Today we talk about my favourite bank, Capitec that was established on the 1^st of March 2001 and has become one of the best in South Africa with over 24Million clients and 880 branches across the country. Considering that this brand has been operating for 25years but is already competing with banks that are over a hundred years in the market shows that there is clearly something it is doing right. This is one bank that I can confidently say that it continues to keep up with trends and moving along with what is currently needed by consumers.

So apart from creating a strong brand identity, differentiating, and positioning itself in the financial market, this brand has managed to successfully to bring about strong influence in the way consumers think about and perceive the brand by their creative brand contact touchpoints, however, these brand contact points cannot be successful or be useful without the employees of the brand. This is what now brings us to the importance of internal marketing.

The effect of using an internal marketing approach is to create employees who have contact with external customers to be content with what is inside the company. Capitec employees show great contact with consumers, and I say this with certainty because I have seen it first-hand. When a consumer visits a Capitec branch they are kindly greeted at the entrance by one of the employees and asked how they can be assisted. They are then given a number and that number will be called by a consulted so that they can be assisted at a certain counter to bring order. While waiting to be called by a consulted, is constantly in contact with screens on their walls that are constantly advertising what the bank offers to its clients.

Internal marketing will attract, develop, motivate, and sustain qualified employees through work products that meet their needs (Rafiq cited in Suryati 2022). If one looks at the testimonies of the employees on social media, sharing their journey on how they started and where they are in the company, that is, getting promoted and reaching great hights, it shows how the brand empowers its employees, this then ensuring that they are happy. And it is simple, if the employees are happy then they will greatly carry the values of the brand with pride. I have also noticed that this brand hires young and energetic people. This brings in more young consumers as clients because they know that they will be in contact with employees that will understand them.

There is so much more that I could note but let us get into the steps of the brand contact process in relation to Capitec and the role of its employees’ involvement in shaping the perception of it as a brand.

There are five steps of brand contact and planning process suggested by Klopper and North (2011:161).

1. All points of brand contact.

This is where a brand inventory is created for the brand to gain insight into how and where stakeholders make contact with the brand, and vice versa. Finding out how the consumer interacts with the touchpoints of the brand. Looking at Capitec, the culture, the uniform, the branding, the traditional marketing, it shows that employees are constantly involved otherwise consumers would not get good services at their branches and the employees would not show to love their uniform on social media platforms.

• Primary brand contact patterns

This is where the main touchpoints are established. For Capitec, it would be their grand logo, their choice of colours and their mantra “switch to Capitec”. When in contact with capitec consultants they ensure that they convince you to “Switch to Capitec” by explaining all the benefits to you. And if you are not careful you might even come out with a loan, because they understand what they are doing.

• Most important brand contact points

This is where a brand establishes which points of contact have greater influence and best serve the brand purpose. For the Capitec brand the employees I believe they have taken the “first impressions last” statement to heart, because they have made visiting a branch easy with how they are eager to help from when you enter the building.

References

S,Suryati (2022). Internal Marketing, Concept And Application For Increased Corporate Performance. https://www.researchgate.net/publication/364048575_Internal_Marketing_Concept_And_Application_For_Increased_Corporate_Performance

Founded in the small town of Nelspruit South Africa in 1996, Galito’s has been consistently expanding in South Africa as well as international markets. In 30 years, this brand has extended to more than 260 stores in 17 countries.

This brand has grown in an impeccable way competing with big brands in the food market. They have been in the market, consistently growing and satisfying their customers. Galitos has done well in positioning itself and differentiating itself in the food market.

With positioning itself, the brand started by choosing what they would offer to the consumer, which is grilled chicken, making it their main offer and what occupies a valued place in the consumers mind.

In one word, brand positioning relates to the “target consumer’s” reasons for which he or she opts for that particular brand, not another one (Brzaković1, 2002). Galitos proved this to be true by doing the following,

Galitos chose their specific target market, then created or told their story and consumers believed it. So many consumers feel they belong with this brand not just because of their affordable prices but by the environment at their stores (relaxed, down to earth and homey), as well as the service they receive from the staff. When dining at Galitos, you feel like you are at home just round the corner at a shisanyama and that’s what missing from the other brands galitos is competing with.

Their brand Mantras do well for them in communicating with the consumers, their simple and easy to understand. Most importantly inspire.

One of their mantras that I have come across is “At Galito’s, it’s not just food, it’s Flame, Flavor and Family”. This not only promises good food but an invite to go enjoy food with family at a family friendly environment.

Another mantra I have seen say “great memories over the Freshest, Tastiest, Flame-Grilled Chicken meals in town!”, this alone would make anyone believe that they are to enjoy a good grilled and fresh chicken.

One of the positioning guidelines that makes them successful is using product descriptors. Telling consumers that their ingredients are locally sourced makes it easy for them to be consumer’s preferred because this means they support local businesses.

LOOKING AT THE RAMIFICATIONS OF THE BRANDS SUCCESSFUL POSITIONING AND DIFFERENTIATION

• With successfully positioning itself this brand has been able to expand to 17 countries acquiring 260 stores
• The brand has quickly grown to being one of South Africa’s most preferred grilled chicken stop for many consumers because of the specials, their sauces and their affordable prices.
• They also can be found in the most accessible locations possible. Filling stations, roadsides, shopping centers or malls and CBD areas and that makes them be better positioned because with this, consumers are familiar with it, get used to their menu and get to prefer it over other brands.

The importance of positioning and differentiation for the brand goes far beyond it being the most preferred brand but to stand out from the brands that it found in the market. Brand that have been doing well. Galitos had to come into a market that is saturated and had to figure out how it gets to be seen as the best as well.

In this Galito successfully linked positioning and differentiation by following the steps.

1. They understood the market and competition they were entering in and figured what they would do and how they would do it better. Their affordability, buying ingredients locally, creating an inviting dining environment, their weekly/monthly specials and creating their own sauces.
2. They found out what made their brand different.
3. They are legitimate. Galitos is very authentic. It gives to its target market and the target prefers it.
4. They also constantly are communicating how they are different through their menu as well as how the treat their customers in store.

If you ask me, this brand has done an amazing job given the time they have come into the fast food industry. They managed to bring their brand identity to life, helping them expand to 17 different countries as well as positioning themselves so well that they became a favorite among their competitors.

referencing

Brzaković1 A, (2002). Positioning a Brand on the Market. https://thickfitnessblog.wordpress.com/wp-admin/post.php?post=34&action=edit

Janiszewska and Insch, (2012). The Strategic Importance of Brand Positioning in the Place Brand Concept – Elements, Structure and Application of the Positioning Statement. https://www.researchgate.net/publication/269586166_The_Strategic_Importance_of_Brand_Positioning_in_the_Place_Brand_Concept_-_Elements_Structure_and_Application_of_the_Positioning_Statement