coping during lockdown
TRANSCRIPT
Coping During LockdownIpeleng Matlhoko
Executive: Marketing & Sales
2
Makhamisa Foods’ strategic intent is To be at the Centre of Every Meal on the Continent.
To share an experience of love, happiness, family, community, celebratory and even the not-so-good moments with our customers.
“Experiencing A Meal Together”
As Africans, every experience of life which we encounter, a meal with those near and dear to you is something that is never remiss.
Much like the Makhamisa Relish which gave birth to our organization and brand, the product was created 2 generations ago for the sole purpose to nourish and provide a meal experience to the family.
We carry this heritage and would like to share it with the world.
The Story…
To be the preferred supplier of condiments,with indigenous African herbs as
our core ingredients.
Vision
Makhamisa is on the path of attaining its organizational vision so that the brand can further solidify its African heritage; roots; authenticity and its story in-order cater to the African palette.
In doing so, we can provide products that directly address the issues that speak to the African child and through this embrace our heritage, culture and traditions.
What the Future Looks like…
During the process of rebranding to our current brand, it was important for Makhamisa to encapsulate and truly resemble its DNA through its colours, structure, typography, illustrations, photography style, etc.
A huge inspiration was drawn from the “Litema” drawings; which are found across multiple South African cultures, in different formats.
The rich, vibrant and vivacious colours that are found across all the South African cultures, are well represented in our brand colour palette.
As a KASI brand, we also had to incorporate the cheeky; fun; Pantsula; Afro-chic and unapologetic persona that can be easily be found in many of our South African brothers and sisters.
The utilisation of South African colloquial terms to describe our product ranges to uniquely define our products as well as make them relatable to our audience.
Africa is EMBEDDED in us…
8
Makhamisa Manifesto…
The Impact of COVID-19
• Planned launch for the 6th of April was cancelled
• Brand/Rebrand launch
• Product launch
• Manufacturing facility launch
• Production had to be halted • Small batch production during
Level 4
• Main client was gravely affected as they are in the Food & Beverages industry
• FSSC22000 certification delays
• Sales pipeline interrupted
The Impacts of COVID-19
• Partnerships and collaborations with stakeholders like the OBC Group
Individuals that believe in and have bought into the brand, our vision and products
Similar interests like providing high quality products at competitive prices
• Initial production on the Makhamisa Relish
• Sales pipeline slowly ramping up
Signed Empact Group (under the Thebe Group) & 1 more co-man deal
• Establishing and solidifying more distribution channels within the township and On-Trade market
• Slowly building brand awareness and visibility (market development activities)
Key Highlights during the Pandemic…
15
Where to from here?
• Telling and retelling our brand story
• Increase online presence and audience engagement
• Ramp up brand awareness and visibility
• Being on the ground and getting more intimate with our target market
• Real time behind the scene updates on brand projects with our audience – expands to our story
• Create a platform whereby our audience can tell their own stories and personal experiences through our products
• Agility - Most successful brands know how to act quickly to get the results they want (timing is very important)
• Maintain Relevancy
• Being innovative
Next steps…
“THE MOST RELIABLE WAY TO PREDICT THE FUTURE IS TO CREATE IT”
– PETER DRUCKER
19
T: 011 568 5363
Twitter & Instagram: @Makhamisafoods
Facebook: @MakhamisaFoods
Twitter: @Renei_m
Contacts:
Thank you!