MARKETING NUTRITION FOR THE BASE OF THE PYRAMID
This report discusses the findings from several case studies, with regards to best practices for marketing nutrition to consumers at the bottom of the pyramid.
As of 2014, malnutrition remains a widespread issue across the globe. Families living at the BoP spend an average of 60% of their income on food, and yet, undernutrition still accounted for 3 millions deaths among infants and young children. 26% of all children under five are stunted, irremediably reducing their chances of growing into successful adults.
A range of solutions have been developed to improve the quality of nutrition during the critical first 1,000 days of life. Little is known, however, about the potential contribution of market-based solutions. This report learns from the successes and failures of best practice organizations that successfully sell nutritious complementary foods and supplements for 6-24 month old infants to BoP families in developing countries, concluding with 8 lessons drawn from the analysis of the innovative marketing, sales and distribution approaches of these successful organizations.
Further research is needed to validate and deepen these findings. Yet we hope that they can lead to more large-scale initiatives that leverage market-based mechanisms to bring the benefits of innovative products and services to more families at the BoP, and help solve the scourge of malnutrition.
Articles and Blogs:
"SUN Business Network Zambia: Marketing Nutrition for the Base of the Pyramid" - Scaling Up Nutrition (Jan, 2015)
Leçon 1: "Commercialiser des produits nutritifs n'est pas qu'une histoire de santé" - L'Express.fr (Sept, 2014)
Leçon 2: "Les produits les moins chers ne sont pas ceux qui se vendent mieux" - L'Express.fr (Dec, 2014)
Leçon 3: "Les campagnes publicitaires ne doivent pas cibler que les mères" - L'Express.fr (Jan, 2015)
Leçon 4: "Pour vendre aux familles les plus pauvres, il faut fournir des avantages concrets" - L'Express.fr (Jan, 2015)
Leçon 5: "Les petits commerces, canal de distribution le plus efficace pour les aliments de complément" - L'Express.fr (Jan, 2015)
Leçon 6: "Dans les villes émergentes, le porte-à-porte peut générer et fidéliser les clients" - L'Express.fr (Feb, 2015)
Leçon 7: "Les meilleures pratiques du secteur privé sont aussi valables pour la Base de la Pyramide" - L'Express.fr (Feb, 2015)
Leçon 8: "Elargir la base de clients est essentiel pour créer un modèle économique viable" - L'Express.fr (March, 2015)
"Fighting Malnutrition with Improved Marketing and Distribution of Fortified Complementary Foods for Infants" - Business Fights Poverty (June, 2014)
"Marketing Nutrition for the BoP: New report by Hystra focuses on successes and failures of market-based approaches" - Nest Billion.net (June, 2014)