“My Great Kaduna Competition”

Five Year Restoration Plan 2016-2021: Marketing, Branding, and Economic Development Plans in Kaduna State

Introduction: Every country, public sector unit, or company is fighting for market access, investment, talent, and stakeholder support. Kaduna state government needs to recognise the nuances among the several components of development and heed the following tips in order to succeed in the restoration plan. This presentation will highlight key areas as ingredients for economic development and why it is so important and rewarding for emerging economies.

Focus on branding as key to economic recovery and overarching approach: Now don’t get me wrong, when I say branding, there is more to it than a name or logo. Branding takes place from the manufacturer to the supply chain to the consumer. The power of branding is eminent in the private sector, however; there are strong indications that suggest adopting private sector branding techniques enhances market effectiveness in the public sector. Before this can be achieved the government needs to put in place the needed infrastructural facilities that will smooth all the interplay aspects. Hence retail will serve as the focal point to this policy. Retailing by focusing on different aspects of the market from the clothing to commodity brands will provide jobs to the people and offer economic boost to Kaduna state.

Different aspects to this strategy can be applied from local brands to international brands. Attracting local brands can be fairly easy with strategic arrangement between the two businesses. On the other hand, getting the international brands to partner with retailers in franchise dealership will need convincing, especially with the difficult nature of doing business in Nigeria due to issues like poor road network, inefficient distribution chain, poor power supply, and mistrust due to persistent fraudulent activities.

With a population of over 6 Million, who by far are the most familiar with international brands population in the northern part of the country, the state will be a bee hive for international brands. The state needs to adopt the strategy used by other emerging economies that also focused on branding to improve and diversify their economies (i.e. south East Asia and the Middle East). Outsourcing has been going on for decades; there is no reason why Nigeria and indeed Kaduna state should not take advantage of this. Especially in areas like clothing line, computer software and hardware components etc.   

Road network: A good and easy access to different locations within the main towns and other areas needs to be enhanced. Areas that have existing road network like Yakubu Gowon way should be made to have walkways with well-maintained scenery rather than the haphazard state they are in. this will help in boosting investor confidence and beautify the state. As it is moving from one place to another is a difficult task because there is no provision of walkways.

Encourage participation of major players in international retailers in the state: As already witnessed in other states of the country. International retailers especially from Western Europe and America should be encouraged to invest in the country rather than the current focus on South African retailers. This will encourage other brand owners who are eager to establish business in Nigeria to establish franchise dealership with business men of the state.

Modernise security: Another aspect worth noting is the adoption of modern security within the metropolis and other towns. Again, as an emerging economy, states in Nigeria need to ‘copy’ aspects of the more matured economies which are quite available and willing to be offered. Careful monitoring of activities is the best way to prevent crime; hence the state needs to assure investors that their safety is important. Different strategies can be used to ensure this security which will be discussed in other forums, if need be.

Reviving moribund companies: As the state already has companies that are doing business, they should be encouraged to function properly by the state government offering support where necessary. Although major offering for this kind of business is more business to business than consumer, this will offer jobs and add revenue to the state. Companies that were well established earlier like Zaria Pharmaceutical, Kachia Ginger Company and Ikara Tomatoes Company can be a source of revenue to the state.

Conclusion: As emphasized earlier, Kaduna restoration plan (or rather Nigeria as a whole) brings a new set of challenges but also far more opportunities for long-term success. With a population size of over 180 million, the country is a fast-growing market and consumers will only become more brand savvy as time goes on. As brand owners are gradually realising the country’s huge potential, it’s important for states to individually invest in attracting and welcoming brands now to have it pay off in the long run. With these above mentioned points, coupled with success of such strategies in other emerging economies (i.e. south East Asia and the Middle East), branding (i.e. manufacturing, distribution, and wholesale coupled with agents, with robust retail focus and marketing promotions) will push infrastructure, human and economic development in Kaduna State.