THE COMMUNICATION FORUM FOR MAURITIAN PROFESSIONALS
ISSUE 21 JUNE 2015
BUILDING BRANDS THAT PEOPLE LOVE
The marketing community in Mauritius is supported by the following leading firms:
SPONSORS 12 MONKEYS , Member of the Taylor Smith Group, 12 Monkeys is a fully integrated advertising, branding, communications and events agency. Our main business activities are Consultancy, Brand advertising and design, Public Relations and Events, Press Relation and Media Watch and Digital Marketing. Contact: Christine Rochecouste Collet-Salaun - Tel: +230 206 3396. - Website: www.12monkeys.mu IMAGINACTIONS LTÉE TRADING UNDER IMAGINE COMMUNICATION ,
PR communication and advertising agency. Located in Port Louis, Mauritius. Business operations include corporate communications, crisis management, Public Affairs and Event management. Contact: 41 Bis, Ternay Street, Port Louis, Mauritius. - Tel: (230) 210 1631, 210 5108, Fax: (230) 210 5035. Website: www.imagine.mu
EVENT CREATORS , Offers full fledge event services and logistics from conception to completion, managed by specialists in specific fields. Our mission is to make of each event a UNIQUE experience for all stakeholders. Contact: Royal Road, Mont Fleury - St Pierre Tel: 433 4440 CREAD , Cread is a 360 degrees lead marketing communications agency. Affiliated to FCB Worldwide, its services range from Branding & Design, Retail Marketing, Creative Advertising to Consumer Insights and Strategic Planning. Contact: Les 5 Palmiers, Royal Road, Beau Bassin, Mauritius Tel: (+230) 454 6414, 454 6424, 454 6456 , Fax: +230 454 6405 - Email: cread@intnet.mu - Website: www. fcb.com
LOGOS PUBLICITY , Incorporated on 17 November 1987 as a fully-fledged advertising and communication
agency by offering a wide spectrum of quality services. Contact: 18, Rouget Avenue, Soreze, Pailes, Rep. of Mauritius. Tel. (230) 286 7330. - Email: info@logospublicity.com - Website: www.logospublicity.com
HATCHINGS LTD , Hatchings specialises in business development through marketing practice and is an affiliate of “africapractice”, the leading development firm in Africa. Contact: Moka Business Centre, Moka. Tel: +230 4069622, - Email: operations@hatchingsltd.com - Website: www.hatchings.mu
WATIWALA EMARKETING , We e-mail your marketing messages to individuals and corporate clients resulting in immediate and measurable market feedback. Contact: 40a, Route du Jardin, Curepipe, Mauritius. Tel: +230 5448 9999, +230 5449 8899 - Email: sales@watiwala.com - Website: www.watiwala.com HAREL MALLAC BUREAUTIQUE , Harel Mallac Bureautique offers a wide range of solutions from Document Management, Mailing, Office Equipment, Cash Processing, Imaging Solutions to Paper & Consumables. It also provides solutions for commercial print, graphic arts and high-volume digital print market segments. Contact: 18 Edith Cavell Street, Port Louis, Mauritius. Tel: +230 207 3200 | Fax: + 230 207 3232 Email: info@hmbureautique.mu | Web: www.hmbureautique.mu FLOWER AD , Flower AD is a Mauritian owned company specialized in billboards. Born in 2008, we propose 4x3m billposting networks (120 boards) and Long Conservation boards of different dimensions from 6x3m to 11x4m. Contact: Industrial Zone, Phoenix. - Tel: +230 6969 9900 - Email: flowerad@intnet.mu POSTER GRAPHICS , Poster Graphics, set up in 2004, is a fully-fledge visual communication company and is the only vertically integrated company offering graphics solutions under one roof. Contact: Indira Gandhi Road, Les Pailles, Mauritius Tel: +230 286 0334, 35 , Fax: +230 286 0332 Email: info@postergraphics.mu - Website: www.postergraphics.mu TNS ANALYSIS , Part of Taylor Nelson Sofres Group - leading socio-economic and marketing research consultancy agency operating in the Indian Ocean Region (Madagascar, Mauritius, Reunion island, Mayotte, Seychelles and Comoros). Contact: 1st Floor, Ebene Skies, Ebene, Mauritius. Tel: +230 202 0055 Email: info@tnsanalysis.com - Website: www.tnsglobal.com
To be on this page contact DEYAN at dristic@hatchingsltd.com
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PURE AIR EXPORT MARKETING COMPETITION
SPECIAL TRIBUTE TO LILESH FOOGOOA
MARKETINGMAG HAPPY HOUR BUILDING BRANDS THAT PEOPLE LOVE Marketing World THE COMPANY: FATDOG Marketing@Work QUICK PROFILE: STEPHANIE NG TSEUNG YUE Creatives@Work It is with great sadness that we would wish to share the death of one of our team meambers Lilesh Foogooa.
Brand Panel
Lilesh was a contributor to Hatchings Limited. He provided media reviews of local media and translation services for public relations materials of MarketingMag.
PR@Work
We will miss him and remember him as an unassuming, efficient, and knowledgeable colleague. For editorial contributions please email: E: operations@hatchingsltd.com For sponsorship opportunities contact: Kanja Ristic M: 59814023 E: kanjar@hatchingsltd.com EXECUTIVE DIRECTOR Deyan Ristic M: 57274343 E: dristic@hatchingsltd.com COUNSULTING EDITOR Mike Lynch E: mlynch@hatchingsltd.com DESIGNER Nawfal Allybocus Published by Hatchings Ltd Moka Business Centre, Moka, Mauritius Tel: + (230) 406 9622
It is our privilege to publish personal tributes to Lilesh by Gareth with whom he worked closely, and his sister Shilpa with whom he lived. Tribute by Gareth White: Lilesh Foogooa will be dearly missed by the Hatchings family. He was smart, dedicated and he always did his best to deliver good quality work despite experiencing many challenges and chronic physical pain linked to his health that few people ever experience. Tribute by Shilpa Foogooa Ramlackhan: Serene and brave, you faced life’s obstacles, never giving up like a soldier on the battlefield. You brought so much pride to your family, always achieving your targets. Good natured, awfully sweet, mature and a man of vision, you were reliable, sincere, and honest. You had a different vision of the world, a world which you discovered on your own. Though your difficulties were not so easy, you still managed to advance. You were exemplary and very very special. You were an angel. An angel who was here, who gave me inner strength through his own for 29 years.
PURE AIR MARKETING COMPETITION
PURE AIR concept was designed by Cread and the competition formulated by the MarketingMag team. The challenge put forward to those who wished to participate was to prepare a marketing strategy to export pure air from Mauritius. The search for Mauritius’ Best Marketer came to an end as the panel of Hatchings Ltd advisors decided on the winners as reported below. OVERALL WINNER: GRAY’s Team Roshan CHUMMUN – Marketing Strategist Carole MONTAGNANI – Tactician San BIJLOLL – Tactician Laurent DESMARAIS/Kavi MEETAROO – Designers Bipasha KOWLESSUR – Translator Dhiruj BEEKHARY – Supporter In addition, MarketingMag wishes to make special mention of two entries: - plan submitted by Vishal Ramanah as the best by student participant and - plan submitted by Amreen Hinghoo for its socially responsible & impactful direction The Winning and Special mention entries will be reviewed in the next issue. 4|
MARKETING MAG ISSUE 21 JUNE 2015
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MARKETING MAG’S HAPPY HOUR MarketingMag came up with yet another innovative way for the marketing community of Mauritius to meet and network. On the 8th of May 2015, MarketingMag organized a happy hour event at Floreal Square in partnership with JSJ Holdings (events & banqueting) who provided the food and Grays VIN/20 shop, who provided the beverages at very reasonable prices.
news, and getto do business with each other, all in a relaxed and friendly atmosphere. Many cities around the world have a place where marketing professionals meet regularly and for Mauritius this is it, MarketingMag Happy Hour. If you would like to be part of this get-together, please contact us.
The idea of the happy hour is for the marketing community to meet on regular basis to exchange views,
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ISSUE 21 JUNE 2015 MARKETING MAG | 5
BUILDING BRANDS THAT PEOPLE LOVE BRAND MAGIC SUMMIT 2015
Creating magic is what most of the brand professionals do, so when you gather more than 200 marketing professionals in the same room, the magic really happens. st And so it was on May 21 when six internatioanl brand “gurus” engaged the minds and hearts of local business community leaders. They were: • Piers Schmidt director of Luxury Branding UK, • Sumit Roy, the founder and director of Univbrands Ltd India, • Anantica Singh and Ryan Germick both from Google, • Teodora Migdalovici founder of Black Sheep and international Brandologist • Alvin Teoh, Executive Creative Director of Naga DDB Malaysia • Ms. Michele Vener-Davies, Head Navigator, VEGA school of Brand Leadership, South Africa. The conference was opened by the Minster of Business, Enterprise and Cooperatives Soomilduth Bolah pictured below, who stressed the importance for SME’s of distinguishing their offerings through a branded identity. Also present was Xavier Luc Duval, Deputy Prime Minister of Tourism and External Communications.
This is not the first time that brand experts have met in Mauritius, but what was special about this gathering was the sheer diversity of the propositions put forward: from a very hard nosed business approach to a societyfriendly understanding of brands. Despite the diversity of approaches, all experts agreed on one thing: people are at the centre of brands and branding. If you want brands to work, you must understand the audience at which the brands are aimed.
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Special kudos goes to the summit organisers, Ravin Lama and Bhawana Maskey of Mind Initiatives with their team of more than ten local sponsors. Vehicle for Success
Piers Schmidt introduced brand essence and how to make it tangible, and how one can take the collection of associations and make it into a brand experience. The highlight of his contribution was that the positioning of brands is the central strategic make-up of any business: use your brand as a vehicle for your business destination and it will get you there. Prosumer
Sumit Roy, who gave us a new marketing mix with eight Ps including: product, price, place, packaging, purchase exprience, profit, promotion and PROSUMER A “PROSUMER” is a consumer who is acting as a promotional tool for the marketer. To create PROSUMERS, we need to decide the main message/ idea that the consumer needs to communicate to others, thereby making them consumer champions for the brand. www.marketingmag.mu
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Google, up close and personal Google had a slightly different approach to the conference with the two presenters demonstrating on stage Google’s brand values. Each presenter first showed us a very personal presentation of their childhoods and where they come from. Anantica told us she comes from India, we learned that her mum was a police woman and that she thought she was going to be a famous horse rider. Ryan, told the audience he was from Midwest in the United States, raised among skyscrapers and corn fields hoping to become a famous professional basketball player one day.
Brandology
“We are all branding specialists”, said Teodora, “because brands are like people, and if you know people -which you do because you are a person- then you know brands.”
Recalling their own life stories was in fact telling us that Google is not about a search engine, Google is about people, about you, “because we are like you”. Anantica introduced the power of Google Trends in helping marketers grow their business and develop new products. Who would have guessed that there is a market for ugly Christmas sweaters, right? Google did . Apparently there is a whole bunch of people out there who revel and cherish ugly Christmas sweaters and entrepreneurs who make money out of it. Ryan Germick introduced Google Doodle with a simple yet powerful story: we are in the business of delighting the users and delighting the users requires a checklist. It is hard work, you need to do it continuously, and repeatedly. Most of all, you need to follow a basic principle: focus on the user and his experience and the rest of the business will come on its own.
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She introduced a new term: Brandology, treating brands as people with actual personalities. And like people, brands need to be passionate about something (their life, usually). Brands need not be scared of imperfections, because these imperfections make brands endearing. Brands can also be different things to different consumers whilst still maintaining their recognizible uniqueness. Just like people, all these frame a brand’s character. She gave us a striking recounting of her personal experience of introducing colour into the colourless country of Romania, under the communist rule in which she grew up. Her guding principle: ‘imagination is more powerful than any restriction anybody can impose’. If your brand died would anybody care? Alvin, whose brand agency manages some of the largest brands in Malaysia, asked a tough question: how can a brand become relevant and important? In an inspiring and challenging presentation, Alvin clearly sets the benchmark, your brand has to get “brand love” from the consumers or it makes no difference whether it lives or dies.
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To get brand love, the brand needs to love its clients, to engage them, enrich them and always stay loyal to them. For this to happen, one needs to adopt a new value system. Instead of talking about facts, we talk about feelings. Instead of talking about sales, we talk about values. Instead of talking about brands, we talk about people. Instead of talking products, we talk purpose and instead of talking about company, we talk about passion. According to the research conducted by Alvin’s agency, there are two types of brands (in consumers’ eyes): vampires or mirrors. Vampires are brands that mean nothing to anyone; they are basically dead and nobody cares if they disappear. Mirrors are brands that reflect who we are. They allow us to be mirrored in them and therefore we can easily connect to who they are and how they present themselves. Generations to come
Michelle of VEGA School of Brand Leadership recently conducted a research amongst young people. These consumers of the future are apparently much more discerning than the current generation. According to research, 72% of all brands make no difference to the lives of young people. To be supported by this new generation, brands will need to be human-centric, not just customer-centric. The brands of the future will need to tell relevant stories and raise pertinent questions, to care for environment, health, society…
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Marketing WORLD What marketers need to know about artificial intelligence (AI) BY MARK RAZZELL
First it was big data, then content marketing. Now Mark Razzell is predicting artificial intelligence (AI) will be the next big thing grabbing marketers’ attention. ...Read more Five ways marketing can be more like sales - OPINION
Getting to Grips with Groceries
According to the latest Nielsen Global Survey on The Future of Grocery, rapidly shifting consumer lifestyles and preferences have seen the continued rise in the popularity of modern trade stores in most of Southeast Asian countries. The study has highlighted that: ...Read more How co-creation can generate fast consumer insights
Aden Forrest, ANZ managing director, Marketo, suggests how marketing can have more influence on business outcomes and change its reputation as a mere cost centre....Read more
PIP STOCKS, founder and CEO Australia of Brandhook, examines how marketers can work with consumers to co-create brand innovation ideas....Read more
Packaging: tales from the front line of branding
13 industry trends you can’t afford to ignore by Erik Ingvoldstad
SUSI BANKS chats to those in the know about packaging design and finds that what was once just a vehicle for distribution can now be a brand’s sharpest weapon....Read more Battle of the brands: Coca-Cola Life vs Pepsi Next In this first of a regular ‘Battle of the Brands’ series from Meltwater, David Hickey compares the social media activity of Coca-Cola Life and Pepsi Next. ...Read more 10 |
MARKETING MAG ISSUE 21 JUNE 2015
You won’t believe what Erik Ingvoldstad of Acoustic has to say about the future of the industry. Or maybe you will. Nevertheless, his ‘listicle’ provides a good overview of key macro trends, some of which you may have missed....Read more Ad Nut: Airbnb’s blissful globe-hopping, and more ads Ad Nut brings you good and bad ads from all over. This month, work for Airbnb, Shell, BT, Glenfiddich, Toyota, and many more....Read more www.marketingmag.mu
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In-store experience: Engage and empower your frontlines by David Stover
Stumbling blocks: how Lego almost failed to build a brand By Shona Ghosh With the biggest film of 2014 under its belt and licensing partnerships that span Star Wars, Harry Potter and Lord of the Rings, it’s hard to believe Lego was once clueless about branding....Read more ‘PR agencies are not structured to deal with changing reality’ By Shinmin Bali
Empowering associates with the right information at the right time with the right training will not just help satisfy increasingly frustrated customers, but also help deliver more profit....Read more Stop the hard sell marketing - Adidas brand boss
Ameer Ismail, executive director, LinOpinion GH and Lowe Lintas + Partners, speaks about the evolving role of PR, the need for structure, storytelling and more. ...Read more Goafest 2015: ‘We need to define the agency of the future, today’ By Rana Barua
Going for the hard sell will no longer cut it with the increasingly powerful millennial generation, according to Adidas’ director of global brand strategy, Stefanie Knoren....Read more Why ignorant newcomers can work wonders in marketing By Helen Edwards
The Contract India CEO reflects on learnings from the festival....Read more Should ad value equivalent be the measure of PR’s value? By Umaire Effendi A forum hosted on 30 April in Mumbai saw client and agency reps discuss ‘How PR leads to measurable results’....Read more The C-suite agenda: Marketing strategy loves business strategy BY MICHAEL VALOS
The author wonders why every marketer wants his or her version of ‘Dirt is good’, when the answer could lie in their version of ‘Washes whiter’....Read more www.marketingmag.mu
...Read more
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MARKETING MIND Darlene Lam lectures marketing at the University of Mauritius, is an active director on several Mauritian companies and one of the experts of Hatchings Ltd.
‘MEN ARE FROM MARS, WOMEN ARE FROM VENUS’ The author, John Gray, wrote about the psychological differences between genders some 20 years ago and today the topic is still very relevant - be it in politics, business, communication, education and so on. We all make fun of the differences but do we really use these differences wisely in getting the results we want, especially when marketing to a powerful customer segment: Women? Let some facts do the talking:
• Labour participation rate of women in Africa region (2010) is 54.9% - “Global Women” Catalyst (2012) • Women control over $20 trillion in worldwide spending - Muhtar Kent, CEO of The Coca-Cola Company (2010) • Globally, women reinvest 90% of their income in their families and communities, spending more earned income on food, healthcare, home improvement and schooling for themselves and their children - “Why Women? Why Now?” US dept of State: Diplomacy in Action (2010) • Globally, half of all university students are female - “Below the Topline, Women’s Growing Economic Power” Nielsen (2009) • Roughly 75% of women identified themselves as the primary shoppers for their households “Buying Power” Catalyst (2013) • In Mauritius o Women accounted for 35.7% of the Mauritian employed population - National Review of the Implementation of the Beijing Declaration and Platform Action (2009-2014) Mauritius 2014 o Working women tend to be more qualified than their male counterparts - National Review of the Implementation of the Beijing Declaration and Platform Action (2009-2014) Mauritius 2014 o The female population is slightly higher then the male population and lives seven years longer - Central Statistic Office (2013) o Women outnumber men at ages 30 and above and this proportion increases at higher ages - National Review of the Implementation of the Beijing Declaration and Platform Action (2009-2014) Mauritius 2014 o Women in the Government sector occupying higher positions has increased to 40% - Central Statistic Office (2013) 12 |
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For marketers, here are more interesting US findings extracted from an article by Stephanie Holland, consultant on female marketing and author of “She-conomy”:
• Women account for 85% of all consumer purchases • Women represent the majority of the online market • Women make more than 80% of all consumer purchasing decisions • 59% of women feel misunderstood by food marketers • 66% of women feel misunderstood by healthcare marketers • 74% of women feel misunderstood by automotive marketers • 84% of women feel misunderstood by investment marketers • 91% of women in one survey said that advertisers don’t understand them Not surprisingly in developed countries, there are more in-depth researches being continuously done on women and the derived findings and statistics enable all concerned parties to have more meaningful insights on how to better communicate, understand and satisfy their wants and needs as they are an integratal and important part of the economy. Nevertheless, for all the marketers in less developed countries where resources are comparatively limited, the findings in other more developed countries can definitely shed some light on how to better market to women. If marketers in the US with bigger budgets and resources are unable to effectively reach out to this powerful segment, what does it say about those with smaller budgets and resources available to them? The key questions that marketers should ask are:
• How can we extrapolate the findings and use them in our context? In our business? • Besides gender-specific product and services, how do we rate our 4 Ps in terms of marketing to women? • What can we do differently to cater for women? What are the actions we need to take? Answer all the above questions, and you may get some idea of the under-tapped market we are missing out on! www.marketingmag.mu
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EXPERTS
@WORK
Steven has built and led sales teams at companies such as MenuPalace.com, Dealfind. com, Info-Tech Research Group, and currently serves as the Vice President of Strategy and Business Development at ICM Consulting and Media Corp., a full service digital media agency. You can follow Steven on Twitter to get daily tips on leadership, sales, marketing and more at @ StevenTulman.
WHAT YOU NEED TO KNOW ABOUT YOUR CUSTOMERS What is a buyer persona? A buyer persona is a representation of your ideal buyer or customer. It is not an actual individual, but rather an amalgamation of needs, wants, personalities and lifestyles of those most likely to become your customers. As an embodiment of your perfect customer, a buyer persona provides you with a focus, a name, a face, and a particular personality with which you can interact. Why do you need a buyer persona? The aim of your sales strategy is to increase sales, widen your customer base, and retain those customers with which you already have a relationship. You are most likely to achieve all of the mentioned goals effectively if the right audience gets the right message at the right time through the right channels. For this to happen, you need to know who your audience is, where to find them, and when they are likely to be around. How do you create a buyer persona? The first thing to understand is that although your buyer persona is not a real person, it is not simply a work of fiction either. The persona is developed by combining analytical data, demographics, common characteristics and educated speculation using data collected from various sources such as your staff, Google Analytics, customer surveys, social media conversations. Your sales, marketing and customer service teams are are the people that are in regular communication with your existing customers and who design your campaigns and strategies. They are a gold mine of valuable insights when it comes to reaching your customers with the right message and products. Exactly who you involve in the process depends on your individual business. It may be that you are running a small business, and you fulfill all of the mentioned roles. Larger companies, however, may employ an entire team with top performing members from each of the three departments. Once you start the process, you need to dedicate enough time to brainstorming, sharing ideas, analyzing data, and developing your buyer personas. Ideally, you www.marketingmag.mu
should aim to create between three and five personas, but again, this depends on the size of your business as well as your industry and the market your are selling into. The development process: Give each person a name This gets you and your team thinking about them as real people. Give them a back-story Giving them a back-story adds life to the persona. Things like age, marital status, children, family commitments and their housing situation will help you better understand their shopping habits, and daily life needs and desires. These should be based on your knowledge of your existing customers as well as data from surveys. Identify the persona’s job, role, and company What they do for a living will tell you a lot. This information can be discovered using customer surveys and login / registration forms. Once you have determined these areas, you’ll have an idea of income and the amount of disposable income each persona is likely to have available. Add their goals, challenges, values and fears Understanding their goals, challenge, values and fears helps you determine unique selling points. Include their hobbies and interests Not only to make the persona feel more real, but also to determine where you can find your customer. The aim of this process is to increase customer engagement with your company and brand. In turn, this should result in a direct increase in sales and customer retention. Creating buyer personas may take your team away from their normal day jobs for a few hours, but when done correctly, it can have a major positive impact on your entire company.
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THE COMPANY
Name of company: FATDOG DIGITAL PRODUCTIONS Year it was established: 2012 Number of team members: 6 Industry/trade : Digital production company List of products and services with short description: We provide brands and business with the essential tools to communicate their story; bringing brands to life through integrated communication solutions using video, web and design. Our clients and creative partners use our service as a one-stop production shop. Our fully equipped crew and network of models, studios, sets and locations allow us to turn work around quickly, but without taking compromising shortcuts. Traditionally video
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is associated with TV and cinema, but nowadays it is not only more accessible but also is becoming a necessity. Original video content is now the fastest growing online communication tool and there isn’t a more effective way to draw traffic to a site. So while
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TV commercials are still a big part of what we do, online videos and video integrated websites are on the increase, particularly in Mauritius where Internet and Facebook penetration is the highest in Africa. How are you unique: While we produce a large range of high quality video, we have maintained a small, specialised team in order to be responsive and competitively priced. We also have knowledge and experience in brand communications, so we offer our clients and agencies more than just video and technical skills; we understand brand identities, positioning, and target audiences, so we ‘get’ the message that they are wanting to convey. Elevator pitch: We take the time to discover what makes our clients who they are, and craft the best formula for telling their story in a way that will engage an audience and invoke a response.
Contact details: Tel: (230) 5448 1122 | www.fatdog.mu Fatdog Media Productions | Socota, Sayed Hossen Rd. Phoenix, Mauritius
Profile of past work
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IRIS/LUX LE MORNE ISSUE 21 JUNE 2015 MARKETING MAG | 15
EXPERTS
@WORK JANE DELORIE Principal Consultant www.evolutionafrica.com
THE CUSTOMER AS KING A PARADIGM SHIFT
Within months of relocating to this beautiful island, it has become evident to me that in Mauritius ‘the customer is definitely not King’. Now this doesn’t appear to be too much of a problem for Mauritians. They react to unnecessary bureaucracy and slow service with patience and grace, which isn’t surprising given that such service is the norm throughout the island. It is what they are used to giving and receiving. But Mauritian businesses that want to cater to international clients should be filled with concern. The Mauritian government and the private sector are keen to position the island as an international player in hospitality, ICT and financial services (amongst other sectors). However, the demands of international customers are quite different from the reality of Mauritian service. In an ever-shrinking and highly competitive world, customers really have become Kings. Their standards are high and ever-changing. They demand 24/7 service delivered competently and with a smile. Without a doubt, Mauritians are good at the smile part of this. In my experience, though, the other two areas require a good deal of work. For Mauritian businesses to service and satisfy international customers, a paradigm shift is required in frontline staff. They need to understand the importance of meeting the expectations of the customer and their role as service providers in building the businesses and therefore the economy of this nation. They need to learn and practice the skills of empathy and responsiveness. They need to take pride in their work. The following five “truths” are essential part of any customer focus mindset:
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Without customers there would be no business Customers are vital to any organization. It is crucial for staff to remember that customers are what keeps their organisation in business. Make sure the customer experience is a positive one According to research, 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience. Open communication channels Customer churn is a huge problem for many businesses yet research clearly demonstrates that loyal customers are worth up to 10 times as much as their first purchase. Statistics show there is a 5%-20% probability of selling to a new prospect but 60%-70% probability of selling to an existing customer. Be part of the solution, not the problem Staff must take the time to address unhappy customers and do everything in their power to remedy the situation. It is 6-7 times more expensive to acquire a new customer than it is to keep a current one. Happy staff make for happy customers Frontline staff must demonstrate a positive attitude towards customers and know that their efforts are recognised by the organisation. The way to communicate this is to train the employees on the job, one step and one “truth” at a time. Employees gain more if they are able to practice what they learned earlier before moving on to subsequent materials. For more information on how to achieve customer service paradigm shift in your organisation you can contact: Jane Delorie. Email: janedelorie@gmail.com
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FEATURES
RedHouse McCann:
WHAT DOES IT TAKE TO BE WEALTHY IN MAURITIUS?
RedHouse Advertising through ‘Truth Central’, a proprietary research and thought leadership unit of McCann World group, steered an interesting marketing survey about what it takes to be wealthy in Mauritius. Mauritians from all walks of life gave answers varying from: hard work, to honesty, good education, to the more bold ones stating theft and deceit among the ways. Truth Central uses provocative research methodologies to uncover untold truths relevant to their clients. So far, Truth Central studies have covered nearly 45+ markets, interviewed over 100,000 consumers and contain millions of individual data points. The results of this single question survey, as well as an info-graphic from a global survey, were shared on 20th of May ‘Be a Millionaire Day’. Below are the infographics from their Mauritian and global surveys. www.marketingmag.mu
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MARKETING
@WORK
VIVO IN ROAD SAFETY AWARENESS CAMPAIGN Vivo Energy Mauritius launched a slam competition named Cité Zen to educate and create awareness about road safety amongst the youth. Targeting young people aged 12 – 25 years in Mauritius and Rodrigues, participants were asked to tag Cité Zen in a 3-minute video on their Facebook pages. The 20 finalists will compete in a live final, judged by the public and jury in order to choose two winners from the two age categories: 12-17 years and 18-25 years. Prizes: Rs8,000 in the first category and Rs12,000 and the winning creations broadcast to the public. “For the first time, this competition is open to the young people who are out of school, to enable a maximum number of youngsters to express themselves on the road dangers/insecurity problems,” said Belinda Teeroovengadum, Communications Manager at Vivo Energy Mauritius. (Filed by: Advantage PR)
MCB DOCUMENTARIES FOR ISLANDS GAMES MCB, the main sponsor of the Islands Games, ran a series of documentaries starting in April, 100 days before the Indian Ocean Islands Games (August 1-9 in Reunion Island). The series of films is available on MCB’s Facebook page.
It’s an opportunity for the public to know and understand the privacy and challenges of athletes in the 14 disciplines as he or she prepares for the big meetings. (Filed by: MCB)
SHOPPING CENTRES’ TRIBUTE TO MOTHERS United under one organisation, five shopping centres in the Enatt group collaborated to pay a special tribute to mothers. A video booth in a form of a gift box with a camera inside travelled from one centre to another and was placed in each centre every Thursday to Saturday. It was an opportunity for everyone to share and submit their messages plus good thoughts of love and care to their mothers on their special day. The videos were then compiled into a movie and aired on TV on Mother’s Day along with being uploaded on each centre’s social media platforms like YouTube and Facebook. (Filed by: Urvashy Juddoo, Marketing Manager Enatt) 18 |
MARKETING MAG ISSUE 21 JUNE 2015
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MARKETING LAFARGE OPENS Rs115m PLANT
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Lafarge (Mauritius) Cement officially opened its Rs115 million mixing station and laboratory housing the latest technologies. This new production unit is equipped with the latest technology, unique to Mauritius. The laboratory will enable impeccable quality and respect of standards. The new cement is also more flexible, easy to spread and provides a better finish. “For this first product range expansion, we are targeting people by contributing to a lowering of the cost of construction with a quality product,” explained Anne-Brigitte Spitzbath, Managing director, Lafarge. (Filed by: Advantedge PR)
RUISSEAU CREOLE HOSTS CULINARY FESTIVAL The public were treated to a Mauritian Culinary Festival at Ruisseau Créole accompanied by the sound of live music and a sega show. The new concept aims at bringing forward the creations and various culinary offers of fine gourmets and is the initiative of In Situ Merchandising Company Ltd (creator of My Pop Up Store).
specialities including the famous “gateau Piment”, the national fried donut made of crushed dals and herbs, with a rich variety of beers and rums available at the stands. (Filed by: Beyond Communications)
In its third year, the Mauritian Culinary Festival attracted numerous caterers, cooks, pastry makers and culinary artisans who proposed typical Mauritian
CAUDAN WATERFRONT LAUNCHES NIGHT MARKET Caudan Waterfront launched its first Night Market at the end of March, themed under its new corporate concept, “Authentic, vibrant, truly Mauritian”. This first edition exclusively displayed handicrafts and locally produced items and the whole event was supported by live musical performances and other attractions. The second edition was scheduled for May 1st and 2nd with exclusive local clothing brands and a locally inspired theme. The third edition will be linked to the start of the famous “Braderie du Caudan” renamed “Crazy Braderie” for Friday and Saturday, May 29 and 30 and will be host to lots of branded local and international products with best deals displayed at l’Allée des Artistes. The Braderie runs until June 7. (Filed by: Logos Publicity)
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MARKETING
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COETZEE WINS AFRASIA BANK MAURITIUS OPEN
Tour Executives playing in 3 Tour Charity Challenge – from left to right Asian Tour CEO Mike Kerr, European Tour COO Keith Waters and Sunshine Tour COO Grant Wilson
George Coetzee played the 18th hole at Heritage Golf Club three times on the final day, and he made birdie each time. But it was only on the third attempt that his birdie was enough to win the inaugural AfrAsia Bank Mauritius Open.
The Pro-Am: A field of 210 professional and amateur players from 33 countries took part in the official AfrAsia Bank Mauritius Open Pro Am. The Pro Am followed a Welcome Party held at Heritage Awali Golf & Spa Resort in Mauritius.
He carded two-under-par 69 in regulation play in the final round, and then beat Denmark’s Thorbjorn Olesen on the second play-off hole to take the first tournament sanctioned by three of the world’s major tours – the Sunshine Tour, The European Tour and the Asian Tour.
Sponsors, business stakeholders and golf enthusiasts from Mauritius had the rare opportunity to play alongside some of the best golfing talent representing the European, Asian and Sunshine tours at the stateof-the-art Peter Matkovich designed course.
“Being in the play-off was the most comfortable I felt,” said Coetzee. “I just had to get the job done. It doesn’t matter how long it takes.” It seemed entirely appropriate that an Asian Tour player joined Coetzee from South Africa and Olesen from Europe in the fray on the final day, and Singapore’s Mardan Mamat closed with two birdies in his final three holes to claim third place on his own. Thomas Aiken was fourth after his putter went cold on him in the final round, during which he carded a oneunder 70 to finish just two strokes back. For Coetzee, it was just a relief to win despite a sore back that threatened to have him withdraw before the tournament even started. “I actually withdrew from next week’s tournament because I thought my back might need a bit of a rest, but I’m happy to have survived this week and I can’t wait for my next windsurfing expedition,” he laughed. 20 |
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Notable in the Pro Am field was AfrAsia Bank global ambassador Hennie Otto, Thomas Levet and Thomas Bjorn, who have won 12 and 21 professional titles respectively. Prizes and results: 1. Amateurs and pros: Chamarel Rum and a two-night stay at Heritage Le Telfair and Revo sunglasses: Nick Dougherty (PRO), with Anton de Waal, Amin Jafar, Patrick Pearson, Kevin McNally 2. Amateurs and pros: Chamarel Rum and a 2 night stay at Heritage Awali and Revo sunglasses: Andrew Dodt (PRO), Jean Francois Desvaux, Gaston Clarenc, Didier Lenette, Alain Rey 3. Amateurs: Chamarel Rum and Taylormade putter Pro: Chamarel Rum and Cutter and Buck carrier bag and dinner at Le Chateau: Arjun Atwal (PRO), Hendrik Petrus Barnhoorn, Rudi Goorwappa, Rajat Goswamy. Richard Robinso www.marketingmag.mu
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MARKETING MICROSOFT EDUCATION PLATFORM ADAPTED FOR MAURITIUS
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Forty educators from various institutions in Mauritius took part in a three-day workshop organised by Microsoft Indian Ocean Islands and the Frenchspeaking Pacific in collaboration with the University of Mauritius. Microsoft proposed an integrated, robust and sure system to the educators, administrators and students in order to create a personalised learning environment, along with Moodle, an open-source educative platform which is now integrated to Microsoft cloud service, Azure, and Office 365. Microsoft offers simple and rapid access to Moodle through its Azure Cloud platform as well as the integration of Office 365’s applications and services to enable education institutions to advance towards e-learning. “Office 365 and Moodle provide us a virtual environment which meets our students and lecturers’ expectations. It perfectly corresponds to our institution’s needs as it does not require any complicated and expensive installation,” said Dr Essoo, director of Rushmore Business School. (Filed by: Microsoft)
COETZEE WINS AFRASIA BANK MAURITIUS OPEN CONT`D 3-Tour Charity Challenge: As part of the Mauritius Open, the three sanctioning tours competed against each other in the 3-Tour Charity Challenge to raise funds for charities selected by each of the main tournament sponsors - AfrAsia Bank, Rogers Capital and Anahita Group. Beneficiaries include the AfrAsia Golf Academy. The main aim of the programme is to make golf more accessible. The programme benefits 40 children aged 9-15 from the Ti Rayon Soleil non-governmental organisation which is dedicated to assisting children and vulnerable people.
Team Asian Tour finished triumphantly in the 3-Tour Charity Challenge winning Rs200,000 for the AfrAsia Bank charity, Ti Rayon Soleil. Team Sunshine Tour was second winning Rs150,000 for the Anahita charity, Caritas. Team European Tour won Rs100,000 for the Rogers Capital charity, Association CoQuille Bonheur. (Filed by: Yolanda Arendse - Tournament Media Officer for AfrAsia Bank Mauritius Open Tournament Organizing Committee)
The charity selected by Rogers Capital was the Centre for Education and Child Development South (CEDES), which is a project in partnership with the Charles Telfair Institute (CTI) and was established to meet a strong need for child care services in the villages of Choisy, Cape Bay, Saint Martin, Bel Ombre and Rivière des Galets. The Health Business Coalition, which is a network of companies working to improve the management of Mauritius health issues, will also be a beneficiary. The third beneficiary, selected by Anahita and the Foundation Ciel Nouveau Regard, is Caritas. They Winners of the 3-Tour Charity Challenge - AfrAsia Bank’s Thierry Vallet currently have 50,000 beneficiaries of the services with Ti Rayon Soleil charity representative and Asian Tour CEO, Mike they provide. Kerr www.marketingmag.mu
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MARKETING
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NEW SHELL STATION AT LONG MOUNTAIN Long Mountain and its surrounding regions in Mauritius saw the launch of a new Shell filling station, replacing the 20-year-old point of sale which was called Shell Delhi. A car wash will be added soon. The location at Royal Road, Notre Dame, is easily connected to the Terre-Rouge-Verdun motorway. A range of Shell products, including Shell gas in classic gas cylinder and composite bottles, are available. To mark the opening, Vivo Energy Mauritius ran a promotion allowing customers to get instant gifts on purchase, and win fuel gift vouchers though radio game competitions. (Filed by: Advantedge PR)
VIVO OFFERS NEW SHELL CARD Vivo Energy Mauritius is proposing a new fuel card with more services and more functions to reinforce security and control for its customers. This new generation of Shell Card has been updated to further adapt to the demands of fleet managers who are pre-occupied by the need to optimise cost control, namely fuel, as well as helping to make the vehicles’ park management efficient.
The Shell Card is available both in pre-paid and subscription packages at all Shell filling stations, and can be used to buy petroleum products, lubricants, as well as services such as gas and car wash. (Filed by: Advantedge PR)
BARCLAYS INVESTS Rs100 MILLION TO RENOVATE MAIN BRANCH Barclays Bank Mauritius Limited has started the renovation of its branches with the aim of adopting new technologies; first in line is the branch located at Sir William Newton Street, Port Louis. Costing Rs100 million, the renovation will help to bring about the international bank’s visual identity by optimising the spots for banking transactions and a 24/7 service. Ajay Beegun, Chief Operating Officer at Barclays Mauritius, said: “The renovation will be a blend of modernity and comfort, both on the architectural level and user-friendliness, so as to increasingly exploit technology in order to optimise and create new banking transactions modes.” The employees of the branches will also benefit from the training on how to serve customers with the new systems, and also have the opportunity to operate in diversified roles, enabling synergy. 22 |
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The exercise is part of the bank’s Pan-African initiatives in its drive to become the “Go-To Bank”. (Filed by: Blast Communications) www.marketingmag.mu
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EXPERTS PART 2
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Deepa Manrakhan is Brand Manager at Grays Inc
WHAT IS INNOVATION? In this third article, let me define the different types of innovation. Innovation is somewhat polarised from radical to incremental, or routine. There are three major segments: 1. Radical innovation 2. Product and/or service innovation 3. Product and/or service improvements. RADICAL INNOVATION: This is often about “new to the world” products or services that drastically change our lives – electricity, telephone, Internet, airplane or social media.
PRODUCT AND SERVICE IMPROVEMENT. Product and service have to evolve and this type of innovation can be rapid, from concept to implementation within six months. They are usually inspired by existing customer needs, for example from a chair to a reclining chair. They are usually modifications to something existing and capitalising on current assets without breaking the bank. They can also be cost-saving methods to your current business model.
If we look at the history of humanity, radical innovation has caused us to bound forward in giant leaps, or change our behaviours. It is theorised that radical innovation happens after much thinking and research, but I personally believe that some of the greatest innovations were accidental. The creator has no idea about the reach of its offspring until it landed in the hands of the users. The matchstick is one such example.
It is misleading and expensive to focus only on Radical innovation can be unique business radical innovation. Of course, the gain from radical or service models as well; for example, the innovation is much more than others but the ITunes. Overall, radical innovation is perhaps other types of innovation keeps a company on its the lengthiest type of innovation to prototypes feet and inculcates the right culture. In my mind, I because the innovator is flying solo without any picture innovation as follows: strict benchmark. Each improvement is like a stone being thrown in PRODUCT AND SERVICE INNOVATION a calm lake. Each stone causes a ripple. When This type of innovation is often inspired by trends a ripple meets another ripple, it makes an even - the Ipad for the person who does not want to bigger ripple. When hundreds of ripples resonate, carry a bulky laptop, the Walkman which is in reality it causes the whirlpool of innovation – disruption. music on the go, which evolved through time. For a business, it can be entering a new business line. It may not be new to the world, but new to the company and hence bringing incremental business. This type of innovation can take around two years to implement. www.marketingmag.mu
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QUICK PROFILE
Stephanie Ng Tseung Yue Head of Marketing Mauritius Commercial Bank When did you take charge of Marketing in your company? I was in charge of the Product Marketing department from 2010 to 2014, looking after new product launches and campaign management. In April 2014, the bank merged the Product Marketing and the Strategic Marketing units under one single department and I was appointed Head of Marketing. My current responsibilities cover both the strategic and operational side of the Marketing function. How did you gain Marketing expertise? I specialised in Marketing during the final year of my ‘Maitrise’. I then worked in a marketing research company, where I had the opportunity to research a wide spectrum of industries. I later joined the banking industry, where I gained valuable hands-on experience by leading key marketing projects and by working with both local and overseas stakeholders. I recently completed a Diploma in Digital Marketing with the Chartered Institute of Marketing. What is it you enjoy most about Marketing? The fact that it’s a mix of conceptual, analytical and creative thinking makes Marketing an interesting field. You also get to meet a broad spectrum of people working in different functions and lines of business as you need to understand the various steps in the value creation process of the service or product you wish to market. So while you may apply the same methodological framework, it never really is the same thing; so it’s definitely not boring! Which part of Marketing can you handle blindfolded? I would say that I’ve mastered the various steps of campaign management from objectives setting, campaign design, agency briefing to campaign implementation and evaluation. Having said that, technology and digital marketing are changing the way we plan and implement campaigns and I always compel myself and my team not to rest on our laurels for fear of being outdated.
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What new Marketing skills would you like to learn? I definitely want to strengthen my skills around the digital, technological and big data components of Marketing. It really is the way forward and the beauty of it is that we, marketers, are finally able to demonstrate the Return on Marketing Investment in an explicit manner. How well are Marketing professionals positioned in Mauritius? Generally speaking, I think the level of skills of Marketing professionals have improved in Mauritius. However, while Marketing has evolved from simply being the ‘colouring’ department to a strategic partner, it is yet, in my humble opinion, to reach c-suite level and clout in the boardroom. Your favourite brand? Apple. I like the way they blend technology, design and simplicity. Their Marketing is based on emotion, experience and building a strong community around their brand. And they get to charge you a price premium for it! What are the strongest points of the brands you are managing? MCB enjoys a strong brand awareness and that helps as people already know who you are. However our strongest asset is the trust that our customers have in the brand and the emotional proximity that we built with them over our 176-year existence. The Marketing “guru” you respect the most? For anyone who studied Marketing, I think Philip Kotler is a classic. He provides tried and tested frameworks around Marketing concepts. More recently, I took great interest in Simon Sinek’s work. What next in your career? To be honest, I don’t and never had a ‘career plan’ in mind but I make sure that I’m ready to seize opportunities when they arise.
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CREATIVES
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Agency: Extreme Pub Clients: Sunny
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CREATIVES Agency: Red House
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Brand: Lari Bees
Authentic, respectful and committed to sustainability, Lari Bees is a beekeeper producing a range of bio honeys. The brand’s mission is to be sustainable in the broad sense of the term, for the environment and for people. However, this sophisticated range of honeys has to contend with many “bottom of the range” honeys and customers who need to be educated as to how Lari Bees products differ from these. As part of the answer, the client asked us to create a website to showcase the products, mainly for the international market, giving a feel of the brand mission, differentiate the brand from cheaper products. The design, use of photography and navigation reflect the brand personality and qualities of the product: clean and well-crafted.
Agency: Upshot UPSHOT provides high-end 3D architectural visualization, rendering and animation services to help its clients bring their projects to life. Upshot’s philosophy is to support its clients’ success by providing
them with the talent and skills of a passionate and dedicated team, whose aim is to provide top-notch executions that will help the client best promote and sell their products.
CGI3 (Living) : Project : Les Terrasses de Marguery Client : Nicoptik
CGI1 (bedroom) : Project : Klondike hotel Client : Xclusive Concept
CGI2 (Exterior Night View): Project: Domaine Cap Tropical Client : Valoris
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ISSUE 21 MAY 2015 MARKETING MAG | 27
CREATIVES
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Agency: Circus
Clients: KFC, UBP
KFC Valentine Love was in the air on Valentine’s Day. KFC had to launch its Valentine’s campaign and decided to do it in a unique way this time. What if the KFC products did the talking themselves to celebrate love? The Valentine’s Day campaign by KFC showed the products as a couple, interacting by intelligently playing on words. Without ever mentioning the names of the products, the interaction between them, based on the love theme, turned the whole campaign into an attractive one, with the products revealing themselves in between the lines… and with love never far away.
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UBP Ecobloc No more disturbing noises from the street, no more excessive heat inside the house - the new Ecobloc says NO to both of them. To launch this unique new product in Mauritius, the print campaign used visuals of the real UBP bloc to cancel out the disturbances. Crushing a thermometer in one, and a trumpet in the other, the Ecobloc with its polystyrene eliminates all inconveniences to ensure your home becomes a peaceful abode.
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CREATIVES Agency: 12 Monkeys
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Clients: VARIOUS
Saylor Newsletter The Saylor cover is a special 10 years edition. The client wanted to mention, in one picture, all the companies which are part of the Taylor Smith group. The picture speaks for itself, with a reference to the core business of the group related to the sea.
Sofap Rust-oleum Although the artwork is a remake of what we received from the client, we had to find a French tagline. The English one was quite catchy and the client wanted to have one in French. “Un coup de spray et c’est fait” was what we proposed and works perfectly with this brand. It says it all on the simplicity of the product use.
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Ze meat box The idea was to play with the “Ze” of the brand “Ze meat box” and to add the tagline. We wanted it to be straightforward, short and easy to remember. It lists the product attributes in two words, with a nice picture of the product.
Deco-B The client Deco B wanted to push its new shutters brand, Plantation, a premium aluminium security shutter. We proposed to our client to surf on a piece of news that has been in the limelight lately… safes. The client was overwhelmed by calls and was very satisfied by the returns.
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BRAND PANEL FARMSTEAD Brand name Farmstead ‘Gamme Fraiche’ Sector classification Farmstead offers chicken products which were previously present only in the frozen segment. Chicken products are hugely popular in Mauritius. The brand is known for its well-appreciated franks and range of crumbed products. With the growing demand for chilled products, Farmstead has developed a new range of delicious chicken hams and sausages. Positioning within its sector We have quite a unique offer in terms of taste and texture for the chilled sausages. It is an ideal choice for consumers seeking an innovative and finer offer. The chicken hams are equally popular and have been positioned in a growing middle market segment.
The Farmstead hams are sold in packets with clear colour codes for better visibility of the varieties on the supermarket shelves: • 10 Mortadelles de poulet nature (original) • 10 Mortadelles de poulet aux cornichons • 5 tranches de jambon de poulet nature (original) Brand Manager: Magalie Karuppanen Marketing Manager: Anjina Saddul Advertising Agency: Circus
Key brand values? First and foremost, we value the quality pledge of Farmstead as our difference from other mainstream brands. With the new ‘Gamme Fraiche’, we are proud to present another ‘Made in Moris’ range which has benefitted from our savoir-faire in the chicken segment. The emotional values associated with Farmstead are warmth and togetherness as it is a product appreciated by all the family. When was the brand launched in Mauritius? Farmstead has been one of the leading brands in its category for more than 10 years. The new range of chilled sausages and hams were launched at the end of last year. An advertising campaign has been on air for a few weeks now to build awareness of these products. In how many outlets is it selling in Mauritius? The products are available in most large retail outlets having a chilled section for chicken and chicken products. Products under this brand. Chilled sausages are sold in packets of five sausages: • Saucisses de poulet Nature (original) • Saucisses de poulet au Miel (Honey) • Saucisses de poulet Rougaille (Typical Mauritian flavour developed for our local consumers) • Saucisses de poulet Fromage (Cheese) 30 |
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BRAND PANEL
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PR
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REWINDING WITH EVENT CREATORS
In 2011, when Event Creators kickstarted Rewind, the main objective was to provide guests with a unique event where they could chill-out with 80s and 90s music only. This year, Event Creators hosted the fifth edition at Chateau de Labourdonnais (Mapou). One of the top DJs of Rewind, Francois Li, presented the concept of ‘veejaying’, which consists of mixing music synchronized with their respective clips. This type of performance, being new in Mauritius, definitely added to the show throughout the event. Other local DJs taking part were Prakash Sumputh, David Jay, Fabrice Pierre and Patrice d’Avrincourt.
This fifth edition also showcased local musicians Fink Factor, Fabien Cornellius, Lionel Permal and Metropolis Band. Event Creators decided to bring an international touch to the event with guest star Jason Heerah, an Australian singer and drummer of Mauritian origin, who was a finalist in X-Factor Australia 2014. (Filed by: Event Creators)
SECOND RUNNING OF “PASSE PORTES” FESTIVAL With IBL Group as the main partner, the “Passe Portes” festival held in May at the Conference Centre in Grand Bay welcomed six theatre companies from various French-speaking countries, as well as many French and Mauritian artists. The festival provides Mauritian artists with an opportunity to make themselves known to theatrical producers from various countries.
‘Supporting this festival is an opportunity for IBL to promote Mauritian and French-speaking artistic creation, and enable an international exchange of knowledge and training of youths... (this links) to our vision ‘Go Beyond Boundaries’ with passion and creativity,” said Cécile Henry, Senior Manager – Communication & CSR at IBL.
Every year, the festival rewards the Best Young Talents and best companies in the theatre sector; this year also saw the creation of a drama writing prize.
(Filed by: IBL)
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PR
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BLAST WINS GOLD AT SABRE AWARDS Mauritian-based public relations agency, Blast Communications proved itself at an international level by winning a Gold Sabre Award, one of the most prestigious awards globally in the field of communication, this Tuesday 19 May in London. This prize, is the first for a Mauritian-based communication agency, which highlighted the remarkable work achieved during the campaign « Kass Konté Ebola », in partnership with The Jupiter Drawing Room Mauritius for ABAX Services. The SABRE (Superior Achievement in Branding and Reputation) Awards were organised by the Holmes group, an American Public Relations Analyst group and editor of the Holmes Report. Almost 2000 businesses participated this year in the SABRE Awards, all of whom are bodies of authority in the world of Public Relations, and their campaigns were evaluated by a jury composed of over 40 leaders in the industry from the four corners of the world. The strength of Blast Communications, whose story begun 11 years ago, is its team, says Lekha Seebaluck, Managing Director of the agency. «All of our success, all the projects we carry out, are the fruits of the labour of our team. At the heart of this team we are all in the same boat: we work with the same passion, the same
Lekha Seebaluck and Aisha Allee
determination, and above all the same pleasure in work well done. This cohesion, this spirit, today allows us to rival even the biggest communication agencies in Europe, the Middle East and Africa. We are now in the major leagues, and we owe it to our teams. » (File by Blast Communications)
NANDO’S IN FUN SWIM AGAIN In Nando’s Royal Life Saving Society Open Water Swim, popularly known as the Pereybere-Grand Bay crossing, Muhammad Mowlabaccas and Ovesh Purahoo won its 3.5km and 1.6km races respectively. South African Cecilia Stanford won the 3.5km women’s race and Mauritian Milena Line Wong Wing took the 1.6km race. This was the 40th staging of the competition and it had about 400 participants for the two distances. The annual event is a fun and family concept that is shared by Nando’s, said Mark Elsbury, Managing Director of Nandos. (Filed by: Blast Communications)
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PR
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CHRISTINE MAROT NEW CEO OF BLUE LIFE
Christine Marot is the new CEO of Blue Life Limited., a company in the GML group. She has been with the GML Group since the 1990s. During her career, she has served on various boards as well as other GML committees and companies. “Christine Marot has acquired a strong experience in her career and an increased knowledge of Blue Life’s activities in the past months. We are sure that she will complete the company’s various projects and will be able to promote the group’s values in her team,” said Arnaud Lagesse, President of Blue Life. (Filed by: Blast Communications)
Christine Marot, CEO de BlueLife Limited blast
AFRASIA BANK NOMINATED FOR ‘INNOVATION IN BANKING’ AfrAsia Bank has been nominated for the Innovation in Banking Award at the 9th edition of the African Banker Awards, one of the most prestigious events in Africa’s banking and finance sector. The awards are designed to recognize improvements increasing transformation, integration and expansion of Africa’s banking and financial sector. The awards methodology for the category ‘Innovation in Banking’ included questions assessing the African bank which has brought most innovative practices to the industry; evolving business models; high quality and affordable products and services; faster and more inclusive access to financial services for customers, as well as improved security and reliability of transaction services. “There is no doubt that this nomination shows our unremitting commitment in providing a distinctive 34 |
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customer experience and has validated what we are doing in this industry and in growing our presence on the African continent and globally,” said James Benoit, CEO of AfrAsia Bank. ( Filed by: Afrasia )
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NESPRESSO CAFÉ GOURMAND WINNERS Nicolas Durousseau (pastry-making chef at Constance Belle Mare Plage) and Valentin Brondani (pastry-making chef at Constance Le Prince Maurice) won first place in the Nespresso Cafe Gourmand Competition. The winning entries will be present on all the menu cards of the Constance Hotels & Resorts group’s hotels and online on the Nespresso-Ultimate Coffee Creation website. “Their expertise and their passion for pastry-making and outstanding coffee are the reflection of our values. We want to continue to share our experience and enable these chefs to express their creativity while providing a more gourmet way of tasting the experience of a unique coffee,” said Adil Khammar of Nespresso. Nespresso Café Gourmand consists of a Nespresso coffee vintage, chosen beforehand by each chef, and accompanied by several ingredients. (Filed by: Blast Communications)
WIN LTD APPOINTS EXECUTIVE DIRECTOR WIN, created in Mauritius in 2006 with the objective of empowering women, has appointed Georgina Ragaven at the new Executive Director on part-time basis. Her role: To assist the WIN Board and members to achieve their goals. Georgina strongly believes in women’s empowerment and has a rich experience in training, entrepreneurship, events organising, plus PR and communications. She is a strong advocate of WIN’s objectives and looks forward
to taking WIN to greater heights both nationally and internationally. Since its creation, WIN has launched: WIN Leadership Programme (WLP) for leadership development, Women in Politics (WIP) to increase the representation of women in politics, and Men Against Violence (MAV) to combat gender-based violence. (Filed by: Georgina Ragaven)
HEALTHY EATING CAMPAIGN FOR CHILDREN Following the success of its first awareness campaign in November 2014 with children from two primary schools in the southern region, LUX* Morne invited Telfair International Primary School students to participate in educating and fun activities at the hotel. The initiative was aimed at promoting the importance of healthy eating by demonstrating its benefits. The day comprised of a series of educational games on healthy eating, baking lessons for the 10-year-olds and tasting ice cream flavours made with vegetables to the awe of all the children, and ended with a healthy and balanced lunch with their guides at the hotel’s main restaurant. (Filed by: Blast Communications) www.marketingmag.mu
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PR
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TEMPLE GROUP CAMPAIGNS AGAINST SEXUAL VIOLENCE A global initiative aiming at sensitizing the society about sexual violence was launched by the Temple Group on April 20. The campaign involved men and women wearing lipstick, on the lips or the cheeks, to support the cause. The men also had an option to wear red armbands and all the participants were encouraged to post their selfies on Temple Group’s Facebook page. “Through this campaign, we wanted to point out that the victim is not to be blamed and that sexual violence is a problem which concerns everyone, men and women, and not only one of the two genders. We also wanted to encourage people to talk about this social problem so as to break the silence which often surrounds the victims,” said Vandana Boolell, Business Development Executive at Temple Group, (Filed by: Blast Communications)
‘WRITE TO GOD’ INITIATIVE IN MAURITIUS Mauritians of all ages, races and religions were invited to put their creativity to work and write a letter to God sharing their joy, pain and aspirations in the ‘Write to God’, an international initiative, launched at the Octave Wiehé auditorium on May 2 in Mauritius. It marks the 40th anniversary of Brahma Kumaris World Spiritual University, in collaboration with the Council of Religions. The most inspiring of the letters will be chosen to appear in exhibitions across the island. Imam Joomum, Representative of the Council of Religions, said: “This is a noble initiative which promotes peace and national unity.” (Filed by: Blast Communications)
GAS SAFETY CAMPAIGN IN RODRIGUES Vivo Energy Mauritius launched an education campaign in Rodrigues about the responsible usage of domestic gas (LPG), entitled “Gaz Pa Ene Badinaz” in Creole, meaning “Gas is not a joke” in English. The campaign was done in partnership with the Lions Club of Rodrigues and with the support of AEL DDS Rodrigues. “With this project, we are trying to ... improve the safety of these families” said Belinda Teeroovengadum, Corporate Communication Manager at Vivo Energy Mauritius. Vivo Energy Mauritius also contributed to a module teaching the necessary skills of gas installations at StGabriel Technical College. 36 |
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(Filed by: Advantege PR) www.marketingmag.mu
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