Insignia campaign set for launch

and competitiveness of local brands.
To be able to promote local brands, any buy local campaign needs to exist as a strong brand itself in order for it to succeed.
As Buy Zimbabwe, we have come to realise the truth in this and since the launch in March this year we have set out on a course to package the campaign as more than just a question of patriotic patronage.
It is now an initiative that is backed by a robust brand identity which is able to offer support to local goods and services.
We are ready to unveil our promise to be the strongest and most recognisable brand to the business community and the shopping public.
First witnesses of just how robust the Buy Zimbabwe brand proposes to be will see the official unveiling of the Buy Zimbabwe Insignia and Certification during the Buy Zimbabwe Day on July 20.
However, just to whet appetites and create some anxiety I will just give you a little description of what to expect.
Apart from being a designer logo which has been designed as a mark of excellence clearly depicting pride, Zimbabweaness, strength, quality and exuberance, the Buy Zimbabwe Insignia is the brand behind a unique Six For Hundred Buy Zimbabwe Promotional Package.
The Six for hundred Buy Zimbabwe Promotional Package ensures that local companies benefit from winning visibility solutions, positive profiling and competitive advantage offered as part of being a Buy Zimbabwe partner for an annual fee of US$6 000.
Buy Zimbabwe realises that one of the biggest challenges for businesses in Zimbabwe is high cost of promotion, which has affected the relevance and perception that consumers have about local products.
Hence we have developed an opportunity for local companies to be part of a promotional initiative that allows them to reach out to the market at a lower cost.
By earning the right to use the Buy Zimbabwe certification standard local companies receive up to US$100 000 promotional support per annum which ensures increased production and consumption of local goods and services.
The annual fee also comes with lobby support and market intelligence reports, which will make Buy Zimbabwe partners more competitive in the face of an influx of foreign competition.
Since the Buy Zimbabwe Certification mark is the heart of the campaign we dedicate up to US$100 000 per annum to promoting the logo through various media partners and channels.
Companies that meet the standards set by Buy Zimbabwe and developed in partnership with the Standards Association of Zimbabwe will get to use the insignia to identify themselves, their products and services.
Consumers will actively identify the logo on products that are high quality, support the local economy and are proud of their country of origin.
The logo itself assures consumers that the product is a trusted product and should be bought.
Research commissioned by Proudly South Africa has shown that 92 percent of South African consumers actively look out for the Proudly South African insignia while doing their shopping.
In Zimbabwe, the promotion of the insignia will see more consumers actively identifying and buying local products and services.
Indications are that less than 10 percent local shoppers actually look out for Zimbabwean products but statistics presented by the Consumer Council of Zimbabwe at the Buy Zimbabwe Conference show that a greater majority of local shoppers prefer Zimbabwean products.
However, awareness on Zimbabwean products remains at an all time low despite a marginal growth in economic activity.
For example, we all know that the local Mazoe orange crush is the preferred choice for consumers, both locally and internationally, yet very few consumers can tell the difference between the local version, the counterfeit and the foreign offering.
The Buy Zimbabwe insignia will be able to clearly differentiate the local Mazoe for the benefit of the consumer.
I had an interesting chat with anti-piracy activist Mr Tafara Mbaya who reveals that there are some eating joints around Harare who are selling counterfeit Colcom products and some unscrupulous business persons who are supplying counterfeit ARV drugs.
Counterfeiting is a threat to the integrity of great many a product here in Zimbabwe and there is need for laws to stem the practice.
This is why it is important to certify products with the SAZ.
This then qualifies the local product to benefit from the Six for hundred Buy Zimbabwe Promotional drive which unrevocably publicises the Buy Zimbabwe logo for easy identification of the certification standard.
For more details on the Buy Zimbabwe day celebrations and the unveiling of the insignia please contact us on the given details.
Till next week . . . God bless.
For comments, contributions and membership contact Buy Zimbabwe on: [email protected], [email protected]
Cell: 0772 714 233, Or visit 22 Broadlands RoadMount Pleasant Harare. Website: www.buyzimbabwe.org.zw