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"Four years ago the Potatoe Board decided they needed to improve the image of potatoes in the minds of consumers, thereby increasing sales. One of the tools available to do this was the Generic Marketing of agricultural products. The Board decided to do some benchmarking and approached the marketing manager at the South African Sugar Association for guidance. Jennifer Smith, gave us excellent and comprehensive advice, in fact trained us in generic marketing, and based on her guidelines the board put in place a strategy and implementation plan which has resulted in excellent growth and awareness of potatoes amongst consumers. We have had a fantastic four years." Ettiene Booyens

"There are 5 ways triumph can be known;

  1. Those who know when to challenge and when not to challenge.
  2. Those who recognise how to use the numerous and the few.
  3. Those who agree on superior and inferior objectives
  4. Those who prepare to lie in wait for the unprepared.
  5. Those who lead without interference from a Ruler. Those who know these five and the Tao (way), will triumph."

 

Sun Tzu - The Art of War