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Promasidor Ghana Rolls Out A Decentralized Marcom Team
After a long period of operating a centralized Marcom team, Promasidor Ghana has strategically introduced a regionalized Marcom team to revamp brand experience in the various regions. The new initiate, which is unique to the FMCG industry in Ghana, is expected to bring the brand closer to consumers in their various localities.
With their core mandate being the execution of events activities, the newly established Marcom system will allow for the team to be able to simultaneously execute events irrespective of their locations. They are also expecting support from merchandizing in their various localities.
Each team comes with years of experience in the area of market communication and also a rich knowledge of areas they will be operating from. Three out of the five territories, Western-Central, Eastern- Volta and Northern, are operating a five-member team, while Accra and Kumasi have established an eightmember team to execute all Marcom activities.
Prior to the rollout, a workshop was organized to get each team member in tune with the policy of PGL brands, best practices in organizing events and also effective and standardised ways of merchandizing.
Explaining the objectives for the establishment of the new system, Sales and Marketing Manager Mr. Timo Van Vooren said, "The new system is expected to enhance the efficiency of our activities while responding quicker to the local demands of the various regions. Having a central team, which was based at headquarters for all our events, was becoming a bit laborious and uneconomical, hence the need for a more decentralized system."
The new system, which was first piloted in the Western-Central territory, is expected to be fully operational across all territories by the 1st week of April and will go in sync with a new redistribution system of PGL products.