Adam begat Noah. Noah begat, Ham and his brothers. Ham begat Cush and his brothers. Cush begat Bantu and their brothers. Bantu begat Southern Africa, Zimbabwe, and his brothers. Knowledge of where we have come from and our ancestors’ behaviour helps us understand our present and future behaviour. To understand any market, economy, or nation, one ought to know their generations. African nations are very interesting in that they have unique generations, having pre and post liberation generations.
Zimbabwe currently has four distinct generations, with the oldest being those born in the 1920s and 30s– called the Generation Governors. The second are those born in the 1940s to 60s – the called the Generation Rebolution. The third are those born in the 1970s to 80s – called the Generation Mendependent. And lastly the fourth are those born in the 1990s – Generation MoverLOAD.
In the US, marketers take time to study their generations, and deploy marketing strategies according to these generations. The most popular generations are the “Baby Boomers” – those born after the Great Depression, and the current Generation of children – named Tweens by Martin Lindstrom in his book Brand Child.
Zimbabwean Marketers have to understand where their market came from, and why they behave as they do.
Showing posts with label Behaviour. Show all posts
Showing posts with label Behaviour. Show all posts
Tuesday, 18 March 2008
The Power of Glory
The Power of Glory
Every Marketer drams and works at achieving a glamorous launch of marketing campaigns – product or company, advertising, promotions, and so forth. Glory, glamour, fame, is usually associated with fortune, in the minds of marketers. Not only so, but consumers love power, and glory too. The mind of the young person is filled with a crave for glory and the power thereof.
Adverts, banners, billboards and other marketing material, are made to achieve nothing less than the spectacular. The assumption is “achieving great results”. Has anyone stopped to ask about the recipients of the marketing material? The success of Marketing is attributed to the use of material that is associated or depicts glory and power – the two foremost desires of the young person of today, especially African.
Glory, glamour, and fame are what occupy the kind of Generation Xtreme ™. That is why marketing initiatives with such attributes achieve more results than others. Let’s agree here, all marketing is done for the sole purpose of “ATTRACTING”. And the fastest way to attract is to use glory, glamour, and fame in marketing.
Do you remember the recent brand introduction of “Eagle”, by Natbrew? Which age grouping do you think responded to the advertisements? Have you also considered why Econet’s marketing is always targeted at young adults? “Libertie”, “Buddie”, and “Eagle”, are all associated with the mind of the young person – glory, glamour, fame, POWER.
Every Marketer drams and works at achieving a glamorous launch of marketing campaigns – product or company, advertising, promotions, and so forth. Glory, glamour, fame, is usually associated with fortune, in the minds of marketers. Not only so, but consumers love power, and glory too. The mind of the young person is filled with a crave for glory and the power thereof.
Adverts, banners, billboards and other marketing material, are made to achieve nothing less than the spectacular. The assumption is “achieving great results”. Has anyone stopped to ask about the recipients of the marketing material? The success of Marketing is attributed to the use of material that is associated or depicts glory and power – the two foremost desires of the young person of today, especially African.
Glory, glamour, and fame are what occupy the kind of Generation Xtreme ™. That is why marketing initiatives with such attributes achieve more results than others. Let’s agree here, all marketing is done for the sole purpose of “ATTRACTING”. And the fastest way to attract is to use glory, glamour, and fame in marketing.
Do you remember the recent brand introduction of “Eagle”, by Natbrew? Which age grouping do you think responded to the advertisements? Have you also considered why Econet’s marketing is always targeted at young adults? “Libertie”, “Buddie”, and “Eagle”, are all associated with the mind of the young person – glory, glamour, fame, POWER.
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?
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?
My Crystal, My Crystal, why have you forsaken me?
Crystal Sweets are very lovely. Even so are the mass market products. Everyone is so used to eating them. We are proud of this brand. The major consumers of Crystal brands are children, teenagers, and young adults. There are three major purchase points of Crystal brands – Supermarkets/Shop, Service Station Kiosks, and Street Vendors. There is no town in Zimbabwe that does not sell the Crystal brand. If there “is” a lion’s share of the market, they “used” to have it. “Used to” because their dominance is fast being depleting in markets that matter – the young people, A.K.A Generation Xtreme ™.
Have you ever noticed the mass market variety now from Street Vendors, Supermarkets, and Kiosks? Because cross-border trader and foreigner invasions, imported confectionaries have become serious contenders in Crystal’s territory. Their strongholds are slowly being possessed by other “knock off” brands per se. the imported sweets are cheaper, bulky, beautifully packaged, and even more convenient.
For five years now, I have watched the confectionary brought by campers at children’s and youth campers. In recent years, I have rarely seen the Crystal brand at camp, even the simple “mint”. There is threat that has even haunted other consumer product manufacturers like Unilever – Zimbabwean Botswana and South Africa Shoppers.
In April 2005, I participated in Unilever’s National “Outlets” Survey, and noted a distribution phenomenon in regards to their “OMO” brand. The “OMO” brand was officially released in Zimbabwe in June 2005, but stocks were already being sold in Bulawayo Tuckshops by April the same year. Botswana and South African consumer products have become a serious threat, that companies like Unilever or Crystal are no longer competing with locals or Chinese cheaper brands, but are now contending with world class brands from out two neighbours.
At camps, youth gatherings, and “diji” (slang for hanging out at malls), Crystal is now competing with brands like Beacon, a global leader of all confectionaries. Be it sweets, chocolates, suckers, or candy bars. As families travel “down south’, they “ALWAYS” buy sweets for their children – in bulk. If you visit King Noel, you will NEVER eat local sweets or biscuits. Their pantry is always loaded with Beacon Candy and South African Ginger Biscuits. At the Youth Encounter camp, I was treated EVERYDAY with confectionaries I have never seen before. I never saw a local “gash” (low class per se) brand. When Tendai Chitapi takes you out, rest assured that you will eat nothing less than good confectionaries.
To graphically bring out the level of competition Crystal now faces, let’s talk about people who frequent “down south”. Whether rich or poor, middle or high class, high density or low, married or single, almost every urban adult travels (or is acquainted to a traveller) to South Africa, Botswana, and other countries. I believe that more than 40% of urban families have a member who travels, and over 30% urban families receive foreign currency every month. There is no traveller who does not buy sweets for “children” or “loved ones”.
Back to campers. “Why then should I, a camper, bring, or even consume, a “wack” brand like Crystal, when every other kid has ‘Beacon’ this, ‘Beacon’ that?”, they would exclaim. Considering how young people influence one another, in no time at all, there were more Beacon and Nestle products on camp than Crystal.
This phenomenon does not only affect Crystal, but other confectionary brands as well, such as Charhons and Lobels. Lobels begun well in the 2003s, when they introduced their new tangy sweets, which were affordable, and well packaged. The competition from the Beacons is slowly driving them out within the young people communities (childish communities).
Crystal is a good brand like I said, but they are slackening in their brand strengthening. This will cost them big time, because their major consumers now have access to world class brands as first choices. Imagine a scenario where a young person watches a movie with a Beacon logo, and sees the same brand at camp or school. Again, imagine what will happen the day Street Vendors start selling Botswana and South African confectionaries.
Crystal is committing brand suicide, by neglecting young people. I promise you, when these same people grow up, into their new families, they will not buy local sweets for their “high class” children. The standards of living are being elevated, so is the perception and behaviour toward brands.
Have you ever noticed the mass market variety now from Street Vendors, Supermarkets, and Kiosks? Because cross-border trader and foreigner invasions, imported confectionaries have become serious contenders in Crystal’s territory. Their strongholds are slowly being possessed by other “knock off” brands per se. the imported sweets are cheaper, bulky, beautifully packaged, and even more convenient.
For five years now, I have watched the confectionary brought by campers at children’s and youth campers. In recent years, I have rarely seen the Crystal brand at camp, even the simple “mint”. There is threat that has even haunted other consumer product manufacturers like Unilever – Zimbabwean Botswana and South Africa Shoppers.
In April 2005, I participated in Unilever’s National “Outlets” Survey, and noted a distribution phenomenon in regards to their “OMO” brand. The “OMO” brand was officially released in Zimbabwe in June 2005, but stocks were already being sold in Bulawayo Tuckshops by April the same year. Botswana and South African consumer products have become a serious threat, that companies like Unilever or Crystal are no longer competing with locals or Chinese cheaper brands, but are now contending with world class brands from out two neighbours.
At camps, youth gatherings, and “diji” (slang for hanging out at malls), Crystal is now competing with brands like Beacon, a global leader of all confectionaries. Be it sweets, chocolates, suckers, or candy bars. As families travel “down south’, they “ALWAYS” buy sweets for their children – in bulk. If you visit King Noel, you will NEVER eat local sweets or biscuits. Their pantry is always loaded with Beacon Candy and South African Ginger Biscuits. At the Youth Encounter camp, I was treated EVERYDAY with confectionaries I have never seen before. I never saw a local “gash” (low class per se) brand. When Tendai Chitapi takes you out, rest assured that you will eat nothing less than good confectionaries.
To graphically bring out the level of competition Crystal now faces, let’s talk about people who frequent “down south”. Whether rich or poor, middle or high class, high density or low, married or single, almost every urban adult travels (or is acquainted to a traveller) to South Africa, Botswana, and other countries. I believe that more than 40% of urban families have a member who travels, and over 30% urban families receive foreign currency every month. There is no traveller who does not buy sweets for “children” or “loved ones”.
Back to campers. “Why then should I, a camper, bring, or even consume, a “wack” brand like Crystal, when every other kid has ‘Beacon’ this, ‘Beacon’ that?”, they would exclaim. Considering how young people influence one another, in no time at all, there were more Beacon and Nestle products on camp than Crystal.
This phenomenon does not only affect Crystal, but other confectionary brands as well, such as Charhons and Lobels. Lobels begun well in the 2003s, when they introduced their new tangy sweets, which were affordable, and well packaged. The competition from the Beacons is slowly driving them out within the young people communities (childish communities).
Crystal is a good brand like I said, but they are slackening in their brand strengthening. This will cost them big time, because their major consumers now have access to world class brands as first choices. Imagine a scenario where a young person watches a movie with a Beacon logo, and sees the same brand at camp or school. Again, imagine what will happen the day Street Vendors start selling Botswana and South African confectionaries.
Crystal is committing brand suicide, by neglecting young people. I promise you, when these same people grow up, into their new families, they will not buy local sweets for their “high class” children. The standards of living are being elevated, so is the perception and behaviour toward brands.
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