“Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family.”
Now let’s fly!
As a business owner, taking your product distribution to Nigeria rural areas is a good idea. In fact you will definitely increase your sales. But the question that lay in wait is: How well do you understand Nigerian rural markets? What do you have to know to get started?
I have articulated five points you should take cognizance of when making plans to distribute your product to the rural Nigeria market.
Take a sip.
👉 Understand There is Relative Low Economic Power
The number of people below the poverty line is higher when compared to those in the Nigeria cities.
Therefore, companies should ensure their products and services are priced in such a way that the rural customers can afford it. How do you do this?
Let’s assume you have activated your product in the cities and now want to go to the villages to activate same product, you can develop a payment plan and with it you do not have to reduce the quality of your product.
Take for instance Sun King in its easy buy campaign partnered with more than fifteen telecom operators, banks, and payment gateways to make its products more affordable and accessible for rural individuals. The campaign that continued for a long period, made it possible for rural residence to buy a solar product and pay over time, as little as $0.25 per day until the payment is complete.
You, too, can go rural. All you need is to have a plan on ground.
👉 Bear in Mind There is a High Level of Illiteracy:
An important consideration when doing business in Nigeria rural areas is illiteracy.
A man, Alloysius Attah, the owner of Farmerline, an information portal for smallholder farmers in sub-Saharan Africa, discovered this through experience.
When starting Farmerline, he had a plan to build an SMS platform, but a few months into the business he realized that many rural farmers were uneducated and struggled to understand the SMS content.
To overcome this challenge, Alloysius had to move to voice message coded in the local language of the farmers.
And of course with that he was able to overcome the challenge of illiteracy prevalent in the rural areas. You too, can do the same. Just like Alloysius, all you need is to harness the local language of your target location and use it to get your product message right into the hearts of the indigenous local residence.
👉 Different Way Of Thinking:
There is a vast difference in the lifestyles of the people. The choice of brands that an urban customer enjoys is not available to the rural customer, who usually has two to three choices. As such, the rural customer has a fairly simple thinking and their decisions are still governed by customs and traditions. It is difficult to make them adopt new practices.
To overcome this challenge, you need to make them feel that you are not a stranger. This point will call on you to study and understand the people and their culture, religion and norms.
You may sponsor and organize a particular program under the banner of a particular annual cultural or religious festival, all in the name of activating your product.
In the case of the Northern Nigeria and in the Muslim Hausa communities, you could sponsor a Qur’an citation competition for children within the age range of 6 to 18. And while the citation go on you can gift materials branded with your product logo and trade name to attendees. And of course, there should be a branded prize for the citation first runner, second runner and third runner.
This will make your rural penetration very easy because you have identified yourself positively with one of the elements they valued.
👉 Where Will You Store Your Product?
Warehousing facilities are rarely available in rural Nigeria communities. The available warehouse if there is any is usually not properly maintained to keep goods in proper conditions.
To have an edge over this challenge in your rural market penetration plan, you may locate your warehouse in the nearest urban areas closest to the rural location and provide transportation to easily move your product into the target rural location.
That was a great tip, right? It is indeed. And you won’t have to bother about where to store your product.
👉 Bear in Mind There is a Language Barrier:
In Nigeria, languages and dialects vary from state to state, region to region, and probably from district to district. Since messages have to be delivered in the local language, it is difficult for sales force to communicate with the rural consumers.
To overcome this challenge there is a need for you to hire as part of your team sales persons that understands the local dialect of the rural location you have in mind to activate your product.
With this strategy, you will dig your brand message right into their heart.
Products That Can Be Activated In The Rural Market
With just a peep, let’s see what product will easily go rural.
- Processed Foods
Cheese products, cereals, boxed pasta, bottled water, energy drinks, juices, cookies, croissants, and bagels.
- Medicines
Aspirin, pain relievers, and other medication that can be purchased without a prescription.
- Detergent
Liquid and solid soap.
- Writing Materials
Books, pens, pencils, chalks, erasers and markers.
- Solar Powered Products
Torchlight, solar powered lantern,
- Financial Services
Commercial banks, Micro finance banks, Fintech (POS)
Did you learn lessons from this article?
Let me have your thoughts in the comment box.
Meanwhile, talk to Activationplus-Nigeria for ideas to guide your product journey to the rural areas of Nigeria.