Marketing Problems in Nigeria

The problem we have with #marketing in Nigeria is a problem of definition. You know, what you cannot define...you cannot practice. You cannot even work on it. Definition really matters

Marketing problem in Nigeria started with #insurance and #banking. You know...Insurance products is very difficult to sell. So these guys have to embark on employing that they would use to get #sales. They call them #directsalesagent DSA. Sometime they use them. Sometime they manipulate them. They end up dumping them. That's why ifyou ask many graduates if they would like to do Marketing job? They would tell you No. I hate Marketing job. Many of the company in Nigeria fails at some point in The Product Life Cycle.

Marketing is not a field for everyone. It is a field for professionals.

Those that work or walk or hawking on the road are not Marketers. They are doing something different. Some elements of Marketing. We have #promotion, #salespromotion,#publicity and PR. Even #digitalmarketing is just one part of Marketing. It can never be Marketing itself. Marketing is large.

I advise many #startupcompany especially because they need to do more than Multinational that has failed to practice Marketing well.

What exactly is Marketing?

The definition is too broad.

In his first edition of Principles of Marketing 1967 Kotler. Marketing is the art and science of telling a target market that we have something of value to sell.

Marketers don't sell. They educate. It is so embarrassing to see when people talking. I am a marketer just because they can talk. You can talk but if your talk is not effective. You are not communicating.

The companies that are practicing Marketing well are BAT Procter & Gamble MTN

One of the main company that do Marketing well is MTN Nigeria. MTN has Marketing and Strategy Unit. And if you may ask me what is their job role? It is to protect and promote the MTN brand. You dont see their Marketers going inside the sun telling people to come and buy...they have a unit that does that #sales and #distribution

It is the duty of Marketing Unit to formulate and Implement #strategy. They keep on reviewing it to track progress.

Marketing is a corporate job. It is not a job of hawker. Not something you see on the road; "Marketers wanted N20,000 daily"

They pay Marketers peanut in this country. Which is very embarrassing.

Drucker pointed out in 1954 "...sourcing,logistic,insurance and warehousing are the darkest continents areas of business. The least competitive areas of business for competitive advantage"

Insurance is a dead course. Banking job is being taking over cheaply to manual worker using  mini technology. These guys have to attached themselves to Marketing.

You see when companies are gathering fact. Like collecting cookies. These are some areas of Marketing. Even if it is a bit Marketing. We don't use marketing to manipulate. We use it to impact the planet, the global world, the ecosystem,the global village itself