CONVENIENCE IS CRUCIAL
AFRICA
sells to its customers has to be different as their buying power is different , and the way they interact with the market has to be different . Many are entrepreneurial businesses and they typically have less access to technology . It requires a shift in thinking .”
Saki cites Unilever ’ s entry into the rural Indian market as a relevant case study to parallel . After conducting indepth research , the firm calculated the buying power of an average woman in India and worked out how they could effectively sell to this market . “ For instance , many consumers didn ’ t have the buying power to purchase a 100ml bottle of body lotion so following the study Unilever launched smaller sized sachets of body lotion which were more affordable and which allowed the company to penetrate the market further ,” she explains . “ I think the same mindset needs to be applied in Africa .”
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CONVENIENCE IS CRUCIAL
The success of firms like Amazon , Deliveroo , Uber and others only goes to show that convenience sells . This is a sentiment echoed by Saki who contends that as more and more
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