Bpeace in Kabul : December 06

Passionate discussion about customers' emotional and functional needs.

Arif tells us about his marketing map.

Another cold crystal clear day here. Struck once again how much like Colorado Kabul can seem in winter.

Team was off in three different directions today:

1. Athena trained at AWBF and learned a few things about the latest in mosque marketing

2. Kate and Steve worked with Nargis and Zuhra at The Venus Fitness Center where despite cool temperatures, Steve was able to work up a sweat

3. Pam and Najib were all over town on the RKA store mission. So much to order and so little time (and money)


Afghan Women’s Business Federation
Athena spent the day with 21 AWBF trainers taking them through the Marketing Map, a tool for entrepreneurs to map out a marketing communications strategy. The participants loved the topic -- they were practically jumping out of their seats to volunteer answers and offer their ideas about how to market products and services in Afghanistan.

The most interesting discussions were about how to apply marketing principles to their students who live in the provinces and are mostly illiterate. It turns out that local radio is a great promotional opportunity because most people have radios and there are special shows for women. And, depending on your product or service, sometimes you can announce things over the loudspeakers of mosques. Who knew? ...But it was quickly pointed out that a beauty parlor could not take advantage of this opportunity.

Another fascinating cultural moment was when Athena realized that in the provinces it is the men who buy clothing and other accessories for their wives -- not the women themselves, who are seldom allowed to leave their houses. So, the men are also target customers who have to be considered...Even though, one of the men informed us, the women tell their men what to buy -- usually because they have seen another woman wearing something they liked at a wedding or other social gathering. Aaahhh the nuances of marketing!

Venus Fitness
It’s a slow time of year as clients don’t like the cold weather work-outs. Colder inside most buildings than outside this time of year. Lots of marketing plans for Spring and a possible move to a new location.

In the meantime Zuhra, Venus’s trainer, put us through the paces of The Venus System circuits 1 and 2. Steve and Kate satisfied to see that she was well versed in the program. Zuhra is a tough trainer. 15 to 20 reps are a must. The group had fun as Kate and Steve walked everyone through the 3rd phase. Steve was very happy as they allowed him to participate in the training.

Steve then guided the ladies through some beginner yoga training. He started with warm ups and quickly transitioned to standing poses (as the group was pretty limber from all the Venus System activity!). The ladies tried mountain pose, standing forward bend, warrior 2, side angle pose and triangle pose. The session had its challenges as Steve had Nargis translate while Kate helped the ladies make adjustments (Steve could not touch the women of course!) while Kate took a logistics related mobile call from Athena while in mountain pose.

Kate: It was a moment for me to sit in a class taught by Steve in Kabul. He was such a great teacher, sharing his enthusiasm for yoga in such a genuine way. He really came through.

There was lots of giggling and laughter over the tucking of sits bones and the audible inhaling and exhaling. They were a bit daunted by the difficulty the yoga postures presented and barefoot toes were frozen by class end but all were very happy with the initiation and want to learn more. Steve returns Tuesday for the next session.

Rangeen Kamen Artisans
Kate, Steve and Pam met up in the afternoon for the second half of a big day for Pam and RKA. Lots to tell and Pam is drafting a blog entry. Stay tuned but leave it said for now that Bakhnazera made us proud stepping into a negotiation with the carpenter on behalf of the co-operatives and Najib made us laugh (read Pam's entry for more.