INTERNATIONAL TRADE FAIR AND CONVENTION CENTRE

Project Code:  ZANZIBAR/MTI/2018/PROJECT/

Implementing Authority:  MINISTRY OF TRADE AND INDUSTRIES

Project Location:  Nyamanzi 6 km from Zanzibar airport and 17km from town within Fumba Free Zone

Short Description:

The project will be carried out through Public Private Partnership (PPP Model) OR Joint venture. The propose center will include but not limited to the following items:

Trade fairs:  Exhibition Halls , International Pavilions and Bazaar/

Accommodation Facilities:  Construction of four/five star hotel and apartments/

Convection Centre:  Conference hall for 1000 delegates, and other small halls.

Office Building:  Construction of Office for management and Other facilities/

Project Benefits:

1. Place for product marketing and display.
2. Increased revenue for both Government as well as Investors.
3. Providing new direct employment to indigenous as well as expatriates.
4.  KDevelopment of the area.

Project Cost estimates:  The estimated cost is US$ 115 million./

Project Status::  Master Plan is in Place/

Financing Mode:
  The projects shall be financed through equity, long term loan or Joint Venture under PPP arrangements/

Contact:

Principal Secretary

Ministry of Industry,

Trade and Marketing

P.O.BOX 601

Zanzibar

NATIONAL BRANDING STRATEGY IN ZANZIBAR

Title:  National Branding Strategy in Zanzibar/

Region:  Zanzibar, United Republic of Tanzania /

Main Sector:  Trade & Industrial Sectors/

MKUZA III:  Key Strategic Action:
(a5)    Modernised manufacturing to increase the value and volume of trader/
(b): Develop and implement marketing and branding strategy for products to maximise comparative advantages

Sector Policy and Plan:  Trade policy, Industrial Development Policy, Private Sector Development Policy/

Project Outcome: 
(a) Increased quality and standard products
(b) Enhanced Trade sector that contributes in Exports performance

Responsible Officer:  Hamza A. Hamza./

Administrative Unit:  Ministry Of Trade and Industrial Development Zanzibar.

Total Project Cost:  Tshs 300,000,000.00/=

Project Duration:  1 year

Project Background: 
The World market competition increasing pressure to different country including Zanzibar to develop the business and service concepts for maintaining or improving competitiveness. The brand is one among the most idea of making well-known and recognized trademark for the services.
The concept of Intellectual Property and Branding introduced in Zanzibar in 2011 after the Agreement on Trade Related Aspects of Intellectual Property Rights of 1995 (TRIPS Agreement) which required member states to prepare and implement range of policies, laws and regulations governing intellectual property system.
The general strategic implementation of the Branding concept was developed through the signed of Memorandum of Understanding “MoU” between World Intellectual Property Organization “WIPO”, International Trade Centre “ITC” and Revolution Government of Zanzibar in 2012.

In 2017 the economy has increase by 7.5 percent compared with 6.8 percent in 2016.The three broad sectors that registered growth are: (i) agriculture, forestry and fishing (28%); (ii) industry (17%); and (iii) the services sector (44%). The growth has been attributed by increase in clove production. As the table below shows the trend of cloves production is increasing. Though the production are increasing but the farmers earn less income due to post harvest loss, limited value adding activities and exportation in raw form.

In African countries farmers typically earn less than 10% of the final price of primary goods. The largest proportion of the revenue and the highest margin are captured by importers and retailers. Therefore, to secure and sustain a market position is to brand the products in higher value-added products and services. The farmers and country’s exports will be able to compete in global market through recognizable branding.

Although, the implementation of the Branding projects was started in 2012 but it observed that, there is no Branding Strategy in Zanzibar leading little consideration on maintaining quality of the Zanzibar products through entire value chain such as from pre-production, production, harvesting, and handling. Meanwhile, the Branding strategy will facilitate the understanding the scope and the target of the Branding projects. Also, it differentiate the Zanzibar products from other products in the national, regional and international market, provide the guideline of implementation, boost the national economy as well as improve the living standard of the people.

The government recognizes that, the development of Branding strategy originated from Vision 2020, MKUZA III, Sector Policy and Directives of the Revolution Government of Zanzibar “RGoZ” leadership. Additional, awareness of the Branding concept to the producers /private sector reduce the challenges exist in the market including simplification of choice, promise certain quality level, reduce risk, and/or engender trust on that product demanded.

Currently, brand has much more to do with social, political and economic development than functional characteristics because it creates different types of identity. The Branding strategy in Zanzibar will provide higher margin of farmers that will improves their standard of living and economy of country. SPICES grown in Zanzibar, including cloves, are set to increase their competitiveness in the world market following the inauguration of its branding under the name “Zanzibar Exotic Original”. Government takes an effort to develop the Branding strategy, because of the distinction of Zanzibar products from the other similar products and geographical location of the state.

Justification: 
Currently, the private sectors play an important role in economy that leads the government to take an effort to manage their role on policy and legal matters in order to meet the market pressure. But still there is a major challenge to the development of the Branding system/process on the Zanzibar products, goods and services. Despite the fact that, the spice industry in Zanzibar is not doing well in international market due to lack of appropriate strategies in the entire spice value chain (pre-production, production, harvesting, handling procedures and export).Additionally, lack of Branding strategy leads to the lack of trade un-competitiveness to the market however, Zanzibar spices are unique and distinctive.
Therefore, the need of development of Branding Strategy in Zanzibar is to assure quality product through maintenance and enhancement of the ‘Brand, increase market horizon and commercial value of Zanzibar products, increase income earnings of producers and enhance foreign exchange earnings, distinguish Zanzibar products from similar products and protect the good will and reputation of Zanzibar products.

Project Purpose and Objectives:  The main objective of the project is to develop a national branding strategy in Zanzibar which will provide the guideline of the market strategy for Zanzibar products while ensuring producers and exporters recognized branding and complied with local and international market.

Specific Objectives:
i. Identify examples of good practice in branding and collect inspirations for the design of a Zanzibar products and its communication toward professional buyers and consumers.
ii. Summarise the market opportunity assessment performed by national and identified target markets.

The Zanzibar’s IP strategy is designed to support the development of our internal and external positioning. A strong brand identity will provide a vital platform to connect our internal belief systems and behaviour with our external communication and service delivery.
The primary objective of this concept note is to add value of Zanzibar spices through the use of IP Value capture strategies so as uplift income of spice producers and exporters.

Specific Objectives:
i. To protect, maintain and enhance the quality of Zanzibar Cloves and Spices.
ii. To fetch premium prices in international market for the distinctive Spices of Zanzibar.
iii. To build good reputation to Cloves and Spices of Zanzibar in international market.
iv. To take control of the brand of Zanzibar Cloves that is already into existence in international market.
v To increase income of local spice growers, exporters and distributors.
vi. To distribute Cloves and Spices to final customers in international market using retail system.
vii. To increase marketability and commercial value of Cloves and Spices.

Proposed Project Outcomes: 
It builds the trust of the Zanzibar products and helps to take a comprehensive look at the entire brand ecosystem and identify opportunities to improve the customer experience and strengthen their relationship which will increased the exportation

Project Outline: Overall Approach: 
The consultant is going to employ the following approaches
First step: The consultant will conduct extensive reviews on relevant documents and literatures concerning Zanzibar clove and National Intellectual Property Strategy for Zanzibar.
Second step: involved a field research, in which useful information on Zanzibar clove was collected through identified stakeholders.
Third step: involved using the information from desk study and field work, to prepare the Branding Strategy.
Fourth step: The consultant will engage stakeholders to validate research findings and incorporate comments obtained in the final research report. The final results will be communicated to different stakeholders.

Outputs:
i. An Inception report and an assignment’s plan/work plan.
ii. Summary of market opportunity and branding inspirations.
iii. A final comprehensive National Branding strategy report and action plan
iv. Stakeholders meetings.
vii. To increase marketability and commercial value of Cloves and Spices.

Inputs;:
i. Human resources-(Consultancy, Stakeholders, liaison Officers).
ii. Financial Resources.
iii. Facilities-office, transport etc.
Time frame and Responsibilities
Sustainability
Risks and Management

Expected Results: 
The implementation of this project is expected to bring the following results/ outputs;
i. Increased spice production and exports..
ii. Improved management in the entire spice value chain
iii. Increased marketability of Zanzibar Spices in International markets.
iv. Increased Income for local spice growers, exporters and distributors.
v. Increased Quality and commercial value of Zanzibar Spices..

Project Beneficiaries: 
The main beneficial group has been identified as follow:;
i. Hotel, restaurants, hospitality and food service sectors – Increased business through trade of spices product and services; preservation of biodiversity; preservation of traditional knowledge and heritage; certification and validation of traditional medicines; and acquisition of skills of e-commerce trading.
ii. Small farmer – increased trade with other sectors; diversification of agricultural production; generation of supplementary income from tourism while remaining on farm; increased revenues and improved livelihoods; sense of ownership of the spices products.
iii. Tourism industry – creates tourism standards to ensure links between cloves, spices, culture and tourism offering..
iv. Entrepreneurs and investors – Enhanced capability to develop new enterprises based on linking with agriculture; diversification of markets; improved access to spices marketing and promotion programmers.