Zabbaan Holding is a limited liability company, created in 2017 and managed by a young entrepreneur who decided to set up her modern fruit juice production unit in Bamako to distribute more easily throughout Mali. In doing so, it participates in the development of this sector in Mali; resulting in increased impact on the livelihoods of primary collectors and processors and low-income consumers.
In 2020, Zabbaan holding requested a collaboration with the 2SCALE program in order to design, with other actors in the chain, a partnership that deepens and accelerates its inclusive business idea, namely the marketing of locally produced fresh fruit juices. based on baobab and targeting different consumer segments, including BoP consumers.Zabbaan's business idea matches one of 2SCALE's ambitions to reach 1 million BoP.
Since its creation in 2017, Zabbaan Holding has targeted a niche market (food, hotels, and airport shops). The company was weakly oriented towards BoP markets. Thus, with the support of 2SCALE, Zabbaan holding wanted to focus more on BoP consumers, an interesting segment for its market, but not exploited for lack of expertise.
2SCALE's intervention has identified priority activities allowing the company to make Zabbaan holding's juices more accessible to low-income consumers, enabling necessary changes to be made to the company's business model.
In addition, the names and labels (Prince, Duke, Duchess, King) used by Zabbaan holding were not adapted to the context of Mali's BoP market. This communication strategy was not effective in attracting BoP consumers to make purchases.
During the market prospection on the aspiration of BoP consumers, questions were addressed to the targets to have their points of view and to have proposals for improvement on the label (names and labels) so that BoP consumers easily identify Zabbaan juice ranges.
Diversification of packaging choice
To be able to respond to consumer demand and make products more accessible to low-income strata, the company has reviewed its packaging model by creating simpler and more affordable formulas for everyone. From the bottles of 500 FCFA, Zaaban has made 20cl sachets which are sold on the market at 100 FCFA and 25 cl sold at 120 CFA.
Expand the “Zabbaan So” network or Zabbaan house
The “Zabbaan So” are points of sale that have been set up by the Zabbaan company. At the beginning, there were 2 Zabbaan So (one in Bamako and one in Mopti). The Zabbaan So structure was designed for affluent customers and did not reach BoP consumers. As part of the partnership, the company has expanded these points of sale, which are currently around ten in the regions of Mali. In the new distribution strategy, the Zabbaan So serve as supply points for distributors in the context of street vending for BoP consumers.
To strengthen its distribution capacity, the establishment of local sales forces by the choice of two strategic axes (the establishment of displays and itinerant sales) have been envisaged in the district of Bamako and the regions of Mopti, Sikasso and Segou.
In addition to the itinerant distribution strategy, Zabbaan Holding has also set up sales displays at certain public places such as schools/medersas, town halls and health centers for better visibility and accessibility of products for BoP consumers.
