Call for Expression of Interest (2018)

Đăng ngày 30-01-2018

Traditional retail channel plays an important role in the Vietnamese distribution system which accounts more than 85% retail sales of grocery products in Vietnam. Nevertheless, Vietnam has been seeing the strong rise of the modern distribution (MT) channel with the active participation of domestic and international players in recent years. The development of MT channel has contributed to the improvement of linkages between producers, retailers and consumers which results in more grocery products with better quality that meet more sophisticated demand of consumers. However, due to the lack of necessary resources as well as marketing and sales capacity, there are many smaller producers/traders who are producing and/or sourcing good products couldn’t enter MT channel yet.

Capturing this gap, IBA Vietnam aims to assist smaller producers/ traders, who are pursuing inclusive business models, in realizing and materializing its business opportunity, improving their linkage to market and consumers by connecting them with modern retailers in Hanoi and HCMC and providing necessary technical sales and marketing support during their first stage entering MT channel.

Through this EOI, the IBA is looking to select at least five (5) inclusive agribusinesses for co-financing with the following activities:

Business Development

IBA will bear all costs relating to the business development costs conducted by IBA staff, which includes technical assistance for preparatory work and facilitation for B2B interactions between IBA selected partners with modern trade actors and subsequent support for follow-up upon conclusion of the same until the supplying contract has been signed between modern retailers and IBA selected partners. IBA selected partners are warmly welcome to join BD activities with IBA advisors at its costs and expenses during the BD phases (including joining the approach meetings with potential MT partners)

Promotion Campaign

The IBA will bear costs and expenses as following:

  • Promotion concept development
  • Recruitment and training for promotion team
  • Designing and printing costs of all POS marketing materials of the campaign (not customized per product)
  • Sampling products storing and handling costs
  • Marketing expenses at point of sales (including promotion/sampling materials, PG cost and venue fee)

The selected partners will be responsible for contributing:

  • VND 10 million as initial investment for the Sales Promotion Campaign at selected POS based on successfully contracted retail accounts in Hanoi and Ho Chi Minh City markets;
  • 10% of sales revenues at the point of sales during the promotion period for the operation of the promotion activities as Sales & Marketing expense
  • All sample and sampling products for BD activities and promotion campaign
  • Expenses for special display area if required by the partners
  • Any other special services needed

IBA will not finance the costs and expenses related to business operation between IBA selected partners and MT partners, such as contract signing, product packaging, transportation and delivery cost to the stores/POS and any other logistic cost.


Fresh produces (fresh vegetables, fruit…), pre-processed and frozen products such as dried fruit/vegetables, juices, nuts, tea, packed/frozen meat, seeds. Product priorities are given to local specialities, products that have label/brand and are not available at MT channel yet.






Publication of the call

January 30th, 2018


Guidance and explanation

Till February 28th, 2018


Deadline for submitting Expression of Interest*

February 28th, 2018



Rolling basis but no later than March 15th, 2018



Due diligence (if needed)


Business development


Contracting with MT channels**


Announcement to applicants (indicative)

March 15th, 2018


Sales Promotion Campaign (indicative)

March  - June 2018



Jun 30th, 2018

** IBA selected partners shall be fully responsible for the negotiation and signing of contract with their respective retail accounts.* Applications will be evaluated on a rolling basis until the final application deadline or until the 2018 campaign budget has been reached.

For more information about the Promotion Campaign, please refer to Guideline (in English or Vietnamese)

Expression of Interest (in English or Vietnamese)must be submitted by 17:00 on February 28th, 2017 by email to the IBA Vietnam at ibaccelerator@snvworld.org or by post to:

IBA Vietnam

SNV Netherlands Development Organisation

3rd Floor, Building D, La Thanh Hotel,

218 Doi Can Street, Ba Dinh, Ha Noi, Viet Nam

Tel: 84-4 38463791   Fax: 84-4 38463794

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