Press Releases & News
08 Nov 2007
G4S Kenya Invests in Marketing for Growth
Many security companies do not place a high value on branding, communications
& marketing of their products and services. This is particularly evident in Kenya’s more than Ksh.40
billion security industry, comprising of more than 2,000 Private Security providers. The result of this
of course is lack of differentiation, service understanding and positioning of products leading to a
stiff price competition.
As a market leader, G4S was an industry pioneer
in setting up a fully-fledged marketing department towards the end of 2005. Today the department consists
of Sales and Marketing Director, a Brand Manager, a Communications Manager, a Customer Service Manager
and a fully fledged sales team and plans are underway to add two marketing assistants to support the
increased business needs.
“G4S Kenya has been successful over the last
39 years. The limitation we had with the Marketing function is that it was neither structured nor resourced
to undertake its core responsibilities” G4S Kenya Sales and Marketing Director, Betty Keitany-Koech
says. She says marketing plays an integral part in any modern organization in identifying, anticipating
and satisfying customer needs. Marketing exists primarily for the customer.
The
launch of the stafforum (an e-staff interactive forum) posted to notice boards in all branches has played
a key role in keeping staff informed of management’s strategic direction and progress on roadmap whilst
allowing feedback from staff. “Communication in the business has improved a lot. Staff are in the know
of what’s happening”. The Sales and Marketing Director says.”
The sales
management process has been enhanced through job profiling and re-sourcing with competent staff, training
and performance monitoring. For instance, whereas new sales position would be determined at the end
of the month, this information is now available every Friday by division and branch. With RAMCO system
in place, we will be able to generate daily sales reports.
In addition,
there is greater focus on customer satisfaction, Customer Services Manager, Lucy Kiruthu says. She says
G4S is now more proactive in its relationship with its customers by conducting regular customer surveys
and having customer service weeks for every unit of the company. “We have introduced a mandatory customer
contact program which has enabled staff inter-phase with our customers more,” Lucy adds.
Over
the last two years, the brand team has rolled out the re-branding program and executed marketing campaigns
for new products. Through the brand champion, brand guidelines are enforced across the business and
duplication of marketing responsibilities is eliminated.
| “We managed to refresh the brand which used to be associated with guards only” the Brand Manager, Grace Wandera says. “It’s now easy to identify and recognize the G4S brand because of standardization in all G4S subsidiaries”. |
“Through
differentiation strategy, Guarding Services Revenue is on an
upward trend at double digit growth. ” Keitany-Koech says. She adds that all the other units of the
business are recording double-digit growth. For starter, G4S Kenya has unveiled a new service, packing
and removals in the courier division. There is a high demand for the service and sales are ahead of
target.
“We are at an advantage because most of our competitors do not
have a fully fledged sales and marketing department except for two other plays (albeit low level). It
puts us a step ahead of the competition,” she says.
Segmentation and
differentiation can be challenging yet daunting. It calls for an understanding of the market and customer
needs. With this insight, any of the following avenues can be used to create a Unique Selling Proposition
(USP) : customer service, technology, additional services, accessibility, product presentation etc.
“Where possible, we use business models that have worked in other
countries.” says Keitany-Koech. “This is the added advantage of being an international brand”.
 | She adds that the re-branding took place at a time when a new Managing Director, Mr. Ken Wood, Joined the business. “He also brought in a change – through structure, new people and new processes. It was a timely shot the business needed. ” Keitany-Koech says. |
G4S
Kenya aspires
to be the security services provider of choice and an undisputable leader in Security Solutions. The
market remains buoyant at +6% growth and new business opportunities buoyed by economic growth in units
such as cash in transit are propelled by the installation of more Automated Teller Machines (ATMs) by
local financial institutions.
At the end of the day, G4S recognizes that
it operates within a community and as a market leader, the company takes its Corporate Social Responsibilities
(CSR) seriously.
“G4S as a company encourages staff to participate in
CSR,” the Sales and Marketing Director says. Our focus next year is support activities for G4S teen’s
sponsorship and supporting staff CSR initiatives. For the next three years, the G4S group, which operates
over 100 countries around the world, has decided to identify talented sports people in some of the countries
in which they operate and support their endeavors to prepare for the next Olympic Games. G4S Kenya has
identified 2006 Junior World cross country champion and 3,000 meters junior world silver medallist Pauline
Korkwiang, and will support her training for the Olympics. We also have business to business sponsorship
like the Dettol Heart Run and Standard chartered Marathon as well as needy requests for assistance.
Through the trust fund that will be launched in January 08, we will consolidate our resources and get
the best return on CSR
The company is keen on adopting a more structured
approach that will ensure that its social investments enrich the lives of the local communities while
on the corporate front.
For
more info contact
Carlos Kioko Henry
Communications
Manager
G4S Security Services Kenya
Cell: 0722853777
DL:
6982015
