Market intelligence Marketing, branding and promotion...
Transcript of Market intelligence Marketing, branding and promotion...
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