155
of how a food product can improve the nutritional status of the targeted consumers,
for instance, by making critical nutrients available or by making certain nutritional
food products more affordable.
8
In addition, it is important that the market research
and insights not become too generic and can provide actionable insights for the
business champion to design the BoP marketing pilot. For example, one could question whether a small dairy cooperative that wants to develop affordable yoghurt
requires extensive data on the national dairy market. Instead, the cooperative might
be better off with a detailed understanding of the competitive yoghurt market in
their specific location.
Overall, there are three important areas that are covered during this phase. First,
there must be a general understanding of the market and the broader business environment. This should not be too generic but rather limited in its scope. Second, the
competitive landscape will need to be understood in detail (e.g., which other companies provide similar products, what are their characteristics and pricing). Lastly,
it is essential to have a detailed understanding of consumer characteristics, consumption, and purchasing behavior.
The goal of 2SCALE is to make the research phase as actionable as possible.
Therefore, research is done in close collaboration with the business champion. The
results of this phase are also actively discussed during the strategy workshop (see
below), for instance, by purchasing and bringing along any competitive products to
the workshop. The research and insights phase helps champions develop their BoP
marketing strategy and design activities.
6.3.3 Strategy Workshop
After the research is finalized, all insights are brought together in a strategy workshop in which the key members of the business champion’s management team are
present. The most important aspect of this workshop is that it is co-creative, meaning that all content is being developed by the business champion’s team together
with 2SCALE.
The general approach of the workshop is to start mapping out the business champion’s organization. To do so, 2SCALE uses the Business Model Canvas (BMC).
This is a convenient model that has proven to be well understood by various business champions and provides actionable building blocks for a strategy. The most
important building blocks of the BMC are the customer persona, value proposition,
and marketing and distribution. For more information on these key components,
please refer to Sect. 6.2. During the workshop, each of these building blocks is
explained in an interactive way, ensuring that participants understand the content
and relevance. After this, workshop participants are asked to build specific strategies
for each building block in teams.
8 An example is the soya goussi in Benin. This byproduct of soybean processing is full of protein
and therefore a good alternative to poultry meat. Since the soya goussi is over 30% cheaper than
poultry meat, it makes protein more affordable for BoP consumers.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…
of how a food product can improve the nutritional status of the targeted consumers,
for instance, by making critical nutrients available or by making certain nutritional
food products more affordable.
8
In addition, it is important that the market research
and insights not become too generic and can provide actionable insights for the
business champion to design the BoP marketing pilot. For example, one could question whether a small dairy cooperative that wants to develop affordable yoghurt
requires extensive data on the national dairy market. Instead, the cooperative might
be better off with a detailed understanding of the competitive yoghurt market in
their specific location.
Overall, there are three important areas that are covered during this phase. First,
there must be a general understanding of the market and the broader business environment. This should not be too generic but rather limited in its scope. Second, the
competitive landscape will need to be understood in detail (e.g., which other companies provide similar products, what are their characteristics and pricing). Lastly,
it is essential to have a detailed understanding of consumer characteristics, consumption, and purchasing behavior.
The goal of 2SCALE is to make the research phase as actionable as possible.
Therefore, research is done in close collaboration with the business champion. The
results of this phase are also actively discussed during the strategy workshop (see
below), for instance, by purchasing and bringing along any competitive products to
the workshop. The research and insights phase helps champions develop their BoP
marketing strategy and design activities.
6.3.3 Strategy Workshop
After the research is finalized, all insights are brought together in a strategy workshop in which the key members of the business champion’s management team are
present. The most important aspect of this workshop is that it is co-creative, meaning that all content is being developed by the business champion’s team together
with 2SCALE.
The general approach of the workshop is to start mapping out the business champion’s organization. To do so, 2SCALE uses the Business Model Canvas (BMC).
This is a convenient model that has proven to be well understood by various business champions and provides actionable building blocks for a strategy. The most
important building blocks of the BMC are the customer persona, value proposition,
and marketing and distribution. For more information on these key components,
please refer to Sect. 6.2. During the workshop, each of these building blocks is
explained in an interactive way, ensuring that participants understand the content
and relevance. After this, workshop participants are asked to build specific strategies
for each building block in teams.
8 An example is the soya goussi in Benin. This byproduct of soybean processing is full of protein
and therefore a good alternative to poultry meat. Since the soya goussi is over 30% cheaper than
poultry meat, it makes protein more affordable for BoP consumers.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…