MARKETING SEMINAR GUIDE
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2015
Seminar Contacts: Marion Ivars +216 53 398 126 Pauline Dykmans +216 53 398 132 Meriem Ben Khelifa +216 29 602 003 Farah Belhadj Ammar +216 29 602 005 Hotel REGENCY +216 71 910 900 Guide in Tunis: Hanin +20 338 534
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Remarks from the President of Microcred Arnaud VENTURA I wish you a rich first edition of the Marketing Seminar. As marketing professionals, I would like you to keep in mind these three very important points: 1. The impression we give our customers or our partners is primarily a reflection of our own level of requirement. It is your duty to ensure the quality and cleanliness of our premises and to trace any disparity to your management team, the Group’s marketing department or myself. 2. Remember that Microcred must be at the service of our clients. They should be treated like kings by all staff and the marketing teams must ensure the same escalating and vigilance procedure as for point 1. 3. Microcred must reflect the same image throughout the world and one should be immersed in the same atmosphere and environment in an agency in Nigeria, in a correspondent in Dakar or in the headquarters in Mali. Again, I count on the marketing teams to be very vigilant. All that is developed must be within standards.
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PROGRAM
Sunday, September 13, 2015:
20:00 - 22:00: Opening Dinner Venue: Saveurs du palais, La Marsa, Cite Lés Pins
Monday, September 14, 2015: 07:00 - 08:30: Breakfast Venue: Halfouine - Hotel
08:30 - 09:30: Agenda of the Seminar Time: 08:30 - 09:15 Activity: Program-Objectives Moderators: Zo Andriamampianina Venue: Thapsus Room
Time: 09:15 - 09:30 Activity: Presentation of Microcred Tunisia Moderators: Sehl Zargouni Venue: Thapsus Room
09:30 - 10:15: Who does what in marketing? How should we be organized? Time: 09:30 - 09:50 Activity: Marketing Governance: The Marketing & Communication Functions - Organization Chart Moderators: Zo Andriamampianina Venue: Thapsus Room Time: 09:50 - 10:45 Activity: Missions of the «Business Development» functions in subsidiaries Moderators: Zo Andriamampianina Venue: Thapsus Room
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10:45 - 11:00: Coffee Break
11:00 - 17:45: How does marketing contribute to the Group’s digital transformation? Time: 11:00 - 11:30 Activity: What social media policy should be implemented within Microcred? Moderators: Marion Ivars Venue: Thapsus Room Time: 11:30 - 12:30 Activity: Community Management: what relevance, what roles? Moderators: Khaled Aouij - Pros de la Com Venue: Thapsus Room 12:30 - 14:00: Lunch Venue: Halfouine - Hotel
Time: 14:00 - 15:00 Activity: Manage a project to redesign the website? The Version 0 of the subsidiary website Moderators: Marion Ivars Venue: Thapsus Room Time: 15:00 - 16:00 Activity: How to build and animate a brand community? (Internal and external) & feedback Moderators: Zo Andriamampianina / Marion Ivars Venue: Thapsus Room 16:00 - 16:15: Coffee Break
Time: 16:15 - 16:45 Activity: Digital Synthesis & 2015-2016 Digital Action Plan Moderators: Zo Andriamampianina / Marion Ivars Venue: Thapsus Room
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Time: 16:45 - 17:15 Activity: Best Facebook Marketing Contest Moderators: Zo Andriamampianina Venue: Thapsus Room
17:15 - 18:00: What layouts for branches and headquarters? Moderators: Marion Ivars Venue: Thapsus Room 17:15 - 18:00: Free time & free dinner
Tuesday, September 15, 2015:
Note: We leave in the morning from the hotel and you will come back in the evening after dinner - thank you not to forget anything. 07:00 - 08:00: Breakfast Venue: Halfouine - Hotel 08:00 - 08:30: Transport from the Hotel to Microcred Tunisia Headquarters (Visit of the premises)
08:30 - 12:30 : Ensure that our clients are happy, satisfied and loyal Time: 08:30 - 09:30 Activity: Microcred’s Customer Care Policy Moderators: Zo Andriamampianina Venue: Microcred Tunisie HQ Time: 09:30 - 10:45 Activity: What optimal customer experience & how to assess its effectiveness? Moderators: Zo Andriamampianina Venue: Microcred Tunisie HQ
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10:45 - 11:00 : Coffee Break
Time: 11:00 - 12:00 Activity: Assessing our client satisfaction? Moderators: Zo Andriamampianina Venue: Microcred Tunisie HQ Time: 12:00 - 12:30 Activity: Customer Care Synthesis 2015-2016 Moderators: Zo Andriamampianina Venue: Microcred Tunisie HQ Time: 12:30 - 13:00 Activity: Dissemination of a Brand Awareness Study Moderators: Meriem Ben Khelifa Venue: Microcred Tunisie HQ 13:00 - 14:00: Lunch Venue: Cherry’s
14:00 - 17:30: Subsidiaries’ visit 14:00 - 14:30: Transport HQ --> Branch
Time: 14:00 - 15:30 Activity: Visit to the Ben Arous branch Moderators: Meriem Ben Khelifa Venue: Field 15:30 - 16:00: Transport Branch --> Branch
Time: 16:00 - 17:30 Activity: Visit to the Ariana Branch Moderators: Meriem Ben Khelifa Venue: Field 17:30 - 18:00: Transport Branch --> Emeraude Space (team building)
18:00 - 22:00: Creative workshop & dinner Venue: Emeraude Space
22:00 - 22:30: Transport Emeraude Space --> Hotel
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Wednesday, September 16, 2015: 07:00 - 08:00: Breakfast Venue: Halfouine - Hotel
08:00 - 08:30: What brand strategy for Microcred? Time: 08:00 - 08:30 Activity: Presentation of the Baobab strategy Moderators: Zo Andriamampianina Venue: Thapsus Room
08:30 - 09:30: Discovering the universe of «Nonfinancial Products» Time: 08:30 - 09:30 Activity: Discovering the Non-financial Products and Organizing one’s «Country» Launch Moderators: Alexandre Coster Venue: Thapsus Room
09:30 - 10:15: Launching one’s Baobab correspondents network Time: 09:30 - 10:15 Activity: Achieve a successful launch of a network of correspondents: the do’s and don’ts Moderators: Guy Venue: Thapsus Room 10:15 - 10:30: Coffee Break
10:30 - 13:00: How to efficiently speed up the acquisition of new customers? Subsidiaries’ best practices
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Time: 10:30 - 10:45 Activity: Microcred Mali Moderators: Sidy & Fanta Time: 10:45 - 11:00 Activity: Microcred Nigeria Moderators: Gbemiga & Amanda Time: 11:00 - 11:15 Activity: Microcred Sichuan Moderators: Zhao Time: 11:15 - 11:30 Activity: Microcred Tunisie Moderators: Meriem Time: 11:30 - 11:45 Activity: Microcred Nanchong Moderators: Jason Time: 11:45 - 12:00 Activity: Microcred Sénégal Moderators: Laura & Dieynaba Time: 12:00 - 12:15 Activity: Microcred Madagascar Moderators: Anne Horaire : 12:15 - 12:30 Activity: Microcred Côte d’Ivoire Moderators: Ghislain Time: 12:30 - 13:00 Activity: SME acquisition synthesis Moderators: Emmanuel Decamps
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13:00 - 14:00: Lunch Venue: Halfouine - Hotel
14:00 - 16:30: Develop and manage a Marketing Plan Time: 14:00 -15:15 Activity: Build an Efficient and Cost-effective Marketing Plan consistent with the Business Plan (Workshop+video) Moderators: Zo Andriamampianina Venue: Thapsus Room 16:30 - 17:00: Transport Hotel --> Carthage
17:00 - 18:00: Cultural tour in Carthage (guide) Venue: Catharge
18:00 - 18:30: Transport Carthage --> Sidi Bou Said
18:30 - 19:30: Self-guided visit to Sidi Bou Said 19:30 - 22:00: Closing Dinner Venue: Sidi Bou Said 22:00 - 22:30: Transport Sidi Bou Said --> Hotel
Thursday, September 17, 2015: Departure / Returning to Subsidiaries
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TUNISIA PRESENTATION Tunisia is a North African country bordered on the North and the East by the Mediterranean Sea, and sharing its southern and south-eastern border with Libya and its western and south-western border with Algeria. Tunis the capital is located in the north-east of the country, in the Gulf of Tunis. More than 30% of the territory is part of the Saharan desert, the remainder consisting of highlands and fertile plains, the cradle of the Carthaginian civilization which reached its greater splendour in the third century BC, before becoming the «breadbasket» of the Roman Empire.
GENERAL DATA • • • • • • • • • •
Official Name: Tunisian Republic Nature of the Regime: Republic Head of the State: Béji Caïd Essebsi (since December 31, 2014) Head of Government: Habib Essid (since February 6, 2015) Official language(s): Arabic Common language(s): Dialectal Arabic and French Currency: Tunisian Dinar (1 EUR = 2.194 TD on 06/09/15) Capital : Tunis Main cities : Tunis, Sfax, Gabès, Sousse, Kairouan, Bizerte National Holiday: March 20 (Celebration of the 1956 Independence)
GEOGRAPHICAL DATA The morphology of Tunisia is very varied and landscapes differ significantly: mountainous regions in the north and west, steppes in the centre of the country, coastline in the east and the desert in the south. The coast, which borders 40% of the territory, is pretty rugged and bordered by islands, with Kerkennah and Djerba as the largest ones. The highest peak in the country is Djebel Chambi, which is 1544 meters high. Tunisia’s area is of 162,155 km².
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CLIMATE Tunisia is subject to two climatic influences: maritime from the Mediterranean and continental from the Sahara. Summers are hot and dry and winters are wet. The low reliefs are not an obstacle: the rainfall is erratic but often torrential and their erosive violence is a factor of aridity. But their distribution is very heterogeneous, which allows cultivating land areas scattered across the steppes.
DEMOGRAPHIC DATA Population: 10.88 million Density: 67.1 inhabitants/km² Rate of natural increase: 1.30% Life expectancy: 73.8 years Literacy rate: 77.6 % Human development index: 0.712 (94th) Religion (s): Islam (98% of the population including 85% of the Malikite rite, an Ibadite minority in Djerba) and Christianity, Judaism and others (2%).
ECONOMIC DATA • • • • • • • • • •
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GDP: 46.9 Mds $ Per Capita GDP : 4316.8 $ Growth Rate : 2.3% Unemployment rate: 15.2% of the working population Inflation Rate : 5.5% Budgetary Balance: -4.6% Trade Balance : -15.8% of the GDP Main clients : France (28%), Italia, Germany, Spain, Switzerland Main suppliers: France (16%), Italy, Russia, USA, Turkey, China Share of the main sectors in the GDP (2012) • agriculture: 8,9 % • industry: 29,6 % • services: 61,5 %
Tunisia
Tunis map
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Microcred Tunisia Microcred Tunisia‘s mission is to provide qualitative financial services that are accessible and adapted to the needs of the individuals that are underserved and unserved by the financial sector. Microcred Tunisia was created in August 2013, and started its operational activities in November 2014. Its three main products are: • The TPE Credit, from 200 to 20 000 DT • The Microinsurance • The Irada Credit: This is a comprehensive program targeting young project leaders aged between 18 and 35 and supporting their entrepreneurship projects through three essential steps: - An entrepreneurship training - Individual coaching program - Up to 20 000 DT • Managing Director: Bodo Lieberam • Deputy CEO: Sehl Zargouni • Operations Director: Pierre-Marie Simon Key Figures (au 31 juillet 2015) • Number of clients: 1 077 • Loans Portfolio: EUR 1,736,020 • PAR > 30 days: 0,00% • Average credit disbursed: EUR 1,943 • Number of branches: 2 • Number of staff: 74 • Number of Commercial Officers: 39
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PRACTICAL INFO Formalities: • Valid passport (6 months validity from the date of travel). • When you leave the territory a customs fee of 30 Dinars is required - remember to keep Dinars for exit. • Vaccination: no required vaccination. Time difference: UTC/GMT +1 hour Code: 00 216 + the number of the called party in Tunisia Other countries: code+ number of the called party without 0. Power: 220 volts, European power outlets. Doctors: • Hopital Mongi Slim La Marsa +216 71 764 033 • Allo docteur +216 71 780 000 / +216 71 781 000 • Allo médecin d’urgence +216 71 599 000 / +216 71 599 900 • S.O.S médecin +216 71 522 381 / +216 98 348 856 Embassy of France: +216 31 315 111 Embassy of Mali: +216 71 794 211 Embassy of Ivory Coast: +216 71 755 911 Embassy of Nigeria: +216 71 750 258 Embassy of Madagascar: +216 71 874 393 Embassy of Senegal: +216 71 802 397 Embassy of Spain: +216 71 780 339 Police: 197 Allo taxi: +216 71 783 311 / +216 71 840 840
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USEFUL ADDRESSES Bars / Restaurants The Factory opens the whole week except Monday from 13:00 to midnight. Description: Lounge restaurant Address: 1 rue Mongi Slim (9obet al Hawa) Marsa TN 2070 Reservation: +216 71 729 778 La villa opens the whole week from 10:00 to 20:00. Description: restaurant with cocktail bar and live music Address: 19 Rue Liberia, Tunis 1001 , Tunisie Reservations: +216 99050028 Sky Bar Novotel Tunis Description: restaurant / bar on a rooftop alongside a pool Address: Avenue Mohamed V, 1002 Tunis Reservations: +216 25 119 008 La Closerie Description: Mediterranean flavours in a bougainvilleas garden Address: Km.16,Sidi Fredj Soukra TN 2036 Reservations: +216.20.15.57.33 (book in advance) Average budget: 50DT La Falaise La Marsa Description: French and Mediterranean specialties as well as seafood Address: R. Sidi Dhrif, la Corniche Marsa TN 2078 Average budget: 35DT Le Bungalow Description: French and Worldwide specialties Address: Route de gammarth
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Culture Medina of Tunis The capital deserves a long visit for its Medina, its monuments (the Great Mosque, the mausoleum of the Beys «Tourbet elBey»), its palaces and souks of a thousand temptations. Bardo Museum (Rue Mongi Slim, 2000 Bardo) This museum houses the finest collection of Roman mosaics in the world, including a striking portrait of the poet Virgil. It also offers a fine collection of statues, bronzes and everyday objects. Carthage and the Punic District of Byrsa - visit planned on 16/09 (Boulevard de l’Environnement, Carthage) The ruins scattered in the select district of Tunis are essentially fragmentary. However, realizing the greatness of the ancient city and enjoying the spectacular view from Byrsa Hill will inevitably fascinate history lovers. Sidi Bou Said - visit planned on 16/09 Perched on a cliff overlooking Carthage and the Gulf of Tunis, the houses of Sidi Bou Said combine Arabic and Andalusian architecture. This city is nicknamed «The little white and blue paradise».
Shopping Shopping malls, shopping avenues and the Souks of the Medina are the best places for shopping in Tunis. In the Souks of the Medina and in Sidi Bou Said, you can admire and buy the beautiful handicrafts products of Tunisia: traditional carpets and clothes, finely worked silver jewelry,
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stylish leather bags, crafted copper, wood or pottery trays and decorative items... In the Habib Bourguiba Avenue, and in all the surrounding streets, many shops offer a wide range of quality products from clothing and shoes to jewelry, especially gold. Shopping centers and malls of El Menzah 6, of the Manar 3, Bardo and those of the Berges du Lac include a large number of stores that offer the same variety of products. The Zéphyr Mall La Marsa The ZEPHYR (La Marsa) Mall opens 7 days a week. Shopping in the heart of the recreation areas on the edge of a fascinating bright bank. Carrefour Sidi Daoud La Marsa, 2046 Tunis CARREFOUR shopping centre opens 7 days a week from 9:00 to 21:00. This shopping centre has several ready to wear shops, a hypermarket and several fast-foods. Le Palmarium Avenue Habib Bourguiba, Tunis The Palmarium, located in Tunis city center, next to the municipal theater and a few meters from the cathedral, is the largest shopping center in the city. More than 230 shops in this center offer you the opportunity of a varied Western style shopping. Tunisian Pastries La Marza - Mme Zarrouk Rue de Maroc en face de la gare de TGM Tel.: + 216 50 50 84 38 ES GALETS 10 avenue de l’Independance, Tunis, Tunisie Tél :71 980 299
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Responsable Call Center
Holding
Africa
Tunisie
China
Mali
Côte d’Ivoire
TA to Operations
Directeur Marketing
Resp. Marketing Opérationnel
Responsable Communication
Resp. Produits non financiers Responsable PME
Project Leader Credit Rapide
Zo Andriamampianina
Marion Ivars
Désirée De Breuil
Alexandre Coster
Emmanuel Decamps
Baholy Ratianarivo
Channel Director
Thomas Carrié
Guy Ratsimbazafy
Community Manager
Achref Amri
Resp. Marketing & Com Responsable Marketing
Responsable Marketing
Fanta Dembele
Pauline Dykmans
Resp. Développement
Meriem Ben Khelifa
Responsable Marketing
Sidy Kounta
Responsable SPM
Amanda Aolowoniy
Ghislain Gbetibouo
Responsable Marketing
Oluwagbemiga Oyebisi
Sichuan
Nigéria
Responsable Marketing
Jason Luo Jun
Zhao Zhangjian
Nanchong
Responsable Marketing
Directeur Développement
Laura Munoz
Dieynaba Diack
Sénégal
Titre
Directeur Développement
Nom
Anne Delvern
Filiale
Madagascar
bratianarivo@microcred.org
edecamps@microcred.org
acoster@microcred.org
ddebreuil@microcred.org
mivars@microcred.org
zandriamampianina@microcred.org
gratsimbazafy@microcred.org
tcarrie@microcred.org
aamri@microcred.org
mbenkhelifa@microcred.org
pdykmans@microcred.org
fdembele@microcred.org
skounta@microcred.org
egbetibouo@microcred.org
jaolowoniyi@microcred.org
ooyebisi@microcred.org
zhaozj@microcredchina.com
luoj@microcredchina.com
ddiack@microcred.org
lmunoz@microcred.org
adelvern@microcred.org
Tel
+261 34 05 365 55
+33 6 42 00 04 21
+230 59 81 41 90
+33 6 89 79 52 22
+216 53 398 132 TN / +221 77 489 02 58 SN
+261 3460 77 994
+33 6 40 28 55 28
+ 216 29 502 402
+216 50 490 042
+216 29 602 003
+216 53 398 126 TN / +852 51 88 9185
+223 73 53 42 93
+223 78 232324
+225 75 58 23 46 / +225 55 46 15 26
+234 809 990 4908
+234 806 553 4415
+86 138 80 86 32 58
+86 139 908 244 40
+221 77 476 52 03
+34 662 067 669
+261 340 536 855
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