marketing mag founding sponsors

the communication forum
for MAURITIAN PROFESSIONALS
vent
reators
Issue No.8 FEBRUARY 2013
MARKETING MAG FOUNDING SPONSORS
The marketing community in Mauritius is supported by the following leading firms:
MARKETING MAG FOUNDING SPONSORS
Cim Finance Ltd
Cim Finance is one of the leading providers of credit
solutions in Mauritius to both individuals and the
corporate sector, particularly supporting the small and
medium enterprises.
Contact: 1st Floor, Manhattan Building, c/r Edith Cavell
& Mère Barthélemy streets, Port Louis, Mauritius.
Tel: + 230 203 6800. Fax: + 230 203 6810.
Web: www.cimfinance.mu
Radio ONE
The premiere private radio in Mauritius with a
strong culture of listening to its audience. Radio
One broadcasts quality news and information while
delivering relevant and innovative radio programmes
and events.
Contact: Radio ONE, VIVA VOCE Limitée, 3, Rue Brown
Séquard, Port Louis.
Tel: +230 211 4555. Fax: +230 213 4946.
Web: www.r1.mu
Watiwala Emarketing
We e-mail your marketing messages to individuals
and corporate clients resulting in immediate and
measurable market feedback
Contact: 40a, Route du Jardin, Curepipe, Mauritius.
Tel: +230 5448 9999, +230 5449 8899
Email: [email protected]
Web: www.watiwala.com
Event Creators
vent
reators
Offers full fledge event services and logistics from
conception to completion, managed by specialists in
specific fields. Our mission is to make of each event a
UNIQUE experience for all stakeholders.
Contact: Royal Road, Mont Fleury - St Pierre
Tel: 433 4440
Flower AD
Flower AD is a Mauritian owned company
specialized in billboards. Born in 2008, we propose
4x3m billposting networks (120 boards) and Long
Conservation boards of different dimensions from
6x3m to 11x4m.
Contact: Industrial Zone, Phoenix.
Tel: +230 6969 9900 Email: [email protected]
Le Matinal
Premium newspaper in French, published daily
Monday to Saturday by AAPCA (Mauritius) Ltd.
Contact: 6 Poudriere Street, Port Louis.
Tel: 207 0909 Fax: 2134069. Web: www.lematinal.com
Hatchings
Hatchings specialises in business development through
marketing practice and is an affiliate of “africapractice”,
the leading development firm in Africa.
Contact: Moka Business Centre, Moka.
Tel: +230 4069622, Email: [email protected]
Web: www.hactchings.mu
Harel Mallac Technologies Ltd
Harel Mallac Technologies Ltd is a leading regional
technology company focused on delivering business
and technology solutions. Established since 1988, the
company is a subsidiary of Harel Mallac Group.
Contact: 18 Edith Cavell Street, Port Louis, Mauritius.
Tel: +230 207 3200 | Fax: + 230 207 3232
Email: [email protected]
Web: www.hmtechnologies.mu
TNS Analysis
Part of Taylor Nelson Sofres Group - leading socioeconomic and marketing research consultancy agency
operating in the Indian Ocean Region (Madagascar,
Mauritius, Reunion island, Mayotte, Seychelles and
Comoros).
Contact: 1st Floor, Ebene Skies, Ebene, Mauritius.
Tel: +230 202 0055 Email: [email protected] Web:
www.tnsglobal.com
defi media
Le Défi Media Group is a leading publisher of newspapers
and magazines including Le Défi Plus, News on Sunday,
Défi Turf, Défi Quotidien, Hebdo, Le Dimanche, Star,
Vision, Défi Immobilier and Défi Moteur. The group also
runs a Web TV, online advertising and mass mailing
services.
Contact: 48 Labourdonnais Street, Port Louis
Tel: 211 8131/507 0666 Fax: 213 0959.
Web: www.defimedia.info
MARKETING MAG SUPPORTERS
LOGOS PUBLICITY
Incorporated on 17 November 1987 as a fully-fledged
advertising and communication agency by offering a wide
spectrum of quality services.
Contact: 18, Rouget Avenue, Soreze, Pailes, Rep. of Mauritius.
Tel. (230) 286 7330.
Email: [email protected]
To be on this page contact DEYAN at [email protected]
OUR DOOR IS OPEN!
MarketingMag is a platform for the marketing
fraternity of Mauritius bringing together marketing
service providers and marketing management
professionals.
We invite you to freely communicate your
company’s news. Products, services, launches, new
appointments, past work you are proud of…
EXECUTIVE DIRECTOR
Deyan Ristic
M: 57274343
E: [email protected]
Advertising Agencies: send us artworks and we will
showcase your work
EDITOR
Mike Lynch
M: 54992303
E: [email protected]
Public relations professionals: feel free to share
your clients press releases
DESIGNER
Royal-Praise O. Omololu
Event companies: send us the photos of your events
Published by
Evann Publishing, a brand of
Hatchings
Moka Business Centre, Moka, Mauritius
T: (230) 406 9622.
Web / digital marketing companies: send us the
link to your work
Research companies, printers, mass mailing,
telemarketing, merchandising, give away
suppliers: send us your news, appointments, new
services, equipment you bought, client accounts you
won…
MARKETING
MANAGERS,
MANAGING
DIRECTORS, CEOs, BRAND MANAGERS share
with everyone about your product launches, training
of your staff, new appointments, new branches,
alliances, brands you added to your portfolio…
HUMAN RESOURCE MANAGERS ! All vacancies
relating to marketing suppliers or marketing related
positions are published FREE of charge.
1st Quater issue:
Retail Industry
coming out end of March.
Our door is open. It is the right time for marketing
professionals to market themselves!
MarketingMag
INSIDE THIS ISSUE
.
04
David-Mr Courts
David Isaacs ‘retire’ to
concentrate on Africa
expansion.
.
06
MARKETING @
WORK
Iframac and MercedesBenz, partners in an
automobile revolution
10
‘Mille mercis’
Le Defi Quotidien nous a
permis de creer une masse
critique dans notre strategie
de creation d’ un .....
20
MARKETING
WORLD
Get a quick take on whats
happening overseas
MARKETING MAG ISSUE 8 FEBRUARY 2014 | 3
A master of the retailer’s art
notches 29 years of Courts
David Isaacs ‘retires’
to concentrate on
Africa expansion
David Isaacs ,CSK - or “Mr Courts” as he is affectionately
known to many Mauritians - recently retired from fulltime employment as President and CEO of Bramcom
Holding, which groups companies operating in the trade
and commerce sector for British American Investment
Group.
From this month, though, he is working as a consultant
for the group with responsibility for the expansion of
commercial activities in the Indian Ocean region and
Africa – almost 29 years to the day when he first arrived
in Mauritius.
In June of 1985, he opened the first Courts showroom,
known then as Mammouth, in Bell Village. Just five
years later, the company was floated on the local
stock exchange in what was the first public flotation in
Mauritius.
In 2005, after Courts was acquired by British American
Investment, Mr. Isaacs continued to oversee its
operations and was eventually promoted to President
and CEO of Bramcom Holding Ltd, which comprised
more than 15 companies.
He was decorated by the Mauritian state in 2003
and received the Order of the Star and Key for his
contribution to commerce and to the community.
Four years later, in 2007, he was again decorated and
received the medal of Commander of the Star and Key.
He spoke to MARKETING MAG about the Courts’
history in Mauritius:
Q: What made Courts plc, which was based in London,
choose Mauritius way back in 1985?
The family who opened the company, which was a major
UK furniture retailer, decided to expand in the 1950s
in mainly Commonwealth countries including islands in
4 | MARKETING MAG ISSUE 8 FEBRUARY 2014
the Caribbean, then Fiji, Australia, Singapore and Papua
New Guinea. In 1985 it was Mauritius and I was asked
to come and set up the first showroom here.
It was initially called Mammouth, firstly because we had
a chain of large retail out-of-town shops in the UK which
were called Mammoth. The other reason was that
Mauritius was the first French-speaking country that
the group had opened in and there was some concern
at our head office whether the name Courts, which
was generally how the group was known everywhere,
would be understood or pronounced properly here.
We thought the easiest option, which turned out to be
a very good idea, particularly from the marketing point
of view, was to translate the name Mammoth into the
French Mammouth.
Q:
At the time, it was considered something of a
shopping ‘revolution’ wasn’t it?
It certainly was. In 1985, the largest shop of any kind
in Mauritius was PrisUniq in Curepipe. There were
no hypermarkets and no major supermarkets. So we
opened in Bell Village and we had about 35,000 sq feet
of showroom space. So by size it was quite unique. The
other reason we were considered new and different
was that we were selling on credit via the Hire Purchase
Act. We were selling household furniture and electrical
goods to the public with the facility, if the public wanted
it, to buy on hire purchase. That in itself was new.
It created a huge amount of interest and we had queues
in front of the showroom for six or seven days after the
opening. In fact, on the first two or three days we had
queues of people waiting to come in throughout the day,
so much so the police had to close the shop at about
5pm and tell people to come back the following day. The
shop had a huge impact.
Q: You were democratising shopping…?
That’s true. Some journalists picked up that point,
especially the aspect of credit under hire purchase… It
enabled people to possess products that they could not
have afforded to buy for cash.
Q: Over the years you have been here, there must have
been many memorable moments…
I think there have been some fairly momentous events
in the company’s life - listing on the Stock Exchange in
1990 just five years after we opened, and opening the
branches we have opened (we have more than 30 now);
the business has never stood still. In the mid-1980s we
became part of the BA Investment group, so in a way we
became more localised, which was a historic moment in
our lives. And last year, we opened our first showroom
in Africa in the Kenyan capital Nairobi.
Indeed, we hope that within the next four to five years
we will have a considerable number of showrooms not
just in Kenya but but in other countries in East Africa
and possibly further afield into southern and central
Africa.
Q: Will you be involved?
Yes I will, especially this year. My plan will be to prepare
the ground for a rapid expansion in Africa. There is a
lot to do, time-consuming but enjoyable work, and the
decisions we take this year will have a big bearing on the
group of companies in the next two to three years. I will
be working specifically on the strategy and expansion
plans.
Mr Isaacs is married to a Mauritian lady and they have
three children, two girls and a boy. “I feel Mauritian now,
but I would like to be able to speak Franch and Creole
better than I do, but that’s another one of my personal
ambitions in the next two to three years…”
MARKETING MAG ISSUE 8 FEBRUARY 2014 | 5
MARKETING@ work
Iframac and Mercedes-Benz,
partners in an automobile revolution
FROM LEFT: Christophe Chung, Vice President, Sales Luxury; Brian Burns, CEO Iframac, and Claudio Feistreitzer,
Chairman, Bramcom Holding.
Last year marked 40 years of the successful presence Rawat. It translates the latest visual identity of the
of the Mercedes-Benz brand and their much-coveted brand,”
products on our roads. As the latest step on this journey,
Iframac recently opened Mercedes-Benz World, its new The theme of the spectacular launch event was “La tête
showroom based at Phoenix les Halles in the presence dans les étoiles”, and was marked by the unveiling of the
of the President of the Republic,
new Mercedes-Benz CLA
Mr. Rajkeswur Purryag, and
Class.
the Prime Minister, Dr Navin
Ramgoolam who officially
Guests were thrilled by a
inaugurated the showroom.
magic show entitled “Moon”
performed by talented
“It’s an honour for Iframac to
French artist Mr. Vincent
have shared a common journey
Rebours. Among the other
with Mercedes-Benz, powered
surprises
prepared
for
by passion and innovation,”
the evening, the guests
guests at the event were told
discovered a Mercedesby Mr. Brian Burns, CEO of
Benz replica made of gold
Iframac.
and precious stones, crafted
by Bijem.
“Buying a car is probably
a person’s second biggest
Mercedes-Benz
is
one
investment after the purchase
of the most well-known
of a house. This is why the
automotive brands in the
day you make your decision
world, and is also the world’s
should also be one of the best
oldest automotive brand
days of your life. This is the spirit behind the creation still in existence today. The legendary three-point star
of Mercedes-Benz World Mauritius, one of the biggest celebrates its 128th anniversary this year.
Mercedes-Benz showrooms in the region, with over
1,800 SQM and capable of displaying more than 20 cars. (Soruce: Javed Bolah Vice President - Media &
“This showroom is the result of a strong collaboration Communications BA Investment)
between Daimler architects and the team of Mr. Ahmed
6 | MARKETING MAG ISSUE 8 FEBRUARY 2014
MARKETING
@ WORK
Digital marketing course oversubscribed
The first certificate in digital marketing offered locally has been launched by Analysis
Institute of Management (AIM) in partnership with Université Paris-Dauphine in
January.
The certificate, divided into three modules, is delivered by professionals and
tutors from Université Paris-Dauphine. The January sessions were conducted by
Gregory Pouy, an expert in marketing strategy and social media. They were heavily
oversubscribed and Analysis Institute of Management will be organising a fresh
intake in the second half of this year.
Gregory Pouy
Digital marketing is obviously in vogue and local marketers are scrambling to learn
more and acquire skills in effectively marketing their brands. As always, the quality
of the training determines much of the future benefit and Analysis Institute of
Management is best positioned to fulfil this need as they are already known for
the highest quality executive MBA course from Université Paris-Dauphine and for
conducting marketing strategy simulation courses from Stratix. AIM currently attracts
students from neighbouring markets. (Source: Analysis Institute of Management)
Launch of new Mauritian book
Karen Alexander, better known for her innovative interior designs for many local
brands, is also trying to preserve Mauritian culture and tradition and has published a
book that features a collection of local fairytales.
“The Collectible Fairytales: Beauty & Purpose is a superb Mauritian collection
and is an authentic gift that you can suggest to clients or give away on roadshows,
conferences and events,” says Karen. Special price is Rs390 until end of March.
MarketingMag awaits further reports on how the launch campaign was designed and
conducted.
Contact: House of Kay on 52563475 or 57186151
email [email protected] .
Website: www.houseofkay.com .
(Source: Karen Alexander – more information on www.houseofkay.com).
High quality for high flyers
December and January is the busy season for marketing practitioners supplying
diaries, calendars and corporate gifts. But over the past few years their business has
been affected by declining marketing budgets and changing habits of corporate world.
Surprisingly, MarketingMag discovers that this season was actually a good one for the
supply of high-end corporate gifts.
“We had excellent interest and orders of high quality leather gifts from many of the
leading local brands,” said Guy Fletcher (pictured left), director of ACOI. “It seems
that quality is valued even when advertising budgets are being trimmed. We are very
pleased.” ACOI has been in the market for more than 30 years and is known for its
leather goods and bespoke corporate gifts for local and international clients. The
company manufactures leather goods for brands such as Chloe and Hemisphere Sud.
(Source: ACOI Executive Director Guy Fletcher)
MARKETING MAG ISSUE 8 FEBRUARY 2014 | 7
PROFILE
Diane
Chui Chun Lam
Sales Manager
Radio ONE
Q. When did you take charge
of marketing in your company?
A. 18 months ago.
Q. How did you gain marketing
expertise?
A. From my diploma - and
former manager.
Q. What is it that
you enjoy most about
marketing?
A. The constant
evolution.
Q. Which part of
marketing can you
handle blind-folded?
Q. How do we compare with the rest of the world
in our marketing skills?
A. I think that each brand may have its
global strategy but it has to be adapted
to the local market.
A. Defining
customer needs
Q. What new marketing
skills would you like to learn?
Q. Your favorite brand?
A. Coca Cola.
A. Social proof
Q. How well are marketing
professionals positioned in
Mauritius?
A. As most of the
brands are also
international ones,
most of them have
adapted the products
well to the local
market. However,
as in all fields, there
is always room for
improvement.
Q. What are the strongest points of the
brands you are managing?
A. The impact on society.
Q. The marketing guru you respect the most?
A. Philip Kotler
Q. What next in your career?
A. Learning more about marketing, then
working for an advertising agency.
8 | MARKETING MAG ISSUE 8 FEBRUARY 2014
Nous ne sommes pas une équipe d’illuminés …. nous maitrisons la lumière.
Nous ne sommes pas complètement sonnés …. nous répandons le son.
Nous ne sommes pas déstructurés …. nous construisons des équipes.
Nous ne sommes pas dans la contraception …. nous faisons de la conception.
THE MEDIA
‘Mille mercis’
-Ehshan Kodarbux
Le directeur et rédacteur en chef du Défi Media Group aborde avec « un immense sentiment de fierté » le fait d’avoir lancé
Le Défi Quotidien, qui fête son 1000e numéro, et le positionner comme le no 1 en termes de vente en moins de trois ans. Il
revient aussi sur la télévision privée et la révolution multimédia qui est à nos portes.
Le Défi Quotidien fête son 1000e
numéro, soit presque trois ans
d’existence.
Quel
sentiment
éprouvez-vous ?
Permettez-moi d’abord de dire un
grand merci à nos lecteurs. Sans leur
confiance et leur fidélité, nous ne
serions pas là. Il faut dire merci
aussi aux annonceurs, car sans
leur soutien il serait difficile de
continuer.
Merci également à tous
les
« stakeholders »
[fournisseurs,
distributeurs,
marchands
de
journaux,
collaborateurs,
actionnaires
et autres well-wishers], dont
l’accompagnement nous est
précieux.
Et non des moindres, merci à
notre personnel qui fournit
l’effort nécessaire afin que nous
puissions remplir notre mission
d’information.
Pour revenir à votre question,
je ressens, au nom de toute
l’équipe, un immense sentiment
de fierté que nous ayons pu
lancer un quotidien, avec nos
propres moyens en interne,
et le positionner comme no 1
en termes de vente, et ce en
moins de trois ans. Sans fausse
modestie, je ne connais pas
beaucoup de cas semblables
dans l’histoire de la presse
mauricienne.
Quels sont les facteurs qui ont
permis à Le Défi Quotidien de se
réaliser et d’arriver à un résultat
positif ?
C’est un projet que j’ai longtemps
caressé en secret, ayant fait mes
débuts dans un quotidien. Mais
les moyens nous manquaient.
Nous avons donc commencé par
un hebdomadaire, puis quelques
périodiques. Nous avons étendu
nos activités à la radio, tout en
nous dotant des infrastructures
[bâtiments], équipements [presse
et prépresse], logistiques [flotte de
psychologiquement. Je me souviens
d’une réunion avec les responsables
de rédaction. Il y avait comme une
appréhension dans l’air. Allonsnous pouvoir sortir d’un rythme
hebdomadaire pour battre la semelle
au quotidien avec le personnel dont
nous disposions ? J’ai dit, soit on le
fait, et on le fait comme il faut,
soit on ne fait rien.
J’ai bluffé en affirmant : s’ils
sont capables de faire trois
bulletins d’informations chaque
jour à la radio, je ne vois pas
pourquoi, nous, professionnels
de la presse écrite, nous ne
pouvions en faire autant. Cela
a piqué notre orgueil au vif. Les
responsables de rédaction ont
repris confiance en eux-mêmes
et ils l’ont fait. Je suis fier d’eux.
Nous nous sommes mieux
structurés en cours de route,
recrutant ici, consolidant làbas. Volonté, travail d’équipe,
passion et collaboration de tout
un chacun ont été les facteurs
déterminants.
Aviez-vous des objectifs précis
et les moyens de les atteindre ?
transport] nécessaires.
Nous avions fait aussi du « capacity
building » en recrutant. Le reste
n’était qu’une question de timing. La
campagne électorale précédant les
législatives de 2010 était le moment
propice.
Mais même là nous n’étions
pas tout à fait prêts ; du moins
10 | MARKETING MAG ISSUE 8 FEBRUARY 2014
Au moment de lancer Le Défi
Quotidien,
notre
objectif
premier était de survivre et de
« break even » dans les trois
à cinq ans à venir. Objectif
surpassé en moins de trois ans.
Le brand Le Défi a joué en notre
faveur, mais il y a eu le travail ardu
de nos différentes équipes sur le
terrain.
Quelle était votre vision pour
Le Défi Quotidien ? Souhaitiezvous un traitement différent de
l’information ?
Le Défi Media Group a pris naissance
dans des conditions difficiles, avec
les moyens du bord, avec quatre
pelés et un tondu, comme j’aime le
rappeler. Cela nous a pris du temps
avant que nous puissions nous
donner les bases matérielles d’une
indépendance indispensable. La
« learning curve » a été tortueuse. Il y
a eu des fautes et erreurs commises.
Le lancement de Le Défi Quotidien
était l’occasion de démontrer que
l’on pouvait faire un « newspaper »
à l’opposé d’un « viewspaper », de
manière détachée, sans a priori
ni parti pris, c’est-à-dire informer
le lecteur, le plus simplement et
objectivement possible, et de
manière équilibrée.
Ce qui n’est pas toujours facile
dans une société aussi complexe
que Maurice, avec les gens ayant
leurs sensibilités à fleur de peau.
Ce n’est pas toujours facile aussi
pour les journalistes qui sont le
produit de cette même société,
avec toutes ses richesses et ses
tares. Cela peut devenir compliqué
lorsque les passions se déchaînent à
l’occasion d’enjeux électoraux ou de
controverses.
Mais si le journaliste, fort d’une
certaine formation, s’attache aux
fondamentaux de son métier et fait
son travail en toute honnêteté, sans
visière, nous sommes partis pour
remplir notre mission. C’est ce que
nous avons essayé de faire jusqu’ici.
Quel bilan faites-vous et quelles
leçons en tirez-vous ?
‘
C’est aux lecteurs de juger jusqu’à
quel point nous avons réussi ou
failli. Il nous revient aussi, forts de
notre expérience et face à notre
conscience professionnelle, de
savoir ce qui reste à faire pour nous
améliorer et servir davantage nos
lecteurs.
Quelle importance attachez-vous
à Le Défi Quotidien qui fait partie
de Le Défi Media Group ?
Le Défi Quotidien est un maillon
essentiel, qui nous permet d’être en
contact quotidien avec nos lecteurs,
nos informateurs et tous les autres
« stakeholders ». Il nous a permis de
créer une masse critique dans notre
stratégie de création d’un groupe
d’informations multimédia [écrit,
son et image]. Il a donné une nouvelle
dimension au brand Le Défi, créant
ainsi de nouvelles opportunités de
développement.
Pensez-vous que Le Défi Quotidien
traite les faits divers avec emphase
?
C’est une perception, mais ce n’est
pas la réalité. La une de Le Défi
Quotidien peut donner l’impression
que les faits divers occupent une
place prépondérante dans nos
pages. Dans la réalité, nous avons
une rubrique faits divers qui ne fait
que deux pages, sur un ensemble de
56.
Le concept de Le Défi Quotidien est
celui d’un journal total, grand public,
où chacun peut se retrouver. Il y a
bien sûr les actualités courantes,
mais il y a des pages entières
consacrées à l’économie, aux
phénomènes de société, aux loisirs,
aux sports…
Il y a même un second journal dans
Le Défi Quotidien, à savoir les
suppléments thématiques : Sports
les lundis, le magazine Zen les
mardis, l’économie et les affaires les
mercredis, Bollywood les jeudis et
Hollywood et football les vendredis.
Un journal, outre le fait de diffuser
l’information, a une mission de
Le Defi Quotidien nous a permis de
creer une masse critique dans notre
strategie de creation d’ un groupe
d’information multimedia.
service. Ce qui explique que nous
avons des rubriques telles Xplik ou
K, droits humains, et des petites
annonces gratuites (tant que le
prix du papier ne grimpe pas outre
mesure !).
Quotidien,
hebdomadaires,
magazines, radio et web... À quand
la télévision ?
Nous faisons déjà de la télévision
mobile ; c’est-à-dire la télévision de
demain, de manière embryonnaire
à travers notre site web, www.
defimedia.info, sous l’appellation
TéléPlus. S’il y avait du véritable
broadband [de l’internet haut débit
généralisé à un coût abordable] à
Maurice, nous serions en mesure
de fournir des vidéos de qualité,
rapidement, à une très large
audience. Celle-ci aurait été à
même de recevoir des images sur
n’importe quel support [laptop,
iPad, PC, smartphones]. Ces images
pourront aussi être captées par les
nouvelles générations de téléviseurs
à connectivité internet.
La révolution multimédia est à nos
portes. Il faut sortir du schéma qu’il
faut s’asseoir devant un poste à 19
h 30 pour regarder la télé, les infos.
La télé de demain, mu par internet,
sera mobile, accessible n’importe
où et sur de multiples supports, pas
uniquement à travers une boîte. En
ce qui nous concerne, nous avons les
capacités rédactionnelle, technique
et logistique d’entamer cette étape.
Nous avons fait la demande d’une
licence pour la télévision privée.
Nous verrons en temps et lieu s’il
est viable d’opérer une télévision
traditionnelle à Maurice.
Les gens ont tendance à l’oublier,
nous avons déjà plus de 200 chaînes
de télévision, plus chères que la
MBC, il est vrai, mais accessibles
à Maurice et de milliers d’autres à
travers internet.
Le haut débit, lorsqu’il sera enfin
généralisé et abordable, dans
deux à cinq ans, changera bien des
données, y compris la manière dont
l’information sera dispensée et les
gens informés.
MARKETING MAG ISSUE 8 FEBRUARY 2014 | 11
A day in the life of a...
5.30am Wake up!
6.00 Coffee
Sales Manager
on the run/flip through the morning papers
6.45 Reaching the office, review morning sales meeting notes
7.00 Emails and paperwork
7.30 Morning Sales Meeting (my favourite part of the day) - review the
performance and challenge the sales force on the topic of prospecting
08.45 One-on-one review of one of our sales executives
09.30 Meeting the CEO and the Marketing Communication Manager to discuss
the next quarter product roll-out
11.15 Back to emails & preparing the management report for next week’s
conference
12.30 Lunch with one of our key clients (Note: remember they are vegetarian)
14.00 Meeting our long- standing client to discuss changes in the delivery
system for their overseas purchases
15.30 Presentation (joined by one of our top performers) to a potential new
client (this could be major!)
16.45 Coffee (need it badly) with a potential new sales executive (have been
trying to recruit him for months)
17.15 Returning missed calls on the way to the gym - note: traffic, traffic,
traffic
17.30 Gym, note: leave the mobile in the car
19.00 Cocktail presentation - our research company celebrating their
anniversary
20.30 Home! Finally (missed dinner but kids still awake! brilliant)
23.20 Review notes for tomorrow’s sales speech and finally doze off
CREATIVES
@ WORK
Agency: Circus
Client: Bega
mamba
Bega is a leading Australian cheese manufacturer
that started operation as a cooperative in 1900. The
company produces and packages both natural and
processed cheese and has the capacity for over 50,000
metric tonnes a year sold in more than 50 countries
around the world. Bega is based in Bega Valley and
according to the company’s website their slogan is “Real
town real cheese”. (Source: www.begacheese.com.au)
Agency: Mamba
Client: Liqui Moly
MUCH LOVED BY ENGINES!
PARTS SUPPLY SERVICES LTD (PSSL)
New Caudan Road, Port Louis
Tel: 212 3750
14 | MARKETING MAG ISSUE 8 FEBRUARY 2014
Liqui Moly is a German manufacturer
of motor oils, additives and car care
products. The company has a wide range
of products and exports to more than
100 countries around the world. In spite
of its size it is run in an entrepreneurial
style by energetic sales and marketing
professional (and biker) Ernst Prost.
Born the same year that Liqui Moly was
established (1957) he joined as a sales and
marketing manager in 1990 and within
eight years bought majority shares in the
company. The company’s sales revenue
exploded! He refers to his team members
as co-entrepreneurs.
(Source: www.liqui-moly.com)
Agency: Cread
Client: MEXA
MEXA (Mauritius Export Association)
approached CREAD for the conception and
design of their 2014 Diary, which would be
aimed at CEOs and middle management.
The challenge was to create a light,
affordable, innovative, modern and fun tool
to help the users cope with their everyday
tasks while breaking their stressful routine.
The problem was tackled first by researching
what the audience really needed and how
they were actually using their diaries. This
revealed that people consider their diaries
as a boring necessity and really use just the
essentials. To-do lists and daily planners
are used every day but other tools such
as measurement/conversion tables, world
time zones and maps are taken care of by
their smartphones or tablets.
CREAD adopted a fun and colourful tone
for the design, introducing a friendly
mascot who would provide a daily
assortment of games, jokes and
funny/inspirational
quotes.
The games themselves were
actually pen and paper-based
and would compel the user to
interact with the diary.
The MEXA Diary was also
designed to efficiently aid the
targeted audience with their
daily needs by throwing into
the mix an everyday homechecklist, as well as very handy
information such as lists of taxi
services, restaurants/meeting
places by region, as well as
clinics and hospitals.
Breaking the rules even
further, the diary introduced an innovative way of
reading foreign time: The “Foreign Time Reader”
features an easy to understand grid system displaying
the most famous capitals and the user simply has to
add or subtract the displayed time difference from the
current Mauritian time.
CREAD focused on making the MEXA diary’s content
relevant to our times and to the user’s needs. The
mission was to break the rules and engage the owners
in using their diaries through a genuine pen-and-paper
interaction that technology would never be able to offer.
And it was centered on the basic idea that the user
should have the opportunity to think, plan and relax.
After months of intensive research, brainstorming,
testing and designing, the project finally took shape. It
was undoubtedly a fun ride for the CREAD team and is
a testament to what can be achieved when a client is not
afraid to open his mind.
MARKETING MAG ISSUE 8 FEBRUARY 2014 | 15
@
CREATIVES
WORK
Agency: Logos
Client: Le CAUDAN
An atypical campaign in the midst of the traditional
profusion of red hearts and brush script fonts in
Valentine’s Day advertisements as the aim was not to
celebrate Valentine’s Day but rather Valentine’s Day
at Le Caudan Waterfront, with its specific identity and
Agency: Maven (Seychelles)
Client: Cable & Wireless
CWS is the #1 telecommunications company in
Seychelles, going strong since 1893. To further cement
this #1 position, CSW has launched an even bigger and
better broadband package for its postpaid customers.
Showcasing its unbeatable value with these new
services, CWS tasked us to create an advert around a
high speed race representing the speed and quality
of the client’s service, with them coming out as the
unrivalled #1. We thought of TRON.
To recreate something this technically challenging
we took complete creative control of the production
- from conceptualisation, to modelling, animation
and rendering, right through to creating an original
soundtrack.
( Source: www.maven.sc)
16 | MARKETING MAG ISSUE 8 FEBRUARY 2014
atmosphere. One of the main challenges of the Vintage
Valentine campaign was to convey the vintage tone
without falling into the traps of stereotypes and by
avoiding a kitsch look
Web WATCH
A regular look at the local websites on the Internet
A brand and digital agency
member
About
Crealys Communication and Design is based in Pointe-auxCanonnieres and on its minimalist black and white website
(attractive nonetheless) says it provides visual marketing
and communication solutions including branding services,
corporate identity, graphic design, website development and
marketing materials. A quick look at the company’s clients
points to a specialization in hospitality marketing.
www.brand.crealys.mu
Expertise
Created in 1924, the company “pioneered the concept of
advertising in Mauritius”, according to its highly staff-centric
website showing quirky photos of the team throughout. The
site is colourful and highly informative with an easy click-andplay formula for the various services it offers. Affiliated to the
global player, Ogilvy & Mather, since 1996, Maurice Publicite
can be found at the Inova Business Park, Riche Terre.
www.maupub.com
As well as its new showroom in Phoenix les Halles, Iframac, part
of the British American Investment group, gave a refreshing
new look to its website. Its informative, easy to follow and gives
car lovers and excuse to hog the internet for an aspirational
experience.
www.iframac.mu
18 | MARKETING MAG ISSUE 8 FEBRUARY 2014
Contact
Crealys is a full­service branding and
marketing agency.
We work collaboratively with our clients to
understand the underlying business
challenges and uncover the meaning and
value that defines them.
By Duarte
Proper Keys
Le Capitaine
DISCOVER OUR
Read more
VISUALISATION SERVICE
Amethyst
Premium Migration & HR Services
Residence Le Capitaine
Shanti Maurice
About
www.beyondcommunications.mu
News
When a brand’s identity is true, its purpose
and passion are clear and contagious. Crealys Communication & Design was
created to give marketers this kind of
power.
About Us
Launched in January 2013, and based in Grand Baie, the
company describes itself as young and dynamic, explaining
to website-watchers that “the communication field is still
unknown in Mauritius”… Again, according to the company, its
target is to catch a young and vibrant market by specialising in
social and digital media, “as well as to attract local firms seeking
to communicate more in French”.
Case Studies
Expertise
Case Studies
News
brand communication in mauritius, graphic design
mauritius, web design agency mauritius, web design
in mauritius, communication & marketing agencies,
AIGA member in mauritius, branding agency in
mauritius,
Contact Us
Partners
Royal Road, Pointe­Aux­Canonniers
Rep. of Mauritius
Crealys Architectural Visualisation
best graphic studio in mauritius, crealys studio
mauritius, crealys brand design, brand
communication, advertising agency
T: (230) 263 2507
F: (230) 263 2507
E: [email protected]
Hire Us
Career
© 2009/2012 CREALYS LTD
All website content, text and images are property of Crealys Ltd or its respective owners. All rights reserved.
Marketing
WORLD
An audience with the Pope’s PR man Father Federico
Lombardi
20 Top YouTube and Video Marketing Stories of 2013
Google’s YouTube dominated the video marketing
headlines again this year – but the launches of Twitter’s
Vine and Facebook’s Video on Instagram as well as AOL’s
acquisition of ADAP.TV provided lots of interesting
sidebars. Here’s a look back at the 20 biggest stories of
the annual video marketing year in review....read more
Dove Real Beauty Sketches’ is Viral Campaign of Year
With the Catholic Church under new management and
undergoing major reform, Alex Benady talks to the man
responsible for communicating ‘the Francis effect’ to
the masses....read more
The industry speaks: what will 2014 mean for PR?
As the economy emerges from a five-year financial
storm, PRWeek asks a selection of industry experts
exactly what we can expect from 2014. ...read more
Dive into the vast sea of opportunities
The best comms people need curiosity, passion,
enthusiasm and energy, a collegiate spirit and a desire
to grow. Think freely, articulate your views... but keep a
sense of humour. ...read more
The 50 biggest trends driving the future of marketing
When so many of us suffer from this deep need for
continuous information on the latest innovations,
marketers are at risk of chasing what has already
happened at the expense of long-term strategic and
creative vision....read more
Data and analytics top shopping list for marketers in
2014
Two-thirds of marketers around the world plan to
increase investments in digital marketing this year, with
spend on data and analytics topping the list of digital
priorities....read more
20 | MARKETING MAG ISSUE 8 FEBRUARY 2014
It’s that time of year, folks: time to assess what worked
in online video in 2013. Unilever takes the crown of
most-viewed video ad campaign with Dove’s “Real
Beauty Sketches....read more
Is marketing at the core of your business?
BY JAMES ATKINS
I am often asked to assist organisations develop their
business strategy. When I question their approach to
market or their competitive advantage these things
are sometimes seen as separate, as if their marketing
strategy is something the marketing team focuses on
and is an outcome of developing a business strategy
...read more
Top 8 talent trends for 2014 according to Hays
2014 will be the year of multi-level knowledge, working
out which big data skills are actually needed and better
understanding of social media as a channel according to
recruiting company Hays. ...read more
From GEICO to GoDaddy: The best and worst
commercials of 2013
Top 5 oddest brand extensions
Brand extensions are a tried-and-true marketing tactic,
but can easily go awry when eagerness trumps common
sense. ...read more
2013 in review: High aspirations amid slowing
growth
The past year saw marketers seek stability and put
more faith in online and mobile as growth in the biggest
markets cooled. We look at what’s changed - and what
to expect this year ...read more
Even in a television world full of DVRs, streaming
services, and YouTube, commercials are still going
strong...read more
Coke criticised for cutting gay marriage scene from
ad broadcast
Coca-Cola has sparked an uproar in the press and on
the social web after it made the decision to cut a gay
marriage scene from the Irish version of its ‘Reasons to
Believe’ campaign, with Coke arguing it wasn’t relevant
to the market....read more
The 10 Best Ads. Triumphs in concept and craft
2013 was a year for thinking big, and spreading the
wealth. Advertisers continued to move well beyond the
30-, 60- and even 90-second spot in 2013, as two of our
top 10 ads this year, including No. 1, stretch beyond
three minutes. That’s an eternity in Internet time, yet
they were watched, loved and shared worldwide...read
more
What is a personal brand and how do you manage it
on LinkedIn? By Chris J Reed
Are you worth hiring? Are you worth promoting? Are
you worth doing business with?...read more
Coke pushes positivity, welcomes 2014
A multimedia campaign themed ‘Reasons to believe’ has
been kicked off globally. Coca-Cola launched a ‘Reasons
To Believe’ campaign in the UK that aims to show itself
as a brand that “promotes optimism and happiness”
.......read more
Close-Up: ‘If a creative is made to feel responsible,
he will deliver’
The office of Cartwheel Creative Consultancy gives
little indication of the creative spirit that it nurtures,
at first glance. One needs to venture a little further
inside, and have a chat with founder D Ramakrishna, to
understand it better. ...read more
Helen Edwards: Why ruthless Ryanair has decided
to start being nice to consumers
Ryanair’s recent decision to be nice to its customers
has got the analysts scratching their heads. Some have
found themselves wondering how the airline ever rose
to become the biggest in Europe, despite routinely
finishing bottom of the service league tables. ...read
more
Google partners with ComScore to offer real-time
metrics for marketers
After an initial test period, the partnership will
integrate comScore’s Validated Campaign Essentials
(vCE) ad metric into Google’s DoubleClick marketing
and publishing clients, built into the widely used ad
management platform. ...read more
MARKETING MAG ISSUE 8 FEBRUARY 2014 | 21
Market Intelligence
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