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Champion Product Approach Implementation Assistance Survey in Ethiopia (Phase 2) Final Report

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Champion Product Approach Implementation Assistance Survey in Ethiopia (Phase 2) Final Report Federal Democratic Republic of Ethiopia Champion Product Approach Implementation Assistance Survey in Ethiopia (Phase 2) Final Report February 2017 Japan International Cooperation Agency (JICA) Foundation for Advanced Studies on International Development （（（FASID））） Dentsu Inc. IL JR 17-028 Table of Contents Abbreviations ...................................................................................................... v Chapter 1 Outline of the Study 1.1 Background ............................................................................................. 3 1.2 Purpose of the Phase 2 study .................................................................... 4 1.3 Summary of the study .............................................................................. 4 1.3.1 Implementation ..................................................................................... 4 1.3.2 Implementation schedule ....................................................................... 5 1.3.3 Implementation structure ....................................................................... 8 Chapter 2 Review of the CPA Phase 1 2.1 Outline of the CPA Phase 1 .................................................................... 13 2.2 Remaining issues for CPA Phase 2 .......................................................... 14 2.3 Responses to the challenges in CPA Phase 2 ........................................... 17 Chapter 3 Trial of Measures for Candidate Champion Products 3.1 Branding in CPA Phase 1 ........................................................................ 23 3.2 Branding workshop ................................................................................ 24 3.2.1 Identification of Ethiopia’s unique assets ............................................. 24 3.2.2 Set a production policy for brand video ............................................... 27 3.2.3 Identifying a brand concept ................................................................. 29 3.3 Brand video ........................................................................................... 31 3.3.1 TV conference for brand video ............................................................. 31 3.3.2 Local video shooting ........................................................................... 32 3.3.3 Discussion on editing policy and agreement ......................................... 33 3.3.4 Completion of the brand video ............................................................. 33 3.4 Creation of a website ............................................................................. 35 3.4.1 Web contents ....................................................................................... 35 3.4.2 Web content management system ......................................................... 36 3.5 Verifying the effects of measures for all champion product candidates .... 37 Chapter 4 Activities in Leather Sector – Trial of Branding and Promotion (Oct 2014 – Jan 2016) 4.1 Identifying a target sector ...................................................................... 47 i 4.1.1 Domestic market research .................................................................... 47 4.1.2 Selection of partner companies ............................................................ 54 4.2 Identifying a brand concept for the target sector (sheepskin) ................... 58 4.2.1 Branding workshop .............................................................................. 58 4.2.2 Define the brand concept, choose a brand name, and create a brand logo ........................................................................... 60 4.2.3 Creation of brand book ........................................................................ 61 4.2.4 Registering a brand as a trademark ...................................................... 62 4.3 Development of promotional tools .......................................................... 65 4.3.1 Small booklet ...................................................................................... 65 4.3.2 Production of a poster ......................................................................... 66 4.4 Understanding situations of the leather industry in Japan ........................ 66 4.4.1 Summary of the product launching event .............................................. 66 4.4.2 Visit to the glove manufacturing cluster in Shikoku .............................. 68 4.4.3 Consideration of cooperation with the leather industry in Japan ............ 70 4.5 Exhibition at JFW-IFF ............................................................................ 71 4.5.1 Select exhibiting companies ................................................................ 72 4.5.2 Basic concept for the exhibition ........................................................... 72 4.5.3 Assistance with product development ................................................... 73 4.5.4 Display at the stand ............................................................................. 74 4.5.5 Exhibition summary ............................................................................ 75 4.6 Workshop in Japan (July 2015) ............................................................... 77 4.7 Trades with buyers ................................................................................. 79 4.7.1 Measures to promote trades with buyers ............................................... 79 4.8 Promotional activities of CPA ................................................................ 82 4.8.1 Promotional activities in Japan ............................................................ 82 4.8.2 Promotional activities in Ethiopia ........................................................ 82 4.9 Setting up a structure for brand maintenance and management ................ 83 4.9.1 Workshop for brand operational management ....................................... 83 4.9.2 Clarification of the stakeholders’ roles ................................................. 85 4.10 Consideration of issues identified in the interim wrap ............................. 87 Chapter 5 Activities in the Leather Sector – Actions after the Interim Wrap-Up (Feb. 2016 – Nov. 2016) 5.1 Support for product development and quality improvement ..................... 98 ii 5.1.1 Action 1: Understanding of the quality required by the Japanese market ........................................................ 98 5.1.2 Action 2: Initiative to improve design and technology .......................... 98 5.1.3 Action 3: New product development .................................................. 101 5.1.4 Action 4: Development of flagship products ....................................... 103 5.1.5 Action 5: Initiative for implementation of pre-delivery product inspection ................................................ 104 5.2 Display at the exhibition and other promotional activities ..................... 104 5.2.1 Action 6: Brand promotion ................................................................ 104 5.2.2 Action 7: Creation of business templates ............................................ 116 5.2.3 Action 8: Increase of the role of the Embassy of Ethiopia in Japan and MOFA .................................................................. 116 5.3 Visit to Japan in April 2016 .................................................................. 117 5.3.1 Action 9: Cooperation with Japanese industry associations ................. 117 5.4 Research on structural problems in the Ethiopian leather sector ............ 118 5.4.1 Action 10: Strengthening of competitiveness by reducing order quantities .................................................... 118 5.4.2 Action 11: Promotion of cooperation between tanners and manufacturers ....................................................... 119 5.4.3 Action 12: Initiatives to deal with upstream issues in the value chain . 120 5.4.4 Action 13: Improvement in the quality of leather materials and yield rate .......................................................................... 121 5.5 Building of a brand system ................................................................... 121 5.5.1 Action 14: Operation of accreditation system ..................................... 121 5.6 Efforts for other issues ......................................................................... 123 5.6.1 Action 15: Activities to encourage inward investment in Ethiopia by foreign companies .............................................................. 123 5.6.2 Action 16: Introduction of kaizen activities ........................................ 123 5.6.3 Action 17: Streamlining of import/export procedures ......................... 123 Chapter 6 Activities in the Leather Sector – Further Strengthening of the Brand System (Nov. 2016 – Feb. 2017) 6.1 Implementation of the visit to Japan ..................................................... 127 6.1.1 Introduction on the visit .................................................................... 127 6.1.2 Study tour ......................................................................................... 127 6.2 Brand workshop in Japan ..................................................................... 129 iii 6.2.1 Summary of brand workshop .............................................................. 129 6.2.2 Results of brand workshop ................................................................. 129 6.3 Research on LIDI’s testing and analytical capacities for the quality of Ethiopian leather materials ...............................................
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