Growing our own marketing channels and brands

Impahla is excited to announce that we have been appointed sub-Saharan African licensees for BLK and Linebreak. BLK is the official sponsor of the Sharks Rugby Franchise, representing and manufacturing the Sharks replica strip.

Advertising and brand awareness
Making the brands known

What we are doing

  • William Hughes with support from Ronald Rink developing brand business
  • Leverage off the high visibility Cell C Sharks Rugby Franchise brand
  • Develop partnerships
  • Rugby’ginners campaign in conjunction with Cell C
  • Top Events/Safari Marathon – T-Shirt sponsorship for event with more than 10 000 participants
  • Ignite Fitness to part sponsor kit in return for brand awareness on their social media

How we will measure

  • Social media followers on: website, Facebook, Instagram and Twitter
  • Enquiries from events
  • Cost of advertising and brand awareness
  • Value of exposure as return on marketing investment.

Regional and provincial sales presence
Achieve agents in all territories actively promoting and selling the brand.

What we are doing

  • Appointing agents to take the range and sell to stores.
  • Training and briefing agents about brand values to achieve commitment.
  • Training and briefing agents about our business Code of Conduct.
  • Progressive commission structure based on prices achieved.
  • Agent’s orders dispatched direct to customer from Cape Town.

How we will measure

  • Increased coverage and presence across sub-Saharan Africa. Currently only South Africa served (under-served in rural areas, especially Mpumalanga, Limpopo and Northwest).
  • Turnover per agent against a budget.
  • Price levels achieved against list price.
  • Monthly sales prospecting report giving feedback.
  • Customer survey to measure values and business ethics of the sales team.

Product development
Develop ranges available through the brands (BLK/Sharks and Linebreak) to appeal to targeted market demand.

What we are doing

  • Developing ranges around the brands
  •  Exploiting local market knowledge to develop own brands and clothing ranges
  • Appointed Lauren French, product development manager, in 2014 and now building a product development centre

How we will measure

  • Lead times to produce design, prototype and sample range
  • Quality of the ranges produced
  • Accuracy of the specifications

Retail service
Deliver product against orders, on time, in full, at the right price and at the right quality.

What we are doing

  • Appointed James Hughes to head up national sales
  • Fast response to all communication
  • Available extended hours to assist and respond
  • Quick turnaround to orders
  • Willing to help deal with complaints and concerns

How we will measure

  • Customer satisfaction and surveys
  • Accuracy of order fulfilment
  • On-time delivery
  • Quality as measured by returns
  • Price as compared with competing brands

Management of stock
To ensure stock is available to meet demand, without overstocking or being left with obsolescent stock.

What we are doing

  • Continually assess the market for expected demand off-take
  • Plan manufacture to meet expected demand
  • Ensure stock availability for major launch windows, for example in November/December

How we will measure

  • Ratio of forced discounts to total sales
  • Unfulfilled orders by value as a proportion of total sales