At 26 million people, Ghana is dwarfed by its almost-neighbour and giant of West Africa, Nigeria. But the country is an attractive place to do business and grow brands. Ghana was the world’s 10th fastest growing economy in 2013. It is politically stable, with a mature and entrenched democracy.
Africa is on the agenda of most global brands these days, but market knowledge generally ends at the numbers. Not enough is known about the human side of consumers on the continent. This paper explores the key African consumer archetypes, attitudes and needs to enable marketers to create more relevant, impactful and effective in their pan-African strategies.
The eyes of the world are on Africa as businesses search for new sources of growth. With increasing competition and opportunity on our continent, local businesses need to find ways to innovate to stay ahead and reap the rewards of Africa's economic boom.
Relevant marketing is surprisingly rare. Getting relevance right requires that you really understand your market, on a deep, intuitive and insightful level so that you can innovate to offer them marketing that resonates…