156
Each workshop ends with a half-day discussion on planning the next key step:
implementation. Once the general BoP marketing strategy is defined, activities are
identified to implement the strategy, and a budget for these activities is established.
This is input that will be integrated into the broader annual action plan that forms
the main document for implementation of the overall partnership agreement.
6.3.4 Implementation
After intense discussions on market insights and strategies, time for action is due.
During and after the strategy workshop, all activities and responsibilities have been
formulated and formalized into the broader action plan and thereby form part of the
broader partnership. It is also for this reason that the respective partnership facilitator
9
is an active participant in the abovementioned strategizing.
The BoP marketing expert and the partnership facilitator work closely together
with the business champion in the implementation of activities. Sometimes there
might be a need for specific external experts or marketing agencies. In this case,
2SCALE facilitates the process of bringing in such parties. These types of experts
are often needed in technical product formulation (e.g., developing a recipe for
nutritional porridge), marketing material development, or product certification.
There are three key milestones throughout the implementation stage. The first is
to have the actual product ready. This sounds straightforward but, depending on the
situation, it might be challenging to get the right ingredients, product formulation,
machinery, or production setup in place. The second milestone is getting the packaging finalized. This includes having a clear value proposition, brand, communication strategy, and actual packaging design and finding the right party that has the
right packaging material available. When these milestones are reached, the business
champion has an actual physical product that is ready to be sold in the market and
should suit BoP consumers’ aspirations in terms of affordability and acceptability.
The third milestone is to launch a market activation campaign. This step has
proven to be one of the most crucial components of implementation. Having an
actual product ready for sales and distribution at the factory gate is just the start.
There needs to be awareness among the consumers about the new product and it
needs to be available in the market. To achieve this, the business champion and
2SCALE develop a market activation campaign that follows the ATEAR (attention,
trust, experience, action, retention) framework that is highlighted in Sect. 6.2. In
short, awareness is created by organizing several activities to promote the brand and
product and engage local communities. Availability is created by working closely
with local shopkeepers, social networks, and possibly sales agents to get the product
to the consumer.
9 A partnership facilitator is a 2SCALE staff member who is responsible for facilitating the overall
partnership.
N. van Dijk et al.
Each workshop ends with a half-day discussion on planning the next key step:
implementation. Once the general BoP marketing strategy is defined, activities are
identified to implement the strategy, and a budget for these activities is established.
This is input that will be integrated into the broader annual action plan that forms
the main document for implementation of the overall partnership agreement.
6.3.4 Implementation
After intense discussions on market insights and strategies, time for action is due.
During and after the strategy workshop, all activities and responsibilities have been
formulated and formalized into the broader action plan and thereby form part of the
broader partnership. It is also for this reason that the respective partnership facilitator
9
is an active participant in the abovementioned strategizing.
The BoP marketing expert and the partnership facilitator work closely together
with the business champion in the implementation of activities. Sometimes there
might be a need for specific external experts or marketing agencies. In this case,
2SCALE facilitates the process of bringing in such parties. These types of experts
are often needed in technical product formulation (e.g., developing a recipe for
nutritional porridge), marketing material development, or product certification.
There are three key milestones throughout the implementation stage. The first is
to have the actual product ready. This sounds straightforward but, depending on the
situation, it might be challenging to get the right ingredients, product formulation,
machinery, or production setup in place. The second milestone is getting the packaging finalized. This includes having a clear value proposition, brand, communication strategy, and actual packaging design and finding the right party that has the
right packaging material available. When these milestones are reached, the business
champion has an actual physical product that is ready to be sold in the market and
should suit BoP consumers’ aspirations in terms of affordability and acceptability.
The third milestone is to launch a market activation campaign. This step has
proven to be one of the most crucial components of implementation. Having an
actual product ready for sales and distribution at the factory gate is just the start.
There needs to be awareness among the consumers about the new product and it
needs to be available in the market. To achieve this, the business champion and
2SCALE develop a market activation campaign that follows the ATEAR (attention,
trust, experience, action, retention) framework that is highlighted in Sect. 6.2. In
short, awareness is created by organizing several activities to promote the brand and
product and engage local communities. Availability is created by working closely
with local shopkeepers, social networks, and possibly sales agents to get the product
to the consumer.
9 A partnership facilitator is a 2SCALE staff member who is responsible for facilitating the overall
partnership.
N. van Dijk et al.