WOMEN’S FINANCIAL INCLUSION: In the large metropolises of Sub-Saharan Africa such as Kinshasa or Abidjan, 70% of working women surveyed do not have access to financial services (bank accounts or insurance coverage). This is quite surprising factual information when you know that the players in this industry are desperately trying to transform this target population […]
KNOW YOUR CUSTOMERS AND PROSPECTS: The urban mass in sub-Saharan Africa constitutes a very high quantitative reserve of consumers of goods and services. Low average incomes give a certain competitive advantage to suppliers of basic necessities. To optimize the positioning of brands and products within this target, companies must refine their marketing strategy to master […]
THE BOOM OF ENERGY DRINKS: Our recent study on energy drink customers in the city of Abidjan informs bottlers and promoters of these drinks on the characteristics and criteria influencing the purchase choice of these products. The analysis of the results obtained considerably lifts the veil on the particular traits, consumption habits, the key elements […]
