We have an opportunity for you!
We seek to contract a firm that not only will conduct a digital market consumer survey for A Horta but will position A Horta to reach its mission
A Horta: Our expectations with the Social Media Consumer Market Research
A Horta Frutas & Legumes is a Mozambican brand for local fresh produce targeting healthy conscious consumers. We have digital presence through our website www.ahortamz.com (August 2020) our social media pages on Facebook, Instagram, two WhatsApp groups and an app (February 2021). Since 2020 we deliver to our clients twice a week and a local delivery pick-up point in Maputo Province, Matola opened since July 2021.
A Horta aims to become the number 1 digital sellers of fresh produce and local gourmet products in Mozambique.
- We seek to contract a firm that not only will conduct a digital market consumer survey for A Horta but will position A Horta to reach its mission
- To better understand the buying trends of local consumers in digital platforms for fresh produce and health products thus developing and launching clear digital campaigns to increase online conversion rates to 5.1% by May 2022.
- Understand preference of communication and purchase channels (website vs apps vs social media)
- Understand engagement preferences for communication display (e-mail vs WhatsApp vs FB/Insta)
- The role of digital communication/awareness vs communication and purchase
- Preferences and purchasing patterns: in-shop vs online shop visits
- Understand time of the day, day of the week with higher traffic
- Understand the format of information to be shared: videos vs text vs pictures with text
- Identify the type of products and main messages of greater interest to different market segment
- Segment the main market for our service by gender, income, consumer behaviour, geographic location, social media platform
- Understand main local competitors on digital marketing for similar services, main services and market share of players
- Identify specific needs and opportunities to be targeted by A Horta during digital marketing
- Clear understanding of the three main market segment A Horta should focus on
- Specific channels of communication and type of messages for each segment
- Design digital marketing strategy for each segment and launch campaigns on FBB
- Design pre-positions campaigns with clear audience target in Facebook Business
- Manage the campaigns for 3 months while training two internal members of staff
- Campaigns should highlight value proposition of A Horta and increase market share by at least 25%
RESULTS TO BE ACHIEVED
- Campaigns to reach between 800,000 and 1.2M people monthly
- Increase website visits to at least 5000 visitors a month
- Increase purchases to a 3.6% conversion rate by November 2021 and 5.1% by May 2022
- Reach 2000 app downloads with 50% active buyers by December of 2021
- Have app sales represent 50% of our digital sales by December 2021
THE DESIRED CANDIDATE
We seek local and international candidates with proven experience. This company should have:
- Proven record of digital market services,
- Brand building,
- Turn-around online conversion rates increase,
- Digital marketing strategy development,
- Digital brand marketing,
- Experience in digital consumer surveys,
- Have worked in the fresh food industry and similar businesses (gourmet, health sector)
- Digital sales promotion
- Design, launch and manage consumer awareness/education campaigns.
THE APPLICATION PROCESS
- Applications should be submitted by the 27th of September to firstname.lastname@example.org in English
- Clarification questions can be sent up to the 31st of September to the same address
- Three (3) references of previous clients with results achieved
- Portfolio of services and results achieved in the last 3 years.
- Selection criteria: value proposition 80%; cost 20%
- Mutiana reserves the right to interrupt the process
- Bidders will submit the proposal at their own cost of preparation
- Bidders cost and technical proposal should be valid for 90 days of submission date
- Cost proposals should be in MZN (with the equivalent in USD reflected)
- Only shortlisted bidders will be selected for additional information and presentation
- Bidders should be ready to offer services from the 15th of October 2021.
Download Terms of Reference: https://bit.ly/Mutianatrd
NOTE: This is an extension of the previous launched Terms of Reference. Companies that applied are encouraged to resubmit their proposals. For the first viewers, please follow the required guidelines. Good Luck!