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6.3.1 Conducting Needs Assessments
The first step in the process is to deeply engage with the business champion to get a
joint and detailed understanding of his or her business and vision for targeting BoP
consumers with nutritious food products. For the business champion to get a realistic understanding of what a BoP marketing pilot could look like in the context of
2SCALE, several cases of previous 2SCALE pilots are shared and described
throughout this chapter. These practical examples often resonate well with the
champion, since they include tangible learnings and also demonstrate the “business” results of targeting the BoP.
Another important part of the assessment is visiting the business champion’s
premises to gain insight about the current conditions under which the business
champion is manufacturing products. There is not a formal assessment methodology that is used. Instead, specific attention is paid to the features that are relevant to
designing the BoP marketing pilot. These features mainly relate to the champion’s
capacity in sourcing, production, marketing, distribution, and finance. For instance,
it makes a large difference if an operational processing and packing facility already
is in place. When such facilities are lacking, the 2SCALE teams know the implications in terms of required activities, timelines, and finance.
6.3.2 Market Research and Insight Gathering
The second step is to conduct market research and collect insights into consumer
behavior in the particular market (and on the particular food product) that the business champion is active in.
7
These insights can also help provide an understanding
7 http://www.bopinc.org/sites/www.bopinc.org/files/updates/bop_insights_publication.pdf, for an
account of the importance of gathering consumer insights.
Fig. 6.1 Five-step process of designing and implementing a BoP marketing pilot
N. van Dijk et al.
6.3.1 Conducting Needs Assessments
The first step in the process is to deeply engage with the business champion to get a
joint and detailed understanding of his or her business and vision for targeting BoP
consumers with nutritious food products. For the business champion to get a realistic understanding of what a BoP marketing pilot could look like in the context of
2SCALE, several cases of previous 2SCALE pilots are shared and described
throughout this chapter. These practical examples often resonate well with the
champion, since they include tangible learnings and also demonstrate the “business” results of targeting the BoP.
Another important part of the assessment is visiting the business champion’s
premises to gain insight about the current conditions under which the business
champion is manufacturing products. There is not a formal assessment methodology that is used. Instead, specific attention is paid to the features that are relevant to
designing the BoP marketing pilot. These features mainly relate to the champion’s
capacity in sourcing, production, marketing, distribution, and finance. For instance,
it makes a large difference if an operational processing and packing facility already
is in place. When such facilities are lacking, the 2SCALE teams know the implications in terms of required activities, timelines, and finance.
6.3.2 Market Research and Insight Gathering
The second step is to conduct market research and collect insights into consumer
behavior in the particular market (and on the particular food product) that the business champion is active in.
7
These insights can also help provide an understanding
7 http://www.bopinc.org/sites/www.bopinc.org/files/updates/bop_insights_publication.pdf, for an
account of the importance of gathering consumer insights.
Fig. 6.1 Five-step process of designing and implementing a BoP marketing pilot
N. van Dijk et al.