Consumption frequency toolkit - A replicable approach to marketing nutrition & other beneficial FMCG
While we might like to think we are 'loyal' to a brand’s products, the reality is that even established brands have a majority of light users (or very light users).
Consequently, the traditional 'developed' market media approach is to drive penetration to increase sales. We fill the funnel to achieve the strongest 'commercial' outcomes.
The challenge is that the traditional path to scale is often insufficient to meet the consumption or usage requirements for impact. For example, most fortified or nutritious products require regular consumption to achieve any benefit with respect to nutrition. One-time or short-term use will not deliver the desired gains.
Because of this, rather than sharing techniques encouraging brand penetration or 'filling the funnel' alone, this toolkit hopes to arm you with a series of 'frequency focused' strategies. These strategies are designed to help you achieve your commercial outcomes while delivering the consumption frequency required for nutritional or social impact.
“This marketing toolkit, specifically designed for FMCG distribution to low-income population, was a great source of inspiration for our portfolio companies working in water access. Entrepreneurs were able to find very practical examples to apply to their own businesses according to their respective marketing challenges. The insights regarding the consumption behavior of low-income population were also very valuable.” -Danone communities
This learning module is part of a set of tools and resources generated under the Bill & Melinda Gates Foundation’s Private Sector Partnerships (PSP) for nutrition initiative. The PSP initiative funded a portfolio of demonstration projects as part of a learning agenda on how to overcome barriers that have impeded private companies from making nutritious, packaged, fortified foods accessible and affordable to lower-income consumers in low- and middle-income countries (LMICs). For more tools and resources generated by the PSP’s technical assistance hub network, please visit Nutrition Connect website.
