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.
• 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
(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
(3)
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IDENTIFIED ISSUES
Marketing issues
Promotional issues
Challenges
Prospects
Nigerian Philately Service
(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
(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
(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
(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
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.
(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
(8)
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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
(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
(10) CHALLENGES TO PHILATELY IN AFRICA
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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
CONT.(10)
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Internal
Financial constrains
Bereacracy
Government influence
Management decisions
Status of Philately
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
(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
*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
Thank you