Pule Funeral Group outlines strategic roadmap
Pule Funeral Group (PFG), the diversified funeral services outfit is buoyant that it will attain a leading position in the cutthroat industry, mainly because of its current strategy which emphasizes improved customer services, innovation, strategic partnerships among others.
This was disclosed by the newly appointed General Manager, Keakantse Mmotlana in an interview with Botswana Guardian. The company’s services include funeral services, insurance as well as a casket manufacturing plant. “Pule Funeral Group envisions becoming a leading provider of dignified funeral services in Botswana. This long-term vision stems from its rich legacy, which has been built on trust, compassion, and quality service delivery. The management team has outlined a strategic roadmap to achieve this vision through expansion, modernisation, and innovation,” said a confident Mmotlana.
The trailblazing group, which was formed over 45 years ago, has also disclosed plans to expand its branch network beyond the southern region to northern of Botswana, targeting economically active areas such as Francistown, Maun, Palapye and Kasane. Currently, Pule Funeral Group has branches in Gaborone, Kanye, Molepolole, Lobatse and Goodhope. In addition, the group will in due course refurbish existing facilities to enhance its brand image and customer experience. “Ultimately, PFG aims to list on the Botswana Stock Exchange (BSE), allowing Batswana to invest in its growth and share in its success. This listing will provide the company with the financial flexibility to pursue its ambitious goals while reinforcing its position as a market leader. Through these strategic initiatives, PFG is set to redefine the death care industry in Botswana and beyond,” said Mmotlana.
The domestic funeral services industry is highly competitive despite the country’s limiting population of just over 2.5 million. As one of the oldest businesses in the multi-million industry, Pule Funeral Group has worked hard to stay competitive in the market, by among others, offering unique customer experience. “Unlike many local players, PFG provides a comprehensive range of services under one roof, including funeral arrangements, coffin manufacturing, and funeral insurance. This end-to-end offering ensures seamless customer experiences while enabling cost efficiencies that are passed on to clients. One of PFG’s key differentiators is its in-house coffin manufacturing unit. This capability not only reduces reliance on imports but also allows the company to control quality and pricing,” explained Mmotlana, adding they cater for the needs of diverse customer segments, from middle-income families to high-net-worth individuals.
The company’s growth and competitiveness, has over the years been propelled by forging strategic partnerships with entities such as burial societies, high-end event companies, regional funeral services providers such as Thusanyo Funerals which has enabled the company to expand its reach across Botswana. “These partnerships ensure that PFG can deliver consistent quality across Botswana. PFG’s integrated service model, rich heritage, innovative approach, and strategic alliances set it apart as a market leader in Botswana’s funeral services industry, providing clients with unparalleled value and peace of mind,” stressed Mmotlana.
At present, the group is actively engaging with potential investors and partners to further accelerate its growth and solidify its position in the market. Companies across most sectors of the economy are embracing digital transformation to stay competitive and relevant. Pule Funeral Group is not left behind. “PFG has embraced digital transformation as a cornerstone of its turnaround and growth strategy. Internally, PFG has adopted cloud-based systems to streamline operations. These systems enhance resource scheduling, allowing tasks to be assigned efficiently, based on staff availability and expertise. Payment processing has been digitized, enabling clients to make payments remotely through secure electronic transfers,” disclosed Mmotlana. Externally, the company is leveraging technology to improve the customer experience. For example, the company offers Virtual feed of funeral services, allowing family members and friends unable to attend in person to participate in ceremonies through live streaming.
A fit for purpose workforce remains critical for the company’s operations and profitability. This explains why there is continuous training within the workplace. “Pule Funeral Group recognizes this and prioritizes comprehensive training programs to ensure its staff can deliver exceptional service while handling the emotional complexities of their roles. PFG’s training programs focus on both technical skills and emotional intelligence. Employees are trained in funeral arrangements, embalming, and other technical aspects to ensure professionalism and efficiency,” stated Mmotlana.
As a company which subscribes to globally recognised Environmental, Social & Governance (ESG) principles, it is aware of the importance of contributing to the sustainable growth of communities it operates in. As part of its corporate social responsibility, Pule Funeral Group actively supports burial societies, providing discounted services and resources to ensure dignified funerals for all members. Additionally, the company sponsors community events and contributes to local causes that promote social welfare.
Going into the future, the company is ready to take opportunities in the fast-growing funeral services industry. One of the most significant growth areas lies in private burial options. The company will start developing private burial sites and introducing crematoriums, to deal with this demand, which has come about because of pressure on public cemeteries, “At this stage, we are currently discussing these opportunities with potential investors and we remain open minded. This is certainly an opportunity worth sharing with other investors. With our expertise and value chain and their funding, there is a lot of value that can be created,” concluded Mmotlana.