Examples
This section compiles examples of market development approaches (MDAs) to demonstrate what sorts of programmes have been undertaken. A very wide range of programmes can be classified as MDAs. Not all MDAs are included here, but these examples demonstrate how diverse programmes use different elements, or “building blocks” of market approaches to design and create an MDA to suite the country, market and programme objectives. The following selection is designed to reflect the variety and innovation of MDAs. These include:
- MDA innovations in financing, including vouchers, user fees, cross-subsidy and output-based aid
- Commodity cost reduction, including differential pricing, out-licensing, generics, buying commitments and pooled procurement
- Expanding distribution and availability, including social marketing, social franchising and bottom of the pyramid approaches
MDAs expand sustainability, choice and access to products by five primary means:
- Shifting costs from public purse to private pockets so poor and vulnerable can be better served
- Reducing the cost of the products
- Reducing the costs and/or increasing the effectiveness of distribution
- Creating a policy enabling environment that encourages competition and choice
- Creating demand through marketing
