Affordable milk for children
FrieslandCampina aims to make milk affordable for poor children by searching for protein sources that have lower costs. Reggs challenged FrieslandCampina to think differently. In cooperation with the TU Delft this resulted in a co-creative approach of developing a new product-service concept for there children in Vietnam.
Field study Vietnam
A field study in Vietnam was executed to gain insight in the needs of poor children and their families. In order to categorise the diversity of needs, different consumer contexts were defined, of which the kindergarten context was chosen to develop into a product-service concept.
A field study in Vietnam was executed to gain insight in the needs of poor children and their families. In order to categorise the diversity of needs, different consumer contexts were defined, of which the kindergarten context was chosen to develop into a product-service concept.
Concept development
Within the Kindergarten context, synergy between education, informative materials and milk was foreseen. Complementary organisations were identified to combine their strengths related to those three ‘portions’, in order to co-create one product-service system.
Within the Kindergarten context, synergy between education, informative materials and milk was foreseen. Complementary organisations were identified to combine their strengths related to those three ‘portions’, in order to co-create one product-service system.
Kindergarten concept
FrieslandCampina supplies milk in bulk to kindergartens. Additionally, educational comic books are supplied to the kindergartens. The informative content is provided by organisations that aim to communicate their values to this age group, for example Unicef (child’s rights) and Unilever (personal hygiene).
FrieslandCampina supplies milk in bulk to kindergartens. Additionally, educational comic books are supplied to the kindergartens. The informative content is provided by organisations that aim to communicate their values to this age group, for example Unicef (child’s rights) and Unilever (personal hygiene).
Business modelling
Finally, a business model was developed that makes this concept feasible. The model shows how FrieslandCampina, the Vietnamese government, local communities and “third parties” contribute to each other in value and finance, without creating new joint ventures.
Finally, a business model was developed that makes this concept feasible. The model shows how FrieslandCampina, the Vietnamese government, local communities and “third parties” contribute to each other in value and finance, without creating new joint ventures.