167
Ghana, part of the broader soybean partnership, we identified the significant
potential of selling nutritious snacks (soy kebabs) through local schools, instead of
the sweets and cookies that were usually sold there. In this particular case, the market activation fully focused on schoolchildren (Box 6.5).
Box 6.5 Business Champions – Snapshot: Banda Borae, Ghana
Banda Borae Cooperative is one of the more grassroots partners with which
2SCALE developed BoP marketing activities. It is a processing group of 20
women, who process and sell soybean kebabs in Kpandai, rural northern
Ghana. The cooperative initially marketed their soybean kebabs at the local
village market, without a branding or retail strategy.
Sales were seemingly effective, especially on market days in Kpandai,
when all the other villages came together to buy and sell goods. However,
sales remained stable and little growth was achieved.
Together with 2SCALE, the cooperative managed to expand its route to
market by introducing a branded container as a sales outlet in a number of
schools. This solution came about during the Business Model Canvas workshop and discussion on marketing issues. The strategy was supported by
stakeholder engagement with school authorities (school heads and teachers)
to directly target the schoolchildren for nutritional purposes.
The partnership also developed a mobile channel (containers) to enable
women to sell soybean kebabs in branded containers and attire in various
locations to enhance their appeal and visibility, which turned out to be the
most effective distribution strategy.
Over the course of a short six-month pilot period, these two marketing
channels increased sales of the kebabs on a daily basis, from an initial average
of 150 sticks to 500 sticks per retailer. The cost of a stick of kebab is 10 Ghana
pesewas (US $0.02) and provides a nutritious, protein-rich alternative to the
sugary snacks schoolchildren would otherwise purchase.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…
Ghana, part of the broader soybean partnership, we identified the significant
potential of selling nutritious snacks (soy kebabs) through local schools, instead of
the sweets and cookies that were usually sold there. In this particular case, the market activation fully focused on schoolchildren (Box 6.5).
Box 6.5 Business Champions – Snapshot: Banda Borae, Ghana
Banda Borae Cooperative is one of the more grassroots partners with which
2SCALE developed BoP marketing activities. It is a processing group of 20
women, who process and sell soybean kebabs in Kpandai, rural northern
Ghana. The cooperative initially marketed their soybean kebabs at the local
village market, without a branding or retail strategy.
Sales were seemingly effective, especially on market days in Kpandai,
when all the other villages came together to buy and sell goods. However,
sales remained stable and little growth was achieved.
Together with 2SCALE, the cooperative managed to expand its route to
market by introducing a branded container as a sales outlet in a number of
schools. This solution came about during the Business Model Canvas workshop and discussion on marketing issues. The strategy was supported by
stakeholder engagement with school authorities (school heads and teachers)
to directly target the schoolchildren for nutritional purposes.
The partnership also developed a mobile channel (containers) to enable
women to sell soybean kebabs in branded containers and attire in various
locations to enhance their appeal and visibility, which turned out to be the
most effective distribution strategy.
Over the course of a short six-month pilot period, these two marketing
channels increased sales of the kebabs on a daily basis, from an initial average
of 150 sticks to 500 sticks per retailer. The cost of a stick of kebab is 10 Ghana
pesewas (US $0.02) and provides a nutritious, protein-rich alternative to the
sugary snacks schoolchildren would otherwise purchase.
6 Innovating at Marketing and Distributing Nutritious Foods at the Base…