This document provides an overview of marketing trends in Kenya and advice for brands. It discusses:
1) How marketing has changed in Kenya over time, using the example of old radio promotions that were simple and memorable.
2) Today's marketing often focuses too much on technical specifications, confusing consumers.
3) For brands to succeed, they must understand consumer motivations and focus on building meaningful relationships by demonstrating how they improve peoples' lives.
4) In Kenya, the youth are a large target market, so brands must research and understand their perspectives to remain relevant.
Interview with: Bernard Salt, Futurist & Social Commentator
Salt is a keynote speaker at the marcus evans CMO Summit 2019, taking place in Gold Coast, 5 – 7 August.
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
This report helps illuminate the radical
changes reshaping retail as shoppers,
chastened by the recession and empowered with technology, think differently about what
and how they purchase. Here are just three
of many critical considerations:
First, brand is a prerequisite of retail
success. How retailers build their brands
impacts all aspects of their business.
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
The advent of innovative channels and technologies have created a new breed of customers with a fresh set of expectations, causing the need for organizations to revamp and reasses their approaches toward customer management in order to keep up.
Interview with: Bernard Salt, Futurist & Social Commentator
Salt is a keynote speaker at the marcus evans CMO Summit 2019, taking place in Gold Coast, 5 – 7 August.
Luxury 2020: The Trends Shaping the Luxury Market of the FutureSeymourSloan
By 2020 we will see a different luxury market.
Luxury will not be immune to the businesss and external changes reshaping the world and these will create challenges that brands must be aware of and seek to maximise.
This report helps illuminate the radical
changes reshaping retail as shoppers,
chastened by the recession and empowered with technology, think differently about what
and how they purchase. Here are just three
of many critical considerations:
First, brand is a prerequisite of retail
success. How retailers build their brands
impacts all aspects of their business.
The Retail Rebels - Who Will Conquer the Connected ConsumerJerry Inman
Just like last year’s fashions and the latest iPhone, Millennials are being replaced by the latest and greatest batch of consumers, Generation Z (also known as The Founders). They are Gen Y’s younger siblings who were born between 1995 and 2009. While Millennials continue to be an important market for many retailers and brands, a new purchasing powerhouse should demand your attention. The oldest members of Gen Z are still teenagers, but they already wield a buying power of $44 billion and command the highest influence on family purchases in history. In fact, 93% of Gen Z parents surveyed said their children influence family spending and household purchases, according to the Deep Focus’ 2015 Cassandra Report Gen Z and this continues through 2016. They also make up nearly 26% of the population giving us more than enough reasons to start paying attention.
Just like with Millennials, retailers need to discover how to genuinely connect with GenZ to build trust and loyalty. But beware - it’s been said that GenZ can’t stand living in the Millennial shadow. To secure the favor of the up-and-coming generation of consumers, you have to know what makes them tick. Of course, figuring this step out requires an understanding of what Generation Z values and where they spend their time.
What has emerged to date? Retail rentals or sharing - these new consumers are becoming increasingly used to the idea of a “sharing economy” – tapping into Uber for rides, Airbnb for places to stay or Rent the Runway for outfits. Retailers need this type of disruptive thinking, a digital business transformation to execute, and change management to adopt behaviors for this new breed of consumers. Even if GenZ isn’t your current target audience today, they will be tomorrow and now is the time to grab their attention, so get ready!
The advent of innovative channels and technologies have created a new breed of customers with a fresh set of expectations, causing the need for organizations to revamp and reasses their approaches toward customer management in order to keep up.
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
Major Trends in cross-channel retailing from Google, Facebook, Stanford University the Shopping2020 field in San Francisco, U.S.
By Axel Groothuis, partner for Eurogroup Conslting Netherlands
How brands are winning (and losing) with Canadian women - April 2014Kim MacFarlane
Montreal-based Marketel has released the results of a study called "How Brands Are Winning and Losing with Canadian Women" as part of the launch of its new MarketElle division.
The study surveyed 1,000 Canadian women on their favourite and least favourite brands. According to the results, the 10 most popular brands of Canadian women between the ages of 18 and 64 are: Tim Hortons, Walmart, Costco, Facebook, Apple, Shoppers Drug Mart/Pharmaprix, Starbucks, Google, Ikea and Dove.
A Very British Black Friday: The Real Winners and LosersFITCH
Black Friday is perceived as a frantic one-day sale, when shoppers lose control in the fight for bargains and retailers move mountains of stock to get a good chunk of Christmas sales in the bag.
This study on Black Friday in Britain shows that the reality is somewhat different. While there will always be a small proportion of shoppers willing to fight for a bargain, the majority are sensible human beings happily buying online, at home.
The losers are the retailers. Black Friday discounts drive shoppers to open their wallets earlier, but not necessarily deeper, so the idea that they are a major boost to UK Christmas spending is flawed.
Find out about our predictions for the future of Black Friday in Britain, and our recommendations for what retailers should really be focusing on.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
The Joy of Shopping polled 7,250 shoppers in seven
markets – China, India, Brazil, Russia, USA, UK and UAE – across age, income and region (both Tier 2 and 3 regions as well as major cities). The first quantitative global study of shopper mindstates.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
Apresentações dos oradores: Philip Kotler, Pedro Guerreiro e Daniel Sá na Conferência Internacional IPAM, realizada em Aveiro no dia 16 de Novembro de 2010.
Effective Diversity Marketing in Retail: A Look at MEXX in 2006Adrian Parker
In 2001, the international fashion brand MEXX was introduced in the U.S. After 5 years of riding the topsy turvy retail waves, the U.S. division employed aggressive diversity marketing tactics in hopes of reviving the brand and reaching under-served consumers.
Future Shoppers Report es una investigación elaborada por Samsung UK que hace hincapié en consumidores de 16-24 años, tendencias, preferencias, gustos, ¿qué es lo que buscan?
Retail 2020: Retail Will Change more in the Next 5 Years than the Last 50FITCH
Against a backdrop of seismic shifts in our retail landscape, Christian Davies, Executive Creative Director, Americas at FITCH took the audience on a global tour of the major trends that will be the norm by the time we’re ringing in the New Year of 2020. Emerging trends are mapped against new shopper behaviors and the rise of Gen Z – set to be the largest group of shoppers globally by 2020 – and by new realities of retail operations, language and purpose. This presentation was given at Globalshop in Las Vegas on March 26th, 2015.
Major Trends in cross-channel retailing from Google, Facebook, Stanford University the Shopping2020 field in San Francisco, U.S.
By Axel Groothuis, partner for Eurogroup Conslting Netherlands
How brands are winning (and losing) with Canadian women - April 2014Kim MacFarlane
Montreal-based Marketel has released the results of a study called "How Brands Are Winning and Losing with Canadian Women" as part of the launch of its new MarketElle division.
The study surveyed 1,000 Canadian women on their favourite and least favourite brands. According to the results, the 10 most popular brands of Canadian women between the ages of 18 and 64 are: Tim Hortons, Walmart, Costco, Facebook, Apple, Shoppers Drug Mart/Pharmaprix, Starbucks, Google, Ikea and Dove.
A Very British Black Friday: The Real Winners and LosersFITCH
Black Friday is perceived as a frantic one-day sale, when shoppers lose control in the fight for bargains and retailers move mountains of stock to get a good chunk of Christmas sales in the bag.
This study on Black Friday in Britain shows that the reality is somewhat different. While there will always be a small proportion of shoppers willing to fight for a bargain, the majority are sensible human beings happily buying online, at home.
The losers are the retailers. Black Friday discounts drive shoppers to open their wallets earlier, but not necessarily deeper, so the idea that they are a major boost to UK Christmas spending is flawed.
Find out about our predictions for the future of Black Friday in Britain, and our recommendations for what retailers should really be focusing on.
360 Degrees of Marketing: The Retail RevolutionFITCH
Wineries have an opportunity to differentiate with an Experience Signature. Michelle Fenstermaker presents at the Direct to Consumer Wine Symposium 2016.
The Joy of Shopping polled 7,250 shoppers in seven
markets – China, India, Brazil, Russia, USA, UK and UAE – across age, income and region (both Tier 2 and 3 regions as well as major cities). The first quantitative global study of shopper mindstates.
Continuous Retail is an art. It is the undeniable future of all things retail. Retail is ubiquitous - do you have an Experience Signature? Tim Greenhalgh, Chairman and CCO, shares how leading retailers create new human rituals that are empowered both physically and digitally. This presentation was given at WPP's Global Retail Forum on April 15, 2015.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
Apresentações dos oradores: Philip Kotler, Pedro Guerreiro e Daniel Sá na Conferência Internacional IPAM, realizada em Aveiro no dia 16 de Novembro de 2010.
Effective Diversity Marketing in Retail: A Look at MEXX in 2006Adrian Parker
In 2001, the international fashion brand MEXX was introduced in the U.S. After 5 years of riding the topsy turvy retail waves, the U.S. division employed aggressive diversity marketing tactics in hopes of reviving the brand and reaching under-served consumers.
Future Shoppers Report es una investigación elaborada por Samsung UK que hace hincapié en consumidores de 16-24 años, tendencias, preferencias, gustos, ¿qué es lo que buscan?
Prescription drug abuse is a growing trend. In fact, following marijuana and alcohol, prescription and over-the-counter drugs have become the most commonly abuse substances by Americans over the age of 14.*
Preventing or stopping prescription drug abuse is an important part of patient care.
View this informative guide now to learn what you need to know about prescription drug abuse, heroin abuse and treatment options.
This report outlines 10 of the most compelling macro trends identified today—trends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where they’re headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
10 reasons your marketing should be humanLaurent Bouty
In this presentation, you will discover 10 reasons why it is fundamental to start your marketing strategy with human aspects. It is part of the Marketing Canvas Methodology
Future of advertising - Some thoughts from the present to predict the future ...Agustín Soriano
I was asked to make this presentation for a conference and, despite the topic being really tricky, I've tried to place some bets about the future for agencies and brands. Don't take this really seriously because the future can't be guessed and there is only one prediction that is 100% sure...
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Five awarded essays on branding by MEC's rising stars:
- I Believe in the Future Brands Must be Superhuman..
- I Believe that in the Future Brands will have to Earn the Right to Communicate
- I Believe the Future Belongs to Brand-Driven Businesses
- I Believe that the Future of Brands Lies in making Loving Fun
- Statics & Flows: The Creation of Brand Fame in theDigital Age
Transcript of Escaping the Matrix presentation - Justin Basini Battle of the ...Justin Basini
Transcript of the presentation given by Justin Basini at the Battle of the Big Thinking, 26th November 2009. The presentation poses some questions about the role of marketing today and its impact on society and proposes some changes to leverage marketing and business for the common good.
The Retail Rebels - Who Will Conquer the Connected ConsumerPaula Levy
Just like last year’s fashions and the latest iPhone, Millennials are
being replaced by the latest and greatest batch of consumers, Generation
Z (also known as The Founders). They are Gen Y’s younger
siblings who were born between 1995 and 2009. While Millennials
continue to be an important market for many retailers and brands,
a new purchasing powerhouse should demand your attention. The
oldest members of Gen Z are still teenagers, but they already wield a
buying power of $44 billion and command the highest influence on
family purchases in history. In fact, 93% of Gen Z parents surveyed
said their children influence family spending and household purchases,
according to the Deep Focus’ 2015 Cassandra Report Gen Z
and this continues through 2016. They also make up nearly 26% of
the population giving us more than enough reasons to start paying
attention.
Just like with Millennials, retailers need to discover how to genuinely
connect with GenZ to build trust and loyalty. But beware - it’s been
said that GenZ can’t stand living in the Millennial shadow. To secure
the favor of the up-and-coming generation of consumers, you
have to know what makes them tick. Of course, figuring this step out
requires an understanding of what Generation Z values and where
they spend their time.
What has emerged to date? Retail rentals or sharing - these new
consumers are becoming increasingly used to the idea of a “sharing
economy” – tapping into Uber for rides, Airbnb for places to stay or
Rent the Runway for outfits. Retailers need this type of disruptive
thinking, a digital business transformation to execute, and change
management to adopt behaviors for this new breed of consumers.
Even if GenZ isn’t your current target audience today, they will be
tomorrow and now is the time to grab their attention, so get ready!
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Future of marketing 1/2 - CIM and BL's presentations
SOKONI MAGAZINE -MARKETING AFTER 40
1. 24
COVER STORY
D
ear reader, am
tempted to think
40 is an interesting
number. Maybe
because, it’s close to
60, a point at which
many individuals have
earned the right to say
anything, anywhere, and not be judged for
it. Looking at the marketing field, Kenya has
seen remarkable changes in the way brands
have connected with consumers, the manner
in which communication channels have
differentiated themselves and consumers
become more self-aware.
I can’t help but remember Mr. Fred Obachi
Machokaa, with his popular promotion ever,
Sanyo Juu, Sanyo top on KBC. He would go
about it in the most interesting way, especially
to a 9 year old. He would say “ RRRRRrrrright-
Sanyo Juu, Sanyo top” and to this day, the pro-
mo has never left my mind. At that time, Sanyo
was the leading brand in Radio Cassettes and
were now eying new opportunities in pocket
size transistor radio Market. To this day, I can’t
help but look over my shoulder, just in case
Sanyo makes a come-back to reclaim its lost
glory. If memory serves me right, the Sanyo
message was simple, Sanyo is top, Sanyo is the
best in the world. They used a combination of
male voices that literally delivered on diversity
and harmony, letting you believes that Sanyo
was actually the best.
Many years later, listening to radio advertis-
ing of a similar product, I can’t help but won-
der where the world is heading to. Selling an
appliance has become so technical in today’s
world, with manufactures throwing words
such as PMPO, expecting a layman, who did
physics 20 years ago, to understand. Have we
let the technical guys take over the marketing
agenda?
Am sure you will agree with me that; in to-
day’s world, with increase in technology and
material efficiency, many products in the
same price range are similar in the value/util-
ity delivered. Leaving the average consumer
spoilt for choice. What then, would make an
average consumer become loyal to your brand
in today’s marketing arena? I believe the an-
MARKETING
after 40
BY ABED MWANGIZA
All brands, local and
international need
to spare reasonable
effort to first un-
derstand the youth
and their motiva-
tions
2. DO
NOT
OPEN
BEFORE
MARCH
2015
Flora & Fauna
Cultural Diversity
Hospitality
Investment Opportunities
Environmental Practices
Peace & Unity
***
Coming Soon!
CROWNED QUEENS
Miss Tourism Kenya-Magazine
WHO WILL WIN COVETED
Diversity
INTERVIEW
WITH MISS TUR-
KANA COUNTY.
INTELLIGENCE
BRAVERY, HUMILITY
BRIGHT, COLOUR.
ISSUE
003 - MARCH
>>Nairobi County First Lady’s take Pg 40
EXCLUSIVE
OFFER
INSIDE
Beauty
Popular
Pageant?
WHO WILL WIN COVETED
DiversityINTERVIEWWITH MISS TUR-KANA COUNTY.
INTELLIGENCE
BRAVERY, HUMILITYBRIGHT, COLOUR.
ISSUE 003 - MARCH
>>Nairobi County First Lady’s take Pg 40
EXCLUSIVE
OFFERINSIDE
Beauty
PopularPageant?
3. 26
swer still rests in understanding
consumers motivations.
Havas Media’s Meaningful
Brands® Analytical framework, the
first of its kind in the world, has
revolutionized the way in which
brand are perceived and mea-
sured, by connecting human well-
being to brands at a business level.
It measures the impact brands
have in at least 12 different ar-
eas of human well-being towards
quality living. If you ask me, this is
indeed the next step in evaluating
the value of brands in the eye of
consumers.
As a fact, long-standing rela-
tionships between people and
brands are broken. Much of the
loyalty, trust and respect people
had for brands has disintegrated.
We see it every day in the level
of cynicism, skepticism and indif-
ference that people have toward
many brands. The reality is; trust
in brands worldwide has been fall-
ing for the last three decades. It is
not hard to see why. The world has
faced the greatest financial reces-
sion since the great depression.
Studies suggests that; the discon-
nect between brands and people
continues with majority of people
still not caring if, 73% of brands
ceased to exist.
Meaningful Brands® Survey
2013, involving 700 brands in 23
countries, statistically demonstrat-
ed that; brands that are meaning-
ful outperform the stock market by
120%. It demonstrates how in hard
financial times, the relationship
between people and brands can
benefit from measuring, commu-
nicating and delivering increased
well-being messaging.
I cannot put it any better than
Umair Haque - Economist, Au-
thor, HBR blogger and Havas Me-
dia Labs Director – 0n this link
https://www.youtube.com/watch
?v=4yOKXH4GVvw&feature=you
tu.be
The population of Kenya is ba-
sically young and growing. Out of
an estimate of 42 million people,
20 million is under the age of 15.
Looking at it from a media audi-
ence perspective, about 73% of
those, age 15 and above are be-
low the age of 35 years. This tells
us that, Kenya is a young market;
therefore its future path will in-
The Youth: The target market
COVER STORY
4. COVER STORY
27
COVER STORY
creasingly be determined by this age
group. From this you can tell the fu-
ture potential of the Dettol Heart Run,
which has primarily targeted school
going children. I was amazed by the
sheer size and energy of the last event.
Some of the kids decided to take a de-
tour off the Mbagathi Round –about
into T-mall. In the blink of an eye the,
the entire mall was jammed. I can’t
help but think that, this brand is onto
something.
A national financial survey, Finac-
cess 2013, shows that; approximately
30% and 20 % of people between the
age 18-25 and 26-35 respectively, are
totally excluded from any form of fi-
nancial service access, whether formal
or informal. This is to show that there is
still a large part of the Kenyan market
that is still virgin and begging to grow.
What then would any financial service
provider do to remain relevant to exist-
ing customers and attract new ones, in
light of diminished brand loyalty?
All brands, local and international
need to spare reasonable effort to first
understand the youth and their moti-
vations. In this era of ‘Violent Trans-
parency’, where news and information
reaches the masses before news rooms
dispatch it, it is extremely essential that
brands learn to listen more closely to
consumers.
Imagine a market where brands are
constantly asking consumers, what
would you like me to know? What are
you curious about? What do you need
us to care about as a brand? These
questions would most certainly guide
brands to find that common topic that
best intersects with its belief system
(essence).
It is vital for brands to invest in local
research, and not ‘once in a blue moon’
kind of research. I do understand that,
it costs, however it is much cheaper
to be relevant than shoot in the dark.
Brand need to make more qualified as-
sumptions regarding markets, compe-
tition, and possible crisis scenarios.
Brands need to speak more inti-
mately to consumers and not be too
obvious about making a sale. It’s quite
easy to brag to consumers about how
big, mighty, affordable you are, and
even brand a stadium in the process,
but it does not mean these things will
position your brand correctly in the
long term. Brands need to empathize
with consumers and demonstrate how
they add value to lives. I remember the
Red Bull gives you wings campaign.
Simple sketches of life situations where
one would need energy, and Red Bull
provides it.
Brands need to be stronger advoca-
tors of consumer preferences. What
if a brand said to me, ‘we know you
prefer to live in your own home, here
is 105% financing for your new home’.
This statement alone differentiates
this brand from the rest of the money
hawkers.
Businesses that legitimately care
for people often become entrenched
in the hearts of consumers and even
its own employees. It’s quite easy to
write a cheque as a business, and shout
about it from the mountain top, keep in
mind, its been done before. Consum-
ers are looking for businesses or brands
that are ready and willing to apply both
intellectual and financial resources, in
the solving of world problems.
Abed .J. Mwangiza
GM and Media Director
Havas Media Kenya