Superbrands setting base in Tanzania

 The Superbrands Organization, the world’s largest independent arbiter on branding, is finally setting base in Tanzania, Jaffer Jawad, Superbrands East Africa Project Director announced recently. According to an official statement issued by the organization, Superbrands pays tribute to brands that it considers exceptional through its programs. The organization also publishes a series of brand-focused books and publications. Superbrands launched its programs in many key global markets and have publications in 82 countries. The company set up base in East Africa in 2007.
Mr. Jawad revealed that his organization will officially open its doors to Tanzanian corporations on Monday, September 27, 2010, a day that will feature a speech from the Director of Superbrands, Tanzanian CEOs, awarding of certificates to the top brands in Tanzania and a luncheon after that, scheduled to take place at Kilimanjaro Kempinski after the press conference.
Mr Jaffer Jawad, who was a part of the team behind the development of Brand Kenya (Kenya’s premier initiative to create an integrated national brand), said his focus is now on his passion, which is to build regional brands with the hope of one day giving them global recognition. He said he chose Tanzania as the launch pad for this endeavour.

Explaining how Superbrands works, Mr. Jawad said that a list of leading brands in the region is compiled and a shortlist is created. Thereafter, a council of experts that includes experts in the media, marketing, advertising and PR sectors meets and ranks each brand on a scale ranging from one to 10. “The council looks at different parameters such as the customer loyalty, overall market acceptance of the brand, its longevity and resilience,” he said. The highest-scoring brands are then short-listed. Consumers are then asked to rate the brands on the following parameters: distinction of the brand, its quality and reliability.

“By getting views from consumers and from a council of experts, we are able to get two opposing views that we combine to yield the overall perception of the brand,” he said. “We are therefore able to get the extraordinary (brands) out of the ordinary,” he added

In the 2009-2011 survey, a total of 900 people were interviewed in Kenya, 700 in Uganda and 900 in Tanzania. The survey was carried around major cities in the region. Out of this survey, 84 of the most popular brands in East Africa will be featured in the second edition of the Superbrands publication that pays tribute to exceptional brands in the region. The book contains a write-up on various super brands: history, the market, achievements, products, recent developments, promotion and brand values. In Tanzania, according to the survey, the top ten brands were Azam (1), Nokia (2), Blue Band (3), Tigo (4), VodaCom TZ (5), Kilimanjaro Pure Drinking Water (6), Whitedent (7), University of Dar es Salaam (8), Chai Bora – TATEPA (9), and Omo (10).

“The first Tanzanian brands that will be receiving certificates today are Chemi & Cotex, Clouds Radio, Serengeti Breweries, Vodacom Tanzania, Azam and Tanzania Distilleries Ltd”, said Mr Jawad – Director of Superbrands East Africa.

While the survey in East Africa is relatively young, Superbrands is running its programme for the second time in East Africa, with the second edition of the Superbrands publication expected to be released during 2011.

Speaking to members of the media, Mr. Jawad said that the biggest challenge being faced is the lack of understanding of brands. To solve this he said that Superbrands East Africa plans to carry out publicity events in the region, whereby books will be distributed to companies, foreign embassies of the five east African countries and institutions, especially business colleges and universities with the view to increase awareness and knowledge on branding. He said the initiative will be particularly more appealing to industrialists who view the effort as a way of helping to introduce the trainees to their companies and their operations and hence, enhancing their integration into the work processes in contrast with the numerous orientation procedures conducted each year. Mr. Jawad said that already there have been some case studies of leading local brands that are being applied in local universities and colleges for training in business studies departments.

Mr. Jawad added that currently there is considerable progress being made towards the integration of the East African Community, something that calls for companies to build knowledge of their brands beyond the borders of individual countries.

He noted that in two years, branding will be an important topic. “What we want to do is to extend the brand beyond what you see everyday. We want the government to help move forward respectable brands in order to help people to understand brands,” he said. He also added that he wants East African brands to be recognized internationally. “By promoting brand awareness we would have done something to help that,” he noted. He regrets that East African brands are yet to make a regional mark, yet some brands are key economy boosters for some developed countries.

He added that Superbrands is also a sales driver, as companies can use the information to enhance its position and craft a market expansion strategy. He pointed out that a recent survey in the UK reveals that consumers are more likely to buy a product or service that displays the official Superbrands award stamp. The indication that some Kenyan brands are well recognized in Uganda and Tanzania can help a brand to consider penetrating the markets with good prospects.

Lastly, Mr. Jawad said that Superbrands influences key decision makers. He said that the Superbrands status is a powerful message to trade customers, employees, and company stakeholders.

For more information,
Mr. Jaffer Jawad
Director of Superbrands
Email: info@superbrands.co.ke

MKURUGENZI wa Superbrands Afrika Mashariki, Jawad Jaffer (kushoto) akimkabidhi Mkurugenzi wa Masoko wa kampuni ya Simu za mkononi ya Vodacom Tanzania, Ephraim Mafuru, cheti cha kudhibitisha ubora wa kampuni na bidhaa zinazokubalika kwa wateja wa simu za mkononi Afrika Mashariki, katika hafla ya kutoa vyeti hivyokwa kampuni zenye sifa hiyo jana, katika hoteli ya Hoteli ya Kilimanjaro Kempinski, Dar es Salaam. Katikati Mkurugenzi wa Mahusiano wa Vodacom, Mwamvita Makamba.

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STORY (swahili vesion)

Taasisi ya Superbrands, ambayo ni taasisi kubwa kuliko zote duniani inayoratibu ubora na thamani ya nembo za bidhaa, hatimaye imeingia rasmi nchini Tanzania, bwana Jawad Jaffer, Mkurugenzi wa Ukanda wa Afrika Mashariki Miradi ya Superbrands ametamka hivi majuzi. Kwa mujibu wa taarifa rasmi iliyotolewa na taasisi hiyo, Superbrands inathaminisha nembo ambazo zinatambulika kuwa zenye viwango vya ubora wa juu zaidi kupitia mipango yake mbali mbali. Taasisi hii pia inachapisha vitabu na majarida yanayoelezea shughuli za uimarishwaji na uthaminishwaji wa nembo mbali mbali duniani kote. Superbrands ilizindua miradi yake kwenye masoko makuu mengi duniani kote na inatoa machapisho mbali mbali kwenye takriban nchi 82. Taasisi hii iliingia rasmi Afrika Mashariki mwaka 2007.
Bwana Jawad amesema kwamba taasisi yake itafungua rasmi milango yake kwa makampuni ya Tanzania siku ya Jumatatu, Septemba 27, 2010, siku ambayo itakuwa na matukio mbali mbali muhimu, kama vile hotuba zitakazotolewa na wawakilishi wa Superbrands na Maofisa Watendaji Wakuu wa kampuni za Kitanzania. Hafla hiyo itaambatana pia na hafla ya utoaji wa tuzo za ubora za Superbrands kwa baadhi ya kampuni za Kitanzania ambazo tayari zimethaminishwa kuwa na kiwango cha juu cha ubora wa huduma na bidhaa zao.
Akiongea na waandishi wa habari, bwana Jawad amesema kwamba alikuwa mmojawapo wa watendaji wakuu wa kamati iliyoundwa kuendeleza Nembo ya Kenya, amesema kwamba kwa sasa anaweka mkazo zaidi katika utashi wake wa kuendeleza nembo za kampuni zilizopo Afrika Mashariki ili kuziwezesha kutambulika duniani kote. Amesema kwamba ameichagua Tanzania kuwa kambi kuu ya mkakati wake huo.

Akizungumzia jinsi Superbrands inavyofanya kazi yake, Jawad ameeleza kwamba jambo la kwanza linalofanyika ni kuandaliwa kwa orodha ya nembo za kampuni zinazoongoza na kufanya mchujo hadi kupatikana zile zilizo bora zaidi. Akaongeza kwamba, kinachofuata, baraza maalum la wataalam kutoka kwenye sekta za habari, masoko, utangazaji na mahusiano ya umma, hukutana na kuzipigia kura kila nembo itakayotauliwa, na kuziweka kwenye kiwango cha alama kuanzia namba 1 hadi 10. “Baraza huangalia vipengele vingi kama vile uaminifu wa wateja, kukubalika kwa jumla kwa nembo kwenye soko, muda wake kwenye soko na uimara wake,” Jawad alisema. Alisema, nembo zitakazopata alama za juu kabisa ndizo zinazochaguliwa na kuteuliwa kupata Hati ya Ubora ya Superbrands. Baada ya hapo, walaji (watumiaji) wanaombwa kuzipigia kura nembo hizo kwa vigezo vya umahiri wa nembo, ubora na uzatiti wake.

“Tunapopata maoni ya walaji na ya baraza la wataalam, tunapata mitazamo miwili tofauti ambayo tunaijumuisha ili kupata mtazamo wa jumla wa nembo husika,” alisema bwana Jawad. “Kwa mwendendo huu, tunaweza kupata nembo zenye ubora wa ziada kutoka kwenye kundi la nembo zenye ubora wa kawaiday,” aliongeza.

Kwenye utafiti uliofanyika kwenye kipindi cha mwaka 2007-2008, jumla ya watu 900 walihojiwa nchini Kenya, watu 700 walihojiwa nchini Uganda, na watu 900 walihojiwa nchini Tanzania. Utafiti huu ulifanyika kwenye miji mikuu ya nchi hizi, na ulijumuisha nembo 64 zilizo maarufu zaidi Afrika Mashariki, zilizoonekana kwenye toleo la kwanza la jarida la Superbrands, linalotambua nembo mahiri zaidi kwenye ukanda huu. Kitabu hicho kinajumuisha maelezo juu ya nembo mahiri tofauti, kama vile historia, masoko, mafanikio, bidhaa, matukio mapya, uhamasishaji na thamani ya nembo. Kwa mujibu wa utafiti huo, nchini Tanzania, nembo zilizopata nafasi kumi za juu zilikuwa Azam (1), Nokia (2), Blue Band (3), Tigo (4), VodaCom TZ (5), Kilimanjaro Pure Drinking Water (6), Whitedent (7), University of Dar es Salaam (8), Chai Bora – TATEPA (9), na Omo (10).

Japokuwa utafiti huo unaofanyika Afrika Mashariki sio wa muda mrefu sana, Superbrands inaendesha mkakati wake huu kwa mara ya pili hapa Afrika Mashariki, ikitarajia kwamba toleo la pili la jarida la Superbrands kuchapishwa mwaka huu wa 2010.

Akizungumza kwenye mkutano wa waandishi wa habari, Jawad alisema kwamba changamoto kubwa analokutana nalo wakati wa utendaji wake wa kazi ni uelewa mdogo wa masuala ya nembo za kibiashara miongoni mwa wadau mbali mbali. Ili kukabiliana na changamoto hii, amesema kwamba Superbrands Afrika Mashariki ina mpango wa kuendesha kampeni ya uhamasishaji kwenye uwanda huu, ambapo vitabu vitasambazwa kwenye makampuni na taasisi mbali mbali, hususan vyuo vinavyotoa mafunzo ya kibiashara ili kuongeza uelewa na ufahamu na maarifa kuhusu masuala ya nembo na uendelezaji wa nembo. Amesema mkakati huu utawavutia, hususan, wamiliki wa viwanda ambao tayari wameziona jitihada hizi kama mojawapo ya njia ya kuzitambulisha shughuli zao kwa wanafunzi na hivyo kuimarisha uingizwaji wao kwenye mfumo wa utendaji kazi, ikilinganishwa na mikakati mbali mbali ya mafunzo yanayoendeshwa kwa ajili hiyo kila mwaka. Jawad amesema kwamba tayari kuna mifano hai ya utafiti juu ya nembo zinazoongoza kwenye masoko ya ndani ambayo inatumika kama sehemu mojawapo ya mafunzo kwenye vitivo vya biashara kwenye vyo vikuu nchini Kenya.

Akiendelea na maongezi, Jawad amesema kwamba hivi sasa kuna mafanikio makubwa ambayo yamefikiwa kwenye uendezwaji wa harakati za uimarishaji wa Jumuiya ya Afrika Mashariki, jambo ambalo linahitaji kampuni kujenga uelewa na ufahamu wa nembo zao nje ya mipaka ya nchi zao. Alisema kwamba baada ya miaka miwili suala la nembo litakuwa ni jambo muhimu sana.

“Tunachotaka kufanya ni kuziendeleza nembo zaidi ya kile unachokiona kila siku. Tunaitaka serikali kusaidia kusogeza mbele nembo zinazoheshimika ili kuwasaidia watu kuzielewa,” alisema. Jawad alisema pia kwamba anataka nembo za Afika Mashariki kutambulika katika ngazi ya kimataifa. “Kwa kuhamasisha utambuzi na uelewa wa nembo tutakuwa tumechangia jambo hilo kufanikiwa,” alisema. Alisema anasikitika kwamba nembo za Afrika Mashariki hazijafikia hatua ya kuweka alama ya kijiografia, wakati kuna nembo ambazo ni vichocheo muhimu vya uchumi wa nchi zilizoendelea.

Akielezea juu ya faida ambazo Superbrands inazipatia kampuni, Jawad amesema kwamba Superbrands inachangia kwa kiwango kikubwa kuwapo kwa utambuzi na uelewa wa nembo, ambapo kupitia machapisho yake, maelezo juu ya kampuni za Afrika Mashariki yanasambazwa ndani ya Afrika Mashariki na nje yake. Maelezo yanayopatikana kwenye machapisho ya Superbrands zinaweza kuwa chanzo cha taarifa kwa watu binafsi au taasisi ambazo zinataka kuwekeza kwenye kampuni, alisema.

Bwana Jawad alisisitiza kwamba Superbrands pia ni kichocheo cha mauzo, kwani kampuni zinaweza kutumia maelezo yanayochapishwa juu yake kuimarisha mahala pake na kujijengea mkakati wa upanuzi wa soko lake. Alionesha mfano wa utafiti uliofanyika muda si mrefu uliopita nchini Uingereza, ambao ulibainisha kwamba wateja wanakuwa wepesi zaidi kununua bidhaa au huduma yenye nembo rasmi ya Superbrands, kuliko zile ambazo hazina chapa hiyo. Mtazamo kwamba baadhi ya nembo za Kenya zinatambulika sana nchini Uganda na Tanzania unaweza kuisaidia nembo kufikiriwa kupenyeza kwenye masoko ambayo mafanikio mazuri yanatarajiwa.

Akihitimisha, bwana Jawad alisema kwamba Superbrands inachangia utoaji wa maamuzi wa watendaji wakuu wa makampuni, akibainisha kwamba Superbrands inaipa nembo hadhi kubwa ambayo ni ujumbe wenye nguvu kubwa kwa wateja wa kibiashara, waajiriwa na wanahisa.