Marketing for Survival: The Survivalist Promotional Mix of Informal Clothing Manufacturing Micro-enterprises

ABSTRACT The purpose of this paper is to investigate the promotional activities embraced by informal clothing manufacturing micro-enterprises (CMMEs) in the informal economy of an emerging market. Informal micro-enterprises are both income and job-generating alternatives for unemployed people in South Africa’s townships. Recent research has highlighted the need to develop unique marketing strategies to address challenges in emerging markets and help CMMEs realize their true potential. A qualitative case study, which included personal interviews with 13 CMME owners and observations at a workshop with five participating CMMEs, was undertaken at a business incubation hub. The findings from this study suggested the prevalence of opportunistic self-started promotional activities and assisted promotional activities. CMMEs selectively embrace some of the methods and activities contained in the conventional, innovational and fashion entrepreneur promotional mix strategies. The opportunistic use of promotional methods resulted in the survivalist promotional mix particular to the informal CMME in an African context. This paper makes a theoretical contribution to the knowledge base of marketing literature within the informal economy context, and literature about informal clothing micro businesses.