Mulleys Supermarkets
Completed an analysis of the Kenyan food industry and conducted market research for Mulleys, a family-owned supermarket chain in Kenya that sources from and serves local communities, in order to develop corporate and marketing strategies to increase total customer value.
Emerging Markets Research
Through the Cornell Emerging Markets Student Multidisciplinary Applied Research Team Program I traveled to Kenya with professors and students of various degrees and majors and immersed myself in community-engaged learning addressing global issues through partnerships and interdisciplinary collaboration. My team worked with Mulleys Supermarkets, a family-owned supermarket chain in Kenya serving and sourcing from local communities.
Marketing Initiatives
We conducted market analysis research and explored differentiation approaches that would allow Mulleys to further penetrate the market. Through 100+ consumer and employee interviews we gained insights into which channels Mulleys should focus its marketing efforts on and how to create a stronger brand identity and image through identifying and “qualifying” local producers.
We developed marketing strategies for the company to help it be more proactive and leverage its cultural ties and customer loyalty in order to compete with new international supermarket entrants in Kenya.
Social Media
I created these mock posts for Mulleys to understand how they could connect with consumers beyond just highlighting their promotions. These example posts are focused on crafting a story of where Mulleys gets its produce, the farms and practices it supports, and the environment it fosters.
Value Chain
We also visited various farmers and suppliers in Kenya and to help the business document its value chain from farm to shelf. From this, we were able to provide suggestions to improve efficiency, traceability, and accountability. Our team was able to engage with the community, government organizations, and emerging markets business partners while in Kenya, and based on our research learnings we developed a case study to be published.