This project is a collaborative effort between graduating student Johan van der Schaaf from Delft University of Technology, BoP Innovation Center and client organization Mhogo Foods. The project is conducted mainly in Nairobi, Kenya and focuses on building a marketing pilot for Mhogo Foods to increase access to nutrition in low-income markets. The project taps into the challenge of marketing nutrition and the difficulty of measuring effectiveness of marketing campaigns. After a short literature study and 15 interviews with the target audience that provided several insights, a design-led approach was used to create a tag line that resonates with the target audience. The combined insights resulted in a tag line that formed the key message of the campaign: ‘Mlo Wetu Halisi’ (in English: ‘Eating, in our traditional way’). The design-led approach turned out to be helpful in targeting the message to the preferences of the target audience and ensuring the tag line is inclusive. During implementation of the campaign, all materials and interventions were based on the predefined key message. The implementation of the campaign consisted of a mix of proven offline activities to gain the first market traction with digital experiments to explore new marketing opportunities. The digital experiments consisted of streaming recipe videos through Wi-Fi platforms on local buses and distributing digital coupons through several digital channels that could be redeemed at local shops. During the campaign, different digital channels were tested through the digital coupon program. An initial setup, where coupons would be distributed through Facebook, Whatsapp and the Wi-Fi platforms on buses highlighted the challenge of reaching customers through the digital channels while also educating them on the program. A second iteration, consisting of a hybrid between offline and online channels, resulted in more tangible data, with customers showing understanding and interest in the coupon program. An additional key insight was that the Wi-Fi platforms turned out to be the only digital channel that could both reach the target audience and keep the attention span of consumers for a prolonged period of time. Finally, a tool is presented that can be used in future marketing pilots to assist in building the campaign and in designing strategies for measuring effectiveness of digital channels.

The central goal of this master thesis is to improve the product communication of local SMEs in low-wage markets, by improving the advisory support given to these SMEs by BoP Innovation Center (BoPInc). BoPInc provides two-day trainings to support the SMEs on innovating their marketing and distribution. Currently, the SMEs are challenged by the implementation process of the training outcomes. The goal of this assignment was to improve the process of implementing the training outcomes.First, the current advisory support process and the training tools of BoPInc were analysed to identify the main changes that need to be made within the process. Two solution spaces were identified for which additional literature has been found. This literature address these solution spaces. To include more explicit insights into the training, the Cultura wheel (Hao, van Boeijen, & Jan Stappers, 2017) has been used. To create more practical outcomes of the training, Storytelling has been included. Both theories were reviewed, and together with the BoPInc knowledge taken towards the next phase of this project.During a Case study, this knowledge was combined and used to design a communication plan for an Ugandan SME that designs, produces and markets clean cooking stoves. During a three week full immersion, the cultural context, end user, current usage and current interactions were explored. These insights were structured and formed the desired interaction. Finally, a communication plan was designed. This communication plan targets low income peri-urban women during their community group meetings.The communication materials were designed with the use of Storytelling, while the insights were included in this design by using the Cultura wheel. Reflecting on the overall process, this thesis resulted in starting point of advice for BoPInc on the improvement of its current trainings. Two canvases were designed, a Cultura Canvas and a Storytelling Canvas. Together they create more practical outcomes of the trainings, while including insights of the cultural context.