A new curb on malaria: WOWTM
Johnson’s Center for Sustainable Global Enterprise and SC Johnson
reached a major milestone in a three-year project with the launch of
a new product concept for rural consumers in developing markets.
Recently unveiled in the village of Bobikuma, Ghana, WOW is a
membership-based club whose products and services help low-income
homemakers care for their homes and families. WOW’s launch
WOW was reported in March 2012 by the Wall Street Journal’s
MarketWatch (March 8), Milwaukee Business Journal (March 16), and
the MBA admissions website Clear Admit (March 16).
In 2010, the Bill & Melinda Gates Foundation and the SC Johnson Fund dedicated $1 million in funding to create a new business model to bring SC Johnson mosquito repellents and insecticides to low-income, rural families in developing countries. The venture aimed to reduce transmission of malaria — a mosquito-borne disease that caused an estimated 655,000 deaths in 2010, mostly among children in at-risk populations.
“The WOW offering and business model are designed to tackle two key business challenges that come with low-income markets,” said Erik Simanis, PhD ‘10, managing director of market creation strategies at the Center for Sustainable Global Enterprise, who worked with SC Johnson to develop the WOW concept. “The first is to persuade consumers to adopt very new routines and behaviors associated with the products. The second is to generate the margins needed to sustain the high-intensity sales process for acquiring and retaining customers.”
WOW launch in Bobikuma, Ghana, Nov. 29, 2011