UBL prospective graduate trainees tipped on marketing dynamics, changing customer preferences

Marketing, customer tastes change every time and there’s need to be open to learning in a bid to succeed as a marketer, the Uganda Breweries Limited (UBL) Marketing Manager Spirits Rhona Namanya has said.

She said this during the webinar held under the topic “A marketing career at UBL, held on December 27th 2021, in which UBL marketers interfaced with the prospective Graduate Marketing Trainees.

On the effect of COVID 19 on marketing, Namanya said the pandemic came with associated preventive measures such as closure of bars, events and entertainment centers has created a huge shift in a way UBL conducts businesses, with a strategic focus on e-commerce. “We do a lot of promotions that involve interacting with people in crowds and in bars. Understanding that bars are closed and we cannot pull crowds anymore was a huge shift for us. Also, innovation around embracing new media especially digital to stay relevant and make sales has been a huge plus for the organisation,” she stated.

Maureen Rutabingwa, the Head of Spirits Innovation at Diageo Africa said that COVID 19 pandemic made them realise that the external environment determines the way their work is done.

“Covid 19 has also taught us on the need to also have an understanding about what’s happening externally.”

UBL’s marketing graduate recruitment program Marketing and Innovations director at Guinness Ghana Breweries Estella Muzito told prospective marketing graduate trainees that: “I encourage you to have an open mind and try out different things for you to have clarity. Allow yourself to make mistakes and know where you want to stick around and get specialty.” While on recruitment interviews, she told them that they need to be curious about UBL company, get an understanding of different product brands that are manufactured there among other details.

“Understand what you want and why you want it. Give yourself permission to know that your path may be different and not just go with the route that has been set by others,” said Muzito.

Rutabingwa said there are a lot of reading materials on different areas such as the sustainability agenda, inclusion among others, and asked the prospective marketing graduate trainees to make use of them. “Do the due-diligence to understand. Always love the culture to understand what’s news.”

Babuleka Matilda, the Brand Manager Bell Lager said the marketing graduate recruitment program is all about what people are passionate on and how to bring them to life. “Your day today experiences will help you during the recruitment interview, get some understanding about the products and brands,” she stated.

The Marketing & Innovation Director at UBL Emmy Hashakimana said the graduate training program gives the opportunity to trainees to learn from so many people and offset their career.