Consultant for Marketing Strategies support

SNV is a mission-driven global development partner, rooted in the contexts and societies where we work. Inspired by the transformational principles and objectives set out by the SDGs, we are committed to building resilient agri-food systems that deliver food security and adequate nutrition; to increasing the reliability and availability of water and sanitation at an acceptable quantity and quality; and to improving access to affordable and sustainable energy for all. In doing so, we aim to strengthen institutions, markets and effective governance within and across the agri-food, energy, and water sectors, reducing gender inequalities and barriers to social inclusion, and enabling adaptation and mitigation to the climate and biodiversity crises.

We are one team of over 1,600 people, the vast majority of whom come from the contexts where we work, in more than 20 countries in Africa and Asia. Together, we are committed to effective and efficient stewardship of resources and maximising positive, lasting impacts.

Our ability to deliver results rests on our robust foundation of experience, knowledge, evidence and learning; our commitment to strengthening capacities and catalysing partnerships; and the relationships and trust of those we work alongside.

Our core values of people-centeredness and respect, equity and equality, and diversity and inclusion, are fundamental to who we are, and what we do. This is reflected in our vision and mission, and strategy, which sets out our aspirations and commitments as our compass towards 2030.

For more information on our operations in Uganda and SNV visit our website: www.snv.org

1.2 The Inclusive Markets for Energy Efficiency in Uganda (IMEU) project description

The Inclusive Markets for Energy Efficiency in Uganda (IMEU) is a four-year project funded by the Embassy of Sweden (EoS) in Kampala, Uganda. IMEU is implemented by a consortium of 3 partners: SNV Netherlands Development Organisation (lead), College of Engineering, Design, Art, and Technology (CEDAT), and Private Sector Foundation Uganda (PSFU).

The project aims at contributing to the development of sustainable and inclusive markets for appropriate energy efficient (EE) products and services for households, businesses, and institutions in Uganda.

The thematic scope for the project is based on prioritised value chains of tea, maize and oil seeds in agriculture and built environment considering industrial, public, and residential buildings. The agricultural sector targets agribusinesses and cooperatives while in the built environment, the project targets households, hotels, commercial facilities, and social Institutions in selected districts and cities.

Energy Efficiency adoption in Uganda is still low across sectors due to known barriers of limited awareness, limited technology availability and appropriateness, perceived high upfront costs, poor quality of products, limited skills, and knowledge as well as limited institutional coordination. To address these barriers, it therefore requires a market systems development approach with interventions at supply, demand and enabling environment.

Therefore, in contributing to the kick-starting and strengthening of markets for energy efficiency products and services in Uganda, the project has planned to intervene at demand, supply and enabling environment for EE market as follows:

(1) Stimulating uptake of EE products and services by increasing awareness among energy users (demand side)

(2) Targeted and contextualized derisking support to small and medium enterprises (SMEs), energy service companies (ESCOs) and Energy Service Provider Companies (ESPC) (supply side)

(3) Strengthening institutional coordination, research and enabling environment for energy efficiency (enabling environment)

1.3 Need for Marketing Consultancy Services 

The IMEU project aims to achieve its second goal above by partnering with several energy service companies, ESCOs/ESPCs, through results-based financing incentives to market their energy-efficient products. These companies have been selected as RBF investees, selling their products in the southern, northern, and central regions’ last-mile markets. However, they are facing some challenges in their marketing strategies and need help in reaching their target customers.

Thus, the project seeks a Marketing Consultant with extensive experience in marketing to assist with developing marketing strategies for each RBF investee, conducting a rapid assessment of the RBF grantee’s marketing strategies, and identifying the most suitable marketing strategies and channels to reach the target customers.

2.0 Purpose and scope of the assignment

The overall scope of the assignment is to develop marketing strategies and a marketing tool kit for training and support to investees to create tailored marketing strategies for each of the selected ESPCs/RBF investees.  There will be about 12 ESPCs/RBF grantees who will be expected to benefit from this consultancy service.

2.1 Specific undertakings for the assignment

To attain the above objective, the consultant must deliver the following actions.

1. Conduct a rapid marketing needs assessment of the RBF grantees and develop tailored training modules for marketing, including digital marketing etc.
2. Support companies to develop, deploy and monitor digital marketing strategies through different digital platforms or tools to achieve growth for core EE products and services promoted by RBF grantees /companies.
3. Develop a standard marketing toolkit module for RE and EE appliances, technologies and services promoted by ESPCs /ESCOPs under the IMEU RBF incentives.
4. Design tailored marketing strategies and training content for the ESPCs/ RBF Grantees.
5. Facilitate training where participating companies can analyse competitors’ marketing, available financing schemes and promotional activities around EE products and services, including sales tactics, products, pricing, benefits, and content strategy, to identify strengths and weaknesses.
6. Undertake a post-training evaluation for participants to assess the level of improved sales of their EE products and services and knowledge of marketing strategies/tactics.
7. Compile and share a training report and final marketing toolkit documents.

3.0 Approach/ Methodology

The consultant shall use an inclusive competence-based and practitioner approach to learning and should be learner-centred with the following attributes:

• Rapid marketing need assessment: Undertake rapid marketing needs assessment to inform the current marketing needs of each ES|PC/ESCOs company.
• Mentorship and Coaching: Provide required mentoring and coaching support to customise the marketing aids/tools to the respective grantees.
• Facilitative and Participatory Approach: The marketing tool kit training should be facilitative, with the consultant acting as a facilitator.
• Case study approach: The consultant should develop best practices case studies as training examples for the participants.
• Training aids: Illustrative training content design: The trainer should develop elaborate training aids to support the transfer of knowledge and skills.
• Training Evaluation: Undertake a skills, attitude, and knowledge assessment at the end of the training.

3.1 Target Audience

These services will target participants drawn from IMEU’s supported ESPC/ESCO companies and businesses.

1. Energy Efficient Technology suppliers and manufacturers: clean cooking technologies, Industrial technologies, heating technologies, cooling technologies, lighting technologies, and water pumping technologies, among others
2. Consortium Partners: Makerere University College of Engineering, Design, Art and Technology, Private sector Foundation Uganda.

4.0 Expected Deliverables

• A Final approved inception report detailing the methodology, timelines, and work plan for execution.
• Marketing tools kit outlines.
• Training content and training methodologies outlines
• A Final approved marketing toolkit
• A Final approved Training report

5.0 Reporting and Supervision.

The consultant shall be directly supervised by the project communications team and Private Sector Development Advisor (IMEU), who reports to the Project Manager, Inclusive Markets for Energy Efficiency in Uganda Project.

6.0 Required Qualifications, Competencies, and Experience.

6.1 Qualification and Experience of Lead and Associate Consultants

The lead consultant should possess a degree in the following disciplines: Communications, Marketing, Hospitality and Industry, Social Sciences and Business Management. He/she should have at least 7-10 years’ experience in marketing and market research of renewable energy and energy efficiency technologies and services in Uganda.

Other Associate Consultants should have evidence expertise and experience in high-level marketing on Renewable energy and Energy efficiency, social sciences, marketing, sales, etc. Each of the associate consultants should have knowledge of at least 5 years of marketing and mart research of renewable energy and energy efficiency technologies and services in Uganda.

Additional requirements:

6.2 Consultant competencies

In addition to the above expertise and experience, the proposed team/consulting firs should demonstrate the following competencies.

Core competencies areas

• Strong research skills: Skills in conducting market research and running competitive, brand, and customer segment analyses.
• Mastering the most essential channels: The consultant should be familiar with contemporary marketing channels, including various forms of content marketing activities, such as search engines, social media, or earned media placements/video marketing,
• Technical skills. The ability to provide digital marketing consultation involves experience in working with platforms, including social media,

Additional competencies areas:

• Demonstrated oral and written communication skills.
• Demonstrated stakeholder engagement and facilitatory skills.
• Good understanding of the renewable energy and energy efficiency sub-sector
• Demonstrated documentation and dissemination skills.
• Evidenced qualitative and quantitative data collection and analysis skills.

• Ability to engage and inspire adult learners.
• Be digital and technological Savvy.

   6.3   Requisite documentation for the consultant

• Company Legal registration documents (Articles of Association and Powers of Attorney)
• Tax Compliance Certificate
• Valid trading license
• Company profile
• CVs of all the proposed staff for the assignment
• References for earlier comparable assignments undertaken.

7.0 Timeline, Contracting and Proposed Payment Terms

The assignment is expected to be undertaken within a maximum of 75 days.  The contract shall be a fixed term with all the key activities and deliverables paid based on the value for money offering agreed upon during negotiation. The proposed payment terms are based on specific quality-approved deliverables.

• 30% final approved inception report detailing the methodology, timelines, and work plan as outlined above the objective of the assignment.
• 30% upon submission of documentation of each RBF’s grantee’s current marketing strategies and implementation plan and draft marketing tools kits.
• 40% upon Training report on the marketing tool kits a/ final marketing tools kits and a detailed process report of the assignment.

How to apply

8.0 Application process

8.1 Submission of Proposals

Interested companies/consultants should send technical and financial proposals to SNV Netherlands Development Organization in soft copies via email: ugandatenders@snv.org.The subject should read: Designing a marketing campaign and marketing toolkits for ESPCs/ESCOs companies under The Inclusive Market for the Energy Efficient Project in Uganda.

The technical proposals should include the critical personnel’s CVs and evidence of earlier comparable assignments undertaken.

8.2 Deadline for submissions

All the applications should be sent by 25th September 2023 at 5:00 p.m. Applications must be submitted before the deadline shall be received.

Only successful applications shall be contacted.