‘ Marketing key in selling Zim brand’
THE success of promoting local procurement and building Zimbabwe’s brand lies with vibrant marketing of the country’s goods and services that attract investment and business.
This came out at the Marketers Association of Zimbabwe (MAZ) 8th annual convention in Victoria Falls where members of the profession were challenged to embrace technology to understand the changing consumer.
Officiating at the conference whose theme was: “The new generation customer: Marketing to the future” that sought to acquaint marketers with the revolutionalised consumer, the Deputy Minister of Information Communication Technology, Postal and Courier Services, Dr Win Mlambo, said marketing plays a pivotal role in selling the Zimbabwe brand.
He challenged marketers in the country — both in the public and private sector — to embrace technology so as to keep abreast with the new customer and strategically position themselves for economic transformation.
“In any business the marketing aspect plays a pivotal role in the success of that particular business and you should embrace technology to be able to understand the new generation customer and position yourselves in the economy. The modern marketer must understand the new customer who has changed with technology,” said Dr Mlambo.
He commended MAZ saying the grouping has helped steer positive growth in parastatals where some members have assumed positions.
“Since its inception, MAZ has made great strides in developing the marketing promotion as it has also promoted partnerships with Government,” added Dr Mlambo.
FBC Bank executive director for retail banking and e-commerce Mr Agrippa Mugwagwa said as professionals, they were aware of the need for local companies to produce quality products and services that are critical for country branding.
“This is an event where we meet as an association to discuss issues about our profession. It’s critical that we embrace technology and understand particular consumer needs so that we package products and services accordingly.
“The mobile channel has revolutionalised the consumer and we need to understand that as we encourage members to embrace technology.”
Added Mr Mugwagwa: “Marketers are business leaders in value chain creation and responsible for identifying needs that are key to development and success of organisations.
“Without marketing, the economy isn’t likely to identify key opportunities.
“As a profession, we understand the concept of Buy Zimbabwe and creation of jobs and we look forward to embracing technology going into the future so that we contribute by getting the right customer for the country.” — @ ncubeleon