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A Roadmap for A Roadmap for Transforming the Transforming the
Marketing Profession & Marketing Profession & Value-Chain Value-Chain
MPHO MAKWANA - MFSA CHIEF EXECUTIVEMPHO MAKWANA - MFSA CHIEF EXECUTIVEPRESENTED TO PARLIAMENT’S PORTFOLIO PRESENTED TO PARLIAMENT’S PORTFOLIO
COMMITTEE ON COMMUNICATIONSCOMMITTEE ON COMMUNICATIONS19 OCTOBER 200419 OCTOBER 2004
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Bottom UpBottom UpSpiritualitySpirituality
People’s PrincessPeople’s PrincessPeople’s PresidentPeople’s President
Issue groupsIssue groupsConsumer powerConsumer power
People-driven/Consumer People-driven/Consumer societysociety
Top DownTop Down
ReligionReligionMonarchyMonarchy
GovernmentGovernmentBig businessBig business
Old (20Old (20thth Century) World Century) World New (21New (21stst Century) Century) WorldWorld
foremost marketing thought foremost marketing thought leaderleader
foremost marketing thought foremost marketing thought leaderleader
MERGER OF ASOM, IMM MERGER OF ASOM, IMM & DMA: 1 OCT 2002& DMA: 1 OCT 2002
The voice of marketing in SA.The voice of marketing in SA.
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The mfsa Market The mfsa Market DefinitionDefinition
Quality Assurance & Standards
Lobbying & Advocacy
Excellence Awards
Marketing related Products
& Services
• A marketing profession and trade body that A marketing profession and trade body that delivers…delivers…
To position, promote, protect and enhance To position, promote, protect and enhance the marketing profession and professionals.the marketing profession and professionals.
To provide a leading edge resource of To provide a leading edge resource of marketing knowledge and practices.marketing knowledge and practices.
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Our Vision Our Vision
foremost marketing thought leaderforemost marketing thought leader
InformsInforms(Insights)InfluencesInfluences
(Advocacy)
DevelopsDevelops(awards/endorsements)(Marketing Education
Standards)
DirectsDirects(Value-chain leadership,(Value-chain leadership,
Marketing Marketing Profession ChampionProfession Champion
And overall Voice)And overall Voice)
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Audience OverviewAudience OverviewSTAKEHOLDERS/INFLUENCERS
Government Regulators SADC EmbassiesMedia
SAQA NedlacSSETA Academia
Consumers Spec. Int. Orgs.
• AgenciesAgencies• ConsultantConsultant
ss• ResearchResearch• CreativeCreative• DesignDesign• MediaMedia• ProductionProduction• Etc.Etc.
THE
Valu
e-Ch
ain
/IND
UST
RY IndustryValue Chain
Suppliers
Internat.Bodies
IndustryBodies
Competitors
INTERN
AL
Committees
Leadership
Board
Employees
CONSUMERS/CUSTOMERS
Corp. SACEO’s NGO’s
BlackMembers
Government
Members
Corp. SAHR
SouthernAfrica Academia Students
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We believe that great business is great business is impossible without great marketingimpossible without great marketing.
MFSA Value MFSA Value PropositionProposition
Our strategic Intent is to make marketing make marketing the heartbeat of the economy.the heartbeat of the economy.
Customer Value Proposition:A compelling future in or through A compelling future in or through marketingmarketing.
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The mfsa Brand The mfsa Brand Essence Essence
Our people
Creativity
Insight
Excellence Integrity
ServantLeader
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Essence ExploredEssence Explored
ServantLeader
Connector Guide
Facilitator
Insight
Ideas
Inspiration
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Our role in Industry Our role in Industry TransformationTransformation
• Signatories to Industry Value-Signatories to Industry Value-statement of April 2003statement of April 2003
• Participant in the Industry Steering Participant in the Industry Steering Committee Consultative ProcessCommittee Consultative Process
• Intermediary that manages the funds Intermediary that manages the funds advanced by the SSETA to facilitate advanced by the SSETA to facilitate the creation of the Industry the creation of the Industry Scorecard through BEE MonitorScorecard through BEE Monitor
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Current Current InitiativesInitiatives
• Loeries Marketing Communications FestivalLoeries Marketing Communications Festival– Increased representivity and diversity in judging Increased representivity and diversity in judging
panelpanel– Influence the transformation of Creative Influence the transformation of Creative
DepartmentsDepartments– A platform for monitoring progression with A platform for monitoring progression with
compliance with the Value Statementcompliance with the Value Statement– A platform for celebrating and showcasing the A platform for celebrating and showcasing the
best that the South African has to offer as an best that the South African has to offer as an exciting economy within which to do businessexciting economy within which to do business
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Current Initiatives Current Initiatives #2#2
• Chartered Marketer ProgrammeChartered Marketer Programme– Board Committee chaired by Mr Board Committee chaired by Mr
Bonang MohaleBonang Mohale– 200 Charted Marketers200 Charted Marketers
• LearnershipsLearnerships– 1000 learners in partnership with 1000 learners in partnership with
SSETA. Plan to play this role every SSETA. Plan to play this role every year as Lead Employer Champion of year as Lead Employer Champion of Learnerships in MarketingLearnerships in Marketing
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Future plansFuture plans
• Partnership between MFSA & BMF to Partnership between MFSA & BMF to transform:transform:– Marketer of the Year Award Criteria and Marketer of the Year Award Criteria and
incorporate BMF’s Manager of the Year Award incorporate BMF’s Manager of the Year Award CriteriaCriteria
– Marketing organisation of the Year criteria Marketing organisation of the Year criteria incorporating BMF’s Progressive Company of the incorporating BMF’s Progressive Company of the Year Award CriteriaYear Award Criteria
– Same with Direct MarketSame with Direct Marketerer of the Year and Direct of the Year and Direct Marketing Company of the YearMarketing Company of the Year
– Preliminary discussion already taken place. A Preliminary discussion already taken place. A formal agreement to be entered into in the context formal agreement to be entered into in the context of October 2005 Awardsof October 2005 Awards