Marketing Strategy for Financial Services - Financing Farming & Processing the Cassava, Maize and Plantain Value Chains in Côte d’Ivoire

July 17, 2023

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This report complements the publication ‘Opportunities for Financing - Farming & Processing in the Cassava, Maize and Plantain Value Chains in Côte d’Ivoire’. It presents marketing strategies for the financing of the staple food sector in Côte d’Ivoire, particularly the maize, cassava, and plantain value chains. These are based on an analysis of farming and processing models in the sector, including their specific challenges and attributes, as well as related funding opportunities and suitable financing products.

The marketing mix presents how a comprehensive strategy can be composed of the four key elements known as product, price, place (distribution) and promotion, to enable financial institutions who aim at financing agri-MSMEs to find the right combination of the 4Ps while entering a new market or growing the existing market.