BACKGROUND

GAIN was launched at the UN in 2002 to tackle the human suffering caused by malnutrition. GAIN is a global, Swiss-based foundation that mobilizes public-private partnerships and provides financial and technical support to deliver nutritious foods to those people most at risk of malnutrition. We also support improved maternal and infant health by promoting breastfeeding and specialized products for infants over six months and young children. In addition, we partner with local businesses to improve the quality of food along agricultural value chains. By building alliances that deliver impact at scale, we believe malnutrition can be eliminated within our lifetimes.

As part of its effort to increase access to affordable nutritious foods among communities vulnerable to malnutrition, GAIN is currently implementing one of its programs called Access to Better Dairy. The main objective of this project is to catalyze market development of the dairy value chain in Ethiopia. This is achieved through technical support to (private) dairy sector partners for the development and marketing of a nutritious dairy product targeting select communities with the aim of improving nutrition.

The main objectives of the product development are:

• To develop an affordable and acceptable yoghurt product that responds to the preferences of the target market (Mother and Children)
• To identify the optimal product positioning for sustainability in target market
• To achieve consumer loyalty through successful usage and conversion

For this purpose, GAIN has selected FMILY MILK PLC, a local dairy processing company, to process and supply the required dairy products and worked on building the capacity of the company through technical support in engaging with key product development and the demand creation to reach the target consumer. Following this, GAIN and FAMIY MLIK PLC have partnered to develop fortified and an affordable yoghurt that is going to be further enhanced to address micronutrient deficiency in the daily dietary supplement of the target consumers. This Yoghurt is intended to also be produced in multiple flavours to reach a wide range of target groups specially focused in children 3-7 years and mothers including those that are pregnant and lactating. 

SCOPE OF WORK

Based on the above, the accepted agency will be expected to conduct a systemized product testing for the yoghurt prototype in collaboration with FAMILY MILK PLC with technical support from GAIN.

Accordingly, the specific objectives of the assignment addressed in this RFP are to:

• To identify yogurt (dairy) consumption and purchasing habits among targeted consumers
• To determine levels of acceptability and performance of product relative to positioning, product description, price and fit with the brand
• To determine performance of the new yoghurt variants on product attributes, likes and dislikes
• To understand potential concept and product improvements.
• To identify areas of improvement the product formulation in line with consumers’ preference
• To address the objective above, the agency is expected to develop a methodology and tools for testing which considers the following profile.

Target population: Mothers with at least a child between the ages of 3 and 7 years

• Primarily living in Addis Ababa. Spatial diversity across locations is necessary.
• Income per monthly in the range of 3,000 ETB – 8,000 ETB- 10,000 ETB- 15,000 ETB (low-middle income)
• Expenditure: 2-5$ average daily household expenditure
• Usership: current users of the Yoghurt category. (This will ensure we determine performance of new product to existing category)

Product testing:

• Products will be tested in customized testing environment suitable for product preparation for the specific target group. Due to the nature of the test target and objectives, it is recommended that both the mother and child test the product. More focus will be given to the child’s rating as it is the primary target component. Key considerations:
• It is recommended that both mother and child be present in testing phase to evaluate the product. However, it is known that children’s evaluation of the product always precedes the mother’s evaluation.
• Additionally, it is recommended that the mother only will evaluate the concept since we know the mother is the decision maker and purchaser/ shopper. Also based on experience, it is difficult for a child to evaluate a concept
• On the evaluation for the younger children, since they have a limited attention span, difficulty with classification and limited sensory capabilities, GAIN recommends a separate simplified evaluation methodology to rate the product purely on the child’s preference.
• It is important to design systematic methodology for willingness to pay assessment in accordance with product testing to mothers.
• In reporting, agency should consider feedback from the children which will be used in determining performance of the products and that of the mother for the concept.

Putting the above considerations into perspective the agency is expected to provide a proposal fulfilling the below key responsibilities and deliverables. 

• Identify and recruit the target groups as per the criteria for the acceptability testing and provide the necessary refreshment or cover costs
• Develop the most feasible testing methodology including yoghurt taste rating parameters (palatability, colour, taste etc.), assessment tools for feedback and reporting
• Provide the necessary tools evaluate consumer purchasing intent, willingness to pay and category perception in addition to the product testing tools.
• Organize the testing environment/venue for proper product testing including product preparation, serving and consumer testing activity to take place. Family Mlik will provide the products to be used for testing.
• Conduct the testing for both qualitative and quantitative parameters in the following manner

1. Quantitative Testing with a sample size of 150 mothers and 150 Children aged 3-7 years
2. Qualitative Testing with 4 FGD’s for mothers and 4 FGD’s for children. Each FGD with a sample size of 8 participants;

• Provide full analysis and report on results from both core target groups (Mothers and children)
• Provide own expertise towards recommendation for way forward towards product improvement based on the test results and analysis.

GAIN partner responsibility

• Provide the yogurt to be tested
• Arrange venue for the product testing 

Activities and Timeline

Activities Deliverable month (2021)

December Week 5

• Submit proper technical and financial proposal responding to all the above key responsibilities

January Week 1

• Provide Feedback and Finalize Testing Tools

January Week 2

• Identify and Recruit Target Consumers for testing

January Week 3

• Organize and finalize all preparations for the testing environment

January Week 4

• Conduct the testing on target consumer

January Week 5

• Review testing methodology and tools with GAIN

February Week 1

• Provide quick report for product improvement in real time

February Week 2

• Provide detail analysis and report from the test results

February Week 3

• Final report based on feedbacks from GAIN team
• PPT presentation and presenting key results and findings

Total 8 weeks

N.B Agency is to provide a detail timeline with dates within the scope to the above workplan 

Job Requirements

AGENCY QUALIFICATIONS 

• Proven testing capabilities for a range of products in the food category with special focus on Dairy category (if applicable)
• Experience on consumers’ insight assessment
• Ability to provide evidence based and strong recommendation for product development exercise.
• Strong quantitative & qualitative data assessment skills
• Clear and systematic thinking that demonstrates good judgment, expert problem solving, and creativity for innovative recommendations  
• Any experience on food business or nutrition assessments is a plus 
• Experience working in a public/private partnership environment highly desirable
• Qualified team expertise in product testing, analysis and reporting 

How to Apply

INSTRUCTIONS FOR APPLICATION

Interested consultants should submit a proposal by sending the following:

• Submit updated CV and copy of supporting documents for the experiences related with the post
• Submit not more than 10 pages clear and simple technical and financial proposal including methodology, tools and detail work plan. Any document that can support experience can be Annexed along with the proposal.    
• Each page of submitted documents should be stamped or signed by the applicant. 
• An electronic copy Technical Proposal containing the documents preferably in PDF along with all the required information must be sent via email to GAIN to hywodajo@gainhealth.org, afeleke@gainhealth.org and sfeleke@gainhealth.org
• The Financial proposals and all supporting documents (Business license, TIN certificate and related documents) must be sent via email to GAIN to atadele@gainhealth.org
• Deadline for submissions should be before December 18, 2020, 5:30 pm
• Late submissions will not be accepted
• Technical and Financial proposals must be sent separately through separate email as indicated above; otherwise proposals will be rejected automatically. 

Please make sure you mention the title of the proposal in the subject line of your email application.

For any further information please direct all inquires and other communication to

hywodajo@gainhealth.org, afeleke@gainhealth.org and atadele@gainhealth.org