???? ???????????? ?????? ?????????? ???????? ????????????????

In my Strategy class during my MBA, we studied a myriad of business and product positioning strategies based on clearly defined market segments and purchasing power of targeted consumers. The most profound that has stuck with me is the No Frills Strategy.

After observing and analyzing the No Frills strategy in Ghana, I have come to the conclusion that Kumawood (Ghana's long-standing movie and awards industry that is based in Kumasi, Ghana) understands their consumers more than most supposedly premium companies/entities, who more often than not, miss the target when it comes to meeting the needs of customers.

Whether Kumawood knows it or not, there's much to learn from their No Frills Strategy serving entertainment to Ghanaians at home and abroad. The main aim behind pursuing a no-frills strategy is to serve price-sensitive customers with an acceptable but basic version of the product or service. This has been the secret ingredient that has made Kumawood so resilient to overcome the popular stigma that Kumawood movies are for the uneducated.

What many "educated" people in Ghana don't get is that Kumawood's No Frills strategy is spot on! They know their market; they understand the purchasing power of their target audience and they have understood distribution more than many well-established firms.

?????? ???? ?????????????? ???? ???????????????????????? ????????;

??. ???????????????????? ????????????????????????:

When traveling on long-distance journeys in Ghana, you will most likely be treated to some Kumawood movies or skits. Kumawood knows that for the 3-5 hour journey, passengers will be fixated on the entertainment offerings available, so they negotiated with Driver Unions across the country to play their movies. Additionally, they would show say 3 parts of a 6 parts movie leaving passengers curious and inquisitive enough to go buy the full movie upon reaching their destination. This is Distribution!

??. ???????????????? ???? ????????:

99% of Kumawood movies are in "Twi". The simple reason is that the No Frills approach demands that they serve a majority of the Ghanaian populace both at home and abroad. It turns out that about 18 million Ghanaians speak and/or understand Twi. Beyond this, the actors are able to bring out their creative best because they are able to speak and express themselves in a language they are most comfortable with. This is employee empowerment!

??. ???????????????????? ?????? ????????????????????????:

Because margins are low in a No Frills strategy, there is the need to be sensitive to market changes and forces. Kumawood does this best. First, it was the decline in CD sales. What did Kumawood do? They immediately migrated to Youtube, Facebook, Tiktok etc. Second, Kumawood figured that long-form content was becoming obsolete (Kyeiwaa Part 1-8 doesn't sell these days), so they responded by pivoting into skits and short-form content. This is adaptability!

??. ???????????????? ?????? ?????????????????? ??????????????:

Kumawood's content is less scripted. They understand their target audience are the market women, carpenters, masons, etc. With the profile of this market segment, Kumawood movies are everso more relatable with plots that are easily understood and reflect the existential realities of the audience. This is product-market fit!

??. ???????????????????? & ????????????????????:

From the onset, Kumawood used simple point-and-shoot technologies with little to no aftereffects, colour grading, or cinematic templates. This has changed in the past decade. In recent times, Kumawood has been deploying special effects, choreographed fighting scenes, excellent color grading, and colour correction methodologies in post their production. Another phenomenon worth mentioning is the incorporation of scenes overseas in Kumawood movies. That's impressive for a No Frills product. This is going above and beyond for customers!

??. ???????????? ??????????????????:

In the past 20 years and more, Kumawood has been a hub for talent discovery for new talents in the entertainment industry in Ghana. For example, Ackabenezer (aka Dr. Likee), who always played villainy roles, has recently emerged as one of the best comedians in the industry, landing brand deals nationwide.

So when next you think of Kumawood, consider that they are one of the most innovative and resilient entertainment entities in Ghana whose business model and strategy can teach us a thing or two about how to meet the specific needs of your market segment.??