Marketing World - issue 25 | 2015 by Instinct Wave

Contents Our Brand Transformation Is As A Result Of Strategic Planning & Investment Sonya Sadhwanni; Director of Brands Management ;Melcom Group

14 33 Jumia Ghana Partners Binatone to oﬀer Customers wide range of products online

Akin Naphtal Group Publisher

28 Emmanuel Ato Silva Quaye

Royal Philips Kicks oﬀ Lighting Roadshow in South Africa

33 Global Mobile Ad Spending To Top $100 Billion Worldwide In 2016

36 Tunji Adeyinka MD Connect Marketing

Salesforce Launches the Next Generation of B2B Marketing Automation

38 34

TNS, Kantar Media Announce Strategic Mobile Research Partnership with GeoPoll in Africa

EDITOR’S NOTE

Getting Your Brand On Its Feet Again case of Trophy) and catered for the cult followers adequately. The moment you start to notice stagnancy, shrinking customer base, disappearing proﬁt and old and boring identity, then you need to get something done. Brands can get on their feet again! They can be revived, whether by original owners, descendents of founders or entrepreneurs who want to buy the brand as an intellectual property in hopes of capitalizing on what’s left of the brand recognition.

Kehinde Olesin Group Editor

rands c a n thrive for ye a r s i f associat e d products a r e reliable, the logo i s instantly recognizable and the slogans are infectious. However, in a competitive marketplace where customers yield to mercurial tastes and shifting loyalties, a brand that once enjoyed devotion can be vanquished… However, no brand has to die without a ﬁght. Brands can live again depending on whether expert resuscitation is applied in time and with the right savvy.

You can start by leveraging on the memories. For instance, if a brand has been successful at any point in time, play on the nostalgia. Keep the logo, keep the tagline, re-record the catchy jingle, but update the relevance. Many emotional buyers will be willing to give revived products a try based on sentimentality alone. There is also every need to reinforce positive associations. Before rolling out the revived brand, do market studies to see what traits people most remember about the ghost brand and which traits have made the best impressions. Expand the associated product line to give customers more options. You also have to make the product innovative and contemporary. Many products fail because they don’t make use of new technology, new trends, new directions. Change what’s dated about the product and make it modern while still familiar. Pitch the product as the same, but

Death of a brand doesn’t have to be permanent. The Volkswagen Beetle came back, and the mostly localised lager beer in Nigeria, Trophy, is winning international awards. Many thanks to brand owners who allowed huge investment(in the Group Publisher Akin Naphtal IT& Research Henry Gyedu

Associate Editor, Ghana Carol Hogan Bassey

Group Editor Kehinde Olesin IT/Business Reporters Derrick N.A Tagoe Deborah Arthur

IT/Business Reporters Tope Ajayi

NIG 3a, Shomoye Tejuosho Close, oﬀ Ogunmodede Street, Allen, Ikeja, Lagos Tel: +234 1 291 5803, Mob: +234 806 3603521, +234 8161342518

Contribu ng Editors David Ajao Terry Washington Social Media Execu ve Julius Ofori Boadu

UK Unit 2, Anchor Bay Ind. Estate Manor Road, Erith, Kent, DA8 2QA Tel: +44 777 510 9698 info@instinctwave.com www.instinctwave.com

GH: 271 Telecom Junction Dome, Accra - Ghana Mob: +233 208 910 380, Tel: +233 302432849

better. Partnering with more successful brands could give a brand being resuscitated a big climb. Don’t attempt to resuscitate your brand in a vacuum. If you are reviving a toothpaste brand you can partner with a well known toothpaste, sell in a mini pack with the toothpaste or even give promotional packs. Finally, many brands die after failing to properly identify their niche market. The benefit of the death is that it reveals who the target audience should have been and where the potential niche market lies. Nearly every dead brand has a group who laments its demise, and clamour for its return. Upon revival, identify and cater specifically to that cult following. Don’t mind who they are but just have faith they have never left you and will never leave you. They are your brand followers. They are loyalists. Zero in on the lifestyle of the cult in advertising and special events in order to redefine your market. These zealots can be persuaded to create a frenzy around the re-launch; make them ambassadors who will host product parties or pass out coupons and freebies as part of a street team. The word-of-mouth in their offline and online communities alone will buoy sales and begin rebuilding audience interest and loyalty. In no time your brand will sprout to live and you can be bold on the shelves again. You brand surely has a new life to live. Have a happy read.

Crea ve Manager Isaac Agyeman-Duah

Crea ve Oﬃcer Lawrence Otoo

Business Development Execu ve Gina Ibeh Liability While every care has been taken in the preparation of this magazine, the publishers cannot be responsible for the accuracy of information in herein, or any consequence arising from it. MobileWorld is a controlled circulation magazine and not available on newsstand. It is free to qualiﬁed readers worldwide. c Instinct Wave 2014 No part of this publication may be used, copied or reproduced without prior consent of the publisher.

Glo's 11k per second rate excites Nigerian students it possible for us to communicate with each other at the cool rate of 11 kobo per second,” she said. Haruna Ismail, a 400-level student of Bayero University, Kano, commended Globacom for introducing the special tariff package for Nigerian youths. “I was hinted about Glo Bounce by my fiancé last month. We have both used Glo lines for many years now, but I didn’t know about Glo Bounce until she convinced me to sign up for it so we could communicate in a more cost-effective manner. I did and must say it has been a wise move. Beside my fiancé, there are other friends who are also on the platform. So effectively, I have been able to reduce my phone bill.

tudent commun i t i e s across t h e co u nt r y a r e currently excited with the r e launch of Globacom’s special tariff package designed for the youth and the young-at-heart. Tagged Glo Bounce, the package allows subscribers to exchange calls at the pocket friendly rate of 11 kobo per second. Globacom’s Chief Marketing Officer, Mr. Ashok Israni, said Glo Bounce was aimed at significantly enhancing the communication experience of Nigerian youths.

Apart from the heavily discounted rate of 11 kobo per second, Glo B o u n ce h a s o t h e r i n te re s t i n g features which have already endeared it to the hearts of trendsetting young individuals in schools and those in formal or informal employment, according to Israni. Some of the features include ‘Campus Zone’, which enables subscribers to call other lines at the rate of 11 kobo per second once activated. Speaking on the package, Hafsat Adejumo, a 200 level student of University of Ibadan, said although she has another line, she uses the Glo line more these days. “Since the re-launch of Glo Bounce last month, I have used my Glo line nearly exclusively because of the aﬀordable rate. My twin sister and younger brother are all in this school and we are all on Glo Bounce, making

Chinwe Okechukwu, a ﬁnal year law undergraduate of the University of Nigeria, Nsukk a described Glo Bounce as a well-conceived initiative that is helping to reduce the phone cost of young Nigerians in tertiary institutions. “I appreciate the free 15MB of data that Glo gives free of charge for every recharge of N200 and above once you are on the Bounce platform. It’s enough for me to keep in touch with my people on Whatsapp,” she said. On his part, Brimo Jack, a 25-year-old, Port Harcourt-based teacher said he loved the Generation G component of the initiative. “Since I joined the Generation G, I have enjoyed 200 percent bonus airtime on every recharge of N500 and above. Whenever I load N200, I get 100 percent bonus; and 50 percent bonus when I load N100. The icing on the cake is that I can use the bonus to call any network. This is one initiative that has helped me to rein in my phone expenditure.

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Wyndham Hotel Group Opens First Hotel in Eastern Africa

Wyndham Hotel Group, the world’s largest hotel has announced the opening of its 139-room Ramada® Resort Dar es Salaam in Tanzania, complementing the company’s existing franchised portfolio. Complementing Wyndham Hotel G ro u p’s e x i s t i n g p o r t fo l i o o f franchised properties in Morocco, Ghana, Nigeria and Tunisia, the hotel marks not only the company’s expansion into Eastern Africa, but is the first property within the greater continent to be operated via the company’s growing management division. “The opening of Ramada Resort Dar es Salaam is of significant strategic importance for us,” commented Dan Ruff, Wyndham Hotel Group’s president and managing director, Europe, Middle East, Africa and the Indian Ocean. “Given the increasing demand for quality, internationallybranded accommodation in Eastern Africa, as well as our commitment to getting closer to our guests and our customers through the expansion of our managed property division, it is a key milestone in our regional growth.” “With exceptional facilities and a www.marketingworldmag.com

stunning beachfront location, Ramada Resort Dar es Salaam sets a new standard within Tanzania’s midscale segment and we look for ward to extending a warm Ramada welcome to our first guests,” Ruff added. Ramada Resort Dar es Salaam offers 139 rooms and suites including 117 superior rooms with a choice of ocean or garden views, 21 executive suites, and one presidential suite. All rooms have an interactive flat screen TV with satellite channels, free Wi-Fi, mini bar, tea and coffee making facilities, private bathrooms with complimentary toiletries and walkin shower or bathtub. Tinga-tinga artwork adds local flavour and a sense of East African spirit.

private beach. In addition, the hotel plans to produce compost from food waste, which will be used to grow vegetables for the hotel’s restaurants in a roof top vegetable garden. Mr. Murtaza Fazal, owner of the Ramada Resort Dar es Salaam, commented, “I am delighted to have signed a long-term management agreement with Wyndham Hotel Group, the world’s largest hotel company. I am also proud to be the ﬁrst investor in Eastern Africa to introduce the well-known Ramada brand to the market. I feel sure that our new resort property on the beautiful Jangwani Beach will quickly become a popular destination for local and international tourists and business visitors alike, thanks to its attractive location, elegant architecture and excellent facilities.”

Extensive leisure facilities include a swimming pool and state-of-the-art rooftop gym, as well as direct access to the white sands of Jangwani Beach. Those looking to host a conference or event have the choice of seven meeting rooms, catering for up to 375 guests and ﬁve food and beverage outlets serving a range of African and international cuisines.

“I am also especially gratiﬁed to be a pioneer in the introduction of many ‘green’ energy-saving hotel features that will help protect the environment, and will hopefully set a precedent for other African hotel owners to follow,” Fazal added.

Throughout the construction of the hotel, which began in 2009, signiﬁcant emphasis has been placed on sustainabilit y. Key initiatives include treating and reusing 100 per cent of all waste water, solar-powered water heating, innovative LED lighting systems and beach protection measures to prevent erosion of the hotel’s

Guests staying at Ramada Resort Dar es Salaam who are members of Wyndham Rewards®, Ramada’s freeto-join guest loyalty programme, can earn valuable points during their stay. Points may be redeemed for a wide variety of reward options including free hotel stays, air travel, gift cards for leading retailers and more.

Cal Bank Ghana Unveils New Ultra -modern Branch At East Legon

s part of C A L B a n k ’s strategic plans to improve its brand visibility a n d expand its distribution channels, the Bank has opened a new ultra-modern branch at East Legon in Accra. The ﬁrst new outlet for 2015, this increases the number of CAL Bank branches to 22. The Bank is therefore on course to meet its strategic target of 30 branches by the end of 2015. Speaking at the launch, the CEO of CAL Bank, Mr. Frank B. Adu Jnr. said that, “I am proud to open this new branch. Over the last three years, we have been implementing our

strategic plan which includes providing enhanced service to the retail market. This branch expansion drive, together with other innovative elec tronic ser vice solutions, are aimed at ensuring our customers enjoy convenience in their banking.” On adding value to customers Mr. Frank B. Adu Jnr. added: “Delivering premium, desirable services to our customers is at the heart of our success. I look forward to enhancing our customers’ satisfaction with our state-of-the-art modern banking facilities in this new Branch.” The Head of Retail Business Banking Department, Mr. Samuel NtowAﬀum, mentioned that the Bank has put the right structures in place to cater for individual and corporate clients in and around the East Legon business hub. He further stressed the fact that, the Bank will continue

to develop innovative customized products and services, tailored to suit the needs of its prospective and existing customers. CAL Bank’s East Legon Branch which is situated on plot 214, Lagos Avenue, will provide and meet all individual and corporate banking needs. Customers will also enjoy a wide array of banking services, electronic banking solutions, money transfer services and many more. CAL Bank , which commenced operations in July 1990, is a universal bank with operations in Ghana. With its highly skilled professional and motivated staff, the Bank plays an important role in the Ghanaian financial sec tor by providing wholesale banking services to corporate clients with sound financial bases and competent management.

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Is Experiential Marketing A Key to Brand Equity?

In the online world, anything can go viral in a matter of seconds. Videos, memes, and pictures that captivate the viewer's attention can be liked, shared, and re-shared to the point where they reach billions of people. The marketing gurus have taken this phenomenon and shaped it in a way only they can. While things in the virtual world do have a broader reach, they cater to only two human senses, i.e. the visual and the auditory senses. With experiential marketing, marketing caters to as many human senses as possible. It comprises of advertising you can touch, view, or feel in a physical space.

Akin Naphtal

Group Executive Publisher www.marketingworldmag.com

There is a claim by marketing experts that this particular brand of marketing can be used to reach the fleeting nirvana called brand equity. Brand equity results in a product selling more because of the brand it belongs to than a similar product of a lesser-known brand. Brand equity is a product of multiple factors. These refer to the consumer being aware of the brand — re c o g n i z i n g w h a t m a k e s i t different from its competitors— trying out the brand; preferring it because of an emotional connection to it, which results in loyalty to it. In order to decide whether experiential marketing is the new holy grail or not depends on how we look at existing cases. For instance, in 2014, Budweiser designed a special “Bud Blaster” for stores that sold Budweiser. On buying a pack of beer, shoppers were given 30 seconds to catch as many balls thrown by the Blaster as they could. There were prizes to be won, depending upon how many balls they caught successfully. Late last year in Nigeria, Harpic activation platform designed to commemorate the World Toilet Day (WTD) was lauded by consumers. Harpic is on the stable of Reckitt Benckiser. The activation was also aimed at educating Nigerians on the need to have clean and hygienic toilets. The experience train, which visited Oke-Arin, Agege, Mushin and Ikotun markets in Lagos, gave market women and men the sense of hygiene, thus setting the pace for behavioural change. Harpic, for clean, germ-free and freshened toilet, marked the first WTD in Nigeria, to bring to the front burner the importance of having access to a clean toilet. Relying on the research which shows that 30 per cent of Nigerians have access to

flushable toilets, the brand also projected the potential health implications of keeping an unclean toilet, as well as the vulnerability it poses, especially to women and children. A consumer described the initiative as a way of helping Nigerians to understand the danger in open defecation and the need to educate everyone on the importance of proper maintenance of toilets at home and public places such as the market. Also, a shop owner at Agege Market, Bola Alagbe, who also experienced the activation, described his experience as interesting. “Ordinarily, most people shy away from discussing anything that has to do with toilets, but here is a company that is giving its all to teach people how to use and maintain flush toilet. In 2013, the “D Rose Jump Store” promoted signature sneakers preferred by Derrick Rose, a famous basketball player. Customers had to jump 10 feet high to catch a sneaker that meant a free pair of sneakers signed by the sportsman. Use your credit card for everything! The online retailers, Zappos turn the busiest and most annoying day Thanksgiving- into a fun-filled wheel of fortune event at the George Bush International Airport. Customers won prizes depending on which baggage For Big brand Coca Cola, experiential gets more interesting. Bus shelters with brand messages were constructed by Coke in collaboration with the Fort Lauderdale Convention & Visitors Bureau and charity Caritas"happiness" to the frigid in Sweden; while in New York, the message said people could be wearing bikinis elsewhere; and Caritas showed how far donations could go to providing comfort for others.

Milka ,a chocolate brand released a batch of bars that had one square missing from them. Customers who bought these bars were given a choice. Either the missing square would be mailed to them or it would be mailed to a loved one with a special message inscribed on it. These (and other) case studies beg the question of whether this ploy was successful or not. What did the people who came into contact with these stunts experience? It all boils down to the unforgettable experience they had, and how it made them feel. For instance, meeting your favorite athlete and sharing this experience with them makes it even more special. A chocolate square with a special inscription makes for a stronger emotional connection to the brand. What this brand of marketing needs to ensure is that the customers should leave feeling good about themselves and then associate those feelings with the brand. This is where brand equity comes in. How they felt would forever be associated in their mind with the product. It will become the deciding factor on whether they will go ahead and buy the product based on these feelings. The success of experiential market depends on various factors like quality and number of “A” grade impressions - immediate responses of the customer, quality of data captured - for later reviews, the number of follow ups - obtained at a later stage and how that data is then analyzed and integrated into current marketing programs These factors make it clear that it is not easy to decide whether experiential marketing is the only way to reach brand equity and whether it will succeed in every case, even if it is.

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The Growing Demand for the Digital Marketing Cloud By Akin Naphtal

he idea was rst put forward by IBM, but Adobe was the rst one t o implement it. The lead was followed by Salesforce and HP. And now Oracle is nearly there too. This is the world of the digital marketing cloud where ve giant enterprises battle out and try to impress CMOs in an attempt to increase their market share.

Five diﬀerent companies: one goal, one destination, one path. So who is going to get there rst? Which of these is going to be the rst company ever to oﬀer a complete set of marketing tools, based on an i n t e g ra t e d e n d - t o - e n d solution, perfect for the digital fanatic CMOs? Each of the ve companies mentioned above has their own pros and cons. We'll talk about this and we'll talk about so much more in what follows. Understanding the digital marketing cloud You have already heard about the

cloud. Now attempts are being made to turn this cloud into a marketing system, but so far no one has been able to achieve this c o m p l e t e l y. I n s t e a d, c l o u d marketing services oﬀer disparate software programs, some of which have yet to be integrated. In the simplest of terms, the digital marketing cloud is a service in which all data relevant to marketing is stored on external servers, which are located oﬀ-site. Organizations want to use this data to advertise their products and services through an integrated digital solution, which is specialized for the end users. Using these methods, the aim is to target customers with online applications via social platforms and online portals like Twitter and Facebook.

What are the main components of a digital marketing cloud? Every digital could marketing should service should oﬀer four main components § Multi-channel marketing automation – for developing and promoting content on several channels including social and mobile platforms so as to attract more customers § Co nte nt m a n a g e m e nt tools – for creating and managing content that can be published on diﬀerent channels § Social media tools – for

keeping a track of online conversations and engaging with customers Analytics Platform – for evaluating marketing campaigns, ﬁguring out which ones are bringing results and which ones are not eﬀective

IBM, Adobe, Salesforce, HP and Oracle oﬀer all of the above mentioned components to certain a degree. Using them as a benchmark, we can identify the strengths and weaknesses of each and gauge their overall performance.

Digital marketing cloud is worth considering for all CMOs in 2015 Cloud marketing is a cost eﬀective option, which is the biggest reason CMOs should go for it. With a set of integrated solutions, marketers can access and approach target customers faster and more eﬀectively. Plus, everything is customizable as per the needs of the end user.

Adobe Adobe may not be a cloud marketing leader, but it is still the ﬁrst company which oﬀered an integrated digital marketing hub, which it accomplished after the acquisition of Omniture. Now known as Adobe Analytics, this serves as the core of Adobe's marketing solutions.

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demographics. Other programs such as Adobe Social and Experience Manger can be integrated with Analytics for more eﬀective management. So what makes Adobe a better choice than others out there? Creativity in terms of design and data. And since Adobe understood all of it ﬁrst, it is a step ahead than other enterprises. But where does fail? Their solutions focus on the marketing side only, and do not give much attention to sales. So while Adobe will let CMOs focus ion content and analytics, it will not be of much help when it comes to CRM.

Salesforce CRM may be Adobe's weaknesses, and for Salesforce, it is their strength. Pair it up with Buddy Media and Radian6, and Salesforce will be close to perfect, but it still is not there yet. Radian6 is a tool which allows marketers to listen and monitor conversations on several social platforms. In 2012, it was termed the leader among listening platforms and received special praise for its dashboard which oﬀers a comprehensive set of features. Buddy Media is used for publishing and managing content on social media platforms. It is also regarded as the leader by many in the social marketing world. Salesforce may have found integration of the components easy, but the road is till long. Individually, all the products are perfect, but when combined together, they fail to impress because they are not reaching their full potential. And do not forget, Salesforce oﬀers no platform which allows content to be created. Instead, a third party platform has to be integrated with Salesforce solutions.

Oracle Oracle was the last one to step into www.marketingworldmag.com 12

the battle, and since then has d e m o n s t ra te d co m m e n d a b l e performance. Their strengths are databases and CRM solutions. People expect that Salesforce will create a digital marketing cloud that offers a unique experience by including sales and service as a primary component. With Eloqua and Responsys, Oracle sure has an edge when it comes to multi-channel marketing automations. Both these tools are among the best out there and fours on solutions for both B2B and B2C marketing campaigns. Thus, with Oracle, you can expect future integration to be much better, which will cater to the needs of both the marketing and sales side of the business. And future companies will never need to step beyond Oracle for their business workflows. Does that make Oracle the number one choice? Not really. For starters, Oracle joined the game late, which puts it behind in a lot of aspects. They may be hosting powerful products, but the acquisitions still have to be finalized and more important than that is the integration. Oracle also does not have any web analytics platform as yet. IBM The fact that they came up with the idea before anyone else does give them credit. With traditional marketing at the focus, IBM is trying to integrate it with digital technology. What this means is that their solutions take into the entire commerce chain, starting from supply and going all the way up to customer fulfillment. So other than marketing, there is lot more in between. IBM is considered to be a leader in the technological, e-commerce and data world, but it has yet to integrate all of its solution together.

Problem is IBM is focused more on t h e co m m e rce s i d e t h a n t h e marketing side, which is making things slightly complex for them. In the few years, they may be number one, but right now, the title cannot be given to them. HP With their data centric approach, HP has a host of solutions to offer such a s Te a m S i t e , M e d i a n b i n a n d Optimost. They are specialists when it comes to Big Data and are using it for recognizing and developing real time responses to the targeted audience. Thus, HP can offer an experience which will be in accordance to a customer's behavior during that instance. But HP is still new in the field and other companies are years ahead of it. So who is the winner? It is a bit too early to decide, but since Adobe put all of it together first, it may be ahead right now. In the time to come, other companies may bag away the title. For instance, Salesforce offers tools which are number one in their respective industries, whereas HP is strong when it comes to Big Data. IBM also puts conventional marketing into the picture and Oracle is a versatile star. We'll just have to wait and see how things turn out to be in a couple of years from now.

MAS Ghana Launches Tata Range of Vehicles in Tamale

Modern A u t o Services Limited (MAS) h a s launched a new range of T a t a vehicles in Tamale in the Northern Region. The company has also announced a 1-year (20,000 km mileage) free service on the purchase of any of its Tata cars from now till end of June. The move, the company says, is in line with its vision to bring relevant products and ser vices to the doorstep of Ghanaians whiles in pursuit of attractive opportunities as they emerge. “ The three Nor thern regions provide such opportunities which have necessitated the need for us to reinforce our presence here and share the beneﬁts of our partnership with Tata with the region", General Manager, Mr. Amine Kabbara said.

He described the event as a turning point of the company’s presence in Northern Ghana, stressing that “our operation would not be limited to after-sales, but sales as well since companies and residents would not need to go to Accra for purchases”. Mr. Kabbara noted that MAS and Ta t a h a v e s o l u t i o n s t o t h e transportation needs of the region in respect of business or vehicle type. The Tata range of commercial and passenger vehicles are affordable and designed to suit the environment. “These are ideal for logistic services for the municipal organizations, operations of micro-finance, saving and loans companies, fast-moving consumer goods distribution, courier services", he said. Tata Motors Area Manager for West Africa, Mr. Bhanu lauded Ghana for a being one of the very stable and vibrant democratic countries of Africa and more especially Government’s efforts with the Savannah Accelerated

Development Authority (SADA) to bring in the investment and further enhance infrastructure capabilities in the Northern region. He disclosed that currently about 7,600 Tata vehicles (3600 cars) are on-road presence in Ghana which is a n a t t e s t a t i o n o f G h a n a ’s commitment to the Tata brand, expressing optimism that the commissioning of MAS-Tata branch in Tamale should propel increased convenience in servicing of the Tata vehicles including enhanced awareness of its product range. Tata, he reiterated, is committed to the Ghana market and have plans of enhancing up a nationwide presence with emphasis on providing excellent after-sales consumer experience and at the same time committed to bring new and exciting products including Manza, Aria, Vista and Xenon which are already available at the MASTata Tamale branch.

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Sonya Sadhwanni; Director of Brands Management ;Melcom Group

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Our Brand Transformation Is As A Result Of Strategic Planning & InvestmentSonya Sadhwanni; Director of Brands Management ;Melcom Group

r s . Sonya Sadhwa ni is the Director of Brand Manage ment at Melcom Group Of Companies; a well established family business of which her father is the founder and Chairman. She has spent the last ten years as a member of the Management team of the Melcom Group and in this exclusive chat with Marke ng World; she takes us down memory lane on her journey in the corporate world…….. How has the journey been for the past decade? It has been a learning process with its daily challenges. I had the advantage of being a Business Educa on teacher before joining Melcom, so managing people and learning on the job came easier than expected. From the posi on of head of department to my current status as Director has not been an easy task because of the fast pace of work in the retail industry. How have you been able to transform Melcom into a leading retail brand? It all began with one shop at Opera Square in Accra. Our main customers then were market women who would

come and buy at whole sale prices, sell in the market and return to Melcom the next day for more purchases. We were iden fied with slogans like “The Cedi Saver” and “House of Bargains” because of our lower prices which reflected posi vely on our goal of providing shoppers the most affordable basic needs for home, office and out door. As we added more shops in Accra and later other regions of Ghana, the mass appeal for Melcom had so increased that we had to invest in ge ng be er quality brands, be er and bigger shopping environments, which we have designated as Melcom Plus to give a luxurious daily shopping experience for premium and consumer brands for middle and upper class shoppers. These developments pushed the branding and adver sing agenda to new levels, resul ng in project specific campaigns in t h e s h o ps a n d i n m e d i a , appointment of brand ambassadors who associate with Melcom as the House of Brands; given credence by our partnership with many top interna onal brands from over thirty countries in the world. What differen ates Melcom among compe tors? Melcom is na onwide with 32 shops currently; and s ll

extending services to more areas in order to bring shopping to every one's door step and therefore cut down on long hours of road traﬃc. How do you rate your product quality? Our products are of high quality, from well established local and interna onal manufacturers. Is Melcom a premium brand or a consumer brand? Melcom is a consumer brand and a premium brand, and we will remain so for a long me because it serves our goal of bringing shopping to your door step, a one stop shop for everyone. H ow d o yo u rate yo u r customer service? G o o d b u t w i t h ro o m fo r improvement. Experience teaches us that there can be no e n d i n t ra i n i n g fo r go o d customer service, so we can engage in a con nous programme of educa on on product knowledge and all aspects of customer service. Which of your campaigns have been most exci ng? Quite a number of them par cularly our award winning “Made In Ghana” Campaign where we assemble local suppliers to exhibit and sell Made In Ghana products. There was also our anniversary www.marketingworldmag.com

resource needs of Ghana are supported at all levels. For instance we have set up a six member board that selects awardees from among our employees' children; from primary, through secondary and up to U n i ve rs i t y l eve l . Including overseas internships for undergraduate members of the public from any University in Ghana. We have invested in the building of schools and renova on of others to provide decent learning a n d t e a c h i n g environments. We have donated books and teaching materials to schools in deprived communi es.

sales campaign “We Must Be Crazy”; others are “Beau ful Homes”, “I Love My Kitchen”, to name but a few…. Melcom has gone through a lot of transforma on since then and has grown to become a force to r e c ko n w i t h o n G h a n a ' s business landscape. This brand transforma on is the result of strategic planning and investment. It also has a lot to do with Melcom's need sa sfac on drive, a goal that inﬂuences our global sourcing o f q u a l i t y, d u r a b l e a n d aﬀordable goods to meet the needs of everyone hence our accolade “Melcom Where Ghana Shops”. www.marketingworldmag.com16

How are you giving back to society? We have set up the Melcom Care Founda on to coordinate our social responsibility, not only in the communi es we operate but on a na onal scale because we are a na onal brand. In order to ensure that our investment in CSR does not only beneﬁt the individual or group but the na on as a whole, we have posi oned our “giving back to society”, on two sectors that have become na onal priori es. These are Educa on and Health. My focus on Educa on is to ensure that the human

In the health sector Melcom has supported AIDS and cancer awareness programmes, funded medical bills for children of staﬀ and some handicapped children. D o n a o n s to M e d i ca l facili es like hospitals have also been top of the agenda; a recent example being the dona on of an ambulance worth US Dollars 33,000 to the 37 Military Hospital. Other beneﬁciaries of our medical facility support programme include the Korle-Bu Teaching Hospital, the Na onal Cardiothoracic Centre, Achimota Hospital, La General Hospital, Police Hospital and LEKMA Hospital.

Jumia Ghana Partners Binatone to offer Customers wide range of products online dry irons, gas cookers, freezers, refrigerators, washing machine and other appliances could now be purchased on Jumia and delivered to customer’s home or oﬃce at the click of a button. The latest announcement follows Binatone’s commitment to oﬀer a two-year warranty on all of its products, in celebration of 40 years of doing business in Africa. Mr Venu Babu, Managing Director of Binatone, said: ‘We are excited to launch our Shop-in Shop with Jumia (https://binatone.jumia.com.gh/) as it will help extend our reach to our online customers. We will also extend our two-year warranty to online customers, after the great success we have experienced in the market.’ The announcement further establishes Jumia Ghana as the home of quality brands – with Binatone joining the ranks of Samsung, Tigo, Maybelline and other trusted household names that sell their products with Jumia.

Jumia Ghana Country Manager- Sam Chappatte

umia, Ghana’s leading online shoppin g mall h a s entered into a

partnership with globally renowned British electrical appliances maker Binatone to enable customers to purchase wide range of products on its platform.

Referring to the partnership, Sam Chappatte, Country Manager of J u m i a , n o t e d t h a t “J u m i a i s delighted to be able to offer Binatone’s large range of affordable, quality products to Ghana’s growing number of online shoppers. We will be working with Binatone in the coming weeks to provide exclusive deals & bundles – so keep posted!” JUMIA (http://www.jumia.com.gh) is Ghana’s fastest growing e commerce company. JUMIA Ghana offers the widest product selection including books, fashion, consumer electronics, home appliances and beauty products.

Binatone’s most popular products, including complete range of fans, rice cookers, blenders, steam and www.marketingworldmag.com

Hasbros Launches Accra Edition Of Monopoly Board Game She added that the board game will be a great startup point for Ghanaian children to learn about their own iconical landmark in a fun way. The board game teaches a lot right from social and financial matters as well as an educational tool for both young and old. The flagship products is aimed at promoting personal finance literacy, fostering strong family relationships, enhancing the profile of African cities by projecting a positive image of Africa as well as encourage strong ethical values in the society.

H a s b r o, t h e w o r l d ’s largest toy and g a m e manufac turer has launche d t h e Accra edition of Monopoly, leading to the par tnership between Bestman Games and Ministry of Tourism, Culture and Creative Arts in the development of the Accra edition of Monopoly, This was revealed during a media launch of Monopoly board Game in Accra. The Chief Executive Oﬃcer of Bestman Games Nimi Akinkugbe speaking at the launch said Accra, the capital city of Ghana is the second African country to have its own customized edition of the local board game “Monopoly” with Lagos being the ﬁrst. Customized Editions of Monopoly for Africa include country, city, corporate, school, sports and commemorative editions.

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‘Accra will be joining the special club of famous international cities namely, New York, Paris and Sydney also with their own version of monopoly, Bestman Games will be the African distributor of the new local edition of the famous Monopoly board game”, she said. Mrs Akinkugbe said the Monopoly board game with 22 locations themed into only 8 properties will be fully themed to the iconic locations of Accra. Landmarks expected to feature on the board include Roman ridge, Kwame Nkrumah Ci rc l e, Ox fo rd St re e t, Ai r p o r t Residential, independence Avenue and many more. “who knows where the famous Trasacco will feature in the new monopoly edition”, she said. According to Akinkugbe the public will get a say about what should make the board, people in Ghana will get a chance to vote over a one week period for a par ticular landmark in Accra which will be preferable by them to be featured on the new monopoly Accra edition board.

Dr. Joel Sonne, director for projects, Ministry of Tourism, speaking on behalf of the Deputy Minister of Tourism said the new edition of the Accra Monopoly ser ves as a promotional tool for the ministry in promoting Ghana the gateway to Africa as a preferred tourist site. He added that new edition will showcase creative industries, rich Ghanaian culture and Arts, indigenous Ghanaian sayings, as well as the various landmarks in the country. This according to the ministry will be a great tool to see before visiting the country as well as helping the Ghanaians to know their country’s landmark much better. Some partnering company’s include Imani Consult, Fedilty Bank and Lamudi Ghana. The general public are required to join the selection of these iconic landmarks to be feature on the board through Facebook,( www.facebook.com/bestmangame sltd.) Once the new Accra Monopoly has been designed and developed it will be available for purchase and play across Accra Ghana and the world. Mrs Akinkugbe concluded. By Deborah Arthur

Philips Introduces Electrician Loyalty Scheme in Ghana

hilips Lighting W e s t Africa headqua rtered in Ghana h a s launched a n Electrician loyalty scheme, the first of its kind in the country. The mutually beneficial scheme is intended to empower and reward electricians across the country for their patronage of Philips’ quality products and lighting solutions. The event was officially launched by Philips Lighting West Africa’s General Manager, Mr. Felix Darko, the event w a s a l s o g r a c e d b y o ve r 2 0 0 Electricians working in different sectors of the economy, eager to be part of the scheme that would add value to their businesses. He acknowledged the important role electricians play in every sphere of the lives of Ghanaians - at homes, offices, business or in Government establishments and related projects in ensuring that good quality products are used for installation.

Mr. Darko spoke about Philips’ leadership role in the lighting segment and how it has diligently delivered good quality lighting products over the past one hundred plus years. The Business Development Manager-Solar for Philips Lighting West Africa Mr. Benjy Ofori, speaking at the event said that innovation was key for Philips' success and hence the reason the company had enhanced its current offerings from compact fluorescent lamps (CFLi) to Light Emitting Diode (LED’s) which give better illumination, were more energy efficient and had a longer life span. Mr. Darko said the Loyalty scheme w o u l d fo c u s o n t r a i n i n g a n d development, product understanding and application, k nowledge suppor t to enable Electricians successfully pass their Ghana Energy Commission cer tification exams as well as rewards for making purchases of Philips Lighting products. Mr. Benjy Ofori explained that the mechanics of the Philips Electricians Loyalty Scheme and the four (4) tier hierarchy commencing from Welcome to Platinum status based

on active participation and p u rc h a s e s o f P h i l i p s l i g h t i n g products. Mr. Felix Darko said the over 200 electricians in attendance would be automatically enrolled in this pilot project meant to be rolled out in other markets in West Africa. He reiterated some of the benefits of the scheme for the electricians; which include free lamps, bulbs, training and development, working kits, factory visits etcetera. Philips West Africa is part of Royal Philips, a diversified health and wellb e i n g c o m p a n y, f o c u s e d o n improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2013 sales of EUR 23.3 billion and employs approximately 115,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare.

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Airtel Ghana Excites Subscribers with Upgrade of “Too Much” Promo

irtel Ghana h a s ra i s e d the bar i n voice a n d data space in Ghana’s telecommunication industry with the upgrade of the Airtel “Too Much” product oﬀering. With as little as 1 Ghana Cedi, Airtel customers can get a package with 200 minutes for Airtel to Airtel calls, 7 minutes for Airtel to other network calls, 100 SMS and 50 megabyte of data for www.marketingworldmag.com 20

browsing. The packages range from daily, weekly to monthly depending on the amount of u s a g e a n d c u s t o m e r ’s lifestyle. “The goal of the “Too Much” value proposition is to promote cost efficiency as demand for voice and data services grow on the market and redefine customers’ conversations on the n e t w o r k ,” M a n u R a j a n , Marketing Director at Airtel Ghana said. Subscription will cost as per offer and is value for the

number of days subscribed to 1 day, 7 days or 30 days. Offers can be accessed by dialing *202# for free. “ To o M u c h” w a s fi r s t introduced on Airtel two years ago with offerings that included discounted local voice, international voice, SMS and data pack ages targeted at customers across the value segments. Airtel currently boasts of the second largest coverage in the country with super-fast internet connectivity at very attractive prices.

Umb Ghana Unveils Two Ultra Modern Branches In Accra

Univers a l Mercha nt Bank (UMB), one of t h e premie

r indigenous banks in Ghana has unveiled two new branches located on the Spintex Road, next to Isuzu Motors and the other located on

Oxford Street in Osu, opposite Shoprite. UMB says it will be oﬀering instant giveaways to all new customers at their new Spintex and Oxford Street branches. Outﬁtted with a self-service 24 Hour E-Zone complete with 24 Hour ATMs and E-Banking services, the Spintex and Oxford Street Branches are state-of-the-art banking facilities designed to address the varied

needs of today’s modern consumer. In announcing the branch openings, UMB’s Director of Retail, Lawrence Appiah-Baiden stated " These branches are a physical manifestation of our “you ﬁrst” platform and the continuation of our retail growth strategy to better serve the needs and aspirations of our customers.”

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Our Guests Perceive Our Brand As A First Class Business Hotel Emmanuel Ato Silva Quaye How has your role at best Western Hotel been like? The role has been very exciting. Obviously, the hospitality industry is very different from the academic environment I was formally engaged in. The hotel environment is very dynamic and since our hotel is a business hotel, you tend to meet businesses of all sizes requiring various support services for their events and lodging needs. You are always in an expectant mode waiting for the next event organizer, a guests complaining about something, somebody wanting special price offerings, devising strategies for effective demand management, handling sponsorship requests, and m a n a gi n g a l l b ra n d b u i l d i n g activities. All these need to be done with speed and accuracy with highs sense of people orientation.

Emmanuel Ato Silva Quaye

n January 2015, Emman uel Ato S i l va Quaye underto ok the position of the Sales and Marketing Manager at the four star Best Western Premier Hotel in Ghana's capital cityAccra. Determined to foster a closer relationship with guests and ensure their satisfaction www.marketingworldmag.com 24

at all times, Emmanuel is not resting on his oars. In this exclusive interview with Carol Hogan-Bassey, the masters h o l d e r i n Ps yc h o l o g y, Marketing and Brand Management from the N o r we g i a n U n i ve r s i t y o f Science and Technology and t h e No r we g i a n S c h o o l o f Economics opens up on the perception of the Best Western Premier brand , why it is a choice destination and many more…..

How are you positioning your brand as a choice destination for customers? As a business hotel, all our products and services are carefully designed for the business traveller, and of course the leisure guest. So we make sure that high service quality runs through ever ything we do, including our marketing communication activities. Our value proposition is that we welcome all our guests to a premier hotel experience. We have painstakingly designed all our rooms and facilities with all the comfort of a first class business hotel; ensuring that our guests perceive the brand as a first class business hotel offering a premier experience. Secondly, we ensure that our guests perceive the brand as a caring brand. We continue to anticipate guests' needs and satisfy t h e m b e t te r t h a n co m p e t i n g

brands. Guests' satisfaction is our top priority. All managers and frontline executives are constantly being trained and empowered to handle guests' requirements adequately. We believe once our guests are highly satisfied they will co m e b a c k a g a i n a n d a g a i n , improve the volume of business they do with the hotel and spread positive word of mouth. This is the thrust of relationship marketing. Why is Best Western attractive to clients? We are very attractive to clients because firsts of all, our value proposition of delivering a premier hotel experience appeals to them greatly. They understand what a premier experience is all about and what we are able to offer. They like our services; our lodging facilities offers a place to relax in comfort, our conferencing and banqueting services are carefully designed to take away the hassle of event planning and our Zara restaurant is renowned for a wide variety of local and international cuisine. Moreover, the convenience of our location, 5 minutes' drive from the Kotoka International Airport, coupled with a free airport shuttle is something guests appreciate greatly. Finally, our reputation for service excellence attracts guests to our hotel. We take customer service seriously and we try as much as possible to prevent service failures. And when they do occur we have instituted strong service recovery mechanism to restore service and win guests confidence back again. Finally, our well trained and highly professional staff takes very good care of the guests. So most guests see Best Western Premier Hotel as their second home. We are a customer focused hotel brand, so I believe our guests come back to us because they enjoy our service offerings. How do you rate your customer service? Our customer service is very good but I also know that we can aim higher. Striving to delight our

guests has always been our duty call. So we are constantly monitoring service standards to aver t any failures. Constant customer service trainings are also offered to our staff to sharpen their skills and knowledge in how to handle changing guests' requirements. Generally, we take customer service seriously. What are some of the promotional activities you have put in place for your clientele? We had a special African Night promo during Ghana's recent Independence Day celebrations where our guests were enchanted to a wide variety of local cuisine. We are currently running a special weekend getaway promotions at $185 for double occupancy with a minimum length of stay of two nights. The regular price is $370. This promo is designed to improve our weekend bookings and to reward our frequent guests. We are also planning a couple of promotional activities for the Easter period in April. Moreover, Best Western Premier Hotel will be 5 years in May, 2015. There will be lots of exciting packages and promos to commemorate this occasion. What is the differentiating factor between your hotel and other four star hotels? I would say quality, value and good service. We take a lot of pride in our mantra, “Welcome to the Premier Life.” So we make sure everything we do resonates with that value proposition. Secondly, our guests perceive high value in the service they receive. We ensure that our guests get more than what they pay for and this makes us unique. Finally, good customer service delivered by h i g h l y co m m i t te d wo r k fo rce further serve as key points of differentiation for the hotel brand. More significantly, we are different in the way we do things – whether its room decoration, food service, restaurant ambience, or guests check in, we ensure that the experience is unique. Would you say your pricing is

competitive enough? Yes. While we have one of the finest hotel facilities in the market, we make sure our prices compares favourably with competing brands. We operate a dynamic and value based pricing strategy. Prices are constantly adjusted to reflect demand conditions. Special prices are also offered to our corporate guests with good and long standing business relationship with us. So whatever our guests needs are, we have special price packages for them. How will you rate your co n fe re n c i n g f a c i l i t i e s a n d packages? We have state - of-the -ar t conferencing and meeting facilities. The good thing about our facilities is that whether your number is large or small we can accommodate your unique requirements. Our large conference area can carter to events as large as 300 persons. We also have rooms dedicated to serving relatively small meetings. We work closely with event organizers to host conferences. Best Western Premier Hotel is renowned for hosting high profile conferences in the country. This is a testament of the confidence event organizers and firms have in our ability to take the hassle off their shoulders in event organization so they can focus on core issues. Our banqueting services adequately complement all conferences. Finally, all our conference rooms come with free Wi-Fi, projectors, and other equipment. So whether it is a corporate hangout, birthday party, seminar, special event, movie premiering, clubbing, executive meetings etc. we are well placed to host them. Where do you see yourself as a marketing professional in two years? I see myself building a successful career in the hotel industry in the next two years by contributing professionally to mak ing the marketing practice very relevant to the industry. www.marketingworldmag.com

Knorr Introduces Iron-Fortied Cubes

U n i l e ve r ’s biggest brand Knorr unveiled its commitment to help reduce the prevalence of iron deficiency anaemia in Nigeria, a major public health issue, by making nutritious cooking more desirable, easy to understand and afford. This commitment forms part of Knorr’s social mission to improve the health and happiness of a billion people by unlocking more flavour and goodness from everyday food. With the majority of Nigerians not eating enough food high in iron, the new initiative will combine a behaviour change programme with the introduction of iron fortified bouillon cubes. The Knorr social mission takes a holistic a p p r o a c h , n o t o n l y ‘ Fo r k ’ – championing nutritious cooking, but also improving livelihoods of the most affected groups – ‘Fortune’ and helping smallholder farmers‘Farm’ The announcement follows the release of the 2014 Global Nutrition Report which found that almost half (49 per cent) of women of a reproductive age in Nigeria are www.marketingworldmag.com 26

anaemic, and according to the Nigerian Demographic and Health Survey done in 2008, the majority of Nigerians are not consuming enough foods that are high in iron. According to the study only 38 percent eat fruits and vegetables, including leafy green vegetables on a daily basis and only 33 percent consume meat daily[1].

to their daughters, so by educating them on the need for iron-rich ingredients we can drive behaviour change in the next generation. By incorporating leafy greens and the Knorr fortiﬁed stock cubes into recipes, the programme will help mothers improve the nutritional value of everyday recipes.”

Professor Ngozi Nnam, President of the Nutrition Society of Nigeria, explained “vitamin and mineral deﬁciencies are among the largest public health challenges facing the country right now. Our health system is already overburdened, so we need to educate people on how they can help prevent deﬁciencies through healthy diets.” Fork

Toyin Saraki from the Well Being Foundation added “Teenage girls who need 50% more iron than when they were younger to cope with their bodies changes and pregnant women are particularly vulnerable to anaemia,[2] initiatives that encourage better nutrition such as Knorr’s can really have a positive impact on maternal health in Nigeria, which is among the worst in Africa.”

To champion nutritious cooking, Knorr will help drive behavioural change via introducing an intervention programme – ‘The Green Food Steps’ – focused on educating mothers and daughters on the importance of an iron-rich diet through inﬂuencing their cooking habits. Yaw Nsarkoh – Managing Director, Unilever Nigeria says “Cooking habits are deeply rooted but we know that mothers pass recipes on

The Green Food Steps consists of three simple steps: toss greens into stews, stir them in, and crumble the Knorr iron fortiﬁed cube for a more nutritious dish. As part of this, the Knorr cube will be fortiﬁed with iron, however, the programme goes further than this, recognising that a c h a n g e i n co o k i n g h a b i t s i s required for long term impact. The ambition is that these steps will demonstrate that it is easy for people to change their cooking

habits without compromising on flavour, time, or cost. Knorr’s Green Food Steps will start by getting 50,000 mothers and daughters to practice the new cooking habits in Ijebu Ode and Amaigbo, with the ambition to roll out to the rest of Nigeria. Multiple award w i n n i n g s u p e r s t a r Omotola Jalade E k e i n d e , speaking on her reasons for joining the programme, said “As a mother of teenage girls, I feel particularly touched by this issue. It’s nice to be able to raise awareness about iron deficiency anaemia and its consequences. This is a serious issue in Nigeria f o r m a n y mothers and t e e n a g e daughters, who need more iron for development. If we can persuade Nigerian women to make these small, yet powerful changes to their diet, there will be a positive impact on the well-being of not just themselves, but that of their family and ultimately Nigerian society in the long-term.” The Knorr social mission takes a holistic approach, not only ‘Fork’ – championing nutritious cooking, but also improving livelihoods of the most affected groups – ‘Fortune’ and helping smallholder farmers- ‘Farm’ Fortune

To improve the livelihoods of women, the ‘Fortune’ element, Unilever has set up an inclusive business model “Gbemiga” with several partners in Nigeria, such as the Global Alliance for Improved Nutrition (GAIN), the Growing Business Foundation and Society for

Family Health (SFH). The model aims to improve the living standards by training the women to sell nutritious products and reinforcing the dietary changes that can help reduce the prevalence of iron deﬁciency in families across the country. Farm

skills required to become part of this long-term sustainable supply chain and improve their livelihoods. This b u i l d s o n U n i l e v e r ’s g l o b a l experience supporting smallholder farmers and their communities with training, ﬁnance, nutrition and hygiene programmes. Globally, Knorr is already set out to sustainably source 100 per cent of the vegetables, herbs and spices that go into its products by 2020. The brand believes this makes a big diﬀerence to the taste of the p ro d u c t s, t h e future of the planet and the wellbeing of thousands of farmers. 96 per cent of Knorr’s t o p 1 3 vegetables and herbs were sustainable as of January this year. By championing nutritious cooking, helping smallholder farmers and providing improved livelihoods for women, together, we can make a positive impact for the future of Nigeria, farm, fortune and fork

To help smallholder farmers become part of a sustainable supply chain in Nigeria, the ‘Farm’ element, Knorr is partnering with the International Fund for Agricultural Development (IFAD). The partnership will train local farmers in sustainable agriculture to equip them with the

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Royal Philips Kicks off Lighting Roadshow in South Africa

R o y a l Philips, t h e global leader in L E D lighting h a s kicked oﬀ its six th consecuti ve Cape Town to Cairo roadshow by lighting up the iconic Clock Tower, the Port Captain’s building and the Swing Bridge, at the popular V&A Waterfront in Cape Town, South Africa. This year ’s roadshow theme, ‘Sustainability through Innovation’ is more pertinent than ever before as the company spearheads the LED lighting revolution in Africa with smart lighting solutions designed for the continent. As a contribution to enhancing the attractiveness of iconic monuments across Africa while reducing energy consumption in parallel (a project that Philips s t a r t e d d u r i n g l a s t y e a r ’s roadshow), Philips has installed its latest Vaya LED lighting solutions combining warm and cool daylight colors to create an almost mythical atmosphere around the Clock Tower, the Port Captain’s building and the Swing Bridge that bring history to life. The LED Lighting installed has a lifetime of up to 50,000 (ﬁfty thousand) hours and is entirely cutting edge, with each luminaire having its own IP address; a precursor to the future of www.marketingworldmag.com 28

connected lighting in an environment steeped in history. Lighting is thought to consume around 15% of the total electricity output of an industrialized economy like South Africa; it has been calculated that approximately half of a city’s energy bill goes on lighting for public offices, schools and outdoor environments. We can make significant savings on average 40%, simply by switching to energy-efficient lighting technologies. With electricity use, a constant concern across the African continent, workable and sustainable solutions are needed now more than ever. Driven by an increase in urbanization and transformation in Africa, a t re m e n d o u s o p p o r t u n i t y fo r economic and social development exists. However, large scale growth also presents huge challenges, specifically with regard to energy. Energy efficiency is crucial to achieving smart cities of the future that are livable, safe and also aesthetically pleasing. “The spectacular lighting of the Clock Tower, the Port Captain’s building and the Swing Bridge demonstrates the incredible advances that are being made in the efficiency and beauty of LED i l l u m i n a t i o n ”, s a y s T h i e r r y Boulanger, Vice President and General Manager, Philips Lighting Africa. “LED lighting innovations provide completely new opportunities to policy makers and

governments to enhance city beautiﬁcation and at the same time contribute to energy saving. We are extremely proud to see how Philips’ lighting solutions are contributing to improving the attractiveness of these iconic monuments on the V&A waterfront while reducing energy consumption”. With its numerous advantages of the Philips Vaya LED lighting solutions has dynamic lighting that makes it possible to adjust the atmosphere of the site (change of intensity and color). A longer lifespan of the installation: around ﬁfty thousand (50,000) hours compared to twelve thousand (12,000) hours with conventional lighting. A reduction in maintenance costs: LED luminaires require little maintenance, while at the same time they cut energy consumption by 80% compared to conventional lighting. “The lighting of the Port Captain’s building, the historic Clock Tower and the Swing Bridge goes a long way in beautifying aspects of the V&A Water front,” states Colin Devinish, Executive for Operations, V&A Waterfront. “As a destination popular with international visitors and frequented by locals we are constantly striving to improve and enhance this important part of South African history; collaborating with Philips was a win-win.”

Twitter Excites Audience With Twele Stick

witter has declared its intentions to get into hardware, first with, Tw e l fi e _ s t i c k . Twelfie stick is a h i g h l y sophisticated and first of its kind device. The Stick makes it easier for people to not only get the very best angle on their selfies, but also Tweet them out directly from the Stick itself. With a thin and adjustable pole that extends from 10 inches to three feet,

the Twelfie Stick™ was created with a combination of fiber/cyanate-ester resin, NASA calls unobtainium, with a solar charging bicarbonate for renewable battery life. According to the accomplished platform, a remote shutter button on the bottom of the pole lets user take and Tweet selfie including photos and videos, with just a simple click. "And you’ll know for sure when your selfie is Tweeted, as the #Twelfie button makes a chirping sound as Tweets go live," Twitter said in a release.

The Twelfie Stick™’s spring-loaded cradle is adjustable and easily compatible with all smartphones and cameras. The product will be available for purchase globally during the holiday shopping season for $39.99. "We look forward to creativity eruptions with the Twelfie Stick™ and future Twelfie Stick™ branded accessories, which we anticipate announcing at some point in the future," the Company said.

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Tunji Adeyinka ManagingDirector Connect Marketing

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Technology Has Created A Different Consumer Engagement Model Tunji Adeyinka Managing Director Connect Marketing What are your values and focus here at Connect Marketing? t Connect Marketing, we are a consumer engagemen t company t h a t specializes in about three core areas. Our first area of focus is sponsorship and activation, our second area of focus is field and retail marketing and the third area of focus is content management. In summar y, we are a marketing company providing marketing solutions that are based on consumer insight .We help clients to create unique experiences at different brand touch points. This is the kind of experience that will enhance the client's brand and enable them achieve their business objectives.

We do this for several clients and you can say that we complement and enhance the capacity of our clients to deliver on their business objectives through our marketing tactics. So we use vehicles like sports, arts, culture and diﬀerent activities and activations that are themed along those lines. But ultimately it is about achieving the clients' objectives. Could you please tell me more about the culture theme projects speci cally? There are clients who use culture as a marketing platform for consumer engagement. So what we do is help them to bring that alive, to amplify it

and to ensure that whatever sphere they have chosen is professionally exploited. Our clients have different challenges in their businesses. C a p a c i t y, u t i l i z a t i o n , i s l o w, exchange rates have gone through the roof, cost of borrowing has gone up, the macro-economic environment is unstable, cost of energy to power businesses is increasing, the political environment is volatile. In all of these, it is becoming more difficult for businesses to stay in the game. We recognize these challenges with the client more than ever. Whatever will affect our clients' businesses will definitely affect us. So we see ourselves as the company that helps them to achieve their objectives in this difficult business climate. We see ourselves as an extension of the clients' commercial division. Our values are primed to create an environment that helps us to deliver. We have about five values, one of our values is 'No BS' or ''No bloated Sentences''. What it means is that we operate with candor, we are very candid, and we are open with our client and we try as much as possible to provide a system that provides feedback. The second value is mutual respect; we respect the different stakeholders and people we work with. We respect the client, respect our staff, respect our suppliers, and respect everyone that helps us to achieve the objectives that we want to achieve. We respect our staff not just from the point of view of the staff coming to work but also ensuring that they have a good

work-life balance. Apar t from mutual respect, we are building relationships every day. Some of the clients that we work for, we have been with since we started the business. Of course, our teams are very important, so our environment is one where we reward team work and we try to make sure that this comes through in everything that we do. We also try and do all of these within an environment of integrity. What would you say technology has done to this kind of business? Technology has really done a lot, if you look at the context of digitization and if you understand that 20-30years ago, the consumer engagement model was ver y diﬀerent. The consumer engagement model was one-way. You had the radio, television, newspapers, magazines, billboards, etc. All of these were static and communication was in one direction. With digitization, with technology everything has changed. Technology has enabled a new communication process where you are able to get instant feedback. Every event, advertising, and other marketing activities provide room for interaction with the consumer in a way that conversations are enabled. Could you share some of the big moments you've had over the years? We've had a lot of big moments. It should be about 7 years now, and over time I will say that every work that we've done has been exciting, and it's really given us an opportunity to do what we know www.marketingworldmag.com

Octagon. I will like to also use the opportunity to respectfully acknowledge some of the ﬁnest men we have worked with who are not with us anymore; Chief Ayo Ositelu, who was one of Nigeria's best tennis writers, and Chief Molade Okoya Thomas, who passed on recently.

how to do best. We have been lucky to work with clients, who have also given us very good platforms, to show what we have in terms of enhancing their objectives. So I may not be able to point to any speciﬁcs, but I would say that our work for Coca Cola for example is a good moment. If you look at the kind of work that we did for them in the last four to ﬁve years particularly in the area of their football engagement, looking and Copa Coca Cola and the rest of them, we are very proud of that.

What challenge do you think the experiential industry needs to tackle? Taking our industry to the next level is where we have a ver y big challenge. We need to do something about the kind of marketing education are we giving to people who are leaving school and joining the agencies. At the agency too what kind of education do we have? Can I boast that if you have worked with any agency in this space that you can compete anywhere in the world? We are a knowledge-based industry. We are about intellectual capacity and therefore our greatest investment in Connect Marketing is in developing that intellectual capacity in the marketing area, the project management area, and the leadership area.

We are a very proud of the work that we've done over the years for MasterCard for the last four years, we are very proud of the work that we've done for Lucozade Sports, we are very proud of the work that we've done for Stanbic IBTC Bank, we are very proud of the kind of work that we' ve done for some of the breweries that we've worked for, we are proud of the work that we've done for Samsung. These and other clients have helped us grow over time. The William Sisters Project, Breaking the Mould, we are also very proud of that. That was something that we did with our aﬃliate,

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that, then we are deceiving ourselves. Secondly, the hungry 'can-do' attitude is also fading away in the industry. People are taking up jobs just as a means of subsistence. What happened to 'hunger', strength and the inquisitive spirit. We believe it is important to build a competitive environment where competitors can cooperate to improve the climate in the industry. So what are your projections for the next ve years? For the next five years. Connect Marketing Service, is working with others to create an industry that is able to stand up, standardize its practices, and that is able to project itself even beyond our shores. If you look at our business and our industry, you will find that there is pressure from different sides and we believe that if we are going to be in existence in the next five years, we need to ensure that we strengthen the foundation. Who is Tunji Adeyinka? Tunji Adeyinka is a professional, he is focused, and he is a family man.

Let's face it; if we don't invest in all of

Global Mobile Ad Spending To Top $100 Billion Worldwide In 2016

h e worldwide m o b i l e adver tising market will h i t t w o significant milestones in 2 0 1 6 , according to n e w fi g u r e s f r o m e M a r k e t e r, surpassing $100 billion and accounting for more than 50% of all digital ads for the first time. The $101.37 billion to be spent on ads served to mobile phones and tablets worldwide next year represents a more than 400% increase from 2013. Between 2016 and 2019, the last year in our forecast, mobile ads will nearly double again, totaling $195.55 billion. That figure will account for 70.1% of all digital advertising as well

as more than one-quarter of total media ad spending worldwide. Not surprisingly, growth in mobile ad spending is being driven by consumer adoption of mobile devices. Nex t year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China alone. In addition, the number of tablet users worldwide -- while growing more slowly than the global smartphone audience -- is expected to eclipse 1 billion in 2015. In many emerging and developing markets, consumers are often accessing the internet mobile-ﬁrst and mobileonly, driving marketers to mobile advertising.

spending -- particularly the US and China. In 2016, US advertisers will spend $40.2 billion on mobile ads, more than doubling the total from 2014, while advertisers in China will spend $22.1 billion to reach consumers on mobile devices, triple the amount they spent in 2014. Both of these countries will see mobile become a majority of all digital advertising next year. Rounding out the top ﬁve countries, the UK, Japan and Germany also will see signiﬁcant increases in mobile advertising next year, but in all three markets, a majority of digital ad spending won't come from mobile devices until 2017.

In the short term, the leading global m a r k e t s w i l l d r i ve m o b i l e a d www.marketingworldmag.com

Alomo Bitters: The health Gains of a Seal

ctivities of counterfeiter s of fast m o v i n g consumer g o o d s (FMCG) in the country have been a major source of concern to manufacturers and government regulatory agencies. Apart from the loss of income and other problems counterfeiters create for manufacturers, the health implication of consuming these counterfeit products on a nation is best imagined than felt. The increasing prospec ts and exponential growth of the alcoholic bitters market has made products in

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this category susceptible to activities of counter feiters who illegally beneﬁt from the growth of the market which is largely fuel by the huge annual adverting, marketing and promotions (AMP) budget of manufacturers.

shining seal which is similar to that found on the non-polymer Nigerian N a i r a n o t e s, a n d i t h a s b e e n strategically positioned on the cap of every bottle of Alomo Bitters for easy identiﬁcation of the authentic bitters brand as against the imitation.

In other to protect consumers' health and follow through on its corporate objec tives and philosophy of providing consumers with authentic African herbal bitters, Kasapreko Company Limited, producer of the multiple awards-winning medicinal alcoholic beverage, Alomo Bitters, came up with a strategic step, the launch of a new hologram seal cap, to help consumers diﬀerentiate the authentic Alomo Bitters easily. The Hologram seal is a silver-like

Speaking at the unveiling in Lagos, the Managing Director, Kasapreko Company Nigeria Limited, Mr. Kojo Nunoo said the introduction of hologram seal on the caps is one of the initiatives by the company to checkmate criminal faking of Alomo Bitters by unscrupulous proﬁteers and to protect consumers against the consumption of substandard bitters products which endanger human life.

Nunoo said the introduction of hologram seal on the caps is one of the initiatives by the company to checkmate criminal faking of Alomo Bitters by unscrupulous profiteers and to protect consumers against the consumption of substandard bitters products which endanger human life. “This initiative is a security standard for global brands, and essentially it is meant to ensure clear brand differentiation and to highlight the unique features that distinguish Alomo Bitters from the imitated version and other substandard bitters products in the market,” Nunoo said. He added, ''criminal faking of the original Alomo Bitters has been a major challenge we face in Nigeria. As a company that places priority on the wellbeing of our consumers, this bothers us a lot. Hence the launch of the new hologram is aimed at helping the consumers identify the authentic Alomo Bitters when making purchase.'’ ctivities of counterfeiters of fast moving consumer goods (FMCG) in the country have been a major source of concern to manufacturers and government regulatory agencies. Apart from the loss of income and other problems counterfeiters create for manufacturers, the health implication of consuming these counterfeit products on a nation is best imagined than felt. The increasing prospects and exponential growth of the alcoholic bitters market has made products in this category susceptible to activities of counterfeiters who illegally benefit from the growth of the market which is largely fuel by the huge annual adver ting, marketing and promotions (AMP) budget of manufacturers. In other to protect consumers'

health and follow through on its corporate objectives and philosophy of providing consumers with authentic African herbal bitters, Kasapreko Company Limited, producer of the multiple awards-winning medicinal alcoholic beverage, Alomo Bitters, came up with a strategic step, the launch of a new hologram seal cap, to help consumers diﬀerentiate the authentic Alomo Bitters easily. The Hologram seal is a silver-like shining seal which is similar to that found on the non-polymer Nigerian Naira notes, and it has been strategically positioned on the cap of every bottle of Alomo Bitters for easy identiﬁcation of the authentic bitters brand as against the imitation. Speaking at the unveiling in Lagos, the Managing Director, Kasapreko Company Nigeria Limited, Mr. Kojo

Buttressing the process involved in having the hologram security features on the caps of Alomo Bitters bottles, Nunoo said the company went as far as Germany and the United States to get reputable hologram seal companies to create the unique hologram for the brand. “This is how much we value the wellbeing of our consumers,” he stressed. The Head, Consumer Prospection Council (CPC), Lagos oﬃce, Mr. Tam Ta m u n o k o m b i a c o m m e n d e d Kasapreko Company Nigeria Limited for rising up to the challenge of protecting consumers of their product, Alomo Bitters. “CPC is charged by the federal government with the responsibility of attending to consumers complain and also protecting consumers from activities of importers and manufacturing of substandard products and counterfeiters of www.marketingworldmag.com

Salesforce Launches the Next Generation of B2B Marketing Automation &ldquo; With the next generation of Sales Cloud B2B marketing automation, we& rsquo; re making it easier than ever for marketing and sales to work together and leverage insights about prospect behavior to sell smarter,&rdquo; said Adam Blitzer, SVP and GM, Salesforce Pardot. &ldquo; Marketers now have the ability to help sales nurture their own pipelines and engage with prospects in real time, and this is driving the amazing customer momentum we are seeing with B 2 B m a r k e t i n g automation.&rdquo;

Salesforce CEO-Marc Benioﬀ

alesforce, t h e Customer Success Platform and w o r l d ’s # 1 C R M c o m p a n y, t o d a y launched the next generation of Sales Cloud B2B marketing automation. Powered by Salesforce Pardot, the new Intelligent Engagement Studio and Sales Cloud Engage will deliver sophisticated adaptive lead nurturing, visualized campaign testing and cutting edge mobile marketing tools. The B2B sales cycle has changed dramatically in recent years, primarily because prospects now research options online and engage with companies only when they&rsquo;re close to making a purchase. While the actions prospects take during the research process present numerous engagement opportunities, most marketers and sales reps don&rsquo;t have the visibility or context required to understand how best to connect with the individual and advance them through the buying process. For example, marketers know a prospect opened an email, but don&rsquo;t how long they were engaged with it or what they did www.marketingworldmag.com 36

next. And by the time sales receives the intelligence, the moment of engagement has passed and it&rsquo;s too late to act on it. What they need is a solution that assembles the individual data points and translates them into actionable insights. Next Generation of B2B Marketing Automation in the Sales Cloud The next generation of Sales Cloud B2B marketing automation, powered by Pardot, assembles prospect data points and automatically translates them into actionable insights, enabling marketing and sales teams to sell smarter. With deep visibility into the prospect & rsquo;s digital engagement, it&rsquo;s now easier than ever for marketers and sales reps to understand how prospects want to be engaged and to deliver what they want, when they want it. Sales reps can now receive real-time prospect engagement notiﬁcations in the Salesforce1 mobile app, enabling them with instant visibility into how prospects are engaging with product and marketing materials anywhere, at any time. And marketing teams can easily provide curated and approved content to sales reps so they can immediately deploy a custom email campaign to move the prospect through the sales funnel.

New Sales Cloud B2B marketing automation includes Intelligent Engagement Studio and Sales Cloud Engage: Intelligent Engagement Studio & mdash; the nerve center for intelligent sales &amp; marketing: New granular targeting, testing and reporting capabilities empower marketers and sales teams to connect with prospects like never before. Adaptive nurture campaigns: New adaptive nurture campaigns evolve based on more than 100 triggers that test and then target the best nurture path. Previously, B2B marketers could only see basic behavioral data such as email open rates, and they did not have prospect sales stage data from their CRM system integrated with behavioral marketing data. Now, with Intelligent Engagement Studio, marketers will be able to act on the powerful combination of behavioral marketing and sales stage data points. For example, when someone advances to a new sales stage and also views a speciﬁc piece of content, Intelligent Engagement Studio will analyze these data points to proactively route the prospect to a new nurture path. Visualized campaign testing and reporting: With new visualized campaign testing and reporting, sales and marketing teams will have complete visibility into real-

time campaign performance and post-campaign results. For example, once an adaptable nurture campaign is running, B2B marketers have a crystal clear visualization of the data, and can easily see which nurture paths are colored green, for prospects moving forward in a campaign or converting, and which are red, for prospects that stopped engaging. If an email & rsquo;s open rate is too low, the system may suggest improvements such as shortening the subject line. While other solutions are reactive, relying solely on the marketer to review all of the data and determine how to improve their nurture campaigns, Intelligent Engagement Studio is proactive, providing data driven

personalized lead nurture campaigns, putting the power of marketing-curated content and insights in the hands of sales reps. For example, with the Salesforce1 Mobile App, salespeople can add someone to a lead nurture campaign right from their phone. A sales rep can also easily pull up the prospect&rsquo;s entire engagement history with the company, making every touch point with the prospect more relevant and more likely to convert. Data and insights that used to only be under the purview of marketing are now seamlessly integrated with sales.

recommendations to B2B marketers. Only Salesforce can combine all of this data into a powerful visual canvas, making it actionable for B2B marketers and sales teams. Sales Cloud Engage& mdash; empower sales with real-time, mobile marketing tools: Sales reps often develop their own ad-hoc marketing campaigns manually, without marketing automation content, data and insights. This means sales do not have the full context on a lead or customer before they engage, leading to inefﬁcient and disjointed selling. With Sales Cloud Engage, marketing can now empower sales people to deliver their own

Tigo Ghana Opens new ‘Customer Experience Centre’ in Spintex

igo Gha n a has ope ned

a new ‘Customer Experience Centre’ along the Spintex Road in the Greater Accra Region, this according to the telecommunication operator , w i l l i m p rove c u s to m e r s ' experience and will help them stay closer to its customers. The new centre will serve the company’s growing clientele around the Airport East and Sakumono areas. It boasts of free Wi-Fi with guaranteed and reliable internet connection for

making their purchase. Speaking at the opening of the centre, the Head of Customer Operations for Tigo Ghana, Stephen Essien, said the company is investing heavily to expand its retail footprint across the country to match its growing subscriber base. “We remain committed to oﬀering improved customer care and are putting in the needed investments to ensure we stay close to our customers and that all our customer touch points are reﬂective of our digital lifestyle agenda,” he explained. He added that Tigo will soon add more experience centres in the Greater Accra and Ashanti regions next quarter. The new centre is located at His Glorious Majesty Plaza.

customers and has a dedicated area where customers can sample a wide range of handsets and tablets before www.marketingworldmag.com

TNS, Kantar Media Announce Strategic Mobile Research Partnership with GeoPoll in Africa Kantar, one of the world’s largest insight, information and c o n s u l t a n c y g r o u p s . Fu t u r e collaboration between GeoPoll and Kantar’s other operating companies in the region is envisaged. Kim MacIlwaine, CEO, TNS Africa, Mediterranean & Middle East said, “Mobile is an increasingly important mode of communication for market researchers, and we’re excited to collaborate with GeoPoll to expand our data product oﬀerings in key Afr ican mar kets. We believe GeoPoll’s robust mobile surveying technology combined with TNS and Kantar Media’s expertise in market and media research will be beneﬁcial to all of our clients working in Africa.”

l o b a l research consulta nc y TNS h a s announc e d a n exclusive a n d wide reaching strategic partnership with GeoPoll the world’s largest mobile survey platform. Under the multi-year agreement, TNS and sister company, Kantar Media, will join forces with GeoPoll to deploy a new range of research products and services intended to deepen and improve market research in Africa, including: 1. Giving TNS access to GeoPoll’s platform and user database: TNS will utilize GeoPoll’s mobile surveying platform and user database to conduct mobile research projects www.marketingworldmag.com 38

for clients throughout Africa. In addition, GeoPoll will become the exclusive provider of mobile sample using their platform in key countries. 2. Collaboration on media measurement services: TNS and Kantar Media will work with GeoPoll to expand its Media Measurement Service in selected countries within Sub Saharan Africa, providing support in the areas of media planning software, sampling and weighting expertise. 3. Expanding Kantar Media’s data products in Africa: TNS, Kantar Media and GeoPoll will jointly sell Kantar Media’s Global TGI product in a number of markets, bringing regular consumer insights on a sector by sector basis. TNS, a global leader in market research and K antar Media, a leading audience measurement and analytics company, are both part of

“GeoPoll has worked hard to drive increased access to quality information in Africa. We’re excited to partner with TNS and Kantar Media to improve the availability of reliable, cost-effective data across Africa and look forward to expanding the partnership in the coming years,” said James Eberhard, CEO of GeoPoll and its parent company Mobile Accord. In the past two years GeoPoll has rapidly expanded its services in Africa, opening an office in Nairobi, Kenya, and increasing their presence in South Africa, Ghana and Nigeria. In June 2014, GeoPoll became the largest provider of overnight media ratings in Africa with the launch of its M e d i a M e a s u re m e n t S e r v i ce, currently running in Kenya, Ghana, Nigeria, Tanzania, Uganda, and Rwanda. For Kantar Media, this development also represents the first step in developing a full por tfolio of services across the region.