‘ Mar­ket­ing key in sell­ing Zim brand’

Chronicle (Zimbabwe) - - Business Chronicle - Leonard Ncube in Vic­to­ria Falls

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

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