153
6.2.4 What Have We Achieved So Far
In the early stages of 2SCALE, the focus was mostly on developing and implementing a market research methodology to gain market information and insights on BoP
food markets (focusing on specific crops) in different 2SCALE countries. Though
this research was quite detailed, it did not necessarily lead to direct, actionable
insights for 2SCALE business champions. The approach was therefore changed,
leading to a more action-oriented approach that eventually led to the implementation of 24 different BoP marketing and distribution pilots. These pilots were quite
diverse in nature, ranging from small pilots with small-scale groups in groundnut
processing to large pilots with established SMEs in packaged processed food products. In total, through different pilot activities (from market promotions to new
product development), 2SCALE delivered the following results:
• Thirty-seven new product propositions for the BoP were introduced by 24 different business champions.
• In total, over a million of these new products were sold, often within a short pilot
time span, substantially increasing the turnover of the business champions.
• Close to 250,000 BoP consumers were reached through different market activations and communication campaigns.
• Business champions directly created over 200 new jobs through BoP marketing
and distribution activities (i.e., as sales agents, micro-distributors, and
marketers).
6.3 How BoP Marketing Activities Are Developed Within
2SCALE
Thus far, BoP marketing activities have been implemented in 2SCALE in the form
of pilots. The process of designing and implementing a BoP marketing pilot always
takes place within the broader context of a 2SCALE partnership. For most 2SCALE
partnerships, a general notion of the relevance of BoP markets is included when the
partnership idea is developed and designed, and later it is described in more detail
in the partnership description.
Subsequently, when the partnership agreement is signed and the partnership is
ready for implementation, activities to implement the partnership are identified and
developed into an annual action plan. It is in this process of action plan development
that the BoP marketing activities also take shape in more detail.
The development of these BoP marketing activities, within the broader context
of partnership agreements and action plan development, roughly follows five steps
(Fig. 6.1) which are implemented together with the business champion. Even though
every BoP marketing pilot is different because of differences in markets, geography,
business partners, etc., the process of building a BoP marketing pilot follows a common path.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…
6.2.4 What Have We Achieved So Far
In the early stages of 2SCALE, the focus was mostly on developing and implementing a market research methodology to gain market information and insights on BoP
food markets (focusing on specific crops) in different 2SCALE countries. Though
this research was quite detailed, it did not necessarily lead to direct, actionable
insights for 2SCALE business champions. The approach was therefore changed,
leading to a more action-oriented approach that eventually led to the implementation of 24 different BoP marketing and distribution pilots. These pilots were quite
diverse in nature, ranging from small pilots with small-scale groups in groundnut
processing to large pilots with established SMEs in packaged processed food products. In total, through different pilot activities (from market promotions to new
product development), 2SCALE delivered the following results:
• Thirty-seven new product propositions for the BoP were introduced by 24 different business champions.
• In total, over a million of these new products were sold, often within a short pilot
time span, substantially increasing the turnover of the business champions.
• Close to 250,000 BoP consumers were reached through different market activations and communication campaigns.
• Business champions directly created over 200 new jobs through BoP marketing
and distribution activities (i.e., as sales agents, micro-distributors, and
marketers).
6.3 How BoP Marketing Activities Are Developed Within
2SCALE
Thus far, BoP marketing activities have been implemented in 2SCALE in the form
of pilots. The process of designing and implementing a BoP marketing pilot always
takes place within the broader context of a 2SCALE partnership. For most 2SCALE
partnerships, a general notion of the relevance of BoP markets is included when the
partnership idea is developed and designed, and later it is described in more detail
in the partnership description.
Subsequently, when the partnership agreement is signed and the partnership is
ready for implementation, activities to implement the partnership are identified and
developed into an annual action plan. It is in this process of action plan development
that the BoP marketing activities also take shape in more detail.
The development of these BoP marketing activities, within the broader context
of partnership agreements and action plan development, roughly follows five steps
(Fig. 6.1) which are implemented together with the business champion. Even though
every BoP marketing pilot is different because of differences in markets, geography,
business partners, etc., the process of building a BoP marketing pilot follows a common path.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…