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Marketing and Branding for African Exporters

Marketing and Branding for African Exporters

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Published by simguybar
At last week’s 8th Annual AGOA Forum in Nairobi, Kenya, TWG Managing Director Aubrey Hruby joined a distinguished panel of speakers from such organizations as USAID’s West Africa Trade Hub, South African sourcing agent Cool Ideas, and the Kenya ICT Board to address the topic “Development of and Access to AGOA Export Markets.” Ms. Hruby spoke on product development and adaptation to meet market requirements, as well as the often-overlooked importance of branding and identification of US buyers. This PowerPoint presentation summarizes Ms. Hruby’s strategies for African businesses to break into US markets and highlights a few African companies that have successfully made the transition.

Other featured speakers included:

Steve Lande - President, Manchester Trade
Vanessa Adams - Project Director, West Africa Trade Hub
Paul Kukubo – CEO, Kenya ICT Board
Karim Dostmohammed - IPS Group
Belinda Edmonds – Cool Ideas, South Africa
Klaus Fehling - KFP Ltd, Uganda
At last week’s 8th Annual AGOA Forum in Nairobi, Kenya, TWG Managing Director Aubrey Hruby joined a distinguished panel of speakers from such organizations as USAID’s West Africa Trade Hub, South African sourcing agent Cool Ideas, and the Kenya ICT Board to address the topic “Development of and Access to AGOA Export Markets.” Ms. Hruby spoke on product development and adaptation to meet market requirements, as well as the often-overlooked importance of branding and identification of US buyers. This PowerPoint presentation summarizes Ms. Hruby’s strategies for African businesses to break into US markets and highlights a few African companies that have successfully made the transition.

Other featured speakers included:

Steve Lande - President, Manchester Trade
Vanessa Adams - Project Director, West Africa Trade Hub
Paul Kukubo – CEO, Kenya ICT Board
Karim Dostmohammed - IPS Group
Belinda Edmonds – Cool Ideas, South Africa
Klaus Fehling - KFP Ltd, Uganda

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Published by: simguybar on Aug 11, 2009
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12/06/2010

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Product Development, Branding and Promotion for the US Market

Aubrey Hruby Managing Director The Whitaker Group
1

The Importance Of Branding
• TWG’s experience in facilitating exports-> the importance of branding • African companies often do not appreciate the need for marketing and branding strategies • Poor branding acts as a non-tariff barrier to trade

2

Value Of A Strong Brand
• US consumers are particularly sensitive to branding • Strong branding adds measurable value not only to your product but to your organization as a whole • Strong brands are essential to building customer awareness • Brand equity is actual value • As a guide, the most successful retailers companies spend anywhere between 5% and 15% of revenue on advertising and branding
3

The World’s Strongest Brands
Brand Coca-Cola IBM Microsoft GE Nokia Valuation ($Billions) 2008 66.67 59.03 59.01 53.09 35.94

4

Some Marketing & Branding Budgets
Unilever: $2.4 billion on advertising; $59.6 billion in sales Nestle: $1.2 billion on advertising; $101.8 billion in sales Kellogg Co.: $820 million on advertising; $12.8 billion in sales Coca-Cola Co.: $752 million on advertising; $32.0 billion in sales McDonald’s: $1.2 billion on advertising; $23.5 billion in sales
5

The Challenges

African brands are often hard to distinguish from one another and do not meet the established standards of the US market
6

Success Stories
African Companies making waves in international markets with their definitive brands

7

Bourbon Coffee

• Sophisticated, distinctive atmosphere • Powerful branding though colour schemes, bespoke graphics and signature fonts
8

• Global franchise with unified, distinctive look and feel for both restaurants and product line
9

• Elegant, artistic branding and marketing • Mirrors sophistication of target customer
10

Good African Coffee

• Bold and colourful product branding • High quality branding need not be limited to high value or speciality goods
11

Key Strategies For Success
• Make sure you have a sound branding strategy, with the budget and resources to execute • Diaspora partners • Wholesale options • Integrate into global supply chains where international companies help to brand the product – Cargill – Starbucks
12

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