Tag Archives: marketing

Competitive Advantage & Customer Relationships: Lessons from Market Mummies of Ghana

How would you differentiate yourself in this informal retail market? Ghanaian market research guru Gerry van Dyke took a closer look at the market ‘mummies’ – Mama Biashara, as we call her – and their consumer marketing techniques in the “non-label environment”. His findings form an excellent foundation for understanding marketing and customer relationships in […]

Posted in African Consumer Market, Biashara Economics, Business, Consumer Behaviour, Culture, Ghana, Indigenous & Traditional, Informal & Flexible, Mama Biashara, Marketing, Perspective, Prepaid Economy & Informal Sector, urban, User research | Also tagged , , , , , , , | Leave a comment

An Africa Expert on Beneficiaries maybe the wrong Expert on Customers and Consumers

As the African markets increase in opportunity and visibility, the corresponding increase in need for experienced personnel is also felt. Many consumer facing companies hire “old Africa hands”, often former employees of various nonprofits and their projects. The assumption is that knowledge and experience among “poor” Africans implies knowledge and experience of African consumers and […]

Posted in Africa, African Consumer Market, Business, Consumer Behaviour, Marchés africains, Marketing, Perspective, Research, Retail in Africa, Strategy, Sub Saharan Africa, User research, Value | Also tagged , , , , , , , , | Leave a comment

Professionals stand above the competition: Branding lessons from street vendors of Africa

Farai Mushayademo’s distinctive dress sense, with a different shiny suit every day, makes him a darling of customers and helps him beat the “rising competition,” he said. This article on the increasing competition for the burgeoning informal economy of Harare, the capital of Zimbabwe, came less than a month after we saw this smartly turned […]

Posted in Africa, African Consumer Market, Assumption filter, Biashara Economics, Compétitivité, Consommateurs, Consumer Behaviour, Ghana, Marchés africains, Marketing, Perspective, Prepaid Economy & Informal Sector, Produits de grande consommation (FMCG), Retail in Africa, Strategy, Sub Saharan Africa, urban, Value | Also tagged , , , , , , | Leave a comment

Seasonality as an element of contextual planning for emerging consumer markets

Growing up as a Hindu expat in multicultural ‘West Malaysia’ of the 1970s and 80s, it was a matter of course that every festival would be a big occasion. We had Christmas in December, and Chinese New Year soon after, to be followed by Hari Raya (Eid) and Deepawali – each of them deserving of […]

Posted in African Consumer Market, Analysis, ASEAN, Assumption filter, Biashara Economics, Consumer Behaviour, Culture, Emerging Markets, Indigenous & Traditional, Mama Biashara, Marchés africains, Marketing, Prepaid Economy & Informal Sector, Retail in Africa, Strategy | Also tagged , , , , , , , | Leave a comment

First world trends: Financial inclusion, the unbanked, and the prepaid business model

The Economist explains just how expensive banking can be for the lower income population, even in the United States. Financial inclusion for the unbanked and underbanked must include cost/benefit analysis based on the limitations of income streams of those whom they hope to serve. The cost of ownership is often overlooked in current day literature, […]

Posted in Analysis, Assumption filter, Banking, Business Models, Consumer Behaviour, Economy, Expenses, Flexibility, Income, Innovation Planning, Marketing, Perspective, Prepaid Economy & Informal Sector, urban | Also tagged , , , , , , , , , | Leave a comment

Purchasing Patterns in Cash Based Markets and Informal Economy

When cash flow is irregular and not always unpredictable, both in amount and frequency, such as it is for the majority earning a living in the informal economy, buyer behavior is not quite the same as for mainstream consumers with access to credit cards and regular paychecks. I’ve quite often made reference to how operating primarily […]

Posted in African Consumer Market, Banking, Base of the Pyramid, Cashless transactions, Consumer Behaviour, Mama Biashara, Perspective, Prepaid Economy & Informal Sector, Research, Retail in Africa, Sub Saharan Africa, User research | Also tagged , , , , , , , , | Leave a comment

Why the Search for the Middle Class is a Waste of Time and Money

Once we stop focusing only on the search for the mythical middle class, we see the very real changes that have taken place, globally, over the past 25 years. The Pew Report in the previous post focused primarily on the middle income/middle class, overlooking in their haste that even this segment of the world’s population […]

Posted in Analysis, Base of the Pyramid, China, Economy, Emerging Markets, India, Perspective | Also tagged , , , , | Leave a comment

Floating Upwards: The Bottom of the Pyramid Segment is No More

Pew Research Center’s latest results on global income distribution show some rather large shifts among the lowest income segments. The Bottom of the Pyramid or Base of the Pyramid (BoP) segment, defined as those who live on less than $2.50/day has just lost a significant percentage of the population. While one can quibble that $2.50 […]

Posted in African Consumer Market, Analysis, Base of the Pyramid, Consumer Behaviour, Economy, Emerging Markets, global, Income, Marketing, Perspective, Prepaid Economy & Informal Sector, Research | Also tagged , , , | 2 Responses

“Cheap is expensive.”

Mama said something very profound when I asked her which of those kerosene stoves she would purchase for herself, “Cheap is expensive,” she said, making a moue at the low cost imports jostling for space in her kitchengoods shop on the outskirts of Kibra. While the limitations of cash in hand may drive her customer’s […]

Posted in African Consumer Market, Base of the Pyramid, Business, Design, Ecosystem, Emerging Markets, Frugality, Kenya, Marketing, Prepaid Economy & Informal Sector, Research, urban | Also tagged , , , , , , , | Leave a comment

Loyalty cards to incentivitize vaccinations – service innovation from Kenya

We most commonly tend to associate loyalty cards with grocery shopping at our local supermarket chain – swiping the card for the occasional discount on milk or eggs. Now this same concept is being used in an entirely different context in order to lower the barriers for rural Kenyan mums to invest in the time […]

Posted in Africa, Alternative currency, Assumption filter, Cashless transactions, Consumer Behaviour, Frugality, Innovation Planning, Kenya, Marketing, Mobile platform, Perspective, Prepaid Economy & Informal Sector, Research, Sub Saharan Africa | Also tagged , , , , , , | Leave a comment