CONSRAINTS

TARGE
T BOP

PRICE
SENSITI
VE

SELLING
PRICE =
R1

MARGIN AT
DIFFERENT LEVEL

CANNIBALISATI
ON
SELF LIFE

HOW TO CONTROL COST ?

HOW TO AVOID
CANNIBALISATION ?

HIGH
QULAITY

DANONE

DISTRIBUT
OR

CUSTOME
R

MICRO DISTRIBUTORS
YOUNG TOWNSHIP RESIDENTS
DANONE

DANIMAMA
S

DANILADIE
S

INDIVIDUAL
CONSUMERS

UNEMPLOYED OR PARTLY
EMPLOYED
BASIC QUALIFICATION
OWN TRANSPORT
OWN BANK ACCOUNTS
ACCESS TO INTERNET

DEVELOP
ENTERPRENEURS
TO BE CONTROLLED BY
DANIMAMAS
DANONE WILL NOT BE
INVOLVED

ATTRACTING DANIMAMAS
Providing training on sales , marketing and
finance without any contracts
Free initial assets :
Cooler box ,carts, uniforms, shade umbrellas & subsidised prize for
first customer
10 free crates for every 50 crates they bought
GPS was used for allocation of area to each Danimamas without any
market overlap.
Regular Truck distributors use to supply to Danimamas and collect
money.
In order to avoid any theft, virtual money process was implemeted.
Rewards and Recognition for best performance.
Truck distributor leveraged their corporate image by contributing to
Black Economic Empowerment

 Initially after training 20% of the applicants withdrew.

Forecasting of the Danila dependant on the no. of
Danimamas recruited.
After getting a level of profit , Danimamas has to be pushed
for increasing the sales.
Due to inflation , after 3 years of launch Danila price has to be
increased to R1.30.
The sales dropped by 30%.

ACHIEVEMENTS
Sale of Danila doubled at the end of first year.
With an additional Banana flavour, the sale increased 10 times
in the 2nd year.

Leveraged income capacity of the needy people.

Honest Danimama could able to buy their own trucks.
Daniladies were able to earn R20000 per month.
Danipapas were appointed for considering men.

FREEDOM AND PASSION ENABLE

INNOVATION