December 24, 2021

Revolutionized milk marketing for BoP consumers in Ethiopia

Based on recent marketing trends, the conventional medium of marketing, known as ‘Above the Line’ (ATL) marketing mediums such as print media, radio and TV are indicating saturated trends with advertisement and promotions. Moreover, the effectiveness of such ATL marketing activities is limited as these mediums are primarily one-way.

On the opposite hand, ‘Below the Line’ (BTL) marketing such as market/brand activations are gaining prominence. BTL marketing ideas are designed to stimulate the audience to respond. BTL activation generates palpable results since it leverages the advantages of two-way communication.

Market/brand activation gives the benefit of engaging audiences to derive quantifiable insights and leads. Consequently, such activation activity helps businesses to build trust, and thereby to develop their brands by establishing an individual relationship with their customers.

A marketing strategy: Targeting Ever Green BoP consumers

In Ethiopia, under 2SCALE dairy partnership, Ever Green (EG) aims to serve 50,000 BoP consumers with quality and affordable milk products within 3 years period. While acknowledging the unique nature of BoP markets, a persona and market insight was developed as part of the EG marketing strategy. Accordingly, facilitating market activation was identified as one of the main planned activities to be implemented on relation to building customers trust and developing the EG brand.

In June 2021, a market activation campaign was facilitated for three days (1^st, 5^th and 6^th June 2021) in Bahir Dar town. This campaign was organized to coincide with the commemoration of the ‘World Milk Day’. In particular, the first day activation by EG was mainly aligned to the message of this year’s World Milk Day held under the theme ‘A Glass of Milk is a Powerhouse of Nutrition’. Coincidentally, this year’s World Milk Day was nationally celebrated in the same town. This assisted the EG market activation campaign to gain extra attention and momentum from larger local community.

Similarly, the June 5&6 market activation campaign was aimed at reaching larger numbers of BoP consumers. Specific focus was given to people living around churches, open marketplaces, and low-income neighbourhoods following on the sabbath days of Saturday and Sunday. During these activation events, promotional materials like flyers were distributed. These fliers described the nutritional benefits of drinking milk at different locations in Bahir Dar town with free sample milk products also distributed.

Furthermore, during the activations, Ever Green promoted its new milk packaging size called ‘Agere’ milk packed in 250ml. This new 250ml packed ‘Agere’ milk is introduced mainly targeting to fit to BoP consumers pocket size. Previously the milk was only in 0.5l, 1l and 3-liter containers respectively.

Mr. Getenet Alemu (owner of Ever Green) said,

I'm happy with such promotions as it not only helps to increase sales, but also create community awareness on the importance of consuming milk and the nutritional benefits.

As such activation event provide two-way communications, while promoting the new 250ml milk, consumers were provided with free samples, and Ever Green gathered consumers feedbacks and insights by allowing consumers to taste the product on the spot. Such first-hand information are relevant inputs for Ever Green to ensure customers satisfaction.

I know milk is good food, but now I gained more knowledge as to the advantage of regularly consuming processed milk to ensure quality and nutrition,

Workie Ashiber (a 32-year-old woman shoe shiner).

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