159
in Kenya with business champion Shalem Investments, which positioned its brand
in the relatively lower segment in terms of pricing. However, Shalem used a premium plastic packaging material with a modern design and was able to do this at a
relatively low price point. This has made the brand distinguishable from its competitors, which used more basic packaging with poorly designed product labels.
Even though it sounds straightforward, this interactive exercise has proven its value
in developing a clear product and pricing strategy.
6.4.4 ATEAR Marketing Model
This is one of the most important tools to build a BoP pilot and forms the foundation
for a business champion to build an entire marketing campaign. In summary, the
ATEAR model covers five crucial steps: attention, trust, experience, action, and
retention (Fig. 6.2). During the workshop, the team ideates on each of the steps and
builds a marketing campaign plan that follows all five steps in a structured way. The
ultimate goal is that the business champion develops a coherent and comprehensive
campaign instead of only focusing on one element of ATEAR.
• Attention: The first step is the most straightforward one – getting attention. If a
new product is launched in the market, consumers need to be aware of it. To create this awareness, several activities can be organized. These can be common
above- or below-the-line marketing activities, such as radio advertisements, market activations, or community messaging. In defining the activities, it is key to
understand which channels reach the target customer and which are seen as
trusted channels.
• Trust: Attention alone is not sufficient. Consumers need to trust a new brand.
There are many different brands out there that seek attention, so how do you
stand out and create trust? Trust takes time and can be built by consistently
“showing up” as a company and delivering quality products. Having the right
food safety certification or product endorsement by a public or trusted person
from the community can be a valuable asset to building trust.
• Experience: The proof of the pudding is in the eating. If a consumer cannot experience, or more specifically taste, the product, they will not immediately be
inclined to purchase a new product, because the “risk” of buying something that,
for instance, does not taste good or have the right texture will be too high. That
is why tasting sessions are often held during market activations, allowing prospective consumers to try small samples of the product.
• Action: When the consumer is finally convinced to buy the product, he or she
sometimes needs a final push to actually make the purchase. It can help if a particular promotion action is available, for instance, buy three items and pay for
two, in which a consumer is rewarded for making a larger (and therefore more
economical) purchase.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…
in Kenya with business champion Shalem Investments, which positioned its brand
in the relatively lower segment in terms of pricing. However, Shalem used a premium plastic packaging material with a modern design and was able to do this at a
relatively low price point. This has made the brand distinguishable from its competitors, which used more basic packaging with poorly designed product labels.
Even though it sounds straightforward, this interactive exercise has proven its value
in developing a clear product and pricing strategy.
6.4.4 ATEAR Marketing Model
This is one of the most important tools to build a BoP pilot and forms the foundation
for a business champion to build an entire marketing campaign. In summary, the
ATEAR model covers five crucial steps: attention, trust, experience, action, and
retention (Fig. 6.2). During the workshop, the team ideates on each of the steps and
builds a marketing campaign plan that follows all five steps in a structured way. The
ultimate goal is that the business champion develops a coherent and comprehensive
campaign instead of only focusing on one element of ATEAR.
• Attention: The first step is the most straightforward one – getting attention. If a
new product is launched in the market, consumers need to be aware of it. To create this awareness, several activities can be organized. These can be common
above- or below-the-line marketing activities, such as radio advertisements, market activations, or community messaging. In defining the activities, it is key to
understand which channels reach the target customer and which are seen as
trusted channels.
• Trust: Attention alone is not sufficient. Consumers need to trust a new brand.
There are many different brands out there that seek attention, so how do you
stand out and create trust? Trust takes time and can be built by consistently
“showing up” as a company and delivering quality products. Having the right
food safety certification or product endorsement by a public or trusted person
from the community can be a valuable asset to building trust.
• Experience: The proof of the pudding is in the eating. If a consumer cannot experience, or more specifically taste, the product, they will not immediately be
inclined to purchase a new product, because the “risk” of buying something that,
for instance, does not taste good or have the right texture will be too high. That
is why tasting sessions are often held during market activations, allowing prospective consumers to try small samples of the product.
• Action: When the consumer is finally convinced to buy the product, he or she
sometimes needs a final push to actually make the purchase. It can help if a particular promotion action is available, for instance, buy three items and pay for
two, in which a consumer is rewarded for making a larger (and therefore more
economical) purchase.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…