Ali Jihami’s over 20 years of experience in the marketing of cosmetics of Ghandour Cosmetics Ltd comes with valuable lessons about the dynamics of product marketing on the African market.

Recently, while sharing his experience, dwelt on the common marketing mistakes that people make in Africa.

He said: “Africa is not one big country, it’s a unique continent made up of 54 countries, diverse in culture and heritage. Businesses are not researching enough about the continent and the countries they intend to invest in. They underestimate how savvy the market is and impose western cultures and values on Africans instead of localizing content and being sensitive to cultural nuances.”

He said further: “Businesses need to adapt their sales and marketing channels and adapt their product offering to suit Africans and even then, to specific countries and targets within those countries. What works in one country will not necessarily work in another.”

 Ali Jihami further offered advice to young Africans, especially those who are fresh out of university and aspired to have a successful career in marketing and sales.

“You graduate from university to enter the school of life – never stop learning. You need to get into the discipline and rigour of work whether you are working for yourself or becoming an employee. Be patient, there are no shortcuts to success, you need to put in the work. You must build relationships and be a good team player, collaboration is everything,” he advised.

Noting that digital skill is relevant now and even more so in the future, he further counselled: “Stay abreast with industry trends and be sensitive to what the market needs but also be creative and try to set some of those trends.”