This pan-African project follows in the wake of a successful consumer segmentation and strategy project across seven countries in Africa for a telecommunications client. Here, Yellowwood used primary consumer data to identify 64 potential customer typologies and shortlisted these down to six key Africa-level segments through analysis and immersion workshops. These six prioritised multinational segments informed the next stage of strategy: running country-level training engagements to highlight country regional differences and improve on-the-ground marketing efforts, and rolling out to an additional seven countries.
Ambitious businesses are working hard to expand on the continent, and Yellowwood has proven it has the insight, strategic clarity and Unconventional Wisdom to build valuable pan-African brands for these businesses.
