Project Summary

This case was a project in collaboration with our client, Global Mamas. Global Mamas is a non-profit founded in 2003 in Ghana. It is an organization aimed towards changing the lives of women within Ghana by providing them with opportunities for growth of their own businesses and also providing them with a job to promote stability in their lives. Global Mamas does this by offering these women jobs as seamstresses and batikers to create textile products that are sold on their website. From their humble beginnings of employing 6 people, they now employ and support hundreds of Ghanaian women to support their cause and help uplift Women. The organization sells its products worldwide and has been also verified by the Fair Trade Federation, which they are also a member of.

The idea my group and I explored was to look for a way to help Global Mamas grow its market share and how it could bring in more customers to buy from their products or donate to their cause. The solution we came up with was for them to develop a marketing strategy that aligned with their targeted audiences more effectively. We carried out a Q&A session with the founders of the company to learn about their needs and also ask more about who their target audience is. We learned that they targeted both Gen-Z and the Millenial generations.

After doing research into these groups, we ended up closing in on a solution that involves using social media marketing and partnerships to try to attract more of their target audience. This is because we found research through Statista, Mintel Reports, and Business Insider that suggested that 82-90% of Gen-Z and Millenials use social media, and 40% of Gen-Z use social media for news or as a general search engine. There was a clear benefit for Global Mamas to target this population through social media and make their business have a larger online presence.