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Ghana: The lesser-known marketing treasure of West AfricaWhen judged on market size, Ghana is often overlooked by brands looking to expand across Africa. At 26 million people, it is dwarfed by its almost-neighbour and giant of West Africa, Nigeria. But Ghana is an attractive market in which to grow brands. ![]() © WavebreakMe - za.Fotolia.com It was the world's 10th fastest growing economy in 2013. It is politically stable, with a mature and entrenched democracy. It has natural and mineral resources, and a large working population - only about 11% of Ghanaians are unemployed, which is less than half the unemployment rate of South Africa. Ghana ranks highly for ease of doing business, has enjoyed decades of good economic management and is an upper-middle-income market relative to the African average. It has the fastest internet speeds on the continent, although internet penetration remains low. And it provides a spring-board to neighbouring West African markets. These facts are the reason that foreign investment is high and competition is increasing. But opportunities remain for brands to build meaningful and profitable relationships with consumers in this rising star of Africa. Relevant marketingAs with any country, relevant marketing is impossible without a decent understanding of the commonalities and differences between different groups of consumers. Generalised traits are useful only so far as they give a flavour to the whole market. The general picture of Ghanaians is that they are friendly and laid-back people, giving the country a much more relaxed atmosphere than bustling Nigeria. Ghanaians are extremely optimistic, with 97% of them believing they will be better off in two years. The country is linguistically diverse, but English is universally understood and Akan, widely spoken. Ghana is an outgoing and sociable country, with many of the most common need-states located in the social space. Prominent segments include those who are driven by new experiences and a desire to get the most out of life, as well as those that are motivated by recognition for personal success. Church is important to many consumers. Young, aspirational and connected Ghanaians are positive about Africa, and like to feel that they are contributing to their country's success. Ghanaians are generally more receptive to Western brands than South African brands, and they remain proud of the local culture, tradition and aesthetics. Brands getting it right
We have illustrated a few brand-building tips with examples from two archetypal Ghanaians, each drawn from prominent segments in the country: - Kwame is a 26-year-old researcher in Accra. He is SEC C+, has every tech gadget available, loves watching football and spends weekends with his friends as his family lives out of town. Brand-building tips: What to do:
Brand success in Ghana opens up a rapidly-growing market and access to the wider West African region for your business. It requires an insightful understanding of the needs and aspirations of Ghanaian consumers, as well as the right attitude and respect towards local culture and social dynamics. It's hard work to get right, but the rewards are well worth the effort. About David BlythDavid Blyth is CEO at Yellowwood. His focus at Yellowwood to date has been on building thought leadership and a pan-African client footprint. David is a prior chairman of 'think' (South African Communication Design Council), the Digital Interactive Media Association and is a current director of the Brand Council of South Africa (BCSA). Follow @dvblyth on Twitter. View my profile and articles... |