MARKETING PRECEPTS FROM GHANAIAN DISHES: INTRODUCING KENKEY

Earlier this year, l blog on the marketing precepts of two of Ghana’s famousfoods-akple and fufu. Today, l present to you the part two of the post as l promised and also introduce to you lessons from kenkey- another predominant food in Ghana.

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As an advancement on the last post, l shall delve into the nitty-gritty of preparing akple, fufu and kenkey, and espouse marketing lessons hidden in the preparation process.

First of all, marketing is an inexact science. Unlike all other scientific postulates, the results from a certain marketing strategy is not always reproducible. This chameleon-like nature of marketing is visible in the process of preparing akple/banku, fufu and kenkey. The uncomfortable situation in which a strategy that worked for UT bank does not work for another bank even though the rubrics of the strategy might have been followed to the core does not flaw a specific marketing strategy. So is the same when cooking akple, fufu and kenkey. The style of a cook could be different but at the end of the day, the same result is produced-a palatable akple, fufu or kenkey. In the same vein, two cooks could use the same cooking manual in the preparation of kenkey and follow it precisely but there would be huge distinction between the final dishes; one could be delicious whilst the other proves to be a complete failure. It is the reality in marketing; regardless of the procedure, marketing could be daunting. All the finest marketers have never been discouraged by the strategy for they understand the dynamics of the game.

Furthermore, the unique mode of serving of kenkey in particular is a fantastic marketing strategy. This practice his very much akin to ‘’applying heat’’ in on my previous post. The husks and plantain leaves used to package kenkey gives kenkey a leading brand in the Ghanaian local dish choice. Most marketers of today adopt exorbitant means and overdo their packaging onto the market to an extent that the product lose value even before going onto the market. Just keep it simple and be meticulous with it like it is done with kenkey. The good thing about packaging is that after a period, the market soaks it and can easily identify the product. Many of us in the 21^st century would not have liked the packaging materials for kenkey when it was first introduced because of our complex way of looking at things. Marketing will not forgive you if you adopt a complex approach to it. After all, most of the big firms in the world do not intricately design logos full of redundant features. You ought to be easy on the eye like kenkey or forget making any impact with your marketing ruse. Not being complex cannot be taken as not being detail-orientated. Even as one avoids redundant features, one has to ensure all feature of a product are of upmost importance.

Also, anticipation is key in marketing. One need to always be ready for some development and changes in the course of marketing. Development could either be positive or negative, but just like the fufu pounder, akple cook or kenkey woman, the surest way to stay in charge is through sharp anticipation. When you have forethought of a possible development base on premises, you will be able to rectify the situation in your favour. For example, a good anticipator will reduce the intensity of the fire immediately upon recognising too much heat would be a recipe for disaster in the preparation process of either akple or kenkey and fufu. The only challenge anticipation presents is that it looks herculean to first timers. Only two traits are needed for a sound anticipation during marketing-focus and open mind besides experience. And experience in marketing just like preparing akple/fufu/kenkey is best gotten through practice and under a connoisseur’s tutelage.

Finally, competition is a blessing in disguise. Unlock and utilise it. Apart from competition being a force that compels a marketer to think outside the box, it also has other benefits; more so when observed form the viewpoint of cooking. The three famous Ghanaian dishes are prepared on commercial bases and even though vendors may see themselves as competitors, they are not. They just serve the purpose of meeting the demands of a market. No vendor can authoritatively lay a claim to akple/fufu/kenkey as his or her brainchild. Marketing is ideal when seen as an opportunity to serve a cultural setting rather than a competition. However, we cannot undermine the competitiveness of marketing in modern cooperate world.