PROJECT BACKGROUND AND SCOPE OF WORK

1.   ABOUT GAIN

The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation launched at the UN in 2002 to tackle the human suffering caused by malnutrition. Working with both governments and businesses, we aim to transform food systems so that they deliver more nutritious food for all people.

At GAIN, we believe that everyone in the world should have access to nutritious and safe food. We work to understand and deliver specific solutions to the daily challenge of food insecurity faced by poor people. By understanding that there is no “one-size-fits-all” model, we develop alliances and build tailored programmes, using a variety of flexible models and approaches.

We build alliances between governments, local and global businesses, and civil society to deliver sustainable improvements at scale. We are part of a global network of partners working together to create sustainable solutions to malnutrition. Through alliances, we provide technical, financial and policy support to key participants in the food system. We use specific learning, evidence of impact, and results of projects and programmes to shape and influence the actions of others.

Headquartered in Geneva, Switzerland, GAIN has representative offices in Denmark, The Netherlands, the United Kingdom, and the United States. In addition, we have country offices in Bangladesh, Ethiopia, India, Indonesia, Kenya, Mozambique, Nigeria, Pakistan, and Tanzania. Programmes and projects are carried out in a variety of other countries, particularly in Africa and Asia.

2.   BACKGROUND

Pakistan confronts a critical situation with 17.7% of children facing acute malnutrition despite food insecurity impacting 71% of the population1, while food losses reach a staggering 20-40%2.

In Pakistan, nearly 30% of harvested fruits are lost before they ever reach consumers. This results in up to 45% of fruits and vegetables lost annually due to inadequate post-harvest handling and storage3."

The Empowering Health and Sustainability through Nutrients Enriched Fruit Bars project by The Global Alliance for Improved Nutrition in collaboration with Arla Food Ingredients (AFI) and Danish Industry (DI), supported by DANIDA, Scaling up Nutrition Movement and the Scaling up Nutrition Business Network. This initiative aims to revolutionize Pakistan's fruit value chain.

By collaborating with private sector partners and leveraging technical expertise from Arla Food Ingredients, we are creating sustainable, cost-effective business models in the fruit value chain.

Our goal is to contribute towards reduced post-harvest losses by transforming surplus fruits into nutritious, affordable fruit bars. These bars will not only enhance food availability and accessibility but also develop sustainable business models that incorporate environmentally friendly processing practices." to enhance the nutritious value of the fruit bars, we are working with partners and technical experts for adding high quality protein and fortificants in the fruit bars to enhance their nutritious value.

This project empowers small processors, fostering economic resilience and contributing to a healthier and more prosperous future for all.

To ensure widespread marketing and positioning of the protein fruit bars, GAIN seeks to engage a consultant/firm to design and execute a social marketing campaign in the targeted locations. Additionally, the consultant will be responsible for developing linkages with various market channels/retail stores to strengthen the marketing and distribution of the product.

3.   OBJECTIVES :

THE MAIN OBJECTIVES TO LAUNCH THIS RFP ARE AS UNDER:

Increase Public Awareness:

• Effectively communicate the nutritional benefits of protein-enriched fruit bars, particularly addressing the issue of malnutrition in Pakistan.

• Educate target audiences (e.g., parents, children, schools, health professionals) about the importance of balanced nutrition and the role of fruit bars as a healthy snack alternative.
• Generate widespread awareness of the project's goals, including reducing post-harvest losses and empowering small processors.

Drive Product Adoption:

• Encourage behaviour change by promoting the consumption of the nutritious fruit bars/snacks as a healthy solution to nutritional deficiencies.
• Create a positive brand image and build consumer trust in the product.
• Stimulate demand for the protein fruit bars by engaging stakeholders, including retailers, distributors, institutional channels, and consumers through tailored communication strategies.
• Leverage digital and traditional media to maximize reach and impact.

Strengthen Market Linkages:

• Establish and enhance distribution channels for the protein fruit bars, connecting small processors with diverse marketing outlets (e.g., retail chain stores, schools, offices etc).
• Develop linkages between target fruit processors with various market channels to ensure better marketing and accessibility.
• Facilitate partnerships with key stakeholders in the food and nutrition sector.
• Develop sustainable marketing strategies that support long-term sales and distribution.

Empower Small Processors:

• Increase sales and market reach of the small processors that are manufacturing the protein fruit bars.
• Provide technical support to small processors (selected 10 in total), enabling them to effectively promote their products.

4.   SCOPE OF WORK

The company will be responsible for:

4.1.         Developing a Social Marketing Strategy

• Conducting market research to understand consumer behaviour, perceptions and preferences.
• Identifying key target groups and designing tailored messaging.

4.2.         Content Development

• Develop a comprehensive communication and awareness strategy tailored to the target audiences.
• Create engaging and informative content (video/audio/written etc) for various media channels (e.g., social media, radio, local TV, print, electronic etc).
• Develop educational materials, such as brochures, posters, and digital content, highlighting the nutritional benefits of the fruit bars.
• Organize and conduct awareness campaigns, workshops, and educational sessions.

4.3.         Campaign Execution

• Implementing outreach activities, including community engagement and awareness sessions.
• Utilizing social media platforms, Facebook, TikTok, Instagram, radio, and local TV channels for message dissemination.
• Collaborating with local influencers and community leaders.

4.4.         Market Linkages and Channel Development

• Identifying potential partnerships to enhance product availability and visibility.
• Developing a roadmap to sustainably integrate the product into different market channels.
• Assist small processors in developing effective sales and distribution strategies.
• Facilitate linkages between small processors with distributors, retailers, supermarkets, and online platforms.

4.5.         Monitoring and Evaluation:

• Tracking campaign effectiveness through consumer feedback, engagement metrics and product sale.

Awareness Campaign Development and Implementation

• Develop a comprehensive communication and awareness strategy tailored to the target audiences.
• Create engaging and informative content for various media channels (e.g., social media, radio, print, electronic).
• Develop educational materials, such as brochures, posters, and digital content, highlighting the nutritional benefits of the fruit bars.
• Organize and conduct awareness campaigns, workshops, and educational sessions.

5.   EXPECTED DELIVERABLES

• Report of the consumer behaviour and preference
• A detailed social marketing strategy and implementation plan.
• Development of marketing materials (digital and print).
• Execution of the campaign in the identified locations.
• Development of market linkages and distribution strategies.
• Monthly progress reports and a final impact assessment report.

6.   DURATION & LOCATION

The assignment is expected to last for eight months (May – December), covering targeted locations in Karachi, Islamabad, Lahore and Gilgit/Hunza.

7.   ELIGIBILITY CRITERIA

To be eligible for submitting a proposal in response to this RFP, the following criteria must be met:

1. The Company must be a legally registered entity in Pakistan or have a registered branch office in Pakistan.
2. Proven experience in social marketing and behaviour change campaigns.
3. Expertise in public health, nutrition, or food sector marketing.
4. Strong knowledge of digital and traditional media strategies.
5. Experience in market linkages and distribution strategies.
6. Possess the necessary technical expertise and resources to implement the project.
7. Demonstrate a thorough understanding of the Pakistani market, including cultural sensitivities, consumer behaviour, and distribution channels.

INSTRUCTIONS FOR RESPONDING

8.   PROPOSAL SUBMISSION GUIDELINES

Interested companies are requested to submit a comprehensive proposal that addresses the scope of work outlined in this RFP. Proposals should be submitted in the following format:

I.        Company Profile: A brief overview of the company profile highlighting the relevant experience along with proof of registration status in Pakistan.

II.        Technical Proposal: A detailed proposal including the understanding of the assignment, proposed methodology, team compositions and qualification and experience, and all activities that would be carried out to achieve the scope of work along with the timeline of the activities.

III.         Financial Proposal: A detailed proposal of all the financials involved in the achieving the activities mentioned in the technical proposal along with the breakdown i.e. activity cost, admin, travel, taxes etc.

G. EVALUATION CRITERIA

Proposals will be evaluated based on the following criteria:

• Understanding of the assignment (10%)
• Relevance and quality of the proposed approach (30%)
• Experience and qualifications (30%)
• Financial feasibility (20%)
• Past performance and references (10%)

10.          BUDGET AND FINANCIAL CONSIDERATIONS

All applicants are required to submit a detailed budget that includes: