BEMARKING
MARKETING
95
1. WILLEM VOOGT
Manager: Marketing
and Financial Services
Bestuurder: Bemarking
en Finansiële Dienste
2. PETRO VILJOEN
Administrative Clerk: Levies
Administratiewe Klerk: Heffings
3. DIRK KOTZÉ
Member Marketing and
Communication Officer
Ledebemarking- en
Kommunikasiebeampte
4. LAURA RONGA
Secretary to the
Manager: Marketing
Sekretaresse van die
Bestuurder: Bemarking
5. TOIT WESSELS
Member Marketing and
Communication Officer
Ledebemarking- en
Kommunikasiebeampte
6. HANS VAN DER BERG
Member Marketing and
Communication Officer
Ledebemarking- en
Kommunikasiebeampte
7. RIKA VAN NIEKERK
Administrative Clerk: Levies
Administratiewe Klerk: Heffings
OVERVIEW
PUBLIC RELATIONS
OORSIG
OPENBARE BETREKKINGE
The objective of the Marketing Department is to manage the perceptions of members, the public, the gov-
ernment, the value chain and other role-players in agriculture with respect to agriculture and grain produc-
ers. The overall message of food security, job creation, alleviation of poverty, profitability, protection of the
constitutional rights of the grain producer and sustainability must be communicated effectively. Grain SA has
a good product in the form of a strategic industry service that must be marketed effectively to producers. The
department focuses on both the recruitment and retention of members. During 2013 Grain SA created ad-
ditional capacity to ensure the necessary growth in membership and levy income. The capacity also enables
us to enhance personal contact with our current members. As far as communication is concerned, the point
of departure is to integrate internal communication to members and external communication to the media,
the government, the value chain and the public and an integrated marketing and communication strategy
was formulated.
The image of the Organisation was built on values of integrity, dynamics and professionalism. The strategic
plan is to be more proactive with communication – internally as well as externally – and a strategic
communication plan was therefore submitted to the Marketing Committee. On the basis of this plan, various
actions were launched to develop a greater awareness in the English media. Relations with the Afrikaans
media are still deemed important and permanent activities like
RSG
and
OFM
were continued.
INTERNAL LIAISON
Regional and information meetings
It is customary to convene a series of regional meetings every year before Congress. The aim is to stimulate
thoughts and receive feedback in order to ensure that the interests of the grain producer are addressed.
These events are also used to inform members of the strategic objectives that were delivered effectively. It
is important to Grain SA to reach its members at grassroots level. A further focus was to attend farmer union
meetings. This is a very effective way of communicating with paid-up as well as non-paid-up members.
Die doel van die Bemarkingsafdeling is om die persepsies van die publiek, die regering, die waardeketting
en ander rolspelers in landbou, rakende landbou en graanprodusente te bestuur. Die oorkoepelende
boodskap van voedselsekerheid, werkskepping, armoedeverligting, winsgewendheid, beskerming van
die grondwetlike regte van die graanprodusent asook volhoubaarheid, moet effektief gekommunikeer
word. Graan SA het ‘n goeie produk in die vorm van ‘n bedryfstrategiese diens wat doeltreffend verkoop
moet word aan produsente. Die afdeling fokus op beide die werwing en behoud van lede. Graan SA
het gedurende 2013 addisionele kapasiteit geskep om die nodige groei in ledetal en heffingsinkomste
te verseker. Die kapasiteit stel ons ook in staat om persoonlike kontak met ons huidige lede te
bevorder. Wanneer dit kom by kommunikasie is die uitgangspunt om interne kommunikasie na lede en
eksterne kommunikasie na die media, die regering, die waardeketting en die publiek te integreer en ‘n
geïntegreerde bemarking- en kommunikasiestrategie is geformuleer.
Die beeld van die organisasie word op waardes van integriteit, dinamika en professionaliteit gebou. Die
strategiese plan is om meer proaktief met kommunikasie – beide intern en ekstern – te wees en daarom
is ‘n strategiese kommunikasieplan aan die Bemarkingskomitee voorgelê. Na aanleiding van hierdie plan
is verskeie aksies geloods om ‘n groter bewustheid in die Engelse media te kweek. Verhoudinge met die
Afrikaanse media word steeds hoog geag en volgehou met vaste aksies, soos met
RSG
en
OFM
.
INTERNE SKAKELING
Streeks- en inligtingsvergaderings
Dit is die gebruik om jaarliks ‘n reeks streeksvergaderings voor Kongres te hou. Die doel daarvan
is om die gedagtes te prikkel en terugvoer te ontvang, om seker te maak dat die belange van die
graanprodusent aangespreek word. Daar word ook van hierdie geleenthede gebruik gemaak om lede
rakende strategiese doelwitte wat effektief afgelewer is, in te lig. Dit is vir Graan SA belangrik om op
grondvlak by lede uit te kom. Verder is daar ook daarop gefokus om boere-unievergaderings by te woon.
Dit is ‘n baie effektiewe manier om met opbetaalde sowel as nie-opbetaalde lede te kommunikeer.
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THE MARKETING TEAM
DIE BEMARKINGSPAN
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