Project: National Micro Distribution Centres
Challenge/Brief: Client had an RTM that went ‘dark’ beyond the Distributor. It also had limited reach especially in the New Development areas and suburbs
What We Did: We recommended a rule of Thumb that No one should drive for more than 1 Kilometere in urban areas and 3 Kilometres elsewhere to find Dangote Cement. We recommended and helped to implement a 4 step Market Transformation program
- Cement Outlet Universe Census
- Winning in Retail
- Micro Distribution Centres
- Retail Activation
- Market Developers
3. Competitive Stronghold Attack
Results: Through the outsourced Market Activation Program, we have activated 15,000 outlets
- We have placed more than 418 MDCs (stymied by Containers paucity)
- We provided detailed “decision ready” information
Some Pictures of Execution:
