It is evident by now Egypt is in the midst of crises; politics, environment, poverty. And although the LIFESAVER could, potentially, alleviate some troubles there are still a few barriers the company faces in order to penetrate the market.
Let’s begin with politics. As I have mentioned previously, Egypt is ongoing a revolution. A revolution their youth is playing a huge role in. Their minds are preoccupied with formulating strategies to overthrow their government, not a water bottle. In other words, generating awareness can be an issue with the target market; getting the attention of these young folks and having them be interesting in the product(s). However, hope is not lost. Egyptian youth is also ongoing a technological revolution. The youth is incorporating social media into their everyday life and the various channels available can be way to generate awareness.
Next, poverty. The majority of Egypt is living in destitute; a few dollars a day. Compare this statistic to the retail price ($185) of the LIFESAVER bottle, there is major discrepancy. Unless government or some other prominent source contributes to the donations of these products, it will be nearly impossible to get it into the hands of the poor youth. No matter how brilliant the marketing communications strategy is, without the capital in the customers’ hands, it won’t be sold. LIFESAVER will instead have to widen its marketing funnel onto a rich company in Egypt or the government and pitch how the item has value (fulfills needs, how the products aims to solve/alleviate pollution, poverty) for their country; possibly even giving leverage in their industry. However, convincing the rich to now, out of no where, help the workers they’ve exploited so long could prove to be an even bigger challenge…
- Contemporary Egyptian nonsense part 2: The riches of Egypt! (dailynewsegypt.com)