The case concentrates on management innovation in the South African dairy industry, describing how an advanced new yoghurt product, Danimal, was created specifically for the marketplace in the base of the pyramid. It describes how direction of the product line embodied the various innovation opportunities and challenges presented. The theory was introduced to be able to gauge the feasibility of servicing this market. But, the project was not just about introducing a brand that is low-cost to poor folks but was more about creating brand awareness in the market in the base of the pyramid. The new merchandise took into account the nutritional shortcomings in the dietary plan of children allowed for the lack of available infrastructure as well as in this marketplace - electricity and refrigeration. The case illustrates the importance of a product being applicable, affordable and available for this market.
Innovation proceeded further than product design and also took into account the necessity of a distribution channel that was skimpy. This took the form of micro-distributers, referred to as Danimamas, who consisted of unemployed township residents or part-time employed individuals. The case offers insights into the intricacy of conducting business in developing countries. The organization admits that it has not been the worth that has been got from social marketing although a sustainable business model when it comes to profitability that is current and long term brand development has been great. The case concludes with the challenge of the way to ensure the project continues on its upward trajectory.
PUBLICATION DATE: December 20, 2010 PRODUCT #: 910M99-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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