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CREATE A NEW HEALTH BEHAVIOR IN THE HOUSEHOLD AND
GENERATE DEMAND FOR NEW NUTRITIONAL PRODUCT: SUPER BEBE.
Authors:
Mr. Nu...
SITUATION ANALYSIS - NATIONAL CONTEXT & RELEVANCE
WHO WHERE
Nutrition
Challenges faced
by Mozambique
FOTO
FAMILIA
WHY WHAT...
43% - under 5 years
are stunted.
95%
introduction of
additional foods at
6-8 months.
Nutrition Challenges faced by Mozambi...
• Create a wide food supplement market to give mothers options to make
the food their children eat healthier.
STRATEGIC OB...
CREATE A RELEVANT
BRAND FOR A NEW
CATEGORY
MARKETING OBJECTIVES
BRANDING
PRODUCT
MARKETING
Develop a relevant communicatio...
FORMATIVE RESEARCH – HABITS & INSIGTHS
PRODUCT CHALLENGES
FOOD & BEVERAGE
PURCHASE
Purchasing Small quantities
Can only af...
FORMATIVE RESEARCH – HABITS & INSIGTHS
Key to decide where to focus
Does this set up an expectation of
seeing immediate ch...
PRODUCT – BENEFIT PROMISE
To execute three positioning
options in order to help choose
the most promising one.
PRODUCT	TES...
PRODUCT – BRAND CREATION
AFFORDABILITY
BRAND	PREFERENCE	ANALYSIS	using	
focus	group	discussion	
	
NAME	suitability	with:	
...
PRODUCT - BRAND CREATION
Create	an	emo;onal	link	with	
its	target	audience		
	
	
STRONGER
FOR LIFE
Consumer Insight
“A str...
PRICE – STRATEGY
CERELAC
CORN FLOUR
SUPER BEBE
DAILY
PURCHASE
MONTHLY
PURCHASE
YOGURT
BANANA OIL / BEANS
(loose)
PRODUCT
S...
DISTRIBUTION – TOTAL MARKETING APPROACH
VOUCHER (free) DISTRIBUTION COMERCIAL
system in which all sectors:
public,
social ...
COMMUNICATION – DEMAND CREATION
360° APPROACH
Social Marketing
requires multiple and complementary approaches,
cultural se...
COMMUNICATION – DEMAND CREATION
Spot: tv & radio, Print,
Facebook
Point of sale
communication
Tv / Road Show Market Demostrations:
cook & taste
Tv placeme...
COMMUNICATION – DEMAND CREATION
Contact Activities: Public Relations by Brand Embassadors: Elvira Viegas and Mingas
Estrat...
Contact Activities: Educacional
•  IPC sessions – Tem Mais program
•  Worshop with Nurse Students
•  Discussion and demost...
MONITORING AND EVALUATION
Brand tracker + DDM + social Entrepreneurs / penetration
Used
the
225
Results suggests that vouc...
SALES	VOLUMES		+	LEGAL	CONSTRAINS	IMPACT		
302.740 un
Sales Force + Door to door Sales
Social Entrepreneurs
136.320 un
Sal...
Pre –test: New Names “short list”
Name
	
	
	
	
Understanding	 vitamine	
none
	
Strong baby	
Product category perception
	
...
RE- BRANDING - New Brand Creation
New Brand Name
Focus Groups Reaserch provide insigths on:
1- pay attention to direct ass...
RE- BRANDING - New Brand Creation
Spot the differences
1
2
The short
The robe
4 The sunrise
3 The age
4 The 15 vitamines &...
1.  Good formative research;
2.  Product Testing - Brand design:
target audience involvement;
3.  Efficiently use of 360 A...
THANK	YOU	
Authors:
Mr. Nuno Maia
Naturalmente Social Marketing
nunomaia@tvcabo.co.mz
hCps://www.linkedin.com/in/nunomaia1...
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Social Marketing in practice to create a new health behavior in the household and generate demand for new nutritional product: Super Bebe.

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Introducing in the market for the first time, a Micro Nutrient Powder Mozambican brand. The brand creation process involved research in households related with buying behavior, cooking routine and family behavior towards meals and drinks. On the brand creation and communication, research was based on stimulus and understanding of the brand promise vs product benefits.

Submission No. 104
4th European Social Marketing Conference,
5-7 September, City of Antwerp, Belgium.

Publicada em: Marketing
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Social Marketing in practice to create a new health behavior in the household and generate demand for new nutritional product: Super Bebe.

  1. 1. CREATE A NEW HEALTH BEHAVIOR IN THE HOUSEHOLD AND GENERATE DEMAND FOR NEW NUTRITIONAL PRODUCT: SUPER BEBE. Authors: Mr. Nuno Maia 4th European Social Marketing Conference, 5-7 September, City of Antwerp, Belgium. SUBMISSION N° 104 SOCIAL MARKETING IN PRACTICE TO
  2. 2. SITUATION ANALYSIS - NATIONAL CONTEXT & RELEVANCE WHO WHERE Nutrition Challenges faced by Mozambique FOTO FAMILIA WHY WHAT Female Population Indicators Female – 54% 50% - under 15 years old 60% - non alphabetized 63% - Self employed Agriculture 5.3 – average number of child per women. 95% Ate less then 5 combined servings: Fruit & Vegetables22M population in 2011*
  3. 3. 43% - under 5 years are stunted. 95% introduction of additional foods at 6-8 months. Nutrition Challenges faced by Mozambique SITUATION ANALYSIS - NATIONAL CONTEXT & RELEVANCE
  4. 4. • Create a wide food supplement market to give mothers options to make the food their children eat healthier. STRATEGIC OBJECTIVES • Demonstrate the viability of the market for private sector. • Launch successfully a branded micro-nutrient powder product. •  Market definition: Food •  Home Based Fortification: mineral and vitamin that can be easily added to food prepared at home. •  Create Market an inexistent market for food supplement. •  Create the Habit of adding vitamins and minerals to food. •  All elements of the distribution chain have to be on-board to make this launch a success.
  5. 5. CREATE A RELEVANT BRAND FOR A NEW CATEGORY MARKETING OBJECTIVES BRANDING PRODUCT MARKETING Develop a relevant communication platform to fit with usage habits and ease the behavior change needed. Create a local brand and visual identity for food supplements to be used at first for micronutrient powders. Please note: for micronutrient powders at this time point where legally categorized as Food Supplements. Later where legally categorized as Vitamin Supplement.
  6. 6. FORMATIVE RESEARCH – HABITS & INSIGTHS PRODUCT CHALLENGES FOOD & BEVERAGE PURCHASE Purchasing Small quantities Can only afford one day’s purchase Local familiarity allows for buying on credit *Micronutrient powders do not correspond to current cooking habits. *Can create fears – color or taste change. *Family cooking and feeding might not separate young children’s food from the rest of the family. *The product need to be used on warm food, which can be difficult to explain and can become a barrier to usage. *The product doesn’t have any colour or flavour. *No immediate benefit besides the health one. *Only one type of packaging option for the moment Need a simpler way to say vitamins and nutrition HABIT – LEARNED FROM ELDER MOTHER Mothers have very little knowledge and poor access to information about what makes a food/drink healthy. Comms can use elements of “benny” (e.G. Benny for babies) to explain habit of adding a powder to food Taste and enjoyment is key and must not be negatively impacted PROMPTS TO MOTIVATE *Nutritional Food not only helps kids to grow, it can also fight sickness *Is your child playing actively *Is your child finishing a whole plate *Show something small that works really well *Focus on health - spend less money on sickness FOCUS ON PORRIDGE Moms assume that more is better but are unable to judge nutritional value of ingredients Position next to maize meal to make link
  7. 7. FORMATIVE RESEARCH – HABITS & INSIGTHS Key to decide where to focus Does this set up an expectation of seeing immediate changes? Or On progressing tomorrow Today Future POSITIONING MULTIPLIES GOODNESS STRONGER FOR LIFE BETTER FUTURE Consumer Insight Want her children to be happy and healthy and know that she helped achieve this smartly Key Message/Brand Promise Sprinkle on MARCA X to boosts the goodness of the food you give your baby. Reasons to believe Optimal combination of the most essential vitamins that make your food work harder Brand personality Magical, miraculous and fun Believe in power to change things Imaginative A little playful and promise an easy, enjoyable experience each day Carefree Carers Driver: Living life as it comes Consumer Insight A strong baby grows up to be a strong person Key Message/Brand Promise Provides all the additional nutritional elements that make kids stronger everyday and for life. Reasons to believe Optimal combination of ingredients that makes your papa more nutritious everyday Boosts resistance to illness Brand personality Determined, courageous, resilient – a fighter, able to bounce back always Have a strong sense of purpose, focused and disciplined and seek to improve Anxious Moms Driver: Preventing harm Consumer Insight Want her children to be successful and have a better life than she does Key Message/Brand Promise Brand provides the optimal nutrition to give your baby more and make your baby a champion. Reasons to believe Optimal combination of ingredients that makes your porridge more nutritious everyday Recommended by Tico Tico or intellectual icon. Brand personality Dynamic, Ambitious, Savvy, Experienced, respected Achiever Coach eager to share knowledge to grow others – focuses on possibilities Independence Builders Driver: Building my kids for a better tomorrow
  8. 8. PRODUCT – BENEFIT PROMISE To execute three positioning options in order to help choose the most promising one. PRODUCT TESTING FOCUS GROUP DISCUSSIONS STRATEGIC OBJECTIVE COMMUNICATION ANALYSIS using focus group discussion MESSAGE suitability with: 1 USAGE 2 TARGET 3
  9. 9. PRODUCT – BRAND CREATION AFFORDABILITY BRAND PREFERENCE ANALYSIS using focus group discussion NAME suitability with: 1CREDIBILITY 2 PREFERENCE 3
  10. 10. PRODUCT - BRAND CREATION Create an emo;onal link with its target audience STRONGER FOR LIFE Consumer Insight “A strong baby grows up to be a strong person.” Graphic Illustrations Of The 3 Positioning MULTIPLIES GOODNESS STRONGER FOR LIFE BETTER FUTURE Positioning select by the target audience: STRONGER FOR LIFE to create the brand: SUPER BEBE
  11. 11. PRICE – STRATEGY CERELAC CORN FLOUR SUPER BEBE DAILY PURCHASE MONTHLY PURCHASE YOGURT BANANA OIL / BEANS (loose) PRODUCT Super Bebe is a 15 micronutrient powder, packed in sachet of 1g – to be sold per unit @ 0,06usd - (small scale trade) - or in a pack of 20 @ 1.3 usd (pharmacies and Supermarkets). 0,06usd 0,16 USD 0,50 USD 0,40 USD 1,3 USD 1,0 USD
  12. 12. DISTRIBUTION – TOTAL MARKETING APPROACH VOUCHER (free) DISTRIBUTION COMERCIAL system in which all sectors: public, social marketing and commercial The goal is to ensure that those in need are reached with the appropriate products 1.  those in the poorest communities receive free products, 2.  those with slightly greater resources benefit from partially subsidized products, 3.  and those with a greater ability to pay should purchase their products from the commercial sector. Greater efficiency in the market increases sustainability by better targeting public Referred after an IPC (Interpersonal Communication Session with an Activist or Health consultation) Traditional trade channels including community shops
  13. 13. COMMUNICATION – DEMAND CREATION 360° APPROACH Social Marketing requires multiple and complementary approaches, cultural sensitivity, sound communication and efficient supply chain – points that the market can support. MASS MEDIA CAMPAING: •  Tv & radio spots •  Facebbok •  Tv placement & Demosntrations •  PR - Opinion Leadeers entreviews and apperances TECHNICAL LAUNCH & TRAINNING •  Product presentation to nurses, nutrion students, pharmacies •  Community Opinion Leadres: Religious, neigthbour chief, mother of moms, •  Opinion Leaders training IPC SESSIONS •  Door to Door IPC sessions •  Sampling and use education •  Benefits explanations and discussion POINT OF SALE PROMOTION •  Road shows – “cook&taste” •  POS info material •  Brand merchidinsing
  14. 14. COMMUNICATION – DEMAND CREATION
  15. 15. Spot: tv & radio, Print, Facebook Point of sale communication Tv / Road Show Market Demostrations: cook & taste Tv placement Events Grocery store Pharmacy COMMUNICATION – DEMAND CREATION
  16. 16. COMMUNICATION – DEMAND CREATION Contact Activities: Public Relations by Brand Embassadors: Elvira Viegas and Mingas Estrategy based on Advogacy by opinion leaders •  Educational / benefits TV spot and Radio •  Educational / benefits Print •  Visit to Pediatric enphermary at Hospital •  Discussion and demostration in tv shows •  Market visits
  17. 17. Contact Activities: Educacional •  IPC sessions – Tem Mais program •  Worshop with Nurse Students •  Discussion and demostration meeting with Nurse groups •  Discussion and demostration meeting with Mother of Moms groups •  Meetings with Religiosos groups •  Tecnical demostrations with pharmacists Estrategy based on benefits Education and use
  18. 18. MONITORING AND EVALUATION Brand tracker + DDM + social Entrepreneurs / penetration Used the 225 Results suggests that voucher system and IPC intervention are effective to reach the target and create demand for MNP. Consolidate the promoter network in intervention areas to increase demand and product availability. DDM - to access the perception of Super bebé among beneficiares targeted with IPC intervention within April – October People contacted 1050 Exchange the voucher and received the product 306 Remember thet received message to exchange and receive a SB 407
  19. 19. SALES VOLUMES + LEGAL CONSTRAINS IMPACT 302.740 un Sales Force + Door to door Sales Social Entrepreneurs 136.320 un Sales Force + Door to door Sales Social Entrepeneurs 35.360 un Sales Force stop selling. 1.286.940 un Cumulative sales in 5 months 245.200 un Sales Force Focused on other unrelated products 27.780 un IPC – interpersonal communication sessions ended. 5 months 6 months NEW CATEGORY Sales were limited to close channels. Legitimized for pharmaceutical products. Licensed under: Food Supplement Licensed under: Vitamine / medicine Supplement Feb. 2014 Dez. 2014
  20. 20. Pre –test: New Names “short list” Name Understanding vitamine none Strong baby Product category perception Food , juice Something to add Porridge that makes the baby fat Funcionality Multi vitamines in poweder that makes porridge or juice to cover/substitute the need of something Ready to eat RE- BRANDING - New Brand Creation
  21. 21. RE- BRANDING - New Brand Creation New Brand Name Focus Groups Reaserch provide insigths on: 1- pay attention to direct association on product category: infant food vs medicine 2- mass media campagins are the best channel to display messages and product benefits 3- education activities should be strong and presence 4- buying preference its strongly associated with “brand preception” 5- Information such as: •  Instructions how to use •  Government recommendation
  22. 22. RE- BRANDING - New Brand Creation Spot the differences 1 2 The short The robe 4 The sunrise 3 The age 4 The 15 vitamines & Minerals
  23. 23. 1.  Good formative research; 2.  Product Testing - Brand design: target audience involvement; 3.  Efficiently use of 360 Approach – Mass media, IPC, sales channels; 4.  Legal constrains not assume as risk; 5.  Stakeholders involvement was not fully embraced. LEASONS LEARNT Super Bebe social marketing and brand desing inspired Unicef/Psi Somaliland to launch SUPER FARIID in 2015. With UNICEF support, its NGO partner PSI buys the sachets from UNICEF-approved suppliers, brand and package it and make it available through the largest pharmacy wholesaler in Somaliland and their community retailers The ‘Super Fariid’ sachets are available at a subsidized rate through selected pharmacies as part of a UNICEF-supported project to improve the nutrition of children aged from six months to five years. Mozambique HIBRID Model Programme: Super Bebe programme was used as base to a new Distribution MNP distribution model “brand Vita Mais” using voucher / free distribution in 3 districts of Sofala Province in the traditional community trade channels. SOCIAL MARKETING PROGRAMME DESING Beira, Dondo, Nhamatanda
  24. 24. THANK YOU Authors: Mr. Nuno Maia Naturalmente Social Marketing nunomaia@tvcabo.co.mz hCps://www.linkedin.com/in/nunomaia1 September 7th, 2.00 pm – 2.20 pm: Submission No. 104 Title: Social MarkeKng in pracKce to create a new health behavior in the household and generate demand for new nutriKonal product: Super Bebe. Authors: Naturalmente Social MarkeKng, Mr. Nuno Maia Introducing in the market for the first Kme, a Micro Nutrient Powder Mozambican brand. The brand creaKon process involved research in households related with buying behavior, cooking rouKne and family behavior towards meals and drinks. On the brand creaKon and communicaKon, research was based on sKmulus and understanding of the brand promise vs product benefits. Track: Social markeKng in pracKce

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