The consumer market has shifted. Shoppers are now hooked to cooking their favourite chapati’s with liquid cooking oil. Kenya’s No.1 chapati cooking fat suffers a big blow – market share shrinkage and consumer apathy. There was an urgent need to generate new consumer conversions & re-ignite consumer & trade loyalty.
We set out on a multi-pronged market campaign that undertook.
- Door-to-door retail audits & product seeding campaign
- Retail trade product incentives to induce bulk purchase
- Door-to-door residential campaigns
- Impactful roadshows & consumer interactions
- Distributor audits & territorial market mapping
- Redesigned RTM
- Installation of brand visibility
Universal retail trade product availability, renewed trade & consumer brand loyalty all yielding to 40% growth in market share.