MARKETING INFORMATION
MARKETING IN
AFRICA AND
THE CONSUMER
LANDSCAPE
By Isaac T. Ngatia
W
hen you fall get up, oh
oh, If you fall get up,
eh eh. Tsamina mina
zangalewa, Cuz this is Africa
Tsamina mina, eh eh, Waka waka, eh
eh, Tsamina mina zangalewa, This
time for Africa!
That was the theme song for the
2010 FIFA World Cup held in South
Africa. This was an event that not
only boosted South Africa’s image as
a host, but as the lyric highlights, it
was also seen an African event.
In social events having different
nationalities, many tend to play
this song to identify any groups
from Africa as the song cuts across
boundaries. Indeed, brand Africa has
existed in many minds, but connotes
varied images.
Why is it important to address the
brand Africa? The global markets
still look at the continent as a whole,
but let me clarify that this implies:
Addressing the region, the same way
as others like Europe, Asia …etc,
and more important, a high number
still look at Africa through a prism
of risk, low income, the unknown. Is
‘‘ Why is it important to address the brand
Africa? The global markets still look at the
continent as a whole, addressing the region,
the same way as others like Europe, Asia, and
more important, a high number still look at
Africa through a prism of risk, low income, the
unknown. Is this a bad thing? Not at all. The
onus is for the African marketer to address the
‘brand’ perception.’’
30 MAL 12/16 ISSUE
this a bad thing? Not at all. The onus
is for the African marketer to address
the ‘brand’ perception.
I once attended a ‘summit on Africa’
and during the break, a delegate said
he would like to put a subsidiary
in Africa. Upon probing further, I
realized Africa is still a blank slate
for anyone out there who has not
interacted with the continent or its
people. Indeed, its common to come
across the question – ‘are you from
Africa?’.
As the continent continues to
integrate in the global space, there is
a need to address the brand Africa,
its people and the consumers it holds.
However, there is a need to address
the dual issue of one-in-many as well
as the many-in-one aspects. That is,
the one continent that holds over 54
independent nations, and same time
provide every country to develop its
unique opportunities.
There exist some key aspects that
are used over time to define the
continent. For instance, statements