South Sudan Final

8/4/2019 South Sudan Final

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1 United Nations 193rdmember

Rebranding the Worlds Newest Nation (South Sudan)

International Marketing

SOUTH SUDAN

KDI School- International marketing


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Strategy for Exposure (Local &

International)

Reference



Presentation Outline:

Executive Summary

History

Strength and Weakness & Video Clip: http://www.huffingtonpost.com/20 /07/ 4/south-sudan-united-nations_n_898460.html

INTRODUCTION

Marketing Mix (the Ps)Marketing Strategy

Market Segmentation &

TargetsREBRANDING

REBRNDING

CONCLUSION


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Executive Summary:

This International Marketing Plan considers strategies to market South Sudan (The

Worlds Newest Nation and UNs 193rd Member State).

South Sudan is a new nation with a battered image (locally and internationally)

coming out of a destructive civil war with absolutely no funds to spend on commercial

media due the many challenges they face but would need international exposure and

citizens acceptance to succeed.

The market was segmented into two categories (foreign and local) with each having

different segments and targets with different strategies to reach all the targets with

timelines.

We used the 7 Ps in the analysis and at the end we came to the conclusion that due to

the nations limited budget the best strategy for exposure would be to:

- Develop Strong Participation in Sports

- Improve Investment Climate

- Enhance Civil Liberties

- Develop Strong Voice on Global Issues


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History

all of north and central

Sudan underTurco- Egyptian rule.

included the west,

north and central regions

Source: The war in the South, The war in the West: Darfur.

Turco-Egyptian Rule,

82 - 884

The Mahdist Period,

884- 989

Anglo-Egyptian

condominium,

899- 955

Independence,

956

Civil war

962


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5

Rebrandin the Worlds Newest Nation South Sudan)

History:

BEFOREINDEPENDENCE

United Nations 193rdmember

AFTERINDEPENDENCE

FR t J Y20


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Country Information:

Republic of South Sudan

Source: http://en.wikipedia.org/wiki/South_Sudan


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7 United Nations 193rdmemberRebranding the Worlds Newest Nation (South Sudan)

Video:

Source: Thomas Mukoya Reuters.


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Weakness:

Source : http://static.guim.co.uk/sys-images/Guardian/Pix


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Weakness:

Categories Details

War Rebels, War Lords, Child Soldiers

Tribalism Occasional Multi Ethnic Tribal Feuds

Killing Extra Judicial Killings

Deprivation Poor Infrastructure (Health, Education, Roads)

PoorTransport Airport - Unpaved Runways, Un-motorable Roads

Corruption Poor Civil Service, Official Corruption

Terrorism Kidnapping Of Foreigners, Violent Rape


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Strength:

Source: www.google.com


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Strength:

Categories Details

Nature and Land Mountains, Livestock , Enormous expanses of fertile land

Cultural Heritage

Royal City & Pyramid Necropolis, Land of

Deserts, Ancient historical sites and ruins dating back thousands

of years to the Nubian Civilization

GeographicalUnique geographic location connecting the North and South

Africa , Bridging Africa and the Arab world

Extractive Industry

A huge and abundant amount of natural resources as an oil and g

as, gold, iron ore, copper, chromium ore, zinc, tungsten, mica a

nd silver

Untouched Discovering new world, Diverse wild life

People A highly-skilled and well-educated large Diaspora, Afro-Arab id

entity


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Opportunities:



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Opportunities:

Categories Details

Investments

Attracting tons of foreign investment, Oil and industries,

infrastructure, services, Big biotechnology and agricultural ini

tiatives

Sports Developing talents in football, athletes

Access to aid and

loansInternational financial institutions, aid organizations

Brain gain Expatriates

Tourism Red Sea resorts, developing Ancient Nubian ruins, wild life parks etc.)

Economy Economic growth that is not reliant solely on oil


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14 KOREA-EU FTA

Threats:



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15 United Nations 193rd

memberRebranding the Worlds Newest Nation (South Sudan)

Threats:

Categories Details

Tribal war

Many ethic groups, Increasing sectarianism and tribalism,

al-Qaeda.

Corruption Poor institutions

Exploitation an d

others

Their resources can be exploited by powerful countries;

The continuing spread ofHIV/AIDS.


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The 193rd UN Member State:

Rebranding A New Nation With ABattered Image


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A Quote On Nation Branding:

Source:Mr. Krishna , Ph. D. is professor and coordinator of the advertising program, Indiana University Southeast.

Before undertaking a rebranding activity, a nation must gain

collective consciousness and moral fortitude to be

recognized in the community of nations by relentlessly

striving to attain infrastructure and a people skill or talent.

Clearly the process of rebranding a negatively perceived

nation is a highly sensitive exercise, as it is conditional to a

nation firmly rejecting its past and moving forward with

a new image and brand.


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1 KOREA-EU A

We aspire to build an exemplary

nation: a nation that is

educated and informed;

prosperous, productive and

innovative;

compassionate and tolerant;

free, just and peaceful;

democratic and accountable;

safe, secure and healthy;

united and proud.

SOUTH SUDANS VISION by 4



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How Does South Sudan Want to be Perceived?

Source: State Building in South Sudan, The UNDP Experience

Mission 14:To establish and build South Sudan as a viable nation

which is united, at peace internally and with its

neighbors, and with strong human and institutional

foundations for inclusive democratic governance and

economic, social and rural transformation


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Market Segmentation & Targets (Main Structure):

Segmentation

Within Country(Local)

Young Citizens(Students)

Adult Citizens

(Entrepreneurs)

Outside Country(Global)

Young

(Students & Tourists)

Adult (Investors,Politicians & Tourists)


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Market Segmentation & Targets:

WITHIN COUNTRY(Local)

Major Ethnic Groups

Entrepreneurs

Academia & Students

Religious Bodies

Civil Society

Organized Labor

OUTSIDE COUNTRY

(GLOBAL)

Africa region

The world

Investors

Entertainment industry

Tourists

Multilateral organizations

Non-governmental organizations


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Market Segmentation & Targets:

Young People (Citizens)

Develop love for S. Sudan

Patriotism & Sacrifice

The Can Do Spirit

Develop Sporting Talents

Learn Entrepreneurial Skills

Learn Hard Work Culture

Adults (Citizens)

Culture Of Unity & Tolerance

Reduce Heightened Expectations

Resurrect Entrepreneurial Skills

Responsibility to Build

Increase Patriotism & Sacrifice


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Market Segmentation & Targets

Young People (foreign)

Develop Love For S. Sudan

Where Visitor Are Welcomed

The Land Of Great Opportunities

Investment Friendly Nation

Corruption-free Country

Land Of Hard WorkPeople

Adults (Foreign)

Investment Friendly Country

Corruption-free And Safe Nation

A Nation That Needs Sympathy

The Need For A Second Chance

Reliable Ally And Trade Partner


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Product I

South Sudan



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member


The Marketing Mix (The 7 Ps):

Product ISouth Sudan

Place- Embassy,

- Airport

- Conferences

Perception- War, - Famine,

- Killings, - Rape

PoliticsInternationalRecognition

UN/AU/

Product II

- Tourism

- Investment

Position

Replacingnegative

perception withpositive one

Promotion- Above & Below the line

Comm. (Mass Media, P S &PR, conference)

Price

- Relative Advantage

- Cost of transport,

- Media & Comm.

Product III

- Tax Incentives

- Free Visa

- Good Image


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Strategy for Exposure (Local & International): Strong Participation In Sports

- Football (world & continental cups)

- Athletes (Olympic games)

Civil Liberties:

-Media Freedom,

-Religious Freedom,

-Human Rights

Improve Investment Climate:

- Ease Of Doing Business

- Economic Freedom

- Transparency And Anti-corruption

Develop Strong Voice On Global Issues

- Climate Change

- HIV/AIDS

- Anti-terrorism

- NuclearNon-proliferation


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Media Vehicles:

CNN Focus On Africa

BBC Africa Network

FIFA World Cups

Journal Of Foreign Affairs

International Film Producers

Local And International Musicians

Local Newspapers, Billboards, and Docudrama


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member


Conclusion:

Marketing South Sudan in the international scene for investment and

tourism maybe a daunting task especially without adequate funds due to the

negative perception people have about the nation and her neighbors.

The best strategy would be to secure respectable recognition in the

comity of nations and also embark upon outward orientation measures such

as developing strong participation in international Sporting Events,

improving Investment Climate, developing a Strong Global Voice and

finally enhancing Civil Liberties.

This is possible because her neighbors have negative images on issues

such as human rights, press freedom, and difficulty of investment due to

corruption. By employing the above measures, South Sudan will be seen as

a beacon of hope of the sub-region and as a result can receive easy media

attention from reputable organizations like CNN, BBC, and Others.


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member


Thank you for your attention!


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References:

1. http://en.wikipedia.org/wiki/South_Sudan

2. The war in the South, The war in the West: Darfur

3. http://static.guim.co.uk/sys-images/Guardian/Pix

4. Thomas Mukoya Reuters.

5. State Building in South Sudan, The UNDP Experience

6. Mr. Krishna , Ph. D. is professor and coordinator of the

advertising program, Indiana University Southeast.


South Sudan Final

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