Market intelligence:

Marketing, branding and promotion at the BoP

• Chobela Ndilila, Lafarge

• Amaia Arraz, Makit

• Joseph Githinji, Sanergy

• Karen Smith, MEGA

Main questions in the session

What have you found to be the most

effective marketing channels to reach the

BoP?

What is the importance of aspirational

marketing and how can this increase

demand?

How do you build dignity and respect

through your marketing?

How do you balance affordability and

sustainability?

Market intelligence:

Marketing, branding and promotion at the BoP

Chobela Ndilila,

Lafarge

What have you found to be

the most effective marketing

channels to reach the BoP?

Lafarge: Marketing channels Base of the Pyramid Market Channels

Q. What have you found to be the most effective marketing channels to reach the BoP?

Lafarge focuses on channels of DISTRIBUTION and PROMOTION, in order to reach the BoP market.

Distribution

“Extra Mile” projects provide a vessel through which Lafarge offers value propositions, which respond to the

pain points of the BoP market.

•Lafarge Container Project

•Lafarge Affordable Housing Project

Promotion

Specific BoP aimed promotions enable Lafarge to expand its brand presence to this market, as well as

increasing awareness of Lafarge products and services within the BoP market sector.

•Technical Launches

•In-Store Promotions

•Promotional Materials

•Radio Talk Shows

Lafarge: Marketing channels Distribution Strategy for the Base of the Pyramid Market

The Lafarge Container Project The Lafarge Affordable Housing Project

“Build a Better Home” Radio Talk Show Lafarge Retailer Promotions

Lafarge: Marketing channels Promotions and Projects for the Base of the Pyramid Market

Lafarge Technical Product Launches

Promotional Giveaways

Market intelligence:

Marketing, branding and promotion at the BoP

Amaia Arraz, Makit

What is the importance of

aspirational marketing and

how can this increase

demand?

Makit: Aspirational marketing

• Women to women sales - lack of trust/completely unknown product

- ‘poor person’s product’

• We needed to build an aspirational brand - visibility (going on the shelves),

- presence in media,

- appealing, modern, funky visuals that help destigmatise menstruation.

• Aspirational brand creates: - increased retails sales and source of income

- -creates awareness, which facilitates NGO sales

- girls from underprivileged backgrounds feel empowered and proud for using it

- Conclusion: to accomplish our social mission, we had to reach the high end sales

& marketing first.

Market intelligence:

Marketing, branding and promotion at the BoP

Joseph Githinji,

Sanergy

How do you build dignity and

respect through your

marketing?

Sanergy: Dignity and respect

Fresh Life Brand vision:

“We offer communities the choice for a clean and

dignified experience in a clean environment”

• Marketing- focus on aspirational rather than shaming message

• Product – value addition (mirror, waste bins, hand washing

facility) creates a positive user experience

• Branding – use positive brand experience to generate referral

business

• Professional daily waste removal – clean environment

• Job creation for community – respect and value

The Fresh Life Toilet

Current waste collection

practice Fresh Life frontline staff

Connecting the brand to solutions

Market intelligence:

Marketing, branding and promotion at the BoP

Karen Smith, MEGA

How do you balance

affordability and

sustainability?

• Power is a basic provision that cannot always be

provided on a commercial basis – government subsidy for

renewable power solutions is common

• When government can’t support energy provision in

developing countries, development partners can step in

• MEGA plans to utilise donor funding to create a

sustainable social energy business, balancing three

variables:

– tariff rates that are affordable to communities

– sufficient income from tariffs to reach a timely breakeven point

– a realistic investment profile from donor grants / soft finance

MEGA: Affordability & sustainability