Danimal In South Africa Case Study

The case focuses on the management of innovation in the South African dairy industry, describing how innovative product yogurt, Danimal, was created specifically for the market at the base of the pyramid. It explains how to manage product lines reflect different possibilities of innovation and challenges. The concept was first introduced in order to evaluate the possibility of profitably serve this market. However, the project was not just to introduce a cheap brand for poor people, but more about creating brand awareness in the market at the base of the pyramid. The new product allows for nutritional deficiencies in the diet of children in this market, as well as to the lack of available infrastructure - electricity and cooling. The case illustrates the importance of the product is available, current, and for that market. Innovation went further than the design of the product, and also took into account the need to lean distribution channel. This took the form of micro-distributors, referred Danimamas, which made the villagers, unemployed or underemployed persons. The case offers a glimpse of the complexity of doing business in developing countries. The Company acknowledges that it was not a sustainable business model in terms of current profitability, but the values ​​that were obtained from the long-term social marketing and brand development has been great. Case is the problem of how to ensure that the project continues its upward trajectory. Purpose event to encourage students to have a better understanding of the strategies needed to successfully impact on low-income markets in developing countries, various indicators that could be taken into account when assessing the impact of interventions on the bottom of the pyramid market, and the importance of involving the opportunities and overcome the challenges of innovation management . "Hide
by Verity Hawarden, Helen Barnard Source: Richard Ivey School of Business Foundation 15 pages. Publication Date: December 20, 2010. Prod. #: 910M99-PDF-ENG

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Danimal in South Africa: Management Innovation at the Bottom of the Pyramid

The case focuses on innovation management in the dairy industry in South Africa, which describes how an innovative new yogurt product, Danimal, was created specifically for the market at the base of the pyramid. He explains how the management of the product line incorporates various innovation opportunities and challenges that arise. The concept was first introduced to evaluate the feasibility of providing the service this market. However, the project was just a poor introduce cheap brand, but it was more about creating brand awareness in the market at the base of the pyramid. The new product has taken into account the nutritional gaps in the diet of children in this market and has an inadequate infrastructure also available – electricity and refrigeration. This case illustrates the importance of a product that is affordable, relevant and available for this contract. The innovation extends beyond product design and also took into account the need for efficient distribution channel. This took the form of micro-distributors, called Danimamas, including township residents, part-time or unemployed persons. The case provides an overview of the complexity of doing business in developing countries. The company admits it was not a sustainable business model in terms of current profitability, but the value to be gained in social marketing and the development of long-term brand was great. The event concludes with the question of how to ensure that the project continues its upward trajectory. The objectives of this event are to encourage students to have a better understanding of the strategies needed to successfully impact on low-income markets in developing countries, the various measures that could be considered in assessing the impact of interventions on the basis of the pyramid market and the importance of the opportunities and challenges of innovation management.
by
Verity Hawarden,
Helen Barnard
Source: Ivey Publishing
15 pages.
Release Date: December 20, 2010. Prod #: 910M99-PDF-ENG
Danimal in South Africa: Managing Innovation in the bottom of the pyramid case solution

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