Advertise with

Building successful brands through tight business integration

Jul 26th 2012, 08:46

Leron Varsha: Building successful brands through tight business integration

By Leron Varsha, CEO of the Fore Good Group

A brand is built through a consistent, relevant and credible message. As the economic outlook continues to be uncertain, now more than ever successful brands must focus on tightly integrating each stage within their brand’s business cycle.

Below are the seven essential steps to build a brand, steps which need to be carefully managed and seamlessly integrated.

1. Strategy and Analysis
Identify who the potential consumers are, and based on an analysis of their demographics and psychographics, how best to target them. Importantly, what does your product offer that existing products do not? An in depth analysis of the market is also essential. What is the size of the market and who are your major competitors?

2. Forecasting and Procurement
With a clear understanding of the market, developing an accurate forecast and budget to determine the stock requirements and ordering periods of your products is fundamental. Ensuring that your product is proficiently cleared and on time through customs, and then forwarded into your distribution channel is next on the cards.

3. Distribution
Logistics, storage and distribution are important factors in building the route to market; it entails the movement of stock from the warehouse to the retailers, independent and alternate channels.

4. Sales
Sales and merchandising involves far more than simply packing product in store – it entails managing shelf space and ensuring continuous availability of products for your consumer as well as ensuring that you are able to respond timeously to orders.

5. Key Accounting
It’s crucial that brand owners are able to engage regularly with your customers. Interactions need to take place on terms that are favourable to both parties, and the service level agreements are compliant to both parties.

6. Review
Information gathering is central to many of these activities, this entails processing sales data, and insights, in order to garner information that will help you improve performance, maintain service levels, target the correct shoppers and contribute to growing your brands.

7. Branding and Marketing
Branding and marketing ensures there is a demand for a product. During this stage, the strategic insights and information garnered during the other steps in the cycle (such as analysis and information gathering) can be harnessed in order to build a brand that consumers recognise and which resonates with them.

In conclusion it’s clear that each of these stages requires input from experts in order to operate smoothly and efficiently. But, while each requires specific knowledge, they cannot operate in isolation. Tightly integrating these stages will significantly increase your brands profile and chances of continued success.

Read the full article on

Please feel free to make comments or raise new issues by

What’s on your mind?
We want to hear from you and what you think about the retail and FMCG industry in South Africa. You can email your comments and feedback to our editor, .
Investec Property develops a new shopping centre in Mayfield
Investec Property has announced yet another strategically located retail development, this time in Mayfield, Daveyton. The 25 000 m² shopping centre, to be known as Mayfield Square, will be substantially larger than any other retail offering in Daveyton and will also service the surrounding suburbs and Benoni.
· Top retailers show mega confidence in Mall of the North
· Morningside Shopping Centre receives makeover
· May wholesale trade up 8.7%
· Vavi attacks Walmart deal
View all Retailer News
Rate cut surprises South Africans
South Africans were surprised and for the most part delighted by the Reserve Bank's decision last week to cut its interest rate for banks, known as the repo rate, by 50 basis points.
View all Economic News
Cadbury Dairy Milk introduces first re-sealable chocolate packaging in South Africa
SA’s best loved chocolate brand, Cadbury Dairy Milk, is proud to announce the launch of the first re-sealable chocolate packaging in South Africa.
Swedish Foods set to shake up SA frozen food market!
At an inaugural launch held in Cape Town on 19 April 2012 local fishing company Sea Harvest announced its tie-up with major Swedish frozen foods producer Findus Sverige AB. The Findus Group is one of Europe’s largest frozen food and seafood companies and a leading overall food manufacturer.
Three unique new products
Lancewood embraces a culture of innovation in order to continuously satisfy the ever-changing requirements of today’s discerning consumers.
View all New Products
More food, beverage mergers expected
Grant Thornton said earlier this week it was positive about increased merger and acquisition (M&A) activity in the food and beverage sector, as conditions seem ripe for investors looking to expand.
· Chocolate maker looks to expand
· Brewer extends sponsorship, while government mulls alcohol advertising
· Excessive brine in chicken may pose health risk
· New producer and consumer inflation measures to come in 2013
View all Supplier News
German retail sector in upheaval
With a string of high-profile bankruptcies and thousands of layoffs, the German retail sector is in upheaval as it struggles with the challenges of changing customer trends and online shopping.
· Coca-Cola Profit Tops Estimates After Higher Pricing
· Philips posts higher profits
· In home of Walmart headquarters, voters to weigh alcohol sales
· Global inflation mostly within target ranges
· China takes praise for its African ties
View all International News
NEW Snowflake Cake Flour packaging has been amended to conform to the recent Food Labeling Legislation Act of SA: R146
For almost 130 years, Snowflake has been made with the best quality wheat. Legislation has now come into effect, which focuses on improving public health through healthy food choices and improved nutrition through special food formulations.
Leading Best Supported Brand 2011 - Pie Category - AC Nielsen - AdEx
Established in 1995, Saint Pie has grown from strength to strength. Focusing on Innovation, Service, Product Quality and Staff Empowerment, we have successfully continued to grow our brand to having a National footprint.
Ciro and Five Roses launch a series of exclusive high-tea events
Ciro Beverage Solutions (Ciro), in partnership with Five Roses Long Leaf Tea Infusions, has launched a series of ‘pop-up’ high-tea events at upmarket venues in Johannesburg. Specially designed menus pair six unique tea blends with a selection of decadent indulgences, and introduce consumers to teas only available out-of-home and not on-shelf.
It’s Showtime for Rhodes and Real Magazine
In a second major promotional tie-up, Rhodes Foods and Real Magazine are partnering again – this time for a television food show featuring Real food editor Nandi Twala.
Unlocking Consumers’ Full Potential in the Kitchen with Chef’ Ease™
Puré launches Chef‘ Ease™ - their fantastic time-saving range of simple bases of vegetable and fruit purees, concentrates and condiments designed to make any chef’s life easier. Whether a budding cook or a seasoned kitchen veteran, there are some simple tricks that one can use to improve the quality of their meals.
View all Brand Activity
We've put brand catalogues together for Westfalia Avocado Oils and Selati Sugar. catalogues are a central repository where FMCG brands can store and share hi-res pack shots and essential product information for each SKU, on-demand, including barcodes, product endorsements, nutritional values, ingredients and allergens.
Need this for you FMCG brand? Learn more here.

Westfalia Avocado Oils
Online catalogues | Share with others

Westfalia Avocado Oil is made only from choice quality, locally grown avocados. Westfalia’s range of Plain (both regular and organic), avocado oil, as well as natural Garlic, Lemon, Chilli, Basil and Herb infused avocado oils, offers a healthy and delicious option for everyday food preparation.
Selati Sugar
Online catalogues | Share with others

Selati sugar is a 100% focused on its core target market of black woman aged between 19 and 49, living primarily in peri-urban or rural areas in Gauteng, Limpopo, Mpumalanga and North West regions. (Only recently, with the new mill in Pongola, is the brand beginning to focus on the Western Cape and Kwa Zulu Natal.)
Celeb chef gets involved with Nederburg Auction
Guests at this year’s Nederburg Auction Preview Tasting event are in for a gastronomic treat thanks to celebrity chef Pete Goffe-Wood, who will help create the lunch menu for the day, tailoring it around this year’s theme – Discover your Senses.
J.C. Le Roux secures iconic status for second consecutive year
J.C. Le Roux, South Africa’s leading sparkling wine, has been voted the country’s top wine brand for the second consecutive year in the 2012 TGI ICON Brand Survey.
Veritas entries now due
Cellars wishing to enter their finest market ready wines and brandies for this year’s Veritas Awards – SA’s most highly respected industry competition – should not hesitate, for the closing date is 8 August.
Two Oceans selling coast to coast worldwide as sales rise
Two Oceans, sold in almost 100 countries worldwide, is not only firmly growing sales off an already well-established base in its three biggest markets, but it now also counts Finland as one of its top destinations.
View all Liquor News
We've created business listing pages for Fairtrade Label South Africa and Trade Link Retail Systems as part of the marketing services we provide to businesses in the retail sector.
Fairtrade Label South Africa
The Fairtrade Label, an internationally recognised label, certifying products meeting Fairtrade standards of sustainable production and social development.
Trade Link Retail Systems
Trade Link Retail Systems is a leading South African Retail IT Solutions Company, focusing primarily on the retail Fast Moving Consumer Goods (“FMCG”) markets in RSA and Africa.
Nampak Flexible and Kraft Foods SA secure fifth place in worldwide race
Nampak Flexible, Africa’s flexible packaging leader, and Kraft Foods SA have secured a fifth place for South Africa in the worldwide race to launch the Value-Added Flow Packaging (VAFP) technology for the resealability of Cadbury Dairy Milk slabs.
The award for best performance in Logistics goes to Imperial Logistics
At the recent African Access National Business Awards – dubbed the Oscars of South African business – Imperial Logistics' won the Logistics Award, for its contribution to addressing the skills gap in the industry through its Fast Forward skills development initiative
PocketMedia® Solutions at Retail Indaba 2012
PocketMedia® Solutions took part in the Retail Indaba 2012 which took place on 19 and 20 July at the Cape Town International Conference Centre. Retail Indaba aimed to bring together retail management and staff, online retailers, suppliers and industry for high-level learning, networking and team building.
Outdoor ad company launches online entrepreneur directory
Continental Outdoor Media has launched an online business directory to provide existing small-to-medium sized clients an additional channel for exposure. “This extension of our client offerings is just one of the innovative ways in which we wish to partner with our client base so that their businesses ultimately grow,” said Lyn Jones, Continental Outdoor Media’s marketing manager.
€5 Billion Spent on Fairtrade Products in 2011
Consumers around the globe spent almost €5 billion (US$6.6) on Fairtrade certified products last year. “Fairtrade is the norm for millions of people. It is a part of the regular weekly shopping. And now sales of Fairtrade certified products are taking off in new countries, as entirely new groups of people discover Fairtrade for the first time,” said Tuulia Syvaenen, Executive Operations Officer at Fairtrade International.
Job vacancy at Food Lover’s Market
· Grocery Manager – FLM Hilfox, Johannesburg
View All Jobs
Strategy Recruitment Marketing
Strategy Recruitment Marketing is focused on providing tailor-made, alternative recruitment solutions that are based on out-the-box strategic and creative thinking, detailed processes, and keeping abreast of the latest recruitment practices and technology through understanding each client´s critical success factors, to produce impactful results cost-effectively.
Nicolene Di Bartolo Managed Appointments
Leadership is action... not position! Business Leaders engage our services to identify individuals who will elevate their organisations to new heights. It is our mission to source exceptional talent in mid-to executive management levels across all job categories. We support these extraordinary individuals in furthering their careers.
Marketing Mix conferences and workshops:
The Best of Global Digital Marketing – Johannesburg, 02 August 2012
The Best of Global Digital Marketing – Cape Town, 03 August 2012
Brand assessment, development and marketing strategy in South Africa
When: 15 – 16 August 2012
Venue: Balalaika Hotel, Sandton, Johannesburg
Marketing to Kids, Tweens and Teens – Seminar & Workshop
When: 21 – 22 August 2012
Where: Radisson Blu, Gautrain Hotel, Sandton
SOCAP SA Conference
When: 22 – 23 August 2012
Venue: Johannesburg Country Club, Auckland Park
The best of SA’s F&B industry comes to Durban
When: 23 – 26 August 2012
Where: Durban Exhibition Centre
Discover Your Senses at the 38th Nederburg Auction
When: 28 – 29 September 2012
Venue: Graue Hall, Nederburg, Paarl
FACTS & AIB International Management Workshop
When: 9 - 10 October 2012
Where: Lagoon Beach Hotel
CGCSA Conference 2012 – It's Back and it's Big
When: 10 - 11 October 2012
Where: The Forum, Bryanstan, Johabbesburg
Smart Procurement World 2012
When: 13 - 15 Nov 2012
Venue: Gallagher Convention Centre, Johannesburg
Global Sources Chins Sourcing Fairs
When: 28 – 30 November 2012
Venue: Gallagher Convention Centre, Gallagher Estate, Midrand, Johannesburg
Global Sources Gifts and Premiums China Sourcing Fair
Global Sources Solar & Energy-Saving Products China Sourcing Fair
Global Sources Baby & Children’s Products China Sourcing Fair
Global Sources: Electronics China Sourcing Fair
Global Sources Fashion Accessories China Sourcing Fair
Global Sources: Garments & Textiles China Sourcing Fair
Global Sources Home Products China Sourcing Fair
Global Sources Hardware & Building Materials China Sourcing Fair
About us
Fastmoving provides online data support and marketing services to FMCG brands and businesses operating in the retail sector. Our inventory management service is a central repository where FMCG brands can store and share hi-res pack shots and essential product information with suppliers for each SKU, on-demand, including barcodes, product endorsements, nutritional values, ingredients and allergens.
To find out more about our services, contact Editorial contact
Cape Town
Vivienne Ayerst

Tel: or
Tina Baney

Tel: or
For editorial:
Wendy Smith