Nutritious foods have been notoriously hard to sell to people with the lowest incomes – but there is progress with the emergence of new customer insights and models. The importance of demand creation, targeted, effective marketing, and innovative distribution mechanisms are particularly critical in getting nutritious products into the homes and onto the plates of the poorest communities.
GAIN joins the Practitioner Hub for Inclusive Business, an online platform providing information, the latest good practice, insight and analysis on inclusive business, and Hystra, a global consulting firm specialized in inclusive business, in hosting a series of webinars on getting nutritious products to the poorest communities. The second in our series of webinars take place this Thursday 19 January at 7.30pm Delhi time, 5pm Nairobi time, 2pm London time and 9am New York time.
This series will cover key aspects in marketing and distribution of nutritious products to markets at the base of the pyramid (BoP) or the lowest income groups. 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 research by Hystra and GAIN into effective models.
Join speakers Marti van Liere, Director of Maternal, Infant and Young Child Nutrition at GAIN and Lucie Klarsfeld McGrath, Senior Project Manager at Hystra and lead author on Marketing Nutrition to the BoP, on the webinars hosted by The Practitioner Hub for Inclusive Business editor Caroline Ashley.
Effective delivery channels and ensuring business viability of nutrition enterprises
Friday 19 January: 7.30pm Delhi time, 5pm Nairobi time, 2pm London time and 9am New York time.
This webinar will focus 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 will cover insights on the following:
- Distribution channels in rural areas.
- Distribution channels in urban markets.
- Best practices for optimising sales force productivity.
The speakers will share 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.
The first webinar, which took place last week, was entitled: Consumer awareness, aspiration, trust and compliance in marketing nutrition products.
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,
- how to get her/ him to use it at least once,
- and how to increase regular use, which is compliant with amounts to will ensure impact on nutritional status?
Not able to make it? The recording and presentations will be available on the event page here.
Follow the discussion on Twitter using #Marketing4BOP
Updated 16 December 2017