The Marketing Manager of Fanmilk, Edwin Amoako has said his outfit was looking for innovative ways of packaging of their products so they do not become a threat to the society.
He said though the packaging of their products was bio-degradable, it was necessary for Fanmilk to find ways of reducing the impact of plastics on the environment.
Mr Amoako said this at the 2019 Chartered Institute of Marketing Ghana (CIMG) Strategic Marketing Conference held in Accra on Thursday.
The conference which was held on the theme “30 years of celebrating marketing excellence; synergies for the future,” brought together marketing managers of three companies namely PZ Cussons, GLICO and Fanmilk to present their success stories for the past 30 years.
It also brought marketing students and managers from selected universities in Accra and various organisations to the event.
Mr Amoako said his outfit ensures that the plastic used in packaging their products were of the highest standard and would not have any health implications on the consumers.
To reduce the impact of plastics on the environment, Mr Amoako said Fanmilk was embarking on an educational and sensitisation drive in some schools in Accra to encourage them practise waste segregation.
He was of the view that the mindsets most Ghanaians have are not yet been geared towards waste segregation which he described as a challenge.
Mr Amoako said waste bins had been provided in the schools to ensure that the students practise waste segregation which in the long term would impact on their communities and society at large.
The Marketing Manager called on marketers to stay creative and true to the brand, look out for what works for them as a brand while sticking to the brand logo and packaging.
He also urged marketers to be consistent with their brand to give them advantage over other brands.
The head of marketing at PZ Cussons, Hafsa Arthur urged marketers to be innovative saying that innovation starts with the consumer and not technology.
“To be innovative, you need to put the consumer in mind and have products tailored in the interest of the consumer,” she added.
According to Ms Arthur, a brand should not be one that fits all but should be one that meets the needs of the consumer hence varying products provided by her outfit.
On her part the group head, Marketing and Corporate Affairs at GLICO, Ms Afua Rockson said marketers should not despise small beginnings but rather be focused on satisfying customer needs.
She urged companies to have a factual implementation plan, stakeholder engagements and a strong plan for the future.
BY JEMIMA ESINAM KUATSINU