Results from the Chitradurga Pilot

Frontier Markets (FM) conducted a 3-week pilot with Ujjivan Financial Services Pvt. Ltd (Ujjivan) in Chitradurga, Karnataka.

Pilot Overview

Frontier Markets introduced Whisper Choice Sanitary Napkins (at the MSRP of 28 Rs.) and Volini Gel (at the MSRP of 5 Rs.) to Ujjivan members in Chitradurga, Karnataka.

Targets

• Reach 50% of 750 MFI members: communicate effectively about health and hygiene issues and introduce both products to peri-urban consumers.


• Place products in 10-12 kirana shops·


• Sales: convert 5% of those exposed to marketing into consumers of one or both products


• Conduct 50 Product Feedback Surveys at Center Meetings


• Conduct 50 1:1 Customer Insight Surveys


• Conduct 12 Retailer Surveys

Results

• Reached 734 MFI members + 56 non-MFI members in 43 Center Meetings


• Placed product in 25 kirana shops


• Conducted 40 Product Feedback Surveys at Center Meetings


• Conducted 43 1:1 Customer Insight Surveys


• Conducted 25 Retailer Surveys


• Achieved a 23% conversion rate among 721 members for Volini Gel


• Achieved an 11% conversion rate among 721 members for Whisper Sanitary Napkins

Analysis

1. We proved that the model of peer-to-peer marketing works in a limited pilot.


2. A microfinance partnership helped us access bop households efficiently and effectively, enabling us to engage consistently with the same potential consumer base for 3 weeks


3. Frontier Markets will build a vast network of Kirana Shops who will be vital to expanding the organized sector of supply chains


4. Year 1 may focus on more FMCG related products to ensure this 1:1 engagement and test the capacity of retailer networks


5. Complicated products like water purifiers, stoves, etc will require knowing the consumer base's behavioral patterns which FM collects through the current model.