Buffalo Bicycles
Client
Deliverables
Strategic marketing plan
Headquarters
Kisumu, Kenya
Route-to-market strategy in Kenya
Buffalo Bicycles is an international brand of heavy-duty bicycles that helps mobilise communities across Africa. We were tasked to develop a solid route-to-market strategy as they opened a network of shops in Kenya. The challenge was to clearly communicate their practicality and quality against solid competition from cheap imports and motorbikes.
Through virtual interviews and workshops, we systematically researched the local market, understood the competitive environment, built a target market profile, and clarified a brand story for both business (B2B) and end-user (B2C) customers. We then created an agile marketing plan that could rapidly be rolled out with limited outside support. We also built a detailed project plan and marketing budget to guide the team as they implemented it using local marketing suppliers.
Throughout the process, we up-skilled the Kenya team to help them understand how marketing could better support their existing sales process. We had lots of fun working with Buffalo Bicycles during the height of the pandemic. Although our interactions were exclusively virtual, we learned much about the Kenyan market and enjoyed collaborating worldwide with the sales and marketing team.
“We enjoyed working with Firejuice to help us unpack the market in Kenya and create a plan we could own and implement immediately. Our interactions were always pleasant, and everyone felt part of the process.”
Brian Berkhout, Vice President Sales, Buffalo Bicycles
#FirejuiceImpact
Our comprehensive launch campaign for the Buffalo Bicycles shop in Kisumu, Kenya, provided a step-by-step guide for the local team to execute the marketing initiative without needing to hire a full-time internal marketer.
