Marketing Pro Bono Consultation, 2016

Pro bono provider: GPI Holding

Beneficiary: Social Enterprise “Sobisi Youth Cooperative”

Village Sobisi is located in Gori district, near the border with conflict zone, in 3 kilometers from the territory controlled by Russia. There is practically no possibility for employment or small business development in the village; the situation is complicated by the fact that the population lives under the constant risk, so that young people leave the village and it gradually becomes empty. Women are in the least favorable situation: following the usual early marriage they rarely find an opportunity to realize themselves in the village.

Social Enterprise “Sobisi Youth Cooperative” was created in 2012 by the non-commercial organization “Ethic Finance” with the purpose to:

• Employ youth and women living in the village Sobisi;
• Help youth and women to develop and master the entrepreneur skills and acquire various professional knowledge and skills, which would assist them in their further employment.

Enterprise purchases the raw materials from local residents thus providing them with essential income. The main product of the enterprise is the apple juice, which is prepared with special technology to maintain the natural qualities of an apple. Apart from this, Sobisi is producing the cider vinegar, apple jam, dried apples, marinades and other fruit juices.

Problem Description

In its first years of the activities Sobisi Youth Cooperative was producing only the small volumes of an apple juice, which was realized among the supporting organizations and close friends / relatives. In subsequent years, both the volume of the production as well as its diversity have been increased, which entailed the necessity to develop the new strategy of marketing communications and sales. In order to respond to these needs, the pro bono consultation process was planned.

Services Delivered

Consulting process started in February and continued until October 2016 (8 months).

Pro Bono Consultants: workers of the GPI Holding Marketing Department.

Results of Pro Bono Mediation

New marketing strategy and recommendations were developed as the result of Pro Bono Consultation.

Mediator:

Pro Bono consultation is mediated by the Center for Strategic Research and Development of Georgia.