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The ColaLife Business Model | Zambia Pilot

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Simon Berry

on 30 April 2011

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Transcript of The ColaLife Business Model | Zambia Pilot

Coca-Cola Depot Coca-Cola Bottler (SABMiller) Independent Distributor (MSL) The Coca-Cola Bottler delivers to its depots (push) The Distributor delivers AidPods in cartons to Wholesaler (push) The Coca-Cola Depot may deliver to the wholesaler (push) General Wholesaler The Wholesaler may collect from the Coca-Cola Depot (pull) The Business Model for the ColaLife Pilot in Zambia

As at April 2011 Retailers travel to the Wholesaler to collect provisions such as washing powder, cooking oil, Coca-Cola etc (pull) Some Wholesalers may deliver provisons to rural retailers (push) The pilot will create an
Anti-Diarrhoea Kit (ADK)
packed in an AidPod Our primary customers are mothers, care-givers and mothers to be... ...living remote rural communities with a retail shop/kiosk Our secondary customers live in satellite
communities with no shop... The AidPod will be distributed by piggy-backing on Coca-Cola's secondary distribution chain In Zambia, Coca-Cola is bottled by SABMiller... The AidPods make use of unused space in Coca-Cola crates The AidPods will be distributed to the Wholesalers by a distributor. In the case of the pilot this will be Medical Stores Limited (push) To supplement the social marketing work in communities we will:
Provide vouchers to mothers and care-givers so that their first ADK is free
Provide a 50% off voucher for the second purchase
Provide training to the Wholesalers and Retailers in the benefits of the ADKs (so that they can sell them effectively)
Ensure adequate margins are made along the distribution chain AidPods will be placed in the Coca-Cola crates at the wholesaler level will be crucial to success Social marketing For more information visit:
http://colalife.org/blog in remote target communities The Business Model for
the ColaLife Pilot in Zambia
As at April 2011 Subject to further refinement
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