Making Waves in Rural Kenya
Sebastian Herrmann, Glenn Brophey, Denyse Lafrance-Horning
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New Products; International Marketing; Market Entry; Marketing Communication; Marketing Channels; Marketing without Advertising; International Management; Decision Making, Entrepreneurship, International, Marketing, Social Advocacy Organizations
The developers of a simple, inexpensive, locally produced rain water harvesting system tackle the social marketing issues in the undeveloped market of rural Kenya. The benefits of the product are obvious but the poverty levels and entrenched traditions create significant and unique marketing challenges.