WEBINAR SERIES: Marketing nutrition for the Base of the Pyramid
13th & 19th January 2017
Nutritious products have been notoriously hard to sell commercially to low-income people. But the sector is making progress, with new customer insights and new models emerging. The importance of demand creation, targeted, effective marketing and innovative distribution mechanisms is particularly critical for such models to scale their impact. This series will cover key aspects in marketing and distribution of nutritious products to base of the pyramid markets. The discussion will focus mostly on marketing nutritious products targeting infant and young children, though most of the lessons learnt apply to other nutritious foods (or even more widely to other beneficial consumer goods). It will share practical insight gathered from extensive research of models in this space by Global Alliance for Improved Nutrition and consulting firm Hystra.
Marti van Liere, Director Maternal, Infant and Young Child Nutrition at GAIN, who is passionate about consumer-centred behavior change communication and demand creation. Lucie Klarsfeld McGrath, Senior Project Manager at Hystra who was lead author of the Marketing Nutrition to the BoP report. Facilitator: Caroline Ashley, Founding Editor, The Practitioner Hub for Inclusive Business.
Webinar 1: building demand for and repeat usage of nutritious foods
Nutritious foods or supplements provide a solution to a ‘problem’ understood by nutrition experts, but don’t necessarily address a ‘want’ that the consumer has. This webinar explored challenges in marketing nutritious products to low-income households including vexed questions of:
- how to get this consumer interested in the product,
- what drives trust, aspiration and willingness to pay,
- and how to increase regular use, which is compliant with amounts to ensure impact on nutritional status?
The speakers shared lessons learned from experience of a range of companies and organisations about what consumers value, their willingness to pay, and drivers of trust and compliance. Companies mentioned in the webinar include: BRAC in Bangladesh, Nutrifaso in Burkina Faso (GRET supported), Nutrizaza in Madagascar (GRET supported), PKL in Côte d’Ivoire, e’Pap in South Africa, Milkuat in Indonesia, Naandi Foundation in India.
Webinar 2: Effective delivery channels and ensuring business viability of nutrition enterprises
This webinar focused on how enterprises organise the last mile distribution of their nutrition products, what costs various channels entail, and how effective these channels are at getting appropriate products in the hands of those who need them most. The discussion covered insights on the following:
- Distribution channels in rural areas
- Distribution channels in urban markets
- Best practices for optimising sales force productivity
Guest speaker: Clémence Boulle Martinaud, Nutrition Projects Manager at GRET Professionals for Fair Development
Marketing to the BOP Resources
Inclusive business models delivering nutrition
In this series on inclusive business models delivering nutrition, in partnership with GAIN and DFID, we hear how the sector is making progress, focusing on customer insights and new models, with contributions from organisations and businesses around the globe. Access it here.
Distribution in hard-to-reach markets presents huge challenges: low purchasing power means margins are often small so high volume transactions are needed. But poor infrastructure, dispersed consumers, and low product awareness push costs up. Established marketing networks – whether shops, trucks or dealers – are often not suited to get the product across that ‘last mile’ to millions of potential consumers.