If anyone sees Africa as a dumping ground, they might be right when it comes to clothing and second hand cars, but not when it comes to consumer goods such as electronics and FMCG's (Fast Moving Consumer Goods). The growth in local brands at the expense of the international juggernauts; Nestlè and Unilever, is now the norm, not the exception.
The next opportunity for a regional brand is for those commodities players under the radar to change their products into brands. This is one of the most challenging decisions for a business, they need to ask themselves "are we ready to play in a market where we will be a challenger brand, or do we have the potential to be the leader?" In this market, I believe that the companies who understand brand strategy and apply it, are the ones who will win.
Here are some of the basic steps you should be aware of if you are in the market to win:
For your personal consultation please contact Wunderbrand founder; Nicholas Kühne at moc.dnarbrednuw@salohcin or for more information visit our website www.wunderbrand.com