In many boardrooms , the needs of the customers are discussed only up to a certain level . Once the customer needs stop aligning with the bottom line , they are deemed not beneficial . What that means is that the customer is often left to fit into the already predetermined box that was crafted with little consideration on how the customer is evolving , their latent needs and their utility needs . a fashion accessory over the years , some people still perceive sunglasses as too bourgeois for their own use and will instead prefer to wear a hat on a blazing hot day . A hat , despite causing one to sweat on the head will still shade most of the face from the sun and will be more comfortable for some people than sunglasses .
COMPLACENT MARKETING
Underpenetrated Categories Or Understated Value ?
By Diana Obath
Africa is currently the fastest growing continent and is poised to account for one quarter of the world ’ s population by 2050 . The African Development Bank confirms this fact in the January 2023 report dubbed ‘ Africa ’ s Macroeconomic Performance and Outlook ’ where the bank states than on average a 4 % projection in growth of the GDP will be achieved by most countries on the continent with some nations expected to grow their economies by as much as 9 %.
It is impressive to note that the continent now has better infrastructure , better access to healthcare systems mostly through private providers , high quality franchises , international brands , high end consumer goods as well as more sophisticated services in most of the rapidly expanding cities . Some categories such as mobile phones have achieved as much as 60 % penetration for example in Kenya and reached 167 million cell phone users among a population of 220million people in Nigeria . Other product and service categories however remain underpenetrated due to a lack of perceived utility , lack of affordability , lack of access and sometimes psychological barriers despite the obvious benefits that they present .
Sanitary towels for example are an absolute necessity for hygiene and convenience but have struggled to achieve market penetration to the last mile for decades . Affordability , lack of access and in some instances a lack of understanding on the importance of the product are the main reasons for non-usage . Recent innovation on reusable and cost-effective sanitary items have created some impact but are yet to achieve the reach that would be expected among the millions of women and girls across the continent .
The paradox of under penetration is one that is both challenging and interesting . Sunglasses have for years been a fashion statement especially on the red carpet . They are also useful for protecting the eyes in sunny weather . By being positioned as
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In many boardrooms , the needs of the customers are discussed only up to a certain level . Once the customer needs stop aligning with the bottom line , they are deemed not beneficial . What that means is that the customer is often left to fit into the already predetermined box that was crafted with little consideration on how the customer is evolving , their latent needs and their utility needs . a fashion accessory over the years , some people still perceive sunglasses as too bourgeois for their own use and will instead prefer to wear a hat on a blazing hot day . A hat , despite causing one to sweat on the head will still shade most of the face from the sun and will be more comfortable for some people than sunglasses .
A lack of innovation in the category has also caused slow uptake of the sunglasses . A pair of sunglasses may not need to be replaced for years if it does not break or get lost , and neither would there be need for a new pair since they are seasonal wear . Unlike the smartphone or smartwatch that introduces new features every few months , sunglasses have remained the same for decades with minor tweaks such as the addition of polarized lenses , mirrored lenses that change color , sunglasses with and without frames , round , and square rims . These minimalist changes do not really add value for most consumers who are both users and non-users and purchase would only be influenced by optical challenges or fashion fit .
In February this year , we finally witnessed impressive advances in sunglasses with the launch of a new wave of smart sunglasses by Meta and EssilorLuxottica . The two companies launched the futuristic Ray- Ban Meta smart glasses collection that include photo and video capabilities with a 12MP camera , audio capabilities for calls , music and podcasts , an immersive audio recording capability and up to 36 hours of use with a charging case . The glasses are also light weight and waterproof and can be controlled with voice command by saying ‘ Hey Meta ’ to get information and control features . The price tag however still remains out of reach for most even for the entry level pair of shades .
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