166
Another example of brand development comes from our groundnut partnership
located in the Ivory Coast. The business champion, the Komborodougou Women’s
Cooperative, previously sold unbranded groundnut paste in simple plastic bags. By
selling the groundnut paste in this very basic packaging, it was difficult for consumers to distinguish their product from other similar products. Eventually, together
with 2SCALE, a new type of packaging was selected – small plastic containers.
Along with a newly developed brand, which was applied to the plastic containers,
the brand concept characterized the region where the product was produced, making
the branding also easily applicable to any other products the cooperative would
develop in the future.
6.4.6.3 Market Activation
Earlier in this chapter, we introduced the ATEAR model as a critical building block
for BoP market activation activities. These market activations are meant to bring
(new) products to the attention of prospective consumers, and let them experience
the product, ideally in the presence of a recognizable, trusted role model, to increase
the likelihood that the prospective BoP consumers will trust the product. Market
activations are often held at locations where BoP consumers typically come to buy
their products (such as open markets during market days) or at places where peers
meet or trusted people can be found. Examples of these are activations in women’s
groups (like Chamas in Kenya) and around churches or community halls in the presence of local religious or community leaders. Sometimes, activations are specifically targeted at a particular audience. In the case of the soy kebab pilot in North-East
To promote it and make it available, a marketing and distribution strategy
was developed and implemented. In just a few short weeks after launching her
new marketing strategy, using a small pool of promoters, Kinoti reached 800
women in the community. For market activation, a tent was built at one of the
largest open markets in Meru, the Gakoromone market. There were music
events, talks on nutrition, and 10 brand ambassadors, young women and men,
who introduced the product to vendors and customers in the market.
Over 2000 people were reached during those market days, which took
place once a week for 3 weeks. The customers had the opportunity to taste the
Asili Plus porridge flour and received promotional items, such as free T-shirts,
after purchasing more than four packets of the porridge.
Shalem Investments plans to grow its business by replicating the marketing
and distribution strategy to other parts of the country, which will triple its
income. The women involved during the pilot will be part of the microfranchising model, in which they will continue selling the Asili Plus fortified
flour as an income-generating activity.
(continued)
N. van Dijk et al.
Another example of brand development comes from our groundnut partnership
located in the Ivory Coast. The business champion, the Komborodougou Women’s
Cooperative, previously sold unbranded groundnut paste in simple plastic bags. By
selling the groundnut paste in this very basic packaging, it was difficult for consumers to distinguish their product from other similar products. Eventually, together
with 2SCALE, a new type of packaging was selected – small plastic containers.
Along with a newly developed brand, which was applied to the plastic containers,
the brand concept characterized the region where the product was produced, making
the branding also easily applicable to any other products the cooperative would
develop in the future.
6.4.6.3 Market Activation
Earlier in this chapter, we introduced the ATEAR model as a critical building block
for BoP market activation activities. These market activations are meant to bring
(new) products to the attention of prospective consumers, and let them experience
the product, ideally in the presence of a recognizable, trusted role model, to increase
the likelihood that the prospective BoP consumers will trust the product. Market
activations are often held at locations where BoP consumers typically come to buy
their products (such as open markets during market days) or at places where peers
meet or trusted people can be found. Examples of these are activations in women’s
groups (like Chamas in Kenya) and around churches or community halls in the presence of local religious or community leaders. Sometimes, activations are specifically targeted at a particular audience. In the case of the soy kebab pilot in North-East
To promote it and make it available, a marketing and distribution strategy
was developed and implemented. In just a few short weeks after launching her
new marketing strategy, using a small pool of promoters, Kinoti reached 800
women in the community. For market activation, a tent was built at one of the
largest open markets in Meru, the Gakoromone market. There were music
events, talks on nutrition, and 10 brand ambassadors, young women and men,
who introduced the product to vendors and customers in the market.
Over 2000 people were reached during those market days, which took
place once a week for 3 weeks. The customers had the opportunity to taste the
Asili Plus porridge flour and received promotional items, such as free T-shirts,
after purchasing more than four packets of the porridge.
Shalem Investments plans to grow its business by replicating the marketing
and distribution strategy to other parts of the country, which will triple its
income. The women involved during the pilot will be part of the microfranchising model, in which they will continue selling the Asili Plus fortified
flour as an income-generating activity.
(continued)
N. van Dijk et al.