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How to succeed in low-income markets

Issued by: Knowledge Resources | 25 Feb 2014 17:08
Increasingly companies are looking at tapping into the low-income market to grow their market share, but finding it extremely challenging. What are the secrets to success?
In order to cater for the low-income consumer, it's crucial to understand their unique needs, wants, aspirations and environments. Companies must be innovative in their approach, realise the importance of creative business models and customise their existing models, products, distribution and processes.

The 'Marketing to Low-Income Consumers' Conference and Workshop will bring you everything you need to understand the realities of low-income consumers, and the best ways to engage with these consumers and be successful in this market. Attend this ground-breaking event on 9 - 10 April 2014!

DON'T MISS OUT! BOOK your seat now!


  • Real insights from the informal traders
    Q&A session with spaza shop owners from various informal settlements

  • Bottom of the Pyramid inspiration - fresh insight from South Africa's Mamas.
    Wendy Cochrane, Managing Director, Big Mama's Famous Truth Shop

  • Business model innovation - developing a low-cost beer in Mozambique (case study from SAB Miller)
    Dr Tashmia Ismail, Ismail, Head: Inclusive Markets Programme, GIBS

  • Financial services to the BoP - serving South Africa's unique market
    Berniece Hieckmann, Executive: Marketing & Product Development, Metropolitan Retail

  • How to conquer the continent - understanding key consumer trends and social movements across Africa
    Terry Behan, CEO: Africa, Middle East and Europe, VWV Group

  • The secrets of effective Stokvel campaigns
    Busi Skenjana, Founder & Managing Director, BSK Marketing & Associates

  • Tracking attitudes in the low-income market
    Angy Hammond, Head: Market Intelligence, SABC

  • Social Enterprise - how to find truly innovative opportunities in the low-income market
    Charles Maisel, Global multi-award winning social entrepreneur and founder, Inn ovation Shack

  • The consumer-brand relationship: Building brand capital within the lower income market
    Maria Petousis, Director, Target Group Index (TGI)

  • BoP consumer shopping behaviour and the role of the informal trader
    GG Alcock, CEO , Minanawe Marketing

  • Reality check at the Bottom of the Pyramid
    Lebo Motshegoa, Managing Director, Foshizi - Mass Market Research and Strategy

  • Social grants - recipients' attitudes towards advancement
    Mamapudi Nkgadima, Managing Director, African Response

    View the programme


    SUCCESSFUL STRATEGIES FOR LOW-INCOME MARKETS - Reinventing your business model to succeed at the BoP
    Facilitated by Dr Tashmia Ismail

    Across developing economies, managers are racing to grow top line by tapping into the market potential of 4 billion underserved, low-income consumers, also referred to as the Base of Pyramid market or the next billion. However, many firms underestimate the innovation required to operate successfully in this market and burn their fingers on first-generation attempts by applying traditional business models and approaches.

    This one-day workshop will encourage disruptive thinking, test your team's assumptions and expose you to best practice models through cases and discussion. Key theoretical concepts, case studies and interactive sessions will provide a platform for participants to examine and debate firm strategies and innovation from a broad array of sectors in low-income markets.

    PS: Only limited number of seats available for this workshop - BOOK NOW!

    View the workshop outline


    Pre-conference Workshop: 8 April - R3 950 (incl. Vat)
    Two-day conference: 9 & 10 April - R7 500 (incl. VAT)
    One-day conference: 9 OR 10 April - R3 750 (incl. VAT)
    Workshop & Two-day Conference: 8 - 10 April - R9 850 (incl. VAT & you save R1 600)

    The above fee includes VAT, lunch, refreshments, parking, conference and workshop material

    Register online

    For MORE INFORMATION, contact Katie van der Schyff: or 011 706 6009


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