shloboe boe
Judith Phiri Zimpapers Writer
THE Government has called on the marketing professionals in the country to build brands that are bold, resilient and future-ready to positively contribute to economic growth.
In a speech read on behalf of the Minister of Women Affairs, Community, Small and Medium Enterprises Development, Monica Mutsvangwa by Marketers Association of Zimbabwe (MAZ) Board member, Mr Admire Ndumo at the 17th Annual Marketers Convention 2025 in Bulawayo, she said strategic marketing was critical.
“Let us stand guided by the conviction that Zimbabwe’s destiny is in our hands and that through deliberate as well as strategic marketing, we can shape an economy that is both inclusive and prosperous,” she said.
She challenged all marketers to continue to innovate relentlessly, anchoring strategies in research, data analytics and consumer insight.
While also supporting small to medium enterprises (SMEs) with marketing models that are scalable, affordable and impactful.
Minister Mutsvangwa added: “Champion partnerships across industries and Government that strengthen our collective capacity. Ensure that every marketing campaign contributes not only to brand equity but also to national economic resilience.”
She said resilience was the foundation of economic transformation and as a Ministry they recognise that SMEs are the bedrock of the economy, contributing significantly to employment creation, innovation and local value chains.
The Minister said their commitment to strengthening the SME sector aligns directly with the national vision of inclusive and sustainable growth.
“However, SMEs cannot thrive in isolation. They require strong marketing ecosystems, strategies that are not only consumer-centric but also market-driven, technologically enabled and business-oriented.
“This is where you, the marketers of Zimbabwe, play a pivotal role. You are the architects of brand narratives, the custodians of consumer trust, and the strategists who can translate market insights into opportunities for growth,” she said.
“To achieve resilience, SMEs need to build brands with staying power brands that resonate with the aspirations of the people, brands that connect emotionally with consumers and brands that align with the Government’s transformative agenda.”
She said in today’s world, a resilient brand was not just about visibility, it was about relevance, adaptability and value creation.
Minister Mutsvangwa said it was about cultivating customer loyalty through authenticity, innovation and sustainable business practices.
“Government continues to put in place policies and initiatives that nurture SMEs. From access to affordable financing, skills development, innovation hubs and digital adoption, we are building an enabling environment where enterprise can flourish,” she added.
“Yet, policies alone are not enough. Marketing must move in tandem with these initiatives, ensuring that SMEs penetrate markets, compete effectively and scale sustainably. The vision of “Nyika inovakwa nevene vayo – a country is built by its own people” is central to this conversation.”
She said Zimbabweans had a duty to drive their own narrative, shape their own markets and build their own brands that compete on both local and global stages.
The Minister said there was need to embrace marketing not merely as a function but as a strategic lever for national development, while marketing must be harnessed to transform products into world-class brands, to amplify the stories of enterprises and to reinforce Zimbabwe’s image as a hub of resilience and innovation.
MAZ president, Mr Aman Jyoti said marketing was constantly evolving.
“Each year, this gathering reminds me how much our craft has evolved. There was a time when marketing meant posters, radio jingles and the occasional billboard.
“But today, marketing is the engine of business strategy, the heartbeat of innovation and the language through which brands earn trust and loyalty. We are not just storytellers anymore we are architects of value, guardians of reputation and nation-builders in disguise,” he said.
He said artificial intelligence (AI) was democratising creativity and allowing an SME in Bulawayo to compete with a multinational in New York.
Mr Jyoti said it helps marketers personalize at scale, engage in real time, and measure impact instantly.
“Those who embrace AI with agility won’t just keep up, they will set the pace.The future of marketing in Zimbabwe and beyond is not being written somewhere far away. It’s being written here, in rooms like this one, by leaders like you.
“The conversations we hold, the strategies we adopt and the innovations we champion will determine how our brands, our businesses and our nation thrive in an uncertain but opportunity-filled world,” he added.
The three day event that ended on Friday ran under the theme: “Marketing in Motion: Building Resilient Brands in an Uncertain World.”
Online Reporter