Challenge/Brief: Client was significantly underperforming in the South-South and South-East Regions with only 27% Retail availability and 28% Market Share. Our Brief was to grow availability and double volumes within 6 months
Project: South-East/ South-South “Attack” Program
What we Did: We proposed, designed and implemented 5 Step process to win in the South
a. Route to Market Redesign/Optimisation
b. Drive Pervasive Penetration (massive outlet creation)
c. Fight for Display share
d. Outlet Signage and Branding
e. Market Developers/Open Market Merchandisers.
a. Conducted a Retail and Wholesale Dealer Census
b. Conducted Market Impact Activities in all states in the south
c. Activated and Branded more than 8000 Outlets
d. Opened more than 5000 New Outlets
e. Recruited and managed 110 Market Developers and 14 Cluster Coordinators
Results: Grew Sales by more than 650%, increased availability from 27% to 78% and moved market Share by 18 points to 62%
We were then engaged to replicate in other Zones. Client eventually ran out of production Capacity and just concluded a major Capacity upgrade in Apapa.
See some activation pictures below: