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Making Waves in Rural Kenya

Sebastian Herrmann ; Glenn Brophey ; Denyse Lafrance-Horning

Reference: IVEY-9B09A015-E
Year: 2008
Number of pages: 10
Geographic Setting: Kenya
Publication Date: Aug 27, 2009
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Social Advocacy Organizations;

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Description

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.

Keywords

Decision making International management International marketing Market entry Marketing channels marketing communication Marketing without Advertising New Products