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Why Africa’s consuming class has potential for marketers

Rather than focusing only on Africa’s middle class when considering the potential of the continent, marketers may be well advised to look at the grouping known as the consuming class – those who spend more than US$10 per day.In an article written for the latest issue of the ‘IMM Journal of Strategic Marketing’, senior Nielsen Research executive Ailsa Wingfield says that, worldwide, the consuming class represents a massive emerging market opportunity and by 2025 this segment will swell to 4,2-billion people (53% of the world’s population) and account for 50% of all global consumption spend.“Today, Africa’s consuming class is…

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Retail giants get set to slug it out

Having long held sway in the top end of South Africa’s food retail market, Woolworths is finally facing a serious challenge to its dominance. It comes from none other than Shoprite’s Checkers retail brand, which has traditionally targeted sales at a lower end of the customer scale, the ‘IMM Journal of Strategic Marketing’ reports in its latest issue. It is shaping up to be an absorbing battle in a market that Woolworths has dominated for many years. “We want more of their customers and to dismantle their monopoly in the premium food sector,” says a determined Shoprite CEO, Pieter…

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Strategies for targeting the African middle class

When targeting the middle class consumer in sub-Saharan Africa, marketers need to be aware of a number of key strategies, the ‘IMM Journal of Strategic Marketing’ reports in its latest issue. Quoting the results of the African Lions study conducted by research company Ipsos and the Unilever Institute of the University of Cape Town, the magazine says the following are some of the approaches that marketers should follow: Speak the Language: African Lions believe that brands have to adapt to the local environment, and speaking the language of consumers is the first step. It is also intrinsically…

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How to design and market a true luxury brand experience

Creating a top-end global luxury brand requires a very specific set of actions in order to build the desired image and consumer emotion, reports the ‘IMM Journal of Strategic Marketing’ in its latest issue. The magazine quotes a study by the European School of Management and Technology (ESMT) in Germany, which identified several key things brands need to focus on in order to design and market a true luxury experience. ESMT says luxury brands should advocate beliefs to customers rather than simply rely on brand values. Beliefs go further; they’re more specific and, consequently, more segmenting. Unlike mass…

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IMM Graduate School launches new online short courses aimed at upskilling and maximizing time

South Africa, Johannesburg, 12 February 2018: The IMM Graduate School is pleased to announce the launch of a range of online short courses in Marketing & Advertising, Business Management, Supply Chain Management and General that run from eight to 15-week durations. Aimed at growing, sharpening and complementing current skillsets, these courses will commence on 1st May 2018 and students can start enrolling today. Commenting on the launch of the courses, CEO of the IMM Graduate School, Mr Dalein van Zyl said, “We are proud of our online short courses, which are of sound academic caliber and crafted and designed…

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