Yellowwood has recently completed a seventeen-country segmentation and cluster analysis project for a leading financial services client. The pan-African strategy outlines how to win in each market. It clusters countries together based on similarities across various indices, using bottom-up consumer data and modelling. Based on this, it identifies opportunities in product, service and customer experience.
This pan-African project follows in the wake of a successful consumer segmentation and strategy project across seven countries in Africa for a telecommunications client. Here, Yellowwood used primary consumer data to identify 64 potential customer typologies and shortlisted these down to 6 key Africa-level segments through analysis and immersion workshops. These six prioritised multinational segments informed the next stage of strategy: running country-level training engagements to highlight country regional differences and improve on-the-ground marketing efforts, and rolling out to an additional seven countries.
Ambitious businesses are working hard to expand on the continent, and Yellowwood has proven it has the insight, strategic clarity and Unconventional Wisdom to build valuable pan-African brands for these businesses.
Yellowwood offers market insight, marketing strategy, brand planning, innovation and bespoke design solutions to an increasing number of clients who are ambitious about African growth. In January 2014 Yellowwood opened an office in Nairobi, Kenya to service the East African region, and runs West and Central African projects out of its Johannesburg and Cape Town offices.