centrum.de). Even after

50 years Mefferts methodological foundation stone works

further in various ways in Germany and in Europe.

Prof. Heribert Meffert, Veranstaltungsbild 2016


nomenclature

in it’s stearing function …

The marketing mix according to the 4 or 6P approach (Esch / Loberg, others) is divided into 4 – extensible up to 6 – strategic and operative sections:

1. Product: Achievement & program policy 2. Price: Value & conditions policy 3. Place: Distribution policy 4. Promotion: Communication policy

1. People: HR & target market Policy 2. Process: Process policy (way of creating value going through the value chain)

marketing …

+ from an extended view


nomenclature

4 / 6 P of marketing


nomenclature

… is on the one hand the outward appearance under which the marketing activities, especially those of communication, take place (branding).

On the other hand the functional features, the product and service promises of product, enterprise or organization etc. converge in the brand‘s characteristics, perceived by the target groups.

Thus, the brand can be described not only by logo and outward appearance. Simultaneously the brand character includes attributes such as

• Customer-friendly behavior • Service orientation • Value for money • Recruiting policy • Environmental and social responsibility to employees, local residents, population, etc. • …

the brand …


nomenclature

From the point of view of market research, brands are first of all "mental images in the minds of customers and stakeholders who play an identification and differentiation function for choice and voting behavior“

(Esch, strategy & Technique of brand management, new edition 2017).

An extension of the brand consideration from a single customer’s to a larger stakeholder’s view notes that beyond the customer additional reference groups (employees, the financial community, suppliers, the public, media, etc.) should be taken into account.

In legal relations the definition of brand names, symbols and other labeling features claims intellectual property and regulates the distinction between competitive offerings.

the brand …


nomenclature

Example automotive: The German motorists combine with BMW dynamism, performance, sheer driving pleasure, the blue and white propeller and the design feature of the typical BMW radiator grille.

the brand …


nomenclature

… describes the total sum of all communicative measures such as

• Company website, logo and business equipment (business card, letterhead, order sheets, etc.), packaging, store design

• Image advertising and sales promotion. Online as analogue. Broadcast or interactive. Poster, TV, Youtube channel, promoters roadshow

• Social media, micro & structure marketing, blogging, magazine, PR • Exhibition, event, sponsorship, product placement

In brand & corporate communication success or failure do not only depend on measures and recorded channels, but mainly on the quality of execution. On a large scale and in detail.

marketing-communication …


nomenclature

is the use of marketing strategies to optimize the communication of a consistent message of the company's brands to stakeholders. Coupling methods together improves communication as it harnesses the benefits of each channel, which when combined together builds a clearer and vaster impact than if used individually. IMC requires marketers to identify the boundaries around the promotional mix elements and to consider the effectiveness of the campaign's message. ….. Integrated marketing communication can be defined as “a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact" (Prasad & Raman, 2003). This definition highlights two key factors important to successful integrated communications marketing; clarity and consistency.

(copy extract Wikipedia)

integrated communication …


communication & marketing in benin

situation

Western brands predominate in image- & awareness ranking. So at least the info grafics taken from www.info-afrique.com. Among the big brands are only a few African brands, mostly from aviation and telecommunications. What should be done about the African Brand Vacuum and how could the disadvantage be switched into an advantage?

brands primacy


http://www.info-afrique.com/

situation

Marketing & Communication work worldwide.

If Africans themselves perceive brands of African parentage as weak compared to western brands, there ought to be reasons for this perceiption.

working hypothesis 1


situation

• In order to establish a successful African marketing and communication culture, those reasons should be identified and responded with appropriate policies and measures.

• These policies and measures ought to be as well in the public interest as in the personal interest of professionals and companies, who benefit from economy growth and diversification with income and development opportunities.



situation

Forgotten. Overseen. Invisible. Nevertheless there!

• The Info-Afrique brand graphics oversees big brands such as Maggi (Nestlé / Suisse), as well as relevant regional brands such as Jumbo, Béninoise, Sipa (soda), Woyofal ... and many others

• Invisible: Water and electricity providers, institutions, diverse product and service providers Last but not least relevant B-2-B actors.

The articulation of those market participants is mostly limited to a more or less uncontrolled - Mouth-to-ear - One-to-One communication of their employees - Corporate behavior (customer friendliness, environmental & social responsibility) - Mono- or oligopolistic structures (cartels / patronage)

Nevertheless, these market participants work as brands in the relevant set of their customers!



situation

• Western brands: for Benin economically relevant or just famous?

• The awareness of Western brands results from what sources, media, etc.?

• What role do American & French films /series play?

• How does the "Values Transfer" by the Diaspora influence the perception?

• If Africans like so much foreign media productions, commercials, etc. (how they do it obviously) - why do African productions look different?

• Does the awareness of western brands play a real role in the purchase situation?

• What opportunities & risks result from the accessibility differences between brands from african and western origin?

• How to use the benchmark characteristics of Western brands for African brand success?

for discussion


communication & marketing offense

strategy

• Attacking the prestige predominance of Western brand and marketing culture

• Appropriation & development of methodical marketing and communications competences

• Installation of a methodically & operationally competent service landscape, accessible & affordable for medium and small enterprises

• Development of appropriate organizational models

• Identification of lucrative target markets for professional marketing & communication services

• Promoting start-up culture; inspiring young generations for entrepreneurial spirit

• Conveying a long-term marketing-friendly climate and flanking regulatory framework (protection intellectual property, etc.)

• Generate authentic, high-quality brand presentations of African provenance (best practice)

strategic scenario


strategy

• Recognition, status, visibility

• Cognitive & emotional imparting of benefits

• Make a competitve difference / uniqueness

• High ranking position in the relevant set / become “love-brand”

• Shelf impact, tacit sales

• Conversion (sales, accounting, subscription, registration, other)

• Margin, profitability, price stability, distribution, scaling

• Favorable conditions for achieving business and efficiency goals

• Good relations with stakeholders, media , politics, multipliers, banks & investors

measures & objectivs


strategy

Like everywhere else, also in Benin industries and distinguishable target markets & areas are ready for communication and marketing activities.

Examplary consumer markets:

• FMCG such as food, beverages, cosmetics, detergents

• Tourism such as hotels, tour operators, other related service categories

• Electronics, home appliances

• Energy companies

• Mobility so as vehicles (cars, mopeds), airlines, public transport

• Finance and insurance …

• ...

sectors & taget markets


strategy

Examplary business clients :

• Food and beverage for catering and hotel industry

• Business hospitality

• Mobility: logistic & transport solutions for the professional sector; company fleets

• Finance and Insurances: business loans, insurance of property and personal damage, production losts, others

• Trade: E-commerce, network marketing, retail outlets

• Education: Study, seminars, e-learning …

sectors & taget markets


service options

situation

• Corporate design (logos, fonts, layout rules, graphic elements etc.)

• Online corporate identity

• Shop design (E-Commerce)

• Packaging (design & layout of packaging and repackaging, final artwork)

• Brochures, other sales materials

• Walk in brand worlds : store design, exhibition, showroom, location etc .

• Interactive multimedia solutions (computer visualistics)

• Moving image formats: TV, online video

• social media: FB, Instagram, Youtube, Pinterest, etc.

• …

service options


situation

For the enterprise:

Awareness, emotional value and conversion; generate customer relationships; increase public image; promote appropriate conditions for the development of the company, ...

For the end customer :

Transparency of the product or service offering, understanding of the product or service, useful insights into the world and functioning of the offering or company , entertainment, strengthening social cohesion, ...

what the service has to be good for


exercise to come

outlook

3 thematic ideas at your choice

IDEA 1 / 360° Beauty

My perfect match, soin 24 or saba noir? No matter how and under which name cosmetics are featured: It is no secret that the beauty business is a commerce with attractive revenues and high margin potential. Just if you as an IRGIB graduate have chemical and pharmaceutical knowledge in the luggage, the idea should not be too far away to step into the cosmetic business. How could a brand strategic planning and a first marketing plan for a cosmetic startup look like? If you go for IDEA 1- let’s continue with it in the next round!

exercise to come


outlook

IDEA 2 / Food Delivery Service

Food delivery and supply services in Germany are entering the stock exchange. It’s big business. In Benin, there will be next to e. g. Nadounou still sufficiently space for such startups - especially when one works out a highly competitive point of difference.

Based on the increase of working adults a growing demand for comfortable procurable meals for those working in offices, for government agencies and businesses people can be derived . How a brand strategy and a first marketing plan for a food delivery service or a placement portal could look like? If IDEA 2 is your favorite topic - more on that in the next round!

exercise to come


outlook

IDEE 3 / Destination Marketing

The tourist sector of Benin has an as great as untapped economic potential. The longing for places and willingness to travel is transported very much by pictures: pictures and moving pictures that go back as professional content to the tourist operators and as user-generated content on the tourists themselves: They act as producers and as multipliers! IRGIB has the professional equipment and the fresh talents to present Benin catchy against tourist audiences. How could a brand strategy and a first marketing plan for an image-driven tourism startup look like? If IDEA 3 ist your preference – you will deepen it in the next round!

exercise to come


thanks for the attention & on in the discussion

Autor: Matthias Hoelkeskamp [email protected]

communication & marketing . key factors for development...

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