Making Waves in Rural Kenya

Author :

Sebastian Herrmann, Glenn Brophey, Denyse Lafrance-Horning

Pages :

10

Product Type :

Case

Reference # :

9B09A015

Teaching Note :

8B09A15

Institute:

Ivey Publishing

Setting:

Kenya, Small

Year:

2008

Keywords:

New Products; International Marketing; Market Entry; Marketing Communication; Marketing Channels; Marketing without Advertising; International Management; Decision Making, Entrepreneurship, International, Marketing, Social Advocacy Organizations

Summary/Abstract:

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.