Business Case Selling during CoVid-19 : The Honey Case

How might MAD Market sell more honey

to support a local community ?

The MAD Market is an initiative by MAD Travel to keep supporting

local farmers and SMEs during the CoVid-19 crisis while delivering
fresh fruit, veggies and baked goods straight to people’s doorsteps.

Working in partnership with the indigenous Aeta tribe, MAD

expended its product range and started selling natural forest
honey, harvested by the tribe in their ancestral land in Bataan, on
the island of Luzon. This island facing strict traveling restrictions, it is
nowadays a challenge to promote, transport and sell the product
easily.

You will be asked to work in group to find actions the company can
undergo to sell more of this product, and present it in a 10 minutes
presentation.
Why MAD Market

With necessary travel restrictions and the lockdown in place, some of

our local farmers and small businesses are hit economically the
hardest. Sourcing from farmers in Benguet, Mountain Province and
Rizal as well as small home-grown bakeries, the MAD Market hopes to
help keep livelihoods going, lessen the risk of people going outside
and provide healthier food options.

How does it work

For a customer to buy MAD Market’s products, he has to fill up a Google

doc form that can be found directly on MAD’s website, and on social
media through the MAD Market’s marketing campaign (instagram and
facebook).

The MAD’s team then message the customer (usually via facebook) to
confirm the order.

The products are finally delivered by motorbike to the customer’s house

from 24 hours to 72 hours maximum.
 Today, MAD Market has bought a high quantity of honey from
the Aeta to support the community. As a result, MAD must now
sell this product in a context where moving goods is difficult.

For now, the honey has yet to find its target market.

This may be due to customers previous experiences with MAD

Market : MAD Market has received some negative feedbacks on
the quality of the vegetables and fruits : some customers
complained the fruits got to them bad already or bad looking.

This has resulted in only few customers ordering again or wanting

to try new products.

The main goal now is to promote the product as a high quality one
and attract customers quickly.

Please, formulate a plan helping MAD Market to solve the

following struggles :

• Keeping customers engaged and adding the honey to their

shopping cart
• Reaching new customers for this particular product
• Regaining the trust of previous unsatisfied customers with this
new product

To help you out :

Don’t hesitate to ask Raf

complementary questions during
the session !