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DHL Shares Tips on Business Marketing In Africa

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Sumesh Rahavendra, head of Marketing for DHL Express Sub Saharan Africa
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At no time in recent years has there been as much optimism about the various opportunities for businesses in Africa, DHL observed.

Yet, successfully marketing a brand across such a diverse continent – with over 50 countries, hundreds of languages and various cultures – is no easy task.

This is according to Sumesh Rahavendra, head of Marketing for DHL Express Sub Saharan Africa, who said that business owners expanding into Africa need to be aware that in addition to the various challenges relating to language and trade barriers, they need to carefully consider cultural differences, pricing strategies and the political environment, when adapting strategies for marketing goods and products on the continent.  

He explained that as opposed to western markets, where the methods to reach consumers are relatively defined, Africa’s unique business landscape gives scope to introduce innovative marketing initiatives that may be relatively unexplored by businesses operating in other markets.

“It is an incredibly exciting time to be in Africa, simply because of the size of the untapped opportunities. With the fastest growing middle class in the world, there is great need for all types of goods – all you have to do is reach out and communicate with the market,” said Rahavendra.

He offered  the following advice to business owners looking to expand and market their products and services in Africa: 

He said, that Each Country Requires A Unique Approach

“It is important for brands to market their offerings in a way that connects with local consumers”.

Although large corporates may have global brand marketing guidelines,Rahavendra, said that the staff based in Africa should adapt these guidelines in a way that works best for the local market.

“The communication strategy for each country in Africa should be different. While radio commercials might work in South Africa and Nigeria, print advertising could be best for Cote d’Ivoire, billboards might have the biggest impact in Lesotho etc. Business owners need to research and explore local best practices, and consult experienced partners in the country to know what works in each country.

“A recent example was when we (DHL Express) officially launched our boat for connecting the mainland and Victoria Island in Lagos. The typical approach would be to use the traditional marketing channels to communicate this. However, our country manager in Nigeria, Randy Buday, being aware of the major growth in the use of social media in the country, suggested engaging social media influencers to help amplify our message. This non-conventional approach proved to be a huge success, and highlights the importance of trusting a local team to know what works best in their territory.”

Be Consistent
Advertising is expensive, but effective when used correctly. When advertising in any form of media, it’s important to do it regularly, in the right media for your business and to be consistent in your message. Focus on a small selection of media and aim to advertise there regularly to maintain a good awareness of your products or services.

“The marketing and media environment is very crowded and, for this reason, it’s important to be consistent in both promotional message and look and feel. If you’re an SME, it’s advisable to invest some money in designing a distinct logo, impactful packaging and a good basic range of marketing materials and signage.

Take advantage of modern technology
“It is unbelievable how quickly social media and smartphone penetration in Africa has given consumers access to information and various online channels

According to Internet World Stats, internet penetration in Africa is 21.3%_.

It is now all about ensuring that modern technology is utilised to reach the target audience, and making sure that relevant content is created to stimulate engagement with the online community. Businesses should continuously try new things and fine-tune their approach.

“As DHL, we are lucky to have a very successful and well-recognized brand, but we to, began as an SME and have spent the last 45 years building our brand to where it is today,” Rahavendra said.


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CBN Projects Petrol to Hover around N905/Litre this Year

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Central Bank of Nigeria (CBN) has projected that the pump price of petrol would hover around N950 per litre in the year 2026.

CBN Projects Petrol to Hover around N905/Litre this Year

The CBN stated this in its 2026 Macroeconomic Outlook for Nigeria.

In its outlook for the domestic economy, the bank made what it called baseline projections predicated on assumptions like crude oil price at an average of $60 per barrel in the fourth quarter of 2025 and $55 per barrel in 2026 and the Nigerian Foreign Exchange Market exchange rate at an average of N1,451.63/$ in Q4 2025 and N1,400/$ in 2026 (supported by a more efficient foreign exchange market, higher capital inflows, a current account surplus, and a broad-based improvement in economic activity).

The CBN stated that domestic crude oil production is assumed to be at about 1.5 million barrels per day throughout the forecast period, as premium motor spirit is expected to sell around N950, an amount higher than the current pump prices.

“The baseline projections are predicated on the following assumptions: crude oil price at an average of $60/barrel in Q4 2025 and $55/barrel in 2026 (consistent with the US EIA’s outlook that rising global crude oil inventories and supply glut would moderate prices); NFEM exchange rate at an average of N1,451.63/$ in Q4 2025 and N1,400/$ in 2026 (supported by a more efficient FX market, higher capital inflows, a current account surplus, and a broad-based improvement in economic activity).

“Furthermore, domestic crude oil production is assumed at about 1.5 mbpd (excluding condensates) throughout the forecast period. PMS price is expected to hover around N950 per litre in 2026. Government expenditure is projected to follow the 2025-2027 MTEF/FSP path, reflecting an expansionary fiscal stance aimed at supporting the $1tn economy initiative. MPR and CRR are assumed at 27.00 and 45.00 per cent, respectively. The baseline projections were generally supported by the assumption of continued improvement in business optimism and stronger investor sentiment,” the CBN said.

 


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FG to Empower Artisans for Global Value

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The Federal Government has reaffirmed its commitment to grassroots artisans to upgrade local skills to meet both national and international benchmarks and compete in the global markets.

Speaking recently during the Skill-Up Artisans (SUPA) zonal rally, Dr Afiz Ogun, director-general of the Industrial Training Fund (ITF), stated that the initiative is designed to professionalise the sector.

The rally was designed to raise awareness of the programme throughout the North-West region.

The rally saw a diverse turnout of professionals, including those in construction and engineering such as welders, fabricators, plumbers, and carpenters.

Those in the technical service comprised of electrical installers and automobile mechanics, while those in the creative and digital space were fashion designers and ICT technicians.

Represented by Muhammad Aminu, the former zonal director of the ITF, Ogun explained that the SUPA scheme seeks to convert traditional craftsmanship into sustainable livelihoods.

He emphasised that the goal is to transform artisans from job seekers into employers of labour.

“We are calling on artisans across the North-West to embrace the SUPA programme,” Ogun remarked. “This is an opportunity to enhance productivity, increase earnings, and ensure our workforce can compete on a global stage”.

According to the DG, the initiative aligns with President Bola Tinubu’s Renewed Hope Agenda, focusing on restoring dignity to manual and technical work.

He noted that a competent artisan class forms the essential foundation of a productive economy.

He further called upon traditional rulers, community leaders, and trade associations to assist the ITF in disseminating information about the programme to ensure high participation rates.

“We are here to engage the technicians, the tradespeople, and the young talents who serve as the backbone of our economy,” he added.

Nancy Ekong, director of the Technical Vocational Skills Training Department, highlighted the programme’s recent successes. She revealed that over 30,000 artisans were trained and upgraded during the initial SUPA cycle in 2025.

The ITF remains optimistic that the continued expansion of SUPA will bridge the existing skills gap in Nigeria’s industrial sector.

 


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Bill Gates Pays Ex-Wife $8Bn Charity Payout in Divorce Settlement

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American billionaire businessman Bill Gates, has paid $8 billion to his ex-wife, Melinda French Gates’ charity, five years after their split over his affairs with other women.

Bill Gates Pays Ex-Wife $8bn Charity Payout in Divorce Settlement

Bill Gates and Melinda French Gates

Gates made the $7.88 billion donation to Melinda French Gates’ Pivotal Philanthropies Foundation in 2024, The New York Times revealed.

The sum, one of the largest public donations ever recorded, was revealed in a new tax filing, which shows the first specific financial terms of the couple’s high-profile split in 2021.

Melinda resigned from The Bill and Melinda Gates Foundation in May 2024. Despite leaving the charity, she suggested her ex donate $12.5 billion to a new charitable foundation she intended to create.

A representative for Pivotal told the Times the $12.5 billion agreement has been fulfilled, and the nearly $8 billion donation was part of that agreement.

Melinda set up her Pivotal Philanthropies Foundation in 2022, the year after the divorce. At the end of 2023, it had $604 million on hand.

The billionaire pair split after 27 years together in 2021, embarking on what is considered the most expensive divorce settlement in the world. Melinda later received approximately $76 billion in assets.

Months later, details of Gates’ affair with a Microsoft employee were exposed.

The woman penned a letter to the company’s board in 2019, divulging details about the fling which began in 2000 and demanded that his wife, Melinda “read it”.

Microsoft’s board investigated the women’s claims and deemed the relationship “inappropriate”, the Wall Street Journal reported at the time.

Gates suddenly quit the board in March 2020 while the investigation was still in progress – and before the board could make a formal decision on the matter.

Two further bombshell reports were then revealed, alleging Gates had routinely hit on staffers at Microsoft and at the philanthropic foundation he founded alongside his wife.

A separate shocking report claimed that Gates had sought marriage advice from Jeffrey Epstein, with whom he reportedly shared a “close” relationship, having first met the convicted sex offender in 2011.

Gates’ and Epstein’s friendship first came to light in 2019, months after Epstein killed himself in his Manhattan jail cell while awaiting trial on charges of child sex trafficking.

The two men reportedly spent time together on multiple occasions, flying on Epstein’s private jet – dubbed the “Lolita Express” – and attending late-night gatherings at his Manhattan home.


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