Tag Archives: ghana

What marketing 101 can teach development practitioners and academics

The entire universe of people with an unmet need that you expect your solution to fulfill is not your target audience. The fundamentals of market analysis include the basic calculations that allow marketing managers of all stripes to calculate (guesstimate) their potential market size, and thus a realistic assessment of its value. That is their […]

Posted in African Consumer Market, Base of the Pyramid, Business, Consumer Behaviour, Emerging Markets, Flexibility, Frugality, Ghana, Indigenous & Traditional, Informal & Flexible, Mama Biashara, Marketing, Perspective, Retail in Africa | Also tagged , , | Leave a comment

The business model of drinking water in urban Ghana

In Accra, Ghana, packaging potable water into single serve sachets for the mass market (the prepaid economy) is a business model that has evolved extremely rapidly in response to customer demand and purchasing power. Bottled mineral water for the elite trickled down in quantity and form until the man on the street can buy a […]

Posted in African Consumer Market, Business Models, Consumer Behaviour, Design, Distribution, Ghana, Informal & Flexible, Marketing, Prepaid Economy & Informal Sector, Produits de grande consommation (FMCG), Strategy, Technology, urban | Also tagged , , , , | Leave a comment