As part of activities of the Chartered Institute of Marketing Ghana (CIMG) to promote the marketing profession and practitioners in the country, Herbalife Ghana Ltd has been hosted for imbibing in a marketing concept that has positives for the growth of the Ghanaian economy.
Country Director of Herbalife Ghana Limited, Mr. Frederick Amissah in his presentation at the program dubbed “Alternate Sales and Network Marketing, A World of Opportunity” at Golden Tulip Hotel, revealed that there is a need for speed, variety and quality in the delivery of products as direct selling provides the networking needed to sustain businesses.
According to Mr. Frederick Amissah, his long standing experience in marketing has shown direct selling as the most dynamic, vibrant, rapidly expanding channel of distribution for the marketing of products and services directly to consumers at their homes and workplaces without delay.
He stressed that the strength of direct selling lies in its tradition of independence, service to consumers, and commitment to entrepreneurial growth in the free market system; adding that unfortunately Africa and the Middle East share only 1 percent in the 2012 Global Sales and Direct Selling Community published on July 24, 2013, meaning there is huge opportunity in Africa.
He maintained that the time has come for marketers and the country as a whole to look in the direction of direct selling concept as it has the tendency to boost the economy of the country rather than sticking to the traditional way of selling through agents and key distributors.
“we have to distribute products through friends, families, church, workplace and the various social media where we pay less for advertisement and promotion….introduce the products to the people that are close to you….you get to know their feeling and they can easily relate with you with the kind of products you introduce to them”, he asserted in an interview with Peacefmonline.com.
Buttressing the point made by the Country Director of Herbalife Ghana Limited, the Managing Director of Chartered Institute of Marketing Ghana, Mr. Kwabena Agyekum told Peacefmonline.com that the direct selling is gaining momentum as it helps to deal directly with families, friends and colleagues but quickly rooted for the practice of both the traditional and direct selling to ascertain their strength in the market.
“….direct selling is gaining momentum as it helps to deal directly with families members, friends and colleagues rather than the traditional selling through channels and key distributors…to me in marketing, consumers change, attitudes change and so we are not too sure until we have empirical evidence to prove; so for me I will go for combo, a dual….I will do that the traditional way together until I see one giving way for the other”, he pontificated.
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