International Marketing Strategy for Chad and Jamaica

Question 1: Religious statistics

Jamaica’s 92.1% population is black, 0.8% East Indians, 6.1% mixed race; other races 0.4% and 0.7% as the ‘unspecified population’ (CIA World Factbook). Jamaican language is predominantly English and English patois, with a religious composition of 64.8% Protestants, 2.2% Roman Catholic, 1.1% Rastafarian, 1.9% Roman Catholic other religious groups 6.5%, unspecified 2.3% and 21.3% do not have any religious affiliation (CIA World Fact-book).

Question 2: Meaning of color black and what to change in the product

Jamaican is a western culture and a Christian dominated country. Therefore, the black color is a symbol of intimidation, control, power, rebellion, death, funerals and mourning (Empower by Colour). A Christian dominated society like Jamaica will welcome an incentive to use renewable energy and eco-friendly measures meant to protect the environment and conserve natural resources. Being a western society (Christian dominated), Jamaicans will be sympathetic to any measures and incentives to pressure and protect their environment. However, the color of the package should be changed to orange which is synonymous with inexpensive and affordable items. Alternatively, this can be substituted with the green color which symbolizes luck, new birth, spring, regeneration, environmental awareness and nature (www.empower-yourself-with-color-psychology.com).

Question 3: Symbol

Jamaicans like nature because they depend on fishing and both large-scale and small-scale farming. Hence, a symbol of fish (a fisherman charging an electric device) or a farmer should be the best fit for this case.

Languages to Use

50, 000 Jamaicans reportedly speak English while 2.7 million speak English Patois (Creole) (Babel.com). Jamaica also has minority languages, including Arabic spoken by 2,000 people, Portuguese 5,000, Spanish 8,000 and Chinese 31,000 (Studycountry.com). Based on the statistics, English language should be predominantly used for the instructional manual, and English Patois as the widely used language in Jamaica.

Brand Story

Brand Story “Improving Jamaicans’ fishing potential through solar powered chargers for their rechargeable batteries”

The total population that can access electricity is 99%; urban electrification at 100% and rural areas at 97% (CIA World Factbook). Jamaicans highly depend on electricity and will welcome alternatively cheaper and cleaner energy as they consume at least 2.847 billion kWh, number 137 worldwide (CIA World Fact-book). They also rely on agriculture for sustenance despite environmental implications. Fishing is a major economic activity in Jamaica despite being detrimental to the environment by damaging coral reefs; hence, the need for alternatives to conserve or protect the environment.

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