Tag Archives: marketing strategy

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

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 […]

Posted in Africa, African Consumer Market, Analysis, Assumption filter, Biashara Economics, Commerce en ligne (e-commerce), Consommateurs, Consumer Behaviour, Distribution, Ecosystem, Emerging Markets, Innovation Planning, Marchés africains, Marketing, Mobile platform, Perspective, Prepaid Economy & Informal Sector, Produits de grande consommation (FMCG), Report Review, Retail in Africa, Strategy, Sub Saharan Africa | Also tagged , , , , | Leave a comment

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

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 […]

Posted in Africa, African Consumer Market, Analysis, Business, Consumer Behaviour, Design, Emerging Markets, Innovation Planning, Marchés africains, Marketing, Perspective, Prepaid Economy & Informal Sector, Retail in Africa, Risk, Sub Saharan Africa | Also tagged , , , , , | Leave a comment

Segmenting the African Middle Class without dollar figures

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 […]

Posted in Africa, Marketing, Perspective | Also tagged , , , | Comments closed

The continued curse of Cargo Cult marketing in emerging markets

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 […]

Posted in African Consumer Market, Analysis, Assumption filter, Consumer Behaviour, Emerging Markets, Innovation Planning, Marketing, Perspective, Prepaid Economy & Informal Sector, Strategy, UCSD, User research | Also tagged , , , , | 1 Response

Fresh look at India’s consumer market

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 […]

Posted in Analysis, Base of the Pyramid, Business Models, Emerging Markets, Frameworks, India, Innovation Planning, Marketing, Perspective, Strategy | Also tagged , , , , , | Leave a comment