Connect with us

General News

DHL Shares Tips on Business Marketing In Africa

Published

on

Sumesh Rahavendra, head of Marketing for DHL Express Sub Saharan Africa
Kindly share this post

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.


Kindly share this post

Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

Continue Reading
Advertisement
Comments

General News

World Bank Blocks Social Media Comments from Nigerians over Loan Backlash

Published

on

Kindly share this post

World Bank has restricted comments on its Instagram page after thousands of Nigerians flooded the platform begging them to stop lending money to Nigeria.

World Bank Blocks Social Media Comments from Nigerians over Loan Backlash

The protest erupted after reports that President Bola Ahmed Tinubu is seeking a fresh $1.25 billion dollar loan for approval on June 26.

Some Nigerians asked the World Bank to provide more details about the purpose of the loan and how the funds would be managed.

Others said the country should reduce dependence on foreign loans and focus on improving local revenue.

The federal government has continued to defend its borrowing plans.

Officials say the funds will support economic reforms, development projects and efforts to strengthen the economy.

Nigeria remains one of the major borrowers from the World Bank in Africa, with different administrations securing loans over the years for infrastructure, social programmes and economic support.


Kindly share this post
Continue Reading

General News

Lagos Plans New Cybersecurity Centre

Published

on

Kindly share this post

The Lagos State Government plans to establish a Cybersecurity Operations Centre to strengthen protection of government systems, digital services and citizen data amid rising cyber threats linked to the city’s expanding digital economy.

Tunbosun Alake, Lagos commissioner for innovation, science and technology, said the centre would help secure the infrastructure supporting online payments, e-government services, cloud platforms and technology-driven business operations across the state.

According to Alake, the facility will monitor, detect and respond to cyber threats targeting government networks, digital transactions and sensitive public data.

The move comes as Lagos accelerates its smart city agenda through investments in broadband infrastructure, digital identity systems and automated public services.

Alake said Lagos had already deployed 109 Data Protection Officers across Ministries, Departments and Agencies, which he described as the highest number among Nigerian states, to strengthen compliance with data protection regulations.

Alongside the proposed cybersecurity centre, the state also launched the Lagos Campus Network Upgrade project aimed at improving digital infrastructure within the public sector.

The upgrade is expected to improve network performance, automate internal government processes and enhance digital engagement with residents. The cybersecurity initiative follows the release of Lagos State’s cybersecurity guidelines in April.

The framework recommends measures including multi-factor authentication, vulnerability testing, encrypted backups and tighter endpoint security controls.

The guidelines align with Nigeria’s Cybercrime Act 2024, the Nigeria Data Protection Act 2023 and the National Cybersecurity Policy and Strategy 2021.

 


Kindly share this post
Continue Reading

General News

LG Electronics Strengthens Household Energy Efficiency in Nigeria with Advanced Inverter Refrigerator Solutions

Published

on

Kindly share this post

LG Electronics (LG) is reinforcing its commitment to smarter and more energy‑efficient living by spotlighting its range of inverter‑powered refrigerators designed to meet the evolving needs of Nigerian households.

As electricity costs continue to rise and inflationary pressures shape consumer spending, LG’s refrigerator portfolio is positioned as a practical solution that combines dependable performance with responsible energy consumption.

Refrigerators are among the most frequently used appliances in Nigerian homes, operating 24 hours a day and accounting for a significant share of household electricity usage. LG addresses this challenge through its proprietary Inverter Compressor technology, which intelligently adjusts cooling power based on actual usage conditions.

By reducing unnecessary energy draw, the system delivers stable temperature control while helping households lower energy consumption and manage monthly utility costs more effectively.

Beyond energy savings, LG refrigerators are designed to support food security and reduce waste, an increasingly important consideration for families navigating rising food prices. The inverter system enables faster cooling recovery after power interruptions and helps maintain consistent internal temperatures, preserving food freshness for longer periods. With fewer friction points in the compressor design, LG refrigerators also offer enhanced durability and long‑term reliability, minimizing maintenance costs over time.

LG’s energy‑saving refrigerator lineup includes Top Mount, Side‑by‑Side, and Door‑in‑Door models, each tailored to different household sizes, storage needs, and lifestyle preferences. The Top Mount refrigerators offer practical, space‑efficient designs ideal for everyday family use, delivering reliable cooling with optimized energy efficiency.

The LG GN-F452PFAQ model keeps food perfectly fresh with FRESH Converter+ that optimizes temperature as per food items and never runs out of ice with the Auto Ice Maker.

For households that require larger storage capacity and improved organization, Side‑by‑Side models provide generous interior space, improved visibility, and consistent cooling across compartments.

For more design‑conscious consumers, LG’s Door‑in‑Door refrigerators reduce cold air loss by allowing quick access to frequently used items, supporting both energy efficiency and long‑lasting freshness.

At the premium end, LG continues to innovate with advanced models such as the MoodUP™ refrigerator, which combines customizable aesthetics with functional energy‑saving features like the InstaView panel, allowing users to view contents without opening the door and reducing unnecessary cold air loss. This refrigerator comes with a washing machine as a bundle promotion.

According to LG, this range‑based approach reflects a deep understanding of how Nigerian households differ in size, consumption habits, and lifestyle needs.

“Nigerian consumers are becoming more intentional about how they use energy and manage household costs,” said Mr. Oktai Kim, General Manager, Home Appliance Solutions, LG Electronics Nigeria. “By offering a diverse range of inverter‑powered refrigerators, we are giving families the flexibility to choose solutions that suit their homes while delivering long‑term value through energy efficiency and dependable performance.”

Rather than focusing on technology alone, LG’s energy‑saving refrigerator portfolio emphasizes everyday benefits, efficient operation, reliable cooling, and designs that adapt to real living conditions. Available nationwide, LG refrigerators continue to support smarter living and economic resilience, reinforcing the company’s commitment to delivering durable, consumer‑focused home solutions for Nigerian households.


Kindly share this post
Continue Reading

Trending