Commercial Guide

IV - Marketing U.S. Products And Services

Distribution and Sales Channels

Distribution and sales channels are concentrated in Burkina’s two largest cities - Ouagadougou (almost a million inhabitants) and Bobo-Dioulasso (450,000). Secondary urban areas could be considered for distribution of consumables such as dairy products, edible oil, and batteries, even though these areas are already well served by the country’s two largest cities. Major commercial banks and insurance services have branches in secondary urban areas, which are linked to Ouagadougou and Bobo-Dioulasso by paved roads or partially paved roads. Distribution and sales entities operate under various forms, ranging from modern mini-markets, shops, and warehouses to informal sector market stands.

Use of Agents and Distributors/Finding a Partner

There is no law in Burkina Faso requiring retention of an agent/distributor, but this is advisable. Selecting a capable local agent could be critical to the successful introduction of U.S. products into a market dominated by French goods.

There are a limited number of businessmen in Burkina with the practical experience and financial capacity necessary to form a partnership with a U.S. firm. Most are active in import-substitution industry or commerce. Some in this group could be valuable joint-venture partners for U.S. investors.

Franchising

Franchising is not yet an assimilated distribution technique. Local businessmen usually ask for an exclusive agent distributor contract.

Direct Marketing

Direct marketing is a possible tool, especially for selling to wholesalers (e.g. pharmaceutical), but it is used infrequently in Burkina. In the case of foreign party bids, a competing U.S. firm should hire a local contact for direct follow-up.

Joint Ventures/Licensing

There are Burkinabe joint ventures in the mining sector involving partly owned U.S. companies. Moreover, the Burkinabe business community is open to joint ventures in the areas of agro-business, construction, tourism, beauty supplies, and cosmetics.

Advertising and Trade Promotion

Advertisements can be placed directly through local newspapers or through advertising agencies. Ouagadougou’s daily papers are listed below. For a more complete list, please contact the American Embassy in Ouagadougou.

Daily Newspapers

L’Observateur Paalga

01 B.P. 584 Ouagadougou 01

Burkina Faso

Tel:(226) 50-30-55-75, Fax: (226) 50-31-45-79

E-mail:lobs@fasonet.bf

Sidwaya

01 B.P. 507 Ouagadougou 01

Burkina Faso

Tel: (226) 50-31-22-89/09, fax: (226) 50-31-03-62

Le Journal du Soir

02 B.P. 5468 Ouagadougou 02

Burkina Faso

Tel: (226) 50-31-59-20, fax: (226) 50-31-59-22

Le Pays

01 B.P.4577

Ouagadougou 01

Burkina So

Tel: (226) 50-31-35-46, fax: (226) 50-31-45-50

E-mail: ed.lepays@cenatrin.bf

There is a small but dynamic and experienced staff at Burkina’s Chamber of Commerce. They conduct feasibility studies and training, develop business links, and organize participation in trade shows. The office also acts as a bridge between government authorities and business associations. Matters regarding investments and import-export regulations and procedures are handled by an office in the Ministry of Commerce, Industry, and Crafts. Questions may be addressed to:

Centre de Promotion des Entreprises (Guichet Unique)

01 B.P. 365 Ouagadougou 01

Burkina Faso

Tel:(226) 50-30-73-42/07 Fax: (226) 50-30-73-05

The National Office of External Trade (ONAC) promotes Burkinabe export products and the country’s participation in trade fairs, including its own well attended International Artisanal Salon of Ouagadougou (SIAO), which is held in October of even-numbered years. Interested businesses are encouraged to contact:

Mr. Hamadé Ouédraogo

Director General

Chambre de Commerce, d’Industrie et d’Artisanat

01 B.P. 502 Ouagadougou 01

Burkina Faso

Tel: (226) 50-31-12-66/67, fax: (226) 50-30-61-16

E-mail:ccia-bf@cenatrin.bf

Protecting Your Product from Intellectual Property Right Infringement

Burkina Faso belongs to the African Intellectual Property Organization (OAPI) and the World Intellectual Property Organization, which officially protect members’ trademarks, patents, and industrial designs.

Invention patents are valid in member countries for 20 years with licensing possible three years after issuance of the patent. Trademark rights are valid for 20 years and are renewable.

Need for a Local Attorney

A local attorney and/or notary may be required to secure or close a contract. There are about 107 practicing lawyers and 10 public notaries registered in Burkina Faso. The Embassy consular section maintains a list of registered lawyers who have indicated they will work with American clients.

Most lawyers do not speak English, but translation services are available. Upon request, the Embassy can provide the names and addresses of the most experienced bookkeepers, public notaries, engineering consulting offices, and translation services. Such inquiries should be addressed to the Commercial Assistant.