• What we do
  • The People
  • About Us
  • Why Innovation Africa
  • Contact Us
Innovation AfricaCreating the Future Today
  • Feature Articles
  • Innovation
  • Agriculture
  • ICT
  • Technology
  • Entrepreneurship
  • Health
  • Store
  • Contact Us
Menu
  • Feature Articles
  • Innovation
  • Agriculture
  • ICT
  • Technology
  • Entrepreneurship
  • Health
  • Store
  • Contact Us
  • Creating Demand With Social Marketing: ColaLife’s Approach

    October 24, 2011 Editor 0

    Creating Demand With Social Marketing: ColaLife’s Approach

    Authored by: Heather Esper

    Getting back to the basics: Need does not equate to demand. And in creating demand there are challenges associated with awareness, access, willingness to pay and utilization. Erik Simanis explored this idea within the BoP context in both the Wall Street Journal and MIT Sloan Management Review, which is summarized well with the following key quote:

    “Put most simply: The Base of the Pyramid is not actually a market. True, those billions of low-income people have a lot in common. But they don’t have two of the vital characteristics you need to have a consumer market. They haven’t been conditioned to think that the products being offered are something one would even buy. And they haven’t adapted their behaviors and budgets to fit the products into their lives. A consumer market is nothing less than a lifestyle built around a product.”

    Too often ventures forget that they need to put forth an additional effort to create demand for the products they offer in BoP markets. ColaLife is a are example, as its founders thought this through early on in the design phase by creating a social marketing plan. Fitting into the unused spaced between crated bottles, ColaLife’s “AidPods” contain Anti-Diarrhea Kits (ADKs) for home use by mothers and caregivers in underserved rural communities (see the video below for a visual of how the AidPod works). They will be sold at an affordable, subsidized price by trained, local retailers in communities. To learn more about how ColaLife came to be and its overall concept, read our earlier post.

     

    Go to Source

    Related Posts

    • How ICT Can Have Socioeconomic Impact on Base of the Pyramid ConsumersHow ICT Can Have Socioeconomic Impact on Base of the Pyramid Consumers
    • How BoP in Kenya Use Phones for Income Generation: VideosHow BoP in Kenya Use Phones for Income Generation: Videos
    • Let’s Be Realistic About Measuring Impact
    • Peak water worries energy experts
    • The Rise of Social Entrepreneurship in B-Schools in Three Charts
    • $200,000 for BoP Health Care Innovators
    Sovrn
    Share

    Categories: Next Billion

    Tags: bop, demand, social

    mLab East Africa Start-Up Grabs Headlines How Is Technology Causing Breakthroughs in Youth Economic Opportunity?

    Leave a Reply Cancel reply

    You must be logged in to post a comment.

Subscribe to our stories


 

Recent Posts

  • Entrepreneurial Alertness, Innovation Modes, And Business Models in Small- And Medium-Sized Enterprises December 30, 2021
  • The Strategic Role of Design in Driving Digital Innovation June 10, 2021
  • Correction to: Hybrid mosquitoes? Evidence from rural Tanzania on how local communities conceptualize and respond to modified mosquitoes as a tool for malaria control June 10, 2021
  • BRIEF FOCUS: Optimal spacing for groundnuts in smallholder farming systems June 9, 2021
  • COVID-19 pandemic: impacts on the achievements of Sustainable Development Goals in Africa June 9, 2021

Categories

Archives

Popular Post-All time

  • A review on biomass-based... 1k views
  • Can blockchain disrupt ge... 762 views
  • Apply Now: $500,000 for Y... 755 views
  • Prize-winning projects pr... 716 views
  • Test Your Value Propositi... 688 views

Recent Posts

  • Entrepreneurial Alertness, Innovation Modes, And Business Models in Small- And Medium-Sized Enterprises
  • The Strategic Role of Design in Driving Digital Innovation
  • Correction to: Hybrid mosquitoes? Evidence from rural Tanzania on how local communities conceptualize and respond to modified mosquitoes as a tool for malaria control
  • BRIEF FOCUS: Optimal spacing for groundnuts in smallholder farming systems
  • COVID-19 pandemic: impacts on the achievements of Sustainable Development Goals in Africa
  • Explicit knowledge networks and their relationship with productivity in SMEs
  • Intellectual property issues in artificial intelligence: specific reference to the service sector
  • Africa RISING publishes a livestock feed and forage production manual for Ethiopia
  • Transforming crop residues into a precious feed resource for small ruminants in northern Ghana
  • Photo report: West Africa project partners cap off 2020 with farmers field day events in Northern Ghana and Southern Mali

Tag Cloud

    africa African Agriculture Business Business model Business_Finance Company Crowdsourcing data Development East Africa economics Education Entrepreneur entrepreneurs Entrepreneurship ethiopia ghana Health_Medical_Pharma ict Information technology Innovation kenya knowledge Knowledge Management Leadership marketing mobile Mobile phone nigeria Open innovation Organization Research rwanda science Science and technology studies social enterprise social entrepreneurship south africa Strategic management strategy tanzania Technology Technology_Internet uganda

Categories

Archives

  • A review on biomass-based hydrogen production for renewable energy supply 1k views
  • Can blockchain disrupt gender inequality? 762 views
  • Apply Now: $500,000 for Your Big Data Innovations in Agriculture 755 views
  • Prize-winning projects promote healthier eating, smarter crop investments 716 views
  • Test Your Value Proposition: Supercharge Lean Startup and CustDev Principles 688 views

Copyright © 2005-2020 Innovation Africa Theme created by PWT. Powered by WordPress.org