Consultancy to Support the Roll-out of the Marketing and Communication Plan for the Buy Malawi Strategy (BMS)

Country: Malawi
Language: EN
Customer: United Nations Development Programme
Number: 2118404
Publication date: 22-05-2017
Source: gov.uk Contracts Finder
Tags: Agricultural services

Description

General information
Not set
Consultancy to Support the Roll-out of the Marketing and Communication Plan for the Buy Malawi Strategy (BMS)
United Nations Development Programme
RFP/2017/005
22-May-2017
31-May-2017 17:00
(GMT 3.00) Kaliningrad, South Africa

Malawis economy is dominated by Agriculture, which accounts for over 30% of the countrys Gross Domestic Product (GDP). This over-reliance on agriculture has been a leading cause of high volatility in Malawis GDP growth, as poor harvests coupled with regular droughts have significantly impacted on agricultural output. The Manufacturing Sector is relatively small and contributes just over 10% of Malawi`s GDP. Furthermore, it is concentrated around the cities of Blantyre, Lilongwe and to a lesser extent Mzuzu, leaving most of the country with very limited or no industrial development. The Manufacturing Sector is critical for an economys growth potential and balance of payments. The lack of a thriving manufacturing sector and over-reliance on primary agriculture increases the need to import value-added goods, whether for consumption or as industrial inputs, and decreases the potential to develop a sustained comparative advantage of the local industry for exporting such goods.

While Malawi has made some important strides in its economic development agenda, it has suffered economic set-backs that are characteristic of a country with a weak productive base. The intermittent weakening of the local currency and a huge trade imbalance speak of an economy that has an enormous appetite for imported goods and services, even those which are efficiently produced locally. Malawians generally prefer imported over locally produced products and consider goods made in Malawi as second class products. The consequences of ignoring consumption of and patronizing locally produced goods and services have been well documented. The net effects are lost jobs, unstable exchange rate, stagnating industrial development, high inflation and worsening trade balances just to mention a few. This trajectory is undesirable and unsustainable for the country hence the need for a change to support home grown industries.

It is against this background that the Malawi Government resuscitated the strategy to promote consumption of locally-made goods and services. To that effect the Government of Malawi, through the Ministry of Industry, Trade and Tourism, developed the Buy Malawi Strategy (BMS) in 2015 which was officially launched on 18th March 2016 by the Head of State, emphasizing its significance to Malawi. This strategy builds on gains made in the previous Buy Malawi Campaign (BMC) and comes at a time when there is stiff competition from imported goods and services, a situation that demands re-defining Malawis economic growth patterns.

The essence of the Buy Malawi Strategy is to encourage consumption of locally produced goods and services through deliberate interventions, and to change the mindset and negative perceptions towards goods produced in Malawi. Such behavioral change has the potential to substantially enhance competitiveness of local firms, stimulate local production, job and wealth creation and promote industrialization, a key priority of the Malawi Growth and Development Strategy II (MGDS II). This is also in tandem with commitments of world leaders to promote an equitable global economic system in which no country or person should be left behind.

To promote the Buy Malawi Strategy, to encourage the purchase and consumption of Malawian products and to instill excitement and national pride when it comes to the use of goods and services Made in Malawi, the Government of Malawi, through the Ministry of Industry, Trade and Tourism, also developed a Marketing & Communication Plan for the BMS.

Key priorities in the BMS Marketing & Communication Plan include the development of an attractive, informative, customer friendly and well targeted BMS website, BMS logo designs for tier 1 and 2, BMS brochures, BMS garments, advertising point of sale display.

The website will be one of the main tools for the BMS Secretariat to reach its target audiences, to enhance participation in the Buy Malawi Strategy and to influence Malawian consumers to preferably buy locally made products.

The Government of Malawi, through the Ministry of Industry, Trade and Tourism, is hence seeking a firm, either National or International, to provide professional services in support of production of marketing materials as per Marketing and Communication Plan developed for the Buy Malawi Strategy.

Countries
Malawi
Mavuto Nkhoma - mavuto.nkhoma@undp.org, Tel: +265 1773500
mavuto.nkhoma@undp.org
Mavuto
Nkhoma
Malawi (+265)
1773500
226
Malawi (+265)
Mavuto Nkhoma - mavuto.nkhoma@undp.org, Tel: +265 1773500
Susan Mkandawire - susan.mkandawire@undp.org, Tel: +265 1773500
susan.mkandawire@undp.org
Susan
Mkandawire
Malawi (+265)
1773500
220
Susan Mkandawire - susan.mkandawire@undp.org, Tel: +265 1773500
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J - Services
80000000 - Management and Business Professionals and Administrative Services
80100000 - Management advisory services
80150000 - Trade policy and services
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