product marketing from a social perspective: the o-gas...
TRANSCRIPT
The Right to Win 2011 2
Achieving societal marketing1. Product benefit
2. Social/Stakeholder engagements
3. Empowerment
Why Societal marketing1. Win-Win-Win for consumer, companies and the society
2. Desirable products with general acceptability
3. Improved well-being for the consumer
Societal marketingProduct design & Marketing with
an approach of balancing consumer’s
short-term satisfaction with long term sustainable
benefits for the general society
ne
What Why
How
The Ultimate aim of societal marketing is to achieve a change in attitude of the consumer that benefits the society
ProfitSatisfaction
Human Welfare
Brief on product marketing from a social perspective
The Right to Win 2011 3
Project Steel: A little background
Other Investors: Development Finance
Institutions (DFIs) or other investors
interested in supporting the distribution
of cleaner energy.
On-lending Company: A SPV, the On-
lending Company will provide on-
lending debt capital to MFIs. The
company is funded by Oando and other
social investors
Distribution points: Oando warehouses,
retail stations and other infrastructure
(containers) as well as contracted
warehousing will be used as storage
points for the project.
Micro-Franchisees: A low-income
entrepreneur acting as LPG Retail
point, supplied and trained by Oando,
financed by MFIs.
At the center of the
dedicated distribution
channel is the O-Gas
distributor.
The O-Gas distributor
manages the O-Gas
wholesale hub and the
network of MFs attached
to each distributor
Start OMP LPG Terminal
O-Gas Distributor
Micro-Franchisee
End User
Unique design from Oando
The Right to Win 2011 4
• Finance or micro credit option being offered to retailers and end users to enable them
afford the 3kg LPG stoves and ensure their continued utilization of the product
O-ACCESS: Oando African Climate Change Empowerment Support Scheme
O-GAS
Improvement on
Alternative e.g.
Portability & Safety
Economic Value
Awareness campaign
highlighting safe use and
advantages of LPG
Financial Empowerment
Distribution network - 10
minutes from the end user’s
home
Many past projects on rural provision of energy failed because they lacked strategies for income generating activities. O-ACCESS plugs that gap!
Innovative financial empowerment; an add on
The Right to Win 2011 5
EMPOWERMENT
Job opportunities
Product education
Training
Financing
Benefits of this approach
Product adoption & Acceptance
Endorsement
Product distribution
Legislative & Political support
Bulk purchase
Tax waiver
Positive reinforcement
SOCIAL ENGAGEMENT
Cultural (Traditional)
Institutional (Local & International)
Political (Legislative)
Others
PRODUCT BENEFITS
Health Impacts
Environmental impact & CER
Improved standard of living
Sustainable lifestyle
Switch
Societal marketing will drive product adoption
The Right to Win 2011 6
Keys to Successful Switch and Sustainability of Initiative
Endorsement by the King of Lagos Oba Rilwan Akiolu
Product presentation to CDC of LGAs in Lagos
Stakeholder session with Lagos state Executive council CEO, OMP at a sustainability forum in Rio, BrazilPublication on support from Lagos Assembly
The Right to Win 2011 7
Engagement with honorable members of
the Lagos Assembly
Demonstrating the use of the cooking stove
Displaying Oando Marketing’s range of
LPG products
Meeting with the MSMEs at the grassroots The LPG gas lamp and accessories
Community engagement, education and participation
The Right to Win 2011 8
3kg Cylinders at the Warehouse
Transportation of Cylinders at the Warehouse
Filling of the CylindersLoading of Filled Cylinders
onto branded truck
Secondary Distribution Point
Cages that will be used to display the 3kg stoves
Local skill and capacity development in 2 years ?