Nestle created three programs that train the vendors on the proper way of selling, share product knowledge and help them understand the mechanics of the program they are in. The three programs are the BOW Program, Micro Distributors Program, and the Ice Cream Street Selling Program. They are three of the many ways the company creates shared value designed to make a positive difference in the lives of those around them for the life of their business.
The Creating Shared Value (CSV) Programs in the communities where the company operates paved way to the creation of small businesses. The members get their stocks from the Nestle distributors and earn a net income higher than the daily minimum wage on any regular day plus the chance to earn more well within their capacity.
The BOW Program is one of the three sales generating programs designed to open doors of livelihood opportunities to people who want to improve their lives, and all these in the course of doing business. The program provides business opportunities to these BOWers, who earn by selling Nestle products to small canteens and karinderias.
The Micro-Distributor Program (MD) provides those who are at least highschool graduates with an opportunity to become small-scale entrepreneurs by selling Nestlé products to sari-sari stores in densely populated areas that cannot be covered by the existing Nestlé distributor’s truck operations. They now have 450 MDs.
The Ice Cream Street Selling Program provides one livelihood opportunity, where commissioned street vendors ply the streets of residential subdivisions and other high-traffic public areas to sell Nestlé Ice Cream products. Today, they have nearly 2,000 Nestlé Ice Cream cariton vendors in both rural and urban areas.
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Further reading, http://nestlephilsinthenews.blogspot.com/2011/10/promoting-entrepreneurship-in-country.html
BOW was launched late in 2006 as an entrepreneurship livelihood program. The country has thousands of karinderias which Nestlé wants to serve better while helping their distributors strengthen respective coverage.
Under Nestlé’s corporate strategy of Creating Shared Value for both the company and stakeholders in society, BOW is about enabling marginalized Filipinos to become entrepreneurs, to learn skills and confidence in developing their own businesses. The idea is to enable participants to start earning above minimum wage, then to nurture their businesses as various BOWers are now doing.
- No educational background is necessary except that they can read and write
- They should know how to drive a tricycle
- They need to be able to talk to people
- They have to raise P15,000 of capital for initial stocks
- They must be hardworking and persistent
BOWers are taught the nuts and bolts of running a small business, such as managing funds and inventories, and conducting sales calls among customers. The karinderias in their territories are mapped out for them and they are trained to plan daily sales schedules and trips.
Eventually, a BOWer can grow his business as much as he desires, acquiring more tricycles and routes as he reinvests his resources. Potential BOWers are recruited by word of mouth and evaluated for the strength of their commitment to minimize attrition.
Apart from close training and supervision, each BOWer is provided with a partly subsidized tricycle which has Nestlé brand logos on its sides. The BOWer also wears a uniform. A major attraction to BOWers is the flexible working hours, since the best period for supplying karinderias is between 9am to 3pm.
Further reading, http://nestlephilsinthenews.blogspot.com/2010/03/from-poor-to-entrepreneur-through.html
The partnership includes capacity building and training for the micro distributors in critical skills including financial management, warehouse management, asset maintenance and upgrading skills in sales and merchandising. The micro distributors will become an extension of Nestle’s distribution network.
The products will be transported to customers in townships and rural areas using this model. In addition, it is envisioned that each micro distributor employs at least 3 permanent staff thus creating more jobs in the area.
Nestle has committed to contribute in building the economy as well as creating meaningful employment. This initiative is consistent with their efforts to empower small businesses and cooperatives as part of growing the economy and opening up economic opportunities for the historically marginalized.
Small businesses are the backbones of an economy and considered as the main drivers of economic growth, poverty reduction and job creation. Collaborative programs of this nature will go a long way in promoting entrepreneurship.
They made it their collective responsibility to ensure that this partnership becomes a sustainable instrument for job creation, skills development and economic empowerment. The system benefited all the parties involved, which are the micro distributors and resellers who benefited through the extra income that they earned while the customers benefited as they got access to products which had not been available to them previously.
If you like to distribute of sell Nestle products, please directly contact a Nestle representative in your local area or through their contact form online.
Ice Cream Street Selling Program
An ice cream treat makes life a little sweeter and refreshing. In fact, the Nestle range of ice cream products offers delights and pleasures to enhance everyday occasions as well as life’s special moments.
They work to ensure that their products are produced, packaged and distributed in ways that deliver goodness for you, for others, for the environment and even for the honey bees that contribute to great tasting ice cream.
Guided by their values rooted in respect, the company works alongside partners to create shared value so they can contribute to the society while at the same time ensure the long term success of the business.
Beyond the barangays, Nestle has developed a platform for providing livelihood to thousands of otherwise unemployed citizens throughout the country, via the Micro-Distributorship program in which highschool graduates sell Nestle products to sari-sari stores, the Ice cream Street Selling Program, and the Business on Wheels Program, with members selling Nestle products to karinderias.