The Marketers Association of Zimbabwe (MAZ) hosted the 2018 Superbrand Awards Ceremony on the 7th of December 2018 , an auspicious event that has been adapted into the country by MAZ since 2009 and whose aim is to recognise and congratulate the nation’s top performing brands and brand excellence.
The event announced brands that made it into the top 20 of the Business to Business (B2B) category, and the top 20 winners in the Business to Consumer (B2C) category as well as the sectoral winners nationwide.
Superbrands chairman, Dr. Eve Gadzikwa notified delegates that the concept aims to identify brands that are performing above and beyond others and the determinant factor/backbone of the Superbrand research process is and will always be the consumer.
“The 2018 Superbrand Research was nationwide covering all 10 provinces. Our target sample size was 3 000 (1 500 B2B and 1 500 B2C). We managed to do a total of 2 857 interviews (1 541 B2C and 1 316 B2B). More in-depth Chart Bases Analysis on demographics will be held in sectorial reports where there will be more Filtering and Visual Customization of data based on sectors.
“In this year's research, we continued with the digital technology which makes use of the internationally recognized online research systems. With the use of electronic gadgets they enabled us to manage interviewer’s movements in real time with the use of GPS tracking and location systems, and optimize on desired reach,” said Dr. Gadzikwa.
MAZ also commends Grant Thornton, (who were chosen as the auditors for the 2018 research) for carrying out an audit process in determining whether the ranking of the brands surveyed were in accordance with the rules, regulations and procedures set out by the adjudication committee.
The ceremony saw retail brands taking the centre stage while some sectors like the financial services sector have seen a drop in consumer ratings. More luxury brands have also dropped in the rankings due to shift in consumer priorities, these movements are reflective of the prevailing consumer experiences as shaped by the current economic challenges.
Top 5 of the Business to Business (B2B) 2018 Superbrand winners are as follows:
5th position (B2B category) - Dairibord Holdings Limited.
4th position (B2B category) - Nyaradzo Group.
3rd position (B2B category) - Ecocash
2nd position (B2B category) - Delta
Winner of the B2B category - Econet Wireless.
TOP 5 of the Business to Consumers (B2C) 2018 Superbrand winners are as follows:
5th position (B2C category) - Coca cola.
4th position (B2C category) - Ok Zimbabwe.
3rd position (B2C category) - Ecocash.
2nd position (B2C category) - TM Pick n Pay.
Winner of the B2C category - Nyaradzo Funeral Services.
The overall Superbrand winner was Econet Wireless.
Minister of Industry and Commerce, Hon. Nqobizitha Mangaliso Ndlovu graced the ceremony and further commended MAZ for being the Head banner of the initiative that promotes competition amongst local brands.
He further added that local brands are important as they are the vehicles to building a Brand Zimbabwe.
“ Local brands help reflect and define the character of the local market. As such, they are local icons in the market insofar as they are associated with symbols of out local culture, heritage and country. I wish to commend MAZ for coming up with this initiative that promotes competition,” said Hon. Ndlovu.