Oat meal product launch targeting low-income consumers in Bolivia

The Project

Supporting a Bolivian business in processing and selling natural Bolivian cereals to win a new client group.

Bolivia Natural approached PUM to help them improve their market position and increase sales. As this is a remote project, we focused on the most pressing element of their more extensive briefing, which is to help them with tapping into a new market opportunity. Due to the economic challenges Bolivia faces, spending power of the population has reduced, import prices of quality oat have risen to sky high levels and as a result, sales prices have risen quite substantially as well.

The more affluent population can more or less absorb these price increases, there is a loyal clientele, but overall sales are impacted negatively for many entrepreneurs and overall there is scarcity of food and other imported products. Adapting to these circumstances is a must and innovation critical. To make up for declining sales of the company's more upmarket product offering, Bolivia Natural needs to innovate and bring a product to market for people with less spending power.

As this project is still ongoing, I will update once appropriate.