From September 23rd to 24th, 2025, members of the cooperatives COOPAMI and COOPEKA took part in a two-day training on marketing strategies in Ruyaga zone, Mugere Commune, Bujumbura Province.
The objective of this training was to strengthen participants’ capacity in managing their charcoal and improved cookstove production projects, enabling them to better align their products with existing market demands.
Throughout the sessions, participants explored essential marketing tools such as market research, the marketing mix, and customer segmentation, aimed at improving their ability to respond effectively to customer needs and attract a larger base of buyers.
They also gained practical skills on how to develop strategies to reach customers and effectively communicate the value of their products. Once customers are reached, maintaining their loyalty was highlighted as a crucial factor. This was emphasized through the concept of Marketing Monitoring, which involves:
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Ensuring the quality of products placed on the market
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Listening to and integrating customers’ feedback
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Monitoring competitors’ activities
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Tracking stock variations to understand fluctuations in sales
By the end of the training, participants were better equipped with strategies to not only expand their market outreach but also sustain long-term customer relationships.
This activity is implemented within the framework of the DSACC-BU project, funded by Federal Ministry of Agriculture and Forestry, Climate and Environmental Protection, Regions and Water Management of Republic of Austria under the coordination of Caritas Austria.
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