Dec 01, 2015
Type: Market Assessments
Topic: Consumer Segmentation, Cooking Industry Catalyst
Country: Bangladesh
The Alliance and WASHplus commissioned the firm iDE to identify the market segments most poised for early adoption of clean and improved stoves in Bangladesh through a market-based model and to develop a 4Ps marketing strategy for promotion of those stoves. This included primary research with consumers to learn more about their needs, wants and desires around cooking and uncover enablers and barriers to transitioning to clean and improved cooking solutions that could be leveraged and addressed through marketing efforts. These findings ultimately informed the creation of the Modern Kitchen Marketing and Behavior Change Strategy, which focuses on balancing targeted engagement with each segment within an integrated narrative that enables implementers to engage each segment.