Sefalana Holdings Limited is a Botswana based brand that is listed on the Botswana Stock Market Exchange (BSE). “Through the 4 decades of our history, our Group has built on this foundation and has grown into a large and diverse business, operating in a number of sectors predominantly in the Fast Moving Consumer Goods (“FMCG”) sector within Botswana, Namibia, Lesotho, South Africa and most recently, Australia.” Sefalana company website
This is an Umbrella brand name presented to various markets and audiences. The mother brand also endorses a number of sub brands that fall within its control and influence. Now let us consider the elements of a brand portfolio according to Aaker (2004:16).
Brand portfolio: The set of all brands that fall under Sefalana are many including, Sefalana Industries, Food Botswana, Sefalana Lesotho, Metro Namibia Sefalana Properties, Sefalana Motors and KSI. The brand portfolio of Sefalana group is indeed extensive without doubt.
Product-defining roles: The set of roles that each brand could play within the brand portfolio are clearly defined though a large extend seem just too many. The roles can also driven from the brand names, Sefalana Liquor, Shoppers Quick, Sefalana Hyper and KSI- Kalahari Soap Industries.
Portfolio roles: The role that the portfolio plays, in relation to the products is mainly that of endorsement either for in-house brands and other general products. The mother umbrella brand even endorses sub brands and brands categories and product market lines.
Brand scope: The dimension (product categories, sub categories, and markets) of the brand portfolio are fully described on the statement from the company website at the introduction of this paper.
Brand portfolio structure: The Sefalana brand consists of the mother umbrella endorsing brand, sub brands and their sub category operational lines. Sefalana Industries is trading as Foods Botswana and Sefalana Motors as commercial motors in this case Sefalana is the Umbrella brand presented to both the above markets and it but also used to endorse the two categories and also focused on the same markets for business.
Sefalana Holdings Limited is a Botswana based brand that is listed on the Botswana Stock Market Exchange (BSE). “Through the 4 decades of our history, our Group has built on this foundation and has grown into a large and diverse business, operating in a number of sectors predominantly in the Fast Moving Consumer Goods (“FMCG”) sector within Botswana, Namibia, Lesotho, South Africa and most recently, Australia.” Sefalana company website
Portfolio graphics: The visual representation across brands and brand contexts is almost similar golden and blue except for the brands operations in Namibia, Australia, Zambia and South Africa. This reduces confusion among costumers; it brings synergy and cohesion on forces that make brands outstanding.
Sefalana Holdings Limited is a Botswana based brand that is listed on the Botswana Stock Market Exchange (BSE). “Through the 4 decades of our history, our Group has built on this foundation and has grown into a large and diverse business, operating in a number of sectors predominantly in the Fast Moving Consumer Goods (“FMCG”) sector within Botswana, Namibia, Lesotho, South Africa and most recently, Australia.” Sefalana company website Everything about the company sourcing raw materials sustainably from local farmers is clearly stated on the company website and other public media publications.
“To be a diversified regional Group delivering superior shareholder value and return. This is to be achieved through growing from the core, expanding locally and regionally, empowering our people, driving high performance and continuously exceeding our customer expectations”. company corporate strategy-company website
I think the brand portfolio is managed transparently in an effective and sustainable manner. The brand portfolio structure and portfolio designs are distinctive unlike the previous segmented weak set of brands. The brand portfolio has not lost or greatly diverted from its mandate since inception, neither has it lost the status of being a local company for locals by locals. This has and continues to solidify the market position of the brand portfolio in the hearts and minds of many. The company or brand portfolio carries its corporate strategy and mandate of diversification very seriously. The brand portfolio stands for what it is well known and there-by now becoming very successful and powerful.
Sefalana is never on the news for the wrong or bad reasons. The brand portfolio Sefalana together with FNBB declares profits and dividends almost every other year.
The brand procures sustainably from producers and pays them well on time. Sefalana has never had a work strike or strikes since its inception. Their shops are clean and always well stocked. The brand portfolio hardly removes any brands instead it always adds some new brands to expand its existing portfolio.
The brand is generally doing exceptionally well. It is on the right path to grow and maintain its reputation. The brand portfolio market share price as a publicly listed company is selling at BWP11.40 while its main rivalry Choppies is at BWP0.48 BSE – website 21 November 2023.
I think the brand portfolio is too broadly diversified and suggest it should focus on narrower diversification to be more profitable, sustainable and more effective. Sefalana is a very reputable brand, a transparent and effectively managed brand portfolio.
Sources:
- Sefalana Brand website
- David A. Aaker Building Strong Brands;
Botswana Stock Exchange website 21 November 2023