18 Jun 2015

Finance Director of Sefalana Group says they will over time concentrate on the perception in the market regarding their prices and show that they are the lowest amongst their competitors.

Speaking at the Group’s new identity launch, Mr Mohamed Osman said Sefalana Holding Company has been a leader in the FMCG industry over the last 40 years and now they are adopting a new group wide identity that will flow into every one of its divisions, companies and associated businesses.

He indicated that the rapid growth and expansion of Sefalana Group over the years has resulted in somewhat fragmented identity within the group umbrella.

“In today’s competitive environment building a strong, unified brand across diverse operations is considered to be one of the best ways to enhance synergy and add more strength to the organisation,” he said.

He indicated that the new identity will be rolled out first to ten stores in the next 8-12 weeks and the rest of the businesses in the next six months.

“The roll out will likely cost around P5-6million and this project was conceptualized all because of the confusion in the market with people not knowing which business are under the Sefalana Group,” he said, adding that the common theme among members is very important.

Mr Osman said Sefalana has built a well-known and trusted name and believes it will leverage this equity of the household brand that speaks with one voice.

With the new group positioning line “Your basket of opportunities”, Ms Osman said it reflects the benefits and intent of the Sefalana Group, actively seeking out new opportunities for all stakeholders and adding value to the lives of the people of Botswana.

“Sefalana brings innovation, creates wealth, nourishes and helps families make every pula go further,” said Mr Osman.

He noted that Sefalana is very proud of its roots and identity and has taken this move with strategic consideration and respect for its heritage. 

Mr Osman reflected that the group is excited to bring a fresh look, cohesion and new energy to its organisation. 

“The Group is looking forward to continued growth with many new exciting developments, alongside the support of the people of Botswana,” he said.

Sefalana Group’s five flagships are in trading, industries, motors and properties and they will all have the same identity going forward.

Speaking on the trading (Cash n Carry, Wholesalers and Retailers) business, Mr Osman said Sefalana Group will have Sefalana Quick, Sefalana Hyper, Sefalana Shopper and Sefalana Liquor.

“People should know that we have removed the ‘S’ from Shoppers and it is now Shopper,” he said, adding that last year around July they also acquired Metro in Namibia and it has been a successful transition and they are making strides in that country.

Furthermore he indicated that they are looking at extending all their in house brand of products and this will hopefully be done in the next 1-2 months.

Mr Osman also said Sefalana Group has been toying with the idea of having their own range of fizzy drinks even though nothing is final, they are hoping to conclude everything well in time.

“We have also been busy with constructing our new head office and we will be moving there in a couple of months,” he concluded. ENDS