Exploring the product development process of a dairy based UHT drink A public-private partnership targeting the Base of Pyramid market in Zambia

Författare

Elena Gabriela Araujo Soto

Summary, in English

The focus of this study was exploring the product development process of a dairy- based drink which was co-created within a public-private partnership approach for Base of Pyramid (BoP) consumers in Zambia. An exploratory case-study research design was selected. Through interviews, documentation and observations, the steps of the product development process were mapped and the contributions from the different partners were identified, as well as the main strengths and challenges. Finally, the product prototype was tested in Zambia through focus groups. The product development phases were within the preparation, contextualization and concept development steps. It was found that the private sector contributed with their technical capabilities, expertise on the product’s characteristics and access to in kind resources. The NGO had a central role in the nutritional design of the product and helping to build the local company’s capacity. The local partners helped understand the local context and gave access to their networks. The main strengths in the partnership were the trust and transparency between the organizations, the synergetic expertise, and helping the local company to build capacity. The main challenges were related to the project timeline, bureaucracy, communication, and restrictions with the initial criteria set for the product. Finally, the focus groups showed that the people found the product to be too thin, acid, and not sweet enough. The packaging shape was found to be more attractive to kids than for adults. The improvement suggestions were implemented, and a final base recipe has been developed which is to be tested with different flavors to have the final developed product.

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