The year is 1810, Kenya is nothing more than a cluttered kingdoms in a vast unchartered virgin geo/socio/political terrain. Run by nothing more but Chiefs and Council of elders, the rest were nothing more but equals. Land was owned by all and no one could claim any section as theirs. all activities were undertaken to the benefit of the clan/tribe. No one was the sole beneficiary of the communal investment placed in a project. All in all the village was as strong as its weakest link. Sadly around this time a Ghost that walks travels from territory to territory claiming to be the first person to discover the hill, the mountains and other wonders of Africa and naming them with foreign names based on some royalty back home who didn’t have the courage to leave their own comfortable surroundings. These guests came with a religion in the minds i.e.PROGRESS. Much was ignored about the sophisticated stature of the African chiefdoms and cultures and ignoring the fact that the native already had their way of life which had taken many many years to perfect with the basic target of eradicating all this cultivated “localised” progress with a Ready-to-Eat Progress-in-a-Can remedy. were the natives mesmerised by the “magic” and “wonders” blissfully presented before them. And that was the first success of marketing in Africa… Marketing as we know it in Africa began when the explorer brought gifts and trinkets from home to the chiefs of the natives who once mesmerised could do nothing more but ask for more and it didn’t care to them as to what they were losing in the end but they just had to get more of whatever it is from wherever it came from.
The year is 2011. Kenya is a “modern” progressed, governed sovereign territory with 46 Counties. Economic outlooks encouraging, Companies in all sectors are reporting record profits (with one companies profits are enough fund half a neighbouring countries budget), economic opportunities have increased by x times, citizens are vibrant,engaged, adding value in all sectors of the economic pyramid, expendable incomes among citizens increase incredibly. Spending power is now the driving factor in Kenya. Marketing strategists & Advertising firms ought to ensure they monitor the changing economic trends which are changing ever so often
Why Society should not ignore the shifting Middle Class Dynamics?