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Colombia: Consultant fo Development of Marketing Strategy

Bogotá

  • Organization: GGGI - Global Green Growth Institute
  • Location: Bogotá
  • Grade: Consultancy - Consultant - Contractors Agreement
  • Occupational Groups:
    • Communication and Public Information
    • Sustainable Business Development
    • Marketing (Digital, Advertisement, Brand, Promotion)
  • Closing Date: 2022-12-02

Colombia: Consultant fo Development of Marketing Strategy

 

Based in Seoul, The Global Green Growth Institute (GGGI) is an intergovernmental organization founded to support and promote a model of economic growth known as "green growth", which targets key aspects of economic performance such a poverty reduction, job creation, social inclusion, and environmental sustainability. GGGI works with countries around the world, building their capacity and working collaboratively on green growth policies that can impact the lives of millions. The organization partners with countries, multilateral institutions, government bodies, and private sector to help build economies that grow strongly and are more efficient and sustainable in the use of natural resources, less carbon intensive, and more resilient to climate change.

GGGI has a diverse portfolio of programs in developing countries around the world. These in-country programs, together with global products and services, focus on delivering results through an integrated approach of evidence-based green growth planning and implementation aligned to countries’ development priorities. The organization also focuses on knowledge development and management activities which build a strong theoretical and empirical basis for green growth, while providing concrete options and guidance for policymakers; as well as building the conditions for public and private green infrastructure investments.                                                                                             

In Colombia, we are currently undergoing the second phase of the Green Growth Program sponsored by the Kingdom of Norway. The principal aimed impact of the Program is to reduce deforestation and secure the provision of ecosystem goods and services, improve climate change mitigation and adaptation, and a sustained and socially inclusive green growth. To achieve it, we look to scale up sustainable production systems and promote the implementation of restoration efforts from degraded land to socially inclusive and sustainable productive systems under a landscape approach. To reach this goal, GGGI has developed the Project Preparation Technical Assistance Facility (PPTAF).

The PPTAF aims at facilitating the preparation of investment-ready forestry, nature-based tourism, livestock (cattle), and NTFPs projects by improving the quality of project proposals, making them bankable and attractive for funding by private sector investors or development finance institutions.

Through this instrument, GGGI is supporting a non-timber forest product processing company in the department of Putumayo, whose main product is açaí. The local partner is one of the main actors in its market and seeks to generate economic alternatives for the communities through a productive chain based on the sustainable use of the forest.

The açaí is a fruit of jungle origin, which grows wild in Colombia. It is recognized worldwide for its nutritional properties and its healthy contributions. It is also considered a superfood due to its high content of antioxidants, a characteristic that allows it to eliminate free radicals from the body that expose degenerative diseases such as cancer, Alzheimer's and arthritis.

The local partner has been on the market for almost 20 years and is well-recognized nationally. Nevertheless, it started working as an NGO and created a company with a different name to sell the products, but the top-of-mind branding is the NGO. As it wants to position the new company in the market, the local partner is in a brand transformation process. In addition, they are looking to expand their market share by increasing their sales through the different channels they manage, from their website to supermarkets.

Because of it, GGGI is looking for a marketing strategy expert that supports the local partner in the challenge to become the lead acai brand in the Colombian market.

 

OBJECTIVES OF THE ASSIGNMENT

The objective of the consultancy is to develop a marketing strategy that will allow our local partner to position its new brand and increase sales of forest non-timber-based products through all its channels at the national and international levels.

To achieve the above, the consultant is expected to accomplish the following activities: 

    • Analyze the market for the products produced by the local partner, both nationally and internationally.
    • Identify the most appropriate sales channels for each product.
    • Analyze the marketing strategy and the current use of marketing channels.
    • Identify the potential for improvement and establish a plan to achieve the new brand positioning.
    • Establish a strategy to increase the positioning of the local partner in the various markets.

 
SCOPE OF WORK

Under the supervision of the Green Investment Services Regional Associate of GGGI Colombia and our local partner, the selected consultant will build a marketing strategy to increase the positioning and market share of the new brand. To achieve it, it is expected that the selected consultant achieves the following:

 

Scope 1. Working plan 

The consultant shall develop and submit a detailed work plan including at least the following activities:

    • The methodology for achieving each of the stated objectives.
    • A work schedule.
    • The information requirements necessary for the development of the consultancy.

The work plan shall be submitted in English and Spanish.

 

Scope 2. Market analysis

The selected consultant will have to make a market analysis of the different products produced by the local partner, especially acai derivatives. In this analysis, it is expected to identify:

    • The main and potential market niches at the national and international levels;
    • What  the market needs are;
    • How the market in which our local partner competes is composed, with the respective market shares;
    • Which are the most demanded products in each niche;
    • How our local partner is positioned against its competition.
    • Identify prices and estimate competitor's margins

 

Scope 3. Review of the current brand

The selected consultant will make an in-depth analysis of how the brand and marketing channels of our local partner are currently performing. In this analysis it is expected to see at least:

    • An analysis of the current marketing strategy and brand positioning.
    • A review of the efficiency of the sales channels (virtual and physical), and how to increase their diffusion and sales through them.
    • Analyze the consumer experience through them and what are the opportunities for improvement.
    • Make an analysis of Strengths, Weaknesses, Opportunities, and Threats related to business competition and future actions to be taken by the local partner.
    • Evaluate the graphic concepts of new business models for commercialization in non-conventional alternatives: food trucks, vending machines, islands, commercial premises, etc. according to what was detected in the opportunity.

 

Scope 4. Marketing strategy

To close the consultancy, the main strategies and plans should be defined for the different variables of the marketing mix, including branding, products, pricing, distribution channels and promotional or advertising plans, including ATL, BTL PR and digital activities.

The expected deliverables:

    • Marketing plan, including selected brand manual;
    • Suggested media plan;
    • Distribution plan (defining channels, etc), media investments, new marketing channel investments;
    • Creative concepts to implement across the board.

The selected consultant should produce a ppt in English summarizing the marketing strategy and including other key findings of the consultancy.

 

DELIVERABLES AND PAYMENT SCHEDULE

Payment

Outputs

Deliverables

Deliverables description

Target Completion

Amount (% over total fee)

Payment No. 1

Working plan

Working Plan

Detailed workplan with activities, dates and methodology.

Within three (3) weeks from contract signing

 

10%

Payment No. 2

Market analysis

Analysis of the forest non timber based products

A report with the listed information in the Scope 2

Within eight (8) weeks from contract signing

 

30%

Payment No.3

Review of the current brand

Analysis of the company and possibilities of improvement

 

A report with the listed information in the Scope 3

Within eighteen (18) weeks from contract signing

 

30%

Payment No.4

Marketing strategy

Marketing strategy with all the components mentioned in Scope 4.

A report and a ppt presentation with listed information in the Scope 4.

Within twenty-four (24) weeks from contract signing

 

30%

 
REPORTING ARRANGEMENTS

The consultant work progress will be monitored primarily through periodic review meetings for planning, and short meetings for prioritizing of activities, all of them previous consensus with the Green Investment Services Regional Associate of GGGI Colombia, and the local partner. In these review meetings will be tackle subjects such as: the overview of the contractual objectives, the development of activities, detailed information milestones, actual achievements made against the timeline initially set, and any other relevant progress details.

Supervision shall be provided Green Investment Services Regional Associate of GGGI Colombia, in order to ensure the timely and quality delivery of products outlined in the contractual objective. The final review and approval of activities and deliverables under the contract is to be made by Green Investment Services Regional Associate of GGGI Colombia and the local partner. Local partner must have approved each deliverable before submitting to the GGGI team for review and beginning the next deliverable.

Deliverable 1 and the presentation of deliverable 4 must be produced in English, and reports 2-4 must be written in Spanish, in accordance with GGGI’s formatting requirements, and submitted with proof of editable file back-up (e.g. .docx, .pptx) in an external hard-disk and GGGI SharePoint system. Where relevant, the consultant shall also provide sets of raw data, research materials, and meeting notes related to the contractual objective.

 

SUGGESTED METHODOLOGY AND COMPETENCE REQUIREMENTS

The consultant should follow the specific methods provided by the Green Investment Services Regional Associate of GGGI Colombia. The consultant will make best use of both primary and secondary sources of information for the development of activities defined under the contract objective. The consultant will always provide the information to the Green Investment Services Regional Associate of GGGI Colombia for review and approval, prior taking final action.

The Consultant should demonstrate the credentials described below.

 

EXPERTISE REQUIRED 
    • (MANDATORY) Must be able to work and reside in Colombia.
    • (MANDATORY) Bachelor’s degree in in business administration, industrial engineering, advertising, or marketing from a recognized institution.
    • (RELEVANT) Specialist in marketing management and/or with an MBA.
    • At least 10 years of experience in high-level executive positions or as marketing director of medium and/or large consumer goods companies or having worked for at least 10 years in senior positions in marketing consulting companies.
    • Have extensive proven experience in brand building and new product development and portfolio innovation.
    • Fluence in Spanish and English.
    • Exceptional analytical and quantitative skills; capacity for synthesis, presentation, and communication; and strategic thinking skills.
    • Organized with excellent time management and attention to detail.
    • Strong and mature interpersonal skills, problem solver, adapts with optimism to unforeseeable change and proven ability to work with teams.
    • Ability to work well under pressure and have a flexible approach to tasks given.
    • Teleworking connectivity fully assured.
 
ADMINISTRATIVE INFORMATION

Date to close is Korean Standard Time (KST). Applications submitted after the deadline will not be considered Application. Cover Letter, and CV must be sent in English. A consortium, or a firm may not be engaged for the individual consultant assignment.  

 

 

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Child protection – GGGI is committed to child protection, irrespective of whether any specific area of work involves direct contact with children. GGGI’s Child Protection Policy is written in accordance with the Convention on the Rights of the Child.

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Before applying, please make sure that you have read the requirements for the position and that you qualify.
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