Tag Archives: marketing strategy

Why the Potential of the African Consumer Market Cannot be Considered in Isolation from the Informal Economy

By | December 17, 2018

Top flight management consulting firms like McKinsey, BCG, Deloitte, PwC et al have been taking a good long look at the emergent African Consumer Market for a number of years now. McKinsey, in fact, has just released a book on the theme, authored by their leading Africa experts. All of them acknowledge the existence of… Read More »

How do we make a business case for an innovative concept given the data scarcity for the African mass market?

By | March 12, 2018

Anzetse Were writes some thoughtful points on the challenges facing private sector innovation in Kenya, and Africa. Two of her points caught my attention, in particular: With regards to the private sector, an interesting point raised is that innovation targeting it must have a business case for adoption otherwise the innovation won’t be absorbed. Innovation… Read More »

Segmenting the African Middle Class without dollar figures

By | August 29, 2014

Continuing the thinking from my previous post on the various attempts to size and value the potential of the emerging African middle classes based primarily in dollar figures, I thought to take a step back from income data to see if I could approach the challenge of segmentation in a different way. Below is the… Read More »

The continued curse of Cargo Cult marketing in emerging markets

By | July 28, 2012

The concept of Cargo Cult marketing is not unknown yet its impact and influence in the emerging markets in which I operate, can be and is, much worse. The so called “Bottom of the Pyramid” (AKA the BoP) markets have conditions that are even more likely to give rise to this blind adherence to conventional… Read More »

Fresh look at India’s consumer market

By | April 30, 2012

This report (PDF) by Yoshihiko Iwadare of Nomura Research Institute is only 15 pages long but manages to overturn conventional business strategy on its head in its framing and approach to new market entry for India’s emerging consumer markets. For more on the Indian consumer market today. This post was written by niti bhan and… Read More »