Brand management to sustain corporate reputation and customer loyalty is essential for both multinationals and indigenous fi rms in Africa. This book provides a practical overview of country branding and positioning activities in Africa, based on a broad defi nition of base of the pyramid (BoP) marketing, which includes both goods and services, as well as business-to-business marketing, corporate branding, and country branding. The text highlights branding strategies that can be adopted in BoP markets, as well as marketing mix strategies appropriate for much of the continent. Taking into account the role of social networks, culture, and religion, the book explores avenues for developing and building competitive advantage, and how African countries can leverage country branding as part of the development process. The book is ideal for researchers, educators and advanced students in international marketing, management, and brand strategy who are interested in the unique branding characteristics of the African continent.

This book focuses on the Base of the Pyramid (BOP) in Africa and examines the role of the private sector in the fight against poverty. The BOP concept, which is a market-based approach to poverty eradication, presents a great avenue for businesses to develop opportunities and new business models that enable and empower those in the BOP population in Africa to raise their socio-economic welfare and well-being. The BOP market and the business interest in the BOP in Africa is rising. This book furthers our understanding of the characteristics of BOP markets in Africa, and the challenges and opportunities to address poverty and development in a sustainable manner. The book covers various themes of BOP markets and their embeddedness in social-cultural settings in Africa. The different chapters employ a variety of theoretical and methodological approaches to advance research and practice of BOP in Africa. The book chapters reflect multiple diversities that characterise sub-Saharan Africa based on studies in 13 country contexts and from five industry sectors. This book is recommended reading for managers and policy makers, as well as students and academics interested in Base of the Pyramid markets.

The main research question of this study is: What influences the choice of entry modes for the BoP markets in Sub-Saharan Africa? A literature review was conducted which assisted in developing a case study research design, involving three South African Multinational Enterprises (MNEs) within the Fast Moving Consumer Goods (FMCG) industry, serving both the wealthy consumers and the BoP markets. Only MNEs who have been operating in other sub-Saharan Africa countries for more than 10 years were selected. Content analysis was used to code and analyse the qualitative data collected through semi structured in-depth interviews conducted with three heads of the Sub-Saharan Africa within these FMCGs that have already expanded into the BoP markets of Sub-Saharan Africa. The study found that in order to choose modes of entry that works, the MNEs must first identify the characteristics of the BoP market they want to enter, then choose the positioning strategy in line with these characterises. Both the characteristics of the BoP market within the chosen country, and the positioning strategy chosen influences the MNEaÌ22́Ơ4́Øs choice of modes of entry. This study found that positioning strategies linked to BoP characteristics ensures that MNEsaÌ22́Ơ4́Ø product offering are acceptable in the BoP markets, thus ensuring that the companiesaÌ22́Ơ4́Ø products are acceptable, affordable and accessible to BoP consumers. The study also found the modes of entry which are applicable for the affluent markets do not always work for the BoP markets. As a result, four modes of entry which were found to be working for the BoP markets in sub-Saharan Africa were joint venture, franchise, partnership and direct export. Direct export was found to working where distribution networks are available to reach rural consumers. The study concludes by presenting a conceptual framework that can be used by MNEs when choosing modes of entry for the BoP markets in Sub-Saharan Africa.

This book focuses on strategies for developing consumer markets in Africa using concepts and techniques from marketing, entrepreneurship, and project management. The authors argue that entrepreneurial activity in Africa is rapid, but limited, and requires a structured approach to drive success. Beginning with an introductory chapter that frames the socio-economic and technological developments in Africa, readers are introduced to the conceptual model that provides this structured approach in four logical parts: The creative stage Entrepreneurial and enterprise activities Understanding consumer behavior and market segments A project management-based framework. This multidisciplinary approach is supplemented with many examples and cases from a variety of sectors including health care, wind and solar power, and mobile technology. Through these, readers are able to understand how the model is implemented in reality to drive innovative economic and social development. Marketing Management in Africa will prove a valuable companion to any student of marketing or entrepreneurship with a particular interest in Africa.

Subsistence marketplaces or 'Bottom of the Pyramid' (BOP) markets consist of consumers who live at subsistence levels, especially in developing countries including Brazil, India, and Sub-Saharan Africa. Such markets are believed to be ecologically, economically, and socially sustainable in the long term. Since India has a large-sized bottom of the pyramid market, it makes sense to understand how marketing practices can be tailored using innovative approaches to serve the lowest strata of consumers in our society. However, marketing to BOP consumers has its unique set of challenges. Low levels of literacy and education, high levels of ignorance, low purchasing power, and a constant struggle to make ends meet characterize such markets. According to experts, BOP markets consist of approximately three billion people with less than $2 income per day. But there are paradoxes to consider. For example, one of the world's poorest nations, Rwanda, has 92% of the nation covered under health insurance for the last 11 years, and premiums cost only about $2 a year. On the contrary, one of the world's richest nations, the United States has in comparison the most expensive healthcare system, and almost half its people are either uninsured or under-insured. Given the context of subsistence marketplaces, many scholars have emphasized the need for development of the BOP markets in terms of creation of the capacity to consume, development of new goods and services, dignity and choice for the poor, and the importance of developing trust between buyer and seller. Several principles have been suggested including finding sustainable solutions, understanding functionality, innovating with process and deskilling work, educating low-literate consumers, designing for hostile infrastructure, and designing innovative distribution chains.

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.

The bottom of the pyramid has been the topic of many research articles and scholarly discussions. Since Prahalad and Hart wrote about how multinationals can help alleviate poverty and create value propositions for themselves in 2004, many companies have been looking at strategies to serve the BOP segment in emerging markets. While an equally good number of companies have invested a lot of money in these markets and have failed, only a small minority of corporations that have engaged with the BOP sector have created businesses of high volume and profitability. This paper examines through review of the literature, the impact of branding on people living on less than $2 per day and then what how of reaching these customers in a profitable manner for corporations.