EVOLVING MARKETING IN GHANA

EVOLVING MARKETING IN GHANA – Perspective of Jerome Adzah

This article of mine, dubbed Evolving Marketing in Ghana is to acknowledge and evaluate the level of appreciating Marketing in the daily activities of the Ghanaian economy.

As an upcoming Marketing professional, I have been following with keen interest the marketing activities of the various industrial players towards the Ghanaian economic development.

In the fast-moving economy like Ghana where there're  consistent increase in business activities coupled with emerging socio-economic challenges, it’s understandable that the definitions of marketing hardly stay the same. In short terms, marketing has been labeled as the progression of stimulating prospective customers and consumers in your products and/or services.

The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, passionate about delighting their customers. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

GH Companies Needs To Rethink Through Its Strategies

Audience, permit me to use this medium to express my heartfelt gratitude to KASAPREKO COMPANY LIMITED the first of the local manufacturers to establish a modern quality control and product development laboratory and the first to introduce its own proprietary bespoke bottles and caps in GHANA for its great marketing techniques of gradually becoming a global giant in the beverage industry.

Albeit, this article is not about KASAPREKO COMPANY LIMITED it is however, very essential for my article to compare the Marketing activities of KASAPREKO to that of Coca-Cola Company of Ghana Limited.

For the past 7months Coca-Cola Company of Ghana Limited is underperforming because it has fail to marshal it’s available resources at its disposal to meet the consistent dynamism in the Ghanaian economy where the taste and preferences of consumers keeps changing every day. It is undeniable fact that the beverage industry in Ghana is highly competitive, that is why COKE a global giants has no excuse to relinquish its market share to competitors with all its expertise in the beverage industry.

Marketing isn’t just about trying to build sales; it’s about building relationships that cultivate loyalty. The result may yield more sales, but clients and customers want authenticity in their business relationships and a smart marketing strategy can be the difference between solidifying customer relationships or losing them. On countless occasions the principal stage for a business leader is knowing where to start. KASAPREKO COMPANY LIMITED has carve out a niche for itself in the beverage industry as it rapidly climbed to the leadership position within the Gin market with it “Kasapreko London Dry Gin”, which became the Gin of choice for consumers.

Kasapreko’s unique selling preposition of producing herbal based products derived from its gorgeous Ghanaian heritage.

Kasapreko has established brands in more than 8 different drink categories and continues to expand the range while expanding each brand’s offerings. Its flagship brand, the award winning Alomo Bitters, is the embodiment of the success that the company is capable of reaching across the world, the company has been able to capitalize on its brand reputation to introduce non-alcoholic portfolio which includes Awake water, and the new Royal range of drinks (i.e., royal cola, Fanta, malt, ginger and royal soda).

this approach adopted by KAKASPREKO has really contributed to the company growth and profit margin while it is causing its competitors, especially COKE Ghana to be trailing and losing its market share gradually as most consumers are becoming price sensitive to products that can easily be substitute

With modern social media and other Internet tools, most companies in Ghana are still behind including KASAPREKO. With simple exegesis, industries can amass useful data about clients and their needs and uncover patterns of behavior that can sharpen marketing efforts over time.

In addition to becoming acquainted with the array of available online tools, it helps to have a clear, centralized marketing message that includes precise information about your service or product. Potential customers or clients also need to know how to best follow up for more details.

Growing Business & Building Brand

Advertising a product or service within the context of the corporate story or brand history lets customers know what the organization values as well as the product or service it is promoting. When done skillfully, the advertising, story line, images and language all work together in a marketing campaign to grow current interest and generate new leads. Once clients are hooked on the story it is easier to get them to take the next step.

Knowing the competition is just as important as knowing the intricacies of your own products and services. A message that clearly tells customers how your business outshines the competition, offers a better product for the price or provides increased service can all contribute to a larger Return on Investment (ROI)

Marketing eventually is roughly fetching in clients and increasing revenues. Nonetheless such achievements originate through the preliminary objective of building a brand by humanizing candid interactions that endorse your product or service and constructing integrity and confidence in the company.

ARTICLE: JEROME ADZAH JNR