Chimurenga Marketing Strategies

Prior the Internet Era, of the Information Age, Marketing, Market Research, and Advertising solutions where academic, straightforward, and obvious. Disposable income was limited to certain social and demographic groups. This made it easier for Marketers to predict behaviour and prescribe seductive strategies to lure consumers. They were very effective.

In Zimbabwe, however, fortune and status has moved and changed hands. Technology has a voice. Young people a pocket and choice. Disposable income has shifted hands, to a new generation, and some of the older ones. 20th century Marketers are on their toes. Marketing budgets are becoming too steep and demanding. There is more instability visible in the present than there is projected stability in the future. Everyone is playing their Marketing Cards closer to the bosom. Mass Media, the power of yesteryear, can no longer be trusted, because for example, ZTV is now known as Dead TV in the young people communities.

Frankly asking, if we remove TV, Newspaper, or Billboard, will your brand or product survive? 20th century marketing can never survive without these three major pillars that made marketing successful in that century. Funny thing is that, people as getting busier by the day, and are bombarded with foreign marketing in other platforms and innovative methods, under the nose of local marketing platforms and brains, per se.

World over, FEAR was the greatest technique and tool, forming the foundation of many successful campaigns in the 20th century. Every Marketer used fear as a marketing success factor, i.e. “Fear Factor”. It worked. The unfortunate thing is that it is dwindling. In 1989, if you were to tell a 10 year old to make sure they “behave” before Christmas Eve, to get a good gift, they’d do so. To repeat the same advertising stunt now is a waste of time and resources. Usage of emotions to lure consumers, inclining to negative aspects of life and man’s environment is no longer working because of the simple fact that life is getting harder and out of control than ever. There are certain phrases that consumers no longer want to hear or see, yet marketers insist on them, e.g. “you can’t do without it”, “your only solution”, and so forth. The emotional strongholds are crumbling, forcing Marketers to resolve to usage of foreign techniques. Every nation and people is different, hence marketing is also different. Adoption of other people’s marketing techniques may not necessarily produce the same results on indigenous consumers. Telling urban American youth 18th century Spanish jokes will not, even if they may be Hispanic.

There are three things that marketers are denying as they go about their business in Zimbabwe – the technology galore, the love crave in existence, and the hunger for power. Technology is now available at home, work, buses, everywhere accessible to even the simplest of persons. Consumers are living in fear, without hope, lacking love, and embalmed with all forms of abuse. Young people – the bulk of Zimbabweans, are power hungry, especially if it gets them more money, and more possessions. These three aspects were not that visible in the 20th century.

Marketers should address this, in order to ensure the future success of our brands and products. Many ignore this because their selfishness and greed has overwhelmed them, causing them to focus on “its all about me” marketing strategies, and “just want your money” selling techniques. Consumers are quick to notice this. Those that would have been loyal move on as soon as a “caring” alternative arrives.

What then is happening in our nation? What has changed? How come there are so many enterprises doing the same thing, yet not significant market leader? Are there any distinct brands and products, or even enterprises that are successful locally and regionally? What’s so special about the 21st century?