“It is not catsup, It is Heinz the only ketchup,” she presents to the brand owner.
As a team we sat to understand why this advertising copy is so unique. Once validated it will show on TV, Billboards, digital media etc. Many will say these words draw our attention to the brand; others will say it is just short and sweet; others will say the ad copy highlights the product. These are all correct answers. You may possibly find Heinz in grocery stores, however, when advertising and selling beauty for Africa we will not advise selling products at groceries or at pharmacies. When acknowledging beauty product and beauty services brand budgets should be allocated to flagships and branded specialty shopping. Why do we say this?
Now, let’s take a look again on the advertising copy. Even when Heinz is such an appealing product many shoppers will still go for Catsup. www.wallapop.es was launched as an answer to price dumping. On this website users are encouraged to sell used and new goods. Prices are published to facilitate comparison. This is a way a tech idea became a solution to economic and pricing dilemmas.
We say oosyn.com/startup is the tech solution for those skilled ateliers and printers operating in the African continent because a supervision of a Fashion Designer brings them together in an harmony that can be sold in flagships and in specialty stores.
On a previous post we illustrated an ethical consumer. We also mentioned the signs to understanding the carbon footprints of goods. On this piece of reading the team want to illustrate how products and services will be delivered to the African continent. Beauty products and beauty services will be delivered to the African continent through flagships and branded specialty. We consider other forms of deliveries are waste. With the term ‘flagship’ we begin to mention the likes of L’Oréal flagships in Africa. With the term ‘branded specialty’ we can continue to imagine the likes of ULTA or EUCERIN specialty stores. Moving forward on this piece we have taken the effort to understanding two frictions considered to be hurting the beauty economy, the beauty products and the existing beauty services in the continent. These will be primarily waste and price dumping.
Waste: any product manufactured by a company which is not registered under the regulatory body. One taking up space on the shelf and the consumer is not willing to pay for. Price Dumping in International trade refers to a company selling goods in a different market below the price at which it would sell in its domestic market. Visualise a garment manufactured in China, used in Spain, afterwards freighted to Libya, in what quality or price do we expect this delivery? The price is low. Price dumping occurs when Africa cries for help. They are disguised as humanitarian freights. They are unregulated.
When reflecting on waste what do companies need to know? African fashion houses require the consciousness to decide against economic hazards. From a regulatory view these behaviours are economic hazards. They shouldn’t be promoted by companies because they hurt the companies and brands behind them. Thus, it is imperative we focus on answering to these hazards through flagships and branded specialty formats for investments. The solutions remind us of the importance of trademarks. Here is what we have to say about trademarks:
# Trademarks are easier to identify
Companies spend money and efforts on identifying their brands.
# Trademarks retains value, quality and authenticity
For Fenty and Nuxe the regulatory body regulates safety, labels, packaging and guarantees product quality. Filling centres in the continent make supply chain easier to own. If skincare retain value through the supply chain, and after they are approved, there will be no friction between the FDA authority and the NAFDAC authority.
# Trademarks are easier to promote
Retail advertising and digital efforts are easily managed for trademark owners, a privilege granted to you by previous Presidents. Also, we have seen influencer marketing working better, and easier paid, when influencers receive branded products.
In conclusion, the value offered by flagship sales and branded specialty has made them an increasingly viable option for technology, delivery, e-commerce and brand budget.
Is this dream crazy enough?
