This document discusses how to build and grow a brand on Jumia. It begins by explaining what branding is and why it is important to build a brand. It then provides steps for how to build a brand, such as identifying the target market, sourcing products, product packaging and marketing. It emphasizes the importance of product quality, visibility, fulfillment and reviews. The document also recommends ways to grow a brand, like launching exclusive products, never compromising on quality and aiming for 5-star reviews. It suggests utilizing Jumia's promotional tools to boost visibility and sales.

1. How to build a
brand

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Agenda
What is Branding
Why should you build a brand
How to build a brand
How to grow a brand

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Jumia Is the place of choice for brands in Africa
3
Jumia has been the home of Nigeria
brands
Jumia Offers an Entry Point For Many Brands inAfrica
Launched exclusively on Jumia in 2014 –
now #1 in Nigeria as per GFK
Launched exclusively on Jumia in
2015
Launched exclusively on Jumia in 2016

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Why you should build a brand
A strong brand allows YOU to control buyer perception
 Your business isn’t what you say it is—it’s what they say it is. Without a strong brand, people will
have misconceptions about who you are, what you represent, and the unique benefit your
products offer them. But a clearly defined brand identity ensures you’re seen the way YOU want
to be.
You can charge a premium
 Weak brands are, more often than not, engaged in price wars they can never really win. They’re
competing on pennies, yet they’re losing dollars. With a strong brand, your perceived value will be
higher, which means you can charge more for your products. Give customers a great experience, and
you beat the competition—at any price
Attract more of the right customers.
 As the playing field becomes more saturated with savvier, flashier competitors, those without
strong brands increasingly struggle to get new customers in the door. But successful brands
understand that customers buy products based on emotion, not just logic. Arm yourself with a
powerful identity that resonates with your target audience—and you’ll turn them into buyers

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Why you should build a brand (contd)
Stick like glue in their minds.
 In a deafeningly noisy marketplace, weak brands lack that X-factor necessary to make a lasting,
memorable first impression on their customers. A strong, consistent brand is the key to building
recognition, awareness, and memorability, so you’ll be at the top of their mind next time they
need your product.
Build loyalty and profits to match
 Without a strong brand, you need to constantly spend money on marketing to get new customers.
Your rising customer acquisition costs are likely hurting not just your margins but your long-term
growth. Remember: Loyal customers are by far your most profitable. A brand helps you earn your
customers’ trust, so they keep coming back.
Gain independence and opportunities for growth.
 As the playing field becomes more saturated with savvier, flashier competitors, those without
strong brands increasingly struggle to get new customers in the door. But successful brands
understand that customers buy products based on emotion, not just logic. Arm yourself with a
powerful identity that resonates with your target audience—and you’ll turn them into buyers

6. ©Jumia–Proprietary
How to Build a brand
STRICTLY CONFIDENTIAL 6
Identify your
target market
Source for
generic products
or manufacture
inshouse
Prepare product
for sale
Product Visibility
and Marketing
Post - sale
• Get distribution rights for
international brands
• Source for generic
products and engrave your
brand
• Manufacture in-house
• Product packaging
• Product Images
• Product Upload
• Deliver on customer
promise
• Swift product fulfilment
• Product quality
• Review feedbacks to spot
improvement suggestions
• Adding the right
keywords to product titles
and descriptions
•

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How to Build a brand (contd)
Product upload with catchy product titles and descriptions
 Adding the right keywords to product titles and descriptions translate into better visibility for your listings in
search results. Spend time in finding out the right keywords and check on different combinations if needed,
before your freeze on the apt one.
Product visibility/marketing
 Jumia has designed different promotional tools to help boost your visibility which converts to sales. From
Open CP to Sponsored ads, it is a safer bet than advertising elsewhere. You are advertising directly to your
target audience.
Deliver on customer promise
 Swift product fulfilment
 Product quality
Follow up on product reviews
 Review feedbacks to spot improvement suggestions
STRICTLY CONFIDENTIAL 7

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How to grow your brand
Never compromise on product quality
 Whether you choose niche products or ones that have ready demand, ensure quality is
maintained and is consistent. Customers tend to favor familiar brands with positive experiences
when they have to make a choice.
Launch exclusive online-only or unique products
 Jumia has been the backbone of new brands, exclusivity for some has been the secret. If you as a
seller can supply online-only products, then Jumia will put their weight behind it. Take for
instance David wej that developed Fashion items exclusively for Jumia. The company’s sales
increased and is now regarded as an established Fashion brand in the country.
Aim for 5 stars and nothing less
 Seller rating product reviews can make or break your brand. Customers like to pick products that are
vouched for by other customers. So more the positive reviews you have, higher is your seller rating
and higher is your chance to attract new customers.

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How to grow your brand
Utilize Jumia promotional tools
 Jumia has designed different promotional tools to help boost your visibility which converts to sales.
From Open CP to Sponsored ads, it is a safer bet than advertising elsewhere. You are advertising
directly to your target audience.

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Executive summary
Promotion
creation in Seller
Center
Vendors
subscription
Promotion
preparation and
execution
Payment
collection
Promotion
analysis /
sharing with
vendor
1 2 3 4 5
2 weeks before promotion. 1 week to subscribe. 1 week to prepare + 1
week of promotion.
One pager report shared
with vendor 1 week after
promotion ends.
Vendor is charged the
week after promotion.
Category managers are in
charge of promotion
creation.
Subscription are made
through Seller Center
Promotion Feature.
- Tracking through Salesforce.com.
- Payment collected through account statement in SC.
- One pager report shared with vendor after the
promotion.

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