Brands
The Blueprint For Brand Growth : How Kenyan Brands Can Improve Interaction With Their Customers
By Walter Nyabundi
Kenya has faced significant economic challenges in 2024 , with severe floods early in the year and mass protests over the Finance Bill 2024 in June and July . The country has also had to contend with the lingering impacts of the Covid pandemic , and the ongoing conflicts in Ukraine and the Middle East which have disrupted global supply chains , leading to increased prices for essential goods such as fuel , wheat , and fertilisers .
Rising costs of goods and services , along with stagnant incomes , is making life hard for Kenyan consumers . Many are coping by cutting expenses , reducing purchase frequency , forgoing some items , opting for cheaper alternatives , looking for in-store promotions , and shopping through costeffective channels like modern trade .
Consequently , we acknowledge that brand managers are working under suboptimal conditions due to the challenges Kenyan consumers face . Brands in Kenya are indeed encountering various obstacles affecting their growth and sustainability :
High cost of doing business : The cost of production and operations in Kenya is relatively high compared to other countries . This includes high energy costs , expensive raw materials , and logistical challenges .
Market access and competition : Many consumers in Kenya prefer imported goods over locally manufactured products , often due to perceptions of better quality . This makes it difficult for local brands to compete .
Economic instability : Fluctuations in the economy , inflation , currency volatility and changes in government policies have created an unpredictable business environment , making it hard for brands to plan long-term .
Regulatory challenges : Navigating the regulatory landscape in Kenya can be complex and time-consuming . Compliance with various regulations is a significant burden for businesses .
Brand visibility and marketing : Many brands struggle with visibility and effective marketing strategies . Limited budgets and the high cost of advertising are hindering their ability to reach a broader audience .
Supply chain issues : Inefficiencies in the supply chain , including delays and disruptions , tend to affect the availability
The average marketer has come to grips with people ’ s indifference to a reality that is complex to reconcile with their company ’ s presumed prerogative for growth and their own personal ambition for professional success . of products and increase costs .
Consumer preferences : Changing consumer preferences and the demand for high-quality , affordable products is putting pressure on brands to continuously innovate and improve their offerings .
In these unpredictable economic times , brand managers are asking , “ How can I maximise impact for my brand and business ?” Marketers need to meet set financial targets , so connecting their strategy to financial results is essential for prioritising marketing activities and influencing business decisions . AI and advanced analytics are opening new avenues to inform the decisions that maximise brand growth , making the focus on business increasingly important . However , what really defines brand growth ? One could only uncover this truth by analysing data over time , rather than at a fixed point .
Marketing thinking is forever evolving
“ The trouble with market research ” David Ogilvy once said , “ is that people don ’ t think what they feel , they don ’ t say what they think , and they don ’ t do what they say .” The average marketer has come to grips with people ’ s indifference to a reality that is complex to reconcile with their company ’ s presumed prerogative for growth and their own personal ambition for professional success .
Admittedly , growth paths cannot be identical for all brands - for many it will involve manoeuvring across macroeconomic factors , their country and category particulars . Still , there are behavioural traits that can contribute to success throughout . We have identified three - being Consistent , Connected
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