Although Africa still represents a fraction of the global advertising market estimated at $ 500 bil

When a television commercial touting the services of the Indian mobile phone company kehe distributors Bharti Airtel in Africa has been a flop it a few years ago, marketers are returned to the table to understand why.
Images savannah, South African actors, and the use of rooms - while many Africans use Banknotes-had limited the scope of the advertising in some parts of the continent, which is far be a good thing for a company operating in 17 African countries.
"This kehe distributors is where multinationals are wrong. They come with their global positioning and want to do the copy-paste "says Bharat kehe distributors Thakrar, head of Scangroup, one of the most successful African marketing agencies based in Nairobi. "They think everyone looks but put black models kehe distributors is not enough. It's like putting a Thai, a Chinese and an Indian in the same pub for all of Asia. "
Just as the American supermarket chain Walmart or the UK, Tesco, who realized that their expansion into the Chinese market was more difficult and slower than expected, the multinationals - they have already entered or not the African market - may encounter the same problems in Africa if they do not fit their advertisements.
The possible consequences of failure are important multinationals such as Heineken, Unilever, Nestlé and L'Oréal are interested in a booming Africa .. investing millions of dollars over the past five years to draw in a market the estimated nearly one billion people with middle class and rising economies kehe distributors that are growing rapidly consumption. And the arrival of foreign companies mobile and consumer societies in Africa has led to an explosion of advertising in Africa.
Although Africa still represents a fraction of the global advertising market estimated at $ 500 billion per year, researchers at the institute kehe distributors Nielsen reported that last year, Africa and the Middle East were the regions with the highest advertising expenditure in the world, with an average of 14.6% against 3.2% for the rest of the planet.
The IMF predicts average growth of about 5% per year on a continent where some surveys reveal that the middle class would consist of little more than 300 million people. The key information for multinationals is that consumer spending in sub-Saharan kehe distributors Africa is expected to reach one trillion dollars by 2020, an increase from 600 billion in 2010, according to researchers Euromonitor group.
Marketing development, however, has not been successful in some cases. Especially because some companies have too quickly considered Africa as a country, and therefore failed to establish a connection with consumers.
Airtel knows something kehe distributors and shortly after the failure of his campaign, the operator has chosen to campaign tailored to its various African markets: a spot where you can hear a resourceful speaking pidgin for Nigeria, another spot with Congolese local mechanic background music .. and a variety of other spots demonstrating graduation ceremonies to reflect the more conservative nature of East Africa.
Foreign companies are advertising in Africa encounters another problem: local companies that better understand and respect the individuality of African markets and are prepared to work in fragmented markets. kehe distributors "There is more competition from companies and local brands" admits Ian Donald, the regional director kehe distributors of Nestlé manages 21 African markets.
Over the last decade, a detergent called Toss sold by Kapa Oil Refineries (a local company in Kenya) has snatch market share from the leader (part of Unilever), OMO, though this for 60 years. Unilever, the second largest manufacturer of consumer products in the world after the U.S. Procter & Gamble, said that competition increases "finally pushes the marketing in Africa to focus more on the consumer."
Mr Thakrar of Scangroup added: "We say all the time to multinationals, they have to make the most relevant ads, which are more echo. It's more expensive but it is the only