164
In other cases, adjustments were made to existing products so that these products
would better fit BoP consumer demands. In Benin, under the soybean partnership,
2SCALE worked with business champion Coopérative de Transformation,
d’Approvisionnement et d’Ècoulement de Soja (CTAE) on the BoP marketing of a
soybean-based product called soya goussi. CTAE was already producing and selling
soya goussi, but the packaging was unappealing, and the product was prepared
under unhygienic circumstances. Plus, the size of the product did not appeal to the
consumer. Based on these insights, CTAE and 2SCALE came up with an improved
way of producing the soya goussi, leading to a higher-quality product at the same
cost, which was better appreciated by the consumer. It was also sold in larger-sized
and higher-quality packaging, with a label that provided information on product
characteristics, which was missing previously. Consumers responded positively to
these changes, which contributed to a 15–20% increase in sales, compared to the
original product.
6.4.6.2 Branding
Even though branding could be seen as part of a product development strategy, we
describe it here separately, because the importance of good branding, particularly to
the BoP, is often largely underestimated. Companies tend to refrain from investments
in branding and use very basic packaging, promotion, and other branding materials –
or do not have the capacity in-house to develop such branding materials. At the same
time, the product itself not only needs to be of good quality or well priced, but it also
needs to look good, and the broader brand needs to appeal to BoP consumers to help
express the company’s values. A successful brand meets three key criteria:
known as Supermoms, also developed with 2SCALE assistance. The Likie
distribution model is now operating in several areas in Ethiopia and is supported by marketing activities.
This five-day campaign featured three well-known musicians who led a
promotional campaign in schools, marketplaces, and low-income neighborhoods. Every morning for a week, the musicians, accompanied by GUTS
Agro staff and saleswomen, would visit a school. The infotainment included
a quiz contest on nutrition, with GUTS Agro products as prizes.
Likie is not only about nutrition, but also about empowering women.
“Likie Ladies” are provided with uniforms, branded bags, and a tricycle to
transport their goods door to door. They receive training, business support,
and stocks on credit.
For GUTS Agro, Likie is more than a distribution network. It is also a way
to help improve health and nutrition among the poor while helping budding
women entrepreneurs create new businesses with very low start-up costs.
(continued)
N. van Dijk et al.
In other cases, adjustments were made to existing products so that these products
would better fit BoP consumer demands. In Benin, under the soybean partnership,
2SCALE worked with business champion Coopérative de Transformation,
d’Approvisionnement et d’Ècoulement de Soja (CTAE) on the BoP marketing of a
soybean-based product called soya goussi. CTAE was already producing and selling
soya goussi, but the packaging was unappealing, and the product was prepared
under unhygienic circumstances. Plus, the size of the product did not appeal to the
consumer. Based on these insights, CTAE and 2SCALE came up with an improved
way of producing the soya goussi, leading to a higher-quality product at the same
cost, which was better appreciated by the consumer. It was also sold in larger-sized
and higher-quality packaging, with a label that provided information on product
characteristics, which was missing previously. Consumers responded positively to
these changes, which contributed to a 15–20% increase in sales, compared to the
original product.
6.4.6.2 Branding
Even though branding could be seen as part of a product development strategy, we
describe it here separately, because the importance of good branding, particularly to
the BoP, is often largely underestimated. Companies tend to refrain from investments
in branding and use very basic packaging, promotion, and other branding materials –
or do not have the capacity in-house to develop such branding materials. At the same
time, the product itself not only needs to be of good quality or well priced, but it also
needs to look good, and the broader brand needs to appeal to BoP consumers to help
express the company’s values. A successful brand meets three key criteria:
known as Supermoms, also developed with 2SCALE assistance. The Likie
distribution model is now operating in several areas in Ethiopia and is supported by marketing activities.
This five-day campaign featured three well-known musicians who led a
promotional campaign in schools, marketplaces, and low-income neighborhoods. Every morning for a week, the musicians, accompanied by GUTS
Agro staff and saleswomen, would visit a school. The infotainment included
a quiz contest on nutrition, with GUTS Agro products as prizes.
Likie is not only about nutrition, but also about empowering women.
“Likie Ladies” are provided with uniforms, branded bags, and a tricycle to
transport their goods door to door. They receive training, business support,
and stocks on credit.
For GUTS Agro, Likie is more than a distribution network. It is also a way
to help improve health and nutrition among the poor while helping budding
women entrepreneurs create new businesses with very low start-up costs.
(continued)
N. van Dijk et al.