International Marketing

SOUTH SUDAN
KDI School- International marketing
Rebranding the Worlds Newest Nation (South Sudan)

United Nations 193rd member

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 Strategy

Marketing Mix (the Ps) Market Segmentation & Targets

Strategy for Exposure (Local & International) Reference
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United Nations 193rd member

REBRANDING

CONCLUSION REBRNDING

Rebranding the Worlds Newest Nation (South Sudan)

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
Rebranding the Worlds Newest Nation (South Sudan)

United Nations 193rd member

History
Turco-Egyptian Rule, 82 - 884 The Mahdist Period, Anglo-Egyptian condominium, 884- 989 899- 955 Independence, 956 Civil war 962

all of north and central Sudan under Turco- Egyptian rule.  included the west, north and central regions

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

Rebranding the Worlds Newest Nation (South Sudan)

United Nations 193rd member

History:
BEFORE INDEPENDENCE AFTER INDEPENDENCE FR 20
t

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United Nations 193rd member

Country Information:
Republic of South Sudan

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

Rebranding the Worlds Newest Nation (South Sudan)

United Nations 193rd member

Video:

Source: Thomas Mukoya Reuters.

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United Nations 193rd member

Weakness:

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

Rebranding the Worlds Newest Nation (South Sudan)

United Nations 193rd member

Weakness:
Categories War Tribalism Killing Deprivation Poor Transport Corruption Terrorism Details Rebels, War Lords, Child Soldiers Occasional Multi Ethnic Tribal Feuds Extra Judicial Killings Poor Infrastructure (Health, Education, Roads) Airport - Unpaved Runways, Un-motorable Roads Poor Civil Service, Official Corruption Kidnapping Of Foreigners, Violent Rape
United Nations 193rd member

Rebranding the Worlds Newest Nation (South Sudan)

Strength:

Source: www.google.com
Rebranding the Worlds Newest Nation (South Sudan)

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United Nations 193rd member

Strength:
Categories Nature and Land Details Mountains, Livestock , Enormous expanses of fertile land Royal City & Pyramid Necropolis, Land of Deserts, Ancient historical sites and ruins dating back thousands of years to the Nubian Civilization Unique geographic location connecting the North and South Africa , Bridging Africa and the Arab world 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 Discovering new world, Diverse wild life A highly-skilled and well-educated large Diaspora, Afro-Arab id entity
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United Nations 193rd member

Cultural Heritage

Geographical

Extractive Industry Untouched People

Rebranding the Worlds Newest Nation (South Sudan)

Opportunities:

Rebranding the Worlds Newest Nation (South Sudan)

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KOREA-EU FTA

Opportunities:
Categories Investments Sports Access to aid and loans Brain gain Tourism Economy Details Attracting tons of foreign investment, Oil and industries, infrastructure, services, Big biotechnology and agricultural ini tiatives Developing talents in football, athletes International financial institutions, aid organizations Expatriates Red Sea resorts, developing Ancient Nubian ruins, wild life p arks etc.) Economic growth that is not reliant solely on oil

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United Nations 193rd member

Threats:

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KOREA-EU FTA

Threats:
Categories Details Many ethic groups, Increasing sectarianism and tribalism, al-Qaeda.

Tribal war

Corruption

Poor institutions

Exploitation an d others

Their resources can be exploited by powerful countries; The continuing spread of HIV/AIDS.

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United Nations 193rd member

The 193rd UN Member State:

Rebranding A New Nation With A Battered Image

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United Nations 193rd member

A Quote On Nation Branding:

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

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United Nations 193rd member

SOUTH SUDANS VISION by 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.

Rebranding the Worlds Newest Nation (South Sudan)

KOREA-EU

How Does South Sudan Want to be Perceived?

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

Source: State Building in South Sudan, The UNDP Experience

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United Nations 193rd member

Market Segmentation & Targets (Main Structure):

Young Citizens
(Students)

Within Country (Local) Adult Citizens

(Entrepreneurs)

Segmentation Young (Students & Tourists) Outside Country (Global) Adult (Investors,
Politicians & Tourists)
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United Nations 193rd member

Market Segmentation & Targets:

WITHIN COUNTRY (Local)
Major Ethnic Groups Entrepreneurs Academia & Students Religious Bodies Civil Society Organized Labor
Investors Entertainment industry Tourists Multilateral organizations Non-governmental organizations

OUTSIDE COUNTRY (GLOBAL)

Africa region The world

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United Nations 193rd member

Market Segmentation & Targets:

Young People (Citizens)

Adults (Citizens)

Develop love for S. Sudan Patriotism & Sacrifice The Can Do Spirit Develop Sporting Talents Learn Entrepreneurial Skills Learn Hard Work Culture

Culture Of Unity & Tolerance Reduce Heightened Expectations Resurrect Entrepreneurial Skills Responsibility to Build Increase Patriotism & Sacrifice

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United Nations 193rd member

Market Segmentation & Targets

Young People (foreign)
Adults (Foreign)

Develop Love For S. Sudan Where Visitor Are Welcomed The Land Of Great Opportunities Investment Friendly Nation Corruption-free Country Land Of Hard Work People

Investment Friendly Country Corruption-free And Safe Nation A Nation That Needs Sympathy The Need For A Second Chance Reliable Ally And Trade Partner

Rebranding the Worlds Newest Nation (South Sudan)

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United Nations 193rd member

Product I
South Sudan

Rebranding the Worlds Newest Nation (South Sudan)

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KOREA-EU FTA

The Marketing Mix (The 7 Ps):

Product I
South Sudan

Position
Replacing negative perception with positive one

Promotion
- Above & Below the line Comm. (Mass Media, P S & PR, conference)

Place
-

Price Product II
- Tourism

Embassy, - Airport - Conferences

- Investment

- Relative Advantage - Cost of transport, - Media & Comm.

Perception
- War, - Famine, - Killings, - Rape

Politics
International Recognition UN/AU/

Product III
- Tax Incentives - Free Visa - Good Image

Rebranding the Worlds Newest Nation (South Sudan)

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United Nations 193rd member

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 - Nuclear Non-proliferation
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United Nations 193rd member

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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United Nations 193rd 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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Thank you for your attention!

Rebranding the Worlds Newest Nation (South Sudan)

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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.

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KOREA-EU FTA