An entrepreneurial tavern owner recently mentioned during a brand emersion exercise that most of his customers “live in their pockets”.  He said: “Every single one of them, every day. What they have in their pockets is what they have that day. No more.” It sounds fairly simple. We, marketers, get this. Sure, we say – bracketing them into an LSM group in our minds – they are financially stretched; we understand. But do we? Do we know how to innovate our products? How our messaging has to be tweaked to build brand loyalty with this mass market? And do we have any idea what the collective buying power of all those pockets might mean for fast-moving consumer goods? According to trendwatching.com Africa is changing. While westernisation dominated the 1990s, today the African millennial wants local products by local companies. An excellent example of this is the new range of dolls launched by Malaville Toys. Retailing at R300, each doll has an African name, a natural hairstyle and clothes...

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