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MARKETING AND PROMOTION OF PHILATELY IN AFRICA; ISSUES, CHALLENGES AND PROSPECTS BY J. FEMIFOLA DUROSOMO GENERAL MANAGE

MARKETING AND PROMOTION OF PHILATELY IN AFRICA; ISSUES, CHALLENGES AND PROSPECTS BY J. FEMIFOLA DUROSOMO GENERAL MANAGER NIGERIAN POSTAL SERVICE. Nigerian Philately Service. (1) OBJECTIVES. To identify and discuss major issues in marketing and Promotion of Philately in Africa.

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MARKETING AND PROMOTION OF PHILATELY IN AFRICA; ISSUES, CHALLENGES AND PROSPECTS BY J. FEMIFOLA DUROSOMO GENERAL MANAGE

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  1. MARKETING AND PROMOTION OF PHILATELY IN AFRICA; ISSUES, CHALLENGES AND PROSPECTSBYJ. FEMIFOLA DUROSOMOGENERAL MANAGERNIGERIAN POSTAL SERVICE Nigerian Philately Service

  2. (1) OBJECTIVES • To identify and discuss major issues in marketing and Promotion of Philately in Africa. • To have an over-view of the challenges and Prospects of Philately as a hobby and a business in Africa. • To proffer solutions to major issues and challenges. Nigerian Philately Service

  3. (2) DEFINITION OF PHILATELY • Philately may be defined as the care for or interest in collecting and studying of Postage Stamps and other artifacts of Postal history – Prof. Branny. Artifacts of Postal history may include used Postage Stamps, first day covers, Postcards, Plate, Block of stamps, Souvenir sheets, envelopes, Aerogram etc. Philately is the act of collecting, keeping and studying of Postage Stamps and related postal matters (philately products) from home and abroad. • Philately is a noble activity. It gives rise to fine thought and instill a sense of proportion and beauty and feelings of human confidence and friendship. Hence the significance of philately as an instrument of International Cultural exchanges. Nowadays Postage Stamps have so far surpassed their utilitarian role of denoting payment of postage. They are a living reminder of the past and a mirror of the present. Stamp collecting contribute to the harmonius development of cultured people. – George Yordanor. Minister of Culture, Science and education people’s republic of Bulgaria. Nigerian Philately Service

  4. (3) IDENTIFIED ISSUES • Marketing issues • Promotional issues • Challenges • Prospects Nigerian Philately Service

  5. (4) MARKETING ISSUES • Inadequate research and the use of modern marketing concept • Gap between the issuing authority, Philatelists and collectors and using the right marketing mix. Nigerian Philately Service

  6. (5) SOLUTION MARKETING ISSUES (II) * It is important to know that Marketing Mix represent only those factory that the Postal Service can control. • The need for issuing authorities to use the modern marketing concept approach to identify the need of collectors. • The gap between issuing authority and collectors. Nigerian Philately Service

  7. (6) SOLVING THE MARKETING ISSUE (II) • Applying market mix i.e. The guide for the development of Philately produced by the World Association for the development of Philately (WADP) categorised Philatelic products into five major groups. These are: (1) Postage Stamps (2) Postal Stationeries i.e. (3) Philatelic (4) Postal Cancellations (5) Philatelic Accessories Nigerian Philately Service

  8. (6) SOLVING THE MARKETING ISSUE (II) CONT. (i) Products: What are the range of our products. The guide for the development of Philately produced by the World Association for the development of Philately (WADP) categorised Philatelic products into five major groups. These are: (1) Postage Stamps (2) Postal Stationeries i.e. (3) Philatelic (4) Postal Cancellations (5) Philatelic Accessories

  9. CONT. (ii) Pricing: What is our pricing policy and target group. (iii) Promotion: How do we promote our products. Distribution; Best method of delivery. (iv) Service: How effective are our services.

  10. (7) SOLVING THE MARKETING ISSUE (II) • Our relationship with others players in the industry such has; Agents, Dealers, Artists, designers, speculators investors etc. • Policy and ethical issues Issuing policy, withdraw policy, archival policy. How do we handle our archival materials. * Best practice and International standard. Nigerian Philately Service

  11. (8) PROMOTION Philately needs to b e promoted for many reasons. Part of which are: • Fears of extintion • To create awareness • To demonstrate the products • To teach Philately (the hobby) Nigerian Philately Service

  12. (9) MEDIA • Print media (Newspapers, Magazines, etc. • Electronic media • The traditional e-media i.e. Radio, Television (broadcast) • Social media, internet, telephone G.S.M. • Below the line media; Direct Mail, exhibitions, Demonstrations, Auctions, Persona or group contacts through philatelic clubs, Association etc. Nigerian Philately Service

  13. (10) CHALLENGES TO PHILATELY IN AFRICA External • Competition from other hobbies • New Information order (ICT) • Poverty level (economic problems promote poverty) • Ignorance • Historic culture of not giving time for relaxation Nigerian Philately Service

  14. CONT.(10) Internal • Financial constrains • Bereacracy • Government influence • Management decisions • Status of Philately

  15. 11 PROSPECT OF PHILATELY IN AFRICA • The prospect of philately in Africa is bright. It is a win win situation. ($15 bill industry) • To the Postal Service; philately is a good source of income (the only area where the postal service still has monopoly) • To the Philatelists; philately is a good hobby for knowledge, relaxation, socialization and financial reward • To Philatelic traders; – viable and good business, it is the same thing for artists, stamp designers, security printers and producers of philatelic accessories. • To the nation; philately is part of the economic activities. It portrays social and cultural development, history and values of the country. • To the world; Philately causes interactions among people and promote peace. Nigerian Philately Service

  16. (12) WAY FORWARD • African Postal administrations should; • Invest in development of Philately by introducing good products. • Encouraged active Philatelic life and conducive environment for philatelists. (support competitive exhibition). • Postal Administrations should Also remember that Postal Service revenue on philately depends on any of the followings; (i) The number of Philatelists/collectors in a country. (ii) The quality of Philatelic products (iii) The volume of Philatelic activities being sponsored in a year by the postal service , business community, philatelic organizations and collectors. • Training: Handling and marketing of Philatelic Products are different from other regular products. Staff should be trained on how to handle philatelic products. • Participate in International exhibitions. Local exhibition should also be encouraged . Nigerian Philately Service

  17. *PAPU should* further encourage philately at continental level by involving philatelic association as member of Africa Group for Promotion of Philately in Africa. *Encourage the formation of Africa federation of philately societies*Encourage regional group for promotion of philatelic within Africa Nigerian Philately Service

  18. Thank you

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