MARKETING AFRICA MAL 18/17 mal 18:17 online | Page 11
looking product processed in filthy
conditions. The customer cared less
about the processes and conditions
under which the product was
made. That was left to the licensing
authorities. The assumption was if it
looks good, it must be good.
During that era, marketing
organizations would invest heavily at
the shop front and totally ignore the
back office. They would buy modern
display shelves, clothe their staff in
beautiful uniforms and hire interior
designers to work on the shop floor
while their production plant was a
different story.
fooled. They do not fall for the
external beauty and the fake
front office smiles. They are more
interested in the processes that bring
about this beautiful product. The US
consumers are on record threatening
to boycott Chinese products citing
the degrading human conditions
under which most Chinese worked!
The new marketer must be a
champion of open process. That’s why
the Java’s, KFC’s and the Chicken
Inns have nearly open Kitchens. You
are able to see as your coffee, tea,
chicken or pizza is being prepared.
They would force their staff to smile
to their customers while underneath,
they were grossly underpaid,
overworked, neglected and totally
unhappy. Vehicle designers would
design breath-taking interiors and
upholstery with little care of the
arrangement under the bonnet. Staff satisfaction surveys are
common place. They want to know
that the company that purports to
care for them also does the same to
its staff, to the community they are
operating in, and to the environment
as well. They believe that you cannot
love your customers and mistreat
your staff at the same time.
Today’s consumer is not easily Big industries are inviting their
clients for a tour of their production
facilities and have an open talk with
their staff. Clients must be satisfied
with and admire the processes
of making the product. They also
want to know how the by-products
are disposed of and what their
environment policy is all about.
Even in some homes, the open
kitchen is the new rave. Families
want to see and engage as their food
is being prepared.
This is marketing unwrapped for
you. The external beauty must
be replicated in the process, the
environment, the community and
the staff. Is your marketing in sync
with today’s consumer? Open up.
Evans Majeni is a businessman selling
Apple Products in Nairobi and a
director at Tahidi Homes Limited. He
enjoys stepping on big toes and paying
the price. You can reach him via mail
on this or related issues at: Majeni.
[email protected].