FAM changes replicas marketing strategy
The Football Association of Malawi (FAM) has embarked on another strategy aimed at making the most from the sale of replica jerseys.
The association says this year it will segment the marketing of the jerseys according to social classes.
FAM general secretary Suzgo Nyirenda said this on Tuesday when he briefed Weekend Nation on the association’s marketing strategy this year.
Due to the expensive pricing of the jerseys in the previous deal, most soccer fans who could not afford to buy the genuine kit resorted to cheaper Chinese counterfeit products. The cheaper material was selling at K2 000 whereas the FAM jerseys were selling at K9 000.
A Chinese businessperson was arrested in Lilongwe in March after being found in possession of a consignment of Flames replica jerseys complete with FAM and Puma logos.
Nyirenda said marketing a sports brand is different from marketing conventional consumer products.
“We have learnt our lessons from the deal we had with Puma. We experienced hurdles because we had not studied the market before embarking on the deal. Now, it is about segmented market approach considering fans’ income levels,” said Nyirenda.
“This is to ensure that all Malawians, regardless of their economic status, can buy their favourite Flames jersey or any other Flames-branded product,” he said.
