Under the chairmanship of the Minister of Trade, Industry and Handicrafts, Harouna Kaboré, members of the Club of Marketers of Burkina Faso held a press conference on Tuesday, October 13th, 2020, in Ouagadougou. The objective is to present its strategic plan 2020-2023 and launch the communication campaign to promote local consumption, which runs from October 14th to 31st, 2020.
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Local products to be promoted by the Marketers’ Club
The club of Marketers of Burkina Faso was established 3 years ago with the aim of promoting local products. “What has militated in favor of the establishment of this association is that we noticed that in almost all structures or companies, it is marketing that intervenes upstream and downstream in everything there is as research, as forecasting to the sale through the operationalization of decisions and strategies,” said the president of the club, Boureima Maïga.
This association called “marketing and sales managers club” brings together professionals from the world of communication, marketing, research and business who work within large structures. Aware of the stakes and challenges, it works closely with the Ministry of Commerce, Industry and Handicrafts on strategic and operational issues. In this regard, the association has adopted a four-year Strategic Plan from 2020 to 2023. Achieving 50% market share by 2023 is the ambition of the plan.
Setting up a central purchasing office
Strategies have been developed to achieve this objective. Among which the implementation of a central purchasing and distribution of Made in Burkina Faso products. This company will bring together experts in forecasting, research, distribution and communication. The improvement of the “product” offer through a 360 degree plan on a range of adapted products can also be observed. The last activity is to increase awareness through communication campaigns on the concept “LeMadeInFaso”.
Introducing small formats at an affordable price while maintaining quality and activating modern media can be a trigger. The work to be done is to raise awareness of the value of local consumption and to stir up the patriotic fiber in the place of local production so as to create a preferential trigger for it in terms of first choice of acquisition among a wide range of possibilities. The Minister in charge of Trade, Harouna Kaboré, positively appreciated the creation of the Burkina Faso Marketers’ Club. “It is a great opportunity today that the government has this club. We evaluated LeMadeInFaso last Thursday. It’s not just going to be a label but it’s going to be a label now that will help us move things forward,” he said.
Recalling that the period chosen for the launch of the communication campaign to promote local consumption “consume what we manufacture” is held in the month of “local consumption in the UEMOA space”. The official celebration is scheduled for October 15th, 2020 at the Ministry of Commerce.
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First published in lefaso.net, a third-party contributor translated and adapted the article from the original. In case of discrepancy, the original will prevail.
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