TERMS OF REFERENCE 

 PROJECT OVERVIEW 

 CASA is an FCDO - International Climate Finance (ICF) funded programme driving global investment for inclusive climate-resilient agri-food systems that increase smallholder incomes. CASA makes the case to impact and return-oriented investors for increased investment in agribusinesses that work with smallholder supply chains. The programme achieves this goal by: 

• Demonstrating the commercial viability and investment-readiness of small and medium-sized (SME) agribusinesses with significant smallholder supply chains
• Helping investors to increase the impact of their investments through the provision of inclusive technical assistance
• Strengthening the socio-legal empowerment of smallholders within value chains
• Tackling the information and evidence gaps holding back investment

For demonstrating the commercial and development potential of smallholder sourcing models, CASA focuses on catalytic interventions in the agriculture sectors of Ethiopia, Malawi, Nepal and Rwanda that support agri-SMEs prepare for and secure investment while connecting smallholders to commercial markets. 

CASA’s work on research and communications is structured around identifying constraints, opportunities and addressing evidence gaps through research; shaping the debate on smallholder agriculture to influence actions of investors, governments and donors; and creating networking opportunities through events and stakeholder engagement.

ASSIGNMENT BACKGROUND 

CASA implements its work by supporting Market Systems approaches in selected ‘Anchor Value Chains’ to pilot, scale, and demonstrate holistic market approaches that could be replicated or scaled elsewhere, and within which CASA has the potential to achieve significant results, particularly in enabling more smallholder farmers to develop resilience in the face of climate change.

CASA Rwanda has partnered with Fine Fish Ltd, a company with a vision to lead in sustainable aquaculture practices, aiming to provide high-quality fish products while maintaining a balance with the environment. Their mission involves implementing innovative and responsible farming techniques to ensure the health and welfare of fish stocks, contributing positively to the local economy, and minimizing environmental impact.

Aligning with Fine fish vision of distributing quality feeds to small holder fish farmers, there is need to develop a well-structured marketing and distribution strategy that specifically targets a wider customer base by initially targeting 100 cooperatives and 30 MSMEs mobilised through a CASA project with RARICO. The consultant would be expected to understand marketing and distribution dynamics in the feeds sector and provide guidance on how Fine Fish can create and establish a strong marketing and distribution strategy that targets smallholder fish farmers across Rwanda.

OBJECTIVES

The overall objective for hiring this consultant is to develop a robust marketing and distribution strategy for Fine fish Ltd. The assignment will commence with a comprehensive market assessment and end with a costed marketing and distribution plan for Fine Fish.

SCOPE OF WORK AND METHODOLOGY FOR ESG CONSULTANCY ASSIGNMENT

SCOPE OF WORK:

Market Analysis:

• Conduct a thorough analysis of the current market landscape, including market size, trends, and competitive analysis.
• Identify potential new markets and customer segments for Fine Fish Ltd products. Conduct research to understand what fish farmers and other consumers are looking for in feed formulations. This could include cost-effectiveness, nutritional value, sustainability, or specialized dietary requirements. Eg feed that uses Black soldier Fly as a protein source

Marketing Strategy Development:

• Develop a comprehensive marketing strategy, including branding, positioning, and communication. The developed strategy should include the uniqueness and potential of BSF-based fish feed, particularly focusing on its benefits compared to traditional feeds.
• Design and plan marketing campaigns across various channels (digital, print, events, etc.).
• Propose strategies for increasing online presence and digital marketing efforts.

Distribution Strategy Development:

• Assess the current distribution channels and logistics.
• Identify opportunities for improving efficiency and reducing costs in the distribution process.
• Develop a distribution strategy that ensures timely delivery and high-quality product maintenance.

Implementation Plan:

• Create a detailed implementation plan with timelines, milestones, and resource allocation.
• Provide recommendations for any additional resources or tools needed for successful implementation. Performance Metrics:
• Establish key performance indicators (KPIs) to measure the effectiveness of the marketing and distribution strategies.
• Develop a monitoring and evaluation framework to track progress and make necessary adjustments.

METHODOLOGY:

 Desk Research:

• Review existing literature, market reports, and industry publications to gather relevant data and insights.
• Analyze historical sales data and current marketing efforts of Fine Fish Ltd.

Stakeholder Interviews:

• Conduct interviews with key stakeholders, including company management, sales teams, and existing customers, to gather qualitative insights.
• Engage with external stakeholders such as distributors, retailers, and industry experts to understand market dynamics and opportunities.

 Surveys and Questionnaires:

• Develop and distribute surveys to potential and existing customers to gather quantitative data on market preferences, brand perception, and distribution needs. Competitor Analysis:
• Perform a detailed analysis of key competitors, including their marketing strategies, distribution channels, and market positioning.
• Identify best practices and areas for differentiation.

 SWOT Analysis:

• Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for Fine Fish Ltd. to identify internal and external factors affecting the business.

Workshops and Brainstorming Sessions:

• Facilitate workshops with Fine Fish Ltd. team members to brainstorm ideas, validate findings, and co-create strategic initiatives.

Reporting and Feedback:

• Prepare a report and presentations to provide updates on progress and preliminary findings.
• Incorporate feedback from Fine Fish Ltd. into the strategy development process to ensure alignment with company goals.

 DELIVERABLES:

• A comprehensive market analysis report.
• A detailed marketing and distribution strategy document.
• An implementation plan with clear timelines and milestones.
• A performance metrics and evaluation framework. ASSIGNMENT MANAGEMENT, DURATION AND BUDGET

Duration and management:

Duration 

As per activity 2 in the CASA/Fine Fish Ltd workplan and budget, the consultancy will utilize up to 15 workdays, between 16^th September 2024 and 31^st October 2024.

Key milestones will include the completion of the market analysis, workshops and the development of a marketing and distribution strategy.  All activities will be scheduled to integrate seamlessly with Fine Fish Ltd’s operational calendar and Casa Rwanda’s strategic timelines.

An indicative breakdown of the days is given below

A workplan and budget will be formulated to encompass all aspects of the consultancy, including the market analysis, workshops and staff training sessions. 

The consultant will work under the technical supervision of the Rwanda Country Intervention Manager and the Market Manager for Aquaculture with support from the Fine Fish Ltd team.

 REQUIREMENTS 

The CASA Rwanda Market and distribution consultant will be expected to possess the following skills, qualifications, and experiences: - 

• Bachelor’s degree in marketing, business administration, or a related field. Master’s degree is an added advantage
• At least 5 years relevant experience in developing and implementing marketing and distribution strategies for SMEs preferably in the agribusiness sector.
• Strong analytical and strategic thinking skills.
• Excellent communication and presentation skills.
• Self-starter able to work with minimal oversight in sometimes ambiguous settings, drive their work agenda, and ability to deliver to tight deadlines.
• Excellent communication skills for training and mentoring and strong report writing and technical document drafting skills.
• Fluent written and spoken English.

TERMS OF PAYMENT

As per Swisscontact norms and mutually agreed during the signing of the contract.

Offers/ proposals for this tender should only be submitted on the mentioned email: rw_info@swisscontact.org No later than 24th september 2024