SHAPING CULTURAL OPINION

<p>While working on the Motiis Market Innovation Team I researched and prototyped multiple business ideas for the Kenyan market.&nbsp; Eventually assigned as an executive on the Bamba Water team, our first established business, I drove all the primary marketing and sales efforts. Beginning with research on consumer behaviors and perceptions, we then applied it to the design of the brand and promotions. At first locals did not believe the product would catch on but our efforts included a balance between playing within and breaking cultural norms. What resulted was a mass-recognized and beloved brand that propelled the product through the market.</p>

2013 – 2014 | Mombasa, Kenya

How does this poster influence Kenyans?

Headline: Swahili communicates more clearly to lower economic consumers. 

Color: Most water companies in Kenya have dark blue brand colors. Using cyan allowed Bamba to standout.

Demo: Showing the product in use helps connect the dots for consumers who are new to the product.

Bold: Our testing revealed that Kenyans respond more positively to logos with a bold type.

Price Setting: In informal markets prices are often negotiable. Including the price helps consumers avoid being over charged.

Certification: Using the KEBS mark is essential to building trust in a market full of pirate products.

Status: Our model appears African rather than African–American according to research. She also holds a smart phone as a symbol of status.

BUILDING ON CULTURE

Catch phrases or “mistarti,” such as one in red type, are very popular in Kenya.  These stickers adorn shops, cars, and homes and the phrases are frequently repeated. After picking up on this cultural phenomenon we developed some  of our own and posted them throughout the city. Because of our clever headlines matatu and boda boda drivers were pleased to decorate their vehicles with them.