Background
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Malawi’s economy is dominated by
Agriculture, which accounts for over 30% of the country’s Gross Domestic
Product (GDP). This reliance on agriculture has been a leading cause of
high volatility in Malawi’s GDP growth, as poor harvests coupled with
regular droughts have significantly impacted on agricultural output. The
Manufacturing Sector is relatively small and contributes just over 10%
of Malawi`s GDP. Furthermore, it is concentrated around the cities of
Blantyre, Lilongwe and to a lesser extent Mzuzu, leaving most of the
country with no industrial development at all. The Manufacturing Sector
is critical to an economy’s growth potential and balance of payments.
The lack of a thriving manufacturing sector and over-reliance on primary
agriculture increases the need to import value-added goods, whether for
consumption or as industrial inputs, and decreases the potential to
develop a sustained comparative advantage for exporting such goods.
While Malawi has made some important strides in its economic
development agenda, it has suffered economic set-backs that are
characteristic of a country with a weak productive base. The
intermittent weakening of the local currency and a huge trade imbalance
speak of an economy that has a big appetite for imported goods and
services, even those which are efficiently produced locally. Malawians
generally prefer imported over locally produced products and consider
goods made in Malawi as second class products. The consequences of
ignoring consumption of and patronizing locally produced goods and
services have been well documented. The net effects are lost jobs,
unstable exchange rate, stagnating industrial development, high
inflation and worsening trade balances just to mention a few. This
trajectory is undesirable and unsustainable for the country hence the
need for a change to support home grown industries.
It is against this background that the Malawi Government resuscitated
the strategy to promote consumption of locally-made goods and services.
To that effect the Government of Malawi, through the Ministry of
Industry, Trade and Tourism, developed an ambitious Buy Malawi Strategy
(BMS) in 2015 which was officially launched on 18th March 2016 by the
Head of State empahsising its significance to Malawi. This strategy
builds on gains made in the previous Buy Malawi Campaign (BMC) and comes
at a time when there is stiff competition from imported goods and
services, a situation that demands re-defining Malawi’s economic growth
patterns.
The essence of the Buy Malawi Strategy is to encourage consumption of
locally produced goods and services through deliberate interventions,
and to change the mindset and negative perceptions towards goods
produced in Malawi. Such behavioral change has the potential to
substantially enhance competitiveness of local firms, stimulate local
production, job and wealth creation and promote industrialization, a key
priority of the Malawi Growth and Development Strategy II (MGDS II).
This is also in tandem with commitments of world leaders to promote an
equitable global economic system in which no country or person should be
left behind.
To encourage the purchase and consumption of Malawian products and to
instill excitement and national pride when it comes to the use of goods
and services ‘Made in Malawi’, a well-articulated and properly phased
Marketing and Communication Plan is key. While some companies have the
know-how and financial muscle to advertise their own products
successfully, an inclusive and carefully orchestrated plan to market
locally produced goods and promote their consumption is lacking – there
is currently no ‘Brand Malawi’. The Government of Malawi, through the
Ministry of Industry, Trade and Tourism, is hence seeking for
consultancy services to develop a Marketing and Communication Plan for
the BMS to effectively promote and ultimately increase consumption of
goods and services made in Malawi, as part of the efforts to implement
the Buy Malawi Strategy and to develop the ‘Brand Malawi’. |
Duties and Responsibilities
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The objective of the consultancy is to
develop a Marketing and Communication Plan fit to transform local
consumption habits as per the Buy Malawi Strategy. The purpose of the
Marketing and Communication Plan is to guide the logical implementation
of the Buy Malawi Strategy.
The scope of this assignment calls for the development of a
comprehensive and phased Marketing and Communication Plan with the aim
of building an appealing Malawi Brand and developing the local
industrial base.
Currently, the Buy Malawi Strategy has a quite detailed
implementation plan including marketing and communication activities.
However, the current approach is quite scattered, this being a deterrent
to consistency in branding and proper targeting. What is required is a
well-orchestrated plan, to avoid piecemeal actions that will ultimately
limit the impact of the BMS. The plan shall cover the entire lifespan
of the Buy Malawi Strategy (2016-2020).
In formulating the Marketing and Communication Plan, the consultant
will among other things, in consultation with relevant stakeholders and
with reference to existing policies that have a bearing on industrial
development (cfr: National Quality Policy, National Industrial Policy,
National Trade Policy), undertake the following specific tasks:
- Develop a SWOT analysis of the Marketing and Communication plan for the Buy Malawi Strategy
- Determine the eligibility criteria for products that will be promoted under the BMS;
- Identify the categories of products to be marketed, with emphasis on
the sectors outlined in the Buy Malawi Strategy, by prioritizing those
with the greatest marketability, highest demand and greatest potential
impact on economic growth in Malawi. The emphasis is on the domestic
market, but export markets shall be considered as well;
- Identify the categories of companies with regards to their level of participation in the BMS;
- Define the use of the label ‘Buy Malawian Build Malawi’ by
participating companies with regards to the use of the label on
products, packaging, adverts; and how the fees for use of the label
shall be structured and administered by the BMS Secretariat;
- Determine the optimal Marketing Mix to effectively promote products
“Made in Malawi” and to instil excitement about Malawian products
amongst the country’s population and suggest innovative and creative
ways of achieving this beyond traditional marketing channels that
include slogans, posters, billboards, informative brochures and
leaflets, radio and TV slots, articles and adverts in newspapers,
magazines and on websites or in social media, amongst others;
- Determine different marketing channels based on the target audience,
the target products and the target markets. Define ways of effective
and regular communication between the main role players – Ministry of
Industry, Trade and Tourism, BMS Secretariat, OPC, Participating
Companies, Private Sector Organizations and Consumer Associations –and
the effectiveness of the marketing efforts.
- Propose recommendations for independently sustaining implementation of the Marketing and Communication Plan
- Include a Monitoring and Evaluation Section to measure success and
impact of the Marketing and Communication Plan and the BMS as a whole.
This shall also include a feedback mechanism to gather opinions of the
public and consumer satisfaction, and SMART indicators on the
effectiveness of the marketing efforts.
- The consultant is further tasked to present the Plan to the Minister
of Industry, Trade and Tourism and to the Private Sector, during a
validation meeting in which pertinent comments will then be incorporated
in the document for finalization.
Deliverables:
The consultant will be required to deliver the following:
- An Inception Report
- A comprehensive, detailed and well-orchestrated Marketing and
Communication Plan as outlined in the Specific Tasks, which shall
include points of action, timelines, task allocation (responsibilities)
and estimated budget.
Implementation Arrangements:
- The consultant is expected to be fully self-sufficient in terms of
office equipment and supplies, communication, accommodation and
transport. Also, the consultant shall arrange for his/her own meetings
with stakeholders to be interviewed / consulted. The consultant will
report to and work under the direct supervision of the Director of Trade
within the Ministry of Industry, Trade and Tourism in constant
consultation with the assigned staff. The consultant is also required to
brief the Minister of Industry, Trade and Tourism as required.
Timeframe:
- The assignment is expected to take 30 man days inclusive of field
work, report writing and validation Workshop. To be noted that the
Validation Workshop will be funded separately by UNDP.
Methodology:
Assignment Approach:
- After the introductory meeting organised by the Ministry of
Industry, Trade and Tourism through the Department of Trade, the
consultant shall
- Develop an inception report outlining the approach to the Marketing and Communication Plan (5 man days);
- Conduct field work and develop a draft Marketing & Communication Plan (20 man days);
- Conduct a validation workshop (1 Man Day);
- Refine and submit the final Marketing & Communication Plan (4 man days).
Desk Review:
- Use the Buy Malawi Strategy as a basis for this assignment and
extract all relevant issues pertaining to marketing and communication;
- Consult further relevant national documents such as the Malawi
Growth and Development Strategy, the National Quality Policy, the
National Quality Strategy, the National Industrial Policy, the Trade
Policy, the National Export Strategy, Investment Mapping Report and the
original Buy Malawi Campaign document for guidance.
- Explore documents on successful best practice examples in the region
and beyond, e.g. from Nigeria, South Africa, Australia, USA, for their
adaptability to the Malawian context.
Consultations:
- Conduct consultations with relevant Government Ministries and
Institutions (MoIT, MITC, Ministry of Agriculture, Ministry of Tourism,
Department of Culture, MBS, SMEDI); Private Sector and Farmers
Organizations (MCCCI, NASME, SMEA, IBAM, NASFAM, FUM, Manufacturers
Association and others) and selected companies from the manufacturing,
retail, services and export sectors; Civil Society (Consumer
Associations, Academia, NGOs, religious organizations and women and
youth organizations); and Development Partners.
- Facilitate and conduct a validation workshop where a draft report
and marketing & communication plan will be presented firstly to the
Minister of Industry, Trade and Tourism and later to a wider group of
stakeholders to collect views and comments. Note that the validation
workshop will be paid for by UNDP and thus shall not form part of the
financial proposal of the consultant.
- Make own arrangements with regards to preparation of meetings and
transport for consultations/interviews and office space for this
assignment. The MoITT through the Dept. of Trade, will assist with a
letter of introduction for this assignment and with contact details of
interviewees where the consultant has a gap of information.
Report Requirements:
- Before each payment, the IC will produce a progress report on his/her work;
- Before the final payment, the IC will produce a final report compiling all his/her deliverables.
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Competencies
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- Thorough knowledge of marketing and communication plan;
- Know how of the optimal Marketing Mix to effectively promote products “Made in Malawi”;
- Knowledge of different marketing channels based on the target audience;
- Analytical skills is very vital in this assignment;
- To have a monitoring and evaluation skills.
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Required Skills and Experience
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Education:
- Hold a minimum of Master’s Degree in Marketing or a related field of expertise;
Experience:
- Have a clear understanding of the social fibre of Malawians;
- Have a minimum of 8years professional experience in the field of
development and preparation/implementation of marketing plans and
campaigns, with a proven track record of successfully conducting similar
assignments in the Southern Africa region or beyond. Able to
demonstrate creativity and innovativeness in the development of
marketing plans;
- Have thorough knowledge of marketing, with an understanding of
economics, private sector and value chains. Experience in the
preparation of integrated marketing campaigns and strategies,
communication plans, with particular emphasis on the development of
plans for the manufacturing industries is an asset;
- Have knowledge and understanding of theories, concepts and
approaches relevant to product innovation, product marketability, and
consumer demand oriented production and supply of goods and services;
- Have experience in participative stakeholder consultation, and in
communication with high level representatives of the public and private
sectors;
- Have ability to conduct research and data collection using various
methods with conceptual analytical and evaluative skills. Conduct
independent research and analysis, including familiarity with and
experience in the use of various research sources, including desk
review, surveys and interviews, electronic sources on the internet,
intranet and other databases;
- Have ability to apply judgment in the context of assignments given,
plan own work, manage conflicting priorities.; must demonstrate
professional competency and mastery of the subject matter; must be
conscientious and efficient in meeting commitments, and should observe
deadlines and achieve stipulated results.
Language:
Documents to be included when submitting the proposals:
Interested individual consultants must submit the following
documents/information to demonstrate their qualifications by 5pm on the
29th of August 2016, apply on line www.jobs.undp.org
Or if not possible send the proposals to the following email address: procurement.mw@undp.org
Technical Proposal:
- Explaining why they are the most suitable for the work
- Provide a brief methodology on how they will approach and conduct the work
Financial Proposal:
Personal CV (P11 Form) including past experience in similar projects and at least 3 references:
Proposals must include all three documents. Proposals not
meeting this requirement will be rejected. Please note that online
submissions require scanning all documentation in one file as the
platform allows for one attachment only www.jobs.undp.org
Financial Proposal
Contracts based on daily fee
The financial proposal will specify the daily fee, travel expenses
and per diems quoted in separate line items, and payments are made to
the Individual Contractor based on the number of days worked.
Travel:
- All envisaged travel costs must be included in the financial
proposal. This includes all travel to join duty station in Lilongwe
/repatriation travel.
Evaluation:
- Individual consultants will be evaluated based on the following methodologies:
Cumulative analysis:
- When using this weighted scoring method, the award of the contract
should be made to the individual consultant whose offer has been
evaluated and determined as:
- responsive/compliant/acceptable, and
- Having received the highest score out of a pre-determined set of
weighted technical and financial criteria specific to the solicitation.
Technical Criteria weight; 70
Financial Criteria weight; 30
- Criteria A: Educational background (hold a minimum of Master’s Degree in Marketing or a related field of expertise) 10 points;
- Criteria B: Have a minimum of 8 years professional experience in
the field of development and preparation/implementation of marketing
plans and campaigns, with a proven track record of successfully
conducting similar assignments in the Southern Africa region or beyond.
Able to demonstrate creativity and innovativeness in the development of
marketing plans; 25 points:
- Criteria C: Have thorough knowledge of marketing, with an
understanding of economics, private sector and value chains. Experience
in the preparation of integrated marketing campaigns and strategies,
communication plans, with particular emphasis on the development of
plans for the manufacturing industries is an asset; Have knowledge and
understanding of theories, concepts and approaches relevant to product
innovation, product marketability, and consumer demand oriented
production and supply of goods and services; 15 points:
- Criteria D: Technical Proposal (Brief methodology on how they will approach and conduct the work); 20 points;
Financial total points: 30 points.
Combined Total Score (Maximum); 100 points.
Only candidates obtaining a minimum of 70 points in the Technical Evaluation would be considered for the Financial Evaluation.
The financial score for the financial proposal will be calculated in the following manner:
Sf = 100 x Fm/F, in which Sf is the financial score, Fm is the lowest price and F the price of the proposal under consideration.
(Total Financial Maximum points = 100 points)
Total Score:
The technical score attained at by each proposal will be used in determining the Total score as follows:
The weights given to the technical and financial proposals are: T= 0.7, F=0.3
The Total score will be calculated by formula: TS = St x 0.7 + Sf x 0.3
TS – Is the total score of the proposal under consideration?
St – is technical score of the proposal under consideration?
Sf – is financial score of the proposal under consideration? |
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UNDP is committed to achieving workforce
diversity in terms of gender, nationality and culture. Individuals from
minority groups, indigenous groups and persons with disabilities are
equally encouraged to apply. All applications will be treated with the
strictest confidence
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