Welcome Emily Cristina Sharon
Overview of Session • Introductory conversation • Case studies • Breakout discussion • Wrap up & action items
BOP Engagement Matrix Next Generation Value Creation Wealth Creation Engagement Partner Producer Collaborator Creator Collaboration Sales of Products and Services Inclusive Growth BOP Engagement BOP Business Philosophy Business Philosophy Customer Purchaser Shopper Client Traditional View of BOP Consumption
Prosperity Regeneration Productive capacities of BOP Organized, developed, leveraged as inputs to business Collaboration Strengthens competitiveness & business growth BOP becomes important contributor to economy
Benefits for MNCs Market Share Increase Penetration Market Entry Product Innovation Expand Distribution Build Brand Loyalty Sourcing Efficiency Global Leadership
Benefits for BOP Social Empowerment Advancement Development Generation of income
How can you identify the right strategy for your organization?
Ask the right questions Define the Goal Determine BOP Strategy Execute on the How
Cases Considered Nestlé Hindustan Unilever ITC e-Choupal
Nestlé AtéVocê - Challenge • Nestlé’s goal in Brazil was to deepen their penetration into both densely populated urban areas and remote rural parts. • Nestlé created Nestlé AtéVocê, and innovative distribution strategy to reach BOP consumers in the favelas through a network of micro-distributors and direct sales agents. • Nestlé AtéVocê has created additional business value for Nestlé Brazil, while generating livelihood and prosperity at the BOP.
Nestlé AtéVocê - Solution Nestlé Grow sales and market share OBJECTIVE Micro-distributor Innovate distribution models involving community members STRATEGY Saleswomen Homes Micro-retailers Reach customers in their homes and customary places of purchase TACTICS
Nestlé AtéVocê - Benefits 15% sales growth/yr 3 x Nestlé Brazil Nestlé OBJECTIVE Micro-distributor Jobs created Income generated 2-3 training sessions/yr STRATEGY Saleswomen Homes Micro-retailers Access to nutritious foods TACTICS
Hindustan Unilever - Challenge • Hindustan Unilever’s goal was to create a distribution network in rural India to reach untapped buying potential. • However, rural India suffered from a lack of brand awareness, complicated and expensive access, low per capita consumption, and low brand awareness. • As a result, Hindustan created Project Shakti, a distribution strategy reaching BOP consumers in villages of less than 2000 people. • Project Shakti has capitalized on expansive market potential and built branding, while generating empowerment and income opportunities for rural Indian women.
Hindustan Unilever - Solution Hindustan Enter rural Indian market for long-term opportunity and growth OBJECTIVE Micro-distributor Create distribution models involving SHG community members and micro-credit financing STRATEGY Women’s network Homes Personally reach customers in their homes TACTICS
Hindustan Unilever - Benefits Untapped potential reached through new sales & distribution channel Model replicated elsewhere Hindustan OBJECTIVE Micro-distributor 13,000 Shakti ‘ammas' earn independent monthly income of 700-1,000 rupees Key partnerships established with micro-creditors and SHGs STRATEGY Women’s network Micro-entrepreneurs act as brand ambassadors, promoting standard of living improvements Homes TACTICS
ITC e-choupal - Challenge • ITC’s goal was to enter and compete in the international commodities market. • But regional bureaucracies created information asymmetry between farmers and agribusinesses, resulting in slow, inflexible and expensive access to low quality farm output • ITC created the e-choupal concept, which created a dual link to farmers: informational, through the installation of internet kiosks at the village level, and physical, through the installation of crop aggregation sites near farmers. • e-Choupal has lowered the cost and raised the quality of inputs for ITC and raised farmers’ disposable income
ITC e-choupal - Solution ITC Compete in global markets OBJECTIVE Source directly from farmers e-choupal STRATEGY Information Saagar aggregation Information transparency via technological innovation Crop aggregation close to farmer TACTICS TACTICS
ITC e-choupal - Benefits ITC ITC savings $100K per day OBJECTIVE Incentivize growth of higher quality crops Increase income e-choupal STRATEGY Information Saagar aggregation Farmers costs cut by $250K per day (aggregate) Reduce transaction cost of sale by 50% TACTICS TACTICS
4 C’s for Sustainable Collaboration Community Continuity • Local market knowledge • Local legitimacy • Relationship building • Location matters • Intermediaries • Building buy-in • Incentives • Education & training • Ongoing support Co-creation Conduct • Inclusive development • Innovative thinking • Unshackling the organization • Environmental • Ethical
Key Success Factors: Community • Engage local market knowledge • Involve local people and local partners • Focus on key relationship building • Create jobs and livelihood to incentivize success • Create local legitimacy by identifying key gatekeepers • Understand community constraints and politics • Identify geographies and communities that are a good fit; location does matter • Work with intermediaries, such as community organizations, nonprofits, NGOs, government agencies
Key Success Factors: Co-Creation • Engage individuals from the host culture at the onset for inclusive development • Learn from and about the host culture • Ask questions to understand the current mindset • Cultivate a two way-dialogue • Partner with and empower local entrepreneurs • Be open to innovative thinking and nontraditional sourcing of ideas; the “trickle up effect” • ‘Unshackle’ the organization: be open to letting go of preconceived notions and traditional concepts that may have worked in developed countries
Key Success Factors: Continuity • Cultivate a long term perspective both internal to your organization, and external to the community Internal • Build buy-in within your organization at all levels • Align incentives with your program goals • Consider the entire value chain for engagement opportunities • Share best practices to foster continuous innovation External • Focus on the education and training of local partners • Provide ongoing support to partners
Key Success Factors: Conduct Ethical • Plan holistically for the success of all partners involved • Consider the sensitive needs and desires of the culture and community Environmental • Consider the entire ecosystem and how your operations may impact it both positively and negatively (eg. which needs will your strategy meet, and which current solutions will your strategy displace)
Challenges are significant but surmountable Community Continuity • Cultural nuances • Market fragmentation • Lack of Infrastructure • Lengthy Returns • Upfront Investment • Internal buy-in Co-creation Conduct • Preconceived notions • Shift of Mindset • Regulatory hurdles • Resource Constraints
Challenges: Community • Cultural nuances may be unique to a certain geography, rendering learnings non-transferable • Market fragmentation can create significant inefficiencies • Lack of or weak infrastructure may exist • Agendas of community leaders or interests groups may not align with your goals
Challenges: Co-Creation • Creating a shift of mindset: organization practices may be based on developed countries or successes elsewhere in the developing world • Disrupting preconceived notions of culture may be more complicated than expecting • Cultivating a true two-way dialogue takes patience • Promoting ideas that originate external to the organization may create resentment and defensiveness
Challenges: Continuity Internal • Upfront investments may be significant to ensure success • Returns often require a longer term perspective • Quantification and measurement of returns is hard • Building internal buy-in at various levels and among disparate business units can be challenging External • Cultivating relationships and training may be costly and require ongoing maintenance
Challenges: Conduct • Regulatory hurdles, both legal and political, are unique to the geography and ever-changing, requiring evolution and constant adjustments • Dealing with resource constraints may require flexibility and the ability to find alternative solutions • Sustainability and profitability goals may conflict with one another or those of partner organizations
Balanced measurement scorecard Vision, Mission, and Values BOP Impact
What is your role? NGO Government MNC Others?
Rules of Engagement No criticism There are no wrong answers Contribute, don’t be shy Be enthusiastic Have fun Develop other people's ideas Stay focused!
Share your vision. Change our world. Kellogg Innovation Network at the Kellogg School of Management
KIN Model for Global Prosperity Ethical Community Prosperity Environment Economy Sustainable Profitable