concept of the offering
- A new branded salt which due to an innovative process of production doesn’t lose its concentration of iodine.
- Encapsulating the iodine in aluminum and magnesium hybrid, the iodine is retained even in Indian cooking conditions.
insight that led to developing the innovation
- How to create a salt that guarantee and keep the level of iodine concentration required for the body to prevent IDD (iodine deficiency disorders).
- How to reach and educate the poor people regard the importance of iodine consumption.
emerging and converging trends exist to make this innovation sustain over time
- Health ONGs and donations were not enough to reduce the rate of IDD in India.
- Was necessary the auto sustainability of the communities.
- Creation of micro economy
- Required a self-sustained effort by an consumer organization
- Lack of education
basic human needs does it satisfy?
- Need of health.
- Need for an additional income
- Upgrade of the household.
business model used to make money
BoP principle. Despite the low margins of the product, it generates high profitability due high volume of units sold.
combined capabilities that differentiated the offering and makes it compelling for the customers? Focus on aspects of production, offering, delivery, customer experience and partners
Production: Production capacity for salt was above demand in India. HLL developed partners and transferred its technology and upgrading quality. Strong R&D.
Offering: rural penetration model Shakti. Personal approach. Based on education on benefits of Annapurna consumption. Huge training efforts from HLL due illiteracy of women.
Marketing: different levels of literacy and TV access. Vans traveled through villages giving educative shows in the villages and presence in festivals to educate and create brand awareness. Word-of-mouth. Marketing directed to women appealed through the health of the children. Message positioned the product as a healthy product, to prevent bodily dysfunctions related with lack of iodine in the organism. (thyroid, goiter, growth of the neck, abnormal mental development and inadequate growth in children). Because goiter is not visual attractive, HLL decided to focus its campaigns on mental disorder. HLL offered Annapurna scholarships to children who submit interesting questions and answers (highlighting mental development)
Delivery: Different distribution than others HLL products. Distribution relied primary on rail. They had fewer middleman involved and ended with wholesalers rather than retailers.
Customer experience:
Partners:
- Shakti women
- Producers
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