World Food Programme Consultancy Eveline Roks
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World Food Day, 16 October 2009
World Food Programme AssignmentFeasibility of Segmented MarketsEveline Roks
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Eveline RoksDSM Marketing OfficeConsultant Product Launch
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The AssignmentCan we develop a diversified distribution model for micro-nutrient powder that:
- targets different socio-economic classes - considers all potential players in a country-context - uses existing and new distribution channels
- results in an effective coverage
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The JourneyBangladeshKenya
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Be Humble
Bangladesh, Cox’s Bazar Refugee CampWhat is the face of poverty?
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There Are Plenty Of Difficulties In MNP Programs That Are Running Well
Bangladesh, victims of Cyclone SidrHow do current MNP programs work?
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We Need A Holistic Business Model And All Stakeholders Should Be Aligned
Stakeholder meetingsWhat is the role of Governments, WFP, UNICEF, UNHCR, implementing partners, NGOs, private sector, etc.?
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There Is A System In Place That We Can Tap Into And Should Not Ignore
Retail StudyHow does retail work in rural Bangladesh?
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There Are Still Large Gaps In Who Is Served. Other Companies Face Difficulties As Well. Partnerships Are The Way To Go.
Bangladesh, MoniMix and Danone-GrameenHow do existing commercial activities build their business and make money?
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We Need A Consumer-Centric Approach
Kenya, Kakuma Refugee CampWhy do refugees not like MixMe?
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Not As Products For The Poor. As Aspirational Products. Segment Right. Think Product Portfolio, Not Single Solution.
(Social) Marketing and Advertising FirmsHow do we market products for the poor?
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Public-Private Partnerships Are A Good Way To Increase Access To High-Quality Nutrition Solutions Where They Are Needed Most
Kenya, Sprinkles in NyandoHow does a semi-commercial MNP distribution to poor rural families work?
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Impact on WFP and DSM
Short term, WFP country offices:
• Bangladesh - learning from a commercial approach to launching a product for nutrition programming
• Kenya - increased uptake of MixMe
Longer term, DSM and WFP HQ:
• Proposed business model and distribution model for DSM Nutritional Products
• Experiment with voucher system together with WFP
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World Food Day, 16 October 2009
Thank you for your interestRead more on http://evelineroks.wordpress.com or contact [email protected]