Foremost marketing thought leader A Roadmap for Transforming the Marketing Profession & Value-Chain MPHO MAKWANA - MFSA CHIEF EXECUTIVE PRESENTED TO PARLIAMENT’S

foremost marketing thought foremost marketing thought leaderleader

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

http://www.sapo.co.za/cms/viewHTMLarticle.asp?parentid=0&parentlevel=0



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







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.




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.




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)




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




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.




The mfsa Brand The mfsa Brand Essence Essence

Our people

Creativity

Insight

Excellence Integrity

ServantLeader




Essence ExploredEssence Explored

ServantLeader

Connector Guide

Facilitator

Insight

Ideas

Inspiration




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




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




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




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



Documents

Foremost marketing thought leader A Roadmap for Transforming the Marketing Profession & Value-Chain MPHO MAKWANA - MFSA CHIEF EXECUTIVE PRESENTED TO PARLIAMENT’S