REQUEST FOR EXPRESSIONS OF INTEREST

CONSULTING SERVICES: Design and implementation of the strategic key market activities focused on trade enhancement with Romania

REPUBLIC OF MOLDOVA MICRO, SMALL AND MEDIUM-SIZED ENTERPRISES COMPETITIVENESS PROJECT Sector: General industry and trade sector IDA Credit No. 71740 IBRD Loan No. 94230 Project ID No. P177895 Reference No. MD-CEP- 542550-CS-CQS

The Republic of Moldova has received financing from the World Bank toward the cost of the Micro, Small and Medium-Sized Enterprise Competitiveness Project (MSME) and intends to apply part of the proceeds for consulting services.

The consulting services (“the Services”) include performing the services necessary to strengthen the presence and performance of Moldovan products in the Romanian market through a trans-sectoral promotional campaign covering multiple export-relevant sectors, implemented through integrated promotional, media, commercial activation, and communication actions grounded in a robust market study, enabling evidence-based strategic decision-making and impact evaluation on consumer perception and purchasing behavior.

The assignment will be implemented in the period June 2026 - July 2027.

The Terms of Reference (TOR) for the assignment is attached to this request for expressions of interest.

The Project Implementation Unit of the MSME Competitiveness Project now invites eligible consulting firms (“Consultants”) to indicate their interest in providing the Services. Interested Consultants should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services (required qualifications and experience of the firm, but not individual experts’ bio data).

This assignment requires a Consultant, which may be a consulting firm or a consortium of consulting firms, with demonstrated experience in the implementation of integrated promotional campaigns and the capacity to conduct market research, develop evidence-based strategies, and implement promotional actions on the Romanian market., that meets the following requirements: • Strong familiarity with the Romanian consumer market, including purchasing behavior, retail environment, and media landscape, supported by prior project experience in Romania. • Minimum of 7 years of demonstrated experience in market research, consumer insights, and sociological studies, including quantitative and qualitative methodologies. • Proven track record of successfully implementing at least two (2) similar assignments over the past three (3) years, on the Romanian market, involving market research and consumer behavior analysis; and/or design and implementation of integrated B2C promotional campaigns, including retail activation components across multiple channels (online and offline). • Availability of a multidisciplinary team of experts, including, at a minimum:

• Market research specialists (quantitative and qualitative)
• Communication and branding experts
• Digital marketing and social media specialists
• Creative design and content development experts
• Media planning and buying specialists
• Video editor, etc.  Proven experience in defining and tracking key performance indicators (KPIs), including reach, engagement, conversion, and brand awareness, and in producing structured analytical reports.  Previous experience in assignments financed by international organizations (e.g., World Bank, EU, UN agencies) will be considered an asset.

The attention of interested Consultants is drawn to Section III, paragraphs, 3.14, 3.16, and 3.17 of the World Bank’s “Procurement Regulations for IPF Borrowers” November 2020 (“Procurement Regulations”), setting forth the World Bank’s policy on conflict of interest. A Consultant will be selected in accordance with the „Consultant’s Qualification-based Selection” method set out in the Procurement Regulations.

Consultants may associate with other firms to enhance their qualifications; but should indicate clearly whether the association is in the form of a joint venture and/or a sub-consultancy. In the case of a joint venture, all the partners in the joint venture shall be jointly and severally liable for the entire contract, if selected.

The Expression of Interest shall clearly state the name of the Consultant (individual Firm, Joint Venture or sub-consultancy). The Consultant shall provide relevant references (assignment name, Client, time frame, the role of the firm (main Consultant/Partner in JV/sub-consultant, contract amount, tasks performed etc.) to confirm its experience and qualifications.

Further information can be obtained at the address below during office hours.

Expressions of interest must be delivered in a written form to the address below (in person, or by mail, or by e-mail) by April 20, 2026, COB.

Project Implementation Unit of the MSME Competitiveness Project 180, Stefan cel Mare Ave., office 815, MD-2004, Chisinau, Republic of Moldova Tel: + 373 22 296-723 Web site: http://uipac.md web: www.uipac.md

E-mail for submission of the clarifications: piu@mded.gov.md E-mail for submission of the EoIs: procurementmgf@gmail.com
Only the notification of EoI submission must be sent to piu@mded.gov.md

TERMS OF REFERENCE TERMS OF REFERENCE Design and implementation of the strategic key market activities focused on trade enhancement with Romania

A. Background The Government of the Republic of Moldova (GoM) is pursuing a policy agenda aimed at supporting export-led economic growth. The MSME Competitiveness Project aims to increase the competitiveness of Moldovan enterprises by reducing the regulatory burden they face, improving access to finance, and strengthening MSME development and export competitiveness. The Project supports the digitization of government-to-business (G2B) services, which is expected to reduce compliance costs and administrative burdens for enterprises. In addition, improvements in quality infrastructure increase the availability of accredited laboratory services and reduce costs for enterprises, thereby facilitating increased exports. These measures contribute to enhancing MSME competitiveness in both domestic and international markets. The Project also provides funding for partial credit guarantees to improve MSME access to finance, as well as support for enterprises to upgrade their products and services. As a result, access to finance is expected to improve, contributing to MSME survival and growth, job creation or retention, and increased competitiveness and export performance. A key challenge facing the Government of the Republic of Moldova is the need to promote sustainable economic growth and job creation driven by robust private sector activity, exports, and increased investment. Export-led growth has historically delivered higher productivity, increased employment, improved trade balances, and enhanced financial stability. Invest Moldova Agency is mandated to support export promotion of the Republic of Moldova and to strengthen the presence of Moldovan products on strategic external markets. Romania represents the main export destination for the country, both in terms of trade volume and cultural and economic proximity. To further consolidate the position of Moldovan products on the Romanian market, the Agency intends to commission a comprehensive consumer perception study among Romanian consumers. The results of this study will serve as the evidence base for the development and implementation of a communication and promotion strategy and related actions aimed at supporting Moldovan exporters in Romania. The Agency through the MSME Project will therefore contract a qualified company or consortium with demonstrated experience in market research and integrated promotional campaigns to conduct the study and to implement the subsequent strategy and promotional actions in the Romanian market.

B. Objective of the Assignment The overall objective of the assignment is to strengthen the presence and performance of Moldovan products in the Romanian market through a trans-sectoral promotional campaign covering multiple export-relevant sectors, implemented through integrated promotional, media, commercial activation, and communication actions grounded in a robust market study, enabling evidence-based strategic decision-making and impact evaluation on consumer perception and purchasing behavior. C. Scope of Work (Tasks to be performed) The Consultant shall perform all services necessary to achieve the above objective, including but not limited to the design and implementation of a mixed-method market study, data collection and analysis, and preparation of actionable recommendations. The assignment shall address multiple export-relevant sectors, including but not limited to: agrifood products, furniture, textiles, and other relevant product categories. The assignment shall be implemented in sequential phases, as outlined below. Phase I – Inception and Methodology design During this phase the Consultant shall: • Develop a detailed analytical and methodological framework, including key research questions, indicators, and evaluation criteria. • Design and justify a sampling methodology ensuring statistical representativeness of Romanian consumers across regions and socio-demographic groups. • Develop data collection instruments, including: o Structured quantitative survey questionnaire at national level (CAPI or CATI, minimum 1,500 respondents); o Qualitative research guides (focus groups, in-depth interviews). • Propose data collection methods and tools, including digital data collection where appropriate. • Define data processing and analysis methods, including segmentation techniques and benchmarking approaches. • Prepare a detailed workplan, including timeline, milestones, and responsibilities. Phase II – Market Study During this phase the Consultant shall:

1. Assess the level of awareness, loyalty, and purchase intention regarding Moldovan products and brands among Romanian consumers, including perceptions related to quality, price, safety, origin, and trust, including: • Measure aided and unaided awareness of Moldovan products and brands. • Assess consumer perceptions regarding: product quality and safety; price competitiveness and value-for-money; country-of-origin (Moldova); trust and reliability. • Analyze brand loyalty, switching behavior, and purchase intention. • Identify key drivers and barriers influencing perception and trust. • Conduct comparative benchmarking against Romanian and other major imported products (especially those from Europe). • Identify perception gaps and information asymmetries affecting demand.

2. Assess actual purchasing behavior, including frequency and context of purchase, types of products purchased, and acquisition and distribution channels used, including but not limited to modern retail, specialized/ethnic stores, traditional markets, and e-commerce platforms, including: • Analyze consumer purchasing behavior, including: frequency of purchase; product categories purchased; consumption context (daily, occasional, seasonal): • Map the consumer decision-making process from awareness to purchase; • Identify and assess distribution and acquisition channels, including: modern retail chains (e.g., Kaufland, Carrefour, Lidl); specialized/ethnic stores; traditional markets; HoReCa sector; E-commerce platforms. • Evaluate channel performance, including availability, visibility, pricing, and merchandising. • Identify market access constraints, including logistical, regulatory, and commercial barriers.

3. Analyze consumer interest and behavior and identify relevant communication channels influencing purchasing decisions, followed by segmentation of consumers according to socio-demographic and generational criteria (e.g., Gen Z, Millennials, Gen X, Baby Boomers), including: • Identify and analyze key drivers of consumer purchasing decisions. • Assess information sources and communication channels influencing consumer behavior. • Evaluate effectiveness of existing marketing and promotional approaches. • Conduct consumer segmentation analysis, including: socio-demographic segmentation; generational cohorts (Gen Z, Millennials, Gen X, Baby Boomers); behavioral and psychographic segmentation. • Develop consumer personas and identify priority target segments. • Analyze segment-specific preferences and communication channel effectiveness. Phase III – Strategy and Action Plan Development Under this stage, the Consultant shall consolidate findings from analytical components and identify key constraints and market failures affecting the penetration of Moldovan products as well as high-potential product categories and market segments. Based on key findings, formulate actionable recommendations, including: • An integrated communication, promotion, and commercial activation strategy for Moldovan products on the Romanian market, including definition of strategic objectives, positioning, target audiences, channel mix, and required resources. • A detailed Action Plan for promotional activities across relevant online and offline channels, as well as commercial activations in points of sale, selected and prioritized based on study findings and strategic objectives. • Monitoring and evaluation mechanisms for campaign effectiveness, including key performance indicators (reach, impressions, interactions, engagement), reporting arrangements, and mechanisms for adjustment based on interim results and market feedback. The Action Plan shall include, inter alia, the following channel mix and KPIs: • Digital campaign (minimum 4 weeks in duration). KPI - minimum reach of 1,000,000 persons; minimum 2,500,000 impressions. • Retail trade marketing campaigns (minimum 2 campaigns). KPI - minimum 4 activated locations; minimum 8,000 direct interactions. • OOH and urban media campaign. KPI - minimum 2 advertising surfaces; minimum 14 days; estimated reach of at least 500,000 persons. • Social media and owned channels (minimum 12 posts RO/EN). KPI - cumulative reach of minimum 500,000; engagement rate minimum 3%. • Press Releases and Thematic Articles – minimum 5 press releases and 5 articles. KPI - minimum 10 validated media pick-ups. • Media personality / TV collaborations (minimum 2). KPI - minimum 2 national-level media appearances. Phase IV – Implementation of the campaign During this phase the Consultant shall: • Implement the campaigns and activations in accordance with the approved Strategy and Action Plan, including online, offline, OOH, trade marketing, and point-of-sale activities, ensuring coherence of messaging and adherence to the approved strategy. • Monitor operational performance, including compliance with implementation schedule, resource allocation, KPI tracking (reach, impressions, interactions, engagement, number of activated locations), and provide periodic reports supported by photo/video documentation. Where applicable, impact evaluation shall include comparative measurements (baseline and post-intervention) in order to determine variation in awareness, perception, and purchase intention indicators. D. Deliverables / Outputs During the implementation of the contract, the Consultant is expected to develop and submit the following deliverables and outcomes:

4. An Inception Report, including a detailed methodology and implementation approach; calendar of activities; detailed workplan, including timeline, milestones, and responsibilities, as well as other activities foreseen in description of Phase I above.

5. Market Study Report, including quantitative and qualitative analysis in accordance with the tasks foreseen under Phase II above. It shall target the KPI of minimum 1,500 respondents; minimum 95% questionnaire validation rate; minimum 4 focus groups or 10–15 in-depth interviews. Executive Summary (maximum 10 pages) with conclusions and recommendations. KPI - minimum 10 applicable strategic recommendations.

6. Strategy and Action plan. Strategy and Action Plan should include recommendations that cover optimal communication channels, positioning of Moldovan products, and strategies for increasing visibility and consumer influence (minimum 10 implementable actions), including objectives, channel mix, action calendar, and resource allocation. This paper shall be subject to prior approval by Invest Moldova Agency before implementation.

7. Implementation and Reporting. Report should include strategic recommendations, implementation of the campaign’ action plan and analysis of campaign impact on consumer perception and behavior, covering awareness, purchase intention, brand positioning, and recommendations for future improvements (minimum 25 pages, at least 10 graphs/tables; minimum 10 conclusions and recommendations).

F. Period of the assignment & tentative implementation schedule The assignment will be implemented in the period from June 2026 - July 2027 with the following implementation schedule by phases: (i) market study - maximum 3 months from contract signature, including tool development, Agency approval, data collection, analysis, and final reporting; (ii) strategy and action plan development - maximum 3 weeks following approval of the market study report and (iii) implementation of the campaign’ action plan – 8 months following approval of the Strategy and action Plan. E. Reporting & Supervision The results of the assignment will be presented in a series of reports, containing a detailed description of the fulfillment of the tasks foreseen under Clause C (Scope of Work) taking into consideration also the deliverables foreseen under Clause D (Deliverables/Outputs). The Consultant shall produce the following reports: Inception Report. This report shall present a detailed methodology and implementation approach; calendar of activities; detailed workplan, including timeline, milestones, and responsibilities. The report shall be submitted within 3 weeks after the contract effectiveness. 1st Progress Report. This report shall present the Consultant’s progress and deliverables related to the results of the Phase II activities - Market Study. The report shall be submitted within 3 months after the contract effectiveness. 2nd Progress Report. This report shall present the Consultant’s progress and deliverables related to the results of the Phase III activities – Strategy and Action Plan. The report shall be submitted within 4 months after the contract effectiveness. Consecutive Progress Reports. These reports shall present the Consultant’s progress with implementation of the campaign’ action plan foreseen in Phase IV – Implementation of the campaign. These reports shall be submitted quarterly during a period of 8 months of campaign’ implementation and describe the fulfillment of the agreed action plan and KPIs tracking. Final Report. This report shall present the summary of all conducted activities, including strategic recommendations and conclusions of the impact of the implemented campaign. The report shall be submitted within 1 month following the completion of the promotion campaign. The Consultant shall report to Invest Moldova Agency. All methodological components and deliverables shall be subject to prior approval by the Agency. All visual materials and communication products developed under this assignment shall comply with the Agency’s visual identity and brand book standards. G. Requirements for the Assignment This assignment requires a qualified consultant, which may be a consulting firm or a consortium of consulting firms, with demonstrated experience in the implementation of integrated promotional campaigns and the capacity to conduct market research, develop evidence-based strategies, and implement promotional actions on the Romanian market. The Consultant shall meet the following minimum qualification criteria: • Strong familiarity with the Romanian consumer market, including purchasing behavior, retail environment, and media landscape, supported by prior project experience in Romania. • Minimum of 7 years of demonstrated experience in market research, consumer insights, and sociological studies, including quantitative and qualitative methodologies. • Proven track record of successfully implementing at least two (2) similar assignments over the past three (3) years, on the Romanian market, involving market research and consumer behavior analysis; and/or design and implementation of integrated B2C promotional campaigns, including retail activation components across multiple channels (online and offline). • Availability of a multidisciplinary team of experts, including, at a minimum:

• Market research specialists (quantitative and qualitative)
• Communication and branding experts
• Digital marketing and social media specialists
• Creative design and content development experts
• Media planning and buying specialists
• Video editor, etc. • Proven experience in defining and tracking key performance indicators (KPIs), including reach, engagement, conversion, and brand awareness, and in producing structured analytical reports. • Previous experience in assignments financed by international organizations (e.g., World Bank, EU, UN agencies) will be considered an asset.