We began our relationship with Africa in with the import of Tata Motors vehicles to Zambia. The Brand South Africa project was based on a need for a single-minded, coordinated positioning and message to sell South Africa to the world. Negatives can be turned into positives.
Define a vision and work towards it. How does one convey all that this incredible country encapsulates in one succinct, strategic offer? As part of the full Communication Strategy it was essential that not only the message was identified but also where and when it was communicated. People with positive predispositions were preferable, as opposed to trying to convince people from scratch.
Dubai realised they had no real point of difference and took the decision to position themselves as a shopping Mecca.
But rather than deter SAT, these figures served to highlight the opportunity and the growth potential that was achievable.
It was an amazing testament to South Africa and her lure. Use unconventional media to promote tourism. This extensive preparation and attention to detail meant that the agencies were able to revert back with the conceptual ATL and BTL work in an incredibly quick turn-around time.
For example, packaging a province and city as one, using Cape Town as a hook and selling the West Coast as texture. These were assessed for their strategic and consumer relevance, credibility in delivery, level of differentiation and campaignability.
We see tremendous potential in the market needs and are confident of designing products to cater to consumer needs here. International Best Practice So, how do you come up with an idea that is internationally relevant and motivating as well as locally credible and deliverable?
One of the challenges that faced South Africa was that it had almost too much to talk about. Turning this insight into inspiration through the use of praise singers, poets, dancers, audio-visuals, culinary experiences and cultural immersions allowed us to impart the strategy quickly, succinctly and most importantly, motivationally.
Tata Motors sold a total of 6, passenger and LCV vehicles last year and the plan is to sell 8, units this year. It states that tourism must contribute to Gross National Product, create jobs, alleviate poverty and improve redistribution and transformation of our economy and society.
The focus was shifted to the consumer to understand his or her needs and drive the product and marketing against intelligence of their behaviour instead of putting products out and hoping that people will visit.
It was an incredible group of people to work with, and what made it even more amazing was that they very willingly and generously gave up their very valuable and very expensive time to help a country they believe in.
They structured their entire offering around the concept of shopping and are now a world-renowned shopping destination.
It is what Added Value refers to as Identity Branding rather than destination marketingwith everyone from South African Airways to the customs officials at the airports to the local waiter living the brand message. Ensuring success through partnerships and role out South African Tourism is continuing to work closely with the various independent provincial tourism authorities and other stakeholders to role out the insight, the global strategy and the specific expression for each province and product owner that will result in one coherent message making South Africa one of the most sought after destinations in the world.
Tourism, Trade and Investment had been identified as the key drivers of GDP growth, and thus the message had to be relevant across all these audiences as well as to South Africans. Having defined the country positioning it was time to craft a specific positioning expression for Tourism together with a full marketing and branding strategy to communicate this message.
It was decided that South Africa was not for everyone and that we needed to hone our limited resources by targeting more lucrative groups. Behind which consumers do we organise ourselves to win? One of the key elements identified was the need for a joint initiative between public and private sectors.
The decision was taken that in order to avoid the mistake of creating a positioning that only echoes internal beliefs rather than external perceptions, the best strategic and marketing brains from around the world would be used to help add an international perspective.
Partnerships are also important and have been attributed to being the power behind successful destinations. Ireland even paid for the Tour de France to start in the Emerald Isle and gained four days of invaluable exposure.
In answering these questions SAT made another key choice to become a consumer-driven organisation, which positions itself to win against what the consumer wants.
Be resolute and allow for it to take time.
Various key success factors were identified and the most appropriate process for South Africa was developed. A final global brand positioning was then chosen. Describing the South African market as its focus area, the company today unveiled the cross-over vehicle Tata Aria and two trucks from the Tata Prima and Tata Ultra range at the Johannesburg International Motor Show There is a need to invest consistently and to have a long-term view.
Today we sell our vehicles in over 11 African countries.TARGETING THE RIGHT MARKETS FOR SOUTH AFRICAN NATIONAL PARKS By Ms Carina Uys (mi-centre.com) Prof. Melville Saayman (PhD) South Africa has 20 national parks comprising 3 hectares. About hectares (or 6,98%) thereof is private land contractually incorporated into national target market.
It is known that customers. TATA Motors South Africa is a leading automibile manufacturer, with a portfolio that covers a range of vehicles, to suit your business and leisure needs.
Analysis of Marketing Strategy for Tata Nano.
Ratan Tata kept his promise and the Indian market saw Nano ready to roll on the roads in the month of July, Unclear target audience. Tata in Africa Tata Africa Holdings, a subsidiary of Tata International, was established in in Johannesburg as the headquarters of the group’s operations in Africa.
Tata Africa has an extensive presence in the continent, with subsidiaries across 12 countries: South Africa, Mozambique, Zambia, Zimbabwe, Kenya, Tanzania, Senegal, Nigeria. TATA trucks Johannesburg, Gauteng trucks & busses - sales, service, parts If Tata trucks or busses are what you are looking for, then you have come to the right place.
Marketing South Africa -Turning challenges into opportunities The various “Dream Teams” were briefed on the South African current reality and key consumer insights for the target market and they set about providing a number of different positionings that they felt would best encapsulate South Africa.
South African Tourism is.Download