Context In Madagascar, bamboo has a pretty poor image. Understandably, as without proper treatment against humidity and bugs it doesn’t last. However, if you do treat it, bamboo is magical: stronger than steel, flexible enough to withstand cyclones and exceptionally aesthetic. By founding Bamboobasics, Rogier Schuch and Miebet van der Poel set off on a inspiring yet challenging journey, to transform Bamboo’s poor man’s image into a material known for its solidity, versatility and durability.
The big question How could Bamboobasics adapt their marketing strategy to shape consumer perspective whilst increasing profits and positive social impact?
Approach Marketing for Impact first organized an initial workshop with Bamboobasics’ key employees, capturing their thoughts, ideas and input for the research. Qualitative in-depth interviews with Bamboobasics’ current clients and potential target groups were carried out. Through an analysis of the interviews, insights were generated and presented in a workshop, aimed at translating the research findings into a business strategy. Marketing for Impact went on to conduct concept testing for 2 potential target groups investigating the potential strength of 2-3 solutions.
Key research questions aimed at gaining an understanding of:
The steps and challenges during the construction process
The purchase criteria of construction materials
The criteria of construction companies
The awareness, understanding and evaluation of bamboo as a construction material
Result As a direct result of the study, Bamboobasics increased its awareness in the market, pivoted on its concept, changed its target customer and adapted the product accordingly. The research found that especially potential customers in the hospitality sector loved the bendiness and aesthetic characteristics of bamboo and recommended that a change in strategy should exploit that. One participant in the research from a credible hotel was planning to build an eco-resort and was especially interested in the concept, as they were specifically looking for organic, eco-friendly designs. in just under 6 months Bamboobasics secured a contract with this hotel to help build the eco-retort, which would go on to assist in winning additional contracts in the future.