World Food Day, 16 October 2009

World Food Programme AssignmentFeasibility of Segmented MarketsEveline Roks

Eveline RoksDSM Marketing OfficeConsultant Product Launch

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

The JourneyBangladeshKenya

Be Humble

Bangladesh, Cox’s Bazar Refugee CampWhat is the face of poverty?

There Are Plenty Of Difficulties In MNP Programs That Are Running Well

Bangladesh, victims of Cyclone SidrHow do current MNP programs work?

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.?

There Is A System In Place That We Can Tap Into And Should Not Ignore

Retail StudyHow does retail work in rural Bangladesh?

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?

We Need A Consumer-Centric Approach

Kenya, Kakuma Refugee CampWhy do refugees not like MixMe?

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?

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?

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

World Food Day, 16 October 2009

Thank you for your interestRead more on http://evelineroks.wordpress.com or contact Eveline.Roks@dsm.com