NIMN Boss, others roll out Strategies for Marketing Excellence
The President and Chairman of Council, National Institute of Marketing of Nigeria (NIMN), Tony Agenmonmen, has urged marketing practitioners to desist from unethical practices that could put the profession in disrepute but rather seek for innovative ways in the pursuit of marketing excellence.
He made the assertion at a public lecture organised by the Ikeja, Lagos Chapter of the Institute held at Ikeja Business Club recently where he delivered the keynote address on the theme, ‘In pursuit of marketing excellence’ where other marketing stakeholders at the event also added their own insight to the subject matter.
Canvassing for excellence throughout the entire marketing process, Agenmonmen said, “My understanding is that Marketing excellence should be excellence throughout the entire process – from defining the market, identifying the market segments, selecting targets, understanding the customers and their needs and drivers, understanding your competitive advantages, developing a compelling brand proposition and positioning to meet the needs profitably, and so on; right through to implementing the strategy, and monitoring and reviewing the value delivered and results obtained”.
He added that aspiring for marketing excellence should not just be a slogan on nicely designed posters adorning every corner of the organization but should be a part of its culture and all staffs must respect it. “This is far easier said than done. For it to happen, the leadership must dream it and live it, that way it is easier to drive it through the organisation as a culture”, he explained.
Revealing other factors that will engender marketing excellence, Agenmonmen said that a good marketing structure must be put in place and the marketing department must also collaborate with other departments in the organization to achieve the overall corporate objective, adding that innovations, consumer insight, focus, taking advantage of marketing opportunities, measurement, great strategy and execution and spending responsibly in the course of the marketing business will help the organization remain relevant in the competitive business environment.
In the same vein, Aare Fatai Odesile, Managing Director of Grand Oak Limited and one of the discussants at the event urged organizations to empower their staffs by training them, adding that such trainings will improve their productivity and level of thinking.
Alex Goma, Managing Director, PZ Consumer SBU on his part, tasked organizations to create an enabling environment where innovation thrives. He added that organizations now need to see marketing activities beyond just Advertising.
Meanwhile, Lampe Omoyele, Managing Director, 141 Worldwide submitted that marketing should be seen as a concept and that pursuit for excellence is not just for the marketing department but a collaboration between and among all the departments.
Dr. Rowland Worlu, a lecturer at Covenant University and Dr. Bolajoko Dixon-Ogbechi, acting Head of the Department of Business Administration, University of Lagos, represented by Dr. Rasaki Bakare emphasized that consumer insight, training; critical thinking and review of academic curriculum to enable marketing students align with trends such as Digital marketing is critical in achieving marketing excellence in Nigeria.
Concluding his presentation, Agenmonmen said that the pursuit of Marketing Excellence “takes more than a good plan or a good strategy, it takes more than a good vision. It takes doing!”
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