Countries / Territories

Branding and marketing for value addition

  •  marketing for value addition

    In 2016, training sessions for 30 enterprises were organized in Morogoro, Tanzania, on packaging, labelling & branding. The project recruited a local expert to develop some brands and labels for six SMEs as a pilot. Since then, more SMEs have benefitted, with more than 100 different graphic designs developed since June 2016.

    The packaging services centre at SIDO was also equipped with computers and printers for designing and printing labels. Numerous SMEs have taken advantage of this service and the local expert introduced by the project has developed an independent working relationship with SIDO.

    Stakeholders expect other initiatives to draw lessons from this packaging centre so that other countries in Africa and in the East African Community can replicate this example. SIDO can also host study tours by other organizations and foreign institutions to the centre to learn more from this great packaging initiative. In 2017, a new Food and Agriculture Organization (FAO) regional initiative – sub-Saharan Africa: Improving food packaging for small and medium agro-enterprises – toured the packaging centre in Dar es Salaam.

    In addition to quality compliance, branding and marketing are key areas for value capture and profits in any value chain. With value addition in mind, combined with enhancing market access for differentiated honey, in 2015 ITC developed brands of nine Zambian SMEs and communication materials, including new label designs. In total, over 20 stakeholders in the honey sector were trained on marketing, packaging and branding strategy.

    Four separate in-store promotions were held in Zambia in 2016 including online promotional campaigns with new brand designed by ITC. Two processors (Luano and Ubuchi) were selected for the promotions in Zambia that were done in collaboration with a local marketing agency DDB Zambia and ZDA. Engaging local actors is important to ensure sustainability after the project has ended, as the local companies can turn to ZDA and DDB Zambia for further marketing and branding related technical assistance.

    In April 2016, ITC experts also organised B2B meetings for Zambian SMEs (Ubuchi, Meshearles Enterprise Limited and Luano) with 15 Botswana distributors and retailers as a way to build marketing channels for the Zambian companies’ branded honey. Moreover, an in-store and online promotional campaign were conducted in Botswana.

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