Below the Line Marketing Phase 4- Lesotho Tender - 47495293

Procurement Summary

Country: Lesotho

Summary: Below the Line Marketing Phase 4- Lesotho

Deadline: 26 Nov 2020

Posting Date: 13 Nov 2020

Other Information

Notice Type: Tender

TOT Ref.No.: 47495293

Document Ref. No.: 1271089

Competition: ICB

Financier: World Bank (WB)

Purchaser Ownership: -

Tender Value: Refer Document

CPV Classification

79342000 - Marketing services

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Tender Details

Expression of Interest are invited for Below the Line Marketing Phase 4- Lesotho.
REQUEST FOR EXPRESSION OF INTEREST FOR SELECTION # 1271089
This Request for Expression of Interest is for a Firm Selection. Please log in as a valid Firm User if you wish to express interest in this selection.
Selection Information
Assignment Title
Below the line marketing phase 4- Lesotho
Publication Date
12-Nov-2020
Expression of Interest Deadline
26-Nov-2020 at 11:59:59 PM (Eastern Time - Washington D.C.)
Language of Notice
English
Selection Notice
Assignment Country
LS - Lesotho

Funding Sources
The World Bank Group intends to finance the assignment/services under:
BB - BANK BUDGET

TF019043 - FIG - Africa - CCA

Individual/Firm
The consultant will be a firm.
Assignment Description
SELECTION FOR CONSULTANTS BY THE WORLD BANK GROUP

REQUEST FOR EXPRESSIONS OF INTEREST
Electronic Submissions through World Bank Group eConsultant2

https://wbgeconsult2.worldbank.org/wbgec/index.html
ASSIGNMENT OVERVIEW
Assignment Title: 1271089 - Below the line marketing phase 4- Lesotho
Assignment Countries:

- Lesotho
ASSIGNMENT DESCRIPTION
IFC and Vodacom Lesotho signed a 2-year advisory services partnership that would see IFC provide technical assistance to MPESA mobile money service. The outcome of this support is expected to improve access to financial service for the unbanked/under-banked population in Lesotho. Below the line marketing activities will be used over the entire project (24 months) to directly reach out to clients in communities and markets, at events and functions, with four key objectives:

1) to increase activation and usage;

2) increase awareness of merchant payment services amongst other new services to be deployed ;

3) improve MPESA the distribution; and

4) improve income for agents.
IFC is seeking to recruit a firm to execute the fourth phase of below the line marketing services for Vodacom Lesotho for its M-Pesa mobile money and merchant payments services - countrywide.
FUNDING SOURCE
The World Bank Group intends to finance the assignment/services described below under the following:

- BANK BUDGET

- Client contribution
ELIGIBILITY
Eligibility restrictions apply:

None
INDIVIDUAL / FIRM PROFILE

The consultant will be a firm.
SUBMISSION REQUIREMENTS

The World Bank Group now invites eligible firms to indicate their interest in providing the services. Interested firms must provide information indicating that they are qualified to perform the services (brochures, description of similar assignments, experience in similar conditions, availability of appropriate skills among staff, etc. for firms; CV and cover letter for individuals). Please note that the total size of all attachments should be less than 5MB and not more than 10 pages. Consultants may associate to enhance their qualifications.
Interested firms are hereby invited to submit expressions of interest.
Expressions of Interest should be submitted, in English, electronically through World Bank Group eConsultant2 (https://wbgeconsult2.worldbank.org/wbgec/index.html)
NOTES

Following this invitation for Expression of Interest, a shortlist of qualified firms will be formally invited to submit proposals. Shortlisting and selection will be subject to the availability of funding.
Only those firms which have been shortlisted will receive a notification. No debrief will be provided to firms that have not been shortlisted.
Attachments
Optional TOR File

Qualification Criteria
1. Provide information showing that the firm is qualified in the field of the assignment.

2. Provide information on the technical and managerial capabilities of the firm.

3. Provide information on their core business and years in business.

4. Provide information on the qualifications of key staff.
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THE WORLD BANK GROUP

TERMS OF REFERENCE

VODACOM M-PESA LESOTHO 2 (IFC)

A. PROJECT BACKGROUND AND OBJECTIVES

The International Finance Corporation (IFC), the private sector arm of the World Bank Group, is an

international organization whose mission is to promote sustainable private sector investment in

developing countries, helping to reduce poverty and improve people-s lives. IFC aims to support

early-stage interventions in a small number of challenging markets to encourage the development of

Digital Financial Services (DFS) and to contribute to the global knowledge base for DFS.

The total number of mobile phone connections in Lesotho at the end of 2019 was 2.4 million, while

the countries total population stands at 2.2 million. At the end of 2017, approximately 33.3% of

adults have a bank account and 27.6% percent have a mobile money account. Eventually, 45.6% of

Lesotho adults are formally included. A further 20 percent are only served by informal financial

services. This high level of inclusion is driven by very high usage of insurance, primarily funeral

insurance (formal as well as informal), which is used by 65% of adults. The use of mobile phones

and alternative distribution infrastructure represents a huge opportunity to fill this gap, including

enhancing efficiencies of the informal services, with significant commercial potential for operators

able to build a business model that serves the bottom of the pyramid efficiently.

The Government of Lesotho has taken significant steps towards improving financial inclusion. In

2013 the Central Bank released “The Guidelines on Mobile Money” as a practical strategy for

financial inclusion of the unbanked. This guideline is based on international best practice and

standards, and acts as a policy path towards achieving availability, acceptance and usage of mobile

payments in Lesotho. The objective of the policy is to substantially increase the number of people

accessing and using formal financial services. Two providers mobile money - Vodacom and Econet

- operate in the market and are both providing a standard suite of mobile money products that have

so far achieved a high level of acceptance in the market.

Vodacom-s M-Pesa was launched in June 2013. Seven years into operation, the business had

achieved remarkable growth with hundreds of thousands of customers registered and a national

coverage of agents that serve customers in both rural and urban areas. Vodacom uses a selfregistration feature/approach to onboard customers which speaks to a desire in the market to make

use of mobile wallet services to serve financial transaction needs. Vodacom-s strategy is to activate

a larger proportion of its registered base through aggressive marketing campaigns and product

feature enhancements that will appeal to the inactive segment.

In October 2019, IFC and Vodacom Lesotho signed a 2-year technical advisory services partnership

that would see IFC provide technical assistance to Vodacom Lesotho to rapidly expand the uptake

and usage of the M-Pesa service countrywide. The outcome of this support is expected to improve

access to financial service for the unbanked/under-banked population in Lesotho. The customer

acquisition focus of this project aims to directly reach out to potential users in communities (e.g.

learning institutions, offices, industrial and agricultural areas, focus groups, markets etc. with four

key purposes: 1) register new customers, 2) activate dormant accounts, 3) increase awareness of the

value add services like merchant payments and savings, 3) increase transactional activity for existing

customers and 4) increase cash-in/cash-out transaction traffic to agents.

IFC is seeking to recruit a firm to execute the second phase of below the line marketing (BTL)

services to Vodacom Lesotho for their M-Pesa mobile money service nationwide. The firm will work

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in close collaboration with the M-Pesa team based in Maseru, Lesotho and the IFC Project Leader

and resident advisor, based in Johannesburg and Lesotho, respectively.

B. SCOPE OF WORK

The assignment involves implementing structured acquisition methods, planning the logistics of the

acquisition campaigns as well as execution. Acquisition activities will happen in specified locations

spread throughout the major towns countrywide over a period of 6-8 months. Most, if not all the

campaigns will happen around agents and/or involve creating awareness around benefits of using

M-Pesa and the network of agents as the one stop shop for opening/activating an M-Pesa account

and transacting. Most of these engagements will be executed by a team of sales personnel/promoters

(recruited and managed by the firm) who will be trained by Vodacom on the technical and sales

aspects of the service.

• Market intelligence - the firm will receive information on M-Pesa-s market penetration.

This will help the firm to focus its campaigns in areas that will produce the highest results.

Such areas would typically have a high number of registered but inactive customers and/or

a high population and agent concentration. After these areas have been exhausted, the

campaigns would move to areas with lower penetration and/or agents. The information

provided should help the firm maximize its resources to achieve greater impact within a

short period. The firm will share a short report showing their customer activation planning,

approach and execution methodology. The firm is also expected to leverage this information

to come up with an innovative action plan. The information will only be provided to the

selected firm.

• Event planning and execution - this will involve designing the execution plan with clear

information around the target branches/agents, number of sales team to be used at each

event, sample sales pitch to be used in the market, mock set up of the actual event, hire

educators/activators/ambassadors to provide support, prepare event material and execution

format including permit application and provision

Documents

 Tender Notice