The Role of the Marketing Manager in a Franchise
Pertunia Tsotetsi, Marketing Manager for the Fish & Chip Co. answers questions on how she is involved in the marketing of the brand.
1. Please share a brief summary of prior experience (companies/brands work for)
I’ve worked with local and international brands, specialising in sales and marketing. I started my career work in the FMCG industry at the then start-up Nature’s Health, then moved to Plush Shoe and Leather Care. I spent the last nine years managing tobacco brands like Camel and Winston at the international tobacco brand JT International, where I grew my knowledge within the main markets/townships.
2. Why did you choose The Fish & Chip Co?
My passion is to create meaningful brand experiences while adding value to the communities we operate in. The brand has already created business people and employment through its franchising wing, the brand has huge potential to grow profits and add value in communities.
3. Can you explain the role of a marketing manager in a nutshell?
The core of a marketing manager’s role is to drive brand awareness and ensure that customers’ needs are met while maximising the profits of the company in line with the brands overall vision, ethos and growth strategy.
4. What are your plans for the brand?
I think most brands marketed at low income markets in South Africa often do not understand that market well enough – they also use marketing tactics that are even a bit condescending. The Fish & Chip Co has already done a lot to turn this around and have an opportunity to be at the forefront of really communicating with their target audiences in an effective manner. The plan is simply, to create a working strategy to meet customer’s needs, grow profits, strengthen brand loyalty and create solutions within the communities we operate in.
5. How will you direct The Fish & Chip Co.’s marketing without wasting money on the wrong audience?
Assumption and stereotypes are tools used by lazy marketers, these not only waste money but also lose brands their integrity. Marketers forget that ‘audiences and target markets’ are people, me, you, your mother, sister and everyone else you know. The old way of marketing using LSMs and demographics is proving futile. The foundation of effective marketing is understanding people, their interests and what motivates them through consistent research and analysis. I am starting by assessing where The Fish & Chip Co. is at currently, what strategies were used in the past, and evaluating what worked and hasn’t worked and taking it from there.
6. How is marketing success measured? Can you link it directly to sales?
Marketing is made up of a myriad of activities like branding, public relations, traditional and social media, events, sponsorship and sales etc. It is when all these facets work seamlessly to achieve the overall marketing goals in relation to set KPIs can we measure how successful marketing campaigns have been. We also need to consider ROI in terms of capital invested in every marketing activity and initiatives we take on. Importantly, measurement needs to be consistent, so we can see what doesn’t work and refine what works best.
7. Do you have any ideas around keeping the brand innovative while still remaining relatable?
A sure-fire way of being relatable is keeping it simple and engaging with people in a sincere, personal manner, which relates back to creating meaningful brand experiences while adding value to the communities we operate in.
8. What do you believe is the secret to marketing a brand successfully?
Creating solutions for people….and having a really great well-thought out/well-made products.