mozambique plan book

USAID Mozambique

Mozambique Plan Book.indd 1 5/4/15 4:21 PM

Table of Contents

Executive Summary......5

SWOT Analysis & Situational Analysis.......9

Primary Research.......17

Target Profile.......27


The Tactics.......31

The Creative Brief.......35

The Big Idea.......39

The Creative.......43

The Media Plan.......53

Appendix.......61


Executive Summary


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Executive SummarySituation The United States Agency for International Development aims to carry out foreign policy by promoting broad-scale human progress. It is working in Mozambique to promote various progressive initiatives including agricultural development. The client has asked us to create an advertising campaign that would enable their new bean to be marketed toward a target audience, adopted by this audience into regular use, and assimilated into the rural Mozambican culture at large.

Target Though the client suggested from the start that we position this new product toward female farmers in rural Mozambique, we conducted thorough secondary research to come to our own decision of pursuing this particular audience. Women in rural Mozambique are typically the sole caregivers of their children, are responsible for food purchase decisions, and farm the crops they feed their families with. Female farmers in rural Mozambique are the primary consumers and need to be convinced to try this new product more so than anyone else.

Key Findings We received feedback from Amy Dunaway about the target audience that she learned following her visit to rural Mozambique. From the information she relayed to us, as well as the information we learned from several in-depth interviews, we were able to pull out key findings that paint a picture of who the target is as a person. » Social networks are vital in rural Mozambique to obtain goods, increase cultural capital, and learn about new products. » Women are viewed as prestigious and hold most, if not all, of the the caregiving responsibilities, such as deciding on purchases,

farming the subsistence crops, and being a role model for their children. » Strength is important to the target. They are mentally and emotionally strong for their children. However, they also want their

children to be physically strong in order to grow up and have access to education and healthcare. » The target will place her children before all things. Her kids are her priority, and all of her actions revolve around their well-

being. » Clothes and brand materials with bright colors and patterns are desirable and can attract the consumer to try a product. » The target is willing to take on elevated roles in society, such as a brand representative position, because it can increase their

cultural capital and make them feel greater worth within society.


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Strategy From the key findings we unearthed through our secondary and primary research, we developed a plan of action for best reaching the target audience. Because many modern day advertising tactics would be impossible to use in rural Mozambique, we were able to think creatively and utilize tactics that would most effectively reach rural female farmers. Through the use of brand representatives, radio shows, posters, and branded merchandise, we believe that brand recognition and awareness will increase dramatically. Though there is not much for precedent in order to gauge the campaign’s progress, this campaign will be the pilot to which future campaigns will be compared.


SWOT & Situational Analysis


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CompanyThe United States Agency for International Development (USAID) aims to carry out U.S. foreign policy by promoting broad-scale human progress. Simultaneously, USAID is designed to expand stable, free societies and create trade partners for the United States, thus fostering goodwill abroad. USAID is centered on collaboration between communities with the goal of meeting citizens’ needs. In Mozambique specifically, USAID works to strengthen democratic governance, improve economic competitiveness and improve Mozambican health, education and security. In line with these goals, USAID currently aims to introduce a new bean to Mozambique.

The Situational Analysis


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CompetitionWith a limited amount of income, there is competition for food choices. Other Mozambican crops commonly subsistence farmed include oilseeds, pulses, cashews, fruits, cassava, and maize. Meat is preferred to beans and could be a competitor to the bean among consumers with upward mobility.

ConsumerWomen hold the key role in Mozambique’s agricultural labor force. These women, who live in rural communities, practice subsistence farming in order to provide for their families. Only around 24 percent of Mozambican women are literate, and there is high variability among spoken languages. These women place their children’s health and education as their top priority.

CategoryBean farming has been a staple of Mozambican life since the 1980s. The “common bean” is a cash crop in the Mozambique region, and it has higher market values than other crops such as maize or cassava, a tropical root. Bean yields are increasing by about 1.6 percent each year in Mozambique. The main growing season for beans occurs in September in the south and December in the north. In Mozambique, droughts and flooding sometimes occur and, in turn, destroy crops. Farming is a main source of income for Mozambicans and subsistence farming is the main source of livelihood.


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SWOT

Weaknesses » Bean Appearance » Blending In

» Personal & Cultural Restrictions » A Second Thought » Fear of the Unknown

ThreatsOpportunities » The Reach of Radio » Communities & Relationships » Economy and Past Successes

» Bean Composition » The Bean and the Land » A Part of the Community

Strengths


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Bean CompositionBecause money is often hard to come by in rural Mozambique, the consumer is looking for delicious food that will not only fill their stomachs but keep them nourished. Beans are a quality source of protein and, with a meat-like taste, can satisfy the consumer’s cravings for meat without the usual big ticket price.

The Bean and the LandWhile other popular crops in Mozambique, such as maize, require the purchase of new seeds each year, these beans grow for multiple seasons once planted. Only a small amount of fertilizer is required for growth, freeing up even more money for other necessities. Though the rural Mozambique soil is often stripped of vital nutrients for growth due to rampant flooding, these beans possess lower pH levels that not only aid in their own growth but can regenerate the soil so that it may grow more healthy crops in the years to come.

A Part of the CommunityBeans are already embedded in Mozambican culture as a community food. They frequently find their way into many families’ dinner menus and continue to be a staple in Mozambican cuisine.

Bean Appearance Though these beans are packed with a likeable, meaty taste, they are shrouded in an appearance that may leave a little to be desired. The consumer does not necessarily like the black color of the beans and, when placed next to existing beans in Mozambique, this new bean does not look a whole lot different. It may be difficult to promote this new bean without causing product confusion with existing brands or turning the consumer off with the outer appearance.

Blending InWhile these beans contain protein that is vital to the health of the consumer, they do not possess a notably higher amount of protein than the competitors. And, with no brand name for these new beans, it may difficult to get the word out to potential consumers. Because testing of this new bean is still ongoing, there is not an abundance of information about brand benefits to promote either. Without knowledge about the health or practical benefits of this new product, advertising could potentially fall a little flat, unable to answer the consumer question, “What’s in it for me?”

Strengths Weaknesses


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The Reach of Radio Though few modern mediums are available in rural Mozambique to advertise products, the use of radio is an effective, viable option. With 90 percent of rural Mozambicans having access to radio at multiple times of the day, radio spots could be quite a successful tactic.

Communities and Relationships Social networks are common and highly important in rural Mozambique. These networks provide community members with access to goods and opportunities that they would be otherwise unable to attain. Who you know is everything to the consumer. They trust product recommendations by their friends and family above all else and engage in conversations about product choices regularly. Markets are not only a venue for food purchase but also an opportunity for the consumer to socialize and discuss product options.

Subsistence Farming and Past Successes Subsistence farming is a key part of the rural Mozambican community. The target is already thinking about how they can save money and how the crops they choose to purchase impact their immediate families. It has already been proven that a foreign and unknown crop can be introduced to rural African communities as well. Through the Sweet Potato for Profit and Health Initiative’s efforts to spread the word through unconventional advertisements, sweet potatoes have been fully adopted into the culture and are now a food staple in Mozambique.

Opportunities


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Personal and Cultural RestrictionsThere are many modern advertising techniques that would not be possible, or even possible, to reach the consumers in rural Mozambique. With no access to television, billboards, and smartphones, the consumers will have to be reached in a creative yet simplistic way. Since a variety of languages are spoken in Mozambique and the literacy rate is low, a single method of communication would not be realistic or effective. Because travel outside of her village is often difficult and money is extremely tight, the consumer may have little opportunity to access the product.

A Second ThoughtEven though meat is usually too expensive for the target to purchase, she would always choose meat instead of beans if given the option. In Mozambique, beans carry a stigma of being the poor man’s food. Though beans are found often in Mozambican cuisine, it is more a culinary necessity for a low cost meal than a preference.

Fear of the Unknown Mozambican people often feel that government and cooperative sources of information are inauthentic or unreliable. Though agriculture is a key industry within rural Mozambique, the target audience is still skeptical of an agricultural industry that could grow too big for its own good. Seed distributors are hesitant to adopt new products and, since seed sampling is illegal in Mozambique, and are reluctant to sell beans that are not yet in high demand. Unfortunately, the people of rural Mozambique mirror this reluctance to try unfamiliar products.

Threats


Primary Research


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Primary ResearchMethodologiesIn-depth Interview Introduction

In order to fill the holes in our secondary research, we chose to conduct in-depth interviews with several experts that would give us insight into the target audience and the beans. The in-depth interview methodology allowed us to pick their brains and learn more about who the target is as a person, what their day-to-day lives entail, and what impact the product would have on their everyday life.

Who We Talked To

Dr. Jill Findeis is the Director of Applied Social Sciences and a professor of agricultural and applied economics at the University of Missouri. Her research involves understanding decision-making behaviors, especially as related to providing food security using environmentally sustainable practices.

Dr. Jill FindeisNina Furstenau is the socio-economic research project manager for the Protein Protect/Soybean Innovation Lab and CRIB projects in Mozambique and Ghana. Furstenau is an instructor at the University of Missouri and teaches her students about the importance of hands-on-learning through the interaction with agricultural systems.

Nina FurstenauFridah Mubichi is a graduate student at the University of Missouri earning her PhD in sustainable development. She works as a research assistant for Community Development Extension and Community Development Academy. Fridah co-founded the Miriam Kanana Mubichi Foundation (MKMF), an NGO that promotes sustainable social and economic development projects in East Kenya.

Fridah Mubichi


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Color Swatch Introduction

We decided to utilize branded materials to distribute to the target audience in order to spread the word about the product. In order to capture women farmers’ attention most effectively, we felt it was important to figure out what kinds of patterns and colors appealed to them most. We were able to send over a variety of color swatches to Mozambique as well as several options of patterns, which we set to grayscale in order to account for color biases. After receiving feedback from the women, we used the most popular patterns as inspiration while creating our own product pattern. We also incorporated the most popular colors as well in order to appeal to the consumer as much as possible.

Understanding a Faraway Target

Since we were unable to travel to Mozambique to speak with the target audience ourselves, we sent questions with Amy Dunaway on her trip to Mozambique so that she could get feedback for us. Amy was able to observe the lifestyles of the women in these rural communities, learn about their values through one-on-one and group discussions, and get to know their likes and dislikes. She relayed her findings to us, and we used them as guidance in pinpointing our driving insight and developing our overall campaign strategy.

The highlighted patterns resonated the most with our target.


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1. Social Networks (And We’re Not Talking about Facebook or Twitter)

To the women of rural Mozambique, ‘who you know’ is everything. In low income communities, people rely on the help of others to access goods, including food for their families. In order to obtain what they need, it is important that the women of rural Mozambique know the right people who can help them, and in return, who they can help. The opinions of these other women around them are extremely important when weighing their own purchase options. Additionally, a woman’s role within a social network could help her gain more cultural capital, placing her at a higher social status within the society.

My research looks at: ‘How do women access social networks that provide resources to purchase the seed and the knowledge that goes to production of the bean?’ What are some of the barriers that stop them from getting into the networks and what are some things that help them to

get into those networks? The question of culture comes into play. If you are a widow, how might that limit your circle of friends? If you were married from another village how might

that affect who you’re closest to and who wants to share information with you? If you are a single mother, how does that change your access to a loan versus a woman with a

husband? The social status of all these women varies across the society. It’s how people view you. The sharing

of information can also vary depending on the network. -Fridah Mubichi

Findings


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2. Girl Power

Women are considered to be prestigious in rural Mozambique. Though their husbands make the money in the relationship, the wives control the purse strings. Females are responsible for most purchase decisions, including those that involve food. When introducing a new product to these communities, it is the women of the family that need to be convinced. Though many of these women lack spousal support aside from financial matters, these women never question their importance and role as the household provider and role model.

Bantus hold women at a very prestigious position. Women head the household in terms of the nutrition, they make the feeding decisions, what the children eat, how the children are brought up. When it comes to deciding what is consumed in the household, it is the woman who makes that decision. -Fridah Mubichi

3. Strength Resonates - The Strength of Strength

In a society where nutritious food can be lacking, food that can fill the bellies of their children and keep them strong is important to these women. They understand that protein is what can keep their bodies and minds strong, and they value foods that are rich in protein. Since beans are naturally quality sources of protein, the target is already comfortable with including beans into their families’ diets.

Protein is good for children to develop in school because if they don’t get enough protein by the age of five, their brains will be stunted. -Nina Furstenau

This bean is a good source of protein when people don’t eat enough meat. Protein is strength in a diet. -Dr. Findeis


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4. Children First

From a young age, these women are taught that their role within society is to be a mother and wife. They value their children above all else and want to care for them in the best way they can. Building a strong family is important to sustain their family’s future and they will make sacrifices for themselves to ensure the health of their children. Though they rarely have the opportunity to save extra money after purchasing their necessities, these women would choose to save the money for an education for their children if the opportunity were to arise.

Most parents [in that part of the world] say that when they have access to increased income, they send their kids to better schools. Education becomes a big deal, nutrition, health, access to medical stuff comes next. If you have a child that’s better nourished, they will do better in school and have access to a better job, which will bring in more income to the household. -Fridah Mubichi

5. Empowering Roles in Society

In low income communities, it is often difficult to distinguish oneself from the rest of the crowd. When opportunities present themselves to take on a position of authority or a more esteemed role, people are prone to jump at the chance. If a brand were to utilize community members as representatives for their products, it could prove to be a win-win for both the company and the community alike.

A woman that gets the opportunity to teach is usually of a higher status. The question is finding who the rest trust, and if you give them a branded apron - oh my God ... best thing that could ever happen.

-Fridah Mubichi


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6. Eye-Catching Clothing

The women of rural Mozambique wear patterned clothing on a daily basis. Patterns appeal to their tastes in apparel and can be beneficial to use when trying to capture their attention. Politicians in the past have distributed promotional campaign materials, such as t-shirts and kangas, with patterns emblazoned upon them. Colors also play an important role in piquing the interest of the target audience. Specific colors hold cultural and social meaning, which is important to consider when creating branded materials. Many colors are associated with political products and could be the difference between the target loving or hating the color.

Lots of colors are associated with political parties and leaders. A specific color could be very off-putting because of its association. -Fridah Mubichi


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Generations of Strength

I know that I need to be strong for my children. That’s just what we do. If I don’t have dinner today, that’s okay as long as my children don’t go to bed hungry. They depend on me for everything…food, shelter and just being a good role model for them. I hope that I am the good example I try to be for them and that they will grow up to be strong people, too. That’s what I want for them more than anything - and for me. If they are strong and nourished, I have done the job I need to do and they can grow up to be healthy and educated. I never think about why I sacrifice for them, why I do everything I can to make ends meet, why they always come first... I can’t think of exactly why - I

know that’s my job, and I wouldn’t want it any other way.

Driving Insight


Target Profile


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For all of her waking hours, the Selfless Provider is focused on one thing: furthering the well-being of her family. Although she is labeled as a farmer by trade, the role that she takes on unquestioningly and holds in high esteem is motherhood. From cultivating her land to harvesting her crops, the Selfless Provider works tirelessly to provide. She controls all of the purchase decisions because she knows what is best for her family. As she strives to raise well-behaved, educated children and put food on the table, the Selfless Provider is the glue

that holds her family together.

Target Profile: The Selfless Provider


The Tactics


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The Tactics

Brand RepresentativesBeing a part of the community is a key feature of Mozambican life, and women play a vital role in sustaining the culture that values such interconnection. Naming representatives for the bean who are already knowledgeable of the culture in villages around the country will ensure the Selfless Providers are aware of the benefits of the new bean. Part of the budget has been dedicated to this tactic in three main areas: wages, a traditional kanga fabric, and a certificate for women to display. The wages are a monetary compensation for the time and effort these women will dedicate to the campaign. As part of their role, they will be asked to prepare the bean for trial at markets, distribute flyers and t-shirts to people in the community, and spread awareness of the bean through word of mouth. The kanga fabric will have the pattern developed as the identification for the brand, as will the t-shirt. The certificate will be a way for women to display their accomplishment of being a brand representative and serve as an honorable identification.

RadioRadio is the only type of traditional media that will be used in this campaign. This tactic will be used to reach a large audience through advertising in a variety of ways. There will be 30 second, 15 minute, 30 minute and hour long programs with content ranging from price information at the markets to question and answer sessions with brand representatives. Each of the different types of radio can be broadcast in different languages to reach a wider audience.


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T-ShirtsEven though t-shirts are not a part of traditional dress, they are a popular form of clothing in Mozambique. These shirts will have the bean pattern screenprinted on the back. Each brand representative will receive a portion of t-shirts to distribute throughout the community to help increase brand awareness of this new bean.

PostersBecause billboards are not a popular form of advertising in Mozambique and come in all different shapes and sizes, posters are a more efficient choice. Since many people are illiterate and spoken language varies by location, these posters will be visually appealing and attempt to convey the brand message through minimal copy. These posters will be hung in markets and in administrative office buildings, such as the secretariat. They will also be distributed by brand representatives to further increase awareness.

Stickers It is important for the beans to be properly branded as they are distributed in the markets. As these beans have a similar appearance to other beans in Mozambique, by including our pattern at every touchpoint of the consumer journey, our branding will become more prevalent. These stickers will include the bean pattern and will be placed on the outside of the buckets the beans are purchased from.


The Creative Brief


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Why Are We AdvertisingTo influence female farmers in rural Mozambique to become familiar and develop a positive association with this bean.

Who Are We Talking ToSelfless Providers are strong, unwavering mothers that put their children first. They value their role in society as it helps them establish themselves as role models for their family.

What Do We Know About Them that Will Help Us“No matter what, my children come first. I would rather not eat dinner than let one of them go hungry. I know it might not be easy, but I’m proud that I’m responsible for a lot in my house - cooking, taking care of my kids and being the best example I can be for them. If I don’t teach them the right way to act, who will? Making ends meet and making sure they are full is hard when I can’t afford meat, but I usually figure something out. My community is a big part of my life. The other women who I see at the market and around town are a support system for me - I help her, and she helps me.”

The Creative Brief


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TonalityEmpowering, Empathetic, Sincere.

MandatoriesPattern

Creative Sparks » Kanga (child-carrying fabric) as a bean sprout leaf,

supporting and holding a child. » Bright colors inspiring the color choices for our brand

fabric

Take AwayJust as a mother nurtures her family, the Mother Bean will nurture them, too.

Support » Better taste than other beans » Cost-effective choice in comparison to other food options » Higher yield in comparison to other beans, making it

easier to provide for the family


The Big Idea


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4141

The Big Idea“The Mother Bean” The Mother Bean supports mothers in their duty to fill the bellies of those most important to them - their children. Having satisfied, nourished children makes these women feel that they are the strong, family-first mothers they were born to be.

RationaleThese women invest their time and energy into their family even if it means sacrificing for themselves. They want strong children and are willing to do anything to provide for them.

Required Creative ElementsVisual Expression of the idea with a pattern

Potential Activation » Brand representatives » Radio advertisements » Promotional materials » Kanga/t-shirts » Branded buckets » Cooked samples of the bean » Posters


The Creative


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The Creative

The Fabric and The StickerDue to the language variability and illiteracy among Selfless Providers, this fabric will act as a tagline or slogan for the campaign. Primary research from Selfless Providers showed a preference toward geometric patterns and bright colors. A bean is also represented in the fabric to connect the product with a visual. The fabric will be represented on all creative materials in various ways. We also recommend utilizing a sticker to be placed on bean containers in markets and to be given to anyone who purchases the beans.

Bright green was one of the colors the target picked out.

Two different shades of yellow were picked by the target.

Beans were used in a geometic way.

Bright pink was one of the colors the target picked out.


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The LogoThe logo will be used to represent Ag 2 Africa on all creative materials. The mark is an extension of the pattern developed for this campaign.

Ag 2 A�ica


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The KangaThe kanga is a wrap worn by women and occasionally men throughout the African Great Lakes region. The kanga can be used to transport food, worn as a garment or used to carry a child. Since our campaign is centered around the relationship the Selfless Providers have with their children, we felt creating a kanga would be an effective way to represent the big idea. The fabric will be given to brand representatives to increase awareness.


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The T-ShirtThrough primary research, we found that Selfless Providers often wear t-shirts. Brand representatives will be speading the word for this campaign by giving out t-shirts to Selfless Providers. These t-shirts showcase the campaign pattern, display the bean, and spread the “Ag 2 Africa” phrase.


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The PosterEven though there are not many places to hang advertisements in Mozambique, we recommend hanging posters in governmental buildings. The governmental buildings do not usually charge for ad placement and will give the brand extra exposure.


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The CertificateIn order to show our brand representatives that we appreciate their hard work, every representative will receive a certificate with their name on it. Selfless Providers are not used to recognition of this kind, and our primary research suggests that a certificate would make them feel important.


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Hour-Long Radio Spots: Q&A with 4 Brand Representatives

Introduction: Strong children eat beans, but strong mothers grow them. The Mother Bean means that you give more than a meal to your child. You give him strength. You give him love. Priced at __ meticals in local markets. Supported by the Ag 2 Africa initiative.

Introduce each brand representative, where she is from and her favorite thing about the Mother Bean.

Questions for Brand Representative #1What has been your experience growing the Mother Bean? How do you cook the Mother Bean? What spices do you use with it?What tips do you have for other people who want to grow the Mother Bean or grow other crops in general?Tell a personal story about a time you used the Mother Bean.

Questions for Brand Representative #2How is the Mother Bean a part of your family’s daily life?What do your children think of the Mother Bean?How has growing and eating the Mother Bean compared to other beans you have eaten or grown in the past?Where do you buy this bean on a regular basis?

Questions for Brand Representative #3Why should other people grow the Mother Bean as opposed to other beans?What changes have you seen in your family’s mealtime with the Mother Bean?Is there anything about the Mother Bean that potential growers should be aware of?What experience have you personally had when buying and selling the Mother Bean?

Questions for Brand Representative #4Tell us about a time when you used the Mother Bean for a family meal.What did you think about the Mother Bean before you had a personal experience with it? What did you think after?Why is the Mother Bean such an important staple for your family?How do you feel after you provide a good meal for your children?

Thank each brand representative and let listeners know the next time they can hear from the brand representatives. Re-state that this campaign is supported by the Ag 2 Africa initiative, as well as current market pricing of the Mother Bean.

Radio Scripts


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15 and 30 Minute Radio Spots: Q&A with 2-3 Brand Representatives

Introduction: Strong children eat beans, but strong mothers grow them. The Mother Bean means that you give more than a meal to your child. You give him strength. You give him love. Priced at __ meticals in local markets. Supported by the Ag 2 Africa initiative.

Introduce each brand representative, where she is from and her favorite thing about the Mother Bean.

Questions for Brand Representative #1What has been your experience growing the Mother Bean? What kinds of dishes do you make with the Mother Bean?What tips do you have for other people who want to grow the Mother Bean or grow other crops in general?Tell a personal story about a time you used the Mother Bean.

Questions for Brand Representative #2How is the Mother Bean a part of your family’s daily life?What do your children think of the Mother Bean?How has growing and eating the Mother Bean compared to other beans you have eaten or grown in the past?Where do you buy this bean on a regular basis?

Questions for Brand Representative #3: (Only for 30-minute Radio Spot)What changes have you seen in your family’s mealtime with the Mother Bean?Is there anything special we should know about the Mother Bean? How do you feel after you provide a good meal for your children? Why should people grow the Mother bean?

Thank each brand representative and let listeners know the next time they can hear from the brand representatives. Re-state that this campaign is supported by the Ag 2 Africa initiative, as well as current market pricing of the Mother Bean.

30-Second Radio Spot: Introducing Mother Bean Concept, Stating Market Pricing

Strong children eat beans, but strong mothers grow them. The Mother Bean means that you give more than a meal to your child. You give him strength. You give him love. Priced at __ meticals in local markets. Supported by the Ag 2 Africa initiative.


The Media Plan


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Marketing ObjectiveThis campaign is designed to be a pilot program for the introduction of the bean into Mozambique. The measurements for the success of the campaign will be the number of adopters. Because there is no baseline of current consumers, audience exposure and action increase will need to be recorded. The expansiveness of the country and the limited availability of internet will likely prove difficult when measuring how many people become consumers of this bean, however, it can be aided by brand representatives recording the number of people they contact and by

the sellers recording how many customers purchase the bean.


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(6) :30 ads (6) :30 ads (1) 30:00 ad

(6) :30 ads (6) :30 ads(1) 15:00 ad

(6) :30 ads(1) 15:00 ad

(6) :30 ads(1) 60:00 ad

(6) :30 ads

Monday Tuesday Wednesday Thursday Friday SaturdaySunday

Sample Weekly Radio Schedule August 10 - October 3, 2015

**Day one of campaign (Monday) additional one 60:00 ad Day 55 of campaign (Saturday) additional one 30:00 ad

15 minute ads (21.25%)

30 second ads (13.75%)

30 minute ads (20%)

1 hour ads (45%)


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Recommended Budget

BudgetWith a budget of $10,000, the goal of this campaign is to reach as many Selfless Providers as possible. Through a combination of brand representatives using word of mouth, radio advertising, and printed materials, we will engage with rural women to introduce them to the new bean and increase their bean consumption as a way to provide for their family.

Brand Representative (47.93%)

Printing (16.6%)

Radio Advertisements (16.58%)

Shipping (10%)


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*Alternative budgets available on pages 62-63.


Meet the

Team HometownBatavia, Illinois Secret Talent

Snowboarding Guilty Pleasures

HGTV and mystery novels Favorite Sports TeamChicago Blackhawks

Dream JobAccount Planner on

multicultural campaigns

Abigail Gray Researcher

Lauren RundquistAccount Executive

Hometown St. Louis, Missouri

Favorite BookThe Little PrinceOne True Love

SunshineThings I Collect

PenniesDream JobAdventurer

Emy TheodorakisArt Director

HometownGlenview, Illinois

Favorite colorTurquoise

Favorite foodArtichokes

Biggest GoalTravel the world

Dream JobGlobal Brand

Strategist


Amy Silvestri Copywriter

HometownChicago, IllinoisFavorite color

AquaFavorite place to travel

Disney WorldFrosting or cake

FrostingDream job

Naming paint colors

Hannah WilsonPublic Relation Executive

HometownSedalia, Missouri

Favorite ColorPink

Favorite ThingAnything Monogrammed

Love of my lifeCats

Dream JobWedding Planner or

Communications Director for a nonprofit

Ann WadeMedia Planner

HometownLenexa, Kansas

MajorsStrategic Communication

and Sociology Favorite Color

GrayFavorite Food

Ice cream and donutsDream Job

Communications Director for a nonprofit

Jamie BeardSocial Media Specialist

HometownLee’s Summit, Missouri

Favorite Ice Cream PlaceSparky’s

Favorite FoodMacaroons

Beach or MountainsBoth

Dream JobCEO


The Appendix


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Alternative Budgets

Low Budget


63High Budget

Budget based on quotes from:

Fabric Printing http://www.spoonflower.com

T-shirt http://www.customink.com/styles/fruit-of-the-loom-100-cotton-pocket-t-shirt/188300

Poster Printing http://www.printsafari.com/us_en/posters?ln_paper=5860&ln_qty=665&ln_size=5192&ln_


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Interview TranscriptsIn-depth Interview with Fridah Mubichi February 27, 2015

Her background » is a graduate research assistant - her dissertation is about finding out how the soybean can facilitate a better life for those in rural

Mozambique » from Kenya - says that some of the conditions are similar to Mozambique » is in the same ethnic group at those living in Mozambique (Bantu).

What she has to say about the women we are targeting » women are very prestigious » they are responsible for the feeding decisions » their husbands control the money » the women and their families do not have much access to protein » they have a carb heavy diet (maize consumption) » very low literacy » They are living very far apart from each other. The region she will be visiting does not even have roads.

Social networks » these social networks are organized due to several factors (ex. marital status, property ownership, etc.) - these factors define you » what helps/hurts them from joining a social network » most of what they learn is through word-of-mouth

AIDs campaign in Mozambique » had role play skits (in rural languages) » had a van driving around with people dancing - was very popular and effective

‘Mother Bean’ idea » really hit upon the idea of “the beauty of having nurtured children who can succeed/have access to school and healthcare.” » those that have money left over almost always use the money to educate their children, but this rarely is a possibility. » up to age 7, children are most vulnerable to malnutrition; their brain development can be hindered.


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Apron idea » European apron style may be something different for them » However, a Kanga/Lesso is more familiar to them and is multifunctional. » Possibly put a slogan or special pattern on them.

Colors of apron/branded items » Lots of colors are associated with political parties, etc. » We need to figure out these associations because they could be very off-putting to the consumer.

Brand ambassadors » She said “this is a brilliant idea.” » women can get higher status » have them also teach how to plant the seed, grow it efficiently.

Mozambique » A foreign aid dependent country (almost whole budget is funded by other countries).

The current crops grown » there is a lack of phosphorus in the soil which prevents crops from growing. » the soil is very dry.

The new bean » already has phosphorous in the bean. » potentially better yield?

What she wants to know » are the seeds being given? » are the consumers getting agricultural advice as well? » what is the replanting yield? » what is the cooking time? (this can prevent people from buying because you need to use more resources to make it). » does it cause digestive discomfort? (apparently this is a big hinderance as well!) » can you use the beans to enrich bread?

She also said... » she thinks that the consumer is barely growing enough crops to feed their own households. They will trade the extra beans for other

essentials. Not many people will be able to grow in large quantities in order to sell and make a profit. » these new products can potentially break down cultural ties. Relationships have been developed based upon buying and trading goods

with others. New products can change these relationship dynamics.


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Interview Transcripts Continued...In-depth Interview with Dr. Findeis, Nina Furstenua, and Fridah Mubichi March 9, 2015

Project Background (Findeis) » Project has been happening since 2007 » Initially in South China, were working on low pH soybeans and they work on root architectures; working for McKnight Foundation » Decided to move everyone to Africa in next phase of projects » Went at that point to Mozambique and have been there ever since. Project combined with China and Mozambique for a while. When

moved, Mozambique is about beans not on soybeans. Have developed and select for beans that grow bad in bad soil.

Benefits of our Bean over beans currently available » Dr. Findeis works with the breeding group and the breeding group has data on additional yield. The breeding group believes that if you

give more yield, everything else gets bigger. Focus almost always on yield with the idea that they will have more to eat because these beans grow better in bad soil. » Landraces: traditional races of beans found in Mozambique and Eastern Africa. Domestic bean and varietal. » Called land races because they are natural beans that grow indigenous to that area. Most beans are traditionally introduced to Latin

America. Only three beans are actually natural to Africa. Lab lab was called one. » Beans are already culturally important. Beans were introduced in the 1800s. Extremely important because they already like beans, but

now we are trying to promote a different kind of bean. The idea too is to spread the bean and fixes nitrogen and fixes soil. The underlying problem is bad soil and malnutrition. » The beans have been introduced everywhere, according to Dr. Findeis. She sees beans as cornflakes as something that you had to eat,

but if you could get fruit loops, you would rather have those. » Friedah is going to the central sites and Nina will be going to the north, as of now.

Fridah mentioned last time that carbs are a big part of the diet. Do these beans have any protein additions that might be noticed? » No. They are just regular beans. Haven’t been genetically modified, but are a reasonable source of protein (Findeis). » These beans all look differently. Introducing the small blacks and reds from Latin America. Have already been there, but haven’t been

widely introduced. Are we trying to come up with a name for this bean? » What all of these beans have in common is that they have low pH. We should come up with a name. Low pH doesn’t mean anything to

the women living there (Findeis).

Importance of the leaves on the beans » Some of the beans are used for nutritional value. The black bean leaves aren’t eaten. The red bean and speckled bean have leaves that

are picked when they are very tender, which are used in mashed food. There is another bean that is a navy bean and the leaves are very rich


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in color and are high in value. These are used as a green which is enjoyed with something else. It depends on what you are able to access. We don’t know about the leaves with the new beans. Amy would know when she comes back. Fridah is also curious about if Mozambique people actually do eat the leaves. She might find that they do something else (Mubichi). » The campaign needs to get people to eat more beans because their diet is awful. This bean is a good source of protein when people

don’t eat enough meat (Findeis). » It’s good for mothers, but it is good for children to develop in school because if they don’t get enough protein by the age of 5, their brains

will be stunted (Furstenau).

Will the women recognize what protein is? We have heard that these taste like meat. » There is a drive for mothers to take care of their kids in the best way that they can. Building a strong family is important. Try to educate

them about how the protein will make their family stronger. » Protein is STRENGTH in a diet. Good thing to hook onto with the STRENGTH concept (Furstenau).

Mozambique investment » China, Japanese, etc. are building a lot of infrastructure in Mozambique like airports (Findeis).

Our client is USAID (According to Dr. Findeis)

They can just share the seeds to grow it, but they’ve been giving out free small packets in Mozambique for people to try it (Findeis).

Distribution of the beans » Distribution of the beans is very tricky. The government says that you develop a new product, and they want to be market oriented. The

seed companies don’t want the beans because you don’t have to buy them every year. It’s a one-time investment. » Another part of the problem is getting the seed released. The scientists develop the seed, and it must be ‘released’ by the government in

Mozambique. » The seeds are being developed in Mozambique by AIM. There is research going on at Penn State, but there is soybean research going

on with CAFNR at Mizzou. » McKnight helps fund the beans, but not the soybeans because they perceive that soybeans are just going to be used to feed chickens.

Beans will regrow often so they don’t have to buy often » People already recognize this benefit, but the beans will eventually lose some vigor. Could use this as a potential benefit. We want them

to eat more beans. They are heard of people filming and showing them on walls… Potential idea?

Kenya Shamba Shape-Up: it’s a video that shows how to work on your land (Mubichi). » Maybe we could shoot a video that shows you how to cook the beans. Mozambique’s demographic is very young, so we might appeal

them by using a cooking show to show them how to use the beans. Bean network?


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Diet of Mozambique people » Not varied at all. Dr. Findeis didn’t see very many veggies in their diets. » What kind of meats do they eat? They eat chickens… chickens run around the villages. There aren’t a lot of animals. The people going to

Africa will take pictures of all of the animals that they see. Dr. Findeis didn’t see very many animals when she was there. There’s definitely a lot of fish. Goats, sheep… goats are a woman’s enterprise » We assume that meat holds a higher socioeconomic status. Maybe there is a way to go around it that yes we are talking about a bean

that tastes like meat and maybe is even better than meat, but at the same time, how do we make it the preferred food for you even if you become richer? How do we make sure that we encourage people to not abandon these beans. » Equating to strength takes a little emphasis away from this issue. Maybe skip the idea that you have to have the animal for the strength. » Goat = strength, Bean = strength as imagery, Soil = strength » Maybe some resonance around making strong soil… will increase other yields. Maybe it would help people start to gain pride in their

farms. Women were stating concern over the soil. » Maria is a translator from AIM, and is getting her masters from Penn State in the social sciences (Findeis).

Gloves as a low technology » As part of the project on soybeans, the group in Ghana said that it was tough for women to be shelling soybeans and what they need are

gloves. One of the collaborators in the US contacted development to get some free gloves and they now have 800 pairs of free pink leather gloves going over to Ghana that the women get to keep forever (Findeis). » Is there anything that these women might need to grow beans? Don’t know any information about how they cultivate the beans. Will ask

about the tools (Mubichi and Furstenau)


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Primary Research Plan

Questions for Amy » How will the beans be distributed? » Can you give us more information on the local markets and what is exchanged there? » Where do the rural female farmers gather to socialize? » Is buying beans and seeds for various crops a rational experience or is there emotion attached to it? » How often and when do people buy beans? » Do women in Mozambique cook with recipes? What spices do they use? What are common ingredients? » Can you give us more information on the female farmers role in the family? Do they identify as nurturers, providers or both? » What types of advertisements are currently running there?

Tactic: In-depth interview/request study materials

Questions for USAID contact » How have new crops and seeds been introduced to southeast African markets in the past? » What methods of introduction have been successful? What methods have been unsuccessful?

Tactic: In-depth interview

Questions for SASHA contact » What methods were used to make the market aware of the new crop? » What types of advertising were successful? What types were unsuccessful? » What types of information and benefits did the market best respond to?

Tactic: In-depth interview Determining emotional or rational consumer/product relationship Emotional (Who is the consumer really? How does she identify herself?)Tactics: » In-depth interviews » Focus Group (“girl talk” setting, easy and organic setting to make participants comfortable; at the market possibly where food

is already on their mind).

Questions about their concept of motherhood and heroesQuestions about their family dynamic, relationship with children, role in the family, etc.Questions about their self-identityQuestions about their opinion on brand ambassadorsHave the participant draw pictures of a mother and a hero


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Product obituary (What would you do if you could no longer have beans?)Have them bring in a picture of their family or homeObservation: watching daily routine, mealtime rituals, relationships with family/friends, etc. Rational (What just makes sense to the consumer economically or otherwise?) Tactics:In-depth interviewsFocus Group (same format as above)

Concept test the big idea of a ‘mother bean’Questions about mealtime and family ritualsQuestions about factors and values in the food they growQuestions about their willingness to grow new foodsQuestions about prevalent media in their livesQuestions about advertising they like and dislikeQuestions about healthObservation: purchasing seeds, growing food, activity in local markets, shopping for food, cooking, etc.

What we will need to provide to Amy:Paper/packets for focus groups and interviewsWriting utensilsVisuals for concept testing What we will need from her: » Return of the paper/packets from focus groups/intervies » Pictures from observation

Notes/recordings (with translations) Pt I. In-depth interviews/Focus Groups SAMPLE Questions: » What does it mean to be a mother? What are words that describe mothers? Describe yourself as a mother. » What colors or images do you associate with mothers? » What are your thoughts on the concept of Mother Nature? Positive or negative? » As a woman, do you think of yourself as a nurturer, a provider or both? » Describe what your children mean to you. » Do you feel powerful? Why or why not?


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» What are some things you fear? » What does mealtime look like in your family? Who prepares it? Who eats together? » Are you happy with the food you grow and buy now?

What factors go into choosing the foods you grow? » Health of children/family? » Cost? » Yield? » Taste? » Availability?

How available is meat for you eat? » Is it expensive? » What kinds of meat do you eat? » What kinds of meat would you like to eat?

Are you likely to try a new food product? What would make you try something new?If you do not farm beans already, what would make you want to start farming beans?What types of media is prevalent in your life? » Radio? » Magazines? » Newspapers? » Billboards?

What does healthy mean to you? How important is eating healthy to you and your family? What types of advertisements do you like/dislike? How do you feel about brand ambassadors (would need to explain this one a little bit)? » Would you enjoy doing something like this? » Would you trust a brand ambassador? What if it were someone from your village? A friend?

How do you feel about ads that use humor? Do you see them often or infrequently?

Pt. II. Drawings. Draw a mother.


This document was produced by AdZou at the Missouri School of Journalism. The contents are the property of USAID. All information is confidential and proprietary and shall not be modified, reproduced, distributed or used for any purpose without prior written consent of USAID. ©Seventy; April 30, 2015.


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