Companies adapt to local African markets; “Some of our customers try to put black mascara on their lips – they don’t know what it’s for”; Samsung recently brought out extra-loud stereos to appeal to Nigerian consumers
March 21, 2014 Leave a comment
March 16, 2014 1:33 pm
Companies adapt to local African markets
By Katrina Manson in Nairobi
While big companies are beginning to tailor their marketing messages – increasingly choosing local models, languages, music and food to reach target audiences – some are also beginning to adapt their products to the tastes of local African markets.
Manufacturers of soft drinks and confectionery typically sweeten products aimed at African markets, while South Korea’s Samsung recently brought out extra-loud stereos to appeal to Nigerian consumers, and fridges that can withstand power loss and fluctuations, to cope in African markets where electricity supplies regularly suffer cuts and surges.
“There was a habit in Africa of pumping out universal products,” says one European corporate executive, adding that companies had not bothered to do market research. But that is changing now with the arrival of competition – particularly from homegrown African companies.
Swedish beauty company Oriflame set up in east Africa last year, but could only introduce 300 products from its 1,500-strong line. Some of its make-up was developed for the Indian market, but the company plans to introduce darker shades of foundation for an African range soon.
Often, products are so entirely new to local markets that customers are flummoxed. “Some of our customers try to put black mascara on their lips – they don’t know what it’s for,” says Tracy Wanjiru, at east Africa’s largest supermarket chain Nakumatt.
The company set up free nail bars and makeovers to spread the word and tempt new custom for more expensive western brands entering the market, including Revlon and L’Oréal’s Maybelline.
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