Marketing And Branding For African Exporters
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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; $23.5 billion in sales 5
The Challenges
African brands are often hard to distinguish from one another and do not meet the established standards of the US market 6
Success Stories African Companies making waves in international markets with their definitive brands
7
Bourbon Coffee
• Sophisticated, distinctive atmosphere • Powerful branding though colour schemes, bespoke graphics and signature fonts 8
• Global franchise with unified, distinctive look and feel for both restaurants and product line 9
• Elegant, artistic branding and marketing • Mirrors sophistication of target customer 10
Good African Coffee
• Bold and colourful product branding • High quality branding need not be limited to high value or speciality goods 11
Key Strategies For Success • Make sure you have a sound branding strategy, with the budget and resources to execute • Diaspora partners • Wholesale options • Integrate into global supply chains where international companies help to brand the product – Cargill – Starbucks 12
Aubrey Hruby Managing Director The Whitaker Group 1
The Importance Of Branding • TWG’s experience in facilitating exports-> the importance of branding • African companies often do not appreciate the need for marketing and branding strategies • Poor branding acts as a non-tariff barrier to trade
2
Value Of A Strong Brand • US consumers are particularly sensitive to branding • Strong branding adds measurable value not only to your product but to your organization as a whole • Strong brands are essential to building customer awareness • Brand equity is actual value • As a guide, the most successful retailers companies spend anywhere between 5% and 15% of revenue on advertising and branding 3
The World’s Strongest Brands Brand Coca-Cola IBM Microsoft GE Nokia
Valuation ($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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