All set for Buy Zimbabwe Day

which has made business more competitive and fast paced.
The consumer has, in fact, become the owner of the brand. Choices are varying and this has made the consumer more demanding in terms of product offering.

The consumer is faced with a lot more decisions to process and hence it is important for any brand worth its salt to constantly remind its targets of what it has to offer.
The importance of brand visibility cannot be underestimated, as the consumer needs constant reminders on the products on offer.
With this in mind, leading chief executive officers and Zimbabwe’s leading business executives are expected to converge on the Africa Unity Square on July 20 for the Buy Zimbabwe Day.

The day has been designed as an interface between the brands they represent and the consumers who use their product on a day to day basis.
This is an opportunity to create and maintain brand awareness and ensure that products that are proudly made in Zimbabwe stick in the minds of the consumer.
On this day executives will get to mingle with their consumers and also witness the launch of a Buy Zimbabwe insignia and certification standard which shall be used on the local and international market.

The Buy Zimbabwe insignia and certification standard would be a unique identifier of Zimbabwean products that are homegrown, high quality and are committed to creating jobs for the majority of unemployed Zimbabweans.
Since the downturn of the economy 10 years ago, Zimbabwean products and services have been over generalised as either too pricey or that they are of inferior quality or lacking in consumer orientation.

This has found even those products that have a strong focus on delivery being lumped into this pitiable category.
However, with the resuscitation of the economy which began after 2008 a number of companies have committed to returning to their glory days and Government has given a guarantee that it will play its role.
The Buy Zimbabwe Day is thus an event which proves business’ commitment to “Go Beyond Words” showing the consumer the efforts that they have and are putting in place to provide competitive local goods and services which the nation can collectively be proud of.

Buy Zimbabwe, however, goes beyond the simple assertion of pride in what the country produces but assures families of a prosperous and sustainable future. The campaign guarantees employment.
Clearly the Buy Zimbabwe Day and indeed the entire campaign targets business, Government and, most importantly, the consumer.

We are particularly calling on all Standards Association of Zimbabwe and local companies to come forward and be a huge part of these celebrations.
The Buy Zimbabwe Day is designed to celebrate those brands that make Zimbabwe proud, the brands that meet high quality standards, adhere to the country’s labour laws and are produced in Zimbabwe, which are the three key principles which the Buy Zimbabwe stands for.

Labour has an interest in this event in that it is their jobs, which are protected if locally manufactured goods and services continue to attract demand.
This safeguards the future. When a consumer buys a Zimbabwean product a job is saved.
The current trend which has seen a lot of businesses in the textile, food processing and manufacturing industries closing shop and jobs being lost is disturbing and cannot be allowed to continue.

We all rely on these jobs, our families rely on these jobs and the entire economy relies on these jobs.
Government has since the start been a critical partner of the Buy Zimbabwe. As Buy Zimbabwe we encourage dialogue between Government, business and labour.
The historic launch of the Mid-Term Plan should be hailed because it addresses some of the longstanding issues between business and Government that have contributed to a lot of economic stagnation.

I must applaud Industry and Commerce Deputy Minister Mike Bimha, who has always encouraged close co-operation between business and Government.
Through our all-weather friend, the National Economic Consultative Forum, we are encouraging and facilitating a lot of dialogue between Government and industry.

At the end of the day all we do is for the ultimate benefit of the consumer since every one of the 12 million plus citizens of Zimbabwe is a consumer.
Through our partners Consumer Council of Zimbabwe we are working to help local businesses realise that the consumer is more than just a king but actually owns the brands.

Any business that turns a deaf ear to consumer demands is on course towards failure.
The consumer demands quality, innovation, fair pricing and delivery. Current perceptions on local products are disturbing because some local products are falling short of expectations.
So we encourage the pacesetters to work closely with those lagging behind so that we can help the Zim brands to grow and this is why during the Buy Zimbabwe Day we also call upon business that aspire to be at the pinnacle of service delivery to participate.

Highlights of the day include a 5 km city walk, unveiling of the Buy Zimbabwe insignia, issuing of certificates of recognition to local companies whose products that have stood the test of time and have met SAZ certification standards.

See you all at the Buy Zimbabwe Day.