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GRAMEEN DANONE FOODS LTD.
A Social Business Enterprise
GRAMEEN DANONE FOODS LTD.
A Social Business EnterpriseA unique “community” modelA unique “community” model
Total population: 144 million - 80% rural
41% aged below 14Average family size: 4.9GDP / cap : 600$ a year
(Indon.: 1,200$)Density 1000 p. / km²
Sources : 2004 statistical yearbook of Bangladesh, 2005 estimates on total population, household income per day
€2.9-4.1 a day(233-333Tk)
<€1 a day (<83Tk)
€2-2.9 a day
(167-232Tk)
Country background: population pyramidCountry background: population pyramid
Grameen DanoneProject
11%11%
>€4.1 a day(>333Tk)
16%16%
22%22%
14%
37%37% €1-2 a day
(83-166Tk)
Key health/nutrition concerns in BangladeshKey health/nutrition concerns in Bangladesh
Micro Nutrition Issues
- Iron (49% among young Iron (49% among young children)children)- Vitamin B2Vitamin B2- CalciumCalcium- Vitamin CVitamin C- Vitamin AVitamin A- Iodine and zinc likelyIodine and zinc likely
Health Concerns
- Stunting (41% of young children) - Diarrhoea- Polluted water (arsenic, bacteria)
Source: Grameen/local NGOs
Macro Nutrition Issues
- 87% of protein source is vegetal (lentils and beans), deficiency in essential amino-acids likely
- Overall energy deficiency, particularly among young children (between 24% and 40% gap vs RDA)- Protein deficiency
Grameen Danone: project objectivesGrameen Danone: project objectives
Reduce poverty by a uniqueproximity business model whichbrings daily healthy nutrition
to the poor
Reduce poverty by a uniqueproximity business model whichbrings daily healthy nutrition
to the poor
the mission
4 objectives4 objectives
Improve living conditions of the poorest in the community by involving them in all stages of the business model
Profitability to ensure return on capital and sustainability
Preserve natural resources as much as possible
Health through nutrition at a very affordable price for all Bangladeshi children
Key contributionsKey contributions
Technical expertise and assistance in local regulatory environment, micro-credit financing, agriculture mgt,
distribution and consumer education
Technical expertise and assistance in local regulatory environment, micro-credit financing, agriculture mgt,
distribution and consumer education
Grameen (50%)
Technical expertise in R&D, nutrition, manufacturing, quality, marketing
Technical expertise in R&D, nutrition, manufacturing, quality, marketing
Danone (50%)
Technical expertise in fortification, nutrition marketing, efficacy study
Technical expertise in fortification, nutrition marketing, efficacy study
GAIN
I want my children to be strong and healthy so that they can succeed with their activities today and in the future
It is sweet and deliciousmade from fresh milk, which brings proteins, calcium and phosphorusfortified with 30% daily needs in vitamin A, Zinc, iron, iodinecontains live ferments which help a good functioning of the intestine
Available at 5 Tk or 0,06 €
Product conceptProduct concept
Community business model : executionCommunity business model : execution
Proximity : 25km radius (ie 20km max. rickshaw + 5km max. pedestrian)
Based on village density, 2,500t min. potential p.a.
Local milk sourcing : 500 micro-farms, 2000 cows, doubling milk productivity
Mini plant : deskilled and manualized process to maximize number and type of jobs created
Sales and distribution : 1,000 to 2,000 Grameen ladies + 700 shops
High speed from idea to launchHigh speed from idea to launch
Phase
1
Phase
2
Phase
3
Phase
4
Phase
5
Preparation
(Nov. 29th
2005
workshop)
Immersion
and
information
gathering
Concept
definition
&
business
plan
Product
developme
nt
First
implementatio
n, then scale
up
March 16th 2006
MOU
March 16th 2006
MOU
We are hereWe are here
One year from day 1 of the project to actual launch!
Les producteurs de laitLes producteurs de lait
On entre : On entre :
Zoom sur le logoZoom sur le logo
“Zidane” plant“Zidane” plant
Mini plant 3,000 tons max. capacity, 1 SKU
Deep functionality analysis, zero-base design
Deskilled process enabling job opportunities
Environment friendly : Gas as primary source for energy ; Solar as significant secondary
Rain water recycling
Water treatment station
Récupération d’eau de pluie: Récupération d’eau de pluie:
Le solaire pour la chaudière: Le solaire pour la chaudière:
Station d’épuration…
Récupération du gaz
Formation de la force de vente : Formation de la force de vente :
Sampling dans les écolesSampling dans les écoles
De l’usine au Centre de Distribution De l’usine au Centre de Distribution
La chaîne du froidLa chaîne du froid
Les points de venteLes points de vente
Les clientsLes clients
Proximity and Nutrition marketingProximity and Nutrition marketing
Social impact KPIsSocial impact KPIs
Example : GAIN’s efficacy study
Objective:Evaluate the impact of a fortified vs non-fortified yogurtEvaluate the impact of a fortified yogurt vs no regular yogurt consumption at all
Specifics:Evaluate the impact of the fortified yogurt on morbidity, growth, cognitive development and status indicatorsOver periods of 6 months and one year
Principal investigator: Sunil Sazawal MD, MPH, PhDPrimary Institution: Johns Hopkins university, USACollaborating Institution: Center for Micronutrient Research, IndiaPartnership: GAIN (funding and technical advising)
10-year dream10-year dream
100 MM€ sales, pay-back on capex on a 3-5 year period, requiring constant model reengineering (pack, size, prices)
20-25% pop. weekly penetration
30 to 50 plants covering half of 62,000 villages
50 to 100,000 sales and distribution jobs created.
25,000 farm jobs created
Replicated in most rural areas (co-owned basis)