Advertising opportunities in Malawi rest on sound consumer insights
As the business world’s gaze turns towards African developing
markets, outdoor advertising companies need to understand the
different segments in the economies and how best to reach disparate
groups of consumers. As part of its consumer and media insights
focus group series in various African countries, Continental
Outdoor Media has released its research findings of consumer
behaviour in Malawi so as to understand how outdoor advertising
can affect habits.
While Malawi is one of the world’s least developed economies,
there are significant opportunities for advertisers, with three
clearly defined socio-economic groups in that country. Specifically,
the research revealed that the socio-economic group constituting
80% of Malawians (and which is the poorest), holds much potential
for advertisers.
“The research we conducted revealed that this ‘tier’
is heavily influenced by experts - trusted and well-known personalities
that provide expert opinion and recommendations. Brands that
take this cue build trust and market share,” said Adelaide
McKelvey, Sales and Marketing Director, Continental Outdoor
Media. She added that strong family value statements and suggestions
will go a long way in these consumers endorsing brands.
This socio-economic tier is coined the Osowa tier by Continental.
It spends less money than average on consumer packaged goods,
but represents a substantial market. “The scale and size
of this market is ideal for brands that wish to gain traction
with the opportunity of high volume sales. We recommend that
advertising to this segment be visual with strong pack shots:
these consumers do not purchase discount ‘jumbo’
packages of goods, rather they buy it in sachets or one cigarette
at a time for instance,” said McKelvey.
Advertisers should note that this segment lives on less than
$2 per day shopping is done mostly at local markets; however
tried and trusted brands are purchased at supermarkets. Almost
60% of their household income is spent on food.
Meanwhile, the other two socio-economic groups – Olemela
(wealthy and well-educated urbanites) and the Ochita Bwino (small
middle-class, neither rich nor poor) also presented interesting
opportunities for advertisers.
“Every so-called
tier in Malawi responds differently to advertising as revealed
by the research. Supplied with information, media planners,
marketers and advertisers can really take advantage of largely
untapped spaces. Meanwhile, we look forward to collating our
research conducted in other African countries,” said McKelvey.
The three socio-economic tiers in terms of advertising and consumer
needs have been packaged by Continental Outdoor Media into easy-to-purchase
networks of sites that make it easier and more practical for
marketers and planners to purchase outdoor advertising in Africa.
Read
the full article here
Learn
more about Continental Outdoor Media
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Advertising
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As the business world’s gaze turns towards African
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