Test by Royal-Praise Px

MARKETING

MAG

THE COMMUNICATION FORUM FOR MAURITIAN PROFESSIONALS

Issue No.3 AUGUST 2013

Selling MAURITIUS

CONTENTS 04

Yanis Sookloll

A young man with a mission

EDUCATION

MARKETING MAURITIUS

A young man with a mission

MARKETING WORLD

OPINION POLL

Curated

A young man with a mission

RED HOUSE A young man with a mission

A young man with a mission

COMING IN THE SEPTEMBER ISSUE

MARKETING

STRATEGY

AGENCIES AT WORK

A young man with a mission

How Mauritius is being marketed overseas

Red is the colour of passion at Red house

MARKETING MAG - Issue No.3 August 2013

Minister of Tourism and Leisure Michael , Yeung Sik Yuen,

There have been more than a few campaigns to market Mauritius to an international audience. Who can forget ‘Cest un Plaisir”.

opinion

The hackneyed messages of sun, sea and sand are pretty hard to sell these days, given that Europe, our main market for visitors, continues to wrestle with the many-headed snake of economic depression. Emerging markets, such as China, India, Russia and others are helping to fill some of the bedspaces in our hotels, but targeting them in isolation is not going to be the answer to a marketer’s dream.

Creativity, which Mauritius has in abundance, is needed to send out the message that the island is very much open for business and has a shop-window full of appealing goodies. While organisations such as the Ministry of Tourism and Mauritius Tourism Promotion Authority are in the vanguard, Marketing Mauritius in these straitened times must be part of the national agenda. With competitors in the wings such as the Maldives and Seychelles, we have to demonstrate forcefully that there is more, much more, for the visitor than assets such as blue sea, white sand and glorious weather.

Pushing the diversity of activities available in the interior would no doubt sit well with tourists who are looking for a bit more than a tan and a dip in salt water. Our multi-faceted cultural backgrounds, so vibrantly on display around the island, are a tour operator’s dream. And let’s not forget our tropical environment. Please, please don’t let us ignore the benefits of that.

ADVISORY PANEL Vincent Montocchio - President, AAAs Javed Bolah - President, PRCPA Darlene Lam - MBA

MARKETING MAG is published by Evann Publishing. Moka Business Centre, Moka, Mauritius T: (230) 406 9622 E: marketingmag@evannpublishing.com

EDITOR Oana Maria Office: (230) 429 **** M: 429**** E: m.oana@emailme.com

EDITORIAL CONSULTANT Mike Lynch Office: (230) 406 9622 M: 4992303 E: mlynch@hatchingsltd.com

PAGE 3 SMILE!

The Mauritian “offering” is worth its weight in gold. Home-bred creativity and marketing savvy are part of our island’s rich human resources. We should be dipping into this melting pot of ideas, finding that one overarching message/ . theme that we can all rally around and “sell” to the rest of the world. Why not challenge ourselves in the marketing community to start the ball rolling. We know we have something unique to package…

The latest Qualcomm advertisement is a quaint little video of its take on modern life in the absence of cellphones.

MARKETING MAG - Issue No.3 August 2013

Hardly surprising when his Dad was, and still is, a key figure in the world of advertising in Mauritius. Now that Yanis has matured into a confident and outgoing 22-year-old, he has indeed moved into the profession but is determined to make his unique mark and “be my own man”. An account executive at Draft-FCB Cread in Beau Bassin, he is the first to admit that he considered a different path – maybe even a professional musician. Gaining a French Diploma (Baccalaureate) in Science Technology of Management at Lycee des Mascareigne, he moved on to Middlesex University Business School in London where he completed a Bachelor of Art degree in Marketing and Communication. There was also a qualification in strategic planning from City University. What followed were stints at Consumers International, and NGO in London, and “some real hard work” as a catering assistant at the iconic Wembley Stadium.

“By the way, a recruiter in the UK

told me that having something like McDonalds on your CV when you are starting in a sector like marketing is the thing that tells that you are a hard worker. It shows that you have done this type of job, like catering, cleaning toilets, etc.; it shows you don’t mind rolling up your sleeves.

“

Returning to Mauritius about two years ago, he was fortunate to meet the managing director of FCB-FCB who was in the country to participate in the launch, organized by Cread, of fuel company Engen. Life was about to change.

MARKETING MAG - Issue No.3 August 2013

follows a family passion

Growing up, Yanis Sookloll was surrounded by the characters and jargon of the marketing community. It was expected he would follow in his father’s footprints.

Yanis Sookloll

AGENCIES @ WORK

“You cannot invent experience,” says Yanis. “And I was given the perfect opportunity to take my first real steps in the profession by accepting a placement in Cape Town at Draft-FCB Africa. “It was a real eye-opener: Deadlines, pressure, planning. It all came in a rush; it is not something you plan for. Sure I made mistakes and had some failures during my seven months in Africa, but thank God I failed. I am glad I did, because only by making mistakes do you learn from them. “It was a steep learning curve but it was during this time that my personality started changing. I started to respect the man in the mirror. I began to realize that each achievement was my achievement. “That’s when my sense of duty was created, my commitment for creative work.”

Coming here and working with my Dad was not something I really planned, although it had been spoken about for many years. It was frightening me, not because my Dad had a business, but because it was a successful business. So, like everyone else, I had to prove that I was worthy of working here.” And so far, so good. He understands that actions speak louder than words. “You have to show what you can do – a small campaign, a brochure, even a leaflet – and do it well. You’ve managed, you’ve created the flow between client and the creatives, from brief to client approval. “As soon as you show you can do that, you gain the trust not only from the client but also from colleagues. It’s a bit like a tribe and you are accepted into the tribe.”

But the biggest challenge was yet to come – a return to Mauritius and working with his father at Cread.

In a tough economic environment, the son of the father is aware that only the most professional work is acceptable. Competition is fiercer, the market “I admit I was scared, afraid that people in Cread and has to realign itself with the phenomena of social elsewhere would judge me media, digital technology in THE SOCIAL NETWORK purely on the basis that I all its forms, and an always “The big change is was the owner’s son. It was tightening bottom line. a daunting task,” admits that consumers have been Yanis. “Nowadays flexibility is the empowered with knowledge key for clients,” says Yanis. He had had a taste of “At Cread we are here to about products and the environment before take up the challenges and brands due to the information leaving for studies, a short sustain our creativity and the internship. explosion on platforms such as benefits we offer clients.”

Facebook and others.“ During a first meeting with As a communications one of the creative teams, he was immediately made company you need to make the switch to to feel at ease, joining a brainstorming session on e-marketing, social media marketing… that’s the way one of the company’s advertising campaigns. of things. Many businesses out there are wary of this change but they know they need to make this switch “This particular project was for Pepsi and I was in their mentality about the way they communicate able to give a young person’s take on the product with consumers. and how best to approach the market. The team reacted positively to my opinions and ideas and “The big change is that consumers have been I really enjoyed it. I knew then it was something I empowered with knowledge about products would like to get involved in, the whole business of and brands due to the information explosion on communication. platforms such as Facebook and others. Today, after his sojourn in South Africa, Yanis is very much at ease in his own skin. “Working in the commercial environment for a month is like studying at university for about three years. It’s like an explosion of knowledge and creativity that blasts into your mind.

“Many social media companies are coming up and saying that communication companies or advertising companies are going to disappear. I would refute this, of course. The patterns of communication remain the same, the tools remain the same, while social media is just another tool.

“Of course it was not all plain sailing. Some of the people at Cread had known me since I was a kid so I had to gain their respect through deeds rather than words or family ties,” says Yanis.

Cread is the IDEA company. We are here to sell ideas in the communications sector, either in advertising, branding or design. Companies like us have to be adaptable, there has to be a marketing mix along different platforms.” MARKETING MAG - Issue No.3 August 2013

BRIEFING

Marketing EDUCATION LET’S FACE IT, we are all swimming in the marketing pool. We’ve all come up with a product that will suit a specific need. We’ve all employed different tools to reach our targeted audience and position our product in the marketplace to get the buy-in of our target audience. And we all know the value of our product.

Degree offered Name of Email contact Insitute Charles Tel- Bcom in Management marketing@telfair. fair Institute and Marketing ac.mu

Before you venture on a quest to find the product in question, let me tell you it could be something as simple as an outing with friends or families - or the product could be YOU when searching for a job.

Middlesex University Mauritius

BA (Hons) Advertising, info@mdx.ac.mu Public Relations & Media

Rushmore Business School University of Mauritius

BA(Hons) Marketing Management

registry@rbs. ac.mu

BA(Hons) Marketing Management

centraladmin@ uom.ac.mu

University of Technology Mauritius

Bsc Hons Management with Marketing

Does that mean that we are all marketers? Hardly. If we take the analogy of swimming, the fact that we have completed a few strokes does not necessarily make us swimmers; it merely shows that we have learned the basic skills of going from one place to another in water. It does not signify we are swimming with the right approach or technique. To become a marketer or marketing professional, we first have to educate ourselves in the various disciplines of marketing and learn how to apply what we learn in the marketplace. Once you have made the plunge into educating yourself, you will discover the “Disneyland of Marketing”. If you believe marketing is just sales, events, advertising, branding, public relations, marketing intelligence and research, then you are missing out on a big chunk of this ever-evolving, vibrant and challenging world. Advances in technology have pushed marketing to make a giant leap forward where the playing field is faster, more efficient, more interactive and has more of an impact. Over the past decade, new fields have been popping up like mushrooms after 06

MARKETING MAG - Issue No.3 August 2013

Bcom Marketing BA Mass Communication

Bsc(Hons) Communication Studies director@umail. utm.ac.mu sbmf@umail.utm. ac.mu

Institute of Professional certificate Marketing in Marketing and ManProfessional diploma in agement Marketing

marketing@telfair. ac.mu enquiries@ imm-mauritius. com

the rain: Social Media, Digital Marketing and Mobile Marketing to name just a few. If you want to catch and ride the marketing wave, you need to keep yourself updated. The following are some educational institutions in Mauritius that offer undergraduate degree in the field of marketing:

Joy Beesoon I studied Communication and Psychology with the University of South Africa at Undergraduate level while employed in the audiovisual sector. Later I got a scholarship (Fulbright Award) from the US Department of State and went for postgraduate studies in Media Management and Marketing at Syracuse University, New York. I am currently responsible for Marketing and Development at the Open University of Mauritius while I engaged on a part-time basis in dispensing mediarelated courses at university level.

Another idea of Marketing When people think of the marketing profession, they often visualise a young man or young lady on the phone talking to customers, or a well-groomed and articulate person gesticulating in front of a sceptical audience performing a product demonstration... There is also the image of the “marketing guy” going from door-to-door with an inexhaustible spirit, who confronts unyielding and sometimes rude individual All these aspects of the marketing function are in fact only part of the bigger picture. The marketing universe provides abundant opportunities for young people, who will quickly discover that practitioners need to possess a of range skills in a number of fields. For instance, the responsibility behind marketing requires one to be a strategist, one who thinks holistically, from concept to distribution, from needs analysis to evaluation and from interpersonal to mass communication. The tasks require imagination, creativity, problem-solving skills, analytical ability, a grasp of management, people skills, research, writing and media skills. What we refer to as “communication skills” covers

the full array of techniques encompassing also the proper use of mass media and, of course, social media for targeted impact. Coming from a media background, my move to the marketing world has enriched my profession standing. There is a cross-fertilization effect which provides for better media applications. We cannot imagine marketing without doses of advertising on TV, radio or print. Marketing may exist without advertising, but without advertising, marketing is weakened. If we take the big brands such as Mercedes or Pepsi or KFC, why do they need advertising even if they are household names? We tend to think that people will automatically buy a brand, even if it is of high quality, but this is not always the case. Before making the buying decision, an individual must receive information about the brand and they need to be convinced of its value, perceived or real. Word of mouth (e.g. recommendations from a friend) may help, but will not clinch the purchase. The image projected by the media will definitely reinforce other forms of communication and the consumer will be guided in the way he/she pictures the brand mentally. That is why it is important for the marketing person to know how to use media effectively TURN TO PAGE 8 MARKETING MAG - Issue No.3 August 2013

in communicating brand images while ethically evoking real product benefits. Otherwise, dissemination of product impressions will largely remain in the hands of the public, who may or may not receive the expected messages. So, when it comes to marketing a university, especially a newlyestablished institution, it is a wonderful task, full of challenges and surprises. Just as the very concept of marketing is often sprinkled with misconceptions – it’s not just about selling consumer products - we do not immediately relate it to education. But the application of marketing to higher education provides a new perspective for practitioners, who are bound to see the whole field differently. For example, researchers are extending the famous 4Ps (Product, Place, Price and Promotion) with the 9Ps, encompassing elements of Partnership, Programming, People, Packaging and Positioning, when applied to higher education. Of course, it is argued that, finally, a university positions itself through the gradual building of its reputation, by caring about its students and, especially, by delivering quality education and establishing relationships with students, community and stakeholders. From my point of view, young people considering higher studies, should not hesitate to embrace the world of marketing. It is a field which has a lot to offer in terms of personal development, while at the same time creating a wonderful opportunity to serve society. Through marketing, we learn about human behaviour from the practical side and this can only better our own outlook on the world, so that in the end we stop considering people as consumers but as partners in an enterprise… The Open University of Mauritius is inviting prospective students to enrol for the BSc (Hons) Marketing Management and the MBA with specialization in Marketing Management.

MARKETING MAG - Issue No.3 August 2013

AIMing high Ongoing education is said to be the secret of success in many professional endeavours, and is particularly relevant in the fastevolving and highly competitive field of sales and marketing management. Sales managers and sales department leaders in Mauritius are now being offered the opportunity to hone their skills, and learn new techniques, by the Analysis Institute of Management (AIM), based in Port Louis. Starting in September, the institute is teaming up with CCI Reunion to provide 70 hours of class hours, spread over 10 days, for sales managers and executives determined to improve the bottom line. According to the Analysis Institute of Management, the courses will be delivered by CII professionals Virginie Villeneuve, Philippe Formet and Marc Labbe and will consists of the following: Module 1: Understanding marketing operational techniques (Sept. 4, 5 and 6) Module 2: Managing a sales team (Sept. 23, 24 and 25) Module 3: Merchandising (Oct. 14 & 15) Module 4: B to B negotiation techniques and how to use consumer behaviour techniques (Nov. 4 & 5) For more information, contact Stephanie Pellegrin on stephanie@analysis.im or 202 0055 or visit the website: http:// www.analysis.im/en/professional_programmes

The AIM team:

Mrs Nathalie Job - CEO has lived in Mauritius for more than 22 years and holds a postgratuate diploma from Université Paris Dauphine (France) in Management and Telecoms, and a Master in Management from ISEM (Université de Montpellier - France). Mr Mohamed Mouratsing – Deputy CEO is a director of Analysis Institute of Management and the CEO of sister company, TNS Analysis. Mohamed holds a degree in Business Management from UOM (University of Mauritius) and a Msc in Information Technology from UTM (University of Technology Mauritius). Mrs Stéphanie Pellegrin - Marketing Coordinator holds a degree in Management Science from the University of IAE de Poitiers.

NEWS & VIEWS

MARKETING MAG - Issue No.3 August 2013

AUGUST INSIGHT

MARKETING

MAURITIUS

Diversification and adaptablity are words you will hear a few times when you talk to Minister of Tourism and Leisure Michael Sik Yuen.

Marketing a country such as Mauritius is a tall order, especially given the continued economic doldrums in Europe, our main source of tourists. But after two years in the job, he remains determined and upbeat. Maybe one of the reasons for his optimism was the recent familiarization trip made by tour operators from the Gulf countries, one of the areas which he believes has excellent potential. “The good news was that when they were here, they were already selling Mauritius as they were so impressed with the destination. “They were surprised by our product compared with the Seychelles and Maldives. They were able to see that we had more choices, more activities for visitors. “In Maldives you can visit the whole island in three minutes; it’s more or less the same for Seychelles. They are beach destinations, as are we. But we have the benefit of shopping, come on honeymoon, sea/ beach and inland activities such as walking with a lion, quad biking, kite-surfing etc.” With the Gulf countries and Middle East very much in mind, Mr Sik Yuen is in the process of hiring a public relations firm to boost Mauritius’s visibility there. And its particularly important when we are thinking about our low season, which coincides with the height of the Arabian summer – a perfect marketing opportunity. The minister admits that even though the country records growth – this year’s low season “has been the best so far” – stakeholders such as hotels “continue to cry” as more new hotels come onstream and the conditions remain tough. “But in the long term, if we diversify as we are doing, we won’t have any low season.” Of course, there is no quick fix. 10

MARKETING MAG - Issue No.3 August 2013

Michael Sik Yuen. Minister of Tourism and Leisure While many familiarization trips have been brought to the island, it remains an unfamiliar destination to those from the Gulf area, and from other potential source area of the world. “Even though Mauritians think that our island is well known and famoous, I have often had to inform my tourism office that it is not. The island is known well only in parts of Europe. “For example, if you were to do a survey with 100 Chinese in China, 99% would say they were not aware of Mauritius. It’s a question of visibility. It really is a question of raising our visibility in many other regions. “This is also the case for the GCC area. On the other hand, they have heard of the Maldives because that island started its marketing effort well before we did.

“Here’s a small example: I was told that in the past years we took part in the Arabia Travel Market but stopped for some years. We participated again this year and last,” said the minister. The search for new markets continues apace, and marketing efforts made in past years is paying off. “We have put a lot of emphasis on emerging markets such as China, Vietnam and Russia.

Kong.” Arrivals from India will witness an increase this year to about 58,000 (55,000 in 2012). “The problem there are not enough airline seats, but the good news is that another flight will be added from October.”

But let’s get back to “diversification” and what seems like a never-ending search for new markets. “We started with the Czech Republic last year, the Scandanavian countries, the CIS n a t i o n s where we are putting “But in the long in more term, if we diversify as effort this and we are doing, we won’t year, now a push have any low season “ in the Gulf area,” says Mr Sik Yuen.

“We had good growth in the Russian market in past years, but the airline Transaero dropped the routed in 2013; they were selling only 50%-60% of their seats as most Russian visitors were coming via Emirates. Now we are renegotiating with Transaero to see if they can restart the flights from October.” The news from the China market is more encouraging – 40,000 arrived here in 2011, about 21,000 last year and there have already been 15,000 arrivals so far this year. Says the minister: We will easily reach 40,000 this year because we have two direct flights from Shanghai, and one direct from Beijing from July 6. Chinese tourists also have the option of coming via Kuala Lumpur or Hong

It’s a question of rebalancing, he adds. “Right now the European market is about 58% of arrivals from 63%, but total tourist arrivals are still higher, which means we are rebalancing.” Of course, the country’s marketing efforts cannot simply rely on tapping new and emerging sources of visitors. And Minister Sik Yuen has designs on that. “Online is the way to go. First, we will recruit a digital marketing manager, even if we have to look overseas, because it is very

necessary in today’s marketplace. Let’s face it, most people check out destinations, hotels etc. online. I am sure most of us do. I certainly do. We check with our friends and colleagues who may have visited a certain place and find out what they recommend. “They them compare and come to an educated decision. It’s the way of the world, the online world.” When looking at the bigger picture concerning the marketing of our destination, Minister Sik Yuen is quick to point out that Mauritius, compared to some competitors, suffers from a big disadvantage: distance. “People now have less money in Europe, and even if they want to come here, they may opt for Maldives because the ticket is cheaper. The same can be said for Chinese and Russians. “So the disadvantage is there, even though we believe our advantages, including many, many more activities for the visitors, far outweigh the distance factor.” The world, he concludes, has changed and is still changing and the trick is to achieve the right balance. Adaptability and diversification. “There are many hoteliers who are doing very well because they have adapted.”

Arrivals: Slowly but surely Tourist arrivals for the first three months of 2013 was 265,838, an increase of 1.5% over the first quarter of 2012. Tourist arrivals from Europe decreased by 7.5% to 158,722 with a 12.8% fall in arrivals from France, the leading market. As regards the other major tourist-generating countries, the following performances were recorded in tourist arrivals: Germany (+14.1%), United Kingdom (+17.7%) and Italy

(-30.0%). Arrivals from Africa increased by 16.% to 69,553; arrivals from Reunion Island, the major market of the region, rose by 21.9% and those from South Africa increased by 4.4%. Tourist arrivals from the Asian market went up by 36.5% to reach 29,997, with India, the major generating country of the continent, growing by 16.3%. The performance of other Asian

countries: (+205.6%), Malaysia Republic Singapore (+16.0%).

United Arab Emirates Hong Kong (+106.4%), (+76.1%), People’s of China (+67.3%), (+25.6%) and Japan

Tourist arrivals from Oceania rose by 1.5% and those from America went down by 19.0%. Tourist arrivals from these two continents numbered 7,300, representing only 2.7% of the total.

MARKETING MAG - Issue No.3 August 2013

AUGUST INSIGHT

JAMES BENOIT On Marketing Mauritius James Benoit could rightly be described as a global ambassador, without portfolio, for Mauritius. The CEO and Executive Director of AfrAsia Bank, which he launched as a start-up in 2007, will talk about the potential of his adopted island, and its giant neighbour Africa, at the drop of a hat. And that’s just what he does. Whether it’s in international roadshows with various government agencies – there was a recent whistlestop tour through Beijing, Shanghai, Hong Kong and South Korea as well – or spreading the Mauritian message in Africa, the banker is unquestionably a believer. He is also very much aware, though, that many businessmen are yet to be converted. “One thing I still find is that people who are used to using Mauritius an investment platform to India, and now increasingly to Africa, know and understand the jurisdiction. “But there are still many out there who don’t know us and their minds go to other places such as Singapore, Hong Kong, even the Netherlands. So it remains an opportunity – and a weakness. “In fact, it’s a great opportunity in that there are still lots of things we can do to get our message across; I see that from all my roadshows.” The real challenge, he explains, is how Mauritius will do it, what’s 12

MARKETING MAG - Issue No.3 August 2013

JAMES BENOIT

CEO and Executive Director of AfrAsia Bank

the message the country is selling, the products being offered “and are we going to get that message across sufficiently well that we are a jurisdiction of substance”.

Services Commission, has certainly been involved in deliberations. “I am almost of the view that we should make the message very simple, straightforward.

And while there is an increasing perception of Mauritius as a quality environment, the reality is that there are some mixed messages about where the country should be positioned – “gateway to Africa, gateway to India, international financial centre, bridge. We keep changing the concept.”

“Looking back 10 or 12 years, I used to work in the Gulf and saw what Qatar and Dubai achieved by keeping the message direct, then launching very aggressive marketing campaigns in all the major international media. There’s probably no short-cut but for Mauritius to do that.

That’s okay, he says, as everyone in the private sector is allowed to say what the message should be.

“When we already know Mauritius as an international financial centre, why not rally around that and under that banner we can three or four poles such as specialist banking, global business, listings, raising capital.

“At a certain level, though, we have to come up with something a little more obvious which everyone can rally around – a bigger slogan per se. That would be easier than having little subbrands, sub-ideas. There has to be a core message.” Does James Benoit have one? As a member of a marketing subcommittee set up by the Financial

“Mind you, I still like the concept of Maurice Ile Durable, which was a very good expression for a fragile, ocean economy, which told people that there was more to us than what they might think. So why not one of our roadshows called Maurice Ile Durable, putting together eco-tourism, -

international financial logistics hub…

centre,

we could be doing this at a faster pace.”

“I might just start doing it myself when I go on roadshows, use these ideas, and see if one of them collectively sticks. After all, that’s how most big brands in marketing work,” says the boss of AfrAsia.

There is no doubt that the banker is a fervent cheerleader for the Mauritius cause, but he also has some cause for concern.

He adds: We do our own little thing. We call ourselves AfrAsia, a regional reference point for banking for southern Africa and Asia, and that works for us. But would also work as part of the Ile Durable slogan, because when we are on the road selling Mauritius, we are selling it as a place to live, a place from which to do business in Africa, a great place to do trading business, import-export, and funds structuring. “All the pieces are there but the international market is not really aware of it.” Time, he believes, is of the essence. Many other centres are joining the queue for the highly competitive Africa market: Nairobi, Johannesburg, Malta, and Singapore, to name just a few. He singles out the Southeast Asian nation as being very aggressive in its positioning as a place from which to do business in Africa. “We are not going to be alone in this quest. We need to figure out how we make ourselves indispensible. “I believe it is going to be a really sophisticated marketing game. We can do lots of roadshows and junkets, but there will have to be branding and we have to attract anchor tenants or groups that will come in and change the perception of Mauritius in some way. “It could be people like ourselves and other Mauritian institutions which are becoming pretty well known and are making financial commitments in Africa, although

“I guess the only thing we have to guard against that we are only a nation of 1.3 million people. We are at risk of not being strategic enough on which industries are really core, which of them should be seen as priorities. “It’s great that we have BPO, legal services and all the rest, but we can get really fragmented if we try to have too many industries across too many geographies as we could be limited by the sheer amount of human capital that is available to us. The danger is that we fragment our message. “Mauritius has to do more positioning of what it has. While

have to do)? “Of course, at the end of the day we will still need a lot of support staff and other logistics and that’s where we will start to see some skills mismatch. That’s why I say we have to be rather strategic in where we want to put our marketing money and our execution because if we start to disappoint people – they can’t scale up or get the quality they require – it would be a very serious setback.” Almost inevitably, the conversation turns again to marketing the benefits of Mauritius in tandem with what James Benoit sees as the golden opportunity of a generation, even a lifetime. “I think that Mauritius has always cried out for a prosperous hinterland around it so that we can market all the good things we have to offer. There’s manufacturing, logistics, providing capital and putting our balance sheets at risk in Africa. “This is a huge opportunity. We just need to position ourselves as that source of capital, that source of advisory services, that source of logistics, making doing business in Africa a lot easier.”

the government is doing all that it can, we have to be careful that we don’t overstretch ourselves in terms of strategic execution capacity given the resources at our disposal.

“We have never had a potentially prosperous neighbour starting to be around us. If we don’t focus everything we have on that to gain advantage, we will be missing a gift.

“What if someone wanted to come in and hire 50 private bankers, 50 call centre professionals, 50 accountants? If we actually had the investment coming here, wanting to ramp up, where do we find the qualified staff, other than poaching from each other, or taking time to train (which we

“Yes, Africa has its own baggage and issues, but let’s face it, Asia was not expected to be the powerhouse it is now. I believe there is enough infrastructure, and a vibrant and growing consumer economy, which I think will very much surprise people.”

MARKETING MAG - Issue No.3 August 2013

AUGUST INSIGHT

Board Of Investment Mauritius On Marketing Mauritius

The Board of Investment’s aim of sustaining and raising the visibility of Mauritius is continuing apace this year, underpinned by strong first-quarter FDI results. The BOI has adopted a multiprong investment promotion strategy by sustaining, on one the hand, investment flows from traditional markets including South Africa, France, UK and India, while at the same time increasing the share of investment sourced from emerging countries such as Australia, China, Middle East and North America. The rationale is to diversify our sources of FDI and simultaneously tap the growing FDIoutflow opportunities from emerging nations.

The effects of the Euro crisis, which is still affecting the Mauritian economy, cannot be overlooked. Compared to Q1 2012, there MARKETING MAG - Issue No.3 August 2013

objectives, with a specific focus on high-end products.

In order to sustain this trend, marketing events targeting these

New sectors targeted for growth are also being developed, such as the ocean economy, film-making and renewable energy. For instance, a high-level conference, the National Dialogue on the Ocean Economy, was scheduled last month.

As far as the services sector is concerned, the organisation also aims at attracting FDI flows into economic pillars including the Freeport, ICT, healthcare, financial services and education.

“There is no doubt in my mind ted online strategies (viral marketing) than any creative designs or TV ads.”

Despite the persistence of economic uncertainties on the global front throughout 2012, the level of FDI in the first quarter of 2013 has followed an upward trend amounting to MUR 2,677 million. This represents a 68% increase compared to the same period last year where MUR 1,598 million were recorded. (Source: Bank of Mauritius)

has been a 38.5% increase in the level of FDI into Mauritius in Q1 2013 from emerging markets. This is confirmed by the World Investment Report 2013 that shows an increasing strength of these developing nations as sources of FDI. (Source: Bank of Mauritius).

specific markets for investment prospection missions and creating a greater visibility for Mauritius globally via aggressive PR campaigns were scheduled for 2013. BOI has adopted a strong diversified strategy. The consolidation of traditional sectors, including the agroindustry and manufacturing sectors, is among the prime

Promoting Mauritius as a gateway to Africa for outward investment, the BOI has laid out a marketing plan that is in line with the Africa Strategy established by the Government. Given the strong credentials of the Mauritian platform, it will encourage investment in the continent in sectors in which Mauritius has competitive advantage and technical knowhow. With this in mind, the investment promotion agency set up the Africa Centre of Excellence (ACE) late last year. TURN TO PAGE 15

It provides information on investment opportunities in various economic sectors on the continent, updates a range of tenders and on-going projects, as well as real-time business insights. ACE also extends its reach to investors by conducting promotional activities and accompanying investors in Africa while strengthening its network of partners across the continent. Investor match-making is one major aspect of BOI’s strategy. In 2013, ACE earmarked power markets where it can have an impactful presence. The relationship with these beacon or high-growth countries will be strengthened by regularly engaging the counterparts of BOI as well as further consolidating relationships with the relevant ministries and key business associations. With 20 MoUs already established with African IPAs and a growing network across the continent, the organisation aims at facilitating investors’ search and on-the-ground prospecting in these African countries by preparing a work programme with key stakeholders. Outward investment prospection missions also form part of ACE’s agenda. Having tapped the East African region, and subsequently Mozambique, as a growing market, ACE is now set to venture to West Africa in September. In addition, a country week is periodically organised by ACE for synergising efforts towards developing and disseminating country knowledge. This involves working closely with IPAs as well as other institutions in the selected country. So for 2013, BOI has consolidated its stance as a credible investment promotion agency by devising a balanced foreign investment strategy with an integrated approach for attracting FDI and increasing the economic space by positioning Mauritius as the ideal platform to do business in Africa.

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Mother’s captivating and creepy music video

The premise of Ikea’s “One Room Paradise” music video seems straightforward: As a little girl plays with her dollhouse (doll apartment complex, to be precise), the dolls come to life ..... Read more

Is the call-centre the missing piece of the of omnichannel retail puzzle?

Retailers are getting very excited about call-centres. This may come as a surprise – after all, aren’t call-centres an increasingly costly (yet necessary)... Read more

Marketing budgets on the rise as brand confidence hits four-year high

Marketing budgets have been revised up at their highest rate since 2007, according to the latest IPA Bellwether Report, giving brands and agencies cause for optimism..... Read more

Watch the Most Bafflingly Awesome New-Product Demo of 2013 So Far

For social success, brands must ditch corporate jargon and be more human

Brands need to grasp the importance of having a human presence on social media, writes Nicola Green. Imagine this: you’re standing in a pub, or sitting in your front room, and someone walks in. They stand in front of you, tell you how brilliant their products are, encourage you to buy one and the.... Read more

Del Monte Solves the ‘Fresh From the Can’ Problem A bit of peachy marketing .....Read more Viral Chart: Honda Admits It Needs a ‘Hand’ In Rebranding

New Campaign Highlights Honda’s History Of Innovation. Honda had a big debut on the Viral Video chart -- its first since its 2012 Super Bowl outing -- as it tried to remind consumers about its history of innovation...... Read more MARKETING MAG - Issue No.3 August 2013

OPINION POLL

Is Mauritius doing enough to market itself overseas? If not, what more could you suggest. Or has Mauritius got it just about right?

10% Yes

45% No

45%

Partially

Tries hard but definitely could do better. The results of our opinion poll suggest that there is much room for improvement. Nearly half of the respondents think we are on a loser, while another 45% believe we could do a lot more. There are “believers”, though, who think the country is doing enough to promote itself overseas.

DARLENE LAM, businesswoman and part-time lecturer at the University of Mauritius

Both the private and public sector have invested massively in marketing Mauritius internationally over the years with different degrees of success. However, the world has changed with all its ups and downs, affecting the economic structure of all countries. What used to work before is not as effective in today’s world. With technology, the world is getting smaller There is little doubt that our fast- and the ways we communicate and interact have been altered. deteriorating environment is having an effect on the image of the island. I have Adapt we must, but not blindly! Mauritius is a semi raw gem met many tourists recently who have that is yet to reach its full potential. For this to happen, we complained that, apart from the beaches need to determine in which setting the gem will shine the around the big hotels, the rest of the most. I believe it is crucial for all the key sectors (government, country tends to look dirty and unkempt. Of tourism, finance, manufacturing, education, to name a few) to course, this can’t all be thrown at the door work together in deciding how they want to market Mauritius of the government. As Mauritians, we have so that the message is clear and coherent across the board to be pride of our nation and take care of and to make a conscious joint effort to position Mauritius its environment. With the speed and spread where the impact will be most fruitful. of social media such as Facebook, potential visitors overseas, maybe dreaming about a Mauritius is definitely more than beautiful beaches, holiday here, will get a very bad impression. a honeymoon destination, financial services or textile industries… There are other countries that have the same Let’s not lose our reputation of being an offerings and more. We need to identify what is so unique island haven in the Indian Ocean. Look about Mauritius that no one else can even compete in that after our environment as much as we can, category. Can we do it? Of course! In Mauritius, we have our because many overseas tourists today want own pool of talented people who are innovative, creative and more than just a beach and sunshine. We results-oriented and can push the barriers rather than follow have much more to offer the visitors than the norm. For this to happen, we should all leave our egos behind and work towards a common objective: Mauritius! that. 16

MARKETING MAG - Issue No.3 August 2013

MARC ISRAEL, Microsoft Office Division Director, based in Mauritius I think Mauritius embarked on the right branding exercise some years ago, but is now not banking enough on the brand, declining to promote its unique benefits. One of the biggest challenges Mauritius has is to differentiate itself from other locations, whether we are talking about tourism, business or financial attractiveness, and the brand can play a huge role in this. If it has become clear the next tourism market should be Asia, particularly with the crisis that will last in Europe, Mauritius should invest more in attracting the billions from China and Southeast Asia, particularly because of the heavy competition from closer locations, and play on its unique benefits. Another aspect is the local marketing of the brand. A brand is a promise, but if local people do not live the brand, then the promise cannot be fulfilled. It seems very little is done at the local level to ensure people understand Brand Mauritius and live by it, so continuous awareness and readiness campaigns should be carried out so Mauritians understand their actions have an effect on the brand. For instance, I am hearing more tourists saying that Mauritians are not as kind as they were in the past. This is a sideeffect of development but can be counterbalanced by the right level of readiness. Finally, I would add that with increased awareness around green technologies and global warming, Mauritius could play (and act) more on the Maurice Ile Durable concept, showing the world how to create a zero-energy society (consuming equally to what is produced). Unfortunately, the opposite is the case, with very little emphasis on green energy, the massive development of roads that will increase fossil fuel consumption, and no incentives beyond solar heaters.

CHRISTINA CHAN-MEETOO is a lecturer in Media and Communication at the University of Mauritius and Director of Knowledge Seven Ltd. First, we should probably pause and ask a few fundamental questions about our product offering and market positioning. Do we want to have mass or selective tourism? For the time being, it seems there is a confusion in our minds on what we want to do and there is a multiplicity of product offerings and messages which compete against each other instead of working together in a coherent manner. The very first stage of marketing is product definition and I am afraid that the quality of our product is going down. For instance, we are not properly preserving our environment, the urban and rural planning is poor with more and more ugly buildings springing up and we are not really promoting the local culture. Some big hotel chains seem successful at marketing their products but this does not seem to be thanks to the national strategy. Small and medium hotels are the ones which suffer the most in times of difficult economic conditions and increased competition. There is also a lot of competition on the overseas market, and there seems to be little visibility on prestigious media channels in comparison with emerging tourist countries from Eastern Europe for example. There does not seem to be any strategy for online media which is now the prime channel for persuading prospects. Our advertising messages are also quite traditional and even outmoded at times with the classical picture of a white couple on a sandy beach. The new tourists now want to explore and learn from the wealth of local cultures and be in contact with real people, not necessarily only hotel and agencygroomed people. MARKETING MAG - Issue No.3 August 2013

AGENCIES @ WORK

Jean-Jacques & Mike Walsh

‘SatNav Savvy’? It’s the only way forward As the world of communications continues its constant race towards the elusive chequered flag, we all need a navigation system to help steer us through the challenges and opportunities which veer out at us on a daily basis.

• Being left behind or being caught in a traffic jam of irrelevant, money and time-consuming deadends is just not an option! • This was the theme of a Workshop, entitled SatNav Savvy, given by Mike Walsh, Ogilvy Ambassador and ex CEO of Ogilvy Europe Middle East & Africa. Reinforcing the strong ties which Maurice Publicité Ogilvy & Mather has had with Ogilvy Worldwide since their affiliation in 1995, Mike was invited by MD, Jean-Jacques De Robillard, to come to Mauritius 18

MARKETING MAG - Issue No.3 August 2013

to give a series of internal and external workshops. With an advertising career spanning 40-plus years, Mike Walsh is in a unique position to explore and comment on all aspects of the communication sector. He has worked with a long list of blue-chip global clients, such as American Express, Unilever, Nestle, Guinness, Heinz, as well as small local clients, all of which gives him a broad view of a variety of companies and their specific needs. Mike also developed and managed the Ogilvy networks in Europe, the Middle East and Africa, so has a vast knowledge and awareness of global innovations and trends. He is a great fan of the African continent and its potential for growth and is still very much involved in this part of the world. A fascinated group of clients, agency personnel and other invited guests at the SatNav Savvy workshop watched and listened as Mike navigated his way through a variety of new, and sometimes surprising, ways for companies and their brands to stay in pole position and lead the race.

Some of the highlights from the ‘SatNav Savvy’ Workshop

Quoting Mark Zuckerberg, CEO of Facebook, “Nothing is the future forever”, the workshop explored the new media landscape and developed ideas on how to manage a Brand, how to speak the right language to the consumer and how to find the best, most talented communication partner.

Brands

very latest communication tools at his fingertips. The chance to listen to someone who comes from outside our usual circle of experts, who can cast a whole new, and sometimes critical, light on our business has to be a good thing. But that’s not the end, of course. It’s just the beginning!

The Consumers

And what else does a guy like Mike Walsh do when he is in Mauritius, apart from give Workshops? A bit of beach life, sampling local cuisine, playing golf, enjoying the official launch of the new Maurice Publicité Ogilvy & Mather offices (see last month’s MarketingMag), and a quick one-day trip to Rodrigues. Well, that’s an obvious thing to do when you have an unusual hobby like Mike – collecting islands!

The importance of the Brand and why the Brand is so much more than a product. “Brands”, says Mike, “are ownable and a barrier to competition”, “they are a rallying cry for a company”, and importantly, “they command a premium”. “The consumer is becoming more difficult to pin down. Maybe the consumer now owns your Brand?” Mike poses the question, “How can we define this new consumer? The consumer can be likened to a cat”, he continues, somewhat surprisingly. “Think about it, you don’t choose a cat, they choose you. Your cat doesn’t love you unconditionally, you have to earn its respect and keep it. Cats are fickle - they come to you when they want something, not the other way round. “

The Digital World

“Mauritius has taken a big step forward in recent years in the world of digital communication, particularly with the development of specialist companies like Tryangle powered by Neo@Ogilvy”, commented Mike. “Some Mauritian companies are still somewhat reticent about taking the big leap, as they don’t feel that they really understand this new communication sector. But these days you don’t always have time for endless meetings, committees, etc. Everything is done in real time”.

The Right Partners for the Job

“There are ten basic rules for developing an effective and exciting business relationship between a company and a communications agency. Choose an agency … • • • • • • • • • •

on its work and its people, not its reputation which is brand-centric where the answer to the problem is not always giving you an ad which understands and navigates you through fragmented audiences and channels which can orchestrate the integration of all brand messages is able to turn information into intelligence where you get the direct daily involvement of its most senior and talented management where Digital is a way of life, not a specialist function which is focused on results which is committed to listening to – and learning from – you”

Conclusions?

We are in a business which never stands still. When you think you’re there … the road suddenly takes another sharp turn. That’s why it’s always fascinating to listen to a professional like Mike Walsh, a person who has decades of global experience and the

Maurice Publicite Ogilvy pioneered the concept of advertising in Mauritius. Since our creation in 1924 we have continued to develop this spirit of innovation. Maurice Publicite Ogilvy is unique in the Mauritian market. We are a long-established, soundly-based, experienced local agency. Selfmanaged, we adhere to the ethics and spirit of good corporate governance. In 1996 we became affiliated to Ogilvy & Mather Worldwide and have instant access to that network’s skills, expertise, technology and proprietary tools.

WHAT WE DO Maurice Publicite Ogilvy believes in providing business ideas which give our clients creative and effective communications - and we are always looking for more imaginative ways to provide our clients with that elusive competitive edge. But, how can you be unique in today’s competitive marketplace? Having a product is not enough … Maurice Publicite Ogilvy is in the business of building brands. Managing Director: Jean-Jacques De Robillard Maurice Publicité Ogilvy & Mather House INOVA Business Park, Riche Terre Republic of Mauritius Tel: (230) 249 0101 Fax: (230) 249 3344  Email: maupub@intnet.mu MARKETING MAG - Issue No.3 August 2013

AGENCIES @ WORK

How to get the most out of your agency Cora Korimbocus, DipM MCIM, spent 14 years with British American Investment Group and was Brand Manager of the Financial Services Division and former General Manager of Marcom. She is presently General Manager and Account Director at Publico.  Having worked with communication agencies and also in client service - both sides of the fence so to speak -it provided me with a valuable overview of what it requires to get the most out of an agency. And now it is really fantastic to have a marketing platform to be able to share my experiences of the working relationships. So let’s begin. Do these frequently heard comments sound familiar to agency partners? “The cost is too high; I don’t have a set budget. My deadline is yesterday. How much?!” As for marketing colleagues: “Why do they ask millions of questions? Don’t they know by now? We can’t produce anything because of missing info - text and high-res pics missing. Who are they kidding?!”    Working with a communications agency requires knowledge and experience and for the agency to be able to work efficiently, information has to be sifted through until the core is reached. The foundation of a successful campaign is the brief. Unquestionably. If the base is wrong, it is back to the drawing-board. The brief is somewhat akin to outlining the narrative in a film script. It requires a full overview of what is required and all the information built around the product/organization. One of the most important parts of the brief is the

MARKETING MAG - Issue No.3 August 2013

USP, without which a campaign stands little hope of being unique. If the USP is not obvious, create one that will stand out in the market and build a strong position around it. When set by the client or allocated by the agency, the budget (ah yes, money!) helps to define the communication mix and provides a route map on the way forward. It impacts on the presentation, the number of items to be implemented and gives clients a focus. The deadline – let’s get real! It has to be realistic. Agencies often won’t take you seriously if deadlines are consistently being missed or moving. TURN TO PAGE 21

Communication between the agency and its clients is more than vital. While all clients are different, a tailor-made “approach and solutions” process is required. Some always prefer one-to-one meetings always, others formal, and yet others informal… the list goes on. At the end of the day, we all have to be effective and efficient.

AGENCIES @ WORK

RED HOUSE

Choosing the best communication medium at different intervals help also helps: Some information can be transmitted by phone or email, while others require meetings, be it peer reviews, brainstorming or many more. The communication channel must be custom-built. The relationship builds the trust, which is one of the most important aspects of business. Taking the time to know and understand each other and treat each other with mutual respect is key. Of course, this won’t work if the rest of the process doesn’t come through with it, such as quality and timing. Monitoring changes is one of the actions, which causes most delays to campaigns. The key to avoid changes when reaching artwork development stage is to check all information, even get the changes approved if possible and use the agency as the final stage for creativity and design. Campaigns will be implemented faster and more efficiently. Commenting on prepared artwork should be constructive, make sense of the brand, and are not based on personal taste. The brand has its own personality, experience and life. Consider this: When you get the best out of your agency, the best will inevitably keep getting better. • • • • • • •

And also consider this: When the client moans and sighs Make his logo twice the size.   When the client’s hopping mad,  Put his picture in the ad.  If he still should prove refractory  Add a picture of his factory

Helder and Nadine Oliviera Felipe. The winds of change are blowing through the Mauritian marketing landscape, presenting communication agencies with fresh challenges and testing their creativity and resourcefulness. Myriad forces are at play on the traditional market, from social and people power and mobile and digital evolution, to the technological breakthroughs exploding from the emerging markets. Due to all these developments, all channels of communication are easily accessible, giving power to the people who make the purchasing decisions. Nowadays, according to the good people at Red House-Y&R, based in Floreal, brands have to be more about creating experiences, not simply pushing out messages. It’s about access more than ownership. For Red House, like most other agencies, the challenge is to adapt to these trends, build on them and explore their potential. “Understanding consumer behaviour and patterns may provide endless possibilities,” say Helder and Nadine Oliviera Felipe. “Two-way communication channels such as You Tube are a testament to this fact, despite the fact you can sometimes open yourself to criticism.” TURN TO PAGE 22 MARKETING MAG - Issue No.3 August 2013

The couple is both graduates of the University of Witwatersrand in South Africa and moved to Mauritius in 1998 “due to ongoing violence” in that country.

Tips for winning marketing messages

They set up the Design Room in a single-room rented apartment in Rose Hill in 1998 and later to Port Louis (staff: just the two of them). But in 2001 changed the Some guidelines for effective marketing name of the company to the Red House - “the colour of descriptions: passion”. 1. Clarify thoughts. The first step towards Over time, the agency has moved house to place itself understandable language is clear thinking. strategically near its clients, so now finds itself, with a Before writing any business message, take the team of ten, situated in Floreal, which the couple feel is a time to distill key points about the company. Can you describe your product or service clearly central location. and succinctly? What qualities differentiate The agency celebrated its 10th anniversary in 2008 and your offerings from others in the industry? the beginning of an affiliation with Young and Rubicam, How will customers benefit? If you can’t reply a global, collaborative network comprised of some of the to these questions without hesitation, focus most powerful brands in marketing communications with on developing clear explanations. some 186 offices worldwide. 2. Energise descriptions. Through your words, Amongst other benefits, such as access to various other you can convey action. To create promotions affiliates globally, the partners have also received training, with impact, for example, delete strings of adjectives. Also, try to avoid overused which is then passed on to the rest of the team. descriptions like “hot” and “best,” which have The agency currently works with clients across various lost their meaning. Instead, rely on verbs full sectors such as Jubilee Insurance, Pharmacie Nouvelle of energy, such as “sparkle,” “zip” and “zoom.” Pinpoint the specific advantages of products and ESP Landscapers, amongst others. and services, and convey a sense of urgency: Recently Red House worked on a project with Mission “Save time and money now!” Vert, an NGO that collects and sorts waste in Mauritius. Lately, the agency undertook a project with Mission Vert, 3. Create snapshots. Clear words and messages a small NGO that collects and sorts waste in Mauritius. have the ability to paint word pictures. Vivid One of the outcomes of their campaign was a 21-chapter images leave impressions in customers’ lesson in CD form, which is currently awaiting approval for minds, giving them a sense of your business implementation into the education system, in conjunction and the people behind your operation. A slick with “Maurice Ille Durable”, Mauritius’s sustainable description often sends clients running to a development policy. An invitation sent out to journalists competitor, whereas sincerity can build your during the launch of the campaign from the agency came reputation and inspire long-term loyalty. in the form of an invitation on flattened soda cans. 4. Simplify sentences. Through simple The agency has also embraced the use of social media in language, you can help readers understand their attempt to reach a broader audience. Their latest your business. Complexity and clutter make media campaign, for Action familial, an organization that processing information difficult, so don’t has dealt with Mauritian family issues and concerns since pack multiple ideas into sentences. Make 1963. The AIDS campaign strove to promote abstinence your thoughts easy to digest by using words or “no sex”, amongst children between the ages of 13 to that readers recognise, like “giant,” rather 18 years. “If your toothbrush is private, so is your body.” than chasing them to a dictionary to define Their message in the form of posters was plastered on “behemoth.” Many don’t have the time and will stop reading at the first stumbling block. the walls of 200 schools in Mauritius.” Shorten each group of words—and know the Despite a “similar family environment”, the couple’s move importance of a full stop. from South Africa has exposed them to the challenges of the Mauritian market. “The biggest difference is the 5. Refine drafts. After drafting your promotion, market.” The agency also expressed its challenge in review the wording with objectivity. Process finding suppliers to meet their standard. “10% really can the information as if you were a customer just do what you expect them to do”. After 15 years, the agency learning about your business. Cut every word has managed to isolate a small selection of suppliers that that is confusing or unnecessary. Simplify and they trust can do the work. “We have a responsibility to polish every word to help the essence of your company, identity and message rise to the top. our client not to accept mediocre work.” 22

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