Client: Dangote Cement

Project(s): National Retail Outlet Branding and Activation (18 States)

Began June 2015  and ongoing (Next wave begins in April 2017)


  • Conducted Market Impact Activities in 18 states
  • We recruited, trained and deployed:
    • 7 Regional Coordinators
    • 37 State Coordinators
    • 166 City Coordinators
  • We
    • Branded and Activated 11,000 Cement Retailers
  • We will commence the next round of Activation from April

•Cement business in Nigeria has traditionally focused on the Wholesale Leg… with Cement Manufacturers not being involved with Retail Trade

•We proposed and aligned to identify, capture and activate all Cement Retail Outlets in Nigeria beginning with the Tier 1 and Tier 2 Markets.

•We defined execution standards that guided investment levels for these markets

•During Activation, we took “before and after” pictures of every activation, got every beneficiary to sign detailed acknowledgement and we collected detailed data of each retailer and developed a rich data base for client, while leaving an audit trail of our activities

Some Pictures of Execution: