The 7Ps of Marketing: A Practical Guide for Rwandan Businesses
In Rwanda’s rapidly evolving digital economy, having a robust marketing strategy is more crucial than ever. Whether you run a coffee shop in Kigali, an e-commerce store in Rubavu, or a consulting firm in Huye, the 7Ps of Marketing can help you structure your business to serve customers better and grow faster.
Let’s explore each “P” and how it applies to real business challenges in Rwanda.
1. Product – What Are You Offering?
Your product is at the center of your marketing strategy. It’s what people pay for and what keeps them coming back.
In Rwanda, customers are increasingly conscious of quality, sustainability, and local relevance. Whether it’s organic juice, handcrafted baskets, or financial advisory services, your product must solve a problem or fulfill a desire.
Tips for Rwandan Businesses:
Design your product based on local market needs and preferences.
Use customer feedback via WhatsApp or Google Forms to refine it.
Offer free trials or samples to attract and build trust with new customers.
Highlight what makes your product different: locally made, organic, or digitally accessible.
Example: A local skincare brand that uses Rwandan ingredients, such as moringa or avocado oil, appeals to both quality and cultural pride.
2. Price – How Much Should You Charge?
Price is not just about covering costs. It shapes how customers perceive your brand.
In Rwanda, pricing can be influenced by factors like purchasing power, mobile money accessibility, and customer loyalty.
Smart Pricing Tactics:
Offer tiered pricing (standard, premium) to reach wider segments.
Use mobile discounts via MTN Mobile Money or Airtel Money.
Bundle products to create perceived value.
Be clear with pricing, hidden fees hurt trust.
Example: An online tutoring platform could offer affordable weekly bundles for students in high school and university.
3. Place – Where Do Customers Find You?
“Place” isn’t just about your physical store or office. It’s about being visible and accessible wherever your customers are, both online and offline.
In Rwanda, customers rely heavily on WhatsApp, Facebook, Instagram, and Google Maps when deciding where to shop or eat.
Distribution Ideas:
List your business on Google Business Profile and local directories.
Offer delivery via local logistics partners or your riders.
Use eCommerce platforms or build your online store.
Accept orders directly via WhatsApp chat or chatbot.
Example: A restaurant in Kacyiru can take bookings via Facebook and offer delivery using VubaVuba.
4. Promotion – How Do You Get the Word Out?
Promotion involves all the ways you attract and retain customers. In Rwanda, effective promotion means mixing traditional methods (like flyers or radio) with modern digital marketing tools.
Top Promotion Tactics:
Use social media ads to target specific age groups or locations.
Build an email list from in-store or online signups.
Create local influencer partnerships on Instagram or TikTok.
Run referral campaigns or giveaways on WhatsApp groups.
Example: A hair salon in Remera could run an Instagram campaign offering a free braid session for tagging friends.
5. People – Who Represents Your Brand?
Your team, customer service agents, delivery staff, or even your chatbot all represent your brand.
In Rwanda, customer experience is still a major differentiator. Kind, fast, and personalized service often leads to repeat business.
Tips for Success:
Train staff on soft skills and digital tools like Kommo CRM or POS systems.
Use AI chatbots to handle inquiries when your staff is offline.
Celebrate employee achievements publicly to boost morale and customer trust.
Example: A boutique in Nyamirambo uses WhatsApp bots to greet customers and forward complex queries to human reps during business hours.
6. Process – How Is the Service Delivered?
Your workflow —> from booking to delivery —> must be fast, efficient, and easy to understand.
In Rwanda, automation tools and customer-friendly processes are essential to compete.
Process Optimization Ideas:
Automate bookings using Salesbots or Google Forms.
Use CRMs like Kommo to track leads and conversations.
Set up delivery notifications or order confirmation messages.
Example: A digital agency in Kigali uses automation to onboard new clients through online forms and instantly sends welcome emails.
7. Physical Evidence – What Makes You Look Trustworthy?
This refers to the tangible elements that build trust, especially important for service-based businesses.
Whether you sell online or offline, customers want to “see” professionalism.
Enhance Your Physical Presence:
Use branded packaging or staff uniforms.
Maintain a clean, professional physical space or website.
Display reviews, testimonials, and trust badges.
Share success stories or customer highlights on social media.
Example: An e-learning platform in Rwanda showcases student reviews, a sleek UI, and certificates of completion to boost trust.
Final Thoughts: The 7Ps Framework Is Your Business Compass
Whether you run a hotel in Musanze or a tech startup in Kigali, the 7Ps framework can guide your marketing and operations toward customer satisfaction and business growth.
It helps you align what your business offers with what your audience expects and turns good businesses into great brands.
Want Help Implementing This Strategy?
At Fri Soft Ltd, we help Rwandan businesses build powerful brands using modern tools like CRM, automation, and digital strategy.
