south sudan final
TRANSCRIPT
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1 United Nations 193rdmember
Rebranding the Worlds Newest Nation (South Sudan)
International Marketing
SOUTH SUDAN
KDI School- International marketing
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Strategy for Exposure (Local &
International)
Reference
2 United Nations 193rdmember
Rebranding the Worlds Newest Nation (South Sudan)
Presentation Outline:
Executive Summary
History
Strength and Weakness & Video Clip: http://www.huffingtonpost.com/20 /07/ 4/south-sudan-united-nations_n_898460.html
INTRODUCTION
Marketing Mix (the Ps)Marketing Strategy
Market Segmentation &
TargetsREBRANDING
REBRNDING
CONCLUSION
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3 United Nations 193rdmember
Rebranding the Worlds Newest Nation (South Sudan)
Executive Summary:
This International Marketing Plan considers strategies to market South Sudan (The
Worlds Newest Nation and UNs 193rd Member State).
South Sudan is a new nation with a battered image (locally and internationally)
coming out of a destructive civil war with absolutely no funds to spend on commercial
media due the many challenges they face but would need international exposure and
citizens acceptance to succeed.
The market was segmented into two categories (foreign and local) with each having
different segments and targets with different strategies to reach all the targets with
timelines.
We used the 7 Ps in the analysis and at the end we came to the conclusion that due to
the nations limited budget the best strategy for exposure would be to:
- Develop Strong Participation in Sports
- Improve Investment Climate
- Enhance Civil Liberties
- Develop Strong Voice on Global Issues
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4 United Nations 193rdmember
Rebranding the Worlds Newest Nation (South Sudan)
History
all of north and central
Sudan underTurco- Egyptian rule.
included the west,
north and central regions
Source: The war in the South, The war in the West: Darfur.
Turco-Egyptian Rule,
82 - 884
The Mahdist Period,
884- 989
Anglo-Egyptian
condominium,
899- 955
Independence,
956
Civil war
962
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5
Rebrandin the Worlds Newest Nation South Sudan)
History:
BEFOREINDEPENDENCE
United Nations 193rdmember
AFTERINDEPENDENCE
FR t J Y20
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6 United Nations 193rdmember
Rebranding the Worlds Newest Nation (South Sudan)
Country Information:
Republic of South Sudan
Source: http://en.wikipedia.org/wiki/South_Sudan
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Video:
Source: Thomas Mukoya Reuters.
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8 United Nations 193rdmemberRebranding the Worlds Newest Nation (South Sudan)
Weakness:
Source : http://static.guim.co.uk/sys-images/Guardian/Pix
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9 United Nations 193rdmemberRebranding the Worlds Newest Nation (South Sudan)
Weakness:
Categories Details
War Rebels, War Lords, Child Soldiers
Tribalism Occasional Multi Ethnic Tribal Feuds
Killing Extra Judicial Killings
Deprivation Poor Infrastructure (Health, Education, Roads)
PoorTransport Airport - Unpaved Runways, Un-motorable Roads
Corruption Poor Civil Service, Official Corruption
Terrorism Kidnapping Of Foreigners, Violent Rape
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Strength:
Source: www.google.com
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Strength:
Categories Details
Nature and Land Mountains, Livestock , Enormous expanses of fertile land
Cultural Heritage
Royal City & Pyramid Necropolis, Land of
Deserts, Ancient historical sites and ruins dating back thousands
of years to the Nubian Civilization
GeographicalUnique geographic location connecting the North and South
Africa , Bridging Africa and the Arab world
Extractive Industry
A huge and abundant amount of natural resources as an oil and g
as, gold, iron ore, copper, chromium ore, zinc, tungsten, mica a
nd silver
Untouched Discovering new world, Diverse wild life
People A highly-skilled and well-educated large Diaspora, Afro-Arab id
entity
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Opportunities:
Rebranding the Worlds Newest Nation (South Sudan)
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13 United Nations 193rdmemberRebranding the Worlds Newest Nation (South Sudan)
Opportunities:
Categories Details
Investments
Attracting tons of foreign investment, Oil and industries,
infrastructure, services, Big biotechnology and agricultural ini
tiatives
Sports Developing talents in football, athletes
Access to aid and
loansInternational financial institutions, aid organizations
Brain gain Expatriates
Tourism Red Sea resorts, developing Ancient Nubian ruins, wild life parks etc.)
Economy Economic growth that is not reliant solely on oil
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14 KOREA-EU FTA
Threats:
Rebranding the Worlds Newest Nation (South Sudan)
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Threats:
Categories Details
Tribal war
Many ethic groups, Increasing sectarianism and tribalism,
al-Qaeda.
Corruption Poor institutions
Exploitation an d
others
Their resources can be exploited by powerful countries;
The continuing spread ofHIV/AIDS.
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The 193rd UN Member State:
Rebranding A New Nation With ABattered Image
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A Quote On Nation Branding:
Source:Mr. Krishna , Ph. D. is professor and coordinator of the advertising program, Indiana University Southeast.
Before undertaking a rebranding activity, a nation must gain
collective consciousness and moral fortitude to be
recognized in the community of nations by relentlessly
striving to attain infrastructure and a people skill or talent.
Clearly the process of rebranding a negatively perceived
nation is a highly sensitive exercise, as it is conditional to a
nation firmly rejecting its past and moving forward with
a new image and brand.
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1 KOREA-EU A
We aspire to build an exemplary
nation: a nation that is
educated and informed;
prosperous, productive and
innovative;
compassionate and tolerant;
free, just and peaceful;
democratic and accountable;
safe, secure and healthy;
united and proud.
SOUTH SUDANS VISION by 4
Rebranding the Worlds Newest Nation (South Sudan)
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How Does South Sudan Want to be Perceived?
Source: State Building in South Sudan, The UNDP Experience
Mission 14:To establish and build South Sudan as a viable nation
which is united, at peace internally and with its
neighbors, and with strong human and institutional
foundations for inclusive democratic governance and
economic, social and rural transformation
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Market Segmentation & Targets (Main Structure):
Segmentation
Within Country(Local)
Young Citizens(Students)
Adult Citizens
(Entrepreneurs)
Outside Country(Global)
Young
(Students & Tourists)
Adult (Investors,Politicians & Tourists)
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Market Segmentation & Targets:
WITHIN COUNTRY(Local)
Major Ethnic Groups
Entrepreneurs
Academia & Students
Religious Bodies
Civil Society
Organized Labor
OUTSIDE COUNTRY
(GLOBAL)
Africa region
The world
Investors
Entertainment industry
Tourists
Multilateral organizations
Non-governmental organizations
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Market Segmentation & Targets:
Young People (Citizens)
Develop love for S. Sudan
Patriotism & Sacrifice
The Can Do Spirit
Develop Sporting Talents
Learn Entrepreneurial Skills
Learn Hard Work Culture
Adults (Citizens)
Culture Of Unity & Tolerance
Reduce Heightened Expectations
Resurrect Entrepreneurial Skills
Responsibility to Build
Increase Patriotism & Sacrifice
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Market Segmentation & Targets
Young People (foreign)
Develop Love For S. Sudan
Where Visitor Are Welcomed
The Land Of Great Opportunities
Investment Friendly Nation
Corruption-free Country
Land Of Hard WorkPeople
Adults (Foreign)
Investment Friendly Country
Corruption-free And Safe Nation
A Nation That Needs Sympathy
The Need For A Second Chance
Reliable Ally And Trade Partner
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Product I
South Sudan
Rebranding the Worlds Newest Nation (South Sudan)
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25 United Nations 193rd
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Rebranding the Worlds Newest Nation (South Sudan)
The Marketing Mix (The 7 Ps):
Product ISouth Sudan
Place- Embassy,
- Airport
- Conferences
Perception- War, - Famine,
- Killings, - Rape
PoliticsInternationalRecognition
UN/AU/
Product II
- Tourism
- Investment
Position
Replacingnegative
perception withpositive one
Promotion- Above & Below the line
Comm. (Mass Media, P S &PR, conference)
Price
- Relative Advantage
- Cost of transport,
- Media & Comm.
Product III
- Tax Incentives
- Free Visa
- Good Image
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26 United Nations 193rd
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Rebranding the Worlds Newest Nation (South Sudan)
Strategy for Exposure (Local & International): Strong Participation In Sports
- Football (world & continental cups)
- Athletes (Olympic games)
Civil Liberties:
-Media Freedom,
-Religious Freedom,
-Human Rights
Improve Investment Climate:
- Ease Of Doing Business
- Economic Freedom
- Transparency And Anti-corruption
Develop Strong Voice On Global Issues
- Climate Change
- HIV/AIDS
- Anti-terrorism
- NuclearNon-proliferation
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Rebranding the Worlds Newest Nation (South Sudan)
Media Vehicles:
CNN Focus On Africa
BBC Africa Network
FIFA World Cups
Journal Of Foreign Affairs
International Film Producers
Local And International Musicians
Local Newspapers, Billboards, and Docudrama
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Rebranding the Worlds Newest Nation (South Sudan)
Conclusion:
Marketing South Sudan in the international scene for investment and
tourism maybe a daunting task especially without adequate funds due to the
negative perception people have about the nation and her neighbors.
The best strategy would be to secure respectable recognition in the
comity of nations and also embark upon outward orientation measures such
as developing strong participation in international Sporting Events,
improving Investment Climate, developing a Strong Global Voice and
finally enhancing Civil Liberties.
This is possible because her neighbors have negative images on issues
such as human rights, press freedom, and difficulty of investment due to
corruption. By employing the above measures, South Sudan will be seen as
a beacon of hope of the sub-region and as a result can receive easy media
attention from reputable organizations like CNN, BBC, and Others.
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Rebranding the Worlds Newest Nation (South Sudan)
Thank you for your attention!
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References:
1. http://en.wikipedia.org/wiki/South_Sudan
2. The war in the South, The war in the West: Darfur
3. http://static.guim.co.uk/sys-images/Guardian/Pix
4. Thomas Mukoya Reuters.
5. State Building in South Sudan, The UNDP Experience
6. Mr. Krishna , Ph. D. is professor and coordinator of the
advertising program, Indiana University Southeast.
Rebranding the Worlds Newest Nation (South Sudan)